Analytics Is The Discovery And Communication Of Meaningful...

Analytics is the discovery and communication of meaningful patterns in data. Especially valuable in areas rich with recorded information, analytics relies on the simultaneous application of statistics, computer programming and operations research to quantify performance. Analytics often favours data visualization to communicate insight. Why you need analytics? ïÆ' ¼ To measure and track your results across time ïÆ' ¼ To understand your visitors, leads, prospect ïÆ' ¼ To understand, track and improve the mechanisms used to convert your first visitor into valuable customers. In today’s complex business environment, the field of data analytics is growing in acceptance and importance. It is playing a critical role as a decision-making resource for executives, especially those managing large companies. To shed more light on how companies are taking advantage of analytics, â€Å"Deloitte Analytics† commissioned The Analytics Advantage, the first in an annual series of surveys focusing on the state of analytics readiness at leading corporations and what the future holds. In general every company Compete on Analytics in the following way: Today, organizations are working in a profoundly aggressive and complex environment where new advancements, items and administrations are making new commercial ventures, changing client practices and driving new rivalry. In this environment, authoritative choices should be founded on precise and clever information. TCS progressed investigation abilitiesShow MoreRelatedEssay On Big Data930 Words   |  4 Pagestraditional data pertaining to citizens. A smart city utilizes IoT sensors, actuators and technology to connect components across the city. 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Wilkinson Stores Customer Service Satisfaction - 3145 Words

DEDICATION I dedicate my dissertation to my family and friends. Special appreciation to my loving mother Mani lad for the encouragement and support she has given me over the last three years. As well as support from my sister’s too and would like to thank my late father too. I would not be where I am without you all helping and supporting me. I would also like to thank a very special friend for all her help and support Manisa Patel. She has been very supportive throughout my dissertation as well as knowing her within the three years. I am very grateful to know her thank you so much. ACKNOWLEDGEMENT The researcher would like to sincerely thank the efforts of her supervisor Carol Hughes for the help, support and guidance given†¦show more content†¦All this will relate to the aims of the research and overall customer service satisfaction. I will be having Questionnaires which will be the main source of the investigation to show more of a clear understanding. Also I will be interviewing the Manager’s within Wilkinson to get more of an understanding of what they think is a good customer service satisfaction. CHAPTER ONE – INTRODUCTION 1.1 AIM ‘’To investigate customer service satisfaction within Wilkinson Hardware Store’’ 1.2 OBJECTIVES 1) Identify customer satisfaction 2) To analyse issues relating to customer satisfaction and sales assistances 3) Identify how Wilkinson’s can improve customer satisfaction 1.3 INTRODUCTION The aim of the study is to investigate the relationship between Wilkinson’s and their customers. The aim is based on researching how many different methods are used relating to customer strategy, and to see how staff communication works with the customer’s. There are three objectives and each one of these concentrates on a specific element within customer satisfaction. The first objective will be to research customer satisfaction what they would like to see in Wilkinson’s for them to come back to spend their money in the store. By this will show what strategies and motivation will need to be used. The second objective is toShow MoreRelatedPenney s Five Forces Theory Essay1124 Words   |  5 Pagesfirst store. In 1907, James bought out his two partners, and he open stores through the mountain west for the next six years. In 1913, J.C. Penney became a corporation, and James moved his operations to New York for better access to suppliers and manufactures. JCP had 83 stores by 1915. â€Å"Private labels allowed Penney to control quality and provide lower prices to customers compared to the price of most brand name items,† (Hitt, Ireland, Hoskisson, 2016). J.C. 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Internet Marketing Research & Marketing Plan Of Amazon - Professor No

Introduction: Internet marketing or online marketing is the approach where the marketers are promoting the products with the help of internet. Under this process, the marketers are trying to maintain customer relationship with electronic media such as through e-mail, social networking site, along with the wireless media also helps in different promotional activities (Tuten and Solomon, 2013). In contemporary time, internet is associated with every marketing activity as it is combination of creative and technical aspect. Amazon is one of the leading virtual organisation has been chosen in order to understand the importance of internet marketing in present situation. At first the marketing through the internet is has been understood through this assignment and after that, using different digital marketing communication how marketers proceed in promotional process are described in this part (Chan et al. 2014). In order to understand the entire part the learner need research based proof where he or sh e has done a primary and secondary research. Based on that research and knowledge an internet-marketing plan has been prepared at last section. Are You Daunted by the Thought of Due Assignments? Avail Our Services and Receive Assignment Help from Experts. 1.1 Explain the elements of internet marketing: There are several elements of the internet marketing are observed such as search engine optimization, banner advertising, pay-per-click, email marketing, social media marketing, content media marketing etc those are mentioned below: In order to increase brand visibility, website hit and target the better audience the marketers are trying to optimize the website content. Through search engine optimization, as the existing websites are reviewing so for internet marketing search engine optimization is very important. The research as referred by Idemudia (2014) through implementing the keywords customers are searching for the product and information regarding the Amazon. Moreover Amazon is itself virtual organisation, where it does not possess physical setup. As the organisation only provides the products and service through online, so internet marketing is principle function for this organisation (Tsekouropoulos et al. 2013). With the help of internet marketing plan, the organisational management are giving advertisement through banner for effective area in order to attract more customers. As viewpoint of Artusi and Maurizzi (2014), PPC or pay-per-click is another element of internet marketing by which the marketers are putting the advertisement through search engine optimization page. With the purpose of controlling the cost of internet marketing campaign, the management of the Amazon uses this PPC elements. The most cost-effecting internet-marketing element is email marketing. Through e-mail marketing, the management of Amazon want to increase sales volume along with make loyal customers of the organisation. Apart from that, up-sell and cross selling is affected by this approach. Amazon uses extensively up-selling and cross-selling process in their site Goodrich (2013). Above all, the most effective internet-marketing element is social networking site. As per report, 83% educated people of the UK are as sociated with social networking site thus, the marketing campaign is mostly affected by the social networking element. 1.2 Evaluate the internet marketing mix: Amazon is the largest virtual retail organisation in USA and provides service to several countries such as France, Germany, Canada, UK, Brazil, China, Japan, and India through differently designed websites. As per organisational vision, the organisation is trying to holding the leading position in world market through excellent service as the organisation operates the business activities through internet. The organisation is virtual organisation so the management of the organisation is very much concern about this (Jones, 2013). The website of the organisation has designed based on attracting the customer and business portfolio. Being the virtual organisation the website is only space for sharing the information and for that reason the organisational management uses the website page more effectively. The research as referred by Zimmerman and Ng (2013) the organisation provides limited information with more picture in home page. Through website or internet marketing, the management of the Amazon can attracts diverse group of people along with the customers belong from diverse geographical region. Moreover, the organisation posts the real photo along with post the every information regarding the provided products and service through the websites along with guarantee. Thus, it can say that the organisation follows effective internet marketing mix (Bocanu, 2015). 1.3 Compare internet marketing tools e-tools: As earlier said that there are several internet-marketing elements help the internet business activities so those elements comprise with several tools. As for example, search engine optimization comprises with site auditor, keyword ranking, link manager, site finder, backlink explorer, website directory and Google webmaster tools. On the other hand, social media comprises with social stream, social monitor, Facebook, Twitter, YouTube etc. Likewise, content marketing comprises with content manager, Blog manager and order content etc, whereas PPC contains with Google Adwords and Google Adword Insights (Hussain et al. 2012). The organisational management of Amazon uses those above mention e-tools. In accordance with Jones (2013), in order to generate more revenue and high profit the organisational management uses Princingis. Apart from that, the organisation has to communicate with the customers for attracting the customers and on that situation IMC has been used under e-tool. In addition, as per present report numerous customers are using Smartphone and searching the information through mobile phone. In such instance, the organisation uses ProTexting that used in mobile phone. Therefore, using this e-tool the organisation can attract most of the customers. The research referred by Annunziata and Vecchio (2013) like attracting the customer, it is also organisational managements responsibility to observe the sales volume along with attracting the customers. Thus, the organisation uses RankTracer by which the organisation can trace the sales volume so that the management can understand that their business strategy is effective for business development or not (Porterfield et al. 2013). 1.4 Interactive order processing: The e-commerce is used for providing authentic brand towards the customers with proper service interactive order processing is used. In the course of this process, marketers are trying to improve the online shopping process by several steps. Moreover, Buhalis and Neuhofer (2012) opined that, during processing the order, the customers search the detail information related to the organisation and the provided products. After that, the customers give the order after checking the confirmation of the delivery date. Moreover, in order to provide best online experience, the organisation maintains strong supply chain management and track the given order continuously. Then the organisation delivered the products towards the respective customers (Lindridge et al. 2014). As the organisation Amazon does not possess physical setup, so provided service should be very effective and has to provide the product same to same as per clients requirement. 2.1 The mechanics of search engine marketing: Being a virtual organisation the management of Amazon wants to adopt every new technique to provide extra facilities towards the customers. Search engine Optimization is the most effective internet marketing elements that comprises with several search engine page (SERP) such as Google, Yahoo, Bing etc. Amazon posts the advertisement through the entire SERP form in order to attract more customers. As opined by Maireder (2014) although there are several internet-marketing elements are using for customers but most cost-effective method is SEO process. As per statistics, it can say that 78% customers are using Google for searching the information regarding the Amazon. Zhang et al. (2012) asserted that, in order to generate profit Google helps mostly among the entire search engine page. There is no other area apart from internet for sharing the information regarding the organisation, thus, the marketers are completely depending on the internet. The organisation post some information in the search engine page and when the customers entry a query for Amazon, then the SEO page provide the information those are provided the organisation. Apart from that, during placing the order the customers search through SERP and after alternative search place the order through SERP page (Davidavi and Sabaityt, 2014). 2.2 Write the copy for suitable opt-in email marketing newsletter: Newsletter: adopted Opt-in e-mail by Amazon Amazon is using simple mode of e-mail marketing under internet marketing. Internet marketing as help to share the organisational information with the customer, similarly, internet system aids to track the customer report and their sales behaviour. Under e-mail marketing, the organisation is able to short list the information regarding the potential customers by opt-in and opt-out facilities. In the course of internet marketing the organisational management, makes approach very personally that make feel very special the customers in customer perspective. Thus, it can say that the effective opt-in email marketing helps the organisation to make numerous customers in one time. Through Opt-in e-mail, the organisational management can send the e-mail towards bulk amount of customers. In such condition, through this approach, the organisation is able to maintain relation with numerous customers. Apart from potential customers, the entire group of customers are also attracted through Opt-in mail without any extra monetary charges. Moreover, as Opt-in e-mail marketing helps the organisation to maintain the personal relation through video, chart graphics so it is most simple way by which the organisation is able to continue the business activities (Gul and Boz, 2012). 2.3 Best practice in online public relations: The best practice that the Amazon is using for maintaining public relation is social networking sites such as Facebook, Twitter, Google+ etc and through different kind of Smartphone apps. In order to share the organisational information with the potential customers the organisation has its own websites that are effectively designed (Porterfield et al. 2013). Moreover, as the organisation provides service in various countries so the organisation has designed different websites after conducting the market survey in different nation. According to Zhang et al. (2012), the social media is most effective internet marketing in order to maintain good relation with the organisation as 83% educated people are associated with any social networking site and through social networking site the provided advertisement and maintain relation is cost effective. As the organisation is virtual organisation, so the organisation has designed single website for using both organisation as well as customers. Through that website as the organisation can share the information of the organisation, likewise, the customers are also can gain knowledge regarding the organisation, place the order for online shopping, provide some suggestion through same websites (The Independent, 2014). In addition, currently the customers are installed several apps in their phone for placing the order from the organisation. Thus, through social media, organisational websites, as the organisation can maintain the public relation, similarly, the organisation gets help through e-mail marketing in case of maintaining the good relation with public (Lindridge et al. 2014). 2.4 Demonstration the process of how business can use new digital media communities, eg file sharing sites The research as referred by Jones (2013) as the organisation uses several SEO, e-mail marketing, similarly, some digital communities site such as Facebook, Twitter, Flickr are used by Amazon for sharing the file. The organisational management uses Facebook, Twitter for sharing the normal file and Flickr for sharing the file of photos. After that, the organisational management makes community and invite customers to search the products and service of the organisation. Moreover, the organisation also requests for sharing their complaint along with suggestion and the entire feedback. This approach has helped the organisation to create its brand image and reputation in the market that is the intangible asset for the organisation (Goodrich, 2013). 3.1 Conduct secondary market research: Amazon is the leading online retail organisation based on USA. In present situation, the organisation is providing service to UK, Germany, France, China, Japan and India etc. Although the organisation is holding the leading position in USA, but the organisation is facing issue in UK. the generating rate of the revenue is also very less where the organisation is able to increase 12.6% in 2013-2014 fiscal year. As per the statistics, the organisation has invested lump sum amount of financial resources in advertise approach, in order to attract the customers. As per report of 2012, the organisation was able to increase the revenue from $1.4 billion to $5.35 billion in 2011, whereas in the year 2012, the organisation was able to increase the revenue from $1 billion to $6.48 billion (The Independent, 2014). Actually, the organisation those are providing service through traditional mode, those organisation provides the service through online mode along with the offline mode. Moreover those organisation such as John Lewis and Dixons are providing good facility towards the customers by which the customers can get the required product through click and collect approach. In such condition, the organisation is providing advertisement through social networking site that is most effective for increasing the revenue of the organisation (Hussain et al. 2012). 3.2 Design an online survey: Appendix: How far do you agree about the website of the latest approvals and latest information provided by the websites? Strongly agree Agree Neutral Disagree Strongly disagree Which SEO is most effective as per your point of view? Google Yahoo Bing Other How much effective the organisational website is per your view? Most effective Effective Not effective How far do you agree that the organisation is able to maintain good relation with the customers? Strongly agree Agree Neutral Disagree Strongly disagree What is the viewpoint regarding website of the Amazon? Excellent Good Average bad 3.3 Use of electronic customer relationship marketing: In order to maintain the data regarding the customer in proper way the organisational management of Amazon uses e-CRM or electronic customer relationship marketing. In the course of ECRM, the organisational management accumulates the information regarding the customers, feedback and most importantly the suggestion of the customer expectation from the organisation. After accumulating the entire information, as the organisation provides service towards the customers that service is most effective. Thus, the service will easily can affect the customer requirement along with fulfil the expectation. Thus, it can say that through e-CRM the organisation can maintain good relationship with the customers (Chan et al. 2014). 4.1 Preparation of outline of internet marketing plan: The Amazon is one of the leading virtual organisation provides products and service through online mode. Moreover, the entire business activities are operated by the internet. Thus, a proper internet-marketing plan helps the organisation to gain competitive advantage over the other competitive organisation such as eBay. After analysing the environment, competitor, network and conducting the SWOT analysis, the organisational management has made the plan that is discussed below: Environmental analysis: The organisation Amazon established in the year 1994 and provides service in current time. Although the organisation has faced issue in the year 2009, during recession due to economic crisis, but the organisation is able to overcome the issue. Although the present economical position of UK is quite good, but, as the customers are price sensitive in nature, so the respective organisation has to design effectively. In present situation, the customers get several numbers of information during alternative search and other competitor organisations use SEO for posting the advertisements. Thus, following every rules the organisation should design the internet-marketing plan (Artusi and Maurizzi, 2014). Competitor analysis: In present situation, the bargaining power of buyers is more comparing to the suppliers. Thus, the management of the organisation has to design the pricing area with comparing with others. Apart from that, threats of new entrants and substitute product are very high. Thus, the website should design in such a way so that the organisation can give tough competition towards other competitive organisation (Idemudia, 2014). SWOT analysis: After analysing the environment and competitor, the management of the organisation has conducted the SWOT analysis to understand the strength and weakness. Moreover, in order to plan the effective internet marketing the opportunity and threat should be informed. Amazon is one of the strong market-leading organisations with strong economic condition. However, the organisation provides the product with little high cost. In such position, this is its weakness. As the economic condition of the nation is good so the organisation can get opportunity from this site (Maireder, 2014). After conducting the above mention step the organisation makes the plan through 5 steps: Define the customers: At first step the organisation has to choose the potential customers demographic base. Moreover the organisation has to decide that for which age group, income group of customers want to provide the service. In addition, after deciding the customers the organisation will proceed in next step (Tsekouropoulos et al. 2013). Choosing the target: The organisation cannot provide service haphazardly. In such instance, the organisation compels to choose the target or competitor. After targeting the competitor the organisation decide the pricing factor for the customers. For that reason, the organisation has to create different spreadsheet and add the venue regarding the internet-marketing venue of the Amazon (Hussain et al. 2012). Budget: The management decides the budget for implementing the internet marketing in effective manner. Thus, the organisation set the priorities of the organisation and as per list, the organisation can implement pay-per-click advertising. Moreover, providing newsletters and banner, the organisation can provide the information regarding the organisation (Lindridge et al. 2014). Creating the ad content: The organisation has to understand what facilities it is providing for the customers and as per that benefit; the organisation should design the advertisements. Amazon is providing appstore, book depository, game studios, instant video etc so for the customer, the organisation provides entertainment. Thus, coupons or offer is effective marketing strategy that can provide by the organisation. Under internet marketing campaign, the designer posts the text the ad with offer and discount in order to attract the customers (Porterfield et al. 2013). Tracking and monitoring the ad: After posting the ad through different search engine optimization, the organisational management is reviewing and tracking the customer view and behaviour. 4.2 A presentation on pay per click advertising: An effective internet-marketing element is pay-per-click and in order to provide advertisements the organisation mostly uses this technique. Through this process, the organisational management design the pay per click advertisement approach and attract the customers to watch that. The website owner or the publisher gets money per click by the customers or others. As for example, the Amazon has designed the websites with the provided products. when the customers are clicking for placing the order or searching the information then the organisation is promoted and the publisher get money (Buhalis and Neuhofer, 2012). Conclusion: The assignment deals with the internet marketing where several where at first the marketing concept has been generated through internet approach. After that, the learner has understood that in order to promote the internet marketing which strategies should be implemented. In third step, conducting the secondary as well as the primary research the knowledge regarding the uses of internet marketing is included. At last, the learner has made one internet-marketing plan for improving the business operation of the Amazon. Reference List: Books: Jones, K. (2013). Search Engine Optimization. New York: Wiley. Porterfield, A., Khare, P. and Vahl, A. (2013). Facebook marketing all-in-one for dummies. Hoboken, N.J.: John Wiley Sons. Tuten, T. and Solomon, M. (2013). Social media marketing. Boston: Pearson. Zimmerman, J. and Ng, D. (2013). Social media marketing all-in-one for dummies. Hoboken, NJ: Wiley. Journals: Annunziata, A. and Vecchio, R. (2013). Web marketing strategies of food producers in Italy: a competitive analysis. International Journal of Internet Marketing and Advertising, 8(1), p.1. Artusi, M. and Maurizzi, A. (2014). The Involvement Process through the Internet in the 2010 Italian Regional Elections. Journal of Political Marketing, 5(2), pp-256-287 Buhalis, D. and Neuhofer, B. (2012). Everything you need to know about internet marketing. Annals of Tourism Research, 39(2), pp.1266-1268. Chan, J., Schon, S., ONeill, K. and Masson, P. (2014). Infertility and the internet: ethical concerns in medical marketing. Fertility and Sterility, 102(3), p.e42. Davidavi ien, V. and Sabaityt, J. (2014). The Analysis of Research on Internet Marketing. Verslas: teorija ir praktika, 15(3), pp.220-233. Goodrich, K. (2013). Effects of age and time of day on Internet advertising outcomes. Journal of Marketing Communications, 19(4), pp.229-244. Gul, H. and Boz, M. (2012). Marketing on the internet, online reservation; a survey on intercity bus companies. Journal of Internet Applications and Management, 3(1), pp.5-30. Hussain, W., Rahman, M., Mujani, W., Zainol, Z. and Yaakub, N. (2012). Internet marketing strategy for Malaysia medical practitioners. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing, 12(1), pp.13-21. Idemudia, E. (2014). The Visual-Cognitive Model for Internet Advertising in Online Market Places. International Journal of Online Marketing, 4(3), pp.31-50. Lindridge, A., Henderson, G. and Ekpo, A. (2014). (Virtual) ethnicity, the Internet, and well-being. Marketing Theory. Maireder, A. (2014). Follow the Connections! Finding the Big Picture of Internet Communications. GfK Marketing Intelligence Review, 6(2). Tsekouropoulos, G., Andreopoulou, Z., Koliouska, C. and Katsonis, N. (2013). Marketing and organisational evaluation of rural firms in the internet. International Journal of Technology Marketing, 8(3), p.272. Zhang, L., Jansen, B. and Mattila, A. (2012). A branding model for web search engines. International Journal of Internet Marketing and Advertising, 7(3), p.195. Websites: Bocanu, C. (2015). The Mechanisms and Function Principles of Search Engines. [online] softpedia. Available at: https://archive.news.softpedia.com/news/The-Mechanisms-and-Function-Principles-of-Search-Engines-79905.shtml [Accessed 15 Jan. 2015]. The Independent, (2014). Amazon UK sales growth slows as competition step up their game. [online] Available at: https://www.independent.co.uk/news/business/news/amazon-uk-sales-growth-slows-as-competition-step-up-their-game-9104413.html [Accessed 15 Jan. 2015].

Monologue for Educating Rita free essay sample

Frank is wearing shorts, a short sleeved shirt and a handkerchief with tied corners on his head looking every inch the out of place, quintessential British man on holiday, slightly sweaty and flustered from the Australian heat. The study is small and untidy but quite reminiscent of his office back in England. Frank starts to unpack his belongings, putting books into shelves, he starts smiling oddly at a new copy of Roger McGoughs poems, he opens the book and reads the inscription aloud; Frank: Im gonna be dead clever ear and say ‘Education is not the filling of a bucket, but the lighting of a fire. W B Yeats. You lit my fire Frank. Maybe youll understand this now Rita Frank: W B Yeats, Thanks for reminding me Rita ‘The Wild Swans at Coole’ springs to mind again! The musings of a middle aged man like myself. I lost the appetite for being a poet long ago and now all I have left is nothing except the acrid taste of whisky in my mouth. We will write a custom essay sample on Monologue for Educating Rita or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Stage directions – Franks voice trails off with a sigh. He places the book on his desk with a small smile and continues to unpack. Unpacks the nude painting. Examines the painting and laughs. Frank – Ha look at those tits! Stage directions – Hangs painting on the wall, stares for a while musing with his hands on his hips then walks over to the window, sitting on the ledge looking outside, pondering. Frank – My, how I was intellectually seduced by her. She never conformed to what students were meant to be, let alone a woman! She never had a classical education yet she was incredibly intelligent without realising it, I fell in love with that, I found that an enduring and rare quality that I wanted to nature. But I had to make her conform to pass her exams, I never wanted to, I never wanted to take away the bit about her that I loved in order to achieve what she wanted, that was selfish of me, I called her my Frankenstein! Stage directions – Bangs fist on table. But I thought she was losing part of her innate brightness and original thought and that was never my intention, I wanted to keep that, to nature that and see her grow beyond the constricting confines of educational bureaucracy! What questions remain unanswered? What questions remain unasked? Why do we live our lives with our true feelings hidden away, a fear imposed upon us through fear of failure and rejection? I know why she is always running around in my mind, it is because she is meant to be there. Never have I encountered such voracious and vociferous yet simply beautifully intendant woman not content with the chains society had imposed on her, she reminded me of a song bird in a cage, waiting to be freed, I’d like to think that I helped, she certainly helped me. Every heart sings a song, incomplete, until another heart whispers back. Those who wish to sing always find a song. At the touch of a lover, everyone becomes a poet. I feel like a poet again! She said I lit her fire? Was she hoping that would be reciprocal? Because it is, I think she knows that she ignited my passions again and I did not thank her enough, I was foolish in my coyness, was she my last chance at true love? Maybe the poets are right, maybe love is the only answer? Stage directions – Frank goes to poor himself a drink but resists, slowly puts down his glass on the table and walks towards the door. Frank – No! I think Frost can help me here; Stage directions – Frank looks up longingly and with thought. Frank I think I shall be telling this with a sigh somewhere ages and ages hence, Two roads diverged in a wood, and I, I took the one less travelled by, and that, has made all the difference Stage directions – Goes to try the door, but its stuck, he steps back admiring the door Frank – It looks like there are some things you just can not escape. Stage directions – Barges the door open with his shoulder and exits the room End Commentary Structure Examine contextual background Own awareness of adult education Nelson Mandela said Education is the most powerful weapon which you can use to change the world But conversely Oscar Wilde stated that Education is an admirable thing, but it is well to remember from time to time that nothing that is worth knowing can be taught As a mature student I can see the value of both, the lessons that experience has taught me and the knowledge gained from education and it is through continued education that drives me towards my goals and I have the experience and passion to get there, something sometimes lacking in a less mature mind. Rita sought education to create a better life for herself and through that pursuit found herself and a friend. She helped Frank possibly realise that he wasn’t so useless after all and got the education she so desired. Comment on my choice of content and what it shows about frank and how he changes over the play Rita is a working class Liverpudlian and aspires to a higher social and academic level so that she may have choices and Frank is a disillusioned alcoholic and failed poet with slowly diminishing choices. As Rita progresses, Russell uses a range of dramatic techniques and tensions between the two characters to explore themes of the personal, class, relationships, gender, dependence, superiority and education, and the structure shows a clear crossover within their respective roles. I felt I needed to convey this change and crossover in my monologue, that bitter sweet feeling of nostalgia, of choices and chances not taken, that black comedy and almost Shakespearian tragedy that we are left with at the end of the play, of a chance of love lost. I wanted to show the emotional change within Frank and the passion that Rita had reignited. Comment on my choice of speech, style, vocabulary Frank has a wide lexicon and vast knowledge of classic English literature. I wanted to include references to this literature knowledge with material already discussed in the play (Roger McGoughs, W B Yeats) to keep in character and theme and also some outside material such as Robert Frost to show his love of poetry is still somewhat alive. In choosing to write a monologue for Frank I was aware that to convey these aspects of his character I needed to continue this style. He is not without humour though, all be it dry and sarcastic, and I needed to include that classic English gentleman wit to carry on Franks style and for the audience to be able to recognise him as his character. Comment on my planned impact on the audience I wanted to show what I thought Franks true feelings were for Rita and finally accepting the truth to himself, yet being true to his nature and not immediately doing anything about it and still leaving his undisclosed love unanswered. A small insight into his thoughts as a whole on Rita, something we do not get to hear about from the play. I wanted to show that as Frank helped Rita, she also helped him, re-lighting his passion for writing. Keeping the audience guessing at the end of the scene is again keeping in nature with the open end of the play, leaving the audience to create their own images about where he could possibly be going.