Report dominos pizza free essay sample

Analysis of the current Dominos ecommerce and marketing strategy from an external standpoint identified missed opportunities and prospective areas for improvement relating to their ecommerce structure. Specifically it was identified that Dominos had the potential to leverage the established business structures of eBay and utilise them with speed and efficiency to create an innovative solution to fill a gap in the market place. Utilisation of an eBay store would grant Dominos first mover advantage in an extremely competitive industry with high buyer power that is heavily dominated by discounting offers. This innovation can target not only existing customers but also actively engage in the pursuit of a new customer base. In a marketplace dominated by traditional bricks and mortar business structures the online store allows Dominos to market to a wider consumer base and generate a point of difference. With comparatively low overall financial outlay, a successfully established online business that customers are directed towards and the ability to harness the proven business structures of eBay, the Dominos eBay Store is capable of meeting the market in rapid succession following approval. We will write a custom essay sample on Report dominos pizza or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Table of Contents Contents Introduction The purpose of this report is to present and critique the potential of Domino’s pizza establishing an eBay store in order to increase overall customer awareness of brand and generate income. An assumption is made that eBay would be conducive to a partnership of this nature and that non-monetary vouchers for foodstuffs does not breach the limitations of eBay listing guidelines. Without direct access to Dominos marketing strategy and brand research conducted by the Dominos group the report is limited to review of strategy and business operations from an external perspective. It is identified that the Pizza Industry specifically and the Fast Food Industry as a larger whole is highly competitive. Dominos currently enjoys large market share and positive representation of brand, however incremental evolution of the business is required in order to ensure stability in this volatile marketplace before growth can be considered. The process of analysing the potential of this innovation was multi-faceted and considered the existing marketing and ecommerce strategies of Dominos. Clearly establishing the gap in the Market in light of the Industry standard practice, competitor activity and customer expectations reveals that value perception of the Dominos brand can be positively impacted from both a customer and business perspective. Moving from the industry standard traditional bricks and mortar business structure to the dynamic online marketplace would grant Dominos first mover advantage in a marketplace that all direct competitors are yet to capture. Utilisation of the exiting information structures within the business limits business transformation requirements and significantly mitigates both financial outlay and time investment required to implement the innovation. Inclusion of a Rich Picture in the Appendices visually highlights the incorporation of the innovation into the Dominos ecommerce strategy. History Currently Dominos, via the letterbox and newspaper insertion of vouchers, invests heavily on residentially centralised marketing localised to the immediate vicinity of the franchise outlets. Although geographically targeted to those residence with the most convenient access to the stores there is little manner in which to track customer engagement and follow through. This method of distribution also limits customer exposure to the frequency the store engages in the circulation campaign. Existing Dominos electronic marketing populates the majority of its clientele database with data entered directly by the customer engaging with the online ordering interface (Image 1). Severely limited in scope it requires the customer to both be already committed to purchasing from Dominos and amicable to receiving electronic marketing. Further, this method of data collection requires Dominos to trust that the information being entered by the Customer is complete and accurate with limited ramifications on the Customer for inaccurate or incomplete information. Image 1 – Dominos Customer Interface Market Gap Analysis Overview Currently eBay has millions of daily users and unique domains within 8 countries in the Asia Pacific Region that Dominos already has a recognized presence in. See Appendix 1 (EBay 2014) and Appendix 2 (Dominos 2014). By partnering up with an established and successful ecommerce business and utilising a focused marketing strategy Dominos, with an already established presence in the majority of countries in this region, is presented with a portal for advertising and brand exposure in addition to the ability to sell voucher deals. Existing strategy is geared towards the evening dinner market and is utilised predominately by customers who ring up or go online to order when they are hungry. This innovation creates a limitless potential for exposure to new customers and an exponential sales increase via creating the option of purchasing a voucher at any time to utilise at their convenience. Marketplace Background Dominos online sales currently make up 15% of their profit margin with a growing trend and is forecast to become accountable for more than 50% of their profit margin. (Dominos 2013, p.8) Examination of the pizza industry with Porters Five Forces reveals High buyer power, threat of substitute products and rivalry, Medium threat of new entrants and Low supplier power (Appendix 3). This highly competitive and volatile marketplace makes it essential to create a point of difference and establish and maximise perceived brand value. Immediate Benefits With society become increasingly mobile and demanding of ins tant gratification (Muther 2013) Dominos needs to be able to meet and embrace this emerging culture. Successfully harnessing the clicks and mortar (Baltzan et al.2010, pg. 123) structure of an EBay store would allow Dominos to leverage what could effectively be described as a Customer to Customer relationship in a Business to Customer (Baltzan et al. 2010, pg. 125) interface. The EBay store would feature all the benefits of a pureplay (Baltzan et al. 2010, pg. 125) business whilst deferring the majority of hosting and data management costs to EBay. With the online store able to host multiple auctions the customer is able to access an auction at their convenience and leisure irrespective of time of day or location. A customer currently residing outside the established distribution catchment of vouchers could conceivably purchase a voucher for a store in a town that they were visiting in a week at 11. 00pm at night. Dominos would also benefit from increased accuracy and completion of their clientele database as it is in the Customers best interest to ensure that shipping details, a mandatory requirement for any EBay account, and email addresses, required to create an EBay account, are up to date (Image 2). Image 2 – eBay registration requirements Value perception Customer Given that value perception is the perceived value that a customer rates a good or service, â€Å"it is therefore vitally important for a company to use a customer focused strategy to obtain a competitive advantage over its competitors by making the target market value your good or service higher than your competitors†( Rahikka et al. 2011, p. 359). By implementing eBay as a Business to Consumer portal it targets a much larger consumer base. It also empowers existing customers. This enables customers to bid on bargains at their leisure. With this new option of buying discounted pizza in advance it gives the consumers new options for buying pizza deals and using them at their convenience. This new business strategy will change the customer perception of Domino’s Pizza from a bricks and mortar fast food outlet that provides a quick service when you’re feeling hungry to an online fast food outlet that can be brought any time of the day in advance at discounted prices. Business Incorporating a business partner such as eBay grants Dominos instant access to millions of new customers, in the established eBay customers. It also gives them more access to their existing customers as their existing customer base are known to be regular eBay users (Domino’s 2013). The benefits of this are increased brand exposure using eBay as a portal to advertise their products and brand names. The new customer base generated from this will result in increased traffic to their website which promotes the brand name and creates growth for the business. With this proposed innovation the company will be the first to utilise an already successful business with a huge customer base. It also creates a larger awareness by people bidding on their deals at different times of the day not just when their hungry. The innovation also creates pre-sales, a significant advantage for Dominos as they can secure payments weeks in advance opening up potential investment funding opportunities which no other competitor in the industry have been able to secure. This grants Domino’s another first to market advantage in line with their digital advancement strategy (Domino’s 2013). A value chain analysis in light of the balanced scorecard (IntraFocusUK 2012) of the innovation reveals that the perception of an increased level of personal interaction as Dominos engages directly, rather than anonymously, with the customer would assist in a positively accumulated switching cost via both increased brand loyalty and customer perception. It will also give Domino’s pizza a competitive advantage over competing fast food companies for the short term until rival competitors replicate similar strategies. Information and Communication Technology Strategies As this collaboration with EBay is the first within a vast and already successful environment, having a clear strategy is imperative to ensure it is successful. This introduction does not change the existing business process rather it works as an additional tool to enhance customer engagement, loyalty and awareness. A key focus within the innovation will be on customer relationship management (CRM). Taylor (2010, p. 1) defines CRM as a process by which businesses seek to exploit information relating to

Didion Essays

Didion Essays Didion Paper Didion Paper Joan Doing On Keeping a Notebook In On Keeping a Notebook, Doing writes about the Importance In keeping a notebook to record events and personal feelings. She makes It vital to write In the moment that these events, thoughts, and feelings occur. Although, the point Sins to be accurate or persuasive but rather personal to reflect and reveal what she discovers about herself In the process while still applying rhetorical devices of ethos, pathos, and logos In her essay. Her notebook Includes personal experiences written erratically, versus to writing In a diary dally. Some of the entries Jotted down have little to no significance to her life and this format enforces the effects to writing In a notebook the same way any average person would. Some of these stories are questionable to her and are used to make a point of how writing in a notebook isnt about finding a meaning but keeping in touch with yourself in the end. Dingos writing structure is informal to the way its written with random stories ND using casual language that is easy to understand as if she were speaking to the reader. This makes for the persuasive method of ethos that enables the reader to trust her writings to make a point in using the notebook usefully and efficiently. She asks the reader questions throughout the essay that makes the reader think about how a notebook comes in handy. Why did I write it down? In order to remember, of course, but exactly what was it I wanted to remember? How much of it actually happened? Did any of it? Why do I keep a notebook at all? It is easy to deceive oneself on all those scores. (76). As she continues to keep the reader questioning, she successfully resumes authority over the reader when she adds in another personal entry. Doing does not make against any argument, but comes to avoid it as she successfully attempts to inform the reader that Sometimes even the maker has difficulty with the meaning,(79) while bringing in playful sarcasm to her explanations, . Yet there it is in my notebook, labeled FACT. 79) causing the reader to respect her point of view. Overall, what she tries to get across to the reader Isnt to record, analyze, or conclude but to keep bits of mindful thoughts. Doing By lexicons In On Keeping a Notebook, Doing writes about the importance in keeping a notebook to record events and personal feelings. She makes it vital to write in the moment that these events, thoughts, and feelings occur. Although, the point is nt to discovers about herself in the process while still applying rhetorical devices of ethos, ethos, and logos in her essay. Her notebook includes personal experiences written erratically, versus to writing in a diary daily. Some of the entries Jotted down have little to no significance to her life and this format enforces the effects to writing in a notebook the same way any average person would. Some of these stories are explanations, Yet there it is in my notebook, labeled FACT. (79) causing the reader to respect her point of view.

Financial Performance of Apple Inc from 2002 to 2011 Research Paper

Financial Performance of Apple Inc from 2002 to 2011 - Research Paper Example The current ratio position of the company, which is â€Å"greater than 1,† offers a high leeway of liquidity (Kennon p 1). The Quick Ratio of Apple, which is 1.35, indicates their liquidity in terms of readily available finance. Similarly, the leverage ratio is 1.52 which indicates a sound debt and equity position, where investors can expect high returns. Moreover, a proportionate increase occurred in the Earning Per Share. The EPS has risen from 0.09 $ to 27.68 $ during the period between 2002 and 2011. This accounts for an appreciation of over three thousand times in ten years or an average growth of 300 times a year. Thus, the company stands to attract a lot of investors, which, in turn, will further escalate the rate of their share and add further value to the company. The price/sales ratio was 4.23%, compared to companies such as HP, Google, and Samsung. Apple, a leading manufacturer of computer hardware and software, iPods, mobile phones and other gadgets, was founded by Steve Jobs and Steve Wozniak, with the former as the CEO. Tim Cook was appointed for new CEO. From 2011, Dr. Arthur D Levinson was the director of Apple. The SVP heads are Mr. Jeffery E Williams (SVP Operation), Mr. Peter Oppenheimer (SVP and CFO), Mr. Guy Tribble (VP Software Technology), Mr. John Browett (SVP Retail), Mr. Eduardo H. Cue (SVP Internet Software and Services), Mr. Craig Federighi (SVP Software Engineering), Mr. Scott Forstall (SVP iOS Software) and Mr. Jonathan Ive SVP Industrial Design.  

Reflective Summary Essay Example | Topics and Well Written Essays - 250 words

Reflective Summary - Essay Example As a student, I must attest to the fact that it provided me with a platform to test some of the beliefs I have developed overtime, thereby determining assumptions that work and at the same time enabled me develop new ideas. The colleges, notably the professors view the process as an opportunity to support students by helping them tackle some of the challenges they might come across in the course of the activity. At the same time, the industry partners, which in this case was YWCA Niagara region benefited in the sense that as a team, we identified some of the HR concerns facing them, and developed strategies and action plans of successfully tackling each issue. One of the essential challenges that my team members faced in the course of working on the assignment was the fact that all of us were passionate of our ideologies, and wanted each member to buy into our perceptions. Nonetheless, we realized that it was better to share a common goal, and that made it easier for us to complete the

Statment of purpuse for MBA school Personal Statement

Statment of purpuse for MBA school - Personal Statement Example The MBA prepares a student in the field by motivating one to use and develop analytical decision-makings which are very useful for employers because such preparation demand less assistance from other employees. Creative skills are also developed while one analyses a situation and develop solutions to the problem posed and the ingenuity of how it is resolved can measure an individual’s ability to look into strategies that are commendable. Consequently, the person is now trained to be self-reliant and would not always need other people’s attention to himself rather could be trusted to be able to complete a task without much assistance. As the title of the course suggests, entrepreneurship is one of the paths that one is developed, being given information that would be virtually important to this endeavor, not to mention being updated with the latest business trends. Effective communication, presentation and negotiation skills are also deemed important in the current compe titive business world and the MBA prepares a student to such through intensive training not only in theory but especially through immersion to the tasks and business people through ‘on the job’ training programs.

Theories of Mental Health Illness Within Sociology

Theories of Mental Health Illness Within Sociology Compare and contrast two of the five approaches to mental health illness within Sociology. (social causation, social reaction (labelling theory), critical theory, social constructivism social realism) Mental Health Illness The issue of mental health has long been an object of study for society, the psychiatric professions and sociology has similarly had a long tradition of offering theoretical insights into the phenomenon. Why this might be is open to debate and many of the key sociological theories in relation to mental health have in fact as much to say about the prevailing viewpoints within society and within professional bodies towards mental health as they do about those who suffer from mental health related problems (Cockerham, 1992). The two most radical of the sociological theories concerning mental health have been social reaction or labelling theories as well as that of social constructivism. Both these theories examined within this essay offer a radical conception of mental health in comparison to what might be called the dominant medical and social views on mental health. However while both of these theories offer a radical view of mental health they differ substantially in the theoretical framework which they respectively utilize towards understanding mental health. These differences can be located in broader trends which have occurred within the discipline of sociology itself as a shift in the major theoretical traditions within the discipline, (Delanty, 1999). The two sociological theories examined are that of social reaction and social constructivism. Social Reaction This critical theory emerged in the 1960s which in itself might serve to highlight the broader critical strands present within society when this theory was formulated. Labelling theory works from the simple premise that to define someone as mentally ill conveys upon them a stereotypical image which the person will then act. It drew its framework from the symbolic interactionism school of sociology so at its root this theory sought to examine the ways in which roles and actors interacted and played out within the drama of mental illness (Pilgrim and Rogers, 1999. Thus for labelling theory the relationship between the patient (or the individual defined as ill), family, medical professions and society generally is the determining factor for analysis in relation to mental illness. For labelling theorists then the primary framework for analysing mental illness is to examine the twin concepts of primary deviance and secondary deviance. Primary deviance relates to things which might actually be wrong or actions or circumstances which involve actual rule breaking, (Pilgrim and Rogers, 1999) and for labelling theorists the most interesting item regarding this is the way those around sufferers rationalise and ignore this behaviour up unto a point, (Ineichen, 1979:11). Perhaps the most illustrative study of this phenomenon was the work of Yarrow, Schwartz, Murphy and Deasy (1955) which illustrated the various ways in which wives would dismiss strange behaviour up until a point was reached in terms of deviant behaviour. However it is secondary deviance which labelling theory sees as the much more problematic of the two forms of deviance and it is here that the links also between the second of our theories examined are strongest. For labelling theorists secondary deviance has a number of critical factors. But simply put secondary deviance refers to those manifestations of symptoms which are not related in any way to the actual physical incidence. Thus we might say that the aetiology of secondary deviance is a function of the societal conditions surrounding the individuals rather than intrinsic conditions within the individual themselves. As Rosenham (1973) states The question of whether the sane can be distinguished from the insaneis a simple matter: do the salient characteristics that lead to diagnoses reside in the patients themselves or in the environmentsin which observers find them (250). In Rosenhams case where eight pseudo-patients gained entry into hospitals on the pretence of being insane to answer to this question lay firmly in the area of the observers. While popular at first with a number of studies finding the concepts expressed in the theory to be true in a number of famous studies labelling theory has not decreased in popularity with a number of major criticisms being levelled at the theory as a result of further investigation and continued studies While labelling theory surmised that primary and secondary deviance were linked in that one will tend to lead to the other as a result of the ensuing interaction between the individual sufferer and those that label the sufferer this was not borne out by the research. In the case of Rosenhams study it was found that the label of deviant though at first an uncomfortable and disturbing experience did not persist for a great length of time with the pseudo-patients in the experiment, (Pilgrim and Rogers, 1999). Another weakness expressed in labelling theory is the relationship between the stereotypical images of the insane believed to be held by the public. If society was to blame for labelling the insane then it would have been expected that the images lay people had conformed to the images of diagnosis, yet research has shown that this is not the case. Indeed lay perceptions to mental illness have been demonstrated to only marginally relate to the images associated with medical diagnosis, (Pilgrim and Rogers, 1999:18). Labelling theory accepts then (and is a criticism of the theory) that a distinction can be drawn between physical disorders, primary deviance, and the ensuing reaction from society which causes secondary deviance. For the second theory we examine here the existence of both categories is dependent on society or in other words that mental illness exists as a completely subjective definition. Social Constructivism While referring to a broad range of social critiques across a many wide variety of disciplines it is perhaps best represented in terms of its comments on mental health by the works of the French theorist Michel Foucault. In particular his seminal work The Birth of the Clinic sets out the radical viewpoint with which social constructivism is associated. In this Foucault argues that insanity exists as a classificatory concept derived from the subjective description of medical knowledge. Or that the objectification of insanity occurred after as well as in tandem with the development of psychiatric knowledge, the insane developed as a problematised group which in turn led to strategies being developed to manage them, (Foucault, 1976) Superficially then we can see many similarities between these two theories in that both see a critical role for society in the determination of the meaning of mental illness. The critical difference is that while for social reactionists and labelling theorists a division exists between primary deviance which has a physical locus and secondary deviance which arises out of societal causes whereas social constructivists assign the loci of mental health strictly to the social environment. It does this through utilising the theoretical framework of discourses, thus the subjectivity of being mad is defined through the objectifying process of psychiatric or medical knowledge generally (Pilgrim and Rogers, 1999). While many works recently have adopted social constructivist viewpoints in relation to medical knowledge it is Foucaults works which are the best known and also which have been the most influential in developing this theoretical viewpoint. Foucaults work was in particular concerned with how the shifting conceptions of what madness meant to society led to the development of a discrete set of knowledges which pathologise mental states according to a classificatory system related to madness and what were the strategies which developed as a result of this knowledge towards the control and management of the insane (Foucault, 1972, 1976). This concept has had radial implications for a consideration of mental health and how it is defined in as well as by society. This theoretical framework can be seen thusly to criticise not only psychiatric practice but also psychiatric knowledge and even more critically the processes through which psychiatric knowledge is generated. Indeed from a social constructivist viewpoint it is the very construction of knowledge which leads to the boundaries and categories which delineates and determines who it is we call insane and indeed what it is that makes them insane for society. Perhaps the biggest criticism we can make of the social constructivist viewpoint is the lack of a normative basis to its analysis. While the critique may be valid social constructivist theories can be distinctly vague about resistances to the all powerful discourses which they describe and analyse. Similarly the ability to formulate social policies arising out of the critique may similarly be limited (Rogers and Pilgrim, 2001: 175). A secondary point and one which we have already made in relation to labelling theory is that perhaps social constructivism deconstructs too much certain incidences of mental illness, perhaps there are some illnesses which in their aetioloigcal sense reveal themselves to be indeed physical manifestations of what we might actually be able to call a disorder (Zinberg, 1970). Thus from this analysis we can see the close links as well as the clear differences between these two theories. While both are radical in their outlook we can argue that social constructivism has even been more radical. Similarly while social reaction theories have fallen out of favour along as well it must be noted as symbolic interactionsim in general social constructivist theories have been and continue to be hugely influential not only in relation to mental illness but to a broad range of social scientific disciplines and social issues. References Cockerham, W. C. (1992); Sociology of Mental Disorder; 3rd Ed., Simon and Schuster Co.; New Jersey US Delanty, G. (1999); Social Theory in a Changing World, Polity Press, Malden US Foucault, M. (1976); The Archaeology of Knowledge, Tavistock, London UK Foucault, M. (1976); The Birth of the Clinic, Tavistock, London UK Ineichen, B. (1979); The Social Structure of Modern Britain: Mental Illness, Longman, London UK Pilgrim, D. and Rogers, A. (1999); A Sociology of Mental Illness, 2nd Ed., Open University Press, NY US Rogers, A. and Pilgrim, D. (2001); Mental Health Policy in Britain, Palgrave, Basingstoke UK Rosenham, D.L. (1973); On Being Sane in Insane Places; Science, Vol 179 Jan Yarrow, M., Schwartz, C, Murphy, H. and Deasy, L. (1955); The Psychological Meaning of Mental Illness in the Family, Journal of Social Issues, Vol 11 No. 12 Zinberg, N. (1970); The Mirage of Mental Health, British Journal of Sociology, Vol. 21 No. 3

Aristotelian Rhetoric: Progression of Sophists Nascent Teachings Essay

Scholars and historians of rhetoric consider the Greek philosopher, Aristotle, one of the great contributors to our present understanding of this art which, since its early origins and until present, has been a controversial field of study because of its association with persuasion and influence. However, readings of the many ancient and contemporary texts and analyses of the origins and the developments of this ancient art marginalized the role of the Sophists, who were the first to introduce rhetoric to Greece, and usually associated them with the bad reputation rhetoric has acquired over the years. Undoubtedly, Aristotle developed rhetoric in a more comprehensive and systemized explanation than what the Sophists offered, but an examination of how this great philosopher reached his findings, and what elements formed his theory on rhetoric points out that the Sophists, who initiated this art, deserve a re-evaluation of their role and an explanation of their â€Å"unethical† p erspectives. In this essay, I consider the Aristotelian rhetoric to be a progression of the Sophists’ nascent teachings in rhetoric. Arguably, the â€Å"disdained† Sophists introduced a novel field of study that constituted a base for Aristotle’s theory. My argument is based on a chronological reading of the origins and development of rhetoric and recent studies on the Sophists and their discredited achievements almost since the great philosopher, Plato, staged his battle against them. I also regard the platonic versus sophistic approach to the definition of rhetoric, its goals and purposes, and its relation with the public as consequential factors of development of this art. Accordingly, I assume that this rivaling situation could not have existed without the sophisti... ...e’s concern of ethos was closely related with what he considered abuses of previous orators, including the sophists, who exaggerated the use of ethos and gave â€Å"rhetoric a bad name† (p. 89). However, Allen (1994) had another interpretation: Aristotle â€Å"infuse(d) ethos with a strong recognition of kairos: the speaker†¦adjusts his/her character to fit the moment, in order to establish a sense identification – of credibility as a member of the community† (p. 7). Aristotle is undoubtedly a great philosopher whose contributions in many fields, including rhetoric, constitute a foundation of our modern education and research. However, many scholars suggested that his theory was an evolution of a preliminary sophistic rhetoric that developed through the years by a group of travelling teachers who formed this art and played a major role in reinforcing democracy in Greece. Aristotelian Rhetoric: Progression of Sophists' Nascent Teachings Essay Scholars and historians of rhetoric consider the Greek philosopher, Aristotle, one of the great contributors to our present understanding of this art which, since its early origins and until present, has been a controversial field of study because of its association with persuasion and influence. However, readings of the many ancient and contemporary texts and analyses of the origins and the developments of this ancient art marginalized the role of the Sophists, who were the first to introduce rhetoric to Greece, and usually associated them with the bad reputation rhetoric has acquired over the years. Undoubtedly, Aristotle developed rhetoric in a more comprehensive and systemized explanation than what the Sophists offered, but an examination of how this great philosopher reached his findings, and what elements formed his theory on rhetoric points out that the Sophists, who initiated this art, deserve a re-evaluation of their role and an explanation of their â€Å"unethical† p erspectives. In this essay, I consider the Aristotelian rhetoric to be a progression of the Sophists’ nascent teachings in rhetoric. Arguably, the â€Å"disdained† Sophists introduced a novel field of study that constituted a base for Aristotle’s theory. My argument is based on a chronological reading of the origins and development of rhetoric and recent studies on the Sophists and their discredited achievements almost since the great philosopher, Plato, staged his battle against them. I also regard the platonic versus sophistic approach to the definition of rhetoric, its goals and purposes, and its relation with the public as consequential factors of development of this art. Accordingly, I assume that this rivaling situation could not have existed without the sophisti... ...e’s concern of ethos was closely related with what he considered abuses of previous orators, including the sophists, who exaggerated the use of ethos and gave â€Å"rhetoric a bad name† (p. 89). However, Allen (1994) had another interpretation: Aristotle â€Å"infuse(d) ethos with a strong recognition of kairos: the speaker†¦adjusts his/her character to fit the moment, in order to establish a sense identification – of credibility as a member of the community† (p. 7). Aristotle is undoubtedly a great philosopher whose contributions in many fields, including rhetoric, constitute a foundation of our modern education and research. However, many scholars suggested that his theory was an evolution of a preliminary sophistic rhetoric that developed through the years by a group of travelling teachers who formed this art and played a major role in reinforcing democracy in Greece.