The Story of an Hour Essay Example for Free

The Story of an Hour Essay Mallard is feeling, and how the to contradict each other. An irony of fate occurs when there is difference in what a character realizes what they want and how they are treated in the end. Mrs. Mallard in this short story is the abyss of irony of fate. â€Å"When the doctors came they said she had died of heart disease – of joy that kills† (Chopin 170). Mrs. Mallard spends the first half of the short story feeling intense guilt and sadness with the news that her husband has died. Later on in the story Mrs. Mallard realizes that she is now free, without her husband she can do what she wants. When Mrs. Mallard has finally come to terms with her husband’s death and learned that it is a good thing, her husband walks in the door. Mrs. Mallard sees her husband alive and drops dead of a heart attack. Mrs. Mallard truly lives up to the irony of fate because instead of her husband being dead and her being free, Mrs. Mallard dies and her husband is the one who is alive and free. The metaphor, simile, and the irony of fate that Kate Chopin uses in The Story of an Hour help the reader follow Mrs. Mallard on her journey from grief to joy. The metaphor helps the reader understand the sadness she is feeling. The simile shows how Mrs. Mallard is dealing with her grief after hearing the news of her husband’s death. The irony of fate shows how after accepting that her husband’s death means freedom to her, she dies and it shows the reader the irony in it all. The three literary devices help illustrate the journey Mrs. Mallard takes when learning of her husband’s death. The simile and metaphor illustrate her sadness and then the irony of fate illustrates how her acceptance and joy of her husband’s death is her true end.

Product Placement On Tv Marketing Essay

Product Placement On Tv Marketing Essay Product placement is a promotional tactic used by business to advertise there products. Business pay a fee or provide there services in exchange for there products to be displayed/featured into content such as movies and TV shows. The use of product placement has both a negative (con) and positive (pro) impact on consumers. For example, the cons regarding the issue include that product placement invade the content space, builds expectation on what product individuals should buy, removes creativity from the program and adds more editorial review, effects consumer choice and sheds false light on products. However, in the majority of cases product placement can have a beneficial effect on consumers. Product placement pays for content, provides more realism to the movie (instead of a plain label, it says coke), eliminates the need for commercials and introduces new products in an entertaining way. Ethical code of product placement is a very complicated topic. A lot of elder people consider product placement to be not ethical and unfair, because the product is not advertised directly and the audience is not notifies about the fact of advertising. The issue of Product placement could have been introduced because of the worlds evolving technology. Advances in technology (remote controls, DVDS and TiVO) have made it increasingly easier for consumers to avoid traditional advertising messages. On TiVO you can fast-forward past commercials, and the use of the remote controls has allowed viewers the ability to change the channel at the sight of a commercial. This would ultimately mean that the use of this advertising medium would be unnecessary, and promotion wise would not benefit the business. As a result, brands would have had to find an alternative way to attract consumer attention. Additionally, the issue of product placement could have also been introduced because it can be seen that what the media tells us is what is popular, and products which are being promoted by celebrities are more likely to become popular. Therefore, businesses utilize this idea and each appearance of a leading brand reaffirms a products star-status an d helps maintain its leadership image. Furthermore, some examples of the success of product placement include: There are numerous solutions to the issue of product placement on TV. If consumers find product placement discouraging to children especially when junk food is being promoted-businesses could encourage young people and their families to eat healthier foods and be more active in order to support their well-being. This strategy will earn the respect of customers, as well as benefiting the business financially. Additionally, companies should not direct advertising at children but encourage healthier dietary choices, and that while this is a step in the right direction, consumers need to manage what there children are watching. Businesses can not be accounted for what parents allow there children to watch. Another solution, because product promotion is a debatable subject, is to let consumers find it difficult to disagree or agree on whether they want to watch product promotion. Different consumers have different views on product promotion and in-order to have a favorable result on both a business and consumer level, they must communicate. A step in the right direction would be stating whether the program contains product promotion (in print). Then, Consumers can decide whether they wish to watch the program. Furthermore, Product promotion is not necessarily a big issue and most consumers enjoy the realism that the products add to the movie. The only real issue is when smoking, alcohol, drugs and unhealthy food are glamorized and made to look acceptable. This type of promotion should be banned. It may not prove favorable for the business, but once consumers recognize that the company respects there health and wellbeing, they will trust businesses and ultimately the business will benefit. Furthermore, business should only advertise what is Good. placement will be allowed in films, drama, sports and light entertainment programming, but will still be monitored, and restricted for certain types of programming, such as childrens shows, and public service television. The issue I have chosen is unhealthy food sold and directed to children. Junk food advertising is a kind of product marketing which works by bombarding children with ads for drinks and foods of dubious nutritional value, full of sugar and fat. Products may be marketed to kids through promotions (e.g. Celebrity endorsements and the use of cartoon characters), price (Cheaper prices to make them more appealing to young people), place (school canteens and vending machines and incorporating packaging which is appealing to young people. This type of marketing has a negative effect on children, as Food advertising directly influences childrens choices and increases their requests of unhealthy foods. Additionally unhealthy food sold and directed to children impacts on the quality of childrens diets and can ultimately affect their weight. Furthermore, once food advertising has influenced the choices of children, health issues such as obesity, heart attacks and cholesterol may result. However, Food advertising is a necessary revenue stream without ad revenues from food companies, TV channels couldnt afford to make kids programming. This would have a negative effect on consumers (kids would suffer). There are numerous reasons why unhealthy food sold and directed to children has become such a serious issue in todays growing society. The main reason why unhealthy food sold and directed to children has become an issue is due to Money. The snack food industry in market-driven societies such as Australia generates billions of dollars in revenue each year. The market for processed snack foods is enormous, and a number of large corporations compete rigorously to capture larger shares of the snack food industry. This type of competition would mean that there would be a greater proportion of business competing thus the amount of food being advertised would would reach peaks causing an even bigger issue. Furthermore, the different advertising medians have developed over the past years; children were only commonly exposed to promotion of unhealthy foods only through television advertising. However, now children are exposed to Promotions including premium offers, celebrity endorsements, the use of cartoon characters, health and nutrient claims, product placements Sponsoring TV programs, sporting events, fundraisers and establishing or donating money to charity. Additionally, the kids whose parents who do not monitor and encourage their kids to eat healthy foods are more susceptible to these types of advertisements, and these children grow up to like the taste of the additives, and preservatives and ultimately influence there purchases as future adult customers. Solutions to unhealthy food sold and directed to children. Children and young people are particularly susceptible to the power of brands and advertising. Selling and Advertising unhealthy food is socially damaging and has a negative influence on our well-being. If business can advocate healthy eating, and can promote protecting the well-being of children and young people then consumers can feel more reliant on trusting businesses, likewise this strategy can be seen as a marketing campaign, and a way of promoting the business. This will have favorable results both ways. The amount junk food advertising should be limited. While an advertising ban alone will not eliminate the problem of obesity its a sensible first step that has the support of health experts, including doctors, community groups and, most importantly, parents. Furthermore, if business whish to continue advertising, then instead of offering toys when purchasing a meal, they could offer a choice of yogurt, fruit cup etc. In conclusion, parents should teach kids to discern what is marketing and what isnt, Limit the hours kids spend watching TV, and encourage their kids to eat healthy foods. If kids are taught in there early stages of life then they will not purchase junk food in the first place. Education is the key. If the media has proven to migrate decisions about health to children and adolescents, then business can use this to there advantage. Business can promote contributing to some of the negative affects which impact children and adolescents. You dont really come to this realization until your own children are in school. One step at a time, wake county schools in the elementary grades has removed soda and junk food machines and offers at least one piece of fruit on their lunch menu. Only teachers lounges have those machines in some schools, not that it is much better because they should be an example to the students.

Interest theory of rights, a summary and evaluation

Interest theory of rights, a summary and evaluation Theoretical Foundation of Human Rights: What is the interest theory of rights? Does this theory fail to answer any important questions? â€Å"If the concept of human rights is universal, that is, possesses a validity which is good for all places and for all times, then it is apparent that there is a significant disparity in the way in which these rights are concretised from place to place and from time to time. While the idea of human rights may have a discernible homogeneity, perhaps derived from some kind of natural law theory or social theory, it is nonetheless clear that the implementation of these rights by states lacks a corresponding identity.† (Davidson, 1993:89) Both international relations and moral theories feature prominent debate on the concept and the purpose of human rights yet there appears little by way of consensus with regards to what these rights mean, where the judicial boundaries of action and inaction meet or how to implement the utilitarian principles first adopted by the United Nations in response to the humanitarian horrors witnessed during World War Two. The crux of this theoretical problem resides in the evolution of the concept of human rights – an evolution that has worked in tandem with the evolution of liberal democracy in the West since 1945 when â€Å"Western tradition required, as a response to totalitarianism, a reassertion of individual liberty, and for that liberty to be protected by an international law rather than diplomacy.† (Robertson, 2006:29) By this we mean to say that whereas historical notions of human rights were underpinned by the spectre of the state and the state’s ability to def end persecuted minorities, contemporary notions of human rights have moved beyond the confines of the state and the public sector to incorporate the private citizen and the defence of his or her individual human rights (as opposed to the collective human rights of a people or a state). This is a reflection of the shifting paradigms that have affected liberal democracy at the dawn of the twenty first century where the merging of the public and the private sectors has created a moral, judicial and ideological black hole into which uncertainty and indecision have stepped. The following essay seeks to look at the ways in which this political sense of uncertainty has pervaded the ideological sphere of human rights where according to Saladin Meckled-Garcia and Basak Cali (2005:10-30) the human rights ideal has become ‘lost in translation.’ We propose to look in particular at the ‘interest’ theory of rights, analysing the ways in which it has helped to shed new light on the topic of human rights in general while at the same time highlighting its theoretical flaws. A conclusion will be sought that attempts to underscore the link between rights, indecision and inaction particularly when we view the issue from an international perspective. Before we can begin, though, we need to offer a definition of the interest theory of rights. The interest theory of rights was first proposed by Bentham (1987) who argued that a person has a distinctive human right when others have duties which protect one of that person’s interests. Thus, viewed from the perspective of the interest theory of rights, â€Å"human rights takes their role to be to protect a person’s basic interests.† (Pogge, 2007:186) This constitutes the most fundamental interpretation of human rights within the liberal democratic ideological framework alluded to in the introduction, falling within the theoretical parameters of what Meckled-Garcia and Cali (2005:10) refer to as the ‘normative rights model’ (NRM) which â€Å"identifies features or aspects of our humanity which contribute to our well being and which are vulnerable to the actions of others.† The interest theory of rights therefore seeks to safeguard these features or aspects of our humanity by protecting a citizen’s rights against wrongdoing from another citizen within the same social, political and judicial framework. That it is to say that if, for instance, it is in one’s interests to not to be physically assaulted then, as far as the interest theory is concerned, it is the responsibility of both the individual and the state to ensure that this does not happen lest the basic interests of another individual be impinged upon. Moreover, there is, as Meckled-Garcia and Cali (2005:11) declare, â€Å"no principled difference is made between individual and collective.† This is in direct contrast to international human rights law (IHRL) where only the state can impinge upon the basic human rights of individuals or groups of individuals living within that sovereign state. As a consequence, we can see that the first and most prominent drawback to the interest theory of rights is that there exists such a wide divergence between theory and practice; between the interpretation of the rights and responsibilities of the individual citizen versus the interpretation of the rights and responsibilities of the sovereign state. This is to say that while the interest theory of rights brings to the fore important concepts relating to the synthesis of the values pertaining to liberty, community and mutuality – concepts which Francesca Klug (2000) refers to as values for a ‘godless age’ – it falls of short establishing important criteria with regards to who these rights apply to (the rights holder), who these rights impose duties upon (the duty bearer) and what exactly these duties entail. Therefore, we can see that, rather than seeking to impose values for a godless age, interest theories relating to rights merely help to perpetuate the mi sunderstanding and the misconception of the ideal of human rights so that the definition, interpretation and subsequent implantation of rights remains an ideological and theoretical quagmire (Cali and Meckled-Garcia, 2005:1‑9). As a result, we can deduce that the first and most prominent failure of the interest theory is that it does not address the concept of establishing a universal concept for human rights and that it fails to address the question of what human rights are and how they are best protected. Addressing the moral aspect of human rights at the expense of the broader legal and judicial imperative only ensures additional questions will be raised as to the purpose of rights as a social, cultural and political ideal. We can also declare that the interest theory of rights is, in its bid to politicise every sphere of human relationships and human interaction, wholly incompatible with international human rights law because â€Å"international law, by its nature, contains traits which alter the nature of human rights provisions† (Meckled-Garcia and Cali, 2005:23). That is to say that, as a branch of international law, international human rights law is distinct from domestic law of sovereign states that act as the defining means of arbitrating power between individuals on a state by state basis. Yet, as is the case with all law, human rights law clearly and identifiably differs when the concept is transferred from territory to territory; state to state. Human rights in the United Kingdom are, for instance, an inherently different moral concept from human rights in the United States where the boundaries between the legal and the illegal are set by democratically elected domestic governments. Lik ewise, there are distinct judicial differences between domestic human rights law and international human rights law, certainly in the application and exaction of these laws on a worldwide basis. â€Å"Unlike domestic legal systems, there is no such legislature (making laws for the entire international community) nor is there an executive which enforces the decisions made by the legislature. There are also no comparable judicial institutions which would try violations of law and award a judgement against the offender.† (Rehman, 2002:15) This ongoing discrepancy between the ideal of the interest theory of rights and the practical application of this theory across trans-national borders where there is a discernible lack of international consensus with regards to enforcing decisions renders the interest theory an ideologically weak hypothesis. More importantly, we can see further evidence of how the interest theory fails to answer the question of how best to bridge the theoretical divide between domestic human rights law and international human rights law. We can also find fault in the interest theory of rights when we pause to consider the flip-side of the argument by looking at those rights that are not in the interest rights holder. If, for instance, we consider the legal rights involved in the exchange of property inheritance we can understand the extent to which unwanted goods can be effectively tithed to a person simply because the interest-based law states that it is in the citizen’s best interest to have the property passed down to them. Likewise when we turn our attention to public officials, we can again see the in-built limitations inherent within the interest based right theory. If, for instance, the handing down of custodial sentences was left to solely the best interests of the judge (as opposed to the best interests of the public community whom the judge is supposed to be representing) then the core structures of the criminal justice system would come crashing down with a sense of arbitrary judgement replacing lib eral, democratic rule. It is for this reason that Meckled-Garcia and Cali (2005:24) note that: â€Å"The transformation of a moral right into a legal right, as desirable as it may be, comes at a price. A compromise must be struck with other principles in law.† In this way we can see how the interest theory of human rights represents a paradox whereby in trying to establish a moral imperative to underpin the concept of human rights, the theory has instead given birth to new conceptual confusions with regards to the blurring of the boundaries of the public and the private and the intermeshing of the paradigms of the individual and the state. With this in mind we must now turn our attention towards establishing a conclusion. Conclusion The concept of human rights by nature implies a deep-seated association with the concept of interest with the best interests of the individual being intrinsically linked to the ongoing strive for the â€Å"state of equality and freedom† between individuals that defines the most basic and fundamental theories of human rights (Freeman, 2002:20). Likewise international law by nature implies a deep-seated association with the concept of interest with the best interests of the sovereign state being the primary determining factor behind the most basic and fundamental theories relating to international relations (Brown and Ailey, 2005:63-77). However, in the final analysis, there is an equally deep-seated chasm between the interest theory of rights and the practice of translating western moral imperatives (which have grown exclusively in tandem with the evolution of western liberal democracy) on both a domestic and, especially, on an international scale. There must, ultimately, be a limit to the freedom of the individual and a point at which the best interests of the individual have to be subjugated in favour of the best interests of the state. For as long as this theoretical and practical divide exists, we should presume that the interest based theory of rights will remain rooted in the realms of utopia as opposed to flourishing in the realms of realism. References Bentham, J. (1987) Anarchical Fallacies, in, Waldon, J. (Ed.) Nonsense upon Stilts New York: Methuen Brown, C. and Ailey, K. (2002) Understanding International Relations: Third Edition London: Palgrave Macmillan Cali, B. and Meckled-Garcia, S. (2005) Introduction: Human Rights Legalized: Defining, Interpreting and Implementing an Ideal, in, Meckled-Garcia, S and Cali, B. (Eds.) The Legalization of Human Rights: Multidisciplinary Perspectives London and New York: Routledge Davidson, S. (1993) Human Rights: First Edition Buckingham: The Open University Press Freeman, M. (2002) Human Rights: An Interdisciplinary Approach Cambridge: Polity Press Klug, F. (2000) Values for a Godless Age London: Penguin Meckled-Garcia, S. and Cali, B. (2005) Lost in Translation: International Law and the Human Rights Ideal, in, Meckled-Garcia, S and Cali, B. (Eds.) The Legalization of Human Rights: Multidisciplinary Perspectives London and New York: Routledge Pogge, T.W.M. (2007) Freedom from Poverty as a Human Right Oxford: Oxford University Press Rehman, J. (2002) International Human Rights Law: A Practical Approach London: Longman Robertson, G. (2006) Crimes Against Humanity: The Struggle for Global Justice: New Edition London: Penguin

William Shakespeare and His Works Essay -- William Shakespeare biograp

William Shakespeare, the figure to whom the most influential works of literature in history are credited, was born in April of 1564 (the exact date is approximated as April 23rd, also the date given as his death fifty-two years later) in Stratford, England to John and Mary Shakespeare. He grew up in relatively middle-class surroundings, attending grammar school and studying Latin, logic, and literature, from which he graduated to marry a woman by the name of Anne Hathaway. With Hathaway he had three children, two girls and a son, and as a playwright and poet, Shakespeare went on to enjoy moderate success in his time, writing thirty-seven (known) plays and several works of poetry. Of course his plays would be well underappreciated during his time (as with all great artists), but later, such titles as King Lear, Twelfth Night, Romeo and Juliet, Hamlet, and Macbeth would only begin a list of some of the most appraised scripts ever written (Armstrong, 1-5). While these plays carry the weight of Shakespeare’s legacy, he was also a dedicated poet. During the years of the black plague in the late 16th century, theaters were closed from 1592 until 1594, and Shakespeare spent his time writing lengthy poetry, including Venus and Adonis and The Rape of Lucree, and continued work on his sonnets, a volume of poems which he wrote over a span of about a decade. This book of sonnets has raised some of the most captivating questions in all of literature, as their vagueness and mysterious allusions have puzzled critics for centuries, who attempt to use them to piece together parts of Shakespeare’s life, of which relatively little is known. One of the most frequently investigated questions is that of Shakespeare’s sexuality; the so... ...ne or the other, some fascinating truth about the author himself, as though he intended to leave it there. After all, when one gives the book of sonnets to a loved one as a traditional gift, does one bare in mind that the sonnets praising love and beauty are more than likely written to a man, while those written to a woman are of darkness and remorse? Certainly, at least hopefully, not. Whatever the case may be, the sonnets were written from the heart, with an honest pen and a true heart, something that can be appreciated by any generation. It has been said that Shakespeare can be seen as â€Å"nothing less than the inventor of the human,† (Keevak, 68). What Shakespeare did intend to leave us with was something beautiful that can be appreciated in whatever context we may chose to present it, so long as the humanity that these works contain is preserved.

Breast Cancer Essay -- essays research papers

In the United States in 1999 alone, an estimated 43,700 people will die from breast cancer. It is the number two cancer killer among females ages 15 to 54. On average if a woman gets this disease, their life expectancy drops drastically. This cancer is within the top three cancers of all women above the age of 15, and comprises a great amount of all health care costs in the U.S. totaling an astounding 37 billion dollars a year in direct medical costs. An average woman is said to have a one in nine chance of getting the cancer, but if that person had family history of the disease, his or her chances have been measured up to a one in six chance. Sixty-nine percent of African-American women survive from it, and there are predicted to be nearly two million new cases reported this year in the U.S. (Breast Cancer Key Statistics). Breast cancer is a group of rapidly reproducing, undifferentiated cells in the area of the breast in men and women. The earliest changes occur in the epithelial cells of the terminal end buds (TEB) of the breast milk ductal system. While the progressive steps of breast cancer are unknown, the cells in the breast trigger a reaction of cell reproduction. These new cancer cells form tumors. If cancer cells are active or are considered malign, the tumor grows at tremendous speeds, and may end up in metastasis. Metastasis is a complex process in which cells break away from their primary tumors, and via the blood supply or through the lymph system relocate into other organs, thus spreading cancer throughout the body. Generally, if a lump is smaller than one centimeter, it is considered benign, although every woman should consult her doctor about any unusual bumps or feeling in the chest. One sign of breast cancer results from ductal cancer in the breast. A once hollow open tube could be completely clogged up with cancerous cells leaving an awkward feeling in the chest area. Other complications that result from this cancer and others are the clogg ing and cramming of the system (American Cancer Society, 1999: 10). Recently genes have been named as a great cause of cancer. It now is thought in the medical community that while there are definite environmental contributors to cancer, even those people who are exposed to few carcinogens may suffer from disease that runs in their families. Among the genes that are being heavily researched is the gene... ...99. "Case Studies." http://www.cancergenetics.org/bc.htm. April 12, 1999. "Detection." http://www3.cancer.org/cancerinfo/main_cont.asp?st=ds&ct=5#early. September 20, 1999. "Exercise Reduces Breast Cancer." http://www.oncolink.com/cancer_news/1994/exercise_bc.html. August 26, 1999. Fitzgerald et al. The New England Journal of Medicine. Vol. 334, No. 3. January 18, 1996. "Guidelines for the Early Detection of Breast Cancer." The American Breast Cancer Guide (1999): 6. "Newly Synthesized Compound Can Inhibit Development of Precancerous Cells." http://www.ag.uiuc.edu/~ffh/vitamind.htm. "Perceptions of Breast Cancer Risk and Screening Effectiveness in Women Younger Than 50 Years of Age." http://cancernet.nci.nih.gov/jnci/issue10/87-720.html. "Risk Factors for Breast Cancer." http://www3.cancer.org/cancerinfo/main_cont.asp?st=pr&ct=5#risk. September 20, 1999. "Tamoxifen." http://www.infomed.org/100drugs/tamofram.html. 1996. "Treatment. http://www3.cancer.org/cancerinfo/main_cont.asp?st=tr&ct=5. September 20, 1999. "Types of Breast Cancer", " Breast Cancer Stages." Breast Cancer Treatment Guidelines for Patients, Version II (June 1999): 7, 10.

Marketing Plan for Dell Inc

1. Introduction Today computer industry has become one of the most attractive industries both in terms of growth and viability. It is also considered as one of those industries where it is so hard to survive for the companies in it. The prevalence of the likes of HP, Dell Inc. and IBM has resulted in the fierce competition in this industry. These abovementioned companies struggle to win more market share or to be the best player in the industry. These report analysis situation analysis, SWOT analysis of Dell Inc. long with the environmental factors which could be potential influence on its current and future business operations. . It also illustrates the company’s future objectives and also marketing strategies set to achieve those objectives and to ensure that the company is one of the industry leaders. 2. Background It was initially named as â€Å"PCs Limited†, and then converted into the Dell Company which was named after the Michael Dell, who founded the company in 1984, when he was a student at the University of Texas at Austin.That’s Michael Dell who came up first with the idea or belief that selling personal computer systems directly to customers enables them to better understand customers’ needs and helps them to offer the best solutions to meet those needs. It was in 1985 when M. Dell’s company first manufactured their initial computer which was sold for US $795. Dell’s â€Å"PCs Limited† company would assemble computer units based each individual’s needs, orders or selections. That would give customers pretty much affordable price and more convenience than having to assemble those components on their own.Despite the fact that it wasn’t the first company to apply this method, it was almost the first to accomplish it. Even in its first year of trading, the company managed to reach pretty much admirable sales, approximately amounted to $73 million. In 1988, the company was given the name of t he Dell, founder of the company. Following 2 years, they decided to phase out their direct selling method, and start using warehouse clubs or computer stores to sell their computers. Realizing that it didn’t bring any success, they got back to their more effective direct-to-consumer model.In 1996, the customers were offered another convenience, which is a website through which consumers could buy the company’s products virtually. In 2002, the company expanded through entering the other markets such as television, audio players and printers. Since 2003, the company has been operating under the name of Dell Inc. (Michael Dell, 2012) 3. Current situation and business performance Since its emergence in 1984, the company has not just struggled to survive in competitive computer market but also been able to dominate the market to some extent.Now it’s not just a company with $ 1000 capital as it used to be initially, but has turned into a huge multinational computer te chnology corporation which is currently producing top-quality lap-tops, netbooks, PCs, printers, scanners and other computer-related products. Dell Inc. has been growing remarkably in terms of both customerbase and acquisitions. Atpresent it employs approximately 105000 people around the world. The CAO of the company is Michael Dell, American businessman. Dell Company is famous mainly for its ability to apply direct-sales model and its â€Å"configure to order† approach.Specifically, it can configure individual PCs based on customer specifications or order. (Michael Dell, 2012) 4. Marketing Environmental Analysis of Dell Marketing environment refers to the outside factors that can be influence on the company’s ability to develop and maintain successful customer relationships with their target market. Those forces include competitors, demographics, economic, political/legal, sociocultural, technological and global ones. 4. 1Competitors Prevalence of tough competitors su ch as HP Company, IBM Corporation, and Apple Inc. have always struggled with Dell Inc. or capturing customers and securing more market share. (Michael Dell, 2012) Hewlett Packard Company leads in the industry based on its market share with 27. 3 %. The second place belongs to Dell Inc. with slightly lower percentage, 26. 3 %. The other competitors, IBM and Apple Inc. have 14. 9 % and 8. 5 % market shares respectively. (Lord, R. , 2005)They all offer massive capabilities and are financially fit. This can affect the Dell’s ability to operate its business successfully. 4. 2Demographics Dell Inc. ’s products are currently sold in every corner of the world. That is why; the company has diversity of customers.Its products are mainly tailored and offered to business professionals, doctors and others who might need multiple computers. The reason why the company put more emphasis on this segment is because 40% of its overall sales come from this segment. Dell Inc. ’s pro ducts have mostly been purchased by women for the last decade. This trend is soaring. Those women are mainly the owners of small businesses or work in management positions. 4. 3 Economic Economic factors are also considered as a crucial part of marketing environment that could influence on the level businesses or industry operates. Market and DemandSelling prices, economic situation, disposable household income, product advancements and availability of substitute products are considered as the determinants of demand. Statistics say that the demand for computer industry has been declining in the last 5 years by 3. 2% annually. (IBIS World 2010) However, this trend is estimated or predicted to shift into a positive side. According to the speculations, the global industry is forecasted to grow by 6. 2% annually at average. 4. 4 Political/ Legal Like any other industries, computer industry is also under the control of political and legal regulations.Those radio frequency emissions regul atory, the anti-trust regulatory, the import-export regulatory agencies are in charge of regulating each single activity in computer industry. 4. 5Sociocultural Societal trends are continuously shifting in this computer industry. Consumers have switched to laptops from desktop computers which were in high demand few years ago. Yet, the Emergence of I-pods and other computer type systems are going to bring about another societal trend in the industry. Another changing trend is that most businesses are shifting to green marketing which involves producing more environmentally conscious products.Computer industry has also not been exception to that change. To reinforce this statement, we can take Dell Inc. ’s recycle model. The company offers recycling old computers thereby contribute to environmental welfare. Another example would be HP’s new model of computers that would consume much lower energies than the rest of the typical computers. 4. 6Technological Admittedly, com puter industry experienced considerable developments. Constant innovations and changes on products are being made by the companies in the computer industry. It is unquestionably crucial for Dell Inc. o keep up with technological shifts so as to survive in the competitive industry. Wildly usage of e-commerce generating great loads of sales shows the importance of keeping track of technological innovations. 5. Target Audience In today’s world, businesses are facing numerous challenges because of the harsh competition caused by the development of globalization. Thus, it has become very tough task for companies to survive or to be the best player in their industries. At present businesses are required to be competent in all spheres of their operations.Targeting the right market segment has also become one of the key factors for any sort of business. Therefore most companies are putting a lot of stress on considering their target market. Dell Inc. is also one of those companies. I ts target market incorporates 4 segments. 1)Home and home offices 2)Small and medium businesses 3)Large businesses 4)Governmental and educational institutions, namely: †¢Home and home offices segment consists of individual customers who want to buy computers or other related peripherals for the use at home. These groups of customers are not price conscious.They mostly focus on the word of mouth when considering specific products. Approximately 10% of the Dell’s overall sales come from this segment. †¢Small and medium business Companies employing 1 to 3500 people are called medium or small businesses. Dell Inc. is not keen on serving these customer groups. Hence, only 10% of its overall sales are grossed from this segment. †¢Large businesses are companies employing more than 3500 people, are the main target customers Dell usually serves. Therefore, the company grabs almost 75% of its total sales from large businesses.Obviously, the company has already establishe d solid relationships with large companies. †¢Dell Inc. doesn’t put a lot of stress on serving governmental and educational institutions. Hence, only 5% of its overall sales come from this customer group. (Fawcett, S. B. , Paine-Andrews, A. , Francisco, V. , Richter, K. P. , Lewis, R. K. , Williams, E. L. , Harris, K. J. , Winter-Green, K. , in collaboration with Bradley, B. and Copple, J. (2001) 6. Understanding the strengths and weaknesses of the business 6. 1 Strengths The Dell Inc. is one of the most popular and strongest companies in the world.Its strengths over the competitors enable the company to maintain successful business operations. Some of those strengths will be stated below: -Dell Inc. is the largest PC maker throughout the world, which is why it has strong brand equity. In turn, the strong brand equity would serve the company as a good assistance to attract and capture new customers more easily. (Michael Dell, 2012) -One of the greatest strengths of the c ompany is that it owns expertise on applying direct to consumer model which has unquestionably been the key for the company’s current sustainable position in the computer industry. (Wolf, T. , 1990).The company achieves cost reduction through not including middlemen or retailers during the process of getting the products to the customers. Through this approach, the company manages to better understand customer needs, wants and to deliver superior customer value. Moreover, it enables the company to win the trust and loyalty from customers and to maintain long-term relationships with them. Another strength of the Dell Inc. is that it achieves cost reduction through maintaining sound relationship with its suppliers. This lowered cost will make it easier for the company to capture more customers, thereby increase its market share. Fawcett, S. B. , Paine-Andrews, A. , Francisco, V. , Richter, K. P. , Lewis, R. K. , Williams, E. L. , Harris, K. J. , Winter-Green, K. , in collaborat ion with Bradley, B. and Copple, J. , 2001) -Another great thing about the Dell Inc. is that it offers free repair and technical support. -It uses Internet as it applies direct model which gives customers convenience in terms of lower cost and saved time. This certainly does entail customer’s add-value which is incredibly important in retaining customers. Finally, Dell Inc. has been able to establish sound relationships with large companies could be potential buyers of its products.Statistics say that its 75% sales are geared form the large business organizations. 6. 2 Weaknesses As an each business has certain weak point, so does Dell Inc. One of them would be its dependency on its suppliers. Dell Inc. usuallybuys the components from large suppliers which constitute very few numbers all over the world. That makes it just impossible for Dell Inc. to switch its suppliers. (Berkowitz, W. R. , 1999). -Another weakness of the company would be the fact that it doesn’t usual ly set links with retailers or middlemen as it mainly uses direct to consumer model. Another weak point of the Dell Inc. s that it doesn’t usually put enough stress on serving college students as only 5% of its sales are grossed from this segment. The company needs to establish better relationships with educational institutions son as to increase its market share. (Michael Dell, 2012) The other weak point of the Dell Inc. is that it doesn’t enable its customers to physically touch or see the product they want to purchase. (Fawcett, S. B. , Claassen, L. , Thurman, T. , Whitney, H. , and Cheng, H. , 2003) Customers can not just go to the retail store and come back home with a lap-top in a single trip.They are going have to have to wait for some days before their computers are customized to their needs. (Berkowitz, W. R. ,1999). 6. 3 Opportunities Dell Inc. is becoming one of the dominant companies in the industry with higher level of opportunities than its competitors do . Diversification strategy initiated by Michael Dell, CAO of Dell Inc. , has improved the company’s opportunities to make a growth in sales, to capture much more customers than it used to. The strategy was applied by adding different sorts of computer-related products into its range. Those would be printers, scanners and other products.Furthermore, demand for PCs is continuously increasing. (Fawcett, S. B. , Claassen, L. , Thurman, T. , Whitney, H. , and Cheng, H. , 2003) This means that the company has pretty good chance of succeeding in the industry. It’s worthwhile to mention that internet has been playing the most crucial role in the Dell Inc. ’s current achievements in its business performance. Internet is crucial as it’s become an interface between the company and customers. It enables customers to make orders to the company virtually without having to go to the retail stores, wasting their time, effort and money. (Berkowitz, W. R. , 1999). . 4 Thre ats Porter’s five forces model illustrates possible threats for Dell Inc. According to Michael Dell, it has been very tough task for the computer companies to stay in a strong position for long. The development of wireless networks, the influence of internet has changed the competitive landscape of the industry. He says: â€Å"one of the biggest threats is the changing computing model. These forces might be influence on the company’s ability to serve its customers and gear profits. They are the following forces: -Threat of new entrants -Threat of substitute products or services -Threat of competitive rivalry Threats of new entrants The fact that computer industry has been yielding admirable returns is the key reason why new firms are attracted to it. The entrants tend to share the profits in the industry. This means that they are real threats for the companies within the industry. (Lord, R. ,2005)However extensive capital outlay required for entering into the computer industry prevents possible new entrants from even considering this industry. That’s why Dell Inc. doesn’t have to worry about the threats of new entrants. (Fawcett, S. B. , Claassen, L. , Thurman, T. , Whitney, H. , and Cheng, H. , 2003) †¢Threats of SubstitutionPrevalence of many substitute products can pose very big threat to any company. Dell Inc. has also to think about coping with substitute products’ possible effects on its business performance. Emergence of phones which can replace computers is currently one of the biggest threats for computer companies including Dell Inc. At present most people prefer to have IPhones or other sort of phones rather than carrying lap-tops. The fact that modernphones can perform virtually all computer functions makes customers want to have them even more. Specifically, at present most phones can be used for internet, e-mail, and social media.This is more likely to cause uncertainty in the future of the likes of Dell I nc. †¢Threats from Competitors Clearly competitors also pose big threats to the Dell Inc. HP, IBM Inc. are examples for those main competitors of the Dell Inc. They always fight to secure greater market share through cost reductions, economies of scale or strategic business partnership. This tough competition makes it even harder for the Dell Inc. to stay alive or to be the best player in the industry. (Lord, R. , 2005) The objectives: -To increase its market share by 25% within 1 year -To turn the company into the best player To increase the consumers’ awareness on the company’s brand (Unterman, I. , & Davis, R. H. , 1994). As any sort of company has specific objectives, Dell Inc. has also certain objectives set forth so as to maintain and build sustainable and viable business operations. One of the most primary objectives of the company is to achieve more market share in the following year. It is planning to attain 25% more market share than its current state. E ven though it is clear that the main objective of any company is to capture more market share, attaining this goal will come with challenges. (Unterman, I. , & Davis, R. H. , 1994).The company has to offer much better quality products and services at relatively low cost than the competitors do. The company is also planning to be the best player in the computer industry. This objective is interrelated to the previous one. Specifically, gaining more market share than any other competitors enables the company to turn into the best player in the Industry. (Unterman, I. , & Davis, R. H. , 1994). Increasing the consumers’ brand awareness is unquestionably the most crucial objective that must be achieved by any company, because without gaining high levels of brand awareness, the company cannot generate enough sales. Unterman, I. , & Davis, R. H. , 1994). In other words only higher level of brand awareness can entail greater market share which in turn can enable the company to be one of the leading players in the computer Industry. 7. Marketing strategy Any company regardless of its position in its industry should continually update its marketing strategies so as to maintain long-term successful business operations and to attain a competitive edge which is unquestionably crucial in today’s business world. Dell Inc. lso has to employ marketing strategies in order to enhance its competitiveness and maintain its long-term leadership in the computer industry. (IBIS World, 2010). Usually, marketing strategies are of assistance for companies which want to achieve their organizational goals such as reaching more market share and higher customers’ brand awareness. Dell Inc. ’s marketing strategy also helps it to achieve its objectives such as being the low cost leader of computer products and also differentiating its offerings. (Michael Dell, 2012) Dell Inc. employs different types of marketing strategies which will be mentioned further.Dell capita lizes on differentiation strategy. To be more specific, it differentiates its offerings to various market segments based on the needs and wants of those customer groups. For example, computers designed for large businesses may vary from those designed for home users or educational institutions. (Barry, B. W. , 1998) 8. Positioning strategy Dell Inc. has been able to position itself in the computer industry. Its position strategy is based on its competence to sell its products directly to customers rather than involving retailers or other intermediaries in this process.This position strategy can help the company to achieve the following things: -Building the most efficient bridge to the customers -Becoming low-cost leader -Develop build-to-order efficiencies Relationship management strategy Dell capitalizes on information technologies when utilizing its relationship marketing strategy. It uses both customer relationship management (CRM) and partner relationship management(PRM). These strategies help the company to better understand customer needs and wants and deliver offerings accordingly. It also helps the company to achieve cost reduction through maintaining good relationships with its suppliers.This in turn allows the Dell Inc. to capture more customers more easily. (Wolf, T. , 1990). 9. Conclusion To sum up, at present, the world is witnessing remarkable development and growth in the computer industry. Companies are doing their best to offer the best quality products at reasonably lower costs. This has made it very difficult task for them to stay alive in their harsh industry. They have to establish the right strategies to attain their goals, to capitalize on their opportunities and to cope with the threats. The report summarized the Dell Inc. ’s objectives and strategies which could help the company to attain its goals.

Shadow Kiss Chapter 20

Twenty â€Å"Lets talk about your mother.† I sighed. â€Å"What about her?† It was my first day of counseling, and so far, I wasn't impressed. Last night's Mason sighting was probably something I should have brought up right away. But I didn't want school officials to have any more reason to think I was losing my mind – even if I was. And honestly, I didn't know I was for sure. Adrian's analysis of my aura and the story of Anna certainly lent credence to me being on the road to Crazyville. Yet I didn't feel crazy. Did crazy people know if they really were? Adrian had said they didn't. Crazy itself was a weird term. I'd learned enough about psychology to know that it was also a very broad classification. Most forms of mental illness were actually very specific and had select symptoms – anxiety, depression, mood swings, etc. I didn't know where I fell on that scale, if I did at all. â€Å"How do you feel about her?† continued the counselor. â€Å"About your mother?† â€Å"That she's a great guardian and a so-so mother.† The counselor, whose name was Deirdre, wrote something in her notebook. She was blond and Moroi-slim, clad in a teal cashmere sweater dress. She actually didn't look much older than me, but certificates on her desk swore she had all sorts of degrees in psychotherapy. Her office was in the administrative building, the same place the headmistress's office was, and where all other sorts of Academy business was conducted. I'd kind of been hoping for a couch to lie on, like therapists always had on TV, but the best I had was a chair. It was a comfy chair, at least. The walls were covered in nature pictures, things like butterflies and daffodils. I guess they were supposed to be soothing. â€Å"Do you want to elaborate on ‘so-so'?† Deirdre asked. â€Å"It's an upgrade. A month ago I would have said ‘horrible.' What's this have to do with Mason?† â€Å"Do you want to talk about Mason?† I'd noticed she had a habit of answering my questions with questions. â€Å"I don't know,† I admitted. â€Å"I guess that's what I'm here for.† â€Å"How do you feel about him? About his death?† â€Å"Sad. How else should I feel?† â€Å"Angry?† I thought about the Strigoi, their leering faces and casual attitudes toward killing. â€Å"Yeah, a little.† â€Å"Guilty?† â€Å"Sure, of course.† â€Å"Why ‘of course'?† â€Å"Because it's my fault he was there. I'd upset him†¦and he had this thing to prove. I told him where the Strigoi were, and I wasn't supposed to. If he hadn't known about them, he wouldn't have done it. He'd still be alive.† â€Å"You don't think he was responsible for his own actions? That he was the one who chose to do that?† â€Å"Well†¦ yeah. I guess he did. I didn't make him do it.† â€Å"Any other reason you might feel guilty?† I looked away from her and focused on a picture of a ladybug. â€Å"He liked me – like romantically. We kind of dated, but I couldn't get into it. That hurt him.† â€Å"Why couldn't you get into it?† â€Å"I don't know,† I said. The image of his body, lying on the floor, flashed into my mind and I shoved it away. No way would I cry in front of Deirdre. â€Å"That's the thing. I should have. He was nice. He was funny. We got along really well †¦ but it just didn't feel right. Even kissing or anything like that†¦ I eventually just couldn't do it.† â€Å"Do you feel like you have a problem with intimate contact?† â€Å"What do you – ? Oh. No! Of course not.† â€Å"Have you ever had sex with anyone?† â€Å"No. Are you saying I should have?† â€Å"Do you think you should have?† Damn. I'd thought I had her. I'd thought for sure she wouldn't have a question for that one. â€Å"Mason wasn't the right person.† â€Å"Is there someone else? Someone you think might be the right person?† I hesitated. I'd lost track of how this related to me seeing ghosts. According to some paperwork I'd signed, everything we said in here was confidential. She couldn't tell anyone unless I was a danger to myself or doing something illegal. I wasn't entirely sure where a relationship with an older man fell there. â€Å"Yeah†¦but I can't tell you who he is.† â€Å"How long have you known him?† â€Å"Almost six months.† â€Å"Do you feel close?† â€Å"Yeah, sure. But we're not†¦Ã¢â‚¬  How exactly did one describe this? â€Å"We're not actually really involved. He's kind of †¦ unavailable.† She could think what she wanted about that, like that maybe I was interested in a guy with a girlfriend. â€Å"Is he the reason you couldn't get close to Mason?† â€Å"Yes.† â€Å"And is he holding you back from dating someone else?† â€Å"Well†¦ he's not like purposely doing anything.† â€Å"But as long as you care about him, you're not interested in anyone else?† â€Å"Right. But it doesn't matter. I probably shouldn't even be dating anyone at all.† â€Å"Why not?† â€Å"Because there's no time. I'm training to be a guardian. I have to give all my attention to Lissa.† â€Å"And you don't think you can do that and be romantically involved with someone?† I shook my head. â€Å"No. I have to be willing to lay down my life for hers. I can't be distracted by someone else. We have this saying with the guardians: ‘They come first.' You guys. Moroi.† â€Å"And so you figure you'll always have to put Lissa's needs ahead of yours?† â€Å"Of course.† I frowned. â€Å"What else would I do? I'm going to be her guardian.† â€Å"How does that make you feel? Giving up what you want for her?† â€Å"She's my best friend. And she's the last of her family.† â€Å"That's not what I asked.† â€Å"Yeah, but – † I stopped. â€Å"Hey, you didn't ask a question.† â€Å"You think I always ask questions?† â€Å"Never mind. Look, I love Lissa. I'm happy to spend my life protecting her. End of story. Besides, are you, a Moroi, going to tell me, a dhampir, that I shouldn't be putting Moroi first? You know how the system works.† â€Å"I do,† she said. â€Å"But I'm not here to analyze it. I'm here to help you get better.† â€Å"Seems like you might not be able to do one without the other.† Deirdre's lips quirked into a smile, and then her eyes flicked to the clock. â€Å"We're out of time today. We'll have to pick this up next time.† I crossed my arms over my chest. â€Å"I thought you'd be giving me some kind of awesome advice or telling me what to do. But you just kept making me talk.† She laughed softly. â€Å"Therapy isn't so much about what I think as you do.† â€Å"Then why do it at all?† â€Å"Because we don't always know what it is we're thinking or feeling. When you have a guide, it's easier to figure things out. You'll often discover that you already know what to do. I can help you ask questions and go places you might not have on your own.† â€Å"Well, you're good at the question part,† I noted dryly. â€Å"While I don't have any ‘awesome advice,' I do have some things I want you to think about for when we talk again.† She glanced down at her notepad and tapped it with her pencil while she thought. â€Å"First, I want you to think again about what I asked about Lissa – how you really feel about dedicating your life to her.† â€Å"I already told you.† â€Å"I know. Just think about it some more. If your answer's the same, that's fine. Then, I want you to consider something else. I want you to think about whether maybe the reason you're attracted to this unavailable guy is because he's unavailable.† â€Å"That's crazy. That doesn't make any sense.† â€Å"Is it? You just told me that you can't ever be involved with anyone. Do you think it's possible that wanting someone you can't have is your subconscious mind's way of coping? If it's impossible for you to have him, then you never have to confront feeling conflicted about Lissa. You'll never have to choose.† â€Å"This is confusing,† I grumbled. â€Å"It's supposed to be. That's why I'm here.† â€Å"What's this have to do with Mason?† â€Å"It has to do with you, Rose. That's what's important.† I left therapy feeling like my brain had melted. I also kind of felt like I'd been on trial. If Deirdre had been there to grill Victor, they probably would have finished up in half the time. I also thought Deirdre had totally been going in the wrong direction. Of course I didn't resent Lissa. And the thought that I'd fallen for Dimitri because I couldn't have him was ridiculous. I'd never even thought of the conflict with guarding until he'd mentioned it. I'd fallen for him because †¦ well, because he was Dimitri. Because he was sweet, strong, funny, fierce, and gorgeous. Because he understood me. And yet, as I walked back to the commons, I found her question spinning around in my brain. I might not have been thinking about a relationship distracting us in our guard duties, but I'd certainly known from the start that his age and job were huge barriers. Could that have really played a part? Had some piece of me known we could never really have anything – thus allowing me to always stay dedicated to Lissa? No, I decided firmly. That was ridiculous. Deirdre might be good at asking questions, but she was clearly asking the wrong ones. â€Å"Rose!† I looked to my right and saw Adrian cutting across the lawn toward me, oblivious to the slush's effects on his designer shoes. â€Å"Did you just call me ‘Rose'?† I asked. â€Å"And not ‘little dhampir'? I don't think that's ever happened.† â€Å"It happens all the time,† he countered, catching up to me. We stepped inside the commons. School was in session, so the halls were empty. â€Å"Where's your better half?† he asked. â€Å"Christian?† â€Å"No, Lissa. You can tell where she is, right?† â€Å"Yeah, I can tell because it's last period, and she's in class like everyone else. You keep forgetting that for the rest of us, this is a school.† He looked disappointed. â€Å"I found more case files I wanted to talk to her about. More super-compulsion stuff.† â€Å"Whoa, you've been doing something productive? I'm impressed.† â€Å"You're one to talk,† he said. â€Å"Especially considering your whole existence here revolves around beating people up. You dhampirs are uncivilized – but then, that's why we love you.† â€Å"Actually,† I mused, â€Å"we aren't the only ones doing beatings lately.† I'd nearly forgotten about my royal fight club mystery. There were so many things I had to worry about lately. It was like trying to hold water in my hands. It was a long shot, but I had to ask him. â€Å"Does the word Man? mean anything to you?† He leaned against the wall and reached for his cigarettes. â€Å"Sure.† â€Å"You're inside the school,† I warned. â€Å"What – oh, right.† With a sigh, he put the pack back in his coat. â€Å"Don't half of you study Romanian here? It means ‘hand.'† â€Å"I study English here.† Hand. That didn't make any sense. â€Å"Why the interest in translation?† â€Å"I don't know. I think I got it wrong. I thought it had some connection to this thing that's been going on with these royals.† Recognition flashed in his eyes. â€Å"Oh Lord. Not that. Are they really doing it here too?† â€Å"Doing what?† â€Å"The Man?. The Hand. It's this stupid secret society that pops up at schools. We had a chapter of it back at Alder. It's mostly a bunch of royals getting together and having secret meetings to talk about how much better they are than everyone else.† â€Å"That's it then,† I said. The pieces clicked together. â€Å"That's Jesse and Ralf's little group – the one they tried to get Christian to join. That's what this Man? is.† â€Å"Him?† Adrian laughed. â€Å"They must have been desperate – and I don't mean that as a slam against Christian. He's just not really the type to get into that kind of thing.† â€Å"Yeah, well, he turned them down pretty hard. What's the point of this secret society exactly?† He shrugged. â€Å"The same as any other. It's a way to make people feel better about themselves. Everyone likes feeling special. Being part of an elite group is a way to do that.† â€Å"But you weren't part of it?† â€Å"No need. I already know I'm special.† â€Å"Jesse and Ralf made it sound like royals had to stick together because of all the controversies that are going on – about fighting and guardians and all that. They made it sound like they could do something about it.† â€Å"Not at this age,† said Adrian. â€Å"Mostly all they can do is talk. When they get older, Man? members sometimes cut deals for each other and still have secret meetings.† â€Å"That's it then? They're just hanging out and talking to hear themselves talk?† He turned contemplative. â€Å"Well, yes, of course they're doing lots of that. But I mean, whenever these little chapters form, there's usually something specific they want to do in secret. Each group's kind of different that way, so this one's probably got some plan or scheme or whatever.† A plan or scheme. I didn't like the sound of that. Especially with Jesse and Ralf. â€Å"You know a lot for someone who wasn't in it.† â€Å"My dad was. He never talks much about it – hence the secret part – but I picked up things, and then I heard about it while I was at school.† I leaned against the wall. The clock across the hall told me classes were almost over. â€Å"Did you hear anything about them beating up people? There are at least four Moroi I know of who were attacked. And they won't talk about it.† â€Å"Who? Like non-royals?† â€Å"No. Other royals.† â€Å"That doesn't make any sense. The whole point of it is for elite royals to band together to protect themselves from change. Unless, perhaps, they're going after royals who refuse or are supporting non-royals.† â€Å"Maybe. But one of them was Jesse's brother, and Jesse seems to be a founding member. Seems like he'd have to make the cut. And they didn't do anything when Christian refused.† Adrian spread his hands wide. â€Å"Even I don't know everything, and like I said, this one's probably got its own little agenda they're keeping hidden.† I sighed in frustration, and he gave me a curious look. â€Å"Why do you care so much?† â€Å"Because it isn't right. The people I saw were in bad shape. If some group's going around and ganging up on victims, they need to be stopped,† Adrian laughed and played with a strand of my hair. â€Å"You can't save everyone, though God knows you try.† â€Å"I just want to do what's right.† I remembered Dimitri's comments about Westerns and couldn't help a small smile. â€Å"I need to bring justice where it's needed.† â€Å"The crazy thing, little dhampir, is that you mean that. I can tell by your aura.† â€Å"What, are you saying it's not black anymore?† â€Å"No†¦still dark, definitely. But it's got a little light in it, streaks of gold. Like sunlight.† â€Å"Maybe your theory about me catching it from Lissa is wrong then.† I'd been trying very hard not to think about last night, when I'd learned about Anna. Mentioning it now stirred up all those fears all over again. Insanity. Suicide. â€Å"Depends,† he said. â€Å"When was the last time you saw her?† I gave him a light punch. â€Å"You have no clue, do you? You're making this up as you go along.† He caught my wrist and pulled me closer. â€Å"Isn't that the way you normally operate?† I grinned in spite of myself. This close to him I could appreciate just how lovely the green of his eyes was. In fact, despite continually making fun of him, I couldn't deny that the rest of him was pretty good-looking too. His fingers were warm on my wrist, and there was something kind of sexy about the way he held it. Thinking back to Deirdre's words, I tried to assess how it all made me feel. The queen's warnings aside, Adrian was a guy who was technically available. Was I attracted to him? Did I get a thrill out of this? The answer: no. Not in the same way I did with Dimitri. Adrian was sexy in his way, but he didn't drive me wild the way Dimitri did. Was it because Adrian was so readily available? Was Deirdre right about me purposely wanting relationships that were impossible? â€Å"You know,† he said, interrupting my thoughts, â€Å"under any other circumstances, this would be hot. Instead, you're looking at me like I'm some kind of science fair project.† That was exactly how I was treating this, actually. â€Å"Why don't you ever use compulsion on me?† I asked. â€Å"And I don't mean just to stop me from getting in fights.† â€Å"Because half the fun of you is that you're so difficult.† A new idea occurred to me. â€Å"Do it.† â€Å"Do what?† â€Å"Use compulsion on me.† â€Å"What?† It was another of those rare shocked Adrian moments. â€Å"Use compulsion to make me want to kiss you – except you have to promise not to actually kiss me.† â€Å"That's pretty weird – and when I say something's weird, you know it's serious.† â€Å"Please.† He sighed and then focused his eyes right on me. It was like drowning, drowning in seas of green. There was nothing in the world except for those eyes. â€Å"I want to kiss you, Rose,† he said softly. â€Å"And I want you to want me too.† Every aspect of his body – his lips, his hands, his scent – suddenly overpowered me. I felt warm all over. I wanted him to kiss me with every ounce of my being. There was nothing in life I wanted more than that kiss. I tilted my face up toward his, and he leaned down. I could practically taste his lips. â€Å"Do you want to?† he asked, voice still like velvet. â€Å"Do you want to kiss me?† Did I ever. Everything around me had blurred. Only his lips were in focus. â€Å"Yes,† I said. His face moved closer, his mouth only a breath away from mine. We were so, so close, and then – He stopped. â€Å"We're done,† he said, stepping back. I snapped out of it instantly. The dreamy haze was gone, as was the yearning in my body. But I'd discovered something. Under compulsion, I had definitely wanted him to kiss me. Yet even under compulsion, it hadn't been the electric, all-encompassing feeling I had when I was with Dimitri, that feeling that we were practically the same person and were bound by forces bigger than both of us. With Adrian, it had simply been mechanical. Deirdre had been wrong. If my attraction to Dimitri was just some subconscious reaction, then it should have been as superficial as that forced attraction to Adrian. Yet they were completely different. With Dimitri, it was love – not just some trick my mind was playing on me. â€Å"Hmm,† I said. â€Å"Hmm?† asked Adrian, eyeing me with amusement. â€Å"Hmm.† The third â€Å"hmm† hadn't come from either of us. I looked across the hall and saw Christian watching us. I separated from Adrian, just as the bell rang. The sounds of students pouring out of classrooms rumbled through the hallway. â€Å"Now I can see Lissa,† said Adrian happily. â€Å"Rose, will you come with me to the feeders?† asked Christian. He spoke in a flat tone, and his expression was unreadable. â€Å"I'm not guarding you today.† â€Å"Yeah, well, I miss your charming company.† I told Adrian goodbye and cut through the cafeteria with Christian. â€Å"What's up?† I asked. â€Å"You tell me,† he said. â€Å"You were the one about ready to start making out with Adrian.† â€Å"It was an experiment,† I said. â€Å"It was part of my therapy.† â€Å"What the hell kind of therapy are you in?† We reached the feeders' room. Somehow, despite him getting out of class early, there were still a few people ahead of us in line. â€Å"Why do you care?† I asked him. â€Å"You should be happy. It means he isn't moving in on Lissa.† â€Å"He could be moving in on both of you.† â€Å"What are you, my big brother now?† â€Å"Annoyed,† he said. â€Å"That's what I am.† I looked beyond him and saw Jesse and Ralf enter. â€Å"Well, keep it to yourself, or our good friends will overhear.† Jesse, however, was too busy to hear, because he was arguing with the feeding coordinator. â€Å"I don't have time to wait,† he told her. â€Å"I've got to be somewhere.† She pointed to us and the others in line. â€Å"These people are ahead of you.† Jesse met her eyes and smiled. â€Å"You can make an exception this time.† â€Å"Yeah, he's in a hurry,† added Ralf in a voice I'd never heard him use before. It was smooth and less grating than usual. â€Å"Just write his name down at the top of the list.† The coordinator looked like she was going to tell them off, but then a funny, distracted look came over her face. She glanced at her clipboard and wrote something. A few seconds after she looked away, her head jerked up again, eyes sharp once more. She frowned. â€Å"What was I doing?† â€Å"You were signing me up,† said Jesse. He pointed at the board. â€Å"See?† She looked down, startled. â€Å"Why is your name first? Didn't you just get here?† â€Å"We were here earlier and checked in. You told us it was okay.† She looked down again, clearly puzzled. She didn't remember them coming earlier – because they hadn't – but she apparently couldn't figure out why Jesse's name was at the top now. A moment later, she shrugged and must have decided it wasn't worth overthinking. â€Å"Stand with the others, and I'll call you next.† As soon as Jesse and Ralf came near us, I turned on them. â€Å"You just used compulsion on her,† I hissed. Jesse looked panicked for a fraction of a second; then his normal swagger took over. â€Å"Whatever. I just convinced her, that's all. What, are you going to try to tell on me or something?† â€Å"Nothing to tell,† scoffed Christian. â€Å"That was the worst compulsion I've ever seen.† â€Å"Like you've seen compulsion,† said Ralf. â€Å"Plenty,† said Christian. â€Å"From people prettier than you. Of course, maybe that's part of why yours isn't as good.† Ralf seemed highly offended at not being considered pretty, but Jesse just nudged him and started to turn away. â€Å"Forget him. He had his chance.† â€Å"His chance at – † I remembered how Brandon had attempted weak compulsion when trying to convince me his bruises were nothing. Jill had said that Brett Ozera actually had convinced a teacher that his were nothing. The teacher had dropped the matter, much to Jill's surprise. Brett must have used compulsion. Lightbulbs went off in different parts of my brain. The connections were all around me. The problem was, I couldn't untangle the wires quite yet. â€Å"That's what this is about, isn't it? Your stupid Man? and its need to beat up on people. It's got something to do with compulsion†¦.† I didn't understand how it all fit together, but the surprised look on Jesse's face told me I was on to something, even though he said, â€Å"You don't know what you're talking about.† I pushed forward, hoping some blind hits would make him mad and say something he wasn't supposed to. â€Å"What's the point? Does it give you guys some kind of power trip to do these little tricks? That's all they are, you know. You seriously don't know the first thing about compulsion. I've seen compulsion that would make you do handstands and throw yourself out a window.† â€Å"We're learning more than you can even imagine,† said Jesse. â€Å"And when I find out who told – â€Å" He didn't get a chance to finish his threat because he was called over to the feeder just then. He and Ralf stalked away, and Christian immediately turned to me. â€Å"What's going on? What's a Man† I gave him a hasty recap of Adrian's explanation. â€Å"That's what they wanted you to join. They must secretly be practicing compulsion. Adrian said these groups are always royals who have some plan to change and control things in dangerous times. They must think compulsion is the answer – it's what they meant when they told you they had ways to help you get what you wanted. If they knew how crappy your compulsion was, they probably wouldn't have asked.† He scowled, not liking me reminding him of the one time he'd attempted – and failed – to compel someone at the ski lodge. â€Å"So where's the beating-people-up part come in?† â€Å"That's the mystery,† I said. Christian was summoned over to feed just then, and I put my theories on hold until I could get more info and take action. I noticed which feeder we were being led to. â€Å"Is that Alice again? How do you always get her? Do you request her?† â€Å"No, but I think some people specifically un-request her.† Alice was happy to see us, as always. â€Å"Rose. Are you still keeping us safe?† â€Å"I will if they'll let me,† I told her. â€Å"Don't be too hasty,† she warned. â€Å"Conserve your strength. If you're too eager to fight the undead, you may find yourselves joining them. Then you'd never see us again, and we'd be very sad.† â€Å"Yes,† said Christian. â€Å"I'd cry into my pillow every night.† I resisted the urge to kick him. â€Å"Well, I couldn't visit if I was Strigoi, yeah, but hopefully I'd just die a normal death. Then I could come see you as a ghost.† How sad, I thought, that I was now making jokes about the very thing that was freaking me out lately. Alice found no amusement in it whatsoever. She shook her head. â€Å"No, you wouldn't. The wards would keep you out.† â€Å"The wards only keep Strigoi out,† I reminded her gently. A defiant look replaced her scattered one. â€Å"The wards keep anything that isn't alive out. Dead or undead.† â€Å"Now you've done it,† said Christian. â€Å"The wards don't keep ghosts out,† I said. â€Å"I've seen them.† Considering Alice's own instability, I didn't mind discussing mine with her. In fact, it was kind of refreshing to talk about this stuff with someone who wouldn't judge me. Indeed, she treated this as a perfectly normal conversation. â€Å"If you've seen ghosts, then we're not safe anymore.† â€Å"I told you last time, the security's too good.† â€Å"Maybe someone made a mistake,† she argued, sounding remarkably coherent. â€Å"Maybe someone missed something. Wards are made of magic. Magic is alive. Ghosts can't cross them for the same reason as Strigoi. They aren't alive. If you saw a ghost, the wards have failed.† She paused. â€Å"Or you're crazy.† Christian laughed out loud. â€Å"There you go, Rose. Straight from the source.† I shot him a glare. He smiled at Alice. â€Å"In Rose's defense, though, I think she's right about the wards. The school checks them all the time. The only place guarded better than here is the Royal Court, and both places are overflowing with guardians. Stop being so paranoid.† He fed, and I glanced away. I should have known better than to listen to Alice. She was hardly a reputable source of information, even if she'd been around for a while. And yet†¦ her weird logic did make sense. If wards kept Strigoi out, why not ghosts? True, Strigoi were the dead who had come back to walk the earth, but her point was sound: All of them were dead. But Christian and I were right too: The wards around the school were solid. It took a lot of power to lay wards. Not every Moroi home could have them, but places like schools and the Royal Court had theirs maintained diligently. The Royal Court†¦ I'd had no ghostly encounters whatsoever while we there, yet that had been incredibly stressful. If my sightings were stress-induced, wouldn't the Court and encounters with Victor and the queen have provided great opportunities for them to occur? The fact that I'd seen nothing seemed to negate the PTSD theory. I hadn't seen ghosts until we'd landed at the Martinville airport. Which didn't have wards. I nearly gasped. The Court had strong wards. I'd seen no ghosts. The airport, which was part of the human world, had no wards. I'd been bombarded with ghosts there. I'd also seen flashes of them on the plane – which was unwarded when we were in the air. I looked over at Alice and Christian. They were just about finished. Could she be right? Did wards keep out ghosts? And if so, what was going on with the school? If the wards were intact, I should see nothing – just like at Court. If the wards were broken, I should be overrun – just like at the airport. Instead, the Academy was somewhere in the middle. I had sightings only occasionally. It didn't make sense. The only thing I knew for sure was that if something was wrong with the school's wards, then I wasn't the only one in danger.