The Cask of Amontillado Essay - 1650 Words

The Cask of Amontillado (Essay Sample) Content: Name:Instructor:Course:Date:The Cask of Amontillado Introduction Should individuals avenge any wrong committed against them? Does perfect revenge really exist? Is it possible to plan and execute the perfect revenge against an aggressor? Are there any consequences of taking revenge against others? These are some of the major questions from The Cask of Amontillado by Edgar Allan Poe. The story is considered one of Edgar Allan Poes best short stories and it ranks highly among great literary works. Although the The Cask of Amontillado is a relatively short story, the author manages to convey a deep message of revenge to his audience. Fortunato arouses Montresors vengeance after he repeatedly insults the Montresors family name and demonstrating an ignorance about the familys values. For instance, Fortunato toasts to Montresors dead ancestors. Fortunato also points out that he does not remember the appearance of the Montresor familys court of arms. Such insults literarily s eal Fortunatos fate as Montresor plans to avenge the insults. Montresor vows not only to punish but to punish with impunity (Poe and Gary, 7). Montresor understands that Fortunatos greatest weakness is wine, and he lies to Fortunato that he has some Amontillado that he could offer to him. Montresor also knows that his servants would leave the castle whenever they knew he would be away. By telling his servants that he would not be around, Montresor strategically plans to have the castle all to himself to ensure that nobody would witness his crime. Montresor has no difficulty in luring Fortunato to the depths of the castle where he intends to kill Fortunato. Everything goes according to Montresors plan, and Fortunato becomes a willing victim as he resolutely asks Montresor to take him where the Amontillado was stored. However, Montresor implores Fortunato to turn back and leave catacomb due to the damp conditions in the catacomb. This demonstrates Montresors hesitation of killing Fort unato, and this makes the revenge imperfect. Although Montresor succeeds in killing Fortunato and sealing all the evidence, he seems to regret his actions. This paper will discuss the theme of revenge in The Cask of Amontillado by Edgar Poe. The Theme of Revenge in The Cask of AmontilladoAlthough revenge is not necessary for all transgressions, it is normal for any individual wronged by another to contemplate avenging the misdeed. Many individuals have attempted and lusted after the perfect revenge for insults and offenses against them. The perfect revenge is an almost impossible feat to achieve and requires a lot of planning and emotional commitment to the action. The major characteristics of the perfect revenge include punishing the offender successfully without arousing any suspicion and performing the deed devoid of any feeling of regret. In The Cask of Amontillado, Montresor almost succeeds in executing a perfect revenge against Fortunato but is betrayed by his guilty conscien ce after killing his foe. Montresor understands the characters of his servants, and he wittingly sends them away from the castle by lying that he would be away for the night. He knows that the servants would surely join the carnival as soon as he left the castle. Montresor also knows that Fortunato is addicted to wine and that he can easily find him in one of the nearby pubs. Montresor points out that Fortunato, prided himself on his connoisseurship in wine (Poe and Gary, 8). Montresor has little difficulty in finding Fortunato whom he meets coming from a drinking spree. Montresor easily convinces Fortunato to visit the Montresor family castle so that Fortunato may confirm to Montresor that the wine Montresor doubted was indeed Amontillado. Fortunatos weakness for wine eventually leads to his demise as Montresor lures him into the depths of the castles catacomb. Fortunatos pride proves to be his undoing as he tries to prove that he is a better connoisseur of wine than Luchesi. Fort unatos pride also causes him to insult Montresors profession of masonry unknowingly. While Montresor succeeds in luring Fortunato to his death without raising any suspicion from his servants, he fails in achieving one of the prerequisite conditions for the perfect revenge. Montresor seems guilty for his actions, and his mind is not at peace while executing his revenge. There are numerous indicates throughout the short story suggesting that Montresor had second thoughts about the crime he had planned and had committed. Although Montresors intention of killing Fortunato was to redeem the familys honor, Montresor manages to develop a guilty conscience that haunts him forever and denies him the sweetness of avenging Fortunatos insults. Montresor seems to be confessing his crime more than fifty years after murdering Fortunato. The tone of his conversation betrays his feelings about the crime. Montresor appears to be confessing out of regret rather than revel. It is probable that he does not experience the same level of hatred that he had for the man who repeatedly insulted the great Montresors family name. It is also possible that as Montresor is on the verge of his death as he confesses his crimes. Montresor has apparently lived throughout his life with the guilt of killing Fortunato, and he needs to relieve the guilty conscience. As he is being sealed in the crypt, Fortunato exclaims, For the Love of God. (Poe and Gary, 20). The comment is more than the last plea for mercy; it is a warning to Montresor to consider the consequences of his actions. Montresors lust for revenge blinded him so much that he fails to consider how his actions would affect his life and soul. Fortunatos last words may have haunted Montresor for many years. The guilt eventually forces Montresor to confess his crimes, and this makes his revenge imperfect. As Montresor lures Fortunato to the depths of the catacomb, there are several indications that Montresor will not have the peace of mind t hat he anticipated. Montresor gives Fortunato several opportunities to turn back and escape the fate that awaited him in the catacomb. Montresor feigns concern for Fortunatos health due to the damp conditions in the catacomb, and he offers Fortunato a drink to help him persevere the conditions. Had Montresor been fully focused on killing Fortunato, he would not have allowed any thought of allowing Fortunato to go back to the carnival to cross his mind. Once Montresor had started his mission, he had no other option but to complete it. Montresor could not undo all that he had done, and he could not convince Fortunato to stop his persistent insults on Montresor and his family. Releasing Fortunato would only subject Montresor to more insults, and this would only increase Montresors anger. In addition, threatening to kill Fortunato could result in Montresors imprisonment. Consequently, the only way Montresor could avoid complicating the situation further was by killing Fortunato and conc ealing all the evidence. The doubts that Montresor had achieved his objective of a perfect revenge against Fortunato by avenging his tarnished honor without any guilty conscience. As Montresor places the last stone that will seal Fortunato in the crypt forever, he calls Fortunato but does not receive any reply. Montresor points out that his, heart grew sick and it was the dampness of the catacombs that made it so (Poe and Gary, 21). However, Montresors claim that the damp conditions in the catacombs had made him sick is irrelevant because he could not have suddenly become sick due to the cold. Furthermore, Montresor had not...

Mythology Report- Dionysus Research Paper - 1859 Words

Imran Kanji Ms. Heenan ENG 2D1 25 September 2012 Dionysus Introduction Dionysus is an important figure of Greek mythology. He is the Olympian god of wine, vegetation, festivity and pleasure. He represents humanity’s longing for pleasure and desire to celebrate. Dionysus is also the god of hallucination, theatre, reincarnation and homosexuality. He is called: â€Å"the youthful, beautiful, but effeminate god of wine. He is also called both by Greeks and Romans Bacchus (Bakchos), that is, the noisy or riotous god†¦Ã¢â‚¬  (Roman 201). The most popular honour that Dionysus received, besides being granted a place in Olympus, was the Dionysia festival in Athens, Greece. The festival was celebrated in honour of Dionysus, and the central events of which†¦show more content†¦Dionysus planned to let him reflect and learn from his mistakes. However, Zeus did not care to have the gods insulted, so he blinded then killed Lycurgus,† (Hunt 1). Dionysus moved on to Thebes, which at the time was ruled by his cousin Pentheus. Pen theus did not know who Dionysus was, or that he was a god. Dionysus was with his group of followers, we were singing and dancing while drunk on wine. Pentheus did not like the strangers, and ordered his guards to imprison all of them. Pentheus insulted Dionysus, and called him a ‘cheating sorcerer’. The prophet Teiresias, who had already dressed as one of Dionysuss followers gave Pentheus a warning: The man you reject is a new god. He is Semeles child, whom Zeus rescued. He and Demeter, are the greatest upon earth for men.† Pentheus laughed at Teiresias, and ordered the guards to continue. The guards’ ropes fell apart, their latches opened, and they realized that they could not imprison Dionysus and his followers. Dionysus was taken to Pentheus, and tried to explain his worship. Pentheus only listened to his own anger, and insulted Dionysus. â€Å"Dionysus gave up and left Pentheus to his doom. Pentheus pursued Dionysus followers up into the hills where th ey had gone after walking away from his prison. Many of the local women including Pentheus’ mother and sister had joined them there. Then Dionysus appeared to his followers in his most

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Seminar Paper on Prismatic â€Sala Model vs. Bureaucratic Model

ASSIGNMENT ON Prismatic –Sala Model Vs. Bureaucratic Model Prepared by:Kh. Mahmudul Hasan2nd Year, 1st SemesterRegistration No: 2010237072Department of Public Administration326/C, Shah Poran HallMob. No: 01912167683, 01612167683Email: mahmudul016@gmail.comShahjalal University of Science amp; TechnologySylhet – 3114. | Introduction Riggs made a great effort in searching for an objective and effective model for analyzing public administration in developing regions. With his background in sociological theory, Riggs created the â€Å"fused-prismatic-diffracted model.† This model covers a wide range of research. For instance, economic life, social structures, political symbols, and the allocation of power are all part†¦show more content†¦The prismatic society shares the value-patterns of both fused and diffracted societies Prismatic society F. W. Riggs suggested a middle movement society between the fused and diffracted society which is called prismatic society. It is better than fused society but less than diffracted society. It is specific stable. Till the end of the Second World War the study of Political Science and Public Administration had virtually remained confined to the United States, Great Britain and other Western countries. The various approaches and models which were developed in the disciplines were consequently based on Western experiences, either explicitly or implicitly. With the ripening into statehood of the various colonies of the Western powers, a new category of states- the underdeveloped or developing countries arose, and the methods and approaches which were available to the students of Political Science and Public Administration were discovered to be inadequate, and even inoperative when applied to the study of these newly liberated societies. The ecology of Public Administration is as much as limiting factor as is the ecology of biological species. The key to the understanding of Riggs is his contention that administrative behavior must be looked at in relation to its environment, that is, its ‘e cology’. Riggs certainly does not include in ecology all the

HSM 542 Course Project - 2604 Words

HSM 542 – May 2013 Why would anyone consider Physician-Assisted Suicide (PAS)? It’s a scenario that’s seen all too often—a chronically ill woman is suffering in severe excruciating pain daily and feels like she’s become a burden to her family, a lonely man is suffering with a life-limiting illness and has no family to offer any care or support to him. These individuals have lost their independence and feel like they have no quality of life left to live. Great strides have been made to improve end-of-life care through palliative care and hospice programs, but sometimes that’s just not enough. In America, the care that is offered to the elderly and the chronically ill is less than ideal. Statistics show that an†¦show more content†¦2. Applies only to the last 6 months of the patient’s life. 3. Makes it mandatory that a second opinion by a qualified physician be given that the patient has fewer than 6 months to live. 4. Requires two oral requests by the patient. 5. Requires a written request by the patient. 6. Allows cancellation of the request at any time. 7. Makes it mandatory that a 15-day waiting period occurs after the first oral request. 8. Makes it mandatory that 48-hours (2 days) elapse after the patient makes a written request to receive the medication. 9. Punishes anyone who uses coercion on a patient to use the Act. 10. Provides for psychological counseling if either of the patient’s physicians thinks the patient needs counseling. 11. Recommends the patient inform his/her next of kin. 12. Excludes nonresidents of Oregon from taking part. 13. Mandates participating physicians are licensed in Oregon. 14. Mandates Health Division Review. 15. Does not authorize mercy killing or active euthanasia. Source: Compassion Choices of Oregon, 2009b. Physician-assisted suicide is illegal in Canada. In the Netherlands, it is legal under certain circumstances, and the right to choose physician-assisted suicide remains highly favored. Physician-assisted suicide is also illegal in the United Kingdom. They currently focus on palliative care. Under strictly defined regulations, physician-assisted suicide is legal in the following countries: Australia,Show MoreRelatedHsm 542 Course Project6706 Words   |  27 Pagessubjects that will be discussed are the criteria for a healthcare facility/organization to implement a health information technology system, what has been the industry trends over the past 10 years, what software examples and types are available and of course, the benefits of implementing these systems. We will also be discussing the implementation of the Virtual Lifetime Electronic Record program, in the Department of Defense and the Dept. of Veterans Affairs; and how this is a perfect example, of howRead MoreCissp Stu dy Guide67657 Words   |  271 Pagescomputerized information systems frequently fail to meet the needs of users? A. ) Inadequate quality assurance (QA) tools B. ) Constantly changing user needs C. ) Inadequate user participation in defining the system s requirements D. ) Inadequate project management. Answer: C QUESTION NO: 41 Pass Any Exam. Any Time. - www..com 15 Ac tua lTe A. ) Systems programmer B. ) Legal stuff C. ) Business unit manager D. ) Programmer sts Which of the following would be best suited to provide

The use of “second class” organs is a necessity in transplantation Free Essays

string(91) " what state will they be in during prolonged life support or the options of resuscitation\." Abstract There are many ethical, legal and religious views with regards to organ donation. Statistics from 2009 by UK Transplant Organisation showed that, there are 8000 people on the waiting list, with only 3000 transplants a year. This shows that we need to increase the demand for organs as many people are dying. We will write a custom essay sample on The use of â€Å"second class† organs is a necessity in transplantation or any similar topic only for you Order Now There are two main sources for human organ donation: from the living and from the deceased. Donation from the deceased involves two types: heart beating donors (HBD) and non-heart beating donors (NHBD). HBD has been the primary source for organ donation for the last thirty years, but this source of donation is declining. Scientists are now focussed on using NHBD to revive and increase the donor pool, but this form of procurement is plagued with many ethical problems. It is looked at as a†second class’’ form of donation. NHBD involves donation of organs from two sources: controlled and uncontrolled. Controlled are donors who have had â€Å"irreversible brain injury† but they do not qualify the brain death criteria. Where as, in the uncontrolled, the donor may suffer a cardiac arrest and die after resuscitation may prove futile. The fundamental controversy with this procurement is the definition of death as family members find this very hard to deal with when the need arise for them to make a swift decision . Thus, NHBD procurement remains slightly unpopular even though it has the prospects of increasing the donor pool by up to 30%. Introduction Transplantation is the moving of organs or tissues from one person (the donor) to another (the recipient), or to the same person. The purpose of transplantation is to replace the recipient’s organs or tissues which have failed due to illness or injury to improve health. Organs that can be transplanted includes: the heart, kidneys, liver, lungs, pancreas and intestines. Whereas tissues that can be transplanted include: cornea, skin, veins, bones, tendons and heart valves. Organs or tissue transplanted within the same person is known as an autograph. A transplant between two persons is known as an allograft. .xenotransplantation involves the transplantation or infusion of organs or tissues fron one species to another. For example, the transplantation of a babbon liver into a HIVpatient , performed in 1992. The patient died 70 days later (Greenwell et al., 2007). Xenotransplantation is a dangerous because of the non-compatibility and rejection, which may lead to death (Greenwell et al., 2007). Transplantation is a very complex and challenging area of modern science. Shortage of donors is limiting transplantation therefore both living and deceased donors are used to increase donor supply. (heart beating and non heart beating), ( Chaib E 2007). The number of heart beating donors (HBD) continue to decreases, therefore the focus now is to use cadaveric organs from non heart beating donors (NHBD). The main problem with this type of donation is how one may define death and who gives consent for the donor’s organs to be used in transplantation. This raises a lot of ethical issues. People started describing NHBD as second class organs, but public confidence has improved as many studies ( Sanchez-Fructuosa et al 2000, Nicholson et al 2000) has shown the that the use of NHBD is a promising alternative to enlarge the donor pool especially in renal transplantation. Countries including the United Kingdom, USA, Spain, Netherlands, Switzerland and Japan have all implemented NH BDs protocols in hospitals (Knoll et al 2003). Concerns of NHBD as â€Å"second class† organs HBD has been the main source for transplantation in the last 30 years (Chaib E., 2007), but this source of donation is declining thus the emphasis is on NHBD to increase the donation pool as the need for organs keeps increasing. The difference between HBD and NHBD is the definition of death. In HBD, the beating heart donor is brain damaged and on ventilation before death, whereas with NHBD the donor may have suffered a cardiac arrest and resuscitation may be futile. In 1976 the Harvard Medical Committee used the brain stem testing to declare death, but this was not suitable, therefore, the Maastricht workshop in 1995 declared that death is irreversible cessation of all functions of the brain including the brain stem† . In 1995 the Maastricht Workshop which is an international workshop divided NHBD s into four categories: category 1 and ll involves the uncontrolled group where donors are dead on arrival or where resuscitation has been unsuccessful. In this group, mechanical ventilation is performed in order to keep the organs viable while awaiting for consent from the patient’s family. Category lll and lV involves the controlled group where donors are waiting cardiac arrest or who had cardiac arrest while brain dead (Chaib E.,2007). Despite the assessment and definition of the timing of death for NHBDs and its potential to increase donation by 30%, it still faces many ethical, legal and medical concerns. The public fears include: I. concern on whether the donor is really dead There are two criteria for death donor rule, defined by the Uniform Determination of Death Act (UDDA): an individual is dead if both circulatory and respiratory functions have stopped and if all functions of the entire brain, including the brain stem has stopped. This rule is quite crucial in NHBDs donation and states that death must not be rushed for the act of donation. Families are quite apprehensive that stopping cardiac pump activity and cardio respiratory functions does not qualify death and that the 10 minutes â€Å"stand off† period to qualify for both cardiac and brain stem death criteria is not enough ( Zamperetti et al 2003). II. Concerns on the withdrawal of care In the controlled setting ( Maastricht , category lll and lV ) families are sceptical about the decision to remove life support ventilators and may have fears that doctors may have biased interest in the in hope of harvesting organs and mistreating their loved ones. They worry if whether leaving their loved ones on life support may eventually bring them back to life and what state will they be in during prolonged life support or the options of resuscitation. You read "The use of â€Å"second class† organs is a necessity in transplantation" in category "Essay examples" There are also many doubts form medics who think that NHBD is a â€Å"shameful act of cannabilism† ignores the likelihood of auto resuscitation and that the brains of these patients are not actually dead (Potts M., 2007) as well as the fact that the brains of these patients are not truly dead. They believe that the drugs given to the dying donor may be of benefit to the donors organs but detrimental to the donors health. Also the process of removing the organs for donations causes death in the patient and that NHBD must be banned as it goes against the practice of medicine (Verheijde et al 2007). With all the apprehensions with regard to NHBD, a major limitation has been the lack of oxygen reaching the organs during the period when ventilations is withdrawn, known as warm ischaemia. . Warm ischaemia can be a problem as it can affect the viability organs, but scientists are investigating new technology in preservation. The necessity of NHBD as second-class organs for transplantation A report in a urology journal in 2009 described how some American surgeons transplanted a cancerous kidney. They removed the tumour and then transplanted it into the patient ( BBC.,2009). The reason for this shows that the demand for organs keeps raising while the supply is quite low. In the UK, in December 2009, there were 8000 patients on the waiting list for organs, with only about 3000 transplants per year. Many people are dying due to this shortage, therefore surgeons maybe using risky organs. There are many reports showing the benefits of NHBD in reducing this shortage and there is more pressure for it to be successful. A recent UK data showed that the success rate of NHBD are quite similar to HBD (UK transplant 2006). Many studies have shown good graft survival with NHBD especially in renal transplantation despite the warm ischaemic damages ( Nicholson et at 2000, Wijnen et al,1995) . A report in between 2005-2006 shown that there were 125 NHBD transplants compared to 2004-2005 with only 87. A small but significant increase (UK Transpkant., 2006). NHBD is cost effective, for example, a renal patient on dialysis cost an estimated ?21,200 per year. With a successful transplant with a NHBD kidney, a median graft survival of 9 years, the total cost benefit over 9 years will be ?191,000 (UK Transplant). Thus reducing the burden on the National Health Service and a better life for the patient. Conclusion NHDB as a technique was abandoned in the 1970. It has now revived due to the long waiting list and the fact that many people are dying because of organ shortages. This type of organ donation offers great potential but its use is very divisive. There are so many ethical issues and benefits associated with both the controlled and the uncontrolled forms donations. In the uncontrolled donor (category I ll), the presumed consent to perfuse the organs in the absence of the family or in the controlled donor (category lll), the administration of drugs to improve the viability of organs seems so unethical and considered conflicts of interests being divided between the responsibility of care to the dying donor and the possible transplant recipient. In some ethnic groups, families of brain dead donors may be happy to donate as it gives important meaning to their tragedy that they are able to help give life to someone else. NHBD programmes are faced with many challenges. In order to improve it: There must be more educational programmes or talks to the public about the different criteria of death Clinicians and the transplant teams must follow the legal guidelines by the Department of Health, adhere to the NHBD protocol and consent from the dying donor‘s family must be given before the process of harvesting organs for NHBD to reach its full potential. It maybe a long road but public confidence is definitely required. References BBC (2009) Risky donor kidney transplants prove successful. Chaib Eleazar (2008) Non heat Beating Donors In England. Clinics 63(1):121-34 Fox RC. (1993)†An ignoble form of cannibalism†: reflections on the Pittsburgh Protocol for procuring organs from non-heart-beating cadavers. Kennedy Inst Ethics J.3:231–9. Greenwell P. and McCulley M. (2007) Molecular therapeutics: 21st Century Medicine. John Wiley Ltd. Gill P and Lowes L. (2008) Gift exchange and organ donation: Donor and recipient experiences of live related kidney transplantation. International journal of nursing studies, 45(11), pp. 1607-1617. Knoll GA, Mahoney JE (2003) â€Å"Commentary. Non-heart –beating organ donation in Canada: Time to Proceed?†Canadian Medical Association Journal,169 (6). Kotton C., Kuehnert M and Fishman J. (2008) Organ Transplantation eds, Encyclopedia of Virology. Oxford: Academic Press, pp. 466-472. Metcalfe M., Butterworth P., White S., Saunders R., Murphy G., Taub N., Veitch P, Nicholson M (2001). A case-control comparison of the results of renal transplantation from heart beating and non heart beating donors. Transplantation 71:1556-59 Michael Potts (2007). Truthfulness in transplantation: non-heart-beating organ donation Philosophy, Ethics Humanities in Medicine 10.1186/1747-5341-2-17. Nicholson ML, Doughman TM, Horsburg T, Wheatley TJ, Butterworth PC. (1997) Comparison of the results of renal transplants from conventional and non-heart-beating cadeveric donors. Transplant Proc. 29:1386-87 Sanner M. (1994) Attitudes toward organ donation and transplantation : A model for understanding reactions to medical procedures after death. Social science medicine, 38(8), pp. 1141-1152. Sanchez-Fructuosa AL., Prats D., Torrente J, Perez-Contin MJ., Fernandez C., Alvarez J. (2000) Renal Transplantation from non heartbeating donors a promisimising alternative to enlaege the donor pool. J Am Soc Neprol 11 350-8 Verheijde JL., Rady MY., McGregor J. Recovery Of Transplantable Organs After Cardiac or Circulatory Death: transforming the paradigm for the ethics of organ donation. Philosophy, Ethics and Humanities in Medicine 2:8 10.1186/1747-5341 UK Transplant Activity 2005/2006. http://www.uktransplant.org.uk/statistics/transplant_activity2006 White SA, Prasad KR (2006) Liver Transplantation From Non-heart Beating donors. Brtish Medical Journal 332;376-377 Wijnen RM., Booster MH., Stubenitsky BM., de Boer J., Heineman E., Kootstra G., (1995). Outcome of transplantation of non heart beating donors kidneys. Lancet. 345:1067 Zamparetti M., Bellamo R., Ronco C. (2003) Defining death in non-heart beating organ donors .Journal of Medical Ethics 29:182-185 How to cite The use of â€Å"second class† organs is a necessity in transplantation, Essay examples The use of â€Å"second class† organs is a necessity in transplantation Free Essays string(67) " in during prolonged life support or the options of resuscitation\." Abstract There are many ethical, legal and religious views with regards to organ donation. Statistics from 2009 by UK Transplant Organisation showed that, there are 8000 people on the waiting list, with only 3000 transplants a year. This shows that we need to increase the demand for organs as many people are dying. We will write a custom essay sample on The use of â€Å"second class† organs is a necessity in transplantation or any similar topic only for you Order Now There are two main sources for human organ donation: from the living and from the deceased. Donation from the deceased involves two types: heart beating donors (HBD) and non-heart beating donors (NHBD). HBD has been the primary source for organ donation for the last thirty years, but this source of donation is declining. Scientists are now focussed on using NHBD to revive and increase the donor pool, but this form of procurement is plagued with many ethical problems. It is looked at as a†second class’’ form of donation. NHBD involves donation of organs from two sources: controlled and uncontrolled. Controlled are donors who have had â€Å"irreversible brain injury† but they do not qualify the brain death criteria. Where as, in the uncontrolled, the donor may suffer a cardiac arrest and die after resuscitation may prove futile. The fundamental controversy with this procurement is the definition of death as family members find this very hard to deal with when the need arise for them to make a swift decision . Thus, NHBD procurement remains slightly unpopular even though it has the prospects of increasing the donor pool by up to 30%. Introduction Transplantation is the moving of organs or tissues from one person (the donor) to another (the recipient), or to the same person. The purpose of transplantation is to replace the recipient’s organs or tissues which have failed due to illness or injury to improve health. Organs that can be transplanted includes: the heart, kidneys, liver, lungs, pancreas and intestines. Whereas tissues that can be transplanted include: cornea, skin, veins, bones, tendons and heart valves. Organs or tissue transplanted within the same person is known as an autograph. A transplant between two persons is known as an allograft. .xenotransplantation involves the transplantation or infusion of organs or tissues fron one species to another. For example, the transplantation of a babbon liver into a HIVpatient , performed in 1992. The patient died 70 days later (Greenwell et al., 2007). Xenotransplantation is a dangerous because of the non-compatibility and rejection, which may lead to death (Greenwell et al., 2007). Transplantation is a very complex and challenging area of modern science. Shortage of donors is limiting transplantation therefore both living and deceased donors are used to increase donor supply. (heart beating and non heart beating), ( Chaib E 2007). The number of heart beating donors (HBD) continue to decreases, therefore the focus now is to use cadaveric organs from non heart beating donors (NHBD). The main problem with this type of donation is how one may define death and who gives consent for the donor’s organs to be used in transplantation. This raises a lot of ethical issues. People started describing NHBD as second class organs, but public confidence has improved as many studies ( Sanchez-Fructuosa et al 2000, Nicholson et al 2000) has shown the that the use of NHBD is a promising alternative to enlarge the donor pool especially in renal transplantation. Countries including the United Kingdom,USA,Spain,Netherlands, Switzerland and Japan have all implemented NHBDs protocols in hospitals (Knoll et al 2003). Concerns of NHBD as â€Å"second class† organs HBD has been the main source for transplantation in the last 30 years (Chaib E., 2007), but this source of donation is declining thus the emphasis is on NHBD to increase the donation pool as the need for organs keeps increasing. The difference between HBD and NHBD is the definition of death. In HBD, the beating heart donor is brain damaged and on ventilation before death, whereas with NHBD the donor may have suffered a cardiac arrest and resuscitation may be futile. In 1976 the Harvard Medical Committee used the brain stem testing to declare death, but this was not suitable, therefore, the Maastricht workshop in 1995 declared that death is irreversible cessation of all functions of the brain including the brain stem† . In 1995 the Maastricht Workshop which is an international workshop divided NHBD s into four categories: category 1 and ll involves the uncontrolled group where donors are dead on arrival or where resuscitation has been unsuccessful. In this group, mechanical ventilation is performed in order to keep the organs viable while awaiting for consent from the patient’s family. Category lll and lV involves the controlled group where donors are waiting cardiac arrest or who had cardiac arrest while brain dead (Chaib E.,2007). Despite the assessment and definition of the timing of death for NHBDs and its potential to increase donation by 30%, it still faces many ethical, legal and medical concerns. The public fears include: I.Concern on whether the donor is really dead There are two criteria for death donor rule, defined by the Uniform Determination of Death Act (UDDA): an individual is dead if both circulatory and respiratory functions have stopped and if all functions of the entire brain, including the brain stem has stopped. This rule is quite crucial in NHBDs donation and states that death must not be rushed for the act of donation. Families are quite apprehensive that stopping cardiac pump activity and cardio respiratory functions does not qualify death and that the 10 minutes â€Å"stand off† period to qualify for both cardiac and brain stem death criteria is not enough ( Zamperetti et al 2003). II.Concerns on the withdrawal of care In the controlled setting ( Maastricht , category lll and lV ) families are sceptical about the decision to remove life support ventilators and may have fears that doctors may have biased interest in the in hope of harvesting organs and mistreating their loved ones. They worry if whether leaving their loved ones on life support may eventually bring them back to life and what state will they be in during prolonged life support or the options of resuscitation. You read "The use of â€Å"second class† organs is a necessity in transplantation" in category "Essay examples" There are also many doubts form medics who think that NHBD is a â€Å"shameful act of cannabilism† ignores the likelihood of auto resuscitation and that the brains of these patients are not actually dead (Potts M., 2007) as well as the fact that the brains of these patients are not truly dead. They believe that the drugs given to the dying donor may be of benefit to the donors organs but detrimental to the donors health. Also the process of removing the organs for donations causes death in the patient and that NHBD must be banned as it goes against the practice of medicine (Verheijde et al 2007). With all the apprehensions with regard to NHBD, a major limitation has been the lack of oxygen reaching the organs during the period when ventilations is withdrawn, known as warm ischaemia. . Warm ischaemia can be a problem as it can affect the viability organs, but scientists are investigating new technology in preservation. The necessity of NHBD as second-class organs for transplantation A report in a urology journal in 2009 described how some American surgeons transplanted a cancerous kidney. They removed the tumour and then transplanted it into the patient ( BBC.,2009). The reason for this shows that the demand for organs keeps raising while the supply is quite low. In theUK, in December 2009, there were 8000 patients on the waiting list for organs, with only about 3000 transplants per year. Many people are dying due to this shortage, therefore surgeons maybe using risky organs. There are many reports showing the benefits of NHBD in reducing this shortage and there is more pressure for it to be successful. A recentUKdata showed that the success rate of NHBD are quite similar to HBD (UKtransplant 2006). Many studies have shown good graft survival with NHBD especially in renal transplantation despite the warm ischaemic damages ( Nicholson et at 2000, Wijnen et al,1995) . A report in between 2005-2006 shown that there were 125 NHBD transplants compared to 2004-2005 with only 87. A small but significant increase (UK Transpkant., 2006). NHBD is cost effective, for example, a renal patient on dialysis cost an estimated ?21,200 per year. With a successful transplant with a NHBD kidney, a median graft survival of 9 years, the total cost benefit over 9 years will be ?191,000 (UK Transplant). Thus reducing the burden on the National Health Service and a better life for the patient. Conclusion NHDB as a technique was abandoned in the 1970. It has now revived due to the long waiting list and the fact that many people are dying because of organ shortages. This type of organ donation offers great potential but its use is very divisive. There are so many ethical issues and benefits associated with both the controlled and the uncontrolled forms donations. In the uncontrolled donor (category I ll), the presumed consent to perfuse the organs in the absence of the family or in the controlled donor (category lll), the administration of drugs to improve the viability of organs seems so unethical and considered conflicts of interests being divided between the responsibility of care to the dying donor and the possible transplant recipient. In some ethnic groups, families of brain dead donors may be happy to donate as it gives important meaning to their tragedy that they are able to help give life to someone else. NHBD programmes are faced with many challenges. In order to improve it: There must be more educational programmes or talks to the public about the different criteria of death Clinicians and the transplant teams must follow the legal guidelines by the Department of Health, adhere to the NHBD protocol and consent from the dying donor‘s family must be given before the process of harvesting organs for NHBD to reach its full potential. It maybe a long road but public confidence is definitely required. References BBC (2009) Risky donor kidney transplants prove successful. Chaib Eleazar (2008) Non heat Beating Donors In England. Clinics 63(1):121-34 Fox RC. (1993)†An ignoble form of cannibalism†: reflections on the Pittsburgh Protocol for procuring organs from non-heart-beating cadavers. Kennedy Inst Ethics J.3:231–9. Greenwell P. and McCulley M. (2007) Molecular therapeutics: 21st Century Medicine. John Wiley Ltd. Gill P and Lowes L. (2008) Gift exchange and organ donation: Donor and recipient experiences of live related kidney transplantation. International journal of nursing studies, 45(11), pp. 1607-1617. KnollGA, Mahoney JE (2003) â€Å"Commentary. Non-heart –beating organ donation in Canada: Time to Proceed?†Canadian Medical Association Journal,169 (6). Kotton C., Kuehnert M and Fishman J. (2008) Organ Transplantation eds, Encyclopedia of Virology.Oxford: Academic Press, pp. 466-472. Metcalfe M., Butterworth P., White S., Saunders R., Murphy G., Taub N., Veitch P, Nicholson M (2001). A case-control comparison of the results of renal transplantation from heart beating and non heart beating donors. Transplantation 71:1556-59 Michael Potts (2007). Truthfulness in transplantation: non-heart-beating organ donation Philosophy, Ethics Humanities in Medicine 10.1186/1747-5341-2-17. Nicholson ML, Doughman TM, Horsburg T, Wheatley TJ, Butterworth PC. (1997) Comparison of the results of renal transplants from conventional and non-heart-beating cadeveric donors. Transplant Proc. 29:1386-87 Sanner M. (1994) Attitudes toward organ donation and transplantation : A model for understanding reactions to medical procedures after death. Social science medicine, 38(8), pp. 1141-1152. Sanchez-Fructuosa AL., Prats D., Torrente J, Perez-Contin MJ., Fernandez C., Alvarez J. (2000) Renal Transplantation from non heartbeating donors a promisimising alternative to enlaege the donor pool. J Am Soc Neprol 11 350-8 Verheijde JL., Rady MY., McGregor J. Recovery Of Transplantable Organs After Cardiac or Circulatory Death: transforming the paradigm for the ethics of organ donation. Philosophy, Ethics and Humanities in Medicine 2:8 10.1186/1747-5341 UKTransplant Activity 2005/2006. http://www.uktransplant.org.uk/statistics/transplant_activity2006 White SA, Prasad KR (2006) Liver Transplantation From Non-heart Beating donors. Brtish Medical Journal 332;376-377 Wijnen RM., Booster MH., Stubenitsky BM., de Boer J., Heineman E., Kootstra G., (1995). Outcome of transplantation of non heart beating donors kidneys. Lancet. 345:1067 Zamparetti M., Bellamo R., Ronco C. (2003) Defining death in non-heart beating organ donors .Journal of Medical Ethics 29:182-185 How to cite The use of â€Å"second class† organs is a necessity in transplantation, Essay examples

Consumer Behaviour Customers Loyalty in B2C Relationship

Question: Describe the Case Study for Consumer Behaviour of Customers Loyalty in B2C Relationship. Answer: Relevant theory underpinning organizational buying Organizational buying can be defined as the process which covers decision making. The formal organization is responsible for creating the need for the product or services. It includes the process of identifying, evaluating and selecting the from the different brands and suppliers. Organizational buyers can be defined as a limited number of customers for a limited number of products. Organisational buying behavior is generally in large numbers. The relationship is generally closed which is very much required. The demand is usually generated from the production and sales of buyers (Wang, 2014). There is also the risk of high demand fluctuation in which there is fluctuation in the purchase of a certain product from the organizational side. The buyers of organizational are mostly trained personnel. The purchase of the organization is also influenced by many persons. There is a lot of transition happening as the organizational buyer deal with manufacturers for bulk purchasing. There are different organizational buying situations. They are straight rebought, modified rebuy, new task by, and systems buy. In straight rebuy situation, there is only purchasing department which is involved. The purchasing department gets instructions from the inventory control department (Wang,2014). The order may be of reordering the material. The inventory control department also takes into consideration the quotations from different vendors which are approved. The suppliers who are approved has to make an effort for maintaining quality in their service, while the out suppliers try to make efforts in getting their name list in the approved list. To get on the approved list the supplier has to offer something which is new or innovative (Wang,2014). The risk of the buyer that the delivery charge is decided by the buyer. If any item is lost in the process of shipping, the shipping charge has to be refunded to the buyer by the seller. If an item is damaged in the process, then the only exchanged is available no refund is made. All payments must be done by PayPal account (Jang, 2012). All the items can cancel but before delivery, once the items are processed no cancellation is offered. Key factors that are likely to affect the organizational buying The key factor which is likely to affect the organizational buying from Zoro Stationery Limited is: External environmental factors The external environmental factor aspect affects all most every aspect of business. It also includes buying decisions. The money markets show fluctuations. There interest rates also have a major impact on the buying strategies (Jang,2012). If there is an increase in interest rate than it buying will be reduced by Zoro stationery limited. The changes in the law of corporate will also affect the buying from Zoro Stationery limited. The regulatory changes which are related to the stationery industry can affect the Zoro stationery limited. Political environment Any change in the government policy will affect directly to the organizational buying patterns (Carrington,2010). Social environment Society and culture are ever changing. Each organization has to change in order to meet up the changes in the society. For example, there is an increase in a number of the customer using a colored pen than the stationary store has to increase the production of stationary. Competition In todays world, one has to stand oddly to get success. So if the competitor of Zoro stationary comes with the new product, then it also has to come out with a different product. So it is necessary for Zoro stationary to follow the trends (Carrington, 2010). There is also another factor which affects the buying pattern; they are organization's mission, its structure, its policies and procedures, technology level, and human resource skills. Reducing the potential risks associated with him (as a new staff member) selling to important customers Zains line manager bust has assisted him in reducing potential risk by the following strategy: It should offer in-house training to sell the product to the most important customer. The focus should be on the job training which can cover the critical needs of the employer. The needed information should be provided to the new employee. Preferred methods of the organization should be learning to the Zain as he was new to the field. The detail of customer should be given to him completely (Carrington, 2010). What the customer is buying from the last few years also should be given to him. The details of a variety of product what the company is offering should be given in depth to the Zain. Also, a small test on the name of the product, its description, and its benefit should be taken by line manager to check the knowledge of Zain. Zain should also update with the new product of the company. Thus, in this way potential risk can be avoided enough the staff is new and the customer is important. Typical organizational buying and why it is different from the process of consumer buying. Both organizations as well as consumer buying need to buy products to meet their daily requirements. There are several differences between organisational buying and consumer buying, where organizations buy the products to meet their organisational objectives. These objectives can be cost reduction, meeting employee needs, profit maximization etc. Most of the purchases made by an organization plan in advance where it is an impulse in consumer buying (Bunn et al. 2001). Organizations are more rational during their purchase, wherein the individual buying process it is more spontaneous and to their own satisfaction. For example an organization will plan the employee lunch, they will choose the menu and then order it while in the consumers decision, it will be decided just minutes ago about where to go for a lunch break. And from the previous experiences of Zain he never had confronted the organizational buying, but he was more into selling products to the clients directly and thus he was surprised when at his first meeting. There are a number of people involved in purchasing of product and there will be a wide range of influence in decision making in the organizational buying, wherein the consumer buying the extent of participation from people will be very less (Cova and Elliott, 2008). The Car manufacturer is a formal type of organizational buying which can be stationery requirements established by the organization, where it will be more informal in the case of consumer buying. As there were four buyers buying stationery for various divisions within the company, volume of buying differs in organizational buying and consumer buying which might have surprised Zain during the meeting. Typical DMU (Decision Making Unit) for organizational buying may operate as a car manufacturer If we try to see it from a literature point of view, then the whole team making the decisions and negotiation of products is known as the decision making unit. There are in total six roles in the decision making process, namely, Users are the people who are actually going to work with the purchased products and will influence on the specifications (Hilton and Jones, 2010). The next comes is the influences which exert influence on the purchasing process by laying down the preconditions and these people are found at every level of the organization. The next will be the buyer who will actually negotiate with the suppliers and places the order and they play one of the great roles in the decision making unit. Initiators are the people who recognize the problem and bring the solution for it. Deciders are the people who choose the suppliers and due to that they take up a great position in the decision making unit. The last comes on board will be the gatekeepers who are responsible for information provided to the decision making unit and thus by providing the appropriate information this person can influence the decision making strongly. For example Toyota Motor Corporations structure is based on various operations around the world. Toyota has a divisional organizational structure which went to change because they had a strong centralized global hierarchy, where all the decision were taken from the HQ in Japan and the individual business units do not communicate with each other (Sen et al. 2008). This organizational structure comprised of chairman, President and Executive vice president in charge of Human resource majorly. This structure of decision making was criticized for slow decision making and three outside board of directors was added to the decision making panel to reflect their opinion in managements decision making. These boards of member advice the management in decision making on the basis of their experiences and expertise. Thus, Toyota has built a very diverse structure with the right person for the right position. Selling to an organizational DMU may differ from Zains previous experience of selling retail good There is a difference between selling to an organizational DMU and Zain never had an experience as such. Zain confronted consumers/public where there is a simple language used to reach a consumer while in organizational selling the organization can make use of jargon. Zain majorly confronted people where their choices are emotionally triggered while in organizational selling they seek for efficiency and expertise. The consumer buying which Zain had an experience, the customers there are happy with their purchase and it is individual relation wherein an organization it a team that needs to be look upon and making them thankful for their excellent decision (Fawzy and Samra, 2008). Zain was surprised at the first meeting because there was sales and marketing team to cater the organization while a media advertisement or a recommendation from a friend can work in consumer buying. Lengthy contents works for organizational selling as they need to prove their worth and reason for the organization to buy from them, while consumers prefers it to be short and lower priced as far as their needs are fulfilled. Zain would or would not have thought of building a close relationship with the consumer while selling the products to them, but in case of organizational selling it is must to build a strong relationship and following the brand to generate more profit. There is a long chain of approving purchases in an organization which Zain was confused with while in an individual buying the person makes his/her own speedy purchase decision with a little recommendation or suggestions from other. Initial perception reflecting on Zains experience Buying behavior has a lot many factors that need to be analysed accordingly and helps to understand the concept of purchase and decision making by consumers. Initial perception matters when a buyer is well known about the product or has a satisfactory result for the products. There are some changes that need to be addressed and an organization need to achieve those targets accordingly. This states that initial perception is the main period that the customer thinks about the purchase and examines the features of the product. The case study here reveals a different truth with some statements that need to be analysed by the company and make sure that the customers are satisfied with the products and the service they get as a long term decision making process (Bagherzad et al. 2011). Surprising stimuli are seen over and there are perceptions that need to be categorized with the instinct and the knowledge of the product that is gaining accordingly. There is some cumulative impact that needs to be altered and examined with the purchasing behavior. Zains experience In second week when Zain had a visit to the customer of Zoro stationery in an educational unit. The appointments were previously fixed and Zain visited to introspect about the customers who made a difference with the expectations. The stationery and office equipment buyers had many years of experience, so they expected a good understanding that revealed the situation of the company. This seems that the company had a larger view regarding the sales personnel who used to come over to visit them and know their expectations (Khan, 2012). The customer had actually a very high expectation, therefore he had an urge to ask about the product of the company where he could verify the difference in approach and the new features of the new product by Zoro stationery. The customer then questioned Zain about the products and the office document shredders, the customer had a large requirement of the product so it was obvious at this stage to question. At the same time, there was a silence that murmu red between them about lack of knowledge of the product, Zain had no idea about the product and the features as he was new to the position of Account manager. There arises the conflicts and misunderstanding about the products initial perception. Consumer behavior is affected when a seller is not aware about the product and its uses. The detailed training was actually not received by Zain and this made, the situation is more cohesive. Initially, it is important for a seller or any personnel of the organization to be aware about the products and about its features, this is an initial perception that a consumer expects from a seller (Hassan, Hassan and Mabekoje, 2008). There lacks a purchasing advice by the seller and it does not any more motivate the consumer to purchase a product with the best quality, because as such customer service and customer behavior is an important matter that reflects the purchase decision. Initial perception for future growth and buyer seller relationship An experience matters when buyers are sure about the product and are satisfied about what the product offers them with the maximum satisfaction level at the best price. What matters even is the interpersonal skills and the interactions among the buyer and a seller. When there is an idea of selling, a seller needs to demonstrate about the product and should satisfy the customers according to the need of the customer (Chiou and Dronge, 2006). The relationship between the buyer and seller determines with an interaction and a communication level. This is true when a seller meets the demand of the buyer and interacts accordingly. It majorly replicates the service that he gets from the seller and the product specifications that are utmost necessary for consumer buying behavior. Introducing the toner to the customers Zoro has been providing a renowned designer and manufacturer Cranes with the stationery products and equipments required by the company since last many years. Also Crane is the huge contributor for Zoro as it brought immense business for Zoro being in the list of one of the four major business clients of Zoro. It has been witnessed that this company is a very special and important client for the company which needs to be handled with delicacy and effectiveness (Wang et al. 2012). Zain is new to the stationery company Zoro. Although Zain did go through intense training sessions for understanding the working culture and clients of the company, still Zain lacked me getting the training with dealing with the huge clients of the company. Zain would have understood the details regarding the clients of the company. Zain could have adopted a proper framework to understand, analyze and identify the needs and requirements of the clients and promoting its new products to the clients (Wixom and Watson, 2001). It has been witnessed that the purchasing manager of Crane has never got informed about the new products in the catalogue of Zoro personally. The purchasing manager had no idea about the new high quality toner cartridges which were introduced by the company to the clients. Without having some detailed knowledge about the products it is neither appropriate for the seller to recommend the product to the purchaser nor is it possible for the purchaser to buy the product s without detailed information regarding the product (Bronner and Hoog, 2010). Zain must have used appropriate framework or methodology for introducing the new High quality toners to the purchase manager with a complete presentation which emphasized on the detailing of the product (Vries et al. 2012). First of all Zain must have taken a step to identify the methods and ways the company introduces the new products to the clients. Then Zain could have developed a presentation regarding the benefits and features of the products and highlighting the need and significance of the product for the clients company. Then Zain could have sent a mail or appointment request to the purchase manager informing him to showcase some beneficial product, in this case the High Quality Toner Cartridge (Bronner and Hoog, 2010). Once the purchase manager responded back Zain would have conducted a meeting where he could explain the significance of the product to the purchase manager. This way Zain could be more confident about the product and give enough information to the manager whil e the manager would get easily convinced by understanding the need, importance and usefulness of the product for his company (Wang et al. 2012). Transactional data for selling the products to customer It has been witnessed that Crane is a regular customer of Zoro. Thus, it is a very important client of the company (Esposito et al. 2010). For such long term and highly profitable customers, the company should have different strategies to increase and develop the business relations with the clients. To develop better relationships with the clients and sustain healthy relationships, Zoro must develop some extra strategies and methods to bring more business from the client (Liang and Turban, 2011). In this case, Zoro can use the transactional data to improve the business with Crane and can utilize the data to identify the business pattern of the company. The transactional data has a high importance for any company and thus the companies focus on maintaining and analyzing this data constantly for identifying the changes and pattern of the companys business methodology (Bronner and Hoog, 2010). The transactional data emphasize on various aspects such as the financial information of the company, the product list the company purchases, the budget of the company for stationery expenses, the frequency of business with the company, etc. This would give huge information and would help the company to develop the strategies for expanding its business with the company (Vries et al. 2012). For selling the High Quality Toner Cartridge for Crane, the company must first analyse the product details. The details like the need and requirement of the product, its efficiency, its prices, the quantity needed, etc. Also the transactional data of the company like the number of products crane purchases from Zoro, the prices it spends, the products it requires etc (Liang and Turban, 2011). By analysing these details a comparison should be made that does the requirement of Crane could get satisfied with the new product launched by Zoro? Can the company sell the product to Crane in the desired and placed costs and prices? What would be the quantity of the products that would be required by the company? Answers to this question can be obtained while analyzing the transactional data (Chwelos et al. 2001). By the proper analysis of this data, a strategy can develop and can be represented in the company in a convincing manner to Crane due to which the company would get interested in deal ing with the company. The Proper presentation with some aspects in favor with both the companies would help in getting the company convinced and having a successful business relation with each other (Chen et al. 2011). Building Customer Loyalty Acquisition of a new customer is far more costly than retaining the existing customer. A major portion of the income is derived from the existing customers. Statistics ponder that maintaining organization must work on customer satisfaction and customer loyally along with an increase in sales and other marketing strategies (ZikienÄ—, 2010). Customer loyalty is an ongoing process to develop an emotional bonding between customers and the organization. It facilitates in retaining the existing customer base and attracts new customers.A variety of factors affect the customer loyalty such as monopoly product, good after sale services, cost of the product, psychological attachment, satisfaction with the product. Retention of customer is utmost important for any business to survive. Good quality products and on time service are the major factors for building trust and loyalty in customers. An incentive offer or bonus refers to the existing customers shall make them happy and loyal to the business. However a regular meeting to reach up to their expectations, do more business and acquire more customers would be beneficial for an organization (Yim et al. 2008). Customer loyalty retains with the organization and also generate a regular major income portion for the organization. Repeat business is a win-win situation for the organization. Improving customer relationship develops a brand name. It enhances the brand value. Apple is a far-fetched example of customer loyalty. True advocates of the product inspire confidence in others. If they love it, so will I. Hence develops sales and business success. A balance of retaining existing customers and attracting new ones is must. Customer loyalty is all about building relations and engagement. The more you exhibit positive connections the more loyal your customers become (ZikienÄ—, 2010). Its our responsibility to treat them well as they decide about our business, whether to come back to us or recommend us. The power of mouth publicity is quite instrumental in spreading the word and making brand ambassadors. A positive experience leads to more referrals. It influences for the repeat business. Also explore new range of products offered by us. Amway products are a live example for it. Such factors affect the organizational buying as it includes trained professionals in the decision making. They are influenced by numerous environmental and organizational factors. Individual relationship and positive engagement, create long term benefits for both the parties. Hence Zain Sadiq should consider the above said factors for developing the customer loyalty as the leading motorbike company is an organizational buyer over ten years and retention of the existing customer is far better than acquiring new customers. Maintaining Long-term Relationship An advise to Zain is to develop long-term customer relationships by being honest and best with its quality of the product. The key to success is building engagements beyond one-time projects and then maintain these valuable clients on consistent and on-going basis.There is no such thing as over-communication. So Zian should keep his customers informed on a regular basis about all the goods and services he can provide (Yim et al. 2008). Make the key customers his top priority and add value to their business. Support them in every possible way to entrust their faith in the belief in our organization. Always being resourceful is an added feather. The more value we provide, more they become dependent on us (Yim et al. 2008). So Zain can share information from time to time and also refrain from unnecessary offers which wont interest them (Madhurima, 2014). Honesty builds trust and loyalty. So being honest in the dealings would result in long term relationships and hence it would build a reputation of integrity. So being honest in all the business matters is a most important feature to cultivate. Meeting the deadlines is ground principle for any business to survive. Committing to a deadline means a relief from the worry for clients for its needs and requirements. Therefore, break from worry boosts confidence in clients to rely on us rather than seeing alternatives. The loyal customers should be kept happy for ensuring on-going relationship. Zain can also offer preferential benefits to its loyal customers and honor them for their trust in him. Rewards such as individual or business exclusive discounts, special varied products only for them, rewards programs, etc can be initiated to maintain the existing customers (Lee et al. 2009). Maintaining quality standards and providing best services is the key to any business to survive. Improving brand image, being eminent amongst competitors, reducing market cost an also benefit Zian to develop long-term engagements and also have a strong relationship. Providing high quality toner cartridges at a convenient cost would enhance its sales. After sale services of cleaning, re-filling the ink cartridges, benefitting them with the cost of such toner compared to other suppliers, offering special discounts for bulk purchase, rewarding for their loyalty of giving business since last ten years, aiding with innovative products to support the clients business would definitely help Zian to develop a strong customer base and also retain it. References Bagherzad, A, Chavosh, A. and Hosseinikhah, S. (2011). The Influence of Relationship Marketing Tactics on Customers Loyalty in B2C Relationship The Role of Communication and Personalization, European Journal of Economics, Finance and Administrative Sciences, 5(31), 49-56. Bronner, F. and de Hoog, R. (2010). Consumer-generated versus marketer-generated websites in pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, 26, 2, pp. 83-91. Bunn, M. D., Butaney, G. T., Nicole P., and Hoffman, N. P. (2001). 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