Human Sexuality Topic (You can pick one from the sample topics in the Research Paper

Human Sexuality Topic (You can pick one from the sample topics in the instructions) - Research Paper Example des the acceptance of homosexuality into the society that involves sexual attraction to the same gender and in this case, the relationship between two males. Developing an understanding of this sexual orientation is important because there is conflicting literature regarding its existence. While there is a school of thought that believes homosexuality is as a result of genetic predisposition, opponents to this sexual orientation view it as behavioral. Homosexuality has been there since time in memorial and is now a visible reality within the society as another form of sexual orientation. In respect to ethical considerations, the question that linger in minds of many people emanate from a secular versus a religious point of view regarding same sex attractions. In the religious circles, homosexuality is a sin considering the belief that God’s plan for sexual relationships was between a man and a woman (Guittar and Pals 53). However, from a secular point of view every person has a right to choose the sexual orientation he or she desires. In secular terms, the society is liberal and nobody should question the behavior of another person as this amount to invading privacy. However, while homosexuals consider  their sexual orientation  as  normal behavior, the question that lingers in mind of many is why they hide their sexual orientation. In case it is a normal occurrence. Homosexuals are not always open and free about their sexual orientation partly because of personal reasons or fear of stigmatization. The topic of homosexuality is an important area of discussion because it is part and parcel of the modern society and in some western countries homosexuality is now legal. In this respect, it is important to understand the origins of homosexuality so as to avoid the conflict being witnessed between religious and secular views regarding homosexuality (Wright and Bae 492). While homosexuality has existed for ages, it is a sexual orientation that no one likes to talk

Hypercholesterolemia in the Secondary Prevention of Coronary Heart Essay

Hypercholesterolemia in the Secondary Prevention of Coronary Heart Disease - Essay Example In the developed world, it is one of the leading causes of death both in men and women. Around 94,000 deaths each year in the UK are attributed to this condition and the prevalence of this condition is about 2.6 million. The most common symptom associated with coronary heart disease (CHD) is angina and about 2 million people are affected with it each year. With age the prevalence and severity of CHD would only increase (NHS 2009). The two most notable conditions that are associated with CHD are angina and myocardial infarction. Myocardial infarction arises when coronary arteries are completely blocked and angina arises when the coronary arteries are partially blocked. Some of the common symptoms that are associated with CHD include breathlessness, chest pain, palpitations, a feeling of heaviness or tightness over the chest, sweating, confusions, anxiety, light-headedness, breathlessness, and dyspnea. Some of the common complications that can arise with the progression of CHD include heart attack, angina, heart failure, and arrhythmia (Mayo Clinic 2012). The main pathophysiology associated with CHD is the build-up of plaque in the coronary artery. As the plaque builds up, the lumen of the vessel becomes narrower, and so does the heart receive reduced supply of blood, resulting in the development of several symptoms of CHD including chest pain, breathlessness, and light-headedness. ... Following the process of atherosclerosis, there may be breakage or rupture of the plaques resulting in deposition of platelets at the site of repair. This platelet clump may block the lumen resulting in partial or complete arterial blockage causing angina or myocardial infarction (Mayo Clinic 2012). Figure 2: Complications of CHD In the UK, the prevalence of hypercholesterolemia is high. About 1 in every 500 individuals is affected with familial hypercholesterolemia (an autosomal dominant condition characterised by high levels of Low Density lipoproteins (LDL) in the blood resulting in the development of atherosclerosis at a very rapid rate). Further the prevalence of hypercholesterolemia due to sedentary lifestyle, lack of exercises and diet has resulted in very high prevalence of CHD in the population. About 10 to 15% of the 110,000 population that have familial hypercholesterolemia are unaware of their condition, due to which they may be at a very high risk to suffer from angina o r myocardial infarction (Wadwa 2007). Almost every patient with coronary artery disease has a minimum of one modifiable cardiovascular risk factor, and that most of the risk factors remain insufficiently controlled even after patients are diagnosed for Coronary Heart Disease (CHD). â€Å"Hypercholesterolemia is a condition characterized by very high levels of cholesterol in the blood. Cholesterol is a waxy, fat-like substance that is produced in the body and obtained from foods that come from animals (particularly egg yolks, meat, poultry, fish, and dairy products). The body needs this substance to build cell membranes, make certain hormones, and produce compounds that aid in fat

Financing Health Care In The US Term Paper Example | Topics and Well Written Essays - 1250 words

Financing Health Care In The US - Term Paper Example Health insurance can actually be availed through an employed individual’s employer or through the employers of either the spouse or parents’, as applicable. Health insurance can also be purchased individually depending on one’s capacity or financial status, and the required scope and contents of health insurance coverage. The problem is eminently evident for those Americans who are unemployed and could not afford to purchase health insurance coverages. Further, those who are employed also opt to drop insurance coverages because of two reasons as proffered by Siegel, Mead and Burke (2008), to wit: (1) the number of employers offering health insurance benefits to their personnel (including beneficiaries) have significantly declined; and (2) those employers who offer health insurance benefits have opted to require increasing amounts of employee participation in premium payments, which are deemed by employees as virtually unaffordable. With increasing number of peopl e who opt to waive availment of health insurance coverages, more unemployed and employed people without health coverages opt to tap the government’s health packages for Medicare and Medicaid, thereby increasing the need for more financial resources to support and sustain the expenditures for this sector. Components of Health Care Sector Expenditures The paper written by Seshamani, Lambrew and Antos (2008), one of the most significant revelations was that the increasing cost in health care expenditure is accounted for by tax subsidies shouldered by the federal government from the health insurance premiums and related costs declared by employers. As indicated, the cost of tax exemptions from contributions made by employers and employees are... A more structured and plausible approach was recommended by Flier, who suggested that accurate and effective reforms could only provide the needed solution to the health care dilemma when the root causes are truly identified. In his article, the root causes were identified as: the unjust employer-based tax advantaged system, restrictions and overregulated health insurance market, and the presence of both Medicare and Medicaid programs. In this regard, Flier recommended the following: a restructuring of the tax shelter system; to encourage increased players in the delivery of both health care and insurance to decrease the exorbitant health care costs; and to evaluate and closely review the possibility of reforming both Medicare and Medicaid programs in terms of the kind and quality of expenditures, as well as closer screening of the beneficiaries to determine alternative options for cost reduction and the use of cost effective interventions, in the long run. The objective of the essay to proffer relevant and critical issues pertinent to financing and the delivery of health care services in the U.S. was hereby accomplished through provision of the current status of health care in the U.S. prior and by determining the significant components in health care expenditures that are the real culprits of the health care dilemma.  The proposed measures to reform the health care system in the US using strategies and plans should encompass policies and regulations that have the ultimate welfare of the population in mind.

Human Sexuality Topic (You can pick one from the sample topics in the Research Paper

Human Sexuality Topic (You can pick one from the sample topics in the instructions) - Research Paper Example des the acceptance of homosexuality into the society that involves sexual attraction to the same gender and in this case, the relationship between two males. Developing an understanding of this sexual orientation is important because there is conflicting literature regarding its existence. While there is a school of thought that believes homosexuality is as a result of genetic predisposition, opponents to this sexual orientation view it as behavioral. Homosexuality has been there since time in memorial and is now a visible reality within the society as another form of sexual orientation. In respect to ethical considerations, the question that linger in minds of many people emanate from a secular versus a religious point of view regarding same sex attractions. In the religious circles, homosexuality is a sin considering the belief that God’s plan for sexual relationships was between a man and a woman (Guittar and Pals 53). However, from a secular point of view every person has a right to choose the sexual orientation he or she desires. In secular terms, the society is liberal and nobody should question the behavior of another person as this amount to invading privacy. However, while homosexuals consider  their sexual orientation  as  normal behavior, the question that lingers in mind of many is why they hide their sexual orientation. In case it is a normal occurrence. Homosexuals are not always open and free about their sexual orientation partly because of personal reasons or fear of stigmatization. The topic of homosexuality is an important area of discussion because it is part and parcel of the modern society and in some western countries homosexuality is now legal. In this respect, it is important to understand the origins of homosexuality so as to avoid the conflict being witnessed between religious and secular views regarding homosexuality (Wright and Bae 492). While homosexuality has existed for ages, it is a sexual orientation that no one likes to talk

Financing Health Care In The US Term Paper Example | Topics and Well Written Essays - 1250 words

Financing Health Care In The US - Term Paper Example Health insurance can actually be availed through an employed individual’s employer or through the employers of either the spouse or parents’, as applicable. Health insurance can also be purchased individually depending on one’s capacity or financial status, and the required scope and contents of health insurance coverage. The problem is eminently evident for those Americans who are unemployed and could not afford to purchase health insurance coverages. Further, those who are employed also opt to drop insurance coverages because of two reasons as proffered by Siegel, Mead and Burke (2008), to wit: (1) the number of employers offering health insurance benefits to their personnel (including beneficiaries) have significantly declined; and (2) those employers who offer health insurance benefits have opted to require increasing amounts of employee participation in premium payments, which are deemed by employees as virtually unaffordable. With increasing number of peopl e who opt to waive availment of health insurance coverages, more unemployed and employed people without health coverages opt to tap the government’s health packages for Medicare and Medicaid, thereby increasing the need for more financial resources to support and sustain the expenditures for this sector. Components of Health Care Sector Expenditures The paper written by Seshamani, Lambrew and Antos (2008), one of the most significant revelations was that the increasing cost in health care expenditure is accounted for by tax subsidies shouldered by the federal government from the health insurance premiums and related costs declared by employers. As indicated, the cost of tax exemptions from contributions made by employers and employees are... A more structured and plausible approach was recommended by Flier, who suggested that accurate and effective reforms could only provide the needed solution to the health care dilemma when the root causes are truly identified. In his article, the root causes were identified as: the unjust employer-based tax advantaged system, restrictions and overregulated health insurance market, and the presence of both Medicare and Medicaid programs. In this regard, Flier recommended the following: a restructuring of the tax shelter system; to encourage increased players in the delivery of both health care and insurance to decrease the exorbitant health care costs; and to evaluate and closely review the possibility of reforming both Medicare and Medicaid programs in terms of the kind and quality of expenditures, as well as closer screening of the beneficiaries to determine alternative options for cost reduction and the use of cost effective interventions, in the long run. The objective of the essay to proffer relevant and critical issues pertinent to financing and the delivery of health care services in the U.S. was hereby accomplished through provision of the current status of health care in the U.S. prior and by determining the significant components in health care expenditures that are the real culprits of the health care dilemma.  The proposed measures to reform the health care system in the US using strategies and plans should encompass policies and regulations that have the ultimate welfare of the population in mind.

Content and language Essay Example for Free

Content and language Essay In this piece of coursework I will be comparing the front cover of a broadsheet and a tabloid newspaper on the day that labour won the 2001 Election. To do this I will be concentrating on three main attributes, which are design and layout, content and language. First of all I will look at how effective the design and layout of the front cover is. On my chosen tabloid, The Sun, there is of course the bright red Sun logo but even more striking is the headline, Blairs Back. This headline is over double the size of The Sun logo. There is then on the left-hand side of the page a big picture of Tony Blair. Below the big heading is a sub heading which reads, Labour romps in with epic second landslide. Below the sub heading is a small section of text that carries on inside the paper. Overall the design and layout of this front cover is quite effective because the bold headline stands out and really hits you in the face which makes you want to buy the paper to see what the headline means. The sub heading then gives you more information, which shows that the paper is quite informative. The photograph on the front cover ads a bit of colour and life to the paper to show the reader that it isnt a dull paper. There is also a lure at the bottom of the page that says, See pages 2, 3, 4, 5 and 4-page pullout. This shows the potential buyer that there is a lot more information inside the paper about the election that encourages them to buy the paper. Basically, the front cover of The Sun concentrates entirely on the election. On the other hand in my chosen broadsheet, The Times, it is a very different story. The front page of The Times doesnt just concentrate on the election but on many other topics including things like sport. Like The Sun it has a date and price at the top of the page. The main headline reads, Election reward for Prescott. This is referring to the new job John Prescott will get now that Labour has been re-elected. Below that in the centre of the page is a picture of Tony Blair enjoying a day out with his family. Below that is another smaller story about the election. The headline says, Blair forecasts further growth. There is another smaller picture of the Blair family to the left of the headline. Below that is a completely unrelated article about Lord Archer. To the right of this story is an advertisement for Tiffany Co. diamonds. Overall the design and layout of The Times is very effective. The main headline is bold and simple which stands out. The photographs add life and colour to the paper. The amount of text shows the buyer it is a very informative paper that will appeal to a lot of people. The second story and the advertisement shows the buyer that the paper is interested in the election but the final story shows the buyer that it is also interested in the rest of the world. There is also a lure at the bottom of The Times. It reads, The Times Today: page 2. Crossword: p 32. Media: Times 2, p 21-25. TV radio: Times 2, p 27-32. This also encourages the buyer to buy because there are other things inside apart from news. The photographs on both papers are also important. In the Sun it shows a smiling Tony Blair in a shirt and tie. I think that the picture is trying to say that Tony Blair is happy to be back in office and he is going to try his hardest to make a difference. In The Times there are two photographs which show a very similar thing. Both of the photographs show Tony Blair acting very relaxed with his family. The bigger photograph was taken this year just before the election but the smaller one was taken in 1997 before the election. I think the photos are trying to say that Tony Blair is almost taking it too easy and that he thinks he has already won. The headline of a newspaper and the way it is presented is also very important. On the front cover of The Sun the headline is short, snappy, bold, big and close together. The headline reads, Blairs back, which is in block capitals. The headline takes up just over half the page even though it is very short. I think the headline is trying to create the effect that Labour is back, bigger and better than ever. On the front page of The Times it is very different. The main headline on the front page is a lot smaller and less bold than the one in The Sun. It is a lot more spaced out and not as to the point as The Sun. The headline reads, Election reward for Prescott. The headline is in lower case writing but is bolder than the text in the article. I think the headline is trying to create the effect that if Labour win the election people involved get rewards. In other words if you work hard you will get a treat! The arguments and issues presented in the lead story are a very important part of a front page. On the front page of The Sun it is obvious straight away that The Sun is very pro Labour. You dont even need to read the article to know this. At the top of the page there is a badge with the Labour symbol in the middle. In the article though it says, Tony Blair powered back into No10 early today after a SECOND landslide victory. You can see straightaway that The Sun is persuading the public that Labour deserves to be back in office. After reading the article you can also tell that The Sun does not like the Torys. In the article it says, Jubilant Mr Blair crushed Tory dreams of a revival-and put William Hagues job as Opposition leader in peril. This is a very blunt and uncaring comment and it shows The Suns loyalty to Labour. In the article it also gives you all the statistics to show you by how much Labour won, as if they havent already! The ITN exit poll gave Labour 417 seats. The Suns article is also very brief with not much detail in it. The Times article though is very different. It has a very neutral attitude and it is almost being unfair to the Labour party. In the article the writer raises the issue that although John Prescott has been given a new title he has been doing that job all along. Mr Prescott is being switched from his role as Environment Secretary to become Mr Blairs deputy in fact as well as name. The writer then raises the argument that John Prescott wont be with Labour come next election. Even so, some ministers believe it will be surprising if he stays in the Government throughout the new Parliament. The article in this paper is a lot longer and more detailed. The language in the two newspapers is very different. This is because The Sun appeals to the working class person where as The Times appeals to the more professional classes. That is why The Times uses more sophisticated language and The Sun is very blunt and to the point.

Definition And Scope Of Relationship Marketing Marketing Essay

Definition And Scope Of Relationship Marketing Marketing Essay This chapter aims to evaluate the theoretical opinions of different theorist towards relationship marketing (RM) based on the objectives of determining the definition and scope of RM as well as understanding the different determinants and strategies used in RM and understanding current academic and industrial views and opinions on the values and effectiveness of RM. 2.1 Definition and scope of Relationship Marketing Relationship Marketing (RM) has been defined by various theorists and each has given their respective viewpoints about RM. In order to simplify and understand RM, an analysis by Palmatier (2008) of some well-known definitions by various theorists is illustrated to narrow down and obtain the essence of what is RM. The analysis is based on two key aspects found in RM (e.g. Gronroos 1997; Sheth and Parvatiyar 2000). The first aspect deals with strategies across stages of the relationship lifecycle and thereby suggests that a relationship is a process that develops over time through typical strategies (Dwyer and Oh 1987; Wilson 1995). The second aspect is the scope of RM activities; as some definitions only include customer relationships, and others include relationships with different stakeholders such as internal departments, competitors, customers and suppliers. The table below illustrates the common RM definitions by different theorists and identifies the stages the respective defini tions cover as well as the scope of the definition. Definition Stages/ Strategies Scope Attract/ Create/ Establish Enhance/ Develop Maintain Customers only Stakeholders Attracting, maintaining, and enhancing customer relationships. Berry (1983, p. 25) RM refers to all marketing activities directed toward establishing, developing, and maintaining successful relational connections. Morgan and Hunt (1994, p. 22) To establish, maintain, enhance relationships with customers and other stakeholders, at a profit, so that the objectives of all parties involved are met, where this is done by mutual exchange and fulfillment of promises. Gronroos (1997, p. 407) Based on synthesis of 26 definitions of RM: organization engaged in proactively creating, developing and maintaining committed, interactive and profitable exchanges with selected customers [partners] over time. Harker (1999,p. 16) RM is the ongoing process of engaging in cooperative and collaborative activities and programs with immediate and end-user customers to create and enhance mutual economic value at reduced cost. Sheth and Parvatiyar (2000,p. 9) RM is a philosophy of doing business, a strategic orientation that focuses on keeping and improving current customers, rather than acquiring new customers. Zeithaml and Bitner (2000) As illustrated above in the table all definitions excluding Sheths and Parvatiyars have covered all the relationship lifecycle stages in their respective definitions of RM which are:- Establishing, is the stage of RM or marketing process of advertising and attracting new customers towards a brand or product, Little Marandi (2003). Enhancing is the process differentiating from competitors offerings where more attractive offers and benefits are offered to customers (e.g. sales and price drops), Coyles Gokey (2002). Maintaining is the extra effort taken by sellers to retain and ensure that their existing customers obtain continuous benefits from the product or service they have to offer (e.g. loyalty scemes), Morgan Hunt (1994). Morgan, Hunt and Gronroos have explained RM to cover the scope of not only customers but other stakeholders as well; however the scope of RM in this research study will only consider customers. Therefore the analysis of RM definition suggested for this research study is RM is a continuous marketing activity which involves establishing, enhancing and maintaining customers loyalty towards a certain product or service that is being offered by the seller involved. 2.1.1 Relationship Lifecycle The relationship lifecycle consists of the different stages (establishing, enhancing and maintaining) as aforementioned in the definitions of RM. Various RM theorists such as (Kotler, 2000; Jap Ganesan, 2000; White, 2000; Zineldin, 1996) illustrated the relationship lifecycle according to the respective stages and definitions of RM. Therefore the relationship lifecycle differs with additional stages in certain RM lifecycles by different theorists of RM (Little and Marandi, (2003: 69)). A suitable relationship lifecycle according to the agreeable definition of RM for this research study is illustrated below:- Figure 1 Relationship Lifecycle Source: Adapted from Little Marandi (2003) Relationship Marketing Management. The cycle above illustrates up to the stage of maintaining a customer relationship. However several definitions for example White (2000) Jap; Ganesan (2000) suggest that relationship lifecycle declines after the maintaining stage. Morgan Hunt (1994) argued that, due to carelessness in handling the relationship it may decline but there is also a possibility of the relationship between the buyer and seller remaining constant, in cases where customers are continuously rewarded for their loyalty towards a certain company or continue to perceive value, (Morgan and Hunt (1994:22); Little Marandi (2003:70)). 2.1.2 Understanding Perceived Value Baines, Fill and Page (2008) explains value is the customers estimate of the extent to which a product or service can satisfy their need. Customers determine a products value by considering alternative solutions and the costs associated with satisfying their need. For example if a customer is to purchase a shower gel, there will be many alternatives of purchase, however a customer will chose from a seller that provides additional value to its product, for example a 20% extra amount of the shower gel for the same price. Added value to a product such as, a good price, special offers, and good customer service will lead to high customer satisfaction, (Baines, Fill and Page (2008:672)). History of Relationship Marketing Research on the history of marketing suggest that marketing emerged in the beginning of the twentieth century, however there is no evidence as to when the theory of marketing actually emerged. During the industrial age, exchange occurred in the local markets, where farmers and craftspeople (producers) sold their products directly to end users. Producers represented both manufacturers and retailers, and embedded relationships between producers and consumers provided the trust and business norms necessary to conduct the transaction because few institutionalized protections existed, (Palmatier (2008:8)). Gronroos (1994) argues that RM is a paradigm shift in marketing from the previous concept of the marketing mix and the Four Ps of marketing (product, price, place place) which was introduced to the academic world in the 1950s by Neil Bordan. Groonroos also states that the marketing mix is a list of marketing variables that has become obsolete therefore the marketing academic occasionally offers additional Ps to the list, thus this proves that the marketing mix is very limited. Type of Model Theorist (Year) Scope 4Ps McCarthy (1960) Product, Price, Promotion, Place 5Ps Judd (1987) Product, Price, Promotion, Place, People 6Ps Kotler (1984) Product, Price, Promotion, Place, Political power, Public perspective 7Ps Booms Bitner (1981) Product, Price, Promotion, Place, Participants, Physical evidence, Process Source: Gummesson, E. (1994) Making Relationship Marketing Operational, International Journal of Service Industry Management. The changes in the marketing environment and the various factors that contributed to customer sophistication are; globalisation internationalisation of markets; continuous development of technology; increasing brand competitiveness among customers and fragmentation of media, Little Marandi, (2003). These factors have contributed a gap in the market which became a need for a new approach to retain customers, to gain their loyalty and to establish competitive approach. Therefore Gronroos (1994) states that RM can be said to be an evolved strategy to the marketing mix approach, which assists in obtaining sustainable competitive advantage and retain customers in the long run. However there is no evidence to when it was actually implemented but research by Palmatier (2008) suggest that RM emerged as a separate academic domain of marketing in the 1980s and it became more comprehensible in the 1990s from a historical perspective. Among those who were contributory in developing the concept of RM were Evert Gummesson at Stockholm University and Christian Gronroos at the Swedish School of Economics in the early 1980s (Gronroos (1994;4); Little Marandi (2003;11); Palmatier (2008;9). Effectiveness of Relationship Marketing Many theorists have researched on the subject and made different judgments on the effectiveness of RM, some of whom are Reichheld (1996) who argues that the smallest efforts in customer maintenance can increase company profit because it costs less to serve long-term customers; loyal customers will pay price premium as well as generate word-of-mouth recommendations to other potential customers. A study by Reinartz and Kumar (2000) claims that loyal customers cost less to serve and are usually willing to pay more for product varieties than non-loyal customers, as well as acted as word-of-mouth marketers for the company. While McKenna (1993) claims that long-term customer relationships helps gaining competitive advantage which leads to higher lifetime profit for firms. Correspondence of RM with other marketing concepts RM shares some similarities with other marketing concepts such as, customer relationship management (CRM) and brand equity. Williams (2006) defined CRM as an information industry term for software, and Internet capabilities that help an  enterprise  manage customer relationships in an organized way. While Payne Frow (2005) stated that CRM is a management approach that seeks to create, develop and enhance relationships with carefully targeted customers using the potential of information technology. Kotler Armstrong (2009) maintains that CRM involves building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. It deals with all aspects of acquiring, keeping and growing customers. From the various definitions of CRM above Palmatier (2008) concludes that if RM is the skill of relationships, then CRM represents its application. Keller (1993) argues that brand equity represents different effects of brand knowledge on customer action, for example customers behave more favorably towards a product when they can identify the brand. While Rust, Lemon and Zeithaml (2004) maintain that brand equity is a product-centered concept that does not capture drivers of customer behavior completely. Although RM and branding activities similarly focus on building intangible customer assets that positively influence customer loyalty, purchase behaviors, or financial performance while reducing marketing costs, they differ fundamentally where branding focuses on products with extensions to firms whereas RM focusses on relationships and their extensions to firms. However the effect of brands and relationships on a customers attitude towards the firm is difficult to distinguish, Palmatier (2008). Strategies of Relationship Marketing A strategy is a senior managements plan of action with which the effort of the staff is coordinated, Waterman et al (1980). Little and Marandi (2003) argues that RM strategies assist to manage the assortment of the customer to ensure an even flow of profits in the long term, and to determine when relationships should be established, enhanced and maintained. As Groonroos (1996) points out, however, the essence of RM is in the organisations processes, rather than its planning. Little and Marandi (2003) illustrates the key strategies as follows; establishing relationships involves target marketing techniques and advertisement programmes that are able to communicate relevant value. It is also established by simplifying the service offer by giving clarity regarding the benefits and terms and conditions of payment and use as well as encouraging trial. Relationships with customers can be enhanced by differentiating among competitors offerings. Relationships are maintained by not neglecting existing and safeguarding the customers satisfaction with and trust in supplier. It is also done by communicating with customers for building successful long-term relationships, by fostering trust and creating customer satisfaction as well as rewarding loyalty as customers remain loyal for as long as the perceived benefits outweigh the perceived sacrifice. Determinants of RM Outcomes Several theorist have mentioned different determinants of lengthening the lifetime value of an existing customer, such as Olivers (1981) model of customer satisfaction suggests that quality of the product or service offered by the seller is one of the most essential to obtain customer satisfaction which will later attract the buyer to return and buy the same product again. Whereas Hennig-Thurau et al. (2002) proposes that loyalty benefits are essential to obtain customer long term relationship, as every giving expects a return, even customers expect their share of return after shopping from a particular seller. An example of a loyalty scheme is the loyalty card which helps hooking up customers to buy from a particular seller to obtain benefits such as discounts from that particular seller. Hennig-Thurau et al. also stated price, customer service and convenience as other factors that drive relationship marketing outcomes. The relationship between price and quality are parallel to each other. Customers are willing to pay extra to obtain better quality products, however customers naturally get attracted to lowest prices that offer a reasonable quality and quantity for the amount paid for. Another essential part of retaining an existing customer is during and after sale service. This gains customer trust and satisfaction as they are given the liberty and ease to exchange, return and obtain additional information about the product or service they purchased. Convenience created for customers such as a strategic location (nearby their housing arrears) and is accessible at any time makes customers to frequently return. Dibb et al. (2006) argues that CRM systems which uses technology that allows marketers to practice effective customer maintenance strategies by monitoring, rewarding and reminding them about goods and services, is a major factor for developing RM outcomes. Technology is also used to ease the process of buying for customers, for example, having an online site that allows customers to purchase, refund, review and complaint at anytime and anywhere and having self-service cashier machines at stores and etc. Humby et al. (2007) also recognize product range as a determinant because it influences daily and frequent business transactions, which also influences the convenience factor aforementioned. Outcomes of Relationship Marketing RM determinants that are applied in a certain company to eventually obtain outcomes that bring an overall increase in the profit margin of a company, Little and Marandi (2003). These outcomes are classified into two key main RM outcomes that lead to customer loyalty which are trust and commitment, Morgan Hunt (1994). Trust is defined as willingness to rely on an exchange partner in whom one has confidence, Rotter (1967). The literature on trust argues on the confidence of the buyer towards the seller which results from the firm believed to be reliable and has high integrity and is responsible for their actions, Morgan Hunt (1994). Commitment is the variable believed to be central in distinguishing social from economic exchange, Cook Emerson (1978). For a company to achieve commitment from a customer is the most challenging task, as customers are vulnerable towards better quality and price offered elsewhere. To be able to maintain a committed relationship with a customer a firm has to keep updated with attractive return benefits for customers to continuously shop from them, Little and Marandi (2003). The commitment and trust theory (Morgan Hunt, 1994) suggests that RM can be achieved if customer satisfaction is exceptionally high. Customer satisfaction is achieved when all the determinants of RM are applied and practiced well by the firm. Highly satisfied customers will increase customer loyalty as well as spread the word of mouth to their circle of communication which gives a high possibility of attracting new customers. Demographic factors influencing Relationship Marketing Demographic factors such as age, gender, income, location, occupation and education are used to target consumers for marketing purposes, Schmidt Spreng (1996). Consumer behavior differs by demographic factors as Gaurav (2008) argues that significant gender difference in the trust loyalty relationship shows that women are significantly more loyal than men at higher levels of trust. Klein and Ford, (2003) maintained that the age of consumers is positively linked with knowledge and experience, such that older consumers could be more committed than younger consumers. According to Kotler et al. (2009) place or location of a business entity influences the type of target customers it attracts as well as the convenience it delivers to the consumers. Aforementioned demographic factors, such as gender, age and place are clearly linked to RM and therefore are used for this study. Criticism of Relationship Marketing Although there are many marketing theorist supporting the RM concept, however the subject is not without its critics. Blois (1998) has criticized RM by stating that developing a relationship inevitably results in some loss of control over matters such as resources, activities and intentions. Blois continues his argument by stating that a relationship is subject to continuous change, with an uncertain future which is determined by its history, current events and the parties expectations of future events. Other than that effort is required to build and maintain a relationship. This can be viewed as an investment and a maintenance cost. Moreover there is always a need to prioritize the use of limited resources and, hence, it may not be possible to pursue all of the individually attractive opportunities. Additionally, some relationships may be irreconcilable with an existing relationship. Reinartz Kumar (2005) adds that although some companies are happy with the results of their RM prog rams, yet they are unable to identify precisely the factors that explain such success, Summary The literature review enclosed different definitions of RM by various theorists which all proposed three different stages of RM which are establishing, enhancing and maintaining relationships; and the scope of RM which focuses upon stakeholders or customers only, however this analysis will only take customers into consideration. It then continued to discuss on the strategies used by RM which explains tactics to manage the relationship across the different stages of RM aforementioned, which are establishing, enhancing and maintaining relationships. It also includes view and opinions of different theorists regarding the effectiveness of RM. Followed by the views of theorists about the determinants of RM which lead to a discussion on several theorists views and opinions on how a seller-customer relationship is build. In order to test the opinions of the theorists between the relationship of RM determinants, customer satisfaction and word or mouth marketers four hypotheses are drawn out which are illustrated in Figure 2. An overview of the literature review is summarized in Figure 3. Figure 2 Hypotheses drawn from RM statements by theorists Figure 3 Process of Relationship Marketing The effectiveness and values of RM were further elaborated by discussing the relationship lifecycle and customers perceived value which explained the criteria of RM as well as the importance of having it and how do customers perceive it. Although some theorists claimed it as effective others such as Blois condemned the effectiveness of RM.