Marketing channel essay Example | Topics and Well Written Essays - 500 words - 1

Marketing channel - Essay Example In light of this definition, an evaluation of the article Disney’s Powerful Marketing Machine by Ryan Tracy can sufficiently form a basis from which the various aspects of marketing channel can be weighed. Disney’s Powerful Marketing Machine by Ryan Tracy looks at the various marketing and business tools used by Disney as a company. The article tries to evaluate the various successes that Disney has achieved, and looks at these successes in relation to the history that Disney as a company has. It is based on Disney CEO’s remarks on the company, and while the article acknowledges various company CEO’s wont for braggadocio, it draws the line by stating that Disney can actually stand up to the success story behind it. As such, one of the major reasons behind Disney’s success is its intellectual property resulting from an array of highly popular and prosperous characterization in the film industry. This is also backed by years of experience in the logistics involved in making a product and its merchandise as successful as possible. Disney’s worldwide presence means that they have virtually unlimited reach, and coupled with their experience at marketing their merchandise and effectively pricing them anywhere, the Disney magic has always ensured very high success rates. Moreover, Disney has spread its wings to cover almost all the relevant aspects of its scope, from animations, films, books, videogames, magazines, mobile apps, and even its own network channel. Nonetheless, the Disney has not had a very successful implementation of the internet-based media consumption that characterizes the younger generation. While this has caused losses for the company, it has out measures in place to rejuvenate its interactive division. In all, the article foresees a successful future for Disney, particular in consideration of its past and the recent acquisition of Marvell, another giant in action heroes. This article highlights various aspects of marketing

Operation management Assignment Example | Topics and Well Written Essays - 1750 words

Operation management - Assignment Example The responsibility of a project manager can be identified by considering the following case. For instance, a particular project manager has been provided with the responsibility of constructing a bridge and who would also need to ensure that the bridge remains serviceable for the initial 20 years of use. Thus, any failure to build the bridge during the period would need to be corrected at the expense of the project manager. In order to complete the project i.e. construction of the bridge successfully, the project manager would have to perform the aforementioned responsibilities (Munns & Bjeirmi, 1996). Demonstration of Technique 1 The technique i.e. Critical Path Analysis (CPA) ensures the completion of a particular project ‘on time’ and ‘on budget’. It computes the time as well as determines the investment amounts which greatly contribute towards finishing a project ‘on time’ and ‘on budget’. Moreover, the technique i.e. ... CPA can make the differentiation between success and failure upon any complex project. It is much valuable for evaluating the significance of the difficulties which are faced while implementing a project plan. The technique of CPA can be implemented by following the diagram. Source: (Baker, 2004). Demonstration of Technique 2 The other technique which facilitates the execution of a project ‘on time’ and ‘on budget’ is ‘Gantt Chart’ method. This technique is fundamentally learnt to be a valuable tool in order to analyse as well as plan different complex projects. Moreover, it is recognised to be a strong as well as a standard instrument with respect to project management. The technique i.e. the ‘Gantt Chart’ can be used for making certain of the actuality that the project can be completed ‘on time’ and ‘on budget’ because it aids to divide the procedures in simpler forms, recognises every important tasks rel ating to the project , establishes duration and identifies overlapping works. These vital features of ‘Gantt Chart’ eventually lead to the accomplishment of a project ‘on time’ and ‘on budget’ (The Centre for Academic Development, 2001). The diagram of â€Å"Gantt Chart" has been provided hereunder. Source: (The Centre for Academic Development, 2001). Question 2 Principles of Performance Management The conception of performance management is principally described as a continuing procedure which is perceived as a strategic approach and offer successful results within a company by enhancing the performance and developing the proficiencies of the individuals and teams. The major objectives of performance management include supporting personal growth as well as team development, raising the degree of team performance by promoting

US History Questions Assignment Example | Topics and Well Written Essays - 500 words

US History Questions - Assignment Example The causes of the New Imperialism were economic, political and cultural causes. The economic causes involved the Western powers who were looking for sources for raw materials to run their factories. They were also looking for a future market to sell their manufactured goods and the Western bankers were looking for places to gain more profits. On the political front these Western powers were anxious for power and hence they believed that more land ownership meant more power. Having more land and colonies was also considered to be a status symbol; it showed strength and prestige of a nation. The cultural causes that led to Imperialism were the beliefs of the Western leaders. They believed that the best and strongest nation comes out only after they have faced struggle. Some racists believed that some races were better and superior to others. Some European leaders believed they had a duty to help and educate the African and Asian people. By the end of the 1800s the United States also to ok part in the Imperialism and colonial takeover. They defeated a Spanish fleet in Manila Bay and took over Philippines. They took over this territory claiming it was their obligation to civilize other parts and other people of the world. Americans had hidden motives behind this takeover. They eyed the Philippines as a stepping stone to reach the Chinese markets and they were also trying to prevent Japan to take charge of the area. United States did not treat those territories like they should have; they did not treat them morally like they claimed they would. This unit of our class examined the Progressive Era and World War I. Whether we were discussing world events or domestic problems (social problems, class issues, labor issues, technology, government, gender) it seems that all of the struggles of the era can be traced back to a few key questions: How do people live in a modern industrial society and what

Operation management Assignment Example | Topics and Well Written Essays - 1750 words

Operation management - Assignment Example The responsibility of a project manager can be identified by considering the following case. For instance, a particular project manager has been provided with the responsibility of constructing a bridge and who would also need to ensure that the bridge remains serviceable for the initial 20 years of use. Thus, any failure to build the bridge during the period would need to be corrected at the expense of the project manager. In order to complete the project i.e. construction of the bridge successfully, the project manager would have to perform the aforementioned responsibilities (Munns & Bjeirmi, 1996). Demonstration of Technique 1 The technique i.e. Critical Path Analysis (CPA) ensures the completion of a particular project ‘on time’ and ‘on budget’. It computes the time as well as determines the investment amounts which greatly contribute towards finishing a project ‘on time’ and ‘on budget’. Moreover, the technique i.e. ... CPA can make the differentiation between success and failure upon any complex project. It is much valuable for evaluating the significance of the difficulties which are faced while implementing a project plan. The technique of CPA can be implemented by following the diagram. Source: (Baker, 2004). Demonstration of Technique 2 The other technique which facilitates the execution of a project ‘on time’ and ‘on budget’ is ‘Gantt Chart’ method. This technique is fundamentally learnt to be a valuable tool in order to analyse as well as plan different complex projects. Moreover, it is recognised to be a strong as well as a standard instrument with respect to project management. The technique i.e. the ‘Gantt Chart’ can be used for making certain of the actuality that the project can be completed ‘on time’ and ‘on budget’ because it aids to divide the procedures in simpler forms, recognises every important tasks rel ating to the project , establishes duration and identifies overlapping works. These vital features of ‘Gantt Chart’ eventually lead to the accomplishment of a project ‘on time’ and ‘on budget’ (The Centre for Academic Development, 2001). The diagram of â€Å"Gantt Chart" has been provided hereunder. Source: (The Centre for Academic Development, 2001). Question 2 Principles of Performance Management The conception of performance management is principally described as a continuing procedure which is perceived as a strategic approach and offer successful results within a company by enhancing the performance and developing the proficiencies of the individuals and teams. The major objectives of performance management include supporting personal growth as well as team development, raising the degree of team performance by promoting

Luxury Good and Gucci Essay Example for Free

Luxury Good and Gucci Essay Gucci‘s overall strategy was to vertically integrate to strengthen its overall brand image. After vertically integrating they acquired other luxury retailers to continue to grow horizontally and to increase economies of scope. The economics of the luxury goods industry changed forcing Gucci to modify its strategy. Consumers demand shifted from classic style buyers to style conscious buyers. Gucci not only had to change due to the economics of the industry but they also had several problems with their existing structure. Hence Gucci made the following moves to reposition it to compete in the new economics of the luxury goods industry. Gucci The partnership between DeSole and Ford addresses the company’s inability to have streamlined decision making and consistent branding throughout the company. By partnering product design and strategy, Gucci can now make product and business decisions that deliver a consistent message externally. All products and communications will support the brand image of a luxury goods retailer that Gucci wants to deliver to the marketplace. The cost cutting and targeted layoffs address Gucci’s poor cost structure. While profit margins were healthy, the extravagant spending by the former CEO was reducing profitability. The company had excess headcount in some areas and less in others. The layoffs improved Gucci’s cost structure and streamline the organization. Secondly, Gucci lacked the management talent to run a high end luxury company. By laying off underperforming managers and hiring experienced business executives, Gucci significantly improved the quality of its management team. The cash investment by PPR protects Gucci from hostile takeovers by competitors. The improvement in Gucci’s capital structure enables Gucci to move from an acquisition target to a potential acquirer of substitutes and new entrants. This is critical because in the fashion industry, new brands are always emerging in the market. The $3 billion dollar cash investment enables Gucci to protect its core market better. Additionally, the acquisition of YSL through the merger diversifies Gucci’s product portfolio and creates high barriers to entry. Buyers Due to changing consumer demands, Gucci started to focus on fashion in particular the â€Å"glamorous edge. † Since switching cost for consumers are low and consumers are now demanding new fashions every season focusing on seasonal trends competitively positioned Gucci against its rivals and impeded consumers from finding substitutes. Gucci changed its target consumer from an older more conservative buyer to a modern, youthful, fashion conscious one. Since all of Gucci’s competitors had the same target (30-50 year affluent women) going after a modern, youthful spirited consumer allows Gucci to focus on a different segment of the luxury market, capturing a different slice of the pie. To create loyalty, give consumers options, and to prevent consumers from switching and buying a substitute product Gucci decided to revolutionize their product assortments to correspond with the seasonal trends. In addition they increased the quality of their products comparable to Hermes and offered these products at a value to meet the consumer’s needs. Furthermore, Gucci tailored their product assortment in each DOS to local customers to attract more consumers in the local markets. To better forecast product demand for seasonal goods and to keep inventory costs down Gucci added customer intelligence to the decision making process to better understanding consumers buying behavior. In order to obtain higher profit margins and offer a comprehensive line of products it was necessary for Gucci to diversify its portfolio. Hence Gucci introduced items from scarves to fur coats. To remain focused and maintain its â€Å"luxury status†, Gucci did not introduce diffusion product lines. Gucci had initially set its prices too high hence reducing their retail prices by 30% was necessary to attract and maintain customer loyalty. In order to generate demand for the product Gucci doubled their advertising and turned Tom Ford into a celebrity hoping to attract media and attention from around the world. To restore Gucci’s image as a high end luxury goods retailer they renovated all of their stores to support this new image. In addition all internal and external communications had the same look and feel to convey a consistent brand identity. Furthermore, they reduced distribution through retail stores that didn’t support the new brand image regardless of sales. Gucci launched an official web site to create awareness and exhibit new product lines and to position themselves against their competitors. Suppliers Suppliers are a key driver of profitability—a key competitive force. Suppliers are responsible for delivering a premium product that satisfies the company’s standards in quality and that reflects Tom Ford’s creative vision. Without fast turnover to meet fashion forward trend demands and a quality product, the repositioning of the Gucci brand could not have taken place. To fulfill this vision Gucci created an incentive program to keep suppliers loyal to ensure a quality product was manufactured, on time delivery, and it would prevent the suppliers from forging relationships with Gucci’s competitors. In addition, Gucci made suppliers more efficient through technology and logistics investments, provided training for suppliers and built an EDI network allowing Gucci to efficiently communicate with partner suppliers through the production process. As more fashion products will be produced every season along with the classic products, delivery and meeting demand could become an issue if production processes are not efficient. Investing in suppliers ensures that supplier threat, which is high, is controlled and suppliers have incentives to stay with Gucci. Supplier threat is high because of there is an absence of substitutes suppliers. Switching costs are high for Gucci other suppliers may be producing for their rivals. Other suppliers may not deliver the quality and craftsmanship Gucci is expecting. In addition, other suppliers do not have experience in producing Gucci products (current suppliers have been with Gucci for long time). Hence they will have a longer learning curve slowing down the production process. There are few suppliers in specific regions: Gucci suppliers had production capacity to meet Gucci’s growth (20-30% a year). However, finding new suppliers would be going into Prada’s territory. With more growth, suppliers gained bargaining power with sub-suppliers and with Gucci. Initially, Gucci had power because suppliers worried that Gucci would go overseas for suppliers. Complementors Complementors are a not a high threat to Gucci because there only a few of them, media and advertising. Competition There are many firms in this industry because profit margins are high. However with the number and volume of MA activity on the rise, consolidation is imminent with a few big players left in the market. Consolidation among competition has given competitors lower cost structure resulting in a competitive advantage such as ad purchasing discounts and supplier negotiating power. The competitors have a diversified product portfolio to target multiple segments of the market. They dominate in particular segments, for example Hermes and leather bags. Since there is slow industry growth precipitating fights for market share is certain to occur. This may result in a high threat from competitors such as LVMH and Prada. Threat of Entry The threat of entry is low because brand identity and product differentiation has been well established in this industry. In addition, access to distribution channels is limited and the new entrant would be competing with already established channels of distribution for Gucci and others firms. Gucci and other competitors have substantial resources to fight back because they of their monetary resources and could obstruct the new entrant or buy them out.

Factors That Influence Consumer Behaviour Patterns

Factors That Influence Consumer Behaviour Patterns Introduction Consumer behaviour is a complicated and diverse area of study. Since marketing is based on identifying, anticipating and providing customer needs it is important to understand them. There are two predominant types of buying: consumer buying, which consists of buying products for personal use, and organisational buying, which involves buying for organisational purposes. For marketers to satisfy consumer needs more fully than competitors it is important to recognise the elements that influence buying. This report will identify the main factors influencing consumer behaviour patterns, particularly when purchasing fashion items. It will examine how buyer characteristics influence buyer behaviour and also how retailers react to such characteristics. In particular this report will look at the cultural factors, demographic factors and psychological factors that influence consumer buying. Contents 1.0 Introduction 1 2.0 Methodology 2 3.0 Cultural Factors 3 3.1 Reference groups 4 3.2 Sub-culture 5 3.3 Social class 6 4.0 Demographical Factors 7 4.1 The Life Cycle Stage 8 5.0 Psychological Factors 9 5.1 Lifestyle Variables 10 5.2 Perception and Motivation 11 5.3 Personality 12 6.0 Market Segmentation, Target Marketing and Product Positioning 13 7.0 Conclusion 14 8.0 Appendix 1 15, 16 8.1 Appendix 2 17 8.2 Appendix 3 18 9.0 References 19 10.0 Bibliography 20 2.0 Methodology All research undertaken for this was is secondary. It was conducted between the dates of Monday 16th February 2004 and Thursday 11th March 2004. The main research databases used were: Mintel Emerald The main books used were: Lancaster, G, Massingham, L, and Ashford, R (2002). Essentials of Marketing: Understanding the Behaviour of Customers. 4th edition. McGraw-Hill Education. Chisnall, P (1975). Marketing: A Behavioural Analysis. 1st edition. McGraw-Hill Book Company (UK) Limited. Williams, K (1981). Behavioural Aspects of Marketing. 1st edition. Butterworth Heinemann. The Internet and databases used were accessed privately and also from the University of East London library, Docklands campus. Books were borrowed from this library as well. 3.0 Cultural Factors Culture affects consumer behaviour in a variety of ways. It relates to customs and beliefs that are learned from the society in which an individual grows up. Culture is a huge area of study that often has unclear boundaries and fluctuates in degree of influencing consumers. Aspects of our socio-culture, such as sub-culture, social class and reference groups play different roles in influencing consumers. A common pattern of behaviour can be observed within groups. Cultural change occurs at a very slow pace and can be seen to marketers as threats or opportunities. Cultural elements that influence consumer behaviour can also be said to be environmental influences. 3.1 Reference groups A reference group is one that the individual tends to use as the anchor point for evaluating his/her own beliefs and attitudes, (American Marketing Association, 2004) There are many different types of reference groups, which may have a direct or an indirect influence on attitudes, behaviour and self-image. Primary reference groups are those that an individual has continuous contact with, they may consist of family, friends, colleagues etc, and they hold the strongest influence over the individual. In secondary reference groups the individual has less contact, such as an activities club, but still feels pressure to conform. Aspirational groups have the least contact with the individual, but the individual still strives to become similar. Celebrity endorsements could be said to be aspirational groups. Regardless as to whether an individual is, or seeks to become a member of a particular group, the group can still influence the individuals values, attitudes and behavioural patterns. The influence a reference group holds on an individual can be seen as positive, negative or both. A good example of primary reference groups is the street gangs in Manchester. Moran (2004) writes of the gangs of youths in which members must dress according to the code of their gang. The gangs can be identified through wearing hooded tops, bandanas, balaclavas and gold chains. However, the Manchester Magistrates Court has banned four members of a gang from wearing hooded tops, bandanas and balaclavas in an attempt to make them look less threatening and dilute the gang dress codes. Members and individuals who are influenced by the gangs are in an attempt to conform, more likely purchase items of clothing such as hooded tops and bandanas. Figure 1 demonstrates the appearance of a typical gang member. Sub-culture A sub-culture could be defined as a group of individuals whose beliefs, values and behaviour differ from that of the predominant culture. There are many different sub cultures that are often referred to as segments. Some examples of subcultures include: nationality groups, religious groups, geographic groups and age groups. Sub-culture plays an important part to marketers because of their influence on brands and types of product and services demanded by their members. Chisnall (1975) p.98. Mintel (2003) reports of an emerging fashionable youth sub-culture, in which extreme sports is the focal point. This culture is rebelling away from long working hours and heavy television watching lifestyle. In this alternative culture the interest and participation of extreme sports has merged with music and clothing. A strong emphasis of this culture can be seen through clothing and footwear in particular. Baggy clothing is a dominant dress code. (See figure 2) Mintel estimates that consumers spent  £4.5 billion on extreme sports goods in 2003, an increase of 29% on 1998. (See appendix 1, figure 3) Mintel also reports that levels of disposable incomes have influenced the rise in extreme sports. Between 1998 and 2003 disposable incomes have increased by 21%. (See appendix 1, figure 4) korn 3.3 Social Class Within every society there exists a class structure. This refers to individuals who share certain similar characteristics, such as occupation, socialisation, education and income. The rigidity of the class structure varies greatly in different societies. England could be said to have an open society, within which it is easy to move from one class to another. However, less developed countries such as Cambodia, where there is very little chance of social mobility, could be said to be a closed society. Since members from the same social class have alike characteristics they will also exhibit a similar pattern of behaviour. Social class plays a very big role in consumer behaviour. It can influence where an individual shops, such as market stalls, shopping malls or online, when and how often an individual shops, such as every day, weekly or monthly and what an individual shops for. The National Readership Survey has determined a popular and effective classification of social groups. (See appendix 2, figure 5). Williams, T (2002) examines consumer behaviour in relation to social class. In a study involving 612 respondents it was found that income doesnt have a direct relationship with class because there are huge overlaps between incomes of different classes. For example a doctor earning  £30,000 a year would be middle class while a brick layer earning  £50,000 a year would remain working class. However it was found that income does influence consumer behaviour within the context of social class. It was also found that education has a large bearing on consumer information processing and decision-making. More educated consumers; such as university graduates tend to be knowledgeable of market forces and opportunities than the school leaver. They read more, read different magazines, spend less time watching television, rely less on well know brands and put more time and effort into purchasing decisions. Varying levels of knowledge and comprehension lead to different behavioural patterns in decision making processes. 4.0 Demographical Factors Demographic elements, such as: age, sex, income, education and occupation are all individual factors that can significantly affect consumer behaviour. These elements influence the type of product an individual may want, where the individual may shop and also the purchase evaluation process. Demographic variables are some of the major factors targeted in market segmentation. As an individuals stage of life progresses, so the will needs and wants of a product. To help marketers make a clearer distinction between demographic groups for market segmentation classification bases have been developed. A Classification of Residential Neighbourhoods (ACORN) is a popular geo-demographic technique used as a segmentation base. ACORN maps geographically the concentrations of a particular type of individual and can be useful for helping marketers decide upon store locations and targeting direct mailing. The American Marketing Association (2004) looks at of the spending habits amongst teenagers. From surveys carried out in America its said that increasing amounts of teenagers are trying to look more trendy and fashionable. As a result they are becoming more responsive to marketing and spending more money than ever on clothing. American youths aged 12 19 spent $175 billion in 2003 on clothes, which is an increase of $20 from 2000. Marketers have become aware of how impressionable teenagers are. They have reacted by segmenting the youth and marketing directly to them. Shops such as Urban Outfitters target the youth market by watching their choices carefully to set the trends. 4.1 The Life Cycle Stage An individual goes through various stages throughout their life. Each stage of life will affect what the consumer needs and wants, the purchase evaluation process and volumes of expenditure. Consumer behaviour of a single individual will vary greatly for that of an individual who is married with children. For a marketer to successfully target a market it is important to identify the main stages in an individuals life. Lansing, J and Morgan, J (1955) have devised a popular and successful break down of the life cycle of families. Each stage influences consumer behaviour in a different way. The stages are as follows: Bachelor stage; young single people. Newly married couples; young, no children. The full nest 1; young married couple with dependent children. The full nest 2; older married couples with dependent children. The empty nest; older married couples with no children living with them. The solitary survivor; older single people. Mintel (2001) reports that the greatest time of expenditure for a women in the AB social grade is during the bachelor stage. During this period 56% of women spent more than  £500 on clothes in a year. However, during the newly married couples, full nest 1 and full nest 2 periods the percentage of women that spends  £500 a year on clothes decreases to 35%. This percentage increases at the empty nest stage to 46%. (See appendix 3, figure 6) 5.0 Psychological Factors Psychological factors are related to perceptions, motivations, attitudes and personality of a consumer. These are all individual elements that can affect consumer behaviour. Although demographical research and the life cycle stage help to classify and quantify consumers it is necessary to have a broader view, which will help to explain how life patterns influence purchasing decisions. Psychographics are usually based on demographic information as well as ratings of consumers activities, interests and opinions. Williams, K (1981) pg.91 5.1 Lifestyle Variables Lifestyles and patterns have strong influences on consumer behaviour. Figure 7 illustrates the main factors that form a lifestyle. 5.2 Perception and Motivation Perception relates to an individuals interpretation of a product and company. An individual will subconsciously select and organise information presented by a company. As well as direct experience of sensory data, perception is also influenced by learning, attitudes and past experiences. It is important for a marketer to convey good brand awareness. Maslow recognises that people have varying needs and if the need is intense then they are motivated to purchase the goods that will satisfy it. To illustrated this a hierarchy of needs has been created. Lancaster, G, Massingham, L, and Ashford, R (2002) pg. 80. Goldsmiths, R (2002) examines the personal characteristics of frequent buyers. From a survey involving 533 consumers a link was found between that of frequent clothing buyers and similar psychological and motivational traits. The survey concluded that frequent clothing buyers were more likely to buy fashion items and were more susceptible to marketing efforts. Personality The subject of personality is a very complicated area. There are many variables that must be taken into account when trying to obtain a comprehensive view of a personality. This makes it difficult for marketers to understand the link personality has with consumer behaviour. Williams, K (1981) pg.133. 6.0 Market Segmentation, Target Marketing and Product Positioning. For a marketer to satisfy customer needs efficiently and lucratively, understanding consumer behaviour is essential. Research into consumer behaviour has allowed the marketer to create target groups of people with common interests, values, beliefs and patterns of behaviour. Once a market segment has been identified, marketers can research the target market more thoroughly and the marketing mix, product, price, promotion and place can be adjusted to ensure the product position is correct. Batista (2004) reports of the clothing manufacturer Benetton who plans to weave radio frequency ID chips into its garments to track its clothes worldwide. Having the ability to track a customer would give the company extremely detailed information on customer buying habits. Benetton would then have a much better understanding of their target market, and be able to manipulate elements of the marketing mix, such as price, product, place and promotion for effectively. The clothing manufacturer Prada already embeds RFID chips into its clothes. 7.0 Conclusion To conclude it is evident that consumer behaviour, in relation to buyer fashion items, is influenced by a huge array of factors. To grasp a more complete and accurate understanding consumer behaviour needs to be examined more thoroughly. This report has identified the basic factors that influence consumer, including: culture, socio-culture, demographical, and psychological variables. Designers and retailers react to such behavioural characteristics by trying to break down and identify what causes them. It is important to investigate whether consumers can be grouped by similar patterns of behaviour. Once a market has been segmented through geographic, demographic, psychological, psychographic and socio-cultural variables the retailer can focus a particular product to a particular type of person. The marketing mix is used to manipulate the product, place, price and promotion. Examples of retailers aiming at different segments of the market include Gucci and TopShop. While Gucci captures a more wealthy, professional and elite market, TopShop aims at a much larger and more varied market.

Fichtes Theory of Individuality :: Philosophy

Fichte's Theory of Individuality THEME Fichte’s Wissenschaftslehre lends itself as apparently no other philosophy of mind to the extraction or extrapolation of a theory of individuality. Moreover it proves possible to marry the key concepts on which my essay concentrates to current neurophysiological thinking on how memories are laid down and retrieved. Accordingly it is those nuptials that this essay attempts to perform. PART I The world in my mind The student of Descartes might be brought up short by Fichte’s ‘revision’ of the cogito statement: â€Å"I am I†. Soon it becomes apparent that this ‘I’ does not think: The primordial, absolutely unconditioned first principle of human knowledge . . . is an act (‘Tathandlung’) which does not and cannot appear among the empirical states of our consciousness, but rather lies at its basis and alone makes it possible. [I,91] Thus begins his effort to â€Å"complete† Kant’s system; for although the old man growled â€Å"God preserve us from friends like these†, it cannot be denied that the Critiques *presuppose* a fully-formed mind and may therefore be said to have turned a blind eye to some mandatory prior midwifery. Fichte’s solution conceives of the ‘Ich’ as essentially an act — as an amorphous consciousness brimful with psychic energy seeking instantiation as a finite thinking being. Unlike the cartesian self, the fichtean ‘Ich’ is initially a self in abstracto [I, 96 & 97], the principle of activity in all purity and lacking all predicates [I, 110]. Accordingly what the ‘Ich’ can experience in this state is nothing remotely akin to the cogito, but rather a freudian ‘oceanic feeling’ of limitless being. From this emerges the desire to ‘posit’ itself, which can mean nothing other than a striving for self-consciousness. Thus, The pure self-reverting activity of the Self is a striving . . . This boundless striving, carried to infinity, is the condition of the possibility of any object whatsoever: no striving, no object. [I, 262]. Echoes of Goethe’s apophthegm, â€Å"Im Anfang war die Tat†, itself a sovereign mind’s correction of the evangelical â€Å"In the beginning was the word†. Agency precedes the self-consciousness which commands words. But an ‘Ich’, wanting to become a ‘Self’, needs correlation to an ‘Other’. Activity, whether mental or physical, necessarily implies the existence of a correlated external reality in relation to which we think and act and which comprises the theatre where these relational activities are enacted.