The Modern Middle East in World Affairs Essay Example | Topics and Well Written Essays - 1250 words

The Modern Middle East in World Affairs - Essay Example The relationship between the Kingdom of Saudi Arabia, and the United States of America begun nearly a century ago. This relationship is based on mutual respect and common interests – economic, political, technological and social. The Saudi-US friendship has been through numerous conflicts and crises, but, has grown from strength to strength. The origins of this relationship go back to the personal admiration King Abdulaziz bin Abdulrahman Al-Saud the Kingdom’s founder, held for President Woodrow Wilson. Oil has always been the major element of the Saudi-US relationship. The Kingdom supplies crude oil to the United States averaging 1.52 million barrels per day. Saudi Arabia received quite a number of US companies, which at first came to provide products and services for the oil industry but later entered into other ventures. When Saudi Arabia embarked on an ambitious development program in the industry, healthcare, education and agriculture, it sought assistance from the United States. U.S. experts and companies were closely involved in building up the Kingdom’s modern infrastructure, including schools, hospitals, roads, airports, seaports, industrial cities and telecommunications facilities. From that time, United States has partnered with Saudi Arabia in trade for more than fifty years. At present, America exports goods and services worth billions of dollars to the Kingdom, and Saudi Arabia in return exports a sizable portion of crude oil to the United States.

What the Popes could have done differently to avoid the reformation Term Paper

What the Popes could have done differently to avoid the reformation - Term Paper Example Europe ultimately separated into two: The Protestant in the north and the Catholic in the south (Saint-Clair, 7). The Protestant renovation was a Christian progress that took place in Europe in the 16th century. This reformation rooted out of antagonism to apparent illegal behavior and corruption inside the Roman Catholic Church. The reformation is generally alleged to have begun in 1517. Martin Luther posted his 95 Theses on the door of Castle Church in this year, which had the truth that shook the world and drastically renewed the church of Christ (Engelsma, 3). Historians argue that the Protestant Reformation ended in 1648 with the Treaty of Westphalia. The treaty ended the blood-spattered war of the Reformation period. In western history, the Reformation is considered as one of the most significant events. This is due to its radical switchover of thoughts and political reformation (Brady, 1). Luthers discrepancy with the principles of the Roman Catholic Church set out a series of proceedings that in a few decades shattered Germanys religious harmony. Luther is considered as the inventor of the Protestant Reformation due to the influence of his thoughts and the vast authority of his writings. Among many who were appalled by unconvinced mechanistic religious services and widespread church dishonesty, Luther speedily acquired a huge fraction of them. Many who followed him were lured by his argument that religion must be simplified into a secure connection of human beings with God, devoid of the broad intercession of the Roman Catholic Church and its accumulation of custom (Snell, 3). Luther did not aim to establish the Reformation when he posted his 95 Theses on the door of the church. He had no plan whatsoever of disjointing from the church whose head was the Pope and whose head office was Rome. His intention with the Theses was the modification of certain behaviors and the teachings that fashioned

The Iliad Essay Example for Free

The Iliad Essay Greek Mythology is dominated by numerous heroes, all with unique super-human qualities. The purpose of every story is to demonstrate each character’s remarkable â€Å"gift.† Some of the qualities represented by these colorful characters include caution, confidence, kindness, strength, and courage. Combining Odysseus’ wisdom, Achilles’ intimidation factor, and Hector’s bravery, would result in the ultimate warrior who would surpass the best of Homer’s creations. Among Homer’s enviable heroes, Odysseus with his great cunning wisdom is certainly one of the most admired. In every major battle, it is Odysseus who comes up with the ideas to outsmart the enemy or more importantly, factors that will help and allow the Achaians to win the battles, â€Å"Wait a bit, Achilles- we know your quality, but do not drive out the army to battle fasting. Fighting lasts a long time, when once the battalions meet†¦First order them all to take food and drink here in camp. Strength and courage both are mine when I have my bread and wine†¦Then dismiss, and tell them to make a proper meal.† (Homer 231). This not only shows Odysseus’ knowledge in how a battle runs and what the soldiers need in order to have energy to fight well in battle, but also shows how Odysseus’ wisdom is acknowledged by the Achaians and he is well-respected by having kings and princes such as Agammenon and Achilles listen and do what he suggests. With his words, Odysseus also keeps the Achaian army intact, â€Å"But here we have the ninth year at the turn, and still we stay†¦But all the same, it is disgraceful to stay long and then to return empty. Bear it, my friends!† (Homer 28). The soldiers have grown impatient especially with their lack of result. Odysseus uses his wisdom to demonstrate understanding of the soldiers’ plight, yet at the same time, remind them that they’ve put in so much time and that they need to have something to show for it! A successful, ideal warrior most definitely needs Odysseus’s wisdom on the battlefield. Achilles is another one of the most famous Greek heroes. He is known as a great warrior, someone who easily intimidates all his opponents. Very few other mythology figures is a better fighter than Achilles and his intimidation factor is an extremely useful weapon, â€Å"When Acilles appeared after his long absence, and the Trojans aw him sweep into the field with gleaming armour like a very god of war, their knees trembled beneath them in dismay†¦Ã¢â‚¬  (Homer 237). Without even having to make a move, Achilles causes his enemies to be afraid of him and want to back down. A warrior who can intimidate his enemies by just sight, usually does have the advantage to dominate in actually fighting. Once Achilles engages in combat, it is clear to see that his skills are above all others, â€Å"My dear Priamides! Why do you tell me to tackle that proud man, when you know that is the last thing I want?It’s no good for a mere man to fight Achilles†¦And even without that his cast goes straight and does not stop till it runs through human flesh† (Homer 237-238). Aineias, who is no amateur soldier, is clearly unwilling to risk his life facing Achilles. A true, ideal warrior would definitely need to have the sort of reputation that Achilles has. An ideal warrior also needs to have bravery. No one represents this trait better than the famous Trojan, Hector. In the ten years of defending the City Of Troy, Hector is never directly connected to any defeat. Where Aineias backs off without hesitation, Hector also aware of Achilles’ reputation steps up instead when he tells Achilles, â€Å"I know you are a stronger man than I am, but all that lies on the knees of the gods† (Homer 243). Hector knows he may lose his life, but he is so full of bravery that he is not afraid to fight Achilles one on one. Hector’s daring actions also show how his valor. The killing of Patroclos is probably the most troublesome death of a warrior. Patroclos’ death leads to the Trojans and the Achaians to fight with even more intensity. However, bold Hector did not just kill Patroclos, but did something even worse, â€Å"Hector had taken the armour, and now he was dragging away the body, intending to cut off the head and throw the body among the carrion dogs† (Homer 204-205). This shows how not only is Hector daring enough to kill Patroclos when knowing he is a good friend of Achilles, but also has the guts to take his armor and even attempt to carry the body back to the Trojan city to be his chief pride. To be considered as a warrior, the man most definitely needs to take valiant actions. After reading Homer’s famous Iliad, we the readers know that Homer did not put all of the great qualities into one single warrior, but instead put great characteristics and qualities into different warriors, which when combined forms an ideal warrior- the combination of Odysseus’s wisdom, Achilles’ intimidation, and Hector’s bravery. Odysseus with his cunning wisdom not only comes up with ideas to outsmart the Achaian enemies and to win the battles, but he also helps keep the Achaian army intact. Achilles with his intimidating reputation allows him to be greatly feared by his opponents and highly-respected for his combat skills. Ultimately, Hector with his bravery and the bold actions he takes earns him a reputation of a greatly-respected hero. It is obvious that an ideal warrior must have the characteristics of Odysseus, Achilles, and Hector, heroes in The Iliad.

Reusability of Object Oriented Interfaces in UML Diagrams

Reusability of Object Oriented Interfaces in UML Diagrams I. INTRODUCTION In recent years, computer software is the single most important technology in the world. Software developers have continually attempted to develop new technologies due to the growing importance of computer software. In these developments some of them focused on a technology domain i.e. object oriented system/programming [22]. Metrics are difficult to collect and may not really measure the intended quality measures of software. Empirical validation is must to verify the usefulness of a metric in practical applications. A. Software Engineering Software engineering started with a humble beginning and it has slowly come into existence. Now, software engineering is the best solution to the software problems. Most of the programmers/developers view the software engineering as an engineering approach to develop the software [21]. B. Software Measurement If you cant measure its not Engineering community is a common quote by the engineering community [10]. Measurement is the basis for all science and engineering. Good measurements are necessary for successful process. Software measurement is still considerably less than optimal in terms of measurement techniques and the volume and reliability of published data [2]. Software measurement plays an important role for finding the quality and reliability of software products. The measurement activities require appropriate tools to calculate relevant metric values. At present large number of metric tools are available for software measurement [1]. The main objective of this paper is to find the reusability of interfaces in object oriented programming. 2. MEASUREMENTS AND METRICS Measurement is the technology that allows the software professional to make visible progress for improving the software related factors. Measurement is not only a performance factor that leads to behavioural changes but it is used to improve the factors that are being measured [2]. It is a clear note that measurement is necessary for the software development process to be successful. A. Traditional Metrics From 1976 traditional metrics have been used in software measures for measuring the software complexity. Nowadays, a large number of software metrics has been proposed to measure effort and quality. Traditional metrics are important to measure non object oriented programs [18]. Metrics are used as a controlling method in development and to measure either the process of development or various aspects of the product [10][14][26]. Traditional metrics are used to measure the complexity of the program and comment percentage of the program. B. Object Oriented Programming and Metrics Object oriented software is a more recent and important quality software than that of the old-style procedural software/program [24]. With the wide spread object oriented technology the subject of software engineering has received much attention over the last two decades [20][25]. Object oriented design and development are very important and popular concepts in todays development environment. Object oriented design and development requires a different approach to design, implementation and to the software metrics compared to standard set of metrics. Metrics are very essential and important to measure object oriented software programming [13]. The development of software metrics for object oriented technology / programming has received more attention. A large number of metrics have been developed by researchers and numerous tools are available to help assess design quality and to collect metrics from software programs, designs, quality and maintenance etc [5][19][23][24]. Many object oriented metrics proposed in literature survey lack theoretical proof and some have not been validated. The metrics that evaluate the object oriented programming concepts are: methods, classes, coupling and cohesion. Very few metrics are presented for object oriented interfaces. In this paper, a measurement has been proposed to calculate the reusability of interfaces in object oriented programming. 3. OBJECT ORIENTED INTERFACES The concept of an interface is old. Software engineering has been using interfaces for more than 25 years. Nowadays interfaces are heavily used in all disciplines especially in object oriented programming [7]. With interface construct, object oriented programming features a good concept with high potential code reusability. Interfaces are used to organize code and provide a solid boundary between the different levels of abstraction [17] [4]. It is good to use interfaces in large type of applications because interfaces make the software/program easier to extend, modify and integrate new features. An interface is a prototype for class. With the construct of an interface java allows a concept of high potential for producing a reusable code. Interfaces in object oriented programming just contain names and signatures of methods and attributes, but no method implementations. Interfaces are implemented by classes. The inheritance hierarchy of interfaces is independent than that of class inheritance tree. Therefore object oriented languages like java gives higher potential to produce reusable code than abstract classes [15] [9] [16]. 4. REUSABILITY Reusability is always an interesting topic with shining promise. Reusable code is an effective combination 2 concept. * Properly defined interface definitions and * Efficiently defined class structure and inheritance. In this paper, the authors followed the first concept of reusability and measured the metric for interface reusability by giving a new formula. One benefit of defining interface is that every class that implements an interface must be inline with the interfaces functional requirements. Large amount of code sharing occurs within each implementation classes. Based on the class structure designed at the development time the implementation classes are organized according to their interface group type and inheritance allowed to access common logic. Reusability is an important factor for the software community people because it is the ability to reuse a number of software artefacts in terms of requirements, architecture, plans, cost estimates, designs, source code, data elements, interfaces, screens, user manuals, test plans and test cases. Software reusability is an experimental one under the impact of new tools and programming languages. The measurement of software/program and the software development process are much needed for software professionals attempting to improve their software process. Reusability of software increase productivity and quality and reduce the cost [2][3][6]. So in this paper, the reusability is measured for object oriented programming interfaces using the new formula. 5. BACK GROUND SUPPORT PROPOSED APPROACH Measurement is not just a software activity. A good measurement process is an effective method for demonstrating new tools and process improvements. An accurate measurement is a prerequisite process for all engineering disciplines and software engineering is not an exceptional one for calculating the accurate results. There is no significant work on the design of human computer interfaces. In literature, relatively little information has been published on metrics. Those metrics would provide limited insight into the quality and usability of the interface [12]. So the proposed approach is to derive a formula for calculating the reusability of interfaces accurately [23]. Deeper an interface in hierarchy leads to greater the reusability of inherited methods. When the depth of inheritance (DIT) of an interface increases the reusability of an interface also increases. So DIT of an interface has positive impact with the reusability of an interface. Reusability of interfaces are calculated by the following two ways: 1. Reusability of interfaces is calculated by using the formula: (RI) = Total No. of links to interfaces No. of interfaces. RI Total Reusability of interface diagram. 2. The reusability of interfaces in a diagram is calculated by using the formula:- Total Reusability of a diagram: RI = R (I1) + R (I2) +.R (In); R- Reusability and I1..In are Interfaces In each diagram the reusability of an interface is calculated by using the formula and all interface reusability must be added to find the total reusability of interface diagram. In both ways i.e. according to formula 1 and 2 the values are equal. This is shown in table 1, 2 and 3. 6. EMPIRICAL STUDY To validate the formula empirically three object-oriented diagrams are used to calculate the values for reusability of an interface for each diagram. Figure 1 shows object oriented design diagram shapes interfaces. Table 1 shows the values of reusability of each interface and total reusability of interfaces using the above formula. TABLE 1. REUSABILITY OF INTERFACES FOR SHAPES RI = Total Reusability of a diagram L-I = Reusability of an interface I=1 since reusability is calculated for each interface. No. of interfaces = 1. In the above table 1 RI is calculated by using the formula 1 and 2. TABLE 2. VALUES OF INTERFACE REUSABILITY 7. CONCLUSION Many simplistic metrics do not capture the importance of whatever it is that it has to measure. Many developers and software engineers are experiencing the benefits and uses of reusability in completion of the project with in the time and cost. Many other programmers and developers believe that software reuse will help in reducing cost and provide other benefits in software development. Object oriented programming software is more reusable than functionally decomposed software. Software reuse increases production and quality of software and reduces software development cost and time. Reusability is an attribute of software quality. By measuring reusability we can measure software quality. The authors have proposed a new metric to measure the reusability of interfaces in object oriented programming. As software is being developed, it is very good and important to keep an eye on the various parameters. The authors used three UML object oriented diagrams to validate the formula. Hence, this approach is an eye-opener to measure reusability of interface diagram. REFERENCES [1] Bakar N.S.A.A. Boughton .C,Using a Combination of Measurement Tools to Extract Metrics from Open Source Projects, Proceedings of Software Engineering and Applications of 2008. [2] Capers Jones, Applied Software Measurement-Global Analysis and Productivity Quality, 3rd Edition. [3] Christopher L. Brooks, Christopher G.Buell, A Tool for Automatically Gathering Object-Oriented Metrics, IEEE, 1994. [4] Dirk Riehle and Erica Dubach,Working With Java Interfaces and Classes-How to Separate Interfaces from Implementations, P.No:35-46, Published in Java Report 4, 1999 [5] El Hachemi Alikacem, Houari A. Sahraoui, Generic Metric Extraction Framework,IWSM/Metrickon, Software Measurement Conference 2006. [6] Etzkorn W.E., Hughes, Jr W.E. and Davis C.G. ,Automated reusability quality analysis of OO legacy software, Information and Software Technology, Volume 43 , Issue 5, April 2001,P.No:295-308. [7] FriedRich Steimann, Philip Mayer, Andreas MeiBner,Decoupling Classes with Inferred Interfaces , Proceedings of 2006 ACM, Symposium on Applied Computing, Pg.No:1404-1408. [8] Hector M. Olague , Letha H. Etzkorn, Senior Member, IEEE, Sampson Gholtson and Stephen Quattlebaum ,Empirical Validation of Three Software Metrics Suites to Predict Fault-Proneness of Object-Oriented Classes Developed Using Highly Iterative or Agile Software Development Processes,IEEE Transactions on Software Engineering, Vol. 33,No.6,June 2007. [9] ISRD GROUP,Introduction to Object Oriented Programming through JAVA,TATA Mc Graw Hill, Pg.No:109. [10] Ivar Jacobson, Magnus Christerson, Patrick Johnson, Gunnar OverGarrd,Object Oriented Software Engineering-A Use Case Driven Approach, P.NO:468, Pearson Education @ 2001. [11] Ken Pugh, Object Oriented Design, Chapter 5, Inheritance and Interfaces, The Pragmatic Programmers, LLC, 2005. [12] Khan R.A., K.Mustafa And S.A.Ahson, Software Quality Concepts And Practices, P.No:140. [13] Linda H. Rosenberg,Applying and Interpreting Object Oriented Metrics, Presented at the Software Technology Conference, Utah, April 1998. [14] Madumathi I. B.Palaniappan,A Tool for Extracting Object Oriented Metrics,International Journal of Computing and Applications ,2007. [15] Markus Mohenen, Interfaces with Default Implementations in Java, Aachen University of Technology. [16] Markus Mohnen,Interfaces with Default Implementations in Java,Technical Report, RWTH Aachen,April 2002. [17] Matthew Cochran,Coding Better: Using Classes Vs. Interfaces, January 18th, 2009. [18] Nachiappan Nagappan, Thomas Ball and Andreas Zeller, Mining Metrics to Predict Component Failures, Verification and Measurement Group , Microsoft Research, 2005, Redmond, Washington. [19] Neville I. Churcher, Martin J. Sheppered, ACM Software Engineering Notes, Vol.20, Issue 2, P.No:69-75, April 1995. [20] Pradeep Kumar Bhatia, Rajbeer Mann, An Approach to Measure Software Reusability of OO Design , Proceedings of 2nd International Conference on Challenges Opportunities in Information Technology,COIT-2008,RIMT-IET,March 29,2008. [21] Rajib Mall ,Fundamentals of Software Engineering, Chapter 1, Pg.No:1-18,2nd Edition, April 2004. [22] Roger S. Pressman,Software Engineering a Practitioners Approach, 6th Edition. [23] Rudiger Lincke, Jonas Lundberg and Welf Lowe,Comparing Software Metrics tools,ISSTA 08,July 20-24,2008. [24] Santonu Sarkar, Member, IEEE, Avinash C. Kak, and Girish Maskeri Rama, Metrics for Measuring the Quality of Modularization of Large-Scale Object-Oriented Software, IEEE Transactions on Software Engineering, Vol. 34, No. 5, Sep-Oct 2008. [25] Terry .C. and Dikel .D.,Reuse Library Standards Aid Users in Setting up Organizational Reuse Programs,Embedded System Programming Product News,1996. [26] Victor Laing and Charles Coleman,Principal Components of Orthoganal Object-Oriented Metrics, Nov.20th 2008,

Free Great Gatsby Essays: Social Attitudes :: Great Gatsby Essays

Social Attitudes Represented in The Great Gatsby Fitzgerald  Ã‚     Ã‚  Ã‚  Ã‚   This novel is in general about middle and upper class American citizens and their lives a few years after the first world war had concluded.   The author, a World War I veteran himself, shows insight into the lives and minds of American soldiers who fought in Europe during the conflict and the interesting experiences some may have had in the years following their return.   Through written conversation, the novel deals with many of the social attitudes and ideas that prevailed during the early 20's.   Historical facts are cleverly infused into the body of the novel that gives the reader an authentic and classic impression of the story.   A clear view of the discrimination that existed in that time period against non-whites and women was evident by the time the conclusion of the book was reached.   For instance, a conversation takes place between characters in the novel in which civilization is said to be going to pieces as a result of "The Rise of the Coloured Empires".   Women are also constantly referred to as "girls".   Ã‚  Ã‚  Ã‚   Also incorporated, was an interesting but sometimes uneventful sub-plot of a man's extreme love for a woman and the catastrophic events that take place as a result.   This was indicative of many people of the day who had a spouse but also maintained a relationship outside of the marrage.     Ã‚  Ã‚  Ã‚   The plot centres on a fictional World War I army veteran named Nick Carraway.   After his involvement in the war on the allied side with a machine gun battalion, he returned to his home in Chicago. With no clear direction of what he wanted to do with his life, he decided to move to New York to enter into the business of selling bonds.   He settled down on an area of Long Island called West Egg, directly beside a more fashionable area of Long Island called West Egg.   Across from him lived a rich man named Jay Gatsby who also was a World War I vet.   Not far away lived a married couple Daisy and Tom Buchanan which he knew relatively well.   It was at their residence that he met a woman, Jordan Baker, who was to become his good friend and later his girl friend.   Carraway soon became a good friend with his rich neighbour next door, Gatsby, and soon was exposed to many rumours about this man which caused him to question his relationship with him.

The Most Important Decision of My Life

The Most Important Decision of My Life. During the course of our lifetimes we make many  significant and difficult choices that affect us. These  choices affect our personal and professional lives. Therefore, we make these choices with much thought and  care. One of the most difficult and important decisions I  have made was deciding whether to keep studying Engineer or definitely change to English Teaching, a career that always caught my attention.The question was brought up by my dad, he knew that I wasn’t completely happy studying Engineering and after a delicate period of my life he wanted me to be content and fulfilled. Thus, I chose to become a  teacher. It is important to have a career that is satisfying,  and that would allow for helping others achieve their goals. Luckily for me, it’s panned out. I feel much more comfortable now and even though there was a lot of pressure on me I could cope well with it.Besides, entering this career gave me the chan ce to meet new people that have played an important role in my life in the last 3 years. I wonder if my life would be any different now had I made a different choice. I suppose I would be graduated and working in a factory surrounded by machines and boring people and that’s definitely what I don’t want for my future life. If you ask me to make the decision once again, my answer would still remain the same, because I am happy with my present conditions!

Consumer Behaviour Analysis Essay

In this competitive market, high quality of products may not be sufficient for companies to gain competitive edges in market (Palmer, 2004). In addition, according to Moutinho et al (1996), it seems that the nature of marketing is to satisfy the needs and requirements of consumers rather than product oriented. Thus, consumers play a prominent role in market as contemporary marketing is customer-oriented. However, it should be noticed that consumer behaviour is unstable because psychological factors have impacts on consumer behaviour. Moreover, Evans et al (2006) indicate that social factors also affect consumer behaviour. Although many companies have drawn attention to the status of consumers in market, they lack of the knowledge of consumer behaviour and guidelines to analysis their consumers. Therefore, the study of consumer behavior is necessary for helping companies clearly understand consumer behaviour. The purpose of this paper is to observe the effects of consumer behavior on established and new companies. Factors affecting consumer behavior will first be presented. The discussion of consumer behaviour’s effect on two types of companies will then be displayed, with a focus on brand loyalty, dynamic demands, and online shopping channels. Furthermore, for future development, effective approaches will be given to reduce the negative effects of customer behavior. Indeed, this paper briefly discusses some main effects of consumer behaviour on established and new companies, and it aims to help companies clearly understand consumer behaviour and further development. 1. Consumer Behaviour 1.1 Psychological influences A company has spent amounts of time developing a new product; however, after the company launches the product to markets, it could realize its efforts is wasted because customers reject its product in a few minutes. The reason is the company fails or neglects to analyze the psychological factors of consumers. Understanding psychological factors is essential for designing and publicizing a product, as these factors tend to influence consumer behaviour. According to Hollensen (2003:122), psychological factors include: â€Å"needs, perception, memory, and attitude†. With regards to the needs of consumers, marketers often distinguish the needs by using Maslow’s famous classification (1970). The classification divides the needs of people into five grades based on hierarchy. The higher level needs cannot be realized unless lower level needs are satisfied. For example, most African countries suffer from starvation. If a marketer sells luxury goods to African consumers, the marketer tends to fail because the marketer cannot understand what African people urgently need. Baker (2006:204) says â€Å"Sensation occurs when a sense organ receives a stimulus, while perception is the interpretation of that stimulus†. From the marketer’s viewpoint, it is essential to attract attention of consumers, and consumers can respond the way marketers intend to. For example, if a marketer chooses red colour to package products, the consumer likes all commodities with red packaging by chance; then, perception arises as this packaging draws the consumer attention. In terms of memory, when consumers make decision among kinds of brands, they prefer to select the brand that they remember. Hollensen (2003) observes consumers store information that is frequently seen or heard. Therefore, marketers try their best to publicize their brand name as much as possible with a view to making consumers remember their brand name when consumers select a product. Attitude can be described as consumers have positive and negative feelings when they see a object that can be a brand, an action, or a person. For this reason, marketers formulate marketing strategy based on using the knowledge of consume attitude in order to associate with consumer’s tastes and preferences. This subsection focuses on psychological factors that influence consumer behavior. In the latter subsection, it concerns social factors that would influence consumer behaviour. 1.2 Social influences Baker (2006) points out that social influences can be divided into three categories including culture, social class, and life-style. In terms of culture, Bennett and Kassarjian (1972) define culture as a consecutive form that can be passed on from one generation to another mainly including habits, beliefs, values, and attitudes. However, culture tends to be relatively unstable, and it is in the process of changing and inducing new ideas because of environmental change and technological change. In addition, Evans et al (2006) note that marketing is a contributory factor in changing of culture. For example, in China, before fast food restaurants of McDonald opened, Chinese people prefer to eat their own food such as porridge, rice, and noodles; nevertheless, after the US lifestyle has transmitted to China through McDonald, the eating habits of Chinese has changed as most of them, especially the young people, would choose hamburgers or chips instead of rice and noodles. With regard to social classes, this classes are groups who have similar characteristics usually including education, income, occupation, and social status (Baker, 2006). Consumers’ behaviour tends to be influenced by the values of social classes, when consumers are divided into one of social classes (Palmer, 2004). In general, social classes consist of three groups including upper class, middle class, and lower class. For example, if individuals identify with the â€Å"upper class†, they prefer to purchase products that differ from universal goods such as luxury necklaces, and advanced cars. Another aspect of social influences is lifestyle that is a way of living of people or families. For example, how people plan leisure time, which interesting products people prefer to purchase. In consumption activities, through analyzing people’s lifestyles, marketers probably know which groups of people tend to be their targets, hence they can design a suitable marketing mix for their targets. 1.3 The buying decision process The above paragraphs introduce influential factors that affect consumers’ decision making. For better understanding consumer behaviour, the process of buying decision is divided into five steps (Hollensen, 2003). The first step tends to be problem identification. According to Hollensen (2003), the differences between current situation and desired situation motivate consumers to seek and purchase products that probably bring satisfaction in order to balance the current condition with the desire. The second step is information search. Consumers gain information from past experiences and long memories stored in mind. In addition, Hollensen (2003) states that memory seeks information from three sources including personal sources, commercial sources, and public sources. The commercial sources are information disseminated by marketers and dealers. Thus, marketers tend to take use of this source in order to make consumer remember and store their brand name in long memory. The third step is evaluation of alternative. In this step, Hollensen (2003) points out that consumers tend to evaluate products from four attributes including cost attributes, performance attributes, social attributes, and availability attributes. Fourthly, Palmer (2004) points out that the purchase decision is made by DMU (Decision Making Unit). This DMU consists of influencers, gatekeepers, buyers, users, and decision makers. Finally, the post-purchase evaluation stage tends to result in satisfaction and dissatisfaction. Also, in this stage, Palmer (2004) states that consumers tend to develop brand loyalty if they obtain satisfaction about their decision-making. Thus, marketers play an active role in developing customer’s brand loyalty. For example, marketers can provide all-weather after-sales services for customers with a view to assure later usage with satisfaction. 2. The Effects of Three Forms of Consumer Behaviour on Established and New Companies 2.1 Brand loyalty It seems that attitudes of consumers tend to build customer loyalty on the certain brand. Evans et al (2006) seem to support this view and point out that consumers’ attitude of one product is significantly different from their attitude of another product, and this attitude can contribute towards loyalty. Indeed, brand loyalty is a competitive marketing strategy for companies especially for established companies. According to Evans et al (2006), loyalty can result in a great number of advantages such as reduction in marketing budgets, expanding market share, and extension of existing brands. For example, in the UK, Tesco is an outstanding retailer. Relying on the success in the UK, Tesco not only extents its career from the retailer to the food manufacture and the clothing manufacture, but also expands its market to China, Korea, and also Thailand. Reichheld (1996) also reports that the longer time a customer is loyal to a company, the much more benefits the company obtains as consumers tend to purchase more products in that company. Furthermore, customers tend to neglect prices of the product in certain industries, so companies can double their profits. For example, the advent of Apple products has attracted many customers to purchase, and many customers has built their brand loyalty to Apple products no matter how high prices Apple products set. However, the brand loyalty of consumers tends not to be advantageous for new companies. Firstly, the new company should pay a considerable fund of marketing costs to publicize its product and brand name. Secondly, established companies already occupy large amounts of market share. Boush and Jones (2006) note that there are few appropriate positions for later entrants. Thus, it tends to be difficult to attract customers that have brand loyalty to a certain brand from competitors. For example, In spite of the fact that Carrefour is famous for its low price and high quality products, it exited from the South Korea eventually because it is a new company for Korea, failed to seize consumers from competitors. 2.2 Dynamic demands In terms of the dynamic demands of consumers, companies need update their products or services constantly because of the change of consumer demands, although Boush and Jones (2006) indicate that established companies already occupy large amounts of market share. Palmer (2004) proposes that established companies should reposition or extension their brand based on their growing strengths in order to meet the changeable needs of targets. From established companies aspects, Murphy (1998) argues that the extension of brand will has risks on diluting the existing brand. Then, Murphy (1998) provides a related example of Cadbury, a chocolate manufacture in Britain. The managers of Cadbury extended the Cadbury name to embrace non-chocolate products to attract new consumers with a view to reducing investments on developing a new brand such as mashed potatoes, dried milk, and beverages. Over the years, the managers of Cadbury realized this action not only diluted Cadbury’s reputation but also weakened its power in the chocolate area (ibid). Moreover, Andrew (1998) also observes that chances are limited to extent brands if the brand maintains its current product attributes. However, from new companies aspects, dynamic demands of consumers create opportunities for them. Joel and Michael (2010) cite a supporting example that Apple’s success due to the change in the mobile phone industry. Moreover, Hartman and Beck-Dudley (1999) provide empirical evidence to support that dynamic demands create opportunities for new companies. With the improvement of environmental awareness, current customers tend to purchase ecofriendly goods that have no detrimental effects on environment. The CEO of the body shop, Anita Roddick, realized this demand of consumers; therefore, in 1976, the first body shop opened and launched its brand with minimal package, natural products that have not been tested on animals. Based on these initiatives, the body shop became most successful company and remained one of the global brands till today in cosmetic industry (ibid). 2.3 New shopping channel: online With the rise of online shopping, internet has become a popular shopping platform. Today, shopping online tend to be a major shopping channel, compared with traditional shopping channel such as stores or shopping Hall. From established and new companies aspects, this condition has positive effects on them. Palmer (2004) gives supporting ideas that online marketing is not only less expensive to use, but also less time to communicate with consumersï ¼Å'compared with traditional marketing such as face-to-face marketing, and personal selling. The Oxford Associations astutely observes, that most companies receive over 50% reduction in transaction costs through the internet (ibid). Furthermore, internet help marketers improve conservation rate, and update rapidly after reviewing consumers’ feedback such as respond to demand change (ibid). Moreover, Baker (2006) seems to support this view and points out that online marketing can collect different requirements about products, and marketers can use these data to make customization for consumers. However, not only established companies, but also new companies should notice that the internet is not as a perfect platform for marketing. Palmer (2004) argues that challenges for companies are how to attract consumers when they face information overload because Millen (1994:303) reports that â€Å"individuals can process about seven chunks of information† at most. Chang and Wildt (1996) also indicate that price is becoming an important factor to choose products when consumer face large amounts of information. Thus, companies tend to use low-price strategy with a view to attracting consumers’ attention. The results of using this strategy lead to slight profit and enter in a vicious competition. Palmer (2004) also provides a related argument that the security of financial transaction and private information of consumers should be taken into consideration. Many consumers resist shopping online because they tend to have concerns over the safety of their transaction and private information. Thus, companies will probably lose these potential consumers. Additionally, Palmer (2004) also argues that consumers tend to lose confident to shopping online because they are unable to fell goods physically before purchase. For example, when shopping onlineï ¼Å'one consumer is attracted by a product with light red packaging; nevertheless, after receiving the product, the consumer is frustrating about the product because the colour is not same as showing online. After this shopping experience, this consumer tends not to purchase products in that brand. Thus, it seems that the company tend to lose this potential consumer because of the terrible experience by chance. This subsection discusses the effect of three forms of consumer behaviour on established and new companies. In the following subsection, the paper will focus on the future development of both types of companies. 3. Future Development Consumer behavior has become an essential factor to influence marketing strategies. To a certain extent, companies can derive benefits from consumer behaviour; however, it should be noticed that consumer behavior also tend to threaten companies. Thus, companies should adopt effective measures to avoid negative effects of consumer behavior with a view to future development. 3.1 Aspects of brand loyalty In terms of brand loyalty, new companies occupy an inferior position, compared with established companies. However, they can take advantage of marketing strategies to reserve this position. Firstly, they can fluctuate brand loyalty of consumers through changing consumers’ attitude because loyalty builds on the basis of attitudes. Evans, et al (2006:76) state, â€Å"Attitudes are essentially stable structures and are not easily modified†. However, Hovland and Weiss (1951) argue that attitude can be changed if consumers believe what experts say, as expert effects or star effects. For example, if Ming Yao, who is a popular basketball player in the world especially in China, endorse a nutrition brand, his opinion tends to be a strongly persuasive force that can change consumer attitude and make consumers establish a trust relationship with the brand. Moreover, if consumers are loyal to a certain brand, it shows that they are satisfied with it, and this brand loyalty is not easy to change. Thus, Murphy (1998) proposes that brand differentiation strategy is significant for new companies in terms of brand loyalty. Finally, low-price strategy plays a significant role in entering market for new companies, because Chang and Wildt (1996) indicate that price is one of important factors for consumers to choose product. After successfully attract consumers through low-price strategy, new companies can use other marketing mix such as promotion, and packaging to cultivate customer loyalty. However, With regard to price, it should be noticed that there should be a correspondence between the prices of a product and positioning. 3.2 Aspects of dynamic demands With regard to dynamic demands of consumers, established companies face a complex and multifaceted problem of reposition or extension with a view to retaining loyal customers and attracting new customers. Firstly, Andrew (1998) states that the core value of a brand is a significant basis for reposition or extension a brand. It seems that the reposition or extension of a brand tends to pose risks on diluting the existing brand if the company ignore the core value of the brand. The company of Cadbury mentioned in the second section is a good example. Furthermore, â€Å"the message/offering should be perceived and understood in the intended way† (Evans et al, 1996:51) by consumers. Thus, it is essential to communicating with current and potential customers when companies need reposition or extension of their brands. Finally, Gerstman (1998) indicates that packaging is an excellent starting point for established companies wishing to reposition or ext ension of their brands. 3.3 Aspects of online shopping channel With regards to disadvantages of shopping online, firstly, not only established companies, but also new companies should strengthen the security of finance transaction and privacy information and use of third-party platform of payment transaction that can improve the safety of online shopping such as paypal, alertpay in order to make consumers believe that their information is security when they shopping online. Secondly, in terms of information overload, Palmer (2004:513) proposes â€Å"Getting a high ranking in search engines has become a critical skill†. Finally, it seems that no practical approach tend to solve the problem that consumers cannot examine goods physically before purchase. However, the company can take pre-action in order to reduce dissatisfaction. For example, free samples can provide for potential customers to attempt. Conclusion Understanding consumer behavior is not only a necessary in the stage of attracting consumers, but also a process of sustainable development for companies. This paper supports consumer behavior having a significant effect on established and new companies, and this paper has presented three forms of consumer behavior. These included brand loyalty, dynamic demands, and online shopping channel. The discussion of consumer behaviour’ effects on two types companies have been highlighted. Moreover, factors affecting consumer behaviour are mentioned, including psychological factors, social factors, and buying process. Similarly, for future development, effective approaches have also been given in terms of aspects of brand loyalty, aspects of dynamic demands, and aspects of online shopping channel. In discussing effects of consumer behavior on companies, it may be concluded that established companies occupy dominant position in terms of brand loyalty, compared with new companies; from dynamic demands perspective, new companies reverse the inferior position, and get opportunities to develop and attract consumers from competitors; with regard to online shopping channel, established and new companies face same opportunities and threats. The future role of consumer behaviour has also been taken into consideration, based on research by Evans, et al (1996), and this suggests that consumer behaviour has become a basis to analysis market issues or future trend in market. It should be noted that this paper briefly discussed some effects of consumer behavior on companies and other effects is beyond of this paper and further work could be done in this area. This paper would be of particular interest to those companies who face a problem about consumer behavior.