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I am scarcely wrathful towards wicked men, for the evil dwelling in their hearts resides, if not in abundance, in my heart as well. On the other hand, I am quite envious of great spirits, for the greatness lying in their soul is reluctant to exist even in my heart and mind.
My philosophy is my wealth.
Christianity would be helpless without the idea of freewill, and the idea of freewill would be helpless without incongruity.
It is human to search for the theory of everything, and it is superhuman to find it.
The Universe is empty without Truth and Truth is hollow without Reason.
The most courageous speculation is beyond knowledge, and the most profound speculation is beyond reason.
Light may be a wave as well as a particle. That is not so relevant. What really matters is that it is a form of spatial illusion to non-spatial observer/s.
Matter is non-spatial feeling/s, and Energy is the inherent capacity of the universe to make matter exist.
The worst mockery God can make of a moralist is that He compels him to be a solipsist.
A civilised mind is built up on intellectual and moral foundations, instilled with the universal doubt and inspired by pure love.
All feelings are ideas. All ideas may exist as feelings. But all ideas are not necessarily always feelings.
Peremptoriness is philosophers’ devil.
The world may be imperfect, but the universe is perfectly perfect.
Life is not designed to be moral, and it is not desirable to be immoral.
God is a relentlessly challenging, a profoundly instructive, and an intensely felonious mind.
Nothing is preternatural. It is merely our understanding that is precarious.
Every proposition is a matter of speculation.
Necessity is the ethnicity of truth.
God may be conscientious, but He is surely not sympathetic.
Reality is reason’s workshop.
It is better to be poor than to be rich with a hefty moral burden of poverty around you.
Human life ought to be a consequence of some lively superhuman non-spatial computation.
The universe is a composite of two sorts of minds: mind at rest and mind in action, where the former is Truth and the latter is Feeling.
I tend not to hate for I tend not to ignore. Rather, I strive to love for I strive to understand.
An Englishman is a person who sacrifices his Englishness for the occasion of being inside a church.
The vile saga of crime may, at a point in time, end up in the entire humanity being in prison.
God has put Man in prison for a crime never done.
Envy loves modesty; virtue merely respects it.
God is kind, but evil is intelligent.
Angel walks; Evil crawls.
In astrological terms, Americans are Aries, Spanish are Taurus, French are Gemini, Australians are Cancer, Israelis are Leo, English are Virgo, Greeks are Libra, Pakistanis are Scorpio, Italians are Sagittarius, Germans are Capricorn, Russians are Aquarius, and Indians are Pisces.
I have an amazingly romantic, and yet an intensely heartbreaking feeling that this thing called ‘consciousness’ is so profoundly peculiar that there just can be nothing else like it. I might, therefore, be the only mind in the universe, insanely pondering over things that simply do not exist.
Faith is the eighth deadly sin they forgot tell you.
The invention of the NSTP (Non – Spatial Thinking Process) theory is the most difficult thing I have ever done.
Modern science began with acceptance of space; Superultramodern science began with just the opposite.
I am convinced that an electronic machine, no matter how smart and intelligent, being still a mere spatial structure in concept, can neither innovate nor even understand the axiom: ‘No spatial structure can be a representation of any feeling’. Such innovation can only be a work of a non-spatial mind, like a human being, and only such innovation, it should be acknowledged, can pave the way for further scientific achievements.
A most heartfelt is the experience of learning about a great soul striving for its goal.
Ambition tends to be ungrateful.
My greatest hope is ‘any knowledge’, and my greatest fear is ‘universal doubt’.
Time is patient for the impatient, and impatient for the patient.
All religions are equally true and equally false, for they all are multiple aspects of a more profound singular structure.
Life is so intelligent, meaningful, and, above all, a supreme design, that death would simply make it look absurd. It may thus be sensible to disavow death.
Terror has a soft voice and a harsh language.
God is an uncompromising terrorist preaching an unanswerable question.
In school, I was no good at geometry. Besides, it took me around ten more years to learn that the universe itself has no geometry.
One never gets too many things in life, for if one does, it would be too heavy for one to even proceed.
India is a land where politeness is cowardliness and a cow gains much more respect than a human.
In Cambridge, I had had a golden opportunity to confirm my age-old belief that Man is not as intelligent as He is portrayed to be.
Some men have kind heart and shrewd mind; some have shrewd heart and kind mind.
It is better to have shrewd mind than shrewd heart.
A rich person is the one who has a tendency to accuse oneself of being poor, and a poor person is the one who has a tendency to hail oneself as rich.
Man lost his innocence with a tide of information.
A human who does not mourn death of a fellow human is either cynic or solipsistic.
Man is a fanatic animal.
A negligible numerical difference between human genes makes a great philosophical difference between human beings: one is Hitler; another is Gandhi.
I would never fly with ‘French Airways’ for what’s the guarantee that the pilot doesn’t sleep while flying!
There is nothing I do not doubt.
Nothing qualifies to be beyond doubt.
The man who regrets a tragedy in drama is sentimental, and the man who doesn’t regret a tragedy even in the world is intelligent.
Wise men are faithless.
Morality is a matter of emotion, nobility is a matter of thought, and justice is a matter of action.
Truth is static, and matter is dynamic.
Trust is a virtue of the imprudent, and faith that of the insane.
Trust is misled belief, and faith is misled trust.
If I were to have any religion I would see it in ‘the universal doubt’.
Doubt is wise man’s religion.
Insanity proclaims itself to be virtuous in being faithful.
Religions, themselves, are intellectual blasphemies.
Though it was the beginning of the year 2006, I was still in 27AD.
India is a land of evolutionary immigration and America is a land of revolutionary immigration.
A prison is a model of the world.
Life may be fair, but it could certainly be fairer.
Spatial life is intricate, but trivial; Non-spatial life is simple, but profound.
Destiny is ineluctable.
Man is more intelligent than the other animals only because the concepts He is intelligent at are inherently more intelligent than the concepts the other animals are intelligent at. It may be that all animals are far more intelligent than humans. However, as they know that all of it is ultimately going to be in vain, they keep quiet, and continue doing their business.
The universe needs a metamorphosis, but, in the first place, Man needs one.
Assuming human races exist, one human race may, on average, be superior to another human race, but every person from the superior race cannot necessarily be superior to every person from the inferior race. Those who do not recognise this fact are ‘pure-racialists’, and those who do are ‘pseudo-racialists’.
To every human (in general, non-superhuman) feeling, there is a higher superhuman feeling.
Matter follows Truth.
Doubt is my religion and knowledge is my God.
Experience is dumb.
I hope that death is the end of doubt and the beginning of knowledge.
To understand Man, one has to be, at least, Man; to understand God, however, one has to be God.
Professionalism is nothing but a crude insistance on the mechanization of mankind.
Heart is love that pumps, and penis is a pump that loves.
Heart is pumping love, and penis is a loving pump.
The idea of freewill is an epiphenomenon of the spontaneous overconfidence of the thing called ‘self’ which, moreover, by its inherent nature, is a wonderful delusion to itself.
Surrounding the heavenly oasis of knowledge and peace there is a huge desert of doubt and bloodshed.
God is Evil, and vice versa.
A kind heart has a liberal hand; a magnanimous heart has an extravagant one.
History is all red and green; Future is merely black and white.
Man is yet to know freedom.
Existence is mystery’s ultimate masterpiece.
Life is liveable for it is gratified, and thinkable for it is mystified.
All the world is a non-spatial computer game, and all the men and women merely spatial images.
The universe is a non-spatial matrix.
Demystification is the glory of intellect.
Vice is defenceless against injustice.
A good man is good to those who have been good to him, and a wicked man is good to those who shall be good to him.
Necessity maintains Truth.
Evil tends to triumph, for entropy tends to increase.
Happiness is more important than truth, but it is also scarce without it.
God is supremely misunderstood.
A school is an academic jail.
What philosophy has mainly done, so far, is to attempt to prove or to disprove axioms.
It takes poverty to know life, for knowing life involves knowing its grief, and wealth tends to ignore grief.
The most fundamental dimension is ‘uncertainty’ and the most profound one is ‘mystery’.
This world is full of such intense suffering that even a single moment of joy in my life would debase my soul with unfathomable sin.
The most perplexing question life has thrown upon me is ‘whether I should be a moralist or a solipsist’.
My greatest worldly ambition is to reprogram the non-spatial universal computer.
A quotation, in principle, has a natural strength to be the wit of wisdom.
I have far more reasons to rather disbelieve that a man besides me suffers when he cries, yet I have far more sentiments, than those great reasons, to instead weep for his, far less likely, sufferings.
How simple the universal design would be if all life, besides me, were simply unconscious.
Painful life is brutal and painless life is superficial.
The journey of science begins with common sense and ends in nonsense.
Nature is habitually and profoundly disrespectful of common sense.
Inequality is natural and nurturing it is more so.
The two world wars, especially the second one, if I may say, are perhaps the most glaring universal realisations of the moral idealism that a relentless sinner- a tyrant, an oppressor- is destined to be offended shamelessly by evil, similar, if not the same, in ideals and nature.
The ultimate mission of life should be to reprogram the non-spatial universal computer, resulting in knowledge and eternal happiness.
Man shall be free once he has taught God.
I praise God on his knowledge, but I condemn him on his actions, for his knowledge is profoundly mysterious, but his actions are painfully absurd.
To know the universal design may be human, but to change it is absolutely divine.
The universe is a great ocean of non-spatial feelings, the ocean where the entire drama of space, time and self, and the profound ideals of life, death and humanity are merely submerged.
Man’s respect for God lies solely in His greater powers.
I feel I exist; I think the world exists.
I love life for its happiness, and I respect it for its mysteriousness.
One is never envious of great, unless one is great.
Tagore has a mere inheritance of thought, but a pure gift of expression.
God is a ruthless sectarian, a bigot. It is a blind romanticism of saints and poets to glorify him as a pure universal soul, to form him formless.
The universe is one in that it is non-spatial, it is many in that it has truths and feelings, and it is an illusion in that space is a mere impression amongst some of the feelings.
The evolution of scientific ideas fathers the mother.
The great minds have told you the rules of only a particular universal game. I define the idea of game itself, so that new better games could be thought of and may even be played.
I hope from the bottom of my heart that poverty and misery are unconscious.
I like Man, but I hate Men.
God has conquered the entire universe, and now its Man’s turn.
Let me meditate, and I shall conquer the universe.
The key to eternal happiness is God’s death.
God created Man to die at the hands of the human mind.
Those who are meek towards God do not understand Him; those who are not would wish to kill Him.
The most profound aspect of the universe would lie in the ultimate failure of ‘understanding’, be it rational or, as they call it, spiritual.
I exploit the unconscious world to quench my consciousness.
An Englishman’s greatest hypocrisy is his faith in Christianity.
Sex is the most materialistic form of love.
God is a superhuman mind that represents the design of the material universe in the form of non-spatial feelings.
Nietzsche’s superman is a man superior to the man of today.
If you cannot bear eternal happiness it is not eternal happiness.
I have ceased to dream since I have known that reality is non-spatial. Yet I am forced to live in that world of dreams for there is no other world I am mighty enough to be in.
Laughter is the refuge in the world of madness; lament is the result in the world of sadness.
An Englishman is at his best at hypocrisy when he attends a church.
God is a passive hypocrite.
God is passively sanctimonious.
If there is anything misunderstood as much as the concept of God it is the concept of logic.
Intellect is intellectual at analysis; genius is genius at synthesis.
Space is an illusive product of its negation.
I respect Newton for his unfailing belief in Astrology.
Every man loves his own madness.
Astrology gives me the best insight into God’s mind and the NSTP theory provides me with the best insight into the mechanism of that mind.
I, in contrast, have an immense pleasure in hypothesizing that gravitation is a specific type of spatial illusion to non-spatial observer/s.
I am far more certain that God exists than that He created the world.
I am more worried with the politics God is playing with humanity.
God is software written in superhuman language on non-spatial hardware constituted of feelings.
The more I find life to be a great design, the more I suspect it to be singular in existence; the more I suspect it to be singular, the more I feel it to be specific and personal; the more I feel it to be personal, the more I think of it to be a mere question; And the more I think of it to be a question, the less I understand the questioner.
The more I find life to be a great design, the less I understand the designer.
Reason is not necessarily linguistic.
If time were a mere (non-spatial) feeling, the entire history would be an illusion- a mere concept with no correspondence to reality. However, in fact, time also exists as an imperishable idea, which makes the reality have an inherent eternal sense of past, as well as that of present and future, thus making history make sense.
Einstein tells me how genius really looks like.
Imagination paves the way to knowledge through particular innovation and hinders the way through universal suspicion.
Destiny is a result of reality’s absolute eternal rigidity.
What ‘rebirth’ could mean is a possible existence of (non-spatial) states of consciousness, after death, representing (ideally) the same, or (roughly) similar kinds of experiences as being represented in this particular life to which death would be a particular end. It is important to learn that here the concept of soul is not involved and thus the idea of rebirth, loosing its fundamental significance, becomes, in theory, a mere virtual or pseudo phenomenon.
Reality is not an illusion; reality is real. The fact is that what science believes to be real is an illusion, and vice versa.
In the experience of space, space is an illusion and the experience is real.
The relativity of time is made real by various illusive experiences of time existing really as non-spatial feelings.
I like dawn and night; what exists between these two is a sheer boredom.
The only problem with the great scientific and philosophical minds is that all of them were wrong.
If mass and energy – wave and particle – were both to be but different manifestations of the same thing, that same thing would be ‘non-spatial feeling’.
Though I am irritated with the realisation of my own pain, I am profoundly distressed with the suspicion of that of the other – for though I may find a number of physical ways to end my irritation I find not even a single certain way to overcome my suspicion.
In my eyes Einstein became a legend with his assertion – only daring speculation can lead us further.
I understand the question, but not the questioner.
Once I understand the universal questioner I shall have resolved the universal question.
What has the questioner gained by putting me into the question?
Though I believe to have found, in theory, a superhuman mind existing as non-spatial feelings and responsible for the natural phenomena – the mind which I often refer to as God – I fear there is a sublimely higher universal questioning mind, completely beyond what the entire humanity may have ever thought and what it could ever feel, understand, or imagine.
The universe is a question written in the language of feelings demanding an answer to be given in an unknown language.
There is an infinite distance between the plane at which the ultimate universal wisdom lies and the one at which my own little wisdom does; but the problem is that it is again I who has imagined the planes and has calculated the distance.
Christianity is Jewish absurdity; Relativity is Jewish profundity.
I’m a Hindu in the only sense of my belief that the Upanishads do make some philosophical sense.
What I have asserted in axioms is something that the entire generations of philosophers have only managed to mumble.
I am Sun and Jupiter, not Venus and Mercury.
The only absurdity in which I find equally immense compassion and morality is Christianity – though the compassion is outlandish and the morality is blemished.
I am prepared to commend all philosophers but Wittgenstein.
Nothing would stun my intellect as much as a well-formed impression that 'that which is believed to be logical – and therefore, eternal – had a thoughtful creation'; and nothing would hold me back from any further philosophising as strongly as an intense suspicion that 'nothingness is the only existence'.
I believe in the existence of space only to the extent that it – the space – is an illusion.
Man is a child that shall never grow up.
Descartes’ ‘unextended mind’, Leibniz’ ‘windowless monads’, Kant’s ‘non-spatial mental apparatus’, and, in a very limited sense, Sankara’s ‘Brahma’ are my non-spatial feelings. The big difference – though not the only one – however lies in how the fact – that mind is non-spatial – is found. The four philosophical giants find it through heavy argumentation, whereas I, in contrast, understand it to be self-evident.
I have said in one axiomatic sentence what others have said in literature that occupies libraries worldwide.
Whatever you do – rationalise, philosophise, or moralise – you shall understand that life is a profound despair.
A great sense of reason comes with a great sense of morality.
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Natural breast enlargement is an exciting phenomena that many women wanting larger breasts are turning to as alternatives to breast augmentation surgery. The first rule for greater success if you want to attain real and noticeable breast enlargement is to choose the right product. There are a slew of cheap, watered down herbal formulas out there right now that are a disappointing failure to most of their users. Make sure you know the formula you take has at least a resonable success rate.
There is no one natural breast enlargement formula that works on all women. Think of it as a medication. Not all medications have the same effects on all people, hence the wide variety of brands and formulas available. Every person's body is different, and their body will respond differently to herbs and natural breast enalargement formulas, and take different amounts of time to respond positively.
Second, a good rule of thumb is to avoid any type of caffeine or stimulant - ESPECIALLY any type of fat burners or diet pills, as these will always decrease breast size, since the first place we usually lose weight is in the breasts. Same goes for carbonated beverages. Avoiding carbonation can enhance the effects of a natural breast enlargement regimen by not interfering with it's digestion and absorption.
Third, and perhaps most important, moderate to light breast massage. Pair this with a good external breast enlarging and/or enhancing formula like a cream or serum, and this really helps to jump start and encourage further breast tissue expansion. Many of these external natural breast enlargement formulas contain caffeine. This is OK! You only need to be concerned with avoiding drinking or eating caffeine. It will not affect any results when massaged into the skin.
Next, try to maintain a healthy, balanced diet while taking a natural breast enlargement pill. This helps to balance the hormones naturally, and will help promote breast growth by intensifying the effects of the breast enlargement formula. Hormonal imbalance is one of the primary reasons breast pills may not work as effectively on some women, so don't take any chances, and eat balanced meals with plenty of protein if this is not how you are already eating.
Also, you may want to supplement your diet with 1000 mg of vitamin C per day. Vitamin C actually helps to further absorption and utilization of natural breast enlargement preparations (of an herbal nature).
Lastly, try to keep your breasts as free from constraints (go bra-less) whenever possible. As with the light to moderate massage, this actually helps the breasts natural ability to expand in size by encouraging tissue growth free of constraining contraptions which can act as an inhibitor to healthy cell reproduction.
It is very important to take a natural breast enlargement product exactly as the creator of the product prescribes. They know their product the best, and they've formulated it to work a specific way, so any diet supplementation, times of day to take it, or lifestyle modifications they suggest should be adhered to as closely as possible to assure you are doing everything possible to make the product work for you.
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So what do you think grass landscaping really is all about? Hopefully this report will include some interesting information about grass landscaping, information you might be able to use in your own lawn, not just that old stuff they used to let you know.
If you worship the look and feel of grassy lawns, then there are some vital things you should now when it comes to choosing the ideal grass for your landscape. By learning a few new things, you will be able to create your dream lawn that has a very low maintenance level, is energy efficient and makes your turf look the best in the city.
One hugely popular color of grass is the dark green. Almost one and all want a deep shade of green for their garden. One problem with this though is that some of your new grass will dole out as invaded with other brighter shades of green. In case you choose dark grass but have a lighter type of green grass now, choose a home turf that mix fresh because eventually, the grass you never planted will capture the new grass. The lighter types of green grass are just due to attractive.
What type of grass you eventually choose will also depend upon the location of where you live. It doesn’t matter if you should have hot weather, damp or dehydrated; you will be able to find the type of turf that is just right for you anyway. There are types of grasses that will grow better in the shadow as well as other types that do well in the tough tropic sun. The key for you is to choose what’s best for your circumstances.
Now you might think how can you put a boundary on finding out more? In the next section you may contain that one little bit of understanding that changes all, so please read on….
Before you begin on planting your newly purchased grass, please remember some important points. You should determine the size of the spot that you are planting on and along the location you must also know about the conditions. You can go to any house and garden hub and quiz them what the most excellent types of grass are for you and your situation. When you are all set to plant and finished, there are many kinds of different ways to choose from when it comes to sowing and laying down the sod.
When you’re done planting your grass, the taking care of your new lawn is up to you. Maybe you ought to keep a sweet maintenance timetable in which you include watering, edging, fertilizing and thatching once or twice a year.
You also will want to keep the grass looking its finest all the time. By watering it you will encourage it to a good grass enlargement. You simply should determine a good plan for yourself and for your new turf and then make sure you stick to it.
The turf also provides an impressive erosion control as well as it absorbs much of the noise and other things in the nature. Your new grass will also provide fresh oxygen for your and it helps the environment geranium. For the years to come you should be nice to your turf and it will give you a lot back in the future.
I know that those who only know a few facts about grass landscaping often can be puzzled by all the misleading information of there. The cure for that is to help those who are misled in the first place and you should gently correct them with the knowledge you have got while studying landscaping. If you share your knowledge, eventually everyone in the neighborhood can have a nice lawn in front of their house.
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There are various types of birth control available to couples wanting to avoid pregnancy. Of all of these methods only condoms offer a high degree of protection against infection by HIV and other STDs (Sexually Transmitted Diseases) at the same time as providing highly effective prevention of unwanted pregnancy.
But just how effective are condoms at preventing pregnancy, and what are some of the factors that have a bearing on their effectivenesss?
Effectiveness of Condoms in Preventing Unintended or Unwanted Pregnancy
When determining condom effectiveness, it is important to recognize that, as with all methods of contraception, the effectivness of condoms decreases when they are not used correctly. According to one large study, "In one year, only two of every 100 couples who use condoms consistently and correctly will experience an unintended pregnancy - two pregnancies arising from an estimated 8,300 acts of sexual intercourse, for a 0.02 percent per-condom pregnancy rate."
Other studies that do not measure for incorrect use, but only for "regular use", indicate that the pregnancy rate may be as high as 15% of couples. But this number is skewed because it includes improper use. The main reason that condoms sometimes fail to prevent pregnancy is incorrect or inconsistent use, not the failure of the condom itself.
These studies just ask women how often they have become pregnant when their partners use condoms. But the "failure rate" derived from these statistics includes cases of incorrect usage, tearing due to mishandling of the condom or rough sexual practices, or even where the couple did not use a condom every time they had sex.
So it is worth repeating. When condoms are used consistently and correctly they have a very high prevention rate -- between 97% and 99%. But they must be used "consistently and correctly" in order to be this effective.
Ways to Prevent Condom "Failure"
Here is what you must do to insure you are getting the best protection possible from condoms:
Use a condom every time you have sex. The condom must be applied as soon as erection occurs and before any sexual contact (vaginal, anal or oral). Be sure not to tear the condom with teeth or fingernails. Do not use oil-based lubricants such as petroleum jelly (vaseline), cold cream, hand lotion or baby oil, since it can weaken the latex. Withdraw from the partner immediately after ejaculation, holding the condom firmly to keep it from slipping off.
Some other Condom Considerations When you buy condoms, read the label. Tests have shown that latex condoms are more likely to give you the added side benefit of preventing the passage of STDs. High quality condoms will be in a package that says the condoms are effective in preventing disease. If the package doesn't say anything about preventing disease, the condoms may not provide the protection you want, even though they may be the most expensive ones you can buy. Novelty condoms (flavored, textured, etc.) are intended primarily for sexual stimulation, not protection. Again, read the label. If it does not say anything about either disease prevention or pregnancy prevention on the package, then it will not be as effective a barrier against pregnancy and disease. For proper protection, a condom must unroll to cover the entire penis. Condoms which do not cover the entire penis will not give you maximum protection. This is another good reason to read the label carefully. Female condoms, while reasonably effective, are not quite as good as male condoms. Although using spermicide by itself (without a condom) is not a very effective way to prevent pregnancy, using condoms that have spermicide added increases their effectiveness. Condoms available from vending machines are not always of top quality. Look for brand names, and read the label carefully. Bright sunlight and heat can weaken the latex, so store them away from sunlight and in a cool place.
Where should I buy condoms?
If you are buying online, make sure the online store carries a broad range of name brand condoms, contains helpful information about condoms, and is reachable by phone so you can talk to a real person. The best advice is to buy from an established source that deals only in name brand products.
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The paper is a marketing analysis based on the example of Arnie Morton’s steakhouse. Particularly, the marketing environment, including the analysis of the company’s consumers and competitors, and the marketing mixing are analyzed. Finally, the companies perspectives are taken into consideration and positive and negative aspects of the company’s marketing is briefly analyzed.
Processes that are now observed in the contemporary economy differ significantly from what happened even a few decades ago. The 20th century became a very important period in which the main preferences and interests of customers changed in favor of such industries as entertainment and food industry. It means that material interests are quite important society and investments in such industries may be very perspective. Arnie Morton’s steakhouse may be a good example that serves as a strong argument for the statement mentioned above. Taking into consideration these facts, this paper would be focused on the Arnie Morton’s steakhouse, particularly on its marketing environment and mix as well as the company’s perspectives would be discussed.
The Marketing Environment
At the beginning of the paper, it is necessary to analyze the marketing environment the company is in. But it is impossible to understand the current situation and position of Morton’s steakhouse if there is no information about its history and first steps in serious business. By the way, a historical background of Arnie Morton’s steakhouse is particularly interesting because its founder and chief to a certain extent managed to foresee the prospects of his company and industry at large.
So, it is worthy to underline that the development of Morton’s of Chicago into one of the largest company, operating in the US restaurant business and having a great food-dining concept, may be traced back to a collage paper written more than three decades ago. At that time, one of those who would play a prominent role in the development and progress of Arnie Morton’s steakhouse, Allen J. Bernstein, being a junior marketing major at the University of Miami, was so eager in the restaurant business and particularly in branding that he decided to write a term paper on this topic. Quite remarkable fact is that he used a nearby Miami-based Burger King Corporation as the basis for his research. What is more interesting it is the conclusion that he made, namely he wrote: “I became fascinated with two things. One: the concept of what franchising was and two: the future of the leisure time industries, of which obviously eating out is a very significant one.” (Peters 2001:74). At this respect, the future chief of the company shows a great talent and intuition in ability to foresee prospects of the market development and demand. Actually, he turned to be a person that once being repossessed by some brilliant idea would attempt to make it true and probably due to it Morton’s is nowadays one of the largest companies in its segment of the market and continues to be quite a significant player and provide an ongoing international growth of its 61 unit.
Generally speaking, Arnie Morton’s steakhouse was found in the late 1960s by Arnie Morton and Klaus Fritsch. They opened their first steakhouse in Chicago and since that time on the company has been developing quite dynamically. However, an unprecedented, rapid growth has been basically observed during the ‘epoch of Bernstein’ who came to the company, or more precisely acquired Morton’s steakhouse in 1989. Exactly this year, Allen J. Bernstein acquired eight of nine Morton’s that existed at that time. Bernstein, being a chairman, president and chief executive of New Hyde Park New York – based Morton’s Restaurant Group Inc., and soon he has opened 53 additional Morton’s, including seven international units.
It was really a significant enlargement that made the company much more powerful than it has ever been before. Naturally, such an enlargement could not prevent the company from becoming a leading company in its segment of American market and what is also very important is the fact that the strategic step has been done practically immediately when seven international units of Morton’s steakhouse were acquired. This acquisition symbolized the intention of the company administration to broaden national market and become an international company.
Naturally, it was a very perspective decision because in 1990s the world economy was characterized by the overwhelming process of globalization. At this period of time the world economy really became open and opportunities for businesses became practically unlimited geographically with rare exceptions. In such a situation Arnie Morton’s steakhouse could not remain limited by national borders of the US and attempted to enlarge its business.
However, the general trend of the world economy is obvious not the only reason why the company has started business on the international level. One of the very important reasons was the intention to become a leader of the market in spite of all rivals Morton’s had to compete with. Among its most powerful and strong competitors may be named Bertolini’s that worked quite successfully but mainly in the national market. For instance, in 1999 it possessed twelve Bertolini’s in ten American cities. Though this company is characterized by a traditional Italian style and some times it is called an authentic Italian trattoria.
But, anyway, it is obvious that the company itself and its leadership in the market is not sufficient and, furthermore, is impossible without customers. It is necessary to say that customers are the primary concern of Arnie Morton’s steakhouse management. The company is characterized by a high respect to its clientele and it is seen in strategic postulates proclaimed by the chief of the company. In order to explain what attitude to clients should prevail in Arnie Morton’s steakhouse it would be enough to quote Allen J. Bernstein who estimated that “my credo is if you’re an Alabama rubber band salesman and you stop in Atlanta for the first time, our people better treat that person as the most important person in the world.” Moreover, “they better be treated as if they were Mel Gibson, Sharon Stone, or former President Bush. Then, if you’re, in fact, really dear and near to the company, somebody of a prominent status, then we elevate you to a deity status.” (Peters 2001:80). So, judging from this the attitude to clients are very respectful and it seems that the company cares about clients at first turn, however, the company also demands a corresponding payment for such attitude but it will be discussed in the next chapter of the paper.
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