Edgar Allan Poe and Imagery

Edgar Allan Poe and Imagery Once upon a midnight dreary, while I pondered, weak and weary, over many a quaint and curious volume of forgotten lore, while I nodded, nearly napping, suddenly there came a tapping, as of someone gently rapping, rapping at my chamber door. Tis some visitor, I muttered, tapping at my chamber door only this, and nothing more. (Poe, The Raven, 1845) It is with this stanza that Edgar Allan Poe opens his epic poem The Raven; and it is with this descriptive opening that the reader is thrown into a world unbeknown to anything imaginable, the world of Edgar Allan Poe the master of horror and imagery. Edgar Allen Poe was born January, 19th, 1809 in Boston, Massachusetts to Parents David Poe Jr. and Elizabeth Arnold Hopkins Poe. Edgar had a younger sister Rosalie Poe and an older brother William Henry Leonard Poe. When Edgar Poe was only 1 year old his father David Poe Jr. left Elizabeth to struggle to care for Edgar and his siblings. It was in the time following the departure of his father that Edgars mother Elizabeth came down will tuberculosis. Being poor Elizabeth had no choice but to cling to life at a boarding house, all the while young Edgar watched helplessly as his mother slowly sank into delirium until finally passing. Following the death of his mother Elizabeth Arnold Hopkins Poe, Edgar and his siblings were scattered to three different foster homes throughout Richmond, Virginia. Edgar was eventfully cared for by John Allan, a wealthy tobacco merchant, who cared for Edgar as if he was his own child and welcomed Edgar into his family with open arms. (Biography: Edgar Alle n Poe, 1994) (Who Is Edgar Allan Poe?) It was during his younger years that Mrs. Allen would shower Edgar with affection, and at for Edgar things were good, but much like Edgars early life things would not remain, much like Elizabeth Poe, Edgars foster mother stricken with tuberculosis. During this time a rift between Edgar and Mr. Allen grew. It was following this time that Mr. Allen sent Edgar to attend the University of Virginia. It was during this time that Edgar Allan Poe developed great gambling debt. During that time debtors prison did exist. Fearing being sent to prison, Edgar joined the United States army in 1827 under an assumed name Edgar a Perry. After two year in the army Edgar Allan Poe was discharged in1829 following the death of his foster mother Frances Allan on February 28, 1829 The Death of Frances Allan affected Edgar vastly and much like the death of his mother Edgar would carry her death throughout life often revering itself in Poes writings. (Biography: Edgar Allen Poe, 1994) (Who Is Edgar Allan Poe ?) After the death of Frances Allan, Poe moved to Baltimore where he would eventually marry his first cousin, 13 year old Virginia Clemm. Their marriage was a happy one. That was until 1942 when his wife Virginia devolved tuberculosis. The next five years were as Edgar was already accustomed to a living hell. Edgar would care for Virginia, up until her death in 1847. During the time after his wife Virginias death Edgar Allan Poe would go through great torment. He would drink to inebriation often and go through periods of insanity. It wasnt until 1849 that Edgar Allan Poe would finally be relieved of the demons he found in his life. On October 7th 1949 Edgar Allan Poe died of unknown causes at the age of 40. (Biography: Edgar Allen Poe, 1994) (Who Is Edgar Allan Poe?) Edgar Allan Poe was a fantastic writer who would use various styles and elements to create every detail present in his work. Edgar Allan Poe would often take events that occurred in his life and transcribe them into his work. Such pieces of work as the red death and even the raven depict chilling demons found in the life of Edgar Allan Poe. (Biography: Edgar Allen Poe, 1994) (Who Is Edgar Allan Poe?) One technique that he often used to portray a since of imagery is the unity of effect. The unity of effect is simply the total sum of every detail in the story combined to reach the ending. Edgar Allan Poe would use his characters, the setting, the mood, and various other aspects to draw the reader into his story, and it was this unity of effect that world ultimately lead the reader to feel a part of the story and upon conclusion make the reader feel the general mood that Edgar Allan Poe wanted for his ending. (Poe, The Philosophy of Composition) The unity of effect can be found in most of Edgar Allan Poes writing but none predominately as in The Fall of the House of Usher. To draw the reader into a dark world where vampires exist, and where the effects of Roderick usher burying his sister Madeline Usher drive Roderick into a state never seen before, one of sorrow, mystery, and terror, Edgar Allan Poe used both imagery and the unity of effect. (Poe, The Philosophy of Composition) Edgar Allan Poe opens his short story The Fall of the House of Usher using the unity of effect; He does this by providing the reader with a chilling depiction of the setting outside the house of usher. A dull, dark, and soundless day in the autumn of the year, when the clouds hung oppressively low in the heavens, I had been passing alone, on horseback, through a singularly dreary tract of country (Poe, The Fall Of The House Of Usher, p. 738). This opening sets the tone for the entire story as you jump into the role of the Narrator a boyhood friend of Roderick ride horseback thought a dark and gloomy country side to help Roderick in his time of need. Edgar Allan Poe further uses the unity of effect in his description of the house of usher. ` With the first glimpse of the building, a sense of insufferable gloom pervaded my spirit. I say insufferable; for the feeling was unrelieved by any of that half-pleasurable, because poetic, sentiment, with which the mind usually receives even the sternest natural images of the desolate or terrible. I looked upon the scene before me upon the mere house, and the simple landscape features of the domain upon the bleak walls upon the vacant eye-like windows upon a few rank sedges and upon a few white trunks of decayed trees with an utter depression of soul which I can compare to no earthly sensation more properly than to the after-dream of the reveler upon opium the bitter lapse into everyday life the hideous dropping off of the veil. There was iciness, a sinking, a sickening of the heart an unredeemed dreariness of thought which no goading of the imagination could torture into aught of the sublime. (Poe, The Fall Of The House Of Usher, p. 738) This description of the house of usher creates a feeling of horror which casts down the readers spine and lies in the pit of ones stomach, for as a reader I can now say that nothing good rests in the house of usher. Edgar Allan Poe also uses the unity of effect in his description of the characters. I gazed upon him with a feeling half of pity, half of awe. Surely, man had never before so terribly altered, in so brief a period, as had Roderick Usher! It was with difficulty that I could bring myself to admit the identity of the wan being before me with the companion of my early boyhood. Yet the character of his face had been at all times remarkable. A cadaverousness of complexion ; an eye large, liquid, and luminous beyond comparison ; lips somewhat thin and very pallid, but of a surpassingly beautiful curve ; a nose of a delicate Hebrew model, but with a breadth of nostril unusual in similar formations ; a finely moulded chin, speaking, in its want of prominence, of a want of moral energy; hair of a more than web-like softness and tenuity ; these features, with an inordinate expansion above the regions of the temple, made up altogether a countenance not easily to be forgotten. And now in the mere exaggeration of the prevailing character of these features, and of the expression t hey were wont to convey, lay so much of change that I doubted to whom I spoke. (Poe, The Fall Of The House Of Usher, pp. 740-741) Edgar Allan Poes description of Roderick usher helps the reader understand and feel what horrors Roderick has seen and what awaits the reader in his stay at the house of usher. Edgar Allan Poe uses the unity of effect in other manners such as the reading of the Mad Trist where you (The narrator) and Roderick read the story only to hear the noise emanating from outside your chamber door. It is in this part of the story that the end of draws near, but not only that of the story but possibly of you. It is in the end where Edgar Allan Poe completes his unity of effect and succeeds in collaboration every aspect of the story into one feeling at the end, that of terror. There did stand the lofty and enshrouded figure of the lady Madeline of Usher. There was blood upon her white robes, and the evidence of some bitter struggle upon every portion of her emaciated frame. For a moment she remained trembling and reeling to and fro upon the threshold then, with a low moaning cry, fell heavily inward upon the person of her brother, and in her violent and now final death-agonies, bore him to the floor a corpse, and a victim to the terrors he had anticipated (Poe, The Fall Of The House Of Usher, p. 750) Edgar Allan Poes short story The Fall of the House of Usher uses the unity of effect in great lengths to help the reader dive into the role of the narrator and truly feel the terror in which he felt. Edgar Allan Poe archives this through using various descriptive techniques thought the story to link every aspect in some way to the ending. It is through that; that Edgar Allan Poe archives his unity of effect in the short story The Fall of the House of Usher. Edgar Allan Poe used imagery in every one of his writings to allow the reader to completely immerse themselves into his writings. In reading any of Edgar Allan Poes work it becomes obvious that Edgar Allan Poe is in many ways a master of imagery. His writing style differs greatly from any other style I have ever seen. Edgar Allan Poe allows the reader to assume to lead in each and every one of his works. One such piece of work is the raven. In the poem the raven, Edgar Allan Poe uses great imagery to portray a felling of horror, of grief and of madness, madness brought on by the loss of a love, Lenore. The poem the raven tells of a man, a young poet who is morning the loss of his love Lenore. When suddenly there was a knock on his door when he goes to inspect it, he soon finds that there is nothing there. This goes on repeatedly until the entrance of a raven, which utters but one word nevermore. It is with both the raven and his uttering of nevermore that the poet drives himself into insanity curing, and pleading with the raven, that he believes is a messenger from the afterlife. In the raven Edgar Allan Poe uses imagery to allow the reader to enter the world of the young poet, to revel in the madness found within. It is in the second and third stanzas that Edgar Allan Poe uses imagery to portray both the setting and the first tone of horror found in the raven. Ah, distinctly I remember it was in the bleak December, and each separate dying ember wrought its ghost upon the floor. Eagerly I wished the morrow; vainly I had sought to borrow From my books surcease of sorrow sorrow for the lost Lenore For the rare and radiant maiden whom the angels named Lenore Nameless here for evermore. And the silken sad uncertain rustling of each purple curtain Thrilled me filled me with fantastic terrors never felt before; So that now, to still the beating of my heart, I stood repeating `Tis some visitor entreating entrance at my chamber door Some late visitor entreating entrance at my chamber door; This it is, and nothing more, (Poe, The Raven, 1845) In these stanzas Edgar Allan Poe begins to describe the setting, the descriptive nature in Edgar Allan Poes the raven chills my bones. In the raven Edgar Allan Poe used various symbols and hints to lead the reader to create an image in their head and allow them to become the poet. One such symbol is the poem being set in December. December is a cold month, its darkness and its cold, breaths death. The chill of the winter night allows the reader to imagine a dark cold windy night, the embers of the fire gently glowing on the floor; the purple curtains fluttering in the wind, each symbol bring you further into the world of the raven. This is what Edgar Allan Poe does best; he used great imagery to portray his overall tone. In the raven each and every line brings the reader deeper and deeper into madness. Edgar Allan Poe not only uses imagery to allow the reader to enter a physical image in their mind but to also allow the reader to enter an emotional image as well. One such example is in Edgar Allan Poes poem Annabel Lee. In this poem Edgar Allan Poe describes his love for Virginia dubbed Annabel Lee and the heart ache brought about from her untimely death. It was many and many a year ago, In a kingdom by the sea, That a maiden there lived whom you may know By the name of ANNABEL LEE; And this maiden she lived with no other thought Than to love and be loved by me. (Poe, Annabel Lee, 1849) Lines 1-6) The Opening stanza in Annabel Lee creates a feeling of love. The repetition of the line In a kingdom by the sea creates a felling of solidarity of importance, that the love between you and Annabel lee is all that matters and the love you two share is in its own way a kingdom by the sea, that your love creates a world a kingdom your kingdom by the sea. The angels, not half so happy in heaven, Went envying her and me- Yes!- that was the reason (as all men know, In this kingdom by the sea) That the wind came out of the cloud by night, Chilling and killing my Annabel Lee. (Poe, Annabel Lee, 1849) (Lines 21-26) This stanza in Annabel Lee creates the image of a battle between the heavens and your Annabel lee. This stanza allow the reader to imagine angels looking down from heaven at your Annabel Lee looking with such hatred, so envy, that they had no other choice but to kill her taking your Annabel Lee. Another thing that this stanza portrays the overall obsession Edgar Allan Poe had with Virginia (Annabel Lee). To Justify Annabel Lees death by stating that the angels envy your love for each other so in turn they took Annabel lees life. It is in the poem Annabel Lee that Edgar Allan Poe allows the reader to identify themselves with Poe himself. It is with Annabel Lee that Poe creates a vision within himself one that portrays his life with Virginia and how even in death Virginia and he will be together. But our love it was stronger by far than the love Of those who were older than we- Of many far wiser than we- And neither the angels in heaven above, Nor the demons down under the sea, Can ever dissever my soul from the soul Of the beautiful Annabel Lee. For the moon never beams without bringing me dreams Of the beautiful Annabel Lee; And the stars never rise but I feel the bright eyes Of the beautiful Annabel Lee; And so, all the night-tide, I lie down by the side Of my darling- my darling- my life and my bride, In the sepulchre there by the sea, In her tomb by the sounding sea. (Poe, Annabel Lee, 1849) (Lines 27- 42) From looking at Edgar Allan Poes life and from analyzing Annabel Lee I can clearly see how Edgar Allan Poe uses imagery to create a feeling of an eternal love. It can also be said that Annabel Lee creates an image of Poe that is all but flattering, one that portrays Poe and an over obsessive husband. Who even through death will both love and be with Annabel Lee. From analyzing his life and biographies one can say that Edgar Allan Poe was madly in love with Virginia, and in writing Annabel Lee, Edgar Allan Poe clearly depicts both his love and obsession for Virginia. There are many lines in Annabel lee that show this. Edgar Allan Poe lived a life unlike any other. His life was that of death and sorrow, of heartache and misery. Edgar Allan Poe uses his tragic life as a muse in all of his pieces of work. The Red Mask of Death, The Raven, Annabel Lee, The Fall of the house of Usher, Etc all of these pieces of work represent a tragic event in Edgar Allan Poes life. It is in using this muse that Edgar Allan Poe can create an image so strong that the reader forgets what is real and what fiction is. It is in creating this feeling that Edgar Allan Poe truly earns his title as a master if imagery. So in conclusion Edgar Allan Poe uses great description, imagery and the unity of effect to create a world for the reader. A world of horror, of sorrow, of long lost long, that in which none could ever imagine a world of Edgar Allan Poe.

The British Heart Foundation Organisation Marketing Essay

The British Heart Foundation Organisation Marketing Essay The British Heart Foundation is a not-for-profit organisation. We are the UKs largest heart charity (the fifth largest charity in the UK), fighting heart and circulatory disease. Largest funder of research into heart disease in UK. Founded in 1961 Our head office is based in London and there are six regional offices. Employ 1807 staff. Heart and circulatory disease the UKs biggest killer 2.6 million people in UK living with heart disease. Income year ending March 2008 was nearly  £117 million Fund research, education/campaigns raising awareness, life-saving cardiac equipment and through BHF heart nurses, they help support patients suffering from heart disease. BHF has B2B customers, working in partnership with organisations such as Colgate, HSBC, Lloyds TSB, Weight Watchers and Scottish and Southern Energy. However, this study will focus on BHFs B2C customers. Number of SBUs trading, Events, VFR, Legacies, Prevention and Care therefore serving multiple customer segments. BHFs target audiences include Heart patients, at-risk groups, health professionals, and children and parents. As with most charities, those donating money, time and support to the BHF are typically 45 plus, ABC12s. 1.2 BHFs Philosophy The philosophy of an organisation refers to its business approach, it is the principles that underlie its whole operation; the philosophy is what guides the organisation. Organisations may operate under one of three philosophies; they may be product, sales or market oriented (Lancaster and Reynolds, 2005). A product oriented organisation focuses on their existing products, their goal being to produce them as efficiently as possible. There is little, if any, consideration of the needs and wants of their customers or the market. A sales-oriented organisation, although recognising their competition, still devotes little in the way of considering the needs and wants of their customers. The sales-persons role is key and their goals are typically short-term with success being measured in terms of sales (Lancaster and Reynolds, 2005). A market-oriented organisation holds the customer at the centre of all its activities. In contrast to the sales orientation, where marketing is likely to be restricted to a marketing department, the marketing-oriented philosophy is one that permeates the whole organisation; every department recognises the central importance of the customer. There is an emphasis on understanding their target audiences; identifying their needs and satisfying them. (Lancaster and Reynolds, 2005). Products and services are developed with the target audience in mind, in fact extensive research into the customer needs and market conditions is conducted to inform the development. Andreasen and Kotler (p38, 2007) Marketing orientation means marketing planning must begin with the target audience, not with the organization The BHF follows a market oriented philosophy, Target audiences are a central focus of the organisation; the organisation only exists as a result of their audience. The focus on their customers is demonstrated not only by their current strategy to make the organisation more relevant to target audiences, but also by their corporate objectives (see appendix 1), which are customer focused; based on fulfilling their needs and attaining a high standard service. The organisation is dedicated to instilling the market-approach organisation-wide, for example internal marketing workshops are frequently held, aimed at the non-marketing departments. Lancaster and Reynolds (2007) claim that to achieve their corporate objectives, the market oriented company must recognise that they do not exist in a vacuum; rather, the external environment is dynamic and constantly changing. Whilst it is essential to identify and anticipate the needs and wants of their target markets, and know how best to respond to these with the most efficient use of the resources available to them, it is important that this is done within the context of their ever-changing external environment and the opportunities and threats it poses. Therefore, for a market-oriented organisation such as the BHF, the role the marketing plan plays is a crucial one. It operationalises the organisations philosophy and ensures the organisation actually is market-oriented and provides a route the organisation can follow to ensure this. As mentioned in 1.1 the marketing plan requires a great deal of research scanning the environment and aiming to meet the customer needs and wants (Beamish and Ashford, 2008). The role of marketing information and research in conducting and analysing the marketing audit The Role of Marketing Information and Research In order for an organisation to operate a market orientation and remain customer-focused, information and research is essential. When undertaken properly it can provide a thorough understanding of target audiences and the micro and macro markets. The findings guide the direction of the marketing plan and with the right information and research subsequent decisions will be informed ones and it will be possible to make more realistic future predictions. Failing to gather data and research poses serious risks; without it an organisation is effectively operating in a vacuum, future decisions are uniformed and there is no customer focus. (Beamish and Ashford, 2008). Collecting Marketing Information There are two ways of collecting marketing information; secondary and primary. Secondary data is information collected for a purpose other than for the current research. External sources of secondary data include third party databases such as keynote and mintel, government statistics, national and trade press and the internet. In addition, there are also a number of internal sources of secondary data, for example a Customer Relations Management (CRM) database providing demographic (age, gender, address, occupation) and lifestyle data (where, what, when and how they buy, how much they spend, religion). Other internal sources include customer complaints, sales reports, personnel, information on their products and services, prices, retailers, internal training of staff, marketing budget/spend, communications spend and results of previous market research studies. Much of this data may be held on a central database The Marketing Information System (MkIS), this can provide substantial inf ormation, fulfilling some research needs, however to obtain bespoke, targeted information to fulfil all research needs primary data is necessary (Taghian and Shaw, 1998) Primary data is data bespoke to the research project. It allows for a more detailed analysis specific to the organization. External sources of primary data interviews, focus groups and surveys. Internal data can be gathered through interviews with staff. Conducting Research within BHF Secondary: OneCRM Third party databases Subscribes to specialist magazines such as ThirdSector, Marketing Week and PR Week Information on external environment. Primary: Recognises importance of bespoke research uses external agencies (FIND NAME RESEARCH NOTES!!). Important to note that there are only 2 other chest and heart charities in CAF top 500, third party data therefore often only relates to charity or health charity sector, not very specific. Use surveys and focus groups. 2.4 Conducting and Analysing the Marketing Audit Environmental scanning is necessary to conduct a detailed marketing audit; it requires both primary and secondary information on both the internal and external environment. To analyse the internal environment we need to consider: Product, Price, Place, Promotion, People, Process and Physical Evidence (7Ps) and Staff, Style, Shared Values, Systems, Structure, Strategy and Skills (7Ss). This data is specific to the organisation and therefore internal sources such as sales reports, CRM databases, staff interviews, internal observations and staff intranet are used. To analyse the external environment we need to consider factors such as political, economical, social, technological, environmental and legal (PESTEL) as well as suppliers, publics, intermediaries, customers and competitors (SPICC). This requires information sources such as third party reports, newspapers, trade magazines such as ThirdSector, focus groups, surveys and interviews of existing and potential volunteers/beneficiaries/supporters. Marketing audit and their key issues and their implications for the plan 3.1 The Marketing Audit The Internal Environment This refers to those factors the organisation has full control over. To identify the strengths and weaknesses of BHFs internal environment the 7Ps marketing mix and McKinseys 7Ss framework were used (appendix 2). These consider 14 elements such as product, price, place, promotion, strategy, structure staff and skills. In addition there are also models that can be used to help analyse certain elements, for example the BCG matrix (appendix 2) and value chain analysis. The Micro Environment To help identify the opportunities and threats that exist within BHFs micro environment the SPICC model was used (appendix 3), which considers 5 factors an organisation has partial control over; suppliers, publics, intermediaries, customers and competitors. To help analyse these factors the Product Life Cycle, Porters Five Forces model (appendix 3) and the Value Systems Analysis can be used. The Macro Environment An organisation has no control over influences within the external environment, however it is important to scan the environment in order to identify the opportunities and threats that may exist and to make informed decisions to prepare for them. When scanning BHFs external environment the PESTEL model was used (appendix 3), this categorises the forces into political, economical, social, technological, ecological and legal. Having analysed the internal and external environment a SWOT analysis can be conducted (figure 2), whereby the key strengths and weakness of the BHF and the opportunities and threats facing them are identified. Bringing together the strengths and weaknesses enables the identification of BHFs core strengths; their distinctive competencies (DCs), and from the opportunities and threats their critical success factors (CSFs) can be identified. CSFs Little direct competition. Many customers with a link to the cause. Media attention surrounding issues BHF tackle. Large prospect market. THREATS The credit crunch: decreased disposable income, corporate donations, legacies (accounts for 40% BHFs income). Direct Marketing not as effective as it used to be for charities (not seeing a return on investment). Hard to obtain the details of new people. More health and medicine charities than any other type, therefore a lot of competition especially as many tackle similar issues e.g. smoking, obesity. Many people find it embarrassing and give socially desirable answers when discussing issues such as obesity and exercise, i.e. issues the BHF deal with research unreliable. Governments Digital Britain Initiative could leave the BHF looking out-of-date. OPPORTUNITIES Many customers have a link with the cause potential to engage with our audiences more directly and build long-term relationships. There is a large prospect youth market opportunity to increase revenue and market share. Little direct competition, one of just 3 heart charities in top 500 opportunity to maximise differentiation. Companies are placing more importance on Corporate Social Responsibility provides more B2B opportunities. More media attention surrounding the issues BHF tackles such as food labelling and obesity raises profile. Governments Change4Life campaign has given BHF exposure. WEAKNESSES Lack of perceived relevance to the target audience hard for them to engage with BHF. Many generic products that arent customer friendly. Website is hard to navigate much information available, but buried under links. Low staff turnover lack of fresh ideas and perspectives in the organisation. Staff close to or highly driven by the cause find it hard to see general public perception. Regional offices developing their own structure, meaning BHF messages may appear inconsistent on a national level. STRENGTHS Strong and trusted brand. Market leader (number 1 heart charity in UK) Large integrated CRM large pool of customer data Highly motivated -dedicated and driven by cause. Recently launched large multi media campaign Connections increased awareness. Strong demand/need heart disease is the biggest UK killer. A number of large corporate sponsors give access to large audiences. Many professionals working for BHF high calibre and solid knowledge base. DCs A strong, trusted brand. Large CRM database. Strong demand. Large corporate sponsors. 3.2 Key issues faced by the BHF and their implications for the plan The SWOT analysis highlights the key issues now faced by the BHF, these are shown below: Key issues the BHF faces and their implications to the marketing plan. Key Issue Implications to the Marketing Plan Credit Crunch reduction in disposable income, therefore less donations slump in the housing market, therefore reduction in legacies reduction in corporate donations Income reduced therefore a tighter budget need to generate alternative, cost-efficient ways of raising funds go for low risk options such as building on existing relationships rather than investing a lot of resources trying to make new contacts. Increasing competition from other health charities. BHF needs to maximise their advantage of having little direct competition and emphasise their differentiation by highlighting unique aspects of the BHFs work rather than those that are similar to other charities and make it relevant to target audiences. Direct Marketing no longer an effective communication media for charities. Need to use alternative communication media that are equally accountable yet more effective possibly making more use of new media. Large prospect market. Targeting this market will require a great deal of resources, however in the short term; given the economic climate it is perhaps not the best time to try to enter this market. It is a great opportunity that should be should be considered in the long-term. Very high priority given to cost savings and operational efficiency, even more so due to the recession often results in generic products (Bruce, 2007). Need to optimise the use of the OneCRM database and increase product customisation. The Digital Britain Initiative is set to secure the UKs place at the forefront of innovationà ¢Ã¢â€š ¬Ã‚ ¦and quality in the digital communications industries rapid development could leave the BHF behind. Plan needs to make better use of new media, possibly going out of the BHFs comfort zone. Having conducted the SWOT analysis and considered the key issues, the BHF is now in a better position to set their objectives and determine their strategy. Referring back to figure 2, the DCs are well supported by the CSFs; there is a good match. Therefore we can afford to set higher level marketing objectives (discussed in section 4.1). This creates a gap, identified through gap analysis, between the initial forecast (where we will be if we continue to do nothing) and the new objectives. Taking the SWOT analysis into consideration I believe this gap can be bridged through establishing a product development growth strategy, this is a moderate risk strategy, which the match of the DCs and CSFs supports. The BHF will also operate a differentiation competitive strategy (appendix 4); we need to emphasise our unique selling point amongst all the other health charities. Although, other product lines may also contribute in closing the planning gap, the remainder of this plan will focus on the BHFs new product. Task 02 Red for heart campaign London to Brighton Bike Ride New Product B2B Corporate Partnerships World Events Regional Events Sponsored School Events SBU Marketing Marketing Objectives for the BHFs New Product The BHFs New Product The BHF will launch a B2C membership service that will allow them to engage directly with a large audience and encourage the development of long term relationships. Members will receive information on how to improve their heart health. Upon registering the member will receive a welcome pack containing a heart risk tape measure, a guide to heart health, a 5-a-day food diary, a heart matters fact card and a membership card. They will also receive access to the heart matters helpline, receive email alerts tailored to their needs (healthy eating, getting active, quitting smoking and well being) and will have an online account with a homepage that is regularly updated according to their stated interests upon sign up. Their membership will also provide them with special commercial offers. This is a free service because it is a belief of the BHF that heart health information should be available to all. 4.2 Marketing objectives for the BHFs Heart Matters membership service There is a hierarchy of objectives with three levels; corporate, functional and operational. At the corporate level they start off more general and are long-term and get more specific the closer the planning activity gets to the tactical implementation stage (p23 Robert et al, 2005). Corporate objectives are often expressed in financial terms, for example referring to return on investment (ROI) and return on capital employed (ROCE) (Beamish and Ashford, 2008). However, for many not-for-profit organisations, including BHF, although still long-term, they can be much harder to measure. They are typically based on the needs of the beneficiaries, now and for the future. [They] set out the direction of the organisation; they are a statement of its prioritiesà ¢Ã¢â€š ¬Ã‚ ¦Everything the organisation does should be related back to a [corporate] goal (accessed on 10/04/09 10.30 at http://www.ncvo-vol.org.uk/index.asp?id=488) Functional objectives are more specific than corporate objectives, often medium term referring to percentage increase in sales or market share. These then feed down to the operational objectives that are short-term and much more specific based on the 7Ps marketing mix, for example to offer a 10% discount for 2 weeks. Therefore when setting the marketing objectives for Heart Matters, they should support the corporate objectives as well as reflecting the close match between the DCs and CSFs. With regards to Heart Matters, the BHF have three options. The first is to take the view that the BHF is doing a lot of work directly related to their corporate objectives, therefore Heart Matters should be all about raising funds to help finance this work. The second is that Heart Matters should primarily focus on the need of the beneficiaries, the third is a middle-of-the-road option, whereby the need is addressed to a certain extent, but the service must be self-financing. We believe Heart Matters should initially be about addressing the need of the beneficiaries as this would provide the best opportunity to reach and engage with a wider audience. Keeping in mind the objectives should be SMART (specific, measurable, attainable, realistic and time bound) the marketing objectives for Heart Matters are as follows: Marketing objectives for Heart Matters Membership Service Objectives To recruit over 300,000 members, with less than 7% annual attrition by 2012. This helps support the BHFs objective to provide vital information to help people reduce their own heart health risk once recruited, members will have access to heart health information to help improve their heart health. Hitting this target would indicate increased engagement with supporters. For 20% of donors to make a donation by 2012. 30% of the general population donate to charity; however, this may be skewed (as heart conditions are more prevalent in low income areas). This supports all objectives, as funds raised are invested in helping achieve BHFs objectives. For example, to achieve objective 1 (appendix 1) the BHF will provide funding, equipment and facilities to achieve the best results. Therefore, funds raised will support this. For 40% of members recruited to have engaged with another BHF product/service by 2012 e.g. to have participated in an event, donated, made a purchase from the online shop or catalogue. This serves to increase public involvement in heart health, to help achieve objective 2 (appendix 1). Achieving this target would indicate an increased understanding of the work BHF does and an increased involvement of BHF supporters. 5. Segmentation, Targeting and Positioning of Heart Matters. 5.1 Segmentation Customers are very diverse; therefore the same product and tactics will not appeal to all of them. We need to use segmentation; the process of dividing the market into specific groups of consumers/buyers who share common needs and who might require separate products and/or marketing mixes (Kotler, 1998 as cited in Ashford and Beamish, 2008). B2B and B2C markets each require different techniques to do this, as Heart Matters is a B2C product consumer segmentation will be used. Consumer markets can be segmented based on the following criteria: Geographic segmentation is based on variables such as region, population density and size of the area. Demographic segmentation uses variables such as age, gender, income, occupation, ethnicity and social class. Geo-demographic segmentation is a combination of the above, assumes that people either socialise according to class and occupation, or their lifestyles and geographic factors (Ashford and Beamish, 2008). ACORN (A Classification of Residential Neighbourhoods) is a system commonly used to segment the population according to geo-demographics. Psychographic segmentation groups according to lifestyle using variables such as social activities, interests, opinions and values. Behaviouristic segmentation refers to customer behaviour, segmenting based on variables such as benefits sought, purchasing rate and usage rate. Segmentation for the BHF differs depending upon whether the market to be segmented is donor or beneficiary. When segmenting the donor market, all of the above criteria are important, however when segmenting the beneficiary market, behaviourist segmentation will typically be given priority (Bruce, 2007). There will be 2 main phases to Heart Matters; the first will target beneficiaries. Upon recruitment of the target beneficiary groups the product will move into its second phase, to raise donations, therefore the target beneficiary groups will be further segmented and new target groups identified (for example this will determine those members receiving a  £5 donation ask and those receiving a  £15 one) . This report will focus on phase 1, therefore segmentation will be specific to the BHFs beneficiary market (for further information on phase 2, please refer to appendix 5. As previously mentioned, the BHF gives priority to behaviourist segmentation when segmenting their beneficiary markets. Potential segments Heart Matters could target include: Seeking help recovering from a heart condition Seeking help living with a heart condition Seeking information on caring for someone with a heat condition Desire to improve their lifestyle Desire to improve their diet Frequent user of BHF products/services Infrequent user of BHF product/services Use products and services from a variety of health charities Loyal to an alternative health charity Although behaviourist variables form the basis of segmentation, further segmentation is necessary as within these groups there are still huge differences from one customer to the next. Further, given limited resources it may not be possible to serve everyone within a particular needs group. The BHF also use the other criteria to identify additional segments: Geography: The BHF is a nation-wide organisation, however they segment according to Densely populated areas Large metropolitan areas Areas of low income Demographics: Parents educate about keeping their childrens hearts healthy 65+ higher risk of heart disease, inform on how to reduce risk 30-45 leading busy lives, but still have a chance to make a change 7-16 to educate about the importance of keeping their heart healthy Sedentary occupation High stress occupation Geo-demographic: Segment into different ACORN groups all of which are within the BHFs beneficiary market as heart health information should be made available to everyone. The market is segmented according to ACORN group as solutions and recommendations may differ depending on income and social class, for example EF14 category affordable healthy recipes, gym-free ways of keeping fit. Psychographics: Internet-savvy Dependents Families Older couples (no children or left home) Gym Members 5.2 Target audience for Heart Matters The marketing of Heart Matters will follow a differentiated strategy, that is Heart Matters will only be targeted at certain segments of the total market and the marketing mix (section 6) will be tailored towards these target segments of the market. Figure 4 below shows the target groups chosen for Heart Matters Membership. Recovering/living with heart conditionhigh risk Glasgow and London Age 50+ Behaviour Geographic Demographic Target groups for Heart Matters Target Group Reason for Choice Recovering/living with a heart condition and high risk groups. This is a large market; heart and circulatory disease is the UKs biggest killer, almost 2.6 million people are living with heart disease. It is a current strategy of the BHF to make the organisation more relevant to target audiences; this is a large audience where the need is currently greatest and it is important to ensure the BHF is made relevant to them. These are issues that are unique to the BHF, no other large charity tackles them targeting this group provides an opportunity to highlight the BHFs differentiation. Glasgow and London As this is a new product, and one which is free it will initially be launched into just 2 cities, this is to reduce the risk involved. Densely populated cities give a wider market reach. Glasgow has been chosen as there is a high concentration of heart disease, London has been chosen as people living here tend to have a faster pace of life, encouraging them to be unhealthy. Initial rates of membership registration of the two cities may give an indication of where to roll the membership out to. Age 50+ Heart disease is more common and risk is greater in older people. Further, a survey under-taken by one of our corporate sponsors Fitness-First revealed that of all age groups the over 50s showed the greatest percentage eating healthily, this indicates a large market that would be receptive to health-related information. In addition, this is the baby-boomer generation, a large percentage of which are wealthy home owners may provide significant fundraising opportunities in phase 2. 5.3 Positioning Heart Matters Having selected the target segments, it is important the service is then positioned with their needs and requirements in mind. Positioning is the act of designing an offer so that it occupies a distinct and valued place in the minds of target customers (Kotler et al, 1998). The target segments are likely to have concerns, it is therefore important the service is positioned as reassuring. However, we do not want to be patronising and compromise our brand, the service tackles serious issues so needs to be positioned as a provider of expert advice. Each customer treated as an individual, we wish the service to be viewed as providing customised, not generic information. Figure 4 below shows how we would like our target audiences to perceive our service. Customised Reassuring Expert, trusted advice Generic Inaccessible Amateur advice Depressing Accessible Perceptual Map for Heart Matters Marketing mix for the BHFs Heart Matters Membership Service Strategy Justification Product USP (Unique Selling Point) Core product: USP no other charity provides information and advice specific to living with and recovering from a heart condition. Supports our competitive differentiation strategy. Secondary and tertiary product: Carbon Copy many other charities provide free membership services offering newsletters, free calendars, membership cards etc (appendix 4) Price Intermediate strategy, in terms of the value the customer will place on the product. This supports our quality of information positioning and selective marketing strategy. Heart Matters core product has a USP; however we want it to be available to everyone within our target market, not just a specialist group, so therefore skimming is not applicable. Price penetration is also not applicable as this is a strategy typically used for lower quality, carbon copies therefore does not support our quality of information positioning strategy. In addition we do not want to target everyone within the beneficiary market; this is a new product, do not want to appear low quality and generic, the intermediary price strategy supports this. Place Dual distribution use both direct and indirect (via intermediaries) distribution to the customer. Selective Distribution Interdependence BHF retains full control. Dual distribution: the core product will only be distributed directly, this is essential to support the expert positioning and give the BHF full control over the service. Indirect distribution of the core product may confuse customers and fail to relate it to the BHF. Indirect distribution of Heart Matters registration and materials. This will give a greater access to the market and provide customers with the option to register in person or online. Selective distribution will give access to the right customers i.e. our target groups. This also supports our quality positioning strategy and intermediate price strategy, as we can choose intermediary locations that support our brand such as pharmacies. Intermediaries will be interdependent the BHF will retain full control. This is because the BHF has a strong brand and a g

Essay examples --

The purpose of this essay is to discuss how Coca-Cola generates sustainable competitive advantage by drawing on their Resources and Capabilities within the company. I will discuss on the theoretical area, draw on secondary research and apply a ‘real world’ example. Definitions of each perspective are explained as to make a better understanding of the different types of organizations clearer. The Coca-Cola Company (Coca-Cola), founded in 1886 and based in Atlanta Georgia, is the world’s leading soft drink manufacturer who operates in more than 200 countries and produces 400 brands of non-alcoholic beverages. Coca-Cola is very successful and recognized around the world, making the company the most valuable brand internationally. Coca-Cola has been operating through eight segments, which are Africa, East, South Asia and Pacific Rim, European Union, Latin America, North America, North Asia, Eurasia and Middle East (The Coca-Cola Company, 2006). The activities of Coca-Cola spreads through all sectors of the soft drink industry. The company offers ready to drink and yet non-alcoholic beverages with carbonation as the carbonated water, flavored water, and the energy drinks. There are still beverages that includes the non-alcoholic beverages and without carbonation which includes the non-carbonated water, flavored water, teas, juice drinks, and the enhanced water. The c ompany is also offering the fountain syrup, concentrates, and syrups, which include the sweeteners and the ingredients. The company sells its finished beverage products to the distributors and the canning and bottling operators, fountain wholesaler, and the distributors. (182) Strategy is concerned with matching a firm’s resources and capabilities to the opportuniti... ...w materials into finished products. The company manufactures the syrups and sells them to partnered bottling companies that package and distributes the final product. Bottlers help sell and promote Coca-Cola brands to businesses and institutions. Also, the Outbound Logistic department excel in the duty of effective shipping processes in providing a quick delivery, reduces damages, efficient finished goods warehousing processes, shipping of goods in large lot sizes to minimize transportation costs and quality material handling equipment to increase order picking. Lastly, the marketing and sales department of Coca-Cola are greatly motivated and capable sales force, innovative tactics to promotion and advertising, selection of the utmost fitting distribution channels, accurate identification of customer segments and needs and effective pricing strategies. (171)

Essay --

Genetically altered Importation and Exportations of Food Most of America’s food is processed or genetically engineered. Since the dawn of agriculture, biochemists study our food. Our food is gets new additives every day; however, it is difficult to keep food good without certain chemicals and additives. The debate about processed foods or genetically engineered food increases due to the genetically modified food organizations in Europe. The European Union continues to ban more and more food subjugated to the genetically modified (GMO) category. The US concludes that banning GMOs is not necessary. Europeans believe that it is their right to know what they eat; however, Americans should have the same right as well. Americans should have the right to know what additives are it their food. Genetically modified food should be labeled genetically modified or GMO. â€Å"Seventy percent of US foods are processed† (A-1). In addition, are chemical ingested. This process genetically engineered to make them stay fresh during the import or export process. Our food in the US processed in many ways. For example, farmers spray wheat with pesticides so that insects and unwanted animals will not contaminate them. â€Å"In most of the food items that we have come to know as processed foods, foods such as cookies, crackers, cereal, and yogurt are all crammed with chemicals that’ll let it sit on a shelf for a good long time† (A-2). Chemicals used to keep food fresh and stay fresh for longer period than what the expiration date says. Foods like cereal can be placed on a shelf at home and easily stay fresh a lot longer than what the expiration date says. People wonder if their product is safe. If a product is able to stay fresh in abnormal places, it most likel... ... concerned bout having enough food for the mass majority of the American population the US concludes that banning GMOs is not necessary. Europeans believe that it is their right to know what they eat; however, Americans should have the same right as well. Americans should have the right to know what additives are it their food. Genetically modified food should be labeled genetically modified or GMO in order to sease all debates with the American and European union. Not only is it the European union there are small organision debates that benach out all over the world. Ameircan food organisastions argue because they demand to know what is in there food. If the American union would agree to label all food items that are GMO, â€Å"GMO† the European union as well as America could save a ton of money annually because they wouldn’t have to spend it importation food testing.

Lil Red Riding Hoodlum:twisted Fairy Tale Essay examples -- essays res

Little Red Riding Hoodlum   Ã‚  Ã‚  Ã‚  Ã‚  There is a teenager named little red riding hoodlum. If this girl sounds familiar, you guessed it right. She was formerly known as Little Red Riding Hood, until she turned to the life of crime. Right now she is paying for the trauma the wolf caused her. She is now in Utah State Youth Rehabilitation Center. I’ll tell you the part of the story they left out at the end that made it a fairy tale.   Ã‚  Ã‚  Ã‚  Ã‚  After the woodcutter killed the wolf, the wolf’s brother was furious, so he killed the rest of Li’l Red’s family. Luckily, the woodcutter was near the house where Li’l Red and her family lived in, so he ran over with his shotgun, and, when the wolf was running away, he shot him in the back of the head. The woodcutter took Li’l Red to live with him.   Ã‚  Ã‚  Ã‚  Ã‚  A couple of years after Li’l Red’s incident, she started to show signs of traumatization. These signs that she showed were of criminal behavior. She turned rebellious and turned into a criminal. She would shoplift, commit grand auto theft, and other illegal activities. She liked to crash the cars that she had stolen. Soon, her friends started doing the same thing. Her friends looked up to her and thought she was cool for doing criminal things and not getting caught. After she turned to the life of crime, she started thinking she was a bad little chola. After a while, she started getting bored with the usual car theft or shoplif...

Developmental Psychology Paper Essay

Piaget, Erikson, and Kohlberg. I decided to conduct personal interviews and relate my findings to these three theories. Piaget’s theory explained the four stages of cognitive development. Erikson divided psychosocial development into eight stages, describing how the people and the environment affects how we gain our personality. Kohlberg’s theory of moral development was to understand the reasoning to why we make the decisions we do. Below are how my finding relate to these various developmental psychological theories. Piaget’s four stages of cognitive development start with the sensorimotor stage. This stage is from birth to around two years of age when the infant creates their first understanding of the world around them by taste and touch. At two years of age to six or seven years, the child transitions into the pre-operational stage. In this stage the child’s thinking is still egocentric. Even though this age group has stable concepts and mental reasoning, they lack the logic for mental operations and can only think in their point-of-view. Then the concrete operational stage begins at about seven years old and lasts until the child is, approximate, eleven years old. During this stage, the child can understand and form simple mathematical operations. Egocentrism will be eliminated and they will no longer be able to see life from one perspective (their own point of view). Not only in mathematical operations, the child can perceive multiple aspects when solving a problem. At this stage, they begin to form a sense of responsibility for their pets and/or personal belongings. Formal operational, Piaget’s final stage, begins around age twelve and continues through adulthood. Formal operational phase is when the chid develops into an adult and is capable of abstract thought and moral reasoning influences decision making. The trial-and-error method begins here, along with the start of considering future outcomes and consequences from decisions. Erikson’s eight stages of psychosocial development begin with birth to the first year of life. During this time an infant is completely helpless and relies off their caretaker for everything. For this first year it is crucial for the caretaker of the infant to form a relationship for socialization development. The second stage extends from the first year of the child to age three, when there is a conflict between doubt or shame and autonomy. The genital, or third stage lasts from age four to age five. The conflict here is between imitative and a feeling of guilt. The fourth stage, the latency stage, lasts from six to eleven years old. This is when a child learns to reason, create, and earn. The conflict is be tween industry and inferiority. These first four stages are more dependent on others and the individual is easily influenced by their environment. The last four stages of Erikson’s developmental theory occurs when the individual begins to search for their mature self and a sense of direction. The fifth stage begins with adolescence, that lasts from age twelve to age eighteen. Here, the conflict is between identity and role confusion. The adolescent transitions into the young adulthood stage, lasting from age eighteen to twenty-five. This is a time when developing a sense of identity and career success. This is when the individual is on the path to maturity and independence. Adulthood lasts approximately from thirty-five, to fifty five years old. During this phase the adult starts to pass on their knowledge to another. The conflict is between generality or self absorption. The final stage of development is maturity. This stage lasts until death, when the individual struggles to look back on life with a sense of satisfaction and evaluate our life. Kohlberg’s theory of moral development provides us with a clearer understanding of why we make choices. This theory was divided into three stages of moral reasoning. The most basic stage, is pre-convention. During this stage the idea that we make our decisions due to fear of punishment or desire for reward occurs. A child is most likely to made decisions with this stage, due to a fear or obedience to authority. Next, conventional morality is less of a fear to an authority figure, more the individual wanting to do the right thing. This is society conforming us to play nice to maintain social order. Post-conventional may be the opposite of conventional. Post-conventional does not mean we do something wrong to beat conformity, but an individual will follow what they believe to be good even if it conflicts with the laws or mores of society. According to Piaget’s second stage, the pre-operational stage, the child’s thoughts and actions are egocentric and lack logic for mental operations. The child I interviewed had a self-centered outlook on life, lacking realistic goals and a chievements. At this time in the child’s life, they are also at Erikson’s latency stage, when they learn to reason, create, and earn, thus explaining why one of this child’s biggest accomplishments was mixing two sodas to create one. In conclusion, Piaget’s and Erikson’s theories can accurately predict a child’s thoughts and behaviors. Teenagers are more complicated, for they have moved past the latency stage into the adolescence stage. Identity development and role confusion are the larger conflicts. Also at this point, they transition into the formal operational stage, when they can think abstractly and make their own decisions. When asked if she had gained or lost self-confidence over the years, the girl I interviewed, Ashley, responded: â€Å"So I lost it throughout middle school, but gradually started gaining it through high school.† This is due to Ashley struggling and beginning to find her identity. She had already goals that she wanted to achieve and was able to predict what she wanted to do in five years. As a teenager, Ashley can make decisions for other reasons than fear of punishment or desire. A step away from adulthood, at adolescence Ashely is almost able to act and think like an adult. Adulthood is similar to adolescence in a way. Due to the fact that both adolescences and adults are able to make decisions using any of the previously mentioned moral reasoning strategies and both are in the formal operational stage. Whereas, adulthood continues to branch away from adolescence is only evident using Erikson’s developmental stages. The young adult I interviewed, Dustin, is on the fence of two stages: young adulthood and adulthood. By now, Dustin should have a sense of self and independence. â€Å"Back then I had no ambition, I just wanted to lay video games. I mean I still want to play video games, but I also want money and to be successful,† said Dustin when I asked him how different he was from when he started high school. Over the years his desires and goals changed as he matured with his career. Yet, at forty-seven with four kids and a career, the woman I interviewed had no problems understanding her identity ulike a teenager or young adult might have. Her conflicts are generality, feeling worthless or without purpose in life. According to Erikson, at this stage middle-aged adults have the desire to pass on their knowledge and skills to the next generation. When asked what she wanted to achieve in the next five years, she responded: â€Å"I want to get all four my kids financially independent and start saving money for retirement.† She also shared her hopes about her children getting married and having kids: â€Å"I’ll be able to play with them but not have to worry about all the responsibilities.† Towards the end of our lives when we reach elderly adulthood, various experiences can be fulfilling or disappointing. The final stage of Erikson’s theory, maturation, when the individual struggles to look back on what they have done with a sense of satisfaction. When I asked my grandma what she wanted to achieve in the next five years, there was a pause in her voice and I could tell the answer she blurted out was not genuine. Perhaps my grandma had been through so much, she no longer wanted to challenger herself with more life hurdles. â€Å"I think kids had more fun and didn’t worry about material things,† she said after I asked how things were different now compared to when she was a teenager. My grandma looked back on her past fondly, and offered me advice how I should act in the future. She had more advice and knowledge to pass on than plans ahead of her. Over the course of the implementing these theories into my personal interviews, I have learned that the development of the brain works in stages, and the three scientific studies could accurately predict the behaviors of the various age groups I questioned. In conclusion, the studies were very effective in explaining how our behaviors and development increase over time, and in which order they do.

Analysis of “the Use of Force” by William Carlos Williams

Justin Thomas Mrs. J Clark English 1 honors 2nd block 10 April 2013 Analysis of â€Å"The Use of Force† by William Carlos Williams In the book there is a doctor who wants to do well for others. He understands what the family is going through because in the story it says, â€Å"But I’ve seen two children lying dead the week of diphtheria because of neglect, I was not about to let that happen so it was diagnosed now or never. † There is also a girl who is sick. She has a sore throat and she won’t talk or open her mouth to anyone.The girl is very stubborn but she is terrified of the doctor as it says, â€Å"don’t call me a nice man. I’m here to look at her throat on the chance that she might have diphtheria and possibly die of it, but that’s nothing, she terrified of me. † Another character would be the father. He acts as if any father should only wanting the best for his daughter in the passage, â€Å"she’s had a fever for a few days and we don’t know where it comes from. † The mother is very frantic in this situation when she says, â€Å"If you don’t do what the doctor says you will have to go to the hospital. The conflict in the story is that this girl has been sick for a few days. Her parents call in a doctor to their house to check her out. You can tell in the story what atmosphere when the father says,† my wife has given her the things you know they do but don’t do no good. † You can tell that this is taken place in an either uneducated place or where that lingo is part of the culture. The girl in the story is so frightened and struck with fear that the excessive use of force just escalates the situation more.The doctor only wants to help the little girl. He clearly states that by saying,† But I’ve seen two children lying dead the week of diphtheria because of neglect, I was not about to let that happen so it was diagnosed now or never. † The girl is just scared to death by all of the commotion and sure that is why she is so resentful to comply. The mother and father both have the same intentions for their daughter but I believe that the mother is more sympathetic and the father just wants to get things over with.The methods of persuasion and how they got the girl to comply are simply trying to coax with words but unfortunately led to physical aggression. In the story the mom gently says, â€Å"come on, please do what his tells you, he won’t hurt you. † Then later on into the story it leads to the father having to hold down the daughter while the doctor tried to pry open the girls mouth a spoon. The conflict that soon arises out of story is the daughter is that she is unwilling to comply with the doctor.She won’t open her mouth for anything and no matter the coaxing the doctor or her parents and she just won’t listen. Eventually it leads to the girl getting hurt in the story it says,â₠¬  the child’s mouth was already was already bleeding. Her tongue was cut and she was screaming hysterically. † In the end the doctor had to overpower the child and pry her mouth open with a metal spoon. It was rough but it might have been rough but it saved the girls life.