Thursday, December 26, 2019
Analytical Techniques For Marketing Assignment - 3222 Words
MODULE TITLE: ANALYTICAL TECHNIQUES FOR MARKETING ASSIGNMENT TITLE: EXPLORATORY FACTOR ANALYSIS NAME: WEI CHENG LIM STUDENT NUMBER: 120490488 DEGREE TITLE: BA MARKETING AND MANAGEMENT WORD COUNT: 2493 WORDS TABLE OF CONTENTS SECTION NUMBER AND TITLE 1. INTRODUCTION 3 2. THEORY 4 2.1 DATA REQUIREMENTS 5 2.2 THE EXPLORATORY FACTOR ANALYSIS MODEL 7 3. APPLICATION TO MARKETING 8 4. METHOD 10 5. RESULTS 12 6. MARKETING IMPLICATIONS FOR RESULTS 14 7. CONCLUSION 15 REFERENCES 16 1. INTRODUCTION In this modern era, the use of the online grocery shopping has increased significantly. There are numerous online grocers in the United Kingdom including the big chain supermarkets such as Tesco, Sainsbury and Waitrose. According to IGD (2013), one out of five households in United Kingdom are buying their groceries online every month. IGD (2013) stated that families, especially those with pre=school children tend to shop online for groceries. On another note, many people tend to do their grocery shopping online because of the convenience. For example, there are some people who prefer online grocery shopping because it saves them precious time. IGD.com (2013) quoted a shopper saying that the individual finalised his/her idea on the train and arrange for it to be delivered when the shopper reaches home. The theme of this study is exploratory factor analysis. The data is made up of the measures concerned with theShow MoreRelatedAssignment Case Study Honda1227 Words à |à 5 PagesAssignment Case study Honda Marketing [pic] Introduction: This individual assignment will be assessed by means of a 3,500 à ± 10% word report. The assignment has been designed to allow you to develop and use your knowledge and skills in understanding key strategic issues relating to the Global Automobile Industry. You will be required to apply the strategic concepts and analytical techniques studied in this module. All the learningRead MoreBusiness Systems And Process / Operations Management1646 Words à |à 7 PagesBSS001-2 Business Systems and Process/Operations Management ASSIGNMENT ââ¬â INDIVIDUAL ASSIGNMENT (Databases) I. A Database is a collection of information that is organized so that it can be easily accessed, updated and managed. Databases can be classified in order to the type of the content: full-text, bibliographic, images and numeric. For any organisation a database in needed to track information about people, clients, including people who support or who might support their programs and servicesRead MoreSan Diego State University Case Study1433 Words à |à 6 Pagesallows for creative thinking, analytical reasoning, and requires a strong sense of social interactivity amongst peers. Creativity and analytics come into play far more than expected in the field of business, specifically within the program at SDSU. Very often classes are assigned to work in smaller groups to develop business models and study past business fails and successes. My second year here I was assigned to construct a business plan for a small digital marketing start-up in San Diego; formulatingRead MoreCurrent Business Research Project Paper Synopsis776 Words à |à 4 PagesAbstract This assignment was designed to address several subjects related to an article of the students choosing. The subjects discussed in this synopsis answer the definition of the business research article reviewed, the articles research purpose, the business problem investigated, data collection methods used in the research, and the researchers conclusions. The article chosen from the University of Phoenix library is entitled, International Reality of Internet Use as Marketing Tool. Read MoreData Analysis And Data Of Data1229 Words à |à 5 Pagesmeaning full data for business process is known as Business Intelligence.BI application involes the actions of Online Analytical Processing, DSS, Data Mining. Online Analytical Processing: Online Analytical Processing is computer processing that gives a user to easily and selectively take out data and view data from varies data sources. For example user want to know about some marketing product (electronics, home need items) so the user can request that information be examine to display sheet screeningRead MoreStatement of Purpose959 Words à |à 4 Pagesexperience have helped me to develop strong quantitative and analytical abilities and good leadership and communication skills. These abilities have prepared me to handle complex problems and have given me confidence to pursue post graduate studies. During the three years of my undergraduate studies I interacted with students from different states, varied cultural and social backgrounds. Working with these students on group assignments, presentations, food festivals and other events taught me toRead MoreMarketing Research : International Marketing1084 Words à |à 5 Pagesmost productive and influential tasks. Marketing research exercise involves systematic enquiry. Thus, it requires a careful planning of the orderly investigation process. ââ¬Å"Global market segmentation is the process of identifying specific segments, whether they be country groups or individual customer groups, of potential customers with homogeneous attributes who are likely to exhibit similar behaviourâ⬠(Hassan Katsanis, 1991). In case of international marketing DODCAR is one of the main frameworksRead MoreBusiness Success For A Business1204 Words à |à 5 Pagesaddition, analytical tools are helpful in providing the basis for a competitive advantage of a given organization. However, as stated earlier, todayââ¬â¢s economy is a global one and therefore todayââ¬â¢s organizations must look at the potential and suitability of these global markets. One method to do this is through the utilization of external environment analysis tools. Consider PESTLE analysis and Porterââ¬â¢s Five Forces Framework. PESTLE Technique First, we must understand the PESTLE analysis technique andRead MoreIssues in Global Business1296 Words à |à 6 PagesInitially the module focuses on enabling students to develop skills in the analysis of the strategic environment, development, evaluation and implementation of strategic concepts. These early stages of the module are designed to develop studentsââ¬â¢ analytical, problem-solving and decision-making skills. The module continues with a study of the global business environment and critical evaluation through the use of case studies to develop the studentââ¬â¢s awareness and explore good and bad practices withinRead MoreCase: Colgate Max Fresh: Global Brand Roll-Out (Pcr)1958 Words à |à 8 PagesBusiness University of Southern California MARKETING 560 MARKETING STRATEGY AND POLICY Spring, 2011 Faculty: Dennis A. Schorr, Ph.D. Office: ACC 226 Phone: 740-5041 E-mail: dschorr@marshall.usc.edu Office Hours: Mon. 3:30-5:30 P.M. or by appointment Course Objectives: In general, this course provides you with the opportunity to learn how to apply course material regarding the design and implementation of marketing strategies to various business situations
Wednesday, December 18, 2019
A Detailed Quality Plan For Unilever - 1016 Words
The business environment continues to grow complex with each passing day, which makes quality performance a crucial factor. The importance of quality has been increased by the increased level of competition that has been motivated by globalization and advancements in technology. The pressure from a complex business environment coupled with stiff competition has pushed organizations to adopt new quality management methods to guarantee high performance. The paper presents a detailed quality plan for Unilever, which is a world famous manufacturing company. Unilever is among the largest multinational corporations in the world. The company deals with personal care, food, and home care products. Most of the goods from Unilever are fast movingâ⬠¦show more contentâ⬠¦It should be made of directions and other hazard communication tools to minimize the number of employees who are likely to suffer a fatal accident. High accident rates can compromise the image of the company. It can also discourage the best talents from joining Unilever. The company should also establish monitoring and checks at each stage of the production. For example, products can be tested to check if all the standards of quality are met before proceeding to the next stage. It makes sure that every aspect of the product has been analyzed. It also minimizes mistakes. The Quality Assurance Manager is expected to check the quality of all the products before they leave the company for distribution. The same monitoring and checks applies to raw materials. The suppliers must guarantee the supply of high quality products. Total Quality Management (TQM) describes a comprehensive management approach that is focused on improved customer experience (Kaynak Rogers, 2013). It requires the participation of every member of the organization to succeed. The members participate in improving processes, services, product, and organizational culture. The primary elements of TQM include customer focus, employee involvement, process focus, strategic approach, continual improvement, communications, and integration. Market research and analysis will help in understanding what theShow MoreRelatedTaking a Look at Procter Analysis1005 Words à |à 4 Pagesstatement The recommended mission statement of ââ¬ËProcter and Gambleââ¬â¢ which would definitely improvise the firmââ¬â¢s existing mission statement and the firm would be able to act upon the recommended vision statement is as follows: ââ¬Å"We exist to provide quality products and services to our consumers at globally affordable prices and generate employment that could improve the lives of the existing people and for the generations to comeâ⬠Reason for Improvement in Vision and Mission Statement The vision andRead MoreHow Corporate Culture Should Be Aware About Their Responsibility1351 Words à |à 6 Pagesto find out about problems and controversies of The Unilever global company.However this company was badly trapped in environmental issue. To regain their lost reputation in market it had took many steps for the benefit of people and society like rural and womenââ¬â¢s empowerment, rehabilitation and natural environment protection, livelihood generation and preservation.Italso took step for corporate social responsibility (CSR), sustainable living plan, changesoilremediation process. The main research ofRead MoreConcept Statement : Product Of Product1719 Words à |à 7 PagesCanada Inc. and Unilever Canada. These companies are both involved in the wholesale distribution of hair care products. There are a few elements that we will be focusing on for a competitive analysis grid. The first element is price. The price of both our competitors, Lââ¬â¢Oreal and Unilever are comparatively low, ranging from $6 to $20 whereas the price of our hair care product, Viviscal is high, ranging from $20 to $40. However, this price difference is justified with our quality and product formulationRead MoreProduct : A Product That Works1677 Words à |à 7 Pagesour company will be facing include Lââ¬â¢Oreal Canada Inc. and Unilever Canada. There are a few elements that we will be focusing on for a competitive analysis grid. The first element is price. The price of both our competitors, Lââ¬â¢Oreal and Unilever are comparatively low, ranging from $6 to $20 whereas the price of our hair care product, Viviscal, is high, ranging from $20 to $40. However, this price difference is justified with our quality and product formulation. At Viviscal, our clinicians have beenRead MoreWhats Up with Pasta1666 Words à |à 7 PagesWhats Up With Pasta Q1: We need to understand and research why the Spaniards are spending relatively less on Pasta than its European neighbors. Current market research done by AEFPA offers insufficient data, so we need to improve data quality. The main goal is the get a clear demographic segmented market overview. One of the problems is that we cannot clearly identify the potential and current pasta consumers clearly ââ¬â we simply do not know enough about of core target group. In addition weRead MoreWhats Up with Pasta1680 Words à |à 7 PagesWhats Up With Pasta Q1: We need to understand and research why the Spaniards are spending relatively less on Pasta than its European neighbors. Current market research done by AEFPA offers insufficient data, so we need to improve data quality. The main goal is the get a clear demographic segmented market overview. One of the problems is that we cannot clearly identify the potential and current pasta consumers clearly ââ¬â we simply do not know enough about of core target group. In addition we needRead MoreInflation: Marketing and Unilever Zimbabwe3774 Words à |à 16 Pages | |Apply what you learnt in the marketing communication planning chapter to assess the extend to which the marketing communication plan to the | |organization you were attached to is consistent with the best practice (what is in the book). | | Read MoreSupply Chain Management Solution for Hindustan Unilever : Case Study875 Words à |à 4 PagesSupply Chain Management Solution for Hindustan Unilever : Case Study Existing Situation With nearly 1000 products, HLL distributes them nationally through a network of four warehouses, more than 40 agents, 7,500 wholesalers and a number of large institutional customers. HLL, in its endeavor to move from the existing push-based planning system to a pull-based system, wanted to build a Supply Chain Management (SCM) solution that would ensure informed decisions are made during procurement, manufacturingRead MoreAnalysis of Unilever Financial Reporting2873 Words à |à 12 PagesAnalysis of Unilever Financial Reporting Introduction Annual report is an exhaustive report which has involved a firmââ¬â¢s activities throughout the last year. It purposes to show the corporate activities and financial performance to both the shareholder and those people who are interesting in their corporation. However, it is crucial for the stock watcher doing their due diligence every year from the analysis of a corporate annual report. Not only the growth rate they concerned, but also theRead Morewhy is it important to study international marketing3124 Words à |à 13 Pagesorganization-wide generation of market intelligence pertaining to current and future customer needs, dissemination of this intelligence across departments, and organization wide responsiveness to it. It involves a firm essentially basing its marketing plans around the marketing concept and, thus, supplying products to suit new consumer tastes. As an example, a firm would employ market research to gauge consumer desires, use R D (research and development) to develop a product attuned to the revealed
Tuesday, December 10, 2019
Bank Custodians and Systemic Risk System Free Samples to Students
Question: Discuss about the Bank Custodians and Systemic Risk System. Answer: Introduction: Kit is a person hailing from Chile and holding a Chilean citizenship and working in Australia. The given case study refers that Kit can be considered liable to pay according to Australian tax pay laws despite holding a Chilean citizenship. For tax consideration he is considered an Australian citizen, nevertheless being in an American company (Chow, 2015). This is because he has his permanent residence in Australia. This is made sure as he is employed in Australia and also owns a house there. Kit's salary is also credited from an Australian bank. In the same Australian bank, Kit and his wife share a joint account as well. His family, comprising of his wife and kids are residents of Australia as well. All these facts make this evident that as per the Australian Taxation law, Kit can be considered an Australian citizen (Chomik and Piggott, 2016). It is obvious from some facts that Kit has planning to settle permanently in Australia despite having some investments and settlements in Chil e. The tax Kit is liable to shall abide by the Australian Law. The residency of a taxable citizen focuses on his/her residency. As per Australian taxation law, the person himself needs to understand whether he is eligible to pay the taxes for the country or not. The taxation law treats the residents and non-residents in a different manner, so it is critical to find out if the alleged taxable person has his/her permanent owned residence in the country or not. If the residents of Australia has different incomes, are charged for each one of them as per the taxation law (Cortese, 2006). The source of income is not at all considered, whether the revenue is domestic or international if the person is an Australian citizen. There are various laws for taxation applied for several taxes imposed on the citizens. The tax collected by the government is entirely supported by this country's citizens. The income of an individual from the salary that he gets, the properties that he owns and many other valuable products constitute the basis of calculation of the net assets belonging to the individual (Danon, 2010). If the person is not an Australian resident, then these laws were his source of income is considered, does not levy on tax paying terms.The tax department can also charge a person if he/she makes an income out of different taxes. The government earns a portion of the citizen's income, property and transaction commodities as a compulsory involvement in aiding to the government's policies in building up the social and economic backbone of the country. The state, federal and local rules are followed by the taxation laws, which may be further divided into the direct and indirect tax (Engdahl, 2011). The unique character in compulsory taxes is mandatory taxes which generates only for governmental issues. The non-residents are not liable to pay Medicare taxes. The above payments are not considered as the cost of services. The payments thus taken from the citizens as the tax is not be taken as penalties as the primary goal for taxation is to work as the revenue for public. The regular payme nt of the taxes makes it easier for the government to fulfil the needs of the public since it can improve its efforts to develop the socio-economic infrastructure of the country. This, in turn, contributes to increasing the gross domestic product and hence makes the country serve its people in a better way. But Kit is an Australian citizen. That is why he is bound to pay the applicable variable taxes. His global income is considered taxable (Donald and Nicholls, 2014). Though, tax rates are better for residents than the non-residents. To testify the citizenship of a person, or verifying the residential status of the individual, the following factors must be treated as the basic concept. The reasons why a person can be treated as a resident of Australia are as follows: If the frequency of the person returning to the country is variable If the person has family or business ties in Australia If the person is accompanied by family to different trips to Australia If the individual is appointed as a regular employee in an Australian company If the person has personal belongings kept permanently in Australia If the person has belongings in the Australian banks to a certain extent If the person, being a migrant, has business established in Australia These domicile tests configure the citizenship of a person in Australia. Again if the person resides in the country fulfilling his stay for more than 183 days, i.e., more than six months, the person is considered an Australian citizen (Freebairn, 2016). Kit has been residing in the country for quite a long time, and his family has been residing in the country for more than three years in his owned residence, therefore, making him an Australian citizen. So it is evident that, even though he holds a citizenship for Chile, Kit is also liable to pay the taxes in Australia for his incomes. If any other taxes are liable to him from the country of Chile, he has to pay it accordingly, and the Australian tax paying law shall not interfere in that matter (Warren, 2010). Californian Copper Syndicate Ltd v Harris (Surveyor of Taxes) (1904) 5 TC 159 This is a case about a land acquisition that contained copper. The primary intention of a company was to get its hand on the land, though it never took out the copper. The company consequently sold the property to another organization and wished to own some shares of the company as a consideration (Freebairn, 2008). The court declared that the income the company had by selling the land was income in future since the company's intention was to make revenue by selling the land. This was a case of a company setting up a mining coal business on the property the company had acquired. When the entire coal was taken out by the company, the company determined to sell it. Again, to make it more profitable, they decided to subdivide the land and construct roads and infrastructures over the property (Heng, Niblock and Harrison, 2015). The court detained the profits or incomes that the company had obtained by selling off the land to another organization as they only wanted to make use of the land to its best advantage. The land thus becomes a capital and the income obtained by selling the land is incomes due to capital. This case held an incident of an organization which obtained an undeveloped land at the Beach of Whit Fords. The organization took the land overlooking a beach and have the right to use it for fishing purposes. There was an offer that was too good to reject that could only be acquired if the problematic shares of the company were sold to another organization. After this was done, the new shareholders also had an intention (Ingles and Stewart, 2013). They wanted to get hold of the land. As soon as they would get a hold on the land, they had decided to subdivide the land and sell it as housing sites to gain profits from it. The taxpayers refused that the profits were usual incomes as soon as the land was subdivided and the lands were sold. But the court had decided against their favor. It was decided in the court that the taxpayers had made the land a site of land development and had set up a business and the profits are thus earned. This profits earned will be liable to be considered as regular income. The court also concluded that as soon as the land was acquired by the company of the new shareholders, it had its objective changed and now the only purpose of the land was to develop, subdivide and sell the land rather than having a non-commercial purpose (Taylor, 2011). Therefore, it had lost its value in the eyes of the court as a non-commercial site, and the incomes that had occurred due to the selling of the land gaining profits were subjected to be considered as quantifiable income which can be taxed upon. So, as per the law of taxation in Australia, the benefits thus gained by the selling of the land was to adhere as a taxable amount in the eyes of the court. Statham Anor v FC of T 89 ATC 4070 The case in discussion belongs to the income tax department. It was found that the tax assessed was adjusted in a wrong way. However, it was later found that the income of the estate was adjusted by the commissioner (Rodger, 2008). The case here was a demonstration of an incident to determine whether there is any intention of making a profit or not. It was related to the fact whether the person was about to draw profit by selling a piece of land acquired by him. The only conflict was if he was subjected to pay the taxes as per the taxation law against the profit he gained because of his income in the profits he made by selling the land (Lakshmanan, 2015). This was a case of a land containing sand and the organization that was holding the land even after complete extraction of sand from it. The company held the land and waited until the prices hiked to sell it to another taxpayer, in an attempt to increase the returns on the income by selling the land (Palat, 2003). Meanwhile, the land was kept from coming to any use for an extended period. Having sold the land afterward, the tax to be paid as a result formed the crust of the conflict. The court decided that the land was to be sold or used only for commercial purposes and not for any other purpose. The land could only be sold to a person with an intention of making if of commercial use or only to a relative of the owner. Here, in this case, there is a farmer who is questioned whether to be a taxpayer or not. The farmer was attempting to buy a stretch of land that was disputed and had issues regarding it. Finally, at the end of this deal, the land was offered to the farmer (Prince, 2012). The case mentioned here deals with the issues of two brothers owning a land. The only issue was that there were a few houses on the acquired land that had to be removed to renovate the property (Parker, 2007). The main confusion that raised due to this issue that whether the owners, in this case, the brothers, were liable to pay the taxes of any kind regarding the land. Lastly, it was decided by the court that the brothers will not be levied to paying any tax regarding the land. References Chomik, R. and Piggott, J. (2016). Australian Superannuation: The Current State of Play.Australian Economic Review, 49(4), pp.483-493. Cortese, C. (2006). Taxation and the Australian Superannuation System: An International Comparison.Australian Accounting Review, 16(39), pp.77-85. Chow, M. (2015).Australian master tax guide 2015. CCH Australia. Engdahl, S. (2011).Taxation. Farmington Hills, MI: Greenhaven Press. Danon, R. (2010).Double taxation conventions. Zu?rich: Schulthess. Freebairn, J. (2016). Taxation of Housing.Australian Economic Review, 49(3), pp.307-316. Freebairn, J. (2008). Comment:on The Economics of Superannuation.Australian Economic Review, 19(3), pp.87-88. Lakshmanan, J. (2015).Taxation laws. [Place of publication not identified]: Universal Law Publishing. Palat, R. (2003).Tax planning for salaried employees. Mumbai: Jaico Pub. House. Ingles, D. and Stewart, M. (2013). Superannuation Tax Concessions and the Age Pension: A Principled Approach to Savings Taxation.SSRN Electronic Journal. Parker, J. (2007).Tax power for the self-employed. Naperville, Ill.: Sphinx Pub. Rodger, A. (2008). The Economics of Superannuation.Australian Economic Review, 19(3), pp.75-86. Prince, J. (2012.).Tax for Australians for dummies. Warren, G. (2010). Equity home bias in Australian superannuation funds.Australian Journal of Management, 35(1), pp.69-93. Heng, P., Niblock, S. and Harrison, J. (2015). Retirement policy: a review of the role, characteristics, and contribution of the Australian superannuation system. Asian-Pacific Economic Literature, 29(2), pp.1-17. Donald, M. and Nicholls, R. (2014). Bank Custodians and Systemic Risk in the Australian Superannuation System. SSRN Electronic Journal. Taylor, S. (2011). Captured Legislators and Their Twenty Billion Dollar Annual Superannuation Cost Legacy. Australian Accounting Review, 21(3), pp.266-281.
Monday, December 2, 2019
Pleasures of Reading free essay sample
ââ¬Å"Readingâ⬠is the activity of perusing, skimming, going over, or poring over a book. The book may be of any genre, but ââ¬Å"readingâ⬠provides great satisfaction. It is the act of construing, comprehending and perceiving the true meaning of the text. It is done for enjoyment and as a hobby. The text is made up of simple and often complex words which are a source of great satiety and magic for the reader. The selection of the books define us. They show who we really are. The true quirks and traits of a person can truly be understood by what he likes to read, as Mathew Kelly pointed out that, ââ¬Å"We become the books we read.â⬠Books are also a great source of pleasure and comfort. They wash away from our lives the constant monotony and bring excitement; they remove the dust of everyday life from our souls and replace it with thrill and exhilaration. We will write a custom essay sample on Pleasures of Reading or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page They bring newness to the world and give us a chance to imagine better. The moment we open a book and start dwelling in its world, we feel as if everything around us has ceased to exist. Reading provides us the sole mode by which we slip unconsciously, involuntarily and often helplessly into another personââ¬â¢s soul and stumble into the world of his imagination where everything has been created by him. It transports us to new places, introduces us to amazing people who lived exciting lives, they move us to HOGWARTS with J.K.ROWLING, to NARNIA with C.S.LEWIS, to BAYPORT with FRANKLIN W.DIXON, to RIVERHEIGHTS with CAROLYNE KEENE, to MAGICAL FORESTS with ENID BLYTON and to the CENTRE OF THE EARTH with JULES VERNE. These places are more than often just a figment of the writerââ¬â¢s imagination but to a reader everything about them seems real, he wish that he can be transported to the world of his dreams and live the life he wishes to live. He can visit all these places while sitt ing on a comfortable couch by the fire along with an appetizing snack. At this moment he observes that there is no pleasure like reading and eating. And the best part is that the two of them can be combined comfortably. As Jane Austen declares that, ââ¬Å"There is no enjoyment like reading.â⬠We might not notice this but we actually live the stories we are reading, each character possesses a specific voice in our head along with an appropriate appearance. In the eye of our mind we see them moving and hear them talking while we read about them. A reader lives the lives of about a thousand people before he dies but non-reader lives a single boring and monotonous life. Books are a unique source of portable magic which we can carry anywhere we want to. It helps us to enter blissful peace and assists us to learn and comprehend the secrets and hidden facts of the universe by giving our minds food for thought. Wherever we are, if we have a book with us we do not need any company. We can just sink into the pages and be really happy. As Elizabeth Scott observes that, ââ¬Å"I love books! I love that moment when you open one book and sink into it. You can escape from the world and sink into a story thatââ¬â¢s way more interesting than yours will ever be.â⬠Reading is dreaming with open eyes. We do not have to necessarily believe in all the fiction and magic of the books we have to know that itââ¬â¢s not true. But it does create a world of fantasy which helps to broaden our vision and increase our imagination. Even Rowling says that, ââ¬ËI donââ¬â¢t believe in the kind of magic in my books. But I do believe that something very magical can happen when you read a good book.ââ¬â¢ Reading helps to builds our personality and develops important characters and traits. When we read about certain traits we learn to like and dislike them. We even try to apply them in our personal life. It helps to provide us with good manners, strengthen our vocabulary and increase our knowledge. We can receive important information when we read a good book. There are some acts which are never wasted and always help us in one way or another.Reading is one of them. Rowling instructs us to, ââ¬ËRead as much as you can. Nothing will help u as much as reading.ââ¬â¢ When we step inside a library, the first thing we feel is the smell of old parchments, the fragrance of ink, we hear the rustle of paper and at this moment we believe that this scent of books is the best scent in the world. When we inhale deeply and browse through the different sections we experience a sense so magical that it can never be expressed in words, and magical does not merely mean supernatural or sorcerous but includes mystery, thrill, and contentment, which makes us feel wonderful and excited. When we close our eyes and simply touch a familiar book and draw its fragrance deep inside us, it is enough to make us happy and contented. Stephen King claims that, ââ¬ËBooks are a uniquely portable magic.ââ¬â¢ Reading is very necessary to keep us revived, fresh and invigorated. Reading is as necessary to mind as exercise is to our body. They revive us when we feel as if all doors of life are closed. They help us to escape our stresses and enter a new place, a different era. At these times we feel as if there is no friend as loyal as a book. We donââ¬â¢t need to confide all our secrets to it. Even then it can provide reassurance which is required very much. So, if we truly want to escape the world we open a book and use our imagination. JK ROWLING asserts that, ââ¬Å"There is always room for a story that can transport people toanother placeâ⬠If a person does not like to read books this mostly means that he has not yet found the right book to suit his taste and personality, as it is impossible for any knowledgeable person with good interests to dislike books, because good readers make much out of little and still find it short. According to JANE AUSTEN, ââ¬Å"If a book is well written I always find it shortâ⬠Sometimes there are declarations truths and facts which cannot be explained in normal writing but a fictious book aptly explains them, with such subtlety that the reader hardly notices that he has understood them. And they become part of his life without his observing the change. RALPH WALDO EMERSON insists that, ââ¬Å"Fiction reveals the truth that reality obscuresâ⬠We do not need to understand philosophy, learn a special skill or know an art to recognize a good book nor do we need to search hard for it, we know when we have a good book we become absorbed and totally engrossed in it. When we turn the last page and feel that we have lost a close friend. As if something very important has been eradicated, lost or removed. We feel a strange emptiness and hollowness inside us and we yearn for more. We know it is a good book when we learn to laugh and cry with it, which leaves us emotional for days and makes tears fall down our cheeks. Which makes us cry and feel joyful. In short, a book a day keeps reality away. We should read good, interesting and useful literature which proves fruitful and helps us in our lives. But we should also exert caution and be careful. We should not read so much that our minds are boggled, thinking becomes clouded, our eyes become weak, we get to wear spectacles, our work is left pending and we become total BIBLIOBIBULIS (people who read too much) BOOKS are keys to wisdomââ¬â¢s treasures BOOKS are gates to lands of pleasures BOOKS are paths that upward lead BOOKS are friends, come let us read!
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