Types of Essay Writing Essay Example for Free

Types of Essay Writing Essay Essays are major part of academic education. In US almost all college and university admission can be done by writing essay. The admission officers with better insight about your essay and how you differ from the other applicants essays. In crucial stages the essays are used to make a decision whether an applicant will be selected. In academic education students regularly have essay writing activities based on their course content. The initial steps are usually deciding what topic to discuss. The next choice that essay writers tackle is what type of essay to write. There are various types of essays such as critical essays, reflective essay, admission essays, narrative essays analytical essays and many others. In addition there is variety of essay types, most of them are related to academic coursework written to study an exact topic and reflect the outlook of the writer. However, the students should focus on specific topic and what types of essays will be wrote. Admission essay The main point of an admission essay is conducted by admission board that you are worth entering the college. Nowadays almost all college and university admission can be done by using admission essay. You should write your best and demonstrate your superior writing skills. The admission essays are the best chance to show your commitment to a career in business by demonstrating those experiences, people, and events that influenced your decision to enter the field. Argumentative essay In Argumentative essay writing we try to convincing others to agree with our facts, share our values. When writing argumentative essay you should state or position regarding of a subject for the main point of opinion. While writing you can add statistics report, well expert view and well support advice about a state or debate. The well argumentative essay should be clear, exact, and highly focused. Cause effect essay In Cause effect essay writing you have to talking about a troubled with why things occur (causes) and what happens as a consequence (effects). The cause and effect essay is the best technique of organizing and talking about ideas. At university and college cause and effects essays are most general papers in a composition course. Classification essay Classification essay writing is not only writing about other essay types, but also the ability to organize the ideas and things into sort. Most of students are well experts in writing classification essays. Since years the students studying in the field that have need of them to sort out ideas. Hence, the students can be written his classification essay without difficulty. Critical essay When critical essay writings you have to state agree with the fully subject. The word critical is telling about the attitude when you have read editorial or part of the book. The critical essays start with a psychoanalysis or explanation of the article or part of a book. Definition essay The definition essay writing you can talk an understanding about certain idea or things. Such things as bird, water are very exact and well concentrate. The way of writing your definition essays you have to give your readers with a new way of looking at things your way. Five paragraph essay The five paragraph essay is the classic format of composition. Its only the format of writing essays; its the types of essays which help for college and university students to develop your composition skills. The name represents like this essays should have five paragraphs. The introduction should include with thesis statement and following paragraphs must be talking about the core your essay topic or subject. The conclusion should be concluding the topics or idea of your topic given.

Should Hong Kong promote cultural tourism?

Should Hong Kong promote cultural tourism? Background Information, Related Concepts and Relevant Knowledge Objectives/ Expected Outcomes (if any) Focus Questions Tentative Enquiry Plan and Method(s) Reflection References 1 [1]à ©Ã‚ ¦Ã¢â€ž ¢Ãƒ ¦Ã‚ ¸Ã‚ ¯Ãƒ ©Ã¢â‚¬ ºÃ‚ »Ãƒ ¥Ã‚ Ã‚ °Ã‚ ¼Ã…’ ¼Ã…’à ¨Ã‚ ¼Ã¢â‚¬ °Ãƒ ¦- ¼rthk.hk à ©Ã‚ ¦Ã¢â€ž ¢Ãƒ ¦Ã‚ ¸Ã‚ ¯Ãƒ ©Ã¢â‚¬ ºÃ‚ »Ãƒ ¥Ã‚ Ã‚ °Ãƒ §Ã‚ ¶Ã‚ ²Ãƒ §Ã‚ «Ã¢â€ž ¢Ã‚ ¼Ã…’http://programme.rthk.hk/rthk/tv/programme.php?name=tv/hkccd=2014-04-13p=858e=257861m=episode ¼Ã…’à ¤Ã‚ ¸Ã¢â‚¬ ¹Ãƒ ¨Ã‚ ¼Ã¢â‚¬ °Ãƒ ¦- ¼2014à ¥Ã‚ ¹Ã‚ ´11à ¦Ã…“ˆ15à ¦- ¥Ãƒ £Ã¢â€š ¬Ã¢â‚¬Å¡ [2] The UNWTO World Tourism Organization, Definition, Sustainable Development of Tourism, http://sdt.unwto.org/content/about-us-5>, (15 November 2014). [3]à ©Ã‚ ¦Ã¢â€ž ¢Ãƒ ¦Ã‚ ¸Ã‚ ¯Ãƒ ©Ã¢â‚¬ ºÃ‚ »Ãƒ ¥Ã‚ Ã‚ °Ã‚ ¼Ã…’ ¼Ã…’à ¨Ã‚ ¼Ã¢â‚¬ °Ãƒ ¦- ¼rthk.hk à ©Ã‚ ¦Ã¢â€ž ¢Ãƒ ¦Ã‚ ¸Ã‚ ¯Ãƒ ©Ã¢â‚¬ ºÃ‚ »Ãƒ ¥Ã‚ Ã‚ °Ãƒ §Ã‚ ¶Ã‚ ²Ãƒ §Ã‚ «Ã¢â€ž ¢Ã‚ ¼Ã…’http://programme.rthk.hk/rthk/tv/programme.php?name=tv/hkccd=2014-04-13p=858e=257861m=episode ¼Ã…’à ¤Ã‚ ¸Ã¢â‚¬ ¹Ãƒ ¨Ã‚ ¼Ã¢â‚¬ °Ãƒ ¦- ¼2014à ¥Ã‚ ¹Ã‚ ´11à ¦Ã…“ˆ15à ¦- ¥Ãƒ £Ã¢â€š ¬Ã¢â‚¬Å¡

PepsiCo Buyer Behaviour Analysis

PepsiCo Buyer Behaviour Analysis Buyer Behavior for Consumer Market Introduction In the summer of 1898, In New Bern, North Carolina, a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices and syrup trying to create refreshing new drinks to serve his customers. He succeeded beyond expectations by inventing new beverages know as Pepsi-Cola. Nowadays, Pepsi is a well known soft drink in all over the world. From its humble beginnings over a century ago, Pepsi-Cola has grown to become one of the best-known, most-loved products throughout the world. And the company behind it PepsiCo has grown as well, standing today as the premier marketer of refreshment beverages, juices and snack foods. They have consumer in over 200 countries in the whole world. The company offers more than 500 beverages and snack that appeal to every age of consumer age group and demographic category. Today, PepsiCo is a $29 billion company, employing more than 150,000 people speaking more than 40 languages around the globe. The company is consistently recognized for its corporate citizenship, philanthropic efforts and diversity programs. It is the worlds fourth-largest food and beverage company and is staking its claim as the global leader in convenience foods and beverages. PepsiCo has a strong plan to continue to expand with an enormous lineup of convenience foods and drinks that provide great taste, nutrition and fun around the clock. Here is the list of Pepsi Co brands and products. Mirinda, 7UP (International), Pepsi Limà ³n, Kas, Teem, Pepsi Max, Pepsi Light, Starbucks Doubleshot (Partnership), Starbucks Doubleshot, Energy (Partnership) Starbucks Iced Coffee (Partnership), Tropicana Twister, and Mountain Dew. Model of Consumer Behavior Consumer makes many buying decision every day. Many large companies do some research about consumer buying decision in great detail to answer questions what will customer buy, where they buy, how much they, when they buy and why they will buy those product. According to Principles of Marketing, Kotler (2008) Consumer Buyer Behavior refers to the buying behavior of final consumer which are individuals and households who buy goods and services for personal consumptions. The entire final consumer combines to make a consumer market. Many big companies did a lot of marketing effort to attract the consumer to buy their product. For example, Pepsi Company. The company did a lot of marketing effort to attract the consumer such as advertising, survey, promotion and apply the 4 Ps to make the consumer aware about their product. The question here is, how did the consumer respond to the various marketing effort that Pepsi company use? Model of buyer behavior consist of Marketing and other stimuli, Buyers black box and Buyer Responses. Marketing and other stimuli will enter the consumers black box and produce certain responses. So marketers need to figure out what is in the buyers black box. Marketing stimuli consist of the Four Ps which are Product, Price, Place and Promotions. Other stimuli included major forces and events in the buyers environment such as economic, technological, political and cultural. All the inputs will enter the buyers black box, where they are turned into a set of observable buyer responses. Under buyer responses there are product choice, brand choice, dealer choice, purchase timing and purchase amount. Consumers do not make their decisions in a void. Their purchases are highly influenced by cultural social, personal, and psychological factors. Here some of that influence the behavior or the particular market: Cultural Factor Cultural factor divided into three sub factors Culture, Sub Culture, Social Class. Culture is the set of basic values perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Culture is the most basic cause of a persons wants and behavior. Every group or society has a culture, and cultural influences on buying behavior may vary greatly from country to country. Based on the case study, we are doing a Pepsi brands in Malaysia. Malaysia has many races of people such as Malay, Chinese, Indian and many more. Now days many people choose to drink Pepsi because it is Halal and did not contain any alcohol. It is because most culture in Malaysia did not allowed them to drink alcohol. So for teenager of adult who cannot drink an alcohol drink, they can choose to drink Pepsi. Other than that, now day culture in Malaysia more shift towards greater concern about health and fitness. This had brought a lot of huge industry for health fitness services, more natural foods and variety of diets. So for Pepsi company which serve soft drinks, they had come with a new products known as Pepsi Max which has less sugar and gas to fulfill the new culture of Malaysian people. Sub Culture is a group of people with shared value systems based on common life experiences and situations. Each culture contains smaller sub cultures a group of people with shared value system based on common life experiences and situations. Sub culture includes nationalities, religions, racial group and geographic regions. Many sub culture make up important market segments and marketers often design products. For Pepsi company, sub culture is very important in influencing the consumer to buy their products. They need to target consumer based on their nationalities, religions, racial group and geographic regions. For nationalities, Pepsi must aware about any country that did not allowed their people to take soft drinks. For example, India. They had once ban Pepsi in their country because of the sugar contain in Pepsi. According to Marketing, Kotler (2008), Many subcultures make up important market segments, and marketers often design products and marketing programs tailored to their needs. Pepsi should not make an advertisement which can touch the sensitiveness of any religions, nationalities and others. Social Class Almost every society has some form of social structure, social classes are societys relatively permanent and ordered divisions whose members share similar values, interests and behavior. Social class did not determined by a single factors such as incomes, but it measured as a combination of occupation, income, education, wealth, and other variables. Marketers are interested in social class because people within given social class tend to exhibit similar buying behavior. Social Factors A consumers behavior also is influenced by social factors, such as the Groups, Family, Roles and status. Groups are two or more people who interact to accomplish individual or mutual goals. A persons behaviors are influenced by many small groups. Groups that have a direct influence and to which a person belongs are called membership groups. Some are primary groups includes family, friends, neighbours and coworkers. Some are secondary groups, which are more formal and have less regular interaction. These include organizations like religious groups, professional association and trade unions. For groups, it is much easier for Pepsi to attract them to buy their products. Because a single member of the groups can influences almost all the group member to follow them. For example, a leader in one group can influenced the members to buy Pepsi as part of the group activities. Family members can strongly influence buyer behavior. The family is the most important consumer buying organization society and it has been researched extensively. Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services. In this social class, Pepsi need to target the children because they are the people who will consume more Pepsi. But of cause they will ask their parents to buy the products. So Parents is the customer and Children is the consumer. Roles and Status is a person belongs to many groups, family, clubs, organizations. The persons position in each group can be defined in terms of both role and status. For example, Mdm Airis plays the role of Mother, in her family she plays the role of wife, and in her company, she plays the role of manager. A Role consists of the activities people are expected to perform according to the persons around them. Personal Factors Personal factors consists of Age and life cycle stage, Occupation, Economic situation, Life Style, and Personality and self concept. Age and Life cycle Stage is People changes the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle. Here Pepsi cannot target the all age of people to buy their products. They should target consumer from children, to teenagers and finally the adults. Because nowdays many people concern about their health. So they will try to avoid any soft drinks that have a lot of sugar and gas. This will affect their health. Occupation is a persons occupation affects the goods and services bought. Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits. A Company can even specialize in making products needed by a given occupational group. Thus, computer software companies will design different products for brand managers, accountants, engineers, lawyers, and doctors. From here we can conclude that only working people can purchase Pepsi products. But not every one of them will purchase Pepsi. So Pepsi need to find a thing or a person to influence them. For example, advertisement is the best tools to influence them or for parents, children are their best factors to influence them to buy Pepsi products. Economic situation is a persons economic situation will affect product choice. Life Style is a persons Pattern of living, understanding these forces involves measuring consumers major AIO dimensions. For example, activities such as Work, hobbies, shopping, support. Other than that interest, Food, fashion, family recreation and opinions about themselves, Business, Products Personality and Self concept each persons distinct personality influence his or her buying behavior. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to ones own environment. Psychological Factors Psychological factors consist of Motivation, Perception, Learning, Beliefs and attitudes Motivation. Motive drives a need that is sufficiently pressing to direct the person to seek satisfaction of the need. Perception, The process by which people select, Organize, and interpret information to form a meaningful picture of the world. Learning is Changes in an individuals behavior arising from experience. Beliefs and attitudes. Belief is a descriptive thought that a person holds about something Attitude, a Persons consistently favorable or unfavorable evaluations, feelings, and tendencies towards an object or idea. Marketing Research Technique INTRODUCTION According to Malhotra (1996), Market Research can be defined as a key element within the total field of marketing information. Its links the consumer, customer and public to the market through information which is to identify and define marketing opportunities and problems generate, refine and evaluate marketing actions while improved the understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective. This is for the reason that its always incorporates some form of the data collection whether it is secondary research (often referred to as desk research) or primary research which is collected direct from a respondent. While based on the case study we know that Pepsi Co is one of the most famous company that produce soft drink and some other product. Subsequently to get the information about Pepsi Co we need to do the market research so that we will know how far the customer or consumer is satisfied with the Pepsi product as well. This is because without the market research they might be tough for Pepsi Co to know about the level of satisfaction of their customer towards their product that has been produce by them. Consequently to get the work become more efficient we will follow the step on market research which is the first step is we will apply the web site method to get the first condition and perception about the Pepsi Co. This is because through the web site method we will get extra information such as the impression, background, financial and so on about the Pepsi Co. Next we will make some preparation on preparing the questionnaire about Pepsi Co which is in the questionnaire include some of the question about how society get know about the Pepsi Co and how much they spend to buy Pepsi product. On top of that the 20 sheet of questionnaire has been distributed towards the people around the Kuala Lumpur Convention Center (KLCC) which is the trendiest place that all people knew bout it. The data analysis will analyze by 20 people around there with the different age and occupation. Finally the data that has been collected will be prepared and presented in the best way. Primary data collection can be considered as one of the extra sources because is needed when a researcher cannot find the data needed in secondary sources. Market researchers are interested in primary data about demographic, socioeconomic, characteristics, attitudes or opinions or interests, awareness or knowledge, intentions, motivation, and behavior. Three basic means of obtain by primary data are observation, surveys, and experiments. The choice will be influenced by the nature of the problem and by the availability of time and money. SURVEY According to Business Dictionary.com (2009), Survey can be defined as the collection of data from a given population for the reason of analysis of a particular issue. Data that frequently collected from a sample of a population, knows as a sample of survey. As we already informed surveys is one of the ways that are used widely in research, especially in market research to find some information or any feedback from others towards some product. Besides that there have 4 types of survey which is include personal interview, self-administrated surveys, telephone interviews and direct observation. In order to collect the information of Pepsi Co we were applying 2 types of survey which is personal interview and self administrated surveys which are made by us as well. Personal Interview According to Business Dictionary.com (2009), Personal Interview can be defined as a market research technique for gathering information through face-to-face while contact with individuals. Personal interviews take place in a variety of place like settings-in homes, at shopping malls, in a business office and so forth. One of the personal interviews is face-to face interviews which is this interview are conducted between a market researcher and a respondent. Then the data is collected on a survey. Some surveys are very rigid or structured and use closed questions. So that the data is easy to compared with others. Further about face-to-face interviews is more in strength, and depend upon more open forms of questioning. The research will investigate and develop points of interest. While based on the case study, we were takes place in KLCC to do the research up about the Pepsi Co which is the trendiest area in the Kuala Lumpur. We chose this place because on a daily basis there is more people visit that place and most of them are from people around the Malaysia. Consequently we use the face to face interview because easy to get feedback from them and we can get the information on the spot. On top of that Pepsi Co can get directly more explanation from them because they can through out what they felt about the product that has been produced by Pepsi Co. Self-Administrated Surveys A self-administrated survey is one in which the respondent completes the survey on his or her. While as we know Questionnaires are usually printed on paper, but they might be in other ways like programmed into computer and places on the internet and ask for the respond. However, Self-administrated questionnaires present a challenge to the marketing researcher because they really on the efficiency of the written word rather than the skills of the interviewer. Self-administrated surveys are attractive because they are low in cost, and they avoid interviewer evaluation apprehension or worry. While based on the case study, when we do the survey about Pepsi Co we would just used pen and a paper to make the survey complete. Instead of that the people that has been ask for complete the survey questionnaire will directly respond on the questionnaire. Consequently we can get the result of the information directly of the questionnaire which is has been complete by the respondent. Telephone Interviews Telephone interviews also can be consider as one of the techniques that can be done to make our survey complete which is telephone interviews is also one of the key under the survey method. Telephone interview can be defined as an interview that gathers information through telephone contact with individuals. This means that the interviewers will call their respondent to get the feedback or respond from their customers. As a result the information that gathers would help us as well to make changes towards our product that has been survey. Direct Mail While surveys also can be made by using the direct mail which is the interviewers will send the questionnaire through the email so that the respondent can give the feedback form there using the mail responded .Example like company A which is the interviewer and in order to evaluate their performance towards society they will try to make and Direct mail interview which is they will send some question that will be in questionnaire and may be might ask about their company services that has been provided to society and they will sent the questionnaire to Company B which the interviewee. On this cases the company will receive the questionnaire form in direct mail from the Company B. So as the respondent Company B will return the answer also in mail form which is they will send back to Company A Through this method its give lots of pros towards the company which is can save cost in order to prepared the questionnaire because through the direct mail its the company can save cost OBSERVATION The market research technique is not just only based on the survey method, this is because Observation also one of the method that can be used to collect the information on the level of satisfaction towards Pepsi product. Observation can be easily defined as the systematic process of recording the behavioral patterns of people, object and occurrences without questioning or otherwise communicating with them. Observations can be divide into two types which is having as human observation and mechanical observation. As a Marketing Research officer for Pepsi Co we were use both types of observation to know what behavior of people or society towards the Pepsi Product. Observation as a methodical process of recording the behavioral patterns of people, objects and event without questioning or else communicating with them. Observation can be divides into two types which are as the chart show above two types of observation is Human observation and Mechanical observation which is can be implementing by Pepsi Co in order to observe their customers. Human Observation Human observation can be defined as self explanatory, using human observers to collect data in the study. We can do the observation by human observation. It means that we use human as the observers which is we can just look and interpret what they do, what feeling are they, or else from their body languages. We can know what their feel now such as happy, enjoy, bored and so forth towards the product of Pepsi. Other than that through the human observation the best technique that can be implement by the Pepsi Co to evaluate their customer feelings is through facial reaction of the customer which is can be in their smiles, raised eyebrows an head nods as well. As a result we can automatically analyze how the customer sense towards the product of the Pepsi. Besides that Pepsi Co also can used the direct observation in order to observe the customer of their product. Which is they can straightly observe the customer behavior towards the Pepsi product Mechanical Observation Mechanical observation involves using various types of machines in order to gather the information, data, which is then interpreted by researchers. On a daily basis we are already know that with the continuing improvements in technology, there are lots of mechanical ways that can be used in order to capturing data in observation studies however, these new gadgets tend to be extremely expensive. The most commonly used and least expensive means of mechanically gathering data in an observation study is a video camera. A video camera offers a much more precise means of collecting data than what can simply be recorded by a human observer. Based on the case study we know that in order to observe the customer we can implement the other ways which is like Mechanical Observation as a Marketing Research Officer we try to look forward on the ways of implementing the mechanical observation this is because they will make our work become more easily with the observation for employees or customers of the Pepsi Co. Otherwise Pepsi Co can used the CCTV which is to get the information without knowing by other people. Example that can be stated at here is like Pepsi Company in order to observe their employees in all departments like marketing department, chemical department which is this entire department were play and important role while producing and made the product Pepsi. Consequently we can see the action that shows by them is humble, lazy, and friendly and so forth. Indirectly, Pepsi Co can manage or take an action towards the employee which is not performing effective and efficient towards their work. Other than that we also can used the Video in order to observe the behavioral of the customer while the purchase the Pepsi product and we can see how they felt either satisfy or not which the number of purchase. Conclusion While based on my point of view the conclusion that can be made at here is survey is a type of research which is comparatively costly, because it requires a staff of interviewers, but it provides the best opportunity to obtain information through probing for clearer explanations. Consequently, we can know what people in KLCC feel about the Pepsi product. This is because the respondent can tell us what they feel. Ultimately, we can know either they satisfy or not about the performance of the Pepsi product or not. Besides that the personal style (tone of voice, rewording of a question) and biases of each interviewer can affect how the participants respond and how the responses are recorded. As a result, we can get information from our recorded such as from video recorded. While from mechanical observation, we must spend more time to get the information. At the same times, we cannot observe the feeling of people in this campus because we cannot ask then but just take their photo or vide o. On the whole, for us, survey is the best technique to use early on in the research process when the researcher is not yet sure which questions need to be asked, because new and better questions can come out of the dialogue. SWOT ANANLYSIS Introduction According to Businessdictionary.com (2009), secondary data is an existing primary data that was collected by someone else or for a purpose other that the current one. It depending on whether the data come from inside and outside the organization needing to research. In secondary data, it divided into two parts of sources such as internal and external secondary data. Internal secondary data are data that have been collected and exits inside the business firm or other organization. External secondary data is data from outside that firm. According to Business Dictionary.com (2009) SWOT is a tool that identifies the strengths, Weaknesses, Opportunities, and Threats of an organization. Specifically, SWOT is a basic, straightforward model that assesses what an organization can and cannot do as well as its potential opportunities and threats. The method of SWOT analysis is to take the information from an environmental analysis and separate in into internal such as strengths and weaknesses and external issues such as opportunities and threats. Once this is completed, SWOT analysis determines what may assist the firm in accomplishing its objectives, and what obstacles must be overcome or minimized to achieve desire result. Based on case study, to be comes a strong business strategy, Pepsi Co can used SWOT analysis that helped it become stronger competitor in other way Pepsi Co must identify which is their strength, weakness, opportunity and threat? SWOT Analysis of PEPSI Co The Pepsi Company is a leading manufacture, distributor and marketer of non-alcoholic beverage concentrates and syrups, in the world. Pepsi has a strong brand name and brand portfolio. Business-week and Interbrain, a branding consultancy, recognize Pepsi as one the leading brand in their top 100 global brand ranking in 2006. The business week-interbrain value Pepsi $67,000 million in 2006. Pepsi ranks well ahead of its close competitor Coco-Cola which has a ranking of 22 having brand value $12,690 million the companys strong brand value facilitates customer recall and allows Pepsi to penetrate markets. On the other hand, the company is threatened by intense competition which could have an adverse impact on the company market share. Strengths Strong brands allow the company to introduce brand extension such as Pepsi max, Pepsi Cola, Pepsi Twist, Pepsi Diet, Pepsi Light over the year; the company has made large investments in brand promotion. Consequently, Pepsi is one of the best recognized global brands. The companys strong brand value facilitates customer recall and allows Pepsi to penetrate new market and consolidate existing ones. Pepsi has been a complex part of world culture for a very long time and they take a good qualities control of their product by take important on qualities processes n also procedures to maintain their customer satisfaction. They have a unique product image and the products image is loaded with over-romanticizing and this is an image many people have taken deeply to heart. The Pepsi image is displayed on T-shirts, hats and collectible memorabilia and many more. This extremely recognizable branding is one of Pepsis greatest strengths. It allows them to conduct business on a global scale while at the same time maintain a local approach. The bottling companies are locally owned and operated by independent business people who are authorized to sell product of the Pepsi Company. Because Cola does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers. Weaknesses Weaknesses for any business need to be both minimized and monitored in order to effectively achieve productive and efficiency in their business activities, Pepsi have no exception. Even though domestic business as well as many international market are thriving volumes in Latin America were up 12%, Pepsi has recently reported some decliners in unit case volumes in Indonesia and Thailand due to reduce consumer purchasing power. According to an article in Fortune magazine, in Japan, unit case sales fell 3% in the second quarter of 1998. Consequently we can determine the Pepsi Weakness which is can be improve and can be make sure that in future they will never happened again. Besides that, Pepsi on the other side has effects on the teeth which is an issue for health care. It also has got sugar by which continuous drinking of Pepsi may cause health problem. Being addicted to Pepsi also is a health problem, because drinking of Pepsi daily has an effect on your body after few years. Because its contain chemicals which could cause cancer, damage the nervous and reproductive system and reduce bone mineral density. Such negative publicity could adversely impact the companys brand image and the demand for Pepsi product. This could also have an adverse impact on the companys growth prospects in the international market Negative publicity The company received negative publicity during September 2006.The Company was accused by the Center for Science and Environment (CSE) of selling products containing pesticide residues that contained a hazardous pesticide residue. These pesticides included chemicals which could cause cancers, damage the nervous and reproductive systems and reduce bone mineral density. Such negative publicity could adversely impact the companys brand image and the demand for Pepsi products. This could also have an adverse impact on the companys growth prospects in the international markets. Opportunities Brand recognition is the significant factor affecting Pepsis competitive position. Pepsis brand name is known well throughout 94% of the world today. Its mean that the primary concern over the past few years has been to get this name brand to be even better known. Packaging changes have also affected sale and industry positioning, but in general, the public has tended not to be affected by new products. Pepsi bottling system also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Pepsi the opportunity to service a large geographic, diverse area. Pepsi is such an experienced powerful global company, which has a basic of a great fund. So it has the ability to place an idle sum of money to the promotion. We can see that the advertisement of Pepsi-Cola is so attractive. It also invited the top famous people to advertise for it. The advertisement is so elaborate and attractive so that Pepsi gained the special prize of the advertisement Granny. Threats Currently the threat of new viable competitors in the carbonated soft drink industry is not very substantial. The threat of substitutes however is a very real threat. The soft drink industry is very strong, but consumers are not necessarily married to it. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate, even thought Coco-Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness of the market could have a serious affect. Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market. Consumer buying power also represents a key threat in the industry. The rivalry between Pepsi and Coke has produce a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumer or face losing market share to the competition. In addition, consumer can easily switch to other beverages with little cost or consequence. Intense competition Pepsi competes in the nonalcoholic beverages segmen

The Perspective of Plato and Aristotle on the Value of Art Essays

The Perspective of Plato and Aristotle on the Value of Art    As literary critics, Plato and Aristotle disagree profoundly about the value of art in human society. Plato attempts to strip artists of the power and prominence they enjoy in his society, while Aristotle tries to develop a method of inquiry to determine the merits of an individual work of art. It is interesting to note that these two disparate notions of art are based upon the same fundamental assumption: that art is a form of mimesis, imitation. Both philosophers are concerned with the artist's ability to have significant impact on others. It is the imitative function of art which promotes disdain in Plato and curiosity in Aristotle. Examining the reality that art professes to imitate, the process of imitation, and the inherent strengths and weaknesses of imitation as a form of artistic expression may lead to understanding how these conflicting views of art could develop from a seemingly similar premise.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Both philosophers hold radically different notions of reality. The assumptions each man makes about truth, knowledge, and goodness directly affect their specific ideas about art. For Plato, art imitates a world that is already far removed from authentic reality, Truth. Truth exists only in intellectual abstraction, that is, paradoxically, more real than concrete objects. The universal essence, the Idea, the Form of a thing, is more real and thus more important than its physical substance. The physical world, the world of appearances experienced through the senses, does not harbor reality. This tangible world is an imperfect reflection of the universal world of Forms. Human observations based on these reflections are, therefore, highly suspect. At b... ... the definition derived by each philosopher is profoundly different. In order to construct a coherent, wide-ranging philosophy, art and its impact on society must be reckoned with, whether as an imitation of a system far removed or a system in our midst. The process of imitation is used in both cases to promote the particular version of reality espoused by each man. While such a study is beneficial in tracing the philosophical conflict regarding the usage and importance of imitation in art, what is most apparent, perhaps, is the discovery that language itself is an imperfect imitation of meaning, capable of fostering such conflicts. Works Cited: Aristotle. "Poetics" The Critical Tradition. Ed., David H. Richter, New York: St. Martin's Press, 1989. Plato. "Republic, Book X" The Critical Tradition. Ed., David H. Richter, New York: St. Martin's Press, 1989.

A Critical Evaluation of Charles De Gaulles Handling of the Algerian Insurrection :: European Europe History

A Critical Evaluation of Charles De Gaulle's Handling of the Algerian Insurrection The 1950s was not a particularly good decade for France. The Fourth Republic, which had been established in the aftermath of the Second World War, remained unstable and lurched from crisis to crisis. Between 1946 and 1954, there had been a war in French Indo-China, between a nationalist force under Ho Chi Minh and the French. The war was long and bitter and towards the end, the French suffered the ignominy of losing the major fortress of Dien Bien Phu to the guerrillas on 7 May 1954. An armistice was sought with Ho Chi Minh, and the nations of North and South Vietnam emerged from the ashes of the colony. It is entirely likely that the success of the guerrillas influenced the Algerian insurrectionists, the National Liberation Front(FLN), in tactics and in the idea that the time was ripe to strike. It is clear that the FLN employed similar methods to those developed by the nationalists under Ho Chi Minh.1 For several months, France was at peace. The insurrection began on 1 November 1954. The insurrection precipitated the fall of the Fourth Republic. Charles de Gaulle, hero of the Second World War, became President of France in 1958, and was intent on securing a political solution to the insurrection, rather than one based on force. His efforts were largely successful in avoiding a civil war in France, and ending the insurgency - although it took four years to do so. It has been estimated that more than a million Algerians died in the insurrection.2 Before 1954, Algeria was not considered to be a French colony - rather it was seen as an integral part of France. The region was composed of departments, like those of the mainland. There were over a million white French nationals living in Algeria at the time and around eight million Muslims.3 This was a greater proportion of French nationals than in the other major North African colonies of France - Morocco, and Tunisia.4 Although there were benefits to remaining with France, the colonial administration was heavily weighed against the Muslims - particularly with regards to voting rights. In 1936, for instance, the Popular Front Government of Blum introduced legislation to the Assembly proposing to extend French citizenship to over twenty thousand Algerian Muslims.5 The initiative failed when all the European mayors of Algerian towns resigned in protest.

JoAnn Marshall - The Roles of Southern Women, Black and White, in Society :: Essays Papers

JoAnn Marshall - The Roles of Southern Women, Black and White, in Society Lillian Smith provides a description of the typical black woman and the typical white woman "of the pre-1960's American South" (Gladney 1) in her autobiographical critique of southern culture, Killers of the Dream. The typical black woman in the South is a cook, housekeeper, nursemaid, or all three wrapped up in one for at least one white family. Therefore, she is the double matriarch of the South, raising her own family and the families of her white employers: "It was not a rare sight in my generation to see a black woman with a dark baby at one breast and a white one at the other, rocking them both in her wide lap" (Smith 130). The southern black woman's duties extend far beyond rearing children, as she also serves as a family counselor, confidant, and nurse for the entire white family (Smith 129) and her own if time permits. She can do all this and more because she is strong, wise, and insightful in all areas of life (Smith 119). In short, the southern black woman is the cornersto ne of the southern, domestic life. The white woman in the South has an equally important role. The southern white woman is responsible for maintaining southern social order, better known as Southern Tradition. She establishes "the 'do' and the 'don't' of behavior" (Smith 132) in her children and believes, "If you could just keep from them all the things that must never be mentioned, all would be well!" (Smith 142). At the same time, the southern white woman sits atop the pedestal of Sacred Womanhood that her husband and his ancestors built for her (Smith 141). She meekly sits there, a symbol of southern society used to benefit men's ideals, feeling empty and powerless against everything going on around her (Smith 141-2). The whispers in her children's ears and her presence on that pedestal fulfill the white woman's role as protectress of Southern Tradition, but does not fulfill the southern white woman. In fact, the roles of the southern black woman and the southern white woman are equally important and equally oppressive: "In a culture where marriage and motherhood were women's primary roles, neither black nor white women were free to be fully wives or mothers, and neither were able to sh ield their children from the physical and psychic destruction of the racist society in which they lived" (Gladney 6).

Angels Demons Chapter 49-50

49 Langdon and Vittoria stood alone now outside the double doors that led to the inner sanctum of the Secret Archives. The decor in the colonnade was an incongruous mix of wall-to-wall carpets over marble floors and wireless security cameras gazing down from beside carved cherubs in the ceiling. Langdon dubbed it Sterile Renaissance. Beside the arched ingress hung a small bronze plaque. ARCHIVIO VATICANO Curatore: Padre Jaqui Tomaso Father Jaqui Tomaso. Langdon recognized the curator's name from the rejection letters at home in his desk. Dear Mr. Langdon, It is with regret that I am writing to deny†¦ Regret. Bullshit. Since Jaqui Tomaso's reign had begun, Langdon had never met a single non-Catholic American scholar who had been given access to the Secret Vatican Archives. Il gaurdiano, historians called him. Jaqui Tomaso was the toughest librarian on earth. As Langdon pushed the doors open and stepped through the vaulted portal into the inner sanctum, he half expected to see Father Jaqui in full military fatigues and helmet standing guard with a bazooka. The space, however, was deserted. Silence. Soft lighting. Archivio Vaticano. One of his life dreams. As Langdon's eyes took in the sacred chamber, his first reaction was one of embarrassment. He realized what a callow romantic he was. The images he had held for so many years of this room could not have been more inaccurate. He had imagined dusty bookshelves piled high with tattered volumes, priests cataloging by the light of candles and stained-glass windows, monks poring over scrolls†¦ Not even close. At first glance the room appeared to be a darkened airline hangar in which someone had built a dozen free-standing racquetball courts. Langdon knew of course what the glass-walled enclosures were. He was not surprised to see them; humidity and heat eroded ancient vellums and parchments, and proper preservation required hermitic vaults like these – airtight cubicles that kept out humidity and natural acids in the air. Langdon had been inside hermetic vaults many times, but it was always an unsettling experience†¦ something about entering an airtight container where the oxygen was regulated by a reference librarian. The vaults were dark, ghostly even, faintly outlined by tiny dome lights at the end of each stack. In the blackness of each cell, Langdon sensed the phantom giants, row upon row of towering stacks, laden with history. This was one hell of a collection. Vittoria also seemed dazzled. She stood beside him staring mutely at the giant transparent cubes. Time was short, and Langdon wasted none of it scanning the dimly lit room for a book catalog – a bound encyclopedia that cataloged the library's collection. All he saw was the glow of a handful of computer terminals dotting the room. â€Å"Looks like they've got a Biblion. Their index is computerized.† Vittoria looked hopeful. â€Å"That should speed things up.† Langdon wished he shared her enthusiasm, but he sensed this was bad news. He walked to a terminal and began typing. His fears were instantly confirmed. â€Å"The old-fashioned method would have been better.† â€Å"Why?† He stepped back from the monitor. â€Å"Because real books don't have password protection. I don't suppose physicists are natural born hackers?† Vittoria shook her head. â€Å"I can open oysters, that's about it.† Langdon took a deep breath and turned to face the eerie collection of diaphanous vaults. He walked to the nearest one and squinted into the dim interior. Inside the glass were amorphous shapes Langdon recognized as the usual bookshelves, parchment bins, and examination tables. He looked up at the indicator tabs glowing at the end of each stack. As in all libraries, the tabs indicated the contents of that row. He read the headings as he moved down the transparent barrier. Pietro Il Erimito†¦ Le Crociate†¦ Urbano II†¦ Levant†¦ â€Å"They're labeled,† he said, still walking. â€Å"But it's not alpha-author.† He wasn't surprised. Ancient archives were almost never cataloged alphabetically because so many of the authors were unknown. Titles didn't work either because many historical documents were untitled letters or parchment fragments. Most cataloging was done chronologically. Disconcertingly, however, this arrangement did not appear to be chronological. Langdon felt precious time already slipping away. â€Å"Looks like the Vatican has its own system.† â€Å"What a surprise.† He examined the labels again. The documents spanned centuries, but all the keywords, he realized, were interrelated. â€Å"I think it's a thematic classification.† â€Å"Thematic?† Vittoria said, sounding like a disapproving scientist. â€Å"Sounds inefficient.† Actually†¦ Langdon thought, considering it more closely. This may be the shrewdest cataloging I've ever seen. He had always urged his students to understand the overall tones and motifs of an artistic period rather than getting lost in the minutia of dates and specific works. The Vatican Archives, it seemed, were cataloged on a similar philosophy. Broad strokes†¦ â€Å"Everything in this vault,† Langdon said, feeling more confident now, â€Å"centuries of material, has to do with the Crusades. That's this vault's theme.† It was all here, he realized. Historical accounts, letters, artwork, socio-political data, modern analyses. All in one place†¦ encouraging a deeper understanding of a topic. Brilliant. Vittoria frowned. â€Å"But data can relate to multiple themes simultaneously.† â€Å"Which is why they cross-reference with proxy markers.† Langdon pointed through the glass to the colorful plastic tabs inserted among the documents. â€Å"Those indicate secondary documents located elsewhere with their primary themes.† â€Å"Sure,† she said, apparently letting it go. She put her hands on her hips and surveyed the enormous space. Then she looked at Langdon. â€Å"So, Professor, what's the name of this Galileo thing we're looking for?† Langdon couldn't help but smile. He still couldn't fathom that he was standing in this room. It's in here, he thought. Somewhere in the dark, it's waiting. â€Å"Follow me,† Langdon said. He started briskly down the first aisle, examining the indicator tabs of each vault. â€Å"Remember how I told you about the Path of Illumination? How the Illuminati recruited new members using an elaborate test?† â€Å"The treasure hunt,† Vittoria said, following closely. â€Å"The challenge the Illuminati had was that after they placed the markers, they needed some way to tell the scientific community the path existed.† â€Å"Logical,† Vittoria said. â€Å"Otherwise nobody would know to look for it.† â€Å"Yes, and even if they knew the path existed, scientists would have no way of knowing where the path began. Rome is huge.† â€Å"Okay.† Langdon proceeded down the next aisle, scanning the tabs as he talked. â€Å"About fifteen years ago, some historians at the Sorbonne and I uncovered a series of Illuminati letters filled with references to the segno.† â€Å"The sign. The announcement about the path and where it began.† â€Å"Yes. And since then, plenty of Illuminati academics, myself included, have uncovered other references to the segno. It is accepted theory now that the clue exists and that Galileo mass distributed it to the scientific community without the Vatican ever knowing.† â€Å"How?† â€Å"We're not sure, but most likely printed publications. He published many books and newsletters over the years.† â€Å"That the Vatican no doubt saw. Sounds dangerous.† â€Å"True. Nonetheless the segno was distributed.† â€Å"But nobody has ever actually found it?† â€Å"No. Oddly though, wherever allusions to the segno appear – Masonic diaries, ancient scientific journals, Illuminati letters – it is often referred to by a number.† â€Å"666?† Langdon smiled. â€Å"Actually it's 503.† â€Å"Meaning?† â€Å"None of us could ever figure it out. I became fascinated with 503, trying everything to find meaning in the number – numerology, map references, latitudes.† Langdon reached the end of the aisle, turned the corner, and hurried to scan the next row of tabs as he spoke. â€Å"For many years the only clue seemed to be that 503 began with the number five†¦ one of the sacred Illuminati digits.† He paused. â€Å"Something tells me you recently figured it out, and that's why we're here.† â€Å"Correct,† Langdon said, allowing himself a rare moment of pride in his work. â€Å"Are you familiar with a book by Galileo called Dialogo?† â€Å"Of course. Famous among scientists as the ultimate scientific sellout.† Sellout wasn't quite the word Langdon would have used, but he knew what Vittoria meant. In the early 1630s, Galileo had wanted to publish a book endorsing the Copernican heliocentric model of the solar system, but the Vatican would not permit the book's release unless Galileo included equally persuasive evidence for the church's geo centric model – a model Galileo knew to be dead wrong. Galileo had no choice but to acquiesce to the church's demands and publish a book giving equal time to both the accurate and inaccurate models. â€Å"As you probably know,† Langdon said, â€Å"despite Galileo's compromise, Dialogo was still seen as heretical, and the Vatican placed him under house arrest.† â€Å"No good deed goes unpunished.† Langdon smiled. â€Å"So true. And yet Galileo was persistent. While under house arrest, he secretly wrote a lesser-known manuscript that scholars often confuse with Dialogo. That book is called Discorsi.† Vittoria nodded. â€Å"I've heard of it. Discourses on the Tides.† Langdon stopped short, amazed she had heard of the obscure publication about planetary motion and its effect on the tides. â€Å"Hey,† she said, â€Å"you're talking to an Italian marine physicist whose father worshiped Galileo.† Langdon laughed. Discorsi however was not what they were looking for. Langdon explained that Discorsi had not been Galileo's only work while under house arrest. Historians believed he had also written an obscure booklet called Diagramma. â€Å"Diagramma della Verita,† Langdon said. â€Å"Diagram of Truth.† â€Å"Never heard of it.† â€Å"I'm not surprised. Diagramma was Galileo's most secretive work – supposedly some sort of treatise on scientific facts he held to be true but was not allowed to share. Like some of Galileo's previous manuscripts, Diagramma was smuggled out of Rome by a friend and quietly published in Holland. The booklet became wildly popular in the European scientific underground. Then the Vatican caught wind of it and went on a book-burning campaign.† Vittoria now looked intrigued. â€Å"And you think Diagramma contained the clue? The segno. The information about the Path of Illumination.† â€Å"Diagramma is how Galileo got the word out. That I'm sure of.† Langdon entered the third row of vaults and continued surveying the indicator tabs. â€Å"Archivists have been looking for a copy of Diagramma for years. But between the Vatican burnings and the booklet's low permanence rating, the booklet has disappeared off the face of the earth.† â€Å"Permanence rating?† â€Å"Durability. Archivists rate documents one through ten for their structural integrity. Diagramma was printed on sedge papyrus. It's like tissue paper. Life span of no more than a century.† â€Å"Why not something stronger?† â€Å"Galileo's behest. To protect his followers. This way any scientists caught with a copy could simply drop it in water and the booklet would dissolve. It was great for destruction of evidence, but terrible for archivists. It is believed that only one copy of Diagramma survived beyond the eighteenth century.† â€Å"One?† Vittoria looked momentarily starstruck as she glanced around the room. â€Å"And it's here?† â€Å"Confiscated from the Netherlands by the Vatican shortly after Galileo's death. I've been petitioning to see it for years now. Ever since I realized what was in it.† As if reading Langdon's mind, Vittoria moved across the aisle and began scanning the adjacent bay of vaults, doubling their pace. â€Å"Thanks,† he said. â€Å"Look for reference tabs that have anything to do with Galileo, science, scientists. You'll know it when you see it.† â€Å"Okay, but you still haven't told me how you figured out Diagramma contained the clue. It had something to do with the number you kept seeing in Illuminati letters? 503?† Langdon smiled. â€Å"Yes. It took some time, but I finally figured out that 503 is a simple code. It clearly points to Diagramma.† For an instant Langdon relived his moment of unexpected revelation: August 16. Two years ago. He was standing lakeside at the wedding of the son of a colleague. Bagpipes droned on the water as the wedding party made their unique entrance†¦ across the lake on a barge. The craft was festooned with flowers and wreaths. It carried a Roman numeral painted proudly on the hull – DCII. Puzzled by the marking Langdon asked the father of the bride, â€Å"What's with 602?† â€Å"602?† Langdon pointed to the barge. â€Å"DCII is the Roman numeral for 602.† The man laughed. â€Å"That's not a Roman numeral. That's the name of the barge.† â€Å"The DCII?† The man nodded. â€Å"The Dick and Connie II.† Langdon felt sheepish. Dick and Connie were the wedding couple. The barge obviously had been named in their honor. â€Å"What happened to the DCI?† The man groaned. â€Å"It sank yesterday during the rehearsal luncheon.† Langdon laughed. â€Å"Sorry to hear that.† He looked back out at the barge. The DCII, he thought. Like a miniature QEII. A second later, it had hit him. Now Langdon turned to Vittoria. â€Å"503,† he said, â€Å"as I mentioned, is a code. It's an Illuminati trick for concealing what was actually intended as a Roman numeral. The number 503 in Roman numerals is – â€Å" â€Å"DIII.† Langdon glanced up. â€Å"That was fast. Please don't tell me you're an Illuminata.† She laughed. â€Å"I use Roman numerals to codify pelagic strata.† Of course, Langdon thought. Don't we all. Vittoria looked over. â€Å"So what is the meaning of DIII?† â€Å"DI and DII and DIII are very old abbreviations. They were used by ancient scientists to distinguish between the three Galilean documents most commonly confused. Vittoria drew a quick breath. â€Å"Dialogo†¦ Discorsi†¦ Diagramma.† â€Å"D-one. D-two. D-three. All scientific. All controversial. 503 is DIII. Diagramma. The third of his books.† Vittoria looked troubled. â€Å"But one thing still doesn't make sense. If this segno, this clue, this advertisement about the Path of Illumination was really in Galileo's Diagramma, why didn't the Vatican see it when they repossessed all the copies?† â€Å"They may have seen it and not noticed. Remember the Illuminati markers? Hiding things in plain view? Dissimulation? The segno apparently was hidden the same way – in plain view. Invisible to those who were not looking for it. And also invisible to those who didn't understand it.† â€Å"Meaning?† â€Å"Meaning Galileo hid it well. According to historic record, the segno was revealed in a mode the Illuminati called lingua pura.† â€Å"The pure language?† â€Å"Yes.† â€Å"Mathematics?† â€Å"That's my guess. Seems pretty obvious. Galileo was a scientist after all, and he was writing for scientists. Math would be a logical language in which to lay out the clue. The booklet is called Diagramma, so mathematical diagrams may also be part of the code.† Vittoria sounded only slightly more hopeful. â€Å"I suppose Galileo could have created some sort of mathematical code that went unnoticed by the clergy.† â€Å"You don't sound sold,† Langdon said, moving down the row. â€Å"I'm not. Mainly because you aren't. If you were so sure about DIII, why didn't you publish? Then someone who did have access to the Vatican Archives could have come in here and checked out Diagramma a long time ago.† â€Å"I didn't want to publish,† Langdon said. â€Å"I had worked hard to find the information and – † He stopped himself, embarrassed. â€Å"You wanted the glory.† Langdon felt himself flush. â€Å"In a manner of speaking. It's just that – â€Å" â€Å"Don't look so embarrassed. You're talking to a scientist. Publish or perish. At CERN we call it ‘Substantiate or suffocate.' â€Å" â€Å"It wasn't only wanting to be the first. I was also concerned that if the wrong people found out about the information in Diagramma, it might disappear.† â€Å"The wrong people being the Vatican?† â€Å"Not that they are wrong, per se, but the church has always downplayed the Illuminati threat. In the early 1900s the Vatican went so far as to say the Illuminati were a figment of overactive imaginations. The clergy felt, and perhaps rightly so, that the last thing Christians needed to know was that there was a very powerful anti-Christian movement infiltrating their banks, politics, and universities.† Present tense, Robert, he reminded himself. There IS a powerful anti-Christian force infiltrating their banks, politics, and universities. â€Å"So you think the Vatican would have buried any evidence corroborating the Illuminati threat?† â€Å"Quite possibly. Any threat, real or imagined, weakens faith in the church's power.† â€Å"One more question.† Vittoria stopped short and looked at him like he was an alien. â€Å"Are you serious?† Langdon stopped. â€Å"What do you mean?† â€Å"I mean is this really your plan to save the day?† Langdon wasn't sure whether he saw amused pity or sheer terror in her eyes. â€Å"You mean finding Diagramma?† â€Å"No, I mean finding Diagramma, locating a four-hundred-year-old segno, deciphering some mathematical code, and following an ancient trail of art that only the most brilliant scientists in history have ever been able to follow†¦ all in the next four hours.† Langdon shrugged. â€Å"I'm open to other suggestions.† 50 Robert Langdon stood outside Archive Vault 9 and read the labels on the stacks. Brahe†¦ Clavius†¦ Copernicus†¦ Kepler†¦ Newton†¦ As he read the names again, he felt a sudden uneasiness. Here are the scientists†¦ but where is Galileo? He turned to Vittoria, who was checking the contents of a nearby vault. â€Å"I found the right theme, but Galileo's missing.† â€Å"No he isn't,† she said, frowning as she motioned to the next vault. â€Å"He's over here. But I hope you brought your reading glasses, because this entire vault is his.† Langdon ran over. Vittoria was right. Every indictor tab in Vault 10 carried the same keyword. Il Proceso Galileano Langdon let out a low whistle, now realizing why Galileo had his own vault. â€Å"The Galileo Affair,† he marveled, peering through the glass at the dark outlines of the stacks. â€Å"The longest and most expensive legal proceeding in Vatican history. Fourteen years and six hundred million lire. It's all here.† â€Å"Have a few legal documents.† â€Å"I guess lawyers haven't evolved much over the centuries.† â€Å"Neither have sharks.† Langdon strode to a large yellow button on the side of the vault. He pressed it, and a bank of overhead lights hummed on inside. The lights were deep red, turning the cube into a glowing crimson cell†¦ a maze of towering shelves. â€Å"My God,† Vittoria said, looking spooked. â€Å"Are we tanning or working?† â€Å"Parchment and vellum fades, so vault lighting is always done with dark lights.† â€Å"You could go mad in here.† Or worse, Langdon thought, moving toward the vault's sole entrance. â€Å"A quick word of warning. Oxygen is an oxidant, so hermetic vaults contain very little of it. It's a partial vacuum inside. Your breathing will feel strained.† â€Å"Hey, if old cardinals can survive it.† True, Langdon thought. May we be as lucky. The vault entrance was a single electronic revolving door. Langdon noted the common arrangement of four access buttons on the door's inner shaft, one accessible from each compartment. When a button was pressed, the motorized door would kick into gear and make the conventional half rotation before grinding to a halt – a standard procedure to preserve the integrity of the inner atmosphere. â€Å"After I'm in,† Langdon said, â€Å"just press the button and follow me through. There's only eight percent humidity inside, so be prepared to feel some dry mouth.† Langdon stepped into the rotating compartment and pressed the button. The door buzzed loudly and began to rotate. As he followed its motion, Langdon prepared his body for the physical shock that always accompanied the first few seconds in a hermetic vault. Entering a sealed archive was like going from sea level to 20,000 feet in an instant. Nausea and light-headedness were not uncommon. Double vision, double over, he reminded himself, quoting the archivist's mantra. Langdon felt his ears pop. There was a hiss of air, and the door spun to a stop. He was in. Langdon's first realization was that the air inside was thinner than he had anticipated. The Vatican, it seemed, took their archives a bit more seriously than most. Langdon fought the gag reflex and relaxed his chest while his pulmonary capillaries dilated. The tightness passed quickly. Enter the Dolphin, he mused, gratified his fifty laps a day were good for something. Breathing more normally now, he looked around the vault. Despite the transparent outer walls, he felt a familiar anxiety. I'm in a box, he thought. A blood red box. The door buzzed behind him, and Langdon turned to watch Vittoria enter. When she arrived inside, her eyes immediately began watering, and she started breathing heavily. â€Å"Give it a minute,† Langdon said. â€Å"If you get light-headed, bend over.† â€Å"I†¦ feel†¦Ã¢â‚¬  Vittoria choked, â€Å"like I'm†¦ scuba diving†¦ with the wrong†¦ mixture.† Langdon waited for her to acclimatize. He knew she would be fine. Vittoria Vetra was obviously in terrific shape, nothing like the doddering ancient Radcliffe alumnae Langdon had once squired through Widener Library's hermetic vault. The tour had ended with Langdon giving mouth-to-mouth to an old woman who'd almost aspirated her false teeth. â€Å"Feeling better?† he asked. Vittoria nodded. â€Å"I rode your damn space plane, so I thought I owed you.† This brought a smile. â€Å"Touche.† Langdon reached into the box beside the door and extracted some white cotton gloves. â€Å"Formal affair?† Vittoria asked. â€Å"Finger acid. We can't handle the documents without them. You'll need a pair.† Vittoria donned some gloves. â€Å"How long do we have?† Langdon checked his Mickey Mouse watch. â€Å"It's just past seven.† â€Å"We have to find this thing within the hour.† â€Å"Actually,† Langdon said, â€Å"we don't have that kind of time.† He pointed overhead to a filtered duct. â€Å"Normally the curator would turn on a reoxygenation system when someone is inside the vault. Not today. Twenty minutes, we'll both be sucking wind.† Vittoria blanched noticeably in the reddish glow. Langdon smiled and smoothed his gloves. â€Å"Substantiate or suffocate, Ms. Vetra. Mickey's ticking.†