Free Essay

Burying Sm

In: People

Submitted By louis10307
Words 1813
Pages 8
Roy Abrams
Burying SM Paper
April 17, 2011

Death. Death is an inevitable occurrence in the life cycle of the human race that is dealt with in numerous different ways. Culture. Cultures are so numerous and varying that it is almost impossible to compare the small nuances that make them unique. Death and culture truly share a major thing in common, as they coincide harmoniously with such questions as “How is death handled?” and “What happens next?” As human beings, it is certainly possible to only look at the perspective of death that our particular culture is familiar with, and to let that obscure the views of others around the world. In Africa, death is a little more complicated. Placing the focus on one country in Africa, Kenya is a land that is still divided by tribal differences, differences that have been in place since written record itself is known about this region of the world. Death in Kenya raises a few questions, just as it does in places like Chicago, or Venice, or any small town in rural Kansas. These questions were far more involved after the death of lawyer Silvano Melea Otieno in 1986. “SM”, as the man’s name is abbreviated, was born a member of the Luo clan or tribe, but upon marriage with is wife Virginia, a Kikuyu tribe member, threw Kenya for a loop in ways he could never have imagined (Cohen; Odhiambo, 1992). The problem that was really a deep-seeded threat in this situation was a case of pluralism, or a diversity of views. An intense legal battle ensued, and through all of the laws and smoke and mirrors, Silvano Melea Otieno was finally buried in his home region of Nyamila. The laws of ethnic and traditional ties wound up victorious in this clash, even though it was widely known that Otieno and his wife lived their lives separate from society norms. SM should not have been forced to been laid to rest in Nyamila, freedom of choice should have been granted and his body should now lay at his farm located in the Ngong region just outside of Nairobi. Shortly after SM’s death, the two tribes were then involved in a struggle as to where his remains where to be buried, and a final resting place to be selected. There are two types of pluralism, either normative or legal. In the case here with Mr. Otieno, both types of pluralism came into effect. Normative pluralism really draws upon the society or cultural normalcies that tend to constrict and limit deviation from these rules. Legal pluralism involves court proceedings that override the in-place cultural-state laws that deny individuals the common human right of choice (Twining, 2009). Clearly, with the American ideals of freedom and the choice to decide our own fates and the fates of our family members, it is logical to state that Mr. Otieno should have been granted the legal case to be buried at his farm as per the wishes of his wife Virginia. In order for this famous case to be even relevant today, it is obviously so that it drew immense public spotlight back in 1986-1987 when the legal battle was still being enacted. To put the case into a more relevant example, the S.M. Otieno case in Kenya had as much public media exposure as the O.J. Simpson case did in the United States. With the entire world seemingly peering down upon the African nation, Kenya was forced to handle the brunt of the activist activity that took place during the trial. The fact that Kenya was a nation divided was evident, a land split between several different cultural rule-sets, whether it be the Luo, the Kikuyu, or any of the other factions or states of Kenya (Githongo, 2010). The face that these divisions are still evident today proves that Kenya has had a past and will certainly have a future of strict normative pluralism, and the Otieno family was ravaged by these killer hidden codes. Aside from all of the tribe-enacted rules, the court decision that finally decided that SM would follow his cultural customs and be buried in his hometown is shocking and utterly different from the freedom that we so covet in our society. The court claimed that as Mr. Otieno’s widow, Virginia had no right, under the customs of his tribe, to bury her husband at their farm outside of Nairobi (Reuters, 1987). No right. The tribal standards that bound this court decision nullified the natural right of a spouse to lay their significant other to rest. The article from the New York Times is really a great example of how widespread the news of this court battle spread, as people in America were left shocked at how such a simple human right had been snatched away due to long-outdated and un-solid rules set up by a lineage of tribal elders, members, and scholars. A wife was not allowed to bury her husband near their home, truly nullifying the closer that all people seek with the completion of burial and prayer. History is of course very important in the course of the human race. The tribes of Kenya are built upon a rich history of past events, facts, “rules’, and general key ideals that make each tribe unique from one another. By examining this court case further, surely, an argument could be made to support the courts of Kenya and to explain why S.M. Otieno should have been buried exactly where he ended up in his hometown of Nyamila. Cultural back rounds are very important in not only Kenya, but really in any religion or belief system that is in place today. Is it not custom for a Christian burial ceremony to include a mass? Or for a Jewish boy who is entering manhood to celebrate this joyous occasion with a bar mitzvah? Culture is very important in the world, so important that strong backing and support is given to the nuances and subtleties of the rules that are tucked away inside of it. In this case, the Luo ties that Otieno was born into were strong, and influential, and wound up deciding his ultimate fate in his stead. Truly, why should the court have changed the very ways they have operated for many years just for one case of a family that claimed to not have lived by their pre-determined society norms? There is certainly a strong argument for both sides of this tragic case, but it is still necessary to side with the grieving widow, as personal choice and love and emotions should always supersede the unforgiving and un-excepting laws of the past. The Luo tribe truly believed that S.M. Otieno should have been buried in his place of birth, not because he was born there, but because the holy ancestral spirits were located in his hometown of Umira Kager (Nyamongo, 2000). Further reading about the cultural practices of this interesting tribe only strengthens the argument to break the oppressive and discriminatory bonds that their rules put in place. When a Luo man dies, a fire is lit called the magenga. This holy fire burns for six to seven days, and is a symbol of cleansing. This same holy fire only burns for three days for a woman. Certainly American people understand the hardships of female oppression, and it overcame the chains of bondage nearly a century ago, while Africa in many ways, is still treating the sexes differently in so many facets of life. This is a change that really needs to occur, and can only occur, if the old-time “rules” of tribes such as the Luo allow ALL of their members to live and die in the ways in which allow ALL of them equal and fulfilling closer to such a profound and sometimes traumatic experience. Silvano Melea Otieno was a distinguished man, a trial lawyer, well educated and versed as many are in Kenya in the Queen’s English. He was married to the love of his life, and purchased a family home where he decided to dwell in the village of Ngong, just outside of Nairobi. When his untimely and sudden death occurred, nobody would have begun to think that an entity that was completely absent from his personal life, his tribal heritage, would make the decisions that family should undoubtedly have the privilege and right to make. The very courts that he became well versed in as a trial lawyer seemingly abandoned the written and scripted laws that he knew so very well, rather following the unmarked and unlit path of heritage, folklore, and lack of personal identity that the Luo tribe laid before it. A grieving widow had no chance to break the bonds of a holy cultural cornerstone, instead forced to bury the man that she loved far from her home, crushing her ability to visit the site where her loved one now rests so without peace. S.M. should have been buried near his farm in Ngong, so that his wife and other family members could understand and mourn his exit from this realm, but instead, they now are left broken, without closure, and angry at a seemingly intangible force that continues to drive the people of Kenya. Change needs to happen, people need to be allowed the freedoms of choice and discretion that the American people so happily enjoy. Perhaps in time the Kenyan turmoil and strife will come to an end, but still today, tribal boundaries and intestate deaths continue to tear apart sacred events in life, even one of the most sacred, the occurrence of death itself.

Works Cited

Cohen, David William; Odhiambo, E.S. Atieno. (1992). Burying SM, The Politics of Knowledge and the Sociology of Power in Africa. Portsmouth, NH. Heinemann Publishing.
Van Doren, John W. (1988). Death African Style: The Case of S.M. Otieno. The American Journal of Comparative Law. 36 (2). 329-350.
Mutongi, Kenda. (2007). Worries of the Heart: Widows, Family, and Community in Kenya. Chicago. University of Chicago Press.
Reuters. (1987, May 25). A Top Kenyan Lawyer Buried Amid Tribe's Exorcism Rites. New York Times. p. 37. Retrieved from EBSCOhost..
Twining, William. (2009). Normative and Legal Pluralism: A Global Perspective. [Lecture Abstract]. Retrieved from Duke University Google Docs.
Chabal, Patrick. (2009). Africa: The Politics of Suffering and Smiling. London. Pietermaritzburg Zed Books Ltd.
Monari, Evans. (1988). Burial Law—Reflections on the S.M. Otieno Case. Howard Law Journal. 31. p.667.
Githongo, J. (2010). Fear and Loathing in Nairobi. Foreign Affairs, 89(4), 2-9. Retrieved from EBSCOhost.
Nyamongo, Isaac. (2000). Burying the dead, culture and economics: an assessment of two Kenyan cases. International Social Science Journal. 51 (160). 255-261.
Meisler, Stanley. (1970). Tribal Politics Harass Kenya. Foreign Affairs. 49 (1).

Similar Documents

Free Essay

Text Addiction

...Texting has been around for a while now but it has started becoming very popular and trendy over the last several years. In 2005 I purchased my first cell phone a Boost Mobile/ Walkie Talkie Phone. I was able to send text messages but never did. Being a prepaid phone it was expensive and I preferred for every bit of my time to go towards and actual conversation. However once phone companies started offering plans of unlimited texting, texting became very popular. I can appreciate the fact of how convenient texting is. It’s a great way for people to communicate quickly and quietly. Texting is a accommodating device to use when transferring information, directions, and other helpful things. On the other hand there are cases of the negative effects texting can cause people. I watched a television program on MTV about two young ladies who considered their selves textaholics. (, True Life: I am a Textaholic, October 2011) One young lady was a senior with the dream of playing volleyball in college. She texted so much that she begun having difficulties in her wrist. She also was going to have to have surgery. What surprised me was that her mother was asking her if she could text less. If a child cannot resist the urge to lay their phone down for their own safety and health reasons then a parent needs to step in. At the end the girl reduced her text messaging by thousands but ended up not playing......

Words: 471 - Pages: 2

Free Essay

Breeze Through Popular Culture

...A Breeze through Popular Culture Often parents and adults say that we teenagers text too often, play video games for vast hours, and that we watch unworthy fake news programs. In addition they say that all this diminishes our intelligence, however this is not one hundred percent true. Furthermore, I will acknowledge that text speak, video games, and fake news are instead changing the way people think in a positive manner. Although this is not a traditional way of gaining knowledge, it is still a growth that people who think in a conservative way have to accept. Text speak, video games and fakes news, have created a different way of learning, enhanced our communication skills, and they have increased our imagination. An examination of 2B or Not 2B by author David Crystal, Extra Lives: Why Video Games Matter by author Tom Bissell, and The Good, the Bad, and The Daily Show by author Jason Zinser will reveal to us how text speak, video games, and fakes news also result in positive outcomes. Text speak, video gaming, and fake news have revolutionized the way we learn. David Crystal, well known for his work in English language studies and linguistics, says in his essay 2B or Not 2B that text speak is not something alien to us, the way we use text speak is what is different. It is important that we teenagers establish to parents, adults, and teachers that we are not destroying the English language neither adapting poor writing habits by abbreviating words. I have made the......

Words: 1197 - Pages: 5

Premium Essay


...Charter Analysis Paper Com/285 University of Phoenix March 08, 2011 Introduction Teamwork and Personality is about working together for success and progress. Having a team working together increases the chance to reach those goals, what we know about teamwork considering personality types, listening skills, and trust level among the team members. Therefore acknowledging the team member personality type will help to foresee for the best match to facilitate the role identification depending on each team member strengths and weaknesses. Perhaps in the other hand part of our personality also depends on how we communicate, and also depends on communication level among the team members. The good listening skills and good communication provides good positive feedback to the speaker. Group Communication Perhaps one of the toughest ways for any group to even begin to exchange all of their information, that needs to be exchanged. I s 1st to begin for-most with communication within the group. This may be done with a various amount of ideas. There for as using the new technology, which exists now. Perhaps the essential tools of communicating is by texting, emailing, calling, even all of you getting online together without even having to be in the same room together. And you can have a serious conversation. The information that needs to be exchanges can be as simple as what is in the team charter? Or exchanging ideas for the team papers, these ideas are effetely making group......

Words: 963 - Pages: 4

Free Essay


...Miguel Santibanez Mrs. Schaff English 12 2/28/14 Misconduct of a professor Professor Laurence Thomas at Syracuse had informed his students that if he caught any one of them texting or any other kind of misconduct; that he would leave the classroom. With that said, one of the students that sat in the front row of the classroom was caught texting. Once the professor saw, he immediately walked out of the classroom without a word said. Later on emailing his students, explaining to some extend why he left as well as leaving some comments that students found controversial. It was wrong of the professor to leave the classroom and cancel classes just because of some small issue. In the professor’s email that he sent to his students, he stated that the student whom sent the text message in class was Cuban. And that two other Latino students that had started playing tic-tac-toe in class the year before. By stating the fact that in both incidents where he has walked out on the class, it has been because of Latino students. This shows that the professor might have a bias feel towards Latino students. Racism is being showed against a certain race; even though he states that he is a “minority scholar himself”. Thomas also says that he is both black and Jewish although he does “not have the Jewish look”. There was no reason for the professor to state that the students are Latinos, unless he has a racial issue towards them. Thomas could have handled the issue in a much......

Words: 766 - Pages: 4

Free Essay

At&T Wireless Case

...AT&T Wireless Case – ACCT 503 1. [10 points] Describe the cost behavior in the wireless industry. What are the implications of this cost behavior for cost-volume-profit (CVP) relationships? Cost behavior is how a company’s costs change given a change in that company’s activities. Variable costs are costs that change proportionately with the changes in a company’s activities. In contrast, the costs that do not change with a change in a company’s activities are known as fixed costs. In the case of AT&T, costs are focused primarily into the fixed category. This means that as the company’s activities shift, its costs remain relatively unchanged. This combination of high fixed costs and low cost variable costs gives AT&T and the rest of the industry a large amount of operating leverage. The high operating leverage of AT&T means that the company utilizes a higher risk strategy which leads to higher profits as volumes increase. Essentially, as long as AT&T maintains a volume that covers at least its fixed costs, any additional volume translates into profit. This works both ways however, if volume decreases below the threshold for covering fixed costs then every decrease in volume yields proportionately equal losses. According to the case, there is little cost associated with text messaging. The case states that text messaging has an incredibly low variable cost, estimated at only a few cents per text. So basically, once AT&T has covered the cost of......

Words: 1405 - Pages: 6

Premium Essay

What'Sapp exchange messages without having to pay for them. WhatsApp Messenger is available for iPhone, BlackBerry, Android, Windows Phone and Nokia and yes, people using these different phones can all message each other! Due to the fact that WhatsApp Messenger uses the same internet data plan that we use for email and web browsing, there is no cost involved in messaging and staying in touch with your friends. WhatsApp was founded by two guys who spent 20 years doing geeky stuff at Yahoo! Inc. before starting WhatsApp Inc. The idea of developing this application was to create a service that is really wanted and needed for daily life and it worked, it has saved us a lot of money and made our lives better in a way, this idea has become an amazing SMS alternative. There was an option to place ads in this application in order to sell ad spaces to other companies so they could advertise their products and services and attract potential customers. But most people aim to avoid ads every single day, because it is a nuisance to Internet users. No one wakes up excited to see more advertising and no one goes to sleep thinking about the ads they’ll see tomorrow. People are going to sleep excited about the opportunity given to chat with their friends/family from all over the world during the day without any costs involved. Developers want WhatsApp to be the product that keeps you awake and the product that creates desire to reach for in the morning, because no one is jumping out of the bed in......

Words: 474 - Pages: 2

Premium Essay

Buyer Personas

...BUYER CHARACTERISTICS Name: | Guy Fieri | Industry Segment: | Restaurant – Full-Service – Mid-size to large independent and multi-unit | Job Titles: | Owner/Operator | Reports To (Titles): | Self | Age Range: | 40+ | Predominant Gender: | Male | Years on the Job: | 10+ | Education: | Bachelors Degree | BUYER’S FIVE MOST IMPORTANT ACTIVITIES (in order of importance): 1. Filling as many tables as possible on a daily basis (with either repeat clients or new clients) 2. Ensuring a consistent level of quality experience for every client, every time 3. Training and managing staff 4. Marketing to existing and new clients TOP FIVE OBSTACLES OR PROBLEMS THAT INTERFERE WITH THE BUYER’S SUCCESS: 1. Traditional marketing like print ads and mailers are expensive and don’t guarantee any measurable ROI. E-mail marketing is better, cheaper, and definitely has its place. However, only a few percent of e-mails are ever opened, and many of my customers do not want to give out their e-mail addresses for fear of more SPAM. 2. My inability to quote accurate wait times for walk-in and call-ahead parties, while simultaneously ensuring that reservations are seated at the time they requested, during peak hours negatively impacts my customers’ satisfaction. 3. Taking reservations by phone with pen & paper by phone is inefficient, requires that someone is available at all hours of the day (even when we’re closed), and is prone to human error. Using......

Words: 1585 - Pages: 7

Premium Essay

New Retail Trends

...The New Retail Trends Immersive Technology: In today’s marketplace, it is getting harder and harder to stand out from the competition especially that customers today have so many products to choose from and so many ways to buy. Factors like price and service surely help attract customers, but to truly differentiate themselves from competition, retailers need to nurture customer advocacy, so that when shoppers want to make a purchase decision, they think first about the retailer’s store brand rather than the list of products. In response, retailers are investing more and more in the creation of truly immersive shopping experiences that allow them to connect with shoppers on an emotional level through customized shopper marketing strategies. To involve the customer has therefore become the purpose of design and merchandising in the new retail environment Given customer expectations, retailers that can connect with customers through experiences that are personally relevant, memorable, interactive and emotional are more likely to increase sales and brand loyalty. These experiences also benefit retailers by helping them to: - Stay relevant through greater shopper engagement - Create new opportunities to appeal to customers’ lifestyle choices and stand out from competition. - Enhance flexibility to respond to changing customer caprice and competitive threats. Inspirations from other retail industries 3- PRADA STORE NEW YORK: Prada Epicenter of New York was......

Words: 599 - Pages: 3

Free Essay


...Crisostomo, Debberose B. BS ECE – 2B Still Struggling for something to write about myself, I spent hours staring at a blank sheet of paper but end up with nothing. But then, tears started to fall, I do not even know why, I just felt like crying tonight. It seems like years that I have forgotten how to cry. It seems like a lifetime that you have been gone. It seems like forever with you will never come. Memories came crashing on my mind giving me headache. Blurred visions, faces, scenes and places, until it all get clear. It was a rainy afternoon when I met you at the playground. I am crying because my mother scolded me. Until someone reach my hand and gave me a lollipop. I don’t know why but I started to laugh at you. Seeing you with that epic face, it’s just priceless. You look like a pitiful child that has found a helpless kitten. Of course, I have taken that lollipop but I did not eat it until now, maybe the ants does. We played in the rain, rolled in the mud and chased after one another. Our friendship grows as the flowers bloom in the field. We went to the same school and graduated elementary. Even in high school, I am very happy that we are in the same class. Again, our friendship grew deeper as we talked about each other’s problems and secrets. We are always mistaken lovers because we are always together in everything we do, even in the club we joined in, eating in the cafeteria, and going home. I thought those days will never end. But that was......

Words: 444 - Pages: 2

Premium Essay

Social Networking

...Text Messaging: The Effects on Our Society A Report By: Blake Hogan, Emily Gilbert, Megan Leckington, and Chris Morris 1 Abstract: In today’s day and age, most everyone in our society has and uses a cell phone. Most of those who use cell phones also use the SMS text messaging that these phones feature. This study takes a look at some of the effects and potential problems arising from the use of this text messaging. A survey of students and instructors at Lane Community College found that 70% of those surveyed believed that texting had harmful effects on students writing skills. However, studies that were analyzed found that texting is actually beneficial. While 54% of teenagers text others on a daily basis only 33% of teenagers talk to others face-to-face, yet it is too early in research to draw a conclusion on whether texting is harmful to their social skills. Most people know that text messaging while driving is very dangerous, yet the studies analyzed as well as the surveys conducted show that some people are still willing to take that risk. Table of Contents: Abstract…………………………………………………………………………………….1 Table of Contents………………………………………………………………………….1 List of Figures……………………………………………………………………………...1 Introduction………………………………………………………………………………..2 ......

Words: 8499 - Pages: 34

Free Essay

Texting Mla Format Essay

...Texting Flaws In my paper I will write how texting is bad in many ways. Texting has grown popular in a big way you would be hard pressed to find someone under the age of fifth who does not text. My first flaw of texting would have to be texting and driving and how it causes many car accidents involving texting and driving. Here are some statistics, teen drivers that text and drive spend 10% of there driving time in the other lane. Also Texting and driving also make you 23x more likely to be in an accident. Finally 1.3million crashes in 2011 involving texting and driving. On the other hand of this topic is texting being used to bully people. Bullying by texting is worse than face to face bullying because It can happen 24 hours a day, even at home, which is usually a refuge from bullying, so it can feel inescapable. Also Text bullies are often much meaner because they don't have to see their victims.Text bullying can often be traced, however, and the bully, as well as his or her parents, can face criminal penalties as a result. So you would think this Is a good reason to not bully but it is still happening. Another reason not to text and bully is that Text bullying doesn't necessarily go away. It may get passed around and it can end up where someone, like a potential boss, will see it in the future. This can harm the victim further, and can be even more damaging for the bully, who may miss out on job opportunities because of the text messages they sent. Even worse......

Words: 517 - Pages: 3

Free Essay

Explore the View That Texting and/or Web-Bases Interactions Can Be Very Creative Forms of Language Use

...Explore the view that texting and/or web-based interactions can be very creative forms of language use As time goes on, everything that we do in life modernises alongside us. Many people hold the opinion that ‘old fashioned’ methods of language use were more caring and creative, and that modern technology allows us to simply be ‘lazy’. However by looking at examples of texting, and/or web-based interaction, I will be able to show that modern language use can too be very creative. My conversation with Sophie starts with a text from myself saying ‘OMG YOULL NEVER GUESS WHAT I JUST HEARD!!!!! Xx’. A key factor of the creativity in this text conversation is the capitalisation. Capitalisation is used as a reflection of intonation and normally this could have been interpreted as a shout, and therefore an angry text message. However, in this case, the text message is taken as light – hearted, showing that Sophie and myself must share a friendship. As it is not an angry text, the capitalisation is taken as excitement, so from this we learn that whatever Sophie and me are discussing, I am clearly excited about. The ‘OMG’, which is in replace of ‘oh my goodness’ is used to exploit the limited space and is a much quicker way to type. By using the quickened version of the phrase, it shows that I cant wait to tell her what is coming and using the quickest way possible to give me all the information. Another word that has been quickened is ‘YOULL’ instead of using ‘YOU’LL’, again......

Words: 1031 - Pages: 5

Free Essay


...Introduction Texting has become a detrimental tool that has provoked social interaction and intimacy. Every year, more and more people are using text messaging to communicate with their peers. In 2000, 14 billion texts were sent monthly. In 2010, 188 billion text messages were sent or received with zero sign of reduction (cite). Text messaging has become the normal way to interconnect with others. Text messaging is portable and can be used anywhere. People read and send text messages in class, on the bus, at work, in the washroom and sometimes during dates. Text messaging has become the primary way in which people communicate. It allows us to instantly communicate with peers, but withdraws us from face-to-face interaction. In today’s society, text messaging is corrupting our social interaction and intimacy with others. Before text messages were involved, the best way for social interaction was face-to-face conversations. Nowadays, text messaging is used for everything. Studies have demonstrated the negative affects text messaging has on social interactions. Text messaging effects children and youth social interaction. Adults do not rely on messaging as often to communicate with others. However, having intimate conversations via text messages has damaged relationships. ( make a thesis) Damages Text Messaging has been a successful tool for today’s society. The benefits of text messaging illustrated the importance it has with our friends, partners, and jobs. However, text......

Words: 1272 - Pages: 6

Free Essay


...English 1301 Paper #1: What does it say/ What does it mean? We have read “the Role of Advertising in Consumer Decision Making,” and while there were many parts of this article which were odd or unknown to us, the general message was that ads increase our desire to buy something, if we are interested in the subject being advertised. We have also looked at a few sample ads to see how they are telling us stories about ourselves. Now, I would like you pick a static advertisement (a print ad from a magazine, newspaper, billboard, poster, internet, etc.) and analyze how the image uses popular culture, cultural beliefs and the viewpoints that underlie those beliefs to sell us a product. The paper should not be based on opinion, but rather make claims about how the elements of the ad create a particular story meant to persuade us to buy this product. Ultimately, the paper should explore how the elements of the ad work together to have particular effects on us (its audience). For example, the “story” that a particular ad may tell us is that (if we have some item) we are better than other people. Another story may be that is we have something, then we will feel better about ourselves (more healthy, happier, stronger, younger, etc.) To write this paper you will need to: 1. Pick an ad 2. Read it to uncover its story; find the individual elements that work together to tell us… 3. Create claims about those elements (i.e. the smiling people looking out at the viewer......

Words: 825 - Pages: 4

Free Essay

Case Study

...Week Five Case Assignment Analysis MRKT 5000 Online Course Funky Shon For Teens in Crisis, The Next Text Could Be a Lifesaver Case Summary: The Crisis Text Line is a new resource for destressed teens. The case examines the evolution of this service that emerged from the work of, which is a youth social change organization with over four million members that uses text messaging to connect. Key Marketing Issues: * Service Quality: Defined in the text book as “customers’ perceptions of how well a service meets or exceed their expectations.” Service quality is very important when providing a service that must foster trust. * Customer Contact: Defined in the text book as “the level of interaction between provider and customer needed to deliver the service.” The success of the service depends on the interaction between customer and provider. * Search Qualities: Defined in the text book as “tangible attributes that can be judged before the purchase of the product.” Many consumers send a trial text to feel out the service prior to use. * Experience Qualities: Defined in the text book as “attributes that can be assessed only during purchase and consumption of a service.” The Crisis Line follows up with customers for results. * Target Public: Defined in the text book as “a collective of individuals who have an interest in or concern about an organization, product or social cause.” This service was created to be...

Words: 596 - Pages: 3