Thanksgiving -- Social Science Facts about the Holiday

Thanksgiving is the happiest day in the U.S., according to a report from Facebooks Data Science team. This result came out of a 2009 study the social science giant conducted on happiness as measured by the word content of posts by its users. To conduct the study researchers counted positive versus negative words in status updates, and created a scale to measure which days are happier than others. Thanksgiving far outranked any other day of the year in terms of what they call Gross National Happiness. In fact, it outranked the average day by about 25 points on the scale and outranked Christmas—the second happiest day—by about 11 points. But does this really mean that Thanksgiving is the happiest day? Not necessarily. Given that what we share on social media is in large part influenced by social expectations and crowd behavior, its possible that Thanksgiving is actually the day when the greatest number of us perform happiness. Either way, its a nice thing, isnt it? Women Are Most Thankful for Friends, Family, and Health What are people most thankful for? Facebook has the answer for that too. During 2014 a gratitude challenge made the rounds on the site. Users who participated posted daily for upwards of a week about things that they were grateful for, and asked others to do the same. Facebooks Data Science team took the widespread popularity of the challenge as an opportunity to study what it is that people are most grateful for. They found some interesting results. Firstly, and importantly, they found that 90 percent of those who participated in the challenge were women, so what the study really tells us is what  women  are grateful for. So what is that? In order of rank:  friends, family, health, family and friends, a job, a husband, children, housing, life, and music. Analysis of how users participated in the challenge also revealed that while people are thankful for friends across age groups, older users are most likely to list spouse and family as more important (based on order of rank) than friends. It is perhaps unsurprising that people are most grateful for those closest to them, and for feeling healthy and well. Where the data get really interesting are at the state level. People in California and Virginia are more grateful for YouTube than people in other states, while Google is prized by those in Kansas, Netflix in New Hampshire, and Pinterest in Vermont. The challenge revealed that gratitude for god and religion are common in the southern states, and in Idaho and Utah. Finally, gratitude for seasonal weather patterns and phenomena like rainbows were common across many states too. Thanksgiving is Less Expensive Today than Two Decades Ago (Unless Youre a Gourmet Foodie) Every year since 1985 the American Farm Bureau Federation has calculated the cost of a Thanksgiving meal for ten people. While nominally that number has risen from $28.74 in 1986 to $50.11 in 2015, the real cost of a Thanksgiving meal has actually  declined  since 1986 when one accounts for inflation. Its actually about 20 percent cheaper today than it was nearly two decades ago. Why is this the case? Its likely due to a combination of government subsidies to large-scale farming operations, and the low cost of produce imported from Central and South America, thanks to NAFTA, CAFTA, and other free trade agreements. That is, of course, unless youre a hipster or a gourmet foodie. In those cases, as Time  estimated in 2014, the added value of an organic, free-range, or heritage turkey, and organic, locally-sourced vegetables and dairy will run upwards of $170 to $250 for that party of ten.

Health And Consumer Education Materials And Health Risk...

Module 2 Assignment Health Education Critique Purpose: the purpose of this assignment is to analyze existing patient/consumer education materials and health risk messages for cultural and linguistic competency. Process: For your selected population and health issue, find two samples of existing health education products. Critique the health risk/ health promotion message and delivery approach (e.g. Public Service Announcement [PSA] video/commercial, educational video, billboard, brochure, flyer, poster, pamphlet, booklet, Facebook page, etc.). For each of the samples you’ve selected, provide the title and thoughtful and thoroughly assess the following questions (using the template provided in Module 2): Sample 1: Title 1. What is†¦show more content†¦The last section will be a one-paragraph reflection on what you learned from this activity that will help you in designing your health promotion campaign in module 4. Submit via the Drop Box on BB. Grading Criteria: Content 30% Critical Thinking 50% Scholarly Writing 20% NURS 565 - Module 2 Health Education Critique Name: Introduction †¢ Target Population: †¢ Health Issue: Sample 1 Sample 2 Title of Sample: Source: 1. What is the concern being addressed in this health risk message? 2. Who is the intended audience? (Be specific) 3. Who is the message source? How credible is this source to the intended audience? (Explain) 4. What is the recommended response or action? (Explain) 5. What threat or negative consequence is the message is trying to prevent? 6. What is the delivery method (medium) for the message? 7. Do you believe this medium is appropriate or preferred and accessible to the target audience? (Explain). 8. Is the message culturally and linguistically geared toward the target population? (Explain how you evaluated it for readability and literacy – which tool(s) did you use-what were the results?) 9. What are at least two changes would you recommend to make it more culturally and linguistically appropriate? (Explain) 10. In your opinion, how effective is this campaign? (Explain). Summary/Reflection: What did you learn from this activity that willShow MoreRelatedAdvancing Effective Communicationcommunication, Cultural Competence, and Patient- and Family-Centered Care Quality Safety Equity53293 Words   |  214 PagesAdvancing Effective Communication, Cultural Competence, and Patient- and Family-Centered Care A Roadmap for Hospitals Quality Safety Equity A Roadmap for Hospitals Project Staff Amy Wilson-Stronks, M.P.P., Project Director, Health Disparities, Division of Quality Measurement and Research, The Joint Commission. Paul Schyve, M.D., Senior Vice President, The Joint Commission Christina L. Cordero, Ph.D., M.P.H., Associate Project Director, Division of Standards and Survey Methods, The JointRead MoreGlobalization and It Effects on Cultural Integration: the Case of the Czech Republic.27217 Words   |  109 PagesGLOBALIZATION AND IT EFFECTS ON CULTURAL INTEGRATION: THE CASE OF THE CZECH REPUBLIC. INTRODUCTION I. AN OVERVIEW. With the growing standards of the world and the existing concepts and complexities in political, economic and socio-cultural ideologies, man has always and continuously pondered over the aspects of his nature. Unity, equality, trade and commerce are at the forefront of mans complexities. With these thoughts in mind, man has moved through history trying to satisfy his desiresRead MoreEthics of Information Communication Technology (Ict)27618 Words   |  111 Pagesemerging knowledge society has raised complex ethical, legal and societal issues. We are faced with complex and difficult questions regarding the freedom of expression, access to information, the right to privacy, intellectual property rights, and cultural diversity. ICT is an instrumental need of all humans for the gathering of information and knowledge, and as such, should be guaranteed as a basic right to all human beings. All over the world, rights that are already legally recognised are dailyRead MoreMarketing Manageme nt130471 Words   |  522 Pagesmanagement Brand management Pricing Channel design and management Retailing and Wholesaling Integrated Marketing Communication Advertising management Sales promotion Personal selling Public relations Understanding individual consumer behaviour Understanding industrial consumer behaviour Customer satisfaction Customer relationship management Marketing of services Rural marketing Types of marketing research Process of marketing research Tools and Techniques of marketing research Applications of marketingRead MoreCase Study148348 Words   |  594 PagesStrategy Ninth edition Gerry Johnson Richard Whittington Kevan Scholes Steve Pyle For further instructor material please visit: www.pearsoned.co.uk/mystrategylab ISBN: 978-0-273-73557-1 (printed) ISBN: 978-0-273-73552-6 (web) ï £ © Pearson Education Limited 2011 Lecturers adopting the main text are permitted to download and photocopy the manual as required. Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies around the world. Visit us on theRead MoreInternational Management67196 Words   |  269 PagesInternational Management Education iii This page intentionally left blank Preface C hanges in the global business environment continue unabated. The global financial crisis and economic recession have challenged some assumptions about globalization and economic integration, but they have also underscored the interconnected nature of global economies. Most countries and regions around the world are inextricably linked, yet profound differences in institutional and cultural environments persistRead MoreHbr When Your Core Business Is Dying74686 Words   |  299 Pagesleadership team play complementary roles, the whole is often greater than the sum of its parts – but such relationships may also result in confusion, especially when members move on. Organizations can learn to enjoy the advantages and minimize the risks of complementarity without sowing the seeds of disaster during succession. 100 100 Avoiding Integrity Land Mines Ben W. Heineman, Jr. How do you keep thousands of employees, operating in hundreds of countries, as honest as they are competitiveRead More65 Successful Harvard Business School Application Essays 2nd Edition 147256 Words   |  190 Pagescandidates to choose from, admissions officers can be more selective, making admission to top schools even more challenging for applicants. The Harbus, the Harvard Business School weekly student newspaper, recognizes that applicants require up-to-date materials and inspiration to match the current environment. While this book includes the latest application essays, which are updated regularly by the ad... missions committee, it retains several essaysfrom the first edition of the book because of their uniquenessRead MoreOverview of Hrm93778 Words   |  376 Pagesmanagement. HRM department regardless of the organization’s size must perform following human resource management functions†¦ †¢ Staffing (HR planning, recruitment and selection) †¢ Human resource development †¢ Compensation and benefits †¢ Safety and health †¢ Employee and labor relations †¢ Records maintaining, etc. †¢ HR research (providing a HR information base, designing and implementing employee communication system). †¢ Interrelationship of HR functions. A. What is human resource management? As weRead MoreMedicare Policy Analysis447966 Words   |  1792 Pages 3962 To provide affordable, quality health care for all Americans and reduce the growth in health care spending, and for other purposes. IN THE HOUSE OF REPRESENTATIVES OCTOBER 29, 2009 Mr. DINGELL (for himself, Mr. RANGEL, Mr. WAXMAN, Mr. GEORGE MILLER of California, Mr. STARK, Mr. PALLONE, and Mr. ANDREWS) introduced the following bill; which was referred to the Committee on Energy and Commerce, and in addition to the Committees on Education and Labor, Ways and Means, Oversight and

Mavesa Free Essays

| Mavesa`s Nelly Brand  : Pricing to Gain Market Control | 19/03/2013 | Mavesa’s Nelly Brand: Pricing to Gain Market Control Problem statement The year is 1999 and Jose Luis Paez, the category manager for Marvesa mayonnaise is contemplating whether he should use a new pricing strategy that cuts the price of their product due to Venezuela’s current economic conditions and increasing competition in the segment. As this new strategy aims at gaining market share the possibility of negatively impacting profits in the foreseeable future is also an issue. Therefore, is this the best strategy Marvesa should use in order to alleviate the problem? SWOT MAVESA STRENGTHS| WEAKNESSES| Traded on the NYSE; * Extensive product portfolio; * Management talent; * Market share leader in most of its categories despite multinationals; * Strong recent growth; * Geographic expansion through exports, acquisitions or mergers; * Owns 60% of industrial segment (restaurants); * Good national distribution network; * Flexible and responsive to changing market conditions; * Lowest cost producer of the low cost segment;| * Contracting mayonnaise sales within Marvesa; * Nelly has minimal brand loyalty and brand image; * In category where low price is a primary criterion, Nelly`s price are not among the lowest; * Do not have the appropriate sales force; * High overhead costs;| OPPORTUNITIES| THREATS| Salad dressing segment growth; * Growth in the industrial segment; * Improve channels to increase shares in medium and small stores; * Flexi-pack; * Huge growth in the household segment;| * Changing competitive environment becoming more saturated, volatile economic environment; * Recession in Venezuela; * Kraft is launching mayonnaise; * Shift in lower priced brands due to economic downturn; * De-evaluation of the bolivar; * Competition: Albeca and Kraft; * Economy brands expected to represent 34% * Mature mayonnaise market; * Decline in the premium market;| Options: Option #1: Implement the aggressive new price strategy. We will write a custom essay sample on Mavesa or any similar topic only for you Order Now Focus on targeting the economy household segment. PROS| CONS| Nelly created this segment; * Nelly`s taste attributes; * Huge growth predicted to continue; * Nelly occupied approximately 48% of the market;| * Primary criterion is low price; * Only 15% of the market by volume; * Albeca; * Entry of Kraft; * Little brand loyalty in this segment;| Option #2: Implement the aggressive new price strategy. Focus on targeting industrial segment. PROS| CONS| * 23% of the market by volume; * One customer account signifies a lot of sales; * 16% growth in the last year; * Mavesa has 60% share of the market; * | * Competition based mainly on price; * Price wars between competitors; * Low profitability;| Option #3: Maintain current prices. Focus on targeting the premium household segment. PROS| CONS| 85% of the market by volume; * Decline in the volume over the past 2 years; * Quality is the key buying criterion; * Customers are loyal to the brand;| * Recession in Venezuela; * Nelly`s cost-cutting innovations make it less relevant for this segment; * Kraft mayonnaise is perceived as the one with the highest quality;| Decision Matrix: | Profitability| Growth Potential| Brand image| Sales Efforts| | Option 1| 4| 4| 2| 2| 3. 0| Option 2| 2| 4| 3| 3| 3. 0| Option 3| 2| 1| 4| 3| 2. 5| Recommendation: Nelly should implement its new aggressive pricing strategy. As the decision matrix shows it, they should leverage the reduction in cost production to increase their market shares both in the economy household segment and in the industrial segment. Low-costs Nelly is the lowest cost producer in the low-cost segment which leaves some margin for cost reduction. The main threat about it is the overhead costs that Nelly has to pay for sales force and management regarding the company`s size in comparison to its competitors. It is assumed that cost-cutting innovations such as the flexi-pack and the reduction of oil in the production of mayonnaise will compensate for those costs. It also has to be precarious and not set is price to low or too high. Protection of the shares in the Premium market Nelly should make clear differentiation between the salad dressing targeting economy segment and mayonnaise targeting the premium segment. The company wants to implement cost-cutting innovations to gain more share in the economy segment, but it do not want to lose its shares in the premium market. By offering two products, one marketed as mayonnaise for the premium market and one marketed as salad dressing for the economy market, Nelly could increase its shares while gaining more shares. Distribution Channels and Sales Force Investment will have to be made in order to either hire more trained sales force to get access to more medium to small-sized stores or increase wholesalers and distributors additional margin on volume discounts. By increasing wholesalers and distributors` margins on volume discounts, it could become and incentive to push sales. Nevertheless, since the difference in the level of distribution between stores attended indirectly and directly by Nelly`s sales force is important, hiring new sales force would be the most recommend strategy. Industrial Even if this segment has low profitability because of the price wars, Nelly could take advantage of the cost-cutting innovations made in production and packaging. In this segment, one customer account represents huge sales. Mavesa already has 60% of the market shares while its major competitor owns 30% of the shares. With its new low cost, it could at least gain the remaining 10% of the shares that is split among small regional competitors who would probably not be able to follow the price reduction. How to cite Mavesa, Essay examples Mavesa Free Essays | Mavesa`s Nelly Brand  : Pricing to Gain Market Control | 19/03/2013 | Mavesa’s Nelly Brand: Pricing to Gain Market Control Problem statement The year is 1999 and Jose Luis Paez, the category manager for Marvesa mayonnaise is contemplating whether he should use a new pricing strategy that cuts the price of their product due to Venezuela’s current economic conditions and increasing competition in the segment. As this new strategy aims at gaining market share the possibility of negatively impacting profits in the foreseeable future is also an issue. Therefore, is this the best strategy Marvesa should use in order to alleviate the problem? SWOT MAVESA STRENGTHS| WEAKNESSES| Traded on the NYSE; * Extensive product portfolio; * Management talent; * Market share leader in most of its categories despite multinationals; * Strong recent growth; * Geographic expansion through exports, acquisitions or mergers; * Owns 60% of industrial segment (restaurants); * Good national distribution network; * Flexible and responsive to changing market conditions; * Lowest cost producer of the low cost segment;| * Contracting mayonnaise sales within Marvesa; * Nelly has minimal brand loyalty and brand image; * In category where low price is a primary criterion, Nelly`s price are not among the lowest; * Do not have the appropriate sales force; * High overhead costs;| OPPORTUNITIES| THREATS| Salad dressing segment growth; * Growth in the industrial segment; * Improve channels to increase shares in medium and small stores; * Flexi-pack; * Huge growth in the household segment;| * Changing competitive environment becoming more saturated, volatile economic environment; * Recession in Venezuela; * Kraft is launching mayonnaise; * Shift in lower priced brands due to economic downturn; * De-evaluation of the bolivar; * Competition: Albeca and Kraft; * Economy brands expected to represent 34% * Mature mayonnaise market; * Decline in the premium market;| Options: Option #1: Implement the aggressive new price strategy. We will write a custom essay sample on Mavesa or any similar topic only for you Order Now Focus on targeting the economy household segment. PROS| CONS| Nelly created this segment; * Nelly`s taste attributes; * Huge growth predicted to continue; * Nelly occupied approximately 48% of the market;| * Primary criterion is low price; * Only 15% of the market by volume; * Albeca; * Entry of Kraft; * Little brand loyalty in this segment;| Option #2: Implement the aggressive new price strategy. Focus on targeting industrial segment. PROS| CONS| * 23% of the market by volume; * One customer account signifies a lot of sales; * 16% growth in the last year; * Mavesa has 60% share of the market; * | * Competition based mainly on price; * Price wars between competitors; * Low profitability;| Option #3: Maintain current prices. Focus on targeting the premium household segment. PROS| CONS| 85% of the market by volume; * Decline in the volume over the past 2 years; * Quality is the key buying criterion; * Customers are loyal to the brand;| * Recession in Venezuela; * Nelly`s cost-cutting innovations make it less relevant for this segment; * Kraft mayonnaise is perceived as the one with the highest quality;| Decision Matrix: | Profitability| Growth Potential| Brand image| Sales Efforts| | Option 1| 4| 4| 2| 2| 3. 0| Option 2| 2| 4| 3| 3| 3. 0| Option 3| 2| 1| 4| 3| 2. 5| Recommendation: Nelly should implement its new aggressive pricing strategy. As the decision matrix shows it, they should leverage the reduction in cost production to increase their market shares both in the economy household segment and in the industrial segment. Low-costs Nelly is the lowest cost producer in the low-cost segment which leaves some margin for cost reduction. The main threat about it is the overhead costs that Nelly has to pay for sales force and management regarding the company`s size in comparison to its competitors. It is assumed that cost-cutting innovations such as the flexi-pack and the reduction of oil in the production of mayonnaise will compensate for those costs. It also has to be precarious and not set is price to low or too high. Protection of the shares in the Premium market Nelly should make clear differentiation between the salad dressing targeting economy segment and mayonnaise targeting the premium segment. The company wants to implement cost-cutting innovations to gain more share in the economy segment, but it do not want to lose its shares in the premium market. By offering two products, one marketed as mayonnaise for the premium market and one marketed as salad dressing for the economy market, Nelly could increase its shares while gaining more shares. Distribution Channels and Sales Force Investment will have to be made in order to either hire more trained sales force to get access to more medium to small-sized stores or increase wholesalers and distributors additional margin on volume discounts. By increasing wholesalers and distributors` margins on volume discounts, it could become and incentive to push sales. Nevertheless, since the difference in the level of distribution between stores attended indirectly and directly by Nelly`s sales force is important, hiring new sales force would be the most recommend strategy. Industrial Even if this segment has low profitability because of the price wars, Nelly could take advantage of the cost-cutting innovations made in production and packaging. In this segment, one customer account represents huge sales. Mavesa already has 60% of the market shares while its major competitor owns 30% of the shares. With its new low cost, it could at least gain the remaining 10% of the shares that is split among small regional competitors who would probably not be able to follow the price reduction. How to cite Mavesa, Papers

Restraint, Weight Suppression, and Self

Restraint, Weight Suppression, and Self-Report Rel Essay iability: How Much DIn the analytical report entitled Restraint, Weight Suppression, and Self-Report Reliability: How Much Do You Really Weigh? By P.J. Morgan and D. B. Jeffrey, they look at the eating habits of people and categorize them as three types of people. Those categories are Dieting and Overeating group, Current Dieting, and Weight Suppression. The Dieting/Overeating group consists of individuals who undergo repetitive cycles of dieting and overeating,(Morgan, 1999). They have the appearance of a diet, but overeat every once in a while to make up for it and to fulfill food desires. The Current Dieting group encompasses those who consider themselves to be currently on a diet and who consume less food than what is required than what is required for maintenance of their current weight, (Morgan, 1999). They are ones that eat small portions of food and starve themselves to keep their weight down or to lose weight. This can also be categorized as anorexia nervosa, a clinical eating disorder that afflicts primarily women. The last category is the Weight Suppressors, who successfully lost weight and have kept it off for some time, (Morgan, 1999). These people have lost the weight by some means and have kept the weight off by adopting better eating and exercise habits. The groups were split into two groups, the control group and the variable group. The experiment was to see what the effects would be on each type of person in the variable group when enticed with a milkshake Preload which tastes better than a regular milkshake and is higher in fat and calories. The control group would not receive the Preload shake so the experimenters could monitor normal reactions of persons from each group. The result was the Preload group ate more than the control group regardless of their category. The authors concluded that the dieting and appetite suppression is a mental game of the person and is only as strong as their own conscience and taste. However, that is only one way to look at the information. The structural functionalist perspective focuses on the manifest and latent reasons for dieting. The manifest reason a person to diet is to look better physically. Physical acceptability is very important to people, both male and female alike. It is a part of out status as a human and gives value to our appearance as well. The latent function is to make ourselves healthier inside and out, by improving our immune system and eliminating cholesterol from our blood vessel, which could cause blockage. The functionalist sees dieting as a superficial task only to be used to change our outward appearance to gain respect and admiration from others. The conflict perspective shows losing weight and dieting as a sort of contest between all members of society. They see the people with thin, healthy bodies and compare them selves to them. The healthy people with thin bodies are the Physical Bourgeoisies, and those without are the Physical Proletariat. Those who have a healthy, good looking body and those without are at constant conflict with each other to be the most desirable around; that is where the dieting comes in. Men and women alike do it mainly for competition for mates. Women see men ogling models in Victoria Secret commercials and then try to become that. Men too see male models and feel intimidated by a better physique. Men however do not see this as an opportunity to feel bad about themselves; they see it as a threat that must be defeated. The best ways for a man to do this is become what he is competing with, and then better. The physical aspects are seen as the determining factor for what kind of mate a person can get. .u7d8827f797e5f577b8cfc785610440df , .u7d8827f797e5f577b8cfc785610440df .postImageUrl , .u7d8827f797e5f577b8cfc785610440df .centered-text-area { min-height: 80px; position: relative; } .u7d8827f797e5f577b8cfc785610440df , .u7d8827f797e5f577b8cfc785610440df:hover , .u7d8827f797e5f577b8cfc785610440df:visited , .u7d8827f797e5f577b8cfc785610440df:active { border:0!important; } .u7d8827f797e5f577b8cfc785610440df .clearfix:after { content: ""; display: table; clear: both; } .u7d8827f797e5f577b8cfc785610440df { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u7d8827f797e5f577b8cfc785610440df:active , .u7d8827f797e5f577b8cfc785610440df:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u7d8827f797e5f577b8cfc785610440df .centered-text-area { width: 100%; position: relative ; } .u7d8827f797e5f577b8cfc785610440df .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u7d8827f797e5f577b8cfc785610440df .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u7d8827f797e5f577b8cfc785610440df .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u7d8827f797e5f577b8cfc785610440df:hover .ctaButton { background-color: #34495E!important; } .u7d8827f797e5f577b8cfc785610440df .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u7d8827f797e5f577b8cfc785610440df .u7d8827f797e5f577b8cfc785610440df-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u7d8827f797e5f577b8cfc785610440df:after { content: ""; display: block; clear: both; } READ: Sickle Cell Disease Essay The better the body, the better the mate, or so the legend tells us.The symbolic interactionist view dieting as a self-improvement for a persons confidence and their self-image and a diet is what improves both. They take Charles Horton Cooleys Looking Glass Self therom and apply that to themselves everyday and those who diet do not like what they see. They see themselves as not being good enough for the opposite sex or other

Untitled Essay Example For Students

Untitled Essay Find amazing sales, clearances deals at MSN eShops Bargain Center Help MSN Home My MSNThursday, Jan 24 MSN Home | My MSN | Hotmail | Search | Shopping | Money | People ; Chat Click here to unveil the Volvo XC90Search the WebMSN ChannelsAutos 2002Multimedia Gallery, Car Creator, PricesBusinessCareersCity GuidesEntertainmentGamesHealthHouse ; HomeKidsLearning ; ResearchLove ; RelationshipsMusic ; RadioNewsTech ; GadgetsTravelValentines DayGifts for Her, For Him, JewelryWomenMy MSNVisit My MSN to get your Hotmail, stock quotes, local weather and more!SpotlightTry MSN Broadband: faster Internet, 2 months freeFeatured TodayeDietsA wealth of info from Americas premier online weight loss web siteADD eDietsto My MSN PageVideo: 2002 NAIAS coverage from DetroitDigital Garage: tips for winter road tripsGreat finance and lease offers on Volvo carsExploreAir TicketsAuctionsBuy BooksBuy FlowersBuy Music MoviesDownloadsHotel DealsInternet Access SpecialsLiquidations: Save $$Send MoneyWireless Upd atesMore We will write a custom essay on Untitled specifically for you for only $16.38 $13.9/page Order now PlayShare PhotosHear MusicFree GamesBroadband ShowcaseGreeting CardsHoroscopesPersonalsCartoonsChat RoomsInstant MessagingLottery ResultsMore FindStock QuotesYellow PagesWhite PagesOld FriendsPeople on MSNEncarta EncyclopediaTraffic UpdatesMaps DirectionsCalendarWeatherEvent TicketsFind a JobGet an ApartmentClassifiedsSports ScoresTV ListingsMore MSN WorldwideUS SpanishCanadaMexicoUKIndiaMore 10 in-demand job skillsTech, teaching more: How marketable are you? Today on MSNUS deficit threatEchinaceas allergy linkIs your TV a turn-off?Free bed of roses kitMarket valueDo slick ads work?Cut stock risks: 4 waysBest cheap lunch spotsRoad risk: Does your car pass the penny test?Inside the White House: See the real West WingTech Trends ToysWill your DVD player be obsolete soon?Telecom to reboundNew audio/video toysDisney game for PDAsFind your way fastTry new MSN MapPoint for driving directionsMSN Top Headlines more MSNBC NewsAmerican Taliban to hear chargesWSJ: Enron CEO resignsAmericans remain in war mindsetSlate: Opinion CommentaryHow to broadcast the terror trialsESPN SportsTyson apologizes for outburst sort ofPressure builds for NFLs final fourPlayers open to NFL expansion draftCNBC on MSN Money more Stock QuotesDatek | Ameritrade | ShareBuilder | CitibankName Last Change % Chg Dow 9,850.11 +119.15 +1.22% Nasdaq 1,955.63 +33.25 +1.73% SP 1,137.68 +9.50 +0.84% Quotes by SP , 20 min. delay Update Get Quote Market Report | News | Top 10 | Trading MSN Shopping more Todays Sales DealsEddie Bauer Sale on now Up to 70% off at OrvisInsulated travel cup20% off Dreamy Dog BedsWeekly camera specials12 storage essentialsWhats Hot Right NowSuperbowl Guide | Jewelry Watches | Flowers | Lingerie | Gift Advice MSN Specials more High-tech tubesSmart remotes, plasma screens more: See new TV trendsWhats new in 2002Take a diet weight-loss quizHow a penny can save your carThis Week on MSN10 best US ski resortsIs it Miller time in Salt Lake?MSN Links Resources more From MSNResource CenterTry MSN TVCalendar RemindersInternet access dealsGet an MSN CompanionMSN on your cell phoneMSN MessengerFree MSN ExplorerSet MSN as your HomepageFrom MicrosoftMicrosoft.comSmall Business ServicesWindows UpdateOffice ToolsPocket PCXbox.comOther ResourcesContact MSNGet Help with MSNAdvertise on MSNLocal ResourcesZIP Get local news, weather, and regional information for any city More Useful Everyday MSN Home | My MSN | Hotmail | Search | Shopping | Money | People Chat 2002 Microsoft Corporation. All rights reserved. Terms of Use Advertise TRUSTe Approved Privacy Statement GetNetWise

Browns Chemistry The Central Science,15.8 Exercise 1

Brown's Chemistry The Central Science,15.8 Exercise 1 SAT / ACT Prep Online Guides and Tips This posts contains aTeaching Explanation. You can buyChemistry: The Central Sciencehere. Why You Should Trust Me:I’m Dr. Fred Zhang, and I have a bachelor’s degree in math from Harvard. I’ve racked up hundreds and hundreds of hours of experienceworking withstudents from 5thgradethroughgraduate school, and I’m passionate about teaching. I’ve read the whole chapter of the text beforehand and spent a good amount of time thinking about what the best explanation is and what sort of solutions I would have wanted to see in the problem sets I assigned myself when I taught. Exercise: 15.8 Practice Exercise 1 Question: †¦ When 9.2g of frozen $N_2O_4$ is added to a .50L reaction vessel †¦ [What is the value of $K_c$] Part 1: Approaching the Problem The question is asking for an equilibrium constant ($K_c$). We want to know$K_c$. Generally, we can know the equilibrium constant ONLY IF we can figure out the equilibrium concentrations of the species (nitrous oxide and dinitrogen tetraoxide): $$K_c = [NO_2]^2/[N_2O_4]$$ Thus, the entire game to figuring out the equilibrium constant here is to figure out the equilibrium concentrations. We are already given that in equilibrium, the concentration of $[N_2O_4]$=.057 molar. So we have half the puzzle: $$K_c = [NO_2]^2/.057$$ The other half of the puzzle if figuring out the equilibrium concentration $[NO_2]$. Sadly, the question doesn’tjust give us this. But we have a piece of information nearly as good, which is the starting (initial) amount of$[N_2O_4]$. Because we know the reaction equation, thekey now is to go from initial amount of$[N_2O_4]$ to the final (equilibrium) concentration $[NO_2]$. Part 2: Converting Grams to Molar We are given that the reaction started out with 9.2g of $N_2O_4$ in a 0.50L reaction vessel. For equilibrium calculations, we generally want to know concentrations of types molecules, instead of actual mass or volume. We apply stoichiometry here and convert grams per liter to molarity using molar mass. We use the periodic table to look up the molar mass of$N_2O_4$ is 92.01 grams per mole. We get that: $$(9.2g N_2O_4)/(0.50L) *(1 mol)/(92.01 g N_2O_4) = (0.100mol)/L = 0.200 molar$$ Thus the initial concentration of$N_2O_4$is 0.200 molar, and written as [$N_2O_4$]=.200 Part 3: Running the Reaction Now that we know the starting concentration, we want to get to final concentrations. The algebraic equation that links the two is the equation of reaction: $$N_2O_4 (g) ↔ 2 NO_2 (g)$$ This means that for every molecule of$N_2O_4$ we get two molecules of $NO_2$. As the reaction goes forward, when$N_2O_4$ decreases by $x$ molar,$NO_2$ increases by $2x$ molar. The concentration table is then: $N_2O_4 (g)$ $2 NO_2 (g)$ Initial Concentration (M) 0.200 0 Change in Concentration (M) -x +2x Equilibrium Concentration (M) 0.200-x 2x Part 4: Calculating the Equilibrium We are given that the equilibrium concentration of[$N_2O_4$]=.057 molar. The concentration table above gives the equilibrium concentration of[$N_2O_4$]=0.200-x, so we just equate the two and solve for x. 0.200-x = 0.057 x = .143 Now that we know x, 2x = .268 Or that in equilibrium, $[NO_2]=.268$ To calculate the equilibrium constant Kc, we plug in the information above: $$K_c = [NO_2]^2/[N_2O_4]=.268^2/.057= 1.43$$ Therefore, the right answer is d) 1.4 Video Solution Get full textbook solutions for just $5/month. PrepScholar Solutions has step-by-step solutions that teach you critical concepts and help you ace your tests. With 1000+ top texts for math, science, physics, engineering, economics, and more, we cover all popular courses in the country, including Stewart's Calculus. Try a 7-day free trial to check it out.

Business Proposal Research Paper Example | Topics and Well Written Essays - 2000 words

Business Proposal - Research Paper Example Digital book reader and synthetic listening technology seeks to enter the market amidst tight economic barriers and market conditions that requires critical analysis of relevant economic analysis concepts that include market structure and the elasticity of demand. The firm is focused on delivering customer-focused product that will be considered affordable, efficient and reliable. In its bid to turn tables on the existing competition, it calculates its move in respect of the market structure in which it falls. This is seen to affect it’s pricing and the general non-pricing competitive strategy in the digital book reading and listening industry. Digital book reader and synthetic listening technology has relatively larger number of competitors. Some of the alternative firms in this industry include Amazon Inc., and other firms that can convert the printed word into audio. This firm will therefore fall in a monopolistic market structure where competition is significantly high. It seeks to differentiate its product by creating an authentic voice in audio conversion of the written text to the customer. Although there exists products that can also transform text to voice, they sound inhuman and this will give Digital book reader and synthetic listening technology an opportunity to create its own design and completely different experience to the user (Barclay, 2012). It differentiated product aspect will give it an upper hand in giving a price that is based on marginal cost. The increasing substitutes of similar products bring in the concept of elasticity that this product must consider. For instance, there are competing products that also convert textbook writings into digital audio form, which presents a close substitute to Digital book reader and synthetic listening technology. This means it will be operating in a highly elastic market where price changes carry significant consequences in terms of its

African american politic of social change Essay

African american politic of social change - Essay Example These factors include race and ethnicity, religion, gender, sexuality, class, age, migration status and disability or ability. Put simply, any inequality is never the product of a single, isolated factor. Rather it is the result of the intersections of various social factors, experiences, and power relations. This paper analyzes how two figures, namely Ida B. Wells and Amy Marcus, understood and utilized intersectionality as a lens through which to analyze events and as a political tool in the pursuit of the broader goals of their respective movements. The analysis is undertaken in the historical settings of their efforts. In addition, their specific events, writings, and actions are assessed as a way of conducting the analysis. Ida Bell Wells was an African-American woman who lived between July 1862and March 1931. In their career life, Wells worked as a journalist, a newspaper editor, a suffragist, a sociologist and as an initial leader in the civil rights movement. As a journalist, Wells documented the lynching of blacks in the United States (Bressey 1). They demonstrated that it was a way of controlling blacks who displayed opposition to whites in any sphere of life. The lynching was usually done on the pretext of rape charges (Logan 50). Being an active leader of the civil rights movement, Wells established many leading womens organizations across the United States. These included the National Association of Colored Women which Wells founded in 1896 and the Women’s Era Club. The latter became the first civic organization for black women. Moreover, Wells co-founded the National Afro-American Council. Wells was endowed with public speaking skills and spoke at several international civil rights even ts. The African-American Civil Rights Movement comprised several social movements across the United States. The goal of the movement was two-fold: first, the movement sought to bring to and end

Do International Marketing Strategies help Multinational Firms achieve Dissertation

Do International Marketing Strategies help Multinational Firms achieve competitive advantage - Dissertation Example The new development of globalization and multinational firms has created a gap in building a different framework for businesses that are working toward expansion at a global level. However, the demand to work into a new form of competition is continuing to create a different understanding of what is required for businesses that are looking for an established presence at an alternative level. The multinational presence that is currently a part of many businesses is one that has led to several new dimensions of conducting business through the internal and external environment. Politics, culture, social viewpoints and the economy are some of the dimensions that are causing businesses to change the approach of working into new regions of the world. This research will examine the model of Unilever, a multinational firm that has successfully established a reputation in Pakistan. The business will work as a microcosmic model that determines how businesses can create strategies, models and m arketing components that assist in meeting the needs of different regions of the globe. Table of Contents 1.0 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..6 1.1 Aims and Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..7 1.2 Statement Problem†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.8 1.3 Significance of the Study†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.10 2.0 Literature Review†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.11 2.1 Emphasis of Globalization†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...11 2.2 Definition of International Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...13 2.3 Types of Marketing Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦14 2.4 Performance Measures of Culture†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...16 2.5 Political Performance Differences†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...19 2.6 Economic Performance†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦22 2.7 Current Factors in International Marketing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.27 3.0 Methodology†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦30 3.1 Timeline†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...33 3.2 Limitations of the Study†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...35 4.0 Analysis and Results†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦37 4.1 Qualitative Resultsâ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...37 4.2 Quantiative Results†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..42 4.3 Analysis of Results†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..44 5.0 Future Research and Recommendations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..46 6.0 Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...47 Bibliography†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..49 Index of Images Image 1  : Hofstede’s Dimensions of Culture†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.19 Image 2: Multi-tiered Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...21 Image 3: Double – Helix Model†¦Ã¢â‚¬ ¦

Deep Transverse Frictions Tissue Injuries Health And Social Care Essay

Deep Transverse Frictions Tissue Injuries Health And Social Care Essay The purpose of this essay is to consider the merits of deep transverse frictions in the treatment of acute and chronic soft tissue injuries. To facilitate this I have considered a wide range of research that has been conducted into the use of frictions. I have also considered the use of alternative therapies in the treatment of similar conditions in order to evaluate the effectiveness of deep transverse frictions in comparison to each of the other treatment methods. What is deep transverse friction? Deep transverse friction was developed for the treatment of soft tissue lesions by the British osteopath Dr. James Cyriax who postulates that deep transverse friction is effective in the reduction of fibrosis and facilitates the formation of strong, pliable scar tissue at the site of healing injuries. Deep transverse friction, which is also known as cross-fibre frictioning (CFF), can help to alleviate build up of the crystalline deposits that can form between tendons and their sheaths and result in painful tendonitis. It can also help to offset the development of myofascial adhesions and soften those that are already present. Deep transverse frictions should be administered with a braced finger or thumb moving across the grain of the muscle, tendon or ligament with a deep, non-gliding, friction stroke. It is not necessary to use a lubricant as this reduces friction. The therapists thumb and the clients skin should move as one over the exact site of the lesion to create a mechanical effect on the tissue being treated. The massage must be applied directly over the site of the lesion and at right angles to the fibres, the stroke must also be wide enough to divide the fibres without skipping over them. The treatment can be painful, but should always be conducted within the pain tolerance threshold of the recipient, and should be started only with the informed consent of the client. It is contraindicated during the initial inflammatory stage of an acute injury. Deep transverse friction may be utilised in the treatment of both acute and chronic conditions. Its uses include; à ¢Ã¢â€š ¬Ã‚ ¢ mobilisation of interstial fluid à ¢Ã¢â€š ¬Ã‚ ¢ reduction or modification of oedema à ¢Ã¢â€š ¬Ã‚ ¢ increase of local blood flow à ¢Ã¢â€š ¬Ã‚ ¢ decrease of muscle soreness and stiffness à ¢Ã¢â€š ¬Ã‚ ¢ moderation of pain à ¢Ã¢â€š ¬Ã‚ ¢ facilitation of relaxation à ¢Ã¢â€š ¬Ã‚ ¢ prevention or elimination of adhesions (Wieting 2004). There are a variety of massage techniques that can have physiological, neurological and psychological effects. These can be used to reduce pain and the formation of adhesion, mobilise fluids, increase muscular relaxation, and increase vasodilatation (Wieting 2004). Mechanical pressure on soft tissues displaces fluid which then moves in the direction of least resistance. Movement of the practitioners hand creates a pressure gradient resulting in small amounts of fluid leaving the soft tissues and entering the venous or lymphatic systems, improving lymphatic flow (Wieting 2004). In addition to its mechanical effects, deep transverse friction (and other massage techniques) causes the release of histamine which has a superficial vasodilatory effect that assists in the washing out of metabolic waste products. A noticeable decrease in lactate occurs in massaged muscles which can be associated with reduced muscle spasm, increased endurance and force of contraction. (Cox, 2007) Other beneficial effects of massage include decreased blood viscosity and increased hematocrit levels. There is also an increase in circulating fibrinolytic compounds along with substances such as myoglobin, creatine kinase, dehydrogenase, and glutamic oxaloacetic transaminase which probably represent local muscle cell leakage from the applied pressure. There is also release of endorphins and enkaphalin production (Wieting 2004). Impulses from the stimulation of superficial skeletal muscle fibres, cutaneous and spindle receptors reach the spinal cord and may produce segmental moderation and even somatovisceral reflex changes (Wieting 2004). The normal healing process may also be improved by the breaking of cross bridges, which will help to prevent abnormal scarring. The mechanical action of the technique causes hyperaemia and increased blood flow to the area (Brosseau et al 2002). In addition shearing stresses are created at tissue interfaces below the skin. e.g.dermis-fascia, fascia-muscle, muscle-bone interfaces, the deep pressure prevents shearing of superficial tissues and the shear force is directed at the deeper tissue surface interface (Wieting 2004). This helps release underlying adhesions and promotes improved circulation to the area (Lorenzo 2004). Sevier and Wilson (1999) describe vigorous cross friction massage for 5-10 minutes over the common extensor tendon perpendicular to underlying soft tissue structures in the treatment of lateral epicondylitis. Point friction may also be performed directly over the lateral eipcondyle and over the radial tunnel where it can be used in an attempt to reduce venous congestion at the extensor carpi radialis origin. This is a purely descriptive article of commonly used treatments for tennis elbow. No analysis of any evidence regarding the efficacy of any of these treatments is given. Disabella (2004) describes the use of friction massage in conjunction with ultrasound and/or electrical stimulation in the treatment of elbow and forearm overuse injuries. In a systematic review of the use of deep transverse friction massage in the treatment of tendonitis Brosseau et al (2002) found only 2 randomised controlled trials of sufficient quality. One of which looked at patients receiving treatment for iliotibial band friction syndrome and the other at tennis elbow. The outcomes of both studies suggest that transverse friction massage combined with other physiotherapy modalities does not significantly reduce tendonitis symptoms when compared to a control. However these studies were of small sample size making it difficult to draw conclusions regarding the benefits or not of treatment of iliotibial band friction syndrome or tennis elbow with transverse friction massage. The tennis elbow study looked at 9 sessions of transverse friction massage given over 5 weeks in combination with other physiotherapy modalities and in isolation. The comparison groups were as follows; à ¢Ã¢â€š ¬Ã‚ ¢ deep transverse friction massage with therapeutic ultrasound and placebo ointment compared with therapeutic ultrasound and placebo ointment à ¢Ã¢â€š ¬Ã‚ ¢ deep transverse friction massage compared with phonophoresis alone No difference was found in pain relief, grip strength and functional status between the groups. This study used double blinding and a sound randomisation procedure but did not report withdrawals and dropouts (Brosseau et al 2002). Another study of lateral epicondylitis was carried out by Smidt et al (2002). 185 patients with lateral epicondylitis of at least 6 weeks were randomised using computer generated block randomisation to 6 weeks of treatment with steroid injection, physiotherapy or wait and see policy. The physiotherapy arm of the study consisted of 9 sessions of pulsed ultrasound, deep friction massage and an exercise program over 6 weeks. Outcome measures were general improvement, severity of main complaint, elbow disability, grip strength and pressure pain threshold. Prior to the main study a reproducibility study on 50 patients was carried out that demonstrated good intertester reliability for the research physiotherapists carrying out the outcome measures. Intention to treat analysis was used and at 6 weeks injection was significantly better than all other options on all outcome measures. There was a high recurrence rate in the injection group. The physiotherapy package (which included frictions) gave better long term outcomes than injection but was no better than wait and see policy. Interestingly the wait and see policy had better long term outcomes than injection and physiotherapy that included transverse friction. In a review article containing a summary of the evidence for the effectiveness of interventions for the management of tennis elbow Nimgade et. al (2005) used the Cochrane Collaboration guidelines to assess the quality of the evidence reviewed. The Cochrane guidelines have 11 score items for internal validity, 6 for external validity and 2 for statistical criteria. Thirty studies were reviewed and the quality scores awarded to each study varied between 2 and 9 (out of a possible 11). Eighteen of the studies scored between 6 and 11 points giving an indication of good quality. It appears that relative rest will eventually improve function but the use of early active interventions including steroid injection and physiotherapy modalities may speed up recovery. The physiotherapy interventions reviewed included exercise and ultrasound alone and in combination with friction massage. These authors concluded that, patients who need a rapid return to work or usual activities, may benefit from one or two steroid injections for pain relief in the first few weeks or months and physiotherapy (which may include friction massage) at any stage. Smidt et al (2003) carried out a review to evaluate physiotherapy interventions for lateral epicondylitis. This was a well conducted review that found only one RCT with acceptable validity showing exercises were significantly better than ultrasound plus friction massage. The authors therefore concluded there was insufficient evidence for the effectiveness for most interventions and there was weak evidence that ultrasound may have a beneficial effect. For the treatment of sub acute bicipital tendonitis Gonzalez (2004) recommended physical therapy involving soft tissue therapy with transverse gliding of the tendon and cross-friction massage. In the trial reviewed by Brosseeau et al (2002) involving patients with iliotibial band friction syndrome deep transverse friction massage was used in combination with rest, ice, stretching exercises and ultrasound and this was compared to a control group receiving rest, ice, stretching exercises and ultrasound only. No statistically significant difference was demonstrated in pain relief after 4 sessions of friction massage combined with the other modalities. There was however a clinically important difference in pain when running. This study was not double blinded but this is difficult to do where rehabilitation interventions are concerned and can result in trials of such modalities having consistently low methodological scores. However withdrawals and dropouts were reported which is good practice but there were problems with the randomisation procedure (Brosseau et al 2002). In a summary of aetiology, pathology and treatment of temporomandibular joint syndrome Berman (2004) suggest friction massage may help inactivate trigger points due to temporary ischemia and resultant hyperaemia produced by a firm cutaneous pressure. In addition small fibrous adhesions in the muscle formed as a result of surgery, injury, or prolonged restricted motion may be disrupted. Many studies have used subjective and non validated scales for pain measurement and the use of combined treatments causes difficulties when trying to evaluate treatment efficacy (Brosseau et al 2002). This can make comparison of outcomes between different trials particularly difficult. In studies where a lack of effect is demonstrated there are a number of variables that can contribute to this. These include characteristics of therapeutic application (experience of therapist, rate, rhythm and depth of technique application), population (age, sex, occupation, sports), disease (acute/chronic) and methodology (blinding, randomisation, validated outcome measures, sample sizes, comparison groups, massage only group to assess specific effects) (Brosseau et al 2002). Comments Conclusions Despite a lack of good quality evidence to recommend either its inclusion or exclusion transverse friction massage is a widely taught, and used, physiotherapy treatment in the management of muscle, ligament, tendon injury and pain. The majority of the literature found seems to review the usage of transverse friction massage in the treatment of tennis elbow. There is a lack of good quality, randomised, controlled trials testing the efficacy of transverse friction massage either in isolation or as part of management package. Many papers are descriptive in nature of transverse friction massage being used in conjunction with other modalities. The literature regarding mechanical, physiological, neurological effects and possible mechanisms of action is speculative which could be due to such trials being difficult to conduct.

One Event Changed Everything Essay -- Personal Narrative Writing

One Event Changed Everything â€Å"Our lives are not determined by what happens to us but by how we react to what happens, not by what life brings to us, but by the attitude we bring to life. A positive attitude causes a chain reaction of positive thoughts, events, and outcomes. It is a catalyst, a spark that creates extraordinary results.† -Anon. After living in a place I loved for eleven years, I did not think that I would be able to have the same feelings or emotions towards another place. I thought everything I had was where I had been for years, but I was wrong. If you go into something new with a good attitude and know that there is always something else out there, then it works out for the best. Moving to Reno, Nevada from Glendale, Arizona defines me and is significant to my life because it made me grow as a person and it made me who I am today. In the middle of junior year, my parents told me that we were moving to Reno for my dad’s new job. I said, â€Å"Okay, I will be living with Andri then, so I can graduate from Mountain Ridge?† Boy was I wrong. I thought that since I only had a year and a half left of school before graduating that they would let me stay at my brother and sister-in-law’s house so I could graduate with my friends. They had other plans for me. They decided that I should go with them so I could make new friends and start a new life, while keeping my friends from Arizona at the same time. So I went with it. I thought that maybe the change would be good for me. I also thought that I would have a chance at living my dream of becoming a high school cheerleader; something I did not get to pursue at my old high school because of the competition. So I went into the move with... ...great time anyway. After competition, the season was coming to an end. We had a couple of basketball games to go and then my dream would be over. The friends I met and the experiences I shared with them are never going to be forgotten. Graduation was next; a time when I would have to say goodbye to everyone that I had become close to. I had a blast the year and a half I spent in Reno. Like I said before, it was a life changing event that changed me for the better, made me the person I am today, and it defines me. I am a spirited, outgoing, athletic, strong, and a willing person. All of these characteristics I discovered about myself after moving away from the place and the friends I thought I would never be able to leave. There are millions of people and places out there, all you need to do is be willing to get out there and try something new.

Effects of youth indiscipline Essay

The effects of indiscipline among the youth are manifold. Indiscipline is defined as a lack of discipline. Some of the effects of indiscipline among the youth include lack of respect for teachers, parents and other senior figures. It could be argued that the indiscipline of certain individuals has reduced the morality and ethics of many young people. The effect of the downfall in morals and ethics are caused, in part, by the education of the young people, in that teachers are no longer responsible for setting limits, merely for ensuring that certain targets are met. As discipline is no longer present, the lack of discipline does not present any sense of shame as the indiscipline is not tied to immorality anymore. The lack of guidance given to young people means that the conduct they show is not an important facet of their lives anymore. General consensus is that the values that have influenced morality are instilled inside the family, and that it is improved family values that will reverse the current trend. Most young people today believe in having things their own way. If they don’t get their own way then they often go off the rails. Parents seem more afraid of children and they do not seem to realise that by constantly giving in to their demands they are making them uncontrollable and undisciplined. Indiscipline is classed as a behavioral disorder and is the cause of mental, emotional, and in some cases, physical damage. Some would argue that parents, teachers and society should shoulder some of the blame for the indiscipline currently evident amongst today’s youth. Parents may be to blame as they give their children too much freedom, whereas teachers could be to blame for not focusing on things that the child is good at. Society is also to blame as the current education system does not prepare a child for employment. The curriculum is so varied that children are not gaining enough practical knowledge. BY: Ofondu Pearl

How to Write Good College Essays

How to Write Good College Essays How to Write Good College Essays Writing a college essay may seem much complicated at a glance. Still, if you know what is required from you and how to deserve your readers appreciation, you have all chances to succeed. This article will help you get to know some special secrets of writing good college essays. Take them into consideration, and you are sure to learn writing really good college essays. In addition, devote a couple of minutes of your time to read an article on good term paper topics, how to write a good college essay, and review a list of good essay topics: How to write good college essays: Secret 1. Avoid banalities When writing a college essay, you should keep in mind that the committee looks through hundreds of absolutely identical essays. Therefore, in order to succeed, you need to make a standing out paper. Think of some exclusive information about you in order to attract the readers attention from the first sight. How to write good college essays: Secret 2. Establish a link between you and your reader Show the reader that it is easy for you to talk to him/her. Imagine that you are having a conversation with an interlocutor who is trying to bring you to light. However, mind that a lot of different people will be reading your paper. So, be careful when talking about the death of your close people or something very private. How to write good college essays: Secret 3. Be honest You know, the reader does not expect to see a superhero in you. So, there is no need for you to exaggerate your abilities. How to write good college essays: Secret 4. Focus on your strengths but do not reject your weaknesses This is in some way means being sincere to the reader. Besides, there are no perfect people, so if you focus on your strengths only, the reader may feel that you hold back something. How to write good college essays: Secret 5. Use humor Use relevant jokes but be careful with them. Different people have different sense of humor. How to write good college essays: Secret 6. Make a catchy introduction and persuasive conclusion Mostly, these two parts make the final impressions from reading. That is why it is so important to spend enough time making them effective. How to write good college essays: Secret 7. Check and check back The more mistakes you will find, the more chances you will have to get a high grade on your paper. How to write good college essays: Secret 8. Believe in yourself! Remember, the one who always thinks about success will certainly succeed! So, good luck with your college essay! If you do not know how to write good college essays and need professional help with writing, do not hesitate to place an order on our site and get your college essay written by professional writers! Related posts: Composition Essay Essay Writing Guide Essay Help Draft Essay Rough Essay Editing Service

Zero and Its Synonyms

Zero and Its Synonyms Zero and Its Synonyms Zero and Its Synonyms By Mark Nichol The word zero has a small but distinctive set of synonyms, which are listed in this post. Zero is the word for the symbol 0, representing the absence of magnitude or quantity and the value between positive and negative numbers. The word also represents the lowest point or the starting point for measurement or, as in the phrase â€Å"ground zero,† a point of impact or origin. In addition, it refers to absence or impartiality, or to the lowest possible score on a test, and as slang it describes a worthless person or one with little or no discernible charm or personality. The word ultimately derives, like many arithmetical and scientific terms, from Arabic, in this case sifr, which means â€Å"zero† or â€Å"empty† and is also the source of the synonym cipher. Meanwhile, cipher itself, while also occasionally expressing the numerical symbol, describes a nonentity, with the connotation that a person so identified has no influence or no distinguishing characteristics, as in a reference to someone mysteriously vague. This sense of mystery extends to the sense for cipher of a method of encoding information, or a coded message itself. A cipher may also be a combination of letters used symbolically, similar to a monogram. Aught and naught, discussed in more detail in this post, are also synonyms of zero (as is nought, a variant of the latter word), but briefly, aught is employed usually when referring to the first decade of a century (in which the tens place of any given year is represented by a zero) or to a zero used in decimal measurement. Naught, however, is used in the sense of â€Å"nothing.† Nothing itself, as might be guessed, literally means â€Å"no thing† and stems from Old English. In addition to pertaining to a lack of quantity, nothing alludes to nonexistence and is used, like zero, to suggest that someone is worthless. However, it also, in plural form, refers to playful remarks, especially, as part of â€Å"sweet nothings,† in a romantic context. It is also employed, though rarely, as an adjective or adverb. Nil, a contraction of the Latin word nihil (the root of nihilism, the word for a philosophy of renunciation of traditional ideas or morals), is ultimately from nihilum, literally â€Å"not (even) a trifle,† and generally alludes to a comparison, such as a sports score or to the distinction, or lack thereof, between two like objects, or to (a lack of) probability; one’s chances of achieving an impossible result, for example, are said to be nil. Zilch and zip, both of obscure origin, are slang synonyms for zero. The letter o and the word oh are also, because of the resemblance of the letter to the symbol for zero, used informally in speech and rarely in writing to refer to the symbol, as is â€Å"goose egg,† from the similarity in shape between that object and the symbol. (On a related note, the use of love to indicate a zero score in tennis is said to originate in the phrase l’oeuf, French for â€Å"the egg,† though this etymology is disputed.) Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:What is the Difference Between "These" and "Those"?Expanded and Extended20 Ways to Cry

Molecular Biology Lab Report Example | Topics and Well Written Essays - 1750 words

Molecular Biology - Lab Report Example Dpn I and Fse I together: fragments of 0.5 kb, 1.1 kb, 1.6 kb and 2.3 kb Dpn I, Eag I and Fse I together: fragments of 0.3 kb, 0.5 kb, 0.6 kb, 1.0 kb, 1.1 kb and 2.0 kb a) How many restriction sites are there for each enzyme What, if any, are the unique restriction sites on this plasmid Ans. Dpn I = 3, Eag I = 2, Fse I = No RS. There are unique restriction sites for Fse I, this restriction enzyme works in conjunction with the Dpn I and Eag I. b) Construct a restriction map of the plasmid and draw it below. Cloning Strategies Question 4 (28%) Describe outline cloning strategies, including vector types (individual vectors need not be specified) and methods used at each stage, for the following scenarios: Worked example You wish to isolate the coding sequence of a human liver enzyme. You have purified the corresponding bovine enzyme and have raised a polyclonal antibody against it. - Make a cDNA library from human liver tissue - this will be enriched for the genes for liver enzymes. - Create the library in an expression vector with a strong promoter so the genes are expressed in the host. - Screen the induced expression library for the presence of the desired liver enzyme using the bovine polyclonal antibody. The antibody will bind to the colonies which produce the protein they recognise. Although the match may not be exact there should be enough conserved homology to ensure recognition. - Positive colonies will be identified by visualising the label on the bound antibody/secondary antibody in the colony hybridisation. a) You have a cDNA clone containing the 900 bp coding sequence of a cell surface protein from pygmy goat monocytes. How can you use this to find the homologous cDNA from the merino sheep b) Having...The results are as follows: step. f1 IG SEQUENCE: to make single stranded DNA for sequencing UNIVERSAL PRIMER SEQUENCE: for primer to anneal to, to initiate sequencing SELECTABLE MARKER (eg lacZ'): to allow selection of clones containing the insert MCS POLYLINKER: insert fragment of DNA here 3.0 kb You must describe the function of the essential features of each plasmid and give some indication of the plasmid size. For expression vectors you must bear in mind the host cells in which the coding sequence will be expressed. a) Nonsense: The nonsense-mediated mRNA decay pathway degrades mRNAs transcribed from genes in which an amino-acid codon has changed to a nonsense codon; this prevents the translation of such mRNAs into truncated, and potentially harmful, proteins. c) Splicing: A stage in the processing of mRNA, occurring only in eukaryotic cells, in which intervening sequences (introns) are removed from the primary RNA transcript (hnRNA) and the codig exons are joined together to form the mature mRNA molecule. url:www.geneontology.org . d) Promoter: A nucleotide sequence of DNA to which RNA polymerase binds and initiates transcription. It usually lies upstream of (5' to) a coding sequence. A promoter sequence aligns the RNA polymerase so that transcription will initiate at a specific site. e) Reading Frame: A series of triple

Evaluate the impact of Fairtrade Essay Example | Topics and Well Written Essays - 2000 words

Evaluate the impact of Fairtrade - Essay Example Alternative trade organizations that are based on philosophies of well being of environment, and also social justice are creating new channels for marketing and trade alongside conventional agricultural export sectors. Social responsibility and ethics have become an important factor in consumer marketing which provides an organization with competitive advantage with respect to its competitors. The changes that are brought about by fair trade have to be looked at first to analyze the impacts of fair trade. One has to consider in this regard the changes that were not possible without the existence of fair trade. When the existence of fair trade benefits farmers, they start to control a significant part of the production chain and also employ workers. When farmers who are certified by fair trade employ workers, those workers have a high standard of living and a working condition that is considered better. If workers have a standard of living that is considered better, they will invest more money in their children’s education. Favourable economic opportunities are provided by fair trade to small farming families such that they also get the opportunity to join manufacturing organizations and produce products with market specifications. These farmers are considered to enjoy higher and stable incomes as compared to those farmers that sell in the conventional market. Buyers pay a stable minimum price known as fair trade price to cover the sustainable cost of production. There also exists opportunity for pre-financing and also contracts for long term planning. It also has an increased access to the export markets (Bassett, 2010, pp. 44-49). The fair trade price is considered to have a lot of significance when in the volatile world the prices of commodities and products fall below the cost of production. Importers tend to import the products of fair trade in their respective countries for further processing of such products and to sell those products themselves or

Microsoft Access Database Assignment Example | Topics and Well Written Essays - 500 words

Microsoft Access Database - Assignment Example Each company is known to produce different products and at the same time it can produce the same products but different brands. For instance, Delmonte Company is known to produce soft drinks as its major product among other items. Incase this company fails to supply; other companies are there to take over the tender and supply the same products but different brands. Other outstanding Companies are Cocacola, Nuvita and Afia. Cocacola Company produces softdrinks that serve as energy drinks and therefore makes it to be unique with other competing companies; Nuvita produces soft drinks with different brand and is known for its high quality products at affordable prices; Afia Company produces softdrinks rich in vitamins as compared to others. These all vendors have the same thing in common as shown by their variety of products produced by each. Both Afia and Delmonte produce the same products and each supplies the restaurant with their soft drinks. The slight differences between these two companies are their products brands, therefore their drinks serve the same

Crips Essay Example for Free

Crips Essay Not only in the past but in today society the term gang is a hard word to define, because No two gangs are alike (Mays Winfree, 2006, 313) The National Institute of Justice report adopted the the definition of street gangs as groups of youths and young adults who have engaged in a sufficient amount of antisocial activity to warrant attention by the criminal justice system. owever to add on to that definition, the law enforcement uses the definition an ongoing, organized association of three or more persons, whether formal or informal, who have a common name or common signs, colors, or symbols, and members or associates who individually or collectively engage in or have engaged in criminal activity. However when talking about gangs you need to be specific in which gang you are talking about because there are over hundreds around the world. With that being said this paper will be giving information about the gang Crip. To give more insight on the Crip gang, you should know that they consist primarily of African-American males, and according to the NDIC there are approximately 35,000 members throughout the United States. But in 1970 the gang was established in Los Angeles, California by two men Raymond Lee Washington, and Stanley Tookie Williams, before they were expanding around the United States. Unlike normal people who work the gang gets its income by doing illegal crimes. The Crip gang members are represented by the color blue, there style, and some of the symbols they make with there hands. When many gang member get caught they all go through different procedures through the juvenile system because not all crimes are regulated on the same actions. Even though there are many minorities that make up the Crip gang such as Hispanics, Caucasians, Asians, African Americans, and others the group is primarily made up with African Americans. With all of the minorities coming together and joining along in the gang there are approximately 35,000 members through out the United States. With those numbers being so high, it is also said to be that there are around 400 different Crip sets throughout the United States,(P. O. I. G) and when I say different Crip sets I am talking about how they like to be referred to by their geographical names such as the Inglewood Crips or the Hoover Crips, and further by their set names such as the GrapeStreet Watts Crips or the Rolling 60s Crips. When they call themselves by there geographical name it does not mean that they are not in the crip gang that makes up the United states it is basicly just saying that is where they come from and how the group likes to be recognized as. Just like how many other things start, the gang was made up of individuals. Founder Raymond Lee Washington who was fifteen at the time and Co-founder Stanley Tookie Williams. Stanley Williams joined because he was not old enough to join in the Panther movement in the 60’s so he decided he wanted to take what he had learned, regarding control of neighborhoods, and start his own. That is just what the young boy did to. Both boys were from the Los Angeles, California area. Eventually gathering more people to join and the list started to add up of members day by day. Many members did not go by there first name and they all had nicknames or also known as street names. The main reason to start the group was to protect their neighborhood and act like community leaders. Many people got the same idea and started to have a copycat affect and decided to call themselves the crips too. However on a real note you could tell they were copycats because they would fashion themselves by regional cultural indicators that have nothing to do with Los Angeles. (Crip Gang. Internet 4) Like mentioned previous in this essay we talked about Geographical names, some of the following below: East Side Crips, Compton Crips, West Side Crips, Avalon Garden Crips, 43rd Street Crips, Harlem Crips, Hoover Crips, Inglewood Crips, and Grandee Crips should be added to the list. (Crip Gang. Internet 4) Both men Washington, and Williams passed away and the gangs kept rising and becoming bigger. The men both passed away from different incidents, Washington passed away on August 9, 1979 by a former gang member because of a verbal dispute. Williams on the other hand did not pass away until the later years of 2005 when he was fifty one years old. Before he passed away he was currently on death row at San Quentin for murder. Well like unlike many normal people who worked for there money legally, the gang did it in an illegal manner hoping to make it day by day risking there lives and familys lives. Although there family members might not of been in he gang they would be the first people targeted at when that family member in the gang messed up. Gang members are known to do anything from uncountable murders, assaults, the gang is involved in drug trafficking, racketeering, extortion, murder, prostitution and robbery,(P. O. I. G) drive-by shootings, graffiti, and violent takeover bank robberies. Most of the gang’s murders involve disputes over territory and drugs. One they have done all of the above and havent gotten caught they continue to do it and risk there lives and others. However after selling drugs, and participating in the other illegal acts the money adds up where they then can afford to purchase expensive cars, watches, and clothes Like any other type of gang or club there is always a symbol that the group goes by, and in this situation there are a select few important ones that should be talked about. There is anything from the color clothes, hand signals, and how they dance. The color that crips like to go by are shades of blues. However the Grape Street Crips in Watts and New Jersey wear the color purple. There style of clothes is just like any other young adult would wear jeans, t-shirt, sweat shirts, sneakers, polo and a hat. However many of them wear a blue rag or handkerchief as an identity item. Another type of symbol the gang likes to go by are the hand signals that they throw up at others or even each other. Some symbols they like to go by are making the letter C(P.  O. I. G) with there hands, this means Crip up, and Crippin. (P. O. I. G. ) Not only do they make the letter C but they are also aware of making the letters BK which stand for their status as blood killers. They talk about blood killers because the gang blood is one of there biggest rivals. They are also known for the symbols they make in graffiti the gang is also known to replace the letter â€Å"B† with the letter â€Å"C† in writings, and go by the six pointed star which represents Life, Loyalty, Love, Knowledge, Wisdom, and Understanding. The thing that gets me most about this is how they may be loyal to there gang but what about others? They are out there killing and breaking the law for no reason they dont know what any of the things they preach mean! Above it stated that they talk about blood killers because the gang blood is one of there biggest rivals. Just like the Crip gang the Blood gangs have symbols and identifiers that they go by so you know whos gang they belong to. Unlike the crips that wear blue and use the C in hang gestures the bloods like to wear red, usually a bright color. Not only to they wear read but they make a hand gesture. One of there most common gestures in spelling out the word blood with there fingers. When crips and bloods get together they will fight and fight untill one finally wins. In todays society all cases are looked upon differently, which basicly gets down to how each case gets ran through the juvenile justice system. Many people think that children can not be charged as adults through the system, however Today, all states allow juveniles to be tried as adults in criminal courts in one of four ways. (Siegel, 2001, 466) The four ways that a youth can be tried as an adult would be through direct file wavier, excluded offense wavier, judicial wavier, and reverse waiver. A direct file wavier, is were the prosecutor has the discretion of filling charges for certain legislatively designated offenses in either juvenile or criminal court. About 15 states have this provision. (Siegel, 2001, 466) The excluded offense waiver, states laws exclude from juvenile court jurisdiction certain offenses that are either very monor, such as traffic or fishing violations, or very serious, such a murder. About 29 states now have sch laws for certain crimes. (Siegel, 2001, 466) Believe it or not but after doing some more research I stumbled upon some shocking news about juveniles. Which was a quote that I found stating that After all, juveniles commit almost 9 percent of all the murders in the United States and about 15 percent of all rapes(Siegel, 2001, 451) Last but not least the judicial wavier comes into play after a formal hearing at which both prosecutor and defense attorney present evident, a juvenile court judge may decide to waive jurisdiction and transfer the case to criminal court. This procedure is also known as binding over or certifying juvenile cases to criminal court. (Siegel, 2001, 467) Then lastly there is the reverse wavier, which states laws mandate that certain offenses be tried in adult court. Once the case is heard in the adult court, the trial judge may decide that the offender would be better served by the juvenile court and order a reverse waiver. About 25 states have this provision for certain circumstances. (Siegel, 2001, 467) With that being said you know how juveniles can be tried through the adult system, but did you know that The problem of youths processed in adult courts is a serious one. About 8,000juvenile delinquency cases are now being transferred to the adult courts each year. Supporters view the waiver process as a sound method of getting the most serious juveniles offenders off the street. (Siegel, 2001, 467) Even though trieing youths as adults is now aloud many people think that it does more harm then it does good. If you think about it they are right, because now juveniles will be in cells with adults were they can be targets of the adult predators. Youths held in adults prisons and jails are five times likely to be victims of attempted sexual attacks or rapes that those held in juvenile institutions. (Siegel, 2001, 467) Also not only will they be victims of attacks but it also states that The suicide rate for juveniles in adult prisons and jails is nearly eight times higher than that for juveniles in youth detention centers. (Siegel, 2001, 467) Just like any other crime probation can always be a type of punishment to depending on how serious the crime was. Probation is a sentence entailing the conditional release of a convicted offender into the community under the supervision of the court (in the person of a probation officer),subject to certain conditions for a specified time. The conditions are usually similar to those of parole. (Siegel, 2001, 336) Probation however can be revoked just as quick as the person was put on it. If you brake the probation rules, or commit another crime you will be put back into a prison in most instances. In todays society there are approximately four million people on probation. However if there was not probation facilities would be even more overcrowded then they already are. If none of the above programs work they can be charged as a Juvenile delinquent as well. It basicly would all be based on what the crime did and how big of a crime it was. Each judge is going to have a different outlook on the situation. Not only will they have a different outlook on the situation but another thing that plays a major factor is weather or not you have been caught before for doing a crime. If you were caught before for oing a crime, or something else that was illegal that could affect the way you are charged through the system. Below I would like to talk about some of the reasons people join gangs and some of the things that people need to do in order to be accepted into the gang. Some kids join gangs because they need to feel acceptance, excitement, to earn money, peer pressure, protection, to socialize and etc. (S. A. P. D) If kids have nothing better to do or dont feel like they mean anything at home they are going to find mischief to get into because one way or another someone will notice them. Many minority groups have this problem because there family members have a tough time trying to live so they work alot and try to make money to support there familys. In situations like that though it pushes the child away because there is never anyone around. Then they go seek and find other kids with the same problem and they become a family. Its not as simple as it sounds to get into a gang. Not every gang is the same but some of the ways you can enter into a gang is by being rolled in also known as jumped in, quoted, lined in, then there are ways like being courted in, walked in, sexed in, and commit crimes. Being rolled in means usually consists of the recruit having to fight 3 or more members of the gang for a specified amount of time. The time limit is different from gang to gang, but usually last somewhere between 15 seconds and 1 minute. The reason for the beating is to see how tough the recruit is and if he is a fighter. (S. A. P. D. ) Courted in is were, sometimes and individual is asked to join a gang without going through any initiation. (S. A. P. D) If you are offered a spot in a gang like this that usually mean that you have something the gang wants rather it be talent, or special connections. Being walked in means that you can just join it is very similar to being courted in. Sexed in is as bad as it sounds, being sexed in means female recruits are required to roll 2 dice. Whatever number is thrown is the number of gang members the recruit has to have sex with. Lastly committing crimes is pretty self explanatory and means that you have to commit special crimes in order for them to see what you can do and if you are talented enough to do it without getting caught.

Integrated Marketing Communication (IMC) Plan for Skoda

Integrated Marketing Communication (IMC) Plan for Skoda The purpose of this report is to implement power integrated marketing communication plan for Skoda; automotive company. The outcome of this plan is to establish an impressive and desire challenger brand in order to compete with category big fish automotive brands in Australia. Skoda is encountering a big challenge from its marketing communication although company is gradually establishing itself known to automotive consumers, but it seemed difficult to reach their goal, since companys history and reputation were not accepted by Australian consumers. As a consequence of company necessary to break with the immediate past and reposition itself. By changing consumer perception of Skoda from the brand that lack of history and weak reputation to become the brand that everybody wants. As a result, single key thought which is VALUE will be used as platform of all marketing communication strategies and tactics in order to become a big fish in the automotive category in Australia This integrated communication plan will outline many aspects pertaining to firstly; the communication plan will focus on the overall of Australia automotive and identify companys position and problem. Second part will provide the solution of Skodas marketing communication plan based on Morgans eight credos by utilizing it through all power communication channels such as Public Relation, Advertising, Internet marketing and Sponsorship. Lastly, this plan also presents a communication brief of each party such as PR agency and Advertising agency. Part 1: Background InformationCompany Background Skoda is the one of car manufactures in the world with its strong engineer and production for more than century. The company first was established in 1895 in Czech Republic. Later on, the Czech brand was searching for well-known partner. As a result of in 1991, Volkswagen was chosen since VW is the largest automotive manufacturer in. However, 30% of Skodas equity was owned by Volkswagen group in Germany. Ten years later, Skoda was completely taken over by Volkswagen. Company was introduced in Australia in 2007and keep growing up to develop new ideas for simply clever driving with proudly of innovation and design. Overview of the Australian motor vehicle market The Australian automotive market is extremely competitive, with more than 60 models of many car brands available for purchase. The new record for this industry was reported that in 2007 the number of new vehicle sales were 1,049,982 units which have been increase about 9.1% from 2006. Furthermore, there was an increasing of all types of vehicle; however the increasing trend of small/city car took the highest in the market growth as detailed in the figure 1 below. Source: Federal Chamber of Automotive Industries, 2008. As a result of company aims to introduce the newly product, with full performance of diesel engines into city type which called SKODA MANIA Source: Australian automotive intelligence, 2010 From figure 2 above, the market leader in selling is Toyota, the brand has been in the first rank for 7 years followed by Ford and Holden. In addition, there was a significant strong position of Japanese brand in the Australian market whereas the strongest European brand was Volkswagen which has been strengthened its sales in Australian market for 10 years. As previous information, it provides opportunity to Skoda to introduce a new product and leverage its competitors as the newly European brand in the market. Consequently, Skoda needs to create strong brand reputation; moreover, the communication needs to concentrate on the most powerful key though VALUE into prospects mind. Key issues From figure 3 below, illustrate the latest research reported total market shares of competitive vehicle brands in Australia, the majority percentage of share market contributed to Toyota with 21% of proportion same as other brand name which combined various non-dominant brands. So in order to compete the market share of the big fish in this category, the new European brand like Skoda has to introduce new image of itself settle in a position as European brand that provide value and performance could comparable with Japanese brands. In order to launch a new brand product SKODA MANIA and generate the influential communication plan, it is required to identify communication challenges as following points: Brand has weak reputation in Australians mind since it was taken by Volkswagen, Skoda need to build brand preference and persuade a target audience to consider its product attributes by building its reputation as a long-established and trusted name in the market. Automotive product category need high involvement in purchasing decision, the communication concepts need to focus on visual and emotional appeals to create value for money in consumers decision. There is a shift in consumer preferences due to the demand of consumers on type of car has been significant changed from large passenger cars to smaller with lower fuel consumption cars, thus the effective communication will provide value proposition for the Skoda brand to launch city full performance car . As a result of Skoda needs to position itself as a challenger brand and break with its immediate past from the brand no one knows to become the desire brand. Furthermore, our Czech brand has to drive itself to become a leader in automotive category in Australia market which requires an effective and pioneer the comprehensive integrated marketing communication plan. So it could be done by follow the process of The Eight Marketing Credos by Adam Morgan. The big fish main competitor The big fish in the automotive of Australian market is Toyota, as a major competitor of challenger brand like Skoda. With a dominant position in Australian car market since companys market share achieved around 21 percent in 2009 and retained the number one status in selling products than any other single brand in the country. More than 50 years in Australia, Toyota has grown to be one of Australias leading automotive companies with the total sales revenue $7.982 billion in the end of 2009 Toyota.com, 2010. Toyota has a strong key element to support its brand positioning such as being an innovative brand that implement the most advanced environmental technologies and enrich society through car making. Forrester Research, 2006. The Japanese brand sale several of product types which are passenger car, 4WDSUV, commercial and hybrid with offering more than 15 marques. In 2009, the company spent more than $ 65 million on adverting; the report was covered advertisements in all areas of media such as television, radio, newspapers and online search and classifieds Stafford, 2010. Part 2: Communication Plan Why marketing communication plan is important to Skoda? The marketing communication has a significant function for Skoda plan since we need to manage the concept and make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a integrated force Lake, 2009. Furthermore, it is general argue that the branding is related to get companies target audience to select their brand over the highly competition, but it is about capture the prospects to recognize their brand as the only one in their mind and perception that could deliver them the best solution to their problem. However, to succeed in doing that, we must to realized and understand the needs and wants of our customers and prospects. As a consequence of integrate marketing communication is very important to our branding, advertising and marketing strategies in all attribute areas of public contact. Brand like Skoda has not instituted a strong historical brand in the market, consequently; company has to invest in communications due to the fact that Skoda needs to formulate prospects to aware its product and emphasis on its key though VALUE by communicating through functional and emotional of its product attribute to ensure that its advantage could leverage the big fish in automotive industry Millier, 2010. In addition, developing communications strategies could provide companys knowledge and help Skoda understand its markets effectively. So Skoda needs a large investment in communication plan. There are various benefit that company will derive from invest in communications and develop marketing strategy as following figure 4 below The communication plan will enhance company in four major areas; sale growth, price premium, brand loyalty and fast penetrate into the market which increasing in the marketing communication budget will maximize shareholder value as well as the long-run profitability. Budget Allocation According to increase of marketing communication spending, Skoda needs to maximize profit and shareholder value for brand. Since, the company will be positioned itself for the city car segment with expecting that these advertising spending will enhance shareholder value and the company profile margin sustainably. Therefore, to allocate the budgets on media that communicate to all areas of the community, Skoda total marketing communication budget will spend up to $AUD 8 million within period 5 months. Skoda will process the plan with various agencies and other media house to response for this campaign communication to facilitate company from the inception stage; build an unknown brand and overcome the risk factors from enter to mid car segment. The challenger strategic approach: a four stage process Stage 1 Attitude and Preparation Credo1: Breaking with Immediate Past The core problem of challenger brands is not provide new and unique idea into the consumers, it depend on how they can remove the conventional idea from the past. Consumers perception is same as a room with full of old furniture. Therefore, before we move a new one into that space, we need to delete the old furniture from the room first. Skoda has to realise about the concept of breaking with the immediate past in order to see real challengers and possibilities in the new market. Formerly, company has weak reputation on the market as a consequence of the challenger brand as Skoda need to consciously break with its own immediately past by reinventing brand history as key issue from an unknown brand to become desire brand in Australian market. Furthermore, its a bright opportunity for the brand to introduce new product SKODA MANIA, the city car with powerful diesel engine into the market by providing the new concept of The true VALUE of powerful diesel car and bringing other inspiration from another category into its product. This brand new opportunity enables company to step back and make upstream question and refine a new product. To define the challenge, we want to compete with the market leader and we want to make the different. It is vital role for the company to make its brand stand out in the competition by opposition its product attribute and create a new category on powerful diesel car against the Big fish like Toyota hybrid. However, Skoda clearly identify itself to be different from the category, Skoda has to battle within the same areas of brand leader by trying to win the number one market share of automotive market. Stage 2 Challenger Strategy Credo 2 : Building a Lighthouse Identity The critical role in marketing strategy is we have to state that who we are. Skoda has to develop clear stage in what its brand stand for which is the desire brand of powerful diesel car by creating its own values through key thought The true value of powerful diesel car. In order to become desire brand, company does not only position itself as the brand that everybody wants but its also want to position itself as a impressive value perspective as a good sign of how Skoda is going to play. Another aspect of brand challenger as Skoda has to consider is tried to build emotional attachment based on point of view with consumer. Not only the brand has to determine what are the key features that want to communicate, but Skoda also has to build its prominent identity the desire brand of powerful diesel car to let consumer engage and affiliate with brand. Credo 3 : Assume Thought Leadership Of The Category Now Skoda brand does not be the leader in the Australian automotive market but there is another opportunity for Skoda thought as the leadership in the brand category. To create a long term goals that makes everyone talk about its brand, Skoda had clarified itself different from competitors as the desire brand of powerful diesel car and make great reason which is impressive value perspectives why consumer must select its brand. In accordance to communicate the massive impact of brand identity and positioning, Skoda could achieve by breaking of key conventions in the category. In this kind of situation, Skoda chooses to break the conventions of neighborhood and network. By selecting BP gas station as a brand partner since Skoda quite new comer in the Australian market, company needs to enhance brand positioning by being partner with worldwide fuel brand that provide reliability and trustworthiness products to the market like BP. Moreover, to encompass a wide range of its communication marketing activities such as provide special promotion when consumers purchase SKODA MANIA they will get petrol coupon to use at BP for free. Combining the strength of BP brand helps company gains more trust, build consumer acceptance and brand preference that create impactful reason why they have to choose you. Additionally, Skoda will break the convention of media in promoting of its brand new product. Company use website as a platform to integrate of all communication channel. Although Skoda has invested a high budget into advertising and PR, the company will benefit from the low cost of operating from using the digital media to communicate with its target. All communication channels will provide Skoda website www.skoda.com.au in order to convince prospect to find more information at there. Furthermore, valuable thing from utilize internet channel is time, since consumers could find and get precise all products details from online store that opening 24/7. Using of free social media such as Facebook or Twitter will help company reach the right target easily since this kind of free media become a part of everybodys life and most of working people also associate with them. Credo 4 : Create Symbol of Reevaluation To create our symbol of re-evaluation, the key concern is not budgeting but it is about Skoda needs to recognize what the dominant customer complacency is and show how they can see its brand. In order to achieve this key complacency, the brand has to stimulate actions that make consumers rethink about Skoda and recognize the symbol to what the brand want to communicate. Skoda seemed to be unbranded as first introduce to the market this chance will help company to change consumer perception towards the brand from little or no image to be the brand preference / desire brand that make consumer perceive to its brand values. PR agency will create viral as unbranded first by placing its car with full of money fake in the high traffic areas, let people curious what is about and why this car has a lot of money. The company will reveal the reason why its car must filled with money which is value of saving from diesel engine that make the owner of SKODA MANIA has a lot of money. Also use the other media to emphasis its key thought and brand concept which is The true value of powerful diesel car. Stage 3 Challenger Behavior Credo 5 : Sacrifice To be successful challenger brand does not necessary to have a perfect marketing strategy. In order to get number one of brand leader sometimes the sacrifice has to be taken. First is Skoda has to sacrifice in the target market by focusing on male and working people on the other hand, Skoda has to give up female as a main target in order to establish relationship with the core target. Due to its product performance match with working men who choose the quality and performance of product as first criteria, this beneficial enable company to sale the product and build closely relationship to its target easily. Sacrifice on pricing strategy would be another thing which company has taken into account. To facilitate new product launch in this country, Skoda has to realize on its key though VALUE by giving consumer value for money in purchasing its product. Consumers perception towards diesel car is save thus company need to sacrifice the premium price in order to capture consumer attention and create the brand considerable. Credo 6: Overcommitment To be the brand challenger does not mean to do just enough for achieving the key success. Alternatively, if all members in Skoda whether top managements or employees work together and dedicate themselves to make consumers perceive brand differentiate, Skoda will be accomplished and become desire brand. Since Skoda has determine its goal to be the brand leader in the market and compete share of mind in consumers, as a result of motivation of its staff to reach overcommitment is the critical concept that Skoda should state in its mind. All Skoda members do not only overcommitment to provide the impressive value product to the market and but also attempt to focus on implementing the key thought and brand concept to be consistent in order to achieve the company goals. Credo 7: Use Advertising and Publicity as a High-Leverage Asset For the challenger brand, only clear communication is not enough, capturing the targets imagination and mind must be objective Morgan, 2009. To introduce brand into new market, roles of advertising and PR must be noticed. Both of effective tools characterize an enormous opportunity to Skoda to accomplish position in the new market since Skoda needs to attend the consumers mind and get them to spread its word. As a consequence, Skoda has been identified what the brand want to say and create the precise message to be communicated with specify the period of time, location and required task. Skoda debut its brand via PR tools is such a dominant strategy because once consumers did not know anything about its brand and new product. In order to gain the brand credibility, company needs to leverage competitors by using PR as credible source to make the brand more acceptances in the new market. Skoda has to build its position through various PR campaign such as word of mouth, special event and the group of influencers such as mavens and connectors and salesman. Advertising will be another channel that Skoda uses to convince consumers to make the decision in purchasing our product. The persuasive ads will be utilized to persuade consumer mind to use Skoda MANIA with emotional appeals of advertising techniques that company try to engage upon emotions of its audience. Moreover, key though of the brand must be highlighted through all communication messages to encourage audience perception towards its brand values. Stage 4 Sustaining challenger Momentum Become Idea-Centered, Not Consumer-Centered The brand challengers have to realize that the new ideas need to be employed in order to maintain in their momentum. Instead of changing core identity, Skoda has to refresh and make the core idea to be differentiated. As a consequence of the failure in its momentum in the market, the brand needs to sustain consumer perception and keep building relationship with consumers. To achieved this kind of challengers, Skoda has to deploy ideas-centered not consumer-centered by continuing generate product beyond customers satisfaction and product improvement. On the top of that, Skoda do not change its communication strategy, the challenge brand like Skoda tend to find more opportunity to deliver its brand value through the creative ideas and communication tools such as ambient and concept of car customization. Part 3: Marketing Communication Roles In order to generate the marketing communication program and make it strong and true, we need to employ the concept of six honest serving men of Rudyard Kipling which help we formulate the successful brief and avoid weak briefing that can stimulate and deliver the weak messages. What : The aim of this communication plan To build awareness of Skoda brand and capture consumers attention by shifting from no one know to desire brand To launch new Skoda car into Australian market with full performance of diesel engines into city type which called SKODA MANIA To stimulate the sale in order to compete market share of automotive car in Australian market Establishing of key thought VALUE to this plan , paveing the way to engage all communication tools within single focus that helps promote the effective campaign to consumers To create a new category in the consumers mind that is powerful diesel car Product Since the historical of both brand and the new product does not exist in market, we have to provide the clear benefits, features and advantages of the product to all agencies. To make them clear what our desires and needs to promote of this plan. Description: Newly powerful diesel engines has introduced into Skoda model. The superior with diesel engines which completely installed in the body. All product features designed to capture consumers attention with offered the VALUE for money. Features Advantages Benefits A large of passenger room Increase the space inside passenger room Comfort and spacious with 5 adults able to sit. Extensive equipments Import leather seats, full options of CD player and climate controlled air conditioning. Adjustable leather seat 6 step, both MP3 and USB adaptable in CD player. Reasonable price As the cheaper model in the Skoda product category. All pricing provide with negotiable agreement. Guarantee from Euro NCAP crash rating. Safety features such as six airbags, stability control and ABS brakes. This model also gets a four-star Euro NCAP crash rating. Low fuel consumption Reasonable level for diesel consumption for both standard testing and highway testing. The diesel engine is supremely improved with appropriate average figure for a mid-sized sedan. Brand personality Due to the good characteristic of brand personality should expression the core values of the brand, thus Skodas personality is centred on Elegance and European. If we compared its personality with famous person it might be Jude Law who could best represent elegance character to the brand. Key message Emotional appeals will be delivered as key tone The true value of powerful diesel car will serve as the platform for all communications and keep our campaign strategy consistency. Mandatory executional requirement legal qualification Company logo has to be shown in all communication tools. Tag line Simply clever should align with brand logo. All communication tools should end up with key message of the product which is The true value of powerful diesel car Activities Following are activities must be done; Why : The reasons that we need to perform this integrated communication plan are building positive brand awareness and associating the brand in the mind of consumers. Moreover, as a brand challenger competing the brand leader and gaining number one share in the market would be the optimum outcome for the brand. Who The primary target that we want to communicate with would be male 25-40 years old those working men who looking for the car that provide them better performance with elegance style. Secondary target are smart business people both male and female who age raging from 25-35 years old. Demographic characteristics Working people age is 25 or above Income level $AUS 9,000 per month. Most who lived in city or suburbs. Psychographic characteristics Lifestyle: Sociable, friendly, concern for others and pleasantness. Attitude: Self-confidence and belief in their decision. Where : The main campaign will be carried out in Sydney as centre in order to build giant impact in Australia. We need to implement in the big city because our target market mostly work and live in Sydney. Moreover, to create the powerful communication tools, we need to gain the massive reach and visibility from our prospects by placing our media in the centre, department store and office building of city such as CBD, QVB and martin place. When : This campaign will be carried out for 7 months starting from September 2010 until end of January 2011. For the details will be shown as following timeline; How : Measuring the effectiveness of marketing campaigns is to determine how successful it is. So, we need to set judgment criteria for each marketing communication tasks by tracking the main measurement such as Key performance index Total number of sales Leads generation. For each marketing task we can assess the effectiveness as following; Requests for information/brochure Request test drive Retail dealer traffic Website traffic or click-through rates Number of coupon redemption Phone lines to track phone orders Communication Brief Market research brief Objective To measure consumers value perception towards Skoda before and after the new communication campaign. To assess whether creative development create impact to the audience or not To conducted creative development to analysis whether IMC campaign achieves its objectives and marketing goals or not. To anticipate the future outcome of the social trend towards product category market Socials insight Customers Insight Target market / Audience Middle / city car segmentation. Respondents; businessmen and women 20 45 year of age. The research method Focus group Open-ended questionnaire Online survey Required task : Conducting brand positioning and image testing Conducting creative assessment Conducting Outcome-based research to study consumers insight and experience about city car Geographical boundaries All market research activities should be done in Sydney, Australia. Timeline Market research should be conducted start from week 1 week 2 of September 2010 Budget $ 320,000 for overall market research budget Advertising agency brief The role of advertising agency: Advertising agency has a responsibility to communicate our brand to the public via mass media. Each media will perform with particular purpose in order to capture a different area of prospect mind. Objective To build the brand awareness of Skoda To motivate consumers demand through the effective media To promote new product SKODA MANIA diesel engines Target audience Male 25 45 year of age. Key thought : VALUE Mood and Tone : Elegance / Prestige / Powerful / Smart Clean Key message : The true value of powerful diesel car Mandatory: All advertisements have function to influence our target audience to purchase the product Key message must out the end of ads scene Brand logo must be shown in all advertisement as well as tagline Simple clever TVC concept must engage a compelling story to unite the idea of with emotional. Story should build audiences emotion and energy with the detailed information of brand image and history. Advertising Campaign Tools Agency must develop 2 TVC , 2 print ads and 1 out of home medias TV Commercial: must be promoted during prime time. Print ads: must be placed in impact areas, could capture mass target audience such as train stations, bus stops, and office building areas and shopping centre. Timeline: Ads will be launched first 3 weeks of October 2010 then week 2 and 4 of both November and December 2010. Then only week 2 on January 2011 Budget $ 1,840,000 for overall advertising budget PR agency brief The role of PR agency: due to we want to establish brand reputation in the market and provide product into new category, PR such a powerful tool to help company accomplish lots of goal such as create Skoda name in consumers mind and capture consumers attention. Objective To build the brand awareness of Skoda To amplify talk of the town as well as buzz of Skoda test drive campaign To create brand value and equity into consumers perception To promote new product SKODA MANIA diesel engines Target audience Consumers, government , dealers , suppliers , corporate , NGOs and employees Key thought : VALUE Key message : The true value of powerful diesel car Required task: Providing press kit / press release to mass media about our brand new product The article published about the brand must be written in the magazine, advertorial and newspaper. The content must be captured attention of consumers, compete share of mind, and highlight on our product attribute VALUE Selecting Skoda brand ambassador who can be represented to brand concept and brand personality It is PR roles to create an attractive test drive event to amplify brands virus and motivate those three groups; Connectors, Marven and Salemen. To launch road show test drive event , let consumers experience with the new Skoda product and create word of mouth Word of mouth PR also responsible for generate the big impact of the buzz, thus we will engage people to word of mouth marketing as a key component to spread our test drive event. To let consumers experience with our SKODA MANIA and it is also opportunity of them to receive our product details and benefit of Skoda concept. Then the consumers will share experience among their friends and family. Moreover, word of mouth is more likely to reach and touch the mind of consumers which could drive the message to reach mass target without or low assistance from the company. So in this test drive event, it is necessary to invite all journalists from car magazine, men magazine and newspapers to attend and experience with test drive as well. The Buzz must encourage all journalists and maven to experience and spread about our product by providing advantage and highlighting on how consumer will perceive the value of the new brand product Timeline : Press release will be launched on week 1 October 2010 Brand ambassador will be selected on week 1 October 2010 Special event will be launched on first week 2 of November 2010 and run on for the 3 weeks Articles and advertorials in magazine and newspaper will start written after first week of test drive event Budget $ 1,440,000 for overall PR budget campaign Media planner brief Objective To select the effective media for all campaign tools Target audience Male 25 45 year of age. Key thought : VALUE Key message : The true value of powerful diesel car Required task Agency needs to select the powerful media