Consumer Decision Rule Are Procedures Marketing Essay

Consumer Decision Rule Are Procedures Marketing Essay Introduction Consumer purchasing process theory is a critical component of marketing strategy. Consumer purchasing behavior can be complicated and understanding it is the essential working of effective marketing management. Before consumers make decision to purchase products, they estimate carefully about their thinking. Managers can guess consumers decision process such as Problem recognition, information search, and evaluation criteria. Body The first step is Problem recognition or Need recognition. Problem recognition is that consumers decide problems to be solved and have desires that they wish to satisfy. The consumer considers a significant difference between his or her current state of affairs and some desired or ideal state (Solomon Rabolt, 2003)1. Consumer try to compare between their desired consumer lifestyle that would like to live and feel, and current situation that is temporary factors affecting the consumer. If the consumer has a big gap between desired consumer lifestyle and current situation, they will purchase a product for satisfying the desire. However, if the gab is no different or they do not care about the problem, they will not purchase the product. Nowadays, telephone companies are attracting consumers to purchase by their new products which provide many kind of function. For instance, Businessmen tend to need using mobile phone nowadays in the society and the companies provide many useful functions for them. The new functions can help them to check business e-mails or checking business information on internet. If businessmen do not have a mobile phone, they will not be able to contact other business partners and other people think the businessmen is a dropout. Therefore, having a mobile phone is necessary for them, and having new phone can be fashion and trend for young businessmen. So they will consider purchasing the mobile phone as smart phone. Nowadays, we also can see other case of purchasing the phone in the school. According to Amanda Lenhart, 23percentage of all those ages 12-17 mention that they have a smartphone and ownership is highest among older teens: 31% of those ages 14-17 have a smartphone, compared with just 8% of youth ages 12-13 in America(Amanda Lenhart, 2012)2. If many class mates are having a mobile phone, it can highly affect the students who do not have a phone to desire having smart phone. One of them might be able to ask their parents to purchase it. On the other hands, desire of buying mobile phone and smart phone for most old people will be lower than the young people because they are not used to have mobile phone. Having a mobile phone and new functions in smart phone are unnecessary for them and they can be satisfied their life without mobile phone. It means the old people satisfied about their actual state as their old phone will not consider about it. Like these three different groups has different desire and thinking about the same product. If the Businessman and the students parents consider buying a smart phone, they will move to next stage is information research. Next stage is information search. Information search is when the consumers search the needed information for solving problem or desire. The consumer recollects their own past experience in their memory and it might provide the consumer with adequate information to make the present choice. In addition, The making decisions are based on the personal experience is internal source, and marketing and noncommercial information is external sources. For example, the businessman will remind what they know about new smart phone, compare brands of smart phone. If they do not have enough information or they have not had the phone, they will collect information from external sources as family and friend, internet, and advertisements. Their collect information value and spending time for collecting the information is depending on their free time to search, and how mobile phone is important and interesting to them. Finally, if the businessman is satisfied with information of smart phone, they will move to next stage. However, sometimes searching information also can be negative effect. If the students parents can spend long hours to check and collected many information, the parents can see negative side of smart phone like there are a lot of game application in smart phone, and the phone influence student to spend a lot of time for chatting with their friends whenever they want. The parents will be able to tend to consider about the negative sides and not to purchase it to their children. There is one more negative side of information research it is a failure. According to Leon G.Schiffman, search regret can have a damaging effect on retailers, because in this pilot study store blame and self-blame were not significantly correlated with each other(2010, Leon G.Schiffman, Leslie Lazar Kanuk)3. Thus, information search can be both negative and positive. Next stage is alternative evaluation. After consumer collect information, they compare the relevant and feasible alternatives has been gathered, the decision can be made. The evaluative criteria is the various features a consumer looks for in response to a particular problem. According to Engel, Blackwell, and Miniard, evaluative criteria is defined as the standards and specifications used by consumers to compare different products and brands. Evaluative criteria play an important role in the evaluation stage of the decision making process (Engel J.F, Blackwell, R.D and Miniard, P.W, 1993)4. For example, before purchasing a smart phone, the businessman might want to evaluate cost, function, design, display size, brand, and warranty. Evaluative criteria can differ in type, number and importance. If the businessman can decide to purchase a smart phone, they terminate information search, and they make a list of brand or models from which they plan to make their selection. The criteria t hey will use to evaluate each brand or model as Evoked Set, Inert Set, and Inept Set. Evoked set is the specific brands or models a business man considers to purchase within a particular product category. Inert Set is second choice of brands or models of smart phone because they are felt to be unacceptable or they are seen as inferior. Last list is Inert Set, which consists of brands or models the consumer is indifferent toward because they cannot obtain any advantage from smart phone like a smart phones for student, or silver phone for old people. The two kind of smart phones are not suitable to the businessman and the phones can be in list of Inert set. But, if they are still not sure which one they want to buy, they will search information again. If the businessman decides to purchase a smart phone Conclusion We can understand that consumer has different taste, and want depend on their occupation. Their decision ways is very complex. However, marketing managers can guess consumers purchasing decision by the purchasing process. Question2 Introduction Making decision to purchase a product is the last step for consumers and the consumers can use Consumer decision rules such as Compensatory and Non-compensatory decision rules. Consumer decision rule is procedures used by consumers to facilitate brand or other consumption-related choice. These rules provide consumers decision guidelines or routines to reduce the burden of making complex decisions. Body According to Leon G. Schiffman and Lesilie Lazar Kanuk, there are two consumer decision rules. Compensatory decision rules are that allows a positive estimate of a brand on one attribute to balance out a disadvantage point on other attributes. Non-compensatory decision rules are that do not allow consumers to balance positive evaluations of a brand on one attribute against a negative evaluation on other attributes. In addition, there are three Non-compensatory rules such as the conjunctive rule, the disjunctive rule, and the lexicographic rule. The Conjunctive decision rule is consumers evaluate a separate, minimally acceptable level such a cutoff point for each attribute. If a product a negative point, the point is ignored from future consideration. The disjunctive rule is the same with the Conjunctive rule. In applying the rule, the consumers evaluate a separate, minimally acceptable cutoff level for each attribute which should be better than the one normally established for a conj unctive rule. If a point meets the cutoff established for any one attribute, it is accepted. The Lexicographic decision rule is that the best ranks the attributes in terms of the single attribute that is considered most important. If an option scores sufficiently high on this the best rank attribute, it is chosen and the process ends (Leon G. Schiffman, Leslie Lazar Kanuk, 2010)5. In my case, I purchase a product by the lexicographic decision rule in Non-compensatory decision rules. For instance, there are four different brand of mobile phone as IPhone 4Gs, Sony Ericsson Xperia Arc X12, Samsung Galaxy S3, and BlackBerry Torch 9860. I will check Price, CPU in General, Camera video, 3G/4G Speed in Connective, and Screen. According to GadGetbook, the most expensive price of mobile phone is IPhone around RM2199~RM2799 and the lowest cost one is Blackberry around RM1400~RM1600. Therefore, I marked each mobile phone, Samsung Gelexy3 is 7 point, IPhone4Gs is 6 point, Sony is 9, and Blackb erry is 10 point. Price of the Sony and Blackberry is much cheaper than Samsung Geluxy3 and IPhone. However, Both the Sony and the Blackberry does not have other special feature. The two mobiles CPU, Camera Video, and Connective get low marks among the phones. Especially, Sony provides a poor quality of connective. High speed of Connecting 3G and 4G is the most important point for me because I need to use applications such as Skype which provide free call and video call. If speed of connective is slow, I will get a lot of lack while I am doing the calls with my family and friends (Gadgetbook ,2010)6. Conclusion As my result show chart of hypothetical Ratings for mobile phone*, both the highest connective performance and the highest total mark is Samsung Galaxy3. Hence, I will purchase Samsung Galaxy 3 without *Hypothetical Ratings for Mobile phone IPhone 4GS Sony Ericsson Xperia Arc X12 Samsung Galaxy3 BlackBerry Torch 9860 Price RM2199~2799 ( 6 ) RM1550~1650 ( 9 ) RM2050~2150 ( 7 ) RM1400~1600 ( 10 ) General(CPU) dual-core 1GHz (9) 1GHz scorpion (7) Quad-core 1.4 GHz (10) 1.2 GHz QC 8655 (8) Camera Video 8MP 32642448 [emailprotected] (10) 8MP 32642448 [emailprotected] (9) 8MP 32642448 [emailprotected] (10) 5 MP 2592ц¦1944 720p (7) Connective HSDPA: 14.4 Mbps HSUPA: 5.8 Mbps (8) HSDPA: 7.2 Mbps HSUPA: 5.8 Mbps (6) HSDPA: 21 Mbps HSUPA: 5.76 Mbps (10) HSDPA: 14.4 Mbps HSUPA: 5.76 Mbps (8) Screen 640 x 960 3.5 inches (9) 480 x 854 4.2 inches (8) 720 x 1280 4.8 inches (10) 480 x 800 pixels 3.7 inches (7) Total 42 39 47 40 Question3. Introduction There is no debt that mobile phone is very important for people and me. Most people, nowadays, cannot live without a mobile phone in the society and Mobile phone supports our life to be better with their many functions. Body When I was in Korea, mobile phone was not a so important thing for me and I thought I do not need to buy an expensive high function of mobile phone as camera phone although most of my friend was having them. Therefore, I had a cheap and classic phone as no color phones. However, after coming to Malaysia, my thinking about mobile phone was totally changed because of my situation it is studying abroad. First day in Malaysia, I did not have any friend in here and I realized I need a mobile phone for talking with my family and friends who are in Korea. But I could not call to them whenever I want because of too high phone bill. Thus, I desired to solve the problem. One day, my sister introduced about IPhone that I can use free call and free message through using IPhone application in WIFI zone. The function made me to be excited about smart phone. Actually, I had not thought that I would purchase smart phone that is expensive. Finally, I bought Iphone3 and my life was changed by IPhone a nd the special functions. The first change thing is that I can have more talking and chatting times with my family and friends thanks to the free call and free message application. Even father learnt using smart phone and he often send me message. If I did not have a mobile phone, I would not be able to contact my family, and Korean friends. It seems to me that it is the greatest wonderful advantage for me. Second change thing is that I use other a lot of applications and functions as camera and video in mobile phone and they are very helpful for me. I can take a picture by the mobile phone and upload on Facebook. I can read electronic books and playing games for time killing whenever I want. Conclusion The mobile companies improve their technology and they catch what consumers want and need for attracting customers to purchase. Having a mobile phone becomes one of new culture in the society. I am also affected it. When I was young, having a mobile phone was unnecessary for me and I could not know about advantage of mobile phone. It means that Classic phones could not attract me to have. However, I cannot live without my phone now because of new functions of mobile phone and I need them for my modern life. 1. Solomon, M.R., Rabolt, N.J. (2003). Consumer behavior in fashion (1st ed.). Upper , Saddle River, NJ: Prentice Hall. p.356. 2. Amanda Lenhart, 2012, Teens Smartphones Texting, http://pewinternet.org/Reports/2012/Teens-and-smartphones.aspx 3. (2010, Leon G.Schiffman, Leslie Lazar Kanuk)2. Consumer behavior- prepurchase search, P.486.) 4. Engel, J.F., Blackwell, R.D., Miniard, P.W. (1993). Consumer Behavior (7th ed.). P.51. 5. Leon G. Schiffman, Leslie Lazar Kanuk, 2010, Consumer behavior, Consumer decision Rules, page 491~page492 6. (Gadgetbook ,2010) http://mobilemegamall.com/gadgets/Mobile-Phone-Price-Malaysia-10.html

Investigative Psychology Essay -- Criminal Profiling, Correctional Psy

Investigative Psychology As stated by Bartol and Bartol (2008), investigative psychology is the application of psychological research and principles to the investigation of criminal behavior (Bartol & Bartol, 2008). Investigative psychology is closely associated with criminal profiling, but there are other areas in which a forensic psychologist can participate in this particular subspecialty. An investigative psychologist maybe asked to perform a psychological autopsy, forensic hypnosis, or produce a geographical mapping. Psychological autopsies are generally performed in suspected suicide cases where the insurance company or family member questions the cause of death. Forensic hypnosis is an interview or interrogation method used by trained and credentialed professionals. Lastly, geographic mapping is a method of research â€Å"concerned with analyzing spatial patterns of crimes committed by numerous offenders over a period of time (Bartol & Bartol, 2008).† Geographic profiling is the analysis of a single serial offender’s geographic movement. Due to the complexities of investigative psychology these methods have been scrutinized. In order for these methods to be admissible in a court of law, they must pass the Daubert standard for empirically based evidence. The use of such standards has sparked an array of studies. For example criminal profiling has been under a magnifying glass for several years. Snook et al. (2007) found that there is inadequate empirical evidence that suggest whether criminal profiling is an effective method (Snook, Eastwood, Gendreau, Goggin, & Cullen, 2007). However, Kocsis, Middledorp, and Karpin (2008) reported that expert profilers are more accurate at prediction of unknown offender characte... ...m with an understandable statement of their rights, privileges, and the limitations of confidentiality (Committee on Ethical Guidelines for Forensic Psychologists, 1991).† Multiple relationships in a correctional institution can cause ethical dilemmas. An example of this would be if an inmate refuses to comply with a random drug screening and then attempts to commit suicide. After the suicide attempt the correctional psychologist examines the inmate and discovers a history of suicide attempts. He recommends that the inmate participate in group therapy and be granted a pass on future drug screening. Other members of the prison staff believe the inmate attempted suicide to escape the urinalysis. In this case the psychologist is faced with the dilemma of what is in the best interest of the patient and what is the best interest of the correctional institution.

The Genius of Klassik Komix :: Klassik Komix Essays

The Genius of Klassik Komix In "Klassik Komix" Steven Millhauser uses the well-known poem, "The Love Song of J. Alfred Prufrock" by T. S. Elliot, to create an intermediary between complex poetic prose and the simplicity of the classic comic book. He uses descriptive language to beautifully capture the importance a writer's medium in the literary interpretation of his/her work while also demonstrating his love for the imagination. The original form of "The Love Song of J. Alfred Prufrock" is a poem, made up of poetic prose. Prose can vary in lexical makeup, which is decided by the writer, but usually consists of descriptions of subjects that allude to, and are analogous of, the underlying thoughts of the writer. This gives the lines a sense of vague beauty that allows the reader to interpret meanings in his/her own mind in contrast to simply spelling out the meanings. Poetry has the ability to evoke upon the reader a sense of reflection and deep thought in an effort to understand the message that the writer is delivering. The classic comic book is a polar opposite of the complex nature of poetry. The comic book is designed for the younger reader and possesses a simplistic nature that allows the creator to use visual media combined with short written dialog to tell a story. The pictures in a comic book are an integral part of the makeup of a comic book. The pictures allow the creator to portray the protagonist and antagonist in a way that is common to all readers. This however inhibits the use of imagination by the reader. The pictures are all an artist's interpretations of the actions and settings that make up each scene. When a person reads descriptive text with no pictures, it allows the reader to build a mental picture of each scene that is unique to his/her own personality. The comic book does not allow for this expressiveness in its prefabricated structure. Millhauser elegantly combines these two literary vehicles in his work "Klassik Komix" in a way that simplifies the form but still allows the reader to use his/her mind to draw its own pictures. "In the room women come and go / Talking of Michelangelo"(stanza 3).

Digital Television :: essays research papers fc

Digital Television   Ã‚  Ã‚  Ã‚  Ã‚  On November 1, 1998 computer companies, television makers, broadcasters, and program suppliers have made a transition from analog to digital television. When the FCC passed a law forcing the networks to change from an analog broadcast to a digital broadcast, all the above mentioned industries have been scrambling to get a jump on their competition.   Ã‚  Ã‚  Ã‚  Ã‚  The picture and sound qualities of digital TV broadcasts are the best on Earth. However, at this moment cost remains a big problem. You can spend anywhere from $6,000 to $10,000 at the present time (Booth 80). Once the cost is driven down over the next few years, the average citizen will be able to experience the advantages of digital TV.   Ã‚  Ã‚  Ã‚  Ã‚  Digital TV will allow for a wider screen display, like those screens in movie theaters, and a sharper picture. What causes this perk is the fact that digital signals have a higher bit rate. This allows for more bits to be transmitted into the TV (cable, antenna, or satellite). The more bits a TV can transmit, the better the picture or screen resolution. The digital TV signal can carry as many as 19.4 megabits of data, which means a broadcaster can mix multiple programs of varying bit sizes onto a single channel. Say you’re watching a football game, since one camera view only uses up so many bits, you can select a different camera angle while watching the same game on the same channel. It is possible for a network, like NBC, to show two different programs at the same time on the same channel. Conceivably, if the president in on, you can watch regular scheduled programming.   Ã‚  Ã‚  Ã‚  Ã‚  With the introduction of the digital TV, the introduction of WebTV is upon us. One will be able to surf the internet through the television instead of using their computer. That is how the computer industry is involved in the digital TV. What companies like Sony and Microsoft hope to do is combine the TV and PC into one unit. They believe they can diminish the lines between consumer electronics and computers. Ultimately, both companies would like to make things more convenient and interface both industries. This will force computer companies and television makers to get on the ball and compete with these two corporate giants.   Ã‚  Ã‚  Ã‚  Ã‚  What will the transition to digital TV be like? Like any new radical product transition, the changeover will take some time.

Poetic Diction in Shakespearean Tragedies Essay

Aristotle’s Poetics defines the nature of tragic drama, discusses the six essential elements of drama, states his opinion on the best type of tragic plot, and suggests the most effective means to arouse essential emotions such as pity and fear. He presents here the elaborate structure of justice of virtue rewarded and villain punished, broadly speaking the poetic justice. Now since in the finest kind of tragedy the structure should be complex and not simple, and since it should also be a representation of terrible and piteous events (that being the special mark of this type of imitation), in the first place, it is evident that good men ought not to be shown passing from prosperity to misfortune, for this does not inspire either pity or fear, but only revulsion; nor evil men rising from ill fortune to prosperity, for this is the most untragic plot of all—?it lacks every requirement, in that it neither elicits human sympathy nor stirs pity or fear. And again, neither should an extremely wicked man be seen falling from prosperity into misfortune, for a plot so constructed might indeed call forth human sympathy, but would not excite pity or fear, since the first is felt for a person whose misfortune is undeserved and the second for someone like ourselves—?pity for the man suffering undeservedly, fear for the man like ourselves—?and hence neither pity nor fear would be aroused in this case. We are left with the man whose place is between these extremes. Such is the man who on the one hand is not pre-eminent in virtue and justice, and yet on the other hand does not fall into misfortune through vice or depravity, but falls because of some mistake. By poetic justice means that the virtuous should be rewarded and the evil doer will be punished. It means that prosperity and adversity are distributed in proportion to the merits of the agents. Judging as such there is no poetic justice in Shakespeare’?s tragedies. Prosperity and adversity are not properly distributed in his tragedies. Such ‘poetic justice’ is in flagrant contradiction with the facts of life, and it is absent from Shakespeare’s tragic picture of life. Thus Dr. Johnson accuses that, in the plays of Shakespeare, especially in his tragedies there is a lack of poetic justice, that he sacrifices virtue to convenience, and that the major figures suffer more than they deserve because of their faults. The  punishment inflicted on them is disproportionate to their sins or wrongs. In actual life this sort of poetic justice is not possible. Shakespeare was a realist and therefore, poetic justice in its pure form is not present in his plays. In fact, Shakespeare mastered the knowledge of his time and stands out as the greatest interpreter of the ideals of Elizabethan Europe. There is no poetic justice in the deaths of Ophelia, Cordelia, Lear, Gloucestr, and Banguo. However, THERE IS POETIC JUSTICE IN THE DEATHS OF GONERIL, REGAN, ORNWALL, AND ADMUND. But the murder of lady Macduff and her children is most tragic unjust. In the same way, in hamlet, there is no poetic justice in so many deaths on stage. However, the deaths of hamlet’?s mother, his uncle, and even of Ophelia’?s father can be justified as coming under poetic justice. But the deaths of Hamlet and even of Ophelia’?s brother do not fall under poetic justice. Again King Lear illustrates in its close the conventional poetic justice that demands the triumph of the righteous cause and the downfall of the wicked. But there is not lacking that more subtle justice, so impressive in â€Å"?Lear†? because unaccompanied by the temporal reward of the good, which reveals itself in the subduing of character to what it works in. Far more terrible than the defeat and death of Macbeth is the picture of the degradation of his nature, when he appears in the scene before the battle like a beast at bay. Hamlet gears up to be a traditional bloody revenge play –? and then it stops. The bulk of the play deals not with Hamlet’?s ultimately successful vengeance on his father’?s murderer, but on Hamlet’?s inner struggle to take action. The play’?s conclusion has a typical amount of gore, but Hamlet is certainly not a typical revenge tragedy. Hamlet talks about revenge as a worthy goal, but his mysterious delay hints that he may actually feel otherwise. The validity –? or the usefulness –? of revenge itself is thrown into question by the play.

Sociology and Economic Prosperity

MULTI TOPIC ESSAY 1. Social problems in our society and crimes in our society. 2. Corruption. 3. Social evils. 4. Nepotism. 5. Smuggling. 6. Over population. 7. Population and poverty. 8. Inflation. 9. Dearness. 10. Drug. 11. Sectarianism. 12. Social and economic problems of Pakistan. 13. Economic crises. 14. Mass illiteracy. 15. Beggary. 16. Drug addiction. 17. Bribery. 18. Dowry. 19. Violence. 20. Despair. 21. Depression. 22. Black marketing. 23. Social and economic crises. 24. Indiscipline. 25. Hoarding. 26. Hypocrisy. 27. Injustice. 28. Road side robbery. 29. Provincialism. 30. Religious violence. 1. Ethic violence. 32. Lack of tolerance. 33. Dis unity. 34. Black biting. 35. Un employment. 36. Terrorism. 37. Lawlessness. 38. Violation of fundamental rights. 39. Feudalism or Feudal Repute. 40. Capitalism. 41. Flattery. 42. Health problems. 43. Freedom of press. 44. Tax exclusion. 45. In sufficient Medical facilities. 46. Crushing border of foreign debt. 47. The devastation of curr ency. 48. Electricity crises. 49. Inflation. 50. Mass illiteracy. OUTLINE. 1. Introduction. 2. The evil impacts and implication of __________. 3. It breeds a lot of social, economic, political and moral problems. . Causes of the _____________. 5. Remedies. 6. Conclusion. __________ has become one of the most embarrassing (tension) and explosive problem all over the world especially in the third world countries like Pakistan. It is full of dangers of devastating dimensions, evil impact, implication of grave and impressive magnitude. ___________ creates instability and demoralization in our nation and in a back flesh it breeds depression and frustration in our society and state. It creates and spreads the feelings of uncertainly and insecurity among the masses. If ________creeps in a society.  Read also  Sociology and Social Integration.It eats into its vitals and soon corrodes its inner strength, outer splendour, economic prosperity, social peace and national unity. Consequently, a nation good image is spoiled all over the world. Lawlessness becomes order of the day indiscipline due to poverty, corruption, violence, indiscipline and mass illiteracy. It creates conflict and confrontation. It is not efficiently and properly and checked the entire indicial Marla and economic fabric of nation is close and collapsed. __________ is highly detriment and devastating for a country like Pakistan that has fragile economic and political instability.If the evil of _________ is not nipped in the bud it may spread rapidly like a bush fire, and may engulf the whole nation or region like an epidemic. __________ has badly shattered the structure of the country. It causes a severe blow to the law of country and supremacy of the constitution is shattered by it. It deprives mass of mental, physical, spiritual, moral and economic prosperity and causes grave concerns for national unity and territorial integrity ________ also paves way for bloody regulations and military take over .So every peace loving person who fervently longs and cherished dreams for peace, prosperity and protection must ponder upon causes of social concern of _________. The main causes of _______ are mass illiteracy, poverty, wrong economic policies of the government, people’s insatiable desire to accumulate countless riches and blind multiplication of worldly whishes. _________ creates irresistible, economic pressure on social and economic justice and gulfs have been increased between the lower and upper class.In a nutshell, mass illiteracy, temptation for ostentation of wealth, lust for power, luxury and comfort are the main causes of ________. Social, religious, linguistic differences also breed conflict and confrontation bias and hatred among the people who in back flesh grow and spread ________. Secondly feudalism, capitalism and unequal distribution of opportunities, un-availability of fundamental rights and liberties spread __________. Thirdly the non-availability of basic necessities and facilities also paves the way to spread _______ in a society or state.External factors like agents or agencies of hostile neighboring state like India and Russia also play a extol role in spreading ________ in the land of our country in order to destabilize the state and depress the people. It should be the basic and paramount concern of the men at the helm of our affairs as well as the scholars, educationists, Political parties, NGO’s and national mass media to take necessary steps at their levels for the eradication of growing penance of _________ in the best national and human inters.

A map to the next world

Joy Harjo’s poems are filled with so many images and passages that let’s one ponder and think about the complexity of the work.   She is able to balance contemporary American life and ancient tribal truths magnificently.She is able to brilliantly attach the reader to the character.   In â€Å"A Map to the Next World†, one knows that the poem is most probably addressed to a younger member of her family, a young daughter, or a grand daughter, in fact.   But one feels that Harjo is personally talking to you – we are put in the shoes of a member of a kin.In this poem (A Map to the Next World) one can see how the idea of survival is central to the individual and the Native Americans as a people.   And the way she addresses this survival is by emphasizing the importance of memory (a very central theme in Native American culture) – how one should not forget one’s heritage.And she writes:   â€Å"Keep track of the errors of our forgetfulne ss; a fog steals our children while we sleep†.   She asks her readers to remember their heritage and find solace in it – to â€Å"Remember the hole of our shame marking the act of abandoning our tribal grounds†.The poem promotes an awareness and understanding of the strength of memory – a latch on the value on the powers of memory that all Native American cultures have. Moreover, one can see how survival and continuance are very strong bases for this poem.According to Harjo, in this world, one can easily forget about one’s heritage.   â€Å"What I am telling you is real, and is printed in a warning on the map.   Our forgetfulness stalks us, walks the earth behind us, leaving a trail of paper diapers, needles and wasted blood.†Ã‚   Harjo emphasizes the function of courage in the entire scheme of things, for keeping one’s spirit honest and vital.There seems to be a sense of loss of land, love, innocence and heritage that escalates within.   She discusses the importance of courage by alluding to many Native American spiritual tremors – â€Å"The place of entry is the sea of your mother’s blood, your father’s small death as he longs to know himself in another.†Ã‚   There has to be an understanding of the past for one to be able to move forward.This discipline is central to many Native American cultures.   In this case, Harjo alludes to her mother’s heritage (her blood), and how her father was lost in a sea of identities.â€Å"There is no exit.†, she says.   One must have courage to survive.   One must have courage to go on.   One must have courage to be as tenacious as to venture out alone – to be able to trust oneself.   â€Å"The map can be interpreted through the wall of the intestine – a spiral on the road of nowledge.†Coursing through survival and courage, Harjo moves in out of the realms of dream and reality.   She focuses on bot h hope and despair, and survival and extinction at the same time.   By showcasing these diverse strands of life, she is able to bring a harmonious balanced experience to the reader in the context of cultural allusions.â€Å"You will travel through the membrane of death, smell cooking from the encampment where our relatives make a fest of fresh deer meat and corn soup, in the Milky Way.†Ã‚   In this passage, she focuses on the point that to survive this world, one must not forget.   To go through life and remember, one must travel the way our forefathers did.â€Å"Through the membrane of death† reminds one of the cultural belief in reincarnation – that through dying, one is born.   â€Å"Encampment   †¦ fresh deer meat† both paint the picture of a Native American village dinner – together around a fire, feasting on the day’s hunt.This melding of dream visions, memories, myths and history promotes a centeredness in deep reverence for the natural world (a very Native American ideology), where one should find solace in one’s own heritage and mythology.   But Harjo does not necessarily talk about her own heritage (Cherokee) alone, but includes other Native American tribal traditions.There are snippets of other traditions which she brings in as a way to universalize experiences.   In a way, she is striving to resolve polarities to bring the world into a balance through the awareness of the unspoken superiority one feels as a bearer of ancient culture.   All one has to do is remember – â€Å"They have never left us; we abandoned them for science†.