Analysis Of Harry Potter Essay Example | Topics and Well Written Essays - 2000 words

Analysis Of Harry Potter - Essay Example Interpretation in this context would imply an explanation or way of explaining, for instance, something that is open to a number of interpretations. Therefore, the discussion follows the following structure,ReceptionThe reception section of the Harry Potter and Fandom primarily entail the literary criticism based on British editions of the Seven Harry Potter books.Demand Thegreatdemandfor Harry Potter book motivated the New York Times to create a separate best-seller list for children’s literature min 2000, just before the release of Harry Potter and the Goblet of Fire. By June 2000, Rowling’s novel had been on the list for 79 weeks with the first three books each being on the hardcover best-seller list. By April 2007, Barnes and the Noble declared that Deathly Hallows had broken its pre-order record with over 500,000 copies pre-ordered through its site. Harry Potter and the Order of the Phoenix, with 8.5 million, which was then shattered by Half-Blooded Prince with 10. 8 million copies. Awards Honors and Recognition Harry Potters work has received various awards, honors, and recognition. The Harry Potter series have been the recipients of a host of awards since the initial publication of Philosopher’s Stone encompassing four Whitaker Platinum Book Awards, Andal-were granted in 2011. Harry Potter honors include a commendation of for the Carnegie Medal (1997) and a short listing of the Guardian Children’s Award (1998). Factors for Criticisms

Discussion question week 4 Essay Example | Topics and Well Written Essays - 500 words

Discussion question week 4 - Essay Example rkable example of a company that has experienced that, and discussing the differences of domestic and global marketing strategies (Adamson et al, 2007). A brand is a figure of the features that makes a product exceptional. Every business has its brand. Various businesses attempt, but several fail at building a winning brand. When a company notices that its sales are flagging, it blames it on the brand. The shift of focus has moved from the product-blame to the brand-blame, thus relating to the manner the buyer’s conduct transforms (Ries et al. 2002). Branding is a more effective method of selling products; thus entirely fine products can be unsuccessful because of poor branding. Branding increases the returns but also intensifies the risks. The emotional ties developed by customers and brands ought not to be broken as messing with them results in irreparable damage. A brand acquires strength though the market constantly remains subtle. Coca-Cola ranks top of the list as the most identified brand with a sale of almost 1 billion drinks each day. However, when Coca-Cola stopped the distribution of the original Coca-Cola drink, i t replaced it with the New Coke drink to match up the competition posed by Pepsi-Cola. New Coke hardly made any sales as the consumers rebelled against it (Gobe, 2010). Coca-Cola learnt the hard way that marketing is more than the product. It had simply focused on the taste factor when it was strategizing to build on its product, in the process missing its major brand property, which is originality. Coca-Cola had been the only product in the market ever since its foundation, with the brand name becoming product’s name as well/ Coca-Cola majorly capitalized on its original status in the various promotional campaigns (Cross Cultural Blunders). The launch of New Coke was a contradiction to the marketing efforts by Coca-Cola. It was very misguided confining the brand’s importance to a question of taste. The representation was more important

Definitions of Multiprocessors in Computing

Definitions of Multiprocessors in Computing A multiprocessor can be defined as the computer which uses two or more processing units under the integrated control. Multi-processing is also defined as the way of using two or more than two CPUs within a single computer. As we all know that there are processors inside the computers, the multi processors, as the name indicates, have the ability to support more than one processor at a same time. Usually in multi-processing the processors are organized in the parallel form and hence a large number of the executions can be brought at the same time i.e. multi-processing helps in executing the same instructions a number of time at a particular time. Some other related definition of the multi processors are that multi-processing is the sharing of the execution process by the interconnection of more than one microprocessor using tightly or loosely couples technology. Usually multi-processing tasks carries two simultaneous steps. One is the performing the task of editing and the other is th e handling the data processing. A multi-processor device comprising, over a single semiconductor chip a plurality of processors including a first group of processors and a second group of processors; a first bus to which the first group of processors is coupled; a second bus to which the second group of processors is coupled; a first external bus interface to which the first bus is coupled; and a second external bus interface to which the second bus is coupled. The term multiprocessing is also used to refer to a computer that has many independent processing elements. The processing elements are almost full computers in their own right. The main difference is that they have been freed from the encumbrance of communication with peripherals. MULTIPROCESSORS IN THE TERMS OF ARCHITECTURE The processors are usually made up of the small and medium scale ICs which usually contains a less or large number of the transistors. The multi processors involves a computer architecture Most common multiprocessor systems today use an SMP architecture. In the case of multi-core processors, the SMP architecture applies to the cores, treating them as separate processors. SMP systems allow any processor to work on any task no matter where the data for that task are located in memory; with proper operating system support, SMP systems can easily move tasks between processors to balance the workload efficiently. Benefits Increased processing power Scale resource use to application requirements Additional operating system responsibilities All processors remain busy Even distribution of processes throughout the system All processors work on consistent copies of shared data Execution of related processes synchronized Mutual exclusion enforced Multiprocessing is a type of processing in which two or more processors work together to process more than one program simultaneously. Multi processor systems have more than one processor thats why known as multi processor systems. In multiprocessor system there is one master processor and other are the Slave. If one processor fails then master can assign the task to other slave processor. But if Master will be fail than entire system will fail. Central part of Multiprocessor is the Master. All of them share the hard disk and Memory and other memory devices. Examples of multiprocessors 1. Quad-Processor Pentium Pro SMP, bus interconnection. 4 x 200 MHz Intel Pentium Pro processors. 8 + 8 Kb L1 cache per processor. 512 Kb L2 cache per processor. Snoopy cache coherence. Compaq, HP, IBM, NetPower. Windows NT, Solaris, Linux, etc. 2. SGI Origin 2000 NUMA, hypercube interconnection. Up to 128 (64 x 2) MIPS R 10000 processors. 32 + 32 Kb L1 cache per processor. 4 Mb L2 cache per processor. Distributed directory-based cache coherence. Automatic page migration/replication. SGI IRIX with Pthreads Classifications of multiprocessor architecture Nature of data path Interconnection scheme How processors share resources Message-Passing Architectures Separate address space for each processor. Processors communicate via message passing. B) Shared-Memory Architectures Single address space shared by all processors. Processors communicate by memory read/write. SMP or NUMA. Cache coherence is important issue. 1. Classifying Sequential and Parallel Architectures(DATA PATH) Stream: sequence of bytes Data stream Instruction stream Flynns classifications: MISD multiprocessing: MISD multiprocessing offers mainly the advantage of redundancy, since multiple processing units perform the same tasks on the same data, reducing the chances of incorrect results if one of the units fails. MISD architectures may involve comparisons between processing units to detect failures. Apart from the redundant and fail-safe character of this type of multiprocessing, it has few advantages, and it is very expensive. It does not improve performance. It can be implemented in a way that is transparent to software. It is used inarray processorsand is implemented in fault tolerant machines. MIMD multiprocessing: MIMD multiprocessing architecture is suitable for a wide variety of tasks in which completely independent and parallel execution of instructions touching different sets of data can be put to productive use. For this reason, and because it is easy to implement, MIMD predominates in multiprocessing. Processing is divided into multiplethreads, each with its own hardware processor state, within a single software-defined process or within multiple processes. Insofar as a system has multiple threads awaiting dispatch (either system or user threads), this architecture makes good use of hardware resources. MIMD does raise issues of deadlock and resource contention, however, since threads may collide in their access to resources in an unpredictable way that is difficult to manage efficiently. MIMD requires special coding in the operating system of a computer but does not require application changes unless the programs themselves use multiple threads (MIMD is transparent to single-threaded programs under most operating systems, if the programs do not voluntarily relinquish control to the OS). Both system and user software may need to use software constructs such assemaphores(also called locksorgates) to prevent one thread from interfering with another if they should happen to cross paths in referencing the same data. This gating or locking process increases code complexity, lowers performance, and greatly increases the amount of testing required, although not usually enough to negate the advantages of multiprocessing. Similar conflicts can arise at the hardware level between processors (cache contention and corruption, for example), and must usually be resolved in hardware, or with a combination of software and hardware (e.g.,cache-clear instructions). SISD multiprocessing: In asingle instruction stream, single data streamcomputer one processor sequentially processes instructions, each instruction processes one data item. SIMD multiprocessing: In asingle instruction stream, multiple data streamcomputer one processor handles a stream of instructions, each one of which can perform calculations in parallel on multiple data locations. SIMD multiprocessing is well suited toparallel or vector processing, in which a very large set of data can be divided into parts that are individually subjected to identical but independent operations. A single instruction stream directs the operation of multiple processing units to perform the same manipulations simultaneously on potentially large amounts of data. For certain types of computing applications, this type of architecture can produce enormous increases in performance, in terms of the elapsed time required to complete a given task. However, a drawback to this architecture is that a large part of the system falls idle when programs or system tasks are executed that cannot be divided into units that can be processed in parallel. 2. Interconnection scheme Describes how the systems components, such as processors and memory modules, are connected Consists of nodes (components or switches) and links (connections) Parameters used to evaluate interconnection schemes Node degree Bisection width Network diameter Cost of the interconnection scheme Shared bus Single communication path between all nodes Contention can build up for shared bus Fast for small multiprocessors Form supernodes by connecting several components with a shared bus; use a more scalable interconnection scheme to connect supernodes Dual-processor Intel Pentium Shared bus multiprocessor organization. Crossbar-switch matrix Separate path from every processor to every memory module (or from every to every other node when nodes consist of both processors and memory modules) High fault tolerance, performance and cost Sun UltraSPARC-III Crossbar-s witch matrix multiprocessor organization. Hypercube n -dimensional hypercube has 2 nodes in which each node is n connected to n neighbor nodes Faster, more fault tolerant, but more expensive than a 2-D mesh network n CUBE (up to 8192 processors) Multistage network Switch nodes act as hubs routing messages between nodes Cheaper, less fault tolerant, worse performance compared to a crossbar-switch matrix IBM POWER4 COUPLING of PROCESSORS Tightly coupled systems Processors share most resources including memory Communicate over shared buses using shared physical memory Tasks and/or processors communicate in a highly synchronized fashion Communicates through a common shared memory Shared memory system Loosely coupled systems Processors do not share most resources Most communication through explicit messages or shared virtual memory (although not shared physical memory) Tasks or processors do not communicate in a synchronized fashion Communicates by message passing packets Overhead for data exchange is high Distributed memory system Comparison between them Loosely coupled systems: more flexible, fault tolerant, scalable Tightly coupled systems: more efficient, less burden to operating system programmers Multiprocessor Operating System Organizations Classify systems based on how processors share operating system responsibilities Types: Master/slave Separate kernels Symmetrical organization 1) Master/slave organization Master processor executes the operating system Slaves execute only user processors Hardware asymmetry Low fault tolerance Good for computationally intensive jobs 2) Separate kernels organization Each processor executes its own operating system Some globally shared operating system data Loosely coupled Catastrophic failure unlikely, but failure of one processor results in termination of processes on that processor Little contention over resources Example: Tandem system 3) Symmetrical organization Operating system manages a pool of identical processors High amount of resource sharing Need for mutual exclusion Highest degree of fault tolerance of any organization Some contention for resources Example: BBN Butterfly Memory Access Architectures Can classify multiprocessors based on how processors share memory Goal: Fast memory access from all processors to all memory Contention in large systems makes this impractical 1) Uniform memory access (UMA) multiprocessor All processors share all memory Access to any memory page is nearly the same for all processors and all memory modules (disregarding cache hits) Typically uses shared bus or crossbar-switch matrix Also called symmetric multiprocessing (SMP) Small multiprocessors (typically two to eight processors) 2) Nonuniform memory access (NUMA) multiprocessor Each node contains a few processors and a portion of system memory, which is local to that node Access to local memory faster than access to global memory (rest of memory) More scalable than UMA (fewer bus collisions) 3) Cache-only memory architecture (COMA) multiprocessor Physically interconnected as a NUMA is Local memory vs. global memory Main memory is viewed as a cache and called an attraction memory (AM) Allows system to migrate data to node that most often accesses it at granularity of a memory line (more efficient than a memory page) Reduces the number of cache misses serviced remotely Overhead Duplicated data items Complex protocol to ensure all updates are received at all processors 4) No-remote-memory-access (NORMA) multiprocessor Does not share physical memory Some implement the illusion of shared physical memory shared virtual memory (SVM) Loosely coupled Communication through explicit messages Distributed systems Not networked system Features of the multiprocessors Many multiprocessors share one address space They conceptually share memory. Sometimes it is often implemented just like a multicomputer In it the communication is implicit. It reads and writes access to the shared memories. Usually the multi processors are characterized by the complex behaviour. The MPU handles high-level tasks, including axis profile generation, host/controller communication, user-program execution, and safety event handling. Advanced real time algorithm and special filter execution Digital encoder input up to 20 million counts per second Analog Sin-Cos encoder input and interpolation up to a multiplication factor of 65,536 Fast, high-rate Position Event Generator (PEG) to trigger external devices Fast position registration (Mark) to capture position on input event High resolution analog or PWM command generation to the drive High Speed Synchronous Interface channel (HSSI) to manage fast communication with remote axes or I/O expansion modules Advantages of Multiprocessor Systems Some advantages of multiprocessor system are as follows: Reduced Cost: Multiple processors share the same resources. Separate power supply or mother board for each chip is not required. This reduces the cost. Increased Reliability: The reliability of system is also increased. The failure of one processor does not affect the other processors though it will slow down the machine. Several mechanisms are required to achieve increased reliability. If a processor fails, a job running on that processor also fails. The system must be able to reschedule the failed job or to alert the user that the job was not successfully completed. More work: As we increase the number of processors then it means that more work can be done in less time. Id more than one processor cooperates on a task then they will take less time to complete it. If we divide functions among several processors, then if one processor fails then it will not affect the system or we can say it will not halt the system, but it will effect on the work speed. Suppose I have five processors and one of them fails due to some reasons then each of the remaining four processors will share the work of failed processor. So it means that system will not fail but definitely failed processor will effect on its speed. If you pay attention on the matter of which save much money among multi-processor systems and multiple single-processor systems then you will know that multiprocessor systems save moremoneythan multiple single-processor systems because they can share power supplies, memory and peripherals. Increased Throughput: An increase in the number of processes completes the work in less time. It is important to note that doubling the number of processors does not halve the time to complete a job. It is due to the overhead in communication between processors and contention for shared resources etc. Reference BOOKS Referred: Morris Mano, Computer System Architecture, Prentice Hall, 2007

Leibnizs Theory of Space in the Correspondence with Clarke and the Existence of Vacuums (1) :: Space Philosophy Philosophical Papers

Leibniz's Theory of Space in the Correspondence with Clarke and the Existence of Vacuums (1) ABSTRACT: It is well known that a central issue in the famous debate between Gottfried Wilhelm Leibniz and Samuel Clarke is the nature of space. They disagreed on the ontological status of space rather than on its geometrical or physical structure. Closely related is the disagreement on the existence of vacuums in nature: while Leibniz denies it, Clarke asserts it. In this paper, I shall focus on Leibniz's position in this debate. In part one, I shall reconstruct the theory of physical space which Leibniz presents in his letters to Clarke. This theory differs from Leibniz's ultimate metaphysics of space, but it is particularly interesting for systematic reasons, and it also gave rise to a lively discussion in modern philosophy of science. In part two, I shall examine whether the existence of vacuums is ruled out by that theory of space, as Leibniz seems to imply in one of his letters. I shall confirm the result of E. J. Khamara ("Leibniz's Theory of Space: A Reconstruction," Philosop hical Quarterly 43 [1993]: 472-88) that Leibniz's theory of space rules out the existence of a certain kind of vacuum, namely extramundane vacuums, although it does not rule out vacuums within the world. Introduction It is well-known that a central issue in the famous debate between Gottfried Wilhelm Leibniz and Samuel Clarke is the nature of space. Leibniz and Clarke, who did not only take a Newtonian standpoint, but was even assisted in designing his answers to Leibniz by Sir Isaac Newton himself, (2) disagree on the ontological status of space rather than on its (geometrical or physical) structure. Closely related to the disagreement on the ontological status of space is a further disagreement on the existence of vacuums in nature: While Leibniz denies it, Clarke asserts it. In this paper I shall focus on Leibniz's position in the debate about these issues. In the first part I shall try to reconstruct the theory of physical space which Leibniz presents in his letters to Clarke. In the second part I shall examine, whether the existence of vacuums is ruled out by that theory of space, as Leibniz seems to imply in one of his letters (see below). To focus exclusively on the correspondence with Clarke is a confinement I am aware of. The theory which I am going to reconstruct differs from Leibniz's ultimate metaphysics of space, (3) but it is particularly interesting for systematic reasons and it also gave rise to a lively discussion in modern philosophy of science.

Change King Lear

Why is change inevitable? Why is it feared by many but then embraced with open arms by others? Change is the cause to be different, the process or result of altering. And although changes may be difficult and problematic, they often DO bring rewards to those who undergo them. But that doesn’t mean every change has a happy ending. Students, friends, I’m here before you today to discuss with you the concept of change and its results, and with the help of arguably the most influential writer in English literature – William Shakespeare – and his play ‘King Lear’, as well as the movie â€Å"Life as a House’ and the famous Bob Dylan song ‘The Times They Are a Changin’’. With these texts, I’m going to distinguish and expose the outcomes and arduousness of change. The natural order – or in other words, the physical universe considered as an unchanging structure of life – in King Lear is absolute and when pushed, it pushes back. The most obvious example where the natural order is changed is at the beginning of the play when King Lear divides his Kingdom between his daughters. Regan and Goneril represent King Lear’s sinister attitude at the start with traits such as cruelty and greed. Their deception is seen when the two daughters use exaggerations of love to deceive the King for power. Goneril claims she loves her father, â€Å"As much as child e’er loved, or father found; a love that makes breath poor and speech unable†. But youngest daughter Cordelia –who represents the softer, purer nature of King Lear after he experiences an inner change- is seen to rebel against Lear by claiming her love as â€Å"†¦ according to my bond, no more nor less. † This scene spins the ‘wheel’ of change, beginning the random suffering of the members of the kingdom and creates the dire repercussions that follow. Bob Dylan’s ‘The Times They Are a Changin’’ states ‘Don’t speak too soon for the wheel’s still in spin and there’s no tellin’ who that it’s namin’’ which reinforces the metaphor seen in King Lear that entails how change is happening continually, without word of who it will affect and that once one change comes the ‘wheel’ will continue to ‘spin’ and will just keep on bringing more change, both good and bad. The continuing chain of change is reflected in ‘Life as a House’ when not only the two main characters – George and Sam – are affected by the change of their relationship and their journey of inner change, but when the whole community are affected by change also. When George is admitted into hospital, the whole neighbourhood changes their opinion of him as the town nuisance and begin to provide their time and service to ensure his dream of building a house is finished. This is shown through camera shots moving amongst those working on the house. The husband of George’s ex-wife also goes through some inner changes shown through costume changes and changes in his body language. The once ‘snobby’ business man becomes more of a laid-back family guy when he realises he may lose both his wife and kids if he doesn’t change; creating a sense that his family is his reward for changing himself for the better. ‘The Times They Are a Changin’’ implies that ‘history is in the making’; that a change is coming whether you are ready for it or not. A line in his first stanza reads ‘Accept it that soon you’ll be drenched to the bone’, which is seen as an extended metaphor of ‘water’, where the water represents change. Change is eternal; just as water is. It will never cease to exist and like a flood, it will come whether predicted or not, sweeping away those who are not prepared for it; for if you’re not riding the ‘wave’ of change, you’ll find yourself submerged in it. The line ‘Then you better start swimming or you’ll sink like a stone’ is used to further enforce the outcome of life is you don’t adapt to change; that these ‘changes’ will drown you. This metaphor of ‘water’ is not only representing change, but also the process of change itself. Bob Dylan shows this through his lyrics that the journey undertaken to stay ‘afloat’ may be difficult, but brings rewards and happiness to those who undergo them successfully, as says in his words ‘For the loser now will be later to win’ and ‘The slow one now will later be fast’. During the movie ‘Life as a House’, both the father George and the son Sam jump off a cliff – at different stages of the movie – and plunge themselves into the ocean. The ocean symbolises change, and their jump represents their willingness to take the leap of faith into it regardless of the risk to change their life. Both of these characters have undertaken many hard times during their life, whether it be depression, losing their job or an extreme medical condition, but throughout it all they still manage to stay ‘afloat’ and embrace change into their lives; letting it alter them as they become new people. Unlike Bob Dylan’s song and ‘Life as a House’, ‘King Lear’ perspective on change doesn’t exactly bring rewards to those who undertake tough changes. In Act Three, King Lear finds himself caught in a storm that represents both the insanity infecting King Lear’s mind and the process of change that has been placed before him. Once again nature symbolises change; where it is seen to be the sinister quality used to exploit the weaknesses of the protagonist and is inescapable and inevitable, just like nature itself. Lear’s decline in power over both his kingdom and his family reduces him to a weak, mad man and through the storm Lear has found himself unable to stop the change that is occurring in his kingdom and that he cannot hide from the destruction that it is bringing. Willingly or not, King Lear must change himself and deal with the consequences of his actions, or drown trying. ‘Come mothers and fathers throughout the land and don’t criticise what you can’t understand. Your sons and your daughters are beyond your command. ’ This line from Dylan’s song was composed during the sixties when the younger generations were testing boundaries and moving away from the authority of their parents. I’m sure most of us here have dealt with boundary issues with parents before, so we can all understand why Dylan was giving these parents – who don’t understand or accept the changes within a society – a choice to step back if they are unwilling to change and to help by ‘lending a hand’. This step towards change within both society and families is represented as the reward at the end of the tunnel; not only satisfying the younger generation, but to the whole community. In ‘Life as a House’, the house that is being built is used as a metaphor of the relationship between father and son. At the beginning, the house is a rundown little shack reflecting the state of George and Sam’s relationship at the beginning. George is viewed as the naive parent who doesn’t understand their kid, and Sam is the child who is trying to move away from the authority of his parents. We’re all been there and done that, so we all know what it feels like to be in Sam’s position. But as the house is being pulled down and rebuilt, it symbolises how George rebuilds his relationship with Sam through the building of the house. The change shows on both the house and the family’s relationship, by putting everything that was ever wrong right. This transformation of the house and the relationship is seen as the happy ending brought by change to the family. Lear doesn’t understand his daughters just as George doesn’t understand Sam. He doesn’t know his two eldest daughters well enough to realise the deception behind their love for him as they proclaim it, and he doesn’t understand his youngest daughter Cordelia as he doesn’t recognise just how much she really does love him. King Lear banishes Cordelia along with his loyal subject Kent with a growing ‘blindness’. He says to Cordelia, â€Å"Hence, and avoid my sight† as he also says to Kent, â€Å"Out of my sight. † further showing his ignorance or ‘blindness’ of those who truly care about him. Throughout the play, Lear rebuilds his relationship with Cordelia by experiencing an inner change throughout the play, just as Sam changes himself when George rebuilds his relationship with him. But it is obviously too late for redemption as King Lear – along with many others – die as a consequence of interfering with the dark side of change. Change is inevitable. But it’s up to you to make the best of it. Because nothing worth having in this world comes easily, and although those changes may be difficult and problematic, they almost certainly bring rewards to those who undergo them. Even if they don’t always end the way you expect.

Red Bull Marketing Strategy Essay

Q1: Explain how Red Bull has been able to arouse and activate the consumer decision-making process. Initially, Red Bull made consumers realize that they need this kind of energy drink by physiological arousal. For blue-collar in Thai such as taxi and truck drivers, they usually have to combat mental and physical fatigue that are their bodily needs at that moment. Red Bull used and interprets these physiological cues to arouse related needs about energy drinks. After consumers recognized the needs, Red Bull evoked consumers to link energy drinks to their product according to the function and prices. People tend to perceive things they need or want (Schiffman et al., 2014). Thus consumers will remember Red Bull. After success in Thai, Mateschitz refined the Red Bull and created a strong brand image in energy drinks market. They use ambush and compelling advertising to put its brand and cans into audiences’ mind. Visual perception enables people to experience the existence of Red Bull as well as its color, design and function (Padgham & Saunders, 1975). Red Bull became the one of most globally recognized brands that this brand might arouse consumer to purchase. This is what we call product-specific goals. As Red Bull become popular, its products usually are the first choice of energy drinks when people doing pre-purchase search. Because consumers’ purchase decisions are influences by their sociocultural environment, which are all familiar with Red Bull. That’s how Red Bull arouses and activates the consumer decision-making process. Q2: Why do you think Red Bull has been able to be successful in entering the evoked set of consumers? Red Bull does well in market segmentation. Their target market are 18- to 34-year-old males. Because this group has the common needs of energy drinks and does similar purchase decision-making process, Red Bull could satisfy their needs and understand their psychology easily. Red Bull has clear positioning that consumers could separate it from its competitors. By the use of global social media, sponsorship and event ownership strategies (known as ‘ambush advertising’) to create a specific image or perception of product into audiences’ mind which are their target customers (Schiffman et al., 2014). These help consumers develop enduring perceptions about Red Bull  (Batra et al., 2009). Red Bull has strong brand personality to make customers remember it and separate it from its competitors. Red Bull’s brand image is a red bull with the blue cans. The design is unique and link to the brand name and its product. All these factors create a image of Red Bull to customers. As consumers subconsciously exercise selectivity about which aspects of the environment they perceive (Schiffman et al., 2014), Red Bull could enter the evoked set of consumers as long as it could catch customers’ insights. Besides the unique brand, Red Bull handing out free samples of the product and sales teams driving Minis with a Red Bull can strapped on top of the car. These actions catch consumers’ insight and attract them to purchase. All these elements make Red Bull are able to be successful in entering the evoked set of consumers. Q3: What could influence a consumer to stop purchasing Red Bull? If consumers do not notice products, they will not be able to purchase them (Jansson-Boyd, 2010). However, in this case, Red Bull is a well-known brand. Therefore this is not an ideal method. If the value of the product cannot match customers’ expectation, consumers might stop purchasing Red Bull even though this is a famous brand. In a marketing context, people tend to perceive products and product attributes according to their own expectations (Schiffman et al., 2014). Different customers have different expectations. If some consumers’ expectations are too high and Red Bull cannot satisfy their needs, those customers will feel disappointed and stop purchasing next time. For example, if a customer do not like sweet drink but Red Bull is sweet, then this customer might stop purchasing it. Consumers’ experiences could influence their decision making because it links to consumers’ perceptions. A previous experience to the stimulus is an important element to form a perceptual pattern that will subsequently be stored in memory (Jansson-Boyd, 2010). If consumers have a terrible experience with Red Bull’s product, they might avoid purchasing it automatically next time. Another element could influence a consumer to stop purchasing Red Bull is the compelling advertisements. Although compelling advertisements could help Red Bull arouse consumers and influence consumer decision-making, sometimes consumers might choose to ignore it because it is lousy. That is perceptual defence. Q4: From a consumer decision-making perspective, how has Red Bull been successful in maintaining brand loyalty in the energy drink market? First of all Red Bull’s product must be ‘good’ to make customers remember and trust it. That is not only the quality of product is good but also consumers believed the product is good. Individuals make decisions and take actions based on what they perceive to be reality (Schiffman et al., 2014). Thus Red Bull makes its products satisfy consumers’ perceive value according to using compelling advertisements and unique package. Customers have many chances to notice Red Bull in their life such as TV advertisements, the Red Bull mini cars and the logo of Red Bull appeared in the match. Especially when consumers notice that a famous people drink Red Bull, most customers will perceive that Red Bull is good. Consumers may rely more on the image conveyed by the brand than its actual attributes (Schiffman et al., 2014). All these compelling advertisements and the unique package help Red Bull to create an image that Red Bull is good and worth to buy it to customers. Thus when consumers want to purchase energy drink, Red Bull is the first thing that comes to their minds. The other important element to make customers loyalty is the price. For most consumers, price represents quality and value. Generally, customers believe that the higher the price the better the quality. Red Bull is three to sic times more expensive than Coca-Cola and is usually the highest-priced energy drink in the market. Inevitably, consumers perceive that the quality of Red Bull is the best in energy drinks. Customers look for value when buying (Dodds, 2003). Red Bull create the value to satisfy consumers’ need, thus it make customers loyalty in its products. References Batra, S. K., Kazmi, S. H. H. and Batra, S. K. (2009). Consumer Behaviour-2nd. New Delhi: Excel Books India. Dodds, B. (2003). Managing Customer Value: Essentials of Product Quality, Customer Service, and Price Decisions. Colorado: University Press of America. Jansson-Boyd, C. V. (2010). Consumer Psychology. England: McGraw-Hill International. Schiffman, L. G., O’Cass, A., Paladino, A., Carlson, J. (2014). Consumer Behaviour. Australia: Pearson Australia Group Pty Ltd.