What Caused The French Revolution - 1544 Words

What caused the French Revolution to radicalize? Historians such as Timothy Tackett and David A. Bell explore that question implicitly in When the King Took Flight and The First Total War respectively. Although they are two profoundly different books, both point to fear as a causal force in the radicalization of the Revolution. However, Tackett suggests that the flight of the King created fears of counterrevolutionary conspiracies and suspicion as a result of France’s regime changes and polarization and thus radicalized Paris. While Bell argues that increased military modification and war caused fear and radicalization in France. The authors do not explicitly explain what they mean by â€Å"radical,† but from the evidence and events that they describe, one can deduce their definitions. After the king’s flee from the Tuileries, Tackett describes radical as certain political groups acting on and demanding for extreme measures such as violent demonstrations of depos ing the king in favor of a republic. Bell, on the other hand, defines radical differently. Radical according to Bell is people’s paranoia and fears to the extreme of killing hundreds of people who did not agree with the revolutionary ideal. Although The First Total War does not center on one event like When the King Took Flight does, Bell, like Tackett, describes how fear was a prime factor in radicalizing the revolution. Bell explores numerous events following the fall of the Bastille, and despite, theShow MoreRelatedWhat Caused The French Revolution?917 Words   |  4 PagesWhat caused the French Revolution? Many things contributed to it evolving. But only three were the most important. The influence dates back all the way to the Age of Enlightenment, the ideas definitely had an effect on the French citizens. The American Revolution ties with the Enlightenment as well. The political inequality of the three estates played a huge part in the disruption. In addition to that, the Economic inequality also influenced France. The French Revolution is a big and memorable partRead MoreCauses of the French Revolution During the period of 1789-1799 people lived much differently than700 Words   |  3 PagesCauses of the French Revolution During the period of 1789-1799 people lived much differently than individuals do today and there were many reasons for this. During the French Revolution there was a large amount of taxation for certain class groups, â€Å"While average tax rates were higher in Britain, the burden on the common people was greater in France† (GNU, 2008, pg. 2). Due to these large taxations on the peasants and lower class and not on the clergy and nobles it caused excessive conflict betweenRead MoreThe Enlightment and the French Revolution1263 Words   |  6 PagesFrance during the 18th century, there was a system named the Ancien rà ©gime, which refers to the societal, economic and political structure of France before the French Revolution. At the top of the pyramid was the absolute monarch Louis XVI. He took the throne in 1774 and received it with problems that couldn’t be fixed. (French Revolution Overview 6) Below the king came the first estate which was made of 100,000 nobles. The n came the second estate was made of 300,000 clergy. Finally came the thirdRead MoreThe French Revolution And The American Revolution1184 Words   |  5 PagesA revolution is not an event that comes around every few years. In fact, for an event to be considered a revolution that event must bring about significant political, social, ideological, religious or even technological change. Throughout history there have been some very noteworthy revolutions such as the Agricultural Revolution, the American Revolution, and the French Revolution. Of all the revolutions in history, it is perhaps the French Revolution that remains the most romanticized in the mindsRead MoreThe Major Causes Of The French Revolution798 Words   |  4 PagesThe French Revolution paved the way for liberty and equality for the country of France. In order for this to happen, France had to eliminate some major obstacles including King Louis XVI. The problems in France ultimately resulted in a rebellion. Though the American Revolution provided a model of rebellion for revolution in France, the major concepts of the Enlightenment joined with the struggle of the bourgeoisie against the nobility to fuel the revolution; the new ideas included equality, leadershipRead MoreThe French Revolution And The Revolution1221 Words   |  5 PagesWhen people think of the French Revolution, they immediately think of the country of France and how the Revolution affected it. What most people do not think about however, is how the Revolution affected other countries, specifically the country of England. England was affected positively and negatively by the Revolution in that there was an increase of political involvement, but there was a collapse in the economy due to war declared by France. The French Revolution created a battle of conflictingRead MoreThe Causes Of Joseph De Maistre And The French Revolution1696 Words   |  7 Pagesmere eight years after the Revolution. In order to understand what causes he believed caused the French Revolution, his conception of a Counter-Revolution and what would be necessary to undo the ideas of 1789, which is what this paper aims to discuss, it is important to know a brief background on de Maistre and what he stood for. de Maistre was an advocate of divine right monarchy as well as a defendant of Catholicism in the period of time directly after the French Revolution. He is known as a prominentRead MoreFrom 1789 to 1799, Who Posed the More Dangerous Threats to the French Revolution: Its External Enemies or Its Internal Enemies?880 Words   |  4 Pagesmodern European History: the French Revolution. The French population went through economic chaos, a dictatorship, and a civil war as well as other dramatic changes. During these ye ars, the French decided to speak up for themselves and they became enemies of the French revolution. Internal enemies included the King, Louis XVI, Monarchists and Royalists and the Churches that were run by refractory priests. External threats were caused by aristocrats who had fled the Revolution; more specifically knownRead MoreFrom 1789 to 1799, Who Posed the More Dangerous Threats to the French Revolution: Its External Enemies or Its Internal Enemies?891 Words   |  4 Pagesmodern European History: the French Revolution. The French population went through economic chaos, a dictatorship, and a civil war as well as other dramatic changes. During these years, the French decided to speak up for themselves and they became enemies of the French revolution. Internal enemies included the King, Louis XVI, Monarchists and Royalists and the Churches that were run by refractory priests. External threats were caused by aristocrats who had fled the Revolution; more specifically knownRead M oreThe Real Cause of the French Revolution Essay1710 Words   |  7 PagesThe Real Cause of the French Revolution For hundreds of years historians have tried to find out the real cause of the French Revolution, and they have come up with hundreds of varieties different reasons as well. Spread over the ten-year period from 1789-1799, the French Revolution was initiated by disagreements over the peoples ideas of reform. Seeking equality, liberty

Diagnosis Of Disease Of A Patient - 1733 Words

The first step in correct diagnosis of disease of a patient is to know his medical history. Physician should carefully ask patient information about his/her symptoms such as the onset, duration, and possible relief. The next step is physical examination of the patient. After listening to the patient s description of the history of the symptoms, physicians generally conduct a physical examination. Inspection, Palpation, Percussion and Auscultation are the four components of physical examination. In general inspection, physician examines general body posture and proportion of the patient and then site of injury is inspected locally. After inspection, physician uses his/her hands and fingers to feel the body of the patient to know the body temperature as well as to feel underlying parts of body of the patient. This procedure is known as palpation. After palpation, physician taps body parts to get information about density of tissues and this is known as percussion. Finally, Auscultation is listening to body sounds with the help of stethoscope. The pressure of blood exerted on the walls of arteries is called arterial blood pressure or simply blood pressure. It helps to propel blood at a high velocity along the arteries. Blood pressure is taken with an instrument called sphygmomanometer and the unit of blood pressure is usually millimetres of mercury (mm Hg). The blood pressure, by this instrument, is measured in terms of air pressure when the air pressure becomes equal to theShow MoreRelatedDiagnosis Of The Patients With Chronic Kidney Disease1850 Words   |  8 PagesPATTERN OF THE PATIENTS WITH CHRONIC KIDNEY DISEASE IN A TERTIARY CARE SETUP IN SOUTH INDIA Dr.S.Palaniandavan** Dr.M.V.Bhargavi*** *Professor and head of the department **Assistant professor General medicine department Sree Balaji medical college and hospital, Chromepet, Chennai. ABSTRACT Background: With the incidence and the prevalence of chronic kidney disease (CKD) increasing worldwide and its economic repercussions, a detailed haematological workup of such patients is necessaryRead MoreThe Medical Laboratories : An Evaluation Of Patient Safety, And Diagnosis Of Patients With Chronic And Acute Diseases1565 Words   |  7 Pageslaboratories are critical in monitoring and diagnosis of patients with chronic and acute diseases. Some of these specialized tests are only available in the central labs or reference labs. Today advances in technology and innovation have led to the emergence of point of care diagnostics (POCD) that allow for some of the routine tests to be performed rapidly outside the central labs and closer to the patients. 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Especially if these tests could possibly lead us to a cure for those diseases that currently have only treatment, but no cures. Parkinson s is a progressively degenerative disease, which affects millions of people every year. Patients suffering from Parkinson s incur high costs from drug therapy, fall-related injuries, and hospitalizationsRead MoreAnalysis and Description of Dementia Essay1741 Words   |  7 Pagesform of dementia is Alzheimer’s Disease and the second most common is vascular dementia. Dementia is a syndrome occurring usually, but not limited, to people over the age of 40 and is due to brain damage caused by natural deteriorating, stroke or can be brought on by factors such as excessive drinking or drug abuse. Dementia is best cared for in its early stages and, therefore, an early diagnosis is essential. Recognizing the symptoms by both the dementia patient and the family are important inRead MoreS ymptoms And Treatment Of Rheumatoid Arthritis1312 Words   |  6 Pages Rheumatoid Arthritis Brandon Holley PAS5430 Winter 2017 - Class 6 Clinical Presentation Disease Overview. Rheumatoid Arthritis (RA) is considered the most common autoimmune inflammatory arthritis disease diagnosed in adult patients and affects quality of life and leads to increased mortality rates. It is defined as a chronic, inflammatory, systemic autoimmune disorder characterized by symmetric, erosive synovitis that often leads to joint destruction, deformity, and disability.Read MoreParkinson s Disease : The Loss Of Dopaminergic Cells Within The Brain867 Words   |  4 PagesParkinson’s disease, is distinguished by the loss of dopaminergic cells within the brain. This dopaminergic degeneration is accompanied by severe symptoms, which significantly affects individuals and those around them. The rate at which this degradation; and therefore the rate at which the corresponding symptoms arises, varies among individuals. Often these symptoms do not worsen until the affected individual has reached the age of 60 to 65 years old, when the dopaminergic depletion has become significantRead MoreAnalysis Of Patrick Mcmurphy s One Flew Over The Cuckoo s Nest Essay1544 Words   |  7 Pagesraised the questions on the authenticness of mental illness, challenging how a psychiatrist must trust his/her patient. David Rosenhan demonstrates the possibility of incorrect diagnoses in his Rosenhan experiment. However, while beneficial in that the experiment exposed faults in the psychiatric diagnosis process, it proved mental illness could be faked adding the growing stigma mental diseases’ have. The ability to fool psychiatric diagnostic tests is quite simple as seen with David Rosenhan’s experimentRead MoreVideo Capsule Endoscopy for Identifying Crohn’s Disease Essay1449 Words   |  6 PagesIdentifying Crohn’s Disease Crohn’s disease is a form of inflammatory bowel disease (IBD) that could occur anywhere from the mouth to the rectum. However, it usually affects the intestines (Longstreth, 2010). Like many illnesses, there is no cure for Crohn’s as the exact cause of it is unknown. There are a number of tests and procedures available that aide in making the diagnosis of Crohn’s disease. Stool cultures and blood work can suggest IBD but may not directly indicate the disease. Barium enemas

Philosophy Plato Essay Example For Students

Philosophy Plato Essay Plato was born to an aristocratic family in Athens, Greece. When he was a child hisfather, Ariston, who was believed to be descended from the early kings of Athens died, and hismother, Perictione married Pyrilampes. As a young man Plato was always interested in politicalleadership and eventually became a disciple of Socrates. He followed his philosophy and his dialectical style, which is believed to be the search for truth through questions, answers, andadditional questions. After witnessing the death of Socrates at the hands of the Atheniandemocracy in 399 B.C., Plato left Athens and continued to travel to Italy, Sicily, and Egypt. (Internet) In 387 B.C. Plato founded the Academy in Athens otherwise known as the first Europeanuniversity. The Academy provided a wide range of curriculum including subjects such asastronomy, biology, philosophy, political theory, and mathematics. Aristotle was the Academysmost outstanding student. (Internet)The internal affairs of the academy ruled the next 20 years of Platos life and he wrotenothing. Many Greek youths were attracted to the new school. Plato then went to Syracuse tosupervise the education of the ruling prince. Plato was not certain about the success of thisadventure although he felt he could not refuse this opportunity of putting his ideas to a test. Itdid not work out for Plato and he returned to Athens in 360 B.C. He then devoted himself toteaching and lecturing at the Academy. He died at age 80 in Athens in 348 B.C. Before hisdeath Plato completed the Sophist, the Politicus, the Philebus, the Timaeus and finally the Laws. (Internet)DIALOGUES The Symposium is the most widely read of Platos dialogues with the exception of theRepublic and it is with good reason. Its literary merit is outstanding with philosophical andpsychological sources (Allen)ANAYA2THE EARLY DIALOGUESIn the early dialogues Socrates always played the leading roll. In all of them, Plato wastrying to keep the spirit of Socrates alive. There are also early dialogues that portray Socrates inwhimsical moods but always with a serious purpose. (Allen)The Republic was the most revealing of all Platos early writings. Plato believed that onecould not seriously construct a political theory without a metaphysics. Therefore, we find anoutline of human life as it should be lived according to nature. (Allen)THE LATER DIALOGUESIn the later dialogues Soctates does not always play the leading role. He does not enterinto the conversation of Laws. More interest was shown in the possibilities of politics. Law andlegal government were stressed and it greatl y influenced Aristotle. It is clear that in later yearsPlato became more aware of the difficulties in attempting to combine science with government. Platos main interest at the end of his life was to guide human effort as indicated in his lastdialogues, the Laws. (Allen)Many students of the Academy were reaching into positions of power in the Greek world. Plato planned a trilogy at the end of his life, the Timaeus, the Critias, and the Hermoncrates. (Allen)THEORY OF KNOWLEDGE Platos theory of knowledge can be found in the myth of the cave. The myth describespeople chained within a cave. The only images they see are the shadows of objects and animalsheld in front of a fire that is behind them that reflects on the cave walls in front of them. That isall they had ever seen so that is what they believe to be real. One day a man escaped the caveand went outside. With the sun he saw what was real in the world and realized all he ever sawwere just shadows. He went back to the men in the ca ve and told them all this. He told themthat they ANAYA3too could see the outside if they broke free of their chains but they didnt believe him. Theenvironment of the cave to Plato symbolizes the physical world of appearances. Escaping intothe sun-filled world means the transition into the real world that is full and perfect being theworld of forms, which is the proper object of knowledge. (Hare p.39)NATURE OF FORMS The theory of Forms may be understood best in terms of mathematical entities. Thistheory was his way of explaining how the same universal term can refer to so many particularthings or events. An individual is human to the extent that they resemble or participate. In theForm humanness if humanness is defined in terms of being a rational animal and humanbeing to the extent that he or she is rational. An object is beautiful to the extent that itparticipates in the Idea, or Form of beauty. Everything in the world of space and time is, what itis by virtue of its resemblance to , or participation in, its universal Form. The supreme Form isthe Form of Good, which like the sun in the myth of the cave, illuminates all the other ideas. The theory of Forms is intended to explain how one comes to know and also how things havecome to be the way that they are. (Internet)ETHICSPlatos ethical theory rests on the assumption that virtue is knowledge and can be taught,which has to be understood in terms of his theory of Forms. One of his famous arguments is thatto know the good is to do the good. Along with that he states that anyone who behavesimmorally does so out of ignorance. He also says that a truly happy person is a moral person andthey become individuals and always desire their own happiness. They always desire to do thatwhich is moral. (Dolan p.76)ANAYA4TRUTH Plato illustrates truth by telling the well-known story of Gyges. Gyges one day stumbledupon a chasm in the opening of the earth after a heavy rainfall. He came upon a horse made ofbronze which had a door on the side of it. He opened it up and saw the body of a man ofsuperhuman stature, wearing a gold ring. He took the ring off the finger of the body and placedit upon his own. He later realized that if he turned the bezel of the ring inwards in the directionof the palm of his hand he would become invisible. He would use the ring to his advantagemany a time. He would kill off anyone that stood in his way and he got whatever he wantedwithout anyone suspecting him. He even quickly rose to be the King of Lydia. Now, think of thesame ring in the hands of a wise man. He would not consider that it would give him the right todo wrong any more than if it did not belong to him. For to act secretly is not what a good manaims at, it is what he wants to do to act rightly. (Grant 172,173)WORKSPlatos writings were in dialogue form. The earliest collection of Platos work includes35 dialogues and 13 letters. It is still disputed if some of them are authentic or not. The works of Plato can be split u p into 3 groups. The earliest dialogues represent hisattempt to communicate the philosophy and style of Socrates, many of the dialogues take thesame for of the writings from him. (Internet)PLATOS ACHIEVEMENTSPlatos actual achievements in his field was great. He had a greater claim than anyoneelse to be called the founder of philosophy. What is unique about Plato is the progress towards amuch tougher, more precise logical and metaphysical theory, a moral philosophy and aphilosophy of language. Through discussion and criticism, they shaped the entire future ofphilosophy. (Hare)ANAYA5Platos development of the topic The one and the many sought an explanation of thevariety of things on reason. The search started with the question What were their origins andWhat are they all made of . Scientists went on asking this question and answering it. Platograsped the truth that understanding is different from science and just as imporant. (Hare)INTERVIEWOne of Platos most famous ideas is the idea that the world is a rational place and thatwe are all here for a reason. People are good because they want to be good not because they willbe punished if they are not and rewarded if they are. Plato works from top to bottom with hisphilosophy as opposed to bottom to top. It is shown by his work that you do not run into asmany problems doing it the reverse way that he does. Rationality is used to eliminate the feelingin a person. It is the complete opposite of emotion, rationality is used in all views. Emotioncauses more problems because none of the acts such as hate, love, murder, lust, fear.arerational. This idea of reason usually conflicts with the ideas of the bible but in Platos case the views werequite similar. Art is a form that is not looked upon as highly in society as rationality becausethere is so much emotion put into it. One of the best examples is love love is not a rationalthought and with art love is expressed a lot throughout important pieces. Rational thought isknow n to be able to start government and lifestyles, although not all lifestyles can be controlled. Take for instance an alcoholic is an alcoholic because they are not being rational and it is notthat they cant stop drinking it is that they dont have enough willpower to stop. It all comes downto lack of control and lack of reason. Most of what we do is not based on rational thought andeven though we know that it should be we too do not have the willpower to change our lifestylesaround. First of all, we wouldnt be able to survive because it would mean getting rid of allemotional thoughts and feelings and that is close to impossible. Second to live like that wouldseem so far out and unreal that no one would even try to attempt it. No one can live life withoutlove, lust, hate, and ANAYA6fear they are things that every human being is born with and will die with. Plato alwayspresumed that rational was good, and right, but to us in this world rational is impossible. (Swanson)BIBLIOGRAPHYAllen , R.E. The Dialogues of Plato, Volume II. London: Yale University Press Publisher,1991. .uace559981b6aed3c4786000574e213ae , .uace559981b6aed3c4786000574e213ae .postImageUrl , .uace559981b6aed3c4786000574e213ae .centered-text-area { min-height: 80px; position: relative; } .uace559981b6aed3c4786000574e213ae , .uace559981b6aed3c4786000574e213ae:hover , .uace559981b6aed3c4786000574e213ae:visited , .uace559981b6aed3c4786000574e213ae:active { border:0!important; } .uace559981b6aed3c4786000574e213ae .clearfix:after { content: ""; display: table; clear: both; } .uace559981b6aed3c4786000574e213ae { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uace559981b6aed3c4786000574e213ae:active , .uace559981b6aed3c4786000574e213ae:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uace559981b6aed3c4786000574e213ae .centered-text-area { width: 100%; position: relative ; } .uace559981b6aed3c4786000574e213ae .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uace559981b6aed3c4786000574e213ae .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uace559981b6aed3c4786000574e213ae .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uace559981b6aed3c4786000574e213ae:hover .ctaButton { background-color: #34495E!important; } .uace559981b6aed3c4786000574e213ae .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uace559981b6aed3c4786000574e213ae .uace559981b6aed3c4786000574e213ae-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uace559981b6aed3c4786000574e213ae:after { content: ""; display: block; clear: both; } READ: Josef Mengele Was Born In 1911 In The Bavarian Village Of Gunzburg, Ge EssayGrant, Michael. Cicero, Selected Works. Blatimore: Penguin Books Publisher, 1960. Dolan, John P. The Essentials Erasmus. New York: The new American Library Publisher, 1964Internet. Plato (circa 428-C.-347 B.C) Plato Page. http://www.connect.net/ron/plato.html. Hare, R.M. Plato. London: Oxford University Press, 1892

Marketing Case Study II Aqualisa Quartz Essay Example

Marketing Case Study II: Aqualisa Quartz Essay Marketing Case Study II: Aqualisa Quartz Introduction and Problem Statement Aqualisa, a premium British shower manufacturer, is experiencing teething problems with its new line of electronic mixed shower products – Quartz. Despite being hailed as â€Å"a breakthrough in shower technology† (Case p. 6), early sales were dismal. Plumbers, the main channel of Aqualisa’s products, have developed an ‘electronic phobia’ since the late 1980s when early electronic showers failed, hurting Quartz by association. Furthermore, the company is also concerned of cannibalization that could occur to Aqualisa’s existing products should Quartz become successful, especially to Aquavalve, Aqualisa’s current flagship. Alternatives and Analysis 1)Whether to target the plumbers 73% of consumer decision is derived from plumbers’ advice . Moreover, independent plumbers installed 54% of mixer showers in the U. K. shower market . Therefore, plumbers become an extremely vital channel of distribution for promoting Quartz as a mainstream brand. Despite their resistance to electric showers, most plumbers found the Quartz installation easy and timely. This paves the way to persuading plumbers to change their attitudes towards electric showers. 2)Whether to target the other channels of distribution Trade Shops: Quartz models accounted for the highest profit margin in dollar sales (Appendix 1), as trade shops could get at least â‚ ¬400 per unit of Quartz sold, vis-a-vis â‚ ¬335 from Aquavalve 609 (with the best margins). In view of this, it would be in the interests of the trade shops to adopt Quartz, forming a major selling point. We will write a custom essay sample on Marketing Case Study II: Aqualisa Quartz specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Case Study II: Aqualisa Quartz specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Case Study II: Aqualisa Quartz specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Developers: As property developers are price sensitive, cheaper shower models such as â€Å"Aquavalve Value† should be promoted to increase sales for Aqualisa. However, in the case of luxury builders, Quartz should be sold as a premium product, which is aesthetically-pleasing and promises to deliver high performance at the same time. D. I. Y: With 84% of the D. I. Y market segment purchasing low-cost electric showers, it can be seen that the D. I. Y sheds tend to attract value shoppers. Consumers would be confused if Aqualisa’s premium product enters he D. I. Y market and they will perceive Quartz to be mass market and of low quality. Hence Quartz should be excluded from the D. I. Y. market. Direct consumer: Although only 27% of installations are made independent of plumbers’ advice, Aqualisa must not neglect the fact that an advertising campaign is necessary to create market awareness and interest for a new product in the market. The advertisement on Exhibit 9 might not be able to achieve the intended results as it is too focused on the technical specifications of Quartz. )Issue of cannibalization Based on the BCG Growth-Share Matrix definition, Aquavalve is arguably Aqualisa’s cash cow. As Quartz’s superiority becomes apparent, Aquavalve could be at risk of being relegated to a dog’s position. However, this fundamental shift is a necessary evil, especially in the light of competition – take the chance of losing a cash cow (Aquavalve) in exchange of a question mark (Quartz) becoming a star, rather than lose the cash cow to a competitor’s new-born star (Appendix 4). Recommendations and Conclusion The objective for Quartz is to create product awareness and customer experience while generating sales momentum without affecting Aqualisa’s brand image. Aqualisa should eventually target an additional 20,000 unit sales for the fiscal year of 2001. In order to achieve this objective, the current marketing channels should be limited to showrooms and tradeshops (plumbers), leaving DIY shops out. In redressing the communication issues, the Objective-and-Task Method should be adopted to determine the promotion budget. The tasks are separated into the two-pronged ‘push’ and ‘pull’ strategies, estimated to cost â‚ ¬2-4million in total, which can be covered by additional Quartz sales of ~6,500 ~13,000 units per year (Appendix 2). As part of the ‘push’ strategy (Appendix 5), the primary purchase decision makers plumbers should be the primary focus of Quartz’s marketing efforts. On an additional budget of â‚ ¬1-2million, the plumbers ought to be enticed by the following: 1. Intensify the ‘ease of installation’ selling point by distributing Quartz installation guides to our plumber accounts; Emphasize ‘highest dollar margin’ selling point to our trade shops, forming an effective ‘push’ to plumbers (their customers). 2. Giving discounts for the first ten Quartz systems installed, allowing plumbers to absorb a bigger commission which encourages product handling. 3. Establishing a redemption program that rewards plumbers who promote and install a certain number of Quartz systems successfully, thereby encouraging diffusion of Quartz innovativeness into the mainstream market. Providing a 3 year warranty, which not only instills consumer confidence, but gives plumbers the incentive to install Quartz since any cost incurred for second visitations would be reimbursed by Aqualisa. For the ‘pull’ efforts (Appendix 5), Aqualisa should take on an advertising campaign targeting consumers within a â‚ ¬1-2million budget to boost their buyer readiness stage towards the level of ‘liking’, so as to induce more plumbers to try Quartz on their customers’ prompting. With reference to Exhibit 9, advertisements should not be centered on the functionality of Quartz, but on the intangible benefits such as the ease of use and safety, i. e. the â€Å"perfect shower experience†. The value proposition of Quartz to consumers is precise temperature control, steady output, and the ease of use. Aqualisa should continue to skim the early adopters’ market with Quartz’s premium price, while lengthening Aquavalve’s Cash Cow status. Once this premium market segment is satisfied, Aqualisa should consider introducing Quartz technology into Gainsborough to capture the middle-income market segment. In conclusion, Quartz ‘breakthrough’ status could herald in a new age for Aqualisa. Despite the real risks that could affect the firm’s existing products, Aqualisa should capitalize on its first-mover advantage to secure a dominant position in the evolving shower industry, alongside its existing products via a hybrid marketing system (Appendix 6), contributing to its future survival and success.