The Common Traits of Successful Websites Essay -- Sell Websites Buy We

The Common Traits of Successful Websites A website is a new way to communicate without direct personal interaction. It is a place on the internet where one can post anything from personal information to commercial advertising. The major advantage of websites is the fact that they are accessible to anyone in the world. The only restriction is that the person must have a computer and a modem. From that point on, the options are immeasurable. One can read different personal homepages, visit commercial sites and do valuable research. All of these sites can be created by anyone who wishes to take the time to learn the necessary computer language. The creator of any type of website must take into account certain important guidelines in order to create an effective and successful page. The most common type of website is a personal homepage. Homepages make it possible for an internet surfer to learn about someone s/he does not even know. It is almost an invitation to one's personal home without any direct personal contact. All homepages differ greatly in their content. However, they all must have specific, necessary facets in order to be successful websites. Firstly, and most importantly, a homepage must serve a purpose. Whether this purpose is to have fun, to display artwork, or to produce an on-line resume, is irrelevant, as long as the page serves a purpose. I have visited numerous websites, and they all serve some sort of function. Three specific pages to which I will refer are Jeff Seiden's personal homepage, Emily Reith's personal page and Sarah Borcher's homepage. These three pages are all examples which represent different college students. They are of different ages: Jeff, a freshman; Emily, a sophomore; and Sarah, a s... ...commercial, must have are purpose, focus, coherence and links. Without these four necessary factors, it is nearly impossible to have a successful homepage. Works Cited Burgess, John. "Glitch Reveals the Power of the Internet." _The Washington Post_ 31 Jan. 1994, WB17. Donlin, Dennis. "Scaling New Media Mountains". _Advertising Age_ 27 March 1995: 22. Dyer, Gillian. "Advertising As Communication". New York: Routledge, 1982. Holiday Inns, Inc. Homepage Hotchkiss, George Burton, M.A. _An Outline of Advertising_. New York: The Macmilan Company, 1933. "Internet Ads: The Debate Goes On." Advertising Age 2 May 1994: 23. Rotzoll, Kim B., James E. Haefner, and Charles H. Sandage. _Advertising in Contemporary Society_. Cincinnati: South-western Publishing Co., 1990. "Web Sites Top List of Internet Advertisers." _Los Angeles Times_ 11 Dec. 1995, D3.

History: the ancient world Essay

The region occupied by the ancient Aztec and Maya, now commonly referred to as Mesoamerica, is an area encompassing Southern and eastern Mexico, all of Guatemala, Belize an El Salvador, western and southern Honduras and the Pacific side of central America as far as the Nicoya Peninsula of Costa Rica. On the other hand, Egypt is located at the Northern part of Africa, along the Mediterranean ocean. Despite the distance between the geographical location of the two, history shows several similarities in their cultures. Ancient Mesoamerican people and the Egyptians shared a series of cultural traits; among the most striking of the two calendars of 260 and 365 days that perpetuate in a great cycle approximating fifty two years, language similarities, similar methods of construction, specifically the pyramids. There are also other similarities in their ways of life such as trading and farming among many others. Although the people inhibiting the Mesoamerica area were of many distinct cultures, often speaking mutually unintelligible languages, none the less, there was widespread contact over millennia through migrating, trade, conquest and pilgrimage. The interest in Egyptian and the Mesoamerican archeology arose in the beginning of the 19th century. It was intertwined with important local and global social political developments. Below is a discussion on some of the areas of similarity in the Egyptian and the Mesoamerican cultures. Similarities in the Egyptian and the Mesoamerican pyramids There is also a similarity in the methods of construction of the pyramids by the two cultures, based on the concept of externally oriented architecture. It is believed that the Egyptian pyramids often had temples placed at the summit of the pyramids, just as houses had been built on top of masonry platforms. For example, in the Puuc style, the stone temple facades resembled the design of the tied twig walls of the Maya house. The tendency of the early stone architecture to imitate reed or wood construction was also seen in the early Egypt. In Zozer’s pyramid complex at Saqqara, stone pillars were carved in the shape of the bundles of papyrus or the palm trees that had been used as supports in the palaces at that time. Many of the features of the Egyptian pyramids are found in the pyramids of Mesoamerica. At Uximal the pyramid complex was enclosed by a wall as were those of Egypt. Chichen Itza was also a walled city of 30 square kilometer with 7 paved roads, or sacheob, several kilometers long connecting important sites. The paved road between Uxmal and Kabah was 18 km long. These roads or sacheob, resemble the Egyptian pyramid causeways, although their geography was different. Differences in the pyramids Differences in the Egyptian and the American pyramids have already been noted, although some of them are more apparent than real. There are the differences as a result of time and function. It is said that the famous Egyptian pyramids were built before the year 2000, and the classic pyramids of Maya pyramids came 300 years after. However, history says that the Kushite revival of pyramids c-700 coincides with the construction of the early Olmec pyramids at La Venta. The pyramids of Egypt were conceived as tombs, playing an important part in the religion of the Egyptians. It has been admitted that the Mesoamerican pyramids were also important in their religion. However, the difference with the Mesoamerican pyramids is that never served as tombs, but were used for another reason. The famous Palenque is proving that at least some pyramids served as tombs in America, but for the important people of the society. There is no doubt that there was a difference in the precise religious function of the Egyptian and the Mesoamerican pyramids, although the exact purpose of the pyramids is contradictory. Also, there have been no claims to identify the composition and the construction methods of the pyramids. Whereas the Americans made extensive use of small stones, cement and stucco, the Egyptians used much larger stones while sparingly using the mortar. Astronomy and the calendar In both the Egyptian and the Mesoamerican complexes, the astronomical orientation played an important role. Both the Mesoamerican and the Egyptian civilizations had developed scientific calendars, as was common to all the agricultural societies. For this reason, they paid close attention to the solar and the lunar cycles. In Mesoamerica, close attention was given to the Venus cycle, which helped shape the calendar. Unlike the classical Greeks, the Maya knew that the morning and the evening stars were the same heavenly body (Venus). The Mesoamericans calculated that an 8-year solar cycle equaled a 5-year Venus cycle. Although the Mesoamericans knew that the solar year was a little over 365 days, they also made extensive use of a 260 day cycle which had no parallel in the Egyptian calendar. The Egyptians, on the other hand, had studied all the visible constellations in developing their star clocks. A different star was chosen every ten days (the Egyptian week) as the new decan star to mark the last hour of the night. The modern time measurement of 12 hours of day and 12 hours of night measurement had its own origin in the ancient Egypt. They had also developed a constant civil calendar of 365 days. However, the Egyptian calendar, with an early development of 4241 was far more ancient than that of Mesoamerica. Language similarity The precise history of the of the ancient languages of the people of Egypt and Mesoamerica remains a mystery even up to today, and the origin of the two cultures is also uncertain. The reason for the demise of the cultures of the people of Maya is uncertain, but the tragic devastation of the Aztec culture is all too well known. Although there is limited evidence, a number of scholars have suspected that these two regions, although from different parts of the world have come into contact between themselves during the ancient times. However, it has been denied that the encounter between these two cultures was a prolonged one. Other scholars have suggested that there could be a possibility that these two cultures never came into contact at all. Despite the contradictions among the scholars, the similarities between these two cultures are major and cannot be ignored. There is an assumption that the Egyptians and the Mesoamericans shared a common language which made it possible to exchange the ideas. The reasoning behind the similarities between the two languages is that there must have been contact between people from the two regions. There are many similarities in the linguistic correspondences between the two languages, which remove the possibility of just a contact between the Egyptians and the Mesoamericans. The possibility of a spontaneous coincidence has also been ruled out, because of the existence of similar sounds and meanings in some words. Application of Mathematics Mathematics was also developed at quite a high level in both cultures. This shows that they were able to make measurements during the construction of the pyramids, and also in other areas that could have required the application of mathematics. Today, it is clear that the Mesoamerican arithmetic is readily adaptable to the operations of multiplication and division as well as the simpler addition and subtraction operation. The difference in the numbering systems of the two cultures was that the Egyptian numbering system was additive, base 10, making extensive use of fractions and did not have a symbol for zero. On the other hand, the Mesoamerican system used base 20, was positional, was the first to invent a symbol for zero but as far as history shows, it did not use fractions. There are no detailed records of the Mesoamerican written materials, due to an order that was given by the Spanish authorities to burn down all Native American books. The Mesoamerican and the Egyptian writings were both rooted in their own separate cultures and iconography. It is not known if the first use of the paper in Mesoamerica received an impulse from Africans who were already familiar with papyrus writing materials. Several plant materials were used by the Maya of Mesoamerica to make â€Å"paper†. The famous maguey cactus and the amatl tree from which â€Å"amate† is made are some of the materials that were used to write on. Materials from the tree were soaked, washed, pounded, cut into small pieces and pounded again, a process that is not so different from that of making the papyri. Farming activities Both the Egyptians and the Mesoamericans relied on agriculture for food. During the early years, the Maya of Mesoamerica started civilizing. They built small radiating canal systems in a low rainfall area of the Yucatan Peninsula of Mexico, which is assumed to have been used to irrigate crops. Irrigation was so important, as more than 85% of all the farming in Mesoamerica relied on canal irrigation. In Egypt, farming was common along river Nile. Irrigation was at first done through the over flooding water from the river at the farms along the river. Later on, they adopted the method of fetching water and pouring it directly to the crops, which was later on replaced with the digging of canals to redirect the water to the farms. Trade in Egypt and Mesoamerica Due to the farming activities along the river Nile, the people of Egypt engaged themselves in trading activities amongst themselves. They then upgraded to trading with the people of Mesopotamia, and later on with those from the kingdom of Kush towards the South. There are historians who believe that the Egyptian picture writing, or hieroglyphics, was developed from Sumerian cuneiform as a result of trade contracts with Mesopotamia. In Mesoamerica, long distance trade first developed in Maya. The first of these was a shift in the bulk of east west commerce from the ancient pre classic trade routes along the Pacific coastal plain and the coast of Yucatan to the central-Maya routes through the highlands and, more important, along the rivers across the lowlands. The second development was the emergence of a new Mesoamerican power centre at Teotihuacan, which was able to re-unify the long distance trade network during the early classic period. The trade differences in the two societies could be as a result of the differences in the goods traded by the two societies. Although they all specialized in farming practices, they planted different crops, which they used as trading commodities. Conclusion There are many similarities between the Mesoamericans and the Egyptians. Although it is not clear to any historians how these similarities came to be, the possibility of a mere coincidence in the cultures has been out ruled. This essay has highlighted some of the some of the areas of similarity such as the pyramids, the calendars, farming activities and trade, to prove a relation in the cultures of the Mesoamericans and the Egyptians. However, more research needs to be done to prove how these people from difference continents came to adopt such similar cultures. Future research should also focus on finding out whether there are other ways of life that the two cultures shared. Reference 1) Jerry H. Bentley, Herbert F. Ziegler, â€Å"Traditions and Encounters†, 4th edition, Boston: McGraw-Hill, 2008. ISBN 978-0-07-333062-4

Nicholas Sparks

The book Dear John by Nicholas Sparks is about a man named John Tyree. He is 23 years old and in the Army. John's father has Asberger's syndrome and has a life passion of collecting coins. While he is home on leave he meets a girl named Savannah. Savannahis 21 years old and is a college student at the University of North Carolina. She is a volunteer for Habitat for Humanity. John and Savannah at Wilmington on the beach. Savannah was hanging out with some friends who also volunteer for Habitat for Humanity. Savannah's purse falls into the ocean and John dives in to save it.After John saves her purse they start talking and become friends. They start hanging out and eventually go out on a date. The relationship grows very fast since John has to return to Germany in a week. Savannah and John get to know each other and the two of them fall in love. They promise to wait for each other since John has one year of service in the Army left before being honorably discharged. September 11 happen s and John deciding to be a hero re-enlists for the Army. Savannah understands his motivation of heroism but sadly hurt, she continues to wait for John to be honorably discharged.While John is in the Army and stationed in Germany Savannah and John write letters to each other constantly. Every letter declaring their love for each other. Eventually John notices that their letters come less often and savannah becomes less intimate. Soon he gets the letter he has been dreading. The letter telling him that Savannah has fallen for someone else. John does not respond to Savannah's last letter but instead burns all of the letters from her that he had saved. He decides to put all his efforts into being a good soldier.John re-enlists for the Army again and stays away from his home for 3 more years. John's father gets sick and John goes home to see him. He tells his dad how much he means and how much John loves him. His father gets out of the hospital and goes home. John goes back to Germany f or a bit more time. Then his father dies. He goes home for his father's funeral and decides to look Savannah up. He finds out she got married to her long time friend, Tim after he was stricken with melanoma. John and Savannah become friends again while Tim is in the hospital. John figures out his true feelings for Savannah.He decides he wants her to be happy and that meant not breaking up her marriage. He donates money anonymously for treatment to save Tim's life. The book The Last Song by Nicholas Sparks is about a girl named Ronnie Miller. Ronnie is seventeen years old, a vegetarian, and an animal lover. who is sent by her mother to spend the summer after graduation with her ten-year-old brother, Jonah, visiting her father, Steve. Her father is a former Julliard professor. He divorced Ronnie's mother, Kim, three years earlier. He left New York City for his childhood home, Wrightsville Beach, North Carolina.Ever since he divorced her mom and moved away Ronnie has refused to talk to him or to play the piano, which was their shared passion and becomes a rebellious clubber. Jonah immediately bonds with Steve over a stained glass window that Steve has been recreating for the local church after the original burned down in a mysterious arson. Ronnie is hostile towards Steve. Ronnie asks Steve to Board up his Piano. Steve boards up his beloved piano and instead pursues his search for God's presence. He also begins writing a piano composition using a piano owned by the church. Eventually she begins to soften towards him.Steve shows Ronnie a Loggerhead Sea Turtle nest that Jonah found near their home. Ronnie vows to protect the endangered creatures. While watching over the turtle nest she meets an aquarium volunteer named Will. They soon fall in love and spend several beautiful weeks together. Will's mother and his ex-girlfriend attempt to drive Will and Ronnie apart. Will's best friend and beach volleyball partner, Scott is annoyed that Will is not practicing for the ir upcoming tournament. Marcus continues antagonizing Ronnie and blackmails Will with his knowledge of the secret that Scott was responsible for the church arson.Will and Ronnie also worry about the end of summer. At the end of summer Will is leaving for Vanderbilt University and Ronnie has a shoplifting trial. While dancing at Will's sister's wedding, Ronnie and Will begin to wander away to Will's boat for privacy. They are followed by Marcus. Marcus instigates Will into a fight which wrecks the wedding reception. Worried that the rich and powerful family will press charges, Marcus decides to raise money to leave town by putting on the most dangerous fire-juggling act the next day, the same day as Will's volleyball tournament.The act begins amazingly but Blaze misses a catch and her shirt catches fire. Her screams and the flames attract the attention of the volleyball tournament crowd, including Ronnie and Will. As they drive Blaze to the hospital, Marcus and his crew run away. Wil l goes to Bower's Point to seek revenge for Blaze and finds Marcus, Teddy, and Lance around a fire drinking beers. He fights with the three of them and right in the middle of beating up Marcus Ronnie stops Will, telling him Marcus isn't worth ruining his life over.Afterward, Scott accuses Will of ruining his life and Will walks out, telling Scott he needs to reveal the truth behind what he has done. Ronnie takes Steve to see them install the stained-glass window in the church when construction resumed because the Blakelees decide to anonymously fund the rebuilding of the church. Following Steve's funeral, Ronnie moves back to New York, auditions for Julliard. Then Will comes back and at moment they kiss. The story is about a guy name logan who finds a photo of a woman while serving a tour in iraq. This picture finds hime good luck so when he gets back home he decides to find her. ll he goes by is the name on the back that says â€Å"keep safe! E† The picture shows the girl wi th two other guys in a fair with a huge ferris wheel behind it. He sets forth trying to find this mystery woman. He trys to look her up in phone books and does research and narrows it down to North Carolina where he finally finds the woman. He travels with his dog Zeus ( i think german shepard) and like a bum he travels while traveling he runs into a cop named Keith who he later finds out is Elizabeth ( the girl hes been looking for's ex husband).Logan teaches Keith a lesson by slashing the police mans tires and I think trashing his camera which Logan caught Keith taking pictures of college co eds nearby at a party house. When Keith goes to talk to the teenagers or whatever logan exchanges a few words with Keith and wanders off and Keith senses that something wrong with this guy. Logan gives a fake name Thibault (actually his last name) to the Keith when he asks for his name so in the story Keith knows logan as Thibault. Keith is a police officer and his dad is like the chief sherri f in town.Logan finally finds where she works at a dog kennel and applies there for a job. At first they think hes kinda weird traveling for so long from far away just to get a fresh start and wants a job here but they soon find him loving and elizabeth soon falls in love with him. She has a son named Ben whos like a genius he must be like 8 or 9 years old and likes to play chess alot! Zeus loves to play with Ben and soon they're grow trust in Logan. Logan. Oh and elizabeths Nana works like day and night in the kennel too. Nana is always right and has a keen aura that she can sense people like if they're lying or nice and stuff like that.Soon Logan gets into their life and roads cross where Keith finds out this weirdo is dating his ex wife whom he still has feelings for or wants to bang.. lol. ( in the book he talks about how her body looks good and he would want a friend with benefit thing or something) and Keith finds the dirt on Logan and tells elizabeth about the photo he has of her and how hes hunted her down like some werido stalker. Elizabeth freaks out and tells Logan to get out of her life. Logan however had showed and given the photo to Ben a few chapters before this happend. He just tells ben to keep it and not tell anyone.Oh ben has this secret get away tree house he loves by the lake and goes there to think and play and stuff. Oh Keith is a fake name that Keith Clayton have given to Logan cause he thought he was shady and lied to him. Keith is Bens biological father and was never close to Ben because ben was smart and liked chess while keith always wanted a kid to play catch and football with, so whenever Ben would go to Keiths like every other weekend he would dread it and hate it and just read a book during the time he was there, keith would make him clean the house and stupid stuff like that.After when Elizabeth wants Logan out her life, Keith tries to swoop in and have a relationship with her and she refuses then Keith says that he'll try to g et full custody over ben if she doesn't date him. This only happens for a chapter then the last chapter Ben is missing and they know hes in the tree house its stormy and the tree house is poorly built and dangerous. In the end Keith dies drowning trying to save Ben. Logan and Elizabeth, Ben and Zeus live together happy in the end. I hope this helps and good luck on your test!Okay so I read this book like a couple months back but have it with me and I will try to make some highlights for you:The story is about a guy name logan who finds a photo of a woman while serving a tour in iraq. This picture finds hime good luck so when he gets back home he decides to find her. all he goes by is the name on the back that says â€Å"keep safe! E† The picture shows the girl with two other guys in a fair with a huge ferris wheel behind it. He sets forth trying to find this mystery woman. He trys to look her up in phone books and does research and narrows it down to North Carolina where he f inally finds the woman.He travels with his dog Zeus ( i think german shepard) and like a bum he travels while traveling he runs into a cop named Keith who he later finds out is Elizabeth ( the girl hes been looking for's ex husband). Logan teaches Keith a lesson by slashing the police mans tires and I think trashing his camera which Logan caught Keith taking pictures of college co eds nearby at a party house. When Keith goes to talk to the teenagers or whatever logan exchanges a few words with Keith and wanders off and Keith senses that something wrong with this guy.Logan gives a fake name Thibault (actually his last name) to the Keith when he asks for his name so in the story Keith knows logan as Thibault. Keith is a police officer and his dad is like the chief sherrif in town. Logan finally finds where she works at a dog kennel and applies there for a job. At first they think hes kinda weird traveling for so long from far away just to get a fresh start and wants a job here but the y soon find him loving and elizabeth soon falls in love with him.She has a son named Ben whos like a genius he must be like 8 or 9 years old and likes to play chess alot! Zeus loves to play with Ben and soon they're grow trust in Logan. Logan. Oh and elizabeths Nana works like day and night in the kennel too. Nana is always right and has a keen aura that she can sense people like if they're lying or nice and stuff like that. Soon Logan gets into their life and roads cross where Keith finds out this weirdo is dating his ex wife whom he still has feelings for or wants to bang.. lol. in the book he talks about how her body looks good and he would want a friend with benefit thing or something) and Keith finds the dirt on Logan and tells elizabeth about the photo he has of her and how hes hunted her down like some werido stalker. Elizabeth freaks out and tells Logan to get out of her life. Logan however had showed and given the photo to Ben a few chapters before this happend. He just tel ls ben to keep it and not tell anyone. Oh ben has this secret get away tree house he loves by the lake and goes there to think and play and stuff.Oh Keith is a fake name that Keith Clayton have given to Logan cause he thought he was shady and lied to him. Keith is Bens biological father and was never close to Ben because ben was smart and liked chess while keith always wanted a kid to play catch and football with, so whenever Ben would go to Keiths like every other weekend he would dread it and hate it and just read a book during the time he was there, keith would make him clean the house and stupid stuff like that. After when Elizabeth wants Logan out her life, Keith ries to swoop in and have a relationship with her and she refuses then Keith says that he'll try to get full custody over ben if she doesn't date him. This only happens for a chapter then the last chapter Ben is missing and they know hes in the tree house its stormy and the tree house is poorly built and dangerous. In the end Keith dies drowning trying to save Ben. Logan and Elizabeth, Ben and Zeus live together happy in the end. I hope this helps and good luck on your test! | |

The Relation Between the Customer Behavior and Shopping Centre

Title The relation between the customer behavior and shopping centre promotion Author(s) RISHI The relation between the customer behaviour and shopping centre promotion Citation Issue Date 22/3/2012 URL Rights 2002 http://hdl. handle. net/10722/28778 The author retains all proprietary rights, (such as patent rights) and the right to use in future works. The Relation between the Customer Behaviour and Shopping Centre Promotion: A Case Study of Whampoa Garden TSE Chun Wai DISSERTATION Submitted in partial fulfillment of the requirements for the degree of Master of Housing Management The University of Hong KongDecember 2002 DECLARATION i declare that this dissertation, entitled The relationship between the customer behaviours and shopping centre promotion: A case study of Whampoa Garden, represents my own work, except where due acknowledgement is made, and that it has not been previously included in a thesis, dissertation or report submitted to this University or other institution for a degree, diploma or other qualification. un Wai Acknowledgement This paper intends to show the relationship between the customer behaviors and shopping centre promotion, to understand the problem of the shopping entre by studying the customer behaviors and examining the shopping promotion strategies. Firstly the author sincerely thanks Mr. Bonny Chiu who has worked ? n Whampoa Garden ? n the property management department, for his assistance ? n providing information about the details of Whampoa Garden and promotion strategies. Secondly, thanks must be expressed to Ms. Candy Lam and Ms. Jessica Wong; classmates of Master of Housing Management have given valuable information regarding the shopping centre under their management. Thirdly, the author must also thank Ms.June Yau and Mona So for helping with word processing and production of the final typescript and proofreading. Finally, the author wants to thank Dr. Eddie Hui, the supervisor of this dissertation, for his valuable guidan ce and support in the research of this paper. THE UNIVERSITY OF HONG KONG i. I Il W ir . J Thesis Collection Deposited by the Author Contents Acknowledgement Abstract 1. Introduction ti Am and objectives p. 1 1. 2 Methodologies 1. 3 Researchmethod I . 4 Implication of the study 1. 5 Sourceofdata 2. p. 2 p. 3 p. 3 p. 4 P. 4 Customer behavior and shopping centre p. 5 2. 1 The definition fcustomerbehaviour Dynamic customer behaviour Interaction Exchanges 2. 2 Why people go shopping 2. 3 Factors affecting shopping behaviours and motivations 2. 4 Changingofshoppinghabit 2. 5 Goal and characteristic of customer 2. 6 Conceptual models and customer characteristics 2. 1. 1 2. 1. 2 2. 1. 3 2. 6. 1 2. 6. 2 2. 6. 3 2. 6. 4 Huff1s topological model (1960) Timmermans' conceptual model (1982) Sheth's integrative theory 2. 6. 3. 1 Choicecalculus 2. 6. 3. 2 ShoppIng motives 2. 6. 3. 3 Shopping option Lindquist(1974-1975) 3. What is a â€Å"shopping centre†? 3. 1 The principle of a shopping ce ntreIdentification the positioning, role and function of a shopping 3. 1 1 centre 3. 1. 2 Location ata shopping centre 3. 1. 3 Catchmeritarea 3. 1. 4 Accessibility and interlink 3. 1. 5 TenantMix 3. 1. 6 Decoration Shopfront 3. 1. 7 Entrances 3. 1. 8 3. 1. 9 Finishes 3. 1. 10 Signagesystem 3. 1. 11 Marketing 3. 1. 12 Management 3. 1. 13 Promotion . 3. 2 Typeofshoppingcentre 3. 2. 1 3. 2. 2 The neighborhood centre The community shopping centre p. 5 p. 6 p. 6 p. 6 p. 7 p. 8 p. 10 pli p. 11 p12 p. 12 p. 12 p. 13 p. 13 p. 14 p. 14 p. 17 p. 18 p. 18 p. 19 p. 19 p. 19 p. 20 p. 20 p. 21 p. 21 p. 22 p. 22 p. 23 p. 3 p. 23 p. 24 p. 25 p. 26 32. 3 The regonaI shopping centre 3. 2. 4 Specialty shopping centre 3. 3 The development of shopping centre 3. 4 Dev&opment of shopping centres in Hong Kong 3. 4. 1 Firstphase 3. 4. 2 Second phase 3. 4. 3 Third phase 4. CasestudyofwhampoaGarden 4. 1 background information and characteristic of Whampoa Garden 4. 1. 1 Development 4. 1. 2 Accessibility 4. 1. 3 Catchrnentarea and interlink 4. 1. 4 Conceptofnewtown 4. 1. 5 Theme Concept 4. 1. 6 Varietyofshop 4. 1. 7 Continuous refurbishment 4. 1. 8 Shoppingmanagement 4. 1. 9 Cleaning 4. 1. 10 Security 4. 1. 11 Air-conditioning 4. 1. 2 Maintenance & repair 4. 2 Findings Irnageattributes 4. 2. 1 4. 2. 1. 1 Recreational experience 4. 2. 1. 2 Userfriendly 4. 2. 1. 3 Stores 4. 2. 1. 4 Qualityofstores 4. 2. 1. 5 Easeofusebycarandbus 4. 2. 2 Shoppers characteristics 4. 2. 2. 1 Gender 4. 2. 2. 2 Shopping accompanied 4. 2. 2. 3 Travel model 4. 2. 2. 4 Occupation 4. 2. 2. 5 Monthly income 4. 2. 2. 6 Frequency of visits 4. 2. 2. 7 Presence of undesirable characters 5. Problems ofWhampoa Garden p. 32 p. 32 p. 32 p. 32 p. 34 p. 34 p. 34 P. 37 p. 38 p. 38 p. 39 p. 39 P. 40 p. 40 P. 41 p. 41 p. 41 p. 41 p. 4. 2 p. 43 p. 43 p. 43 p. 44 p. 44 p. 45 . 45 p. 45 p. 46 p. 47 Inadequate parking facilities Uncovered footpaths/insufficient interlinks Unsuccessful theme concept p. 48 p. 48 p. 48 p. 49 p. 50 Lack ofanchorteriants p. 51 Recession of retailing industry p. 52 5. 1 Lack of mass transportation network 5. 2 5. 3 5. 4 5. 5 5. 6 p. 27 p. 27 p. 28 p. 29 p. 30 p. 30 p. 30 6. Recommendations and shopping centres in the future 6. 1 Understandshopper'sneed 6. 2 HK$10 Plaza discountoutlets 6. 3 Transportation p. 54. p. 54 p. 54 p. 55 6. 4 Parking spaces arid footpath 6. 5 Marketing strategies 6. 6 Signage 61 Development of theme concept 6. 8 Promotion . 8. 1 Advertising 6. 8. 2 Personal selling 6. 83 Sales promotion 6. 8. 4 Publicity p. 56 p57 p. 57 p. 58 p. 58 p. 59 p. 59 p. 59 p. 59 7. Conclusion p. 61 Questionnaires p. 63 Summary results of questionnaire for customers p. 68 Bibliography p. 73 Abstract In Hong Kong, the accessibility and transportation network of newly constructed site is highly important. The transport links, especially by means of Mass Transit Railway and Kowloon-Canton Railway, are vital to the retailers, as these would increase footfall, which can bring thetn more p otential customers. However, it is all for the shoppers?Where will they go and why will they shop? Customers' shopping habits and preference has changed over years. Most importantly, it has gone along with the development and construction of shopping centre. Now instead of shopping in the sheet, shopping in huge department stores is a new trend. This paper aims at assessing the factors in attributing to the shoppers' decision by starting with a brief description of customer's behavioural models and the development of shopping centre in Hong Kong. Determining elements include convenience, pleasant and entertainment environment, tenant mix, leisure facilities and catchment, etc.Whampoa Garden is selected as the case study Overall, the findings shows active, well planned, coordinated and periodical promotion should be operated throughout the year. Besides promotion, the infrastructure of shopping centres also plays a vital role in deciding the retail pattern and the tenant mix. Therefo re, active promotion activities and continual development of shopping centres should be used as the strategy to meet the ever-changing demand and improve the image of the centre for their specified clientele. 1. Inlroduction Shopping centres are vital to our economy.Different planning of shopping centres causes different sizes and arrangements. However, all these planning would bear two purposes in mind – to provide an optimum retailing environment for the tenants and to meet the needs of customers. In recent decades, shopping centres are becoming increasingly important for the services they provide to individual consumers and many ways in which they benefit the communities in which they are located. Developers should want to know how and why people shop in their shopping centres, but others just have a fare dodging and walking in the centre.From a commercial standpoint, it may distinguish consumer behaviour from other activities. This is the point for the shopping centre bec ause profits are generated when consumers select the shopping centre rather than another. Consumers are more interested in the facilities provided by the shopping centres, so that they could spend their time arid money in there. The improvement of living standard in Hong Kong has to lead the transformation of shopping behaviour of the residents. Formerly, markets were just places where people gather together for retail activities.Nowadays, shopping centres have become multifunctional, and it is an enclosed area not only for shopping, but also for entertainment and amusement. A successful shopping centre must have the right location, (easy to access) good management; effective marketing strategy arid the right tenant mix for the demographic profile of the population it serves. However, the attraction of the shopping centre will slip downwards or fade away with the passage of time: demographic changes, competition arising from the other new shopping centres, etc. All these pose as gre at challenge for the status of an existing shopping centre.Therefore, strategies are required for rejuvenation. The aim far promoting shopping centres is to improve their overall commercial potentials and auxiliary facilities. In addition, the shoppers' behaviors and characteristics, (preference, the choices ofthe retails shops, etc. ) as well as location of the shopping centre also have to consider. Furthermore, the competition from new shopping centres compels existing shopping centres to seek for the best ways and strategies to revive the business of a shopping centre. 1. 1 Aim and Objectives The aims of this study are to investigate and evaluate strategies for the shopping entre promotion in upgrading the value of a shopping centre. Factors such as marketing stand point, competition from other competitors, demographic of the surrounding areas, social and economic situation will be considered. In addition, this paper will study the consumer behaviour and characteristics, such as place of residence, mode oftransportation, frequency ofvisit and consumer images. The objectives ofthis study are as follows: I. I . i To conduct a literature review on the characteristics and the development 2 of shopping centre through a case study on â€Å"Whampoa Garden Shopping Centre† located at Hung Horn; . i . 2 To study the behaviour of the customers; i . 1. 3 To identify the decision problems and preferences ofthe customers; i . i . 4 To analyze the store image from the view ofthe customers; 1. 1. 5 To study why shopping centres require promotion strategies? and; i . 1 . 6 To examine the shopping centre promotion strategies; 12 Methodologies in the theoretical framework, reference has been made to relevant books, magazines, newspaper, annual reports, journals as well as data from census and government statistics. In addition, marketing, promotion and management of shopping centres will also be included.In order to obtain an understanding of the relationship between the customer behaviours and shopping centre promotion, this essay will examine two broad measures. The frequency of visit, purpose, accessibility, facilities, image and overall impression of the shopping centre would be identified. Moreover, the age group, sex, place of living, working condition, income and household size of the customers will be studied. In order to examine the taxonomies adopted by previous researchers of consumer (spatial) shopping behaviour such as Shepherd and Thomas, (1980); Spiggle and Sewell, (1987).The models such as Huffs topological model; Timmerman's conceptual model; Sheth's integrative theory and Lindquist will be reviewed. Those theories are focused on the perception of the shoppers relating to the shopping centre's image. Through the above methods, developers can select the right tenants and promotion strategies to generate income and promote the shopping centre image. On the other hand, a successful shopping centre can through the information such a s age, income group and the customers' behaviour, can decide the trade of business and formulate promotion strategies to attract customers to visit. 1. 4 Implication ofihe StudyThe study will find out the behaviours of customers, and the relationships among the tenants, developers and the customers. In addition, the shopping centre promotion will also influence the investment atmosphere and affect the income of the developers. The above study can be a reference for other aging shopping centres in carrying out revival programme. LS Source of Data This study is hard to get secondary data for the shopping condition since relevant parties are reluctant to provide their business strategies. Surveys would be carried out with the tenants and customers of the shopping centre in order to obtain the 4 first hand-data.On the other hand. , through interviews with the management staff and office staff, more information and data can also be obtained. Surveys and questionnaires will be conducted t o obtain the primary data. The questionnaire is printed in Chinese since the majority of' Hong Kong's population is Chinese. It contains questions about customer behaviour, personal particu1ar and the image of a shopping centre. 5 2. Customer Behaviour and Shopping Centre Customers spend their time in purchasing goods and services, at the appropriate places where they will visit. In addition, they also like to spend their leisure time for their aily activities such as entertainment, gathering arid shopping. Shopping centres provide them a place to meet these needs. What kind of shopping centre would be suitable for them; what kind of function and facilities should the centres have; what kind of market strategies and what kind of promotion can induce more customers to visit the centre. I [J1J1IIff According to Arnould, Price and Zinkham (2002), customer behaviours define as individuals or groups acquiring, using, and disposing of products, services, ideas, or experiences. Consumer be haviour also includes the acquisition and use of information.Therefore, communicating with consumers and receiving feedback from them is a crucial part of consumer behaviour of interest to marketers. Consumers may consist of individuals or groups including families, clubs and organizations, purchasing units within corporations, and government departments. Consumer behaviour is the study of human responses to products, services, arid the marketing of products and services. This topic is of considerable importance to marketing managers and marketing researchers because the focus on the consumers is the key contribution of marketing to business practice.Other business function (e. g. , finance, accounting and production) either neglect the consumer or overlook the consumer entirely. Organizations that lose sight of their consumers cannot compete effectively against firms that stay close to their consumers. Managers who really understand their customers develop better products and servi ces, promote their products and services more effectively, and adopt marketing plans and strategies that foster sustainable competitive advantages for their products and services. Furthermore, managers who know their consumers cari reach and satisfy them more efficiently.Such managers are important assets to any organization and are rewarded accordingly (Kardes 2002). The American Marketing Association defines consumer behaviour as â€Å"the dynamic interaction of affect and cognition, behaviour, arid environmental events by which human beings conduct the exchange aspects of their lives. † There are at least three important ideas that pointed out in this definition: (1) consumer behaviour is dynamic; (2) it involves interactions between effect and cognitions, behaviours, and environmental events; and (3) it involves exchanges. The following implications are put forward. 2. 1. 1 namicCnsumer Behaviour Consumer behaviour is dynamic and means individual consumers, consumers grou ps, and society at ‘arge are constantly changing and evolving across time. 2. 1. 2 Interaction It means that to understand consumers and develop superior marketing strategies, we must understand what they think (cognitions) and feel (effect), what they do (behaviour, and the things and places (environmental) that influence and are 7 influenced by what consumers think, feel, and do. 2. 1. 3 Exchanges These make the definition of consumer behaviour consistent with current definitions of marketing that also emphasize exchange.In fact, the role of marketing is to create exchanges with consumers by formulating and implementing marketing strategies (Peter and Olson, i 993). 2. 2 Why People GoShopping Why do people do the things they do? More specifically, why do they buy and consume the products, services, experiences, and brands they do? People always mention that when they are feeling low or want to reward themselves by shopping, and shopping can be interpreted as a pleasure or a self-gift. The role of shopping and purchasing has taken on dramatic new meaning and trend to be a recreational shopping.The modem, self-enclosed shopping centre in all its variant forms has become a site to which consumers make frequent visits to satisfy a wide variety of needs including those aesthetic enjoyment, problem solving, and personal display. These trends lead the emergence of the largest shopping centre such as Disney World, Universal Studios, and the like. Such shopping centres provide retail environments combine in shopping and entertainment. Going shopping is a major source of relaxation as well as a household chore. [:1 When people realize that a good store exposed the greatest portion of its goods to he greatest number of its shoppers for the longest period of time, which put its merchandise in the path and the field of vision in a way that invites people for consideration. We're all aware of how shopping means different things to different people at different times . We use shopping as therapy, reward, bribery, pastime, as an excuse to get out of the house, as a way to troll for potentia' loved ones, as entertainment, as a forni of education or even workshop, as a way to kill time. There are compulsive shoppers doing serious damage to their bank accounts and credit ratings, who use shopping as a cry for help (Underhil, i 999, p. 5-96). People going to shopping centres as all new modem shopping centres provide leisure spaces and varies facilities such as mini cinema, indoor family games stores and funfafr style shops. In addition, the enclosed environment, controlled climate, patrol of centre's security guards and the promotion events give customers a feeling of warmth, safety, comfort and satisfaction. In addition, people going shopping can be broadly divided into three categories, they visit the supermarket to buy household chores; occasional visits the regional shopping centre to buy fashion goods, elecirical app1iances and recently shopping centre as place for people gathering together and enjoy of fun. As Beddington stated in i 99 1 that shopping is a primary human activity in which almost every individual in civilized society Building and services for takes part, inevitably almost daily. shopping are as closely related to housing as those for education, health, administration and entertainment. Bund1in of products, product components, and services is an important consideration for manufacturers, retailers, and service providers bringing their goods and services to market. Bundling typically takes one or two forms: pure or mixed (Adams and Yellen, i 976).There are four factors that affecting customers' intention to buy product and service. (1) whether the product and service are pure and mixed; (2) the price discounts of a pure goods and service in comparison to the sum of the component of mixed; (3) the functional relationship among the components and (4) number of components. As more and more shopping centres estab lished with the development of property market, it is undeniable that the competition becomes more intense. Also as the economy recession of Hong Kong has not yet fully recovered, customers cautiously evaluate the goods and services when they use their savings, and he anchor product and service that they can obtain as they are become extra pricesensitive. On the other hand,, Shenzhen, a city in mainland China just about one hour from Hong Kong by train, offers attractive entertainment facilities and low- priced retail goods in various shopping complex. To a certain extent, it actually draws much Hong Kong customers away from Hong Kong' s more expensive stores and restaurants. In general, most retail shops inside shopping centres use lo price as its competitive tool to combat competition. It is not difficult to find that shopping malls range from metropolitan to eighborhood emphasize the concept of â€Å"Discount†, † Mega Sale† it is especially obvious in some fest ivals which usually highlight the provision of ‘crazy sa1e during festival. As a result, the provision of discount become a general practice to marketers and become a norm to shoppers. Without the benefit of discount, customers are more Likely to delay their consumption or shift to others stores with the provision of discount. Thus, it is not a long-term measure to combat competition. Ji}! iIU1iIk') tii flhlTi In the past, daily products such as provisions, wet foods are gathered in market; atching movie, shopping, entertainment, games and shopping are located in different places, performed at different times for specific people. Recently, the new modem shopping centres are characterised by new spatial form including leisure and consumption activities at the same place for different people. Centres are all modem and well-managed, together with special layout to attract tenants and customers. Many centres adopt the policy of encouraging independent and specialist outlets to pro vide more choices and lower price for the customers.The concept of tenant mix is widely used is shopping management, it provides a one-stop services for the customers, so that customers can obtain their needs in one trip. In addition, the centre is also provided security patrol system, cleaning 11 service, temperature controlled and the promotion events, customers can enjoy their life here in the enclosed environment, make them feel warmth, comfort, safety and satisfaction. Furthermore, people are looked busier; they would like to save their shopping time and use for entertainment and pursuit of personal interest and other leisure time activities.Nowadays, people are more enjoy the largest one-shop shopping centres, which providing them convenient and efficient shopping. In order to attract more customers visiting the shopping centre, shopping centre not only providing convenient and efficient shopping for customers, it also develop as a place for leisure activities and create parti cular themes to upgrade their ability to competition. Recently, there has been a trend for developer to provide mini cinemas, indoor family games stores, funfair style shops and food courts inside the shopping centre. Therefore, customers regard as part of their life or entertainment and enjoyment of their leisure time, this lead to increasing the pedestrian flow. In order to attract more pedestrian flow, developer recognized that some of the customers are only spent their leisure time in the centre without any purchasing. However, the large of pedestrian flow will induce investors and tenants to invest in the shopping centres, in which with recreational, entertainment and extra facilities. Finally, shoppers like to visit shopping centre when shopping promotion is held. As lifestyle of Hong Kong people is so excited, more and more shoppers strive for he feeling of relaxation during their weekends or holidays with families and 12 friends. They usually prefer to spend a day at shoppin g centre, which can provide one-stop services. 2. 5 Goal and Characteristic of CuMomer Women shop not out of devotional love for family members, and their shopping behaviours is an investment in their families and relationships with family members. Purchasers are rationalized not in terms of what was spent, but in terms of savings and thrift. The savings and thrift generated through shopping then constitute funds that can be given to dependents and descendents (Price, Arnould, Zirikhan, 2002). 6 Conceptual Mxle1s and Customer Characteristics In the following, the major ideas from and models derived by Huff, Timmerman, Sheth, Lindquist and Wee be briefly discussed. 2. 6. 1 Huff's Topological Model (1960) It attempts to derive simple deductive models of consumer spatial behaviour and cognition, Potter (1982) considers that one ofthe landmarks was the graph theoretical or topological model of consumers space preferences developed by Huff(1960) (McGoldrick, Peter J, and Thompson, Mark G . (1992, p. 46)).According to Huff, consumer spatial behaviour was determined by the interaction of three systems; the value, behaviour-space perception and movement imagery. These refer to (i) the geographical location of the consumer of the consumer and his/her personal traits; (ii) the perceived characteristics of the retail outlet; and (iii) the perceive and objective features 13 of the transport network and the mode of travel. 2. 6. 2 Timmermans' ConceptiialModel (1982) The model suggests that the decision problem such as the type of goods to be bought, together with the consumers value system, information levels, etc. , efines a set of decision criteria for the consumer which conditions the perception of the objective physical environment containing all potential outlets (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 47)). The decision making process makes this model involves an evaluation of each destination, base on the rating to evaluate attributes and Timmerman assu mes that consumer will chose their the destination with the highest scale value. In addition, he further points out that familiarity with the various shopping opportunities and whether they are within reasonable travel time are two important factors in this respect. . 6. 3 Sheth's integrative theory Sheth formulates a theory of shopping behaviour and a theory of shopping preference. A theory of shopping behaviour includes four types of unexpected events can intervene between preference and behaviour, such as events occur between the time and place when shopping preference and intentions are established and when actual shopping behaviour takes place (McGoldrick, Peter J and Thompson, Mark G. (1992, p. 47)). Sheth further postulated three basic constructions interact to determine a shopper' s preference or shopping predisposition. 14 2. 6. 3. Choice calculus Sheth used three systems such as sequential, dominant and tradeoff as the first construct by which consumers may match their sho pping motives with their shopping operation. In which sequential calculus eliminated shopping options that do not satisfy this motive until all shopping motives have been utilized. Tradeoff calculus involves the evaluation of each shopping option on aU shopping motives simulianeously to obtain an overall acceptability score. Finally, dominant calculus evaluates each shopping option only on the most impor. ant shopping motive. 2. 6. 3. 2 SlmppingmotivesShopping motives refer to shopper's needs and wants related to the choice that shoppers looking for. In 1983, Sheth provided a distinction between functional needs and non-functional needs; functional need is the shoppers need for the low prices or some products such as food, and non-functional need is the shoppers want to shop just for relieve boredom or some products such as clothes. In addition, Sheth mentioned that personal values, social values and epistemic values influence shopper's shopping motives. He further mentioned that sp ecial products also can influence shopper' s motives. 2. 6. 3. Shopping option According to Sheth, shopping options are determined by three market factors such as location, retail structure and positing/image. 15 2. 6. 4 Lindguist (1974-1975) Store image attributes groupings (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 59)). In this mode1 it describes nine store image attributes, which contributes to image formation or to favourable/unfavourable consumer attitudes towards outlets of various types. 2. 7 Shopping Centre Image Attributes AccordIng to Wee (1986) a basket of 27 attributes was worked out though an examination of coefficient alpha values.It was thought to adequately represent the domain of shopping centre image. By grouping the 27 attributes into different categories, 8 major factors of the customers towards store image are come out for ease analysis. Detail ofthe factor analysis is as follows:- Factor 1: Recreational Experience According to Wee, this factor accou nts for 3 1 . 2% of the variance and incorporates most of the â€Å"activity oriented†. These are, in descending order of leadings, a place to spend time, an â€Å"in place† to go, a place to go when the weather is bad, a place to take children and a place to eat or drink. Two feature related variables, ecor and spaciousness, also lead significantly and are consistent with this interpretation. Factor 2: JJr Friendliness This label was chosen to describe the group of variables loading with factor 2. Most of these attributes are features, which make the centre an easier and more 16 pleasant place to use. These attributes that are unique to this factor are the helpfulness of store staff, friendliness of the atmosphere, standard of security, toilet facilIties, seating area and air condoning. The two other attributes, place to eat or drink and a place to take children, load higher with factor i.Factor3: Stores It comprises the four attributes relating to stores at the cente r, rather than the centre itself. These rated the choice of major stores, the variety of stores, the product selection available within the stores and the general quality ofthe stores. Factor 4: Quality of Environment It combines the four attributes relating to the appearance and design of the centre, namely, cleanliness, lighting, spaciousness and decor. Factor 5: Ease ofUse by Car It represents the level of accessibility to car users, who tend to be in the majority at this centre. t is possibly surprising that layout loaded within this factor, rather than factor 2 or 4. This could suggest that the layout of at very large centre is associated more strongly with accessibility than with the internal feature of the centre. Factor6: Others Factor 6 was labeled â€Å"crowding† incorporating the level of crowds and the number of undesirable characters. Factor 7, labeled â€Å"ease of use by bus† combines the opening hours and access by bus; this provides a reminder that ope ning hours are, 17 in effect one element of accessibility. Only on attribute loads significantly ithin factor 8, the general leveL of prices. In this essay, survey will be conducted by using some attributes, which are mentioned above, for the analysis of the consumer behaviour of Whampoa. 18 3. What is a â€Å"SltoppingCentre†? The use of the world â€Å"mall† to describe a pedestrianised shopping street almost certainly originated in North America in ari effort to convey a greater sense of space, quality and elegance than is normally associated with an arcade. Malls are usually covered and wide enough to provide a central area for planting, seating, fountains and other furniture.Although shops fronting an arcade are usually smaller than those in a shopping mall, the basic difference between a mall and an arcade lies not in the types of shops found in them but in the volume of space between the frontages (Northen and Flaskoll 1977). The shopping centre is distinct from other forms of commercial retail development. It is a specialized, commercial land use and building type, which today is found throughout the world but until the late 1 970s thrived primarily in America suburbia, occurring only rarely in downtowns or rural areas. Over the years, it has been ransformed from a suburban concept to one with much broader and varies applications (Shopping Centre Development Handbook). According to Urban Land Institutes (1990), shopping centre is defined as â€Å"A group of commercial establishments, planned, developed, owned, arid managed as a unit related in location, size and type of shops to the trade area it serves; it provides on-site parking in definite relationship to the types and sizes ofthe store (James (1993, p. 3)). Recently, Urban Land Institutes has redefmed this definition so that a shopping centre must have a minimum of three commercial establishments, and, in the case of urban 9 shopping centres, their on-site parking needs may be relat ed not only to the types and sizes of the stores but also to the availability of of-site parkings and alternate means of access (Shopping Centre Development Handbook). However, it is not easy to derive a universally accepted definition of shopping centre because of several reasons. Shopping centres range in size from a very few shops to those with hundred number of shops, offering a full range of shopping provisions including large department stores, restaurants, supermarkets, entertainment facilities and parking spaces as well. 3. 1 The Principle ola ShopphigCentreThe successful of a shopping centre depends on many factors such as design and layout, its locatIon, its catehment areas, the way the business is run by the shop traders and whether there is any competition within the vicinity. ! Before constructing of the shopping centre, developer should understand the position of the centre in order to avoid competition with other centres The centre will depend on the size and the popu lation to classify as community shopping centre or regional shopping centre. Also it will depend on the location that the transport can be reached together with visiting carparks.Then, developers should identify the role and function, and choose the most 20 suitable theme and target groups of retailers and shoppers. For any type of shopping centre will play different role and provide different goods and services to the specified catchment population. A good shopping centre requires to strength its image by special features and good facilities. 3. 1. 2 Locationnfa Shopping Centre Location is one of the paramount important elements for a shopping centre, accessibility and visibility should be taken into account. The best location for a shopping centre should e located at strategic location in well-developed district such as area close to railway stations or any transport interchanges. Retailers will decide to run their business as high visibility and easy accessibility of a shopping c entre will increase the pedestrian flow; also shoppers from other districts will be attracted to this centre. 3. 1. 3 Catchment Area To defme the catchment area is one of the major factors affecting the success of a shopping centre, developer should understand the needs of customers, and tailor-made the design and different type of shopping centre will have different criteria for catchment area. . 1. 4 Accessibility and Interlink The key to a successnul shopping centre plan is to attracted more pedestrians as they are potential shoppers. The greater the concentration, the better the shops will be run their business. The City Plaza at Taikoo Shing and New Town Plaza in Shatin, pedestrians have passed through the shopping centre; 2! the provision of covered footbridge linking to all shopping centres is an example of diverting the pedestrian flow. The more time the shoppers stayed in the shopping centre, the more chance they spend.The trades of the retailers must make special arrangeme nt, so that shoppers visit all parts of the shopping centre will not feel tired and lose their interest. 3. 1. 5 Ten ant Mix Selection of well-known brand names and anchor tenants is critical to strengthen the centre and appeal to others as pulling effect may be result by such tenant. It can also attract shoppers to visit all parts of the centre and maximize the attraction ofprospective customers. However, the routing of centre should be well designed and balanced for all retailers.The success of a shopping centre may rely on proper designation of trades in its appropriate locations to create pedestrian flow to induce shoppers. In addition, a trade balance is also good for a shopping centre. Apart from catering the local needs, anchor tenants may attract more shoppers. Major tenants such as department stores, supermarkets, large Chinese and Western restaurants, chain stores and entertainment facilities such as iceskate field and cinemas. Beside the desigiated trades, some criterion for different trades should be considered. a) licensing requirements such as food premises require the provision of drainage, extra water supply and exhaust arrangement; (b) eleclricity supply for fast food shop and large consumption of electricity imdes; 22 (e) air conditioning for some trades require addition cold water and (d) floor loading will be considered for some trades that require installing heavy machines. 3. 1. 6 DecoratiGn hi order to attract tenants running their business in the shopping centre, the decorations should be glamour and attractive to induce potential and anchor raders. The layout of the shopping centre is a key factor in patronage and increasing the business promising. In addition, it is also ensured that customers could be convenient and easy to follow the route; the signages are easily to identify, so that to attract them from one end to the others, and from the first floor to the second, third and up to the fourth floor, etc. Furthermore, any dead-end t o be avoided, and harmony standard in design and layout of the shopping centre should be included the design of the shopfront entrances and finishes. . 1. 7 Sliopfront Standard glass panels are installed in the front of each shop, which enable tenants to display their products or demonstrate the services to be provided in order to attract customers. To maintain a continuity and uniformity of the shopfront, all tenants are requested to make use of the metal facade above the glass panels to place their trade name and logo. 3. 1. 8 Entrances The entrances for a shopping centre must be as attractive as possible; locations 23 must be at a concentration of pedestrian flow.In addition, a successful shopping centre should provide enough customers flow especially in peak hour and season, and each entrance should be conspicuous and brig1t enough to draw attention of the pedestrians arid passers-by. It also is as wide or grand a possible so as to produce an elegant or classic image in order to impress both tenants and shoppers. A narrow entrance gives an unpleasant outlook and is unattractive. 3. 1. 9 Finishes The finishes should make customers feel comfortable, in which colour should be consistent with the theme of the shopping centre.The external wail facade of the shopping centre should be furnished with pink and yellow tiles together with tempered glass glazing, in which light coloured materials could brighten up the appearance of the shopping centre. For internal wall facade with the corridors, mirrors should be installed on the wall. It makes customers feel more comfortable as space in the corridor looks like ‘arger. In addition, in the prominent places, the wall should be covered by stainless steel, porcelain enamel or coated metal cladding. Furthermore, floors could be applied ceramic tiles and granite tiles in the open areas.However, for those areas in the centre of the shopping centre could pave granite slab and polished homogenous tiles to upgrade the sh opping centre. Finally, the false ceiling with light trough could be covered the ceiling. 3. 1. 10 Signage System In order to direct pedestrian flow and strengthen the identity of the shopping 24 centre, a sizable name of the shopping centre with logo should be placed in the external wall; in which is easy eye-catching for the customers. In addition, an external advertising paniel for anchor tenants should be installed on the Mall facade the main street.Furthermore, name of the tenants is shown in each floor together with a guide map, directories showing each tenant at each floor on the wall near the escalators and staircases. Main directories showing tenants under different trade groups can be installed at the main access to facilities customers to identify and locate specified trade more easily. However, restriction must also be imposed on the size, colour and method of illuminating the signboards so as to obtain a better appearance as a whole. The amount of wording used and the s ize of lettering should be strictly controlled. . 1. 11 Marketing Marketing in which plays an Important role In the retailing business. the chief target is provided a pleasant environment for the customers to spend their money, while tenants to promote their sales. The duty ofthe marketing people must realize that the aggressive advertising and promotion campaigns required huge amounts to pay for such activities. In addition, the on-going market analysis to explore the ever changing of market conditions, customers' behaviours, purchasing power, attitude, social taste and trend should be studied to adapt the change.Market exposure is an important to gain the latest market intelligence, so that pro-active strategies could be formulated to strike for survival and expansion. 3. 1. 12 Management 25 A successful centre can also be attributed to an efficient and effective management; management a centre is a challenging role that requires all ski11s knowledge of a professional Management C ompany. From the shop tenants' point of view, they desire reasonable profits, while from the customers' point of view; they expect an attractive, comfortable and constant flow of traders.Due to face with ever changing environment, high expectation from the tenants and customers, and the competitiveness in the vicinity, it is essential that effective and efficient management together with innovative marketing concepts should be adapted. 3. 1. 13 Promotion The centre should be designed to strengthen promotional and publicity activities with an aim to draw the public's awareness to generate traffic and patronage, so as to create additional sales. More creative and innovative promotion activities, free coupons for shopping arid particular prize winning events will be introduced.In additIon variety show features and popular artists will be invited during holIdays. Promotion campaign will include: to work out promotional programmes schedules to be linked with the theme of the centre; to a rrange seasonal and festival decorations; to issue shopping guide, display panels and newsletter; to maintain a web site to publicize information and activities relating to the Mall; arid arrange gatherings and meetings with shop tenants, district Councils and community groups. oT;u) ifs] s] sjflfl 26 Much of the impetus for shopping centre development came from USA and by the id-1950s; three main types of shopping centre had been recognized by developers, architects, plamiers and geographers (Dawson 1983). Shopping centres were originally divided into three principal types – neighbourhood, community and regional; recently, the development of specialized markets opportunity, numerous types of shopping centres have evolved. The acceptance of this three-fold classification has become one of the established truths of modern urban geography and remained in common use despite the subsequent development ofmany centres which clearly do not fit any ofthe three ategories. The classifi cation has become less meaningnzl because there are increases in the numbers of centres arid the irmovations in tenant policy design, location and development practices (Dawson 1983). The increase in hybrid shopping centre makes the types of shopping centres difficult to distinguish; therefore the major tenant classifications and to a lesser extent the centre size and trade area determinate the type of centre. 4_ ff1rf ;i;rn; i The neighbourhood shopping centres provide for the sale of convenience goods such as food, drugs, sundries and personal services.This centre is usually based on a supermarket and covers a wide range of convenience goods including personal services such as laundry, dry cleaning and shoe repairs. It serves a localized catchment population less than 50,000. (Planning Department, 2001). It provides convenience goods and services which 27 consumers needs immediately and frequently. Shoppers as a rule find it most convenient to buy such goods and services near home or near workplace. Majority ofthis shopping centre is located in public housing estates. Most are less than 30,000-100,000 square feet (Shopping Centre DevelopmentHandbook, 1999). Typical Gross Leasable area is 50,000 square feet. Shopping centres locate in public and private housing estates are typical example such as Metiopolis Plaza locates at Sheung Shui near the Kowloon Canton Railway. The shopping arcade is on level I and 2 just underneath the three domestic blocks, with 60 shops of a total rentable area of 56,433 square feet. There are 129 private car and i i 9 bicycle parking spaces respectively. The centre is also accessible by public bus, public light bus and taxi, In addition, there are 22 lorry carpark spaces and 2 cargo lifts for loading and unloading.Between level i and 2, there are 2 escalators for customers. The centre is satisfied for local residents' need as it includes food & beverage shops, convenience shops, boutique shops, shoes and leather shops, electrical a ppliance shops and others. 3. 2. 2 The Crnmnunity Shopping Centre Community shopping centre is built around a small department store or variety stores as anchor tenant. In addition to a supermarket provides convenience goods and offers a wide range of comparison goods and personal services. It usually locates in new town centre with convenient transportation network and erves a catehment population of about 50,000 to 1,OOOOOO (Planning Department, 2001). The range of the area is 100,000-450,000 square feet (Shopping Centre Development Handbook, 1999). Typical Gross rental area is 28 150,000 square feet. This type of shopping cenfre also offers greater depth and range of merchandise and goods than neighbourhood shopping centre. It provides certain categories of goods, particularly commodities, which are less likely to be found in regional shopping centre. It attracts shoppers through the provision offull range ofshopping faciLities and goods. The maIn attraction ofthis kind f centre is usually the department store or some anchor tenants like ParkN Super Store, McDonald's Restaurant and Maxim's Chinese Restaurant. On the other hand, neighbourhood shopping centres have potential power to be a community shopping centre as their sizes and populations are strong enough to support them, just as some community shopping centre can expand into regional shopping centre. Therefore, the position of community shopping centre is the â€Å"in-between† centre, and it is hard to categorize. Tuen Mun Town Plaza and Shatin New Town Plaza, Telford Garden in Kowloon Bay are categorized as regional shopping centre.Shopping centres in Hong Kong such as Hang Fa Chuen in Chai Wan and City plaza in Taikoo Shing with several residential blocks in the vicinity, are categorized as community centres. 3. 2. 3 The Regional Shopping Cenfre Regional shopping centre usually has one or two full-line department stores, and the size can be range from 300,000 to 900,000 square feet, which can be served more than 150,000 populations. This type of shopping centre is a comparison trading centre, customers are visited on a regularly period or 29 occasional shopping trip to purchase goods such as fashion, shoes, furniture nd electrical appliances; customers usually make the prices comparison before they buy. It usually serves Hong Kong people as a whole. It includes local residents, office people as well as tourists. For example, Landmark at Central, it provides consumer durable goods, personal services as well as entertainment. The catchrnent area of this centre involving into different district areas and serves for large group of population. Shopping centres such as Pacific Place, Landmark, Time Square at Causeway Bay arid Ocean Terminal at Tsim Sha Tsui and Festival Walk that serve for people in different districts. . 2. 4 Specialty Shopping Centre J_n Hong Kong, this kind of shopping centre represents relatively small categories of the market, typical example such as gol den Shopping Centre in Shamshuipo for various types ofcomputer hardware and software. Golden Shopping Arcade is suited at Yen Chow Street and Kwei Lin Street in Shamsbuipo district. It is just a few steps away from the Shamshuipo Mass Transit Railway station, and public buses, public light buses and taxi can also be accessed. There are about 70 shops occupying two levels of the arcade. Beside he retailing shops, there are shops selling computer hardware and software of various brands and models. No matter new and experienced computer users, the arcade attracts them as the centre provides various software and hardware at lower prices. 30 3. 3 The Development f Shopping Centre According to Schiller, i 985, the term of shopping centre is ambiguous in Britain. It can mean either a comprehensive shopping development, as it does it most other countries, or a clustering of traditional shops in a town centre. Town centre can include planned and unplanned retail areas; however shopping centr e is often oosely used to mean a group of shops, which has been designed, planned, developed, owned, marketed and managed as a unit. Shopping centre is a planned assemblage of shop units which may or may not exist as part of sopping district, in which a shopping district can consist oftwo or more shopping centres. In Britain, many town centres has been developed as a shopping centre. According to McGildrick & Thompson, 1991), the massive suburban expansion in the last thirty to forty years has produced the features of urban landscape usually associated with the term â€Å"Shopping Centre†, but the British residential sprawl

Human Activities and the Loss of Natural Resources Essay

Natural resources including soil, water, forest, mineral and biodiversity have been repeatedly destroyed around the world by humans. â€Å"Since 1970, over 600,000 square kilometers (232,000 square miles) of Amazon rainforest have been destroyed† (Butler, 2011). The FAO (Food and Agriculture Organization) estimated that â€Å"soil erosion carries away a volume of soil equivalent to one metre deep over 200,000 hectares every year in the Philippines.† In Asia, where water has always been regarded as an abundant resource, per capita availability declined by 40-60% between 1955 and 1990 (Coleridge, 2006). â€Å"In South Africa major conservation areas such as Kruger national park risked losing up to 60% of the species under their protection† (Brown, 2004). Mindful of the losses of natural resources, this essay will discuss how human activities harm the world’s natural resources in terms of the loss of soil resource, forest resource, and biodiversity. †¢ The loss of soil resource Human activities have often led to the loss of soil resources, which are the basis for sustained food security. Soil occurs naturally from physical and chemical disintegration of rocks and minerals combined with fossil. Because of such a combination, soil has different properties. Nowadays human activities repeatedly destroy soil resource. For example, illegal logging degrades soil quality. It is easy for wind and water to bring fertile soil away, which eventually results to soil erosion. The FAO (Food and Agriculture Organization, a branch of United Nations) estimates that â€Å"the global loss of productive land through erosion is 5-7 million ha/year.† Another example of the loss of soil resource is farmers’ lack of knowledge (à ¸â€"à ¸ ±Ã  ¸ ¨Ã  ¸â„¢Ã  ¸ µÃ  ¸ ¢Ã  ¹Å' à ¸ ­Ã  ¸ ±Ã  ¸â€¢Ã  ¸â€¢Ã  ¸ °Ã  ¸â„¢Ã  ¸ ±Ã  ¸â„¢Ã  ¸â€"à ¸â„¢Ã  ¹Å', 2554). These farmers will not know indeed how to prepare soil for cultivation. That is why the soil quality is damaged. WRI, U NEP, UNDP, and World Bank have found that â€Å"the degradation of soil resources all over the world is 1.9 billion hectares.† Both examples show that human activities cause the loss of soil resource. †¢ The loss of forest resource Forests, which are valuable asset and essential resource on earth, have been destroyed by human activities. â€Å"Nearly 4 billion hectares of forest cover the earth’s surface, roughly 30 percent of its total land area† (Mygatt, 2006). There are many tree and animal species in the forest, so forests contain a lot of beneficial things for humans. Many human activities destroy the forest area. For example, people often cut down the trees and use the wood for trade, fuel, and furniture. The removal of trees without sufficient reforestation will result to the loss of forest area. â€Å"Forest area decreased worldwide by 0.22% per year in the period 1990-2000 and 0.18% per year between 2000 and 2005† (FAO, 2006). This research shows that the world in every year still continues to lose the forest area. Another example of human activity is people, especially in developing countries, change the forest area to agriculture land and tourist attraction including resorts, museums, and parks. The 2007 report, which involved more than 1,300 scientists from 95 countries, said that â€Å"every year about 10-million hectares of the world’s forests are lost to unsustainable modes of economic development.† All of above are human activities, which cause the loss of forest resource. †¢ The loss of biodiversity Despite knowing about biodiversity’s importance for a long time, human activity has been causing the loss of biodiversity. Biodiversity means the diversity of plant and animal life in a particular habitat around the world. Scholar estimates that â€Å"there are 5 million species on the earth, but only 1.9 species are known.† Nevertheless, the numbers of species have been disappearing by human activities every day. For instance, illegal logging is the greatest cause of species extinction worldwide because tropical forests contain at least half the Earth’s species. Scientists said that â€Å"plant and animal species are now disappearing 100 to 1,000 times faster than the natural pace of extinction.† This rapid extinction rate makes ecosystem become imbalance. Another example of human activity that causes the loss of biodiversity is hunting. Most people hunt for food, trade, and recreation. This activity also makes the wildlife become extinct rapidly. Statistics data on the loss of biodiversity suggest that â€Å"at least 20% of bird species have already completely vanished and that 23% of mammals, 25% of conifers, 32% of amphibians and 52% of cycads continue to face serious threat of extinction.† These are the examples of human activities that lead to the loss of biodiversity. Human activities (such as illegal logging, farmers’ lack of knowledge, land clearing, and hunting) are the major causes of the losses of soil resource, forest resource, and biodiversity. People should pay more attention to these problems. They can learn more information about the soil to prevent the loss of soil resource. When they cut down trees, they should not forget to reforest for avoiding the loss of forest resource. They should be more concern and conserve to the forest area to protect biodiversity, otherwise plant and animal species on earth may decrease and totally disappear from the earth.

Shimomura Crossing the Delaware Essay Example | Topics and Well Written Essays - 1250 words

Shimomura Crossing the Delaware - Essay Example Racial stereotypes – including the notorious â€Å"yellow peril† stereotype - have been the key matter of concern for the artist, and the strategy he adheres to is emphasizing them in an ironic or parodical form in order to eliminate and diffuse them. Thus, this idea functions as a core motif in Shimomura’s work. What is also remarkable and attractive about these works is the style involving a balanced combination of Japanese woodblock printing traditions based on the features of ukiyo-e genre and bold American pop art style which became extremely popular in the 1960s. The paintings are colorful and remind strongly of comic books with their bold limes, saturated colors and the way of depiction, however, this is mixed with the conventional visual elements of ukiyo-e. One of the painter’s most remarkable works – a spicy â€Å"mockery† for ethnicity stereotypes – is a painting created in 2010, â€Å"Shimomura Crossing the Delaware† .In fact, the painting is a daring parody for the classical picture of Emanuel Leutze celebrating the historically significant event of the American Revolution. The original painting depicts crossing Delaware on the Christmas night of 1776 led by George Washington.Conducting a little research on the background of the current painting, one is able to single out the key strategy deployed in it. The principal strategy the author uses is appropriation. Appropriation is understood as taking (involving) an already preexisting symbol, object or artwork into the new one applying no or little transformation. Appropriation uses the images that already exist and recontextualizes them in order to create a new concept behind them. â€Å"Shimomura Crossing the Delaware† complies with this definition as it is an ironical reconsideration of the already existing object (the work of art).

Treatment of Rheumatoid Arthritis Research Paper

Treatment of Rheumatoid Arthritis - Research Paper Example Due to its effect on various body parts, rheumatoid arthritis is usually known as system illness and at times it is referred to as a rheumatoid disease. Â  Rheumatoid arthritis is a chronic illness that is without syndromes and as such, it can exist in a patient’s body for several years without being noticed. The meeting point of two body parts to allow movement is referred to as a joint. Consequently, arthritis refers to an inflamed joint. Rheumatoid arthritis results in the destruction of ligaments, bones, and cartilage leading to a deformed joint. These damages can occur early and progress slowly in the course of the disease development. According to statistics, in the United States alone, rheumatoid arthritis affects nearly 1.3 million individuals occurring more commonly in women than men. Â  Rheumatoid arthritis has no known cause. However, infection agents, which include bacteria, fungi, and viruses, have over a long period been suspected as the cause but no approval has been made to this effect. Scientists across the globe believe that the disease could be inherited genetically. Through scientific research, certain genes have been identified as having the ability to increase the risk of contracting rheumatoid arthritis. Certain infections and environmental factors are suspected to trigger immune system activation in susceptible individuals. The misdirected immune system as result invades and attack body tissues resulting ending up in the inflammation of various body parts such as the eyes, lungs, and joints. Â  Tissue inflammation degree determines the appearance of rheumatoid arthritis symptoms. The disease is usually active on occasion of inflamed body tissues and appears to be in remission during periods when there is reduced tissue inflammation.