Principles Fundamentals Of Marketing Essay

Evolution of the concept of modern marketing The concept of marketing has been present for centuries. However, the concept of modern marketing was established in the late nineteenth and early twentieth centuries. The first concept of modern marketing was based on the idea to sell whatever was being produced with no direct relation to what customer required. There were three assumption on which the concept was based: presence of a ready market to absorb whatever was produced, lower production cost to increase profits and just having very few basic product varieties. This was known as marketing done through product orientation and lasted from 1869 to1930 (Stone, 2001, p. 11). The above concept of marketing meant mass-product of products at low costs, which meant surplus of unsold goods, which led to the failure of the theory. Supply had outstripped demand and there was competition among competitors. Hence, at this stage, the demand needed to be tailored to the supply and also the customers needed to be persuaded that their product was better than the competitors. This was the phase when marketing was done via sales orientation and lasted from 1930-1960 (Stone, 2001, p. 11). Many of the sales tactics employed by sales people were dubious and in some cases totally dishonest. This led to customers getting put off by the tactics and led to huge losses for companies. At this stage the companies started recognizing customers as kings and the products started being tailor made for the customers, with much variety. Market segmentation too began at this stage to differentiate between product varieties. A lot of emphasis was put on innovative selling, social responsibility among companies. This is the marketing oriented concept and started from 1960 till the late 1990 (Applbaum, 2004, p. 203). While the concept still works, rapid globalization starting in the 1990s has ensured that the market size cannot be increased beyond a certain stage, and hence many of the companies have started looking at creating demand and satisfying them. This is the latest trend along with the marketing concept and the future belongs to controlling markets by creation of demand among potential customers (Applbaum, 2004, p. 203). Identification of markets The process of marketing commences with the identification of possible markets for the product, and culminates when the customers are satisfied with the products and services provided by the company. The whole idea behind identification of target markets is to find groups of people who consider that purchasing goods or services from the company would bring them benefit or value. Identification of market involves market segmentation, which is to find groups of people with similar wants and needs, so that products can be designed tailoring to the needs of these segments. The segments can be distributed based on gender, age, family size, geographical distribution etc. Target markets should be clearly identifiable and should consist of people who are able to buy the products if they are happy with the idea of possessing it (Weitz, Wensley, 2002, p. 3). Design of products to meet wants & needs Any marketing oriented company views customers as rational human beings having needs that apply universally to all human beings, and wants that consists of values that are rationally optional i.e. their tastes and preferences are logical and necessary for them, but not necessary to all the other human beings. A marketing oriented company then identifies the requirements of customers and designs its products suiting to the needs and wants of the people. In many cases the customers themselves are not aware of these requirements, the company designs a products and then markets them highlighting the requirements their product would fulfill thus creating a demand. Companies require the identification of needs and wants, to identify target markets, perform correct market segmentation, customize the products and sell it to people (Peter, Donnelley, 2002, p. 110). Pricing strategies Pricing is perhaps one of the most important decisions taken by marketing mix elements. This part of the marketing strategy decides organization’s profits, revenues and also to a very large extent competitiveness. Pricing strategies must be consistent with the organization’s marketing objectives and can result in prices that are high, low or neutral as compared to the competitors’ prices. Many companies use a range of pricing strategies which reflects the differences in the product portfolio, and are aimed to generate profits as well as satisfy the customers. Usually pricing of a new product in the market is complex, because everything is based on perceived values for the customers, and the estimates are mostly speculative (Cooper, Argyris, 1998, p. 506) Distribution structures & systems, promotional activities Distribution system ensures that the products reach the end customers with unnecessary delay. Efficient distribution system is directly related to the performance of a company in the market. Distribution channel consists of a combination of institutions through which a seller markets its product to the ultimate customer. Not all companies however have distribution channels, a classic example of which is Dell. However, majority of the large company consider distribution channels as efficient means to transfer the goods to the customers. Following are the elements of major marketing intermediaries or the components of a distribution channel: Middlemen and merchant middlemen, agents, wholesales, retailers, brokers, manufacturers agents and distributors (Peter, Donnelley, 2002, p. 157). While distribution channels facilitate the product reach to the customers, the promotional activities are done to make sure that the customer is aware of the product’s existence in the market. In the present times, this activity is very important due to the multiple sellers available for each product. Many of the company put up promotional offers to make the customers try out their products. Advertising is one of the most important type of promotional activity. In addition to this, many companies also tie up with existing facilities and sponsorship events to promote their products and services (Peter, Donnelley, 2002, p. 132). The evaluation of the marketing effort The evaluation aspect of marketing management involves making carefully judged objectives and media selection and measuring results against pre-determined goals. This activity is important because advertising, promotion and distribution channels are the costs which the company incurs at the time of marketing a product, and the efficiency of the methods would help in determining the effectiveness of these links of marketing management. This process is done through marketing research where the performance of the overall marketing systems is evaluated. It can be done by a third party or by organizing polls by the company or even by calling customers to ask their opinions (Varey, 2002, p. 316) Marketing problem identification Marketing problem identification is the first and foremost step of the marketing research process. The necessity of identification of a problem is very important. Unnecessary broadening or narrowing the scope of marketing problem leads to a waste of efforts and money spent. There must be consensus between the marketing managers and researchers about the specific nature of the problem (Majumdar, 1991, p. 11) Sources of secondary data Secondary data is defined as the data collected earlier for a purpose other than the one currently being pursued. In fact by definition any data, which is available prior to the commencement of marketing research, is secondary data. The key advantage of such data is the low cost and less time required for obtaining the data. It can also give insights to a situation, which may be exploited at a later stage. Care should however be taken to ensure that the data is not obsolete with reference to the problem being studied, and is also relevant (Majumdar, 1991, p. 42) One of the most important sources of secondary data are the government reports. In addition there are many research companies like A.C. Neilson and Co., Arbitron Co. IMS International, and Information Resources International who provide such data. Finally trade groups such as American Medical Association, National Association of Retail Dealers of America, or business publication like Million-dollar Directory and the Encyclopedia of Associations also provide useful secondary data that can be used by companies (Peter, Donnelley, 2002, p. 132). Sampling The sampling process consists of determining the target population on which the research is to be done related to the marketing problem. This target population would determine which elements should be present or not present in the research. Sampling unit is used as a basic unit to select elements from a target population. The next step is to select the sampling frame, which represents the samples from the target population. The perfect sampling frame is one in which every element of the target population is represented only once, and no elements are excluded or repeated. After this comes the sampling techniques which can be of many types like probability and non-probability sampling techniques, single unit and cluster sampling, un-stratified and stratified sampling, equal unit probability and unequal probability sampling, and single stage and multi stage sampling methods. Next step after this is selecting the sample size, which is an important criterion defining the accuracy of the research, but is always constrained by availability of target population and budget for research. This should be balanced to get the most accurate results within a target population. Finally the sampling process is executed by starting out to collect data from the target population (Cant, p.94) Experimentation In experimental research, the researcher manipulates an independent variable and measures its effect. This is done so as to understand the importance of a particular parameter on the target population, which serves to better understand the needs of the population. Experimentation is also used when the relation between variables is required to be measured. Many issues need to be researched while conducting an experimental research like setting up the environment, selection and measurement of dependent variable, the selection and assignment of test units, and control over extraneous and other variables (Cant, 2002, p.94) Data collection, analysis & report presentation After the data is taken from primary or secondary resources, it needs to be collected. The collection process is qualitative or quantitative in nature based on the type of information required. The data collected is analyzed using various techniques, which differ, from the type of source of data being used: primary or secondary. At the end a research report is prepared.   The report should contain the detailed information research process, which was used while conducting the study. The research report should also consist of the reason for the research to take place, give a brief problem statement and define primary and secondary objectives of research. In addition, the report should have the sources of information clearly mentioned. The next part of the report is where the researchers mention their finding, clearly defining the limitations and assumptions taken while conducting the data. The researchers many times include comprehensive tables and graphs to illustrate their findings. Finally based on the data and analysis the research the report gives conclusions and recommendations about the finding and many times also give the possible solutions of the problem. At the time of presentation an oral explanation is always preferred where the concerned parties can discuss and debate about the various finding and conclusions (Cant, 2002, p. 52).                                                                                                                                                 References Applbaum K, (2004), â€Å"The Marketing Era: From Professional Practice to Global   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Provisioning†, Roultedge, Published: New York Cant MN (2002), â€Å"Marketing Research†, New Africa Books, Published: South Africa Cooper CL, Argyris C, (1998), â€Å"The Concise Blackwell Encyclopedia of Management†, Blackwell Publishing. Majumdar R, (1991), â€Å"Marketing Management: Text Applications and Case Studies†, New Age Publishers, Published: New Delhi Peter JP, Donnelley JH, (2002), â€Å"A Preface to Marketing Management†, McGraw-Hill Professional, Published: New York Stone P, (2001), â€Å"Make Marketing Work for You: Boost Your Profits With Proven Marketing Techniques†, How to Books Ltd, Published: Oxford Varey RJ, (2002), â€Å"Marketing Communication: Principles and Practice†, Roultedge, Published: New York Weitz BA, Wensley R, (2002), â€Å"Handbook of Marketing†, SAGE, Published: California

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Commonly Confused Words Hole and Whole

The words hole and whole  are  homophones: they sound alike but have different meanings. Definitions The noun hole refers to an opening, a hollow place, a defect, or a dingy place. The adjective whole means entire, complete, or unbroken. As a noun, whole means an entire amount or a thing complete in itself. Examples The puppy tore a hole in the screen door and escaped.And Ill never forget the grim look on his facewhen he heisted himself and took leave of this place,through a hole in the smog, without leaving a trace.(Dr. Seuss, The Lorax. Random House, 1971)In her letters to her parents she had never complained.  She wrote only that she was getting along splendidly and living in her own home, although in reality she lived in a hole in a cellar, earned her living by taking in washing, and collected scraps of wood at the workshop for fuel.(Da Chen, The Sword. HarperCollins, 2008)The apartment was spacious and bright, with a view all the way downtown along the East Side. . . .  Zoe could work her  whole life and never have an apartment like this.(Lorrie Moore, Youre Ugly, Too. The New Yorker, 1990)She did not believe in a modern-day  economy, in which everyone played a part in a large and complex whole that introduced efficiencies that at least theoretically raised everyones standard of liv ing.(Gish Jen, Birthmates. Ploughshares, 1995)[Gabe] Paul leaned back with a mild smile. Reggie, he said, dont look at the hole in the doughnut. Look at the doughnut as a whole.(Roger Kahn, October Men. Harcourt, 2003) Idiom Alert Full of HolesThe expression full of holes refers, metaphorically, to an explanation, argument, or plan that is incomplete or has many flaws.Bras were never burned at the 1968 Miss America protest, but that the image persists shows how full of holes our knowledge is of the Womens Liberation Movement.(Jennifer Lee, Feminism Has a Bra-Burning Myth Problem. Time, June 12, 2014)Hole UpThe phrasal verb hole up means to hide or take shelter somewhere.She had expected that Uncle Carl would move home from the nuthouse and  hole up in the  attic, the only hints of his presence being occasional spooky footsteps on the floorboards overhead.(Paulette Livers, Cementville. Counterpoint, 2014) Practice (a) Somehow the drapes caught fire and soon the _____ place went up in flames.(b) Tim stared into the _____, and from its depths two blazing eyes stared back.(c) There were only three bullies in the _____ school, but they could make life miserable for you.(d) I was relieved to have the _____ afternoon to myself. Answers (a) Somehow the drapes caught fire and soon the whole place went up in flames.(b) Tim stared into the hole, and from its depths two blazing eyes stared back.(c) There were only three bullies in the whole school, but they could make life miserable for you.(d) I was relieved to have the whole afternoon to myself.

Successfully Mentoring of Empolyees on the Growth of...

Summary: The growing diversity within organizations has made it crucial for managers to mentor their employees as a â€Å"tool to nurture and grow these individual† (Bailey Cervero, 2002). The Successful mentoring of these individuals also translates into positive outcomes for organizational initiatives. Nonetheless, the cultural characteristics of this diverse population has also made it harder to understand how to properly mentor these employees. Mentoring across cultures boundaries is an â€Å"especially delicate dance that juxtaposes group norms and societal pressures and expectations with individual personality traits† (Bailey Cervero, 2002). The following areas of focus are crucial building blocks for a successful cross-cultural mentoring†¦show more content†¦The mentoring relationship also allows for both parties to acquire feedback from the opposing employee’s cultural group and should be performance or work related. This feedback is important in disco vering deficiencies in reputation or credibility, and making adjustments for them, or reinforcing any positive actions that have built these two traits. Following is the use of mentoring in order for employees to build relationships and foster effective multicultural teams. Mentoring employees is an area that involves cultural characteristics, gender, sexual orientation, or social class. The differences or similarities in the preceding subgroups verify the need for employees to build on good relationships in order for the mentoring relationships to work. For example; if a manager is not sensitive to the characteristics of a LGBT employee, misunderstandings can arise both in and out of the organization that hinder or crumble the mentoring initiative. This also applies to the LGBT being insensitive to the cultural characteristics of his/her manger and the organization. Having â€Å"successful relationships with others allows employees to bring additional resources to their jobs† and the reason why relationships with others is â€Å"important to career success†. There are several benefits in for both the supervisor and men tor in attaining a successful relationship.Show MoreRelatedOrganizational behavior of HK Disneyland4893 Words   |  20 Pageslearning aspects in Hong Kong Disneyland 12 Problems of Disney Learning Style 13 Suggestion 14 Conclusion 18 Introduction Hong Kong Disneyland, opened to visitors in 2005, is one of the two largest theme parks in Hong Kong. It successfully brings magical experience of Walt Disney to all the visitors just like other Disneyland around the world. Hong Kong Disneyland has created a culture for their employees with open communication with their managers and subordinates, professional

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Teenage Birth Control Controversy Essay Sample free essay sample

Should we ordain statute law that would necessitate any bureau or individual who dispenses or sells birth control devices to individuals 14 old ages of age or less to describe this fact by some sensible agencies or other to the parents ( or defenders ) of the bush leagues having such services? The entry point of morality in this instance every bit good as ethical considerations comes in. We have to look at both sides whether or non to ordain such legislative ordinance since. make up ones minding without consider both set-ups might bring on bias intensions. Naturally. the first thing that we have to look at is the motivation of the person in purchasing such birth control devices who is merely 14 old ages old. In a given scenario. allow us use our logic and believe if this can be portion of a school undertaking or morally intended intent that requires such device. We will write a custom essay sample on Teenage Birth Control Controversy Essay Sample or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Is it possible that the professor of a 14-year old single asks for a rubber for a demand? Probably. nevertheless. are they traveling to propose such undertaking without parental supervising? No. This invasion is now against moral behavior and rules that needs careful analysis. If we promote statute law that inhibits these bush leagues to purchase these birth control pills. so we might increase the opportunity of adolescent gestation and this might do feeling of suppression in the portion of these bush leagues. However. on the positive note. they do non hold to travel any longer to the nearest food market shop merely to purchase these devices. Another inquiry to reply is. are we even sure that these childs shall forbear from holding pre-marital intercourse even if these prophylactic devices are out of their range? Still. No. The follow-up inquiry now is. if we inhibit such purchase of birth control devices. are we besides suppressing the instance of pre-marital sex or worse. advancing it? Surveies have shown that adolescents are manner excessively adventuresome to be grasped in merely one manus. If they want to cognize something or experience something. they are traveling to seek their best in order to obtain it. This is the hazard that we face in this affair. One illustration is in Denmark. wherein. adult stuff has been banned from adolescents ages 18 and below. The governments thought that this is the terminal of the increasing sexual offense rates. However. the contrast scenario has occurred. Alternatively of lessening. the rates shoot up and as the psychologists analyze it. the suppression causes the cat to hold more involvement in playing on the fires ( Selzer A ; Carpini 407 ) . Due to the limitations and suppressions brought by the society. this induces strain in the portion of the person. therefore doing him or her more funny to seek out that something that is out. If we have this statute law unimplemented. so are we suppressing these bush leagues or are we even advancing prenuptial sex for this age group? The reply for this inquiry is comparatively dependent since. the status varies greatly. However. allow us do a follow up inquiry in this affair. if we have this statute law unimplemented but have parent’s supervising purely imposed. so are we suppressing these bush leagues or are we even advancing prenuptial sex for these age group? The reply is most likely but non accurately. suppression of prenuptial sex. The parents play an indispensable function in every household particularly during the developmental old ages of a kid. They are the 1s that function as the molders of their kids. and the place environment or the household presence enables proper establishing centres. It is their extreme responsibility to oversee the development of these kids. hence. the duty of suppression should be placed more in the portion of the parents and non or less likely in the jurisprudence. Another inquiry to undertake is. how do we supervise the monitoring of this parents sing prenuptial sex among these kids? Furthermore. how can we vouch that infliction of rigorous parental protocols and non implementing the said statute law can decrease the incidence of prenuptial sex every bit good as teenage gestation? The replies once more stand to be dependent and inaccurate. However. instruction and awareness enlargement can greatly increase the households concern every bit good as motive sing the incident. The accent of strong household ties and moral instructions are necessary in order to avoid such job happening. Reasoning now for the side of this essay. the conditions of executions of rigorous parent function is necessary while the statute law is non any longer appropriate. The groundss. logic rule and justifications are present above. One thing is clear in the justification of this issue. the decision-maker is still lies on the single since. he or she is the one commanding his or her organic structure. The necessities of household. place and parental influences are the chief solutions in order to forestall such societal issues and non suppressions. Mentions Selzer. Jack. and Dominic Carpini.Conversations: Readings for Writing 6th Edition. Pearson Education. 2006.

Titanic Essay Research Paper Night of TerrorOn free essay sample

Titanic Essay, Research Paper Night of TerrorOn April 14,1912 a great ship called the Titanic sankon its inaugural ocean trip. That dark there were many warnings oficebergs from other ships. There seems to be a struggle onwhether or non the warnings reached the span. We may neverknow the reply to this inquiry. The greatest calamity ofall may be that there were non adequate lifeboats for everyoneon board. Harmonizing to Walter Lord, writer of The Night Lives On, the Titanic could hold been saved in the really get downing ofthe crisis when the iceberg was foremost reported to thebridge. If First Officer Murdoch had steamed right at theiceberg alternatively of seeking to avoid it, he might hold savedthe ship. The writer feels at that place would hold been a loudcrash and anyone within the first one hundred pess wouldhave been killed, but the ship would hold remainedafloat ( 82 ) . This position was wholly guess and we willnever truly cognize if this would hold happened. We will write a custom essay sample on Titanic Essay Research Paper Night of TerrorOn or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In contrast, Geoffrey Marcus, writer of The MaidenVoyage, suggests that the span did non have warning ofthe ice from the really get downing. One of the messagesreceived was from the Masaba warning the Titanic of a massof ice lying consecutive in front. Harmonizing to Marcus, themessage neer reached the span, but alternatively was shovedunder a paper-weight ( 126 ) . At 10:30 p.m. that eventide, a ship traveling the oppositedirection of the Titanic was sighted. This ship, theRappahannock, had emerged from an ice field and hadsustained harm to its rudder. The vas signaled theTitanic about the ice and the Titanic replied that themessage was received ( Marcus 127 ) . At 11 p.m. another ice study was received. This onewas from the Californian. This line drive had passed through thesame ice field that the Rappahannock had reported to theTitanic. Like all the other warnings, this warning neverreached the span though it was known to both of theTitanic # 8217 ; s radio operators ( Marcus 12 8 ) . By the clip the span realized the ship was about tohit an iceberg, it was excessively late. Quartermaster Hitchenstried to turn the wheel hard to the starboard. Twentyseconds subsequently, he had an order for full velocity astern but theiceberg was excessively close. The starboard side hit the iceberg, conveying a block of ice onto the deck ( Pellegrino 21 ) . After the hit occurred, there was merely one thingopen for Captain Smith to make. It was about midnight and hegave the order to take to the lifeboats ( Lord, Lives On82 ) . This determination brought Captain Smith face-to-face withthe fact that there were 2,201 people on board and adequate lifeboats for merely 1,178 people ( Lord, Lives On 83 ) . TheCaptain was traveling to hold to do a pick as to who wouldbe the first allowed on the lifeboats. Around 12:30 ante meridiem thebridge informed the crew that lone adult females and kids wouldbe loaded on the lifeboats ( Eaton, Haas,152 ) . By 1:30 ante meridiem, there was terr or among some of thepassengers. One illustration was on the larboard side of the boat. Agroup of riders threatened to leap into a boat full ofpassengers. To frighten them, one of the officers fired threeshots on the ship # 8217 ; s side. The warning proved to besuccessful. Cipher was injured and the riders calmeddown ( Eaton and Haas 154 ) . At the last minutes with lone 40 seven availablespaces on the last lifeboat, the crew instructed everyone toform a circle around the boat. Women and kids were theonly people permitted to go through through the circle. A littlewhile after the last lifeboat left, the after part lifted clearout of the H2O with more than 1500 people still on board ( Eaton and Haas 157-161 ) . The climatic minute came at 2:20 a.m. The Titanic stoodperpendicular to the H2O. As people in the lifeboatslooked on, they noticed the ship stayed perpendicular for aminute and so disappeared to the underside of the ocean ( Lord, Lives on 137 ) . Captain Rostron of the ship Ca rpathia determined thedistance to the Titanic and rapidly calculated the class toanswer the Titanic # 8217 ; s straiten call ( Eaton and Haas 177 ) . Once the Carpathia reached the lifeboats, it did nottake long to lade the riders on board. It was 4:45 a.m.when the last lifeboat was loaded on board. The survivorspeered around the Promenade Deck, seeking for familymembers lost ( Lord, To Remember 152-53 ) . Why wasn # 8217 ; t their adequate lifeboats for everyone? TheTitanic came under a modulating board that made Torahs forvessels over 10,000 dozenss. In 1894 merely 20 lifeboats wereneeded. This figure was neer changed when the size of shipsincreased, and because of this, over a 1000 lives werelost ( Lord, Lives On 84 ) . Another job with the lifeboats was that there wasno consistence in lading them. To Officer Lightoller, womenand kids foremost meant no work forces were allowed to board. Inmany instances this meant many lifeboats were non filled to maximal capacity. Officer Murdoch put work forces on the lifeboatswhen there were no adult females about. Therefore, a adult male # 8217 ; s life ordeath , depended on what side of the ship he was standing on(Lord, Lives on 116). On a luxury ship, lifeboats for everyone would meanless room for games and sports on the upper decks.Passengers would have had to give up play areas forlifeboats (Lord, Lives On 85). White Star line tragicallysacrificed safety for luxury. The question remains whether or not first and secondclass passengers received preference on the lifeboats. TheWhite Star line claims there was no distinction between thethree classes of passengers, however, only 25 percent ofthird class passengers were saved compared to 53 percent offirst and second class passengers. The White Star lineexplained that third class passengers were more reluctant toleave the ship and they did not want to part from theirbelongings. The surviving crew of the Titanic also claimedthat there was no discrimination. Yet at the British Inquiryof the accident, not a single third class passenger wascalled as a witness (Lord, Lives On 93-9 4). One aspect of the tragedy that the White Star line canbe proud of is the fact that the Titanic was spared a panic.The crew did not try to go on lifeboats ahead of thepassengers as they did when the French liner La Bourgognewent down in 1898. Most of the passenger remained calm andthe crew did their duty ( Lord, Lives On 127). One of the most intriguing mysteries of the tragedy wassurrounding the ship’s band. It is believed the band playedright to the end. Where or what they played remains a greatmystery, as eyewitness accounts vary greatly (Lord, Lives On 135). Five days after the Titanic sank, the Bremen was on itsway to New York. The passengers saw victims of the Titanicin the ocean.† We saw the body of one woman dressed only inher night dress, and clasping a baby to her breast,† onethe passengers recalled. Another passenger of the Bremenlater reported : Close by was the body of another woman with her arms tightly clasped around a shaggy dog†¦ We saw th e bodies of three men in a group, all clinging to a chair. Floating by just beyond them were the bodies of a dozen men, all wearing life belts and clinging desperately together as though in their last struggle for life. (Ward 180) The aftermath of the disaster changed the way peoplethought about the sea and ships. If one lesson was learned,it was that there needs to be enough lifeboats for everyoneon a ship. Luxuries should always come second to apassengers safety. Since the time of this disaster, everyship has enough lifeboats for everyone on board and alsoperforms mandatory lifeboat drills. Walter Lord, the author of A Night to Remember ,remarked that : The Titanic has come to stand for a world of tranquillity and civility that we have somehow lost†¦ In 1912, people had confidence. Now nobody is sure of anything and the more uncertain we become , the more we long for a happier era when we felt we knew the answers. (170) In 1985, Dr. Robert Ballard of the Woods HoleOceanograph ic Institution in Massachusetts set out to find the Titanic. That summer, he went aboard the U.S. Navyresearch ship Knorr. The ship used its sonar equipment toexplore eighty percent of the ocean floor where the Titanicwas believed to be. On September 1, after studying the video screens, Dr.Ballard discovered where the Titanic was lying. On a second expedition made in July of 1986, Ballardbrought his small vessel called the Alvin to the site. Hisfindings were as follows: Contrary to a long-held belief, the Titanic had not been sliced open by the iceberg. Instead, the researchers found that the ship’s starboard bow plates had buckled under the impact of the collision, thereby opening up the ship to the sea. Another major discovery was that the stern of the Titanic had wrenched itself away from the rest of the ship in its descent to the bottom. (Ward 186) The last survivor of the Titanic recently died in herhome in Massachusetts. With her death, many of theunanswered questions o f the Titanic may have also died.Hopefully, a tragedy like this will never have to happenagain. As stated before, ships are now expected to haveenough lifeboats for everyone on board. Ships also routetheir lanes farther to the south during iceberg season. Hopefully in some small way this will make a difference ifsuch an accident at sea should ever occur again. Work CitedEaton, John P., and Charles A. Haas. Titanic: Triumph and Tragedy. New York: W. W. Norton Company, 1986. PP 152-184. Pellegrino, Charles. Her Name Titanic. New York: McGraw-Hill Publishing Company, 1988. PP 20-21. Marcus, Geoffrey. The Maiden Voyage. New York: The Viking Press, 1969. PP 35-128. Lord, Walter. A Night To Remember. Mattituck: American House, 1955. PP 152-170. —. The Night Lives On. New York: William Morrow and Company, Inc., 1986. PP 82-137. Ward, Kaari, ed. Great Disasters. Pleasantville: The Reader’s Digest Association, Inc., 1989. PP 180-87.