Brand Case Study Essay

1. After having read the formal definition of customer-based-brand-equity (p. 41) and the ensuing chapter discussion, think of a product category offering that you are familiar with. How do consumers make decisions whether or not to buy the product, and how do they arrive at their final brand decision? Do you agree with the three â€Å"ingredients† that are the basis for the definition of C.B.B.E? What are the implications for brand equity management for the brands in the category? For me, the most familiar brand is Nike. I think the consumers will consider the price of the products and they will consider the product is fit for them or not when they buy the products. Mostly, the consumers will choose the brand which they used before because they used this brand before, they know this brand and they will have more trust for this brand. Sometime, the consumers could choose the brand which they knew or heard before when they buy some new products because the famous brand product can bring more trust for the consumers. I agree with these three ingredients. In fact, I believe most customers, include me, follow these three key ingredients when we choose the brand. I think better brand equity management can improve the brand value and image. It can also better promote the brand and let more customers know your brand. This can help your brand stay in the top area of the congeneric products. 2.Take the coffee product category basically dominated by the two main brands Starbucks and Dunkin’ Donuts. Evaluate the positioning of each brand in terms of the four components of brand positioning. Who are their target markets? What are their main points-of-parity and points-of-difference? Have they defined their positioning correctly and effectively? How might their positioning be improved? I think the major target markets of Starbucks are the collage students, the white collar employees. For Dunkin’ Donuts, the target markets consumers are the customers who just want to drink coffee and these customers want to take away their coffee immediately and do not want to cost much money on coffee. The main points of parity for Starbucks and Dunkin’ Donuts are that the product of them is coffee and both of them also sell some fast food. The main points of difference for them are the price and store layout. I think they define their positioning correctly and effectively. For Starbucks, they define their brand as a high-end coffee brand. Now, this brand is famous around the world. For Dunkin’ Donuts, they define thier brand as a quickly service coffee. Now, they are also success. I think the positioning of Starbucks and Dunkin’ Donuts are correctly. Both of them choose to focus and develop on one area. This can help they have enough competitiveness and help them improve their brand value. 3. Upon reading the chapter discussion of points-of-parity vs. and points-of-difference an you think of any negatively correlated attributes and benefits other than those listed in Figure 2-6 at the bottom of p. 56.? Can you think of any other strategies to deal with negatively correlated attributes and benefits? For example, in the product of shampoo field, anti-dandruff shampoo vs. Hair care shampoo. I think we can create some sub-brand to avoid these negatively. For example, the shampoo product, we can produce two kinds of shampoo, anti-dandruff shampoo and hair care shampoo to reduce the negatively correlated attributes and benefits. This strategy will give the option to the customers. They will choose any product of our brand and we will avoid the negatively correlated attributes and benefits. 4.After finishing the chapter take a few minutes and review the following youtube.com video titled â€Å"No Logo: Brands, Globalization & Resistance.† http://www.youtube.com/watch?v=uI0itS3gQFU What do you think of Naomi Klein’s positions as espoused in (her book) No Logos? How would you respond to her propositions? Do you agree or disagree about her beliefs on the growth of corporate power and why? I think no logo is amazing. Brand help the customer choose the products quickly. Especially now, most people do not too much time to choose the products one by one. They like choose products from the brand which they know. If no logo and no brand, I think most customer will be in confusion when they buy somethings. In addition, I think globalization is the trend. I don’t think no logo can prevent the existence of the exploitation. However, I agree with her beliefs on the growth of corporate power. Because most global corporate are worthy. Sometime they can impact the policies of the government, especially in those underdeveloped nations.

Operations Management in Tesco Essay

Introduction In this assignment we will look at three aspects of operations management, which are Finance, human resource and information technology at an organisation. To understand the concepts better we have selected the case of Tesco Plc., UK. PART A: Managing Finance Financial management is a very important component of the operation management at a company. The role of the financial management at the company is to purposefully management the financial resources; present the performance of the organisation in financial terms. (Brigham E.F. and Ehrhardt M.C., 2010) The financial management has to acquire the required capital required for achievement of strategic and tactical objectives at a low cost. The financial management has to anticipate the financial result and maintain the financial balance as per the company’s needs. Information received by the Financial Management at Tesco The information that is of importance to the financial management of Tesco is * The investment cost of the funds on the capital market. * The  current rates of exchange that are prevalent in the market and short term interest’s rates that s prevalent in the monetary markets. * The financial management synthesises information that provides new investment opportunities available to the company. The financial management tries to make innovation in the financial field with the help of new financial instruments that are available in the market. Decisions taken by Financial Management of Tesco Plc. Based on the information, the financial management has to make critical decisions regarding finance of the company: * The financial management has to take decagons on the interest rates at which the company is willing to take loans. * It has to predict the future cash flow needs of the company. * The company has to make decision on the long term debt and short term loans while also making decision on the issue of shares and the option of self-financing. * The management has to make decision on the risk management technique to be adopted along with the financial impacts of the project that the company has undertaken on the financial health of the company. Role of Financial Institutions in Financial Decision Making Financial institutions are responsible for distributing financial resources to the users in planned manner. (Mondy R.W., 2009) There are different financial institutions in the market that specialise in collecting funds as well as lending it to different organisation to carry out their projects. The examples of financial institutions include banks, credit unions, asset management firms, building societies and stock brokerages. The financial institution can be categorised as * Deposit Taking Institutions * Finance and Insurance Institutions * Investment Institutions * Pensions providing institutions * Risk management institutions While there are government financial agencies who assigned to carry out the regulatory and supervisory function of different other institutions. The financial institutions have been integral in satisfying the financial and  management needs of different industries and this has also shaped the national economic scene. Deposit taking institution are mainly concerned with accepting deposits, providing commercial loans, real estate loans, mortgage loans and issuing share certificates. The finance companies provide loans, inventory financing and indirect consumer base, the companies gets funds form these institutions thorough the issue of bonds and other obligations. The insurance companies have become an integral part of a company’s financial obligations. The insurance companies also provide a different investment options and also provide loans for a number of purposes. The financial institutions such as stock, exchanges, commodity markets, futures, currency and options exchange are involved in creating and providing ownerships for financial claims. (Mondy R.W., 2009) These financial institution mange price change risks and maintain liquidity in the market. Through the various instruments the institutions provide investment opportunities and help businesses to generate funds for various purposes. The various investment banks are responsible for a number of financial activities such as underwriting securities, selling securities to investors, providing brokerage services and providing fund raising advice. Analysis of the Financial Statement of Tesco Plc. The financial statement is periodic documents that are published by companies to show the company’s financial performance. The information from financial statement is important for internal and external purposes. The financial statements are used by the employees and management for their own information about the company while the manager use tit to plan future activities and compare performances of departments in financial terms. The statements can also be sued to compare with other company’s statement to compare the performance on a macroeconomic level. A financial abatement mainly consists of four main components which are balance sheets, profit and loss account, cash flow statements and income statement. Each component has different function which can be lined out as: Balance Sheets: It provides the financial situation of the company as a whole. It records the tangible and intangible goods that the company owes or owns. The three categories in a balance sheet are assets, liabilities and shareholders’ equity. The assets are basically categorised in to current assets, fixed assets and other  assets. The liabilities section of the balance sheet consists of current liabilities and long term liabilities. The shareholders equity represents the net worth of the company. In balance sheet, the shareholder’s equity is calculated as the sum of liabilities and net worth. Profit and Loss Account: it summarizes the incomes and expenses of a company in a given period of time. This includes accruals which are incomes that will be realised only after the particular profit and account was prepared. Cash Flow Statements: These statements are very important to predict the future flow of finance in the company. The cash flow statement is concerned with understanding if there is enough money for all the activities and expenses of the company and stands as a good measure for a company’s liquidity. Income Statement: The income statements are used to measure the company’s sales and expenses over a specific period of time. They are prepared at the end of each financial year and shows the results of the operation of the company I the given time. The financial health of the company will also be analysed using Ratio Analysis, The Analysis of Financial Performance of Tesco Financial statement analysis is concerned with identify the strengths and weaknesses of the company’s finances and establish the relationship between the different financial statements. Tools and Techniques: There are various tools and techniques that have been identified to conduct financial analysis. The tools and techniques are categorised in to (Brigham E.F. and Ehrhardt M.C., 2010) * Horizontal and Vertical Analysis: The horizontal analysis is the comparison of two or more financial data. It represents the changes between years in both monetary and percentage form. While Vertical analysis is concerned with the preparing ad presenting common sized statements. * Ratios Analysis: The ratio analysis is considered to be the most powerful toll for analysing the financial health of the company, ratio simply means one number expressed in terms of the other. There are many forms of ratio analysis satisfying different functions which are profitability ratios, liquidity ratios, activity ratios, long term solvency ratios and leverage ratios. Table 1) Financial Ratio of Tesco Plc. Ratio/ Year| 2009| 2010| 2011| Gross Profit Margin| 7.6%| 7.8%| 8%| Operating Profit Margin| 5.91%| 5.88%| 6.07%| Return on Assets| 7.06| 4.69| 5.08| | | | | Return on Capital Employed| 7.06| 4.68| 5.07| Current Ratio|

Ece Curriculum

Early Childhood Education: The Curriculum That Matters Most Stacie Emery ECE 311 Prof. Carly Davenport November 21, 2011 * * * * Early Childhood Education: * The Curriculum That Matters Most Introduction As times change, it seems that education must change as well, to fit the ever-changing needs of our youth. For children of any age, education is a complex thing, but so very important for each of them to succeed in anything they do. California State Standards imitate the National standards for educational values. Each child has a right to quality, formal and age appropriate education. Even before Pre-K, children will begin absorbing mass quantities of information. This will continue for the rest of their lives, but the quality of the information given early on, will determine how each child will use it. Curriculum in Math, Fine Arts, Sciences and Literature has been developed in many astounding ways. The evaluation of educational standards has also opened new ways to teach these subjects, and more, in ways that an entertaining yet educational context. Along with educational standards, many theorists have studied the many stages of a child’s development. Psychologist Jean Piaget (1896-1980) introduced four stages that a child goes through from birth to a child’s development past eleven years old. The four stages presented by Piaget can help educators make the most out of every child’s educational experience. Jean Piaget Although Piaget’s developmental theories focus mainly on the development of only children and do not address learning behaviors, understanding the stages could be crucial for some educators. Piaget emphasized that each stage can be reached at different times, meaning they are not concrete and develop only in the age range specified. The development could fluctuate due to learning disabilities or poor educational opportunities, however most children will go through each stage. Sensorimotor This is the stage of development from birth to about age two. The child begins to learn object permanence. Much of the infant’s learning is through each of the senses. Children at this stage can be characterized by extreme egocentrism, meaning the child has no understanding of the world other than his or her own point of view. Preoperational The preoperational stage focuses on children aged two to around seven years of age. Children in this stage can mentally represent events and objects, and generally engage in symbolic play. They can be quite egocentric; everything is about â€Å"me†. This is also around the time a good amount of children begin some form of formal schooling. Concrete Operational At about age seven until around eleven years old, children go through the concrete operational stage. Piaget considered this stage to be a major turning point in the child's cognitive development, as it marks the beginning of logical or operational thought. Formal Operational At about eleven years of age, the child enters the formal operational stage. â€Å"As adolescents enter this stage, they gain the ability to think in an abstract manner, the ability to combine and classify items in a more sophisticated way, and the capacity for higher-order reasoning. (McLeod, Simply Psychology) Educational Standards National Standards According to the NAEYC, the following is strived for: * â€Å"take informed positions on significant, controversial issues affecting young children’s education and development; * promote broad-based dialogue on these issues, within and beyond the early childhood field; * create a shared language and evidence-based frame of reference so that practitioners, decision makers, and families may talk together about key issues in early childhood education; * influence public policies; stimulate investments needed to create accessible, affordable, high-quality learning environments and professional development; and * build more satisfying experiences and better educational and developmental outcomes for all young children. † (NAEYC, Standards) California Standards California Standards are very similar to the National Standards, however very much more detailed. The CAEYC website states, â€Å"OUR MISSION The California Association for the Education of Young Children is dedicated to advancing excellence throughout the early care and education profession. OUR VISION CAEYC envisions a respected professional workforce providing developmentally appropriate and culturally sensitive, high-quality, early care and education for all young children achieved through research, education, professional development and advocacy. OUR EXTERNAL VALUES †¢We believe that quality, early care and education in the lives of young children enables them to reach their full potential. †¢We believe that appropriate systems of early care and education are an indispensable part of a community's infrastructure. We believe that a well-informed community will advocate for the resources necessary to improve the quality of life for their children. †¢We believe that quality, early care and education is provided by well-trained professionals who understand a child's developmental needs and possess the competencies necessary to reach their potential. †¢We believe that providing quality, early care and education is the result of lifelong learning where theory, standards, and practice are shared routinely and openly among professionals, government and public officials, as well as parents. We believe in valuing the diversity that exists within our profession. †¢We believe in building positive partnerships with organizations that share our principles and seek to ensure that appropriate systems are in place to serve young children and their families. †¢We believe that quality, early care and education is provided by professionals that respect and understand the emotional, physical, social and cognitive needs of young children and their families. †¢We believe that our ability to affect positive change in the profession occurs when we join together creating a unified voice. (CAEYC, Overview) Fine Arts Definition * Fine Arts are defined as creative and visual art; an activity requiring great skill or accomplishment: â€Å"the fine art of persuasion†. Standard Reasoning * Fine Arts in the classroom can be beneficial to both the teacher and the student. The arts include music, painting, photographs, etc. Allowing the child to express themselves will open up their minds to think beyond what is physically in front of them. As an educator, teaching a class of children to draw a picture will only show the child to draw. If thought is put into the project, such as having the child draw a picture of what they will be when they grow up, will get the child to think outside the box. This expansive thinking creates a more satisfying educational experience for the child. Mathematics Definition Mathematics is defined as: the abstract science of number, quantity, and space; the mathematical aspects of something: â€Å"the mathematics of general relativity†. Standard Reasoning Mathematics can be a complex topic at any age. Teaching a child numbers can be challenging yet rewarding. The complexity and challenge of the subject generally comes when a child has difficulty grasping the concept. Creating songs about multiplication tables or silly rhymes for addition problems can create a more relaxed environment. Children generally need to feel confident that they can complete a math problem without feeling inferior. Giving any child the ability to work through a complex math problem will not only gain that experience, but it will help them when they get older. Science Definition Science is defined as a branch of knowledge or study dealing with a body of facts or truths systematically arranged and showing the operation of general laws. It can also be categorized as a systematic knowledge of the physical or material world gained through observation and experimentation or any of the branches of natural or physical science. Also as knowledge, as of facts or principles; knowledge gained by systematic study. Standard Reasoning Science covers a wide range of topics. Mathematics can be a range of problems with probability answers. Science makes those possibilities concrete. Science helps prove theories, which are just opinions, with evidence to show that there is no probability if the answer being correct, because the proof shows that it is. Science in an early education classroom exposes children to biological changes in the environment and basic changes that the child goes through. At the younger ages, science should be kept entertaining because if it is not â€Å"fun† children tend to turn away from the concept. Reading Definition Reading is the action or practice of a person who reads. To read is to look at carefully so as to understand the meaning of something written, printed, etc. , to read a book; to read music. Standard Reasoning To teach a child to read is to give them a gift of imagination and development of creativity. Reading to a child, starting at a young age has proven to assist in the development of language skills as well as social skills. In the classroom, reading is required for most tasks. Children need to be able to read the problem they are trying to solve, or read a section of a book to discuss, even reading instructions on the board from the teacher. Educators alike all strive to promote reading as one of the number one activities a child participates in. Many communities will partner with education institutes to promote reading outside of the classroom as well. Language Development Definition Language development is the process by which children come to understand and communicate language during early childhood. Standard Reasoning Language development starts at birth. As the child ages, the understanding of certain words becomes clear. Many children learn â€Å"no† early on. Language development is very important for social interactions as well as being able to understand the teacher and the learning process. Recognizing when the language development is delayed is crucial for a developing child. Getting that child the assistance he or she needs early on will determine that child’s willingness to participate and learn all together. Educators strive for appropriate pronunciation of new words as well as practice and use of familiar ones. This will encourage grammar and eventually sentence structure. Conclusion * Although times have drastically changed, the importance of education has not. The entire Nation as well as each state has created standards for educating our youngest counterparts. Their letters and numbers will still be taught, be there are new ways to teach them and make it so our children want to go to school. Making education exciting will create the passion desired by educators to ensure that our children succeed. * References California Association for the Education of Young Children Standards. 2007-2010) Overview California. Retrieved from: http://caeyc. org/main/page/navabout Eliason, C. F. , Jenkins, L. (2008). A practical guide to early childhood curriculum (8th ed. ). New Jersey: Pearson Education, Inc. National Association for the Education of Young Children Standards. (2009) Standards and Guidelines. Retrieved from: http://www. naeyc. org/positionstatements/standards Simply Psychology. (2009) McLeod, Saul. Jean Piaget. Retrieved from: http://www. simplypsych ology. org/piaget. html

Global Civil Society Essay Example | Topics and Well Written Essays - 2000 words

Global Civil Society - Essay Example Through much of the Cold War, realism (a later neorealism) dominated the international relations literature. This particular focus placed an almost exclusive emphasis on the state. However, with the introduction of concepts like interdependence theory in the 1970s by scholar like Keohane and Nye (1977), alternative positions started to emerge. These alternative - neoliberalism in particular - approaches argued that economics and scare resources forced states to interact with each other in increasingly frequency and in doing so states ceded sovereignty to international institutions. While neorealism remained dominant even after the Cold War, these alternatives raised important questions not only about state sovereignty, but also about the existence of international actors and their relationship with the state and between each other. One particular approach that gained momentum after the Cold War was the concept of Global Civil Society (GCS). GCS examines non-state actors such as Non-Governmental Organizations (NGOs), non-state organisations and social movements as a whole. Many of these concepts, though, are not new to the post-Cold War era. Rather, within the past two decades, GCS has come to refer to a specific set of actors whose interactions influence the globalised world and particularly challenge the state as an alternative form of governance; with these non-state actors playing an increasingly important role in international affairs. Accordingly, this paper seeks to identify the main actors in GCS and critically assess their roles. First, this essay will define GCS as to generally outline the concept. Section two will introduce the main actors and their roles. Finally, the conclusion will offer suggestions on the future of GCS; which will depend in large part on how current actors perceive and cooperate with each other. Define Global Civil Society While the concept of GCS was greatly developed after the Cold War, its origins can be traced back much earlier and include the idea of civil society. Heywood (2002, p.8) notes that "civil society consists of what Edmund Burke called 'little platoons', institutions such as the family and kinship groups, private business, trade unions, clubs, community groups." Civil society was separate from the mechanisms of the state and, to varying degrees, influenced domestic state behaviour. And as the state interacted with other states with increasing frequency through the 18th century, so too did non-state actors. Through the mid-20th century, Lawson (2003, p. 50) notes that NGOs and international organizations started to significantly increase their interaction with states and this constituted the emergence of 'international civil society'. While states still dominated, these non-state actors exerted more influence on the fabric of international relations. Yet, the framework and the interactio n of these non-state actors were such that it was not long before the 'international' transitioned into the 'global'. Like many concepts in international relations, GCS does not have a universally agreed definition. Axford (2002, p. 558) states "the existence of global civil society - a zone of transnational association and deliberation under the control on neither states nor markets

Fundamentals of Abortion Essay Example | Topics and Well Written Essays - 2250 words

Fundamentals of Abortion - Essay Example 2 ) Medication abortion. 3 ) Surgical abortion. B ) Causes of automatic abortion. 1 ) Problem in the venereal system of women. 2 ) General disease in the mother. 3 ) Injury of the mother. 4 ) Severe psychological trauma. C ) There are three types of surgical abortion 1 ) Manual vacuum aspiration. 2 ) Dilation and suction curettage. 3 ) Dilation and evacuation. D ) Different names of stages of abortion between actual or possible. 1 ) Threatened abortion. 2 ) Inevitable abortion. 3 ) Complete abortion. 4 ) Incomplete abortion. 5 ) Missed abortion. E ) Woman have or not to get abortion for some reasons. 1) Proponents. 2 ) Opponents. F) What kinds of things might contribute to woman felling distress after abortion? 1 ) Emotion. What the women feel before and after abortion. 2 ) Physically. Lose the money and it is very painful for women. G ) The morally and socially are types of abortion in the life. 1) Morally. The distinction between right or wrong behavior of abortion. 2 ) Socially. T he problem of abortion from the destination in social. H ) Abortion laws began to appear a long time ago in the United Stats and Mexico. 1) Abortion history in the United States. 2) Abortion history in Mexico. I ) The United States and Mexico lose money to abortion. 1 ) Economic of abortion in the United States. ... The study also looks into why people are so willing to kill the embryo instead of allowing it to grow or turning to other available options. The conclusions that follow are reasons why women should be prevented from getting abortion. Abortion is a very important issue in many countries. People always discuss the issues of abortion. There are many people who want to allow abortion, and yet there are other people who do not want to allow abortion. Many of these people believe that abortion is morally and ethically wrong. Then, there are many people who have the belief that abortion is a short, simple, and clean procedure. However, this could not be further from the truth. People who believe that abortion is a quick and simple process need to realize that there are many health problems involved in an abortion. As such, abortions should be prevented and avoided. Abortion is murder as it involves killing another human being, no matter how old they are (Slack 8). Likewise, abortion is a cr ime. If a woman does not want the embryo, she does not need to kill the embryo; there are many people who would want the embryo and the beautiful child that it becomes. There are always other options available to a pregnant woman. Abortion does not have to always be the answer. There are many methods in which a woman can get an abortion. The first method is an automatic abortion, which takes place at the end of the pregnancy due to problems during the pregnancy. The second method is known as a medication abortion and is a safe way to end an unwanted pregnancy through the use of medication or a mixture of medications. These medications can be taken vaginally or through muscle injections. The third method of abortion is a surgical abortion, which is a process done at

Describe the key accounting concepts and discuss how they enhance the Essay

Describe the key accounting concepts and discuss how they enhance the usefulness of financial statements for external users - Essay Example Three of the most critical financial statements that companies must prepare at the end of every financial year include the statement of financial position, income statement and statement of cash flow (Atrill et al. 2011, p. 62). Because users of financial statements make decisions based on the information presented in these financial statements, accountants are expected to ensure that the information presented is as accurate as possible and are in tandem with the accounting concepts and principles. Accountants are expected to follow the accounting concepts and principles in preparing financial statements to ensure that users are not misled by the adoption of practices and policies that are in violation of the accounting profession. Therefore, before publishing, financial statements, accountants are expected to ensure that the treatment of the accounts is consistent with the established accounting concepts and policies. IASB Framework recognizes a number of accounting concepts that ac countants must adhere to in preparing the financial statements. The first major accounting concept followed in preparing final accounts is the going concern concept. When preparing financial statements, accountants are expected to make an assumption that the company will continue operating in the foreseeable future without the possibility of the management ceasing operations. Therefore, when preparing final accountants, accountants must assume that will realize its assets and pay its debts in the normal course of business operations. The adoption of going concern concept is critical since it informs the external users that the management of the company has no intention whatsoever of liquidating or ceasing the operation of the firm in the near future (Atrill et al. 2011, p. 67). Adoption of going concern concept in the preparation of final accounts is critical since it shows investors that their investments are safe as the company has no intention of

Diversity and the Culture of 'Fitting In' Essay

Diversity and the Culture of 'Fitting In' - Essay Example Two authors, Kenji Yoshino and Kwame Appiah, have recently addressed the problems confronting the diverse world of globalization. While they both advocate the justice and fairness that is due all people, they also have their differences. Yoshino warns that in the attempt to legislate equality, we have institutionalized conformity. In doing so we lose the very characteristics that make us unique. Appiah contends that as human beings we all possess cosmopolitanism, a worldly sense of shared ideals, principles, and moral obligations to our fellow man. From Appiah's point of view, we are more alike than different. Yoshino contends that our differences mark out individuality. Whose school is it anyway Students may wish to be cosmopolitan, and to shrink from their own uniqueness and just try to do their best at fitting in. Yoshino argues that it is the student's responsibility to bring to the experience their own individual outlook, flavor, and thinking. After all, it is the student's scho ol. Yoshino will help the student understand the implications of their culture, while Appiah will aid the student as they evolve from classroom to worldly college graduate. One of the most difficult tasks for any human being is the challenge of staying true to one's self, while fitting in with a diverse crowd. In college, this will be magnified several times over in every situation. We may be tempted to keep our true identity covered, out of fear of discrimination and bias. However, this would not only be unfair to yourself, but it would also cheat the other students out of the chance to experience the real you. We expect it of others and others expect it from us. Appiah speaks to this when he writes, "a deeper answer is that evaluating stories together is one of the central human ways of learning to align our responses to the world. And that alignment of responses is, in turn, one of the ways we maintain the social fabric, the texture of our relationships (29). We search for the common threads that bind us and as we work to build a world of universal civility based on the understanding of our sameness and an acceptance of our differences. We do not be come the same; we merely bring out and celebrate that which is the same. This celebration of the freedom to be unique is one of the ways in which we are all alike. "In practice, I expect the liberty paradigm to protect the authentic self better than the equality paradigm" (Yoshino 191). Women should not strive to be equal to be men, but should have as their goal the freedom and liberty to be women. Being free to be yourself, and not just fit in, in any social setting is the liberty that is the challenge for the college student. When you are free to be your true self, the classroom will present greater opportunities for self-expression and a deeper understanding of the material that is presented. When you know where you stand and where you are going, it is easier to see the effects of culture, bias, and the partiality that is presented in the classroom debates about the past, current events, and future policy. When you look around the campus you will see the future policy makers, the administrators, and leaders that will shape the future. A thorough understanding of the impact of culture and its potential for bias will be invaluable in shaping and contributing to the debate. If we wish to make

How can we make the roads safer for those who share the road with Thesis - 1

How can we make the roads safer for those who share the road with bicyclists - Thesis Example The roads must be safer for all those who share them with bicyclists. Every life is precious, that of the rider on the bicycle or the gentleman driving the car. An accident is an accident and we know that it is an accident only when it happens! Deaths and injuries from car-bike collisions are common. The blame game-the motorists claiming the exclusive rights on the road, and the cyclists demanding equal rights-- is no solution to the issue. For road fatalities, cyclists are not alone responsible. The reasons are varied. Carelessness of the adventurous rider, mechanical problems, and bad road conditions are some of them. The cyclists demand their right on the road along with safety. An individual must first live to exercise the right! It is not a posthumous award! The argument that if there is no bicycle lane, the road should be out of bound for the cyclists, may be technically correct, but it defies solution. The motorists need to give up the stand that they are born to race the car at 100-120 km per hour, from the moment it is out of the garage till the final destination, is a greedy and one-sided approach. Limit the speed and accommodate the bicycle riders, instead of going ballistic over them. While tendering the advice I would address the session for the bicyclists first and urge them to follow the rules scrupulously. It is not a circus performance. Never zigzag to challenge the oncoming cars. Self-discipline is the life-saver. Cyclists demand rights on a city road, and that underlines perfect regard for the traffic rules. The end-results should be a win-win situation for all. The argument of the motorists that they have the exclusive rights to use the roads, for which they pay tax in dollars, is not perfect. Cyclists too have paid taxes at the time of purchasing the bicycle (though indirectly) and they are citizens of the country subject to all

Hamlet Essay Example | Topics and Well Written Essays - 1250 words

Hamlet - Essay Example Hamlet is very upset because of his father’s sudden death and his mother’s marriage with Claudius and this soliloquy is representative of the fact. Hamlet has used a number of metaphors, similes, references to mythology and expressive speech in his first soliloquy. This paper will analyze Hamlet’s first soliloquy in terms of his spoken words and his expressions. Hamlet’s starts with analyzing the worth of human life in this world and also thinks about suicide as he says, â€Å"O, that this too too solid flesh would melt Thaw and resolve itself into a dew! Or that the Everlasting had not fix'd His canon 'gainst self-slaughter! O God! God!† (Act 1, Scene 2, Line 131-134) These lines indicate that human existence is nothing more than a drop of dew and one day will come when every human being has to die and his body will be a part of the sand. Hamlet here says that death is inevitable and will come to everyone. He also talks about suicide and the restri ction towards committing suicide. Here Hamlet considers his deep wish to commit suicide because of the calamities in which, he is trapped but he is restricted because of his religious obligations. For Hamlet, everything of this world is without any benefit as he says, â€Å"How weary, stale, flat and unprofitable, Seem to me all the uses of this world!† (Act 1, Scene 2, Line 135-136) For Hamlet, there is no attraction left in this world for him. He is so sad and dejected that the world as a whole appears useless to him. He compares the world with an â€Å"unweeded garden† and says that the world enables every â€Å"gross† and â€Å"rank† things to grow, which are all corrupted and rotten. After expressing about the world, Hamlet at once comes towards the reason of his remorsefulness as he states that his father who was an excellent king and a loving husband died less than two months ago. Hamlet compares his father to the mythological character of Hyperion , who is a Greek god. After appreciating his father and showing his excessive love for his father, Hamlet exclaims remorse on his mother’s hasty marriage with his uncle Claudius and regards his mother as unfaithful to his father as he says, â€Å"-- Frailty, thy name is woman!† (Act 1, Scene 2, Line 148) By thinking about his mother as a frail creature, he considers that all the women of this world are frail and prone to do wrong. He feels disappointed at his mother’s marriage with Claudius as he thinks that his mother has proved dishonesty by marrying Claudius soon after her husband’s death. He thinks that his mother has shed false tears over his death father’s corpse. Hamlet is tormented on his mother’s action and says, â€Å"Like Niobe, all tears: -- why she, even she -- O, God! a beast, that wants discourse of reason, Would have mourn'd longer† (Act 1, Scene 2, Line 151-153) He thinks that his mother has not mourned as was require d of her. Again, Hamlet has compared his mother to a mythological character of Niobe. He regards his mother’s tears over his father death as â€Å"unrighteous tears†. He regards Claudius as not equivalent to his father and regards him quite downgraded as he says, â€Å"My father's brother, but no more like my father Than I to Hercules†¦Ã¢â‚¬ ¦Ã¢â‚¬  (Act 1, Scene 2, Line 154-155) Hamlet here gives his father a very high position and considers Claudius as a creature that should be hated. In the same soliloquy, Hamlet uses the example of â€Å"Hyperion† for his father and â€Å"

Managerial interview (What you think to be a good manager) Essay

Managerial interview (What you think to be a good manager) - Essay Example When doing peer review in order to learn to praise and be appreciated, it is significant to be friendly and nice to the subordinate staff and employees. For instance, a manager can arrange for travel time to give some gifts to people that did not participate in the task. For the all team’s benefits, the collagens is working with you not work for you even your Secretary is working with you but not as a secretary. This will in turn encourage team, as people in the organization will be able to work together like a family. Harmony is very important as it makes the management, employees, and subordinate staff to respect each other. As a manager, always give people a second chance buy not third chances as this might cost the company. However, when the third time happens (mistakes) the manager (him) will write the report based on the truth and reasonable reason. The manager will write the following things to an employee who has committed mistakes; he will write nurture report based o n fact and send them to retrain before being absorbed again. The manager should respect different commons from the team members, but you have to make the decisions on time in order to enhance productivity. 4. management process Managers are usually engaged in motivating, planning, organizing, decision making and controlling. These managerial processes are very significant for the success of the company because they transcend individual ability of the manager and influence the entire company. A manager should realize that Organizing is very important because it makes a manager to understand everybody’s positions. Controlling give people second chance not third chance. It is significant that a manager to plan everything in time and ensure that everybody has the work structure (menu)... Managers are usually engaged in motivating, planning, organizing, decision making and controlling. These managerial processes are very significant for the success of the company because they transcend individual ability of the manager and influence the entire company. A manager should realize that Organizing is very important because it makes a manager to understand everybody’s positions. Controlling give people second chance not third chance. It is significant that a manager to plan everything in time and ensure that everybody has the work structure (menu) to avoid confusion. To be a good manager, it is good to go to the office every Sunday noon to prepare the working plan. For instance, at this company, every day the manager gives collagens time to relax and take some coffee. A good manager should have a plan B back up plan. I have to understand the team member’s thoughts and motivate them to attain the same goal. In addition, you have to listen to the opinions of emp loyees and other staff in order to improve personal relationship. The last, not least, when bad thing happens remember, you are the Capitan, take the responsibility, and learn from past mistakes because it encourages the collagen that mistakes do happens. Learn from the lesson in order to keep long-lasting success.

Cellular and Molecular Pathology Essay Example | Topics and Well Written Essays - 1500 words

Cellular and Molecular Pathology - Essay Example In obtaining the right tissue for the examination, there are two distinct methods that can be employed. That is the physical examination technique and the liver biopsy technique. During physical examination, the medical history of the suspected patient is checked and more attention is paid to the patient’s abdomen. Presence of lumps in the liver can be felt as a patient lies flat with the liver being swollen. Other cases present an enlarged spleen and ability to hear a unique sound/noise when a stethoscope is used to listen to the blood vessels. The noise is usually caused by tumor pressure on the vessels. Liver biopsy is the appropriate method that can be used in obtaining materials for the study. In this case, a definite diagnosis is provided. It is appropriate since it deals with the actual tissues and fluids from the liver thus giving appropriate results rather than the suspect results as provided by the physical method of testing. Liver biopsy is done through obtaining a sample of the liver or rather a tissue fluid using a fine needle. The obtained tissue or fluid is prepared and checked under the observation microscope for the presence of cancer cells. In many incidences, about 70% biopsy shows a positive result for cancer (Brown, 2010). However, in fewer situations, there are risks involved whereby about 0.4% of the cases, some patients develop severe blood loss since a number of tumors are supplied with major and numerous blood vessels thus the heavy bleeding. 2. Methods of fixation and processing that are most suitable for the studies to be performed a) Tissue fixation Fixation is the process by which obtained tissue samples are preserved in a life –like state preventing damage and distortions and is always carried out sooner after tissue removal through surgeries and immediately after death in the case of autopsies. There are several fixatives such as alcohols, mercurials, oxidizing agents, picrates and aldehydes. In this case I would pr efer the use of formaldehyde which is also regarded as a combination of formalin and glutaraldehyde. The choice is coherently based on the neutral nature of the formaldehyde solution and the ability to penetrate the tissues cells thus encouraging visibility during the observation time. Formaldehyde has a standard solution hydrogen potential at 10% buffered formalin. The buffer is significant in prevention of acidity that would in turn cause precipitation of the formol-heme tint in the tissues. Formalin has an osmotic pressure that is equal to that of the mammalian cells thus preventing the tissue structure changes due to its reaction. The ratio of the fixative to be used stands at 10:1 to the fixative tissue. The fixative specimen would also boost the fixation process. The process of fixation is also increased by altering the temperature which when increased increases all chemical reactions. In the event where the hematoxylin and esion tissues are to be obtained for a pathology test , formalin is a recommended fixative to be used in the preservation process of the tissues since it is more tolerant and harmless to the tissues (Pathol, 2010). Formalin and alcohol are considered as the best fixatives that penetrate the tissues. Penetration is faster in thin sections compared to thick sections of tissues. However, formalin is only recommended for shirt time fixation and cannot be used in the preservation of skeletal specimens since after a long duration it softens the bones and changes the color of

Sustainable Project Management Methods and Techniques for Sustainable Games Development Essay Example for Free

Sustainable Project Management Methods and Techniques for Sustainable Games Development Essay If organizations want to incorporate sustainability into their strategy and culture, sustainability principles need to be integrated in projects and project management. The purpose of this paper is to critically reflect on the importance of considering sustainability in projects and evaluate appropriate methods and techniques for embedding sustainability principles in project management. This essay is organized in four main parts. The importance of considering sustainability in project is critically analyzed in the next part. Methods and Techniques for the integration of sustainability in project management are evaluated on the third part of the essay. This will involve practical examples from the workplace and case studies focused on new media projects, in particular, the development of games and applications. Concluding remarks are presented in the last part of the essay. 2. The importance of sustainability in project management The debate about the importance of considering sustainability in project management cannot be appropriately discussed without understanding the need for corporate sustainability and its drivers. Project management is intrinsically embedded in the business environment and we cannot to evaluate the significance of sustainable projects management without analyzing the importance on embedding sustainability into business. Both go hand in hand. Sustainability in business aims to achieve long term financial success while contributing to economic and social growth, and reducing its impact in the environment. Corporate sustainability includes three dimensions of needs, known as the â€Å"triple bottom line†; economic prosperity; social equity and quality of life; ecological resource preservation. Corporate sustainability can be defined as â€Å" a business approach that creates long-term shareholder value by embracing opportunities and managing risks derived from economic, environmental and social developments† ( Dow Jones Sustainability indexes, 2011). While the issue of sustainable business, often referred under the â€Å"green† umbrella, has been the object of abundant literature, there has been little emphasis on understanding how the principles of sustainability apply to project and project management until recently. Taking into account the pivotal role of projects in the shaping of products and services within organization, it is surprising that these to concepts- sustainability and project management- have not had more relevance in the discussion of corporate sustainability. As Maltzman and Shirley rightly question in their introduction to Green Project Management (2011, p. xxi): â€Å"Projects are where business ideas become reality, after all. Projects, by definition, use resources. Shouldn’t projects, therefore, be a key are of any focus on green business? † The business case of sustainability has the same multifaceted approach as its definition. The main drivers of green business and projects fall in the 3 main areas considered in the â€Å"triple bottom line approach- social, environmental and financial- plus an added area of legislative drivers. In the following four sub-segments we will analyzed these drivers of from a business and a project management point of view. 2. 1Environmental drivers The environmental sphere of business is related to the management of resources required to produce a product or a service. The two main environmental drivers for organizations are to decrease the impact in the environment generated by harmful waste and to achieve a better use of resources. Sustainable waste management can bring financial benefits to business by reducing the cost of dealing with the impact of the damage to the environment degradation; with regards to resource use, the focus is on efficiency. The less materials they are use, the greater the positive environmental impact. This also applies to human resources and time management. Minimizing waste has also positive financial effects because it drives costs down. Efficient use of resources and time is a vital part of project management, it has been suggested (Maltzman, Shirley 2011) that the discipline of project management always has been concerned on how to efficiently use resources even if that concern did not come from a sustainability background. Good project managers will always try to reduce cost and use resources in the most efficient manner. The only thing that is missing is to add that environmental layer to it. As Gill Friend clearly outline on his book The Truth About Green Business (2009) that sustainable business are not just about the environment, it presents a whole new way of seeing business and it brings a new range of direct opportunities to make money. There is an increasing social interest on sustainability; therefore, there is an increasing demand on products and services that take sustainability into account. 2. 2Social drivers The management of corporate social sustainability is more widely known as Corporate Social Responsibility (CSR). Two Tomorrowsâ„ ¢ (2009) explains that CSR is about â€Å"how businesses align their values and behaviour with the expectations and needs of stakeholders not just customers and investors, but also employees, suppliers, communities, regulators, special interest groups and society as a whole. â€Å" There are many business benefits that can be achieved by taking an ethical and socially responsible approach within the organization. It could help increase brand reputation and value within its stakeholders. Intensive research over 3 year covering 300 firms (Hillman, Kleim, 2001) concluded that investing in stakeholder management may be complementary to shareholder value creation and may indeed provide a basis for competitive advantage as important resources and capabilities may be created that differentiate a firm from competitors. As Maltzman and Shirley (2011, p. 3-25) explain that corporate social responsibility is an integral part of project management. Project managers are at the forefront of business activities and at the leading edge of change within organizations so â€Å"who better to emphasize CSR, particularly if it isn’t in the corporations DNA? †. 2. 3Economic drivers When we talk about economic sustainability we are not only talking about financial capital or tangible capital; economic sustainability it also takes into account intangible capital such as reputation. Tangible effects could be the cost reduction achieved through improved environmental, health and safety performance or revenue increases due to a raise on sales caused by the market opportunities for sustainable products and services. Intangible effects referred to in the figure below (Salzmann et. al. ) as value constructs, do no improve the revenue per se, but they do have significant positive effects that can, indeed, be utilize to achieve financial gains to organizations. The same principles can be applied to project management. Figure 1: Systemization of value drivers and value constructs (Salzmann et al. 2. 4Legal drivers From the facts presented in the previous sections, one might conclude that they create a sufficient business case for sustainability on their own accord. However legislation is still one of the key drivers for organizations to incorporate green business practices. While some voices have raise the financial burden that following this legislations can bring to c ompanies, numerous studies (Greenstone, List and Syverson, 2010; Goodstein, 1994; Jaffe et al. , 1995; Meyer, 1995) have found these economic effects are limited in scope and duration and are fewer in number than previously believed. Moreover it has been empirically demonstrated (Meyer, 1995) that complying with legislations contributes to cost savings by avoiding the financial penalties for not complying and, in some case, by achieving incentives. Regulation can fuel innovation that improve productivity, increase efficiency, and provide substantial cost savings 3. Sustainable game development projects In this section we will evaluate different methods and techniques that help project managers to incorporate sustainability in their projects. Practical examples and tools will be provided focused in the area of games software development. I have chosen this industry not only because we can supplement the research with useful personal work experience, but more importantly because a lot of the discussion on sustainable project manager has been centred in the type of project and we believe that sustainability considerations can and must be embedded in the PM cycle of any project. 3. 1Methods for sustainable project management 3. 1. 1Lean games development: an Agile approach As we have seen in previous section, sustainability principles talk about reducing waste and increasing resource efficiency and understanding stakeholders to drive value. Poppendieck explains (2003) how lean thinking is based on a deep understanding on what it adds value to the project and to the customer, the importance of rapid flow and using the teams capabilities to their best potential, in other words lean thinking is all about sustainability. While lean thinking has its origin in manufacturing, it also can be applied to other industries. In the world of software development, that includes games software, Agile methodologies provide a new framework for the application of lean thinking to software development projects. Lightweight software development methods started to appear in the mid-1970s as a reaction to the inefficiency of the traditional methodology in software development. These are now typically referred to as agile methodologies, after the Agile Manifesto was published in 2001. There are many correspondences between Lean thinking and Agile. David Harvey concludes his essay Lean, Agile by saying : â€Å"the insight of agile, in getting back to fundamentals of how we can work together to deliver things of human as well as commercial value, is compelling; the thrill of lean lies in the discovery that we are not alone. Understanding lean principles and applying agile methodologies will help project managers to incorporate sustainability to software and games development projects. 3. 1. 2Life cycle thinking: It is not over until long after is over Essential to successfully relate sustainability to project management is to understand the cradle to crate philosophy, and to apply sustainability to project life cycle, from the project beginning through closure and beyond. The project life cycle of sustainability should include another phase after the project completion. It can be defined as the complete cycle of a project that includes not only the beginning of the project through to implementation, but also beyond the defined parameters of the projects (Maltzman, Shirley 2011). Dick and Naumann (2010) proposed a definition of green software development that applies the principles of life cycle thinking and that can be also applied to Games Development (GD): â€Å"Green and Sustainable Software Engineering is the art of developing green and sustainable software with a green and sustainable software engineering process.

Literature Review On Cervical Cancer Health And Social Care Essay

Literature Review On Cervical Cancer Health And Social Care Essay Review of literature is an essential component of a worthwhile study in any field of knowledge. It helps the investigator to gain information on what has been done previously and to gain information on what has been done previously and to gain deeper insight in to the research problem. It also helps to plan and conduct the study in systematic manner. In this chapter, the investigator has presented the available research studies and relevant literature from which the strength of the study was drawn. 1. Studies related to cervical cancer 2. Studies related to HPV vaccination. STUDIES RELATED TO CERVICAL CANCER MiocLee,C.(1999) conducted a qualitative study with eight focus groups (number of sample=102) by using eleven question derived from the health belief model. Focus group revealed that there was misinformation and a lack of knowledge about cervical cancer. The women there fore were confused about causative factors and preventive strategies related to cervical cancer. The findings showed that major structured barriers were economic and time factors. The main psychological barriers were fear, denial confusion thinking. Participants stated that medical advice and education would influence them to undergo Pap test. Recommendations were made to reduce certain barrier and to increase knowledge and motivation. Sheila,Twin. (2005) conducted a study among chinese women from a total sample of 467 in order to identify the knowledge about cervical cancer. Evident suggested that women knowledge about cervical cancer and preventive strategies are significant their screening practices. The need for further knowledge about the cervical screening and preventive measure was demonstrated. HkoLiou, Xueminling. (2009) conducted cross sectional descriptive design on responses action and health promoting behaviors among rural Taiwanese women with abnormal Pap test. The result shows that nearly 14% were diagnosed as precancerous and underwent further treatment. 24%of the women took no action during the 3 month after receiving the result. As many as 96% were not aware about localized cervical cancer. These analyzed results may prove useful in developing intervention strategies to assist women with positive Pap test results to choose treatment modalities and adopted health behaviors. STUDIES RELATED TO HPV VACCINATION Kwan,T, et .al. (2007) conducted a cross sectional community based study to explore Chinese womens perception of human papilloma virus vaccination and their intention to be vaccinated . A total of 1450 ethnic chinese women aged 18 and above who attended the health centers. The result shows about 38% of participants (n=527) had heard of HPV and about 50% (n=697) had heard of vaccination against cervical cancer. 88% of the participants(n=1219) indicate that they would likely to be vaccinated. Majority of the participants believed that sexually experienced women should be vaccinated; while27%opposed vaccinating sexually naÃÆ'Â ¯ve women. study suggested that HPV infection was perceived to be stigmatizing to intimate family and social relationships, despite misconception and a grossy inadequate knowledge about HPV and HPV vaccination, NubiaMunoz, et .al. (2007) conducted study among 17, 622 women aged 15-26 years who were enrolled in one of two randomized, placebo-controlled, efficacy trials for the HPV6/11/16/18 vaccine (first patient on December 28, 2001, and studies completed July 31, 2007). Vaccine or placebo was given at day 1, month 2, and month 6. All women underwent cervico vaginal sampling and Pap testing at day 1 and every 6-12 months there after. A result shows that vaccination was up to 100% effective in reducing the risk of HPV16and 18 related high-grade cervical, vulvar, and vaginal lesions and of HPV 6 and 11-related genital warts. In the intention-to-treat group, vaccination also statistically significantly reduced the risk of any high-grade cervical lesions (19.0% reduction; rate vaccine = 1.43, rate placebo = 1.76, difference = 0.33, 95% confidence interval [CI] = 0.13 to 0.54), vulvar and vaginal lesions (50.7% reduction; rate vaccine = 0.10, rate placebo = 0.20, difference = 0.10, 95% CI = 0.04 to 0.16), genital warts (62.0% reduction; rate vaccine = 0.44, rate placebo = 1.17, difference = 0.72, 95% CI = 0.58 to 0.87), Pap abnormalities (11.3% reduction; rate vaccine = 10.36, rate placebo = 11.68, difference = 1.32, 95% CI = 0.74 to 1.90). Conclusion of the study is High-coverage HPV vaccination programs among adolescents and young women may result in a rapid reduction of genital warts, cervical cytological abnormalities. Infectious Disease Obstetric Gynecology journal. (2006) suggested that Vaccines which protect against infection with the types of human papillomavirus (HPV) commonly associated with cervical cancer (HPV 16 and 18) and genital warts (HPV 6 and 11) are expected to become available in the near future. Because HPV vaccines are prophylactic, they must be administered prior to exposure to the virus, ideally during preadolescence or adolescence. The young age of the target vaccination population means that physicians, parents, and patients will all be involved in the decision-making process. Research has shown that parents and patients are more likely to accept a vaccine if it is efficacious, safe, reasonably priced, and recommended by a physician. Widespread education of physicians, patients, and parents about the risks and consequences of HPV infection and the benefits of vaccination will be instrumental for fostering vaccine acceptance. Andrea Licht,S, et. al. (2009) conducted study on HPV vaccination. The aims of this study were to assess HPV vaccination rates and to examine whether knowledge and risk perceptions regarding HPV were associated with the reported use of the HPV vaccine among female college students. A cross-sectional design was used among 406 women aged 18-26 years were recruited at two public universities and completed a self-administered survey. Respondents who reported having received at least one dose of HPV vaccine were classified as vaccinated (n=177, 43.6%). Responses, stratified by the receipt of HPV vaccine, were compared using descriptive statistics and multivariate models. Results based on multivariate logistic regression modeling, 18-year-old women were approximately four times more likely to report use of the HPV vaccine compared with respondents aged 19-26 years. Respondents who correctly indicated that HPV caused genital warts were 1.85 times more likely to have received at least one HP V vaccine. African American and Asian women were each less likely to be vaccinated compared with white women. Risk perception was not significantly associated with vaccine uptake, however, the majority of respondents failed accurately to recognize their high risk of both acquiring and transmitting HPV. These findings suggest knowledge deficits and misperceptions about HPV risk as potential themes for educational campaigns encouraging the greater use of the preventive HPV vaccine among this subgroup Allison Friedman,L. (2004) suggested that genital human papilloma virus (HPV) infection is the most common sexually transmitted virus in the united States, causing genital warts, cervical cell abnormalities, and cervical cancer in women. To inform HPV education efforts, 35 focus groups were conducted with members of the general public, stratified by gender, race/ethnicity, and urban/rural location. Focus groups explored participants knowledge, attitudes, and beliefs about HPV and a hypothetical HPV vaccine as well as their communication preferences for HPV-related educational messages. Audience awareness and knowledge of HPV were low across all groups. This, along with an apparent STD-associated stigma, served as barriers to participants hypothetical acceptance of a future vaccine. Although information about HPVs high prevalence and link to cervical cancer motivated participants to learn more about HPV, it also produced audience fear and anxiety. This research suggests that HPV- and HPV-vaccine-related education efforts must be approached with extreme Raley, JC. (2004) suggested that Human papilloma virus (HPV) is the causative agent of cervical neoplasia and genital warts. A vaccine has recently been developed that may prevent infection with HPV. Vaccination for HPV may become a routine part of office gynecology. Researcher surveyed members of the American College of Obstetricians and Gynecologists (ACOG) to determine their attitudes to HPV vaccination. A survey was sent to Fellows of ACOG to evaluate gynecologists attitudes. Vaccine acceptability was analyzed by using 13 scenarios with the following dimensions and respective attributes: age of patient (13, 17 and 22 years); efficacy of vaccine (50% or 80%); ACOG recommendation (yes or no); and disease targeted (cervical cancer, warts or both). Each scenario was rated by means of an 11-point response format (0 to 100). Responses were evaluated using conjoint analysis. Results of 1200 surveys that were sent out, 181 were returned and included in our analysis. ACOG recommendation w as considered the most important variable in vaccine distribution (importance score = 32.2), followed by efficacy (24.5), age (22.4) and, lastly, disease targeted (20.9). Of these variables, higher efficacy was favored; preference was given to age 17 years, with a strong disinclination to vaccinate at age 13 years; and protection against cervical cancer, or genital warts, or both. Demographic characteristics of the gynecologists (i.e., age of physician, gender, and practice setting and community size) did not play an important role in the decision to recommend vaccination. Professional society recommendation is important for acceptability of a potential HPV vaccine. Gynecologists are willing to include this vaccine in their practice. Chun Chao, et. al (2007) conducted study among 34,193 female who initiate HPV vaccination. The aim of the study was to examine the rate and correlate the completion of HPV vaccination. The result shows that the completion rate was 41.9% among age group between 9- to 17-year and 47.1% in the 18- to 26-year. Black race 95% confidence interval and lower neighborhood education level were associated with lower regimen completion. A history of sexually transmitted diseases, abnormal Pap test results, and immune-related conditions were not associated with HPV vaccination regimen completion. Caron, et. al. (2008) conducted a cross sectional study among college women, the study reveals that cervical cancer is primarily caused by the human papillomavirus (HPV) and is the second most common cause of cancer-related mortality among women. Purpose: College women may be at risk for contracting HPV based on their sexual behavior. An exploratory analysis was conducted, following the release of the HPV vaccine, Gardasil[R], the am of the study is to (1) determine awareness of HPV and Gardasil[R], (2) assess attitudes, behaviors, and beliefs about the HPV vaccine, (3) identify information sources that college women are accessing. Methods: A cross-sectional study of college women (n=293) enrolled in a Northeastern university voluntarily completed a self-administered questionnaire regarding knowledge, attitudes, behaviors, and beliefs about correlations, and paired sample t-tests. Results: Sexually active respondents would recommend the HPV vaccine to others and disagree that HPV vac cination would encourage risky sexual behavior. Yet, need more information is the predominant reason respondents would not get the HPV vaccine if it were offered for free. Discussion: Correlations are identified on how self-reported knowledge influenced attitudes, behaviors, and beliefs regarding the HPV vaccine. These findings should assist health educators in developing integrated public health education efforts for HPV vaccination that are targeted towards this at-risk population.

Customer Based Brand Equity

Customer Based Brand Equity If all Coca Colas assets were destroyed overnight , whoever owned the Coca Cola name would walk into a bank the next morning and get a loan to rebuild everything. VP Corporate Communications, Coca Cola Abstract: The Purpose of this paper is to highlight the major contributions in the process of developing and measuring customer based brand equity (CBBE) models by looking into the contributions of different researchers in this field. From the outset this paper, then, becomes a comparison of different CBBE models. Starting from Aaker (1991) to Keller (2003), it compares four CBBE models. This paper considers Agarwal and Raos (1996) model to be the best suited one for Pakistani environment because it integrates the customers decision making process with customer based brand equity. Introduction: This paper highlights major contributions in the process of understanding different customer based brand equity models. The focus on customer based brand equity is because of three reasons: 1. it allows the assessment of equity at the brand level; 2. researchers in marketing heavily use this concept; and 3. marketing practitioners find this concept of brand equity easier to understand than other brand equity concepts (Agarwal Rao, 1996). Literature Review: A traditional definition of a brand was: the name, associated with one or more items in the product line, which is used to identify the source of character of the item(s) (Kotler, 2000) (p.396). The American Marketing Association (AMA) definition of a brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors (p. 404). Keller (2003) defines brand as technically speaking, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand (Keller, 2003) (p. 3). Before the shift in focus towards brands and the brand building process, brands were just another step in the whole process of marketing to sell products. For a long time, the brand has been treated in an off-hand fashion as a part of the product (Urde, 1999) (p. 119). Kotler (2000) mentions branding as a major issue in product strategy (p. 404). Aaker and Joachimsthaler (2000) mention that within the traditional branding model the goal was to build brand image; a tactical element that drives short-term results (Aaker Joachimsthaler, 2000). Kapferer (1997) mentioned that the brand is a sign -therefore external- whose function is to disclose the hidden qualities of the product which are inaccessible to contact (Kapferer, 1997) (p. 28). The brand served to identify a product and to distinguish it from the competition. The challenge today is to create a strong and distinctive image (Kohli Thakor, 1997) (p. 208). Concerning the brand management process as related to the function of a brand as an identifier, Aaker and Joachmisthaler (2000) discuss the traditional branding model where a brand management team was responsible for creating and coordinating the brands management program. In this situation, the brand manager was not high in the companys hierarchy; his focus was the short-term financial results of single brands and single products in single markets. The basic objective was the coordination with the manufacturing and sales departments in order to solve any problem concerning sales and market share. With this strategy the responsibility of the brand was solely the concern of the marketing department (Davis Aaker, 2000). In general, most companies thought that focusing on the latest and greatest advertising campaign meant focusing on the brand (Davis Dunn, 2002). The model itself was tactical and reactive rather than strategic and visionary (Aaker and Joachimsthaler 2000). The brand w as always referred to as a series of tactics and never like strategy (Davis and Dunn 2002). Kapferer (1997) mentions that before the 1980s there was a different approach towards brands. Companies wished to buy a producer of chocolate or pasta: after 1980, they wanted to buy KitKat or Buitoni. This distinction is very important; in the first case firms wish to buy production capacity and in the second they want to buy a place in the mind of the consumer (p. 23). In other words, the shift in focus towards brands began when it was understood that they were something more than mere identifiers. Brands, according to Kapferer (1997) serve eight functions shown in Table 1 below: the first two are mechanical and concern the essence of the brand: to function as a recognized symbol in order to facilitate choice and to gain time (p. 29); the next three are for reducing the perceived risk; and the final three concern the pleasure side of a brand. He adds that brands perform an economic function in the mind of the consumer, the value of the brand comes from its ability to gain an exclus ive, positive and prominent meaning in the minds of a large number of consumers (p. 25). Therefore branding and brand building should focus on developing brand value. Table 1 The Functions of the Brand for the Consumer Function Consumer Benefit Identification To be clearly seen, to make sense of the offer, to quickly identify the sought-after products. Practicality To allow savings of time and energy through identical repurchasing and loyalty. Guarantee To be sure of finding the same quality no matter where or when you buy the product or service. Optimization To be sure of buying the best product in its category, the best performer for a particular purpose. Characterization To have confirmation of your self-image or the image that you present to others. Continuity Satisfaction brought about through familiarity and intimacy with the brand that you have been consuming for years. Hedonistic Satisfaction linked to the attractiveness of the brand, to its logo, to its communication. Ethical Satisfaction linked to the responsible behavior of the brand in its relationship towards society. Adapted from Kapferer (1997) Kapferers view of brand value is monetary, and includes intangible assets. Brands fail to achieve their value-creating potential where managers pursue strategies that are not orientated to maximizing the shareholder value (Doyle, 2001) (p. 267). Four factors combine in the mind of the consumer to determine the perceived value of the brand: brand awareness; the level of perceived quality compared to competitors; the level of confidence, of significance, of empathy, of liking; and the richness and attractiveness of the images conjured up by the brand. In Figure 1 the relationships between the different concepts of brand analysis, according to Kapferer (1997), are summarized. Figure 1 From Brand Assets to Brand Equity Brand Awareness + Image + Perceived Quality + Evocations + Familiarity, liking Brand Assets Brand added value perceived by customers Costs of branding Costs of invested capital Brand financial value (BRAND EQUITY) Kapferer (1997), P 37 Brand Equity Many researchers, while discussing brand building models, have referred to brand equity. Urde (1999) in his model of brand orientation, Aaker and Joachimsthaler (2000) in their model of brand leadership, Davis (2002) in his model of brand asset management, de Chernatony in his model of corporate branding (De Chernatony, 1999), and Kapferer (1997) have discussed brand equity in their respective models of brand building. But what exactly is brand equity? Brand equity, as first defined by Farquhar , is the added value with which a given brand endows a product (Farquhar, 1989) (p.24). Apart from Farquhars first definition of brand equity, other definitions have appeared. According to Lassar, Mittal, and Sharma (1995), brand equity has been examined from a financial perspective (Farquhar, Han, Ijiri, 1991), (Simon Sullivan, 1993), Kapferer 1997, Doyle 2001), and a customer-based perspective ((Keller 1993; (Shocker, Srivastava, Ruekert, 1994); and (Chen, 2001)) (Lassar, Mittal, Sharma, 1995). In other words, financial meaning from the perspective of the value of the brand to the firm, and customer-based meaning the value of the brand for the customer which comes from a marketing decision-making context (Kim, Kim, An, 2003). Brand equity has also been defined as the enhancement in the perceived utility and desirability a brand name confers on a product (Lassar, Mittal and Sharma 1995, p.13). High brand equity is considered to be a competitive advantage since: it implies that firms can charge a premium; there is an increase in customer demand; extending a brand becomes easier; communication campaigns are more effective; there is better trade leverage; margins can be greater; and the company becomes less vulnerable to competition (Bendixen, Bukasa, Abratt, 2004). In other words, high brand equity generates a differential effect, higher brand knowledge, and a larger consumer response (Keller 2003), which normally leads to better brand performance, both from a financial and a customer perspective. Financial value-based techniques extract the brand equity value from the value of the firms other assets (Kim, Kim, and An 2003). Simon and Sullivan (1993) define brand equity as the incremental cash flows which accrue to branded products over and above the cash flows which would result from the sale of unbranded products (p. 29). These authors estimate a firms brand equity by deriving financial market estimates from brand-related profits. Taking the financial market value of a firm as a base, they extract the firms brand equity from the value of the firms other tangible and intangible assets, which results in an estimate based on the firms future cash flows. Along the same line of thought, Doyle (2001) argues that brand equity is reflected by the ability of brands to create value by accelerating growth and enhancing prices. In other words, brands function as an important driver of cash flow. Customer Based Brand Equity (CBBE): Aaker (1991) provided conceptual scheme which link brand equity with various customer response variables. He suggested using repurchase rates, switching costs, level of satisfaction, preference for brand, and perceived quality on various product and service dimensions as potential measures of CBBE (Aaker, 1991). Aaker and Joachimsthaler (2000) define brand equity as brand assets linked to a brands name and symbol that add to, or subtract from, a product or service. According to them, these assets, shown in Figure 2, can be grouped into four dimensions: brand awareness, perceived quality, brand associations, and brand loyalty. Figure 2 Aakers Model of Customer Based Brand Equity Brand Equity Brand Awareness Perceived Quality Brand Associations Brand Loyalty These dimensions have been commonly used and accepted by many researchers (Keller 1993; (Motameni Shahrokhi, 1998); (Yoo Donthu, 2001); Bendixen, Bukasa, and Abratt 2004; Kim, Kim, and An 2003). Brand awareness affects perceptions and taste: people like the familiar and are prepared to ascribe all sorts of good attitudes to items that are familiar to them (Aaker and Joachimsthaler 2000, p. 17). Perceived quality influences brand associations and affects brand profitability. Brand associations are anything that connects the consumer to the brand, including user imagery, product attributes, organizational associations, brand personality, and symbols (p. 17). Brand loyalty is at the heart of brands value. The concept is to strengthen the size and intensity of each loyalty segment (p. 17). The simplest way in which the brand equity can be considered is that it can be understood as the incremental value a brand name grants a product (Srivastava Shocker, 1991). According to Lassar, Mittal and Sharma (1995), brand equity can be configured against five dimensions: 1) performance, 2) value, 3) social image, 4) trustworthiness, and 5) attachment. They agree to the views of Srivastava and Shocker (1991) who believe that customers evaluate brand equity on the basis of two components; 1) brand strength and 2) brand value. Since they believe that the source of brand equity is customer perceptions, as described by Keller (1993), it is important for the managers to be able to measure and track it at the customer level (Keller, 1993). Figure 3 below explains the model. Figure 3 Lassars Model of Customer Based Brand Equity Brand Equity Performance Social Image Value Trustworthiness Attachment Keller (2003) introduced the Customer-Based Brand Equity (CBBE) model, which approaches brand equity form the perspective of the consumer -whether an individual or an organization (Keller 2003, p. 59). The model is based on the premise that the power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time (p. 59). He defines CBBE as the differential effect that brand knowledge has on consumer response to the marketing of that brand (p. 60), which emerges from two sources: brand awareness and brand image. According to Keller (2003), brand awareness consists of brand recognition -the consumers ability to confirm prior exposure to the brand when given a brand as a cue (p. 67)- and brand recall -the consumers ability to retrieve the brand form memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as cue (p. 67). On the other hand, brand image is created by marketing programs that link strong, favorable, and unique associations to the brand in the memory (p. 70). These associations are not only controlled by the marketing program, but also through direct experience, brand information, word of mouth, assumptions of the brand itself -name, logo-, or with the brands identification with a certain company, country, distribution channel, person, place or event. The way to build a strong brand, according to the CBBE model, is by following four sequential steps, each one representing a fundamental question that customers ask about brands: 1. Ensuring the identification of the brand with a specific product category or need in the customers mind -who are you? 2. Establishing the meaning of the brand in the customers mind by strategically linking tangible and intangible brand associations with certain properties -what are you? 3. Eliciting customer responses to the brand identification and meaning -what about you? 4. Converting the response into an active, intense and loyal relationship between the customers and the brand -what about you and me? The CBBE model is built by sequentially establishing six brand building blocks with customers (Keller 2003 p. 75), that can be assembled as a brand pyramid, shown in Figure 4. Brand salience relates to the awareness of the brand. Brand performance relates to the satisfaction of customers functional needs. Brand imagery relates to the satisfaction of customers psychological needs. Brand judgments focus on customers opinions based on performance and imagery. Brand feelings are the customers emotional responses and reactions to the brand. Brand resonance is the relationship and level of identification of the customer with a brand. Figure 4 Kellers Model for CBBE Resonance Feelings Judgments Imagery Performance Salience Identity Who are you? Meaning What are you? Response What about you? Relationships What about you and me? Another model of customer based brand equity was presented by Agarwal and Rao (1996), who linked various components of CBBE to examine their convergent validity. To measure CBBE, they used a framework based on the perception-preference-choice paradigm and the hierarchy of effects model of McGuire (McGuire, 1972). This framework measures the stages through which a consumer passes before making a purchase decision (Agarwal Rao, 1996). The hierarchy model for CBBE is shown in figure 5 below. Figure 5 Agarwal and Raos Model for CBBE Awareness Actual Choice Perceptions and Attitudes Preferences Choice Intentions Unaided Recall Familiarity Value of Money Quality of Brand Name Explicit Preference Implicit Preference Likelihood of Buying Past Purchases Current Purchases Customer Based Brand Equity The model suggests appropriate indirect brand equity measures as conceptualized by Aaker (1991) and Keller (1993). These measures can be considered as the sources that can lead toward creation of brand equity. Conclusion: After discussing above four models to measure customer based brand equity (Aaker 1991; Lassar et al 1995; Agarwal and Rao, 1996; Keller, 2003) it is concluded that the model presented by Agarwal and Rao (1996) seems to be more appropriate to fit Pakistani environment. In addition to measuring CBBE, It seems to incorporate recent theoretical advances and managerial in understanding and influencing consumers decision making process. They have also provided a validated instrument (with Cronbachs Alpha above 0.85) to support their model of customer based brand equity.

Complusive Gambling Essay -- Problem Gamblers Addiction Essays Papers

Complusive Gambling Compulsive gambling is a very addictive disease that can cost you more than its worth. So why do people become compulsive gamblers? In America 2-3% of adults are afflicted by this addiction. Four out of Five compulsive gamblers are men. Over 90% of compulsive gamblers have gambled since their mid-teens. There are many reasons why people become compulsive gamblers. Throughout my paper I will go over many types of research that have been done on this disorder and show you a variety of reasons why people subject themselves to this behavior. Problem gamblers do not ingest, inject, or inhale substances as chemically addicted people do. Just what is it to which they become addicted? The answer to this question is action. Action is an aroused, euphoric state involving excitement, tension, and anticipation of the outcome of a gambling event. It is the thrill of living on the edge. Problem gamblers describe gambling as â€Å"high† similar to that experienced from many drugs. Some experience these sensations when just thinking about gambling, as well as when they are actually gambling. Action also has been described as a â€Å"rush† that may include rapid heartbeat, sweaty palms, and even nausea. It is not uncommon for problem gamblers to describe being in action as â€Å"better than drugs and better than sex.† When they are in action, they lose track of time and sleep; food, water, and using the bathroom become lower priorities than staying in action. Some doctors believe that gambling is considered an impulse control disorder. Which means that the individual is incapable or resisting his impulses to gamble. Others believe that it is an obsessive-compulsive disorder or a non-pharmacological addiction. This... ... it can turn into a serious problem. National television shows have addressed these problems more frequently, this is important because many people limit their education to that of the TV. Further understanding of pathological gambling and addiction is guided by the development of better theory. Improved theory can guide research more effectively. Bibliography: Goleman, D. (1989, October 3) USA: Biology of brain may hold key for gamblers. New York Times, p11. Pavalko. (1999). Problem gambling. National Forum p28 (5p.). Available: Academic Search Elite http://ehostvgw18.epnet.com[2002, April 10]. Lorez V, Yaffee R. (1986). Pathological gambling: psychosomatic, emotional and marital difficulties as reported by the gamblers. Journal of Gambling Behavior, p40. Marks I.M. (1987). Fears, phobias and Rituals. Oxford University Press, London, p337.

The History of Rock Essay -- Music Musical Historical Essays

The History of Rock As one of the most popular music genres, rock music has grown and expanded to incorporate many styles throughout the years. A rock band usually consists of a vocalist, an acoustic drum kit played with a strong beat, usually a back beat, and features electric and acoustic guitars. From its beginnings in the late 1950s and early 1960s until the present day, rock has changed styles seemingly every decade as new bands become popular because of their unique style of music. Throughout the years rock has influenced our culture and helped shape the world we live in today. Rock and roll was born in the late 1950s. Primary influenced from southern artists like Elvis Presley and Bill Haley, this new genre of music though admonished by many became popular among the younger listeners. During this time period, rock was primarily played in jukeboxes and clubs, but when introduced to the radio, became popular amongst the listeners and became an enormous success. The success continued throughout the 1960s when the main genres of rock were established. Bands like The Rolling Stones,The Beatles, and Led Zeppelin changed the music scene in Britain. Their influences worked their way to the United States. Bob Dylan led the way playing the same style but was met with disappointment from his fans. Then the hits from Byrds and Simon and Garfunkel gave folk-rock a foothold in the US. On the West Coast the cities of San Francisco and Las Angeles felt the affects of the boom in rock music. San Francisco became a center for hippies and â€Å"acid-rock†. Las Angeles produced misfits like Frank Zappa and Captain Beefheart who had a lasting influence on rock. The beginning of the 1970s saw a decline in interest for rock music... ... by the rock of the 1980s and 1990s. Today bands like Chevelle, Breaking Benjamin, and others combine many aspects of the rock played during the past two decades. This is a trend that will continue into the future as more and more bands express their style of rock to the future generations. Today many radio stations throughout the United States play every type of rock. From its beginnings in the 1950s until the present day rock has become a popular genre with many styles that appeal to every person young and old. People can still enjoy listening to the music of their time whether from the 1960s or the 1990s. Rock is a composition of many genres. There is always room for more styles and new trends. Rock’s success is due to its ability to change but remain the same. Sources: http://www.silver-dragon-records.com/rnr1.htm http://www.scaruffi.com/history/

Compare contrast essay Essay

Novelist Paul Sheldon has plans to make the difficult transition from writing historical romances featuring heroine Misery Chastain to publishing literary fiction. Annie Wilkes, Sheldon’s number one fan, rescues the author from the scene of a car accident. The former nurse takes care of him in her remote house, but becomes irate when she discovers that the author has killed Misery off in his latest book. Annie keeps Sheldon prisoner while forcing him to write a book that brings Misery back to life. Compare & Contrast Essay â€Å"A Rose for Emily† by: William Faulkner & â€Å"Misery† by: Stephen King I’ve chosen to compare & contrast â€Å"A Rose for Emily† By: William Faulkner with â€Å"Misery† By: Stephen King, Obsessive women, broken ankles, trapped men & Suspenseful endings both of these stories have a lot in common. In Stephen King’s â€Å"Misery† A Famous Novelist named Paul Sheldon is transitioning his writing from Romance to Fiction. While on his way to Colorado from his winter hide away he is in a horrific car accident brought on by the harsh weather conditions. Thankfully the writer’s number one fan and former nurse Annie Wilkes lived nearby and saved Paul from freezing to  death. Annie Wilkes just like Miss Emily Grierson lived isolated and away from the world, though Miss Emily lived in the town & Annie Wilkes didn’t Miss Emily Isolated herself socially by not leaving her home nor opening the door when people of the town came by. Annie However, actually lived in an isolated cabin in the mountains. In â€Å"A Rose for Emily† people of the town feel sorry for her because after losing her father (page: 207 she was sick for a long time), But not long after they began seeing her with a gentle man named Homer Barran. A construction worker who had come into town to pave the sidewalks. After a year of being with Homer the towns folk began saying they would marry even though Homer claimed to like men (page: 209, He was not a marrying man). One evening after  ending their relationship Homer went to see Miss Emily using rat poison she killed him and let everyone believe he left and went on with his life while she hid his remains. Annie Wilkes didn’t kill Paul Sheldon, but took advantage of the fact that he had been put in critical condition due to the car accident she removed him from. For weeks she held him captive until he gave her favorite novel the proper ending it deserved. After noticing his several, sneaky attempts to escape Annie straps Paul to the bed and cripple s him by breaking both his ankles with a sledge hammer. Both of these women felt the need to keep these men hidden, trapped, and injured so they may stay with them forever. Miss Emily trapped Homer in death to stay with her since he had no interest in marrying her. In â€Å"Misery† Prior to having his ankles broken Paul finds newspaper clippings of previous victims of Annie where she was never convicted, He then realizes he may be next on her list. Soon after crippling Paul an officer drops by to see if Annie was aware that Novelist Paul Sheldon was missing and they were searching for him. Paul hears the officer and yells for help when Annie hears his screams she kills the officer and Paul is left once more to endure her gruesome punishment. Neither one of the men could predict what was going to happen to them, but Homer didn’t endure being tortured nor was he held captive for weeks. In â€Å"A Rose for Emily† Miss Emily was never caught nor suspected for the  disappearance of Homer. After the death of Miss Emily and after her services the town folk were curious to see   the inside of her home. (page 211, there was one room that no one had seen in forty years, and which would have to be forced). After entering the room they noticed mens toiletries, suits, ties and a pair of shoes even more so they noticed the man in her bed, His well over rotten body lay there in a nightshirt and next to him they could see where Miss Emily would lay beside him every night after his death. Unlike Miss Emily Annie didn’t get away with what she did to Paul, after killing the officer Paul tricks her into buying Champagne and cigars to celebrate the return of Misery, while setting up for their night of celebration Paul lights the re-written novel on fire and throws it. Annie begins to put out the flame when Paul slams his typewriter on the top of her head and shoves pieces of the burned novel pages into her mouth, she then dies of a fractured skull. Sometime after Paul is rescued by police. Both of these stories where great and though they are in different settings the characters shared similar physiological problems and depression. I think if both of these women met and could ever be in the same story there would be gory, suspenseful, torturing of men. I would like to read a book where Stephen King and William Faulkner write a story sharing both their ideas, I think it would be very interesting, thrilling and great to read.