The Characters in Troilus and Criseyde

Characters Achilles, warrior who kills Troilus and Hector in battle Antenor, a soldier held captive by the Greeks, led to the fall of Troy, traded for Criseyde's safety Calchas, a Trojan prophet who joins the Greeks Criseyde, Calchas' daughter Helen, wife to Menelaus, lover of Paris Pandarus, Criseyde's uncle, advises Troilus in the wooing of Criseyde Priam, King of Troy Cassandra, Daughter of Priam, a prophetess at the temple of Apollo Hector, Prince of Troy, fierce warrior and leader of the Trojan armies Troilus, Youngest son of Priam, and wooer of Criseyde Paris, Prince of Troy, lover of HelenDeiphobus, Prince of Troy, aids Troilus in the wooing of Criseyde Synopsis Criseyde, the daughter of the seer Calchas, lives alone in Troy after her father abandons the Trojans to help the Greeks. Eventually she catches the eye of Troilus, a man who had previously scoffed at love, and becomes the object of his overwhelming desire. With the help of Criseyde’s uncle Pandarus he wins her love but soon loses it when the Greeks and the Trojans conduct an exchange of prisoners. Calchas, who knows of Troy’s imminent destruction, persuades the Greeks to exchange Antenor for his daughter and thus saves her from the doomed city.Criseyde promises Troilus that she’ll return to him after ten days but once she’s back in the care of her father she realizes the impossibility of her promise. Resigned to her fate, Criseyde yields to the flirtations of Diomedes, and her love for Troilus fades. When Deiphobus wins the armor of Diomedes, Troilus discovers a brooch he gave Criseyde upon her departure pinned to it. Heartbroken, he tries to find Diomedes and take his revenge during battle but after slaying many is in his turn killed by Achilles. As his spirit goes to heaven he reflects on the absurdity of all life itself. work cited Wikipedia online encyclopaedia

Ethics, Privacy in the Workplace Essay

Introduction The aim of this essay is to provide a supportive argument – â€Å"for† the notion that an individual’s privacy is more important than any other considerations in the workplace. Workplace scenarios will be outlined including job applications, storage of personal information, Internet and email, information technology effects on privacy, workplace policies and procedures and medical privacy. Differing ethical theories will be applied to both sides of the argument. The Individual’s Privacy in the workplace Getting the job. The story is often heard in Australia how easy it was for people to gain employment in the economically booming 1960’s and early 1970’s; of how people would walk into a workplace in the morning and get a job straight away or within a couple of days jobseeking. Resumes, application letters and application forms were unheard of unless you were applying for a professional level position. As competition for jobs increased in the mid 1970’s and early 1980’s more and more selection tools were required when hiring new staff. Resume’s detailing training, past employment and referees assisted in the selection or rejection of new staff. Applicants are not required to list information in their Resume such as marital status, gender, political leanings, religion, date of birth and number of children as part of equal employment opportunity legislation. In government based agencies in particular, merit based recruitment is stressed. Whilst in small privately owned businesses, employers still prefer to recruit new staff who are known to them or who are recommended friends of existing staff members. With current federal legislative requirements regarding unfair dismissal rules, employers must use care when employing new staff. A job seeker expects their private information to be handled with trust and discretion. The employer expects information to be relevant so they can make an accurate assessment of the job seeker. When it comes to ethics, both parties are acting in their own best interests. The seeker wants a job which is rewarding and lucrative in return for their effort. The employer wants the most skilled person for the least financial outlay possible so that business goals and healthy profits can be achieved. By applying the ethical consequential theory of Egoism regarding privacy, both parties are acting out of self-interest which best serves their own long term goals. According to psychological egoism, humans are by nature – selfish. The jobseeker will divulge only enough personal information which will enable them to get and keep the job. The employer seeks to find out as much information as possible about the jobseeker so that their business is not damaged in the long run by selecting an inappropriate candidate. Shaw (2009) Page 59 Stored Information Traditionally an employee’s basic personal information such as their resume, emergency contact details, and bank details would usually be kept on hard file in a locked personnel filing cabinet. Personal information shared amongst work colleagues was up to the discretion of the employee and staff encouraged to leave personal problems or beliefs at home. With the advent of information technology systems becoming more commonplace, communications though shared databases, email, intranet, internet and even social media have largely replaced paper files in storing company and personal information. Besides conducting simple one to one personal communication in the workplace, our personal and private information is shared in cyberspace with and without our express permission and may be accessed off site by internal staff or external IT support contractors with administrative access. Websites visited and programs/files accessed on work computers in work time can be logged and monitored . This database of information needs to be protected from improper use and access by unauthorised people. The employee expects that the privacy of their information is protected. Monitoring IT usage at work by the employer may be seen as an action in the interests of the business but it can also be seen as an erosion of trust in the employer/worker contract relationship. The Fair Work Australia Ombudsman recommends that employers â€Å"implement best practice when maintaining privacy in the workplace. Employers, employees and their representatives need to know what information may be collected and retained and if it can be passed on to others. This best practice creates certainty and security for both employers and employees.† Fair Work Australia(2010) Page 1 If the non-consequentialist ethical theory of Kantism is applied to this scenario, employers are expected to do the right thing as an act out of duty and by these moral principles the employee information is protected. Under Kantism if an employer was to mishandle this private information by for example selling it to third parties, this action would be morally wrong. Employers may justify their actions in logging internet and computer activity as a means to reduce â€Å"goldbricking† or â€Å"cyber-slacking† which is defined as employee’s using company internet accounts for personal / inappropriate use whilst giving the outward appearance of being busy with their work. Employees may see this as an invasion of privacy if they have not been informed or consented in their employment contract of this monitoring occurring. With Kant’s theory an employee’s actions of cyber-slacking would be considered morally wrong as they are not doing the right thing by their employer. By the same token the action of monitoring a workers use of the internet or email without their consent would also be considered immoral under Kant’s theory of ethics. Shaw (2009) Page 452 Fair Work Australia also says that â€Å"Password and login codes may give employees the impression that their email and web browsing activities during work hours are private and not aware that their activities can be scrutinised by their employer.† Fair Work Australia (2010) Page 3 Employers should provide clear workplace policies and procedures to ensure all parties understand the rights and responsibilities that apply to email and internet usage. Prescriptive guidance would detail the amount of appropriate personal email and internet usage within and outside the workplace that is allowable; prohibited activities and repercussions; legislation; how usage is logged and audited; and who has access to this information. Similar rules would apply to workplace landline and mobile phone usage. Fair Work Australia (2010) Page 4-5 By applying the consequentialist ethical theory of Utilitarianism to IT usage monitoring, the morally right action provides for the greatest happiness for all those affected, e.g., workload is shared evenly amongst staff; secret, divisive conversations are less likely to occur online and it is also a potential way to avoid potential conflicts in the workplace. Employers would use Utilitarianism to justify their actions in monitoring staff IT practices. An employee applying Egoism in this instance could argue that logging staff’s IT usage is an invasion of privacy and not in their interest, therefore mo rally wrong. Shaw (2009) Page 92 Privacy beyond the workplace Most people believe that what they do and the opinions they have in the privacy of their own home is private, however social media sites such as Facebook and Twitter can sometimes be viewed by third parties depending on privacy settings. It is believed that employers have viewed the social media sites of potential new workers to assess their suitability to the job. In an article in the Daily Mail newspaper (UK) the story claims that one in five bosses have rejected job applicants after viewing their social media sites. According to a survey by public relations company Eurocom Worldwide, â€Å"’The 21st-century human is learning that every action leaves an indelible digital trail,’ said Mads Christensen, Network Director at Eurocom â€Å" Reynolds (2012) In Australia, Telstra conducted a business survey which resulted in similar figures of more than 12.5% of bosses checking job applicants Facebook pages and turning away potential employees based on things they have seen on Facebook. â€Å"Top social media behaviours cited by bosses as leading to a candidate being ruled out are: †¢Posting negative comments about their workplace with 44% saying this could rule out an applicant †¢Posts/comments which are discriminatory (37%) †¢Inappropriate pictures posted on their profile (32%) †¢Posts/comments which contain confidential information (32%)† and 10% of employers use Facebook and other social networking sites to keep an eye on employee’s productivity. Symons (2011) Page 1 Employers say the biggest mistakes their current employees make on social networking sites are: â€Å"1. Posting negative comments about their workplace, with 26% saying this is the biggest mistake. 2. Posting confidential information (16%) 3. They post or are tagged in inappropriate pictures on their profile (14%) 4. Posting discriminatory comments (11%) 5. Posting comments/photos/links during work hours (10%) â€Å" Symons (2011) Page 2 Part of the key argument regarding personal privacy is: Do employers have the right to make judgements about potential or current employees based on information in social media sites? Surely this is not an accurate indication of their work skills and loyalty to a business as these social media sites are (usually) created when staff are not at work. It is tantamount to spying on a person in their private hours where their opinions are not necessarily those of their employer. The bosses may also have dubious moral and ethical behaviours outside of work hours, however the employer’s position of authority and power gives an unfair advantage over the worker. David W. Ewing devised an employees’ bill of rights where â€Å"No employee shall be penalized for engaging in outside activities of his or her choice after working hours†¦nor for expressing views contrary to top management.† Shaw (2009) Page 488 The employer would argue that viewing the content on an employee’s social media site is indicative of that individual’s moral standards which may in turn be detrimental to the company’s reputation, e.g. a primary school teacher with sexually provocative images of themselves may be deemed inappropriate behaviour and detrimental to the reputation and public perception of the school. Employers could justify their actions of looking into the private lives of their employee’s with Egoism and Kantism. It is in the employer’s interest to monitor the integrity of their staff – on and off the job. And inappropriate behaviour even if it is outside the workplace is detrimental to the reputation of the organisation they work for. The employee could take the moral stance using Virtue Ethics of which they consider themselves to be a moral and virtuous person by their routine behaviour whilst working and that they shouldn’t be ju dge by the actions they take outside of work. Shaw (2009) Page 88 Employee Medical Privacy Most recently there has been a report that Employers have been going along with employees to medical appointments and in some cases asking for medical certificates to be altered so that their employees can return to work earlier. The ACTU (Australian Council of Trade Unions) assistant secretary Michael Borowick has revealed that â€Å"the privacy of ill workers has been eroded, Employers, insurers and employer representatives are increasingly attending actual medical appointments with injured workers and, in some cases, forcing workers to attend company doctors. We’ve also had reports of doctors being pressured to change medical certificates and return-to-work plans.† In May 2012, construction materials supplier Boral was warned by Fair Work Australia against allowing supervisors to accompany injured staff into doctors’ consulting rooms, with the workplace umpire saying it had the potential to operate unfairly. The Fair Work Ombudsman said that the â€Å"Fair Work Act does not contain express provisions regarding whether an employer can accompany an employee to a medical appointment or have a private conversation with a doctor regarding the employee’s medical condition.† Wilkins (2012) It is incredible to imagine that such an intrusion of intimate personal privacy is occurring in the workplace let alone that there is scant legislation to prevent it. An employer could argue that it is in the interest of the company to ensure that employees are acting honestly in relation to the true nature of their illness as sick days cost the company money in delays and decreased productivity. Marketplace competitiveness is affected and workers compensation costs may also increase. By applying Utilitarianism theory, an employer may justify this action as it promotes the general welfare of the company and is result orientated. Whereas the employee may argue that utilitarianism is focused on the results of the action not whether the action is morally right or wrong for the privacy of the individual worker. In conclusion – on balance the argument of the notion that an individual’s privacy is more important than any other consideration in the workplace is affirmed. We now live in a society where we think we are in control of our personal and private details when in reality our opinions, movements, interests and affiliations are being monitored constantly without our knowledge. An individual’s right to privacy is dependent largely on the amount of information they share face to face, in writing or on the internet. It seems unfair that personal privacy should be sacrificed for corporate gain. Bibliography Books Shaw, W., Barry, V., & Sansbury, G. (2009) Moral Issues in Business (1st Asia-Pacific ed.), Cengage Learning. Melbourne, Australia Journals Andrejevic, M. Commercial surveillance in the digital era, Living Ethics: issue 87 (autumn 2012) Heersmink, R., van den Hoven, J., Jan van Eck, N., van den Berg, J. Bibliometric mapping of computer and information ethics (2011) Springerlink.com Legislation Privacy Act (1988) Commonwealth of Australia Privacy and Personal Information Protection Act (1998) NSW Web Articles â€Å"A quarter of bosses head to Facebook to vet CV’s† http://www.news.com.au/technology/a-quarter-of-bosses-head-to-facebook-to-vet-cvs/story-e6frfro0-1226208260693 THE VECCI BLOG, â€Å"Bosses heading online to screen job candidates†, The Victorian Employer’s Chamber of Commerce and Industry (VECCI) 2011 http://blog.vecci.org.au/2011/11/30/bosses-heading-online-to-screen-job-candidates/ Fair Work Australia, 2010 www.fairwork.gov.au/BestPracticeGuides/08-Workplace-privacy.doc Symons, P., Telstra Corporation Australia 2011 http://www.telstra.com.au/abouttelstra/download/document/telstra-cyber-cv-fact-sheet.pdf Newspaper Articles Reynolds, E., The Daily Mirror (UK) 2012 http://www.dailymail.co.uk/news/article-2115927/How-Facebook-cost-job-One-applicants-rejected-bosses-check-profiles-social-media-sites.html Wilkins, G., â€Å"Bosses intruding on workers’ doctor visits† Sydney Morning Herald, September 26, 2012 http://www.smh.com.au/opinion/political-news/bosses-intruding-on-workers-doctor-visits-20120925-26jh6.html?skin=text-only

Together Yet Separate essays

Together Yet Separate essays You cant play with He-man, hes not for girls! This phrase still echoes in my mind as I reminisce about my childhood playtime. As I reached for a He-man action figure from the toy box, I was handed a Barbie doll or a My Little Pony figurine. At that time, I was too young to realize the great chasm that gender had created for such a simple task as playing with toys. However, looking back, it becomes clear that gender, itself, plays a key role in the everyday lives of boys and girls. In Barrie Thornes book, Gender Play, this role is depicted in various ways through participant observation, or ethnography. By researching the ways that children play an active role in doing gender, analyzing the neutralization of this socialized role, and displaying the effects that education, primarily those with a classroom setting, has on gender, Thorne provides ample support of the notion that gender is a social construction. From my experiences with the He-man doll, one can deduce a certain boundary line for activities between girls and boys. Barrie Thorne provides explanations of these boundaries by analyzing the ways that children play an active role in creating them. By having shared interests, or behavioral compatibility, girls and boys contribute to the act of gender. Although there is not overwhelming support, boys find it more rewarding to interact and play with boys, and girls to interact and play with girls...girls more often gravitate to housekeeping corners and doll-play, and boys to the area with large blocks and toy cars...(Thorne 57). This example explains the division between boys and girls as one of shared interests. Because girls enjoy the same activities as other girls, and boys enjoy the same activities as other boys, a boundary for gender is marked. In choosing to play with a He-man doll, I crossed this boundary. However, in defining why chi...

Failures of the Media during the Falklands War

Failures of the Media during the Falklands War The Falklands War of 1982 was alleged to be the worst reported warfare after the Crimean War, as the war reporting went back to the pre mass communication era. No reports or news came from the front line due to the strict censure of news by the British Government of that time (The Falklands Conflict Technologies).Advertising We will write a custom essay sample on Failures of the Media during the Falklands War specifically for you for only $16.05 $11/page Learn More While the British forces defeated the Argentineans, the Government blocked every news and report leaving the media to grope in the dark. Reports were either delayed or censored and most of them were held back, which forced the Press Association to place a preface to its bulletins with rider indicating that the news was totally censored. That was why Dr. Johnson, wrote: It is wonderful with what coolness and indifference the greater part of mankind see war commenced. Those that hear of it at a dist ance, or read of it in books, but have never presented its evils to their minds; consider it as little more than a splendid game (Barnes, 2002). The Falklands war was the brain child of Margaret Thatcher which gulped 2 million pounds of the tax payers. Ironically, it was for the British military to learn the lesson that the best way to get stories lay in the way how they restricted the movement of the journalists. The Americans were thrilled to see the developments in Falklands War, and so, they speeded up reorganizing news management by curtailing the movement of the journalists. To make news, the journalists should move, and when they could not move how then they could make the news, remarked Greg Philo (Barnes, 2002), who was a professor in media studies at Glasgow University. Even the BBC was stamped unpatriotic. However, toward the end of the war, the government was cornered by the people questioning the way they handled the country’s information policy. The Falkland war stories they put were totally false and misleading to hoodwink the Argentineans. But the BBC considered itself unbiased and adhered to professionalism stating it their credibility would be at stake and proceeded with the news though under pressure and heavy censoring (Tales from the Tabloid). Only a few papers like Independent and the Guardian having credibility and honesty to the core, broke away the screening of war episodes sternly and went forward with the news coverage, though they were hampered because of the inaccessibility to the information on the real fighting (Shaw Carr-Hill, 1991).Advertising Looking for essay on history? Let's see if we can help you! Get your first paper with 15% OFF Learn More Throwing light into the civil rights violations of British army, the book ‘War in the Falklands’ published by Harper Row, 1982 states that in the human rights organizations’ view, around 18000 Argentineans have disappeared including school children and that another 100 journalists and 200 scientists were also not to be found (Friedman, 2007). Major Peter Vaughan Barnett defended the military strategy and censorship during the Falklands War by stating that it was only an allocation of forces within a war field to achieve certain policy goals (Barnett, 2000). The censorship was so strict that the BBC reporter Brian Hanrahan was forced to adopt the legendary reporting that penetrated the censure itself. Referring to the British jet planes that continued raids on Falklands war front, he reported, â€Å"I counted them all out and I counted them all back.â€Å" He was not allowed by the government to broadcast the news item regarding the number of planes participated in the air raid. His reporting proved the standard of reporting even under restrictions and pressure. Recalling his experiences during the Falklands war, Hanrahan stated that they were at peril at the hands of Argentineans and that he was uncertain of the impact when they were back home with the news. During that time only a limited number of people were engaged in reporting (Inside Story). The novelist Julian Barnes of Guardian gives a detailed account of how the Ministry of Defence tried to swirl away the British Media. The Falklands war created an image free period of 74 days during which no pictures were allowed to be sent through. Photographers were not permitted to take photographs and were not given accreditation. There was only radio vision and no pictures were shown and during the field attack there were no images at all and whatever they could catch were monitored (Barnes, 2002). Reference List Barnes, J, The worst reported war since the Crimean, The Guardian, 2002. Available from guardian.co.uk/media/2002/feb/25/broadcasting.falklandsAdvertising We will write a custom essay sample on Failures of the Media during the Falklands War specifically for you for only $16.05 $11/page Learn More Barnett , PV, British Strategy in the Falklands War, 2000. Available from mindef.gov.sg/safti/pointer/back/journals/2000/Vol26_1/4.htm Friedman, H A (2007) Psyop of the Falklands Islands War, 2007. Available from psywarrior.com/Falklands.html Inside Story: What covering the Falklands meant for leading veterans of the media corps, 2 April 2007. Available from independent.co.uk/news/media/inside-story-what-covering-the-falklands-meant-for-leading-veterans-of-the-media-corps-442872.html Shaw, M Carr-Hill, R, Mass Media and Attitudes to the Gulf war in Britain. EJC/REC Vol. 2, No. 1, University of Hull, 1991. Available from cios.org/EJCPUBLIC/002/1/00212.HTML Tales from the Tabloid, Socialist Review, Issue 259, Jan. 2002. Available from http://pubs.socialistreviewindex.org.uk/sr259/morgan.htm The Falklands Conflict Technologies, Media and War. Available from iwm.org.uk/upload/package/29/mediawar/technolfalk.htm)

Characteristics of Shakespeares History Plays

Characteristics of Shakespeare's History Plays Many of Shakespeare’s plays are historical, but only certain plays are categorized as such. Plays like Macbeth and Hamlet are historical in setting but are more correctly classified as Shakespeare tragedies. The same is true for the Roman plays (Julius Caesar, Antony and Cleopatra and Coriolanus), which are all based on historical sources. So which plays are classified as Shakespeare histories and what are their common features? Sources of Shakespeare's History Plays Most of the Bards  English history plays, as well as Macbeth and King Lear are based on Holinsheds Chronicles. Shakespeare was known for borrowing heavily from earlier writers, and Holinsheds works, published in 1577 and 1587, were a key reference for Shakespeare and other authors of his day, including Christopher Marlowe. Interestingly, Holinsheds works were not particularly historically accurate either but instead are considered mostly fictional works of entertainment. If produced in the modern day, both Shakespeare and Holinsheds writings would probably be described as based on historical events but have a disclaimer that they were edited for dramatic purposes. Common Features of the Shakespeare Histories The Shakespeare histories share a number of things in common. First, most are set against medieval English history. The Shakespeare histories dramatize the Hundred Years War with France, giving us the Henry Tetralogy, Richard II, Richard III and King John- many of which feature the same characters at different ages. In all his histories, indeed in all his plays, Shakespeare provides social commentary via his characters and plots. The history plays say more about Shakespeare’s time than the medieval society in which they are set. For example, Shakespeare cast King Henry V as an everyman hero to exploit the growing sense of patriotism in England. His depiction of this character is not necessarily historically accurate. For instance, theres not much evidence that Henry V had the rebellious youth that Shakespeare depicts. Were Shakespeare's Histories Accurate? Another characteristic of Shakespeares histories is, for the most part,  theyre not historically accurate. In writing the history plays, Shakespeare was not attempting to render an accurate picture of the past. Rather, he was writing for the entertainment of his theater audience and therefore molded historical events to suit their prejudices or preferences. Shakespeare'sPlays and Social Commentary More subtly than his comedies and tragedies, Shakespeares histories provide contemporary social commentary. His plays offer a view of society that cuts right across the class system. These plays present us with all kinds of characters, from lowly beggars to members of the monarchy. In fact, it is not uncommon for characters from both ends of the social strata to play scenes together. Most memorable is Henry V and Falstaff who turn up in a number of the history plays. All in all, Shakespeare wrote 10 histories. These plays are distinct in subject matter only- not in style. The histories provide an equal measure of tragedy and comedy. The 10 plays classified as histories are as follows: Henry IV, Part IHenry IV, Part IIHenry VHenry VI, Part IHenry VI, Part IIHenry VI, Part IIIHenry VIIIKing JohnRichard IIRichard III

Aerodynamics Assignment Example | Topics and Well Written Essays - 1250 words

Aerodynamics - Assignment Example depicts that if the attack angle is large enough the wing oscillates until a critical angle is exceeded beyond,which the lee-side wing will experience vortex lift off caused by asymmetric flow conditions (Lewis, pp.145-213). Large undamping causes a rapid build-up of wing-rock amplitude until a damping action is caused by the vortex breakdown on the windward wing, which lowers the net damping until it reaches zeroIt limits the cycle oscillations observed and predicted by lattice vortex methods. Bearing friction is overcome without the undamping generated from vortex lift off due to the increased wing area that increases the vortex-induced rolling moment. Predictions of unsteady induced drag are important in flexible aircraft dynamics and flapping applications in which the aerodynamics forces plays a crucial role. The suction force due to the leading edge balances the steady case components of pressure force in a free-stream direction. Moreover, within an unsteady case thrust or drag might develop depending on the details provided in the case. Vortex-lattice method requires inclusion of singularities and resolves the average aerodynamic surface for the unsteady force component given in Bernoullis equation The VLM attempts to predict the behavior of various components of the plane to the data obtained in a wind tunnel. This method produces data that is in agreement with the data for the neutral point location, lift and moment curve slopes at Mach 0.2. When studying the effects of canard using VLM it when the canard is above the wing then the neutral point is independent of the canard height. Moreover, when the canard is below the wing then neutral point varies with the canard height. The effects of the number of panels range from 120 to 240 panels and ought to be provided in order to obtain converged results.VLM has the best results when many span-wise stations are employed in conjunction with a relatively low number of chord-wise panels. The use of VLM in

Marketing assignment Essay Example | Topics and Well Written Essays - 3000 words - 1

Marketing assignment - Essay Example which is concerned with partitioning or dividing the market into one or more segments which can be targeted by the organization for selling and marketing their products / services by developing marketing mixes which are specific to such market segments. Dividing a market into various parts / segments helps in configuration of a company’s value chain and gives a competitive edge to the organization as compared to its competitors1. Segmentation helps organizations in developing a market mix which caters to the specific needs and concerns of the customers belonging to a particular market segment and helps in offering higher value to their target customers. In economic terms, the process of segmentation can be viewed as creation of monopolistic or oligopolistic market conditions whereby organizations seek to realize the highest price that their target customers in the particular market segment are willing to pay. Targeting refers to targeting a product to a specified market segment which comprises of customers who are most likely to consume the company’s products. Targeting helps the organizations in achieving best return on their investments, reach their core customers, gain a wider market share and achieve strategic positioning in the industry. The targeting strategies available to the marketers include2: This involves selling a single product to the entire (mass) market and is based on the assumption that the needs and demands of the consumers to whom the product is marketed are more or less identical. For instance, products such as Colas, Burger King, K – mart etc market and sell a unique product to a mass market. It involves selling different products to different market segments in a way which is appealing to every set of customer according to their respective market segments i.e., the marketers try to match the product with the needs of the customers in each of the identified market segment. For example, airline companies offering different services to