Psychological Factors Affecting Consumer Behavior

It has been stated that â€Å"marketing management rests upon some conception or other of how consumers behave (Foxall 2001).† I will proceed to demonstrate, beginning with an overview of consumer behavior as it relates to the psychological factors that cause one to comply with a given request, through to an examination of the various trends in marketing which are reflective of consumers changing demands as they respond to world events and societal evolution, why it is vital that marketers understand and evaluate consumer behavior. I will also demonstrate, through the use of examples, how various organizations are employing specific strategies based upon their understanding of consumer behavior to produce record growth and profitability in the marketplace. Psychological Factors Affecting Consumer Behavior As one social psychologist has termed the â€Å"weapons of influence,† there appear to be certain driving forces in human nature, or automatic psychological triggers, that propel individuals to respond in predictable ways to given requests (Cialdini 1993, p.3). One such force is the principle of Reciprocation, whereby one feels obligated to return a favor that has been provided him (Cialdini 1993, p.17). This principle is most clearly evidenced by the consumer's natural tendency to buy a product from someone after he has been extended a kindness or favor from him. It has been demonstrated that this psychological principle of the pressure to return a favor with a favor is so strong, that it even surpasses the need to like the individual extending the favor (Cialdini 1993, p.21). One example of the rule of reciprocation at work has been evidenced by the wildly successful marketing strategy of the Hare Krishna Society, an eastern religious sect known for its solicitation of funds from passersby in public places (Cialdini 1993, p.22). Having been mostly unsuccessful at raising funds through traditional methods of chanting on the streets while begging for donations, the group devised a brilliant strategy that essentially invoked the principles of reciprocation (Cialdini 1993, p.22). As an individual would pass by, a Society member, rather than ask for a donation initially, would hand the unsuspecting person a flower, offering it as a free gift from the Society and not accepting its return under any circumstances. Only then would the Society member ask for a donation (Cialdini 1993, p.22). The response was overwhelming, and a testament to the extraordinary power of reciprocation. The individual, aware that he had been given a gift and feeling the pressure to reciprocate, was often compelled to respond with a donation (Cialdini 1993, p.24). Another powerful psychological principle in a marketer's arsenal of tools is the commitment and consistency factor (Cialdini 1993, p. 37). It has been discovered that people feel a very powerful drive to be consistent once they have committed themselves to something (Cialdini 1993, p. 37). An example of this principle at play is witnessed through the offering of testimonial contests by such big-name companies as Proctor & Gamble and General Foods (Cialdini 1993, p.39). In these contests, the companies ask participants to write short essays, often for large prizes, which include praise for the companies' products. Usually no purchase is required; what is more important is that by forcing potential customers to record, in writing, praise for the company's product, the company relies on the psychological drive of the individual to believe what he has written (Cialdini 1993, p 40). Apart from the psychological triggers that persuade individuals to comply with given requests, marketers must seek to understand the equally intriguing psychological processes at work in the unconscious mind that cause consumers to choose one particular course of action, or product, over another (Zaltman 2003, p.53). One example of such an unconscious process can be seen in the overwhelming tendency of customers to choose a product offered for $9.99 over an identical one offered for $10.00 (Zaltman 2003, p64). Consumer Need: Practicality Or Emotionality? It has been stated that, contrary to popular belief, people do not so much buy things they don't need, but that the need is often based more upon emotions and feelings than it is upon concrete physical necessity (Danziger 2004, p.1). Though the gross domestic product in the United States has largely been generated by consumer spending since 1929-a full 60 to 70 percent of it- â€Å"the way consumers [generally] spend their money has changed significantly over the past 70 years (Danziger 2004, p.3).† It is claimed that, â€Å"today, over 40 percent of consumer spending is discretionary†¦ based on wants, not needs (Danziger 2004, p.4).† Changing Trends And Their Affect On The Marketplace Another important factor in predicting consumer behavior involves changing trends in the marketplace. Marketers must be ever vigilant to customers' changing needs as society evolves and new events cause consumers' wants and needs to adjust accordingly. A clear example of this is witnessed by the fairly recent change in menu selections offered by fast-food chains such as McDonald's and Burger King. Responding to a concern over the rising tide of obesity in the U.S. and around the world and consumers' increasing desire to maintain healthier lifestyles, such fast-food conglomerates have been adding healthier choices to their menu selections which includes salads, apple slices instead of French fries, and so on (Plunkett Research 2005). Another example of a change in consumer behavior was reflected in consumers' response to the tragic events of September 11, 2001. The airline industry, facing huge setbacks as a result of consumers' new reluctance to travel by air for fear of another terrorist attack, was forced to undergo massive restructurings to accommodate the new environment imposed upon them (Plunkett Research 2005). Consumers, wishing to reconcile their fears and need to reduce expenditures with the desire to continue enjoying and experiencing life as usual, were searching for ways-and bargains- to enable them to do this. Hence, there began a shift in the airline industry away from luxury to economy, as discount airlines began setting the new standard for air travel by luring passengers with price, not perks (Plunkett Research 2005). With Southwest Airlines and JetBlue leading the pack, these airlines have achieved success and profitability responding to consumers' changed needs, mainly by cutting maintenance, operating and labor costs, such as by offering a single-plane platform and an open-seating policy (Plunkett Research 2005). In the meantime, of course, as full-service airlines have struggled to compete with the burgeoning success of the discount model, some, like Delta, have begun developing their own low-cost models, which manage to keep costs down by hiring younger flight crews. Another shining example of marketers' need to understand and predict consumer behavior comes in the form of the relatively recent phenomenon of online delivery and piracy-or theft-of copyrighted music and video files ((Plunkett Research 2005). Forced to adapt to this trend following a 2002-2003 decline in music revenues, music companies have been seeking ways to safeguard their files â€Å"from illegal download and distribution,† as well as to capitalize on the internet craze by finding methods by which to distribute their files through legal means via the internet (Plunkett Research 2005).† Responding to this need, iTunes Music Store, a digital service provided by Apple Computer, Inc.,was launched in 2003, and it offers music files for download over the internet (Plunkett Research 2005). On a different front, automobile manufacturers have been responding to consumers' rising concern over escalating gas prices, which reached a record-high in September 2005 of $3.01 per gallon (Plunkett Research 2005). After suffering huge losses on their lines of minivans, pickups and sport utility vehicles (SUVs), the â€Å"big three† U.S. manufacturers, Ford, GM and Chrysler, are focusing on raising fuel efficiency for these bigger models (Plunkett Research 2005). In addition, as foreign car companies like Toyota, Honda, and BMW have continued to steal sales away from U.S. automobile manufacturers, partially due to a reputation for producing higher quality cars, these American manufacturers have been responding by designing new product lines, such as the hugely successful Chysler 300C, with its â€Å"eye-catching grill and boxy, elegant design (Plunkett Research 2005).† In sum, whether responding to a consumer's instinctual drives, which dictate that he or she will likely react in a certain way to a given stimulus, or evaluating the marketplace and consumer behavior based on world events and changing needs, marketing management does indeed rest on a conception of how consumers will behave, now and in the future.

Eveline by James Joyce

Essay 2 Leaving the only â€Å"home† that one has ever known can be very emotional, especially when you hold so many memories and have established a routine of life in that home. Many say â€Å"live life to the fullest,† yet they come up with excuse after excuse that holds them from leaving. They feel as if they can’t make this decision on their own. Trying to find the meaning of life and making attempts to discover the reason why they were put on this Earth is hard enough. Every day one lives new experiences that we hope will one day lead us to our destined future.Yet, for so many, not knowing where to begin keeps them from moving forward. Reminiscing on the memories created in our home; thinking about how much those memories have faded, and will eventually disappears if they are to leave that home. Being attached to the environment that one is used to or the routine of life holds one back from what the future could hold. Even when given the key to escape, think ing too hard makes one doubt their ability to adapt to a new environment. â€Å"What if’s? † and breaking that routine of life gives one fear of failure, not â€Å"making it† once leaving the environment.Feeling stuck in trying to find meaning of life makes it easier to come up with excuses to stay in the routine in which one is accustomed to. This is true because it is what happened to Eve line in â€Å"Eve line† by James Joyce from Ireland during the early 20th century. No matter how many times Eve line sits and thinks about moving forward, and living new experiences, she was stuck in her past and thinking about it so much does not let her move on and travel to break out of her routine and bad habits. Joyce does an excellent job illustrating Eveline’s decision making process with language and symbols throughout the short story.He begins by telling us where Eve line is sitting in her home â€Å"at the window watching the evening invade the avenue † as she smells the â€Å"odor of dusty cretonne† letting readers know that it was a particular aroma that he had to describe. As she is looking out she begins to reminisce on the memories that she still has of the big open field where all the children of the avenue used to go out and play when she was younger. Joyce choice of character names for those children’s families (the Devines, the Water, and the Dunnes) helps the reader picture them as very friendly neighbors who Eve line almost saw as family.The name â€Å"Eve line† is another clear symbol that the author makes in the story comparing the main character to â€Å"Eve† from the â€Å"Adam and Eve’s† biblical story where â€Å"Eve† is confronted by the serpent or â€Å"Satan† just like Eve line was always confronted by her father out in the field or the â€Å"Garden of Eden† as the biblical story goes. Eve line believed that her father â€Å"wasn’t so bad then† and that she used to be â€Å"happy† then but now everything was different. Joyce reminds the reader many times that Eveline’s mother isn’t alive any more, letting the reader know that Eve line still lamented this loss so much.One of the â€Å"Dunn’s† had also passed now and â€Å"the Waters† had moved back to England. She didn’t want to be another person who just left her â€Å"home† full of those memories of the past. Joyce repeats the word â€Å"Home! † and emphasizes it using an exclamation point as if Eve line was reminding herself that it was the only home she knew. Eve line reminisces on the smallest details of her home, like â€Å"the objects she had dusted once a week for so many years† and the â€Å"yellowing photograph hung on the wall† which her used to always pass and quotes his exact words â€Å"†He is in Melbourne now. † The picture was above the broken harmonium and beside the â€Å"print of the promises made to Blessed Margaret Mary Alacoque. † Margaret Mary Alacoque is a Saint of the Roman Catholic Church who was very popular in Ireland during the early 20th century. The broken harmonium is another symbol that Joyce uses to connect the reader to the â€Å"broken† environment of her home and of Ireland in general. With all the memories Eve line holds of her home she had still â€Å"consented with Frank to leave with him and leave it all behind. Eve line begins to really doubt her self.Her mind is spinning and not knowing if her decision was wise. She would break her routine of working hard at home and at work. She was only 19; she begins thinking about what everyone else would say about her. She imagined everyone at her job would think she â€Å"had run off with a fellow† and would stir up all kind of lies and rumors. Still undecided Eve line begins to build a fantasy of â€Å"Buenos Ayres† which is where Fran k has promised to take her. She imagines being a married woman, treated with respect and not the way she was treated at home by the father.Joyce makes it clear to the reader that Eve line is terrified of her father, he would still â€Å"threaten her and say he would do it for her dead mother’s sake. † Eve line has no one to make her feel safe from him. Ernest her brother was dead, and her other brother Harry was in â€Å"the church decorating business† and was never home. She had too much responsibility in her home and no one to help her with it all. Her father never helped out with money and the â€Å"[children] left to her charge did not make her life any easier.With all this she still didn’t find it a â€Å"wholly undesirable life† writes Joyce indicating that Eve line is still hesitant of leaving with Frank. Joyce describes Frank as a â€Å"very kind, manly, open hearted† guy who Eve line saw as the only person who could protect her fro m her father. He tells her they will go on the â€Å"night-boat† and that she will be â€Å"his wife† in â€Å"Buenos Ayres† where â€Å"he already had a home waiting for her. † Joyce shows how naive Eve line is being about Frank. She had met him not too long ago and had gone out with him a couple times.He had given her a nickname, Poppens, and met her outside of work every evening. Frank had many â€Å"tales† about the places he had sailed to all around the world and explains how he had â€Å"fallen on his feet to Buenos Ayres. † Although Eve line didn’t see any of Franks flaws Joyce does use language to prove that Franks intention’s with Eve line may not have been good one’s considering that during that time Buenos Aires, Argentina was well known for its sexual trafficking. Her father finds out about the relationship and forbid Eve line to keep seeing Frank calling him a â€Å"sailor Chap. Joyce brings the reader back to the present and gives more excuses for Eve line not to leave her home. She held two letters on her lap, one to Harry and one to her father, she noticed her father becoming old and thought that he would probably miss her, she reminisced on the moments which her father was nice. Joyce illustrates Eve line still sitting on the couch, having just moments left to make her decision. She the odor of â€Å"dusty cretonne† returns and she begins to â€Å"hear a street organ play† just as she did the night of her mother’s death and the promise that she had made to her mother.She promised her mother to â€Å"keep the home together as long as she could. † Most of all it reminded her of the life her mother had lived, â€Å"that life of commonplace sacrifices closing in on final craziness. † She wanted to break that cycle that her mother had. She wants to escape that life and believe that â€Å"Frank would save her [,] give her life, perhaps love, too. â₠¬  Joyce exposes to the reader that Eve line is aware that Frank doesn’t love her and if she leaves with him there is a chance that things do not work out between them.Upon arriving to the station Eve line looks around examining everything around her. She is still isn’t sure if she is getting on that boat. †She prayed to God to direct her† she wanted to know what she â€Å"was her duty. † At that moment the boat blew â€Å"a long mournful whistle. † Eveline’s decision is determined by of the â€Å"mournful sound. † She thinks about â€Å"tomorrow† how she would break out of her routine if she leaves with Frank. Eve line chooses to stay home. â€Å"Her eyes give [Frank] no sign of love, farewell or recognition†

New Jersey v TLO Essay

New Jersey v. T. L. O. , (1985) is the case that impacted me the most. It is a decision by the US Supreme Court regarding the constitutionality of a search of a public high school student after she was caught smoking. A search of her purse revealed drug paraphernalia, marijuana, and documentation of drug sales. She was charged as a juvenile for the drugs and paraphernalia found in the search. She went against the search, claiming it violated her 4th Amendment right against unreasonable searches. The U. S. Supreme Court, in a 6-3 ruling, said that the search was reasonable under the Fourth Amendment. This case established limitations on our 4th amendment right under school property. The majority opinion should be right one because in order to maintain every single student safe on school grounds, school officials need to be able to search anything on the school property without a warrant. In fact this case established â€Å"probable cause† which is when something is a â€Å"maybe† or â€Å"might be† and it is not necessarily written as a document. This is very different from real life because a police officer can only search where and when the warrant says to and only if he has one and any evidence found through an illegal search cannot be used. Since then, everything has change the way of doing things around school and people are now safer because less people start bringing this kind of inappropriate or illegal material especially if they know that someone might search their locker or backpack and get them in a lot of trouble. Another reason is that it happened in a school environment not too long ago and it gives some students something to reflect on as if they had to worry about their school safety. At last, this case had a huge impact on all students that go to school currently.

Reading Response 1 Essay Example | Topics and Well Written Essays - 500 words

Reading Response 1 - Essay Example not only aimed at spreading the gospel, but had the interest of taking the land of the local people with the pretense they were teaching the people how to use land and the new gospel. The result was grievous execution and torture of the locals who refused to embrace the new teachings and were unwelcoming to strangers. Instead of preaching a gospel of peace, Christians perpetrated mass execution of the locals torturing them by burning them alive and dismembering their bodies, among other atrocities. Children and women bore the wrath of the Christians whose gospel was opposite of their actions. In the name of the gospel, a large population of the Indies people was eliminated, the rest were taken as slaves to work for the benefit of the same Christians, who continued to gather wealth while the locals struggled to suffer in poverty. The locals were denied food despite working in extreme conditions to enrich the missionaries in their own land and using their own blood and resources (Casas 34). The main aim behind the colonialists’ atrocities in the Indies was to weaken the resistance of the locals. There was a thin line between spreading the gospel in Christianity in such Asian regions and exploring the land for resources to enrich the colonialists’ mother countries. Most of the early missionaries turned to be political elements who explored new lands and resources for their mother countries, and the Indies was not an exceptional. The locals were harsh and unwelcome to the colonialists, as a response, the colonialists had to use cruel methods to deter any resistance from the locals and to weaken the resistance of the people towards receiving new instructions. Women and children were easier to deal with, which explains the mass execution of males; moreover, as political figures, the missionaries had to use cheap labor to attain maximum benefits from exploiting resources in the Indies, which degenerated into slave trade. One of the greatest impacts of colonialism

What Is The Relationship Between Whiteness And Racism Effects of Essay

What Is The Relationship Between Whiteness And Racism Effects of Racism and Sexism. Binary Logic of Race - Essay Example Western society has a shameful and recent legacy of slavery and is a country stratified by race, gender and class. For some, like renowned African American author, scholar and social activist, bell hooks, the United States is a country with a strong tradition of institutionalized racism which permeates all aspects of modern America society (see hooks' Ain't I a Woman: Black Women and Feminism, 1981). Importantly as well, the United Kingdom has a colonial legacy in which racist ideas about civilisation governed its colonial conquests. For many in the UK as well as in the United States, racism is an ever-present aspect of the social condition and is built upon a rigid social code, a white/black binary which has its roots in a belief that whiteness is superior to all other types of skin tones. The following will explore racism today and the relationship between whiteness and race in modern society.... variety of factors can account for this disparity, low birth weight remains the most prominent cause of a higher infant mortality rate amongst black babies. In fact, black babies in America have a 300% greater likelihood of being born with a low birthrate relative to their white counterparts. The Center for Disease Control and Prevention found a variety of socio-economic causes for the phenomenon of low birth weight, including poverty, poor nutrition, a lack of knowledge about pregnancy and the challenges associated with it, and access to proper medical facilities. The disparity in black-white successful birth ratios in America thus can be attributed to social forces and socio-economic differences amongst black and white Americans (Carmichal and Iyasu, 1998; Kogan, 1997) Binary Logic of Race The binary logic of race is inherently hierarchical and people of mixed racial parentage or individuals who are bi-racial are somewhere in-between the artificial and socially constructed binary so pervasive in modern American society. How do mulatto people identify within the rigid constraints of the racial binary How is racial identity redefined by individuals who, through no fault of the own, do not fit into the supposedly neat and compact racial categories society seeks to impose on them Most importantly, how are people who are mulatto freed from the binary concept of race and how do these people define their own unique racial identities Seeking to answer these questions and further analyze the social construction of identity today, this essay will discuss readings from Reddy, Walker, Senna and Williams with an eye to the social construction of race and racial identity. The specific focus will be on how the artificial binaries of race and race hierarchy are navigated and

Marx Communist Ideals Essay Example | Topics and Well Written Essays - 1250 words

Marx Communist Ideals - Essay Example In chapter I, Bourgeois and Proletarians, one is advised to go through the pages of human history. According to communist philosophy, it is the history of class struggles. One finds the pairs of opposites at all levels and in all segments of the society. Whether slave or the master, serf and lord, plebeian and patrician, they are constantly engaged in mind-war situations. The hidden grudge exists against each other at all times. The oppressed class is weak in financial resources to fight back. It is unable to challenge the capitalists at will. We know from history that when such fights on a large scale occurred, they resulted in a revolutionary reconstruction of the society, and the upper classes faced the total ruin, many lost their lives or forced to give up their wealthy possessions. The subordinate gradations of the society challenged the upper classes. (Mark’s Communist Party Manifesto-1848) In any given period, including the present era of technological and internet revo lutions, a clear cut division exists in the society— Bourgeoisie and Proletariat. The bourgeoisie is clever to adapt to changed circumstances and convert them to its advantage. Its adventurism of profitability and limitless aggrandizement for wealth goes on unabated. Capitalism has done irreparable damage to established national values and national industries and the process continues even now. It denudes the human being, robs him of the values and sentiments, and chisels a production unit out of him. It bears enormous stress on his mental faculties in the game of fierce competition, where marketing of the products is the ultimate goal, no matter how one does it! A sadistic joy erupts in the business circles by throwing the other man (the competitor) out of the ring. Artificial wants are being created, which in fact are damaging to the health of an individual. Workers are driven to the wall, trade unionism becomes their option to seek their rights, management becomes their sw orn enemy and they believe that the unions need to be at permanent war with the management on one pretext or the other. National level union leaders are on record to say, that they are not concerned with the productivity and it is the sole business of the management how to get it from the workers. Management also devises new strategies to challenge the working style of the unions. In the process, both have unleashed powers, which they are unable to control, without inflicting self-damage. A worker no more finds charm in his work; he is just a screw of the machine that he operates. His future depends on the volatility and mood of the market and he is totally at its mercy. The recent recession is a glaring example. When the market tumbled, the demand for the goods crashed, several millions workers were rendered jobless. Let the American Constitution swear by capitalism and the concept of free society. The story and discussions contained in the two books, The Grapes of Wrath by John St einbeck and Waiting for Lefty (a drama) by Clifford Odets, unfold the ground realities in the country. The writings of Odets are one of commitment to Communist ideology, his Leftist leanings are no hidden agenda, he is quite blatant about his convictions, and he has depicted the conditions obtaining in the American Society of 1930s. He has provided an able dramatic presentation of the social injustices which is the root cause for an

Implications of Flexibility in the Recruitment and Retention of Essay

Implications of Flexibility in the Recruitment and Retention of International Nurses on UKs Health Care Sector - Essay Example The International Council of Nurses Workforce Forum (2002 as cited in Parker & McMillan 2007) reported that majority of developed nations is or will be confronting shortages in the supply of nurses stemming from a shrinking availability of nurses alongside heightened needs for healthcare services. As the involvement of the UK in the international community expands, it is fundamental to explore likely implications for the growth of IHRM. With intensified advertising intended to persuade nurse to seek for employment opportunities abroad, as stated by Dowling (2007), the population of nurses vacating their current position to fill a vacancy in a richer nation, or those refusing to return to their native soil after obtaining their diplomas in Western colleges or universities is enlarging. Therefore, there is an immediate need to identify the effects of such trends on healthcare provision and to explore techniques in which recruiting organisations and firms can cope successfully. In the context of the current shortage of nurses, recruitment of health care workers by richer nations, like the UK, may witness critically scarce supply of highly trained and experienced nurses in nations where they are in demand. Certainly this is by now the situation in developing countries where vast population of nurses was employed by health care organisations in the UK. Flexibility in the Recruitment and Retention of Migrant Nurses in the UK Nurses wanting to work abroad should be informed of a broad range of recruitment and qualification barriers. Some of these major challenges are expensive and demanding immigration processes, adjusting to diverse clinical traditions, the requirement to become proficient in a new language, the expense of migration, and the requalification procedure (n .a. 2010). Although the procedure could be restructured in a number of instances in behalf of immigration, official endorsement is an indispensable patient and specialised security process that should be rigidly sustained (Connell 2007). National regulatory agencies, according to Choy (2010), are assigned to guarantee the quality and aptitude of migrant nurses. Communication is one of the obstacles to migration, but regarded a foundation of health care organisations. Patients communicate their problems, express their physical or emotional issues, and provide descriptions of their health concerns to healthcare providers (Hearnden 2007). Nurses should be capable of communicating with other stakeholders, including families of patients and health care personnel. They require the technical and existing language proficiency to converse under pressure and constraint. Language has been a significant consideration in the choice of destination country (Hearnden 2007). Nevertheless, according to Kingma (2008), while the supply of nurses in major source nations decreases new source countries are sought for and migration obstacles are not impervious anymore. In the UK, even though nurses offer important health care provisions and nursing is an attractive profession, there exists a critical problem. Budget cuts have led to unsafe and intolerable working conditions. Inflexible recruitment practices

Foreign Relations Essay Example | Topics and Well Written Essays - 1000 words

Foreign Relations - Essay Example The September 2001 terrorist attack in the United States motivated the formulation of new strategies. Such strategies moved the United States to attack Iraq, drawing support from its European allies. Louise Fawcett and Raymond Hinnebusch are two of the analysts who have sought to define how the Iraq war redefined the global political arena and the positions held by certain states in the global society. Evidently, the war caused a shift in the understanding of foreign relations trends. However, these two analysts express competing perspectives on the shift on the global foreign relations. This paper will address the competing perspectives. Hinnebusch considers the effects of the Iraq war, stating that the smaller states were under a surging threat as a consequence of the war. After the September 2001 attack, the United States heightened its surveillance and vigilance system. Such heightened systems provided a timely expose that Iraq had become a growing hub of nuclear weapons that cha llenged global security. The United States made the move to wage war against Iraq, in a bid to destabilize it, and eliminate the threat it was posing to the global societal welfare. Evidently, political and security trends are some of the critical issues that determine the direction taken by social agendas. As expected, the United States received support from Europe, specifically from closest ally in the region, United Kingdom. According to Hinnebusch, such support served as a restraint for the emergence of some form of constraints to the development of the war in 2003. In his argument, he makes it evident that the United States was a hegemony that made all the critical decisions determining the direction of the war (Hinnebusch 453). After the attack, Bush sets new strategies that would define the war on terror. The evident position of America on a global front compels it to prove highly decisive in sensitive issues such as the emerging terror. America decided that it would engage t he Iraq because of the threat it posed. Hinnebusch argues that all the other states only had to choose their stand depending on their relationship with the United States and the Middle East. The United Kingdom and japan exploited the opportunity to their advantage, a factor that altered the trends taken by foreign relations between these countries and the United States. However, smaller states had limited choice because they faced the greatest threat. The war affected numerous sectors of the global business front that in turn affected societies directly. The United States pursued personal interests, especially those tailored to promote its hegemony in the global economy. According to this critic, some countries defied the opinion expressed by their publics and confirmed their support for the united states because of the perceived benefits (Hinnebusch 457). The author describes how the hegemony stability order defines the strategies used by America to continue prevailing unconditiona lly. He further describes the global empire that America creates, that would serve to disadvantage the third world states because of the pressure it exerts on global economic and political scenarios. On the other hand, Fawcett explores the same issue, shedding new light on the effects of the Iraq war. According to him, may of the objectives of the war as never materialized despite the perception of the United States (Fawcett 328). Acting as a global hegemony, the United States

Psychological Disorders Screening Project Essay Example | Topics and Well Written Essays - 250 words

Psychological Disorders Screening Project - Essay Example 405). The results from a properly administered test can provide truthful insights about a person, which in turn could be valuable in helping him or her deal with emotional conflicts, in guiding him or her as to the choice of a course or vocation, or in assisting the individual to land a job (â€Å"Personality Testing†, n.d.). When we speak of personality disorders which Millon defines as the ways by which an â€Å"individual deals with dependency needs (as cited in Kaplan & Saccuzzo, 2001, p. 435), psychological screening tests designed to assess such can help professionals identify the syndrome and thereby prescribe appropriate interventions. There are variables that may have serious effects on the test-taking process. One such variable is the test-taker him/herself. Kaplan and Sacuzzo (2001) point that a subject’s motivation, anxiety, physical health and even hormonal levels can significantly affect test performance. When I took the test, I believe I was in a normal state, i.e., neither nervous nor sickly which reflected in the average results I got from the tests. Any and all information gathered from psychological tests may be used in a variety of ways. As mentioned earlier in this paper, personality tests help an individual increase his self-awareness.

Authority, Structure and Organization Essay Example | Topics and Well Written Essays - 750 words

Authority, Structure and Organization - Essay Example From this study it is clear that  board of directors plays a very rudimentary role in plan implementation. They formulate organization’s vision and mission. They audit all components of plan implementation.   The board of directors also ensures the planned strategy is effective and efficient. At the beginning of the process, they help the team, members in choosing the ideal course and direction. Similarly, they provide an overview of specific opportunities and planning process. After implementation program, they review all strategies to ensure consistency of the implementation plans and main aims. Additionally, they give planning teams insight on the current trends. Lastly, they evaluate opportunities and threats.This paper discusses that the executive leaders execute the strategies of implementation. They ensure there is clear communication between the implementation committee. In future consideration, the leaders make long-term and short-term goals. Also, they play a cru cial role in strategy implementation that helps the idea to become part of the organisation.   In the long run the leaders align, measure make plan implementable.  The committee addresses issues of quality when the plans are being implemented. They evaluate the plan and give a further recommendation on how to improve the quality. The committee also evaluates, provide a report and implement involvement. Furthermore, they help in developing action plans in the health sector.

Abstract Legal Drinking Age Essay Example | Topics and Well Written Essays - 250 words

Abstract Legal Drinking Age - Essay Example Though the legal drinking age varies from country to country it is stressed by MLDA in the USA that as many as possible under 21 people should be restricted to purchase alcohol openly as 18-year-olds do not happen to be mature enough to make proper decisions amidst situations when things may get wayward due to alcoholic influence. The age 21 law is the reason why fewer car accidents due to alcoholic influence occur in America as compared to the European world. While it is claimed that MLDA should not be set at 18 because such action could greatly aggravate the harmful consequences for the society, the opponents of the age 21 law argue that a higher MLDA is only empty mockery because not only it is not associated with a decreased number of highway care accidents and reckless endangerment incidents involving the youth, but also it encourages the immature youngsters to pursue wrong paths to do exactly what they are stopped from by the law. This essay attempts at reviewing what the liter ature has to say on the issue of lowering MLDA as a way of evaluating if the arguments in favor of lowering it actually happen to be as compelling and credible as those against it. It also aims at contemplating basic history related to MLDA as a way of illuminating exactly when and why this issue started to be taken seriously at the official level.     Ã‚  

Truth in Literature Essay Example for Free

Truth in Literature Essay The truth provides different functions to different people. Truth to some people is simply boring so they choose to alter it as much as possible. This is also known as lying. Others try to run away from it, they simply cannot deal with reality. Some even go to the extreme by living their while life as a lie, while trying to deceive others. The truth in literature, as I perceive it, is something that only the reader can decide as being fact or fiction. There is neither right nor wrong to the information you obtain. The option is in your hands, and you are the one who should decide eventually if what you read or hear is fact, fiction, valuable, important, or useful for your future. Marta Martin may have omitted certain emotions or occurrences in order to appear stronger and more heroic to a reader. Richard Rodriguez lied to himself throughout his life in order to make himself believe he was better than his past. Finally, W. D. Snodgrass lied to everyone around him and even to himself, while chasing female students, in order to maintain an appearance of an upstanding professor. The story of Marta Martin can be very strange to some, but others can see her as a hero. Marta Martin was a pregnant woman who found herself caught in a terrible storm in the middle of Alaska. She was forced to survive on her own and there was no one else to help her. Marta kept a diary where she described how she managed to survive. In her diary she described a day when she killed a sea otter with an ax, peeled his skin, and ate his liver and heart. When you read her story you try to imagine a woman doing all that, but it gets harder when you realize that most pregnant women find even the smallest chores difficult. I tried to imagine a woman, but all I could invision was a man. What is even more interesting is that there was no emotion mentioned in the diary. There were no complaints, or pain, and she never mentioned the fact that she might be scared staying at the house all alone with her baby due very soon. She wrote about events that required emotional strength and physical characteristics not common to a young pregnant woman. Marta never once mentioned fear or apprehension that I feel even a man might feel in those circumstances. Many who read her story would be astonished to think that she accomplished all that alone. Many others will consider her a liar. In the beginning of her story she mentioned the reason as to why she choose to tell her story I can hardly write, but I must. For two reasons: first I am afraid I may never live to tell my story, and second, I must do something to keep my sanity. (martin,301) I believe she wrote the story not because she wanted to keep her sanity. Clearly she had plenty of work to do before the baby came, but she chose to write her story so that no one will forget her, so that everyone who will read this story sees her as a hero. A woman who did what would be impossible for most women out there. I dont know Marta Martin, though somewhere in my heart I believe that the truth is quite different. The truth is, that as a woman, she must have been scared and lonely. Im sure that she had many nights she found herself crying and praying for help. The truth, as I see it , is that there is no woman in this world who can kill an animal , get trapped in snow storm, live all by herself pregnant, and not mention a word of fear . However, it is not up to me to tell the truth. I’m simply the person who read it, and chooses to accept it, or interpret it differently. Marta Martin wanted to remain a hero. She wanted everyone to remember her as a hero. And with all that she did, that woman is a hero with or without mentioning a word or two of fear. The truth might be far different than what she chose to portray in her diary, but the fact is that she did survive, she did kill the sea otter and peel his skin, and she did have her baby. Thats the truth. What happened in between is her choice to tell us, and it is our responsibility to accept it or not. Richard Rodriguez altered the truth in a different way than Marta Martin and for a different purpose. Rodriguez was boy who wanted to be different from his middle class immigrant family. As a child Richard read as many books as he could, he used to always be the one to answer teacher’s questions and soon became smarter then his siblings and even his parents. His family couldnt really understand why he was so fascinated in reading books all the time and his brothers and sisters used to make fun of him. Even the other pupils in the class did not like him since he was the smart one. Later on, when it came time to choose a college, he chose the one far from home, far from his family. By then, he was embarrassed by his family’s lack of education and attempted to isolate himself as much as possible. In college he did very well and when he used to come back home he had nothing to share with his family. He thought that they would not understand anyhow, so why even bother. In the end the author wrote the truth about the typical school boy, in the end Rodriguez came to face the painful truth. He realized that in attempting to run from the past, run from his family, he lost something so profound and important that no matter how hard he would attempt to restore it, he would not succeed. He became more nostalgic for what was never really there, and for the thoughts of what might have been. Rodriguez was attempting to escape his family, but in doing so he faced the truth that in his heart he actually desired to be closer to his family. His goal was to become educated and felt that educated people were more admired. What he learned was all memorized; he did not learn intuition, creativity, interpretation, or how to solve complex problems. â€Å"Faithfully I wrote down all that they said. I memorized it:† I heard it all. But there was no way for any of it to mean very much to me. † (Rodriguez,670) W. D. Snodgrass lied to everyone around him and even to himself and reflects on this in a poem called â€Å"April inventory†, where an old man give the reader a glance of his life as a teacher. Through that window we discover information that some will consider as inappropriate, or even disturbing. His reality is far from been normal to me, yet he consider it as been of his everyday life. Through his poem, he demonstrates how he becomes older. He loose his hair at some point and also his teeth. At the same time he describe the way he sees the girls he is teaching . to him they are always young and slender and pinker every year. He also, creates a big scandal in our society, which he hides from the authorities. I have not learned there is a lie Love shall be blonder, slimmer, younger: That my equivocating eye Loves only by my bodies hunger That I have forced true to feel Or that the lovely world is real Eventually when I read the poem more carefully I discover that the truth is far more disturbing that just the way he sees himself comparison to the girls he is teaching. I realized that by saying† †¦love should be blonder slimmer younger â€Å" he implies that his goal is to sleep with the girls in his class. His only goal was sexual and not educational in purpose, and teaching was the last thing on his ‘to do list’. Therefore, he was lying and deceiving everyone into believing he was a teacher who was concerned about the education his students receive. While the awful truth is that he cared more about his looks and that fact that he is getting old and not the education. The truth is that he cared more to the fact that he can not sleep with them anymore for he is too old now. The truth as I see it in this poem is that he knows the truth but he choose to live a fantasy. â€Å"I have not learned how often I can win, can love, but choose to die. † (Snodgrass, 7) . He as an adult, authority figure knows very well the consequence to his actions. He is well aware of what he has done; he can part from right and wrong, yet he chooses a life of a lie. I feel he was also lying to himself to ignore that he was growing old; he was trying to convince himself he was still young and attractive by sleeping with younger girls. From these stories, and many others, truth can mean different things to different people. Truth can be very hard to deal with and is part of personal growth, as we see in Rodriguez’s story. Truth may be simply boring or make a person appear less heroic as in Marta Martin’s story. In other cases the truth is extremely exaggerated to the point when the author is living his whole life as a lie, as seen in the poem â€Å"April Inventory†. Truth, to me, is essentially the most important virtue in our life. But I won’t judge those who choose to change it for literature. I won’t point a finger and call them liars, for I might embellish the truth sometimes too.

Business Plan For The Chocolate Shop Marketing Essay

Business Plan For The Chocolate Shop Marketing Essay The confectionery industry in Pakistan is one that is growing and is promising for our business. This is due to the cultural changes and in the liking of our target market. Our marketing strategies include differentiation, creating customer awareness, increasing customer confidence and finally market development. These strategies aim to satisfy our marketing objectives and goals. Apart from these we have set objectives and strategies on a functional level for marketing research, customer services and the advertisement and promotion of our business. Our total investment is of Rs. 4590,000 out of which Rs. 1500,000 is a loan taken from the bank. The interest rate on this loan is 10%, and we plan to pay it off in a time period of ten years. The major problem involved in our business is that of an increase in interest rates and problems that we will have to face in regards with the location of the shop. Our main risk is associated with the competitors. Business Description Brand Name The chocolate shop Tagline of the company One Taste Is All It Takes General Description of the business Our business is that of confectionery chocolate which is customized. We will be opening one outlet by the name of the chocolate shop in either Y-Block in defence or Xinhua Mall. The chocolate will be processed after an order is placed according to the preference of the consumer. Different sizes, shapes, packaging and flavors will be available. The consumer will be able to choose their own blend of all of these. Product and services Semi sweet chocolate chips Milk chocolate chips Classic white chips Semi sweet chocolate baking bars Unsweetened chocolate baking bar Bittersweet chocolate baking bar Milk chocolate baking bar White chocolate baking bar Milk chocolate almond bars Crispy chocolate bars Blueberry and almond chocolate bars We also provide chocolates for special occasions in special packaging Boxed chocolates Holiday specials Corporate gifts Custom molding Fund raising Uniqueness of the product We are one of the very few chocolate manufacturers that make chocolate starting from the cocoa bean through to finished products. Throughout the process, we take special steps to ensure that our premium chocolate delivers our signature intense, smooth-melting chocolate taste. The uniqueness of our product lies in the fact that we make custom made chocolate with variations to the size, packaging and flavor according to the preference of the consumers Intensive quality assurance in the selection of cocoa beans means that we accept only the highest-quality beans. We reject as many as 40% of the beans that are offered to us. Beans that are not selected are sold to other manufacturers. In all of our chocolate product, we use a proprietary blend of cocoa beans that is refined to provide the companys distinct and intense chocolate taste. We roast the cocoa beans in-house to ensure the companys signature flavor profile is consistently maintained in all chocolate products.Because the nibs are fairly uniform in size, we have more control over the temperature and time, so we can get a more specific flavor. Other companies roast their beans before removing the shell, which requires over-roasting the outside portion of the bean in order to roast the inside. This could impart a burned flavor to their chocolate. Finally, we use an intensive refining process to ensure that its chocolate truly melts in your mouth! We have no grainy feel because we refine most of our chocolate flakes until they are 19 microns (human hair is 100 microns in diameter). Other mass market chocolates are refined to only 40 microns. Overview of the confectionery industry Chocolate and Confectionery industry has shown a satisfactory progress in recent years. The industry flourished under tariff protection and it has not only saved foreign exchange which would otherwise have been spent on the imports of such products but has also started earning the much needed exchange to the country. The vast Middle East market is open for the sale of chocolate and confectionery and Pakistan has all the potentials to capture this market. Export of chocolate products included sugar preparations, which increased from Rs.23.173 million in 1985-86 to 295.136 million in 1992-93. The sugar preparations included Pakistani jelly and jams exported in packed form. However, presently more than ten years later the trends have changed to quite an extent. Due to changes in culture and the people being exposed to media, there have been an inclination towards western confectionery which has increased by demand for chocolate confectionery. The Pakistan confectionery product category reached a value of $32.6 million in 2001. It is by far the smallest confectionery market in the Asia-Pacific region. Pakistan contributes less than one percent of the Asia-Pacific confectionery revenue. No single product category dominates the market. Standard grocers are the leading distribution channel, holding one third of the confectionery market revenue. Traditional grocers are the only other channel to capture a double-digit share. The remainder of the market displays a high degree of fragmentation Use this report to understand the key trends and issues in confectionery and assess the competitive landscape of the Pakistani confectionery industry. Goals and potential of the business Goals of the company include the following: To give our customers the best quality customized chocolate To gain the highest market share in the industry To gain consumer confidence and loyalty The company has high growth potential as the industry it is operating in is one which is growing and the willingness and buying power of the consumers is growing as well which will create high demand for our company. Moreover, corporations such as Multinational companies, banks e.t.c are now commonly using confectionery chocolates as gifts to their business clients as well consumers, this will also be of advantage to our organization and help it to grow. Marketing Research analysis Industry Analysis The industry that The Chocolate shop operates in is that of the confectionery industry which is a growing and an immensely popular industry having organizations such as Nirala, Gourmet and Patchi operating under it. The industry relies mainly on the changing lifestyle patterns and the population growth of the target group. Opportunity The opportunity of setting up a confectionery can be linked with the eating habits and demand of the people. People in Pakistan enjoy the traditional confectioneries very well and their demand is still extremely high on occasions such as weddings, birthdays, Eid and also in corporate clients, however recently there has been a cultural change in Pakistan. Now people are turning towards new lines and varieties of confectionery items. This major change can be seen in corporations mostly and now for weddings as well. Increase number of Outlets A rapid increase can be seen in confectionery outlets recently, this is a reflection of the increase in demand. The increase in the number of outlets have made such products more accessible to the consumers. Many organizations have opened small outlets near offices or other locations chosen specifically to maximize convenience for consumers. Consumer demand In Pakistan confectioneries have always been used as gifts on weddings and other occasions however now there is a higher demand for chocolate confectioneries on not only weddings but also on Eid and birthdays. There is a high and an increasing corporate demand for such confectionery items as now people want to deviate from the traditional sweets. Competitor Analysis Our chocolate shop will be competing with all confectionery shops in Lahore, however their main competitor will be Patchi as this organizations main product is chocolate as well. Other competitors are Nirala and Gourmet because they also serve confectionery items on weddings, birthdays, Eid e.t.c. Nirala has been in the industry the longest and many people of Lahore have a loyalty towards this brand. It has been used on weddings and other occasions. One of their strengths lie in their variety of packaging according to the occasion they cater to. Their packaging is quite diverse and comes in all sorts of sizes. They now also offer a sitting place for their consumer which has increased their demand a great deal because this is one of the feature which is not offered by any of their competitors. Gourmet on the other hand has also had an increase in consumer demand recently because of an increase in their product quality. There is a high demand for gourmet products on weddings, however it is not favorable amongst corporate clients. Patchi is the direct competitor of our business. They serve chocolate confectionery in different sizes and packaging. Their major clients are corporate clients and they serve to the upper class of the country due to their pricing. Our business will have a competitive advantage as it will be serving custom made chocolate, sized according to the consumers preference and it is also offering a sitting place in the shop. Moreover, we will also be serving for weddings, birthdays e.t.c. Target Market The population of Lahore is approximately 7,000,000 people. Our major target market will be the corporate clients of Lahore mainly and other adjacent cities as well. The trends in the corporations of Pakistan are now changing, corporations often present gifts in the form of chocolates to their consumer as well as their business clients. This trend is on an increase in the country. We will also cater for weddings in large packaging and other occasions such as birthdays and Eid. However this will be targeted towards the upper and the upper middle class of the country. Our target market will also largely include walk in clients who will purchase chocolate in small quantities as compared to the corporate clients or those catered for weddings. There is no age limit to the target market as Chocolate is a certain product that is liked by everyone. Market Size and trends The market size of our target market includes all of the upper class of Lahore and adjacent cities, all of the upper middle class and any person who could be a walk in customer. Apart from this we are serving to corporate clients which includes fourteen banks and other multinational organizations as well as the local ones. Marketing Plan An in depth analysis of marketing research will be conducted prior to making the marketing plan. Marketing of The chocolate shop will play a key role in the mobilization of targeted number of customers. Major marketing options include, site advertisement, cable ads and handbills among other traditional marketing channels. Before launch of the project, it is recommended that a research for understanding the dynamics of the targeted market should also be carried out, to design the products as well as the promotional strategy. The basic principle of marketing is to sell the right product, at the right price and promote it in the right place to the right people. However, there are other socioeconomic factors, which also affect the production, selling and consumption of foods. The success of marketing is often determined by the extent to which various socio-economic factors are considered. Business Situation As it has already been discussed above, the market for confectionery items are in a growing trend because of the increase in the demand and cultural changes in the country. The scope of the market is great as at the moment the only direct competition our business will be facing is Patchi and there is a high demand for confectionery chocolates within the corporate world. The distribution of our chocolate will be done through our own retail outlet, we will be implementing the strategy of forward integration. Our product will not be distributed to other retail outlets. All orders will also be places at our own shop. Our consumers would want value for their product and they will be given high quality products. The customers will be ranging from all age groups however we will be catering mainly for the upper class and the upper middle class, however a major target market of the business will be of walk in clients. Identification of problems and opportunities The major opportunity of our business is that it is operating in an industry which is growing and has high demand. Another opportunity is of the growing inclination of corporations towards the use of confectionery chocolates for purposes of gifts e.t.c. Our business will also be using state of the art technology for the chocolate making which will be made fresh after the order is places by the customer. The future of the confectionery industry also proposes many opportunities for our business, as the industry is offering a promising growth. This has occurred as a result of cultural changes and the increase in consumer income and spending power. Our business will be serving the needs of the consumers by making available to them customized chocolate which was initially not being catered to them by any source. However our organization will also be facing certain problems. The first issue to face is that of the entry of timing into the market. As the main decisive factors in this case are events and season, we will have to match the timings with these two limitations. For example weddings generally occur around winters in Lahore, therefore entering the market well before that would be a good idea. Another issue that would be faced is of the sustainability of the organization, it is not only important to be successful over a certain time period but the most difficult part is to be able to sustain this success and to be able to meet the changing requirements of the consumers. Another problem would be to see whether the location we will opening our shop at is accessible to a majority of our clients and can attract a large number of walk in customers. Marketing objectives This stage in marketing planning is indeed the key to the whole marketing process. The marketing objectives state just where the company intends to be; at some specific time in the future. To be most effective, objectives should be capable of measurement and therefore quantifiable. This measurement may be in terms of sales volume, money value, market share, percentage penetration of distribution outlets and so on. Some of the objectives of our business are as stated below: To increase sales by at least 10% each month To achieve a market share of 10% within the first 18months of operation to achieve atleast 75% customer awareness of our product in our target market within the first 6 months of operation To gain customer confidence within the first 12 months Marketing Strategies The marketing strategies are formulated in such a manner that they will assist in attaining the above marketing objectives Differentiation: this is the primary marketing strategy of our business. We will be offering a unique product that is not available in the market before. This strategy will be useful in increasing our sales objective and the market share objective Increasing awareness about our product is another strategy which will be used to achieve all three marketing objectives of our company. This will be done through effective marketing and promotional activities Customer confidence will be gained by taking in complaints from customers and handling them as the customers desire and also by providing customers with high quality Market development is another strategy which our business plans to follow after a certain time period of our establishment. We will be exploring new untapped markets in terms of geographical area to increase sales and market share. Departmental / Functional objectives Our functional objectives will be divided into the advertising and promotional objectives, customer service and market research objectives. Advertising and promotional objectives: build awareness to reach the customers and tell the market as to what we are what we offer Create interest in our consumers in order to make them visit the shop at least or to make a purchase to stimulate demand and increase the purchasing activity. Reminder advertising which will be used to maintain the interest and awareness of the consumers. Customer service objectives The main objective for customer services is to make sure that the complaints of the customers are heard and are taken care off. Market research To keep the business up to date with the changing demands of the consumers To keep the business up to date with the entry of new competitors To keep the business up to date with the strategies of the existing competitors To keep the business up to date with the technological innovations of the industry. Departmental / Functional strategies These strategies will be implemented in order to meet the above objectives. the advertisement and promotional objectives would be achieved through strategies involving effective advertisements through print and television mediums as well as bill boards. the reminder advertisement objective will be achieved by continuous effective advertisement, however it will not be on such a large scale as it will be at the time of launch. customer service objectives would be reached by having a 24 hour help line available to the customer for complaints and other queries. Market surveys will be conducted time to time in order to achieve the marketing research objectives Control of the Marketing plan In order to keep an effective control on the marketing plan periodic reviews will be held. On quarterly basis a review of the marketing plan will be held to see whether the objectives are being met and if the strategies are efficient or not. Feedback will be taken from not only consumers but also from the employees of the organization on the operations of the company and on the implementation of the marketing plan. The marketing plan will then be reviewed accordingly and changed if needed. Operations Organizational Plan Building a strong, lasting organization requires careful planning and strategy, in which organizational plan plays a vital role. Organization plan discuses the form of ownership and advantages and disadvantages of the new venture. Its further includes authority of principles and rules and responsibilities of all the major position of the business. In the organizational plan, developing the management team and form of organization are the foremost steps. In this the importance of employees, their loyalty and commitment to the organization and type of ownership is of greater concern to the potential investors as well as for the entrepreneur. Form of ownership There are three types of major legal forms of businesses or ownership. The three basic types are: Proprietorship Partnership Corporation These three basic types of businesses are compared with regard to ownership, liability, start-up costs, continuity, and transferability of interest, capital requirement, and management control, distribution of profits losses and attractiveness for raising capital. The new venture The Chocolate Shop is proprietor owned business. The owner is the individual who starts the venture and has full responsibility for all the operations. The owner may hire some personnel such as managers, advisors, and accountant etc, to assist in day to day working of the business. Liability of owners The proprietor is liable for all aspects of the business, which means no distinction is made between the business entity and the owner. This is known as unlimited liability in which owner has to satisfy any outstanding debts of the business, creditors may seize any assets the owner has outside the business. Cost of starting a business The financial cost of the business is mentioned in the financial plan. But here, the cost of starting the business refers to the legal fees and expenses incurred for the formation of the venture. In our new form of business which is based on the sole proprietorship, there are not many legal expenses involved compared to the other forms of ownership. The only legal fees required is the fees for trade name, which makes the cost of starting the business very low. Continuity of business Continuity of the business is one of the most important issues for the investors as well as for the suppliers and customers because investors are concerned about the investment, and suppliers and customers prefer to have long relationship with the business they are interacting with. The chocolate shop is a proprietorship business, in which continuity of the business depends upon the owner will to continue, and or otherwise lasts till the death of the owner. Where as, typically in Pakistan, business is continued by the successor of the owner. Transferability of interest In a sole proprietorship, the owner is completely free in the transferability of interest. The owner can sell any part or the business as pleased or when a good value is given. The chocolate shop`s owner has the same advantage of transferability of the interest being a sole proprietor. Capital requirement The need for capital during the early stages of the new venture can become one of the most critical factors in keeping a new venture alive. For a proprietor, any new capital can come only from loans by any number of sources or by additional personal contribution by the entrepreneur. In borrowing money from the bank the entrepreneur may need collateral to support the loan. Any borrowings from outside investors may require giving up some of the equity in the proprietorship. Which ever the source for fund is the owner or the entrepenure is liable to make the payments and a failure to do so can result in foreclosure or liquidation. However, even with these risks the proprietorship is not likely to need large funds of money to do business. The chocolate shop, has acquired Rs.1.5 million from the bank and the rest of Rs.3 million is invested by the proprietor himself/herself. To acquire the loan from the bank, the owner has to keep his/her house as collateral. Management Control In any new venture, the entrepreneur will want to retain as much control as possible over the business. In proprietorship, the entrepreneur has the most control and flexibility in making business decisions. Since the entrepreneur is the single owner of the venture, he or she will be responsible for and have sole authority over all business solutions. Mean there is a centralized chain of command in the shop. Distribution of profits and losses The chocolate factory is single owner or sole proprietor based business, therefore all the profits and losses are received by the owner. Attractiveness of raising capital The ability of proprietor to raise capital depends on the success of the business and the personal capability of the entrepreneur. Primarily because of the problem of personal liability raising capital is a difficult task. Tax attributes for proprietorship In proprietorship taxable year is usually a calendar year and taxes are deductible on the income generated by the proprietor business. Organization cost is non-amortizable and capital gains are taxed at individual level. A deduction is allowed for long-term capital gains and capital losses are carried forward indefinitely. For the initial organization or commencement of new business, results in no additional taxes for individual. Tax issues for proprietorship The proprietor has some tax advantages that there is no double tax when profits are distributed to the owner and that there is any capital stock tax or penalty for retained earnings in the business. Authority of principle The main authority of principle in the chocolate shop is with the C.E.O that is chief executive officer, who is responsible for the entire major decision making. Main functions of the C.E.O are: Reviewing operating and capital budgets Developing longer-term strategic plan for growth and expansion Supporting day to day activity Resolving conflicts Organogram C.E.O Manager Production Department Sales Department Cashier/Accountant Salesman Salesman Store Keeper Chocolate Maker Chocolate Maker Roles And Responsibilities Of Management C.E.O:This diagram shows that at the top of the hierarchy there is a C.E.O who is the sole proprietor of the business .He the is the only owner of the business his job basically would be to have an overall look at functions of the business .It is a centralize chain of command. As the sole owner of the business will be taking all the major decisions at the top. All the employees of the business would come under his command. Manager: As the name suggests the manager is responsible for managing the resources in the best possible way and give the business its best possible outcomes. Manager takes into account the performance of the sales and production department. The manager is answerable to the CEO regarding the feat of the two departments. The manager also assesses the performance of the workers in the lower levels of hierarchy. Sales Department: Cashier/accountant: The cashier looks after the cash flows (both inflows and outflows) of the business. The person also maintains the accounts of the company, recording its sales, revenue, expenses etc of particular periods. A specialist is required for the job because of the importance and complexity of the task. Salesperson: The primary function of this salesperson is to generate and close leads, educate prospects, fill needs and satisfy wants of consumers appropriately, and therefore turn prospective customers into actual ones. The successful questioning to understand a customers goal, the further creation of a valuable solution by communicating the necessary information that encourages a buyer to achieve his goal at an economic cost is the responsibility of the sales person. Production Department Store keeper: This is a job in which the concerned person has to keep all the records of the inventory and the raw material. He has keep track of every thing which comes and goes from the store. He will report directly to the manager of the daily flows. He will recommend how much and when the raw material is need. Chocolate Maker: This person will handle all the chocolate making process. He will handle all the machinery and the chocolate making process. He is basically a trained professional an artist in his field . He will design and make the chocolate according to the taste of the customer. Financial Plan Total Investment Break down of Initial Investment (Rs. per month) Rent 60,000 x 6 = 360,000 Salaries 80,000 Raw material 300,000 Packaging 150,000 Furniture 600,000 Transportation 600,000 Interior 1500,000 Machinery 1000,000 Rent will be paid six months in advance, totaling Rs. 1200,000. Salaries are a total of Rs. 80,000. Rs. 20, 000 of these would be paid to a manager, Rs. 15000 each to the employees hired for the making of the chocolate and Rs. 5000 each to three other employees who would be taking orders and serving. Products would be sold on a price of Rs. 200 per 100gm of Chocolate. Paid in cash 3090000 Loan from bank 1500,000 Total 4590,000 Income statement Advertisements Advertisements in the income statement are the highest in the first month because that is the starting month so investment in advertisement needs to be higher. It reduces in the summer and increase again October onwards. Depreciation Depreciation is calculated on furniture as 5000, it has zero salvage value and the useful life is 10 years. Machinery has a salvage value of 350,000 and a useful life of 10 years hence the depreciation is Rs. 7083.3. Interest expense The interest rate on the loan is 10% and the loan is to be given back in a period of 10 years and is paid monthly. Jan Feb March Apr May June Sales revenue 1400000 1800000 1600000 1600000 1600000 1600000 CGS 630000 810000 720000 720000 720000 720000 gross profit 770000 990000 880000 880000 880000 880000 Operating expenses salaries 80,000 80,000 80,000 80,000 80,000 80,000 Utility bills 100,000 100,000 100,000 100,000 100,000 100,000 Maintenance 10,000 10,000 10,000 10,000 10,000 10,000 Misc expenses 5,000 5,000 5,000 5,000 5,000 5,000 Advertisement 150,000 50,000 50,000 50,000 50,000 50,000 Depreciation on furniture 5,000 5,000 5,000 5,000 5,000 5,000 depreciation on machinery 7,083 7,083 7,083 7,083 7,083 7,083 interest payments 20,343 20,343 20,343 20,343 20,343 20,343 rent 360,000 transportation 615,000 15,000 15,000 15,000 15,000 15,000 raw material 300,000 300,000 300,000 300,000 300,000 300,000 packaging 150,000 150,000 150,000 150,000 150,000 150,000 total operating expenses 1,802,426 742,426 742,426 742,426 742,426 742,426 Profit before tax -1,032,426 247,574 137,574 137,574 137,574 137,574 Tax( 30%) -309727.9 74272.11 41272.11 41272.11 41272.11 41272.11 Net Income -722,698 173,302 96,302

Difference between ETAR and CCC in Calculation of Dose

Difference between ETAR and CCC in Calculation of Dose Abstract Aims: According to the limitations of TPSs dose calculation algorithms, it is important to verify their calculations and to find the amount of differences of their results with actual delivered dose in the patient body for all of radiation situations to find the best and accurate algorithm to choose for use in routine radiation treatment planning. Materials and Methods: After validation of simulated Linacs head in water phantom as a homogeneous medium, the modeled head verified in Rando phantom as a heterogeneous medium for pituitary gland area irradiation. In the second part, ETAR and CCC algorithms were compared for 2 lateral parallel opposed and one oblique (45 degree) fields (3Ãâ€"3 cm2) irradiations at 18 MV using 30 º physical wedge. Results: Our results showed that there are significant difference between ETAR and CCC in calculation of delivered dose in pituitary irradiation. Also, none of the algorithms can predict actual dose in air cavity areas, except Monte Carlo method. Conclusions: As differences between algorithms may have effects on quality of treatment, it is important to evaluate algorithms to choose the best one for use in clinical situations. MC method is a great evaluation tool for comparison of clinical dose calculation algorithms. Keywords: Treatment planning system, Dose calculation algorithm, Monte Carlo simulation, ETAR, CCC Introduction The main objective of radiation therapy is to deliver the maximum possible dose to the target tumor with minimum dose to the normal surrounding tissues [1]. To achieve this, a good understanding of the dose distribution in irradiated tissue and most importantly, experimental verification of this distribution is needed. During the actual radiation treatment planning in clinics, dose distribution calculated by treatment planning systems (TPS). Any deviation in these calculated distribution would lead to difference in patients delivered dose and would have an important effect on quality and effectiveness of the radiotherapy treatment. Most of dose calculation algorithms in TPSs are inaccurate in radiation disequilibrium conditions such as near tissue inhomogeneity like near air cavities and bone-soft tissue interfaces for small and complex radiation fields [2-5]. Therefore, it is important to validate this dose calculations. Common validation is performed by comparisons with measured data which their reliability depends on measurement situations and instruments and several other aspects. So, there are some limitations in this kind of validation such as the fact that it is impossible to verify the dose calculations in some parts of patients body for example in brain irradiation. Currently, it is well known that the Monte Carlo (MC) is the most accurate method for dose calculation [6-10] and with the advancement of computer technology, dose calculation algorithms based on the MC method have the potential to be used to calculate the delivered dose in radiotherapy clinics. But, due to the time consuming process of the full MC calculations and some of the limitations in speed of computers in clinics [11], it is still impossible to use full MC in routine clinical calculations. However, it is most powerful technic to verification of TPSs dose calculations [12-14]. According to mentioned limitation of TPSs dose calculation algorithms, it is important to verify their calculations. There are several studies on MC validation of common dose calculation algorithms in homogeneous medium and simple and also complex radiation fields [15-22], but because of the several complex situations in clinical irradiations, it is important to find the amount of differences of dose calculation algorithms results with actual delivered dose in the patient body for all of these situations to find the best and accurate algorithm to choose for use in radiation treatment planning process. In this article, we compared two dose calculation algorithms of CorePLAN TPS for computed tomography (CT) images of a patient with pituitary adenoma. The algorithms were equivalent tissue-air ratio (ETAR) and collapsed cone convolution (CCC) which are routinely used in radiation treatment planning. The project divided in to two parts: validation of MC model in homogeneous and heterogeneous medium, and comparison of ETAR and CCC algorithms with MC as a gold standard. After validation of simulated head of the medical linear accelerator (Linac) in water phantom as a homogeneous medium, the modeled head verified in Rando phantom as a heterogeneous medium for pituitary gland area irradiation. In the second part, ETAR and CCC algorithms were compared to MC simulation for planned pituitary radiation same as one in Rando phantom. Materials and Methods Monte Carlo Simulations The EGSnrc [23] user code BEAMnrc [24] was used to model an 18 MV beam from a Varian 2100C/D (Varian Medical Systems, Palo Alto, CA). The Linac was modelled with different component modules (CM). Table-1 shows these components and their materials. The schematic geometry showing the CMs are shown in figure-1. The 3D image created by EGS_WINDOWS [25] program. In this study, ISOURC==19 was used for modelling the incident electron beam. This source is a circular beam with 2-D Gaussian distribution of particles. ECUT and PCUT parameters which used to define the global electron and photon cutoff energy, were set to 0.7 MeV and 0.01 MeV. Also, Electron Range Rejection with ESAVE value of 0.7 MeV in the target and ESAVE-GLOBAL=2 MeV and Directional Bremsstrahlung Splitting with NBRSL=750 were used to minimize the simulation time. Phase Space data were created for open 10 Ãâ€"10 cm2 photon beam and the percent depth dose (PDD) and profiles of measured and simulated data were used for verification of the beam energy and full width at half maximum (FWHM) of the incident electron beam in 30 Ãâ€" 30 Ãâ€" 30 cm3 water phantom using DOSXYZnrc code [26]. To drive best estimates for the energy and FWHM of the incident electron beam, the method which introduced by Sheikh-Bagheri and Rogers [27] were used. For comparison between calculations and measurements, all curves were normalized to the center of the field for dose profiles and the depth of dose maximum for the PDD curves. This procedure is suggested by Pemler et al. [28] for MC calculated dose distributions of single electron fields. Differences between the calculated and measured curves for dose profiles, were compared in terms of dose difference (DD) in the low dose gradient areas, and distance to agreement (DTA) in millimeter (mm), in the high dose gradient. For both of Rando phantom and patient studies, CT images of phantom and the patient were used by CTcreate program to make *.egsphant file for irradiation by ISOURC=8 in DOSXYZnrc code. Radiation Treatment Planning The study was done for Rando phantom and one clinical case CT images originally calculated with equivalent tissue-air ratio algorithm (ETAR) by CorePLAN treatment planning system for pituitary gland radiotherapy. Two other dose algorithms were used: collapsed cone convolution (CCC) and Monte Carlo program, BEAMnrc and DOSXYZnrc codes. The dose calculation algorithms were compared for 2 lateral parallel opposed and one oblique (45 degree) fields (3Ãâ€"3 cm2) irradiations at 18 MV using 30 º physical wedges. Figure 2 shows designed radiation plan for Rando phantom and patient CT images. Dose Distributions In Monte Carlo simulation, dose distributions were calculated with DOSXYZnrc that were used as a benchmark and in Rando phantom study, radiographic (Kodak EDR2) and radiochromic (Gafchromic EBT2) films used to obtain planar dose distributions. All films scanned with Microtek 9800XL scanner. Gafchromic EBT2 films scanned 24 h after irradiation [29]. As the pituitary gland is placed in level 3 in Rando phantom (see figure 3), dose calculations and measurements were compared for the delivered dose in surfaces between layers (2,3), (3,4) and (4,5), in terms of 2D isodose curves. All measurements were repeated three times. Results Validation of Monte Carlo For validation of Monte Carlo simulation, results were compared with measurements in water phantom and 18.2 MeV and 1.5 mm for energy and FWHM of the incident electron beam shows the best match with measurements. Figure 4 shows PDD and dose profile for mentioned energy and FWHM. For PDD curve, dose difference was below 1% and for dose profile, DD and DTA were 0.97%  ± 0.65 and 1.71 mm  ± 1.08 for open field and 1.23%  ± 1.09 and 1.79mm  ± 0.96 for wedged field. Evaluation of Monte Carlo simulation in Rando phantom Simulated Linac were evaluated by comparison with EBT2 and EDR2 film dosimetry in Rando phantom as a heterogeneous medium for pituitary radiation treatment dose calculations. This part of the study performed to make sure that simulated Linac have an acceptable performance in a heterogeneous medium similar to the patient body, where measurement of the delivered dose is impossible. Totally, differences between Monte Carlo and film measurements were 4.93%  ±0.87 for all of the layers. These differences were 4.62%  ± 1.37 for EBT2 films and 5.03%  ± 0.49 for EDR2 film dosimetry. Also, there were 1.2% difference between EBT2 and EDR2 results. Patient study results The final purpose of this study was evaluation of ETAR and CCC dose calculation algorithms in almost small size complex radiation wedged fields. To achieve this, Monte Carlo simulation used as a gold standard to compare these algorithms. Figure 5 shows results of the radiation treatment planning using Monte Carlo method, ETAR and CCC dose calculation algorithms. The differences between Monte Carlo and dose calculation algorithms were 6.40%  ± 3.44 (range: 3.8% to 10.3% ) for CCC and 10.36%  ± 4.37 (range: 5.5% to 13.9% ) for ETAR. Discussion Dose calculation algorithms in treatment planning systems have an important role in radiation oncology departments. Any inaccuracy in predicting dose distribution in patients body will change the quality of the treatment. So, it is important to find the suitable algorithm for dose calculations in radiation therapy process. New algorithms which commonly used in TPSs, beside of their improvements in calculation, may have appreciable inaccuracies in some clinical situations such as small fields, electron disequilibrium and interfaces between different densities [7]. In this study, the differences between CCC and ETAR algorithms were compared to MC simulation results which considered as a gold standard. The study was done for a patient case with pituitary adenoma. To achieve this, the project divided in to two parts. The first step was validation of modelled Linac head in water and Rando phantom as homogeneous and heterogeneous medium. Results of simulated head in water phantom showed that the best match between simulated results and measurement data will appear when energy and FWHM of incident electron beam was set to 18.2 MeV and 1.5 mm, respectively. These amounts were in the range of their resulted amounts in previous MC studies [27, 30-32]. There are several recommendations for evaluate the accuracy of dose calculations in various areas with high or low dose gradient[33-38]. Our results for open and wedged fields in water phantom were in agreement with recommended amounts by Venselaar et al.[33] for dose profiles and also differences between measured and simulated results were under 2 percent recommended in previous studies for PDD curves[12, 27, 33, 39]. Evaluations in Rando phantom study showed 4.93%  ±0.87 for all of the EBT2 and EDR2 layers in comparison with MC simulation. This difference was little than 7% discrepancy reported by Brualla et al.[40] and was more than Dobler et al.[16] results which reported 3% difference between MC and film dosimetry in heterogeneous medium. There would be two reasons for this difference. The first one is the gaps between Rando phantom layers which made by placing the film between them. These gaps are larger for EDR2 films because of the thickness of their cover. While, in MC simulation these distances would not considered in calculations. The second one is the fact that in high density tissues such as bone, as the number of the scattered secondary electrons increases, delivered dose will decrease and this will considered in MC calculations. Because this method considers all of the interactions occur in that tissue and calculates the delivered dose in it. But in film dosimetry, film density is equal to the soft tissue density and bone scatter electrons will cause an increment in delivered dose in the film and this may lead to a disagreement between MC and film dosimetry. Film dosimetry have uncertainties pertinent to several factors such as nonuniform thickness of the sensitive layer, temperature effects, scanner uncertainty and its warm up effect[41-43]. There was 1.2% difference between EBT2 and EDR2 films. EDR2 films are light sensitive and were cut in a dark room; However, this low light may have effects on measurements. Also, EDR2 film processing have remarkable effects on the results while there is no need to process the EBT2 films. Final results showed about 6.4% difference for CCC algorithm and about 10.3% for ETAR algorithm in comparison to MC simulation. Chow et al.[44] evaluated the anisotropic analytical algorithm (AAA) and CCC in heterogeneous phantom for tangential photon beam. They showed that the mean dose differences between MC and CCC was about 4.6% for 15 MV photon beam with 7Ãâ€"7 cm2 field size. Polednik et al. [17] in comparison between pencil beam (PB) and collapsed cone (CC) algorithms in an anthropomorphic phantom, reported that there is about 6% difference between CC algorithm calculations and measurements. Our results are close to their findings and also Calvo et al. [19] results which reported about 5.6% differences for CCC in comparison with MC. Figure 5 shows that none of the algorithms could predict the actual dose in air cavity except MC. This difference is larger for ETAR. This is due to this fact that ETAR algorithm uses the ratio of two tissue-air ratio (TAR) for inhomogeneity correction and in definition, TAR is ratio of absorbed dose in a given depth in absorbent material to the same depth in a small air region in electron equilibrium situation. Therefore, this algorithm assumes that there is electron equilibrium in all points. So, in bone-air interfaces which there in no electron equilibrium, ETAR will have fault in dose calculations [45]. Also, ETAR only considers primary and scattered photons and doesnt consider the secondary electrons. Hence, it cant evaluate the electron disequilibrium [12, 46-50]. While, CCC models electron transport and will predict the effects of electron disequilibrium in heterogeneous interfaces [51]. Our results showed that CCC algorithm as a model based dose calculation algorithm, have a better agreement with MC simulation and the results of this study confirms the previous studies [15, 52-56]. In conclusion, as differences between algorithms may have effects on quality of treatment, it is important to evaluate algorithms to choose the best one for use in clinical situations. MC method is a great evaluation tool for comparison of clinical dose calculation algorithms. Acknowledgments This work was financially supported by grant no. 90-04-30-15948 to S. R. Mahdavi from the deputy of research of Tehran University of Medical Sciences. The data presented here are provided from the K. Tanhas MSc thesis. The authors would like to thank Dr. M. Sohrabpour from Sharif university of technology for his support on this study and physics staff of radiotherapy department of Pars Hospital at Tehran, Iran for their assistance.

Bordetella pertussis :: Essays Papers

Bordetella pertussis "Whooping Cough" Encounter and Colonization Bordetella pertussis is a highly communicable agent and is transmitted person-to-person via airborne droplets or direct contact with discharges from the respiratory mucous membranes of an infected person. This small, gram-negative coccobacillus is non-motile, aerobic and fastidious. B. pertussis colonizes the respiratory tract including the mouth, nose, throat and beginning of the lungs of young children worldwide. The bacteria bind to ciliated cells in the respiratory mucosa by producing adhesions. Filamentous hemagglutinin on the cell surface and pertussis toxin (Ptx) both help the bacteria in binding. Filamentous hemagglutinin binds to the galactose residues on the glycolipid of the ciliated cells. Ptx, in its cell-bound form, binds to the glycolipid lactosylceramide, which is also found on the ciliated cells. Ptx binds to the surface of phagocytes as well, causing phagocytosis of the bacteria. This mechanism may lead to enhanced survival as an intracellular parasite. Adding to it s many purposes, Ptx deregulates the host cell adenylate cyclase activity. The A subunit of this AB toxin, affects the G protein responsible for inhibiting adenylate cyclase. This leads to an increase in cyclic adenosine monophosphate (cAMP) creating detrimental metabolic changes in the host cells. Additional Toxins Also contributing to the virulence of the bacteria are the exotoxins including invasive adenylate cyclase, tracheal cytotoxin, and lethal toxin. Invasive adenylate cyclase reduces local phagocytic activity as well as acting as a hemolysin. Tracheal toxin affects the ciliated respiratory epithelium by inhibiting the ciliary beating. This kills the cells and causes them to be eliminated from the mucosa. Tracheal toxin also stimulates the release of IL-1, which causes fever. Lastly, lethal toxin causes inflammation and local necrosis at infection sites. Because B. pertussis is a gram-negative bacteria, it possesses the endotoxin lipopolysaccharide (LPS). However, its LPS is different from that of the other gram-negative bacteria, in that it is heterogeneous with an alternative form of the Lipid A, called Lipid X. Although not fully understood at the time, it seems that Lipid X has a greater capacity for virulence. Pathogenesis After an incubation period of five to ten days, or as long as 21 days, numerous symptoms can be observed. The symptoms come in two stages. The first stage consists of common cold symptoms such as sneezing, runny nose, low-grade fever, and a mild cough. It is during this time that the disease is most contagious, and it lasts from one to two weeks.

How My Cousin Manuel Brought Home A Wife :: essays papers

How My Cousin Manuel Brought Home A Wife Manuel Arguilla and Charlson Ong’s stories may have an almost similar title, with each of the main characters bringing home a wife who is different from the local people. However, the newer version addresses a much more serious issue. In Charlson Ong’s â€Å"How My Cousin Manuel Brought Home A Wife†, the writer used contrast of characters(particularly Consuelo and Mei Lu) and contemporary language to show that even in the modern age, racial discrimination still exists and destroys one’s happiness. Hearing about his son’s return with a Brazilian wife, Mei Lu is devastated. Her agony clearly worsens to the extreme upon seeing her daughter-in-law: Consuelo, a huge and black woman whom she describes as â€Å"bigger than the great wall and blacker than the pit of her kettle†. â€Å"She might learn to live with the fact of a foreign daughter-in-law, Spanish-speaking and all. But Consuelo? The woman simply failed to strike me as being in the universe of possibilities Aunt Mei Lu could imagine.† It is made clear by the writer in these lines that a foreign daughter-in-law of a skin color other than black would be bearable for Mei Lu. Mother says Carlos should not have brought Consuelo to the house. But did they not send Carlos to the airport to bring the couple back home? Apparently, they were expecting a white Brazilian. At 70 and being â€Å"from an age where the word beauty conjured a fairness often described as being edible and where petite, teen-age, virgin brides were tucked neatly into fragile sedan chairs fit for babes†, Mei Lu can not accept the fact of having Consuelo, who has just the opposite qualities, as the wife of her only son. She regards Consuelo as subhuman. This she reveals by her wailing: â€Å"You call that a daughter-in-law?† Furthermore, she associates Consuelo’s black skin color with evil. Eventhough she has not spoken a word to Consuelo, except for the words â€Å"O kui† she called to her face, Mei Lu automatically as sumes that she tried to kill Manuel, who was actually saved through Consuelo’s psychic abilities, and is only after Manuel’s money, which is not as much as Mei Lu thinks at all.

Health Care Museum Essay

My proposal for a new health care hall of fame museum would include several things. My museum will pay tribute to the five most significant developments in the evolution of health care in the United States. These developments has helped change and save the lives of many people. Exhibit 1: Vaccines and Medications Vaccines and Medications are very important. With these two we have had a significant decrease in the number of people that were hospitalized or caused death. With the â€Å"advances in medical science† you can be protected against more diseases. Medicines can either heal, prevent, or stop diseases or a sickness. Medicine can be used in the form of a tablet, syrup, drugs, and exercise. When we get sick we take medicine for many different reasons. With the help of medicine it will â€Å"restore us back to normal†. Exhibit 2: Prevention and Control of Infectious Disease If you do not have control of infectious diseases from spreading, then we all can be at risk of a big epidemic of disease that are contagious. You have different community partners and health care providers that work with people to discuss the pros and cons of the infectious diseases. We all should work together to prevent the spreading of any kind of germ. This can be something as simple as washing your hands more frequently throughout the day. You would also use vaccines and medicines to prevent and treat infectious diseases. Exhibit 3: Technology Technology is a great advancement for the health fields, especially now that it is improving every day. Technology has become an important source to obtain medical information. Everyone is using technology on so many  different ways. They are using it to reach â€Å"wider populations,† contact with patients, public awareness, community outreach, and any questions that you may have medically, you can chat with doctors and nurses online as well. Exhibit 4: Medical Equipment Medical Equipment is something I choose, because with the different types of medical equipment it can save many lives. You have different types of medical equipment. â€Å"Diagnostic medical imaging machines† are used to help with diagnosis. MRI, Ultrasound, CT scanner equipment is used to maintain a person’s function. These are just some of the medical equipment’s. You also have other machines that monitor your vital organs in your body. Like EKG machines to monitor your heart, lung and dialysis machines. Exhibit 5: Oxygen Oxygen is needed by all living organism. Without oxygen humans will not be able to survive. In institutions like hospitals, they keep a supply of oxygen in stock that is provided to patients who have difficulty breathing. We must take care of ourselves in order to have a longer life span and in order to live healthy. All of my exhibits that are presented to you, I feel are very important and vital in the health care field. These are all thing that we need in the health care and in order to survive. Reference 1. Health Statistics. Health U.S. 2010: With Special features on death and dying. Hyattsville MD:CDC, National Center for Health Statistics, 2011