Contemporary Issue In Marketing Essay Example | Topics and Well Written Essays - 1500 words

Contemporary Issue In Marketing - Essay Example This report mainly focuses on relationship marketing, its importance in the modern business scenario and connection of relationship with technological innovation and discussion regarding the Integrated Marketing Communication (IMC). Lastly, a conclusion and recommendation is made regarding the close connectivity between these three aspects. Relational marketing In the last few decades, the marketing theories have experienced a colossal shift in both theories and practices of marketing. Relationship marketing is a developing network paradigm that recognises that global competition occurs between networks of organizations. In the context of relationship marketing, Morgan and Hunt (1994) have suggested the Commitment and Trust Theory that involves all types of relational exchanges. The researchers have argued that the central concept of relationship marketing rotates around those that distinguish an effective and productive relational exchange from those that are ineffective and unprodu ctive. There are several factors that contribute towards the success or failure of relationship marketing effort. These scholars have stressed on trust and commitment that makes significant contribution. They theorised that relationship trust and commitment is the key to successful relationship marketing. These two aspects help the marketer in preserving relationship by cooperating with the partners, resisting their attraction towards short-term benefits in the hope to reap long-term ones by staying with the existing partners and looking at high-risk actions as prudent. Figure 1 (Source: Morgan and Hunt, 1994) Another research scholar, Reichheld and Sasser (1990), have stressed on the fact that there are very few companies who have succeeded in providing the service commitment made by them to the customers. For service companies, scrap heap signifies customers who are not going to come back. If the companies start measuring this scrap heap, they will realise that this scarp cost the m heavily and ardent steps are needed to be taken in order to reduce the same. This will make them strive for â€Å"zero defects† in their quality movement and guiding light for making the organization gain profitability and achieve it soon. They have suggested that customer defection leads to a powerful impact on the bottom line. The company’s market share, profit, unit cost and many other factors related to competitive advantage are expected to be impacted positively. This strengthening and lengthening of relationship is expected to increase profit by 100 percent, by 5 percent retention of the existing customers. Technology development Computing technology is an omnipresent aspect that encompasses both personal lives of an individual and organizational framework. In order to understand the outcomes, resulting from technology acceptance, several theoretical models has been proposed such as, technology acceptance model (TAM) and innovation diffusion theory. The TAM is hugely recognised as robust but with parsimonious conceptualization. Based on the theory of reasoned action, it has been argued by TAM that the behaviour of IT acceptance can be explained, based on the belief of the individual, regarding the ease of use and usefulness of IT. On the other hand, the innovation diffus

Education Dialog Essay Example for Free

Education Dialog Essay What does it mean to be an educated person? There is no simple, out-right, correct answer to this question. Everyone will have a slightly, if not very, different answer. â€Å"†¦ ‘What does it mean to be a liberally educated person?’—is misleading, deeply so, because it suggests that one can somehow take a group of courses, or accumulate a certain number of credits, or undergo an obligatory set of learning experiences, and emerge liberally educated at the end of the process. Nothing could be further from the truth†¦Ã¢â‚¬  (William Cronon 5) To me an education is about grasping not specific facts, but concepts as a whole, to gain knowledge of things that can be applied to not just the status quo but things in the future as well. To be properly educated one must keep an open mind, be able to take all the sides of an argument into account and be able to see where they are coming from. To be educated,, is to be free of ignorance, to not let our own emotions and experiences corrupt our view, to be able to think for yourself and think critically at that, but also to comprehend what is being said to you, or what you are reading and understand that your learning will never end. No matter the amount of knowledge you have on a certain topic there will always be more to learn, either on that topic or other topics and an educated person knows that, so they are always striving to learn more. Critical thinking is a huge part of being considered educated. You don’t just listen to hear someone talk, and you don’t read to just see letters form words on a page, you do these things so you can derive meaning from the words written in a book and the words coming from a person’s mouth. How does one measure intelligence? How would you know where you stand compared to others? This is where things get a little tricky. From my own experience in the public education system we were given facts, dates, places and names to be memorized for tests. How much you could memorize directly translated to what grade you would get on a test. Students would cram right before an exam, and their minds would only retain that knowledge for a couple days at most. In my English class my teacher spent the whole year preparing us for one test at the end of the year, one test. We were actually given the test three times before the â€Å"final exam†. You were given the correct answers and all you had to do was memorize it, if you could memorize the answers you would get an A grade. I don’t get how standardized tests are used to measure intelligence since there isn’t a standardized person. I believe standardized tests should be made with essay topics to give students a chan ce to explain their thinking, their â€Å"why’s† I can understand why certain subjects become important when trying to shape a well rounded educated person, such as: math, history, writing and composition. History would be about the only subject in which there could be too much focus on dates and facts, to where they begin to dismiss the â€Å"Why did they do that?† because they’re focusing on the fact that they did do it. We are taught history so we can do our best to prevent repeating it, the facts won’t really help all too much in that, but the critical thinking will. We need to be aware of what’s going on around us, notice when things are beginning to stir. We all must be educated to advance in our world, to learn from our mistakes, to make new mistakes and set forth a course to the ideal of a perfect world or to achieve a perfect education.

Brave New World Ultimate Destruction :: Brave New World

Brave New World Ultimate Destruction    In Brave New World, Aldous Huxley tries to convey the belief that every invention or improvement for the â€Å"betterment† of mankind is only an instrument for his ultimate destruction. â€Å"We are,† he said, â€Å"on the horns of an ethical dilemma and to find the middle way will require all out intelligence and all out good will.† This goes for all fields of life, medical, technical, social, etc. Not only in the book, but also in real life, one can see that this belief is evidently true.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   A first example in the book is the process in which babies are â€Å"born.† The intricate fertilizing, decanting, and conditioning processes is directly used to produce and control a 5 caste system in society. Now, this is not a bad idea, other system is flawed. We see this in people like Bernard. An alpha is supposed to be at the top of society being well formed, tall, good looking and intelligent. Bernard however is somewhat shorter and less handsome than the rest of the men in his caste, and therefore is thought of as queer. This inconsistency in the hatching system shows proof that the system is not completely safe or stable, and will in time produce more and more â€Å"social rejects† that can only lead to destroy the system.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The conditioning process itself is also a good example of how innovation and â€Å"progress† can lead to the destruction of man. John got this in his belief that everyone, no matter how old, was an infant because of the conditioning systems. To truly mature, he thought, one must face suffering and constant cleansing (leading him to his time at the lighthouse). The acceptance and use of the notion that society should be organized by the pleasures of the people is preposterous in that by only living for simple physical pleasure at whatever moment in time it may be, one is stripped of the ability to strive for long-range, true happiness. By breeding a complete society of infants with no concept of planning for a final goal can only end in destruction as it con not support itself if the hand that rocks the cradle, excuse the pun, would happen to waiver.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Thirdly, in the book, the rationing and use of soma as a release for all people is a big red flashing light on the board of pending social disaster.

Philosophical analysis Essay

Judging from the ideas raised in the Introduction of this work, it is clear that one must consider Buddhism a type of philosophy – that is, as a way of life. Many authors have already proceeded to claim that this particular religious phenomenon is chiefly characterized by the numerous practical precepts which serve as guides towards an enlightened living. It is good to note that Buddhism, pretty much like philosophy, is concerned with the pursuit of enlightenment or truth. An enlightened self – immortalized perhaps in Western Philosophy by Plato’s Allegory of the Cave – is surely the goal why one enters into philosophical discourses. In so far as Buddhism offers its own distinct ways to attain enlightenment as well, it is therefore with good reasons that one should classify this religion as philosophical in many ways. Buddhism however does not stop at stipulating suggestions for right living alone. As a system of belief, it also offers perspectives about the whole of reality. Like philosophical discourses, Buddhism is a belief system that speaks of its perspective about the ultimate realities like human existence, cosmology, human knowledge, ontology and theology. Surely, there is a need to look into these briefly Buddhism’s take on reality encourages an attitude of detachment on account of a belief that â€Å"everything is impermanent† (Griffiths, 1997, p. 16), and therefore in a state of constant flux. Much of Buddhism’s view about reality rests on the belief that the world is full of ‘diversity’, and the more is able to ‘reveal’ or appreciate it, the closer is one to the truth about the ever passing universe (Williams, 1989, p. 3). This idea is interestingly shared by an ancient Western philosopher that went by the name Heraclitus, who taught that â€Å"fire†- an element in a perpetual state of movement – is the basic element that constitutes reality. Buddhism, one need to remember, is not so much concerned with the rigorous definition of reality. But in so far it embraces an attitude of non-attachment in relating to all things, Buddhism has to anchor this belief system on a formidable reason – that one’s attachment over things is futile given the fact that all things pass away. In fact, most of what Buddhism teaches is drawn from this ontological belief; and this doctrine of impermanence must be seen as a recurrent theme in its whole system of perspective. As far as Epistemology is concerned, the doctrine of impermanence is also maintained. Buddhism teaches that nothing can be known with exact certitude because all things are ephemeral and thus, as mentioned a while ago, â€Å"they are not what they seem† (Griffiths, 1997, p. 19). Everything is subject to change and passes away. Thus, one may not arrive at a definitive knowledge about things at all. Which is why, Buddha maintained that â€Å"dissatisfaction† is a constant theme that defines the feelings of all who search for knowledge or truth (Mitchell, 2002, p. 33). No one is able to know what reality is; and its appearance is often misleading. One may notice that this epistemology is actually consistent with Buddhism’s anthropology, or, its understanding of human nature. If one checks the teachings of Buddha about man, one can clearly see the doctrine of impermanence as patent in it too. Buddha believes that human nature is nothing but a constitution of events called materiality, sensation, conceptualization, volition and consciousness (Griffiths, 1997, p. 20). This type of anthropology views man not as an existing individual substance (which most of Western Philosophy have understood what human nature is), but an â€Å"impermanent self† constituted by personal events (Griffith, 1997, p. 20). Cosmology for Buddhism follows the same line of logic. Constant flux is patent in its belief that the world follows a rhythm of birth and rebirth, of cycle and current, of existence and passage. The bulk of Buddhism’s teachings therefore solemnly enjoin its adherents to develop an attitude of detachment. Anchored on a belief that nothing in this world ever remains the same over a period of time, Buddhism points that the path towards Nirvana – or ultimate sense of bliss – lies in a state of total freedom from what this world actually offers. Lastly, it is quite interesting to point out that Buddhism rarely engages in a question about the ultimate reality or God. Broadly speaking, the whole philosophy of impermanence is at odds with a concept of deity. The general theory about God stipulates that ‘It† is a Supreme Being defined by eternality, omniscience, omnipotence and changelessness. In a belief system where the central truth about reality rests on the ephemeral nature of all things, the concept of God is really something hard to conceive (Griffiths, 1997, p. 22). How can there be such a Being when the general characteristic of all things – supposedly including God – is change and flux? More importantly, one can ask: how can one consider Buddhism a religion at all if one is not willing to reconcile its theology with its ontology? Griffith believes that the metaphysics of impermanence makes Buddhism deny the existence of God all together (Griffith, 1997, p. 23). But the image of Buddha as the exemplification of their quest for a transcendent end, translated in Nirvana, is perhaps the only figure of deity Buddhism actually posses. Conclusion Buddhism is both a philosophy and a religious movement. As a philosophy, it offers its adherents a way of life observed in a tradition marked by meditation, introspection, constant purgation of desire and an unending quest for enlightenment. As a religious movement, it is concerned with the pursuit of â€Å"transcendent ends† (Slater, 1978, p. 6) they call Nirvana. Buddhism offers its own understanding of reality too. Its doctrines are highly influenced by the teachings of its founder Gautama Buddha. In this paper, it has been noted that their belief system can also be evaluated under the categories which Western philosophy uses – metaphysics, epistemology, cosmology, anthropology and theology. These aspects are given meaning by a pervading concept of impermanence and dissatisfaction. Buddhism draws largely from a belief that everything in the world is impermanent, and that all people are enjoined to meet it with an attitude of detachment and self-control. The path towards true enlightenment happens only when one is able to see beyond what reality offers, and seek the true meaning of existence that lies only within. References Humphreys, C. (1997). A Popular Dictionary of Buddhism.Chicago: NTC. Griffiths, P. Buddhism. In Quinn, P. & Taliaferro, C. (Eds. ), A Companion to Philosophy of Religion. Massachusetts: Blackwell. McCutcheon, R. (2007). Studying Religion. An Introduction. London: Equinox. Mitchell, D. (2002). Introducing the Buddhist Experience. New York: Oxford University Slater, P. (1978). The Dynamics of Religion. Meaning and Change in Religious Traditions. San Francisco: Harper and Row. Williams, P. (1989). Mahayana Buddhism. Doctrinal Foundations. New York: Routledge.

Pronouncing the Spanish T

The Spanish t and the English t are pronounced much alike, but there is a subtle difference. In Spanish, the t is typically pronounced with the tongue touching the top teeth, while in English the tongue typically touches the roof of the mouth. As a result, the Spanish t is softer or less explosive than the t in English usually is. The t in a word such as stop is quite close in sound to the t of Spanish. In our audio lesson on pronouncing the t, you can hear the English word tea followed by the Spanish ti (a personal pronoun meaning you) to note the difference. You can also hear the word seà ±orita, a courtesy title for a young woman.

Essay on Should College Athletes Get Paid - 2275 Words

The question of whether or not college athletes should get paid is of heated debate in todays times. While many believe that student athletes are entitled to income, It remains undougtibly a concern of moral interest to universities across the country. This paper is going to explain the pros and cons that come with allowing student athletes the right to receive a salary. Should college athletes be paid? Let’s take a quick glance at the pros and cons of each perspective. For starters, in my opinion, yes, college athletes should get paid. What deserves debate, is the conversation of how to get this done. From my experience, in America, you get paid in proportion to the value you bring to the marketplace. College sports is one, if not the†¦show more content†¦Ã¢â‚¬Å"They need to have some real money to walk around with that they can live off of.† Student athletes are not allowed to work much under NCAA regulations, and those who are in favor of paying them often point to that rule as a reason college athletes need money. But that reason isn’t enough for all coaches to share O’Brien’s views toward paying student athletes. Wrestling coach Russ Hellickson answered the same question: Should student athletes be paid? He came up with a very different response. â€Å"No, but they should be able to get what, say, a Pr esidential Scholar gets,† he said in an e-mail. â€Å"This should be an educational experience.† Presidential Scholars receive full in-state tuition, room and board, book allowances and miscellaneous expenses — a total that OSU media relations estimates to be $12,483 per year for in-state students. That is nearly $2,000 more than an in-state athlete receives, even if they are awarded a full scholarship. Most of that $2,000 falls under the category of miscellaneous expenses, something athletes do not receive money for. The extra scholarship money is to be used for â€Å"athletic tickets, book costs, bus passes; anything that students need for living,† said Amy Murray, OSU spokeswoman. Some coaches are in favor of keeping things exactly as they are, without raising scholarship levels. Softball coach Linda Kalafatis said she did not feel wellShow MoreRelatedShould College Athletes Get Paid?1338 Words   |  6 Pages13,2016 Should College Athletes Get Paid College sports are something that everyone has thought about, and many question whether or not they should get paid for it. Many Americans question whether or not it is right or wrong to pay college athletes to play sports. College athletes deal with a lot, from balancing classes to long practices in the evening. College is supposed to be a time when some individual figures out what he or she wants to do, but not for athletes. Most college athletes go to collegeRead MoreShould College Athletes Get Paid?853 Words   |  4 PagesShould College Athletes Really Get Paid? The question whether â€Å"If college athletes should get paid or not?† has been debated for many years. The debate is brought up every year during the NCAA men’s basketball, March Madness competition, and starts again when football season begins. College athletes do provide entertainment for sports fans, but all the benefits that they do receive should limit them from being paid. The benefits student athletes obtain is free tuition, health coverage, and an openedRead MoreShould College Athletes Get Paid?1742 Words   |  7 PagesShould College Athletes Get Paid? Should college athletes be paid? This has been a controversial topic ever since college sports started. Many people argue that they should. Many people argue that they should not. College athletes should get paid because they work extremely hard playing their sport. The people that say they should be paid argue that the amount of time athletes dedicate is equivalent to a full-time job, and maybe even more. The people that say they should not get paid argue that collegeRead MoreShould College Athletes Get Paid?1196 Words   |  5 Pagesa huge debate on whether or not college athletes should be paid. For years now college athletes have gone out and performed on national television, working hard to make it to the next level. They have given it there all, and not only that, the athletes bring in about $11 billion in annual revenue from college sports. Now days, sports is a business, and college sports are the same. Division 1 college sports provide a lot of income for the universities. Many athletes receive scholarships and a littleRead MoreShould College Athletes Get Paid?999 Words   |  4 PagesPlaying a college sport today is not just fun anymore. College sports are becoming a business and the athletes are the workers. The money some sports programs make from ticket sales, concessions, and media exposure is tremendous. Students playing sports are the ones people pay money to watch, so do the colleges not pay the athletes since they are the ones that bring in the money. They train year around to make themselves and their team better but what do they see for all of this hard work and dedicationRead MoreShould College Athletes Get Paid1503 Words   |  7 PagesTrey P. Ragas Mr. Derm English 4 21 April 2016 Should College Athletes Get Paid In the course of recent decades, school sports have increased enormous ubiquity over the United States. Whether it be football, ball, or hockey, since the time that the turn of the century, intercollegiate games have acquired an overflow of income to their separate Universities, and in addition expanding the fame of the College s notoriety. For instance, in a study directed by the Orlando Sentinel, it wasRead MoreShould College Athletes Get Paid?793 Words   |  4 Pagesscholarships given to college athletes are not sufficient enough to sustain them throughout the year, which is why I believe they should get paid and receive benefits. Student athletes, especially football and basketball players, play a major role in generating revenue for schools, businesses, coaches and the players do not see a penny. College athletes often do not have money in their pockets for extra food, clothes, housing and extracurricular activities. They also can potentially get dropped from theirR ead MoreShould College Athletes Get Paid?942 Words   |  4 Pagespopularity of college basketball and football keeps increasing each sport season. These sports bring in millions of dollars towards there universities every year. Are these universities ripping these athletes off? Should college athletes get paid? They risk their bodies to bring money for their school. While college athletics bring money toward their schools, paying athletes would change the main role of the university which is to get an education. Athletes forget that they are student-athletes. It seemsRead MoreCollege Athletes Should Get Paid1749 Words   |  7 PagesCollege athletes should get paid Imagine working day in and day out every day to meet academic standards and trying to keep your level of play competitive up. That’s what college athletes go through every day. College athletes have gained immense popularity over the past few decades. The NCAA took advantage of this and made billions of dollars off college athletics According to USA Today, the NCAA last season the NCAA made over $845 Billion dollars in revenue from games, merchandise sales, televisionRead MoreShould College Athletes Get Paid?2214 Words   |  9 Pages Jasmine Arenas College Athletics: Should college athletes get paid? Over the years, we have seen colleges and universities benefit extremely from their sports programs. Every year a great team brings tremendous amounts of revenue for their university. However, as these universities increase their finances, their athletes are falling behind financially, academically, socially and personally creating a huge burden upon them. College/university athletes practically work overtime for their academic

The Hysteria Of The Cold War - 3830 Words

In What Ways and to What Extent Did the Hysteria of the Cold War lead to the Trial and Execution of the Rosenbergs? Fearing the unknown is a common aspect of human nature. Julius and Ethel Rosenberg were an average married couple living in New York City during the Cold War. They were members of the Communist Party when anti-Communist feelings in the United States were at their peak. Little did they know that as they continued with their daily lives, a series of investigations were being conducted that would soon land them in the electric chair. Julius and Ethel Rosenberg were accused and convicted of passing along confidential atomic bomb information to Soviet Union spies. After a long battle, they were executed in the electric chair at Sing Sing Prison in 1953. The couple never admitted guilt to the charges, and their conviction and execution caused their two young boys to grow up without parents. The Rosenberg trial is still considered one of the most controversial events in United States history. Few other trials have instigated as much debate, aroused such passion or generated as many books and articles. Thus the question arises: in what ways and to what extent did the hysteria of the Cold War lead to the trial and execution of the Rosenbergs? The 1951 trial of Julius Rosenberg, Ethel Rosenberg, and Morton Sobell, Communists accused of conspiring to commit espionage for the Soviet Union, drew worldwide attention at a time of heightened American concerns aboutShow MoreRelatedAnalysis Of Time Out Of Joint By Philip K. Dick1323 Words   |  6 PagesAuthors have therefore been pressured into finding a method to avoid the strict restrictions forced by material power. Philip K. Dick writes his novel â€Å"Time Out of Joint† at the end of the 1950s, years characterized by the peak of Cold War and, in America, by a collective hysteria that led to the â€Å"Communist witch hunt.† Notwithstanding these difficulties, Dick found a loophole in the censorship imposed by material power and he developed his criticism about the reality of the 1960s in the science fictionRead Moredoc 11148 Words   |  5 Pages The Cold War Era was a time in history where there was hostility between many different countries. The one most notable was the hostility between the Soviet Union and United States, the fight between Communism and Capitalism. As the most dominant country the U.S. offered assistance to countries threatened by Communism. They felt that Communism was wrong and was not the right way to run a government. Between the years 1945 and 1980 the United States and Soviet Union’s relationship was ruined, whichRead Moreâ€Å"Red Alert Is The Colour Of Panic. Elevated To The Point1704 Words   |  7 Pagesnew age and it s creating a feeding ground for the bottom feeders of hysteria† American Eulogy by Green Day was written and released in 2009 giving their audience the feeling of what it is like to be in the middle of mass hysteria and trying to escape that life. Just as people felt During the Cold War and the Salem Witch Trials. The Crucible takes place in Salem, Massachusetts when he wrote the play in 1953 during the Cold War between the United States and Russia. The Crucible presents an allegoryRead MoreThe Graphic Novel Watchmen By Allen Moore967 Words   |  4 Pagesand the United States winning the Vietnam War all contribute to Watchmen’s alternate history. In our history by 1985 the communist paranoia, and threat of nuclear war in America was winding down. The United States president and the leader of the Soviet Union were in talks to reduce nuclear weapons. In Watchmen, however, society’s attitude, the presence of Dr. Manhattan, and Adrian Veidt’s actions indicate that communist paranoia and the threat of nuclear war are at an all-time high due to the presenceRead MoreAurthur Millers The Crucible and McCarthyism Essay664 Words   |  3 Pagesthree of these eras have intolerance, hysteria, reputation, and empowerment woven throughout them. This is one of the reasons they are conn ected to each other. Teenagers learn many different things from The Crucible’s message, including the Puritans’ intolerance to anybody who did not follow their religion to a tee, or anybody who they considered â€Å"different† from themselves. It is because of this intolerance that the Puritans eventually ended up in mass hysteria; the whole town was afraid of the witchesRead MoreOn April 4Th 1967, Herbert Norman Canadian Ambassador To1586 Words   |  7 PagesRelations. 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The concept of containment, introduced by George Kennan, was the first tactic usedRead MoreThe Crucible: How Is It Relevant to Todays Society? Essay823 Words   |  4 Pageshumans to fear change and what is unknown, in the play The Crucible this is witchcraft and the devil, in more recent times it can be seen in post World War Two and Cold War United States, through McCarthyism. The themes in the crucible are as important to people in the 21st century as in Salem in 1692. These include justice, reputation, hysteria, intolerance and empowerment. All of these are common themes throughout human history. The characters in The Crucible are also important to people of theRead MoreTheme Of Mass Hysteria In The Crucible1032 Words   |  5 Pagesfarmer incites the outset of mass hysteria in Salem, Massachusetts by convincing the villagers that witchcraft is being practiced by those in their midst. Mass hysteria is defined in Witchcraft and Mass Hysteria in Terms of Current Psychological Theories as â€Å"a phenomenon that transmits collective illusions of threats, whether real or imaginary, through a population in soci ety as a result of rumors and fear† (Wolf 23-28). As written by Gary Small M.D. in â€Å"Mass Hysteria Can Strike Anywhere, Anytime†,Read MoreMcCarthyism and Documents of History1422 Words   |  6 PagesEarth. Initially, during World War Two the United States and the Soviet Union put their philosophies aside and formed a crucial alliance to asphyxiate Nazi inhumane hostility and expansion (Hewitt Lawson, 745). In contrast, Post World War Two, September 1945, the United States and the Soviet Union had emerged as the worlds superpowers but the previous alliance hastily deteriorated resulting in a â€Å"peace time† war that came to be know as the Cold War; the Cold War predominately didnt take position