Marketing Opportunities of Zara-Free-Samples -Myassignmenthelp

Question: Discuss about the Marketing Opportunity of your Choosen Company. Answer: Introduction Marketing opportunity study of a company signifies the business opportunities of a company in terms of enticing new customers to buy their products and thereby help to increase the productivity rate of a company. Marketing opportunity helps a company to forecast its future business vision (Mullins, Walker Boyd Jar, 2012). This report outlines the fact to state the business opportunities of Zaras secret through marketing. Marketing opportunities of Zara:- Zara is a globally recognized fashion company in the world. Zara specializes in providing run away fashionable clothes and accessories to the customers, all over the world. Zara is headquartered in the northwestern city of Arteixo in Spain (Caro, 2012). Amancio Ortega is credited for originating the concept of Zara in the year 1975. According to the financial reports in 2017, Zara has earned the commendation of administering up to twenty unique attire collections, per annum. In terms of marketing opportunities of Zara, a lot of literature has been attempted in this issue. Marketing Opportunity related to Product quality and range:- If the topic of product is discussed, then it can be said that Zara is the only fashion company in the world who does not spend resources excessively on advertisement and yet manages to sell its products at huge numbers. Zara provides a wide range of sublime products such as childrens dresses, mens attire, womens stylish attire, eye-catching lingerie wear and others. As per reports, Zara places 450 million products at all its worldwide stores in a year. Indeed, Zara possesses ample market opportunity in terms of their product quality and range. Marketing Opportunity related to Place:- If the topic of place is discussed, then it can be said that Zara is self reliant in all its marketing activities. Zara has single-handedly integrated all the departments of design, prefabrication and distribution under in its own unit. This is one of the key factors in the rapid expansion of Zara stores all over the world. In the coming years, Zara is expected to spread its wings in every possible global location. Indeed, Zara possesses ample market opportunity in terms of place. Marketing Opportunity related to Target Consumers:- If the topic of target consumers is discussed, then it can be said that Zara has artfully captured the attention of the target audience in fashion. Zara manufactures collections, which are suitable to people in the twenty to thirty age bracket. Generally, people of this above range are extra conscious about the overnight changes, which occur in the fashion world. Therefore, in order to sustain the attention of the fashionable young, Zara continuously implements new cuts and changes in their products including shoes, trousers and blazers. This actuates the trendy and the stylish lot to venture into Zara for fashion modernity and novelty. Indeed, Zara possesses ample market opportunity in terms of holding the competitive attention of the target consumer. Marketing opportunity related to pricing:- If the topic of pricing is discussed, it is widely known that Zara practices affordable pricing strategy in all its product portfolios. The most mentionable fact here is that the customers are genuinely appreciative of the availability of reasonable priced products at Zara. The marketers at Zara have started to practice affordable pricing strategy by implementing modifications in their indoctrination and development prices (Caro Gallien, 2012). This has made Zara among the top affordable fashion firms in the world. Indeed, Zara possesses ample market opportunity in terms of their pricing strategy. Marketing Opportunity related to promotion strategy:- If the topic of promotions is discussed, Zara is one of the least promoted fashion firms in the business world. The unique selling proposition of Zara is that the marketers of Zara are extremely proficient in the assumption of the demands and needs of the consumers and this is what distinguishes it from the other big fashion house rivals (Gamboa Gonclaves, 2014). The promotional quality of Zara is reasonability, specialty, variety and distinction. Indeed, Zara possesses ample market opportunity in terms of their promotion strategy. Conclusion In the conclusion, it can be said that marketing is a very substantial concept of business management. Marketers are highly responsible for bringing glory and fame to a company by increasing the productivity, market share and the ultimate revenue share. Zara is a brilliant example of a company who has successfully established itself in the global market by having high-yielding market opportunities. References Caro, F. (2012). Zara: Staying fast and fresh.The European Case Clearing House, ECCH Case, 612-006. Caro, F., Gallien, J. (2012). Clearance pricing optimization for a fast-fashion retailer.Operations Research,60(6), 1404-1422. Gamboa, A. M., Gonalves, H. M. (2014). Customer loyalty through social networks: Lessons from Zara on Facebook.Business Horizons,57(6), 709-717. Mullins, J., Walker, O. C., Boyd Jr, H. W. (2012).Marketing management: A strategic decision-making approach. McGraw-Hill Higher Education.

Julius Caesar - Analysis Of Caesar Essays - , Term Papers

Julius Caesar - Analysis of Caesar Essay on Caesar In Shakespeare's play of "Caesar" Brutus is a conspirator who portrays a person who favors a republic for Rome. Brutus is an honorable man. Many characters in the play show there reverence for Brutus. Brutus exemplifies his honor in many ways. Brutus is obsequious when he is needed to abet his fellow romans. Brutus is an honorable man. "Am I entreated to Speak and Strike? O Rome I make thee promise, If the redress will follow, then receivest thy full petition at the hand of Brutus" (Shakespeare 397). Brutus will obey to whatever the romans convey to him. Consequently, Brutus joins the conspiracy inorder to help the romans rid rome of Caesar. Brutus also understands that he is putting it all on the line for his romans, therefore Brutus is an honorable man. Brutus is a scrupulous man, whose virtues endure. "No not an oath, If not by the face of men, the sufferance of our souls, the time's abuse-If these motives be weak, break off betimes, and every men hence to his idle bed; So let high sighted tyranny rage on, till each man drop by lottery" (Shakespeare 399). Brutus said that if the conspirators do not join for a common cause, then there is no need for an oath because the conspirators are self-righteous, and they are serving the romans. If the conspirators don't bind together, then each man will go his own way, become a weakling, and die when it suits the tyrants caprice. Brutus is advocates peace, freedom and liberty, for all romans, which shows that Brutus is an altruistic as well as an honorable man. Brutus also had a compassion for Caesar when he had killed Caesar. "If then that a friend demand why Brutus rose against Caesar, this is my answer: Not that I loved Caesar less, but that I loved Rome more" (Shakespeare 421). Brutus had honored Caesar but Brutus felt that Caesar was to ambitious. Brutus also felt that Caesar made the romans as slaves. Therefore, Brutus is an honorable man. Brutus is a noble man who was revered by many. Brutus had j oined the conspiracy because he had the desire to help the commoners. He was a follower of idealism, where the romans would possess peace, liberty and freedom. Brutus wanted the kill Caesar, because he believed that all of the people of Rome would eventually be slaves, thus Brutus resorted to the assassination if Caesar. Brutus is a honorable man. Marcus Brutus was a good friend to Julius Caesar, but not good enough. He had moral values dealing with Rome and its people. Brutus' values then made him join a conspiracy against Caesar put together by Cassius. Brutus joined this mainly because he didn't want Caesar to turn his back on Rome so there would be a reasonable reason for killing Caesar. If Brutus wasn't in the play, there would be no "Tragedy" in The Tragedy of Julius Caesar.

Tourism And The Environment Tourism Essay Essay Example

Tourism And The Environment Tourism Essay Essay Example Tourism And The Environment Tourism Essay Essay Tourism And The Environment Tourism Essay Essay Tourism depends extremely on the environment which consists of both natural and semisynthetic environment. The natural environment consists of beaches, seas, mountains, lakes and woods whereas the semisynthetic environment consists of historic metropoliss, heritage edifices, memorials and so on. The primary touristry resource base consists of the natural and semisynthetic environments which are indispensable for the touristry merchandise and if the environment degrades touristry will extremely worsen. Tourism consists of both international and domestic tourers. Tourists look after attractive environment, recreational and clean resources and civilization but they require other resources such as adjustment, conveyance installations, stores, eating houses and other services which bring physical alterations to the finish and it includes the enlargement of the built environment. Domestic touristry histories for about 80 per cent of all tourer activity therefore many states tend to prioritise international touristry. Harmonizing to Pancic, Kombol ( 2000 ) touristry resources are defined as the agencies which can be utilized for the touristry sector in a given country. The primary touristry resources are possible and existent touristry attractive forces. Djukic ( 1999 ) stated that Natural touristry resources consist of all natural elements and factors that possess a high grade of attraction and that reflect their geographical environment and can be valorised for touristry intents Most surveies have highlighted the fact that most tourist travel for the 3 S that is sun, sea and sand and that finishs focus on marketing the 3s in order to pull more tourers for illustration Barbados and St. Lucia are finishs where the traditional sun-sea-sand touristry is typical. There are sea activities like rowing, rafting, and fishing, kayaking and canoeing which attract tourers to finishs. However there are other activities such as mountain climbing, stone mounting, paragliding, eco-tourism, spelaeology which are developing quickly. Nevertheless there are other signifiers of touristry which are turning quickly such as winter mountain touristry, ecotourism, nature-based mass touristry and heritage touristry. Coastal countries offer broad scopes of landscapes, utilizations and activities. Harmonizing to Dragicevic, Klaric and Kusen ( 1997 ) coasts account for most touristry activities therefore are the most of import resources of nautical parts. Beachs link the land to the sea and are the chief factor which attracts tourer every bit good as locals to coastal countries ; hence beaches play an of import function in pulling people to a finish. Beachs can be classified into the undermentioned classs: sandy beaches, pebble beaches, rock slab beaches and beaches covered in grass. Sandy beaches which are situated in lagunas are extremely valued in the touristry sector. Seawater is an of import natural resource in footings of touristry. Its temperature, salt every bit good as its transparence are the belongingss both physical and chemical which determines the value of saltwater as a touristry resource. There are other belongingss of saltwater which have an impact on invitee behaviour, those belongingss are moving ridges and tides and if the H2O is clean all these belongingss will be valorized. The function of ocean floor which is a natural resource is turning bit by bit as it is linked to plunging and submerged activities of the touristry industry. Islands are of import resources for nautical touristry, they are extremely valued environmentally and are preserved countries and harmonizing to Mikacic ( 1995 ) they represent the strategic potency of the touristry trade. Tourism can hold both negative and positive impacts on the environment. Tourism activities can do environmental debasement but it can besides lend to an bing state of affairs which has been caused by the local population. The chief negative environmental impacts of touristry have been identified as doing force per unit area on natural resources, pollution and bring forthing a batch of waste and damaging the ecosystem. Pollution is extremely present and it is largely a consequence of waste disposal. The impact on pollution of touristry trade and marine vas is increasing while that of production industries is diminishing. Tourism every bit good as the substructures that it requires can hold negative impacts on the Marine, coastal, tellurian ecosystem and drinkable H2O resources. Most of the impacts are generated by improper direction of liquid, solid waste and waste H2O. The touristry sector has an impact on the environment in footings of solid waste coevals, physical harm to corals from frogmans and from boat ground tackles, every bit good as sand compression from the heavy use of beaches by tourers and vehicles. The touristry industry generates significant sums of solid waste and this has direct and indirect impacts on the environment. Ship-generated refuse besides forms portion of the solid waste which is generated by the touristry industry. Plastics play a great function in the decease and maiming of Marine animate beings and other impairment in the Marine and coastal environments. Beachs are polluted and there are broken glass or bottles every bit good as tins improperly disposed on beaches which injure tourers every bit good as local occupants. Liquid waste is one of the chief impacts on the environment generated from the touristry industry. Liquid waste is disposed in the sea and the touristry industry generates a big sum of untreated liquid waste from hotels, eating houses, sloping of oil in the sea from sail ships and weedkillers, pesticides and fertilisers from resort landscape gardening and golf class. For illustration in Barbados, hotels situated on the seashore have contributed extremely to the debasement of the environment. Pollution of the sea besides includes the debut of pathogens in the H2O which can hold a negative impact on the wellness of tourers and occupants which uses the coastal recreational resources. The bacterium can besides assail corals therefore suppressing their growing. The gasoline used in recreational vehicles and the effects of the decomposition of Sns and bottles are really harmful to aquatic workss every bit good as the wildlife. The building of touristry installations on the seashore leads to the coevals of dust and particulate affairs which may hold a negative impact on the marine environment and may besides do noise pollution. Wilkinson ( 1989 ) stated that The concentration of big substructure and resort composites along delicate coastlines has destroyed Rhizophora mangles and beaches and caused laguna pollution from sand excavation, dredging, and sewerage dumping . There are besides deforestation, trees are being cut down for the development of hotels or marinas. Pollution of beaches has led to the closing of many beaches in recent old ages for illustration in the 1980s more than 80 million dozenss of refuse was gathered during the one-year beach clean-ups. The chief environmental impacts of touristry on the beach and the sea are generated by congestion, pollution and eroding. As mentioned earlier pollution every bit good as eroding can raise by touristry activities but they are nt the exclusive effect of the touristry industry. Congestion and beach overcrowding can take to sand compression which can hold negative impacts on Marine animals every bit good as beach visible radiations which act as pollution. Beach sand compression can be caused by recreational vehicles. Coral reefs are of import touristry resources for plunging and they provide protection for the shoreline during storms. Therefore coral reefs can be physically damaged by boat ground tackles and frogmans. Erosion is a consequence of abuse of beaches both by tourer and local occupants. Beach nutriment is to put sand on an gnawing beach and it costs between $ 1 million and $ 10 million to set sand on one stat mi of beach. Sand which is taken from tidal recesss can increase eroding. There are some beaches which have been restored with hapless quality deposit dwelling of clay, stone, and interrupt shell fragments. In some beaches the seashore value is worsening in footings of being a resource in the touristry industry as the sand is vanishing due to urban development of the seashore. Most of the impacts of touristry on coastlines have been negative due to inadequate planning and this includes sand-mining for building, coastal eroding from coastal technology plants and the building and care of breakwaters, inguens, wharfs and piers, dredging and spoil disposal. Some positive impacts generated by touristry: The preservation of natural countries every bit good as biodiversity through Nature heritage touristry. Development and execution new engineerings which can minimise touristry s impact on the environment and widen the preservation of natural resources. Constitution of direction ordinances and certificate organic structures in order to pull off touristry environmental issues Therefore there should be a proper planning to pull off environmental impacts of touristry and keep the beaches decently in order to go on to pull tourers on the long term.

Alternative Meanings for Names of the Head and Its Parts

Alternative Meanings for Names of the Head and Its Parts Alternative Meanings for Names of the Head and Its Parts Alternative Meanings for Names of the Head and Its Parts By Mark Nichol The head and its components, so prominent in our awareness, inspire us to use their names for other meanings. Here are ten words, including head, with their additional connotations. 1. Brain: intellect or the mind, someone considered very intelligent, or something considered the inanimate equivalent of an organic brain; as a verb, to strike someone on the head 2. Brow: a projecting browlike feature, especially at a height, or one’s demeanor or expression 3. Cheek: something similar in form to a human cheek, especially as one of a pair (including, informally, a buttock), or insolence or self-assurance 4. Face: a side or surface, or outward appearance or a facial expression, or confidence or insolence; also used in idioms such as â€Å"save face,† meaning â€Å"to preserve one’s dignity†; as a verb, to stand in the direction of something, or to confront or deal with something 5. Head: the mind, a person in the sense of that person’s mental abilities (â€Å"Wiser heads prevailed†), or natural ability or talent, or one of a number of things, including people, a director or leader, a place of authority or honor, an enthusiast or a drug addict or user, a crisis point, a higher or upper end of an object or one opposite its foot, the source of a stream, creek, or river (also called the headwaters), or a reservoir of water or the structure containing or restraining it, or a moving body of water, the end of a plant, especially with compact fruit or leaves, or the front of a line of moving things; as a verb, to lead or to go toward 6. Jaw: a friendly conversation, or something resembling a jaw, as the side of a narrow passage or an implement for crushing or holding, or, figuratively, in plural form, a threatening situation (â€Å"the jaws of death†); as a verb, to converse in a friendly fashion 7: Lip: something resembling a lip, as an edge or a rim of an object, the use of lips and other mouth parts in playing a musical instrument or the instrument’s mouthpiece, or impudent talk 8. Mouth: a mouthlike entrance or opening, a grimace or other unpleasant expression, speech or voice, impudence or verbosity; as a verb, to pronounce or speak, or to move the mouth as if speaking without making sounds 9. Skull: the mind or brain 10. Tooth: an object resembling a tooth in form or function, or a projecting part of a tool used for cutting or for pushing another part, liking or taste, effective enforcement, or something destructive. Alternative meanings for the names of the facial sense organs, as well as skin, are treated in this post. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:How to Format a UK Business Letter50 Diminutive Suffixes (and a Cute Little Prefix)20 Movies Based on Shakespeare Plays

Business Continuity Assignment Example | Topics and Well Written Essays - 250 words

Business Continuity - Assignment Example It emphasizes assessing varied risks that a business faces while performing different operational functions. Finally, ‘maintaining business continuity’ is all about responding effectually towards any adverse situation, faced by a business during the conduct of various functions. This focuses on following methodical business procedures for reaping benefits (Armstrong, 2012). The above stated conceptions can be better understood with the example of improving system along with process resilience in relation to a ‘disaster recovering planning’ project. In this similar context, it can be affirmed that ‘running business continuity’ will focus on identifying the biggest risks and the mitigation costs as well. In respect to the concept of ‘developing business continuity’, the factors like developing effective continuity plans and using the valuable resources play a vital role. The notion of ‘testing business continuity’ in relation to the above example can be better explained as identifying the threats in accordance with varied risk levels and reviewing the results of such threats. Finally, ‘maintaining business continuity’ for the aforesaid example will emphasize empowering the project team and most importantly, updating project response procedures (Armstrong,

Choose a country fromLatin America and explain how globalisation has Essay

Choose a country fromLatin America and explain how globalisation has affected it in the last 10years - Essay Example Napoleonic wars led to the political independence of Brazil in the start of the 18th century. Brazil was affected by the Asian financial crisis of the year 1998 as its economy was put into turmoil (Ross, 2013). Brazil had reasonably recovered from the crisis caused by its currency’s devaluation as it entered the 21st century (Jaguaribe, n.d.). â€Å"While the US remains a major market and supplier for Brazil, economic strength and diverse interests have propelled the nation to focus on membership in regional organizations, notably the Latin American and Caribbean Community of States, a bloc that excludes US and Canada† (Casas-Zamora, 2010). In spite of a long history of the influence of globalization, Brazil is far less globalized than a vast majority of the developing countries in general and the Latin American countries in particular. In spite of the fact that Brazil is improving trade with a lot of countries around the world, it happens to be the least globalized country among all Latin American countries (LBC, 2012). As per the survey conducted by the Latin Business Chronicle, Brazil has remained the least globalized Latin American country for the second consecutive year (eTurboNews, 2012). The eighth annual Latin Globalization Index analyzed the globalization of the Latin American countries with respect to six factors that are mentioned below: The data used by the index was drawn from the year 2011, that was the most recent full year. The exports of services and goods in the year 2011 accounted for 11.9 per cent of the GDP of Brazil whereas the imports of Brazil made 12.6 per cent of its GDP (PR Newswire, 2012). An increase was noticed in both of these figures from 2010 to 2011. This apparent lack of connection from the world trade flow indicates the fact that the growth of Brazil is caused, to a considerable extent, by the domestic investment and consumption. The score of globalization in Brazil was 7.25

The theory of normalisation

The theory of normalisation Howard Parker and colleagues (1995) have had a dominant role in the development of the normalisation thesis. They argue that illicit drug use is no longer a sign of deviant behaviour in relation to crime, but a central part of youth culture due to freedom of choice and consumption, it has become recreational rather than problematic. They predicted that within a few years time, the young people that had not tried drugs would be the minority and therefore be the deviants. They also argue that post-modern Britain has an increasing issue of globalisation and consumption that has affected the increase of drug use as globalisation means that trade and accessibility of drugs is more common and easier, and having spare money due to the labour market and a longer childhood allows young people to consume freely. In this essay I will further discuss the theory of normalisation by Parker et al. Parker, Williams and Aldridge (2002) use the normalisation theory to measure sensible recreational drug use. These drugs include cannabis, amphetamines, LSD and ecstasy, sensible drug use does not include using a combination of these drugs at one time or using them on a daily basis due to addiction (Parker et al., 1998). Parker, Measham and Aldridge (1995) argue that drug use moved from deviant subcultures, such as the Mods and Hippies from the 1960s-1970s, to mainstream youth culture in the 1980s when the rave scene occurred. This dance culture became normalised as it was a recreational leisure pursuit of young people that introduced an appealing new drug, ecstasy. British surveys have shown that the late teens and early twenties are the main users of illicit drugs (ISDD 1994). The normalisation theory was introduced so to rule out the stigma about young people that take recreational drugs as the majority are not deviant or involved in crime. The trends in drug use have altered from the addiction of hard drugs, such as cocaine and heroin, to drugs that are used by the modern youth culture in leisure activities, including alcohol, cannabis and ecstasy (Muncie 1999). Although this may provoke crime that is out of character due to being under the influence, it does not create a lifestyle of crime which heroin may. For example, in order for class A drug addicts to fuel their habbit they turn to criminal acts such as burglary and mugging. Yet when a young person uses ecstasy or cannabis it is for leisure and does not necessarily cause the individual to partake in a criminal offence. However, Professor David Nutt was recently asked to resign as the c hair of the ACMD (Advisory Council on the Misuse of Drugs) due to declaring that alcohol and tobacco are more dangerous for the human health than illegal drugs such as ecstasy, LSD and cannabis. He wrote in a paper at Kings College, London, that the legal drug alcohol ranks 5th as the most harmful drug. We could therefore argue that the consumption of alcohol is normal in society despite the harm it can cause. Also, although David nutt smoking,,, public bans it is now marginalised Alcohol is social activity,,, but some become dependant. abuse of any substance can cause issues to health or impact on family members. Although Parker et al. (1998) does not fully undertake postmodernism as structural inquality still exists, they believe that young peoples behaviour and choices have changed towards drugs due to a post-modern society that allows them to consume freely. For example, Mott and Mirrlees-Black (1993) found that the number of 16-19 year olds using cannabis more than doubled from 1983 to 1991. Normalisation has become an indicator of changes in social behaviour and cultural perspectives, meaning that the opinion about some illicit drugs has changed within the youth culture which in return affects their social behaviour as they do not think that using the drug is wrong or immoral. However, it could be argued that it is overgeneralizing to assume that all young people see drug use as normal, Dowds and Redfern (1994) found that approximately two-thirds of 12-15 year olds saw taking cannabis as a serious offense. Hunt and Stevens (2004) suggest that the government and media use drug normalisation as the proof for an increased disciplinary regulation and endorse policies as it is viewed to be a drug outbreak that needs to be broken or finished. For example, drug testing has been introduced in some schools to help prevent usage by young people (Craver, 2004). Illicit drug use is frequently associated with the youth culture, Robson (1994) points out that the most common time for using or trying drugs is between the ages of eighteen and twenty-four. It is suggested that this is due to adolescents being the time of experimentation in many aspects of life which can lead to rebellion. Coleman (1992:13) suggests a psychoanalytical-theory of three main reasons why young people and drugs are linked together: adolescence is a time of vulnerabilty as well as being impressionable, of rebellion and non-conformity and the need to be independant by disengaging from family relationships. These changes through adolescence support Colemans sociological theory that youth culture experiment in different social aspects of life, such as subcultures and trends or sexualities and in this case drugs. In relation to the normalisation theory, young people are able to experiment with drugs due to the wide availabilty of them as well as the access young people have to them due to people they know (Barton 2003). EVALUATION It is argued that the claims about the normality and extreme use of illicit drugs is over exaggerated and in fact illicit drugs have always been an underlying issue and therefore society has not suffered an instant or radical change due to industrial or post-modern reasons. For example, in 1932 Aldous Huxley discusses a hallucinogen called soma, showing the existence of drugs in previous decades. if ever by some unlucky chance such a crevice of time should yawn in the solid substance of their distractions, there is always soma, delicious soma, half a gramme for a half holiday, a gramme for a weekend, two grammes for a trip to the gorgeous East, three for a dark eternity on the moon. (Huxley, 1932: 49) Illicit drugs have always been present within society but throughout time the drugs have changed to match different subcultures and trends, such as hippies in the 1970s were associated with using LSD, Mods in the 1960s were associated with amphetamines and todays youth culture is associated with dance drugs such as ecstasy (South, 1997). LOOK AT S+N.. difference between frequency and normallcy Shiner and Newburn (1997) argue that the normalisation theory focuses on the measure of lifetime illicit drug use. They point out that if evidence of drug use is measured in shorter time frames such as within the last month or week, there is a dramatic decline in the results of illicit drug use. This is also relevant to the media panic over dance drugs such as ecstasy, amphetamines and LSD in which the media has exaggerated a high rate of use within youth culture. Yet ecstasy is one of the least addictive drugs and tends to be taken less regularly, for example when someone takes an ecstasy pill in a clubbing atmosphere they are less likely consume alcohol which can be an equally as dangerous drug if drank in access (Coleman, 1992). Shiner and Newburn also point out that when time frames such as whether or not the respondent has used any dance drugs in the last year are used, it was found that one in twenty young people said they had. Also, only one in four 16 to 25 year olds said they had used cannabis, the most commonly used illicit drug, in the last year. Overall, Shiner and Newburn criticise the normalisation theory as although there is an increase in the numbers of young people using illicit drugs, it overgeneralizes young people as it does not necessarily mean that they all see it as normal due to conservative norms and values about drug use still existing to many people and they view illicit drug use as wrong or bad. This challenges the argument by Parker et al. (1995) that soon the young people that were not using drugs would be in the minority and therefore be the deviant subculture. However, it is important to remember that Shiner and Newburn are evaluating the work of Parker et al. in 1995. Their work about normalisation in 1998 does acknowledge that young people view each drug differently and their decision to take illicit drugs is complex and sophisticated (Barton, 2003:121-122). It could also be argued that illicit drug use only appears to have become normalised due to a moral panic, a term that is commonly used to describe media stimulated over-reaction to subcultures, such as youth groups and issues within society. Stanley Cohen (1973) coined the term moral panic in the 1960s as a result of over exaggerated reports about the feud between the Mods and Rockers, he noted that moral panics tend to focus on topics concerning the actions of young people. Other sociologist such as Goode and Ben-Yehuda (1994) suggest that moral panics occur when a proportion of society feel that the folk devils (as suggested by the media) have become a threat to society and social order. For example, when the rave scene occurred there was a new folk devil associated with the acid house dance culture and ecstasy that became normalised among the youth culture. Ecstasy has had huge media coverage, especially since the death of Leah Betts in 1995 after she took one ecstasy pill on her 18th birthday. Leah collapsed in to a coma four hours after taking the tablet and died three days later. The police claimed the death was due to the tablet being contaminated, this resulted in the media using the tragedy to create a panic about the effects of the drug within society. However, it was later revealed that Leah did not die directly from the ecstasy pill but from drinking an excessive amount of water in reaction to dehydration from the drug.