Eat, Pray, Love Review Essay Example

Eat, Pray, Love Review Paper Essay on Eat, Pray, Love I started reading this book I had last year, but fell asleep almost every page, decided that my acquaintance with the author should be postponed, and forgetting about it altogether. I would not have remembered about Mrs. Gilbert, together with its creation and now, if not for a trip to a nearby town. When choosing what to take to read on the way, my interest has fueled an interesting review of the bookmix site, after which I still decided to re-acquaintance. So, Elizabeth Gilberts Eat, Pray, love ». Summary of course, the book is beautiful. Judging from her, I was expecting an easy female fiction with a hint of meaning. As a result, my expectations were confirmed only that it is fiction. No more. I honestly tried to find at least one plus of this product. At least one worthwhile idea. At least one point, touches the soul. All to no avail. The book does not carry any literary value. Why and for what purpose the author created it, for me, an enigma. Swing on the subject, of course, grandiose. The pursuit of happiness, joy, pleasure, spirituality, and of self so trite and hackneyed theme that all of this, for me personally, suggesting that, rather than the author has nothing to say something new, then you should not take up the thousandth chewing . But it is not worth it. Gilbert, apparently thought otherwise. A pity, because in the end it has turned out not a simple transfusion from a sieve, and generously spiced with boredom, sadness and boredom We will write a custom essay sample on Eat, Pray, Love Review specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Eat, Pray, Love Review specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Eat, Pray, Love Review specifically for you FOR ONLY $16.38 $13.9/page Hire Writer If we look at the story, I did not have the integrity.. There was a feeling that the author wrote this work for a long time, and at long intervals. Not only that, the idea was lost, without even having arisen, so also the course of the plot itself was built a very curious way. First, the author seems to be conducting an evaluation of the presenting characters and situations, after long thought, where the author muses like what to do with them, stretching almost to the end, and galloping, crumpled over. At times, the author is trying to divert the attention of readers from passive heroine, including three sets of different, but at the same time striking the country, but this is not nothing good happened. Italy, India and Indonesia as much, and most importantly as a bright, lively, wide and tempting it was possible to describe these countries. He had only to appear some time standing or description, it immediately interrupted, and the situation was returning to the depressive charac ter. The impression that the author has a good set of lexical, but she just does not know how to use it. Speaking of the heroine she has absolutely no character. Neither the descriptions nor the deeds, nor the motivation or thoughts. Nothing. Only not passing depression. So, personally, I could not bear the thought of any security. And the road was much longer and more boring. Therefore, I can appreciate this book only the 1st grade of 5 Upd .: In the light of past dialogue on previous reviews, I can say to all dissatisfied -. Yes, I have read all the previous reviews and totally agree, they are written on the cut above, clearer and more dignified. However, by themselves can use the well-known ad posted in a pub Please do not shoot the musicians play, as they can . Eat, Pray, Love Review Essay Example Eat, Pray, Love Review Paper Essay on Eat, Pray, Love I started reading this book I had last year, but fell asleep almost every page, decided that my acquaintance with the author should be postponed, and forgetting about it altogether. I would not have remembered about Mrs. Gilbert, together with its creation and now, if not for a trip to a nearby town. When choosing what to take to read on the way, my interest has fueled an interesting review of the bookmix site, after which I still decided to re-acquaintance. So, Elizabeth Gilberts Eat, Pray, love ». Summary of course, the book is beautiful. Judging from her, I was expecting an easy female fiction with a hint of meaning. As a result, my expectations were confirmed only that it is fiction. No more. I honestly tried to find at least one plus of this product. At least one worthwhile idea. At least one point, touches the soul. All to no avail. The book does not carry any literary value. Why and for what purpose the author created it, for me, an enigma. Swing on the subject, of course, grandiose. The pursuit of happiness, joy, pleasure, spirituality, and of self so trite and hackneyed theme that all of this, for me personally, suggesting that, rather than the author has nothing to say something new, then you should not take up the thousandth chewing . But it is not worth it. Gilbert, apparently thought otherwise. A pity, because in the end it has turned out not a simple transfusion from a sieve, and generously spiced with boredom, sadness and boredom We will write a custom essay sample on Eat, Pray, Love Review specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Eat, Pray, Love Review specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Eat, Pray, Love Review specifically for you FOR ONLY $16.38 $13.9/page Hire Writer If we look at the story, I did not have the integrity.. There was a feeling that the author wrote this work for a long time, and at long intervals. Not only that, the idea was lost, without even having arisen, so also the course of the plot itself was built a very curious way. First, the author seems to be conducting an evaluation of the presenting characters and situations, after long thought, where the author muses like what to do with them, stretching almost to the end, and galloping, crumpled over. At times, the author is trying to divert the attention of readers from passive heroine, including three sets of different, but at the same time striking the country, but this is not nothing good happened. Italy, India and Indonesia as much, and most importantly as a bright, lively, wide and tempting it was possible to describe these countries. He had only to appear some time standing or description, it immediately interrupted, and the situation was returning to the depressive charac ter. The impression that the author has a good set of lexical, but she just does not know how to use it. Speaking of the heroine she has absolutely no character. Neither the descriptions nor the deeds, nor the motivation or thoughts. Nothing. Only not passing depression. So, personally, I could not bear the thought of any security. And the road was much longer and more boring. Therefore, I can appreciate this book only the 1st grade of 5 Upd .: In the light of past dialogue on previous reviews, I can say to all dissatisfied -. Yes, I have read all the previous reviews and totally agree, they are written on the cut above, clearer and more dignified. However, by themselves can use the well-known ad posted in a pub Please do not shoot the musicians play, as they can .

Football at Slack Essay Example

Football at Slack Essay Example Football at Slack Essay Football at Slack Essay As the train approaches its destination, the poem gains momentum as though possessed of some new energy, then suddenly slows down. The philosophical discourse slackens too, as Larkin can no longer sustain the intensity of his superior knowledge that extends far beyond the superficiality of socially constructed rituals. He relinquishes the awareness that the journey was merely a frail / Travelling coincidence: the experience now inhabits the past, and Larkin releases his hold on it, leaving him free to pursue the fertile possibilities of the future. Larkin has taken us on a journey through more than simply space and time: it has been a journey through experience and knowledge. It has revealed and observed the substance of Englishness: its landscape and the people who inhabit it. The gentle closing lines of the poem: there swelled A sense of falling, like an arrow-shower Sent out of sight, somewhere becoming rain is an optimistic release of the true meaning of life that can never be fully sustained, or indeed realised, by most Englanders. In the poetry which makes up The Whitsun Weddings, Larkin presents the reader with a simple and uncomplicated depiction of the matter of England, through which it is easy to perceive what is the matter with England. Ted Hughes has an altogether different attitude towards the matter of England, and indeed towards poetry itself. There are few overt references to the English nation in his New Selected Poems 1957-1994, primarily because Hughes does not deem the rational division of the earth into separate states to be of any real importance. : To him landscapes, animalistic forces and the scope of nature are not contingent upon the demarcation of a particular region they are equally in existence the world over. However, certain landscapes in his verse can be identified geographically, and many of these are of England, or at least an England of the past. For example, Remains of Elmet is a series of poems which has as its backdrop the last Celtic kingdom; within this geography Hughes brings together history and the activity of contemporary life to create a mythic effect. England is depicted through the portrayal of the whole of western civilisation. The sentiments contained in Hughes poetry apply to England because it has been shaped by the same processes as western culture, and both are now in the grip of a spiritual and natural paralysis. Hughes harbours a powerful contempt for western civilisation because its values and attitudes have impeded the operation of mans natural energy. 4 He conceives of civilisation as a cage from which man must break free and rediscover basic instincts. Thus the role of contemporary society is negated, and the logical rationalism of modernity is denied, in favour of the evocation of primitive but unrecognised natural forces at work in man and his environment. Hughes sees that being disconnected from this inner [primeval] world, life becomes empty, meaningless, sterile. 5, so he uses poetry as a means to discover this life by giving voice to the figure beneath the mask of civilisation. Social history becomes translated into a natural history by Hughes poetry: in October Dawn for example, the social is related to the evolution of the landscape. 6 October Dawn sets a precarious civilisation against the puissant force of nature, a battle which civilisation inevitably loses. This poem emphasises that western culture is subject to the benevolence of the earth, and can be reclaimed at any point. So A glass half full of wine is left out / To the dark heaven all night like an offering to placate some primeval god. Yet the insubstantial wine glass, an emblem of civilisation, is doomed as natural forces begin to conquer all things man-made: Ice/ Has got its spearhead into place. The delicacy soon gives way to something more forceful, which is reflected by the elemental and energetic diction: a fist of cold / Squeezes the fire at the core of the world. Such is the unbridled power of nature that it has eliminated the civilised man and all evidence of his existence, and reinstated the Mammoth and Sabre-tooth, but has only just begun its domination. The potential of the landscape is immense: And now it is about to start. Football at Slack appears in Remains of Elmet, a collection that focuses on a real world inhabited by real people as opposed to the mythopoeic world of Crow, for example. Here, the human and the elemental interact in an exhilarating celebration of vitality. But significantly the human activity of football, a game that occupies an increasingly central role in the culture of England, is contained within the bounds of the landscape: Between plunging valleys, on a bareback of hill. The football game is recounted in a gently mocking tone; the football players take on an absurd quality, and become almost clown-like figures: Men in bunting colours / Bounced, and The rubbery men bounced after it. There is something incongruous about the whole activity men flailing around in the landscape, chasing a ball while the enduring hillside looks on. As always, nature exercises control over the activities of man: The ball jumped up and out and hung on the wind / Over a gulf of treetops. Nature exerts its powers on the men, as though in teasing; for although: the rain lowered a steel press leaving the players practically submerged, they remain: washed and happy. Man interacts with the landscape, and there is the connotation that the landscape watches the match and is entertained by it. Hughes identifies in this football game a vestige of mans natural energy. Yet although in this instance the natural and the social operate side by side in a complicit agreement, Football at Slack carries the suggestion that the hillside could at any time unleash its power on the comical figures: a golden holocaust / Lifted the clouds edge. A bleak, physical landscape once again has supremacy over humankind, and primitive energies possess the advantage over the peculiarities of western civilisation. An awareness of the carnal mentality shared by animals and humans alike is basic to Ted Hughes. 7 The impulse to get back to a new and more vital life principle is ever present in his poetry -he strips humanity down to a bare animal in order to attempt a reconciliation with a consciousness that has insisted on the alienation from the inner life. The Long Tunnel Ceiling is a drama of consciousness, and illustrates the way in which the observation of animals, as representative of the true order of nature, provides the stimulus for the re-acquaintance with our true selves. In The Long Tunnel Ceiling, the sight of a trout in a canal marks a departure from the mundaneness of modern life, and the verse that contains it. The fish takes on the persona of a natural god, a: Master of the Pennine Pass, and in that capacity is exalted, indeed almost worshipped, by Hughes. The sighting of the: Molten pig of many a bronze loach triggers in the poet an imaginative flight into a mystical, natural landscape a flight on which he is accompanied by the reader: Brought down on a midnight cloudburst In a shake-up of heaven and the hills When the streams burst with zig-zags and explosions. An encounter with a single, inert fish initiates a mental and spiritual departure from the heedless bustle of modern life, with its: Lorries from Bradford [and] Rochdale that pass insistently overhead. The animal is accepted as a desirable and precious aspect of the self; against this knowledge, the industrial society that surrounds the poet and the trout fails to possess any meaning. We are left with an awareness of a wild god that flowers like a symbol of hope and sustenance amid the relentless passage of modern life. Her Husband is one of the few poems by Hughes to possess a socially oriented view. A precarious social hierarchy, with males assuming a higher status because they know: The stubborn character of money, is portrayed. The existence of humans and their ultimately insignificant social structures are sustained through the violation of the landscape. Thus civilisation is supported and underpinned by nature. Yet the poem suggests that the physical earth will revenge its desecration at the hands of ruthless humanity: Their jurors are to be assembled / From the little crumbs of soot. The transience and superficiality of western culture is contrasted with the enduring and far superior presence of the landscape and its fossil fuels: Their brief / Goes straight up to heaven and nothing more is heard of it. The farcical notion of the rights of humanity is burnt away as effortlessly as the coal. Hughes portrays basic natural forces with a language of energy and vigour, and in doing so creates a mythic dimension. The poetry of Ted Hughes is neither social commentary nor a straight-forward description of the geography of England. It condemns the whole of western culture, of which England is a part, for distancing itself and its people from the strong primitive urges that comprise the inner self. His aim is to: reconnect our own natural energies with those in the external, natural world8 through the medium of poetry. Both Philip Larkin and Ted Hughes both examine the matter of England, and expose its flaws. But their attitudes towards and treatment of this England differ radically. The term English poets seeks to unite the two perspectives of two poets that remain essentially irreconcilable.

Rational for the lesson I design by using technology in teaching Assignment - 1

Rational for the lesson I design by using technology in teaching English( power point and Hot potato software) - Assignment Example 276). CALL uses a wide range of technological tools to assist language teachers and learners to achieve an effective learning process (Leakey 2011, p. 56). Technology in Teaching English as a Foreign Language (TEFL) refers to CALL–based teaching methods (Levy and Stockwell 2006, p. 15). There are many technological tools that can be employed as CALL enhancements for TEFL including: computer programs like PowerPoint and Hot Potatoes, online interactive systems like Skype, internet social networks like Twitter and Face book, web blogs and wikis among others (Levy and Stockwell 2006, p. 23; Nadia 2013, p. 3). Although these technological tools are regarded with skepticism by some analysts, they play an important role in improving the overall TEFL process both to the teacher and to the students (Leakey 2011, p. 96). The following essay details a critical analysis on the use of CALL tools for TEFL with specific reference to the tools I used. I chose the Microsoft software, PowerPoint to design materials for my TEFL lesson and Hot Potatoes for student exercises and activities. This lesson was designed for intermediate level students in Saudi Arabia. The class is composed of young children between the ages of 12 years and 16 years (International Bureau of Education 2011, p. 21). These kids have just completed their primary or elementary school level. The class is composed of both girls and boys who have learned Arabic as their first language (International Bureau of Education 2011, p. 22). The class has 25 pupils. The students need CALL resources such as laptops and computers to use for the presentation and subsequent tasks. The internet is also needed for this lesson mainly for the Hot Potatoes testing program. The first strength is that, I am a highly trained professional in the fields of TEFL and in CALL implementation. This ensures that I will execute my responsibilities effectively to impart English skills in the students. I am also armed with suitable

An Analysis of Tools for Evaluating HR Effectiveness Research Paper

An Analysis of Tools for Evaluating HR Effectiveness - Research Paper Example Human resource management is a practice within an organization that is responsible for the recruitment, selection, training, empowerment, compensated and looking after the overall welfare of organization’s employees.For an organization’s activities to be carried out effectively and efficiently, an organization should have competent employees. The human resource manager is the one who carries out human resource management practice. He should therefore have plans in place to ensure the organization acquires the most competent employees in the market (Peter 12). This can be achieved through the development of an effective recruitment and selection plan. Through effective human resource management, organization’s employees are satisfied with the compensations they are given. This is due to the fact that the human resource manager keeps on reviewing the organization’s remuneration system so as to keep on making adjustments that will enable employees earn well i n order to cope with the changing standards of living.Human resource management is concerned with motivating organization’s employees in a way that they will be able to produce outstanding outputs. The human resource manager since is the one who is responsible for this has to ensure that a good working environment exist. Employee retention- Each and every business organization aims to retain its competent employees so that they can keep on contributing tirelessly to the success of the organization in terms of its performance.

Quality Assignment Example | Topics and Well Written Essays - 3750 words

Quality - Assignment Example Examples of such processes include product creation, system testing, code module measurement, project planning and experience packaging for use in other projects to be implemented in the future. They have also described some of the characteristics that identify software processes. Armbrust et al (2012) state that software processes are derived from the real world. The processes can be performed either by humans or machines or by both of them. Human performance is referred to as enactment while machine performance is referred to as execution. The processes can be refined or transformed into sub processes. The sub processes are capable of being refined. Finally, the processes consume further products so as to enable them transform input products into multiple output products. Acuna et al (2000) describe a software process as activities that are set in a partially orderly manner with the aim of managing, developing and maintaining software systems. The process is based on the process of construction and not the end product. Many organizations define their own means of producing software. Evaluation of software processes related to analysis of activities that an organization carries out in order to develop software or softwares as end products. The idea is that the quality of the final product, which is the software, is directly proportional to the quality of the development process. The aim of carrying out software process evaluation is to improve the production (cost and quality). The process of evaluation brings into knowledge standards for assessing the quality of software development (Acuna et al 2000). There are two methods that are popularly used to evaluated software process: software capability evaluation and ISO/IEC 15504. The SCE was developed by the software engineering institute with the purpose not just to evaluate for quality but for purposes of selecting suppliers, monitoring process and internal evaluation. The method focuses on analysis of the way certain key areas are implemented and institutionalized. The method analyses if the software processes adopted by a given organization are fully satisfying the requirements that are usually articulated in the yardstick (Armbrust 2012). The method comprises of three stages or phases: plan and preparation, conduct evaluation and reporting of results. Conduct evaluation involved visiting of the organization being evaluated by the evaluation team. The method incorporates CMM as referencing model. CMM describes various maturity levels that represent an ordinal scale used to rate the development process. The maturity levels are related to the evolution of the process to the end. The fist level is the initial level. This level represents the ad hoc stage, that is, stage that is not managed and unpredictable (Armbrust 2012). The second level is known as repeatable. The level is intuitive in nature. The processes are basically managed and there is the capability of repeating some projects. The third level is known as the defined stage. It is qualitative in nature. The processes are well defined and institutionalized. The fourth maturity level is known as the managed stage. The level is marked by quantitative analysis that amounts to measures and

Endosymbiotic Theory in Eukaryotic Cells

Endosymbiotic Theory in Eukaryotic Cells Endosymbiotic theory- the modern, or organelle- containing eukaryotic cell evolved in steps through the stable incorporation of chemoorganotrophic and phototrophic symbionts from the domain Bacteria. The hypothesis of endosymbiosis is at present the most widely accepted theory on the evolution of the eukaryotic cell. This current theory states that the mitochondria and chloroplasts contained within the eukaryotic cell, are there due to the integration of free living bacteria which implement aerobic metabolism, chemoorganotrophic bacteria, and bacteria which implement oxygenic photosynthesis, cyanobacteria. It is thought that symbiosis, in addition to natural selection and mutations, is also a driving force in the evolution of the modern or organelle containing eukaryotic cell. This essay will describe in detail the endosymbiotic theory and its features, discuss the evidence which supports it and then discuss its major opposing theories, the hydrogen hypothesis and the syntrophy hypothesis. Short history of the endosymbiotic theory Many biologists have had a role in what is now known as the endosymbiotic theory. Firstly in 1883, Andreas Schimper proposed that particular organelles evolved from the symbiotic union of two different organisms, (this was while he was studying chloroplast division within green plants and observed a similarity between chloroplasts and free living cyanobacteria.), (Vargas-Parada, 2010). In 1905, Konstantin Merezhkovski devised the term, symbiogenesis , due to his work on lichens leading him to speculate that more complex cells evolved from a symbiotic relationship between less complex ones (2006). Then in the 1920s, Ivan Wallin suggested that organelles such as mitochondria and chloroplasts began as symbiotic bacteria and that species creation could have occurred through endosymbiosis. Finally, much later in 1967 Lynn Margulis collected various microbiological observations which supported the hypothesis of endosymbiosis. Evolution of the eukaryotic cell The current evidence for the evolution of eukaryotic cells suggests that around 4 billion years ago ancestors of Bacteria and Archea arose. It is thought that in bacteria, around 3.2 billion years ago, phototrophy occurred, with the common ancestor of many bacteria thought to be an anaerobic phototroph. Then around 2.7 billion years ago oxygen-generating cyanobacteria developed, which over time caused an increase in the atmospheric oxygen levels. The atmosphere slowly changed from anoxic to oxic due to this rise in oxygen levels. At some point during this period eukaryotic microorganisms containing organelles evolved and the oxic environment drove their evolution. Main distinguishable features of present day eukaryotes from prokaryotes In many prokaryotic cells their DNA is arranged into a single loop, is circular and unlike eukaryotes, it is not associated with histones and is therefore termed naked. Prokaryotic cells reproduce by the process of binary fission, are mainly unicellular organisms and are usually smaller than eukaryotic cells. In the nucleus of the eukaryotic cell, the DNA is organised into chromosomes, which is surrounded by a membrane. Eukaryotic cells reproduce by the means of mitosis and meiosis, are usually larger than prokaryotic cells and are usually complex and multicellular. The main distinguishing feature of eukaryotic cells is that they contain membrane bound organelles, with the most noteworthy being the mitochondria and chloroplasts. The major organelles involved in the endosymbiotic theory The endosymbiotic theory refers to the organelles mitochondria and plastids, (plastids refer to chloroplasts, chromoplasts, and gerontoplasts, to name a few), however mainly focuses on chloroplasts. The major reason for these two organelles being involved in the endosymbiotic theory is because they both contain a small genome. Moreover, both of these organelles contain the operating systems required for cellular functions such as protein synthesis, for example ribosomes and transfer RNA, and also the cellular constituents needed for translation. Mitochondria Mitochondria are the site of respiration and oxidative phosphorylation in eukaryotic cells. They are membrane bound organelles, with each cell containing thousands of them. Mitochondria show variations in their morphology, and can be rod-shaped or spherical. They are surrounded by two membranes, an outer membrane and an inner membrane. The outer membrane is made up of protein and lipid and contains channels which allow the diffusion of ions and small organic molecules. The inner membrane is less permeable and is invaginated to form cristae. Oxidative phosphorylation occurs on the inner membrane; with cristae allowing maximum surface area for ATP synthase molecules, which are involved in the synthesis of ATP (Adenosine Triphosphate), the final step of oxidative phosphorylation. It is for this reason that they are considered to be the power generators of the cell. Mitochondria possess their own DNA which is independent of the cells chromosomal DNA. The mitochondrial genome mainly encodes proteins needed for oxidative phosphorylation and also encodes ribosomal RNAs, (rRNAs), transfer RNAs, (tRNAs) and proteins necessary for protein synthesis. Mitochondria use simplified genetic codes, which seem to have arisen from selection pressure for smaller genomes (Madigan, 2009 p. 351). Even though mitochondria possess their own genome they still require proteins encoded by nuclear genes. Chloroplasts Chloroplasts are membrane bound organelles found in phototrophic eukaryotic cells. These cells are found in plants algae and some protists. Chloroplasts contain chlorophyll which is the photosynthetic pigment present within them. Chloroplasts are usually larger than bacterial cells and can differ in size and shape. Chloroplasts again like mitochondria consist of two membranes and inner membrane and an outer membrane. Their outer membrane is permeable and the inner membrane is less permeable. The inner membrane surrounds the stroma, which houses the photosynthetic pigment, chlorophyll and other cellular components needed for the process of photosynthesis in thylakoids. Thylakoids stacked into the structural units, grana. The thylakoid membrane is not permeable to ions and other metabolites, due to the light reactions of photosynthesis needing the proton motive force which is necessary for the synthesis and release of ATP. The stroma of the chloroplast holds large amounts of the enzyme RubisCO, (ribulose bisphosphate carboxylate), which catalyses the Calvin cycle or the dark reactions of photosynthesis. The Calvin cycle converts COà ¢Ã¢â‚¬Å¡Ã¢â‚¬Å¡ into various organic compounds like glucose which are needed by cells. Chloroplasts also contain their own DNA, which is also independent of the cells chromosomal DNA. The identified chloroplast genomes are all circular DNA molecules, with each chloroplast containing several matching copies of the genome (Madigan, 2009 p. 350). Genes contained within the chloroplast encode for proteins required for photosynthesis and autotrophy to occur and also rRNA and tRNA used for the processes of transcription and translation. Like mitochondria, chloroplasts have some proteins, which are encoded by nuclear genes and not just by the chloroplast genome. Introduction to the endosymbiotic theory The primary endosymbiotic theory implies that the mitochondrial ancestor was a free living facultatively aerobic alphaproteobacterium, attained by another cell and therefore giving rise to a eukaryotic cell. (Madigan, 2009 p. 520) A species of cyanobacterium is thought to be the ancestor of chloroplasts, obtained by a heterotrophic eukaryote, after eukaryotic cells had appeared around 1.5 billion years ago (Madigan, 2009 p. 520) and was obtained as an internal symbiont (Bruce Alberts, 2002). Secondary endosymbiosis refers to the event where several non-phototrophic organisms attained chloroplasts, after the primary endosymbiosis event is said to have occurred. Secondary endosymbiosis is said to have been an important factor in the evolution of eukaryotes, bringing the modern diversity of life into being (Macfadden, 2001). Features of and molecular evidence for the primary endosymbiotic theory The main point of the primary endosymbiotic theory, and which gives it its credibility, was that both mitochondria and chloroplasts both contain DNA, with rRNA, tRNA and proteins involved and needed for the respiratory chain in mitochondria and proteins needed for photosynthesis in chloroplasts, being encoded by these small genomes within mitochondria and chloroplasts. Non-phototrophic eukaryotic cells are genetic chimeras containing DNA from two different sources, the endosymbiont, which is the mitochondria, and the host cell nucleus (Madigan, 2009 p. 520). Eukaryotes which are phototrophic, for example algae and plants, have DNA from two endosymbionts, the mitochondira and the chloroplasts as well as the nuclear DNA. The majority of mitochondrial DNA and chloroplast DNA is similar to bacterial DNA in its shape, which is circular and size. The second feature of primary endosymbiosis is that genes originating from bacteria are found in the nucleus of the eukaryotic cell. This has been proven by sequencing genomes, which have shown that nuclear genes encode properties unique to mitochondria and chloroplasts, (and also which closely resemble genes of bacteria), showing that during the evolution of the eukaryotic cell these genes where transferred to the nucleus of the eukaryotic cell, from the bacterial endosymbionts, during the development of the organelle from the engulfed cell (Madigan, 2009 p. 521). The third feature of primary endosymbiosis is that the mitochondria and chloroplasts contain their own ribosomes. Ribosomes are present in eukaryotic cells and prokaryotic cells, with eukaryotic cells possessing the larger form, 80S, and prokaryotic cells containing the smaller, 70S, ribosomes. The mitochondria and chloroplast contain these 70S ribosomes. The fourth feature is antibiotic specificity. Mitochondria and chloroplast are sensitive to antibiotics which kill bacteria or are bacterial inhibitors. Some for example streptomycin do this by specifically interfering with the functions of the 70S ribosomes, which occurs in the same way in mitochondria and chloroplasts (Madigan, 2009 p. 521). Rifampicin is an antibiotic which in bacteria affects the RNA polymerase. It does not have this effect on eukaryotic RNA polymerase however does inhibit mitochondrial RNA polymerase. The fifth and final feature of primary endosymbiosis is that of molecular phylogeny. Phylogenetic studies comparing organelles and rRNA support the theory of mitochondria and chloroplasts deriving from bacteria. There is also other evidence in addition to what is mentioned above. Both mitochondria and chloroplast are surrounded by two membranes. It is though that the inner membrane is the original membrane which contained the prokaryotic cell and the outer membrane results from the process of endocytosis when the bacteria were taken into the eukaryotic cell. Protein synthesis in the endosymbionts begins with N- formyl methionine, the same amino acid that initiates protein synthesis in bacteria whilst in eukaryotic cells protein synthesis is initiated by methionine. Also the thylakoid membrane and the protein complexes which it contains are like those that can be found in cyanobacteria (Pyke p. 5) , and chloroplasts can divide in a way which is similar to the process of binary fission which is carried out by bacteria. This evidence all suggests that the host cell which obtained the mitochondrion by phagocytosis was an anaerobic eukaryotic cell, (which already contained a nucleus) and that the mitochondrial endosymbiont was an obligate anaerobe (Mentel, 2010). This event was later followed by the endosymbiosis of a cyanobacterium, allowing the eukaryotic cell to become photosynthetic. In this way the host eukaryotic cell attained permanent organelles which are suited to energy production. It was also mutually beneficial for the symbionts which obtained a constant and accommodating environment for their growth. Secondary endosymbiosis The primary endosymbiosis event in the common ancestor plants and in green and red algae is said to have created the modern day chloroplast. The secondary symbiotic event refers to non-phototrophic eukaryotes obtaining chloroplasts by the endocytosis of a green or red algal cell and consequently becoming phototrophic. It is thought that secondary and even further endosymbiosies lead to the diversification of eukaryotes. Problems with the endosymbiotic theory To support the endosymbiotic theory in the 1980s, Tom Cavalier-Smith proposed that certain single-celled eukaryotes which are at present still living, bear a resemblance to earlier eukaryotes, were primitively amitochondriate (Lane, 2005 p. 42),(basically eukaryotes without any mitochondria), and Cavalier-Smith named them archezoa. (He later abandoned this theory in 2002, (Cavalier-Smith, 2002)) These cells derived their energy via fermentation and prefer environments with little oxygen and were thought to be the bridge between early eukaryotic cells (as archezoa contain a nucleus) and prokaryotic cells, which would have supported the theory of a bacterial cell being phagocytised, but not digested, leading to the possession of a mitochondria in the early eukaryotic cell. It was then thought that as oxygen levels on earth started to rise, the mitochondria too, began to evolve, due to aerobic respiration being more resourceful than anaerobic respiration, which again supported that the phagocytosis of this bacterial cell was for the purpose of a more efficient way of generating energy. In March 2000, Jan and Siv Andersson proposed the Ox-Tox hypothesis to explain that aerobic respiration was the selective pressure leading to the gain of the mitochondria, originally selected for the removal of oxygen by the host cell (Andersson, 2000). This was due to research showing that the genome sequence of Rickettsia prowazekii had a strong phylogenetic relationship with mitochondrial proteins (Andersson, 2000). However in the late 1990s these hypotheses were question due to the appearance of contradictive evidence. The genomes of archezoa were sequenced and genes were found which showed that the ancestors of archezoa once had mitochondria, even though there was no physical indication of them in the cell. Some archezoa such as Giardia were found to have mitochondria but in the form of mitosomes, which still carried out mitochondrial processes (Lane, 2005 p. 47) again implying that these eukaryotes once contained mitochondria within their cells. It was then suggested that the original host in the eukaryotic merger was a methanogen, due to the structure of eukaryotic and methanogenic histones and the 3D conformation of the DNA associated with the histones being closely related (Lane, 2005 p. 48). Other problems with the endosymbiotic theory are that if a bacterium was phagocytised by a eukaryotic cell, it would definitely have been digested and neither mitochondria nor chloroplasts are able to survive independently outside of the eukaryotic cell. Chloroplasts arent the main focus when disproving the endosymbiotic theory as its thought that when the phagocytosis of a phototrophic symbiont occurred, the host cell already contained mitochondria. The alternative theories to the mainstream endosymbiotic theory The hydrogen hypothesis In 1998, William Martin and Miklà ³s Mà ¼ller proposed the hydrogen hypothesis. Unlike other hypotheses which suggested that the formation of eukaryotic cell was due to the rising oxygen levels, this hypothesis suggests that instead it was to do with hydrogen. They state that Eukaryotes are suggested to have arisen through symbiotic association of an anaerobic, strictly hydrogen dependent, strictly autotrophic archaebacterium (the host) with a eubacterium (the symbiont) that was able to respire, but generated molecular hydrogen as a waste product of anaerobic heterotrophic metabolism. (Mà ¼ller, 1998). The hydrogen hypothesis is based on hydrogenosomes which are anaerobic mitochondria, that produce ATP and with their waste products including hydrogen gas and carbon dioxide and which also are able to function in low oxygen environments. Martin and Mà ¼ller suggested that there was a methanogenic ancestry of the host (Mà ¼ller, 1998) due to methanogens needed the very products (hy drogen and carbon dioxide), which are released by hydrogenosomes and because hydrogenosomes survive in the same environment as methanogens. Due to the intimate association between the methanogen and the bacterium, the symbiosis becomes closer, due to the methanogen needing the products of respiration produced by the bacteria and it is gradually engulfed by the methanogen. By the process of lateral gene transfer from bacterium to methanogen, the methanogen is now able to carry out aerobic and anaerobic respiration (Lane, 2005). There are known examples today of bacteria which live as endosymbionts within other prokaryotes (Mentel, 2010), which again helps support this hypothesis. Another point which gives the hydrogen hypothesis credibility is that all anaerobic and aerobic mitochondria all originated from a facultatively anaerobic ancestral state (Mentel, 2010). Also according to the hydrogen hypothesis, the host cell was not required to have possessed a nucleus (Mà ¼ller, 1998). The formation of the nucleus is explained by genes for the synthesis of lipids being transferred to the host chromosome from the symbiont leading to the host synthesising these bacterial lipids and then resulting in the formation of the endoplasmic reticulum, an internal membrane system and origination of a eukaryotic nucleus (Madigan, 2009 p. 376). The effects of the hydrogen hypothesis for chloroplasts have not been considered in much depth (Allen, 2003). The syntrophy hypothesis This hypothesis was proposed by Purificacià ³n Là ³pez-Garcà ­a and David Moreira in 1999. This hypothesis is based on similar metabolic considerations as the hydrogen hypothesis proposed by Martin and Mà ¼ller (Moreira, 1999). There are some similarities between the two hypotheses. Firstly, they both maintain that the metabolic nature if the original symbiotic event involved both hydrogen and syntrophy, secondly that the hydrogen dependent autotrophic archeon must have been a methanogen (Moreira, 1999) and finally that the mosaic nature of the eukaryotic genome can be explained by lateral gene transfer and replacement over a long symbiotic life (Moreira, 1999). The difference between these hypotheses is that the syntrophy hypothesis states that the organisms involved were ÃŽÂ ´- proteobacteria, which are ancestral sulphate reducing myxobacteria, and methanogenic archaea (Moreira, 1999). The hydrogen hypothesis states that an ÃŽÂ ±-proteobacteria began the symbiosis, wherea s in the syntrophy proposal it is thought that two eubacterial types were involve, a sulphate reducing ÃŽÂ ´- proteobacteria, (which produced hydrogen for fermentation), and also an ÃŽÂ ±-proteobacterial methanotroph became symbionts and used the methane which was generated by the methanogen to produce C0à ¢Ã¢â‚¬Å¡Ã¢â‚¬Å¡. Both of these hypotheses agree that the ancestral mitochondria were of anaerobic origin (Moreira, 1999). The chimeric nature of the eukaryotic cell The hypotheses mentioned above, suggest that the modern eukaryotic cell is a chimera, which is a cell that is made up of features from both Bacteria and Archaea (Madigan, 2009 p. 376). Eukaryotes contain the same sort of lipids which are found in Bacteria and the tools they contain for transcription and translation are like those found in Archaea (Madigan, 2009 p. 376). The chimeric nature of nuclear genomes can be partially explained by the endosymbiont hypothesis of mitochondria (Hua). At some stage in eukaryogenesis, cellular and genomic combination of the two different organisms (which vary for the hydrogen and syntrophy hypothesis) happened with gene transfer from bacteria to archaea and then subsequent replacement. The bacterial genome is then thought to have condensed down and could have also dematerialised as the cell underwent evolution, (as horizontal gene transfer, which includes the introduction and loss of genes, is often seen in symbionts (Madigan, 2009 p. 377)). The de veloping eukaryotic cell must have inherited some of the archaeal-DNA processing systems, whereas the cellular metabolism systems are thought to have come from bacterial organotrophy (Hua). During its evolution the modern day eukaryotic cell has become ever more complicated and has led to the appearance of complex, multicellular life forms which are powered by mitochondria and chloroplasts in phototrophic eukaryotic cells. The progression of its evolution and how all the individual compartments of the cell occurred is expected to have taken an extensive amount of time. Variation and natural selection evidently occurred, perfecting the cell by the removal of mechanisms and cellular structures which were deemed useless, leading to biological diversity. It is still undetermined which of these hypotheses mentioned accurately describe the origin of eukaryotes and is thought that the further sequencing of genomes and phylogenetic analyses of the prokaryotic and eukaryotic genomes will provide an improved elucidation of the origin and diversity of eukaryotes.

Blood As An Image In Macbeth Essay -- essays research papers

Shakespeare uses the symbol of blood in MacBeth to represent treason, guilt, murder and death. These ideas are constant throughout the book. There are many examples of blood representing these three ideas in the book. Blood is mentioned throughout the play and mainly in reference to murder or treason. The first reference to blood is in MacBeth's soliloquy in Act 2, Scene 1, Lines 33-61, when Macbeth sees the bloody dagger floating in the air before him. Also in this soliloquy on line 46 he sees "on thy blade and dudgeon gouts of blood", this means that there is blood on the handle and spots of blood on the handle. This is implying that the dagger was viciously and maliciously used on someone. Shakespeare most likely put this in as premonition of murder and death to come later in the story. The next reference, although indirect, in Act 2, Scene 2, Lines 5-11 is when Lady MacBeth talks about smearing the blood from the dagger on the faces and hands of the servants that she drugged. In Act 2, Scene 2, Lines 11-12, "I laid their daggers ready; He could not miss them". Notice how she said THEIR daggers. She is setting up the innocent servants of the king, making it look like they committed treason. Also in this scene is the first reference of blood pertaining to guilt. MacBeth says this in Act 2, Scene 3, Line 60, "Will all great Neptune's ocean wash this blood clean from my hand?" This is an example of blood representing guilt, because MacBeth wi...

Promotion Strategy

Table of Contents Sr No. | Title| P No. | 1. | Introduction| 2-5| 2. | Promotional Mix| 5| 3. | Sales process| 7-8| 4. | Advertising| 9-13| 5. | Other Methods| 14-15| 6. | Public Relations| 15| 7. | References| 18| Introduction What is promotional strategy ? Promotional strategy is the function of informing, persuading, and influencing a consumer decision. It is as important to non profit organizations as it is to a profit oriented company like Colgate-Palmolive. Some promotional strategies are aimed at developing primary demand, the desire for a general product category.For example, the Wisconsin Milk Marketing Board promotes natural cheese through advertisements without referring to any particular cheese maker. But most promotional strategies are aimed at creating selective demand, the desire for a particular product. Land O' Lakes campaign—†The taste that stands above. Land O' Lakes 4-Quart Cheese†Ã¢â‚¬â€is an example. The objectives of promotion, the component s of the promotional mix—personal selling, advertising, sales promotion, and public relations are discussed, and finally, the factors that influence marketers' decisions in selecting a promotional mix are explained.Objectives of Promotional Strategy Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product's value. An organization can have multiple promotional objectives.The National Pork Producers Council has developed â€Å"The Other White Meat† promotional campaign primarily to position pork as a white meat rather than a red meat. Other goals of the campaign include inc reasing the sale of pork and informing consumers that pork is low in calories and cholesterol, high in nutrition, easy to prepare, and versatile. To illustrate the versatility of pork, one advertisement in the campaign features 21 different pork dishes and offers consumers a free booklet for those and other pork recipes. Providing InformationIn the early days of promotional campaigns, when there was often a short supply of many items, most advertisements were designed to inform the public of a product's availability. Today, a major portion of advertising in the United States is still informational. A large section of the daily newspapers on Wednesdays and Thursdays consists of advertising that tells shoppers which products are featured by stores and at what price. Health insurance advertisements in Sunday newspaper supplements emphasize information about rising hospital costs.Industrial salespeople keep buyers aware of the latest technological advances in a particular field. Fashion retailers advertise to keep consumers abreast of current styles. Promotional campaigns designed to inform are often aimed at specific market segments. Warner Bros. Records, for example, created a compact disc advertisement targeted at the baby-boom generation. In explaining the purpose of the ad, a Warner executive said, â€Å"We believe that most boomers are unaware that our classic recordings of the 1950s, 1960s, and 1970s are on CD along with the current releases. The ad informs baby boomers that Warner releases not only contemporary recordings but also some of its best albums from previous years, including those by Fleetwood Mac, Van Morrison, and ZZ Top, on compact discs. Included in the ad is a list of classic recordings now available on compact discs. Differentiating the Product Marketers often develop a promotional strategy to differentiate their goods or services from those of competitors. To accomplish this, they attempt to occupy a â€Å"position† in the market t hat appeals to their target customers.Promotions that apply the concept of positioning communicate to consumers meaningful distinctions about the attributes, price, quality, or usage of a good or service. Positioning is often used for goods or services that are not leaders in their field. The advertisement for Murphy's Oil Soap in Figure 13. 2 is part of a promotional campaign The Murphy-Phoenix Company uses to differentiate its household cleaner from its much larger competition. While market leader Mr. Clean and other large competitors such as Top Job are promoted as â€Å"tough on dirt† cleaners, Murphy's Oil Soap is positioned as a gentle household cleaner.The positioning strategy is carried through in other ads in the campaign, in which caretakers of churches and opera houses emphasize the soap's gentle cleaning attribute. Increasing Sales Increasing sales volume is the most common objective of a promotional strategy. Some strategies concentrate on primary demand, others on selective demand. Sometimes specific audiences are targeted. In an effort to build the sales volume of its bodywear, Danskin developed an advertising campaign targeted at women age 18 to 44. Advertisements in the $3 million campaign, helped boost the sales of Danskin's adult garments by 30 percent in one year.The campaign theme—†All the World's a Stage†Ã¢â‚¬â€communicates the message that Danskin garments can be purchased not only for exercise and dance but also as everyday apparel. Stabilizing Sales Sales stabilization is another goal of promotional strategy. Sales contests are often held during slack periods. Such contests offer prizes (such as vacation trips, color televisions, and scholarships) to sales personnel who meet certain goals. Sales promotion materials—calendars, pens, and the like—are sometimes distributed to stimulate sales during off-periods.Advertising is also often used to stabilize sales. Hotels are crowded on weekdays with bu siness travelers, but these people go home on Friday. So many hotels promote â€Å"weekend packages† at lower rates to attract tourists and vacationers. A stable sales pattern allows the firm to improve financial, purchasing, and market planning; to even out the production cycle; and to reduce some management and production costs. The correct use of promotional strategy can be a valuable tool in accomplishing these objectives. Accentuating the Product's ValueSome promotional strategies are based on factors, such as warranty programs and repair services, that add to the product's value. Many Ford Motor Company advertisements promote specific car and light truck models. Some ads, however, are designed to promote Ford's 6-year, 60,000-mile powertrain warranty, while others concentrate on the Lifetime Service Guarantee offered by Ford dealers. These promotions point out greater ownership utility to buyers, thus enhancing the product's value. The Promotional Mix Firms use various elements to achieve their promotional objectives.Promotion consists of two components: personal selling and nonpersonal selling. Personal selling is a promotional presentation made on a person-to-person basis with a potential buyer. Nonpersonal selling consists of advertising, sales promotion, and public relations. The promotional mix is a combination of personal selling and nonpersonal selling. Marketers attempt to develop a promotional mix that effectively and efficiently communicates their message to target customers. Personal Selling For many companies, personal selling—a promotional presentation made on a person-to-person basis to a potential buyer—is the key to marketing ffectiveness. The promotional strategy of Merrill Lynch, a financial services firm, focuses on its 12,000-person sales force. Selling was the original method of promotion. Today, selling employs over 6 million Americans. The sales function of most companies is changing rapidly. In some cases, the change has been only cosmetic, such as when the title salesclerk is changed to account representative but the job function remains the same. Yet, many firms are making significant changes in their sales force. Sales duties have been expanded, and in some instances, the function itself has changed.The primary trend is toward increased professionalism on the part of sales personnel. Today's sales people act as advisors to their customers, helping them utilize more efficiently the items they buy. Sales Tasks Sales tasks vary significantly from one company or situation to another, but it usually includes three basic tasks: order processing, creative selling, and missionary selling. Order Processing: The task of order processing involves the receipt and handling of an order. Needs are identified and pointed out to the customer, and the order is processed.The handling of orders is especially important in satisfying customer needs. The Willamette Industries advertisement points out that t he firm's salespeople take a customer-oriented approach to order processing. They check the quality of the products their retail customers receive, know their customers' market, and ensure that products are available when customers need them. Route sales personnel for such consumer products as bread, milk, and soft drinks are examples of order processors. They check a store's stock, report the inventory level to the store manager, and complete the sale.Most sales jobs have at least a minor order-processing function. It becomes the primary duty in cases where needs are readily identified and acknowledged by the customer. Creative Selling: Sales representatives for most industrial goods and some consumer goods are involved in creative selling, a persuasive type of promotional presentation. Creative selling is used when the benefits of a good or service are not readily apparent and its purchase is being based on a careful analysis of alternatives. In new-product selling, sales people n eed to be very creative if initial orders are to be secured.Missionary Selling: An indirect form of selling in which the representative markets the goodwill of a company or provides technical or operational assistance to the customer is called missionary selling. For example, many technically based organizations, such as IBM and Xerox, provide systems specialists who consult with their customers. These people are problem solvers and sometimes work on problems not directly involving their employer's product. A person who sells a highly technical product may do 55 percent missionary selling, 40 percent creative selling, and 5 percent order processing.By contrast, the job of retail salespeople may be 70 percent order processing, 15 percent creative selling, and 15 classifying a particular sales job. The Sales Process Years ago, sales personnel memorized a sales talk provided by their employers. Such a canned sales presentation was intended to provide all the information the customer ne eded to make a purchase decision. The entire sales process was viewed as a situation in which the prospective customer was passive and ready to buy if the appropriate information could be identified and presented by the representative.Contemporary selling recognizes that the interaction between buyers and sellers usually rules out canned presentations in all but the simplest of sales situations. Today's professional sales personnel typically follow a sequential pattern, but the actual presentation varies according to the circumstances. Figure 13. 5 shows that seven steps can be identified in the sales process: prospecting and qualifying, the approach, the presentation, the demonstration, handling objections, the closing, and the follow-up. Prospecting and Qualifying: In prospecting, salespeople identify potential customers.They may come from many sources, such as previous customers, friends, business associates, neighbors, other sales personnel, and other employees in the firm. A re cent study indicated increased advertising in business publications results in more prospects for salespeople promoting industrial goods and services. In the qualifying process, potential customers are identified in terms of their financial ability and authority to buy. Those who lack the necessary financial resources or who are not in a position to make the purchase decision are given no further attention.The Approach: Salespeople should carefully prepare their approach to potential customers. All available information about prospects should be collected and analyzed. Sales representatives should remember that the initial impression they give prospects often affects the prospects' future attitudes. The Presentation: The presentation is the stage at which the salesperson transmits the promotional message. The usual method is to describe the good's or service's major features, highlight its advantages, and cite examples of consumer satisfaction. The Demonstration: A demonstration all ows the prospect to become involved in the presentation.Demonstrations reinforce the message communicated to the prospective buyer. In promoting some goods and services, the demonstration is a critical step in the sales process. Paper manufacturers, for example, produce elaborate booklets that their salespeople use to demonstrate different types of paper, paper finishes, and graphic techniques. The demonstration allows salespeople to show art directors, designers, printers, and other potential customers what different paper specimens look like when they are printed. Handling Objections: Many salespeople fear objections from the prospect because they view them as a rebuke.Actually, such objections should be welcomed, because they allow additional points in support of the sale and to answer questions the consumer has about the good or service to be presented by the sales representative. The Closing: The closing is the critical point in selling—the time at which the seller actua lly asks the prospect to buy the product. The seller should watch for signals that the prospect is ready to buy. For example, if a prospect starts discussing where the new equipment would fit in the plant system they are inspecting, it should give the sales agent a signal to attempt to close the sale.Effective closing techniques might be that the salesclerk can ask the prospect directly or propose alternative purchases. Or the salesperson may do something that implies the sale has been completed, such as walking toward a cash register. This forces the prospect to say no if they do not want to complete the sale. The Follow-Up: After-sale activities are very important in determining whether a customer will buy again later. After the prospect agrees to buy, the salesperson should complete the order processing quickly and efficiently and reassure the customer about the purchase decision.Later, the salesperson should check with the customer to determine whether the good or service is sat isfactory. Many firms employ telemarketers to conduct post-sale activities. Telemarketing: is a personal selling approach conducted entirely by telephone. Telemarketers employed by the Apple Bank for Savings in New York make follow up calls to customers to measure their reaction to the bank's services. Telemarketers also perform other functions in the sales process. At Apple Bank, they handle customer inquiries and help market the bank's financial services.For example, telemarketers call customers when their certificates of deposit are about to mature and suggest other savings alternatives. Advertising For many firms, advertising is the most effective type of nonpersonal promotion. Advertising is a paid, non personal sales communication usually directed at a large number of potential buyers. Firms in the United States account for about half of worldwide advertising expenditures. U. S. marketers spend more than $100 billion each year, or about $420 for each man, woman, and child.The nation's leading advertisers are Philip Morris; Procter & Gamble; General Motors; Sears, Roebuck; and Ford Motor Company, each of which spends more than $1 billion on advertising annually. Advertising expenditures can vary considerably from industry to industry and company to company. In the nonresidential general building contracting industry, for instance, advertising spending amounts to only two-tenths of 1 percent of sales. At the other extreme is the retail mail-order house industry, which spends 14 percent of sales on advertising. Types of AdvertisingThe two basic types of advertising are product and institutional. Product advertising involves the selling of a good or service. Advertisements for Nike Air shoes, Marriott hotels, and Packard Bell computers would be classified as product advertising. Institutional advertising: involves the promotion of a concept, idea, or philosophy, or the goodwill of an industry, company, organization, or government entity. For example, Texas p romoted tourism with the theme: â€Å"Visit a country where the natives are friendly and the language barrier is easily overcome. Institutional advertising by profit-seeking firms is called corporate advertising. A form of institutional advertising that is growing in importance, advocacy advertising supports a specific viewpoint on a public issue. Its purpose is to influence public opinion and/or the legislative process. Advocacy advertising is used by many nonprofit organizations. For example, advertisements by the National Rifle Association support Americans' constitutional right to keep and bear arms and speak out against the passage of gun-control laws.The Chemical Bank advertisement an example of a corporate advocacy advertisement. The ad expresses Chemical Bank's viewpoint concerning a current law that prohibits commercial banks from competing in the securities underwriting market. Advocacy advertising is sometimes referred to as cause advertising. Advertising and the Product Life Cycle Product and institutional advertising can be subdivided by its purposes: to inform, persuade, or remind. Informative advertising, intended to build initial demand for a product, is used in the introductory phase of the product life cycle.When Johnson ; Johnson introduced its Acuvue disposable contact lens—the nation's first disposable lens—it launched a massive advertising campaign directed at consumers and eye-care professionals to explain the health benefits of using the new product. Persuasive advertising attempts to improve the competitive status of a product, institution, or concept. It is used in the growth and maturity stages of the product life cycle. The Kinder-Care advertisement in Figure 13. 7 is an example of persuasive advertising. Since it was established in 1969, Kinder-Care used informational ads that promoted the centers' hours and programs.But now that the company has grown to almost 1,400 centers and competitors such as La Petite Academy, Children's World, and Gerber Children's Center have entered the market, Kinder-Care has shifted to a persuasive advertising approach. The theme of the campaign—†The Joys of Kinder-Care†Ã¢â‚¬â€promotes the idea of trust, which the firm's marketing research indicated was parents' major child-care concern. One of the most popular approaches to persuasive product advertising is comparative advertising, which makes direct comparisons with competitive products. Numerous companies have used comparative advertising in recent years.The Pepsi Challenge is an example of comparative advertising. Pepsi-Cola ads have used blind taste tests in which a majority of consumers choose Pepsi over Coca- Cola. Although Coca-Cola still leads the soft-drink market, the Pepsi Challenge helped increase Pepsi sales considerably. Reminder-oriented advertising, used in the late-maturity and decline stages of the product life cycle, attempts to keep a product's name in front of the consumer o r to remind people of the importance of a concept or an institution. Soft drinks, beer, toothpaste, and cigarettes are products for which reminder-oriented advertising is used.The Association of Railroads used an advertisement that began: â€Å"Today's railroads, America's great untapped resource. † Even police cars in some areas of the United States carry reminder-oriented themes such as â€Å"We protect and serve. † E. D. Bullard Company designed the poster shown in Figure 13. 8 to remind workers of the importance of wearing hard hats. Advertising Media All marketers face the question of how to best allocate their advertising expenditures. Cost is an important consideration, but it is equally important to choose the media best suited for the job. All media have dvantages and disadvantages; these are discussed in the sections that follow. Newspapers: Newspapers, with 26 percent of total advertising volume, are the largest of the advertising media. 9 Because newspaper advertising can be tailored for individual communities, local advertising is common. Newspapers also reach nearly everyone in the community. Other advantages are that readers can refer back to them, and they can be coordinated with other advertising and merchandising efforts. In fact, advertising is considered the third most useful feature in newspapers, after national and local news. A disadvantage is the relatively short life span.Television: Television ranks second overall to newspapers with 22 percent of all advertising volume, but it is the leader in national advertising. Television advertising can be classified as network, national, local, and cable. Television has a significant impact on potential customers despite its high cost. Mass coverage, repetition, flexibility, and prestige are other advantages. The medium's ability to reach huge audiences was demonstrated vividly by the 1989 Pepsi commercial featuring pop singer Micahael Jackson. The firm spent $5 million to beam the commercial to 250 million viewers in 40 nations, from Finland to the Philippines. The ad was pulled because of Michael Jackson’s image and legal problems. ) In addition to high cost, its disadvantages include the temporary nature of the message, some public distrust, and lack of selectivity in the ability to reach specific target market segments without considerable wasted coverage. Direct Mail: Direct mail is the third-leading advertising medium, with about 17 percent of total advertising expenditures. Its advantages include selectivity, intense coverage, speed, flexibility, complete information, and personalization. On the other hand, direct mail is extremely costly.It is also dependent on effective mailing lists, and it sometimes meets with consumer resistance. Radio: With 99 percent of all U. S. households owning on average five radio sets, radio is another important broadcast advertising medium. Radio, which accounts for 7 percent of total advertising volume, can be cla ssified as network, spot, and local advertising. Advantages of radio are immediacy, low cost, targeted audience selection, flexibility, and mobility. Disadvantages include the short life span of a radio message and a highly fragmented audience.Magazines: Magazines account for about 5 percent of advertising volume. Modern Maturity, with almost 20 million subscribers, is the nation's largest magazine in terms of paid subscriptions. It is followed by Reader's Digest and TV Guide, each with about 17 million subscribers. Advantages of magazines include selectivity, quality reproduction, long life, and prestige. The main disadvantage of magazines is that they lack the flexibility of newspapers and broadcast media, but the appearance of local advertising in various regional editions of national news magazines suggests that this problem is being overcome.Outdoor Advertising: One percent of total advertising expenditures are on outdoor advertising such as billboards. Its strength is in commu nicating simple ideas quickly. Other advantages are repetition and the ability to promote goods and services available for sale nearby. However, the message must be brief, and there are aesthetic considerations. Other Media Options: Other media include advertising in movie theaters and on airline movie screens. Recently, several firms such as Coca Cola, PepsiCo, Chrysler, and Hershey placed ads on videocassette movies.Many firms display their advertising message on trucks, while others use transit advertising. An advertising vehicle gaining in popularity is the hot-air balloon, used by organizations such as Maxwell House, Coors, Eastman Kodak, and the states of Maryland and Connecticut. These alternative media can be employed separately or in conjunction with advertising campaigns using more traditional media. Can you name the candy the space creature picked up in the film â€Å"E. T. â€Å"? Reeses Candy company's sales of Reeses Pieces went through the profit ceiling for this ex posure.As such, many other companies now pay thousands of dollars for this type of theatrical exposure and advertising. Sales Promotion Sales promotion consists of the forms of promotion other than advertising, personal selling, and public relations that increase sales through one-time selling efforts. Sales promotion was traditionally viewed as a supplement to a firm's sales or advertising efforts, but now it has become an integral part of the promotional mix. Expenditures for sales promotion total more than $100 billion each year. Point-of-Purchase Advertising (POP)Point-of-purchase advertising (POP) consists of displays and demonstrations promoting an item at a time and place near the location of the actual purchase decision, such as in a retail store. Video advertising on supermarket shopping carts is an example. POP can be very effective in continuing a theme developed by some other aspect of the firm's promotional strategy. Specialty Advertising Specialty advertising is the gi ving away of useful merchandise such as pens, calendars, T-shirts, glassware, and pocket calculators that are imprinted with the donor's name, logo, or message.Because the items are useful and are often personalized with the recipient's name, they tend to be kept and used by the targeted audience, giving the advertiser repeated exposure. Originally designed to identify and create goodwill for advertisers, specialty advertising is now used to generate sales leads and develop traffic for stores and trade show exhibitors. Trade Shows A trade show is often used to promote goods or services to resellers in the distribution channel. Retailers and wholesalers attend trade conventions and shows where manufacturers exhibit their lines. Such shows are very important n the toy, furniture, and fashion industries. They have also been used to promote the products of one nation to buyers from another. L. A. Gear used a trade show extravaganza to let retailers know about its diversified product lin e. The company, which originally produced a line of teenage fashion athletic footwear, expanded its offerings to include 80 women's shoe styles, a men's and a children's line, and an apparel collection. But most retailers carry a limited number of L. A. Gear styles compared to those of nationally recognized brand names such as Nike and Reebok.To build its brand recognition among retailers, L. A. Gear designed a trade show display replicating the city of Los Angeles, complete with a Beverly Hills Hotel and a 25-foot City Hall. The display includes a stage where dancers, gymnasts, and other performers entertained retailers attending the National Shoe Fair in New York and the Super Show, the trade show of the sporting goods industry. Don Wasley, L. A. Gear's vice-president of promotion, said, â€Å"When we created this trade show booth, it was to let the retailers know we'd arrived.We wanted them to take us seriously. Other Sales Promotion Methods Other sales promotion techniques incl ude samples, coupons, premiums, contests, and trading stamps. Most of these methods are used to introduce new products or encourage consumers to try a new brand. A sample is a free gift of a product distributed by mail, door to door, in a demonstration, or inside packages containing other products. Samples are particularly useful in promoting new products. PepsiCo used a novel sampling promotion to boost the market share of Pepsi Cola in Brazil.Young male students wearing T-shirts with the Pepsi logo dispensed Pepsi samples from refrigerated backpacks to beachgoers sunning themselves on the beaches of Rio de Janeiro. The promotion supported PepsiCo's â€Å"Taste of a new generation† advertising campaign in Brazil, where 50 percent of the population is younger than 20. A coupon is an advertising clipping or package inclusion stamps are similar to premiums in that they are redeemable for additional merchandise. Historically, they have been used to build loyalty to a certain ret ailer or supplier. Contests, sweepstakes, and games offer cash or merchandise redeemable by the customer.Offering what amounts to a small price discount, it can help get a customer to try a new or different product. Many retailers, including southern supermarket giant Winn Dixie, double the face value of manufacturers' coupons. In a recent survey comparing various methods of consumer promotion, 83 percent of respondents said coupons increased the value of their shopping dollar. The respondents gave sweepstakes and other sales promotion techniques much lower ratings. A premium is an item given free or at a reduced cost with the purchase of another product. Premiums are most effective when they relate in some way to the purchased item.To promote its new cinnamon-and-raisin biscuits and increase overall breakfast traffic, Hardee's fast-food restaurants offered the premium of a California Raisin figurine for 99 cents with the purchase of two biscuits. Sales during the four-week promotio n increased 18 percent, well above Hardee's goal of increasing sales 4. 5 percent. McDonals and Burger King promote theatrical releases through their â€Å"Kids Meals. † Trading as prizes to participating winners. The transit poster advertises an American Natural Beverage Corporation sweepstakes in which the grand prize is a 1957 Thunderbird Classic.The first person to spell â€Å"Cruisin†Ã¢â‚¬Ëœ by collecting specially marked bottle caps from Soho Natural Soda wins the car. Public Relations Public relations is an organization's communications with its various publics, such as customers, vendors, news media, employees, stockholders, government, and the general public. Many of these communication efforts have a marketing purpose. Johnson ; Johnson Health Care Company launched a five-year public relations campaign to educate the public on reducing childhood injuries.The Safe Kids program includes a free safety kit for children that contains Band-Aids and other J;J produc ts. The firm hopes the goodwill generated by the program will not only enhance its image as a caring and concerned company but also translate into more sales. â€Å"Building our image builds our business,† said a J;J executive. 14 Public relations is often used to supplement advertising and personal selling efforts. In some cases, however, public relations is used as a dominant element in a firm's promotional campaign. For example, in ddition to advertising, Paramount Pictures developed a public relations program to promote the Eddie Murphy movie â€Å"Coming to America. † The program was designed to change Murphy's image and broaden his appeal beyond his hard-core, young male fans. In the movie, Murphy plays a romantic and humorous leading man, a departure from his familiar tough-guy role in previous films such as â€Å"Beverly Hills Cop† and â€Å"Trading Places. † To stress the versatility of Murphy's talent, Paramount prepared publicity releases for n ewspapers and magazines and sent electronic press kits to television stations.These efforts resulted in extensive media coverage for the movie. For example, several magazines featured Murphy in cover stories, and radio stations gave the movie's soundtrack additional playing time. Selecting a Promotional Mix Selecting the appropriate promotional mix is one of the toughest tasks confronting marketers, but there are some general guidelines to assist in determining the relative allocations of promotional efforts and expenditures among personal selling, advertising, sales promotion, and public relations. These guidelines might be stated as a series of four rules.The first guideline is the decision whether to spend promotional monies on advertising or personal selling. Once this decision is made, the marketer needs to determine the level of sales promotion and public relations efforts. A second consideration is the market served by the good or service. For instance, a drill press is sold to the industrial market, so the manufacturer's strategy must emphasize the sales force. By contrast, California Raisins are sold to consumers; an effective advertising campaign is important to consumer products like raisins.The third rule deals with the value of the product. Most companies cannot afford to emphasize personal selling in marketing a low-priced item and instead choose advertising for the promotional strategy of goods like toothpaste, cosmetics, soft drinks, and candy. Higher-priced items in both industrial and consumer markets rely more on personal selling. Examples include time-share vacation condominiums and Boeing aircraft. Finally, the marketer needs to consider the time frame involved. Advertising is usually used to precondition a person for a sales resentation. An effective and consistent advertising theme may favorably influence individuals when they are approached by a salesclerk in a store. But except for self-service situations, a salesperson is typically in volved in completing the actual transaction. Advertising is often used again after the sale to assure consumers of the correctness of their selection and to precondition them for repeat purchases. Alternative Promotional Strategies The selection of a promotional mix is directly related to the promotional strategy the firm will employ.The marketer has two alternative strategies available to meet these goals: pushing strategy or pulling strategy. A pushing strategy is a sales-oriented approach. The product, product line, or service is marketed to wholesalers and retailers in the marketing channels. Sales personnel explain to them why they should carry this particular item or service. The marketing intermediaries are usually offered special discounts, promotional materials, and cooperative advertising allowances. In the last case, the manufacturer shares the cost of local advertising of the product or line.All these strategies are designed to motivate wholesalers and retailers to †Å"push† the product or service to their customers. The kiwifruit advertisement is an example of a pushing strategy. In it, the New Zealand Kiwifruit Authority suggests ways retailers can merchandise the fruit so consumers will buy it. A pulling strategy attempts to generate consumer demand for the product, product line, or service, primarily through advertising and sales promotion appeals. Most advertising is aimed at the ultimate consumer, who then asks the retailer for the product or service; the retailer in turn requests the item or service from the supplier.The marketer hopes that strong consumer demand will â€Å"pull† the product or service through the marketing channel by forcing marketing intermediaries to carry it. The General Foods advertisement for Maxwell House coffee in illustrates a pulling strategy. The ad announced a sales promotion that tied in with the Taste of Chicago outdoor food festival. Consumers who brought two empty coffee cans to the Maxwell Ho use cafe at the festival received $6 worth of free food tickets. The consumer pull influenced Chicago-area retailers to prominently feature the brand at their stores. With consumers edeeming about 49,000 empty cans, the promotion was so successful it produced record sales and moved the Maxwell House brand from third place to first in the Chicago market. Most marketing situations require the use of both strategies, although the emphasis can vary. Consumer products are often heavily dependent on a pulling strategy, while most industrial products are sold through a pushing strategy. References 1. Colton. M. Jo Ann (2000). The Entrepreneur's Guide to Business Basics 101; Advanced Marketing Technologie 2. http://www. smallbusiness. wa. gov. au/marketing-promotion-strategy/#selling

Insights on Love and Marriage From Social Scientists and Aziz Ansari

Insights on Love and Marriage From Social Scientists and Aziz Ansari The big news at 2015s annual meeting of the American Sociological Association was that actor and comedian, and now author, Aziz Ansari would be in attendance to participate in a panel discussion about his new book  Modern Romance, co-authored with sociologist Eric Klinenberg. On Saturday August 22, a huge crowd of sociologists awaited the insights on dating, mating, and marriage that would be shared not just by Ansari and Klinenberg, but also by Christian Rudder, the founder of OK Cupid; biological anthropologist Helen Fisher; and psychologist Eli Finkel. What followed was a fascinating hour and a half of presentations and discussion among the panelists and audience, including these thought-provoking and helpful insights and tips on modern romance. Romantic Love is a Drive Following analysis of brain scans of people in love, Fisher and her research team found that the part of the brain activated by romance is the same one that controls basic needs like thirst and hunger. Fisher concludes from this that romantic love is not only a basic human need, but also a drive that shapes how we act in the world. She explained that it is associated with wanting, craving, focus, energy, and addiction, and that it is separate from but adjacent to both where our sex drive resides in the brain, and the part of our brain that is activated by attachment, which is something that grows out of romantic love over a period of time. Love at First Sight is Totally Possible Fisher explained, after an audience member asked a question about the possibility for success of arranged marriages, that love at first sight is something that our brains are hard wired for. Brain circuitry for love is like a sleeping cat, she said, and can be awakened in a second. You can fall in love with someone instantly. According to Fisher, this is why a lot of arranged marriages work. People Dating Today Suffer a Paradox of Choice Ansari and Klinenberg found through talking to people in interviews and focus groups that dating in todays world, enabled and organized by social media and dating sites, presents people with a paradox of choicewe are so overwhelmed by the amount of potential romantic partners available to us that we find it very difficult to select one to pursue. Ansari pointed out how digital technology has enabled this, citing the example of a guy he spoke with who admitted to checking Tinder on the way to a date arranged by Tinder, and then checking Tinder in the bathroom after having given the current date just a few minutes of his time. Ansari and Klinenberg observed in their study that many young singles are simply not giving each other enough of a chance, and suggest that we need to employ the Flo Rida Theory of Acquired Likability Through Repetition (LOL but really). Ansari explained, Social science shows that the more time you spend with people, thats when you learn these deeper things and develop positive illusions, and the Flo Rida theory basically just states that ultimately, were all like a Flo Rida song. When you first hear it, youre like, All right, Flo Rida, Ive heard this shit before. This is very similar to what you put out last summer. But then you keep hearing it over and over and youre like, All right, Flo Rida, youve done it again. Lets dance! Our Dates Are Too Boring Related to the previous point, Ansari and Klinenberg learned through their research that people are quick to move on from a potential romantic interest after just one date because most of us arrange terribly boring dates. We go out for a meal or a drink and essentially exchange resumes and life histories, and very few of us have an especially good time. Instead, they suggest, we should organize dates around fun and exciting events that give us an opportunity to see what each person is like in a social setting, and to bond over a shared experience. Ansari referenced sociologist Robb Willers Monster Truck Rally Theory, which is based on the experience of Willer and his friends, who started taking dates to monster truck rallies, at which both parties had a great time, and many pairs blossomed into couples with great relationships. We Put Far More Pressure on Marriage Today than We Did in the Past By looking at the way what a marriage is and what we expect of one has evolved over time, psychologist Eli Finkel found that today people expect marriage to provide not only love and companionship, but also to facilitate personal growth and self-expression. According to Finkel, these expectations are far greater than those people have had for marriage in the past, and the problem is, married people today are spending less time together than in decades prior, so they are not putting enough time into their relationships for those expectations to be fully met. He suggests that this is related to a long-term decrease in marital happiness. So, Finkel offers that if people really want marriage to meet these needs, then they need to devote more time to their partners. However, he also observed that those who are doing it are doing it really well, as evidenced by how the proportion of people who are blissed out in their marriages has increased simultaneously while overall marital happiness h as declined. Heres hoping you can deploy these insights and tips as you date, mate, and marry.

Free Essays on Arguement That Socrates Does Believe In Athenian Gods

Back in Socrates’ day, it was easy to be charged with crimes. Some of those charges may have a good reason behind it, others may be indicted for a foolish reason. One of the charges brought against Socrates was that he did believe in the same gods as the city of Athens. The only reason Socrates found himself facing the jurors was that several people in Athens disliked him because he seemed to be wiser than they were and he was able to embarrass them. It did not matter whether the accusation was true or not. The only way for Socrates to be found innocent was for to make a convincing enough plea, or â€Å"apology†, to appease the members of the jury. Although the verdict found him to be guity, Socrates should have been found innocent on the charge that he did not believe in the same gods as the city of Athens because he makes several references to different gods, he insists that he believes in daimonia, and he explains how it is impossible for him to believe in daim onic gods and not other gods. Throughout his apology, Socrates often refers to several gods that others believe in and even swears his innocence to them. One of the first references he makes is when he explains that the reason he preaches his beliefs is because the gods wanted him to. Socrates makes it clear that he believes that he has to follow out the gods’ will when he says, â€Å"I have been ordered to practice this by the god, as I affirm, from divinations, and from dreams, and in every way that any divine allotment ever ordered a human being to practice anything at all† (86). By saying this, he shows his belief that the gods have a plan for every person and that what the gods want him to do is no worse from what they want others to do. This fact is easy for Socrates to prove because of what the Athenians believed. Because Socrates admitted that his path of life is really no different than the path of others, it shows that he believes the same gods that are... Free Essays on Arguement That Socrates Does Believe In Athenian Gods Free Essays on Arguement That Socrates Does Believe In Athenian Gods Back in Socrates’ day, it was easy to be charged with crimes. Some of those charges may have a good reason behind it, others may be indicted for a foolish reason. One of the charges brought against Socrates was that he did believe in the same gods as the city of Athens. The only reason Socrates found himself facing the jurors was that several people in Athens disliked him because he seemed to be wiser than they were and he was able to embarrass them. It did not matter whether the accusation was true or not. The only way for Socrates to be found innocent was for to make a convincing enough plea, or â€Å"apology†, to appease the members of the jury. Although the verdict found him to be guity, Socrates should have been found innocent on the charge that he did not believe in the same gods as the city of Athens because he makes several references to different gods, he insists that he believes in daimonia, and he explains how it is impossible for him to believe in daim onic gods and not other gods. Throughout his apology, Socrates often refers to several gods that others believe in and even swears his innocence to them. One of the first references he makes is when he explains that the reason he preaches his beliefs is because the gods wanted him to. Socrates makes it clear that he believes that he has to follow out the gods’ will when he says, â€Å"I have been ordered to practice this by the god, as I affirm, from divinations, and from dreams, and in every way that any divine allotment ever ordered a human being to practice anything at all† (86). By saying this, he shows his belief that the gods have a plan for every person and that what the gods want him to do is no worse from what they want others to do. This fact is easy for Socrates to prove because of what the Athenians believed. Because Socrates admitted that his path of life is really no different than the path of others, it shows that he believes the same gods that are...

Framework for Ethics Essay Example | Topics and Well Written Essays - 1250 words

Framework for Ethics - Essay Example From this paper it is clear that  the models in addition will analyze characterized components of the systems and expound how organizations corporate ethics enhances business performance. The models will emphasis on how business ethics programs helps in decision making using organization illustration as an example. The corporate culture has to come out clearly. The research should conclude by showing how organizations can measure ethical behavior and structure to maintain stakeholders trust.   Effective systems should enable them obtain ethical culture, improve performance output, formulate ethical decision- making and upkeep an environment that nurtures ethical behavior.According to the discussion  the improvement of business performances and ethical behaviors requires effective leaders to look for better methods to sustain them. The pressure and measurement demand for social performance has given upswing to accounting, social and ethical auditing and reporting. Corporate lead ers have used the Triple Bottom Line model to evaluate on effective framework to ethical auditing system.  The model emphasizes on environmental, social and financial effects that may affect the corporate in decision- making. Leaders engage their organizations in this model to increase their commitment on social responsibility of the corporate, their sustainability and ethical conduct. The model helps leaders confirm that directives applied and investment support add value to the organization in achieving desired output or outcomes.

Compare and Contrast one aspect of French people's experience in WWI Essay

Compare and Contrast one aspect of French people's experience in WWI and WWII - Essay Example The First World War took place from 1914 – 1918 and the Second World War from 1939 – 1945. Before the wars broke the state of each countries economy was in the strongest position. In the interim period between the two wars the economy was crippling. The First World War was ignited due to the assassination of Archduke Franz Ferdinand; the invasion of Poland by the Germans led to the Second World War. In both cases it was the Germans who attacked first – they entered through southern Belgium in the First World War (and wanted to attack Paris from there) and invasion of Poland in the second. All countries that participated in World War I also participated in World War II. I shall compare and contrast the German invasion and torture on France during both the wars. The Germans soldiers moved into Belgium and then planned to suddenly attack France through Paris from the north during the First World War but their plans were thwarted by the French army. The French army s topped the Germans along the River Marne – north of Paris which came as a blow to the plans of the Germans.