The Adventures Of Huckleberry Finn By Mark Twain - 930 Words

Mark Twain, in his novel, The Adventures of Huckleberry Finn, describes the adventure of Huck Finn as he helps an escaped slave find his freedom. Throughout the novel, Twain uses various examples of satire to criticize the racist views that were evident in white society. He condemns the common racist mindset many whites have and to make the public realize the unfairness that blacks face solely because of the color of their skin. Twain first describes his purpose by satirizing a moment when Jim uses a hairball to supposedly tell Huck’s future. He told Huck there was â€Å"a spirit inside of it, and it knowed everything.† (p.17). At first glance it seems like Jim is very stupid to believe that a hairball really had magic powers that†¦show more content†¦Ironically, Jim tells Huck to â€Å"keep ‘way fum de water as much as you kin†(p.18) because it would be where Huck would die, yet in most of the book, Huck travels by water and survives his dangerous experiences. This also further proves the hairball fortune to be a scam, as the fortune is proven wrong by the later events of the book. Twain uses Jim’s scam in order to satirize the idea that blacks are stupid and ridicule one of the many racists beliefs by whites. With this satirization, Twain hopes that his audience will see that the common stereotypes that are given to blacks may not be true and that they should not be treated unfairly as a result of this racist thinking. Another way Twain satirizes the racism in white society is when Huck is debating with himself on whether or not he should save Jim. When Huck makes up his mind to save Jim, he states â€Å"All right then, I’ll go to hell† (p.214). Huck exaggerates the punishment he believes he will receive from God. This hyperbole demonstrates that Huck believes helping a slave is something that should be unthinkable. Huck has been told by the racist white society to never help a black guy escape as it is something that is against God and that doing something like this is a sin. His belief helps Twain demonstrate the racist nature of white society of the south. Huck is an innocent child that wants to help Jim, yet thinks that helping him would be a sin against God. Twain wants to show the racist beliefs by many

Child Development - 1167 Words

Introduction The Montessori method of education is one of the very unusual approaches of educating young children that has been based on the experiences and research of educator and physician Maria Montessori (1870–1952). The method basically arose from what Dr. Montessori’s discovered and named it the â€Å"the child’s normal nature† back in 1907 (Montessori, 1972). This happened during one of her experimental observations with young children who had been given the freedom they need d in an environment that was fully prepared with all the materials and was specifically designed to support their self-directed learning experiences (Montessori, 1977). Factor generating an amazing child Law of Will A child’s development of will has†¦show more content†¦She argued that, the only way to be bale to help a child is if we know the Nature of the child, since then we are in a good position to help him to fully develop all of his inner powers so that he can grow from being a helpless creature into a responsible mature citizen. This approach by Montessori thus values the believe that a child’s main goal since birth is to just but develop all of his potentials according to a certain physic pattern that he does possess even before his birth (Montessori, 1977). In real practice, Montessori method has only been applied with some kind of varying degrees of strict adherence to the main philosophies, though it is generally agreed that they all somehow subscribe to some of her writings (Polk and Montessori, 1988). The result has been that there are some people who strictly adhere to either one of these philosophies, while there have been another group that have seen it wise to develop a unique concepts all based on interpretation of her philosophies and writings. There are thus several concepts that are now widely accepted by several practitioners and which are said to be consistent with the teachings of Montessori method. These concepts have been developed from differentShow MoreRelatedThe Development Of Child Development1986 Words   |  8 PagesAs children grow older they go through a process known as child development which is defined as the discipline dedicated to the understanding of all characteristics of human development from birth to adolescence. I reflected on each of the eight chapters that we covered in class and will use that information to apply it to my neighbor Sebastian. Sebastian is a 7 year old child who lives next door to me and I have taken care of him since he was four months old. I have had the opportunity to applyRead MorePhysical development of a child759 Words   |  4 Pagesï » ¿According to John Santrock, Development can be defines as a pattern of change that begins at conception and continues throughout the human s life, while the Oxford school dictionary defines Physical as having to do with the body rather than the mind. This article I examined written by Alex Brooks with further clarification from John Santrock, Brooks believe that person s view of physical development is more than just hitting the right percentiles on a height chart. He believes that withRead MoreStages of Child Development804 Words   |  4 Pagesgenerations yes, but also to aid in the development of the student in all aspects. Some students have a harder time developing the whole person, meaning that they have a harder time developing the physical, cognitive, and emotional-social parts of themselves all at the same time and pace. A student observation of a typical 2nd grade classroom was completed and one child stood out among the rest in his setting in both of their characteristics and stages of development. In order to protect the rights ofRead MoreChild Development Paper : Infant Development1257 Words   |  6 Pages Infant Development Paper Denicia Bowers OTA 1002 Human Occupation Through the Life Span Summer 2017 Infant Development Paper Infants go through different developmental stages. It is a part of the human life cycle. The beginning stages of an infant’s life is the most developing (Payne Issacs, 2012). One of the stages that infant go through is the Late Infancy Stage. During the Late Infancy Stage, infants between 7-9 months reach many different milestones. As the infant grows and becomes awareRead MoreChild Development Essay1163 Words   |  5 Pagesthe hope to address all barriers so that the individual can have a healthy, â€Å"normal† life. As the individual approaches school age, the student can enroll in the FCBDD Early Childhood Education and Family Center. FCBDD supports and hosts the Child Development Council of Franklin County Head Start programs at Early Childhood and the Northeast Center. These pre-school programs assist the participants in gaining/developing skills that will allow them to be mainstreamed in their school. Other partnersRead MoreThe Theories Of Child Development2240 Words   |  9 Pagestheories of child development and discuss the main principles across all area of development. The assignment will also evaluate an observation conducted on a child and link their behaviour to relevant child development theories. The assignment will firstly highlight some child development theories from behaviourists such as Bandura, humanists such as Maslow and constructivists such as Piaget. Secondly the child’s observation will be discussed and evaluated here relevant link to development theoriesRead MoreEarly Childhood And Child Development928 Words   |  4 Pageswell nurtured can live well and be sociable. Early childhood is the most rapid period of development in a human life. A child creates their own sense of identity. Indeed, it is important for a child to have a sense of identity. Although individual children develop at their pace, all children progress through an identifiable sequenc e of physical, cognitive, and emotional growth and change. The early child development approach is based on that children respond best when caregivers use specific techniquesRead MoreChild Development : A Continuous Process Essay973 Words   |  4 PagesIntroduction Child development is a continuous process where the physical, emotional and mental aspects of advance to complex form enhancing its brain, behavioral and body abilities (Montessori Center International, 2013, p. 4). Specifically, aspects of a child’s development are; physical that involves development of skills; intellectual deals with memory and ability to solve problems. Language development involves enhancing ability to communicate with others; emotional development is the expressionRead MoreThe Child Development Is Defined By The Important Concepts Of A Child1903 Words   |  8 PagesChild Development is defined by the important concepts which change from before the child is born to when the child becomes an adolescent. The development of a child is a very important concept in life. A women dreams of the day she will have a baby and start a family with the love of her life. There are many concepts and many different factors which come into having a baby. Early child D evelopment is a complicated subject that involves, how teratogens affect a new born, how a maternal age can affectRead MoreChild Development and Learning Focusing on Language Development1975 Words   |  8 PagesChild development and learning focusing on language development This essay is about a child’s development and learning, focusing primarily on language development. It will describe the main stages of developmental milestones and the key concepts involved for children to develop their language skills, discussing language acquisition and social learning theory. The essay will also look into the key theorists involved in language development, primarily Vygotsky and Chomsky, and how these theories

Salem Witch Trials Free Essays

What Caused the Salem Witch Trial Hysteria? 1692 was a year packed with excitement and terror for the citizens of Salem, Massachusetts. Belief and accusations of people being witches/warlocks under the possession of the Devil swept across the town and wreaked havoc among its settlers. There are many possible ways to justify this madness. We will write a custom essay sample on Salem Witch Trials or any similar topic only for you Order Now However, the 3 most valid and evidential reasons are: attention-seeking, jealousy (of one another and the amount of land owned), and lack of acceptance towards each other’s physical flaws and behaviors. Attention-seeking is bound to become an issue in a town such as Salem, merely due to the daily, mundane activities one must pursue in order to live properly. Document G states, â€Å"It was perhaps their original design to gratify a love of notoriety or of mischief by creating†¦ excitement in their neighborhood. † This quote is relating to the behaviors that people were displaying which made them a suspect. Document H revolves around the idea that maybe these young girls were acting out and faking the â€Å"convulsive attacks† that were believed to be evidence in order to give the public what they expected, or wanted. These young girls created an issue much larger than they’d planned to. They most likely were just trying to make themselves known and didn’t understand the impact that their actions would have on the vulnerable minds of their town. Although attention-seeking seems to play the most obvious role in the hysteria, jealousy was also a major contributor. Land ownership was a big deal in this time period (15th century), and the division between the farmers’ and the residents’ amount of property became a cause for vengeance (Document J). Documents K L are perfect examples of people feeling the need for revenge. The Putnams must have believed that Rebecca Nurse did them terribly wrong when her family took over some of their land, so (as one of the wealthiest families in Salem); they used their word against hers by accusing her to be witch. They probably wouldn’t have done so if they did not genuinely believe she had something more than they had or she did something to personally attack them. This kind of resentment towards one another must’ve became a common issue in Salem, for it seems that many accusations came from people being jealous of each other. Along with jealousy, unacceptance and judgment of people’s features and behaviors became a leading cause for someone to be called a witch. Document E uses statistics to show that a majority of the accused were middle-aged, married women. This document’s information alone gives clues related to sexism and discrimination of age and marital status. In Document M, Linda Caporael suggests that Ergotism, an illness caused by a parasitic fungus called â€Å"ergot,† caused people to hallucinate, become delirious, and go through manic episodes. Perhaps these symptoms were misjudged to be evidence that someone was possessed. Or perhaps the people who ate and retracted the sickness from the food contaminated with ergot were the accusers, and they simply weren’t in their â€Å"right mind. In any event, there was a massive amount of judgment and lack of acceptance to one another, and this played a key role in the chaos of the Witch Trials. Accusations of witchcraft and possession put a scare and a drive to defeat into the citizens of Salem, Massachusetts that year. 20 people were killed, and more than 100 people were accused. There’s a multitude of different explanations as to why. All in all, though, the whole thing could have been avoided if it weren’t for people’s desire for attention, envy, and judgmental mindsets. How to cite Salem Witch Trials, Essay examples

Conflict Management Reflective free essay sample

I have read the ACAP Student Plagiarism and Academic Misconduct Policy and understand its implications. I also declare, if this is a practical skills assessment, that a Client/Interviewee Consent Form has been read and signed by both parties, and where applicable parental consent has been obtained. 6th January, 2014. Today I reflect on a conflict that happened recently at work and at times can be an on-going issue within my workplace. Christmas/New Year is the busiest time of the year in the Deli department, and my manager is in charge to obtain enough staff to handle these shifts. Conflict escalated, when my manager began giving 30 hours to all the junior staff, while I was only receiving 8 hours a week. As a result, I was extremely angry with my manager, as I felt, because of my age, I was over-looked for shifts. My manager did not diffuse the situation by explaining her reasons and chose to ignore me, which resulted in this conflict situation initially evolving from a covert situation (non-cooperation) to soon showing attributes and levels from the overt spiral, from Eunson’s (2007) conflict spiral (p. This finally resulted in complaining, which then began escalating to anger and eventually arguments between not only my manager, but with other staff members on my team. On reflection, I would normally not let a situation like this escalate to the point that it did. DeVito (2009), states that interpersonal conflict is inevitable, and that conflict can have both negative and positive effects, depending on how the conflict is handled (p. 278). I believe in this effect, this conflict actually did have a positive outcome. After stepping back to cool down, I approached my manager to ask why I had been overlooked. Seeing that I had calmed down, she explained to me that she had planned to give me extra hours in the New Year as she knew I would be taking the time off for study commitments. She explained her hands were tied from management and to make it fair, she divided the shifts between us over the Christmas/New Year period. On reflection of this, my manager was hoping for a win-win for all of us, though at the time I did not see this and chose to enter conflict. Perhaps if I had shown more empathy and better listening skills, for example; taking the time to listen to the needs of others, as well as stating my own needs (DeVito, 2009. p. 280) and worked for collaboration and negotiation instead of a I win-You lose competing attitude where my needs and desires came first and gave little thought to anyone else (DeVito, 2009, p. 279) this situation would not have escalated the conflict spiral (Eunson, 2007, p. 12) the way it had done. 14th January, 2014 Today I reflect on a conflict which happened today between my husband and myself. Based on Eunson’s (2007) conflict spiral model (p. 12), this conflict evolved from a covert situation (non-cooperation) and soon escalated to an overt situation (nagging, followed by a brief argument). My husband was required to complete some paper work for a government department and was given a due date but he had failed to complete it. This resulted in his payments being temporarily suspended. As a result, conflict between us emerged, and a heated exchange of words took place. I had asked him on several occasions whether he had completed this paper-work and each time, I was met with an â€Å"I’ll get to it† response. (Cornelius Faire, 2006, p. 37). states; Wherever possible, the task is to continue the win/win approach, to show others the value and beliefs of cooperation. In this instance, I felt that my husband was ignoring my request to complete this paper-work as not only would this affect his payments, but it would also have an effect of me, and the last thing I wanted was for us to continue bickering and escalate this situation further. After the way I handled my previous conflict at work, this time, I decided to approach this conflict from a different perspective and approach it differently. This time I wanted to keep the conflict in perspective (DeVito 2009) and not blow it out of proportion to the extent it would escalate further up the conflict spiral (Eunson 2007). Instead, this time I sat down with my husband and listened to why he hadn’t completed the paper-work. I needed to understand what he was feeling and why he was feeling this way and as a result discovered that he was unsure on some of the questions and didn’t quite know how to complete it properly. After going through the paper-work with him and helping him complete it, it was sent off and the issue was resolved and his payments restored. On reflection, because I feel I had used a better conflict management technique, and used empathic and objective listening skills (DeVito 2009) I was able to ascertain my husband’s reluctance in completing the paper-work which then resulted in me sitting down with him to help him through completing it. Integrated Statement Reflecting back over the past few weeks, I can honestly say I did not realise that there were different personal styles of handling conflict. Eunson (2007) lists five different approaches to conflict based on conflict analysts Kenneth Thomas and Ralph Kilman TKI mode. Until recently, my method would be to avoid conflict and rather than face and tackle the conflict head on, I would rather walk away from it. After reading through and analysing both Eunson (2007) and DeVito (2009) texts on conflict management, it did not occur to me that I could allow conflicts to fester and grow (DeVito, 2009, p. 280) and I was facing a lose-lose situation. My conflict at work, where I now feel I was using the competing mode of I win-You lose (DeVito, 2009, p. 279) realised this mode was in fact causing more conflict within the workplace. Reading through the Thomas-Kilman TKI, I decided to approach my manager with the compromising approach. I knew I would never achieve the result I wanted, and therefore realised that a compromise would be an acceptable outcome where I would achieve at least some positive results. My conflict with my husband again proved I was willing to adapt and change my approach to this conflict. By collaborating with my husband and aiming for a win-win approach, by using effective empathetic and listening skills, this conflict was sorted out successfully. In summarising, I have discovered each of us is capable of using all five conflict handling modes. None of us can be characterised as having a single style of dealing with conflict. We each learn to adapt to the conflict at hand. Certain people may use some of these modes better than others and, therefore, tend to rely on those modes more heavily than others – whether because of their temperament or practice. By thinking a conflict through, and by using active listening skills and using empathy, we can all hopefully achieve a win-win solution to our conflict.

Amendment Number 1 Essays - Freedom Of Expression, Censorship

Amendment Number 1 No other democratic society in the world permits personal freedoms to the degree of the United States of America. Within the last sixty years, American courts, especially the Supreme Court, have developed a set of legal doctrines that thoroughly protect all forms of the freedom of expression. When it comes to evaluating the degree to which we take advantage of the opportunity to express our opinions, some members of society may be guilty of violating the bounds of the First Amendment by publicly offending others through obscenity or racism. Americans have developed a distinct disposition toward the freedom of expression throughout history. The First Amendment clearly voices a great American respect toward the freedom of religion. It also prevents the government from "abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble and to petition the Government for a redress of grievances." Since the early history of our country, the protection of basic freedoms has been of the utmost importance to Americans. In Langston Hughes' poem, "Freedom," he emphasizes the struggle to enjoy the freedoms that he knows are rightfully his. He reflects the American desire for freedom now when he says, "I do not need my freedom when I'm dead. I cannot live on tomorrow's bread." He recognizes the need for freedom in its entirety without compromise or fear. I think Langston Hughes captures the essence of the American immigrants' quest for freedom in his poem, "Freedom's Plow." He accurately describes American's as arriving with nothing but dreams and building America with the hopes of finding greater freedom or freedom for the first time. He depicts how people of all backgrounds worked together for one cause: freedom. I selected Ray Bradbury's Fahrenheit 451 as a fictitious example of the evils of censorship in a world that is becoming illiterate. In this book, the government convinces the public that book reading is evil because it spreads harmful opinions and agitates people against the government. The vast majority of people accept this censorship of expression without question and are content to see and hear only the government's propaganda. I found this disturbing yet realistic. Bradbury's hidden opposition to this form of censorship was apparent throughout the book and finally prevailed in the end when his main character rebelled against the practice of burning books. Among the many forms of protests are pickets, strikes, public speeches and rallies. Recently in New Jersey, more than a thousand community activists rallied to draft a "human" budget that puts the needs of the poor and handicapped as a top priority. Rallies are an effective means for people to use their freedoms effectively to bring about change from the government. Freedom of speech is constantly being challenged as is evidenced in a recent court case where a Gloucester County school district censored reviews of two R-rated movies from a school newspaper. Superior Court Judge, Robert E. Francis ruled that the student's rights were violated under the state Constitution. I feel this is a major break through for students' rights because it limits editorial control of school newspapers by educators and allows students to print what they feel is important. A newly proposed bill (A-557) would prevent school officials from controlling the content of student publications. Critics of the bill feel that "student journalists may be too young to understand the responsibilities that come with free speech." This is a valid point; however, it would provide an excellent opportunity for them to learn about their First Amendment rights that guarantees free speech and freedom of the press. In his commencement address to Monmouth College graduates, Professor Alan Dershowitz of Harvard Law School defended the broad right to free speech. He stated, "My message to you graduates is to assert your rights, to use them responsibly and boldly, to oppose racism, to oppose sexism, to oppose homophobia and bigotry of all kinds and to do so within the spirit of the First Amendment, not by creating an exception to it." I agree that one should feel free to speak openly as long as it does not directly or indirectly lead to the harm of others. One of the more controversial issues was the recent 2 Live Crew incident involving obscenity in rap music. Their record, "As Nasty as They Wanna Be," was ruled obscene in federal court. They were acquitted of the charges and quickly became a free speech martyr. Although many stores pulled the album, over two million copies sold as a result of the incident. I feel that

Free Essays on Sexual Orientaion In The Workplace

More and more companies are developing policies and practices that respect and accommodate employee’s beliefs and practices in a way that does not undermine the company’s ability to conduct business, according to the Business for Social Responsibility. By doing this, it helps prevent lawsuits as well as giving everyone an equal opportunity of freedom of religion. The Bill of Rights to the US Constitution gives public employees the right of freedom of expression of religion. Although private employees are not protected by the Constitution, there are state and federal laws that can. People should not be discriminated against because of their religious beliefs or any belief for that matter. People should be evaluated based on their job performance and not their sexual orientation or religion. While reading the article, â€Å"Religion in the workplace†, I came across some very valid points on how companies can approach religion in the workplace. Some of these points include spreading the word; being specific; being fair; educating yourself; sharing information. The most important thing, though, is never to forget the nonreligious. Gays and lesbians are discriminated against, but there weren’t many laws to protect them from that. Times are changing now. According to the article Sexual Orientation Discrimination in the Workplace, there are 13 states that have laws prohibiting sexual orientation discrimination in both private and public jobs: California, Connecticut, Hawaii, Maryland, Massachusetts, Minnesota, Nevada, New Hampshire, New Jersey, New York, Rhode Island, Vermont and Wisconsin. Seven states have laws prohibiting sexual orientation discrimination in public employment only: Illinois, Indiana, Montana, New Mexico, Ohio, Pennsylvania and Washington. A company's handling of policies on sexual orientation impacts productivity and employee recruitment and retention. Greater awareness of gay and lesbian issues ... Free Essays on Sexual Orientaion In The Workplace Free Essays on Sexual Orientaion In The Workplace More and more companies are developing policies and practices that respect and accommodate employee’s beliefs and practices in a way that does not undermine the company’s ability to conduct business, according to the Business for Social Responsibility. By doing this, it helps prevent lawsuits as well as giving everyone an equal opportunity of freedom of religion. The Bill of Rights to the US Constitution gives public employees the right of freedom of expression of religion. Although private employees are not protected by the Constitution, there are state and federal laws that can. People should not be discriminated against because of their religious beliefs or any belief for that matter. People should be evaluated based on their job performance and not their sexual orientation or religion. While reading the article, â€Å"Religion in the workplace†, I came across some very valid points on how companies can approach religion in the workplace. Some of these points include spreading the word; being specific; being fair; educating yourself; sharing information. The most important thing, though, is never to forget the nonreligious. Gays and lesbians are discriminated against, but there weren’t many laws to protect them from that. Times are changing now. According to the article Sexual Orientation Discrimination in the Workplace, there are 13 states that have laws prohibiting sexual orientation discrimination in both private and public jobs: California, Connecticut, Hawaii, Maryland, Massachusetts, Minnesota, Nevada, New Hampshire, New Jersey, New York, Rhode Island, Vermont and Wisconsin. Seven states have laws prohibiting sexual orientation discrimination in public employment only: Illinois, Indiana, Montana, New Mexico, Ohio, Pennsylvania and Washington. A company's handling of policies on sexual orientation impacts productivity and employee recruitment and retention. Greater awareness of gay and lesbian issues ...

Research paper Essay Example | Topics and Well Written Essays - 1250 words - 12

Research paper - Essay Example Most of them lived in difficult conditions and sacrificed their lives for others. Their life was tempered with the values of socio-spiritual values. Sacrifice is a great virtue of humankind. Firstly, there should be cause for the sacrifice; secondly there should be the heart fort the sacrifice; thirdly there should be the will, the grit and the stamina to do the sacrifice; and finally one must accept the rewards and punishments of the sacrifice with a balanced mental attitudes-- again ask Kate for the veracity and truthfulness of this statement. Her viewpoint is why women only are asked to do sacrifice? In the hectic pace of activities of her personal life how Kate Chopin was able to fight for the cause of women through her powerful literary creations? â€Å"Kate Chopin was born on February 8, 1850. She was blessed by having many female mentors throughout her childhood; either the strong and independent widows in her family or the intellectual nuns of her school, who taught Kate to live a "life of the mind as well as the life of the home."(Search....)She was admitted to the Academy of the Sacred Heart at the young age of five and a half. Her father Thomas OFlaherty was a successful businessman. Her stint at the Sacred Heart lasted for just for two months. She came home and her great-grandmother became her teacher. Eliza Faris OFlaherty, Kates mother,was just 27 when her 50 year old husband died. Eliza did not remarry after her husbands death. Kates grandmother Madame Charleville mothered fifteen children. Her husband, Joseph Charleville was a merchant. Apart from teaching music, history and French, she taught Kate the true perspectives of life, to live clearly and fearlessly. By the time Kate was 24, she was witness to many family tragedies, her half brother George died of typhoid fever,her grandmother passed away, lost all sisters and brothers and she was the only survivor. Such grim experiences one after another, would make

Managerial Accounting Essay Example | Topics and Well Written Essays - 1750 words - 1

Managerial Accounting - Essay Example The balanced scorecard method comprises of four different perspectives like, customer perspectives, financial perspectives, innovation and learning perspective and lastly the internal business process perspective. By the implementation of these perspectives the balance scorecard captures the lagging and the leading indicators which gives a balanced notion over the performance of the organisation. The leading indicators of the organisation measure the development of a new product, timely delivery of the product, satisfaction of the customer, competency of the employee, etc. However, under the lagging indicator of the organisation comes the financial measure of the organisation related to the profitability and its revenue growth. Thus the adoption of the balanced scorecard method is widely accepted around the globe because this enables the organisation in aligning staffs of all the levels under a single strategy for its successful execution. The main benefits that can be drawn from the implementation of the balanced scorecard method are the translation of the strategy into more easily understandable operational goals and metrics, alignment of the organisation around a coherent, single strategy, increasing the feasibility of strategy making it an attainable task for both the superiors and the subordinates as well, making the development of the strategy of the organisation a continuous process and lastly mobilizing change through effective and strong leadership (Johnson, n.d., pp.1-5). The main aim of balanced scorecard is to make a contribution towards the change of the factors related to the intangible assets and the long-term financial which would otherwise be uncontrollable. This has become feasible through the implementation of the perspectives of balanced scorecard. The main four perspectives of balanced score card has been mentioned earlier. Out of which the financial perspective shows the transformation of the strategy that leads to the economic success. Th us a double role is performed by the financial measure of the balanced scorecard. In application of the financial perspective of the balance scorecard in government arena differs from the private sectors. The objectives set by the financials of the private sector sets clear targets for profit seeking organisation which operates under a purely commercial environment. However, the success for the public undertakings is different in the sense that it is completely based on its efficiency and effectiveness to meet the needs of the constituencies. Thus, the financial perspective emphasises on the cost efficiency of the organisation so as to enhance the ability to deliver maximum value to the customers. The customer perspective of the balance scorecard method indicates the market segment under which the business of the organisation is operating. By means of appropriate strategic objectives, targets, measures and initiatives, the value proposition of the customer is represented in the cust omer perspective through which the organisation wants to draw competitive advantage in the envisaged market segments. In other words it can be said that the ability of the organisation to provide enhanced quality of goods and services through effective delivery services to gain overall customer satisfaction and service. However, in a

FIDM Museum & Galleries Launched its 23rd Annual Art of Motion Picture Assignment

FIDM Museum & Galleries Launched its 23rd Annual Art of Motion Picture Costume Design - Assignment Example The Managing Director of FIDM Museum & Galleries, Collins Parker has said that: â€Å"Artists who want to showcase their work should never miss this opportunity since they will get the chance to interact with their targeted customers to attract them to their products.† He further states that: â€Å"Being the largest promoter in the arts and fashion industries, FIDM Museum & Galleries is always on the prowl head hunting for talent.† Essentially, the main idea behind the exhibition is to promote the growth and development of the arts industry. The exhibition seeks to create a mutually beneficial relationship among all the exhibitors so that they can continue to participate in similar events in the future. The artists will come face to face with their consumers and they can exchange valuable information that can help them develop their talent and skills. The aim is also to inspire the artists to be creative in their work. It is anticipated that this exhibition will go a long way in stimulating growth in the arts

Heart Diseases and Stem Cell Transplantation

Heart Diseases and Stem Cell Transplantation Abstract According a report published by the World health organization about the most prevalent causes of mortality for the time periods of 2000 and 2011, it can be seen that Ischemic heart disease is the leading cause of mortality. There are many conditions that can lead to heart failure. Such conditions are raised blood pressure, myocardial infarction as well as atherosclerotic heart disease. Ischemia leads to necrosis of the myocardial cells due to lack of oxygen resulting in permanent loss of heart muscle. Stem cell therapy allows us to restore the motor function of the heart by delivering stem cells to the site of function loss. The aim of this review is to highlight key points about the different stem cell types that are being researched. Most importantly we will look at how and why recent advances are better suited for treatment of different conditions of the heart. This shall be argued by looking at the ways in which the stem cells used are obtained and transplanted as well as keeping in mind the natural behavior and purpose of the different classes of stem cells. Different Stem cell Types Being Researched The two classes of stem cells that have been researched the most are mulitpotent and pluirpotent stem cells. Pluripotent cells have a greater potency then multipotent stem cells meaning that only specific classes of multipotent stem cells can be used to restore cardiomyocytes. Multipotent Stem cells c-Kit+Cardiac Stem Cells These cardiac stem cells exhibit c-Kit+ which is a surface receptor that has tyrosine kinase activity. There have been successful studies using these types of cells for myocyte regeneration. According to Sheng and co-workers (2012) use of these stem cells has led to regeneration of cardiomyocytes in the ventricles. SCIPIO, is a phase 1 study conducted by Bolli et al. This study looked at patients who suffered from an MI and then had cardiac stem cells introduced into their left ventricle. They published their results in 2011 showing that left ventricular function improved from the initial ejection fraction that was below 40%. Makkar et al. in 2012 published findings for the CADUCEUS study. This study again introduced CSCs into patients LV just after an MI. Results showed no harm being done to the patient as well as an increase in the ejection fraction of the LV. Fuentes and Kearns-Jonker in 2013 released results were application of ephrin A1 can improve CSC treatment in rats. Ephrin A1 is a human protein important for moderating cell maturation that is introduced before transplantation of CSCs occurs. Most notably repopulation of the damaged area (infarct) was twice as much and as well as having improved systolic function as well as reduced number of complications such as arrhythmias. Bone marrow derived stem cells (BMSC) BMSCs are obtained from that patients bone marrow and then used to treat the same patient. BMSCs have been being used for a long time due to ease of acquirement as well as the fact that they don’t elicit an immune response when used. According to Sheng and co-workers (2012) BMSC therapy hasn’t lead to notable changes in patient quality of life with only temporary mild increase in ventricular systolic function. BMSCs release beneficial paracrine effects (Lee et al., 2005). Paracrines have a number of roles including cessation of apoptosis in sites of ischemic heart damage and stimulation of host vascular (angiogenesis) and cardiac tissue (cardiomyogenesis) growth. Inter-conversion of cells from 1 type to another as well as joining of 2 or more cells to become one cell results in formation of endothelial and ventricular muscle tissue from the precursor stem cell (Lee et al., 2005). Pluripotent stem cells Such cells are capable of forming all 3 primary layers. Embryo Stem cells (ESCs) ESCs are obtained from the mass of cells inside the blastocyst and are capable of self renewal. Compared to adult stem cells, embryonic stem cells have more inherent ability to replace damaged tissue in the heart. This is due to them being pluripotent they replace not only the muscle lost but also perform angiogenesis. Advancements in regulation of developmental pathways for ESCs have enabled improved results. BMP inhibitor improves the conversion of ESCs to cardiomyocytes but in so doing reduces conversion to other tissues of mesoderm origin (Hao et al., 2008). Hao and his co-workers (2008) also state that dorsomorphin can become a great tool for stem cell therapy in the future. Wnt/ÃŽ ²-catenin signaling control with the use of XAV939 improves ESC differentiation into cardiomyocytes. Induced pluripotent stem cells (iPS) Gene Transplantation Direct gene delivery For different forms of gene delivery the catheter has to both compatible to the site targeted as well as not having any property causing injury or eliciting an immune response. Naimark et al. compared the use of Nitinol stainless steel and Stiletto catheters for epicardial administration as well as endocardial showing that Stilletto catheters were twice as effective. Intrapericardial injection Advantage of this method of delivery is that there is no exposure of the heart and other organs. The use of intrapericardial infection in dogs has shown they endure the pain with not too much distress highlighting that the patient will undergo less distress compared to open surgery (March et al., 1999). This percutaneous method introduces the genes into the pericardial sac which then migrates into the myocardium. (Kawase et al., 2007) There are varying approaches to how to perform the injection. Fromes and coworkers used a transdiaphragmetic method. What was observed was that injection of the stem cells on their own lead to no gene expression difference in the myocardium. Stem cell expression results at the end of week one improved significantly with addition of proteinase in the injection fluid. Endocardial injection Microsphere retention varies according to volume used and site of injection. Endomyocardial injection had 28% greater retention then epicardial administration. Further retention can be obtained with the use of 10 ÃŽ ¼L rather then 100 ÃŽ ¼L. Greater spread of the adenovirus which encoded lac-Z was observed going to other organs in lower volumes too (Grossman et al., 2002). Use of fluoroscopy proved that this method is safe and that gene expression is present in 81% of the pigs used. Specimens used showed no symptoms and signs of cardiac arrhythmia or disturbance of blood flow. Patients suffering from chronic ischemia can develop complications such as perforation of the ventricle due to its thin nature as well as effusion of fluid in the pericardial sac decreasing cardiac output (Gwon et al., 2001). Intramyocardial injection This method has shown great success in many studies due to direct delivery of vector to site of damage. Injection of reporter gene into cardiac tissue and expression of the gene is feasible in canine myocardium. Response showed to be directly proportional to the volume of plasmid DNA used. Interestingly gene expression was uniform throughout the left ventricle independent of the level of injury. Stem cell expression gradually weakens over time showing greatest activity at the end of the first week (von Harsdorf et al., 1993). Use of plasmid DNA for cardiac muscle shows unique property of the tissue in being able to uptake DNA via the use of T tubules. Weakened expression after the first week is due to immune defensive mechanisms targeting transfected cells (Acsadi et al., 1991). Use of plasmid DNA vectors in early studies showed low efficiency in terms of transduction and time interval in which it is active; this lead to the use of adenovirus to transfer of ÃŽ ²-galactosidase gene an d plasmid. However results showed poor expression after day 7 as well as immune reaction generation (Guzman et al., 1993). Use of rAAV proved to be a more successful vector for the LacZ gene showing no immune response generation or inflammation at the site of injection. Expression was strongest after 1 week during weeks 4 to 8 showing very little results in the first 2 weeks. An increase in efficiency in terms of number of cells that undergo transduction due to perfusion was observed. Half of the cardiomyocytes showed LacZ gene expression (Svensson et al., 1999). BetaARKct gene produces a peptide that improves betaAR (beta-adrenergic receptor) signaling which is seen to diminish after a myocardial infarct. BetaAR function is interfered upon by G protein-coupled receptor kinase 2. BetaARKct gene product will eliminate G protein-coupled receptor kinase 2 interference. rAAV6 was used as a vector. Introduction of the BetaARKct gene further increased the efficiency of the intramyocardial injection with improved transduction cell number and length of time interval expression is strongest – up to 12 weeks from start of experiment. Long term use of BetaARKct gene lead to raised cardiac contractility as well as a turn around in ventricular remodeling (Rengo et al., 2009). Transfer of vascular endothelial growth factor (VEGF) promoted angiogenesis in damaged myocardium and diminished anginal pain (Koransky et al., 2002). Transvascular gene delivery Some diseases such as pulmonary and essential hypertension, long QT syndrome and congestive heart failure require not just a percentage of their cells to undergo transduction but rather the entire myocardium. This can only be done by a method that ensures global delivery to the myocardium (Donahue et al., 1997). This is because it’s not just a group of cells that are contributing to the disease but rather every cell. E.g. Intramyocardial injection in these conditions would be useless as it only affects a small area. Selective coronary catheterization with antegrade intracoronary delivery A single pass method yields poor transduction values showing phenotype expression in only 5% of cardiac muscle at most (Ding et al., 2004). For optimal transduction to take place prolonged exposure time via occlusion of blood supply was necessary. The coronary arteries and coronary venous sinus were the tested targets with the latter producing almost 5 times increase in transduction (Logeart et al., 2001). Donahue and coworkers worked on rabbit myocardium observing key conditions for 96% of myocardial cells to undergo transduction. These parameters included increased virus concentrations, increased exposure, performing experiment at 37 °C, increased coronary flow rate and use of crystalloid media with specific compositions. Almost maximal transduction could be achieved with improved microvascular permeability in a decreased coronary perfusion time period of 2 minutes. Lowered Ca2+concentration coupled to bradykinin or serotonin pretreatment and raised virus concentration achieve this (Donahue et al., 1998). Use of catheters to occlude the aorta and venous return in the right atrium in rodents was coupled to cardiopulmonary arrest with the use of esmolol and acetylcholine for 2 and 5 minutes in order to increase viral incubation time proved to increase transduction response in 43% of cardiac muscle after 3 days. Minimally invasive surgical intervention is still required but the fore mentioned method shows a 400 time improvement in phenotype expression contrasted to the sham-operated group. S-Nitroso-N-acetyl-DL-penicillamine and histamine use failed to improve microvacular permeability (Ding et al., 2004). Nonselective (indirect) intracoronary delivery Using a number of injections to transfer genes with the use of surgery has been studied in research extensively (Guzman et al., 1993). Transduction of human beta 2- adrenergic receptor (betaAR) gene in patients diagnosed with chronic heart failure can restore the cardiac beta-adrenergic receptor system. betaAR function is also compromised in acute myocardial function upset. The betaAR signaling pathway is the main target of most drugs on the market today for heart failure treatment (Parsa et al., 2003). Use of catheter to deliver Adeno-beta 2 adrenergic receptor into the left ventricle in rabbits produced at most a ten fold increase in beta 2- adrenergic receptor expression. After 3 weeks improved myocardial function was observed. Left ventricular pressure was improved as a result of increased myocardial contractility and improved ventricle loading conditions. Isoproterenol receptivity was also observed to increase (Maurice et al., 1999). This indirect method of virus introduction wi ll result in virus transport in the systemic circulation possibly resulting in ÃŽ ²-AR overexpression in the lungs and liver. Larger doses of the virus result in systemic ischemia and decreased cardiac function (Parsa et al., 2003). According to Hajjar and coworkers gene transfer in vivo results in transduction occurring in more then one location. In vivogene delivery involving adenovirus mediated transmission of betaAR kinase carboxyl terminus (betaARKct) or betaAR has shown that use of betaARKct prohibits smooth muscle hyperplasia in vascular intima after angioplasty. BetaARKct use improves ventrivular function via improved betaAR signaling via genetic inhibition of GÃŽ ²ÃŽ ³-ÃŽ ²-adrenergic receptor kinase. Over expression of betaAR improves cardiac function (Eckhart et al., 2000). Gene delivery in vivo improves ventricular contractility as well as adjustment of ECG intervals (Hajjar et al., 1998). Global phenotypic changes can be improved via increased transduction with the use of an improved method of to deliver the viruses. Introduction of the catheter into the left ventricular cavity followed by movement superiorly to end in the aortic root is coupled with pulmonary artery and ascending aorta occlusion. As a result a transcoronary perfusion gradient is generated; which improves viral delivery. This method has a number of modifications such as prompting of asystole pharmacologically, hypothermia use to lengthen cross-clamp interval and occlusion of the distal aorta (Beeri et al., 2002), (del Monte et al., 2001) and (Hajjar et al., 2000). Selective coronary sinus or coronary venous catheterization with retrograde delivery Intracoronary delivery involves systemic spread of the vector due to the brief interval in which the vector can adhere to the coronary endothelium. This is the great disadvantage of the fore mentioned method as coronary flow and endothelial permeability have a large contribution (Logeart et al., 2001). Contrasted to intracoronary delivery, retrograde delivery results in improved expression of the delivered gene (Kaye et al., 2007). Adeno-associated viral vectors do not induce an immune response and cause no inflammation. AAV vectors facilitate long-term gene expression (Sakata et al., 2007). Retro-infusion has proven to transfer AAV vectors efficiently as a long term method of gene transfer. This is due to improved endothelial permeability and lengthening of adhesion time for the vector (von Degenfeld et al., 2003). Systemic spread of vector to liver and lungs was observed however with lack of gene expression due to use of an enhanced myosin light chain promoter sequence (Raake et al ., 2008). Studies have proved that a single administration is enough in order for efficient regional myocyte transfection to occur. The advantages of only a single administration being necessary include minimal washout and controlled dwell times promoting longer exposure. The genes human developmentally regulated endothelial locus-1 and green fluorescent protein were used in this study (Hou et al., 2003). Pulmonary and hepatic transgene expression can be avoided with the use of adjusted models of myocardial gene delivery. Kaye and coworkers established a high efficiency percutaneous closed-loop system. This closed loop system permits increased transduction in the cardiac muscle due to higher concentration of vector present. This method reduces peripheral systemic spread that results in decreased transgene expression outside the heart in the lungs and liver (Kaye et al., 2007). Bridges states that usage of the percutaneous closed-loop system just mentioned would result in loss of more then 99% of the vector to the systemic circulation and not to the myocardium. On close examination of results obtained 2,639 vector genomes/ mg DNA were found in the heart contrasted to 69,595 vector genomes/ mg DNA in the liver. It was suggested that lack of hemiazaygous vein control results in this systemic spread. Ex vivotechnique Many studies have been carried out on the use of transplantation model for gene transfer. In the study done by Griscelli and coworkers recombinant adenoviruses are injected into coronary vessels of the organ then the heart is transplanted. This study carried out on piglet hearts have emphasized prolonged exposure time for vector contact to the heart. The advantage of using such a transplantation model is that this takes place with no coronary flow. Expression of transferred gene was noted with little presence of the transferred genome in hepatic and pulmonary tissues (Griscelli et al., 2003). Wang and Knechtle experimented on and compared 2 different methods of vector delivery prior to transplantation; myocardial injection and perfusion. Injection produced a higher degree of transgene expression. Perfusion resulted in greater overall distribution of transgene expression. Use of these methods only provides as a short term method of gene transfer (Wang and Knechtle., 1996).

Market Segmentation †How & Why Essay -- Business Management Studies

Market Segmentation – How & Why As well as the physical aspect of our store changing we have to look at the market differently. Where it was once possible to take a pile it high sell it cheap approach, to achieve broad appeal to the population we need to cater to the needs of the population. This is achieved by breaking the population into groups and then releasing products and services that meet the needs of these groups. This is known as target marketing. Although we all appreciate the theoretical economies of scale given by mass marketing a single product, there are few products that appeal to everyone. Naturally this has led to a segmentation of markets as companies that marketed one product, now produce a range of products. An example of this is Coca Cola. Originally they sold one product, as well as standard coke we now have diet coke, coke with vanilla, cherry coke, sprite, lilt and many more. By accepting that people have different needs and different shopping behaviours we can market ourselves to these segments and attract new customers. There are six steps to market segmentation, targeting & positioning and these are 1. Identifying qualities for segmenting the market 2. Developing profiles of the segments created 3. Develop measures of segment attractiveness 4. Select target segment 5. Develop positioning for each target segment 6. Develop marketing mix for each target segment. We have talked about segmenting the market. The question is how do we do this? There are many ways to segment. You could do this based upon household income, gender, age, previous purchases etc. In fact there are many ways to identify different market segments and I will briefly the more commonly used methods. Geographical It is possible to segment the population according to Geography, people from â€Å"the North† drink more Irn Bru than those from the South. This can be measured by the success of advertising, an example being the Jamie Oliver advert for Sainsbury’s was less successful in the north. Demographics. This is where segmentation is done by using personal characteristics of the population; Age, gender, income, stage in the family life cycle etc. Socio Economic Grouping. This is based upon the occupational status of the head of the household. It is based on the traditional social class system of this count... ...e of segments enables a company to specifically target an audience within a population. An example would be if I asked all of you what you would go out and spend fifty pounds on if I were to give it to you now. The chances are that everyone would come back with a different suggestion. However it I likely that some of you would go and buy clothes, some you would go and buy CD’s or DVD’s and some of you may possibly save the money instead. By grouping people together it is possible to target a product at an audience that will wan to buy the product. This should ensure a return on investment quickly for the producer and could lead to rapid growth. However a universal product is unlikely to appeal to a wide range of people so it is possible for a producer to create products for different market segments. Today we are going to discuss in more detail Cola drinks and C.D’s as product within our superstores. For the purpose of illustrating segmentation further it is worth noting that recent demographic shift of men drinking Diet Coke has been noted by Coca Cola and their adverts are targeted far less specifically at woman than the old â€Å"Diet Coke break† ads of the nineties.

Christian Dior Essay

The House of Dior – A fashion house that over six decades is still going strong. From a humble beginning to a power house of fashion, this house of fashion has begun a â€Å"New Look† for their market during the start if it’s business and beyond. With avant-garde designs, Christian Dior has changed women’s fashion in his era. Starting a fashion business is no mean feat. One may need all the preparation and planning in order to be successful and have your creations reach the market. The House of Christian Dior Christian Dior, a Frenchman, started his career in the 1930’s by selling his sketches to numerous prospective clients. Soon his market was in love with his sketches and designs and that deemed his creations as a â€Å"New Look†. With such creations, Christian Dior needed financial support that was when he got Marcel Boussac (a textile manufacture) to back him up to open his own house of fashion. Boussac was able to persuade Christian Dior to have him set up his place along a trendy Paris street, which Boussac was readily able to fund Christian Dior’s endeavours. With such financial support, Christian Dior began to produce creations that were considered avant-garde at that time and he was able to freely create and design whatever he had come up with without any financial difficulty (Bawa, 2002). Christian Dior knew what he wanted in life and that was to be a part of the arts. He loved to draw and sketch and to create masterpieces. This has made him successful; he knew what he wanted to do. For an aspiring entrepreneur, one must know that before they start their own clothing line or fashion business they need to know that this is what they really want to. If not, the outcome would be less successful or become a failure (Amed, 2007). Christian Dior had financial support that one can dream of. For an entrepreneur, they need to have financial stability, business partners, and the like to easily start their business. Without this, it would be a tough challenge to get by to launch a business or even try to start one. When it comes to materials, Christian Dior did not have any problems in having a short supply of that. He had his business partner to thank for and this gave him an advantage to turn his creations into reality (Charleston, 2004). One must take note that during his time it was during the Second World War that textiles were rationed. He took the initiative to have women, not only in Paris, but throughout the whole world to have them feel more feminine. He had that idea and turned it into a reality. Even if his designs and creations were well received by his peers and prospective clients, there were numerous detractors that openly disliked his attitude. They deemed Christian Dior as extravagant due to his designs using fabric up to eighty yards long. One must see that Christian Dior clearly didn’t have a market due to the hardships that the whole world was currently going through. What he did was he created one. It wasn’t merely being in the right time and at the right place, he saw the need that women wanted during his time, and he began to create the solution to that even at the cost of being deemed extravagant and being boycotted by powerful governments of state. Still he persevered and went on with his plan to change the world fashion market. With Christian Dior’s untimely death in 1957, the house of Dior was stopped suddenly in their tracks, but Dior did not leave his house open for attack, he had two competent men under him that can drive his fashion house beyond. Yves St. Lauren stepped in and headed the House of Dior into success with his designs. The house of Dior had numerous changes in the artistic development and currently has John Galiano. Starting a fashion business needs the entrepreneur to be at least five or ten steps ahead and having a fresh outlook and flow of ideas that they want to put into their market. They need to also know the latest trends and fads that the current market has in order to supply what the client wants. Not only having those ideas one must have a very good business plan in order to plan and execute strategies, decisions, and plans of actions when situations arises, especially those that are out of the box scenarios. The bottom line is that one must have passion for what they believe in. They need to believe in what they do is the right thing to do. Without these, starting up a business or even just planning for it would make all attempts useless and unfruitful. References: Amed, I. (2007). The Business of Fashion: Basics 1 – Setting up your own fashion business – what do I need to know first? Retrieved on March 9, 2008, from http://uberkid. typepad. com/fashionbusiness/2007/02/the_business_of_2. html Bawa, M. P. (2002). Christian Dior. History of Fashion. Retrieved on March 9, 2008, from http://www. historyofashion. com/historyofashion/dior. html Charleston, B. D. (2004). Based on original work by Harold Koda. â€Å"Christian Dior (1905 1957)†. In Timeline of Art History. Retrieved on March 9, 2008, from http://www. metmuseum. org/toah/hd/dior/hd_dior. htm

Watergate after 30 years essays

Watergate after 30 years essays The term 'Watergate', labeled by Congress in 1974, stands for not only the burglary, but also for the numerous instances of officially sanctioned criminal activity and abuses of power as well as the obstruction of justice that preceded the actual break-in. Watergate involved the political behavior of the President and his men, beginning during Nixon's first term and extending to his resignation. Some of the criminal behavior was a result of the disastrous events of the 1960's. The day it all began was a Sunday, May 28, 1972. The first of several illegal break-ins into the Democratic National Committee (DNC) headquarters in the Watergate Complex was in effect. Despite Nixon's high standing position for being reelected, his CREEP staff (Committee to Reelect the President) was afraid that they might not have as much 'dirt' on Nixon's opponents as they had on Nixon. The President laid upon his staff the determination to do whatever possible to win the election! With this approval, Nixon's staff, headed by G. Gordon Liddy, began planning more ways of attaining information from the DNC. What they named the 'Plumbers unit' was established as a special task force for the President. The Plumbers' purpose was to keep any secret information from being discovered by reporters. In one situation, wearing CIA provided disguises, they illegally broke into Dr. Field's office, a psychiatrist, for information on a patient, Daniel Ellsberg, who had given private Pentagon papers to the New York Times 25). It turned out that the doctor had already been visited by the FBI and, taking precaution, removed the files. On June 17th, after several break-ins, police arrested five burglars found in the offices of Larry O'Brien, the Democratic National Chairman, at the Watergate complex. President Nixon, immediately after hearing of the break-in, appointed a top aide, John Ehrlichman, to uncover everything he could about the break-in and denied any invol...

Nuclear Disaster in Japan essays

Nuclear Disaster in Japan essays There was a nuclear reaction at a uranium processing plant in Japan that has brought an enormous amount of people to stay indoors, to stop farming, and to have many schools closed down. There was a large amount of radiation spilt and researchers estimate that there was up to 39 people that were exposed to high amounts of radiation. The town in which this radiation accidents occurred was in Tokaimura. Tokaimura is located about 90 miles away from Tokyo. The victims of this accident were showing extreme symptoms of being exposed to radiation, high amounts of vomiting and diarrhea. Three of the victims were fireman, that were said to have been exposed to the chemicals while carrying the victims The nuclear reaction was put under control about twenty hours after the accident. The governor was extremely happy when he heard that the chain reaction had stopped because if it had succeed and kept evolving then the reaction could have turned into the critical stage in which the chemicals would be able to just burn on their own. Tokyo's government does admit to being slow to react to one of the worse nuclear reactions spills in this nation. The governor was very ashamed to The officials that were trying to contain the spill evacuated one-hundred and sixty people within 350 yards from the plant. The announcements were made in many ways such as loud speakers, radio announcements, and skywriters. Everyone was told to close their windows and to stay indoors. There was 313,000 people that were told to stay indoors that were within six One of the local residents, Yoko Kurosawa, said, "I'm scared because I can't see (the threat) with my own eyes. I'm keeping my doors and windows closed and can't use my air conditioner. I can't sleep." Yoko lived within about 2 miles of the plant. Yoko was 26 years old. There were at ...

The Evolution Of Primate Locomotion And Body Configuration Essay

The Evolution Of Primate Locomotion And Body Configuration - Essay Example In 1956, while searching through a collection of fossils at the American Museum of Natural History, I came across a small piece of forehead bone, identified as a "possible primate," that had lain neglected for half a century. It had been recovered from the Fayum badlands, sixty miles southwest of Cairo, Egypt, by an amateur collector named Richard Markgraf. The rock in which it was found was known to belong to the geological epoch we call the Oligocene (now estimated to have lasted from 34 to 23 million years ago). Although only the size of a quarter, the fossil displayed two defining characteristics of the Anthropoidea, or higher primates--the large evolutionary group that includes monkeys, apes, and humans. I could tell that the right and left frontal (forehead) bones in this small animal were fused along the midline suture into a single bone, as is the case in all the higher primates. And on the right side, just enough of the rim of the eye socket was preserved for me to establish that it was fully enclosed in the back by bony plates (the eyeballs of more primitive primates are normally encircled by just a thin bar of bone). Neither feature had been previously documented in so old a fossil. Better late than never, the small piece of bone joined a short list of other fossils discovered in the Fayum between 1906 and 1910 that also appeared to belong to higher primates. The best of the other fossils--both nearly complete mandibles--belonged to two small species named Parapithecus fraasi and Propliopithecus haeckeli. Both have lower molars with anthropoidean features--in particular, they are broad and flat and have five cusps. (Miyamoto 197-220) In addition, Propliopithecus has the same number of the different types of teeth as other Old World anthropoideans, and the two sides of the lower jaw are solidly fused together in the front, another important characteristic of higher primates. My interest sparked by these tantalizing finds, I began doing fieldwork in the Fayum more than thirty years ago. Since then, my teams and I have succeeded in gathering hundreds of additional primate fossils, documenting the presence of eleven primate species in Oligocene deposits that are 30 to 33 million years old. The largest of these species, a close relative of Propliopithecus, is Aegyptopithecus zeuxis, a cat-size creature that appears to stand at or near the base of the family tree of the Old World monkeys, apes, and humans. We have collected several skulls and faces of Aegyptopithecus, as well as many bones from the rest of its skeleton (see "Dawn Ape of the Fayum," Natural History, May 1984). Many of the eleven Oligocene species have anthropoidean features, including the fused frontal bone, enclosed eye socket, lower jaws that are solidly fused together in the front, and the broadened and flattened lower molars with five principal cusps. In certain details, the upper molars also resemble those of more recent higher primates. Another anthropoidean characteristic is the manner in which the bony ring encircling the eardrum lines the auditory opening at the side of the skull. The eleven species are diverse in many respects, however. By 1985, I had accumulated enough evidence to say that they fell into several different taxonomic families or subfamilies. Given that so much diversity had evolved, I had to conclude that the common ancestor of all the higher primates must go back a long way in Africa. This was only the beginning, however, for in 1983 a Fayum site called Locality 41 had been discovered. Its exposed deposits came from a much deeper layer than those of

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

Reflection - Essay Example Brief Overview of your Leaflet The leaflet highlights many aspects that seek to enlighten both students and parents on the available resources for improving the experience of year six students. The introductory part of the leaflet highlights the driving force of Sunnyfields which is the fact that each student has an intrinsic capacity inherent since birth and requires nurturing for them to utilize their potential to the maximum level. However, the school environment lacks the potential of providing sufficient resources for children to nurture all their talents. The focus of Sunnyfields is year 6 students who are in their final year of studies. As the leaflet highlights, year six students require advanced preparation for the next level of studies. They face a surging pressure of succeeding in their statutory assessment tests (SATs). Sunnyfields realized that schools focused on motivating other students for these exams taken in May while assuming the surging need for year 6 students to receive worthwhile encouragement and assistance in preparation for these critical tests that reflect the ability of students. Sunnyfields comes in to offer students an opportunity to prepare adequately for the SATs. The program of preparing students for these examinations usually factor in multiple considerations to ensure that each student receives a lot of attention. On the other hand, Sunnyfields provides platforms for year 6 students to develop a diverse range of skills and have fun. There is a range of clubs and groups that focus on different interests of the students. Through registration, students can have the opportunity of developing indispensable skills as well as having thrilling experiences alongside their friends. Moreover, year 6 students can register for a breakfast program that focuses on offering students with a nutritious diet that presents them with all the nutritional requirements for maximizing their learning experience. The objectives of Sunnyfields are in lin e with the theory developed by Piaget that schemata are critical in the development of children. Through these mental orders, children exhibit the capacity of learning new skills. Aspects of Learning and Teaching The most critical aspect of learning offered by the Sunnyfields is the program that seeks to provide students with an opportunity of familiarizing themselves with the new format for the statutory assessment programs. The program offers sessions on Monday, Wednesday, and Friday for about ten students to meet in the library with access to multiple resources for their tuition classes. The limited number of students helps the students to receive personalized help from the qualified staff who exhibit expertise and awareness of the new aspects tested in the SATs as evident in the Chace Community Schoolwebsite. The sessions equip students with adequate knowledge and information enabling them to excel in their exams.During these sessions, students can pose any question or concern a nd receive assistance. Through the assimilation process defined by Piaget, children are able to apply the information gained to solve new sets of problems in their exams. In addition, a diverse learning opportunity is the science club that offers students with the required empowerment to become outstanding scientists. The club offers students with scientific interest to build a strong foundation for their future careers. Moreover, students have an opportunity to develop film

Ethic code Essay Example | Topics and Well Written Essays - 750 words

Ethic code - Essay Example One particular aspect of the code concentrates upon the rights of individual employees to report possible abuses of power and perhaps unethical actions without fear of reprisal. This protection of whistle-blowers. An interesting aspect of the code is that it does not only provide general principles and goals, but also actual examples of what acceptable and unacceptable behavior might be. Thus dealing with the issues of privacy of information, "The identity of customers and potential customers and their personal, business and financial information" (savings, 2006), and for insider information,: This is a very useful method of communicating an ethics code. Employees need to have both general principles of ethical standards and actual examples. If employees do not know whether an act is or is not ethical then tension may occur, and employees may become too worried about what they are doing rather than their job performance. Everyone must avoid any action or situation that conflicts with the interests of the Company or its customers, or which gives the appearance of a conflict. The appearance of a conflict can at times be as damaging as an actual conflict, and can diminish the valuable relationships we have developed with others. The idea that a company and its employees must appear to be e... The appearance of a conflict can at times be as damaging as an actual conflict, and can diminish the valuable relationships we have developed with others. (savings, 2006) The idea that a company and its employees must appear to be ethical as well as actually acting ethically may seem self-evident, but as recent corporate scandals have shown it must be constantly repeated. The Code of Ethics is excellent, but there is some room for improvement. Specific kinds of ethics related to different positions and jobs within the hierarchy might have been included. Thus the Code might have stated ethics that apply to corporate leaders and also to entry level employees. Are they the same kind of ethics or different ___________________________________________ Works

Discrimination - Thought Essay Example for Free

Discrimination Thought Essay 1. What do you consider to be the most valuable information you got from this class? Why do you consider this most valuable? I think that the most valuable thing that I took from this class is the fact that racism is still very much a major part of our society. Growing up in rural Iowa I always new that there were racist people, but I never knew how the racism actually affected our society and how strongly it influences such things as government funding for education and housing developments. Racism and prejudice always seemed secondary to me. I always knew that this country had issues with racism, but I never imagined that it affected serious issues so heavily. Minorities in this country are put at a greater disadvantage then whites. Many minorities especially those that do not speak English as their primary language have to deal with inadequate housing, under funded school districts and the everyday struggle of discrimination for their differences and beliefs. 2. To what extent, if any, has your thought process about race relations change as a result of this class? Explain your answer. I wouldnt say that my personal beliefs have changed due to this class, because I feel that I have always been open-minded and treated everyone with equal respect. I would however say that my thought process has changed slightly. My thought process has been altered because I always looked at racism as a problem, but not my problem. I was never directly involved in racism, and I thought that there was nothing that I could do to change the views of others. After this class I have realized that if you are not part of the solution then you are ultimately part of the problem. Many people turn their head when they are around a situation of discrimination, saying nothing. People have the misconception that just because you didnt say anything negative or directly discriminate against another person that there is nothing else that they can do to fix the problem. The only way for racism and discrimination to disappear in this country is for us to admit that they exist and they are a major problem. 3. What will you do differently as a result of what you learned? After taking this course it opened my eyes and really made me think in a different light. Since the course began in August I have accepted new concepts and have decided for myself which ones that I choose to follow and which ones I have chosen to ignore. I feel that my mindset involving racism has changed and because of that I will attempt to get more involved and stop ignoring racist comments and gestures. I have never been a person to treat people differently based on their beliefs, race and/or ethic backgrounds, but that doesnt mean that I have done anything to help get rid of the problem. I believe that people can make very small steps to correct racism and it will indeed make a huge difference. Some people feel that their individual efforts will make little, if any, difference in the overall scheme of things. If only one person from each group friends changes their mindset about racism then they can begin to reverse the situation. If that one person educates themselves about the issues involving racism and practices their beliefs then they will ultimately begin to change the minds of many of their friends. Obviously this will not work to change everyones mindset, as some people are set in their ways and due to ignorance will never change or even attempt to broaden their views and beliefs.

Emirates Airways Customer Perception

Emirates Airways Customer Perception For this project, we have used both primary and secondary data. As part of our primary data, a survey questionnaire was created and handed out to 50 passengers who have and continue to fly with Emirates Airlines. The aim of the questionnaires was to shape peoples perceptions of the brand and analyze whether or not Emirates is meeting its marketing mix objectives. Findings are spread out throughout the paper where relevant, and detailed tabulated form can be found in the Appendixes. 1.1 Introduction to the Organization In 1974, three years after independence, the rulers of the UAE decided to establish a joint flag carrier: Gulf Air. However, a tense relationship between the airline and the Dubai government existed ever since its inception, as the latter re fused to give in to Gulf Airs demands to abandon its open-skies policy. In reaction, Gulf Air reduced frequencies and capacities to and from Dubai by more than two thirds between 1984 and 1985 without advance notice (Wilson 2005). Since foreign carriers proved unable or unwilling to fill the gap, Dubais then ruler, Sheik Mohammed bin Rashid Al-Maktoum, convened a team of experts headed by Maurice Flanagan and later joined by Tim Clark and the rulers then 26- year old son, Sheik Ahmed bin Saeed Al-Maktoum to devise an emergency plan. The groups recommendation to set up a home carrier for Dubai was quickly accepted by the ruler, but he imposed two conditions: The new airline should meet the highest quality standards; And there would be no additional capital injections from the government other than the agreed USD 10 million start-up capital. On October 25th, 1985, Emirates first flight departed to Karachi, using an A300, wet-leased from Pakistan International Airlines. The rest is history. In 1987, Emirates began to serve it first two European destinations London Gatwick and Frankfurt. In 1995, it has operated an all wide body fleet, and in 2001, 2003 and 2005 Emirates placed some of the largest aircraft orders ever. As of October 2007, Emirates route network extends to 91 destinations on all continents. In its last business year, ending March 31st, 2007, the airline transported 17.5 million passengers and 1.2 million tons of cargo on 102 aircraft. Currently, 118 aircraft are on firm order (of which 20 will be all-freighters), including 55 A380 and 43 B777. PART TWO 2.0 Situation Analysis According to Kotler Keller (2008), situation analysis is a systematic collection and evaluation of past and present economical, political, social, and technological data. It is aimed at (1) identification of internal and external forces that may influence the organizations performance and choice of strategies, and (2) assessment of the organizations current and future strengths, weaknesses, opportunities, and threats. 2.1 Market Summary Airline Industry Portfolio The UAE airline industry is one of the aspiring industries not just in the Middle East and the surrounding South Asian, North African Region, but the world itself. The industrys huge market growth and success in the Middle East and the world is crucially based on the UAE, and especially the cities strategic geographical location and the governments determination to make the country an international business hub connecting the East to the West and vice versa. During the global recession and economic crisis, the airline industry in the UAE in comparison to other airline giants such as British Airways, Lufthansa, Air France and KLM and other business sectors within the country was the least affected. The UAE airline industry, which includes Etihad and Emirates, was affected by the crisis but has successfully resurfaced at being profitable in the year 2010 and has since contributed effectively to the growth of the countrys total economy (Bloomberg Business week, 2010). Emirates Airline Portfolio Emirates Airlines is one of the most successful and major airlines in the Middle East, currently operating around 3200 passenger flights per week, from its hub the emirates of Dubai to over 110 destinations in 62 countries (Emirates Airlines, 2011). This makes Emirates one of the fastest growing airlines in the airline industry. The Airline Industry is one of the dynamic and fastest growing industries in the world and has influence in the countrys economic growth, international investments and in tourism, mainly due to the Airline Deregulation Act of 1978 which allowed the industry to change its category of a public utility service to a much market driven industry (Florian, 2010). 2.1.1 Market Demographics and Needs Emirates Airlines initial market consists of consumers and businesses located in the United Arab Emirates, mainly the Emirate of Dubai. Emirates goal is to cater the needs and demands of the ever growing population of the UAE especially the expatriates residing in the UAE who are the thriving workforce of the UAE and make up approximately 75 percent of the population of the country (UAE-Economic Development, 2010). Dubais and as a result Emirates spectacular growth in recent has been accentuated by two complementary factors: sound politics and its very favourable geographical location. Currently the Emirates Airlines market demographics are divided in three sectors, and they are: 2.1.2 Market trends and target market growth The soaring price of oil and the financial crisis had a tremendous effect on the airline industry. Most of the airlines were suffering from fuel price hikes and were running out of cash. However, Emirates Airlines had proven to be the most efficient and profitable despite the extra costs because of its strategic placement of its products in the market share by creating separate market sectors. These market sectors are part of Emirates product portfolio and have been divided in product share. Emirates Airlines current product share is: (Source: Emirates Group, Annual report, 2010) The reason for Emirates Airlines to design such a product share was simply to adjust its marketing strategy after the effects of the global financial crisis. The adjustment was made to accommodate factors that were pertaining to the demand (requirements) and supply (drivers) for its customer base who were also affected by this crisis. The current product share seems to be working fine for Emirates especially after the global economic crisis, which scarred many businesses in the UAE, especially government owned businesses. The crisis, however, has enormously affected its overall performance rating as a prestige high class inboard service that Emirates Airlines previously used to market to clients as a high value service. Emirates had to revaluate its cost and benefits to accommodate the passenger market needs of a cheaper, faster and safer means of transportation by downsizing its experienced onboard staff members and replacing them with inexperienced workforce and by underplaying the various onboard service options it previously use to boast about just few years before the crisis. 2.2 SWOT Analysis SWOT analysis is a tool that identifies the strengths, weaknesses, opportunities and threats of an organization, as its a fundamental and simple model that analysis the capabilities of an organization as well as its potential opportunities. The information for the analysis is derived from environment and further categorized into internal (strengths and weaknesses) and external (opportunities and threats) analysis. (M. McDonald, 2007) SWOT Analysis 2.3 Competition As said by the managing director of Emirates, forget about protection against competition. Thats not how Dubai works (Business Strategy, 2005). Well carriers such as Lufthansa, British Airways, Air Canada, and Air France are among the few competitors of Emirates. Emirates Airline is not affected by their direct competition in the air space. It is the accusations of unfair competitions posed on Emirates Airlines by these leading airlines that cause a major threat to Emirates. As a lie is continuously repeated, people start to eventually believe in it. 2.3.1 Accusations Spearheading the regions development strategy, and emblematic of the economic success of the UAE, Gulf carriers benefit from financial support from their local state, which provides a wide array of services: airports, civil aviation authorities, airport and navigation charges, and finally complementary infrastructure. Furthermore, these airlines enjoy a favorable tax environment, as there is no corporate tax or social security charges in their country (Business Strategy, 2005). In return to such accusations from its competitors, Emirates have denied these accusations by providing the below fact and figures (Emirates Group, 2011): Emirates purchases fuel on the same terms and conditions as other commercial airlines. Fuel accounts for 30% of Emirates total expenditure. Emirates Group states that it has recently paid the Government of Dubai US $776 million in dividends in return for the seed capital gifted to the airline at its ince Emirates total cost of benefits provided to expatriate employee amount to more than US 400 million per annum. On the other hand, Emirates also faces competition from its neighbors such as Qatar Airways, Etihad airways and other competitors such as Gulf Air, Singapore Airlines, and low cost airlines such as air Arabia. For analysis we will shed light on Etihad and Air Arabia. (See Appendix) Etihad Airways are competing with Emirates strategy for best standards in quality in its three product classes. In addition, working aggressively on its infrastructure expansion plans poses a high level threat to Emirates Airlines. Air Arabia: Due to the economic downturn and recession, customers have become highly price sensitive to the market. Air Arabia has become the emerging low cost airlines based in Sharjah and supported by its government, which attracts customers in terms of monetary value by providing cheap travel with an increasing high standard. PART THREE 3.0 Marketing Strategy Baker (2008) states that Marketing strategies is a process that can allow an organization to concentrate its limited resources to the greatest opportunities to increase sales and achieve a sustainable competitive advantage We would use this guideline to affirm, dissect and comment on Emirates Airlines marketing strategy. 3.1 Mission Statement A mission statement is aÂÂ  strategicÂÂ  marketing andÂÂ  business development tool that adds value because they define yourÂÂ  products / services, goals and cultureÂÂ  to your employees, suppliers, customers, vendors, and the media.ÂÂ  A Mission Statement captures the uniqueness of yourÂÂ  company andÂÂ  acts as a base line for quality,ÂÂ  service and yourÂÂ  marketing messages (John, 2006). Emirates Airlines, or rather Emirates Groups mission statement is simply committed to the highest standards in everything we do (Emirates Group, 2011). Being a vast enterprise by itself, Emirates Group has been quiet successful in embodying the mission of committing to the highest standard onto one of its two core corporation Emirates Airlines, the other being DNATA, by marketing the brand of Emirates as the pinnacle emblem or a luxury standard throughout the world as an emerging Global Brand. This mission has contributed to the company garnering global praises for excellence in every aspect of its business in travel and tourism since its commencement. Emirates Airlines is a brand that is truly emerging as a global icon with its logo representation in Arabic script as a symbol of its origin. Emirates has committed on building an operational and service approach as a true global provider, by delivering high quality service and catapulting itself as the industrys youngest and most advanced fleet to retain its ever growing loyal customers worldwide. Emirates is able to achieve this boasting quality as an emerging global brand by updating its fly roster to 100 destinations in over 60 countries with more than 14 million passengers annually. 3.2 Value Proposition A value proposition is the collection of reasons why a person or company benefits from buying something (L. Richman, 2006). This statement should convince a potential consumer thatÂÂ  one particularÂÂ  product or service will add moreÂÂ  value or better solve a problem than other similar offerings Throughout the years, Emirates Airlines has successfully created a customer-focused value proposition, by offering a combination of products and services, information and experiences customized for its market demographics for each of its destination, it has also claimed that the geographical location of its hub (Dubai) is also a value proposition. This approach had led to an array of product offerings such as: The popular onboard ICE system (an Information, Communication and Entertainment system) fully loaded with hundreds of entertainment channels on demand All-in-one communication device accommodating customer needs of surfing the net, emailing or simply calling a land line whilst in the sky Competitive pricing and time effective routes to over 110 destination Dubai and personalized exclusive lounges for its clientele and the frequent flyer program Skywards also adds value to Emirates Airlines. Skywards Program plays a key role in facilitating Emirates build strong customer relationships. All the above product offerings have facilitated Emirates to deliver its value proposition to its customers and support its mission statement of committing to high standards. 3.3 Marketing Objective Important part of marketing strategies is its objective. According to Dess, an objective of an organization should be directed towards generating greater profits for the company and also towards customers and society at large (2008). It is given that an objective of any competitive organization in its marketing strategy is to be successful in a specific setting which needs a detailed investigation and detailed studies of the surrounding environment of the market, its competitors and key factors that influence the market (both internal and external). With this in mind, the organization should than aim for best results to benefit the company. Hence, Emirates Airlines or rather Emirates Group has carefully devised and constructed an objective and fused it with the groups mission statement. Emirates Groups mission statement is simply Committed to the highest standards in everything we do. In the beginning, Emirates Airlines objective was simply to be the national carrier for the Emirate of Dubai. Later on, with successful entry to the Middle East and Sub-Continent market with a strong financial backing from the Government of Dubai the objective was to be the Elite Flying companion and a dominant figure which focused on the provision of the inflight experience as a customer value in the market. Due to success and further expansions to other markets, Emirates soon realized that its objectives kept on changing and adapting to the targeted market. Below are Emirates current objectives: (Source: Emirates Group, 2010) In our opinion, Emirates decision on keeping the objective of the company specific and coherent to current situation of its target market is a good decision in this ever changing and growing industry, where various factors such as laws, resources, political barriers, wars and international laws can directly or indirectly effect a companys objective and therefore effecting the marketing strategy. 3.4 Target Markets According to Nils (2007), Target Market is the specific group of customers that a company aims to capture from the total population. It is particular market segment at which the marketing campaign is focused after penetrating the market. Quality Destination ServiceEmirates Airline targets the whole globe at its target market. To reduce the complexity, target market is be divided into three parts which are further sub segmented into four parts to suit the target market according to their needs. Price Business travellers pay a lot of attention to convenience since they have to spend a lot of time on airports and airplanes. Touch points that they come across are lounges, frequent flyers, safety and good service and interaction systems. Emirates Airlines serves this market quite perfectly. It segments it with the help of quality and service such as skywards awards, availability of lounges in airports, comfortable seats, in-flight services (internet, telephone systems, entertainment systems lastly good food service) Leisure travellers pay a lot more attention on the flexibility of prices and destination compared to business travellers. Emirates Airline segments this market by destination and price by providing them with opportunity to book early and save, facility to provide visa, holiday packages for new destination each time and lastly a huge variety of destination routes. Cargo: A very strong focus on cargo traffic, which generates 20 percent of Emirates revenues one of the highest percentages in the airline industry 3.5 Positioning Positioning is the perception in the minds of the target market regarding companies brand or product (Ries, 1981). Elaborated by Ries (1981), positioning is an organized system for finding a window in the mind. It is based on the concept that the only time communication can take place is at the right time and under the right circumstances. Apparently, true needs and physical value are the main ingredients in which the company has to base its brand positioning in the minds of the target market. Business class focuses on brand values such as punctuality, reliability frequency, prestige and state conscious (Stephan, 2007). Therefore, airline should position itself to suggest it as a choice for successful people, for the product category of the business class. Leisure class focuses on price of the ticket as their prime factor. Therefore, brand position should be done in terms of value for money. According to Simon, Emirates has set out to be an innovative, modern, and customer-oriented provider of high quality air travel services (2005). He also added that brand positioning is that of a leading, international and quality airline serving the global community (Simon, 2005). In terms of the Emirates target market (business and leisure travelers), Simon adds, Today, air travel is affordable and accessible, and for Emirates, the whole world is our oyster. All customers are important to Emirates, and we strive to provide them with the best possible value for their money, regardless of which class passengers travel in. However, weve always considered the frequent business traveler the people who literally fly to work- as pivotal to our marketing strategy (2005). In terms of the target sub-segments (price, quality, destination, service), officials of Emirate Airlines say From the service provided at the point of ticket purchase to staff at the check-in counter; from facilities offered in our airport lounges to in-flight entertainment and service. At all customer touch points, Emirates pays close attention to our product and service to ensure that we deliver on our brand promise of innovation and quality (2005). In terms of delivering the value proposition of the brand Mr. Simon (2005) further adds, We operate a fleet of modern, wide-bodied aircraft equip these aircraft with the latest in-flight amenities and entertainment systems; We invest in the latest technologies to enable faster and more efficient handling of such functions as ticketing, baggage and cargo handling; We recruit our award-winning cabin crew from over 100 countries around the world and train them to the highest standards so you can be sure there will be someone who speaks your language onboard; We hire gourmet chefs to design and plan our in-flight catering menus; We invest millions of dollars to provide advanced engineering support for one of the worlds youngest fleet of aircraft; and the list goes on across the airlines business units. However, during the process of building a brand, the company also faces emerging challenges to sustain its global brand image. Brand Indigo LLC acknowledges that high levels of brand recall concurrently raise the expectation levels of customers (2010). Were living in an age where the majority of the people are tech savvy and any form of criticism and dissonance can be openly discussed in various blogs. This therefore may wear down the built brand esteem (Brand Indigo LLC, 2010). Brand Indigo LLC suggests that service recovery plans will have to be in put in place in quick earnest, or else customer franchise maybe negatively affected (2010). In addition to all the above, A Dubai based newspaper reported to Emirates that they are receiving reports about their slipping service which can be supported drops in Emirates Skytrax Airline year ranking (Gulf News, 2010). 3.6 Strategy Summary The strategy summary reflects on the ways that the company will meet its objectives by placing strategic communication patterns that can help develop the desired position. With the perspective of branding in mind, the first and utmost aspect relating to Emirates rise as a global brand is its leaderships vision and foresight in linking the brand to its marketing strategy and committing the budgets and resources required for its strategic and tactical impact. Given the aspirations of the Emirates brand in being global, innovative and a customer-oriented provider of high quality services, the key to its success has been Emirates airlines ability to apply the brand in all aspects of its customer interactions. By paying close attention to its product and service to ensure that Emirates deliver on what the brand promises of innovation and quality. Another Cornerstone of Emirates Marketing strategy is sponsorships; Emirates branding employs all the major traditional and new marketing tools, but the most effective approach that help it to connect with its customers and enhance its brand awareness by sponsoring the major sporting events. PART FOUR 4.0 The Marketing Mix Kotler Keller (2006) define the marketing mix as the combination of elements that you will use to market your product. There are seven elements: Product, Place, Price and Promotion, People, Process, and Physical evidence. They are called the 7Ps of the marketing mix. 4.1 Product/Services A product is simply a marketing offering, whether tangible or intangible, that someone wants to purchase and consume. In reality, while decisions related to the consumable parts of the product are extremely important, the TOTAL product consists of more than what is consumed (Christian, 1994). The total product offering and the decisions facing the marketer can be broken down into three key parts (Appendix 2): Core Benefits Actual Product Augmented Product Core Benefits: The first layer of the product as defined by Cant (2009) is it represents the heart of the product Emirates airlines Core Product is the Air transportation of passengers and Cargo Actual Product: The second layer of the product as defined by Cant (2009) is the tangible product or service offered to the consumer For Emirates: Emirates First Class, Business class, Emirates holiday, in-flight entertainment system, luxury service, online check in, courteous spa. Augmented Product: .the third layer of the product as defined by Cant (2009) is the tangible product plus the additional customer services and benefits (also called features). For Emirates: National carrier of Dubai, chauffer service, lounges and spa, Dubai as transit hub and the most important is the private terminal at Dubai international Airport. Source: Three Levels of a Product, 2010, Marketing Teacher, accessed 12/02/2005, http://www.marketingteacher.com/lesson-store/lesson-three-levels-of-a-product.html Questionnaire findings suggest that people fly with Emirates for benefits other than the medium of transportation, such as travel experience (Appendix 2). 4.2 Price The price of the marketing product mix is the amount of money charged for a product or service or the sum of the values that consumers exchange for the benefits of having or using the product or service (Armstrong, Gary and Philip Kotler, 2009). Yield pricing Which offers its consumers discounted rates on early purchases, higher rates on late purchases, and the lowest prices on unsold inventory before it expires (Kotler Keller, 2006). Time Pricing It is an important element of Emirates pricing policy. With ticket fares varied by season, day, hour, early bird offers allow Emirates to charge a passenger less. Luxuries. The airline tries to position itself as having the highest value possible for consumers. Passengers who purchase business class, for example, have a complementary limousine pick-up, included in the fare of the ticket. Through collecting primary data research for our project, we found Emirates and Etihad have almost the same prices, with Qatar Airways having prices that are much lower than its competitors. In response to competitors reactions, it is best for Emirates to continue managing to maintain prices, simultaneously adding value by constantly improving the quality and consumers expectations of its services. Questionnaire findings show that 60% of the people surveyed say Emirates is relatively expensive compared to others (Appendix 2). 4.3 Promotion Defined as the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyers purchasing decision (Kurts, 2010). Many promotional activities are not really focused to stimulate immediate purchase, but are rather aimed to move the potential buyer a step forward in the buying process (Van W.1997). Sponsorships For Emirates, sponsorships believed to be the best ways to connect with passengers. (Emirates, 2011). Emirates have sponsored more sporting events than any other airline or company in the world (Hagey, 2009). According to the head of Emirates Airlines marketing department for the past two decades, below are breakdowns of how the budget was spent in the past, compared to the present (Hagey, 2009). Past Advertising 70.00% of budget Public Relations 30.00% Present Sponsorships 55.00% of budget Advertising 45.00% Marketing now makes up about 2.7%, compared to 2.3% previously (Hagey, 2009).The key indicator of success is the association people have of various events with the brand. For instance, the Arsenal player and the word Emirates immediately connects. In fact, the mere association of Arsenal or Dubai with Emirates is proof that sponsorship model works wonders for Emirates. Advertising. The airline also advertises in newspapers, billboards, magazines, and even on television channels such as CNN, for instance. Emirates use reminder advertising to increase brand awareness in the various markets. With the right amount of spending on advertising, Emirates marketing mix is very much in line with the companys objectives. . The most memorable ad with the passengers seems to be the Dubai Welcomes the World with Wonderful life by Black playing in the background (Appendix 1). Passengers have stated that it gives them a sense of calmness and excitement and they associate the advertisement with the cosmopolitan image of the emirate of Dubai (Appendix 1). Sales Promotions. Emirates Airlines often offers best deals, and discounts on specific travel destinations, at specific times of the year. The website of the airline offers the best available prices and gives the consumer the opportunity to pick the price of choice, at flexible dates. Gifts Emirates Airlines offers children on board the airline various branded gifts. Emirates could stress more on social media in order to build strong customer relationships with its passengers and build its own network of loyal customers. 4.4 Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet (Jerome, 1975). Emirates Airways distributes its ticket through quite a few touch points such as: Sales agents ( all over the world) Corporate website Customer service call center (Reservation and booking) In the future, Emirates Airlines can strengthen its place strategies by deploying more sales agents and branches in general. Moreover, it can provide more touch points in the leading malls around the world for an easy access for individuals to book flights. Questionnaire findings show that 80% of the people prefer to use the Internet as the source of ticket purchase, as it provides the best discounted price (Appendix 2). 4.5 People Service, expertise and skills of the people who work for the company and they can be used to set you apart from your competitors (Stephen 2007). . Recruitment and use of the staff and people It is an essential ingredient in any organization, and with the appropriate staff members at hand, the organization can obtain a competitive advantage. Emirates Airline has a staff of 36,652 (Emirates Fast Facts, 2011), who go through training to obtain the right skills and service knowledge that is vital in a service-providing company. Emirates could work on the inseparability characteristic of its service. It is therefore crucial for the cabin crew to remain patient and positive in conflicting situations, so as not to distort peoples perceptions of the brand. Prior to downsizing, Emirates had a staff of very experienced cabin crew members. Recently, however, as previously mentioned above, Emirates uses a mix of experienced and inexperienced cabin crew members. To improvise its people strategy Emirates should make their cabin crew wear name tags to create a friendly atmosphere on board the flight, but would also add to the cabin crews responsibility of complying with the right behaviour that would not damage the brand. Most of the Emirates passengers that were surveyed agree that the cabin crew is friendly and welcoming (Appendix 2). 4.6 Process Defined as the procedures, mechanisms and flow of activities by which services are used by the customer (Koichi Shimizu 2003). Emirates airline has a simple process for its passengers since the time of booking their flight to the time they depart or arrive from Dubai Airport. Emirates own its own terminal three at Dubai international airport to further simply the process (See Appendix 3). The diagram illustrates the whole process through which a passenger goes through since the time he arrives at the airport car park to departure. Emirates airline offers various types of check- in processes. For instance: online check-in, self-check in at the airport to simplify the process even f