Typology Of Organisation And Relation To Servicescape Complexity Business Essay

Typology Of Organisation And Relation To Servicescape Complexity Business Essay The following essay critically analyses the strategic role that physical evidences play in a holistic environment, called the servicescape. The essay discusses the combination of environmental dimensions and their influence on customers and employees and how their behaviour can be mediated by the cognitive, emotional and physiological responses. This article is a practical reflection on the article by Ms. Mary Jo Bitner in which she related the combination of environmental dimensions to the internal responses of individuals, their behaviour and the ultimate effect on the organisational objectives. The researcher also visited two restaurants for the objective of completing this essay and the findings have been presented here under. This essay will conclude by defining different ways in which the effects of a servicescape are established on the organisations outcomes. Servicescape Framework Initially, Kotler (1974) suggested that a servicescape framework is the design of buying environments to produce emotional effects in the buyer that enhance his or her purchase probability. Later, Bitner used the term to describe the physical setting in which a commercial exchange is performed, delivered, and consumed within a service organisation. In her seminal article, she demonstrated that three types of objective and measurable physical stimuli exist in an organisation and merge together to form a servicescape. She further elaborated that these stimuli could be controlled by the organisation and were able to improve or hamper both the customers and employees attitude towards the organisation. She further classified the numerous examples of such physical and derived stimuli into three dimensions of environmental stimuli (Bitner, 1992). The term has now been enhanced to include any tangible component that facilitates performance or communicates the service (Bitner and Zeithaml, 2 003). Consequently, the physical evidence can be likened to a landscape. As with any landscape of an area, it includes both the interior facilities and the exterior facilities of the organisation. The interior facilities include the interior design and decoration, the layout, equipment, air quality, signage as well as the temperature and ambience. The exterior would include facilities such as the landscape, parking, road and building signage, exterior design, and the surroundings. But the physical evidence goes on to include other tangibles such as the Stationery, brochures, business cards, employee uniforms, business reports, credit statements, and other intangibles such as webpages and blog posts. The physical environment where services are delivered and experienced by the customers plays an important part in the formation of the perceptions of the customers and their future expectations about similar services (Bitner, 1992; Baker et al., 2002; Grewal et al., 2003). Hoffman and Turley (2002) described that a lot of different organisational objectives can be achieved and enhanced through a critical examination of the servicescape. According to Bitner (1992), most organisations are invariably affected by their physical environments but to different degrees. Some service organisations such as hotels, restaurants, clubs and insurance companies are affected to a greater extent by the physical environment than other organisations such as ATMs and hot dog stands. It should be noted here that the physical environment does not just influence clients but it also has a significant impact on the employees. Bitner noted that satisfied employees generate satisfactory services that go on to satisfy customers. Therefore, the business environment should not only cater to the needs and demands of the customers but also concurrently to those of the employees. The following figure has been extracted from the original treatise by Ms. Mary Jo Bitner (1992) to describe the different types of service organisations based on the variation in the form in usage of the servicescape. The vertical aspect of the typology describes the type of organisation based on who performs actions within the servicescape. It has been categorised into a self service (customer only), interpersonal services (both customer and employee) and remote service (employee only). On one side, service is performed by the customer only in the level of employee activity is almost non-existent. The other extreme is signified by the remote service organisations where customer involvement and interaction are non-significant (in relation to the servicescape). The figure, the horizontal aspect describes the complexity of the servicescape. It has also been categorised as lean and elaborate. Lee refers to those servicescape settings where there are very few elements involved and their intricacy is minimal. Other servicescapes that are very complicated and involve a bigger mix of elements and variables are termed as elaborate. C:UsersKhalidDesktopo_c44bab260d23dc1e_002.jpg Fig. 1: Typology of Organisation and Relation to Servicescape Complexity As can be seen, some organisations such as a Golf Club are very client-oriented with huge emphasis on the servicescape. In such organisations, the servicescapes are well-developed to attract and satisfy customers. Other organisations also employing a significant emphasis on the servicescape at which are employee oriented include many professional services organisations, and here, the servicescapes are developed to satisfy the employees. On the other hand, there are organisations that do not depend a lot on the servicescape design and minimal effort is dedicated to the development of their servicescapes. However, attention is paid to whether the organisation is customer oriented or employee oriented to achieve maximum output from invested effort. As has been described, the physical setting can enhance or hinder the realization of both internal organisational objectives and external marketing goals. Thus, the servicescape can enhance or diminish customer satisfaction and employee motivation and concurrently help in attracting and maintaining customers. The overall servicescape framework consists of physical environmental dimensions which contribute to the holistic environment of the organisation. These physical dimensions, in combination, are termed as the perceived servicescape of the organisation and elicit internal responses from both employees and the customers. These internal responses contribute to both the individual behaviour of the customers and employees and their social interactions. These behaviours, in turn, contribute to the achievement of the objectives and goals of the organisation. Thus, organisations focus on achieving an optimal mix of physical environment factors and try to moderate the internal responses of both employees and customers to realize favourable behaviours and ultimately achieve the organisational objectives. Untitled.png Fig. 2: Bitners Servicescape Model The Physical Environmental Dimensions Bitner (1992) classify the physical environment into three dimensions: Ambient Conditions: This aspect of the physical environment refers to the conditions surrounding employees and customers that can be sensed through the human five senses. These are the general conditions of the environment of the organisation and include temperature, voice, odour, air quality, et cetera. The conditions are usually prominent when they are extreme (either very cold or hot), the customer spends a lot of time in the environment, and they do not match his expectations. Spatial Layout And Functionality: These refer to the seamless layout of the organisation, especially equipment and furnishing, which is used to achieve maximum productivity in the most efficient and effective manner. These environmental conditions are most noticeable in self service settings and in circumstances where tasks are complex and there is little time to achieve them. Signs, Symbols, Artefacts And Branding: These refer to the signage, icons and signals that amplify the message from the organisation to the intended customers. They also include the personal artefacts of the employees and staff members in the style and colour of the decor used to furnish the organisation. These are most important when repositioning a service, forming first impression, and when communicating new service ideas. They are also highly essential in highly competitive organisations where they are used to differentiate and achieve uniqueness from the competition. Internal Responses to the Servicescape Internal responses of both employees and customers in service organisations to the physical dimensions of the surroundings are classified as cognitive, emotional, and physiological. As such, these responses elicit overall behaviour of the participants in the servicescape and this behaviour can be classified as a function of the internal responses to the perceived servicescape. In fact, perceptions of the servicescape are the real reason that causes certain beliefs, emotions and physiological feelings that influence behaviours. Cognitive responses: Cognition refers to beliefs and as such, these responses influence peoples beliefs both about the place, and the people and products found in that place. These responses include general beliefs, categorisations and assigning symbolic meanings to different objects to employees and customers. Emotional responses: According to Mehrabian and Russell, the emotion-eliciting qualities of an environment can be described along two dimensions; the pleasure-displeasure quality and the degree of arousal that place can elicit. These two dimensions describe peoples emotional response to the environment of the organisation. Typically, the environment of any organisation can be located on these two dimensions. Research has shown that predictions about behaviour along these two dimensions are usually accurate. For example, environments that make people happy and cause them to enjoy themselves are likely to be places where people spend most of their time and money. In contrast, people usually avoid places that cause feelings of displeasure. Similarly, environments that cause arousal will usually be the places that people usually inhabit. Physiological responses:

Computer aided design Essay

EVER since the world has turned into a â€Å"global village†, the gap between people or rather the classes has been widened. Technology has brought revolutionary changes in our society. It has brought the entire world to our finger tips. Today, a person living in the US or in any other country can easily communicate with his family members or friends. Yes, communications is much faster now and a time-saving process. But, the emotions, the feelings and the attachment linked with writing a letter has all been lost during the last couple of decades. Social sites like Facebook and tweeter are the modern ways of sharing our feelings with our near and dear ones. These modern means of communication appear to be meaningful ways of communication but in reality have negative effects. The privacy of a person exists nowhere on these so-called social sites. But the irony is we still praise the West for providing us such a great platform for communicating with our family and friends. Almost every technology has a bright and dark side to it, its positive and negative repercussions. About a couple of decades back, communicating with a relative or friend was not as easy as it is today. We used to correspondence once a twice a month to inform them about the latest happenings. We were deeply involved in the communication process. We were so excited while speaking to our parents or friends while calling them from abroad. But today, such emotions can hardly be witnessed. Inevitably, we are technologically advanced but we have been morally and spiritually weakened. We are heading towards cultural decadence ever since technology has become a part of lives. It seems as if we have sunk into an ocean of nothingness. With the help of the latest technology, fake IDs can easily be made. Besides, you can post malicious content to defame a relative or friend. You can also do it out of jealousy or if you want to take revenge for something. Determining whether technology is a boon or bane is not easy. However, I believe it has more evil effects than good. Technology has taken over almost every aspect of our lives – be it personal, social or professional. Even children are not left untouched by the growing craze of the latest gadgets and apps. â€Å"It all began with smart classes and now these apps and gadgets have taken over almost every part of our lives. My neighbour’s daughter reads from the tab and then goes to sleep,† says Sarika Khanna, mother of a 19 year old from and resident of Model Gram. â€Å"As a child I wouldn’t sleep until my mother would sing me a lullaby. My daughter too has been brought up this way. But what we see today is unbelievable,† she adds. Tracing a child with an ipad or tab in their hand is not an unusual site these days. Though development in technology is an achievement in itself, what happens when it begins to replace humans in your life? What to do when a 3-year-old depends on their tablet for sleep? â€Å"At time when a mother is busy with various games and apps like Temple Run, Candy Crush, Whatsapp and Facebook, what can we expect from children?† asks Ruchika Arora, who runs a preschool. â€Å"This dependence on technology can be a boon as it helps in keeping abreast with the latest happenings, but where to draw the limit?† There are a lot of applications that cater to specific age groups and are a great hit too. Today everything that a mother could possibly teach a child is easily available on Internet. In fact many even say they do depend on the Internet for parenting tips. â€Å"Internet is so vast and has the knowledge about almost everything that we need today. I have downloaded some games and stories for my daughter so that she can learn new things. I don’t see anything wrong with this,† says Sapna Khanna, mother of a 4 year old and resident of Kitchlu Nagar. Applications like sing and learn colors that teach children to identify colors, pocket phonetics for lessons on pronunciation, peek-a-boo games for toddlers and a lot of other educational andentertainment games are available these days. â€Å"One can easily find information regarding the best applications for toddlers to keep them busy. What I don’t understand is that how come a toddler needs all these applications? What has happened to real toys and home learning?† asks Shikha Puri, a child specialist in the city. â€Å"These not only have serious implications on their physical health, but affects their mental health too. It is like replacing the role of a mother. Many may argue that what I am saying is exaggeration, but they should realize that with time the child may get detached from the real world and it’s not a good sign,† she adds. we cannot live without electricity nor can we survive the whole day without knowing whether which is the latest Gadget in use which would benefit the driver of an automobile to drive safely and at the same time work on his immediate assignment at hand. Basically, we need TECHNOLOGY and we are a big part of it already. We live, strive and thrive on computers, data base online, communication network, and the latest gadgets Technology today has given us both Nuclear weapon and Medicines that could cure the unthinkable of pain and diseases. It has given us a better opportunity to preach and teach knowledge to those less privileged, those who cannot hear or see or speak and understand their language and be one and at the same time it has made it possible to grow in millions and preach out freedom to one. Technology creates options. Options lead to confusion. A man getting into a crowded bus will sit on any available seat. The same man in an empty bus will wonder whether he should sit in the front or back, window or aisle†¦.Err why I am even talking about all this. Without technology there wouldn’t be buses!!! Options besides creating confusion also create conflict. Technology creates wants, wants and more wants. The moment you satisfy few of them, many more raise their hydra head. In conclusion, we think that Technology is a must. It’s a Boon and it will stay so forever. Without it we could not have had this debate. We would not realize that it is possible to go beyond the age of 90 and still be fit and healthy. Technology has given that to us today THREE IN A ROW AGAIN! WAHOO~~ SAY SAY SAY~~ Technology is a two-edged sword, one side is to hurt enermy (boon) and the other injured ourself (bane). It is never fair to say that technology is either a boon or a bane as it brings benefits and problems to all of us. I would say that technology is a drug, and we are addicted. We cannot live nor do anything any longer without technology. Comparing living longer without technology and shorter life span with technology everywhere, what will you choose? I bet that majority will not go for the simple life. Once you tried technology once, you are fascinated by the convenience of it, there is no way one can reject it by any means; because technology means lots of tears and blood retained and litres of sweat were saved (without reference to Auto CADD), no body would like to choose things to do on the hard way. Nevertheless, technology is advancing at a tremendous pace, and it means that information will be outdated really fast. So if one were not able to keep pace with the latest technology, they will be disqualified by society without a shadow of a doubt. Hence, is technology still a boon? Yes and no. Yes for it kept us warm under harsh condition, saved us lots of time (without reference to Auto CADD), made things convenient for us (but not so for engineers who study electrical components), made our life more enjoyable and relax, provide us with quality vegetables, solved many problems for Singapore (eg. the extension of land, new water and many more), improving machines that can serve us better and many other more. No for it destroy many natural habitats during gathering of resources, have to work harder as more advance technology means services provided must be of a higher standard, people will be outdated easier when ignoring the television for too long, main cause of many natural disasters nowadays, lesser personal communication due to invention of handphones and emails, the use of nuclear weapons in war and many other more. In conclusion, there were too many factors for us to weigh and measure; but what if technology really is a bane? Will we not depend on it anymore? Technology is part of us; we cannot be separated till the moment we no longer breath in and out. May 24, 2007 at 12:11 PM zaidi said†¦ i agree with andy. technology have become apart of our daily lives. it is true that many pollution problems is due to technology , however as seen on news lately many countries are striving to cause lesser pollution by using alternative sources for the use of technology. technology have also be a boon in trying to make its bane a boon. thus as my first post said ,technology is a boon and a bane ,depending on how it is use. May 24, 2007 at 1:12 PM zaidi said†¦ (k last post for this blog kampai!!!!) andy u said that tecnology is like a drug and is addictive. i dissagree with your point. people are more reliant than addicted to it.however the government are trying to solve the problem of people being tooreliant to technology. in secondary sch CCA are also created for another reason, to make the students remember not to be too reliant on technology(ncc, nppcc, OBS, mount ophir expeition etc.].also, more and more shows on television are telling people to be more less reliant on technology directly and indirectly(commercial,captian planet (a very†¦old cartoon)). May 24, 2007 at 1:27 PM Technology in the form of computer is a ubiquitous feature of modern life. Whether it is at a restaurant paying the bill or going to the Automated Teller Machine to withdraw money, we see the presence of computers. Yes, I agree that the benefits of the computer cannot be disputed, and it is useful because it offers us a window to the world. However, there were always tiny little flaw in every diamond, and weak point in every considered â€Å"real-blessing† stuff. What I mean was the invention of some really unnecessary commercial product, and so called â€Å"educational material†. Everyone has there own dislike over the technology (as what I had mentioned in the last paragraph), and for me, it is AUTO Computer Aided Design & Drafting (Auto CADD). Why do I say so? Because, I can simply take a piece of blank paper with the aid of a pencil and sometimes an eraser, and begin to draw any circuit I desire within half the amount of time I spent using Auto CADD, drawing the same thing! Why shall I spend money to buy the software to stress myself with the redundant commands when I can draw faster and better using pencil? Why shall I waste electricity and precious youth time to press â€Å"Z†, â€Å"ENTER†, â€Å"A†, â€Å"ENTER† again and again and again? That is what I think made technology a bane. I agree that technology do benefit us, but DEFINITELY NOT IN SUCH A WAY! When a module like this is being introduced to Polytechnics, how many electricity, time and money would be wasted? Is this a boon or a bane? Different people will have different views. I dare not say that mine is a hundred percent correct, but it is at least the bane of technology faced by me. May 24, 2007 at 11:08 AM Sean said†¦ why dont we put it in this way.. when technology gives a help to our daily lifestyle, it is good.. but on the other hand, causing problems that too give us headache.

Go Back to Where You Came from Documentary Analysis Essay

Finding Safe Refuge English Task 1 [Type the author name] [Type the company name] English Task 1 There are many different views about refugees in Australian society, where illegal boat people and over flowing detention centres are a controversial problem today. Go Back To Where You Came From is a documentary directed by Ivan O’Mahoney about a social experiment that challenges the dominant views of six Australians about refugees and asylum seekers. These six Australians are taken on a 25 day journey where they are placed into the troubled â€Å"worlds† of refugees. For a few of the Australians it is their first time overseas but, for all of them it is the most challenging and confronting experience of their lives. This essay will discuss†¦show more content†¦Another technique used in the documentary to challenge the viewers’ assumptions was the use of narration to present facts about the refugee situation. These facts and figures give the viewers a truthful and realistic picture of the situation. Some beliefs that exist in Australian society are that we are taking in too many refugees; they are criminals, they are taking over Australia, using Australian tax payers’ money and changing our culture. However, we are presented with facts and figures that change our assumptions. For example, more than 30 million people have fled their homes with nothing but the clothes they wear, boat smugglers charge up to and over $10, 000 US dollars, 13, 000 refugees are accepted annually only 2,000 of those refugees arrive by boat. Despite what many people think, like Raye who believed refugees in Australia are â€Å"handed everything on a gold platter,† life in detention centres is hard. In Villawood Detention Centre, over 9 months, three detainees committed suicide and 18 caused self-harm. 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Atwoods Attention to Words in The Handmaids Tale Essay

Atwoods Attention to Words in The Handmaids Tale The Handmaids Tale illustrates that dictatorship can be established by creating a state of fear once language controls are instituted. As a tradition to dystopian novels, Atwood has drawn much attention to the meaning of words and the significance of names, as well as the prohibition for women to read or write, in order to portray Gilead as a successful totalitarian state. Atwood is trying to make the point that in a dystopian world, language can be the power. The meaning of names is a central focus of the novel, because names define people. Their worth and functions are summarized by the names. To some extent, the names also discourage originality. This occurs especially to†¦show more content†¦A system of titles is created to justify the social hierarchy where women are not granted the same rights as men. Men are defined by military ranks whereas women are restricted to the domestic sphere, and are valued primarily upon their functionality rather than their humanity. This suggests that men in the Gilead society are substantially more powerful than women in general. In this respect, Atwood is trying to make the point that language can be a powerful tool to create an extremely misogynistic regime. Moreover, the classification of society is used as a device to dehumanize people. For instance, feminists and deformed babies are looked upon as subhuman, as suggested by the titles â€Å"unwomen† and â€Å"unbabies†, denoting that these people have no worth in the society. The only reason that they are nevertheless given the titles is to serve as bad examples to create a state of fear amongst the other citizens. The point the Atwood is trying to make here is that language is taken from the outcast Gileadians and the outcast Gileadians are taken away from language. 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The Ethics Of Morals And Ethics - 942 Words

It really comes to no surprise that morals and ethics are an important concept in our daily lives. However despite being taught about things that are moral or ethical even from a young age they still have a large importance. Ethics as explained previously explained are a set of principles to better guide human behavior. Morals also function similarly. Morals assume that human nature has an affinity for good rather than evil and injustice. Combining these two principles morals and ethics make sure we make more human decision making not only in our careers but in our day to day lives. While it may be known that morals are important, it is important to know the origins of morals to better understand their importance. Old beliefs painted humans in an elevated stature with moral development being grounded as an ultimate hope in human progress. They believed that better evolved morals would move away from our â€Å"troubled childhood† and to a more a humane admirable potential. Philosophers such as confucius and plato also had a role to play with developing morals as we know them. Confucian tradition has the four beginnings which are reason(became moral understanding) , affiliation (transmutes as compassion), resentment (which yields a sense of justice) , and feelings of guilt and shame ( which come from doing wrong). Aristotle’s approach was somewhat different since he described moral development as natural growth and that there was no assumption that human beings were inherentlyShow MoreRelatedEthics : Morals And Ethics1626 Words   |  7 PagesHuff General Psychology September 19, 2015 Morals and Ethics What are morals and ethics? In reality these two words can mean many different things to many different people. Definitively, morals are â€Å"concerning or relating to what is right and wrong in human behavior† (Merriam-Webster.com). 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Pronoun Free Essays

Read in your textbook or in any other available resource on the topic of Verb BE. 3. Write a personal ad describing yourself, activities you do, hobbies, where you work, where do you live, etc. We will write a custom essay sample on Pronoun or any similar topic only for you Order Now Focus on two or three questions available in Appendix A to write your ad. 4. Bring the ad to class. Prep-04-26-04 Carmen L. Lambda, De-D. 7 program O’Hara 5. Carry out some research on someone famous. Think of a person you would like to interview and do some research on the Internet on that person. It could be an athlete, and actress or actor, or the president. Make sure you have enough information on this person. Activities 1. Ice breaker activity will be carried out. In order to do this, have students read their ads. Ask students to listen to the ads and have them jot down any similarity or striking fact they would like to hear more about. After everyone reads their ad, have students get up and go about the room and ask each other about specific details they thought were interesting. Let them converse among themselves. . After that, have students talk about something they found out or thought interesting about the people they talked to. Facilitator can participate in this activity. 3. Facilitator provides an overview of the course. Particular emphasis should be placed on objectives, evaluation criteria, student participation, and group work. If any changes are made to the grading evaluation criteria, these should be given in writing to the student and the office program during the first workshop. 4. Discuss evaluation criteria. 5. Select Student Representative. 6. Tell students they are going to review the alphabet and most of all review alphabetical order. Tell them you are going to give each student a card. Each card has the name of a different animal, or thing. Ask students to look at their card, but tell no one what they have. By acting (walking, acting, or making sounds) like the animal or thing they should go around the room and try to place themselves in correct alphabetical order. Facilitator should create his/ her own list of things and animals, but these are some examples: a. Kangaroo b. Ostrich c. Tiger d. Bear 8 e. Clock f. Snake g. Bird h. Train 7. Provide students with about 10 minutes to try to sort themselves alphabetically. Once students are sorted, have them read out their card. Did they get it right? Be sure to review any alphabetizing questions they may have. 8. Present students with a review of the VERB BE in present tense. Am am from Mexico City (l am) What’s your name? (What is) My name is Maria Where are you from? 9. Have students pair up. Ask students to interview each other, making sure each student gets the name, phone number and address of the person he/ she is interviewing. 10. Have students introduce the person by providing the details requested (phone number, name, and address). Have them use the phrases: This is (name). His/Her address is His/Her phone number . 11. As students say the information help them and guide them to say the addresses and phone numbers correctly concentrating on the numbers and on using the verb be correctly. 12. Have students again pair up. Facilitator should try pairing them up with someone different each time. Ask them to decide on a famous person they would like to interview. This famous person could be an athlete, actor, actress, or president. Use the research you carried out prior to the workshop. 13. Write up an interview for that famous person. Have One of the students portray the famous person and have the other person be the interviewer. Practice your interview and present the role play to the class. Be sure to use verb be correctly. 9 14. Have students complete the assignment presented in Appendix B. Students should hand in during the next workshop (Workshop 2). (HINT: Make copies of the assignment and hand in once you complete it. 15. Offer a preview of Workshop 2 and discuss upcoming homework. In order for students to complete the homework, ask them to work in groups. Make sure the composition of the group has been decided before they leave the classroom. Ask them to provide you with a list with the group members. Groups should not have more than four students. How to cite Pronoun, Papers

Analyzing the Article Based on the Green Bridge-Free-Samples

Question: Critically analyse the The Green Bridge article using the Microeconomics Concept. Answer: The essay aims at offering an economic analysis of the article based on The Green Bridge. The bridge is actually named as Eleanor Schonell Bridge. The bridge has significant environment implication in term of allowing only non-polluting or very low polluting vehicles. Hence, it is given the name Green Bridge. The bridge is established over the river Brisbane. The two connecting locations of the bridge are Dutton Park and St. Lucia campus of University of Queensland. The analysis has been made by projection of economic theories such as demand supply analysis of the market, price elasticity of demand and externalities involved in production and market activities. Markets that involve negotiations and arrangements between group of people and government and central council are generally classified under natural monopolies. This form of market structure exists when there is exceptionally high fixed distribution cost. This requires infrastructure in a large scale to ensure its supply to common people. Road, bridge construction, rail are the examples of this kind of market. Entering in this market require high sunk cost that leads to efficiency loss for the society. Economies of scale are an important aspect of this kind of market (Dunne et al., 2013). A related concept with economies of scale is minimum efficient scale. It is the level of output where all the scale of resources is fully utilized. Figure 1: Market condition with natural monopolies (Source: Loertscher Reisinger, 2014). In the market with natural monopoly Average total cost continuously, fall because of realization of economies of scale. The marginal cost is lower than average total cost for all possible range of output. Elasticity of demand captures the change in demand because of change in price. The change is expressed as a percentage of previous demand quantity. Similarly change in price is expressed as a percentage of previous prices. Demand for all the good is not changed uniformly. There are goods for which change is demand is much greater than their price3 change. Such demands are called price elastic demand. Perfectly elastic demand is of two types relatively elastic demand and perfectly elastic demand (Baumol Blinder, 2015). In case of relatively elastic demand change in quantity demanded exceeds change in price, making elasticity greater than one. In case of perfectly elastic demand, demand changes infinitely for a negligible or very small change in price. Goods having elastic kind of demand include luxury items like sports cars, jewelleries, goods having so many substitutes having sold in the competitive market. There is another category of good where change in demand is proportionately less than the change in price. These are again of two types- relatively inelastic demand and perfectly demand. The former involves less response from the demand side with change in price. The elasticity measure here is less than 1. In the later case, demand does not change at all or associated with a very negligible change in demand (Thomas, Lubinda Angula, 2015). The elasticity measure here is 0. The shapes of demand curve in two respective situations are given below. Figure 2: Relatively Elastic and perfectly elastic demand curve (Source: Varian, 2014) Figure 3: Relatively Inelastic and perfectly inelastic demand curve (Source: Varian, 2014) Externality is a major source of market failure. The presence of externality is realized when activities of one economic agents in the economy have some external affect on some other agent who mare neither directly nor indirectly involve on any of those activities. The cost or benefits of externalities are not captured in the market price. Hence, leads to inefficiency in the operation of market (Chan Gillingham, 2014). In terms of this kind of externality welfare of different agents gets interconnected. However, externalities are classified in two major types based on their impact on social welfare. When externality imposes uncompensated external cost on society then it is called negative externality. On the other hand, when presence of externality increases social benefit then it is called positive externality. Expansion of industries in an economy increases pollution by increasing emission of smokes, dust particles and harmful gases. The people resides in the nearby regions of the se factories fell sick quickly by breathing in the polluted air. Therefore, this is an example of negative externality. Smoke generated from fuels used in the vehicles also increase pollution intensity and same kind of externality (Iossa Martimort, 2015). Taking the externality issue of pollution into consideration the green Bridge allows only cyclist or pedestrian or low smoke emitting vehicles. Market outcome in the presence of negative externality is explained in the following figure. Figure 4: Market with negative externality (Source: Frank, 2014) With externality private and social cost curve differs. For negative externality, social cost curve lies above the private cost curve as shown in the above figure. Equilibrium quantity in an unregulated market is Qp whereas the socially optimum quantity is Qs. Therefore, more quantity is produced than socially desired and hence need government intervention to correct the situation. Construction of Green Bridge can be considered as an attempt to combat negative externality imposed on the society in the form of pollution. The bridge allows only cyclist and pedestrian to use the bridge. Establishment of Green Bridge reflects negotiation between the central authorities in the state like Queensland State government, the city council of Brisbane and common people. Another participant in such activities is the firm that has been given the contract for the construction and engineers, architects who are major participant in the construction process. Another distinguishing feature of the bridge is that is not connected with the roads rather linked to bus lanes, walking path and merely provision for bikers to minimize emission. Another objective of restricting use of the bridge by cars and other motor vehicles is to promote the means of public transportation through introducing faster and direct bus to some major location of University of Queensland. While analysing the a rticle brief discussion is made on price some key concept of microeconomics such as demand elasticity is respect of price and impact of externality and need for public policy intervention. References Baumol, W. J., Blinder, A. S. (2015).Microeconomics: Principles and policy. Cengage Learning. Chan, N., Gillingham, K. (2014). The Microeconomic Theory of the Rebound Effect: Nuances, Externalities, and Welfare. Dunne, T., Klimek, S. D., Roberts, M. J., Xu, D. Y. (2013). Entry, exit, and the determinants of market structure.The RAND Journal of Economics,44(3), 462-487. Frank, R. (2014).Microeconomics and behavior. McGraw-Hill Higher Education. Iossa, E., Martimort, D. (2015). The simple microeconomics of public?private partnerships.Journal of Public Economic Theory,17(1), 4-48. Loertscher, S., Reisinger, M. (2014). Market structure and the competitive effects of vertical integration.The RAND Journal of Economics,45(3), 471-494. Thomas, B., Lubinda, M., Angula, M. (2015). Principles of microeconomics. Varian, H. R. (2014).Intermediate microeconomics with calculus: a modern approach. WW Norton Company.