A Modern Look at the Plague of Athens

The plague of Athens took place between the years 430-426 BC, at the outbreak of the Peloponnesian War. The plague killed an estimated 300,000 people, among which was the Greek statesman Pericles. It is said to have caused the death of one in every three people in Athens, and it is widely believed to have contributed to the decline and fall of classical Greece. The Greek historian Thucydides was infected by the disease but survived it; he reported that plague symptoms included high fever, blistered skin, bilious vomiting, intestinal ulcerations, and diarrhea. He also said that birds and animals which preyed on the animals were affected and that doctors were among the most affected by it. The Disease That Caused the Plague Despite Thucydides detailed descriptions, until recently scholars have been unable to come to a consensus of which disease (or diseases) caused the Plague of Athens. Molecular investigations published in 2006 (Papagrigorakis et al.) have pinpointed typhus or typhus with a combination of other diseases. Ancient writers speculating on the cause of plagues included the Greek physicians Hippocrates and Galen, who believed a miasmic corruption of the air arising from swamps affected the people. Galen said that contact with the putrid exhalations of the infected was quite dangerous. More recent scholars have suggested that the Athens plague arose from bubonic plague, lassa fever, scarlet fever, tuberculosis, measles, typhoid, smallpox, toxic-shock syndrome-complicated influenza, or ebola fever.​ Kerameikos Mass Burial One problem modern scientists have had identifying the cause of the Athens plague is that classical Greek people cremated their dead. However, in the mid-1990s, an extremely rare mass burial pit containing approximately 150 dead bodies was discovered. The pit was located on the edge of the Kerameikos cemetery of Athens and consisted of a single oval pit of an irregular shape, 65 meters (213 feet) long and 16 m (53 ft) deep. The bodies of the dead were laid in a disorderly fashion, with at least five successive layers separated by thin intervening deposits of soil. Most bodies were placed in outstretched positions, but many were placed with their feet pointing into the center of the pit. The lowest level of interments showed the most care in placing the bodies; subsequent layers exhibited increasing carelessness. The upper-most layers were simply heaps of the deceased buried one on top of another, no doubt evidence of a spike in deaths or a growing fear of interaction with the dead. Eight urn burials of infants were found. Grave goods were limited to the lower levels and consisted of about 30 small vases. Stylistic forms of the Attic period vases indicate they were mostly made around 430 BC. Because of the date, and the hasty nature of the mass burial, the pit has been interpreted as from the Plague of Athens. Modern Science and the Plague In 2006, Papagrigorakis and colleagues reported on the molecular DNA study of teeth from several individuals interred in the Kerameikos mass burial. They ran tests for the presence of eight possible bacilli, including anthrax, tuberculosis, cowpox and bubonic plague. The teeth came back positive only for Salmonella enterica servovar Typhi, enteric typhoid fever. Many of the clinical symptoms of the Plague of Athens as described by Thucydides are consistent with modern day typhus: fever, rash, diarrhea. But other features are not, such as the rapidity of the onset. Papagrigorakis and colleagues suggest that perhaps the disease has evolved since the 5th century BC, or perhaps Thucydides, writing 20 years later, got some things wrong, and it may be that typhoid was not the only disease involved in the Plague of Athens. Sources This article is a part of the About.com guide to the Ancient Medicine, and the  Dictionary of Archaeology. Devaux CA. 2013.  Small oversights that led to the Great Plague of Marseille (1720–1723): Lessons from the past.  Infection, Genetics and Evolution 14(0):169-185.  doi:10.1016/j.meegid.2012.11.016 Drancourt M, and Raoult D. 2002.  Molecular insights into the history of plague.  Microbes and Infection  4(1):105-109.  doi: 10.1016/S1286-4579(01)01515-5 Littman RJ. 2009.  The Plague of Athens: Epidemiology and Paleopathology.  Mount Sinai Journal of Medicine: A Journal of Translational and Personalized Medicine  76(5):456-467.  doi: 10.1002/msj.20137 Papagrigorakis MJ, Yapijakis C, Synodinos PN, and Baziotopoulou-Valavani E. 2006.  DNA examination of ancient dental pulp incriminates typhoid fever as a probable cause of the Plague of Athens.  International Journal of Infectious Diseases  10(3):206-214.  doi: 10.1016/j.ijid.2005.09.001 Thucydides. 1903 [431 BC].  Second Year of the War, Plague of Athens, Position and Policy of Pericles, Fall of Potidaea.  History of the Peloponnesian War, Book 2, Chapter 9: J. M. Dent/University of Adelaide. Zietz BP, and Dunkelberg H. 2004.  The history of the plague and the research on the causative agent Yersinia pestis.  International Journal of Hygiene and Environmental Health  207(2):165-178.  doi: 10.1078/1438-4639-00259

Finance for Managers Essay - 876 Words

Unit 4.9 Level 4 Finance for Managers 15 Credits Sample Assignments You are employed in a financial consultancy and one of your clients is a relatively new company that is facing rapid growth. As they began as a small family business, they have not had the level of financial control that would be expected in a business of their current size. The management team are looking to employ an accountant. Before taking this step they need to understand the reasons for recording and reporting financial information, the legal responsibilities they have in this respect and the usefulness of financial information. They also require some specific help in relation to working capital and in respect of a new project which they are†¦show more content†¦Actual output was 1,100 units which were sold for  £69,900. The actual production costs were:  £ Direct labour (1075 hours) Direct materials (1175 kg) 24,420 23,260 Fixed overheads 6,400 There were no inventories at the start or the end of the month. You are required to calculate the variances for the month from the available information, and use them to reconcile the budgeted and actual profit figures. You should produce a document that identifies and explains the variances and reconciles the actual and budgeted profit figures. You should identify further information required that would help to further explain variances. Task 3 The directors have the opportunity to invest in a new project. This involves the acquisition of new machinery. The figures for the project are shown in the table below. Cost of machine Estimated life Estimated future cash flows: Year 1 Year 2  £10,000 5 years  £2,000  £3,000 Year 3 Year 4 Year 5 Estimated residual value  £3,000  £5,000  £5,000  £3,000 For the project, calculate the accounting rate of return and the payback period. In your report, explain the significance of these values and indicate how such values can be used to determine the viability of a project. 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Hinayan and Mahayn Free Essays

string(40) " Twelve Enlightening Deeds of a Buddha\." Introductory Comparison of Hinayana and Mahayana Alexander Berzin Berlin, Germany, January 2002 [edited transcript] The Terms Hinayana and Mahayana The terms Hinayana (Lesser Vehicle or Modest Vehicle) and Mahayana (Greater Vehicle or Vast Vehicle) originated in The Prajnaparamita Sutras (The Sutras on Far-Reaching Discriminating Awareness, The Perfection of Wisdom Sutras). They are a rather derogatory pair of words, aggrandizing Mahayana and putting down Hinayana. Alternative terms for them, however, have many other shortcomings, and so therefore I shall use these more standard terms for them here. We will write a custom essay sample on Hinayan and Mahayn or any similar topic only for you Order Now See: The Terms Hinayana and Mahayana. ] Hinayana encompasses eighteen schools. The most important for our purposes are Sarvastivada and Theravada. Theravada is the one extant today in Sri Lanka and Southeast Asia. Sarvastivada was widespread in Northern India when the Tibetans started to travel there and Buddhism began to be transplanted to Tibet. There were two main divisions of Sarvastivada based on philosophical differences: Vaibhashika and Sautrantika. Hinayana tenet systems studied at the Indian monastic universities such as Nalanda, and later by the Tibetan Mahayanists, are from these two schools. The lineage of monastic vows followed in Tibet is from another Sarvastivada subdivision, Mulasarvastivada. [See: A Brief History of Buddhism in India before the Thirteenth-Century Invasions. ] Buddhas and Arhats There is quite a significant difference between the Hinayana and Mahayana presentations of arhats and Buddhas. Both agree that arhats, or liberated beings, are more limited than Buddhas, or enlightened beings, are. Mahayana formulates this difference in terms of two sets of obscurations: the emotional ones, which prevent liberation, and the cognitive ones, which prevent omniscience. Arhats are free of only the former, whereas Buddhas are free of both. This division is not found in Hinayana. It is purely a Mahayana formulation. To gain liberation or enlightenment, both Hinayana and Mahayana assert that one needs nonconceptual cognition of the lack of an impossible â€Å"soul. † Such a lack is often called â€Å" selflessness,† anatma in Sanskrit, the main Indian scriptural language of Sarvastivada and Mahayana; anatta in Pali, the scriptural language of Theravada. The Hinayana schools assert this lack of an impossible â€Å"soul† with respect only to persons, not all phenomena. Persons lack a â€Å"soul,† an atman, that is unaffected by anything, partless, and separable from a body and a mind, and which can be cognized on its own. Such a â€Å"soul† is impossible. With just the understanding that there is no such thing as this type of â€Å"soul† with respect to persons, one can become either an arhat or a Buddha. The difference depends on how much positive force or so-called â€Å" merit† one builds up. Because of their development of the enlightening aim of bodhichitta, Buddhas have built up far more positive force than arhats have. Mahayana asserts that Buddhas understand the lack of an impossible â€Å"soul† with respect to all phenomena as well as with respect to persons. They call this lack â€Å"voidness. † The various Indian schools of Mahayana differ regarding whether or not arhats also understand the voidness of phenomena. Within Mahayana, Prasangika Madhyamaka asserts that they do. However, the four Tibetan traditions explain this point differently regarding the Prasangika assertion. Some say that the voidness of phenomena understood by arhats is different from that understood by Buddhas; some assert the two voidnesses are the same. Some say that the scope of phenomena to which the voidness of phenomena applies is more limited for arhats than it is for Buddhas; some assert it is the same. There is no need to go into all the details here. [See: Comparison of the Hinayana and Mahayana Assertions of the Understandings of Voidness by Arhats and Buddhas. ] Further Points Concerning Buddhas and Arhats The assertions of Hinayana and Mahayana concerning arhats and Buddhas differ in many other ways. Theravada, for instance, asserts that one of the differences between a shravaka or â€Å"listener† striving toward the liberation of an arhat and a bodhisattva striving toward the enlightenment of a Buddha is that shravakas study with Buddhist teachers, while bodhisattvas do not. The historical Buddha, Shakyamuni, for instance, did not study with another Buddha. He studied only with non-Buddhist teachers, whose methods he ultimately rejected. In the fact that Buddha’s understanding and attainment id not arise from reliance on a Buddhist teacher, Theravada asserts that a Buddha’s wisdom surpasses that of an arhat. In addition, bodhisattvas work to become universal Buddhist teachers; shravakas do not, although as arhats they certainly teach disciples. Before passing away, Buddha himself deputed his arhat disciple Shariputra to continue â€Å"turning the wheel of Dharma . † According to Theravada, however, Buddhas excel arhats in being more skillful in methods for leading others to liberation and in the breadth of their conduct of teaching. This is the meaning of a Buddha’s being omniscient. However, according to this presentation, a Buddha would not know everyone’s address and would have to ask such information from others. According to the Vaibhashika school of Hinayana, Buddhas are actually omniscient in knowing such information, but they only know one thing at a time. According to Mahayana, omniscience means knowing everything simultaneously. This follows from its view that everything is interconnected and interdependent; we cannot speak of just one piece of information, totally unrelated to the rest. Hinayana says that the historical Buddha achieved enlightenment in his lifetime and, like an arhat, when he died, his mental continuum came to an end. Therefore, according to Hinayana, Buddhas teach only for the rest of the lifetime in which they achieve enlightenment. They do not emanate to countless world systems and go on teaching forever, as Mahayana asserts. Only Mahayana asserts that the historical Buddha became enlightened in a previous lifetime many eons ago, by studying with Buddhist teachers. He was just demonstrated enlightenment under the bodhi tree as one of the twelve enlightening deeds of a Buddha. The precursor of this description of a Buddha is found in the Mahasanghika School of Hinayana, another of the eighteen Hinayana schools, but is not found in either Sarvastivada or Theravada. [See: The Twelve Enlightening Deeds of a Buddha. You read "Hinayan and Mahayn" in category "Essay examples" ] Concerning Buddhas, another major difference is that only Mahayana asserts the three corpuses or bodies of a Buddha – Nirmanakaya, Sambhogakaya, and Dharmakaya. Hinayana does not assert them. Thus, the concept of a Buddha is significantly different in Hinayana and Mahayana. [See: Identifying the Objects of Safe Direction (Refuge). The Pathway Minds Leading to Liberation and Enlightenment Hinayana and Mahayana both assert that the stages of progress to the purified state, or â€Å"bodhi,† of either an arhat or a Buddha entail developing five levels of pathway mind – the so-called â€Å"five paths. † These are a building-up pathway mind or path of accumulation, a n applying pathway mind or path of preparation, a seeing pathway mind or path of seeing, an accustoming pathway mind or path of meditation, and a path needing no further training or path of no more learning. Shravakas and bodhisattvas who attain a seeing pathway of mind both become aryas, highly realized beings. Both have nonconceptual cognition of the sixteen aspects of the four noble truths. [See: The Five Pathway Minds: Basic Presentation. See also: The Sixteen Aspects and the Sixteen Distorted Ways of Embracing the Four Noble Truths. ] Both Hinayana and Mahayana agree that a seeing pathway mind rids both arya shravakas and arya bodhisattvas of doctrinally based disturbing emotions, while an accustoming pathway mind rids them of automatically arising disturbing emotions. The former are based on learning the set of assertions of one of the non-Buddhist Indian schools, while the latter arise automatically in everyone, including animals. The list of disturbing emotions that shravaka and bodhisattva aryas rid themselves of is part of a larger list of mental factors. Each of the Hinayana schools has its own list of mental factors, while Mahayana asserts yet another list. Many of the mental factors are defined differently in each list. Both Hinayana and Mahayana agree that the course of progressing through the five pathway minds entails practicing the thirty-seven factors leading to a purified state. A â€Å"purified state† or â€Å" bodhi† refers to either arhatship or Buddhahood. These thirty-seven factors include the four close placements of mindfulness, the eight branches of an arya pathway mind (the eightfold noble path), and so on. They are very important. In anuttarayoga tantra, the thrity-seven are represented by Yamantaka’s thirty-four arms plus his body, speech and mind, as well as by the dakinis in the body mandala of Vajrayogini. The thirty-seven are a standard set of practices. The specifics of each practice, however, are often different in Hinayana and Mahayana. See: The Theravada Practice of the Four Close Placements of Mindfulness. See also: The Four Close Placements of Mindfulness According to Mahayana. ] Both Hinayana and Mahayana assert that the scheme of stream-enterer, once-returner, non-returner and arhat refers to stages of an arya shravaka’s path, but not to the path of an arya bodhisattva. Thus, stream-enterers have nonconceptu al cognition of the sixteen aspects of the four noble truths, which include nonconceptual cognition of the lack of an impossible â€Å"soul† of persons. We should not think that stream-enterer is a beginner level. So if someone claims to have achieved the state of a stream-enterer, be suspicious. Hinayana does not provide an extensive explanation of the bodhisattva pathway minds. Mahayana, however, explains that an arya bodhisattva’s path to enlightenment entails progressing through the development of ten levels of bhumi-mind. These levels of mind do not pertain to the path of shravakas. Both Hinayana and Mahayana agree that traversing the bodhisattva path to enlightenment takes more time than traversing the shravaka one to arhatship. Only Mahayana, however, speaks of building up the two enlightenment-building networks – the two collections – for three zillion eons. â€Å" Zillion,† usually translated as â€Å"countless,† means a finite number, though we would be unable to count it. Shravakas, on the other hand, can attain arhatship in as short as three lifetimes. In the first lifetime, one becomes a stream-enterer, in the next lifetime a once-returner, and in the third lifetime, one becomes a non-returner, achieves liberation, and becomes an arhat. This is quite tempting for many people. The assertion that arhats are selfish is like bodhisattva propaganda. It is basically meant to point out an extreme to avoid. The sutras record that Buddha asked his sixty arhat disciples to teach. If they were truly selfish, they would not have agreed to do so. Arhats, however, can only help others to a more limited extent than Buddhas can. Both, however, can only help those with the karma to be helped by them. Bodhisattvas It is important to realize that the Hinayana schools do assert that before becoming a Buddha, one follows the bodhisattva path. Both Hinayana and Mahayana have versions of the Jataka tales describing the previous lives of Buddha Shakyamuni as a bodhisattva. Starting with King Siri Sanghabodhi in the third century CE, many Sri Lankan kings even called themselves bodhisattvas. Of course, this is a little tricky to untangle because there was some Mahayana present in Sri Lanka at the time. Whether this idea of bodhisattva kings preexisted a Mahayana influence is hard to say, but it did happen. Even more surprisingly, in the fifth century CE, the elders at the Sri Lankan capital Anuradhapura declared Buddhaghosa, a great Theravada Abhidharma master, to be an incarnation of the bodhisattva Maitreya. Mahayana asserts that there are a thousand Buddhas in this â€Å"fortunate eon† who will start universal religions, and there have been and will be many more Buddhas in other world ages. Mahayana also asserts that everyone can become a Buddha, because everyone has the Buddha-nature factors that enable this attainment. Hinayana does not discuss Buddha-nature. Nevertheless, Theravada does mention hundreds of Buddhas of the past. One Theravada sutta even lists twenty-seven by name. All of them were bodhisattvas before becoming Buddhas. Theravada asserts that there will be innumerable Buddhas in the future as well, including Maitreya as the next one, and that anyone can become a Buddha if they practice the ten far-reaching attitudes. The Ten Far-Reaching Attitudes Mahayana says that the ten far-reaching attitudes are practiced only by bodhisattvas and not by shravakas. This is because Mahayana defines a far-reaching attitude or â€Å"perfection† as one that is held by the force of a bodhichitta aim. According to Theravada, however, so long as the ten attitudes are held by the force of renunciation, the determination to be free, bodhichitta is not necessary for their practice to be far-reaching and act as a cause for liberation. Thus, Theravada asserts that both bodhisattvas and shravakas practice ten far-reaching attitudes. Aside from the different motivating aims behind them, the other main difference between a bodhisattva’s and a shravaka’s practice of the ten is the degree of their intensity. Thus, each of the ten far-reaching attitudes has three stages or degrees: ordinary, medium, and highest. For example, the highest practice of generosity would be giving one’s body to feed a hungry tigress, as Buddha did in a previous life as a bodhisattva. The list of the ten far-reaching attitudes also differs slightly in Theravada and Mahayana. The Mahayana list is: * generosity * ethical self-discipline * patience * joyful perseverance * mental stability * discriminating awareness * skill in means How to cite Hinayan and Mahayn, Essay examples

Marketing Planning Inner West of Sydney

Question: Discuss about the Marketing Planning for Inner West of Sydney. Answer: Introduction Royal Oak is a pub in inner west of Sydney that is located in state of New South Wales. The pub is famous for the canopy of oak trees with an outdoor setting of beer garden. The oak hotel has number of bars that includes Nineteen Thirty Six, Bar and Grill, the garden bar and the garden pavilion. It is one of the best pubs in Sydney. The main threat of the pub in Oak hotel is from its competitors. To run a pub it is essential for the firm to follow the legal standards as set by the government. Economy of Australia and the choice and lifestyle of Australians also affect the business environment (Oakshotel.com.au. 2016). Figure: The Oak Hotel (Source: Oakshotel.com.au. 2016). Situation Analysis Market and industry: Various external and internal factors affect the business. The Oak Hotel functions in a perfectly competitive market where there are large number of buyers and sellers. It functions in a food and beverage industry where the lifestyle of people has a great role to play. Oak hotel has its specialization in sell of beer (Royal Oak Great Ayton. 2016). Competitors: The major threat of the Australian pub is from its competitors. The competitors of The Oak Hotel that has its specialization in the selling of hard drinks are Le pub, 3 Wise Monkeys, Courthouse hotel and the Union hotel. It is essential for the pub to formulate strategies that helps the pub achieve competitive advantage. The marketer can use various strategies to achieve competitive advantage such as lowering the price of food and drinks, improving the ambience of pub, or introducing a new technique for the entertainment of people such as Karaoke (Turnbull 2013) Customers: The customers of Oak hotel are both men and women of Sydney. It not only includes the local people of Australia but also people from outside such as tourists and travelers. Pub of Oak hotel is famous worldwide. Hence, it attracts many tourists. The hotel mainly concentrates on high income customers due to the class that it holds. It is essential for the pub to form a particular target group of customers to attract as much tourists as it can (Cabras et al. 2016). External and internal factors: The external factors that affect the business of pubs is the environmental, economical, political and social factors. Environmental factor such as weather greatly affects the business such as in case of sunny weather the sale of beer is high while in case of rainy season the pub encounters fewer customers due to the open house. The internal factors such as behavior of employees, income of consumers and lifestyle of people affects the business of pubs (Royal Oak Great Ayton. 2016). SWOT analysis Strengths : The ambience of Oak hotel includes a garden with a canopy of oak trees It is one of the best pubs in Sydney. It is one of the oldest pubs in Australia. The pub is situated at the heart of the city that makes its feasible for people to visit. It not only provides drinks but also food to the customers. Weakness The main weakness is from its competitors. The pub is situated in an open area that makes it difficult for operation in bad weather condition. The turnover rate is high in pubs. It has a specific target market. Employee theft is high in case of pubs. Opportunities The pubs have opportunities to expand in local markets. It also has opportunity to expand its target customers (Wilson et al. 2012). Threats The threat of pubs is from the competitors. The pubs also face threat of closing down. New entrants hurt the operations and function of pub in the market. The threat is from the weather conditions. Marketing objectives Marketing objectives are the goals that are set by the pub that includes increasing sales, increasing brand awareness, improve relationship with customers and target new customers. The marketing objectives of the organization are: The objective of the pub is to increase its customers and give them pleasure and good experience. Its objective is to help the customers taste good and tasty food and give them a new experience. The objective of the Oak hotel is to achieve competitive advantage from its competitors and maximize the customer satisfaction. It also aims at increasing the profit and the revenue. Marketing objectives are the goals that are set by the organization before formulating strategies. It aims at improving the service and experience of customers (De Mooij 2013). Marketing strategies Marketing strategies are the strategies that are used by the organization to achieve the set target and goals. This includes market segmentation, positioning strategy and competitiveness. Market segmentation is the classification and categorization of markets based on factors that they hold in common. It is often segmented based on various factors such as demographic segmentation that is based on sex, age, population size and income of the people. The other market segmentation is behavioral segmentation, cultural segmentation and geographical segmentation. The Oak pub tries to achieve competitive advantage by concentrating on the service and the experience that it provides to its customers. The positioning strategy is the unique brand image that it creates (Bouvier and Nisar 2013). The oak pub ensures that the customer that visit the pub do not have bad experience and ensure that the same customers visit again to gain new experience. This will help the organization build an image of trust with its customers and will also help in promotion of the pub. The strategies of the pub focus on specific target group. It mainly targets the people who like to gain new experience. Working class are the target customers of oak pub. It is essential for the pub to expand its target group to other cities as well. It also targets travelers and tourists so that the pub is able to promote its ser ice in international market as well. Marketing mix Marketing mix is a marketing tool that is used to analyze the four Ps of organization that is price, place, promotion and products. Products: the products prided by the Oak hotel are food and beverages. The beverages include both hard and soft drink. The Oak hotel concentrates on providing premium beer, a mixture of drinks, cocktails and fine dining foods and snacks. It not only concentrates on providing a wide range of products but also concentrates on improving the services (Jones and Rowley 2012). Price: the price of the services and products that the organization is uniform in nature. The aim of the pub is to keep the prices of the products that it provides low in order to attract many customers. It aims at covering the cost and making some profit. The organization follows the product line pricing strategies to set the prices of products. The firm launches special offers on special occasions to attract customers (Hollensen 2015). Place: the Oak hotel is located in the heart of Sydney. It is situated in the heart of neutral bay in Sydney. The pubs at The Oak hotel have outdoor setting and retro look that is close to the Harbor Bridge. The pub is attraction for mainly the local people of Sydney though it concentrates on people from other cities of Australia as well. Promotion: various promotion techniques are used by the hotel to promote the service that it provides such as advertisement, direct sales, word of mouth, use of social media and internet and other techniques (Huang and Sarigll 2014). Role of social media in rating pubs Social media such as advertisement on twitter, facebook and other social sites plays an important role for the promotion of service provided by the pub. The company has a page in facebook that is used to build relationship with customers. The rating given by the customers also holds importance and it helps the other customers get reviews of the particular organization. High rating attracts major tourists (Gordon 2012). The company has the website of its own that is used to increase consumer awareness. Budget and profitability analysis Variable Expenditure Advertisement $2000 Social media $3000 Formulation of marketing strategy $10000 Gathering information for gaining competitive advantage $5000 Expenditure for charitable purpose $1500 Environmental security $3500 The expected revenue from the marketing strategy is $1 billion and the expenses of the firms is as mentioned in the above table for the formulation of marketing strategy. Monitoring and control Monitoring the strategies after formulation and implementation is essential. It is essential to ensure that cost of strategies is low and eradicate risks that they encounter while the implementation. Monitoring helps the company ensure that the strategies are leading the company achieve its goals. Motivation is necessary to motivate the marketers to help them achieve goals and objective. The performance can be measured by using social media metrics and gather information. Conclusion Various external factors such as political, environmental, social and economical factors affect the business. The report investigates a pub, its customers, and the factors that make it attractive. This includes the food, drink or the ambience of the pub. Formulation of proper marketing strategy plays an important role for the success of the organization. References Bouvier, L. and Nisar, T.M., 2013. Changes in the marketing and operational capacity of retail sector firms through corporate securitization.Journal of Financial Services Marketing,18(1), pp.53-64. 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