Real Customer Service Problems

REAL CUSTOMER SERVICE PROBLEM This essay outlines what customer service really is and what are the problems associated with it. To understand these problems let us first understand how to define Customer service. Customer service is that process by which a company provides services, provisions to its customers during a purchase, after the purchase is done and even prior to the purchase. How important a customer is depends upon the deliverance of the type of product or service involved. The success of customer service depends upon the employees who can accustom themselves to what the customers want and give them a service based on that.Thus, if the customer is satisfied, the customer service flourishes. Further, it becomes important to understand the dilemmas that can be faced while serving a customer. The first real problem with customer service is this that, while serving the customer, organizations end up in a trap rather than actually giving the customer the substance of the servi ce. Secondly, the tools and techniques used to serve the customer better are misused on a wider scale. And, it so appears that these tools are used to serve the symptom and not the proper sickness.An example can be quoted here of the hospitals that people run for children. These organizations also believe in customer service and because of that they paint the walls of the children’s ward with clowns and animals and other things that they think might cheer up the kids. But what actually happened is, that rather than making the things therapeutic in nature for the children, they end up making the children scared as the children are more scared of clowns and animals than needles and medicines. Thus, here a better customer service would be to leave the walls as plain.A failure to providing proper customer service always results in a low customer loyalty, a low satisfaction of the customer and hence a bad reputation of the organization that causes a huge loss. Hence, the proper el ements in customer service lie in the fact that which parts of customer service are important and which parts are to be neglected. Also, the services should be provided to those customers who value them and not to those who do not value them. Therefore an alignment is to be maintained between the capabilities of service that are to be provided to the customer as well as the strategies of market that are being maintained.

Google Analytics

Urchin on Demand, a web statistics analysis program developed by urchin Software Corporation, was used as a basis for developing Google Analytics when Google acquired Urchin Software Corporation in April 2005. This program provides powerful tracking tools for anyone with a web presence. The Customized Reporting tool can help analysts save time by allowing them to organize and present information based on specific metrics and variables Instead of slating through large amounts of data to mind specific Information. These variables allow you to collect unique data that Is most important to your business.These reports can be constructed in ways to make it easy to understand. Also included in this tool are custom alerts that will alert an individual on significant changes in data patterns or when customized thresholds are reached. The Advertising Return on Investment tool track financial goals by tracking sales and revenue and measuring them against the advertising costs. This tool is used in conjunction with two other products – Towards and Decades. Towards is a â€Å"cost-per- click† and site-targeted advertising program for banner, text, and media ads.This model of advertising Is used to direct traffic to specific websites, where the advertiser would pay the publisher of the advertisement each time the ad is clicked by a visitor. Decades Is a salary advertising program, mainly used by website publishers of all sizes to create and place targeted Google advertisements that are often relevant to the website being visited. Decades also lets the website owner provide Google search o site users, while allowing them to earn money by displaying Google Ads on the search results pages.The Sharing and Communication tool will allow you schedule or send unplanned personalized report emails that contain information that you want to share. Administrative controls are integrated to manage how sensitive data is dispensed and which reports and announcements are availa ble to users on your account. Google Analytics provides a tool that will allow an individual to visualize data being analyzed in a schematic form by way of motion charts, graphs, score cards, and there graphical methods In order to identify trends, patterns, and other comparisons.Funnels provide a way of visualizing how efficient the pages on an individual's website can â€Å"funnel† or direct visitors to the business owner's goal. It will Identify which pages result In higher drop-off rates of visitors. The pages Identified for higher drop-off rates can be analyzed to identify the cause of the drop-off in website traffic an metal to more inclemently slut ten needs AT tenet potential customers. Cross Channel and Multimedia Tracking methods allow you to track mobile websites, bile applications, web-enabled mobile devices, flash, social networking, and web 2. Applications. The internal site search function helps you identify with customer's needs in order to speed up the time t o conversion. Google Analytics will provide a business owner with the confidence to make sound business decisions about their web-based business that can be measured by hard data. This data can be used to ensure that an owner can make the proper adjustments to their business as website traffic is analyzed and the needs of their customers are identified in order to examine profits and minimize advertising costs. Google Analytics Urchin on Demand, a web statistics analysis program developed by urchin Software Corporation, was used as a basis for developing Google Analytics when Google acquired Urchin Software Corporation in April 2005. This program provides powerful tracking tools for anyone with a web presence. The Customized Reporting tool can help analysts save time by allowing them to organize and present information based on specific metrics and variables Instead of slating through large amounts of data to mind specific Information. These variables allow you to collect unique data that Is most important to your business.These reports can be constructed in ways to make it easy to understand. Also included in this tool are custom alerts that will alert an individual on significant changes in data patterns or when customized thresholds are reached. The Advertising Return on Investment tool track financial goals by tracking sales and revenue and measuring them against the advertising costs. This tool is used in conjunction with two other products – Towards and Decades. Towards is a â€Å"cost-per- click† and site-targeted advertising program for banner, text, and media ads.This model of advertising Is used to direct traffic to specific websites, where the advertiser would pay the publisher of the advertisement each time the ad is clicked by a visitor. Decades Is a salary advertising program, mainly used by website publishers of all sizes to create and place targeted Google advertisements that are often relevant to the website being visited. Decades also lets the website owner provide Google search o site users, while allowing them to earn money by displaying Google Ads on the search results pages.The Sharing and Communication tool will allow you schedule or send unplanned personalized report emails that contain information that you want to share. Administrative controls are integrated to manage how sensitive data is dispensed and which reports and announcements are availa ble to users on your account. Google Analytics provides a tool that will allow an individual to visualize data being analyzed in a schematic form by way of motion charts, graphs, score cards, and there graphical methods In order to identify trends, patterns, and other comparisons.Funnels provide a way of visualizing how efficient the pages on an individual's website can â€Å"funnel† or direct visitors to the business owner's goal. It will Identify which pages result In higher drop-off rates of visitors. The pages Identified for higher drop-off rates can be analyzed to identify the cause of the drop-off in website traffic an metal to more inclemently slut ten needs AT tenet potential customers. Cross Channel and Multimedia Tracking methods allow you to track mobile websites, bile applications, web-enabled mobile devices, flash, social networking, and web 2. Applications. The internal site search function helps you identify with customer's needs in order to speed up the time t o conversion. Google Analytics will provide a business owner with the confidence to make sound business decisions about their web-based business that can be measured by hard data. This data can be used to ensure that an owner can make the proper adjustments to their business as website traffic is analyzed and the needs of their customers are identified in order to examine profits and minimize advertising costs.

Backstage View of ‘the Avengers’

CMT 2325 PROJECT 3 – ESSAY Backstage view of ‘The Avengers’ The primary objective of this essay is to elaborate on the creation of the different special effects in a movie. I chose the movie â€Å"The Avengers† to research and report on which is an American superhero fiction movie directed by Joss Whedon. The criterion on which I selected this movie was because it is a recent movie using all the latest techniques of cinematography and graphics.Plus, since it is a superhero fiction, there are a number of scenes, particularly the stunt scenes which need to be executed using features like CGI VFX, green/blue screens and edited using software like Adobe Photoshop, Adobe After Effects, Adobe Creative Suite Production Premium, Adobe illustrator etc. which have been discussed further in the essay. Green screens are being used extensively in almost all movies these days. â€Å"The technique is called Chroma Keying, where someone is filmed standing in front of a gr een screen and any green colors are digitally filtered out and replaced by the desired video.   (Green Screen: Environmentalism and Hollywood Cinema, David Ingram). One of the many logistical challenges on the production of The Avengers involved dealing with the multitude of main characters. Each actor had specific needs in regards to blue or green screen. The character that played Black Widow is red hair, Thor is blonde, and Captain America's costume was almost chroma blue. Thus, there were a variety of different requirements for each. The scenes were worked out with both green and blue screens and the lesser of two evils were taken for the final shoot.Example in the movie – For hulk’s punch to Thor, they put Chris Hemsworth(Actor playing Thor) in front of a bluescreen standing on top of a real section of a downed Leviathan that they built. And they attached Hemsworth to a cable pull that they retimed, so he could look like he was knocked sidewise. They then replace d the blue screen with the apt background for the final look. They also cut a few frames out of the footage, so it looks like Hulk's punch has â€Å"instant impact†. The movie had an extraordinary job of making the CGI (Computer-generated Images) realistic and incredibly clever.ILM played an important role in contributing to the visual effects of The Avengers. They were responsible for creating many of the film’s digital assets – from the Helicarrier, to New York streets and buildings, to digi-doubles of the characters, plus the Hulk and Iron Man. (Creating A 3D Animated CGI: by Michael Scaramozzino)The surprise of many perhaps the scene stealer of the film is the Hulk played by Mark Ruffalo. This is due to the less than fully successful earlier attempts at digital Hulks.Ang Lee’s 2003 Hulk and Louis Leterrier’s The Incredible Hulk both failed, for many people, in producing a Hulk that could walk the digital tightrope of impressive near undefeatabl e strength, huge body mass, fast agile movement, raw anger and likable performance. ILM did a lot of animation work in terms of selling the weight and that was hard slog to get it right and to get all the pieces working together to make his mass believable, beyond that they did several rounds of simulation as far as the muscle dynamics and the skin – to help make that all work together.To achieve this ILM deployed advanced motion capture and a new facial animation system. The face of the Hulk was built out from a life cast / scan of actor Mark Ruffalo’s face. It was then modified in ZBrush to become the Hulk, while still retaining an essence of the original actor. They also studied simian motions for the Hulk — and when Mark Ruffalo came to the studio to experiment with different motions in the mo-cap suit, he started to tend to go towards more apish motions, giving him that animalistic quality that gives you a feeling that he's not quite in control. ( http://la tino-review. om/2012/04/05/avengers-cgi-ruffle-hulk/) For the creative director, graphics ; HUD supervisor, and the screen designer/animator, the most challenging on-screen graphics job was the creation of the heads-up displays (HUDs) in the film, used for two versions of Iron Man's suits. The team also created the on-screen graphics to fill in countless digital computer screens throughout the movie. Simultaneously they created the two Iron Man HUDs (the Mark 6 and the Mark 7) and ended by animating and compositing all the final 2D and stereo comps for the HUD interior shots and the POVs.The new HUD had to look and feel like previous Iron Man HUDs, but with amplified sophistication and detail. The designing of all the widgets, icons and panels was done on Illustrator, converted to layered Adobe Photoshop files and then brought into After Effects for animation. (http://provideocoalition. com/adobe/story/Marvels_The_Avengers_Taking_the_HUD_to_new_heights/)The Avengers was the first ti me the HUD had been done in stereo. On the previous Iron Man films, there was a lot of blurred graphics for depth, but in stereo depth of field doesn't work as well.They focused a lot of time on how widgets and graphics would actually function because everything was clearly readable. Everything in the HUD, even down to the tiny micro-text, relates precisely to the current story-point. A system was devised and rig on Iron Man 2 that was upgraded for stereo within After Effects. It utilized a virtual representation of the character's head in a 3D environment surrounded by the HUD graphics. Once we got the footage, we tracked it in 2D using the point tracker in After Effects.We put point trackers on the inside corners of both of his eyes and the end of his nose. From that, we averaged those tracks and shifted out the average in z space to get rotational values. The movie The Avengers has used numerous animation and graphic techniques which have opened up a whole new realm of exciting o pportunities for future work; the creation of the Hulk character being my personal favorite. The recreation of a computer model of New York City using a huge number of photographs edited was done amazingly as well.Also the camera shots, angles, lighting, and editing, all aid into the brilliant cinematography of  The Avengers. REFRENCES 1. http://latino-review. com/2012/04/05/avengers-cgi-ruffle-hulk/ 2. http://www. studiodaily. com/2012/05/previs-techvis-and-postvis-on-the-avengers/ 3. http://provideocoalition. com/adobe/story/Marvels_The_Avengers_Taking_the_HUD_to_new_heights/ 4. Green Screen:Environmentalism and Hollywood Cinema: by David Ingram 5. Creating A 3D Animated CGI: by Michael Scaramozzino

Human resource development Assignment Example | Topics and Well Written Essays - 2250 words

Human resource development - Assignment Example Human resource development (HRD) serves the requirement of an organization to provide employees with latest knowledge. Present business environment needs HRD not merely to assist the business strategies but to form the business strategies. Present business environment needs HRD not merely to assist the business strategies but to form the business strategies. HRD plays a strategic part by assuring the proficiency of employees to fulfil the company’s performance needs. The formation of strategies is vital in the corporate performance for almost every successful organisation (Torraco & Swanson, 1995). The report will describe the major components of implementing HRD in a medium-sized service company named ABC Ltd. as well as the conditions that facilitate the implementation of HRD. Components of HRD In the HRD system of ABC Ltd. there will be three major components which are training, education and development. Pareek and Rao (2006) had reformed the components of integrated HRD o f an organization. He described ‘HRD as a process’, rather than set of methods and practices (Pareek & Rao, 2006). In the HRD system of ABC Ltd. there will be three major components which are training, education and development. Pareek and Rao (2006) had reformed the components of integrated HRD of an organization. He described ‘HRD as a process’, rather than set of methods and practices (Pareek & Rao, 2006). Based on his point of view the strategically integrated HRD system will include: Performance appraisal Feedback and performance education Training and development Career planning Worker welfare and working condition Compensation and rewards Organizational and system development Human Resource Information (Jain, 1996) All these instruments are used to instigate, facilitate and encourage the HRD procedure in an incessant approach. The compensation, worker welfare and good working conditions are fundamental components of HRD to ensure a friendly atmospher e in an organization for implementation of strategic HRD. Performance appraisal, training and development, career planning and feedback are motivator components of strategic HRD which help to make the strategic HRD to become successful. The fundamental components of HRD might not assist in the success of HRD but absence of these components can adversely impact on the development plan (Kandula, 2004). Training Cycle (Systematic Approach) Training is a logical improvement of the knowledge, proficiency and approach which is needed by an individual to carry out effectively a given task. The purpose of training is to improve the capabilities of the individual and to fulfil present and future manpower requirements of the company. The systematic approach to training is a kind of tactic for managing training programs. It is an organized reasonable approach to make people understand what is needed from them in a task or profession. The systematic approach of training guarantees that employee s are ready for their jobs by possessing requisite knowledge, talents and approaches (Dhawan, n.d.). For conducting training in ABC Ltd. there are several phases which are described below: Source: (UNODC, 2011). Step 1: Organization’s Objectives: Firstly, the objectives of the organization and needs and the methods by which the organization’s objectives will be fulfilled is recognized by a variety of jobs which the organization provides. Step 2: Investigating Training Needs: The training requirement of ABC Ltd. will be identified after establishing the organizational objectives. If the training needs are not identified then the training will be unable to achieve its desired objectives. For identification of the training needs the following things could be done: Examine the knowledge, talent, and performance which are needed for the job in the organization

Chemical Engineering Lab Report Example | Topics and Well Written Essays - 500 words

Chemical Engineering - Lab Report Example This is done in order to understand regime flow of gas-liquid and liquid-solid fluidization. Ceramic Raschig rings, air, and water are used as the respective solid, gas and liquid phases respectively. The experiment was done in a 2m-height, 100 mm ID vertical Plexiglas column. The column has 3 parts; the part of gas-liquid disengagement, test part and part of the gas-liquid distribution. Measurements of Bed pressure were made to estimate the least velocity of liquid fluidization. By maintaining the velocity of the gas, the liquid velocity is altered and the influence on expansion ratio, pressure drop, and least velocity of liquid fluidization was calculated for static bed height and various particle size and. Gas-Liquid-Solid-Phase fluidized beds are in most cases applicable in physical processes (Murayama, 2005). For instance, the process of a fixed bed, where both countercurrent and concurrent liquid and gas flow are permitted, and for either of these both flow of bubble, in which the gas flow is discrete, and dribble and the liquid is the continuous phase. This way, the gas forms a continuous phase and the liquid more or less dispersed (Epstein, 2009). Three-phase fluidization can be categorized largely into 4 modes. The first mode is mode I-a; co-current gas-liquid-solid –phase fluidization with liquid as the continuous phase co-current three-phase fluidization. The second mode is mode-I-b that is featured by gas as the continuous phase. The third being mode II-a; inverse three-phase fluidization. The fourth, TCA mode II-b fluidization has characteristics of a contact absorber that is turbulent. Modes II-b and II-a are attained by a flow of liquid and gas that is countercurrent. Amongst which the most striking one is the co-current three-phase fluidization with the liquid as the continuous phase (Murayama, 2005).

Tourism, hospitality Essay Example | Topics and Well Written Essays - 1500 words

Tourism, hospitality - Essay Example Since social media seems to have a relation to the success of a travel business, this phenomenon has got much attention among businesses and researchers. Therefore, the goal of this paper is to review literate on the matter and determine the major points of research being conducted in relation to tourism and social media. In an attempt to establish current knowledge of the subject this work will summarize, interpret and critically evaluate the existing literature, as well as will try to identify the key issues related to social media and tourism. In order to fulfill all of the set goals it is important to determine the very reason of extensive interest of the tourism-related community in the subject. It can be assumed that social media has an influence on consumer behavior. This idea is supported by Williams (2002), who states that purchasing high risk items, such as tourism products, involves information research step of the buying process being more extensive than that for purchasing less expensive or important for people products. The first step of the decision-making process is motivation and recognition of a need. Then, as an individual has decided one wants to purchase a tourism-related product, he or she starts searching for information on the available options. At this point, as Blackwell et al (2006, p. 75) write, the consumer is influenced by â€Å"market dominated† and â€Å"non market-dominated† sources of information. These non market-dominated sources refer to the word-of-mouth publicity and social media. Furthrthermore, social media tools can even be called an advanced variant of traditional world-of-mouth publicity. So, today a consumer evaluates alternatives and makes a buying decision on the basis of more sources of information: from marketers, from the community (friends, colleagues, family) and from social media. At the same time, it should be remembered

Mangerial skills and communication Essay Example | Topics and Well Written Essays - 2000 words

Mangerial skills and communication - Essay Example Furthermore, our society depends on the goods and services provided by the organizations these individuals manage. Each of us is influences by the actions of managers every day in different capacities, because we encounter organizations every day. Our experiences may be as students in a college, patients in a hospital, customers of a business, or citizens of a state. Managers play a vital and crucial role in almost every type of organization. All the organizations are guided and directed by the decisions of one or more individuals who are designated managers. In other words, managers can be considered as the backbones of every organization. In this regard, it is the responsibility of managers to manage their work, their employees and workers, in order to ensure successful proceedings in the organization. In specific, a number of factors are responsible for the effectiveness of a manger. Particularly, interpersonal skills play a vital and crucial role in the efficiency and efficacy of the managers. In this paper, we will try to focus on couple of interpersonal skills that can facilitate the worki ng of managers in an efficient manner, especially the communication competence and intercultural communication. (Williams, pp. 31-32, 2001) It is very important that the term interpersonal skill should be understood and discussed in the paper, which will perform as the basis of our study. In this regard, during social communications and interactions, communicative algorithms play an important role that have been referred as interpersonal skills, which facilitate and impact significantly on results. Within business organizations, social communication and interactions is the major tool that is utilized by managers to operate and manage the employees in business organizations. In other words, interpersonal skills can be referred as an art that is used at the time of interacting with one another. It has been

Organizational Communication Essay Example | Topics and Well Written Essays - 750 words

Organizational Communication - Essay Example This paper therefore analyzes the findings from the paper on the tools of communication adopted by TWA to dominate the Ozark employees. The findings of the study revealed that communication processes can be effectively employed in understanding how power is created, enacted as well as maintained. It is the assertion of the study that power does not just exist but it is deliberately created, enacted and maintained through communicative efforts and behaviors by members of an organization. Though power is to a higher side determined by resource endowment by a firm, the process of communication only makes the actualization of real power from the resources. Communication in the form of domination of power comes in as the parties involved interact. Therefore, communication as a tool can be exploited for the betterment of an organization through creation of favorable working/relational environment or adversely through creating unfavorable environment. The TWA company employed dividing pract ices towards the Ozark employees in order to establish power-as-domination especially by communication as a tool for the power imbalance. The domination of power was felt from the TWA towards the Ozark and the various modes of communications were employed as the means of realizing the vice. Communication was employed in creation of power-as-domination in its complex status. The complexity of power-as-domination as created through communication meant that understanding the mergers would entail multiple perspectives of concepts. In the case under analysis, communication was employed to create power structures besides enactment as well as maintenance of power-as-domination. Power structures imply that there was disparity in the levels of association and interaction by the members of the organization. Some people enjoyed power benefits while others participated at a relatively low level. Those in higher power structures exercised authority to those operating at lower structures of power as illustrated by communication. However, concerning the TWA, power-as-domination was not invented in the process of acquiring the Ozark but rather had been previously designed by the members. The power structures created by the use of communication as a tool by the TWA enabled it to level coercion and threats towards the Ozark employees. In order to enforce compliance from the pilots of the Ozark, size disparities as well as threats were employed by the TWA. In the process, fences, branding, resistance as well as symbolic divisions were employed for the maintenance of the power structures created through communication. Surprisingly, the Ozark employees had a unique identity feature, which equally served as communication to identify them easily distinctively from the TWA employees. They used tattoos, green stitching, labels on clothing as well as Ozark pins, which in essence made the work of TWA in establishing, enacting and maintaining power towards them quite easy. In general, th e study affirmed that power-as-domination as a tool employed through communication served to create divisions among the employees. The employees from the Ozark organization received an unfair treatment from the TWA managers as they exercised the power created through communication. TWA managed to convince the Ozark into the merger deal through communication where such coercion and brutality was involved. In the like manner,

What It Takes to Be a Volunteer Article Example | Topics and Well Written Essays - 500 words

What It Takes to Be a Volunteer - Article Example I thoroughly enjoyed the experience because it made me feel special as I was able to impart that special feel within the lives of the people themselves. I found out that by doing good, the conscience gains quite a great deal of satisfaction as it is something that makes me feel satisfied with who I am and what I want to give back to the society in more ways than one. The socio-economic development that took place in Haiti during this time was immense. I learned quite a few aspects related to the socio-economic development domains as these have been very dear to me now. I found out that I can grow my capacity building domains as these had the power to find new pathways and thus translate success into a language of its own in the most basic sense. More than anything else, I aspire to seek my own success through the steps that I undertook and which I plan on taking in the coming times as well, and not just remain limited to the Haiti experience in the sheerest sense. The socio-economic development in times of peace and security are therefore some of the more significant pointers that I will derive from the entire experience of being a volunteer in Haiti. It gave me immense satisfaction to know that I belonged amongst the people who could do something or the other for the people who were in distress and who required a hand at the end of the day, no matter how small the effort turned out to be (Kelloway, 2001). I am of the opinion that some possible ways of encouraging volunteerism are through finding pathways through which the related individuals are contacted so that they can give their best towards the societal domains. This will help them shape up in a better manner than they ought to be without the volunteering role coming to the fore.

The Exploration and Advancement of the Concept of Trust in Nursing Research Paper

The Exploration and Advancement of the Concept of Trust in Nursing - Research Paper Example Graduate nurses were employed in this research. A graduate nurse is a nurse working for first year after completion of their degree program and they are on a house job. The method incorporated included qualitative description. Seven nurses took part in the research. The criterion was currently working nurses, practicing their house jobs in Melbourne hospital and registered as division of nursing branch. Purposeful sampling strategy was used. The purposeful sampling focuses on selecting a population who will illuminate the question under studies. The finding was that they had no experience after their graduation of the trust and faced problems treating their patients. What led to develop a confidence in their patient was described in four steps which fostered their relation like building a rapport, focusing on improved communication skills and time taken in building of successful trust (Belcher and Jones, 2009). The Concept of â€Å"Trust† â€Å"You will get better with this m edicine†, â€Å"consult a doctor†, â€Å"look for a psychiatrist he better knows your problems† etc. these statements show a part of the trust we share with the public around us. Trust is a person’s ability to predict what others will do next or what circumstance can come next. However, the scope of trust is being neglected in the circle of science for long as it relates to spiritual concept having no particular strategy to weigh down its crucibles in professional fields such as healthcare (Mok and Pui, 2004). Scientific study for the concept was mandatory to highlight the importance and hence, improve the relationships among the people at workplace or a highly trust dependent field of healthcare, sociology, physiology etc. In health care, three actors play a crucial role in the ‘trust’ play. They are the state, the healthcare practitioner and the patient and other disciplines are likewise. For better service, trust is both a virtue and an obl igation; hence it is a crucial factor in therapeutic relationship. There has been a lot said and discussed about the concept, but the gravity of ‘trust† ideology remains unrecognized. For this purpose, instead of more and more verbal war and never-ending discussions, a scientific approach to test the ‘trust’ hypothesis is established, to negate the skeptics related to the social issue in field of science and, to offer a concrete ground for the hypothesis to stand upon in healthcare sciences. The concept is researched by the way of social sciences research strategy as it is a complicated research to test the concepts. The methods chosen consisted of four basic phases. First is the analysis of the concepts by collected data then concept advancement is made by making principles based on initial analysis. The concept is then examined in the light of the principles. Finally, reviewing the researched data, therapeutic definitions are made. In the first step the co ncept is developed and analyzed by using review of the specific literature (Hupcey, et. al., 2002). Methods of concept analysis were undertaken to develop the concept of trust; like analytic questioning was employed which lead to the emergence of such issued that could help in determining the level of maturity of the concept of trust. Other than employing analytic questioning, congruence is searched for across the fields to look for common theoretical basis or ‘linkages’ in the literature of nursing, medicine, psychology and sociology (Hupcey, et. al., 2002). The analysis generated results that in a lay man’

Competitive Analysis and Competitive Strategy of Apple Doing Business Research Paper

Competitive Analysis and Competitive Strategy of Apple Doing Business in China - Research Paper Example The firm should devise ways to leverage the current strategies to make the firm to be more competitive than its rival firms are. However, the Apple’s weaknesses are the major challenges that have given its competitors to perform well in the Chinese market. To deal with such a problem, the firm should implement new strategies that would minimize or eliminate its weaknesses, thus improving competitiveness in the market. Apple Inc. is an American company that designs and fabricates hardware for computers, programming software and other consumer gadgets. The organizations best-known hardware items are the Macintosh line of machines, the iPod, the iPhone, and the iPad, with all the products having met the international standards and are significantly unique from other competitors’ products. Apple began in 1976 and has since created an exceptional notoriety in the consumer gadgets field. Nonala and Kenney (1991) highlighted that the individuals who use Apple hardware have a tendency to be excited about and dependable to the items while the individuals who do not use Apple items frequently scrutinize them as being overpriced. With the arrival of the iMac in 1998, Apple could put to rest some its past disappointments. The uncommon achievement of the iPod sets the stage for future items, including the best selling cell phone ever, the Apple iPhone, the MacBook line of convenient machines, and the A pple iPad proclaimed in 2010. As indicated by rankings of brands carried out universally, the estimation of Apples brand doubled to $76 billion in 2012 as compared to the preceding year. The organization is regularly expanding year by year and has set a high record among organizations grade. Apple Inc targets both low-level clients and high-level clients by releasing by introducing different standard phones with different pricing in China. The commodities target people of all ages to maximize the profit margins of the firm. China is the second largest

The Value of Philosophy Essay Example for Free

The Value of Philosophy Essay Thesis Statement: According to Russell, the value of philosophy is that it frees our mind to think of other possibilities; unlike science which may provide us definite answers, but does not deal with other aspects of human soul.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Russell described â€Å"practical† men as individuals who only recognize material needs for the body, but not goods for the mind where the value of philosophy can be found. Russell is pertaining to the knowledge that can be achieved through the study of philosophy. This knowledge is different from what science can study or tell. Science can provide definite answers, but philosophy may not. Although, philosophy can deal with questions with no definite answers (Russell).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Philosophy has uncertainty in answering questions, but it allows for more consideration of the question, its importance, and extends the limitations of what are already answered by science; and because of this uncertainty, we find the value of philosophy (Russell). Given all the definite answers we have and needed, we tend not to raise questions, doubts, or think of other possibilities; but with philosophy or through philosophizing, we are able to think of other possible consequences or problems that may arise. Our thoughts are freed and liberated. It increases are knowledge through the reduction of dogmatism because dogmatism reduces ability to reason and expand in learning.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Life with philosophy is free unlike a life that is bounded by the world because we are limited and controlled. We just accept what is given and live a life that we think is acceptable, a life that is dictated. The value of philosophy is that it helps us in finding the true meaning of life and not just living life as it is. With science, we are bound by its limitations, limitations to answer all our questions thus proving that science has weakness too or that it may not provide complete answers. On the other hand, philosophy allows human mind for more speculation of how things are and on how things will be. REFERENCE: Russell, B. Chapter XV: The Value of Philosophy.  Ã‚   Retrieved 17 September, 2007, from http://skepdic.com/russell.html

Dental Caries and Streptococcus Mutans

Dental Caries and Streptococcus Mutans Casey Best Running Head: DENTAL CARIES 1 Streptococcus mutans Introductory/Background 2 Streptococcus mutans is a facultative anaerobic, gram-positive, non-motile bacteria belonging to the streptococcaceae family. S. mutans contains a thick cell wall composed of peptidoglycan which contains sugars and amino acids. There are many different conditions in the mouth, but carbohydrates are motivators for this bacterium that produces lactic acids, thereby lowering the pH in the mouth and creating an acidic environment. Due to the ability of S. mutans to survive in a low pH environment and up to 104 degrees Fahrenheit, eroding of tooth structure, known as tooth decay, can begin. Fuel for metabolism lacks because of the absence of oxygen; therefore, it is mostly found in the deep crevices of teeth or in the pit and fissures, also known as the biting surfaces. S. mutans was first described by James Kilian Clarke (1886-1950) after he isolated it from a carious lesion, but it was not until the 1960s that real interest in the microbe was generated when researchers began studying dental caries (Akhaven, 2014). S. mutans was re-identified in infection of animal rodents. All of Kochs postulates were tested in animal models, but it was difficult to establish that it was also a human dental pathogen until samples were taken from a decomposed tooth site showing a phenomenal connection between S. mutans and decay. Historically, cavities were characteristic to the general overgrowth of oral bacteria, termed the non-specific plaque hypothesis, meaning only certain bacteria are responsible for causing tooth decay. In 1960, however, Paul H. Keyes from the National Institute of Dental Research compared the bacteria makeup of caries active and caries in-active in hamsters and found a much higher percentage of a group of bacteria termed Streptococcus mutan s. This pathogen occurred during a time period in which people depended on foods that were enriched in carbohydrates, and this most likely contributed to the first appearance of dental caries. Tooth decay did not become an important health problem until sucrose became a major ingredient in the foods we eat today. In fact, studies show that as much as one-half of a pound of sucrose consumed daily at meals for two years was not associated with an increase in dental decay; however, when the same or lesser amounts of sucrose were ingested between meals, subjects developed new decay at the rate of about three to four tooth surfaces per year (Loesche, 1996). Although the need for certain bacteria to turn milk into yogurt and cheese was not known by early farmers, today we know that some species of bacteria keep our mouths healthy; however, S. mutans is not one of them. It is, in fact, one of the worst offenders against healthy teeth. The bacteria in the pots of yogurt werent the only thing de veloping so were the microbes in our mouth. Twisted berry is the term that may be used when referring to Streptococcus, because of the resemblance to a string of beads when looking through a microscope. Streptococcus mutans is a specialized microorganism equipped with receptors that allow it to adhere to the surface of the tooth creating a slimy environment. After adherence to the tooth, S. mutans begin to divide and produce micro-colonies within the slime layer to construct a biofilm (Microbe Wiki, 2016). When a biofilm is formed, S. mutans begin to make dextran, which is made up of many glucose molecules that allow it to bind to the enamel and enable S. mutans to attach sucrose and glucan-sucrose together. As a result, these products produce fructose, which allows energy for bacteria. Biofilms produce extracellular polymeric substances, which are mostly made up of polysaccharides and proteins that colonize a surface. Clinical Significance Bacteria are a large part of the human mouths ecosystem. The 6 billion bacteria that one mouth can hold are constantly in the process of multiplying, finding places to live, or dying. S. mutans is a heterotrophic organism, which means that it lives by getting its energy through consuming organic matter from other organisms, living or deceased, and making the human mouth the host. There are safe places in your mouth and unsafe places, and the unsafe places consist of pathogenic bacteria that can cause tooth decay, gum inflammation, and tooth loss. The mouth contains good bacteria and bad bacteria, which is known as Streptococcus mutans, and as much as 90% of the world is affected by this infamous microbe.Since its discovery by Clarke, S. mutans has become one of the most well-known organisms. As the world continues to consume more refined sugars, we fuel the production of acids for colony growth, which leads to the formation of dental plaque. If plaque develops on teeth, it can turn i nto tarter, and tarter is much more difficult to remove from the teeth than plaque. Plaque is a soft, sticky substance that contains bacteria, but it can easily be brushed off before it turns into tarter, which is a hard non-sticky substance. Tartar has to be removed by a dental hygienist or dentist, and because it is rough, it makes it easier for bacteria to attach to the teeth. The enamel is the hard outer layer of the tooth, and this hard layer protects the tooth against decay. Dental cavities are holes in the first two layers of the tooth, which are the enamel and the dentin, and once this disease has developed, it requires treatment almost immediately. A cavity will only grow larger and eat away at the tooth if left untreated, which can cause excruciating pain and may also cause bad breath. Dental caries has become one of the most widespread diseases in humans today and has negatively affected a multitude of people worldwide. Billions of dollars are spent each year on treating dental caries. The longer one waits to get a cavity filled, the more expensive and painful it will become. Not only will the teeth become extremely painful, the jaw will most likely be affected as well. Plaque buildup can also lead to gum disease called gingivitis, which causes tender and swollen gums that sometimes bleed. Gingivitis is a milder form of gum disease that can be treated with proper brushing and flossing; however, if it progresses untreated, severe periodontal disease can develop. Gum tissue will begin to pull away from the teeth and bacteria will start to destroy the underlying bone supporting the teeth, and this will most likely result in the loss of one or several teeth. S. mutans can also cause dangerous, life threatening infections. Tooth decay can spread in the mouth and completely destroy the teeth if not properly treated, and in the most extreme cases, can even lead to death. Cardiovascular problems, which are major contributors to early death in American men and women, can also develop as a result of this type of serious infection. Once this bacterium migrates into the bloodstream and arteries, it causes blood clots and restricts oxygen and blood flow. Although it has not yet been proven that gum disease causes cardiovascular issues, evidence exists that points to gum disease as a possible culprit. Healthy gums should be firm and a light pink color, but if gums are red or swollen, or if they bleed after flossing, it is time for a checkup with the dentist. This pathogen can travel from one person to the next via horizontal and vertical transmission. Some people are genetically more prone to periodontal and gum disease than others. So if it runs in your family, you should be especially vigilant (Griffin, 2005). A person that has dental caries may not even be aware that he or she has the disease because it cannot necessarily be seen with the naked eye and may not always be painful. The earliest sign of a cavity forming is a chalky white spot on the surface of the tooth that does not cause pain. If demineralization continues, the white spot may turn brown, which most likely represents a cavity. Once the nerves of the tooth are exposed, the tooth will become very sensitive to heat, cold, and sugary foods, and unbearable pain will ensue. Once the cavity has formed, the tooth structure cant regrow. Additionally, because of the pain, the ability to eat, sleep and function well is limited, and quality of life suffers. Preventative/Treatment Prosthetic devices are also a favorable environment for Streptococci, but the American Heart Association has reduced its recommendations on pre-medicating before a dental procedure, including those who only have pacemakers, prosthetic heart valves, a history of endocarditis, heart transplants or certain heart defects to pre-medicate, since they are at greater risk for infection (American Heart Association, 2016). When a tooth is weakened by internal decay, the tooth could fracture while chewing foods. If that happens, most of the time the tooth can be saved, but in some cases, an extraction of the tooth will be done if it is not salvageable. Although S. mutans does not have a vaccine, there are other preventable measures you can take to stop this bacterium before it causes damage. S. mutans is a natural bacterium in our body, so everyone has it, although not everyone is at the same risk. Learning how to control it will help prevent these bacteria from taking over. Brushing the teeth twice a day with fluoride toothpaste will help reduce the decay rate, especially after eating foods and drinks that are high in sugars. Additionally, fluoride is a mineral that helps prevent cavities from forming. It replaces mineral loss in the enamel and reduces the ability of the bacteria to make an acid. Many dentists also recommend using a mouth rinse with fluoride for those at higher risks of developing this disease. When brushing the teeth, only the front and back surfaces of the teeth can be reached, so flossing is extremely important and highly recommended to reduce accumulations of bacteria that thrive in the crevices between the teeth that a toothbrush cannot reach. Flossing will also help reduce the possibility of developing gum disease in the first place. More than 50 years ago, examinations of people entering the military showed that Americans teeth were in pretty bad shape. At that time, few people took good care of their teeth, and there were no guidelines for how often one should see a dentist. Many dentists focused on fixing problems rather than preventing them (Colgate-Palmolive Company, 2014). Even if one is taking good care of ones teeth at home, it is still recommended to regularly see a dentist twice a year. Some people may even need to be seen more often depending on their oral hygiene, habits and medical conditions. The dentist is able to check for problems that may not be painful or in sight; moreover, x-rays are used to help the dentist diagnose problems before they become a major concern as they allow the dentist to see inside the tooth and surrounding tissue. Dental sealants are an invisible plastic coating that bonds to the tops of the teeth, filling in the pits and fissures and making them a powerful weapon against decay. They are typically applied to childrens teeth because this gives them more protection throughout their cavity-prone years; however, adults who do not have decay present would also benefit from sealants on their back molars, which are difficult to reach in the mouth with a toothbrush. To fix a cavity caused by S. mutans, the most common procedure a dentist will use is to remove the decay and fill that area with  composite or amalgam filling. The difference between the two fillings is that amalgam is cheaper and also more durable; however, it is made with zinc, copper, mercury and tin, and it can easily cause discoloration of the tooth as well as cracks and fractures. Composite is a made with plastic and fine glass particles, and it comes in different shades to easily match ones tooth. Additionally, since it is chemica lly bonded to the tooth, it provides better support; however, it cannot withstand the chewing forces as long as amalgam can. In extreme cases, a root canal and crown may be placed after the decay is removed by simply removing the roots of the tooth and placing a cap over the coronal portion of the tooth, but if the decay exceeds a certain level, the dentist may have to remove the entire tooth. Fighting Streptococcus mutans is a constant battle, and the most important weapon we have in the fight against its progress is knowledge. By practicing healthy habits and eating a balanced diet, along with taking proper care of our teeth and visiting the dentist regularly, we can all win the battle against gum disease and keep our teeth for a lifetime. References   Ã‚   Akhaven, K. (2014, October 19). Streptococcus mutans. Retrieved from MicrobeWiki: https://microbewiki.kenyon.edu/index.php/Streptococcus_mutans. American Heart Association. (2016, October 10). Infective Endocarditis. Retrieved from American Heart Association: http://www.heart.org/HEARTORG/Conditions/CongenitalHeartDefects/TheImpactofCongenitalHeartDefects/Infective-Endocarditis_UCM_307108_Article.jsp#.WNPItU11qUk Colgate-Palmolive Company. (2014, May 7). How Often Should You Go to the Dentist? Retrieved from Colgate Oral Care Center: http://www.colgate.com/en/us/oc/oral-health/basics/dental-visits/article/how-often-should-you-go-to-the-dentist Griffin, M. R. (2005, April 6). Your Guide to Gum Disease Symptoms and Heart Disease. Retrieved from WedMD: http://www.webmd.com/heart-disease/features/your-guide-gum-disease#2 Loesche, W. J. (1996). Microbioligy of Dental Decay and Periodontal Disease. Retrieved from https://www.ncbi.nlm.nih.gov/books/NBK8259/ Microbe Wiki. (2016, February 11). Streptococcus mutans- Tooth Decay. Retrieved from MicrobeWiki Website: https://microbewiki.kenyon.edu/index.php/Streptococcus_mutans-_Tooth_Decay Streptococcus mutans. (2014, October 19). Retrieved from MicrobeWiki: https://microbewiki.kenyon.edu/index.php/Streptoccus_mutans

What Is Your Position On The Death Penalty Philosophy Essay

What Is Your Position On The Death Penalty Philosophy Essay Does the death penalty serve as a deterrent to crime? Naturally, supporters of the death penalty believe that capital punishment acts as the best deterrent possible for decreasing instances of crime. Abolitionists however, think that the death penalty is no more of a deterrent than life imprisonment. The bottom line is that deterrence in regards to the death penalty is the theory about the mind of a murderer involving the psychological processes that exist (Costanzo, 2004). If so, why are crime rates in the United States comparatively high? What are some other countries responses to the death penalty? What is your position on the death penalty- should it be legal or should it be abolished? Why? Should youths who have been convicted of violent crimes be subject to the death penalty? Why or why not? Capital punishment is punishment by death for committing a crime. Capital punishment is often called the death penalty. It is most commonly used in convictions for murder. But it has also been used for such crimes as armed robbery, kidnapping, rape, and treason. About 60 countries-including the United States and many African and Asian nations-use capital punishment. Canada, Australia, and most European and Latin American nations have abolished it.   Table Capital punishment in the United States Throughout history, governments have executed criminals by a variety of methods. These methods have included hanging, crucifixion, stoning, beheading, and poisoning. Since the 1600s, shooting-often by firing squads-has been a common method of execution in many countries. Some countries execute criminals using electrocution or deadly gas. The most commonly used method in the United States is lethal injection. Lethal injection involves the use of drugs that stop the persons breathing and heartbeat. History of capital punishment. Governments have used capital punishment since ancient times. In 399  B.C., the Greek philosopher Socrates was condemned to death. He was forced to drink hemlock, a poison the people of ancient Athens used for the death penalty. Between the A.D.  400s and 1400s, thousands of people in Europe were executed were executed for crimes against the state and church. Most were hanged or beheaded. During the French Revolution (1789-1799), the revolutionary government executed around 40,000 people. One method of execution in France was the guillotine, a beheading machine. The use of capital punishment in many parts of the world declined during the 1900s. The United Kingdom suspended capital punishment for murder in 1965 and abolished it in 1969. Northern Ireland, however, which is part of the United Kingdom, kept the death penalty for several more years. By 1998, capital punishment had been banned in the entire United Kingdom for all crimes. Canada abolished the death penalty for murder in 1976 and for all crimes in 1998. By 1985, Australia had abolished capital punishment for all crimes. About 130 nations have formally abolished capital punishment or stopped using it. Many less developed countries continue to use the death penalty. The United States is the only industrialized Western nation where executions still take place. In the United States, the death penalty may be given as a punishment under federal law, military law, or the laws of 35 states. The decision of the Supreme Court of the United States in Furman v. Georgia (1972) greatly influenced the use of capital punishment in the United States. The court held that the death penalty, as it was delivered at the time, was cruel and unusual punishment. Therefore, the death penalty violated the 8th and 14th amendments to the Constitution. However, the court left open the possibility that the death penalty could be constitutional if it were conducted differently. The court stated that death penalty laws must be limited to certain crimes and applied according to fair standards. Following the decision, many states passed new laws to satisfy the courts requirements. In Gregg v. Georgia (1976), the Supreme Court upheld the use of capital punishment for people sentenced under new laws in Florida, Georgia, and Texas. The court ruled that the death penalty itself and the standards developed by the states were constitutional. Later in the 1970s, the court struck down laws that made the death penalty mandatory (required) for certain crimes. It also abolished the death penalty as a punishment for rape. More than 1,000 people have been executed in the United States since the Supreme Court upheld the death penalty in 1976. Thousands more are imprisoned on death row. Death row is where people who have been sentenced to death await execution. Many prisoners on death row are awaiting the outcome of legal appeals. In 2002, the Supreme Court ruled that juries, not judges, must decide sentences in capital punishment cases in which there was a trial by jury. That same year, the court ruled that it was unconstitutional to execute people who have an intellectual disability. In 2005, the court banned the use of capital punishment in cases where the offender (person who broke the law) was under 18 years of age when the crime was committed. In the early 2000s, some U.S. states reexamined their capital punishment systems. Evidence had shown that some prisoners on death row were actually innocent or had been tried unfairly. For example, in 2001, Illinois declared a moratorium (temporary halt) on capital punishment. During the moratorium, a commission reviewed the fairness of the system and found many flaws. Therefore, Illinois continued its moratorium. In 2003, Illinois Governor George Ryan commuted (reduced) the death sentences of all the prisoners then on death row in the state. He changed most of the sentences to life in prison without parole. Other states halted executions, at least temporarily, to study the method of lethal injection. In 2006, Governor Jeb Bush of Florida suspended the death penalty in the state. This suspension followed an incident in which prison officials had mishandled the lethal injection of a convicted killer. Bush appointed a commission to investigate whether lethal injection violates the constitutional ban on cruel and unusual punishment. In mid-2007, Florida resumed the death penalty. In 2006, a federal judge in California declared a halt on executions to determine the constitutionality of lethal injections. Executions in the United States were put on hold in September 2007 after two Kentucky death-row inmates challenged the current procedures of delivering lethal injections. The inmates argued that the method violated the constitutional ban on cruel and unusual punishment. In April 2008, the Supreme Court of the United States upheld the current lethal injection procedures. This ruling permitted executions to resume in the United States. A number of U.S. state legislatures in the early 2000s considered laws to end their states use of the death penalty. New Jersey abolished death penalty in 2007. New Mexico did so in 2009. Print History of capital punishment subsection The debate over capital punishment. People often disagree about whether capital punishment is a moral and effective way of dealing with crime. Many people oppose the death penalty because they believe it is cruel. They believe it is not consistent with the ideals of modern society. Critics also warn that innocent people could be executed if they are mistakenly convicted or unfairly sentenced. Most critics favor life imprisonment as an alternative to capital punishment. Supporters of capital punishment believe that, in certain circumstances, a person who takes a human life deserves to lose his or her own life. Supporters also argue that the threat of capital punishment deters (discourages) people from committing serious crimes. However, studies have not consistently shown that the death penalty has a greater deterrent effect than life imprisonment. Print The debate over capital punishment subsection ______________ Contributor: à ¢Ã¢â€š ¬Ã‚ ¢Ã‚  Robert W. Taylor, Ph.D., Professor and Chair, Department of Criminal Justice, University of North Texas. How to cite this article: To cite this article, World Book recommends the following format: Taylor, Robert W. Capital punishment. World Book Advanced. World Book, 2011. Web.   4 Feb. 2011. To learn about citing sources, see Help. Extracts from Beccarias an Essay on Crimes and Punishments BECCARIA, An Essay on Crimes and Punishments (Edinburgh, 1788), pp. 49 sqq., 70 sq., 111 sqq., 169. World History 93. What are in general the proper punishments for crimes? Is the punishment of death really useful or necessary for the safety or good order of society? Are tortures and torments consistent with justice, or do they answer the end proposed by the laws? Which is the best method of preventing crimes? Are the same punishments equally useful at all times? What influence have they on morals? These problems should be solved with that geometrical precision which the mist of sophistry, the seduction of eloquence, and the timidity of doubt are unable to resist. If I have no other merit than that of having first presented to my country with a greater degree of evidence what other nations have written and are beginning to practice, I shall account myself fortunate; but if, by supporting the rights of mankind and of invincible truth, I shall contribute to save from the agonies of death one unfortunate victim of tyranny or of ignorance, equally fatal, his blessing and tears of transport will be a sufficient consolation to me for the contempt of mankind.  .  .  . It is evident that the intent of punishments is not to torment a sensitive being nor to undo a crime already committed. Is it possible that torments and useless cruelty, the instruments of furious fanaticism or of the impotency of tyrants, can be authorized by a political body which, so far from being influenced by passion, should be the cool moderator of the passions of individuals? Can the groans of a tortured wretch recall the time past or reverse the crime he has committed? The end of punishment therefore is no other than to prevent others from committing the like offense. Such punishments, therefore, and such a mode of inflicting them ought to be chosen as will make strongest and most lasting impressions on the minds of others with the least torment to the body of the criminal.  .  .  . Use of torture The torture of a criminal during the course of his trial is a cruelty consecrated by custom in most nations. It is used with an intent either to make him confess his crime or explain some contradictions into which he has been led during his examination; or discover his accomplices; or for some kind of metaphysical and incomprehensible purgation of infamy; or finally, in order to discover other crimes of which he is not accused, but of which he may be guilty. No man can be judged a criminal until he be found guilty; nor can society take from him the public protection until it has been proved that he has violated the conditions on which it was granted. What right, then, but that of mere power can authorize the punishment of a citizen so long as there remains any doubt of his guilt? The following dilemma is a frequent one! Either he is guilty or not guilty. If guilty, he should only suffer the punishment ordained by the laws, and torture becomes useless, as his confession is unnecessary. If he be not guilty, you torture the innocent; for in the eye of the law every man is innocent whose crime has not been proved.  .  .  . A very strange but necessary consequence of the use of torture is that the plight of the innocent is worse than that of the guilty. With regard to the first, either he confesses the crime which he has not committed and is condemned, or he is acquitted and has suffered a punishment he did not deserve. On the contrary, the person who is really guilty has the most favorable side of the question; for if he supports the torture with firmness and resolution, he is acquitted and is the gainer, having exchanged a greater punishment for a less.  .  .  . Arguments against capital punishment The punishment of death is pernicious to society from the examples of barbarity it affords. If the passions or the necessity of war have taught men to shed the blood of their fellow-creatures, the laws, which are intended to moderate the ferocity of mankind, should not increase it by examples of barbarity,-the more horrible since this punishment is usually attended with formal pageantry. Is it not absurd that the laws which detect and punish homicide should, in order to prevent murder, publicly commit murder themselves? What are the true and most useful laws? Those compacts and conditions which all would propose and observe in those moments when private interest is silent or combined with that of the public. What are the natural sentiments of every person concerning the punishment of death? We may read them in the contempt and indignation with which every one looks on the executioner, who is nevertheless an innocent executor of the public will, a good citizen who contributes to the advantage of society, the instrument of the general security within as good soldiers are without. What, then, is the origin of this contradiction? Why is this sentiment of mankind indelible, however one may reason? It is because in a secret corner of the mind, in which the original impressions of nature are still preserved, men discover a sentiment which tells them that their lives are not lawfully in the power of any one, but of that necessity only which with its iron scepter rules the universe.  .  .  . The past full of mistakes If it be objected that almost all nations in all ages have punished certain crimes with death, I answer that the force of these examples vanishes when opposed to truth against which prescription is urged in vain. The history of mankind is an immense sea of errors in which a few obscure truths may here and there be found.  .  .  . That some societies only, either few in number or for a very short time, have abstained from the punishment of death is rather favorable to my argument, for such is the fate of great truths that their duration is only as a flash of lightning in the long dark night of error. The happy time has not yet arrived when truth, as falsehood has been hitherto, shall be the portion of the greatest number. I am sensible that the voice of one philosopher is too weak to be heard amidst the clamors of a multitude blindly influenced by custom; but there is a small number of sages scattered on the face of the earth who will echo me from the bottom of their hearts; and if these truths should happily force their way to the thrones of princes, be it known to them that they come attended with the secret wishes of all mankind; and tell the sovereign that deigns them a gracious reception that his fame shall outshine the glory of conquerors, and that equitable posterity will exalt his peaceful trophies above those of a Titus, an Antoninus, or a Trajan. The benevolent despots How happy were mankind if laws were now to be first formed, now that we see on the thrones of Europe benevolent monarchs, friends to the virtues of peace, to the arts and sciences, fathers of their people, though crowned, yet citizens; the increase of whose authority augments the happiness of their subjects by destroying that intermediate despotism which intercepts the prayers of the people to the throne. If these humane princes have suffered the old laws to subsist, it is doubtless because they are disturbed by the numberless obstacles which oppose the subversion of errors by the sanction of many ages; and therefore every wise citizen will wish for the increase of their authority.  .  .  . Would you prevent crimes? Let the laws be clear and simple; let the entire force of the nation be united in their defense; let them be intended rather to favor every individual than any particular classes of men; let the laws be feared and the laws only.  .  .  . From what I have written, results the following general theorem of considerable utility, though not conformable to Custom, the common legislator of nations: That a punishment may not be an act of violence, of one or of many, against a private member of society; it should be public, immediate, and necessary; the least possible in the case given; proportioned to the crime, and determined by the laws. How to cite this document: To cite this document, World Book recommends the following format: di Beccaria, Marchese . Extracts from Beccarias An Essay on Crimes and Punishments. Readings in Modern European History: A Collection of Extracts from the Sources Chosen With the Purpose of Illustrating Some of the Chief Phases of the Development of Europe During the Last Two Hundred Years, Volume 1: The Eighteenth Century: The French Re. Boston: Ginn and Company, 1908. World Book Advanced. Web. 4 Feb. 2011. ANOTHER VIEW: Do not expand New Hampshires death penalty Anonymous. The Union Leader. Manchester, N.H.: Feb 2, 2011. pg. A.7 Abstract (Summary) [] the abolition of the death penalty does not jeopardize our states ability to protect people from dangerous criminals, as we have available to us the sentence of life without the possibility of parole (which the minority report of the Commission to Study the Death Penalty in New Hampshire referred to as death by incarceration). [] in the midst of all our discussion on legislation, let us never fail to express our support for the families and friends of victims of terrible crimes.   Ã‚ »   Jump to indexing (document details) Full Text   (672   words) Copyright Union Leader Corporation Feb 2, 2011 THE NEW HAMPSHIRE House of Representatives soon will consider two bills, HB 147 and HB 162, which seek to expand the death penalty in our state. As Catholic bishops, and as citizens of New Hampshire, we urge the members of the House to vote against these bills. Like other citizens of our state, our hearts are broken by the inconceivable and monstrous crimes that prompted these bills. We pray for the victims and their families; we honor the bravery and nobility of the police officers; and we, too, seek a just punishment for the guilty. However, we believe that just punishment should not involve the taking of yet another life. It was surely no accident that life was the first of the inalienable rights affirmed by our nations Declaration of Independence. The right to life is the foundation of all the human rights we possess. Unfortunately, in our time, the value of human life and human dignity is constantly under attack. During the century we just concluded, we saw war and bloodshed on a scale never before witnessed in human history. We live in a culture where the taking of the most innocent of lives those of unborn children in the womb is tolerated, made legal, and even encouraged, and a world where the elderly and infirm are subtly encouraged not to be a drain on their families or society. In the face of all this, it is evident that to restore what Pope John Paul II called a culture of life, our society ought to employ the strongest measures available. One of the measures available is the restriction and eventual abolition of the death penalty. By no means does this assertion of the respect for the life of criminals minimize the requirement that justice be done to them through proportionate punishment, nor does it dissolve the distinction between innocence and guilt. Indeed, the abolition of the death penalty does not jeopardize our states ability to protect people from dangerous criminals, as we have available to us the sentence of life without the possibility of parole (which the minority report of the Commission to Study the Death Penalty in New Hampshire referred to as death by incarceration). Instead, our states refusal to kill capital offenders would be a sign of the states confident moral integrity, not of its weakness to govern and protect. When the state ends a human life although a non-lethal alternative exists, it suggests that society can end violence with more violence. We know that this is not the case. As Pope Benedict XVI has said, killing the guilty one is not the way to rebuild justice and reconcile society. On the contrary, there is the risk that the spirit of revenge is fueled and that the seeds of new violence are sown. We therefore should end the use of the death penalty, not only for what it does to those who are executed, but for what it does to all of society. By having the courage and rectitude to spare the lives of those who are demonstrably guilty and, instead, imprison them for life, we develop and support a culture appreciative and protective of the value of every human person. By refusing to expand the death penalty in this state, we proclaim a moral goodness that moves beyond the influence of reaction to chilling crimes and toward a civil ethic that respects the intrinsic value of every human person from conception to natural death. For these reasons, HB 147 and HB 162 should not become law. Finally, in the midst of all our discussion on legislation, let us never fail to express our support for the families and friends of victims of terrible crimes. Let us show our gratitude and appreciation for members of law enforcement who bring criminals to justice. Let us all as Pope John Paul II challenged, commit to live as people of life and for life. . John B. McCormack is bishop of Manchester. Francis J. Christian is auxiliary bishop of Manchester. Indexing (document details) Subjects: Capital punishment,   Violence Author(s): Anonymous Document types: Editorial Section: OPINION Publication title: The Union Leader.  Manchester, N.H.:  Feb 2, 2011.   pg. A.7 Source type: Newspaper ISSN: 07455798 ProQuest document ID: 2256312851 Text Word Count 672 Document URL: http://proquest.umi.com/pqdweb?did=2256312851sid=1Fmt=3clientId=74379RQT=309VName=PQD ANOTHER VIEW: Do not expand New Hampshires death penalty.  (2011,  February  2). The Union Leader,A.7.   Retrieved February 4, 2011, from ProQuest Newsstand. (Document ID:  2256312851). ethal Injection and the F.D.A.; [Editorial] New York Times. (Late Edition (East Coast)). New York, N.Y.: Jan 28, 2011. pg. A.30 Abstract (Summary) When it reaffirmed the constitutionality of capital punishment three years ago, a splintered Supreme Court said it believed lethal injection carried neither substantial nor objectively intolerable risk of inflicting serious harm.   Ã‚ »   Jump to indexing (document details) Full Text   (412   words) Copyright New York Times Company Jan 28, 2011 Capital punishment means lethal injection. The administration of a barbiturate as part of a fatal dose of drugs is meant to render a convict unconscious before other drugs stop his or her breathing and heart so the execution can somehow be construed by a judge as being neither cruel nor unusual. Sodium thiopental is at the heart of this story. A fast- and short-acting general anesthetic, it has been used to put convicts under and make executions methodical. For more than a year, however, a shortage of the drug has widened the gap between the reality of carrying out executions and support for them in American law. In October, a majority of the Supreme Court wrongly insisted there was no evidence that the shortage had any bearing on whether an execution can be done constitutionally. Now the evidence is impossible to ignore. We strongly oppose capital punishment on many grounds. Even with judicial blessing, the conduct of executions in this country is a shambles. In Arizona and Georgia, the sodium thiopental used in executions has possibly been ineffective and almost certainly been illegal. It came from Dream Pharma, an unlicensed British supplier, run from a driving school. The batches carried a date of 2006. They were likely made by a company in Austria that went out of business. The drug is said to be effective for only a year. As a foreign-made drug without approval by the Food and Drug Administration, it is prohibited by federal statute. The F.D.A. initially suspected the drug from Dream Pharma of being adulterated or mislabeled and refused to let it be imported. Then it let the drug enter the country but with the warning that the agency hadnt reviewed the drugs identity, safety, effectiveness, purity or any other characteristics. This month, the F.D.A. stated: Reviewing substances imported or used for the purpose of state-authorized lethal injection clearly falls outside of F.D.A.s explicit public health role. In the meantime, the only American manufacturer of sodium thiopental formerly described as F.D.A.-approved has announced it will no longer make the drug. It planned to produce the drug in Italy, but the Italian government has said it wont permit the drugs export for use in executions. When it reaffirmed the constitutionality of capital punishment three years ago, a splintered Supreme Court said it believed lethal injection carried neither substantial nor objectively intolerable risk of inflicting serious harm. How can the justices be confident in that conclusion now? Indexing (document details) Subjects: Capital punishment,   Anesthesia,   Supreme Court decisions,   Editorials Capital punishment Companies: Food Drug AdministrationFDA Document types: Editorial Column Name: Editorial Section: A Publication title: New York Times.  (Late Edition (East Coast)).  New York, N.Y.:  Jan 28, 2011.   pg. A.30 Source type: Newspaper ISSN: 03624331 ProQuest document ID: 2250674721 Text Word Count 412 Document URL: http://proquest.umi.com/pqdweb?did=2250674721sid=2Fmt=3clientId=74379RQT=309VName=PQD Lethal Injection and the F.D.A  :[Editorial].  (2011,  January  28). New York Times   (Late Edition (east Coast)),   p.  A.30.   Retrieved February 4, 2011, from Banking Information Source. (Document ID:  2250674721).

Anti-Hemp Legalization :: Hemp Marijuana Drugs Essays

Anti-Hemp Legalization The Marihuana Tax Act of 1937 was the first ban on hemp in the United States. Then in 1942 the government lifted the ban and encouraged farmers to cultivate hemp to help with the war effort. The ban was later put into effect again in 1957. The ban of hemp in America is still in effect by the Controlled Substances Act of 1972. Hemp or cannabis sativa is the same species as marijuana. It is impossible to grow hemp without the tetrahydrocannabinol (THC) rich leaves and seeds. While the leaves and seeds can contain up to 30 percent THC, the hemp stalk and roots contain less than one percent. Therefore the government has kept the plant banned in the country. With the ban, the government keeping the upper hand on the â€Å"War on Drugs† in America, protecting the youth from the illegal substance marijuana, and keeping wealthy corporations in their pockets. Many Drug Enforcement Agency members say â€Å"Advocates for hemp legalization argue that US drug laws could be amended to allow the growing of cannabis for industrial hemp, but keeping marijuana growing illegal. Drug and law enforcement agencies, however, maintain that marijuana growers would be able to hide their cannabis plants among the legal hemp plants and it would be impossible for narcotics agents to distinguish the two† (Domke). The government keeps hemp illegal from fear of easy marijuana access and growing capabilities in the hemp fields. Marijuana could easily be grown in hemp fields because of how much shorter a marijuana plant is compared to a hemp plant. The hemp would canopy the illegal substance making it hard for DEA officials to spot potential marijuana growing. The DEA searches potential marijuana fields from a helicopter, and if you have hemp fields growing, there would be no way for them to see if there were any marijuana plants growing beneath them, making the process of growing marijuana much easier and much larger. If hemp was legal there would be an overwhelming amount of marijuana flooding the streets making the authority’s job of keeping America’s streets drug free. The government’s main goal in keeping hemp illegal is to save the youth of America from corruption and abuse. If hemp were to be legalized, the children in America would be exposed to the drug marijuana at an earlier age then now. Statistics show that marijuana use at a young age can ruin ones life in the long run.

Adopted Heritage in Alice Walkers Everyday Use Essays -- Everyday Use

     Ã‚  Ã‚  Ã‚   Each of us is raised within a culture, a set of traditions handed down by those before us. As individuals, we view and experience common heritage in subtly differing ways. Within smaller communities and families, deeply felt traditions serve to enrich this common heritage. Alice Walker's "Everyday Use" explores how, in her eagerness to claim an ancient heritage, a woman may deny herself the substantive personal experience of familial traditions.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Narrated by the mother of two daughters, the story opens with an examination of one daughter's favoring of appearances over substance, and the effect this has on her relatives. The mother and her younger daughter, Maggie, live in an impoverished rural area. They anticipate the arrival of the elder daughter, Dee, who left home for college and is bringing her new husband with her for a visit. The mother recalls how, as a child, Dee hated the house in which she was raised. It was destroyed in a fire, and as it was burning, Dee "(stood) off under the sweet gum tree... a look of concentration on her face", tempting her mother to ask, "'why don't you do a dance around the ashes?'" (Walker 91) She expects Dee will hate their current house, also. The small, three-room house sits in a pasture, with "no real windows, just some holes cut in the sides" (Walker 92), and although, as Dee asserts, they "choose to live" in such a place, Dee keeps her prom ise to visit them (Walker 92). Her distaste for her origins is felt by her mother and Maggie, who, in anticipation of Dee's arrival, internalize her attitudes. They feel to some extent their own unworthiness. The mother envisions a reunion in which her educated, urbane daughter would be proud of her. In reality, she describes her... ...aking something for herself consists of putting on the garments of her heritage without truly living in them. As Dee says goodbye, Maggie smiles "a real smile, not scared" (Walker 97). She sits with her mother as they share a pinch of snuff "just enjoying." (Walker 97) Dee leaves two people who have in significant ways come to terms with her judgment of them and the way they live.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Our heritage threads through history past the people who contributed to it, to affect us on a personal level. To be fully appreciated and claimed, it must reside in the heart. Dee understands the heritage of people she doesn't know. In this way, her adopted heritage can be understood intellectually, but it is not felt, not personal, and not truly her own. Work Cited Walker, Alice. Everyday Use Ed. Barbara T. Christian. New Jersey: Rutgers University Press, 1994.

Erickson’s Psychosocial Development

Psychosocial Development Erik Erikson describes psychosocial development as occurring in stages. He describes the different stages according to personality traits shown at the various stages. I have Interviewed and made my observations of persons at the different stages as follows: Infancy (birth to 18 months) Trust vs†¦ Mistrust A one year old baby was observed during a session of breastfeeding. The baby is hungry and it is time for the mother to breastfeed him.She picks up her son and holds him gently on her lap telling him she is going to give him some milk and etches him on to her breast. The baby immediately calms down and sucks for a few minutes. While the baby Is drinking, the mother looks at her son lovingly and the child fluctuates his attention from the mother to what his happening around him. The above behaviors show the affection and loving relationship between the baby and the mother who Is very patient and gentle towards her son. This renders breastfeeding to be a wonderful experience to both mother and child. According to Erikson, the first stage of trust vs†¦Mistrust is shown in the above observations the baby fully trusts his mother who is caring for him with a lot of love, patience and predictability. This is shown in the fact that he calms down and is comfortable to look around him while he is feeding during the session. Early childhood (2 to areas) Autonomy vs†¦ Shame and Doubt A boy of two and a half years who Is still undergoing toilet training has been observed. The mother asks her son every two hours If he needs to go potty. The child is still inconsistent in his response but sometimes out of his own free will go to the potty and points to it.The mother pulls down the child's pants and gently asks him to it down on the potty. She tells him that he is now growing into a big boy and that she will be very happy if he uses the potty. The boy sits down for a minute on the potty whilst his mother brings his blocks to play with h im while he is sitting down on the potty. After a while the boy gets bored, stands up, runs into the kitchen and picks up a packet of biscuits. The mother explains to her son that as soon as he urinates in the potty she will give him a biscuit.The child insists on eating the biscuits immediately and does not cooperate. The mother looks frustrated since she has been ring to potty train her son for the past few months without success. According to this stage of Erikson, the toddler becomes more mobile and assertive on his Independence. I think that this has been shown In the above observation. The toddler seems to try to please his mother initially by sitting down on the potty. Which he likes at the moment. When his mother refuses to give him a biscuit he protests and wants to have his own way.On the other hand the mother seems to be at a loss on what to do next since she thinks that her son needs to be toilet trained in order to be accepted at his new school. The toddler does not see m certain of what he has to do yet. He still seems to be unprepared to be potty trained though he is showing first signs. He is showing he is bored and insecure when trying to use the potty. That is probably the reason why he went to fetch the biscuit so he will do something he likes instead of something which makes him feel less confident. The mother needs to be more patient and give more encouragement to her son regarding this issue.Introducing stories of other toddlers/cartoon characters being potty trained, and maybe singing some songs might help her son be more motivated, calm ND patient in his training. Preschool (3 to 5 years) Initiative vs†¦ Guilt A four year old girl was observed at play in a children's playground whilst her mother looked on. Initially the girl clutches her mother and does not want to go to play with the other children whom she doesn't know. The mother takes her daughter's hand and walks around the playground slowly with her daughter showing her the va rious activities and what fun it is to play with the other children.After sometime the little girl sees a little see-saw in the form of a bright colored snake. She moves towards it ND climbs onto it and starts playing. After sometime she climbs down and runs towards the slide. She climbed up the slide behind the other children and took turns for about ten minutes on the slide enjoying the activity and sometimes looking at her mother for approval. After some time she moves on towards the other activities and starts playing with the other children feeling happy and secure. The mother looks happy that her daughter is mixing with the other children and is enjoying herself.From time to time she encourages and praises her. When the child is told that it is mime to go back home, she does not want to obey and throws a tantrum. The mother starts shouting at the child, the child continues to cry and lies on the ground. The girl seems to be insecure and shy when we arrive at the playground but then seems to gain confidence and starts playing with the other children. She enjoys the activities but still looks at her mother for approval. According to Erikson during this stage children need to find a healthy balance between initiative and guilt.This girl seems to be going through this stage by not wanting to leave her mother on her own and by aging the initiative and going around the playground to have fun and play with the other kids. When it comes to leaving the playground the girl does not accept the fact that she has to go back home and tries to assert herself by throwing the tantrum in order to have her way. In my opinion, the mother should have prepared the girl better and warned her that they only have a few minutes left before going home. Industry vs†¦ Inferiority I interviewed a nine year old boy for this stage.The boy seems to be doing very well at school. He told me that he is one of the best boys in class especially in mathematics. He likes reading and doing his homework. In fact he asks his mother to buy him some workbooks to have work to do during the summer holidays. When asked if there is something he wants to improve on, he mentions that he would like to be better in football and art. He also mentions that he worries that he has not done his work perfectly as his teacher would like him to. He seems to like to please his teachers and be considered to be the ideal student.He also says that he enjoys going to school to play with his friends during break time. Although this boy seems to be doing very well academically, he still seems to feel mom insecurity when it comes to pleasing his superiors. The boy seems to be competent and satisfied with his achievements. He likes learning new things and skills. According to Erikson the child's peer group becomes more important and significant in the child's life at this stage in fact this boy emphasizes the importance of having friends at school and at the football he attends.Adolescence (12 t o 18 years) Identity vs†¦ Role confusion For this stage I have observed and interviewed a 17 year old girl. When asked who she feels she is, she says that she is happy about herself, feels that she is full of Lana and energy and she has a very promising future in front of her. She says she would like to become a teacher and later on have her own family. In my observations she seems to be confident and very sociable with different people. This adolescent seems to be secure and happy as she has the support of her family and friends.She is motivated to continue studying in order to reach her goal of becoming a teacher as well as to make her parents proud of her achievements. She feels self confident as a result of the support she receives from those around her. According to Erikson, urine this stage, children become more independent and begin to look at the future. In fact this is shown by this adolescent during the interview when she talked with enthusiasm about her future plans in terms of career, relationships and families. Young Adulthood (19 to 40 years) Intimacy vs†¦Isolation she is happily married and has two young children though she is kept very busy and hardly has time for herself, she feels very happy and satisfied with her life. She has also been qualified in a profession and she loves her work from which she has taken some time off for the moment to look after her young family. Besides her family, she has also kept contact with some friends and sometimes they call each other to meet. According to Erikson, this stage involves forming relationships and long term commitments with persons who are not family members.This woman seems to have acquired this stage in that she has established her professional career and settled down in her own family with her husband and children. Middle Adulthood (40 to 65 years) Generatively vs†¦ Stagnation For this stage, I interviewed and observed a 46 year old woman. This woman has a family made up of a hus band and three children. She also has professional lubrications. In the past few years she has changed her career so she would be able to spend more time with her family.She said she feels useful and accomplished in both her family life as well as at work. According to Erikson during middle adulthood we establish our careers, settle down within a relationship, and have our own families we also give back to society through raising our children and being productive at work. It seems that this woman has moved on in this regard. Maturity (65 to death) Ego Integrity vs†¦ Despair For this stage I have observed and interviewed a 77 year old man. During the interview, this man seems to enjoy narrating his past experiences and how life was in the past.

International brand equity Essay

This case study is meant to provide a critical evaluation of this research paper on international brand equity in multinational project group. this study tries to find out the scientific quality in its approaches. This study looks into the matter whether, the methodologies used are fine enough to bring out accurate results on the research topic and compare it with the researches done by other researchers on similar topics. If the methodologies used are not appropriate to come out with the real scenario in brand equity cases, the study also provides alternative and appropriate methods that should be used for fulfilling the purpose of this research. Introduction This is a critical review of international brand equity. In this review mentioned about the a particular case study of branded liquor Chivas Regal. Chivas Regal is a premium Scotch whisky produced by Chivas Brothers. It was founded in 1801 in Aberdeen, Scotland. The Chivas brand’s home is Strathisla Distillery at Keith, Moray in Speyside, Scotland. Chivas Regal is one of the good selling premium whiskies in the world, available in more than 200 countries. It is the best selling premium Scotch whisky in Europe and Asia Pacific and is rated one of the world’s good powerful spirits brands. Chivas Regal is one of the best performing spirits brands globally, with sales having grown by 40% over the last four years. Brand equity is the value that built-up in a brand. It is measured based on how much a customer is aware of the brand and consumption of a particular brand. The value of a company’s brand equity can be calculated by comparing the expected future revenue from the branded product with the expected future revenue from an equivalent non-branded product. This calculation is at best an approximation. This value can comprise both tangible, functional attributes (e. g. TWICE the cleaning power or HALF the fat) and intangible, emotional attributes (e. g. The brand for people with style and good taste). Brand equity can be positive or negative. Positive brand equity is created by effective promotion and consistently meeting or exceeding customer thoughts. Negative brand equity is usually the result of bad management. The author only saying the positive side. Literature review The author presented international brand equity in a case study method in this method he mentioned meanings of brand equity and measures of brand equity. The author presented this paper with a solid evidence of reference and key words Board equity; Advertising; Globalization; Marketing research; Multinational companies. The Marketing Science Institute (MSI) state that brand equity can be viewed by customers†Ã¢â‚¬ ¦as both financial and as a set of favourable associations and behaviours† (MSI 1989). Aaker (1991) suggests that brand equity consists of brand associations (brand image), brand loyalty, brand awareness, perceived quality, and other brand assets. Aaker (1996)indicates that loyalty is one sufficient importance that other measures, such as perceived quality and associations, can often evaluated based on their ability to influence it. Keller (1993) describes the consumer’s memory as a function of a set of nodes and links of the various associations related to a brand. Perceived quality has been shown to be associated with price premiums, price elasticties, brand usage, and remarkably, stock return (Aaker 1996). Brand awareness reflects the salience of the brand in the customer mind (Faircloth, Capella & Alford 2001). Main argument The author is arguing about the effectiveness of advertising and meaning of brand equity and relationship between the brand proposition and product formulation. The other main arguments are shown below: †¢ Increased diagnostic potential. †¢ Guiding principles established. †¢ Holistic outlook of campaign effects on consumers. †¢ Creating better understanding of the nature of the consumer â€Å"take-out† from the advertising by using indirect techniques e. g. use of projective and enabling techniques. †¢ Knowledge of how consumers might relate to the brand. †¢ Opportunities to unravel complex responses or ambiguity in answers. This research paper is consumer based brand equity which means that Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand in which brand knowledge is conceptualised, based on an associative network memory model in terms of two components, brand awareness and brand image (Keller 2003). Feldwick (1996) notes there are three meanings of brand equity: Brand value: in accounting terms the value of a brand as an asset that can be broken out on a balance sheet. Brand strength: a measure of the strength of a consumer’s attachment to a brand. Brand description: the set of specific attitudes a consumer has towards a brand. Ambler and Vakratsas (1998) have stated that no single set of measures of performance or â€Å"metrics† could apply to all firms and that in practice many such measures are related. They suggested some consumer brand equity metrics as: â€Å"Intermediate† (includes top-line sales, bottom line, awareness, knowledge, relevance, perceived quality etc. ); â€Å"Behaviour† (loyalty, share of category requirements, number of customers gained and lost, new leads, repurchase rates, direct marketing responses) and â€Å"Competitive† (share of market, share of voice, relative/actual/measured quality, relative satisfaction/intention to buy). Clearly, there can be many measures or combination of measures which marketers could decide to include. Indeed, Feldwick has argued that when assessing the health of a person there is no single â€Å"health† score but rather a set of measures which are used to qualitatively assess health. Taking this analogy further, we would argue that the measures that are relevant will depend on the circumstances of the person. For instance, their age (product life cycle? ), history and life expectations – what could be expected given the environment in which the person has lived (market history, conventions and forecasts) and most importantly their psychological well-being. In the latter case, one might examine the extent to which a person has a set of core values that are â€Å"healthy†. Are they consistent within themselves and with the communities in which the person lives and works? Is their expression optimal? The parallels with brand essence research and brand building are topics this paper will address in particular. The approach taken in this paper is that building brand equity in marketing rather than accounting terms is about strengthening a brand in the mind and heart of the consumer. To achieve this, marketing research can help define how this might be achieved, screen marketing programmes before they are implemented and then assess their effectiveness once executed. The concept of brand equity is not new. Certain global brands in the drinks market have, for long, been successful as â€Å"global entities† in their own right, projecting strong cultural identities or what they stand for, e. g. Coca Cola and Johnny Walker which had the slogan â€Å"born 1870 and still going strong†. The best known Seagram brands include Chivas Regal whisky, the Glenlivet malt whisky, Mumm champagne, Martell cognac and Sandeman port and sherry. Better known in the drinks industry for its production and marketing of distilled spirits, wines, coolers, beers, mixers and fruit juices in over 150 countries, Seagram also has investments in the music and entertainment industries. The example of Chivas Regal draws from previous discussion about market research (Nancarrow et al. , 1998). Chivas Regal is Seagram’s definitive luxury Scotch whisky from Strathisla, the oldest operating distillery in Scotland, founded in 1786. From its origins as a whisky consumed by members of the nobility and gentry in Scotland it is now sold across the world to â€Å"discriminating whisky drinkers†. According to Kapferer (1992), successful brand development should take account of the genetic blueprint and core values of a brand. However, brand building must also consider the more peripheral, often local, attributes of an international brand. Marketers can therefore seek to maximise the appeals of their brands through marketing communication methods in global markets, with these principles in mind. As a premium brand, Seagram’s Chivas Regal is advertised and promoted to be positioned as a luxury brand in the minds of consumers. The positioning and investment in consolidating this have been consistent across countries. The designs of local advertising campaigns in the past, therefore, had to meet specific global brand criteria to maintain consistency in terms of consumer perceptions. The core values of the brand should be fundamental to the creation of the blueprint for all marketing communications. However, while it is one thing to hold the view that core values should represent the essence of a truly global brand which could be â€Å"transported† across the world, it is possible that the search for common values may be misunderstood by local management as a search for the lowest common denominator, possibly leading to blandness of approach. At Seagram, global management avoided this by a process of full consultation with their regional and local markets management teams. It is also not always easy for organisations to ensure that their messages to consumers are interpreted by them in the ways in which such organisations had intended. For Seagram it was important to get it right and to deliver advertising messages as effectively as possible to consumers. The â€Å"consultation processes† with consumers in the pre-testing research on press advertising would minimise the risk of distortion as well as contribute up-to-date information about consumer needs and wants. The author used exploratory method with the use of qualitative research approach. Exploratory research is usually conducted to clarify and define the nature of a problem The author presented in a good way and he mentioned each and every corner of this research paper. He presented with good reference. The author mentioned qualitative techniques. But only the one defects is not a deep paper Author presented with the help of a table and a graph Discussion In this research paper author selected brand is not suitable for this research paper because liquor products are a different category. In my opinion liquor products are addicted products peoples are selecting only in the base of addiction not for branding sense. The author mentioned two type of testing part one is pre-testing and another one is post-testing it shows that communication effect and sales effect Conclusion In this research paper author presented in a different style and different type of approach. Any way this is a good research paper but little bit defects like the author concentrate only a particular brand. In my opinion this brand is not suitable for research of brand equity because alcohol is a product but peoples are buying to the addiction of alcohol. In this research author more concentrate about the technical part and research part. Reference http://www. emeraldinsight. com/Insight/ViewContentServlet? contentType=Article&Filename=Published/EmeraldFullTextArticle/Articles/0360160411. html (This review is based on this link) Blackston, T. (1992), â€Å"Observations: Building Brand Equity by Managing the Brand’s Relationships,† Journal of Advertising Research, (May):79-83. Feldwick, P. (1996) ‘What is Brand Equity anyway, and how do you measure it? ‘, MRS Conference, Birmingham International Convention Centre, March. Feldwick, P. (1999) ‘Brand research’, in C. Mcdonald and P. Vangelder (Eds. ) ESOMAR Handbook of Market and Opinion Research. Gordon, W. (1991) ‘Researching a brand’, in D. Cowley, Understanding Brands, Kogan Page. Nancarrow, C. , Wright, L. T. and Woolston, C. (1998) ‘Pre-testing international press advertising: the need for informed consensus on methodology’, Qualitative Market Research Journal, Vol. 1, No. 1, pp. 25-8. De Ruyter, Ko. and Scholl, R. (1998) ‘Positioning qualitative market research: reflections from theory and practice’, Qualitative Market Research Journal, Vol. 1, No. 1, pp. 7-14. Wright L. T. and Crimp, M. (2000) The Marketing Research Process, Prentice Hall, Fifth Edition. Blamires, C. (1999) ‘Pricing research’ in C. Mcdonald and P. Vangelder (Eds. ) ESOMAR Handbook of Market and Opinion Research. Axelrod, J. N. (1992) ‘The use of experimental design in monitoring brand equity’, Proceedings of the Seminar: The Challenge of Branding Today and in the Future, Brussels, ESOMAR Crimmins, J. C. (1992) ‘Better measurement and management of brand value’, Journal of Advertising Research, Vol. 32, No. 4, July/August. Chavda, D. (1998) ‘Gaining competitive advantage through equity EngineSM and Brand relationships’, International paper adapted from a talk given at the 19th Annual American Marketing Association’s Marketing Research Conference (14 September, Chicago, USA). Morgan, R. (1998) ‘If the public reckon all products work, is emotion what counts? ‘ Research Plus, January. Farr, A. (1998) ‘How brand values sort the strong from the vulnerable’, Research Plus, January. Cooper, A. (1998) ‘Brand equity – a lifestage model’, Research Plus, January.