Above-The-Line and Below-The-Line Advertising. Are they still Relevant Essay

Above-The-Line and Below-The-Line Advertising. Are they still Relevant - Essay Example 4).Traditionally, promotional activities are divided into above-the-line (ATL) and below-the-line (BTL). Mass media advertising through television, newspapers, radio, cinema, and outdoor advertising are above-the-line or ATL. All new communication tools are regarded as below-the-line or BTL measures (Muller, Florian, and Daniel, 2011, p. 4). Advertising is the most critical communication tool in the marketing mix (Meffert, Burmann, and Kirchgeorg, 2008).The terms ATL and BTL advertising came from agencies' balance sheets where different types of media are listed. Agency received a commission for ATL activities from media, while a separate fee is taken for BTL activities (Brierley, 2005, p.42). Despite its history, the division is fading as marketers' prefer a 3600 approach for their marketing activities today. This paper explores the terms above-the-line and below-the-line and their relevance, and identifies that the division is irrelevant when it comes to today's marketing practices . Above The Line Advertising Right from the early days, advertising activities are classified as: above-the-line (ATL) or below-the-line (BTL). Generally, mass media advertising is considered to be above the line advertising. It is conducted through television, newspapers, radio, and internet (Gaerig, 2012). ... nce, a product sample or coupon.BTL advertising methods include: price promotions and discounting, gift with purchase, loyalty incentives, coupons, prizes, competitions, monetary refunds, and point-of-sale display.BTL advertising is also considered to be "out of home" advertising or "direct marketing". Direct marketing, such as, direct mail, yellow pages, and telemarketing has been incorporated in the advertising expenses from past several years (Gaerig, 2012, p. 9). Smith and Jonathan (2004) argue that BTL is every other (than advertising) communication tool excluding sales force. Sales force is not included in either category. Most often, BTL refers to sales promotion and public relations (p.23). According to Winterberry Group's report (2006) on tracking the trends, ATL advertising includes traditional marketing channels targeted for mass audience. It includes message that reinforces: brand, general information about product or service, or stimulate an emotional response. On the ot her hand, BTL advertising initiatives work like traditional direct marketing efforts. They aim to establish targeted relationship between individual consumer and marketer. It also offers a comparable simplicity in measurements.ATL includes the measurable media (TV, radio, print, outdoor, and yellow pages) while BTL includes direct mail, direct response print, event marketing, direct response broadcast, and promotional and interactive marketing. The Line and its Relevance The concept of "line" originated from advertising accountancy during 1950s. It seems that marketing industry has always been discussed and distinguished by "the line. Both marketers and agencies are categorized on the basis of their expertise in either above-the-line or below-the-line advertising. Most often, marketers

The Gun Lobby as an Interest Group Essay Example | Topics and Well Written Essays - 1250 words

The Gun Lobby as an Interest Group - Essay Example In this case, the principles held by interest groups aim at effecting some government policies by benefiting themselves and to push for their cause. The typical objectives of these groups are to benefit some members of the society or fight for a general cause that affects the boarder citizen population. Lobby groups are common in mature democracies where public opinions matters in governing systems (Theodore and Ginsbergh 247). In this regard, there are numerous interest groups operating within the American population. All the interest groups found amidst the American social, political and economic systems aims at pushing for recognition by the government (Rosenthal 21). Their principles aim at gaining a result that satisfies some members of the society. Based on the theoretical appraisal of interest groups, gun lobby is one of the interest groups in the US. This group aims at voicing their concerns to the federal and state governing authorities. In addition, these interest groups ai m at pushing the government towards addressing the needs of the interested stakeholders. National Rifle Association or the NRA is the lobby group concerned with gun policies in the US. In this essay, we will evaluate the context of gun regulations with respect to the role played by NRA in influencing gun policies. Based on an informed state of affairs, it is rational to state that NRA hinders the implementation of safe gun policies by the federal and state governing systems (Pilkington 24). From a theoretical perspective, interest groups play a crucial role in a democratic society. The efforts and principles adopted by lobby groups can present both the positive and the negative effect to the subject society. The process of pushing for recognition of some views by a nation’s citizens is the backbone of democracy and public liberty. Interest groups are one of the tools meant to bring about the aspect of social justice (Theodore and Ginsbergh 261). Division along lines of race a nd material wealth characterizes the American population. Therefore, the society needs systems meant to address these pronounced inequalities through civilized processes like lobbying. According to concepts of political science, all interest groups are free to present their opinions without fear. The democratic governing system that characterizes America’s political, social and economic systems aim at achieving a state of compromise in cases of conflicts between any concerned parties (Selway 15). In this regard, the American government presents NRA with an opportunity to communicate their views concerning gun policies in the US. Therefore, NRA is free to push for legislation and enactment of policies that guide gun use within the American population. However, it would be logical and rational to acknowledge the fact that liberalized gun use within the American society has resulted in a social menace which should be addressed by the government. Incidences of deaths and murder a re on the rise and relaxed gun policies are responsible for this deplorable state of affairs. NRA plays a substantial role in influencing the government on structuring policies that govern gun business. The role played by NRA in influencing gun policies presents new challenges to the society. Some government authorities both at the federal and state level are striving to device mechanisms of curbing the gun menace among the

Beer Industry Case Study Essay Example for Free

Beer Industry Case Study Essay Beer industry is one of the oldest industries particular in EU as it is one of the biggest beer consumption markets. This industry has seen fluctuation of the demand and consumption of the beer over the last quarter of 20th century due to many factors. This analysis will look in to those factors by taking into account the case given and will analyze the general reasons, growth and effects of the industry keeping in mind the macro-environment and its main component such as political, legal, environmental, economical, technological, social- cultural, and international aspects. Furthermore industry analysis will be discussed in details by analyzing the critical factors such as the threats of new entrants, suppliers and buyers power on the industry, product substitutions, and alliance and merging of the companies. The details of micro-environment and industry analysis will be available in the appendices. In addition, current strategy, links between the micro-environment and industry analysis, will be discussed along with brief recommendations. The fore European brewing company will be analyzed in terms of strength and weakness. Current strategy The beer industry has been in the existence for as long as the barley have been harvested and used for the making of the beer. The drink is mixed with alcohol in order to give it tantalizing taste with addictive quality. The beer is used as an everyday drink by many around the world and it by creating a taste and demand in the market. It probably will not be controversial, if argued that it is in the top 5 most drinkable beverage in the world. The demand of the beer has increased significantly in the last half of the century and some cultural such as German has included it, as part of their culture and celebrates beer drinking festivals annually. The industry has been facing some threats in the market due to increased number of brewery companies, who over supplies cheap beer in the market, which could possibly kill the industry. Some other new and non-traditional threats such as increased health risks, potential abuse of the beer, new legal challenges, globalization and environmental has put a question mark on the future of the industry. These threats are real and the industry needs to address them effectively and efficiently in order to survive in the future. Some of the threats are addressed by adopting new strategies, such as being environmentally friendly production line, innovation, GM foods, and many more in order to be in the market and create consumer for the future. Summary of macro environment analysis Economic One of the biggest current threats almost on every business is the current financial crisis and the beer industry is not immune to it at all. The global crises have forced many workers out of their jobs, increased unemployment, which means less finance to purchase basics for a everyday life. Many had to cut unnecessary activities such as going to the local pub for a drink after work on regular basis or purchasing beer off the self from super markets. The uncertain financial times have dropped the consumer confidence and most of the people are afraid of spending any money on unnecessary activates. There is very strong evidence that consumers are saving money during these crunch times. Europe has been one of the hardest hit by the financial crisis, and some of the countries such as Island were almost to the brink of the bankruptcy. This uncertainty will have huge impact on the industry in short term and will affect the profitability. The usual willing buyers might cut down to consumption of the beer significantly or even chose to switch to a cheaper brand in the market, in order to fulfill their alcohol appetite. In terms of macro-environment, it simply means the buyers becomes price sensitive. The fuel price and beer have direct relationship, since the early stages of this crisis, the fuel prices had dropped significantly which means less overheads cost for the company in terms of logistics and supplies, however this drop in fuel prices may drop the beer price but it will not be enough to create a demand and increase sales for the beer in the market due to the financial crisis. Financial crisis would mean the availability of credit will be almost none existence for the company to borrow and carry their daily operations across the borders. Not only the credit will be a major issue, but the unavailability of the funds means, less money to compete in the market and high chances of being takeover, merged, and acquisitions with other major companies. Irrespective of the size of the company, the threats will remain hanging around their heads for as long as the markets picks up. The different taxation law around the European countries remains another challenge for the industry as despite being as a collective states and regulating a common taxation law around the Europe. The gradually increasing labor cost remains as a constant threat for the industry, regardless of the any other factor, it will be a long term threat to be dealt with on a regular basis. Political/Legal The expansions of EU will certainly be positive point towards the industry as it will increase the business boundaries and will create an open market. It also mean, increased customers to be targeted for the beer industry and at the same time it will increase competition among the existing breweries and the invader breweries. The competition will bring down the price for the customer and decrease the profitability for the business. The over consumption of alcohol due to many reason has forced the politician and law makers to make much more stricter legislation and rules with the use of alcohol in particular with drink driving. Forcing a very limited pubs and bars opening hours will reduce the consumption of the beer by a large margin. It is defiantly a negative effect on the business and high chance of getting harder in the near future. The well known negative effects of alcohol on the public health means that it would cost more to the government’s health sector annual budgets. The government will try to decrees the consumption of alcohol as much as possible as alcohol related health cost are rising on the government. It is a negative effect on the industry as customers are discouraged to drink alcohol as it carries health risks. Other factors may also include to limitation on the issued licenses for the breweries to make beer, which means less breweries. Over all the political side of the macro-environment remains negative for the industry in short and long terms as anti-alcohol sentiments are echoed in the legal and political section of the EU. Technological The advancement of the technology has affected the way businesses are operated and products are produced. The use of robot in the brewery for the propose of production line, assembly line and in particular packaging of the product has been used significantly and reduced the reliability of the labour and their costs and overheads. The on time tracking of the barley to the brewery and finished product to the stores are made much easy as GPS are used to track the movement of the product and on time deliveries are made possible. On the other hand it may in occur as a one-off purchase cost to the company, but the long term use and benefits outweigh the costs. The advancement in technology will be able to make mini home brewery, so the customers could have their own personal brewery at home. It will be a negative effect on the industry, as customer will make their own beer at home, however the home brewery will not be able to compete with the taste produced by the master brewer for the major brands. Environmental The climate change will affect the industry as unpredicted weather patterns are expected, which will affect the crops produced for the brewery. In this case the imports of barley from other countries cannot be ruled out, but the importation will carry transportation costs with it and it will certainly be passed on the customers at end of the supply chain. The climate change has affected Europe in many ways, as some parts are getting too cold for the barley to be grown and some parts are totally opposite to it. Climate change has affected the supply of water for the farmers, as less water simply means less crop for the industry. The industry does not have any alternative to use for the beer making as barley remains the one and only key ingredients. Water is not only required for the crops to grow but also for the making of the beer in the brewery, a good quality water will be hard to find in the future. The Genetically Modified (GM) crops could possibly be an option, which requires less water to grow and gives a batter taste to the beer. However the GM is still in the experimental stages and there are question in terms of reliability and health benefits with the GM. Social-cultural The social and cultural effects on the beer industry will be mix as demographically arguing that European populations are getting old but at the same time they are replaced by ever binge drinking younger population, however the replacement are not sufficient enough. The female buying power have increased as more and more European female are working and socializing outside and have the money to spend. The new fruity flavored beer are specifically designed for the female and it has been very successful to capture the feminine side of the industry. It is positive sign for the future of the industry. The increased EU population has been effected by a very reasonable number of Islamic community, who does not consumer beer due to religious reasons. It will carry negative effect on the industry unless non-alcoholic beers are produced to target this section of the industry. The excessive consumption of beer has not been approved by the society as a whole due to the valid reasons such as increased obesity, alcohol related violence and health related issues and underage drinking. It will be a negative effect on the industry and will be carried away in the future. International The international side of the beer market seems to be very interesting in regards to the political shifts of power from West to Asian region. In the near future the growing Asian market will play heavily on the industry as more and more beers are brewed and consumed in Asian region. European companies will have to make strategic moves towards the Asian market and possibly will be required to make alliances in order to survive. The shift will not affect the European market and it possible means decrees in the beer cost as beer produced in Asian will come to the European market for the customers. Globalization has promoted the free trade, which has opened new market and dropped the tariffs but it may result as negative to the European breweries as the cheap Asian beer will pour in the market. The cross border business might have some barriers as the taxation and tariff law differs from one state to another. Summary of industry environment Threats of new entrants The threats of a new entrants remains reasonably low as it is subjected to the scale of operation for the new entrants. Business within the local or regional area will require very little set up capital, however on an a broad scale of import and export across to the EU will require much bigger capital, logistics and distribution channels. The new entrants will face the brand loyalty and product differentiation as the existing customers already have mature tastes for their brands available in the market. Certainly the threats remain high for the current players, however the survival in this tight industry might be very hard as existing brands have very strong marketing knowledge and established customers. Bargaining power of supplies In this industry the barley suppliers does not have much of bargaining power as the alternative use of the crops are very limited and the suppliers does not have much of a choice. The number of suppliers out weights the buyers and there are huge number of buyers but the major beer companies purchase barley in huge volumes and has the upper hand. The bargaining power may increase in case of a natural disaster, which could destroy the crop of an entire regain and decreases the quantity demanded for the beer market, but the chances of it happening is very less. The suppliers might have an alternative option of forward integration as to enter in the brewery industry, however the life within the industry may be short lived due to monopolistic nature of the industry by the brewers. The demand for a skilled master brewer remains very high and the skill supplier has the upper hand in this case. Bargaining power of buyers According to the analysis in the appendix 2, the buyer seems to be in a much stronger position then the suppliers. Due to the very nature of the critical product barley, which can not be stored and needs to be sold to the buyers as soon as its harvested. The buyers uses the volume perches power to negotiate with the suppliers and gets a better price. The number of suppliers are increasing within the European market and in some case the raw product could possibly be imported from Asian and South American destination with much cheaper price. Over all the buyers have the power to control the industry and manipulate in many ways. Substitutes The substitutes available in the market are one of the real threat to this industry as the negative effects of the alcohol are coming forward, which are backed by strong scientific evidence. The number of substitutes such as Water, milk, soft drinks, wine, tea, coffee, energy drinks, and traditional cultural drinks are and most of them almost posses no health threats of any kind. In fact the substitutes are well accepted socially, legally, economically and does not have any age restriction of any kind when consumed. Industry rivalry The issue of rivalry depends on the sector of market controlled by the companies. In general Europe has a very high number of companies operating within the EU. Europe has one of the highest consumption of beer then US and Asian market, so competitors has very good reasons to be in EU market. Some of the companies are merging in order to create an oligopoly or even a pure-monopolistic markets to drive out others from the industry. Generally the rivalry remains very high at all times, with the other companies in the industries. Interconnections between two analyses The beer industry is one of the oldest industry and growing over times. It has seen some fluctuations over the last half of the 20th century, but it has not deterred it any way. The macro-environment’s components faces constant changes as factors such as environmental, economical, political, and technological are interrelated to one and other. These factors are beyond the control of the industry and the industry does not have any other choice to adapt the micro-environmental changes in order to survive. The effects of the micro-environment carries on the industry and many ways such as environmental changes will increase or decrease the power of suppliers and buyers. The ever changing weather pattern does not guarantee crops for the next year and breweries remains uncertain at all time. The globalization remains another unavoidable factor affecting the macro-environment and the industry as whole. Recommendations what will it take in 2015 to be an industry leader and who may that be? Recommendation and 2015 directions * The future of the industry remains clear as long as the industry remains flexible to change. * The environmentally friendly approaches needs to be taken on for the production and packaging. * Globalization is a fact and EU beer industry needs to make changes, accept players coming from USA and Asian markets. The same could be expected to USA and Asian markets. * In order to gain maximum market shares, merger with other companies should be encouraged as it will decrease the operational cost, exchange of expertise in particular master brewer. It will make them a strong player in the industry. * More investment are required in area of new flavor. * GM barley needs to experimented as it could possibly provide benefits both ways. * Non-alcoholic beer should be produced to target the growing Islamic community in EU and in the Middle East. * Geographic expansion needs to be considered out of EU. * In order to reduce the harsher law against the use of excessive alcohol, industry needs to educate their customer and advice them of moderate drinking habits. * With the assistance of the transportation department, Community based programs should be designed to educate the new drivers, of the dangers of the drink driving. The strength and weakness of the fore brewing companies As appendix 3 provides detail list of the weakness and strength of the fore brewing industry as 1. Heiniken ( The Netherlands) Strengths One of the biggest brewery in Europe as with the sales of more than 8bn pound in 2006, it’s a global company expending in to Asian markets and US by 5% and 17 percents. Weakness The weakness of the Heiniken would be as it has given more attention to the EU and ignored the ever growing Asian market. It may be enjoying the current EU market but the future holds with the Asian and Sub-continents. The future will be bright if the company considers moves in to other markets and makes alliances with intended region. 2. Grolsch (The Netherland) Strengths It is one of the oldest brewery with experience of all time. It has moved out of its European bases in to the US market and has successfully make alliance. It is one of the most innovative brewery and has a specialized experimental brewery. More then 50% of the products are exported out of Europe. Weaknesses The only weakness of the Grolsh would that it uses only one brewery to produce all it productions. The distance between the only brewery and some of the markets are enormous, which occurs in to huge logistics and transportation cost. The future looks very good as it does not rely on one market and the some of the new experimental beer could become market leading brands. 3. InBev (Belgium/Brazil) Strengths The largest brewery in the world as it is merger of the two companies. It is the largest market power to manipulate the price. It has gained big sector in to the Asian markets and are very innovative and environmentally conscious. Weakness Their does not seems to any weakness except the ignoring of the US market. The future seems to be very bright as it has the capacity and resources to grow and lead the market. 4. Scottish and Newcastle (UK) Strengths It is the 4th largest in Europe and 4 major established brand in the Europe. It looks in to the future and has tried to shares into the other bewaring companies. Weakness The company is not a big one and has tried to stretch it self into other breweries. The over reliance on the 4 brands has stopped them of innovation with new brands of beer. The future in European market seems to be well underway successfully but the entrance in the Asian market might be very risky as some of the major companies are well established in that market. APPENDICES Appendix 1 Macro-environment analysis Factor | Issues | Effects on Industry | Rulings | Economic | * The economic downturn * Increased unemployment * Uncertain financial times * Job insecurity of the customers * Global recession * Expansion of Euro * Tariffs and taxes * The increasing oil price * Labour cost | Controversial, as it may or may not increase the demand for beer. Could mean less money to spend on of going out for drinks at pubs and bars. People tend to save money as times are uncertainIt could possibly bring a very positive effect on the brewery business as the expansion will increased market boundaries with more customers to target. The expansion might be good on one hand, but on the other it will increase the Tariffs on the product as it has to go through many state borders. The taxation law varies from on EU country to the others, it will affect the profitability in short and long terms. The inevitable increasing oil price will need to be passed on the customer eventually. The labour market will demand an increase in their pay in the future, which will have to be included in the beer price. | +/-__++/-+/-__Final rulingsNeutral | Political/Legal| * Expansion of EU * Greater concern from politicians about effects of alcohol * Stronger legislation around drink-driving * Legislation on the pollutions * Marketing campaigns around effects of binge-drinking * Competition policy Licensing controls| It will increase the customer approaches as the boundaries will be diminished, creating open borders will encourage competition among the business within EU. The negative affects of alcohol will make the politician to take drastic action as to limit the use alcohol to reduce certain effects of it. The well known effects of alcohol, will put pressure on the customers to decrease the amount of consumption at pubs. Tighter legislation on the pollutions will put pressure to be environmentally clean industry. Health sector and public outcry will force the government to make stricter law for the use of beer. It may not be as an issue as the EU is very flexible with the licensing. | +____+Final rulingNegative | Technological| * Efficient production systems * GPS for tracking transportation Logistics and supply chain management * Product enhancements Bottling and packaging alternatives * Mini home Brewing | With use of robot in the production and assembly line will become efficient and effective also decreases the overheads Will monitor and make sure the product gets on time with the efficient routs to the customs and suppliers. It may incur some cost to the industry. The packaging and bottling cost will decrees with the use of alternative packaging such as plastics and papers. The compact mini home brewery will have minimal effect on the market as some of the customer will produce their own beer at home. | +++ +Final Ruling Positive | Environmental | * Climate change Variable * Seasonality of weather * Natural disasters * GM products * Pollution * Water scarcity * Energy costs| The increased outcry will affect the industry as the climate change will affect the production of crop by the farmers. The unpredictable weather with variation in rain pattern will put doubts the crops. The changing climate has made the nature unpredictable as Europe is getting colder every year and barley cannot be grown in a cold environment. The GM product will be beneficial to the industry as it will assist to produce the specific kind of crop, resistant to the pesticide and herbicides with maximum yield. As a result of the production, the industry will produce different kinds of wastes or pollutions. Beer brewing requires good quality water and it good quality water will be scares in the future. The energy cost will increase most of the source of energies are extracted from scares natural resources. | ___+_ _ _Final RulingNegative | Socio-Culture| * Ageing population * Feminine buying power * Increased multiculturalism * Peer pressure * Stress-relieving * Binge drinking * concerns about obesity * Alcohol related health issues * Under-age drinking| The EU population is getting old, it will not make much of difference on the industry as the younger binge drinker will replace them. Female are coming in the market with money to spend and adopting the beer tastes. EU’s population has increased significantly by multicultural, Islamic community, who does not drink beer. With the youth, the peer pressure makes them to act alike and promotes binge drinking culture. The current economic down turn has resulted into job losses, which has resulted into high level of stress. excessive beer is used as stress-relieving. Obesity is not accepted socially and considered to be unhealthy. Beer may be blamed to be one of the causes and it would affect the industry in future. The modern research has found strong reasons on the side effects of the alcohol and continued to do so. It will affect the business in long term. One of the unacceptable issues will be the underage drinking; however it may not be an issue when supervised. | ++ _++__+/-Final ruling Positive | International| * Shift in geo-political power to Asia * Increased awareness and global consumption of alcohol * Alternative religious aspects on alcohol * Falling tariffs * Global alliances * Globalization| Increased political power means increased income, which means more demand for the beer in the Asian market. New findings and Research increase the global awareness, most of them awareness appears to be advising to decrease the consumption of the beer. The increasing religious influences globally means less beer consumption as most of the religions discourages the use of alcohols such as Islamic religion with more than followers. The globalization has promoted the free trade among the states, which results in falling tariffs. The global alliances of the companies will help to increase their power in the market and act like a monopolistic. The globalization opens new markets and drops the tariffs, but it may result badly for the EU as the cheap Asian beer might pour in the market. | +__+++Final ruling Positive | Appendix 2 Details of Industry Analysis Factor| Issue Analysis| Rating of the Threat| Threat of New Entrants | Market Type:Monopolistic, with many number of brewer, Entry conditions: Relatively easy, with limited resource required on small level production. Product Differentiation: It is one of the key factors in this industry, the new comer will be required to create different and an acceptable taste for the customers, who already has matured tastes and brand loyalty with available brands in the market. Switching Cost: The switching cost for the buyers is very low as the product price is very low and trying another brand does not cost as much. Brand Loyalty: Most of the customer have a very strong brand loyalty and it will be very had to break that cycle in the market. EU well known brand such as Heineken, Inbev, Baltika, and Coopers. Logistics requirements:The new comer will have to establish a chain of logistics and supply from suppliers and to the brewery to the customers. Capital requirement:a very low capital is needed to enter in the market at a local level, however as on the international level the capital requirements will be medium to high. Globalization:Due to the globalization and open market, non EU players with cheap labor cost could enter in the EU and penetrate the market with cheap brands. Islamic countries:The market will not be allowed to enter in some of the Islamic countries as the consumption of alcohol is prohibited. | LowHigh LowHighLowMedium Medium Medium Low | Bargaining Power of Supplier| Master Brewer: The human capital of master brewer has the power of switching the company and move to another one of even changing jobs. Barley suppliers: The barley suppliers does not have much of choice to sell the crop to the brewery as the alternative use of the barley are very limited. Presents of substitute input:There is no other substitute for barley to be used in the making of the beer, so the supplier could have power in this regards. Due to a very high number of suppliers in the market, this power eliminates itself. Threats of forward integration:The supplier could possibly enter in the market as the entrances are too easy. In this case the suppliers will have huge impact on the industry. Switching cost of supplier: The numbers of suppliers are enormous as the buyers could easily switch suppliers in the market. It gives less power to the suppliers. | High Medium Medium Low Low | Bargaining Power of Buyers| Presents of substitute: A buyer does have power in the market as the product will needs to be purchased within a short time as use of barley in other products are very limited and it cannot be stored for a long time. Impotents of volume to buyers:The high volume of purchase decreases the power of supplier and increases the power of buyers. Buyers concentration: There are less buyers compared to the number of suppliers in the market for the use of barley, which means more power for the buyers to bargain with the suppliers. | High Low Low | Power of Substitutes | Strong substitutes : There are a very large number of substitute available in the market for the end user, such as Water, milk, soft drinks, wine, tea, coffee, energy drinks, and traditional cultural drinks. Most of the entire alternative has less or no side effects at all in the human body, which makes them all time favorite and increased in their demand for the future. | High | Appendix 3 Four Brewing Companies in EU Company| Strength| Weakness| Future outlook| Heiniken( The Netherlands)| * Biggest brewery in EU * 2006 sales 8bn pound * 5 % sales in Asia * 17% in US * Family business * Uses local business to sell their products | * More attention into EU and forget the ever growing Asian market * Very tight controlled due to family business in nature| Positive in EU, but negative in the Asian and US market. Over all in a good health. | Grolsch (The Netherland)| * One of the oldest * Medium size * Has alliances with US * Innovative with products * Licensed to export 50% of their products overseas * Has specialized brewery for experiment | * Centralizes brewery, uses only one brewery for the production| Looks good compared to its size and exports 50%. The innovation and experimental beer might capture market in the future. | InBev (Belgium/Brazil)| * Merger of two companies * The largest brewery in the world * Market power * Second largest in Chinese market * Looks for innovations * Environmentally conscious | | Very good and bright future due to the innovations, size, market power, environmentally awareness. | Scottish and Newcastle (UK)| * 4th largest in EU * 4 major established brands * Has global approach by purchasing shares in other brewing company. | * Over stretched company due to its size. * Lack of innovation with new tastes. | The future seems to be in doubt as company is entering to Asian market where the biggest brewery are well established brands. | REFERNCES Hubbard, G Rice, J Beamish, P 2008, Strategic Management: Thinking, Analysis, Action, 3rd edn. , Pearson Prentice Hall, French Forest, NSW, Austra

Howards End, E.M. Forster | Analysis

Howards End, E.M. Forster | Analysis In 20th century London, recognizing a persons social and financial class could be as easy as simply viewing their household. A house during early 20th century London can influence a persons role in society of how they view themselves and what they are like compared to the other people around them. Essentially, through their household they establish their own identity. In E.M. Foresters Howards End, the house Howards End is essential to the role of each character such that each one has their own meaning of the property. We can understand each characters role to Howards End by comparing the household to the other homes in the story. When evaluating all these other homes and Howards End, we will see how Howards End is in the middle of it all to the character development of this story. When comparing the feelings of the characters established through Wickham Place to that of Howards End, typical aspects of living in a household such as emotional attachment and the personal events that occurred there are critical to understanding the character development associated with Howards End. Wickham Place held a special meaning for the Schlegals family. In the beginning of Howards End the Schlegals view their home of Wickham Place as the Wilcoxs see Howards End, as an important and ancestral home. The Wilcoxes continued to play a considerable part in herà ¢Ã¢â€š ¬Ã‚ ¦when its takes all sorts to make a world? (Forster, Ch. 12). Margaret is like what the Wilcoxes stand for, as the grit Even practicality of the real world. Although the Schlegels live in their own sphere of intellectual principles and ideals, the Wilcoxes represent a flip side of that way of life. In regards as to how this works with her personal feelings for the house, Margaret views that the house can any pl ace, regardless of shape and size as long as it retains the same safety and comfort as well as possess familiar items that would make it a home. The Wilcoxes see houses as something material live in to go about ones daily life, although Mrs. Wilcox has similar views of houses compared to Schlegels but with a higher spiritual sense of its meaning. Mrs. Wilcox mentions that she belonged to Howards End just as much as Howards End belonged to her. When we compare Wickham Place to Howards End by social class both houses seem relatively the same, but there exists a very significant difference. As we come to understand, Howards End is an ancestral home, having been passed down through the Wilcox family for many years. Wickham Place on the other hand, although the Schlegels have been raised there, is not owned by Schlegels and therefore exists the possibly of the Schlegels losing their home at any time. Though Wickham Place and Howards End are both on a similar level in terms of social clas s, there are significant differences which can be discovered that reveal how much more important Howards End is to the story than Wickham Place because of how the characters related to each home react to each of the two homes. After the events in Howards End with Helen and the Wilcoxes love situation, the Wilcoxes decide to move into a Flat close to the Schlegels home. They stay there instead of living in Howards End. If Howards End is a perfect home, than why would the Wilcoxes decide to move into a Flat? Lets take into account the social housing market at the time as well as how Howards End is located outside secluded from the city. The Wilcoxes stay in a Flat in order to take care of business as well as socialize with others of high class. Their new Flat is used for several reasons. First, it is cost affordable for temporary living so they didnt have to travel to and from Howards End to take care of the marriage business. Also, thos gives Paul a chance to go abroad. This opportun e moment living in the flat actual provide the spark needed between Mrs. Wilcox and Margaret to settle the complications with the whole Helen and Paul incident and is the starting point for the relationship that sparks the storys development on the two as Mrs. Wilcox says that, à ¢Ã¢â€š ¬Ã‚ ¦ you see I lived at Howards End long, long before Mr. Wilcox knew it. I was born there.(Forester 54). This speech tells Margaret the reason on why Mrs. Wilcox is so attached to Howards End and then after making a fool of herself with Dollys photograph is about to leave but stops when told by Mrs. Wilcox of how lovely the company was and hope to spend more time together. Now to look at the Flats use in a more society way by the way that, the British class system was at its most rigidà ¢Ã¢â€š ¬Ã‚ ¦ changes in social thought, particularly the rising increase in socialismà ¢Ã¢â€š ¬Ã‚ ¦ and the status of womenà ¢Ã¢â€š ¬Ã‚ ¦ in which there could be a more social mobility and people would become mo re liberal.(Hattersley 243). This means that though the Wilcoxes are of an upper social class that does not mean that they will not accept lodging from a family member especially when there is business to be done. So the Flats compared to Howards End is more like a strike of good fortune that presents itself for their needs in the city, while unintentionally setting up a relationship that starts and strengthens a relationship that is focused on even after the death of one of the people in the relationship. In the story Margaret travels with the Wilcoxes takes her to two places Oniton Grange and Ducie Street. Though the two are in the same class as Howards End they are different in feeling to the characters for many reasons both personal and geographically. First in response to Oniton Grange the first look we see of this is when Evie wedding is going on Margaret travels to the ancient estate with the Wilcoxes as Henrys fiancà © although Henry already wanted to liquidate anxiously. After the wedding Helen, Leonard and Jacky appear blaming Henry for Leonard losing his job because he recommended the job change. After Margaret gets Henry to talk to Leonard about a new job, Jacky talks up calling Henry Hen (Forester 166). This humiliating Henry exposing the affair he had with Jacky while with Mrs. Wilcox and tells Margaret that her plan to embarrass him had succeeded in telling her that she is release from her contract to him in marriage. Now when Henry was having the affair with Jacky wome n were not seen as more as people that men were with to look good to society. Then during the current time period, The suffragist/suffragette movement helped to shatter the lingering ideals of womanhood.(Eastaugh and Sternal-Johnson). This explains another reason that Margaret does not feel bad about what Henry did because she is secure with herself and that its really Mrs. Wilcox who should be ashamed because she was married to him while he was with Jacky. Then with how Henry wanted to liquidate the estate already can be explained by his, My motto is concentrated. Ive no intention of frittering away à ¢Ã¢â€š ¬Ã‚ ¦ Youre clever little women, but my mottos concentrate (Forester 135). He believes in focusing intently on his own goals and just seeing what he wants to see in the world (or rather, whats beneficial to him), He goes on always about business and Parliament or whatever goes on in society, but in reality he uses this because he is too afraid to show his emotions so he hides behind the business side of the world. Now Margaret would love to stay at Oniton Grange but Mr. Wilcox makes an excuse about the atmosphere not suitable for living. Next in the upper class Ducie Street comes into play as another plausible living place for Margarets new life with Mr. Wilcox. As Margaret was vacationing with Aunt Juley in Swanage, Margaret receives a letter from Mr. Wilcox, saying that he is moving to a different house and would be willing to rent the Schlegels his old one. He asks Margaret to come and inspect it. Margaret has a sudden premonition that he means to propose to her, but she dismisses the notion as silly. She makes the trip back to London, and takes a tour of the house with Mr. Wilcoxwho, quite suddenly, does propose. But unfortunately they cant live there either due to Henry saying, à ¢Ã¢â€š ¬Ã‚ ¦ Only Ducie Street has huge drawback. Theres a mews behind (Forester 130). Which he is saying without saying that he does not have pleasant memories there but it is a nice upper class neighborhood with beautiful homes all around. Though these two homes are on scale with Howards End, Oniton Grange is too far away to realistically living there. While Ducie Street in the London area has memories and reputation that could hinder the relationship of any kind for the two of them living there. Then in the case with Howards End it is a more proficient location to access the industrial rising London and have a calming effect of living that can support the growth of a relationship. Although Henry is still adamant about finding another home instead of just going to Howards End and makes the excuse that he leased out for three years and they couldnt. That is how though the three are of the same scale its the characters responses to the places that truly make them different in the eyes of the beholder. Now for Leonards Place, this would be the opposite poles of the scale with Leonards on the bottom and Howards End on the top and still finding meaning to the story on the class opposite to Howards End and the events that occurred because of this place. Leonards place is anything but upper class, one its a basement, two its smaller than a dorm room in a college, and finally he owns nothing even the bed he sleeps in. For his part, Leonard is poor, but not desperately so: He has just enough education and sufficient possessions to assert that he is not inferior to the rich. Although when Leonard is with the Schlegels he thinks, If only he could talk like this, he would have à ¢Ã¢â€š ¬Ã‚ ¦ leisured women, who had been reading steadily from childhood?(Forster 31). Leonard is overwhelmed by the cultural wealth of the Schlegels he is limited by his own social background, and feels as though he could never possibly catch up. Though Leonard lives in on the edge of nothingness he thinks, The boy, Leonard Bast, stood at the extreme verge of à ¢Ã¢â€š ¬Ã‚ ¦ nothing counts, and the statements of Democracy are inaudible.(Forster 35). Poor Leonard Forster condemns him to a lifetime of inferiority in this single paragraph, based on his problematic existence between classes hes not at the extreme lower end of the spectrum, and is just genteel enough to have the desire to possess what the rich haveà ¢Ã¢â€š ¬Ã‚ ¦culture. Then after taking Mr. Wilcoxs advice on jobs he is tipped into the abyss and loses everything he had or in his situation rented and is left with books and china on the side of the road. Along with Jackyà ¢Ã¢â€š ¬Ã‚ ¦ enough said. In all when we look at Leonards Place in comparison to Howards End clear opposites of each while Howards End is warm, comforting and has the potential for growth. Leonards Place is dreary, cramped and lacks all potentials for a future that can sustain any sort of family. In the novel Howards End and the action and people that are in it are expressed as if Forster realistically knew these actions first hand. In a way he does but not how the story tells it, Forster tells how he grew up by using the Wilcoxes as a surrogate for his fathers family while the Schlegels are representatives for his mothers side. In his life growing up, Forsters father, an architect, died when the son was a baby, and he was brought up by his mother and paternal aunts. The difference between the two families, his fathers being strongly evangelical with a high sense of moral responsibility, his mothers more feckless and generous-minded, gave him an enduring insight into the nature of domestic tensions,à ¢Ã¢â€š ¬Ã‚ ¦(E. M. Forster 1). So in his daily livings of these tensions between his families, he received firsthand knowledge of both side of the spectrum to broaden his horizons more on life. Now in the novel Forster portrays Howards End as a place down to earth and geographic ally away from most of civilization in a secluded area. Why, well Forster goes into, A reconciliation of humanity to the earth and its own imagination may be ultimate ideal, but Forster sees it receding in a civilization devoting itself more and more to technological progress.(E. M. Forster). He also uses the actions done by the Schlegal sisters and Mrs. Wilcox to show his appreciations for, The values of common sense, goodwill, and regard for the individual, on the other hand, can still be cultivated, and these underlie Forsters later pleas for more liberal attitudes.(E. M. Forster). In all Forster uses Howards End, the place and actions that took place there in order to voice his beliefs in a non-imposing manner. In the novel Howards End the house Howards End has been used to central the meaning to the story as each character has a different response to the property. To understand these feelings better the other homes in the story to be used describe how each house is different from Howards End by using their importance to branch from Howards End. Using such places as Wickham Place to Howards End in feeling from what the characters think of each other. Then understanding how different the Flats are to Howards End though both are homes the Wilcoxes live in. Also why places such as Ducie Street and Oniton Grange are still different from Howards End though all three are of the same social standing of each other. Then how places such as Leonards Place are on the opposite side of the poll to that of Howards End but still have meaning to it. Then explaining how Forster can express Howards End so well that it seems he himself has lived there. At the end of evaluating the other homes and Howards End the alongside the Forster explanation it is clear that Howards End is the core to which all the other homes branch from and make the story flow.

Editha :: essays research papers

Editha   Ã‚  Ã‚  Ã‚  Ã‚  In the beginning Editha is war hungry. She wants her country to go to war, and she wants George to go and fight. Even though the author doesnà ¢Ã¢â€š ¬Ã¢â€ž ¢t give the age of Editha, I believe she acts very childish, and immature. I understand loving your country and wanting to fight for it, but one must also realize the danger that comes along with it. She is obsessed with her country and fighting for it. She puts an ultimatum on George. He is unsure of the war, and unsure of fighting in it, but she constantly pushes him to go. She even evolves God in it. Saying à ¢Ã¢â€š ¬Ã…“God meant it to be warà ¢Ã¢â€š ¬? (273). She is speaking of it, as if it was a à ¢Ã¢â€š ¬Ã…“Holy Warà ¢Ã¢â€š ¬?. This is not the case, and George does not buy into it, but she keeps pushing him. The ultimatum comes when he says à ¢Ã¢â€š ¬Ã…“Ià ¢Ã¢â€š ¬Ã¢â€ž ¢ll come back to supper, if youà ¢Ã¢â€š ¬Ã¢â€ž ¢ll let me. Perhaps I shall bring you a convertà ¢Ã¢â€š ¬? (272). She repl ies with à ¢Ã¢â€š ¬Ã…“Well, you may come back, on that conditionà ¢Ã¢â€š ¬? (272). She is putting à ¢Ã¢â€š ¬Ã…“if, and only ifà ¢Ã¢â€š ¬? requirements on his return to her.   Ã‚  Ã‚  Ã‚  Ã‚  Once he leaves, she gets more demanding, and writes him a letter explaining that if he doesnà ¢Ã¢â€š ¬Ã¢â€ž ¢t make the right (or her) decision, then the engagement will be off. Her love of country is more important than the love of her man; à ¢Ã¢â€š ¬Ã…“There is no honor above America with me. In this great hour there is no other honorà ¢Ã¢â€š ¬? (273). Editha is very set in this train of thought, she can see no other way, and no other options but to fight. If George does not fight, then she cannot marry him. She is forcing her morals, and ideals down his throat, and he does not have a chance to stand up for his own. Editha claims, à ¢Ã¢â€š ¬Ã…“She could not accept for her country or herself a forced sacrificeà ¢Ã¢â€š ¬? (273). Yet this is exactly what she is doing. These few rational insights lead me to believe that Editha suffers from some sort of mental instability. She claims not to want a forced sacrifice, yet this is what she does, and when a ratio nal insight crosses her mind, she recognizes it, yet she dismisses it as fast as it came to her. I feel that she guiltà ¢Ã¢â€š ¬Ã¢â€ž ¢s George into going to war, and is very proud to have done so, when she learns of his decision.

Little Foxes Analytical Essay -- essays research papers

Every play written uses dramatic elements. The main dramatic elements are plot, character, theme, and language. Lillian Hellman, who wrote the Little Foxes, incorporates these elements beautifully in her play. The play is set during the spring of 1900 and takes place in the Deep South part of the United States of America. Just as every other play, the Little Foxes has included the dramatic elements in her play, particularly the plot, character, and language that all incorporate an underlying theme of greed.   Ã‚  Ã‚  Ã‚  Ã‚  The character, which includes the physiological and psychological makeup of each person in the play, properly incorporated the greed and oppression of the time. Ben and Oscar are brothers who are possessive, scheming, and greedy individuals. These two characters make the play very interesting. Both brothers’ physiological makeup fit the play perfectly. This is because Ben tires to look like a nice guy on the outside but has only one motive that drives his character. This motive is money. He will do anything to get his cotton mill deal to go through. Then there is Oscar. He is also a lot like Ben, but on the surface not as nice. Because of these two characters, the rest of the characters feed of their hatred and ulterior motives. Another character is Leo who is a weak unprincipled son of Oscar and Birdie. This character is not emotionally strong compared to Ben or Oscar, but still has a very well written part. Birdie is then obviously Oscar’s wife. Bi rdie has one of the most complex characters in the whole play. Her psychological make up is very complex. Her character has very quick mood changes and subsequently does not seem like she has much power in the physiological makeup of the whole group. Next, there is Regina, who is married to Horace and a sister of Oscar and Ben. She undoubtedly has the most devious psychological makeup of all the other characters put together. She has a very cold heart towards her husband. This was the most thoroughly created character in the whole play although it was also the most troubled character. Every line that she said was written for a specific purpose and was usually only to help herself. Married to Regina is Horace. Horace’s character was a very weak and sick old man. Although his part was written beautifully, he should have been a bit wiser to what Regina was planing. He was almos... ...ay. The spoken language was written with a southern accent which was also very well done. All the characters also speak in their different social class styles. For example, the servants speak with very poor grammar and then on the other hand, Ben or Mr. Marshall speak in a very dignified manner. Besides the spoken language, the play has many written stage direction which almost all highlight the characters’ ideas. Since though there are so many stage directions though, one has to be careful to make sure that they all further and enhance the plot of the play. The intentions and meanings of the language also came through exceptionally clear. From the very beginning of the play, the reader knows exactly what every character’s ulterior motive is and almost every character has one. Because of the very clear character makeup, this enhances all themes, meanings, and intentions of the play and characters. Lillian Hellman, who wrote The Little Foxes, does a brilliant job of using the main dramatic elements in her play. Although there are a few weaknesses in the dramatic elements, there are not nearly enough to hinder the brilliance of the character, plot, theme, and language of the play.

Angels Demons Chapter 55-57

55 Langdon and Vittoria exploded onto the courtyard outside the Secret Archives. The fresh air felt like a drug as it flowed into Langdon's lungs. The purple spots in his vision quickly faded. The guilt, however, did not. He had just been accomplice to stealing a priceless relic from the world's most private vault. The camerlegno had said, I am giving you my trust. â€Å"Hurry,† Vittoria said, still holding the folio in her hand and striding at a half-jog across Via Borgia in the direction of Olivetti's office. â€Å"If any water gets on that papyrus – â€Å" â€Å"Calm down. When we decipher this thing, we can return their sacred Folio 5.† Langdon accelerated to keep up. Beyond feeling like a criminal, he was still dazed over the document's spellbinding implications. John Milton was an Illuminatus. He composed the poem for Galileo to publish in Folio 5†¦ far from the eyes of the Vatican. As they left the courtyard, Vittoria held out the folio for Langdon. â€Å"You think you can decipher this thing? Or did we just kill all those brain cells for kicks?† Langdon took the document carefully in his hands. Without hesitation he slipped it into one of the breast pockets of his tweed jacket, out of the sunlight and dangers of moisture. â€Å"I deciphered it already.† Vittoria stopped short. â€Å"You what?† Langdon kept moving. Vittoria hustled to catch up. â€Å"You read it once! I thought it was supposed to be hard!† Langdon knew she was right, and yet he had deciphered the segno in a single reading. A perfect stanza of iambic pentameter, and the first altar of science had revealed itself in pristine clarity. Admittedly, the ease with which he had accomplished the task left him with a nagging disquietude. He was a child of the Puritan work ethic. He could still hear his father speaking the old New England aphorism: If it wasn't painfully difficult, you did it wrong. Langdon hoped the saying was false. â€Å"I deciphered it,† he said, moving faster now. â€Å"I know where the first killing is going to happen. We need to warn Olivetti.† Vittoria closed in on him. â€Å"How could you already know? Let me see that thing again.† With the sleight of a boxer, she slipped a lissome hand into his pocket and pulled out the folio again. â€Å"Careful!† Langdon said. â€Å"You can't – â€Å" Vittoria ignored him. Folio in hand, she floated beside him, holding the document up to the evening light, examining the margins. As she began reading aloud, Langdon moved to retrieve the folio but instead found himself bewitched by Vittoria's accented alto speaking the syllables in perfect rhythm with her gait. For a moment, hearing the verse aloud, Langdon felt transported in time†¦ as though he were one of Galileo's contemporaries, listening to the poem for the first time†¦ knowing it was a test, a map, a clue unveiling the four altars of science†¦ the four markers that blazed a secret path across Rome. The verse flowed from Vittoria's lips like a song. From Santi's earthly tomb with demon's hole, ‘Cross Rome the mystic elements unfold. The path of light is laid, the sacred test, Let angels guide you on your lofty quest. Vittoria read it twice and then fell silent, as if letting the ancient words resonate on their own. From Santi's earthly tomb, Langdon repeated in his mind. The poem was crystal clear about that. The Path of Illumination began at Santi's tomb. From there, across Rome, the markers blazed the trail. From Santi's earthly tomb with demon's hole, ‘Cross Rome the mystic elements unfold. Mystic elements. Also clear. Earth, Air, Fire, Water. Elements of science, the four Illuminati markers disguised as religious sculpture. â€Å"The first marker,† Vittoria said, â€Å"sounds like it's at Santi's tomb.† Langdon smiled. â€Å"I told you it wasn't that tough.† â€Å"So who is Santi?† she asked, sounding suddenly excited. â€Å"And where's his tomb?† Langdon chuckled to himself. He was amazed how few people knew Santi, the last name of one of the most famous Renaissance artists ever to live. His first name was world renowned†¦ the child prodigy who at the age of twenty-five was already doing commissions for Pope Julius II, and when he died at only thirty-eight, left behind the greatest collection of frescoes the world had ever seen. Santi was a behemoth in the art world, and being known solely by one's first name was a level of fame achieved only by an elite few†¦ people like Napoleon, Galileo, and Jesus†¦ and, of course, the demigods Langdon now heard blaring from Harvard dormitories – Sting, Madonna, Jewel, and the artist formerly known as Prince, who had changed his name to the symbol Angels & Demons causing Langdon to dub him â€Å"The Tau Cross With Intersecting Hermaphroditic Ankh.† â€Å"Santi,† Langdon said, â€Å"is the last name of the great Renaissance master, Raphael.† Vittoria looked surprised. â€Å"Raphael? As in the Raphael?† â€Å"The one and only.† Langdon pushed on toward the Office of the Swiss Guard. â€Å"So the path starts at Raphael's tomb?† â€Å"It actually makes perfect sense,† Langdon said as they rushed on. â€Å"The Illuminati often considered great artists and sculptors honorary brothers in enlightenment. The Illuminati could have chosen Raphael's tomb as a kind of tribute.† Langdon also knew that Raphael, like many other religious artists, was a suspected closet atheist. Vittoria slipped the folio carefully back in Langdon's pocket. â€Å"So where is he buried?† Langdon took a deep breath. â€Å"Believe it or not, Raphael's buried in the Pantheon.† Vittoria looked skeptical. â€Å"The Pantheon?† â€Å"The Raphael at the Pantheon.† Langdon had to admit, the Pantheon was not what he had expected for the placement of the first marker. He would have guessed the first altar of science to be at some quiet, out of the way church, something subtle. Even in the 1600s, the Pantheon, with its tremendous, holed dome, was one of the best known sites in Rome. â€Å"Is the Pantheon even a church?† Vittoria asked. â€Å"Oldest Catholic church in Rome.† Vittoria shook her head. â€Å"But do you really think the first cardinal could be killed at the Pantheon? That's got to be one of the busiest tourist spots in Rome.† Langdon shrugged. â€Å"The Illuminati said they wanted the whole world watching. Killing a cardinal at the Pantheon would certainly open some eyes.† â€Å"But how does this guy expect to kill someone at the Pantheon and get away unnoticed? It would be impossible.† â€Å"As impossible as kidnapping four cardinals from Vatican City? The poem is precise.† â€Å"And you're certain Raphael is buried inside the Pantheon?† â€Å"I've seen his tomb many times.† Vittoria nodded, still looking troubled. â€Å"What time is it?† Langdon checked. â€Å"Seven-thirty.† â€Å"Is the Pantheon far?† â€Å"A mile maybe. We've got time.† â€Å"The poem said Santi's earthly tomb. Does that mean anything to you?† Langdon hastened diagonally across the Courtyard of the Sentinel. â€Å"Earthly? Actually, there's probably no more earthly place in Rome than the Pantheon. It got its name from the original religion practiced there – Pantheism – the worship of all gods, specifically the pagan gods of Mother Earth.† As a student of architecture, Langdon had been amazed to learn that the dimensions of the Pantheon's main chamber were a tribute to Gaea – the goddess of the Earth. The proportions were so exact that a giant spherical globe could fit perfectly inside the building with less than a millimeter to spare. â€Å"Okay,† Vittoria said, sounding more convinced. â€Å"And demon's hole? From Santi's earthly tomb with demon's hole?† Langdon was not quite as sure about this. â€Å"Demon's hole must mean the oculus,† he said, making a logical guess. â€Å"The famous circular opening in the Pantheon's roof.† â€Å"But it's a church,† Vittoria said, moving effortlessly beside him. â€Å"Why would they call the opening a demon's hole?† Langdon had actually been wondering that himself. He had never heard the term â€Å"demon's hole,† but he did recall a famous sixth-century critique of the Pantheon whose words seemed oddly appropriate now. The Venerable Bede had once written that the hole in the Pantheon's roof had been bored by demons trying to escape the building when it was consecrated by Boniface IV. â€Å"And why,† Vittoria added as they entered a smaller courtyard, â€Å"why would the Illuminati use the name Santi if he was really known as Raphael?† â€Å"You ask a lot of questions.† â€Å"My dad used to say that.† â€Å"Two possible reasons. One, the word Raphael has too many syllables. It would have destroyed the poem's iambic pentameter.† â€Å"Sounds like a stretch.† Langdon agreed. â€Å"Okay, then maybe using ‘Santi' was to make the clue more obscure, so only very enlightened men would recognize the reference to Raphael.† Vittoria didn't appear to buy this either. â€Å"I'm sure Raphael's last name was very well known when he was alive.† â€Å"Surprisingly not. Single name recognition was a status symbol. Raphael shunned his last name much like pop stars do today. Take Madonna, for example. She never uses her surname, Ciccone.† Vittoria looked amused. â€Å"You know Madonna's last name?† Langdon regretted the example. It was amazing the kind of garbage a mind picked up living with 10,000 adolescents. As he and Vittoria passed the final gate toward the Office of the Swiss Guard, their progress was halted without warning. â€Å"Para!† a voice bellowed behind them. Langdon and Vittoria wheeled to find themselves looking into the barrel of a rifle. â€Å"Attento!† Vittoria exclaimed, jumping back. â€Å"Watch it with – â€Å" â€Å"Non sportarti!† the guard snapped, cocking the weapon. â€Å"Soldato!† a voice commanded from across the courtyard. Olivetti was emerging from the security center. â€Å"Let them go!† The guard looked bewildered. â€Å"Ma, signore, e una donna – â€Å" â€Å"Inside!† he yelled at the guard. â€Å"Signore, non posso – â€Å" â€Å"Now! You have new orders. Captain Rocher will be briefing the corps in two minutes. We will be organizing a search.† Looking bewildered, the guard hurried into the security center. Olivetti marched toward Langdon, rigid and steaming. â€Å"Our most secret archives? I'll want an explanation.† â€Å"We have good news,† Langdon said. Olivetti's eyes narrowed. â€Å"It better be damn good.† 56 The four unmarked Alpha Romeo 155 T-Sparks roared down Via dei Coronari like fighter jets off a runway. The vehicles carried twelve plainclothed Swiss Guards armed with Cherchi-Pardini semiautomatics, local-radius nerve gas canisters, and long-range stun guns. The three sharpshooters carried laser-sighted rifles. Sitting in the passenger seat of the lead car, Olivetti turned backward toward Langdon and Vittoria. His eyes were filled with rage. â€Å"You assured me a sound explanation, and this is what I get?† Langdon felt cramped in the small car. â€Å"I understand your – â€Å" â€Å"No, you don't understand!† Olivetti never raised his voice, but his intensity tripled. â€Å"I have just removed a dozen of my best men from Vatican City on the eve of conclave. And I have done this to stake out the Pantheon based on the testimony of some American I have never met who has just interpreted a four-hundred-year-old poem. I have also just left the search for this antimatter weapon in the hands of secondary officers.† Langdon resisted the urge to pull Folio 5 from his pocket and wave it in Olivetti's face. â€Å"All I know is that the information we found refers to Raphael's tomb, and Raphael's tomb is inside the Pantheon.† The officer behind the wheel nodded. â€Å"He's right, commander. My wife and I – â€Å" â€Å"Drive,† Olivetti snapped. He turned back to Langdon. â€Å"How could a killer accomplish an assassination in such a crowded place and escape unseen?† â€Å"I don't know,† Langdon said. â€Å"But the Illuminati are obviously highly resourceful. They've broken into both CERN and Vatican City. It's only by luck that we know where the first kill zone is. The Pantheon is your one chance to catch this guy.† â€Å"More contradictions,† Olivetti said. â€Å"One chance? I thought you said there was some sort of pathway. A series of markers. If the Pantheon is the right spot, we can follow the pathway to the other markers. We will have four chances to catch this guy.† â€Å"I had hoped so,† Langdon said. â€Å"And we would have†¦ a century ago.† Langdon's realization that the Pantheon was the first altar of science had been a bittersweet moment. History had a way of playing cruel tricks on those who chased it. It was a long shot that the Path of Illumination would be intact after all of these years, with all of its statues in place, but part of Langdon had fantasized about following the path all the way to the end and coming face to face with the sacred Illuminati lair. Alas, he realized, it was not to be. â€Å"The Vatican had all the statues in the Pantheon removed and destroyed in the late 1800s.† Vittoria looked shocked. â€Å"Why?† â€Å"The statues were pagan Olympian Gods. Unfortunately, that means the first marker is gone†¦ and with it – â€Å" â€Å"Any hope,† Vittoria said, â€Å"of finding the Path of Illumination and additional markers?† Langdon shook his head. â€Å"We have one shot. The Pantheon. After that, the path disappears.† Olivetti stared at them both a long moment and then turned and faced front. â€Å"Pull over,† he barked to the driver. The driver swerved the car toward the curb and put on the brakes. Three other Alpha Romeos skidded in behind them. The Swiss Guard convoy screeched to a halt. â€Å"What are you doing!† Vittoria demanded. â€Å"My job,† Olivetti said, turning in his seat, his voice like stone. â€Å"Mr. Langdon, when you told me you would explain the situation en route, I assumed I would be approaching the Pantheon with a clear idea of why my men are here. That is not the case. Because I am abandoning critical duties by being here, and because I have found very little that makes sense in this theory of yours about virgin sacrifices and ancient poetry, I cannot in good conscience continue. I am recalling this mission immediately.† He pulled out his walkie-talkie and clicked it on. Vittoria reached across the seat and grabbed his arm. â€Å"You can't!† Olivetti slammed down the walkie-talkie and fixed her with a red-hot stare. â€Å"Have you been to the Pantheon, Ms. Vetra?† â€Å"No, but I – â€Å" â€Å"Let me tell you something about it. The Pantheon is a single room. A circular cell made of stone and cement. It has one entrance. No windows. One narrow entrance. That entrance is flanked at all times by no less than four armed Roman policemen who protect this shrine from art defacers, anti-Christian terrorists, and gypsy tourist scams.† â€Å"Your point?† she said coolly. â€Å"My point?† Olivetti's knuckles gripped the seat. â€Å"My point is that what you have just told me is going to happen is utterly impossible! Can you give me one plausible scenario of how someone could kill a cardinal inside the Pantheon? How does one even get a hostage past the guards into the Pantheon in the first place? Much less actually kill him and get away?† Olivetti leaned over the seat, his coffee breath now in Langdon's face. â€Å"How, Mr. Langdon? One plausible scenario.† Langdon felt the tiny car shrink around him. I have no idea! I'm not an assassin! I don't know how he will do it! I only know – â€Å"One scenario?† Vittoria quipped, her voice unruffled. â€Å"How about this? The killer flies over in a helicopter and drops a screaming, branded cardinal down through the hole in the roof. The cardinal hits the marble floor and dies.† Everyone in the car turned and stared at Vittoria. Langdon didn't know what to think. You've got one sick imagination, lady, but you are quick. Olivetti frowned. â€Å"Possible, I admit†¦ but hardly – â€Å" â€Å"Or the killer drugs the cardinal,† Vittoria said, â€Å"brings him to the Pantheon in a wheelchair like some old tourist. He wheels him inside, quietly slits his throat, and then walks out.† This seemed to wake up Olivetti a bit. Not bad! Langdon thought. â€Å"Or,† she said, â€Å"the killer could – â€Å" â€Å"I heard you,† Olivetti said. â€Å"Enough.† He took a deep breath and blew it out. Someone rapped sharply on the window, and everyone jumped. It was a soldier from one of the other cars. Olivetti rolled down the window. â€Å"Everything all right, commander?† The soldier was dressed in street clothes. He pulled back the sleeve of his denim shirt to reveal a black chronograph military watch. â€Å"Seven-forty, commander. We'll need time to get in position.† Olivetti nodded vaguely but said nothing for many moments. He ran a finger back and forth across the dash, making a line in the dust. He studied Langdon in the side-view mirror, and Langdon felt himself being measured and weighed. Finally Olivetti turned back to the guard. There was reluctance in his voice. â€Å"I'll want separate approaches. Cars to Piazza della Rotunda, Via delgi Orfani, Piazza Sant'Ignacio, and Sant'Eustachio. No closer than two blocks. Once you're parked, gear up and await my orders. Three minutes.† â€Å"Very good, sir.† The soldier returned to his car. Langdon gave Vittoria an impressed nod. She smiled back, and for an instant Langdon felt an unexpected connection†¦ a thread of magnetism between them. The commander turned in his seat and locked eyes with Langdon. â€Å"Mr. Langdon, this had better not blow up in our faces.† Langdon smiled uneasily. How could it? 57 The director of CERN, Maximilian Kohler, opened his eyes to the cool rush of cromolyn and leukotriene in his body, dilating his bronchial tubes and pulmonary capillaries. He was breathing normally again. He found himself lying in a private room in the CERN infirmary, his wheelchair beside the bed. He took stock, examining the paper robe they had put him in. His clothing was folded on the chair beside the bed. Outside he could hear a nurse making the rounds. He lay there a long minute listening. Then, as quietly as possible, he pulled himself to the edge of the bed and retrieved his clothing. Struggling with his dead legs, he dressed himself. Then he dragged his body onto his wheelchair. Muffling a cough, he wheeled himself to the door. He moved manually, careful not to engage the motor. When he arrived at the door he peered out. The hall was empty. Silently, Maximilian Kohler slipped out of the infirmary.