Asperger's Syndrome Essay Example | Topics and Well Written Essays - 1000 words

Asperger's Syndrome - Essay Example In this group of diseases, some individuals have normal or above normal intellectual abilities. These individuals have been termed as having high functioning autism or having Asperger's syndrome (Cumine et al., 1998). Despite high level of intelligence, these affected people will have difficulties in social reciprocations with hazardous personal interactions. The day-to-day life is fraught with problems associated with coping with change due to their patterned behaviour and need of adherence to fixed routines. Asperger's syndrome is unique in this group of disorders in that the social deficits and ritualistic and stereotyped behaviours are identical to autism. The two distinctive features in Asperger's syndrome are that these individuals have relatively normal cognitive skills and hence in the early phase, there are no language delays (Cumine et al., 2000). It is evident this is a complex brain disorder and is often viewed as a part of the autistic spectrum. The teaching staff has im portant roles to perform since the emphasis is on on-task activities. These programmes must have clear goals, which are clear to both the teachers and children (ASPIRE). These goals must be determined and modified according to the needs and capabilities of these children. The educational programmes thus need to be structured with the goal being education. It is expected that these would improve the social and academic competence of these children. Different strategies have been advised that can be accommodated by the teaching staff in these facilities. Many of them have behavioural difficulties which may hamper their learning skills. It is to be noted that traditional behavioural techniques can be adapted in such settings. Other techniques that have successfully used are peer tutoring, cooperative learning groups, social stories, and circle of friends (Dalrymple, 1995). With this background, this writer's personal affiliations may be stated to highlight the need for this assignment. Conclusion Asperger's syndrome is a pervasive autism spectrum disorder which needs to be managed by special teaching skills. Research and literature have indicated more effective strategies for teaching these affected individuals. It is clear from this assignment that effective educative strategies implemented by the teaching staff need adequate supportive attitudes. This support must begin from detailed assessments of these individuals individually. Based on these needs assessments, the teaching professionals would design teaching techniques that are specially adapted. Only these would fail to achieve the goal unless the teachers also demonstrate a change in attitude towards these children. All these must happen in a restructured environment. As evident from the literature reviewed, inclusive placements of these young children can be effective if adequate support structures are in place. Since the basic problem lies in the area of social interaction, input from normal peers in an inclusive env ironment may have immensely beneficial impact on the form of social interactions of these children. The teaching staff may play important roles in these interactions since they can carefully structure and reinforce these interactions. It is also evident that the support system for these children and their teachers is less than adequate. Data

Marcel Duchamp - Modern Painting Essay Example | Topics and Well Written Essays - 2000 words

Marcel Duchamp - Modern Painting - Essay Example The essay "Marcel Duchamp - Modern Painting" discusses the works of Marcel Duchamp. The techniques of representation, canonized by the Renaissance masters, were accepted by artists until the late nineteenth century just as the musicians had accepted the rules of tonality. However, constant repetition had weakened their effectiveness, and change seemed to be demanded. The beginnings of change we have already noted in Impressionistic painting, which put the emphasis less on the subject represented and more on the attitude of the artist toward his subject. This changed emphasis led artists to Abstraction, which must be thoroughly understood because it is the basis of much of modern art. The verb â€Å"abstract† has two meanings: â€Å"to take away† and â€Å"to summarize.† Both meanings were known and employed by the old masters. Cubism is a form of abstraction in which objects are first reduced to cubes and then flattened into two-dimensional shapes arranged in ove rlapping planes. In â€Å"Nude Descending a Staircase† by Marcel Duchamp we find another preoccupation of analytical Cubism: that of expressing sequential movement in time. The Cubist thus opened up many new possibilities in visual experience. The movement to regain structure in painting was initiated by Cezanne, who is known as the Father of Cubism. He advised painters to â€Å"treat nature by the cylinder, the sphere, the cone, everything in proper perspective, so that each side of an object or a plane is directed toward a central point.†

The Resources And Capabilities Of Kodak Commerce Essay

The Resources And Capabilities Of Kodak Commerce Essay The Eastman Kodak company, otherwise known as Kodak, provides imaging products and services to the photographic markets. It was founded in 1881 by a man named George Eastman, who created the first dry plate formula which he then patented. Eastman believed that new products should be highly user friendly and should be targeted at reaching regular everyday people, making photography something everybody could do and enjoy. By 1884 Kodak had become a popular household name. George Eastmans early success was due to one of his first creations, the roll film, Eastman believed that this creation would be as convenient as the pencil. In 1888 George Eastman put the first simple camera into the hands of the world consumer with the slogan you press the button, we do the rest (Eastman, 1988). Eastman developed principles and values in order to make Kodak a success, these guiding principles and values are; low cost mass production, the importance of quality, international distribution and the belief that growth can only be achieved through continuous improvements in research and development. George Eastman also expressed Kodaks competitive philosophy as, Nothing is more important than the value of our name and the quality it stands for. We must make quality our fighting argument. (Eastman, 1988). By 1902, Eastman Kodak was producing 80 to 90 percent of the worlds Celluloid film. By the 1930s, the company operated dozens of huge, specially designed film-making machines at its Kodak Park plant. The Eastman Kodak company has continued to grow and change with technology, creating new products and processes to make photography simpler and more attractive. Today Kodak is known not only for photography but their images are used in commercial marketing across the world and the entertainment sector, enabling the use of technology, imagery and information to change how people and businesses communicate with each other. Capabilities. Organisations are not identical as they have different capabilities. If an organisation is to gain a competitive advantage, it will do so on the basis of capabilities that its rivals do not have, or have difficulty in obtaining. Strategic capability is the resources and competences of an organisation needed for it to survive and prosper. Kodak is a market leader but to become a market leader Kodak had to adapt and change with the world as new technology became increasingly superior. The biggest problem with an increase in technology was the digital age. Kodak was the market leader in pre-digital age imagery and photography which included film, photo paper and chemical development. The digital age brought the development and increase of technology to which Kodak could not compete. The Kodak Value Chain Pre-digital Age The diagram below demonstrates Kodaks strength in almost all areas of the traditional photography process. film camera video camera Image capture Processing Storage Printing Projection Retailer processing at retail stores reprints (Gavetti, 2005) To overcome this important stage in the companys life cycle Kodak had to refer back to the initial guiding principles and values George Eastman developed for the company which were low cost mass production, the importance of quality, international distribution and the belief that growth can only be achieved through continuous improvements in research and development. By using these principles and values as a guide to improve the company and push themselves into the digital age, the diagram below shows the changes that needed to be made in order for Kodak to successfully enter the new age digital market. The Kodak Value Chain Post-digital Age. At home: printers inkjet consumables, paper Online (paper) At retail stores Online (email, Internet) -digital camera Video camera Film camera Retrieval Image capture Digitalisation Storage Transmission Printing Digital Cameras software Scanner at home Kiosks at retailers Digital mini-labs Online services Hard disk Floppy disk / CD Removable storage (e.g. Memory stick) Manipulation CPU manipulation Projection *coloured box shows Kodak was only partly involved at this stage. (Gavetti, 2005) To gain a competitive advantage, organisations must reposition themselves in order to take advantage of a changing market, or in some cases hold on to their normal resource base. There are two different views, the Resource Based View (RBV), otherwise known as the inside out perspective and the Market Based View (MBV), otherwise known as the outside-in perspective. The resource based view of strategy is the competitive advantage and superior performance of an organisation which is explained by the distinctiveness of its capabilities. In 1959 Dr Edith Penrose developed the idea that firms compete on resources and not their market positioning which supports the resource based view. Another supporter of the resource based view were Prahalad and Hamel who in 1990 suggested that, resources that are valuable, rare or are in some form difficult to imitate form the core-competencies that enable an organisation to compete successfully. In 1985 Michael Porters Competitive Strategy journal suggested that firms should persistently take their environment as the starting point in order to determine an appropriate strategy, thus supporting the market based view. In 2003 Kodak decided they needed to apply the market based view as a strategy to finally revolutionize into the digital age. Kodak made many alterations and changes in order to successfully gain a share in the new market. Dynamic capabilities are an organisations abilities to renew and recreate its strategic capabilities to meet the needs of a changing environment. Dynamic capabilities may take the form major strategic moves such as acquisitions or alliances by which new skills are learned. In 2004 Kodak completed the acquisition of Scitex Digital Printing, and sold its remote sensing systems to ITT Industries. A strategic partnership was formed with Verizon Wireless. The Eastman Kodaks company also acquired voting rights in Chinon Industries, through its Japanese subsidiary. Kodak acquired the image sensor business from National Semiconductor, and also closed its plant in Australia. At the end of 2004 Kodak, Fuji Photo Film and Konica Minolta Photo Imaging formed a picture archiving Kodak and sharing standard group (to enable the preservation of digital photos and motion images on CDs, DVDs and other types of media). To address the development of the information age in cellular technology Kodak achieved an agreement with Cingular Wireless and Nokia to develop services for mobile phones with cameras. Resources. A resource is a person, asset, material or capital which can be used to accomplish a goal. Tangible resources are the physical assets of an organisation such as plant, labour and finance. Intangible resources are non-physical assets such as information, innovation and knowledge. To sustain a competitive advantage a firm must have unique resources. Kodak has many resources. When the company was founded George Eastman patented the creation of the dry plate formula, this asset was the beginning of the success of Eastman Kodak as a market leader. George Eastman was himself one of the main resources of the company; it was his ideas, innovations and creations that created the company and made it the success it is. He not only created the start of photography but he created a guide for the company, a set of principles and values for the company to follow to be successful. Kodaks company logo is a resource as Kodak was the first to integrate its name and look into a symbol with their red and yellow trade dress colour. Employees such as managers with valuable knowledge are an important resource especially managers that have been hired since the managerial re-structure who have up to date knowledge in the digital age. Of course all the other workers and employees (labour) are just as important to keep the company going, workers with the necessary skills and experience that run the company and plants in a successful and efficient manner. Kodak has a lot of equipment, some of which Kodak has had to change and has had to be updated since the change and increase in technology in the digital age. Finance is also a main resource as without it there are a lot of other resources you cannot have; finance affects the entire running of the business. Innovation is a key resource, not only was it important for the creation of the company but it is vital for the future of it. To a greater or lesser degree, innovations either enhance or destroy competencies that a firms already possesses (Utterback, pg183). An example of innovation by Kodak is the razor blade strategy that George Eastman applied at the beginning of the company. Kodak sold cameras at low prices in order to generate profit from the sales of films for the cameras. The digital age shook the Eastman Kodak company. Kodak was stuck in the past not unable but unwilling to change with the rest of the world as technology increased and advanced. Kodak had the ability to take control when the digital market emerged but chose not to because they believed nothing could be as pioneering or as popular and as the film. The beginning of the change into the digital age was in 1981, Sony launched the introduction of the first filmless digital camera called the Mavica. Films were becoming outdated and this was what Kodak needed to realise. Had Kodak taken control and made the change at the right time, Kodak would be in a completely different situation, however Kodak was too late to recognise the need for change and when they finally realised they needed to change in order to survive they were slow to react which in the end cost them the market leadership. Competencies. Competencies are the skills and abilities by which resources are deployed effectively through an organisations activities and processes. Core competencies are competencies used to achieve competitive advantage in ways that others cannot imitate or obtain. Competences are created as organisations combine humans and technology. If correlated together perfectly these competences will change over time as both knowledge and technology develops. Chandler worked and developed this theory further in both The Visible Hand (1977) and Scale and Scope (1990). The link between humans and technology can be seen within the Kodak company, for example, recently Kodak have made changes to their managerial structure which has enabled them to gain new managers with knowledge and experience in digital photography and Kodaks continuous networking strategy facilitates business opportunities with like-minded business people. An example of networking for Kodak is when George Eastman marketed the first commercial transparent roll film in 1889, the impact ranged beyond consumer and professional photography. For one thing, it enabled inventor Thomas Edison to develop the first motion picture camera in 1891, and by 1896 Kodak was marketing film specially coated f or motion picture use. Prahalad and Hamel (1990) said, Resources that are valuable, rare or are in some form difficult to imitate form the core-competencies that enable an organisation to compete successfully. The knowledge-based view creates a new competence to the organization which is the ability to create and share knowledge which gives the organization a competitive advantage. Grant believes that competencies are created from the incorporation of knowledge. However an important point has to be made, it does not matter how much valuable knowledge you have or how expensive your equipment is worth if you do not know how to use your resources efficiently. As a common rule, competency-enhancing innovations are just as likely to develop from established firms as from outsiders. Competency-destroying innovations, however, almost always come from outsiders. The necessity to develop new competencies in anticipation of future developments is an important factor of long-term business success and George Eastman seems to have recognised this requirement which is one of the reasons why Eastman is also recognised as a successful innovator. Conclusion. The Eastman Kodak company was described as, an example of repeat strategic failure it was unable to grasp the future of digital quickly enough, and even when it did so, it was implemented too slowly under a continuous change strategy and ultimately it did not fit coherently as a core competency'(Mendez,2005). It is amazing to think how Eastman became a global market leader instead of the Germans, as the Germans were the leaders in the science of optics, chemicals and design of cameras. However German products were usually expensive and produced in small numbers whereas George Eastman struck a desirable balance between cost and quality. For example, Eastman quickly replaced his original Kodak camera with his No. 1 model because the former shutter system was inherently costly to make. Eastman focused on his financial and HR on an international mass market and large-scale production. There are some similarities with Eastman Kodak and Henry Ford who incorporated the Ford Motor Company in 1903. A firm is said to have a competitive advantage when it is implementing a value creating strategy not simultaneously being implemented by any current or potential competitors. (Barney, 1992:102) When Thomas Edison asked Eastman to produce a special film for the newly invented motion picture camera, Eastman already had the competencies needed to develop it, he simply had to lengthen and strengthen his strips of film and add holes to connect the movie cameras sprocket. The importance in the development of new competencies in anticipation of future developments is a vital factor of long-term business success. All of George Eastmans early attempts at colour photography failed, and these failures encouraged him to establish RD in the Eastman Kodak Research Laboratory. The idea of competency is essential to the survival of all firms as they encounter change. During the time it took for the transformation of the Eastman Kodak company to transform into the market leader it is, many other successful companies disappeared in a time of technological change. The capabilities, competencies and resources of a company are the key factors that give a company the competitive advantages to enable them to be successful and gain market share. This has been apparent throughout the research taken on the Eastman Kodak company. However even with these capabilities, competencies and resources, no matter if you are a market leader or a small company barely breaking-even, if you do not use these competitive advantages efficiently and do not recognise the need for change your company is going to suffer just as the Eastman Kodak company did. Word count: 2,281

Search for Self-fulfillment by Charlotte Perkins Gilman and Kate Chopin :: Biography Biographies Essays

Search for Self-fulfillment by Charlotte Perkins Gilman and Kate Chopin      Ã‚  Ã‚   In the last half of the nineteenth century, Victorian ideals still held sway in American society, at least among members of the middle and upper classes. Thus the cult of True Womanhood was still promoted which preached four cardinal virtues for women: piety, purity, submissiveness, and domesticity. Women were considered far more religious than men and, therefore, they had to be pure in heart, mind, and, of course, body, not engaging in sex until marriage, and even then not finding any pleasure in it. They were also supposed to be passive responders to men's decisions, actions, and needs. The true woman's place was her home; "females were uniquely suited to raise children, care for the needs of their menfolk, and devote their lives to creating a nurturing home environment." (Norton, 108). However, the tensions between old and new, traditional and untraditional, were great during the last years of nineteenth century and there was a debate among male and female writers and social thinkers as to what the role of women should be. Among the female writers who devoted their work to defying their views about the woman's place in society were Charlotte Perkins Gilman and Kate Chopin.    Charlotte Perkins Gilman (1860-1935) was a social activist and theorist of the women's movement at the turn of the twentieth century. She developed her feminist ideals in her novels, short stories and nonfiction books such as Women and Economics. Charlotte Perkins Gilman is best known for her short story The Yellow Wallpaper, (1892) which is based on her own experience.    As the story begins, the woman-whose name we never learn- tells of her depression and how it is being treated by her husband and brother who are both doctors. These two men are unable to see that there is more to her condition than just a stress and depression and prescribe for her rest as a cure. The narrator is taken to a summer house to recover form her condition where she is not allowed to do anything but rest and sleep. Furthermore, she cannot do one thing that she loves the most: writing. " I must put this away, -he hates to have me write a word." She spends most of her time in a room with yellow wallpaper and very little to occupy her mind with.

Leaders After Ww1

After World War I, economies of countries all over the world collapsed causing the Great Depression. Italy adapted a fascism government under Benito Mussolini. During the Russian revolution, Russia turned to communism under Vladimir Lenin. After Lenin passed away Joseph Stalling took his place. To them, Democracy led to corruption and weakness and put individual or class interests above national goals because all democratic countries at that time were experiencing difficulties. When Adolf Hitler came into power he followed Mussolini rule by establishing a totalitarian government.Benito Mussolini was the son of a socialist blacksmith and a teacher. He promised to end corruption and replace turmoil with order. he rejected socialism for intense nationalism. He organized the Fascist party which consisted of veterans and discontented Italians. Fascist gangs used intimidation and terror to enforce order because they had lost faith in a constitutional government. He favored business leaders , wealthy landowners and the lower middle class. He brought the economy under state control to encourage economic growth.Under Mussolini loyalty to the state was significant and as for individual, they were considered less important. They were bombarded with propaganda glorifying the state. Joseph Stalin brought all economic activity under government control. The government owned all businesses and distributed all resources. Wages were low and workers were forbidden to strike. He also brought agriculture under government control where the state set all prices and controlled access to farm supplies. Stalin’s Communist party used the secret police torture, and violent purges to ensure obedience.Citizens knew what would happen if they were disloyal. He used propaganda to elevate the communist system by making him a godlike figure. The government censored the press and decided which books where published. If the book violated government expectations the writer was put to trial. S talin tried to strengthen its hold on the minds of the people by destroying their religious faith. Women gain access to a variety of jobs and allowed to attend schools. He destroyed the old social order and created one with the communist party members at the top.Germany drafted a Democratic government after World War I. It soon proved to be weak because of many small parties. Adolf Hitler and the Nazi party brought hope to Germans suffering from the Great Depression during the 1930s. He promised to solve the economic crisis and restore Germany’s former greatness. Like Mussolini, Hitler organized his supporters into fighting squads where they fought their political enemies in the streets. When he was elected he and his supported made Germany a one-party state. They suspended civil rights, destroyed the socialists and Communists.Hitler executed anyone that he felt was disloyal. People soon learned that Hitler demanded absolute obedience. To achieve his goals, Hitler organized t otalitarian rule. Nazis controlled all areas of German life which included government, religion and education. Elite, black-uniformed system of troops enforced the Hitler’s will. His secret police took care of all opposition. Like Fascists in Italy, Nazis sought to limit women’s roles. Women were not allowed to attend universities because they were meant to increase the birthrate.Economic problems and ethnic tensions contributed to instability, which in turn helped fascist and communist rulers gain power. These dictators promised order and won the backing of the military and wealthy. They used terror to enforce rules and flourished during economic hard times. In addition, they drew power from blind devotion of the state and needed a charismatic leader as a role model. While a fascist government worked for national goals, communist government worked for international changes.

Alice Walker’s The Color Purple: Analysis

Alice Walker's The Color Purple From reading the extract from The Color Purple, the reader is shocked almost straight away from how the character/narrator (who in this case is the author Alice Walker) is treated and brought up by her father. The way in which the story is told is in the form of letters and a kind of diary addressed to god as she is told â€Å"You better not tell anybody but god it'll kill your mammy†. The reader can almost sense that this was written and was never expected to be read or seen by anyone else, it feels very personal and private to the young girl just between her and god. The language she uses is appropriate in the way that you can imagine this fourteen year old black girl who is not very well educated, talking and writing this way. Putting her story across in a colloquial manner hammers home in a way the gravity of the young girls plight all the more as it talks to a broad range of readers and is understandable to all. Also the syntax with the short and punchy sentences again hits home and grabs the attention of the reader right away † My mama dead. She die screaming and cussing. She scream at me. She cuss at me. I'm big. I can't move fast enough†. The piece is extremely emotive and graphic with the images it invokes upon the mind of the reader. You can feel the beatings and torment she suffers on an almost daily basis. With this being a true story it feels all the more real to the reader as you can sympathise for this poor girl and the ordeals she is confronted with, it would be hard for a lot of people to empathise with her as it is an extremely harsh and dire time in her life and maybe through this work she has maybe helped people who are in a similar situation, which demonstrates how strong this piece is in creating the character/s. Again you can really feel for her plight throughout the extract it could be argued that writing a personal story is probably easier than that of a work of fiction, as there is no imagination required because the characters and story are already created. This said with the graphic detail in which the author/character/narrator puts her story across it shows a strength and humbles the reader for the way the author has opened herself to the world. This again gives the whole piece a sense of realness, which would be harder to convey if it were a work of purely fiction. The reader feels and cares about the character's well-being right away from the first three or four paragraphs as she endures being raped by her father and the beatings which followed. Alice Walker has created here an extremely emotional piece by the way she has put her own story in to words and by using her own personal experiences of suffering. She has created a very strong character/narrator, so that anyone who reads this piece can visualise and feel as if we the readers are god and she is talking solely to us.

The Renaissance in Spain essays

The Renaissance in Spain essays When the new colonies were formed in the New World, it brought a great deal of wealth and prosperity to Spain. The immense resources in North and South America were being exploited; this trade was controlled from the Iberian Peninsula. Charles of Spain, later became Emperor Charles, took over an empire including Africa, America, and Asia. He set up a colonial administration in the New World and his son Philip II developed into a comprehensive system (Doreen Yardwood 24). After England defeated Spain in the Armada, Spanish power began to decline. The Spanish dominated costume and dress during this time. At this period, costume was elaborate and luxurious. The 16th century never surpassed because of embroidery, jeweled fabrics, laces, ruffs, collars, and perfume and powder. Europe had special trades; craftsmen made fabrics decorated them, and tailored them to perfection. Spanish dress and costume was characterized by elegance. Spain introduced the ruff, farthingale, cape and corset. These items were made more popular by the English, German, Dutch, and French dress. The Spanish usually wore the color black for normal wear. For festive and important occasions they wore bright colors. Garments were made from heavy, rich fabrics like velvet and satin. They were decorated with black or white silk, and gold or silver thread with pearls and jewels. The Moorish inspired the beauty of textiles, for example, motifs, embroideries, jewels, girdles, and buttons. The Roman Catholic Church and Spanish court influenced the constriction of whaleboned and basted costume. These garments were not comfortable to wear. When women wore a farthingale and a corset, it caused them to walk with perfect posture in a dignified way, instead of natural movement. The Spanish introduced padding. The ideal Spanish figure in the Renaissance period was slim, and both men and women wore corsets to look slim. The usual squared-shaped m...

The Advantages and Disadvantages of Television Essay Essays

The Advantages and Disadvantages of Television Essay Essays The Advantages and Disadvantages of Television Essay Essay The Advantages and Disadvantages of Television Essay Essay I learn many topics in school. But the one I enjoy larning is History. History helps us cognize what people did and how they lived ages ago. It besides tells us how work forces had to pull off to do their lives better and better. Many scholars. nevertheless. do non like to read History. They say that there are excessively many names and day of the months to retrieve. But they do non understandthat if we know nil about the past. we can non hold a good cognition of the present. For illustration. if we wish to cognize how work forces learnt to utilize fire or apparels. we have to cognize what work forces did in the past totravel at dark or to maintain themselves warm. In fact. merely a survey of History will do us recognize that what we do today is the consequence of what our ascendants did in the past. History therefore is a long narrative of man’s battle through the ages. As we read the narrative. we are larning many interesting things. I enjoy larning history. I have a big fig ure of history books in my house. Some twenty-four hours. I might even compose a history book myself. The advantages and disadvantages of telecasting Nowadays many people all over the universe spent most of their free clip watching telecasting ; but since its visual aspect. telecasting has brought to adult male many advantages every bit good as disadvantages. First. telecasting plays an of import function in our day-to-day activities: it keeps us informed of all current personal businesss in the universe. Events through telecasting are more graphic than those through books and magazines. Second. telecasting helps us enrich our religious lives. Our cognition is broadened in many ways. Through linguistic communication instruction plans. we can larn the linguistic communication we like such as: English. Gallic. German. Chinese. Nipponese and so on. We can go adept and clever at making occupations. doing bars or set uping flowers through practical classs taught on telecasting. Finally. telecasting is a beginning of diversion. Humorous narratives and funnyfilms bring us proceedingss of relaxation after a difficult day’s work. For me. sitting comfortably in an arm-chair to watch an international football lucifer on telecasting is more interesting than holding to line up for tickets at a crowded bowl. Apart from its advantages. nevertheless. telecasting besides brings tonss of disadvantages to viewing audiences excessively. First. telecasting viewing audiences bit by bit become inactive in their action. Television may be a glorious media of communicating. but it prevents us from pass oning with each other or with the outer universe. The universe seen through telecasting is merely the restricted one: It separates us from the existent universe. Second. telecasting. with its intriguing power. makes people of all ages sink into limbo: whole coevalss are turning up addicted to the telly. Students and pupils are so absorbed in telecasting that they neglect theirschool activities. Food is left uneaten. prep undone and lessons unprepared. Housewifes are so acute on watching telecasting that they neglect their responsibilities toward their hubbies and their kids. Alternatively of watching telecasting. we may utilize the clip for a existent household hr. Without the distraction of telecasting. we may sit around together after dinner and really speak to one another to cognize and like each other better. Finally. the evil influence of telecasting on the immature coevals is inevitable ; it encourages them to perpetrate offenses. Spectacless of sadism and force on telecasting take them to robbery. larceny. colza and slaying. In a nutshell. telecasting is utile to us when we know how to utilize it: Be careful non to gorge ourselves in it and utilize it in a discerning mode.

8 Most Important Updates for You to Know on LinkedIn †March 2016

8 Most Important Updates for You to Know on LinkedIn – March 2016 It’s hard to believe 6 months have passed since my last  What’s New on LinkedIn update in October 2015. There are a bunch of updates I want you to know about. They may have passed across your inbox, and you might have taken note, or you might not have paid attention. This summary should be all you need to make sure you’re on top of the current features on LinkedIn! Managing your settings – coming soon The â€Å"Privacy Settings† menu is soon going to be easier to navigate. All settings will be categorized into three groups: Account, Privacy and Communications. It will look something like this: Connection suggestions – coming soon LinkedIn will be suggesting more connections to you based on who has you in the contacts they’ve uploaded to LinkedIn. You will also have more control over who sees you as a suggested connection. Here’s what one of those suggestions will look like: Reminder: You can send customized messages via mobile! I mentioned this in my October update and it’s worth addressing again. Be careful when you send invitations via your mobile device. Do NOT click on â€Å"Connect† – you need to find the â€Å"Menu† or â€Å"More† button on an Android or the â€Å"†¦Ã¢â‚¬  on an iPhone. Here’s what that looks like on an iPhone: Next you’ll get a â€Å"Customize invite† option: Click on â€Å"Customize invite† and write your message. Your connections will appreciate you for treating them like human beings not robots. More mobile application changes LinkedIn rolled out a new and improved mobile app in December. You should now be having a better experience with its new 5 core areas, Your Feed (Home), Me, My Network, Messaging, and Search. For more info see Our New LinkedIn App is Here! Making it Easier than Ever to Stay In Touch with the People and Information you Need to be Successful. Insights on LinkedIn job postings LinkedIn has made it easier to find background information about jobs that interest you. Enjoy discovering †¦ What connections you have at a company: Who will work with you if you get the job: Hiring trends at the company (for premium subscribers): This data puts you as a job seeker in a powerful position to understand your viability as a potential employee and to connect with the right people at the organization. Snagajob LinkedIn is providing more resources for hourly jobseekers through Snagajob. One significant implication of this partnership is that having a LinkedIn profile will become important for a wider audience. Snagajob subscribers will also get a 1-month free subscription to Lynda.com where they can take courses to acquire important skills for their profession. Inbox Messaging Honestly, LinkedIn’s Updated Messaging Features have been driving me and many people I know up a wall. Old messages are vanishing like hotcakes. I’m hoping LinkedIn will fix this soon! Introductions In October I highlighted problems with the Request an introduction feature on LinkedIn. I’m happy to report that it is now working properly! If you want to be introduced to a second degree connection, go to your mutual connection’s profile page and look on the right hand side for the â€Å"How You’re Connected† section. Click on â€Å"Get introduced† to be taken to a pre-populated messaging template that can be customized as needed. Enjoy expanding your network with this now functional feature! OK savvy LinkedIn users, have fun with all these changes. As soon as you get used to this bunch, there will be more. And if you have questions about any of these changes or others you are noticing, let me know and I’ll do my best to address them in future blogs and e-book editions!

Critically discuss the work and skills involved in front-line jobs and Essay

Critically discuss the work and skills involved in front-line jobs and the extent to which these skills are controlled - Essay Example They are associated with the daily operations of a company and have direct contact with the money making process of the company. Some examples of front line workers include the assembly worker, bank tellers, and workers servicing in the service industry. Skills of frontline workers are crucial to the success of an organization. Skills in people can be improved upon by imparting training to them. The key concept of skill has been explained in the human capital theory by Schultz. According to the human capital theory, the productivity of workers can increase manifold if they are imparted useful knowledge and skills. This will inevitably lead to increase in their future earnings and future income. This theory rests on the importance of firm-specific training. The paper will focus on skills needed at work in lieu of front line workers. The paper will discuss the work and skills involved in front-line jobs and the extent to which these skills are controlled. Various theories and counter t heories and evidence will be presented from literature to support the argument. The crux of the argument would revolve around the importance of training and using measures like performance appraisals to build on skills needed for front line workers. Skills Skills have been increasingly debated world over. According to many critics this term is very popular amongst most managers, policy makers and academic circles in precarious and amorphous ways to the point that today it comes close to meaning everything yet nothing. Spenners study on skills shows that there used to be a unanimous consensus that skills comprise of two main elements. These are job complexity and job discretion. Job complexity implies the simplicity and difficulty associated with doing a particular job. Task discretion refers to the extent to which decision making power is given to the job holder. Does the worker have enough latitude to choose from a wide range of techniques in solving a problem or does he have to pa ss on the problem to an expert worker or does he have to ask a supervisor?. It is said the greater the latitude the job holder has, the higher skilled is the job. (Tett , 1991) An important aspect of skilled jobs that has been debated over and over again is the proxies which are used to measure skills and the kind of competencies that they measures. The most popular modes of skill assessment have been requirement qualifications and the level of training needed to inculcate those skills. These are partial measures of skill assessment. Skills and their control has often been a crucial aspect of debates in policy circles and academia. These debates have varied from skills related to people working in the manufacturing sector to people associated with the service sector. These could be home care assistants, the nurses, the retail store workers, the call center workers and the job centre work. However work on service sector related skills and has often raised eyebrows by analysts. Some a nalysts feel that the neglect should not be treated as astonishing and shocking as the same principles apply equally from manufacturing related workers to services related workers and from knowledge work to services. (Salgado, 1999) Recently conducted surveys by the Institute of Employment studies and MoRI denote that the major areas of deficiencies in the skills of front line workers are in communication skills. According to the survey, this skill deficiency leaps across the board

The ethical topic is Doctors giving narcotic orders for nurses to Essay

The ethical topic is Doctors giving narcotic orders for nurses to carry out to addicts even though the doctors know their patie - Essay Example The conclusion will be evident that nurses must keep the patients’ best interests at heart as they seek to be the patient advocate and do no harm. Ethical Dilemma: Doctors Giving Orders for Nurses to Carry Out to Addicts Even Though the Doctors Know Their Patients Are Addicted to the Narcotics There are many documented instances where nurses have been placed in ethical situations when it comes to following doctors’ orders. One of these situations is whether or not to carry out those orders if they mean giving narcotics to known addicts. Revised over the years, the Nurse’s Association’s Code of Ethics for Nurses with Interpretive Statements strictly conveys the importance of accountability and patient advocacy. Primary to the subject matter of this article are several Provisions directly stated in the Code. In Provision 2, â€Å"The nurse’s primary commitment is to the patient, whether an individual, family, group or community.† Provision 3 st ates, â€Å"The nurse promotes, advocates for, and strives to protect the health, safety, and rights of the patient,† And Provision 4 reads,â€Å"The nurse is responsible and accountable for individual nursing practice and determines the appropriate delegation of tasks consistent with the nurse’s obligation to provide optimum patient care.† To gain a clearer understanding of the scope of ethics in relation to the subject matter, a definition of some terms would be beneficial. â€Å"Ethics† is defined by Merriam-Webster as â€Å"a set of moral principles: a theory or system of moral values† (ethics, 2011), while the American Heritage Dictionary defines a â€Å"narcotic† as â€Å" an addictive drug, such as opium, that reduces pain, alters mood and behavior, and usually induces sleep or stupor† (narcotic, 2011). In the article â€Å"Nurses Struggle with Ethical Dilemmas,† Christine Mitchell (RN, MS, FAAN, Director of Ethics at Bo ston Children’s Hospital and Associate Director of Clinical Ethics at Harvard Medical School in Cambridge, Massachusetts) is quoted as saying, â€Å"The important thing is for nurses to listen to their inner voices and ask themselves, ‘Are we doing the right thing?’ Pay attention to that voice.† (Boivin, 2009) In seeking to do the right thing, the nurse must minister to the whole person, as Marg Hutchison quotes Joyce Travelbee in â€Å"Unity and Diversity in Spiritual Care,†A nurse does not only seek to alleviate physical pain or render physical care - she ministers to the whole person. The existence of suffering, whether physical, mental or spiritual is the proper concern of the nurse.† (Hutchison, 1998) In adhering to this principle, the Hospice Patient’s Alliance focuses on five rights of drug administration that apply to nurses employed in any medical setting. These rights, as listed in the article â€Å"Dangers of Leaving Medicat ions Out† include the right patient, drug or medication, dose of medication, route of administration, and time (frequency). (The Hospice Patient’s Alliance) The nurse must, therefore, forever be aware of the patient’s best interests. It is obvious that serious consequences could occur if either of these rights was violated. In the process of giving medication to patients, the nurse might question why the doctor would prescribe narcotics to a known addict. There lingers the possibility that the nurse may be unaware of the total reasoning behind a doctor’s orders. Perhaps the patient is seeking chronic pain relief. Perhaps it is a

Theories of Teaching and Learning through Mentoring Essay

Theories of Teaching and Learning through Mentoring - Essay Example This can be within the context of education as a societal institution or more broadly as the process of human existential growth, i.e. how it is that our understanding of the world is continually transformed via physical, emotional, cognitive and transcendental experiences. Plato is the earliest important educational thinker. He saw education as the key to creating and sustaining his Republic. He advocated extreme methods: removing children from their mothers care and raising them as wards of the state, with great care being taken to differentiate children suitable to the various castes, the highest receiving the most education, so that they could act as guardians of the city and care for the less able. Education would be holistic, including facts, skills, physical discipline, and music and art, which he considered the highest form of endeavour. For Plato the individual was best served by being subordinated to a just society. Platos belief that talent was distributed non-genetically and thus must be found in children born to all classes moves us away from aristocracy, and Plato builds on this by insisting that those suitably gifted are to be trained by the state so that they may be qualified to assume the role of a ruling class. What this establishes i s essentially a system of selective public education premised on the assumption that an educated minority of the population are, by virtue of their education (and inborn educability), sufficient for healthy governance. Plato should be considered foundational for democratic philosophies of education both because later key thinkers treat him as such, and because, while Platos methods are autocratic and his motives meritocratic, he nonetheless prefigures much later democratic philosophy of education. This is different in degree rather than kind from most versions of, say, the American experiment with democratic education, which has usually assumed that only some students should be educated to the fullest, while

Media and Privacy Assignment Example | Topics and Well Written Essays - 1000 words

Media and Privacy - Assignment Example It is not ethical to invade people’s privacy and it should always be paramount to protect their image (Karen 21). When dealing with cases where the person is in the public place, they expect to have their privacy protected from the public. However, they have to respect privacy but at the same time be robust about their investigation. Journalist should not disclose publicly any private, irrelevant and embarrassing facts about people. Misappropriating a person’s name and image for personal gain is also unethical. Intruding into a person’s solitude and exposing them to the public is against journalistic principles (Stephen 34). However, if an individual is considered to have been involved in any crime, they could have their rights to privacy waived as it mostly seen to be in the public’s interest to depict their behavior. The audience responds differently when it comes to nudity, coarse language, and violence. This should only be published when it is only nec essary for the public to be made aware. When shocking materials are considered important in a story, they usually arouse negative public reaction. The public should be warned of disturbing and explicit materials that they may be exposed to (Stephen 15). They should never be caught off guard and censor forms should be used so as to prevent children from watching such features which may leave them disturbed. Images of graphic scenes that show violence, shocking, bloody and tragic features are at times seen in the news. Reporters are accused of being indecent in the way they collect the news and showcase it to the public (Karen 43). However, as much as the journalists observe the code f ethics, there are some concerns that the content of journalism is being ignored. Modern reporting is seen as biased, especially on issues of politics. Sensationalism is also a major complaint as many people relate to this. The concerns are bigger as the media continues to change by the day to suite dive rsity. Selective reporting is seen to be practiced by many media houses and newspapers. These goes against the codes of ethics (Stephen 54). Question 2 Journalists are guided by a code of ethics and some of the elements included in the code include the principle that the materials they submit should be accurate, fair, truthful, and have an objective. Any material released to the public should be clearly scrutinized before its release and all the details written should be accurate and should have more things to support it. Fairness should be exercised and all journalists should be able to get both sides of the story (Stephen 58). They should get accurate information from their sources so as to steer clear of inadvertent error. The public has the right to know of the sources’ reliability and the sources should be questioned so as to clarify that there are no motives behind their information. Journalists should give the accused persons the opportunity to respond to the accusatio ns of wrongdoing (Karen 67). Distorting information that they have been given is against the rules of conducts. They should not mislead the public with the information that they publish. Gathering information via surreptitious methods should always be avoided. They should tell stories of diversity and magnitude regardless of its popularity. They should not stereotype by religion, race, age, sexual preference, disability, social status, and physical appearances.

Erosion Lab Report Example | Topics and Well Written Essays - 1250 words

Erosion - Lab Report Example For instance, a young school aged boy did an experiment in his own backyard, right in the middle of the garden. He packed a mound of dirt, and his plan was to measure the affects of erosion over a twelve week period, caused by elements of the weather-the wind and the rain. When his experiment began, the mound of dirt was 42 inches wide and 19 and inches tall. The second week, the dirt mound had spread more than 2 inches outward and dropped approximately 3 inches. Each week, measurements were taken and the data was charted. Unfortunately, the experiment was never finished because it was wrecked (Riordin). Nevertheless, it showed how the elements of the weather can have a great affect on bare soiled mounds, such as the one that was constructed in the Riordin's garden. On a larger and more professional scale than that of a school boy, scientific researchers across the United States experimented with erosion. Their reason for doing so is because they wanted to understand how erosion affected different types of soil in an effort to improve agriculture. In this instance, they wanted to figure out how to best deal with the effects of erosion, while conserving water and soil at the same time. From this in depth experimentation, The Universal Soil Loss Equation was developed, which is considered by those in the field of agriculture to be one of the greatest developments in history, as it concerns the conservation of soil and water (U.S. Department of Agriculture, 2009). Research began in central Utah in the year 1912 on land that was overgrazed and no longer fit for use at the time. A.W. Sampson and Associates were the ones who conducted experiments during this time and at this location. In 1917, field erosion plot research was conducted in Missouri by M. F. Miller and his other colleagues. In 1929, congress provided $160,000 of funding to erosion research, as a result of the severe drought that was faced, as well as the Dust Bowl storms that took place. As resource continued, the equation was perfected, and so were water and soil conservation methods. Today, software has been designed from this exact equation that is in use by the Department of Agriculture, as well as commercial farmers (U.S. department of Agriculture, 2009) Because we are working with stiff time constraints, we will not be able to conduct such long and drawn out experiments. We must experiment with erosion on a smaller time scale, and the experiment must take place in an environment that we can easily control. The experiment that is being conducted in this case will consist of three dirt mounds, ten inches high, that are built upon a tray lined with paper, all of them constructed differently. One dirt mound will consist of dirt that is packed together to form a sort-of mountain. The sides will be steep, and the top will be flat. The second mound will be constructed exactly the same; however, there will be a flat layer of pottery clay on top of the flat part of the mound. The third mound will be constructed in the same fashion as the other two, but this one will have grass seed planted on it. The seed will be planted on top, as well as on all sides. The dirt is to be a bit wet, but not too wet, so as to be able to properly form the mound s. All three of the mounds will be kept near a sunny window to simulate the environment of nature outdoors, as this type of environment is realistic, as it will enable the grass to grow and the artificial rain to dry up. Once all mounds are formed and the experiment

Speech presentation or Example | Topics and Well Written Essays - 1000 words

Speech or Presentation Example The purpose of this speech is to enable audience to exactly know about the importance of customers, they hold for any business. After the speech, audience will know basics of why maintaining good relations with customers is important, how customer relationship management can be implemented in brief and how it can benefit an organization. Customers, being the wage payers of employees, are very important for each and every employee of an organization. Especially, people in marketing and sales department should be well aware of their importance. Customers should be treated well, not only when they are making their purchases but also after the time since the post purchase care shown by businesses towards their customers is an important tool to attract customers for being loyal with the organization and repeat their purchase. Existing or Old customers hold key importance for businesses. Studies have proved that the most effective area of revenue generation for businesses is to attract existing customers. But even then most businesses think that once a customer has made the purchase, he or she is bonded with the organization which ultimately results in to the loss of customer base and number of clients or customers for an organization starts shrinking. Customers are very sensitive to organization's behavior with them. There can be many reasons a customer may feel bad about an organization and wishes not to repeat his or her purchase with the organization. They might think that the organization is no more fair or justified with its offering, or organization is unconcerned with the issues and problems they had from their previous purchase, or a competitor of their previous seller has offered a better product or service. Customers, if find an organization trustworthy, are very eager to repeat their purchase with this organization since it reduces their time for decision making their purchase. They had an experience with the organization's product or service and they are confident and satisfied with the organization's offering; these things provide them an ease of mind in their purchase decisions which ultimately transform into repeat purchases. It is always feasible for an organization to work for attracting its existing customers since: "Repeat customers spend 33% more than new customers. Referrals among repeat customers are 107% greater than non-customers. It costs six times more to sell something to a prospect than to sell that same thing to a customer (Laura Lake, 2007)". Before implementing customer relationship management in an organization, management should know, "what is the actual problem with the existing handling of customers that initiated the need for customer relationship management" (Management-crm, 2007) "Customer Relationship Management (CRM) is a process companies use to understand their customer

Erosion Lab Report Example | Topics and Well Written Essays - 1250 words

Erosion - Lab Report Example For instance, a young school aged boy did an experiment in his own backyard, right in the middle of the garden. He packed a mound of dirt, and his plan was to measure the affects of erosion over a twelve week period, caused by elements of the weather-the wind and the rain. When his experiment began, the mound of dirt was 42 inches wide and 19 and inches tall. The second week, the dirt mound had spread more than 2 inches outward and dropped approximately 3 inches. Each week, measurements were taken and the data was charted. Unfortunately, the experiment was never finished because it was wrecked (Riordin). Nevertheless, it showed how the elements of the weather can have a great affect on bare soiled mounds, such as the one that was constructed in the Riordin's garden. On a larger and more professional scale than that of a school boy, scientific researchers across the United States experimented with erosion. Their reason for doing so is because they wanted to understand how erosion affected different types of soil in an effort to improve agriculture. In this instance, they wanted to figure out how to best deal with the effects of erosion, while conserving water and soil at the same time. From this in depth experimentation, The Universal Soil Loss Equation was developed, which is considered by those in the field of agriculture to be one of the greatest developments in history, as it concerns the conservation of soil and water (U.S. Department of Agriculture, 2009). Research began in central Utah in the year 1912 on land that was overgrazed and no longer fit for use at the time. A.W. Sampson and Associates were the ones who conducted experiments during this time and at this location. In 1917, field erosion plot research was conducted in Missouri by M. F. Miller and his other colleagues. In 1929, congress provided $160,000 of funding to erosion research, as a result of the severe drought that was faced, as well as the Dust Bowl storms that took place. As resource continued, the equation was perfected, and so were water and soil conservation methods. Today, software has been designed from this exact equation that is in use by the Department of Agriculture, as well as commercial farmers (U.S. department of Agriculture, 2009) Because we are working with stiff time constraints, we will not be able to conduct such long and drawn out experiments. We must experiment with erosion on a smaller time scale, and the experiment must take place in an environment that we can easily control. The experiment that is being conducted in this case will consist of three dirt mounds, ten inches high, that are built upon a tray lined with paper, all of them constructed differently. One dirt mound will consist of dirt that is packed together to form a sort-of mountain. The sides will be steep, and the top will be flat. The second mound will be constructed exactly the same; however, there will be a flat layer of pottery clay on top of the flat part of the mound. The third mound will be constructed in the same fashion as the other two, but this one will have grass seed planted on it. The seed will be planted on top, as well as on all sides. The dirt is to be a bit wet, but not too wet, so as to be able to properly form the mound s. All three of the mounds will be kept near a sunny window to simulate the environment of nature outdoors, as this type of environment is realistic, as it will enable the grass to grow and the artificial rain to dry up. Once all mounds are formed and the experiment

Internal Control Essay Example for Free

Internal Control Essay Question 1 a) Select two companies where inadequate internal control have resulted in disastrous effects on the organisation or exposed it to heavy losses. Research the facts of the failure and report on the facts and the losses suffered. In your report, include suggestions for changes to operations (internal controls) that could have prevented the final outcome. Where could you find a list of these internal controls and how are they documented? Examples of companies include: Coles Myer Ltd and the Yannon affair Barings Bank (1995) AWA Case (1992) Integral Energy (2003) Australian Museum-theft of zoological specimens (2003) Argonaut Resources (2011) Each report should be about no longer than 1 page in length. Two reports required. b) Select two companies that have experienced recent corporate governance failures. Research the facts of the failure and report on the facts and the losses suffered. In your report, give suggestions on the Corporate Governance principles that should be implemented and that could have prevented the failure. Examples of companies include: ABC Learning (2008) Storm Financial (2009) Strathfield (2009) One-Tel HIH Independent Insurance (UK) Commander Communications (2008) EzyDVD (2009) Clive Peters Beechwood Homes Australian Discount Retail (Crazy Clarks’, Go-Lo, Sam’s Warehouse) (2009) Queensland Health Department (2011) Parmalat (Italy) Each report should be about no longer than 1 page in length. Two reports required. Question 2 a) In your own words explain Internal Control within an organisation, and state the major objectives of a system of internal control to management? b) List and briefly explain the five components of an entitys internal control structure. Question 3 a) Define Corporate Governance and its application in the corporate world and discuss the need for Corporate Governance. b) Look up the Annual Reports for two of the following companies and comment on the appearance, structure, content, and usefulness of the Corporate Governance and Sustainability section of the report. How does it meet the current principles of Corporate Governance? Companies include: Banks: ANZ, CBA, NAB, Westpac, Bendigo Resources: BHP, RIO Tinto, Woodside, Santos Financial services: Macquarie Group, Perpetual, QBE Health care: Sonic, Resmed, CSL Retail: Woolworths, Wesfarmers, Metcash, Harvey Norman Property: Centro, Stockland, Westfield Property Trust, WRT Family business: Westfield, Harvey Norman, News Corporation Interesting: Fairfax, James Hardie, Qantas, Telstra Your report should be about no longer than 1 page in length. Two reports required.

Biotransformation And Elimination Of Drugs Biology Essay

Biotransformation And Elimination Of Drugs Biology Essay Liver plays a significant role in the metabolism of a large number of drugs and toxins. Hepatic drug metabolism involves various processes, broadly classified as Phase 1 (functionalisation) and Phase 2 (conjugation). Glucuronidation catalysed by UDP-glucuronosyl transferase (UGTs) plays a key role in the Phase 2 metabolism of a large number of drugs as well as many endogenous substrates, like bilirubin, steroids etc., by increasing the hydrophilicity and clearance. UGTs are versatile enzymes, in terms of broad, yet overlapping substrate specificity, presence of numerous isoforms, genetic polymorphisms etc. Biological systems are recognised to be stereoselective in nature. A large number of drugs, nearly 50% of all marketed drugs exist as either single enantiomers or racemates. Therefore stereoselective behaviour of drugs plays an important role in drug action as well as disposition (Absorption, Distribution, Metabolism and Elimination). The aim of this project is to identify the enantio-selectivity of drugs towards glucuronidation by UGT and also to identify whether enantio-selectivity is linked to specific isoforms of UGT. Furthermore, predicting the enantiomeric behaviour of drugs may also aid in rationalising in-sillico modelling of drug metabolism and thereby predicting metabolism of new chemical entities (NCEs) 1. INTRODUCTION Biotransformation and elimination of drugs from the body involves several different metabolic routes. These metabolic pathways are broadly classified into Phase 1 (functionalisation) and Phase 2 (conjugation) drug metabolism. Phase 1 metabolic pathway involves transforming the drug into a more polar functionality, through various reactions like, oxidation, reduction, hydrolysis, isomerisation and so on depending on the chemical nature of the drug. These reactions are catalysed by enzymes such as: Cytochrome P450, NADPH-cytochrome P450 reductase, acetlycholineestrase etc. Product of Phase 1 drug metabolism may then act as a substrate for Phase 2 metabolism. This phase consists of conjugation of the drug substrate with endogenous ligands leading to increased polarity, hydrophilicity and thereby elimination of the drug from body through bile or urine. Conjugation reactions include glucuronidation, glycosidation, sulfation, methylation etc. These reactions are catalysed by UDP-Glucuronosyltransferase, UDP-Glycosyltransferase, Sulfotransferase, Methyltransferase respectively. Among these, glucuronidation is the most prevalent conjugation reaction in the body. [1] 2. GLUCURONIDATION Glucuronidation is the most common reaction in Phase 2 drug metabolism. This conjugation reaction which is catalysed by UDP- glucuronosyl transferase, forms about 35% of all drugs metabolised by conjugation. This is primarily due to the abundance in living systems of UDP-glucuronic acid, the co-factor for the reaction, as well as due to the pervasive nature of the enzyme, UDP-glucuronosyl transferases (UGTs). [1] [2] The process of glucuronidation involves: I. Formation of co-factor (UDP-glucuronic acid) II. Conjugation of UDP-glucuronic acid with substrate The formation of co-factor (UDP-glucuronic acid) This consists of a two step process: 1. Formation of UDP-glucose Glucose-1-phosphate is present in high concentrations in almost all cells of the body. The first stage of glucuronidation is related to glycogen synthesis through the common intermediate, UDP-glucose. The formation of UDP-glucose occurs by addition of a Uridine 5- diphosphate (UDP), a pyrophosphate nucleotide in cells, to a molecule of Glucose-1-phosphate. The reaction is catalysed by UDP-glucose pyrophosphorylase enzyme. [1] [3] 2. Dehydrogenation of UDP-glucose to UDP-glucuronic acid The above step is followed by dehydrogenation of UDP-glucose to UDP-glucuronic acid, catalysed by the enzyme UDP-glucose dehydrogenase, in the presence of NAD+ co-factor. [3] Conjugation of the substrate with UDP-glucuronic acid Conjugation reaction involves transfer of one ÃŽÂ ±-D-glucuronic acid moiety from the co-substrate UDP-glucuronic acid (UDPGA), which act as an energy rich intermediate, to form the glucuronide conjugate of the drug molecule. The reaction is catalysed by UDP-glucuronosyl transferase (UGT) enzyme. The reaction is found to be a bimolecular nucleophilic substitution (SN2), whereby the C1 carbon of glucuronic acid, which is in ÃŽÂ ±-configuration, during its reaction with the substrate inverts to form a ÃŽÂ ²-D-glucuronide. [3] [4]. The glucuronide formed is excreted via urine or bile, depending on the chemical nature and molecular weight of the conjugate. [1] [2] The entire reaction is summarised below: Figure: 1: Glucuronidation Pathway leading to formation of ether glucuronide. [3] 2.1 PHARMACOLOGICAL RELEVANCE Based on the functional group of the substrate molecule, the following types of glucuronide conjugates may be formed; [1] O-Glucuronide They are formed from Phenols, alcohols, carboxylic acids. O-gulcuronides are chiefly excreted in to bile and may undergo entero-hepatic circulation. Examples of drugs: Morphine, Chloramphenicol, Salicylic acid, Clofibrate. Figure: 2 O- Glucuronidation of Morphine [5] [6] UGT Enzyme UDPGA N-glucuronide They are formed by the reaction of UDP-glucuronic acid (UDPGA) with amines, amides etc. E.g. Sulfanilamide, Cyproheptidine, Dapsone S-Glucuronide Reaction of thiol groups with UDPGA in presence of UDP-gucuronosyl transferase results in S-glucuronides. E.g.Disulfiram, 2-Mercapto benzothiazole C-glucuronide It is an uncommon metabolic pathway that occurs due to the direct attachment of UDPGA to the carbon skeleton of drugs. E.g. Sulfinpyrazone [1] [3] 3. UDP-GLUCURONOSYL TRANSFERASE (UGT) ENZYMES 3.1 SITE UGT enzymes are present in human beings and most other mammals. The enzyme is located in many tissues of the body, mostly in liver but also in kidney, lungs, small intestine, spleen, adrenals and skin, to a lesser extend. Inside the cell, UGTs are bound to the membranes of endoplasmic reticulum. Most of the Phase 1 metabolic enzymes, including cytochrome P450s, are located in the endoplasmic reticulum. Therefore endoplasmic reticulum is regarded as an ideal site for UGT enzymes, as it facilitates glucuronide conjugation of Phase 1 substrates. [1] 3.2 STRUCTURAL ASPECTS UDP-glucuronosyl transferase enzyme does not contain a prosthetic group. The monomeric molecular weight of the enzyme if found to be between 50- 60 kilo Daltons. The protein sequence of the enzyme shows slight variations between each individual form. A full length crystal structure of UGTs is yet to be resolved, although crystal structure of the binding domain for UDP-glucuronic acid in human UGT2B7 has been published (by Miley et.al. 2007) [1] [2] 3.3 PHYSIOLOGICAL RELEVANCE In addition to being a major enzyme involved in Phase 2 drug metabolism, UGT enzymes play a number of other roles in the body. Many endogenous compounds such as bilirubin, steroid hormones (e.g. thyroxine, triiodothyronine) and catechols (derived from catecholamine metabolism), act as substrates for UGT enzymes. All these compounds are potentially hazardous if accumulated in the body. Deficiency of UGT enzyme results in hyperbilirubinaemia. Hereditary diseases like Gilberts syndrome and Cringler-Najjars syndrome are associated with genetic polymorphisms of UGT gene [7]. Apart from disposition of endogenous toxins, the enzyme also catalyses glucuronidation of various exogenous chemicals and helps in bodys defence against toxic principles [1] [8] 3.4 MULTIPLE FORMS Various forms of UDP-glucuronosyl transferase (UGT) enzymes have been identified with the help of studies based on purification, characterization of enzymes, molecular cloning, DNA sequencing etc. About 50 vertebrate UGTs have been identified among which 19 are found in humans. UGT enzymes are divided in to families and sub-families based on similarity of their amino acid sequences. Two enzymes are in the same family if the similarity of their amino acid sequences is more than 50% and will be grouped into the same subfamily is similarity is greater than 60%. [1] [2] Nomenclature Divergent evolution and sequence similarity forms the basis of nomenclature of UGT enzymes. Name of the enzyme consists of 4 parts: [1] Root Symbol The root symbol UGT stands for UDP- glucuronosyl transferase. Family It is denoted by Arabic number. E.g. 1, 2 etc Sub-family Designated by an upper-case alphabet Individual Form An Arabic numeral is used for unique identification of the individual form of the enzyme. E.g. UGT2B4, UGT1A6 [1] Mammalian UGTs are divided in to four families: UGT1, UGT2, UGT3 and UGT8. Among these, only UGT1 and UGT2 catalyses conjugation of glucuronide and hence are discussed further. UGT1A family of enzymes are found to contain 9 functional proteins and are coded for by a single gene complex located at chromosome 2q37. The genes coding for this enzyme have common exons 2-5 (region of gene which codes for the carboxyl terminus of the enzyme) and a variable exon 1. The first exon is responsible for coding the N-terminal domain of the protein and this explains why the enzymes are substrate specific in spite of have a common C-terminal [1] [2] UGT2 enzyme family, especially UGT2B plays a vital role in the metabolism of xenobiotics and endogenous ligands. Genes coding for UGT2 family enzymes are situated on chromosome 4q13. In the case of UGT2B sub family, protein sequences at the C-terminal, gives rise to the UDP-glucuronic acid binding domain as well as helps in anchoring of the protein to membrane of endoplasmic reticulum. UGT2A subfamily is less studied and do not play a significant role in systemic metabolism. UGT2A1 is present in olfactory epithelia and to a lesser extend in cells of brain and lungs. UGT2A2 in liver and small intestine, while UGT2A3 in small intestine, liver and adipose tissue. [2] Figure: 3: Shows the Phylogenetic tree of different UGT isoenzymes. %values indicate the homology between two groups or single isoenzymes at the amino-acid level. [9] 3.5 TISSUE SPECIFICITY The various forms of UGT enzymes show tissue specificity in man. Majority of these enzymes occur predominantly in the liver, (E.g. UGT 1A1, 1A4, 1A6, 2B7 etc) while some others are found in various extrahepatic sites. An example is UGT1A10, which is present in the cells of all areas of gastrointestinal tract and hence accounts for its wide range of substrate specificity, from phenol molecules to steroids. [1] 3.6 SUBSTRATE SPECIFICITY UGTs show a wide, yet overlapping, range of specificity towards drugs and endogenous ligands. For example, glucuronidation of bilirubin is preferred by UGT1A1 and that of morphine by UGT2B7. [1] [6] Table: 1: Showing Substrate Specificity of UGT enzyme isoforms. [6] Sl.No Substrate Max. Specific enzyme activity / pmol.min-1.mg protein-1 1A1 1A3 1A4 1A6 1A8 2A1 2B4 2B7 2B15 2B17 1. Phenols 1900 239 30 2400 5300 735 0.4 5 167 38 2. Amines 1 84 540 10600 1800 22 3 0 3 Opioids 0 130 0 0 0 73 0 3462 0 4. Carboxylic acids 0 121 0 170 68 0 2 0 5. Bilirubin 400 0 2 0 0 0 0 0 0 3.7 INTERINDIVIDUAL VARIATIONS Several genetic polymorphisms in UGTs may lead to variations between individuals in the ability to glucuronidate drugs and endogenous substrates. Mutations in genes coding for UGT1 enzyme family has been identified as the cause for hereditary hyperbilirubinaemia, characterized by jaundice due to high levels of unconjugated bilirubin in the body. Further, several genetic diseases- Gilberts syndrome and Cringler-Najjars syndrome, may occur due to mutations in genes coding for UGT1A1 isoform. [1] 4. ENZYME KINETICS: Study of enzyme kinetics helps to understand the catalytic mechanism of the enzyme; role played by the enzyme in metabolism as well the rate and activity of enzyme. Michaelis Menten equation is used to describe enzyme substrate interaction and is given by: [2] k1 k 2 E + S ES E + P k-1 Where E = Enzyme, S = Substrate, P = Product Michaelis Constant Km is given by: Km = (k 2 + k -1) / k 1 Michaelis Constant Km is an indicator of affinity of substrate for the enzyme as well as the rate of enzyme activity. The kinetics of drug metabolism can also be defined using Michaelis Menten equation and may be plotted in a graph of Rate of reaction (Velocity) vs. Concentration of Substrate. Although not all enzyme substrate reactions are best described by this equation, a typical model of Michaelis Menten plot is shown below: [2] Figure: 3 Michaelis Menten hyperbolic kinetic profile. [10] Here Vmax is the maximum velocity of enzyme action. Vmax / Km is an indicator of the catalytic efficiency of the enzyme. 5. STEREOISOMERISM Molecules having the same constitution of atoms and sequence of covalent bond, but differ in their three-dimensional arrangement of atoms in space are known as stereoisomers. Stereoisomers are classified in to geometrical (cis/trans) isomers, enantiomers and diastereoisomers. Stereoisomers that are mirror images of each other and hence are not superimpossible are called enantiomers. They differ from each other only by one chiral centre. Isomers that are not mirror images are diastereoisomers. They may contain more than one chiral centre. [2] [11] While geometrical and diastereoisomers are chemically different molecules, enantiomers have identical chemical and physical properties, except for the way in which they rotate plane polarized light. Enantiomers are of great significance in therapeutics as all biological systems represent a chiral environment. Hence drug action as well as disposition (absorption, distribution, metabolism and elimination) may differ between enantiomers. [2] 5.1 DRUGS AS ENANTIOMERS As discussed above, the pharmacokinetic and pharmacodynamic properties may vary for each individual enantiomer. In 1992, United States Food and Drug Administration (US FDA) published a policy for development of new stereoisomeric drugs. Approximately 50% of all marketed drugs are found to be racemates. Although many drugs can be safely administered as racemates, some others show better efficacy and fewer side effects when administered as a single enantiomer. For example, cardiac toxicity of the local anaesthetic agent, Levobupivacaine is chiefly associated with R-enantiomer. Further, some drugs undergo chiral inversion inside the body to the other enantiomer (e.g. Ibuprofen: Non-steroidal anti-inflammatory agent) and some others undergo racemisation after administration. This is of particular concern, especially if one of the enantiomers is toxic. Hence evaluating drugs for their stereochemistry is gaining importance. [2] [12] Some examples of some single enantiomeric drugs which have gained importance, compared to their racemate counterparts are given below, due to their improved pharmacodynamic- pharmacokinetic profiles: L-DOPA: The use of levo dopa instead of racemic dopa has resulted in reduction in dose and adverse effects (nausea, vomiting, anorexia, granulocytopenia) Figure: 4: Levodopa [13] ESOMEPRAZOLE: This proton-pump inhibitor, which is the S-enantiomer of Omeprazle has shown lower first pass effect and higher plasma half life compared to the R-enantiomer, thus maintaining the intra-gastric pH above 4 for a longer duration. S-enantiomer also showed reduction in variability of response between patients. Figure: 5: Esomeprazole [14] LEVOFLOXACIN: It is a Quinolone antibiotic. As there are slight differences in disposition between enantiomers of this drug, a single S-enantiomer is preferred. Figure: 6: Levofloxacin [15] R-SALBUTAMOL (LEVALBUTEROL): S-enantiomer has shown increased hyper responsiveness of airway, sensitivity to allergens and some decrease in bronchodilator potency. While R-Salbutamol gives significantly higher bronchodilator effect and lesser side effects Figure: 7: R-Salbutamol [16] R, R-METHYLPHENIDATE: This drug is found to be ten-fold more potent than its S-enantiomer when used to treat attention deficit hyperactivity. The presystemic metabolism and disposition of the drug is enantioselective in nature. Further, the R-enantiomer shows rapid onset of action and reduced adverse effects Figure: 8 R, R-Methylphenidate [17] 6. AIM OF THE PROJECT This project aims to determine the rates of glucuronidation of enantiomeric pairs, of a wide range of drugs, to identify differences in metabolism between enantiomers of a drug and also to find out whether enantioselectivity is related to a particular family of UDP-glucuronosyl transferase (UGT) enzyme. Experiment may be done by in-vitro incubations of human recombinant UGTs or human liver microsomes with the selected substrates, followed by analysis using liquid chromatography (HPLC) equipped with a mass spectrometer for detection. [14] Laboratory analysis of enantiomers is usually done using any one of the following two methods: Chiral Chromatography, which make use of a chiral column or chiral mobile phase to separate the enantiomers. Derivatisation, of the analyte using a chiral derivative followed by separation of the resulting diastereoisomers using standard, achiral chromatographic method. But in the case of separation of drug conjugates, the analytical process is relatively simple, as the glucuronide conjugates behave just like derivatised diastereomers and hence may be separated by conventional liquid chromatography. 7. FUTURE DIRECTIONS Many late stage failures in drug development process are due to inability to predict the pharmacokinetic properties of new chemical entities (NCE) before obtaining data from clinical trials. Hence in-vitro approaches like computational (in-sillico) modelling of drug metabolism is gaining acceptance in the recent times. Many approaches such as 2D-Quantitative Structure Metabolism Relationship (2D- QSMR), 3D-Quantitative Structure Metabolism Relationship (3D- QSMR), Pharmacophore Identification as well as Non-linear pattern recognition techniques are being studied to model drug metabolising enzymes. Although predictive models for metabolism of drugs by the Phase 1 metabolising enzyme, Cytochrome P450 are widely accepted, development of effective models for UDP-glucuronosyl transferases (UGTs) catalyzed Phase 2 metabolism has received much less attention. [15] Versatility of these group of metabolic enzymes, in terms of broad but overlapping substrate specificity, drug-drug interactions, genetic polymorphisms as well as presence of a large number of isoforms are some of the challenges facing the development of predictable models for UGTs. Furthermore, apart from a few catalytically relevant amino acids, the full X-ray crystal structure of UGT enzyme is not yet elucidated. [15] [18] Depending on the parameters being modelled (e.g. Km, Vmax etc.) a number of physico-chemical and molecular descriptors, such as molecular size, shape, lipophilicity, hydrogen bonding etc., are required to model molecular recognition of substrates and catalysis by UGTs. Apart from this, study of electronic nature of the nucleophile and pKa is also significant. Since chirality plays an important role in determining metabolic behaviour of drugs, design tools may be developed that address the issue of chirality. While 2D-descriptors will only predict molecular connectivity, 3-D models predicting the enantiomeric properties of enzyme-substrate interactions might significantly improve the future of drug development process. [16] [17] 8. CONCLUSION In conclusion, many biological systems represent a chiral environment. Therefore assessing the enantioselectivity of drug metabolising enzymes plays a significant role in predicting pharmacokinetic behaviour of drugs. The present project aims at identifying the enantio-selectivity of drugs in UDP-glucuronosyl transferase (UGT) metabolism, which is an important Phase 2 (conjugation) process of drug metabolism. Furthermore, knowing the enantiomeric behaviour may help in the development of 3D-Quantitative Structure Metabolism Relationship (3D-QSMR) models for predicting drug metabolism.

Comparing the Violin to a Puzzle Essay -- comparison compare contrast

Comparing the Violin to a Puzzle A violin can be compared to a puzzle. Each piece of the puzzle has a unique role in the outcome of the picture, or in this case, the overall sound. The pieces are brought together by both the violin's maker and its player. Just like a puzzle, different persons, when given the same pieces probably will not put them in the same order. This fact accounts for the differences in the designs of master violinmakers and the tonal differences between players. To quote Joseph Wechsberg, " The tone is of course created by the violinist . . . the same violin played by several violinists sounds different in the hands of each player," (45). In spite of the different interpretations of where the pieces should go, if any piece of the puzzle is missing or deformed, the puzzle won't fit together correctly. In order to determine whether or not the pieces are correctly assembled, it is necessary to understand the pieces and their functions. The violin consists of seventy parts: back and belly,two parts each, 6 ribs and inside blocks, 12 inside linings, 24 purflings, 4 pegs and strings, and one each of bass bar, fingerboard, neck, scroll, nut, lower nut, tailpiece, loop, tailpiece button, bridge and soundpost (Bachmann, 58). The shape and design of the instrument is referred to as the "model." The model not only influences the appearance of the violin, but also its acoustic qualities. For the most part, the acoustical effect is limited to the playability of the violin. For example, the shape of the shoulders influences the ease with which high positions, or notes, are played (Curtin). The choice of wood also affects the violin's acoustical properties. Traditionally, violin makers used spruce and maple fr... ...r that the reader will be seduced by the violin's siren song. Works Cited Bachmpedia of the Violin. New York: DaCapo, 1966. Curtin, Joseph. "The Anatomy of a Violin." 16 March, 2003. <http://www.msen.com/~violins/about/anatomy.html> Gough, Colin. "Science and the Stradivarius." Physics World April 2000. <http://physicsweb.org/article/world/13/4/8/1/pw-13-04-09fig5> Ifshin Violins 25 March, 2003. <http://www.ifshinviolins.com/strings.html> Hill, W. Henry, Arthur F. Hill, and Alfred E. Hill. Antonio Stradivari: His Life and Work (1644-1737). New York: Dover, 1963. Johannsson, Hans. 31 March, 2003. <http://www.centrum.is/hansi/construction/> Victor, Andrew. "Bows Magic Wands." 25 March, 2003. <http://members.aol.com/bowedstrings.bows-magicwands.html> Wechsberg, Joseph. The Glory of the Violin. New York: Viking, 1973.

Free College Admissions Essays: A Time of Growth :: College Admissions Essays

A Time of Growth    After months of waiting, I found out that I was one of the few individuals selected for a public-health internship at the World Health Organization (WHO) in Geneva, Switzerland.    I arrived in Geneva at the end of May, and began my internship at that time. On my way to work I passed by the United Nations complex, the International Red Cross and Crescent Museum, and many other international edifices. As I strolled into the World Health Organization for the first time, I was in disbelief, the WHO is the epitome of the health arena.    Public Health itself is, of course, extremely interesting to me, but more specifically one personally intriguing area is Sexually Transmitted Infections (STIs). I worked all summer in the department of STI Surveillance and Epidemiology. My specific project was to redesign and create a new global database for the surveillance of STIs. I completed my project and gave a presentation. I also created a CD-Rom to instruct new users on the details of the database, and a Microsoft Power Point version print out is included in this summary. In addition to the tremendous amount of knowledge I attained specifically while working on my project, I also gained vast experience in the complete functioning of a mass public health structure and international health issues. My co-workers and I easily established a professional relationship and soon became friends. I was invited into their lives and homes as they opted to share their food and culture with me.    Throughout my time abroad I also made the most of the opportunity to explore Europe. My WHO supervisors were very receptive and encouraging of my desire to travel. I had the opportunity to travel to various places in Italy, Spain, France, Monaco, and Switzerland.

FLOATEA company Essay

1. Executive Summary: FLOATEA company was founded in Manila, Philippines in 2013 by Joseph Ventinilla, Shi Gerard, Grace Cervantes and Eddie Velizano, with the vision to educate the consumers about fine milk teas. FLOATEA is an organization that offers different variants of milk teas that will give you extraordinary experience. Separating it from the other pearl milk tea shops, FLOATEA (Float Ice Cream + Milk Tea) is an extraordinary kind of pearl milk tea because of its unusual delicious taste. A freshly brewed tea with the best ice cream topping mixed with your favorite flavors. It is a combination of creamy ice cream, sweet, and salty that will balance the right sweet spot. We serve milk teas such as winter melon milk tea, caramel milk tea, strawberry milk tea, chocolate milk tea, and vanilla milk tea. These flavors of ours will give each individual a taste that will never be forgotten. We also cater the best ice cream flavors as a topping for the preferred milk tea. We provide HEALTHYLICIOUS and SWEETYLICIOUS ice cream flavors. Our position in the market is based on the way our product is being defined by our consumers considering the important factors such as price, quality, product class, and application. FLOATEA also consider the relationship marketing that aims delight rather than satisfaction. FLOATEA targets kids (middle to college class) who had a great desire of thirst to purchase premium milk teas. It also targeted the ones who are often visiting to the place of Bonifacio High Street like family, couples that go there for dating. 2. Current Marketing Situation: The global tea production growth rate in 2006 was more than 3% to reach an  estimated 3.6 million. The expansion was mainly due to record crops in China, Viet Nam and India. Production in China increased 9.5% over the record in 2005, to 1.05 million. in 2006, through Government policies to increase rural household incomes. Expansion of 28 percent in Viet Nam gave an output of 133,000 as tea bushes reached optimum yields. India had a 3% increase in harvest output of 945,000 for the year. This growth offset other major countries, Kenya and Sri Lanka, where output declined by 6 and 1.6%, respectively. The milk tea craze continues to grow in the Philippines, as a result of the rapid expansion of kiosks selling milk tea. These include brands such as Gong Cha and Cha Time. These outlets have reinvigorated the market and are capturing students and young professionals as their consumer base. Due to the introduction of these chained foodservice outlets, Filipino consumers are being exposed to more tea flavours and variants, further increasing the sophistication of the market. Unilever Philippines Inc had an overall value share of nearly 25% in 2012, and was the leading brand manufacturer in tea through its popular brand Lipton, one of the first tea brands in the country. Unilever Philippines Inc produces a wide variety of teas, covering black, fruit/herbal, green and instant tea. Its affordable prices and strong distribution make it a popular choice among consumers. Milk tea is likely to grow even more over the forecast period. Instant tea, in particular, has minimal penetration in the market. It is priced on a par with instant coffee, giving it the potential to compete with instant coffee brands. With the right marketing and promotions, and improved distribution, it could take some market share from instant coffee. 3. Threats and Opportunities Analysis: New services help FLOATEA to better meet their customer’s needs. These services can FLOATEA’s business and diversify their customer base. New technology helps FLOATEA to better meet their customer’s needs with new and improved products and services. Technology also builds competitive barriers against rivals. New products can help FLOATEA to expand their business and  diversity their customer base. They have a strong competitors and their threats are the Zen Teas, Infinitea, Chat time and other milk tea beverages. Infinitea serves a wide variety of tasty and refreshing authentic pearl milk tea drinks for all you fanatics out there. Guaranteed made from 100% freshly brewed loose-leaf teas of high quality for an overall healthier lifestyle. Chatime is the next trend in beverages. A unique Tea concept that is dedicated to make Tea a healthier, refreshing and fun alternative to Coffee. Unlike the traditional Tea houses in the Far East, Chatime is making great inroad in marketing tea to the mass populace. Chatime opened its first outlet in the year 2005 in Taiwan and also the number of stores which is approaching to 1000 in 80 cities in four continents worldwide. You can now find Chatime in the US, Canada, Australia, Taiwan, China, Malaysia, Indonesia, Philippines, Vietnam, Singapore, UK and India. 4. Objectives and Issues Marketing Objective †¢To offer consumer best health advantage through FLOATEA. †¢To establish as market leader in herbal tea industry †¢To enable FLOATEA to satisfy, fulfill the consumer’s personality & lifestyle †¢To increase FLOATEA popularity as an icon in Tea product. Issue Analysis Main issues that should be addressed in the Action Plan: †¢Company needs to gain experience in the market place †¢Aggressive promotion efforts to establish brand name and gain market share 5. Marketing Strategy: Separating it from the other pearl milk tea shops, FLOATEA (Float Ice Cream + Milk Tea) is an extraordinary kind of pearl milk tea because of its unusual delicious taste. A freshly brewed tea with the best ice cream topping mixed with your favorite flavors. It is a combination of creamy ice cream, sweet,  and salty that will balance the right sweet spot. Our position in the market is based on the way our product is being defined by our consumers considering the important factors such as price, quality, product class, and application. FLOATEA also consider the relationship marketing that aims delight rather than satisfaction. Floatea target middle class (middle to college class), young professional (new graduates), and professional (working stage). And most especially those people who are near and often there at the place dating and visiting. Floatea also has targeted the people who are Milk Tea lovers who want to experience and try something new about Milk Tea. Also, Floatea has targeted people who love ice cream. Milk Tea and ice cream all in one. Service Strategy Our strategy would be, were going to launch in our branch a mini-museum inside where in people who go there would be entertain and educate about milk teas and ice creams.We think of putting a creativity side where in people can put or post whatever they want to say. They can draw and write on the post it and post it on our walls with different kinds of colours of paper. We’re going to put entertainment side where there is a playstation and xbox Kinect wherein they can play for free when they buy FLOATEA from us. Pricing Strategy Our pricing type is value-based pricing that is based on the customer’s perceived value of our product depending on the quality and service we could offer to them. We believe that our product is competent enough to be one of the best and delicious milk teas that they could ever experience. Promotion Strategy Promotion in Bonifacio High Street (BHS) We will promote our product in Bonifacio High Street by spreading the news in the social networking sites about our product. Also, for the first day, the first 30 customers will have the floatea for free. We will be giving out flyers starting in the malls Market Market and SM Aura, and from Serendra to the other buildings in Bonifacio High Street. Other than that, we will be posting short video of our product together with the other information about  it in the social networking sites.We will also be having our own website for further information. Demographic Floatea target middle class (middle to college class), young professional (new graduates), and professional (working stage) who had great desire of thirst to purchase premium milk teas. And most especially those people who are near and often there at the place dating and visiting. Psychographic On the basis of psychographic, Floatea has targeted the people who are Milk Tea lovers who wants to experience and try something new about Milk Tea. Also, Floatea has targeted people who loves ice cream. Milk Tea and ice cream all in one! Technographic People who uses social-networking sites like Facebook, and Twitter. Market positioning We are positioning the floatea as the most catchy and unusual taste, and would provide the unforgettable experience to each and every customer. As we serve the unique teas that brazenly gets the creamiest ice cream on top of milk tea. But flexible to be adjusted the taste bt adding or to lessen its toppings by customers own choice. Target Segment Customer Needs Benefits Middle class ( middle to college) –consumer market Satisfaction Unique drinking experience Social belonging Price Social standing Premium price Good looking Refreshing Young professional ( new graduates) – Business Market Satisfaction To remove stress in work Unique drinking experience Easy to take out Quality Refreshing Professional ( working stage) – Business Market Satisfaction To remove stress in work To relax Healthy lifestyle Healthier than soft drinks Convenient Nutritional information Quality Healthier alternative to heavy sugar 6. Action Programs: 2013 January First week of January start of a New Year our first branch and product FLOATEA will be open to people on Bonifacio High Street on 7th street near Market Market, SM Aura and other restaurants there. Will be also giving free milk teas with any flavours they want for the first 30 costumers. February Our company would start providing advertisements for our consumers especially our target market to attract them of our product. Will be giving out flyers and promos away from us to advertise and let them know about us. March We launch in our branch a mini-museum inside where in people who go there would be entertain and educate about milk teas and ice creams. April We would be holding a bazaar convention that gives away prizes from raffle draws, special discounts for dealers, and partnerships to companies. An addition in advertisement will also be made where target market. May We will be having our own website for advertisement and will give out flyers and posters directly to our possible buyers and consumers. June We innovate our main branch and put entertainment side where there is a playstation and xbox Kinect wherein they can play for free when they buy FLOATEA from us. July Because many buyers and people go to our place we build a second floor for our customers to have more space to stay and chill in when they buy milk tea from us. August We think of putting a creativity side where in people can put or post whatever they want to say. They can draw and write on the post it and post it on our walls with different kinds of colours of paper. September We put a drive thru for people who are in a hurry and buy FLOATEA without leaving their cars October After innovation, we expand our FLOATEA business and build more branches to different places in Pasig, Mandaluyong, Makati and Manila. In different branches they have their own theme and marketing strategy. Novemeber We plan to have our own brand Ambassador which would be Kuya Kim, Matteo Guidicelli and Sarah Geronimo for their outstanding know about health, lifestyle and popularity. Because of this our product will be more known for people and we will be adverstide in tv and commercials. December – January 2014 We prepare and countdown for our 1 year anniversary in our main branch and will be having a programs such as activities, games, education talk and teaching about milk teas and healthy living while having a free FLOATEA for everyone for the first 100 customers 7. Controls Marketing managers of FLOATEA are encouraged to re-examine their goals and objectives on a bi-weekly basis and assess success and shortcomings. Based on their evaluation results, they are encouraged to make appropriate changes to drive the company forward. Each objective in this plan is smart, and should be evaluated monthly to see if the company and marketing program is on track to achieve it.