Kant on Suicide Essay

4. Explain and critically assess Kant’s argument that one has a duty to preserve one’s own life. As rational beings Kant believes we have a categorical duty of self-preservation to not wilfully take our own lives. Kant talks in depth about duty and believes we should act out of respect for the moral law. The will is the only inherent good, as we are only motivated by duty and nothing else. We should act only out of demands of the law, not from inclination, desires or to achieve a particular goal. Duty dictates we should never act or will something if we do not want it to become a universal law. Kant was against any form of suicide. He strongly believed that: in taking a life you treat humanity merely as a means to an end. Kant wouldn’t be interested in the suffering or pain caused to even a person who was terminally ill and wanted to end their life, nor would he take into consideration the family/friends suffering. In this essay I will be arguing that if we follow the categorical imperative it is immoral to sacrifice a life because it involves treating humanity merely as a means to an end. I will examine John Hardwig’s counter argument that we should end our own lives if more pain and suffering is caused by prolonging it/living it even if we are no longer a rational being. We must understand that Kant is saying; if I make a maxium e. g. – ‘if I am in unbearable suffering, I should take my own life’ – it must meet the universal law and be applied to everyone. Kant believes we ought to preserve our own lives because it is our moral duty (it is necessary and universal). John Hardwig however, would argue we also have the right to end our lives. Kant would dismiss this because ultimately humans are the bearers of rational life (e. g. it is too sacred to sacrifice). Suicide fails Kant’s Categorical Imperative on the following grounds: It seeks to shorten a life that promises more troubles than please, this would be killing yourself out of self-love; when in fact the real aim would be to live a life worth living, with more pleasure than difficulties. Kant isn’t claiming that it’s impossible for everyone to commit suicide or for everyone to will it (and therefore it becoming a universal law). He believes ‘it would not exist as nature; hence the maxim cannot obtain as a law of nature’. (Immanuel Kant, The Groundwork of the methaphysics of morals, Mary Gregor and Jens Timmermann, Cambridge University 2012, p45 emphasis added). Here Kant seems to be suggesting that suicide isn’t a natural path of life; that it goes against our purpose and that it’s a contradiction to end your life when your goal would be to have an enjoyable life. The idea that the destruction of life is incompatible with improvement suggests that nature couldn’t/wouldn’t allow self-love to be used in a way that is contrary to its purpose. There is surely an obviously contradiction here; in ending one’s life to prevent suffering, one is using one’s life mere means to an end, which automatically fails the categorical imperative. Take the case of Maria Von Herbert- she is clearly appealing to Kant, if under any circumstances; suicide is morally acceptable? He isn’t as blatant with her as in his writings, but let us not forget, Kant doesn’t see woman as rational beings. I agree with Rae Langton that Kant totally bypasses the reason Herbert is writing to him. He doesn’t confront her on suicide but instead reduces her problem to a moral dilemma (regrets lying or telling the truth ), which as an intelligent woman whom has read all his writings; she could work out for herself. Could this have made Kant certain that she did lie and therefore fail the kingdom of ends? Perhaps Kant is being hypocritical; he doesn’t tell Maria the whole truth of suicide merely reducing her to ‘a thing’. He tells Maria she should be ‘ashamed’ for not telling the truth to her former friend but, doesn’t this apply for himself too? Is he just avoiding the truth (states this is just as bad a lying) by not confronting her about suicide? Most likely he wants her to be autonomous and get to the reason herself. Hardwig disagrees with Kant. Take a different situation; Is a terminally ill person-needing 24/7 care, who is entirely financially reliant- only using their family as a means to an end? You can see this as a ‘two way street’ situation. Kant doesn’t look to consequences of an action; it wouldn’t matter to his philosophy that the ill person’s family suffers because they are preserving their life. But is there a flaw? (1) I ought to do my duty as long as I am alive; and (2) It is my duty to go on living as long as possible. Kant strongly believes that you can’t affirm life by taking your own. There is only one exception. Kant claims those who die in battle are ‘victims of fate’ (not simply suicide because they chose to fight). He holds the view that it is better to die in battle than to die of a wound in hospital. Kant believes it’s noble to risk our lives for others- nobody uses us as mere means and we follow our own maxium. We are no longer forced into serving for our country or deceived into joining (if this did happen it would fail the CI because we wouldn’t be treated as rational beings and would be used as mere means and not as ends in ourselves). John Hardwig strongly believes that life should be treated no differently from death. We are free to live in the way we want, so why aren’t we free to die in the way we want (when and how)? He also switches the question but Kant would simply say we have a duty to live. Hardwig has also argued that medical advances eliminate the threats of many terminal illnesses. He then concludes, if our continued existence creates signi? cant hardship for our loved ones, we have a duty to die. By continuing a live of suffering the burden that this person imposes on others is often great. One may have the duty to die in order to relieve them of these burdens. This argument seems to be based on fairness. Kant would refute this; suffering is a tool of reasoning and it ensures the development of mankind. Kant strongly believes that we should preserve our own lives. The argument though strong is flawed. 1- All duties are absolute- Kant doesn’t advise us on how to resolve conflicting duty (for example: help others vs. never kill). 2- He discounts moral emotions like compassion, sympathy, desire and remorse as appropriate and ethical motives for action. 3- Kant completely ignores the consequences of an action and is purposefully blind to following circumstances. He states that human life is valuable because humans are the bearers of rational life. We have the great capacity to think, organize, plan etc. and Kant holds this as being valuable. Therefore we should not sacrifice this for anything (as previously discussed autonomous creatures should not be treated merely as a means or for the happiness of another). There are also great issues with Hardwigs counter argument; if we agree that we have the duty to die; who has the duty to die? When do they have they duty to die? Although this argument is strong is some areas (greater burden), it is greatly flawed. It would be extremely difficult to universalize a maxium for everyone to follow so they could decide if at that moment they had the duty to die. A problem would also occur if the family disagreed with the ill person’s decision, which could cause great problems within society (though Kant would not look to consequences but they are greatly important to Hardwigs argument). I believe –and agree with Kant- that if we follow the categorical imperative it is immoral to sacrifice anyone at all (including yourself) because it involves treating the humanity in that person as merely a means to an end. I also accept and agree with his point that it seems to go against our purpose and is an unnatural path for us to take a life. I find it interesting that Kant believes suffering is a tool of development and therefore essential to us. Though John Hardwigs argument is partly convincing, if we were all given the choice of when we should die, would we find the right time? This would be very hard to govern, as people would of course take advantage of this right. I’ve found it hard to find a counter argument to Kant’s stance -without suffering there wouldn’t be cures and perhaps less happiness. Therefore I have to agree with Kant that it only allows us to grow and develop. Thus we do have the duty to preserve our own lives even if it is riddled with suffering.

Premarital Sex and Euthanasia

Pros and Cons of Premarital Sex and Euthanasia Purpose: To Inform in debate form to the audience about the Pros and Cons of Sex before Marriage and the act of Euthanasia. Specific Purpose: To come to a better understanding about both topics and to sort out the main Pros and Cons of each topic individually. Thesis Statement: Sex before Marriage and Euthanasia have many fascinating facts and opinions to support one another. I will discuss the Pros and Cons, such as the advantages and disadvantages of each topic to better help my debate on each issue. Main Point 1 Pros of Premarital sex. a. The fulfillment of a sexual desire b. Beneficial to the relationship in a communcation level c. Acceptance from partner d. Fun and exciting Main Point 2 Cons of Premarital Sex a. Is morally incorrect b. The fear of pregnancy c. Guilt d. Lack of self-respect Main Point 3 Pros of Euthanasia a. Relieve extreme pain b. To terminate the feeling of a low life c. Frees up medical funds d. Freedom of Choice â€Å"The Right to Die† Main Point 4 Cons of Euthanasia a. Devalues human life and rights b. Medical degrees involved in causing death, rather then saving lives c. Mistakes can happen d. Lack of respect to religious beliefs Yes? No? Reading upon these two controversial topics statiscally the majority of society will come to agree on the rights of â€Å"Premarital Sex† and the â€Å"Right to Die† about 70% of opinions are based on the Pros and what this leads me to an unclouded understanding that society now a days main concern is receiving instant gratification. People are no longer patient and are loosing their cultural, social and self respect by agreeing to mainly the pros yet there is a bright understanding of it's Cons which supports the morally correct decision to make and the religious aspect of both topics. Contribute to this websites and help support your opinion, don't just let your idea and opinion go to waste!

Caucasians and African Americans

Without Reservation is a history of how the Mashantucket Pequot tribe, composed mostly of Caucasians and African Americans who exaggerated or fabricated their Native American ancestry, rose to power in the 1980s and 1990s. In addition, it exposes how they were corrupted by money, power, and influence, creating and essentially looting the world’s largest casino-resort complex. The first third of the book traces the Pequots’ formation in the early 1970s, when Indian rights attorney Tom Tureen sought the location of a defunct Pequot reservation near Ledyard, Connecticut.Tureen met Richard â€Å"Skip† Hayward, a laborer and failed preacher with rather dubious claims of Indian ancestry; his grandmother was the daughter of a black father and a mother listed as Indian on some documents. (Benedict 146) Declaring himself an Indian (which he had never done before), Hayward basically charmed his way into becoming chief of a tribe who history was at best murky, attracting a growing number of members whose Indian blood was as non-existent as his own. Most were Hayward’s own relatives; said Tureen, â€Å"The Pequots are all Haywards.† (Benedict 59) With Tureen’s help, Hayward gained political power and access to government money by arousing and shrewdly manipulating public sympathy for Native Americans. The tribe’s members were mostly non-Indian, simply claiming identity with an oppressed people was convincing enough; according to Tureen, â€Å"We never had to lie or mislead anybody. . . . We were never questioned about those other aspects. † (Benedict 117) In 1992, the Mashantucket Pequot opened Foxwoods, then the world’s largest casino, on tribal land and with funding by both the federal government and Chinese-Malaysian financiers Lim Goh Tong and Colin Au.(Benedict 213) The casino, exempt from paying taxes, was then the only such resort in New England and proved itself quickly profitable; its 1995 gambling pro fits exceeded $300 million. (Benedict 295-296) Though Hayward was something of a con artist (he had been a failed blue-collar laborer and preacher, and his revival of the Pequot tribe smacked of chicanery), he was ambitious and tried to build Foxwoods into a larger complex, with a wide array of entertainment offerings, including an Indian museum.However, many of the newly-attracted members had hoped to avoid working and live for free on the reservation; as it was, Hayward provided members living there with homes, stipends, and free college educations. Ultimately, tribal elder Kenny Reels, whose Indian ancestry was as dubious and invented as Hayward’s (Benedict 232-234), led a disgruntled group of members and deposed Hayward as leader, aiming instead of skim and enjoy the profits. Said one member: â€Å"I haven’t got my first million. My wife’s got to work. People should be enjoying themselves. Why can’t I have a BMW?† (Benedict 293) Ironically, Hay ward, a somewhat shady character, had tried to behave as a legitimate leader and businessman after Foxwoods opened, only to be ousted by former supporters. Today, Foxwoods brings in immense amounts of money but is deeply in debt due to the current Pequot leaders’ gross mismanagement. RELATIONSHIP TO CLASS Without Reservation relates to the hospitality industry by illustrating some of the less savory aspects of gaming, giving ample detail of the political maneuvering necessary to bring both the Mashantucket Pequot and Foxwoods into existence.Hayward was basically a classic huckster, promoting himself as an Indian (which misled Tureen and many others who helped him) and envisioned a grand project that would make him and his followers rich. The tribe used its political connections to overcome not only fierce local opposition to the casino in the late 1980s and early 1990s, but also environmental regulations (from which Indian casinos are exempt, like taxes). Foxwoods’ con struction irrevocably changed the surrounding countryside, removing thousands of trees and much of the local wildlife.(Benedict 226-227) Like many businesses, gaming depends on those relationships to politicians on various levels, but gaming is more controversial due to communities’ concerns about the effects casinos supposedly have – namely, increases in crime and political corruption. Indeed, the Pequot reservation and surrounding communities witnessed a sharp rise in violence and drug activity in the late 1990s, widely attributed to the casino. Indeed, current tribal leader Kenny Reels’ own nephew was imprisoned for rape and drug offenses. (Benedict 347)In addition, it shows the perils of mismanagement. Skip Hayward, while not a polished professional with a business background, tried to run Foxwoods and the tribe cleanly, carefully watching the profits and planning to put them back into future expansions. Sensing a â€Å"classic product cycle† when Fox woods’ novelty began wearing off, Hayward tried to add shopping, a museum, and other venues. (Benedict 266-267) However, an accomplished CEO who fired a crooked auditor was forced to quit, shortly before Hayward himself was ousted by a corrupt element of the tribal leadership.Since then, the casino continues to enjoy high revenues from gambling but is in serious financial disarray; because tribal leaders have routinely dipped into the profits for their own uses (and for their supporters), Foxwoods has had trouble repaying its construction loans and has descended into deep debt. CRITIQUE A fast read for its length, Without Reservation is very well-written, with clear, strong prose and a brisk narrative.While an expose, the book is not written in a sensational style, but rather more like a tight fictional narrative. It exposes the shady political machinations behind both the tribe’s â€Å"revival† (if indeed the Mashantucket ever genuinely existed) and the casinoà ¢â‚¬â„¢s creation, as well as the infighting between Skip Hayward and Kenny Reels. The book has two main ironies; the first involves Hayward’s own dubious background and evolution into a relatively honest figure, while the second involves race.The tribe drew both white and black recruits from the Northeast, many of whom came from poor backgrounds and saw membership in the Mashantucket Pequot as a means of getting rich without effort. Reels, a black Rhode Islander with a small amount of supposedly Indian blood, exploited the racial differences between the factions to force out Hayward and his adherents. The tribe, intended to unite the races in a race to which none actually belonged, split apart along mainly racial lines.In general, this book offers keen insights into not only the creation of the world’s largest casino but also into how racial identity is manipulated for political and financial reasons, how a group of poor outsiders used public sympathy to gain federal recognition (and money) with virtually no evidence of their Indian ancestry, and how greed and mistrust ultimately ruined the tribe’s key figures. It manages to tell a complex, scandalous, somewhat tragic story without exaggeration or sensation, making it a straightforward, rewarding read.

Cover Letters for a Scholarship Personal Statement

Cover Letters for a Scholarship - Personal Statement Example Besides my academic qualifications, I have demonstrated competencies in extra curriculum activities including leadership abilities, sports participation, and entrepreneurship. I, for example, currently serve as the UBC’s Ski and Board club elected executive officer. The club, under my leadership, has organized major events and introduced new ones. I am also an established athlete who has participated in international competitions and won national awards in athletics, including being ranked among the nation’s top three skiers. In addition, I have been actively involved in community development leadership as a volunteer coach and a photography donor. My entrepreneurial ventures include establishing and running a personal photographer shop, S6 Photo, and Hayden Wake enterprise that offers instructional services in business operations and sports facilities. I am therefore the most suitable candidate for the scholarship as I have the qualities that the scholarship seeks to d evelop. I look forward to your kind consideration that stands to explore my potentials. I shall be ready to discuss more myself when called upon. Yours sincerely, Essex Prescott. Ec: Resume Essex Prescott Canada: 778.987.7707†¢U.S.: 208.661.8465†¢essexprescott@gmail.com 2686 W. 14th Avenue†¢ Vancouver, B.C. V6K 2W6 September 15, 2012, The director Peter Armstrong Scholarship Ontario Canada Dear Sir/Madam, I hereby offer my application for the scholarship position that you have offered. The scholarship has drawn my interest because it offers an opportunity for the development of my established entrepreneurial competence for larger forms of business organizations. I am currently a Bachelor of Commerce student at the University of British Columbia, Sauder School of Business, with demonstrated entrepreneurial competence in sole proprietorship ventures and an outlined plan for a larger family based business. My entrepreneurial ventures include establishing and running a pe rsonal photographer shop, S6 Photo, and Hayden Wake enterprise that offers instructional services in business operations and sports facilities. While at the University of British Columbia, I have developed a high-level leadership capacity that culminated to my election as the executive officer of UBC’s Ski and Board Club, a university social club with 1500 members. My leadership abilities have helped the club in organizing numerous major sports events and introducing new sports activities. This, together with other leadership roles, has won me awards such as the President’s Entrance Award, Outstanding Leadership Award for Volunteer services and the nomination for International Student Leadership Award. I have also demonstrated initiative and innovative capacities through my established businesses that have always been profitable and competitive. I am therefore the most suitable candidate for this scholarship position because of my demonstrated competencies, the kind th at the scholarship seeks to develop. I look forward to your kind consideration that will further enhance my potentials to become a productive member of society. I shall be ready to discuss more myself when called upon.  

Answer questions Essay Example | Topics and Well Written Essays - 1000 words - 3

Answer questions - Essay Example These dimensions can be used to determine exercise behavior as shown by numerous studies, such as Arais study in Japan and Rhodes and Smith study (Define Personality: Enduring characteristics that are important to a persons behavior) can frequently be related to personality. The conclusion of the studies showed that Extraversion could be associated with being active and hence pertained to individuals who would exercise more whereas Introversion could be related to a less active behavior. Furthermore it showed that athlete’s had a tendency to be more extroverted, emotionally stable and in some few cases psychotic. (Web) Stage 2 – Fixation/ Diversification – Ensuring the movement is consistent within the current environment and then adapting the movement accordingly so that the performance turns out to be successful. (Web) To clearly understand these two stage let’s look at the example of how playing long-tennis can incorporate the effective use of these two stages. It incorporates the key elements in form of body movement and object manipulation. In the first stage the player will focus on understanding how he must organize his movement to successfully serve to his advantage. He then determines how relevant what move or playing position will be by using the available information for the motor skills. In the second stage, before the opponent strikes the ball in your direction you hold still or shit from spot to spot it depends, (fixate) until you decide what direction the ball might head towards. And finally you incorporate diversification in your movement with perhaps a tennis forehand drive out of reach of opponent. Hence you incorporate key elements of body movement and object manipulation of Gentile’s Model in playing Tennis. According Nideffer’s (1981) framework of the theory of Attentional and Personal Style is used mainly in the process of

David cole interviews dr. franciszek piper ( RESPOND ) Movie Review

David cole interviews dr. franciszek piper ( RESPOND ) - Movie Review Example The point Cole tries to make here is that most of the evidence and facts about mass homicides at Auschwitz were either incorrect or exaggerated by the Soviet Union to serve their propaganda during the time of war and how on a larger scale, facts and figures of war have been manipulated in favor of the victorious. Cole’s documentary questions various undisputed facts and points out the anomalies in what has become an irrefutable part of human history. His interview with Senior Curator and Head of Archives at Auschwitz State Museum Dr. Franciszek Piper reveals some very interesting and at the same time contradictory information about the camp and the gas chamber that was used for mass homicide. After his visit to the camp in 1992 and based on years of research, Cole observes that Piper’s version of the gas chamber operations, its reconstruction by the Soviet Union, and the use of Zyklon B are inconsistent and highly debatable. Cole says that the Soviets exaggerated facts bringing the death toll to 4 million when the reality was only 1.1 and much of the evidences put forward during the Nuremberg trial were discredited later on or found to be false. Cole opines that if Hess was hanged for running an internment camp in Auschwitz where people died of disease and malnutrition, then the thousands of Japanese who died in the United States and the Germans killed in the post war POW camp under similar conditions should also be made accountable. Finally he suggests that war crimes do not have easy and justifiable answers without raising

Phineas Taylor Barnum's American Museum 1842 to 1868 Research Paper

Phineas Taylor Barnum's American Museum 1842 to 1868 - Research Paper Example While in New York, Barnum purchased a museum and renamed it after himself. With the museum, Barnum found a platform which he used to promote hoaxes and human curiosities. Barnum began his entertainment career in New York. Barnum gets credited for revolutionizing and legitimizing spectacle. Barnum purchased and exhibited the Joice Heth. Joice Heth was an almost paralyzed and blind slave woman (Barnum and Cook 108). Barnum claimed the woman to have been over 160 years old and a supposed nurse to George Washington. Thousands got drawn to view Heith by paying an admission price. He toured the south with a small circus between 1836 and 1837. This circus tour appeared to be preparation for him to purchase his own museum with which he made a fortune. In 1841, he bought the Scudder American museum which he renamed to Barnum American museum. Barnum upgraded the museum building and added more exhibits making the museum a popular showplace in the process. Barnum added flags to the roof edge of the museum, and this helped attract attention during the day. A strolling garden got made out of the roof during the upgrade. The place then got lit up with limelight, which had just become invented then. His main idea revolved around making the museum an advertisement in itself. In the museum, Barnum filled it with a surfeit of exhibits and activities. Exhibits and activities within the museum revolved around panoramas, dioramas, scientific instruments and modern appliances. Through the museum, Barnum got to introduce his first major hoax which became known as the Feejee mermaid (Barnum 56). The Feeje mermaid was a creature that had the tail of a fish and a monkey’s head. Barnum justified hoaxes such as this claiming they were advertisements used to draw attention to the museum. The museum also exhibited a dwarf named general Tom Thumb. The dwarf got claimed to be the smallest person walking the earth, and he got used to amuse the public. The museum also exhibited a number o f exotic animals that included beluga whales, a hat claimed to be worn by Ulysses Grant, a tree trunk where Jesus and his disciples sat, giants, fat boys, a dog that could knit, flea circus and performances by magicians and fortune tellers, Uncle Tom’s cabin and minstrel adaptations of biblical tales. The museum gets reported to have received over 38milion visitors between 1841 and 1865. Visitors got charged a twenty five cent admission charge. The visitors got to view a revolving set of attractions at the museum (Cottrell 19). Barnum’s credit to show business gets associated with professionalism, public relations through advertisements and quality. Characters that provided dubious shows got thrown out of Barnum American museum. Barnum defended his hoax shows by claiming that the public had to first get attracted to the museum, and then later get provided with sensational entertainment while in the museum building. Barnum used newspaper advertisements and handbills to promote the museum (Barnum and Cook 88). The museum not only provided shows but also educational teachings. The museum’s theater which got known as the ‘lecture room’ got used by Barnum in providing temperance reforms and Shakespearean dramas. Barnum gets recognized by early historians as instrumental in the development of urban culture in the nineteenth century. The museum became the first of its kind in offering entertainment and amusement together with moral uplift and

Final Manifesto of Architecture Essay Example | Topics and Well Written Essays - 1000 words

Final Manifesto of Architecture - Essay Example In this manifesto on architecture, I am going to present my personal views on architecture with historical evidences. First of all, I would like to describe my vision of architecture by considering it as something with modern approach. As Buckminster Fuller (1969) in his essay ‘From Utopia or Oblivion’ quoted on the future architectural approach that started in an era with the stepping of foot on human on moon. It was this era that made man to think of creating ‘floating city’ or a utopian state. He also talked about the change in our way of living that is more oriented toward making changes in our surroundings by adjusting them according to our needs. I would like to relate architecture with his vision that is the name of creating buildings and places that better serve our needs to adjust to temperature changes and other things that were beyond our control in the past. Also architecture should be focused on simple but modern way of constructing buildings th at is not much oriented toward immense decorations. Adolf Loos (1929) in ‘Ornaments and Crime’ identified the modern man’s focus toward simplicity with lack of interests in ornaments and decorations. I believe that architecture should focus on the modern approach of man in order to create buildings according to his taste. Architecture is a way of symbolizing different things depending upon the way a building is structured. Roland Barthes in ‘Image Music Text’ talked about the power the image has in terms of communicating a message to receivers. There are many ways in which a message gets to a person through studying numerous parts of an image. It can be linguistic, if an image has a text or caption on it or simply iconic that may be coded or non-coded. It may also possible that the image is conveying a message in the context of a certain culture or society. In other words, we get to know various meanings by simply looking at an image. Likewise, archi tecture is an art that give rise to erect structures and buildings with a touch of sculptures and art work that convey to us a specific message that can be deciphered in a language or coded in a certain way. Therefore, architecture should give rise to a carefully designed structure in order to signify many things in a specific setting. In addition to the description of architecture as a skill that needs careful handling by people involved in doing architectural work; architects, it is also a profession that has seen changing trends from the last decade. It is important to state that it has now become more of a heterogeneous nature than before with bringing strangely conflicting structures to places on earth. It has been quoted by Greg Lynn in ‘Architectural Curvilinearity’ that architecture had been deviating from pervious forms and now practicing principles of pliancy and curvilinearity. I suggest that architecture should inculcate modern methods in attempting to give people the places they want to live in. The heterogeneous approach is a particularly a new one with great potential and it could be continued to give a new form to architecture. Moreover, the buildings that are constructed now are not accurately of geometrical figures or anything close to that. Rather they are given different shapes that is not to be find similar with other buildings. Based on the architectural manifesto

MARKETING PLAN FOR PGI COMPANY Essay Example | Topics and Well Written Essays - 5500 words

MARKETING PLAN FOR PGI COMPANY - Essay Example Number of words 1482 (excluding appendices/bibliographies and tables) Contents EXECUTIVE SUMMARY 4 INTERVIEW AND ANSWERS 5 INTERVIEW SUMMARY 12 DEMOGRAPHIC SEGMENTATION 13 GENDER SEGMENTATION 13 AGE SEGMENTATION 14 BEHAVIORAL SEGMENTATION 15 BEHAVIORAL SEGMENTATION SUMMARY 16 MARKETING MIX 16 CUSTOMER AUDIT 18 OPPORTUNITIES AND THREATS 18 INTERNAL AUDIT 19 STRENGTHS AND WEAKNESSES 19 MACRO ECONOMIC AUDIT 20 MACRO ECONOMIC SUMMARY 21 MICRO ENVIRONMENT AUDIT 21 MICRO ENVIRONMENT AUDIT SUMMARY 22 MISSION 23 EXTERNAL FACTOR (EXTERNAL AUDIT) 23 INTERNAL FACTOR (INTERNAL AUDIT) 23 COMPETITOR AUDIT 24 COMPETITOR AUDIT SUMMARY 24 SWOT ANALYSIS 24 TOWS ANALYSIS 26 MARKETING OBJECTIVES 27 STRATEGY THRUST 27 ANSOFF MATRIX 27 STRATEGIC OBJECTIVE 28 STRATEGIC OBJECTIVE SUMMARY 29 CORE STRATEGY 29 CORE STRATEGY SUMMARY 30 MARKETING MIX DECISION 30 MARKETING PLAN CONTROL 31 CONTROL 31 CONTIGENCY PLAN 32 PGI MARKETING PLAN EXECUTIVE SUMMARY PGI is an insurance broker that specializes in motor vehicl e insurance only. The company is now considering expanding its offerings by introducing a general household insurance policy to existing customers. The company has established links with affinity groups such as trade unions which give it access to more than 5 million customers. The target market consists of homeowners across all gender and age segments. The primary needs of the market are price, service and information. This report analyzes the industry and the competitive position of PGI within the industry to recommend a price skimming marketing strategy. INTERVIEW AND ANSWERS Stage 1: Cut and Paste Questions Interviewee 1 Male 46yrs Interviewee 2 Female 56yrs Interviewee 3 Male 25yrs Interviewee 4 Female 23yrs Interviewee 5 Male 61yrs Interviewee 6 Female 43yrs Interviewee 7 Female 63yrs Interviewee 8 Male 48yrs Q1 Would you be prepared to buy a household contents policy from a group which you are a member of? Yes I already get my car insurance from my Trade Union so why not my c ontents policy No I get my contents insurance from my mortgage lender, I thought I had to as they gave me the money. Yes why not, so long as they are competitively priced. Well currently I get my contents insurance from the web, the site searches 20 insurance companies for the best deal. I do have to input my requirements though. So if my staff association had a similar arrangement then I would think about it. Yes from my union but I can’t see it from the Train spotting club. What about when I retire though? No, I like to buy insurance from people who know about insurance, I mean does my trade union know anything about insurance? I don’t think so! Yes from my union but really I use my local insurance broker –they take all the hassle out of buying. What about when I retire though? Yes, why not if they can get me a good deal –must be able to get a bulk discount, I mean my trade union has over 1 million members now. Q2 What would you expect to find in a hous ehold contents policy? Well the contents of my house insured of course! But I would want my portable belongings insured outside of the house in case I lose them or had them stolen, I’d like the kids belongings insured too, especially the eldest while he is at university. I don’t know, how about the obvious, like my contents insured against lose due to fire, accidental damage, theft etc. Oh and outside the house as well. Well, accidental loss cover, the usual fire and theft that’s about it. Just fire and theft mainly. Just like the basic cover. Don’t want to spend too much money. The usual fire, theft, accidental damage, legal expenses insurance and all those telephone help lines –you know the repair, tradesman-sourcing etc. Oh just everything covered really,

Global warming Essay Example | Topics and Well Written Essays - 1500 words - 2

Global warming - Essay Example The Earth is heating up and it will affect the crops. The rising of the sea level, the melting of icecaps and the global climatic changes are all the impacts of global warming. Global warming has influenced the business strategies as people try to reduce the greenhouse effect through efficient operations or energy conservations techniques. Regulations are imposed every other day to reduce the quantity of carbon dioxide and other gases emitted into the atmosphere. Nevertheless, it is argued that global warming presents new oppurtunities to businesses; it encourages innovation and creativity with the help of advanced technology. Global warming is believed to be destructive and expensive (Richman, 2007) but smart companies know which way the wind is blowing and how fast the ice is melting (Gunther, 2006). They find new ways to innovate, save energy, cut costs and reduce emissions. Insurers manage $26 trillion of assets of companies and are trying to influence the government to change po licies so that radical action can be taken to cut greenhouse gas emissions (Webber, 2002). Businesses have to evaluate the risks and analyze the oppurtunities that climate change has posed (Hagen, 2007). Stronger storms, prolonged droughts in some areas and heavy flooding or precipitation in other areas can adversely affect the immovable properties of businesses. The value of properties in coastal areas could decrease and they may be required to construct sturdier buildings that are more solid and resistant.

Spanish and Flemish Baroque Assignment Example | Topics and Well Written Essays - 500 words

Spanish and Flemish Baroque - Assignment Example Many regard Diego Velazquez' monumental "Las Meninas" as one of the greatest paintings of the world that it puzzles its viewers. Though one is capable of interpreting the painting in his own way, one can attribute different imaginative coloring to it. It is because of this feature it attracted the attention of many and the words of the art historian Enriqueta Harris makes clear when he says, "superb color values and draftsmanship, showing unique skill in merging color, light, space, rhythm and mass in such a way that all have equal value."(Atlee, 2003). A critical analysis of the painting raises the questions of reality and illusion. The scene depicted in the picture is a momentary incident in the palace of Philip IV of Spain that one may feel it as a snapshot. It is the blending of aesthetic mastery, fusion of form and content. Critics like Michel Foucault have commented that one can find a paradoxical relationship between reality and representation in Velazquez' painting. Foucault attributes a triangular relationship between the painter, the mirror image, and the shadowy man in the background. One is thunderstruck regarding the relationship between these three elements. Velazquez has successfully portrayed the painter and his canvas, with Infanta surrounded by her maids. The mirror on the background reflects the image of king and the queen, though some scholars argue that it is the reflection of the portrait on the left side of the picture. The painter has selected a theme contrastive to the representations.

The Southern Stereotype Essay Example for Free

The Southern Stereotype Essay Ever since Scarlett O’Hara struggled to find love and Andy Taylor was elected Mayberry’s Sheriff, filmmakers and television producers have yet to lose any fondness for stereotyping the southern culture. There are many who despise any form of labeling or stereotyping within the media, fearing false characterizations or inaccurate portrayals of southern customs, traditions, and people. Exposure to southern stereotypes through media is an appealing element in the American lifestyle that can render endearing impressions, contribute genuine metaphors, and provide viewers with a unique and fascinating (whether positive or negative) glimpse toward a regional culture. The mass media, or media at large, would include motion picture makers, television producers, news programs, newspapers, radio, magazines, or any source which has the capability to deliver images or messages to the masses. It seems to be common knowledge that the mass media has inundated homes all across the fruited plain for decades with images of southern stereotypes. Ask a few dozen strangers to describe a southerner in sixty seconds or less and the common descriptions most may have of southern folks are reasonably unsurprising. A few details that come to mind when describing a southerner may include the following: a strong accent or drawl, ignorant, lazy, a barefoot mountain person, an inbred, a hillbilly with buck teeth and overalls, a hick with a pick-up truck and a gun rack, and a moonshiner with a big beer belly. Most will also agree that the mental figures or perceptions on hand are those branded in the brain by the mass media, film makers, and theatre companies. â€Å"When you think of stereotypes, you often only think of negative ones. There are also positive stereotypes – the South being a land of nature and holding onto traditions,† said Tom Hanchett, staff historian at the Levine Museum of the New South. (Baldwin 1-2). Hillbilly, country bumpkin, cracker, trailer trash, and redneck are all common labels given or used to perpetuate the southern stereotype. Notwithstanding the practice of political correctness teeming in today’s culture, is considered tolerable and acceptable by movie makers and the media to ridicule those who may fall within the parameters of what is termed as the classic southern stereotype. These are pointed descriptions, but they are true and the American culture loves (and loves to hate) the southern stereotype and it is here to stay. Now what about those who may have that southern stereotypical drawl? Southern accents do not make one stupid; being stupid does. Southerners should be proud of the southern accent. However, the media has managed to cause dismay among many southerners who possess the engaging and attractive drawl. Should a visitor traveling to North Dakota, view a Fargo native as stupid or ignorant because of the distinct accent heard there? Should a North Dakota resident ridicule a person from the Bronx because of the peculiar accent heard there? Somehow people are ashamed of their unique speech patterns rather than being proud of a colloquial accent. The southern stereotype will be here for a long time to come, so love it and embrace it. According to Jack G. Shaheen in his essay titled, â€Å"The Media’s Image of Arabs,† Hollywood producers must have instant kits that contain sunglasses, Arab clothing, tents, and mosques in order to provide a snapshot of Hollywood’s stereotypical Arab (99). Undoubtedly, the same holds true when depicting the typical southern example. Whether one considers it right or wrong, Hollywood, along with the mass media, has poured countless whimsical images of the southern stereotype into our culture. Often, movie makers will focus on undesirable characteristics, but they are almost always based in fact. Much of what is believed to be true of today’s southerners stem from the culture’s ancestors’ actions or beliefs. These likeable characteristics have come to be accepted as widespread truths and a part of American life. Diffused through media broadcasters over the past fifty years, Americans from all regions of the country have welcomed and embraced the southern type along with all the distinguishing traditions, foods, beliefs, apparel, folklore and superstitions. Cartoons, caricatures, comedy sketches, television commercials, advertisements, situation comedies, movies, editorials, news programs, comic books, music, novels, and television dramas have all helped to capture and immortalize this fascination of the southern stereotype. Yearning for a simpler time, society sometimes craves the patriotic, down-home qualities of the good country people. In response, the mass media relents and continues to draw enthusiasts to those television shows featuring southern stereotypes. The Andy Griffith Show, perhaps one of the most adorable and enduring television programs of all time, features a full cast of southern stereotypes (hicks and hillbillies) and re-runs of the popular family comedy just as popular today as they ever were. Other popular and charming television shows centering on southerners include: Hee Haw, The Beverly Hillbillies, Pettticoat Junction, Green Acres, Gomer Pyle U. S. M. C. , Matlock, In the Heat of the Night, The Waltons, and Designing Women. Although the characters are often portrayed as backward, slow, and ignorant, the shows are lined with good nature and moral lessons. Viewers admire their quaint ways with a warm attitude. Joan Voight wrote an interesting piece in AdWeek Magazine regarding advertising and stereotypes. Within the article, Voight cited advertising professional, Jim Ferguson. â€Å"Everything is too politically correct. Humor is always at the expense of somebody, but the only groups you can make fun of anymore are Texans and Italians. † (Voight, 17). America has become a nation filled with the notion that any labeling and stereotyping should be discarded and Americans should be offered rights of protection from anything that may offend or trample on one’s beliefs, feelings, or cultural identity. Unlike other persecuted groups, southerners have made little attempt to diffuse or negate the southern stereotype within the mass media. Should southerners insist that the media apply the same, overbearing rules of political correctness, it may result in a destruction of the true and cherished culture. Doug Nye, a writer for The State newspaper, cites author John Jakes. â€Å"Maybe it’s because southerners just haven’t gotten around to adopting ‘victimhood’ as a policy. They don’t have a lobbying group,† Many of the southerners’ old-fashioned characteristics such as forthrightness, fine manners, hospitality, chivalry, honor, and noble morals could be forsaken and forgotten. (Nye, 2). Believe it or not, Elvis Presley continues to rule and define southern tradition from the grave. Allison Graham, a professor of media and communication studies at the University of Memphis notes that Elvis never appeased audiences with renderings of Shakespeare. â€Å"Elvis veered dramatically from the established path to national acceptance. He stayed unreconstructed to the end of his life. † (Graham, 116). Having been labeled as a howling hillbilly and a hillbilly clown, Americans still embraced this southern Memphis boy and elevated him to a cultural icon. Today, countless followers of this distinguished southerner still flock to his Memphis homestead, attend Elvis conventions, and impersonate his southern style of entertainment. Elvis is one of many who may have fit the media’s stereotype but ignored the criticisms and pressed forward to gain unprecedented favor with America’s culture. Strong into the twenty-first century, the redneck and hillbilly phenomenon continues to thrive. Jeff Foxworthy popularized the genre of southern humor with â€Å"You Might Be a Redneck, If †¦Ã¢â‚¬  jokes that have a universal attraction with nearly all audiences. Mocking his own people, Foxworthy evokes more humor than ridicule from outside entities. Another television example is the animated television show, King of the Hill. This situation comedy appears realistic and true to life as a Texas family are the victims of irreverent satire. Again, television writers and producers have managed to capture and maintain a large viewing audience who find the southern stereotype charming. Although many continue to fight against any portrayal of the southern stereotype, the hillbilly image is here to stay and it should remain within our media and culture for many more decades to come. Is it possible to define American culture without the southern stereotype? It is a part of America’s regional culture, it is an appealing element to the American way of life, and it should be both preserved and celebrated.

Neutralisation of False Positives using Presumptive Tests

Neutralisation of False Positives using Presumptive Tests   Jasnique Tiwana   The Neutralisation of False Positives using Presumptive Tests for Blood   Abstract Introduction This project emphasis upon neutralising presumptive tests for blood, this differs from other studies as they just test for false positives, instead of attempting to neutralise these known false positives. This project was conducted as there are no current obvious projects on the neutralisation of false positives. This is a crucial topic because it will save time at crime scenes when looking at a suspected blood stain, many false positives are known to interfere with the presumptive tests kits. However, if these can be eliminated at the scene, then it will save lots of time conducting confirmatory tests for a stain that is not blood. It will be interesting to discover whether one neutralizer can neutralise all or the majority of the unknown false positives. The aims of this project are to find out which substance/ products produce false positives, and whether or not these false positives can be neutralised. In addition, how many of these false positives work for both Kastle-Meyers and Leucomalachite green. Also whether the type of surface these false positives are found upon affects the ability for them to be detected. There are numerous amounts of different bodily fluids that can be found at a crime scene. Blood is one of the most common and important bodily fluid found at a crime scene as it can give an insight to a DNA profile and much more. The blood can either be from the offender this can help corroborate stories and give a deeper insight into what actually happened (The Forensics Library, n.d). In the criminal justice system blood is defined as a vital complex biological fluid containing red blood cells, which is present in vertebrate and may be shed during an accidental, intentional and/or criminal acts. (Wonder,2001). Blood consist of erythrocytes, leucocytes and platelets, hence presumptive assays test for the presence of haemoglobin located in the erythrocytes (Jackson and Jackson, 2007). However, at a scene it may not always be obvious as to whether or not the stain is actually blood, thus, presumptive tests are required to determine whether the stain could be blood or not. There are various different presumptive tests designed to identify whether the stain is blood, although, these are not a confirmatory test for blood. Blood found at a crime scene is essential as it can provide a DNA profile from both the victim and the suspect. (Gupta, et, al. 2016). This can then be collected for further analysis in the laboratory, to obtain DNA profiles etc. (Tobe, et, al. 2007). Over centuries various different attempted clean-up methods have been used for blood, including bleach, therefore, it is important to use a presumptive test which can detect microscopic blood stains. Presumptive tests Presumptive tests with the exception of luminol are not applied directly to a stain, instead, the suspected stain is lifted using a sterile swab or filter paper, the presumptive test is then carried out on the filter paper or the swab. This is to ensure that the suspected stain is not damaged. In certain cases, such as where the surfaces have been washed down, it becomes more appropriate to use luminol due to its high level of detection (Jackson and Jackson, 2007). Presumptive tests are used by forensic scientists worldwide to aid in the identification of unknown substances such as blood. However, a presumptive test does not provide definitive identification instead it provides useful information which helps to decide what further action if any is needed. There are numerous presumptive tests for blood, historically with the most common being benzidine which was first introduced in 1904 (after Kastle-Meyers) which was introduced in 1901). Moreover, this is no longer widely used in forensics as it was discovered to have carcinogenic effects. Tetramethylbenzidine has also been recognised as a carcinogen and caution should be applied when using either test (James,1998). Presumptive tests are not specific to Human blood as they will also give a positive result for animal blood. Commonly, a colour change is observed to determine whether it is positive for that substance, due to these presumptive tests are subject to false positives and false negatives. In screening tests for blood, the heam group is observed as this acts as a catalyst which is involved in the chemical reactions. False positive results can be obtained from chemicals containing strong oxidants such as bleaches and household cleaners. Plant peroxidases such as horseradish can also affect presumptive tests such as horseradish as they contain peroxidases they catalyse oxidation reactions thus causing a false positive. They are known to be sensitive to heat so heating up a plant peroxidase can inactivate it. A false positive is identified as a colour change before the addition of hydrogen peroxide (Li,2008). Li (2008) states that although uncommon false negatives can also occur, this happens when a strong reductant is present, this hinders the oxidation reaction. Luminol Luminol is referred to a chemiluminescent reaction which is oxidised by haemoglobin. It was a very early method used in 1937 to detect microscopic amounts of blood at a crime scene as it has a very small detection limit (in nanograms). Although, the test is sensitive it is also prone to false positives as with the other presumptive tests of blood. Sodium Hypochlorite is in bleach based substances commonly used for a clean-up, this would be detected by the luminol test (Quickenden and Cooper 2001). A limitation to luminol is that it must be used in total darkness to be able to see the reaction. It is different from the other presumptive tests as it involves illumination with a bright light (blue) (Webb, et al, 2006). Kastle-Meyers The phenolphthalin Assay is referred to as the Kastle Meyers test, it differs from phenolphthalein which is a class of dye indicator commonly used in titrations. Phenolphthalin is a colourless compound (the reduced form), the oxidized derivative is phenolphthalein which turns pink (Li, 2015). The Kastle-Meyers (KM) test is one of the most popular presumptive test used by forensic scientists, it is possible to detect blood up to 100,000x dilution (Bell, 2012). Figure 1 shows the oxidation of phenolphthalein causing a pink colour change when reacting with a peroxide. The Kastle-Meyers test is a presumptive test used to identify blood stains; it contains phenolphthalein, which reacts with the haemoglobin in blood with the addition of hydrogen peroxide leading to a pink colour change for a positive test. This test, however, is not specific for blood and can be subject to false positives, it is also not specific to human blood and will react with animal blood. Therefore, it is not a confirmatory test of blood. Leucomalachite green (LMG) is also a presumptive test of blood, however; it is not as popular as the Kastle Meyers test (Bell, 2012). A positive result for Leucomalachite green is a green-blue colour change. Leucomalachite green (LMG) Figure 1 to show the chemical structure of Leucomalachite green (Sigma Aldridge, 2017) Leucomalachite Green chemical symbol C23H26N2 (PubChem, 2005), this is also a colour change test it is not as widely used as Kastle Meyers but it is just as useful. Leucomalachite green is oxidised by haem causing a blue-green colour change it is colourless when in its reduced state. The reaction is usually carried out in acetic acid and hydrogen peroxide which acts as an oxidiser (li, 2015). It is used in a very similar way to Kastle-Meyers, as the test is almost identical, this test as with the Kastle- Meyers, therefore, it is also prone to a false positive, hence further analytical tests are required to confirm if its blood. Due to the false positives, it cannot be called a confirmatory test for blood. These tests are also not specific as they do not react to just human blood but other animal blood. Neutralising agents Various different neutralisers are available for bleach. Bleach is known to be a common false positive detected with Presumptive tests. The active ingredient in Bleach is Sodium Hypochlorite, therefore, research into is neutralisation was looked into. The most common one used is Sodium Thiosulphate another is Ascorbic acid which is used more commonly in water storage tanks to climate all remaining bleach making the water safe to drink (Tanguay,2013). Due to the neutralisation of peroxide both these neutralisers will be used to see if they neutralise all the false positives. Method Preparation of the reagents: The Kastle-Meyers test: The reagent is made by weighing out 12g of phenolphthalein, 120g of potassium hydroxide and 30grams of Zinc dust and 600ml of distilled water should then be added. This is then put onto a hot plate and stirred for 3 hours. (Langford et,al). The Kastle-Meyers was used as follows, the stain was moistened with ethanol (optional depending on how the stain was lifted) and this is rubbed over the stain, then two drops of the Kastle-Meyers is then added onto the stain, at this stage a colour change is indicative of a false positive, if there is no false positive at this point then continue to the next stage, and add two drops of 3% hydrogen peroxide, if there is an immediate pink colour change this indicates blood could be present as it is a positive result for blood. If there is no colour change then it can be almost certainly said that no blood is present, this is due to its high level of sensitivity. Leucomalachite green solution was made up using 0.11grams of Leucomalachite green powder, 66mL of glacial acetic acid and 33mL of distilled water, this was mixed together to form the colourless Leucomalachite green (cox, 1991). The same method mentioned above is used for Leucomalachite green with a blue-green colour change being a positive result for blood and a blue-green before the addition of hydrogen peroxide being a false positive. The initial Leucomalachite green solution is clear. Defibrinated horse blood was used due to its similarity to human blood, also because presumptive tests cannot differentiate between blood types. The swabs used were all in sterile packaging and all the pipettes had been autoclaved prior to use to ensure that all equipment used was sterile as not to allow any cross contamination. Blood was placed straight onto a sterile swab; this was subjected to the presumptive tests to ensure no other contaminants caused a colour change this acted as a positive control. Negative controls were created using a sterile swab and adding each of the reagents to make sure nothing else was interfering with the test. A positive control was also taken by swabbing blood from denim to see if it would still react or if there was an interfering factor. To determine the levels of sensitivity for both KM and LMG blood was diluted and put into test tubes. Blood was pipetted into test tubes using Finn pipettes in order to determine accuracy. Different concentrations of blood were made up using distilled water and blood. The solutions made up were 1:10, 1:100, 1:1000, 1: 10,000, 1: 100,000 were prepared. This was done by pipetting 1mL of blood into 9mL of water, from this solution 1mL was added into 9mL of water and so on. This method was used to determine the level of sensitivity of the presumptive tests used a sterile swab was dipped into each of these solutions and the Kastle -Meyers test was performed. The time taken for these to turn and the shade of pink in which they turned were recorded. Each swab was taken 3 times in order to determine accuracy, but also each test tube was made up 3 times, this gave a total of 15 test tubes, to make sure no extra or no less blood was added each time, and to check the reliability of the method a s the blood had begun slightly clotting. This was done over a series of days to see if the results differed in anyway. A series of household items and known false positives obtained from previous literature reviews were determined and these were placed onto the denim material, by rubbing the item onto the material. The items used were, horseradish, bleach, red onion, lemon, tomato, tomato ketchup (Heinz) and potato. These were then allowed to dry on the material before dampening the stain with distilled water. This was repeated three times and also repeated after 3 days when it had more time to dry. With a fresh batch of false positives, horseradish, bleach, ketchup and tomato were re tested to see if they reacted to the new Kastle Meyers and Leucomalachite green solutions. Once the false positives were established such as the use of bleach, then sodium thiosulphate and Ascorbic acid were added to the stains to see if they affected the tests and gave a new negative reaction. Sodium thiosulphate was made up using 0.25g of Sodium Thiosulphate and 5ml of water and mixed to make a 5% solution, the crystals were stirred and the remaining solution was colourless Ascorbic acid was made up using 0.25g of ascorbic acid in 10ml of water, this was then stirred and gives a clear solution. Firstly, a sterile was dipped into bleach and a few drops of the leucomalachite green were applied using a disposable sterile pipette each time, the colour change was then observed. Once this was established another swab was dipped into bleach but this time sodium thiosulphate was first added to the swab, (again using a disposable sterile swab) the sodium thiosulphate was applied all the way around the swab to ensure all areas were covered. In addition, lecucomalachite green was then pipetted onto the swab and observed for a colour change, the same thing was then repeated using ascorbic acid. The swab was held up against a white background to see if It had a slight reaction or not. It was tried with pure bleach and diluted bleach to see if the reactions were the same. The neutralising agents were also used with pure blood to see if it reacted the same with blood and caused a colour change, hydrogen peroxide was added to the pure blood stain. This was to determine whether or not it is a true false positive or not. The next stage was to repeat the following steps using Kastle -Meyers on pure bleach and diluted bleach. In addition, to determine whether or not the false positives worked on all peroxides, both Ascorbic acid and Sodium Thiosulphate were also used on horseradish, in an attempt to neutralise it, this was repeated three times. Results Firstly, a positive and negative control were taken to ensure a positive result was obtained for pure blood and a negative result for water, indicating there was no contamination. A serial dilution was made for the Kastle-Meyers to determine the level of sensitivity. It was measured to a 1 in 100,000 dilution as this is the results obtained from previous literature as to the level of sensitivity. Table 1 shows the intensity of the colour change from the dilution of blood, this was repeated three times. Table 1 a table to show the level of sensitivity of the Kastle-Meyers solution Dilution factor Repeat 1 Repeat 2 Repeat 3 X10 Bright pink Bright Pink Bright Pink X100 Positive Positive Positive X1,000 Positive Positive Positive X10,000 Faint pink Faint pink None X100,000 None None None False positives were first tested on denim to see if they reacted. The blood sample was placed onto the denim material first this was to determine whether the Kastle-Meyers kit was working correctly. The results of the false positives can be seen in table 2, each sample was firstly loaded onto the swab and the denim material, this was too see if there was a difference between the two methods. The highlighted results in table two show the false positives which differed on the denim and the swab. Table 2 shows the first experiment to test for false positives comparing it to the reaction it had on denim. Table 2 false positives using Kastle-Meyers on denim and directly to swab, with* meaning inconclusive result as it is the same colour in which the test kit changes, the samples reacted after 5 mins of the addition of Kastle-Meyers reagent False positive Negative/positive reaction on denim material Added directly to swab Horse Radish root Bleach(Sodium Hypochlorite) + Red onion Potato Tomato sauce + Red Onion Lemon + Tomato * Red radish Leucomalachite green was also tested for its sensitivity of blood This was then tested on pure blood with the addition of hydrogen peroxide. This was to check if the solution made up gives a blue-green colour change. Table 3 shown below shows a serial dilution for Leucomalachite green, the serial dilution was performed in the same way as in the Kastle-Meyers test and the colour change and intensity of the change was recorded Table 3 a table to show the dilution factor of Leucomalachite green after the addition of hydrogen peroxide Dilution factor Repeat 1 Repeat 2 Repeat3 X10 Strong Turquoise Strong Turquoise Strong Turquoise X100 Blue green Light Blue-green Blue-green X1,000 Light Blue-green Faint Blue-green Light Blue-green X10,000 No reaction No reaction No reaction X100,000 No reaction No reaction No reaction Table 4 shows the false positives on the denim material and direct application to the swab, the first repeat the same method applied as that in Leucomalachite green Table 4 false positives using denim material and direct application to the swab, this shows the first attempt using Leucomalachite green False positive Negative/positive reaction on denim material Added directly to swab Horse Radish root + Bleach(Sodium Hypochlorite) + Red onion Potato Tomato sauce Red Onion Lemon Tomato Red radish A fresh set of Known false positives were then used, this was tested with both Kastle Meyers and Leucomalachite green respectively, this is shown in table 5 and 6, each one was tested three times and the reaction and the intensity of the reaction are shown. This time instant colour changes were recorded, using a new Kastle- Meyers test Kit, this was done under a fume hood. This time a diluted bleach sample was used to see if it affected the results of bleach. Table 5 False positives tested using Kastle -Meyers where + means a positive reaction and is a negative reaction, instantaneous results False positive Repeat 1 Repeat 2 Repeat 3 Horseradish + strong pink + pink + strong pink Tomato Tomato Ketchup Bleach + Strong Pink +strong Pink + Strong Pink Diluted bleach + weak pink + pink + weak pink Table 6 false positives tested using Leucomalachite green where + indicates a positive reaction and indicates a negative reaction instantaneous False positive Repeat 1 Repeat 2 Repeat 3 Horseradish + light green + light green + dark green Tomato Tomato Ketchup Bleach + Strong blue/green +strong green + Strong green Diluted bleach + strong green + strong green + strong green Table 7 shows the neutralisation of the false positives identified in table 5 and 6 using ascorbic acid and thiosulphate Table 7 neutralising agents of the false positives for both Kastle-Meyers and Leucomalachite green. where + indicates a positive reaction (colour change) and indicates a negative reaction (no colour change) False positive Kastle- Meyers Leucomalachite green Sodium thiosulphate Ascorbic acid Sodium thiosulphate Ascorbic acid Horse radish + + Bleach + + + Diluted bleach Discussion       The test was repeated three times to see if the results were the same each time. Kastle -Meyers has a level of sensitivity up to 1 in 100,000. This was found to be the level of sensitivity by other authors. Blood was diluted with water; this was not only to test the level of sensitivity but blood is likely to be cleaned up with water of some kind. Leucomalachite green is not as widely used as Kastle-Meyers, as it has a lower level of sensitivity This was diluted in blood to check its level of sensitivity it got a reaction up to 1 in 1,000 rather than 1 in 10,000 as suggested by other literature reports. Denim material had ketchup, tomato, horseradish and blood added to it, however, it did not yield any results as the false positives did not change colour with the addition to lecuomalachite green. Bleach was tested with lecuomalchite green, this gave an instant colour change, bleach was then diluted in water to see if watered down bleach gave the same effect and this also gave a positive reaction. Sodium thiosulphate neutralised the effect of bleach as the reaction was barely visible using the Leucomalachite green, however, the ascorbic acid worked but not as well as the thiosulphate. This is because it was hard to tell whether the entire swab had been neutralised as it appeared a very faint green colour around the sides, compared to other swabs which appeared unaffected by the neutralising agent chosen. It was only tested on the bleach and horse radish because they were the only substances which had given a false positive reaction, None of the substances on denim gave a false positive, this leads to further research into indigo dye as a neutraliser.

Challenges for Patient Care in Acute Wards

Challenges for Patient Care in Acute Wards It may seem a strange principle to enunciate as the very first requirement in a hospital that it should do the sick no harm Nightingale F (1863) With this statement in mind, identify the major problems for hospitalised patients in acute wards, in the twenty first century. For each problem identified discuss the role of nurses in maintaining the safety, health and well-being of patients. Introduction Hospitals of today are indeed a far cry from the hospitals of the era of Florence Nightingale in very many respects, but the guiding principles of aspiring to be a safe and healing haven for the sick clearly have not changed over the years. One of Nightingale’s major crusades was the constant battle against infection which was rife in the wards of her day. To that extent, her mantra continues with the problems that iatrogenic infections cause in today’s hospitals. It is worthy of note in passing, that Nightingale is credited with popularising the statistical analysis of problems. Her famous chart (Playfair 1847) that correlated the decimation of Napoleon’s army by disease as it advanced and then retreated from Moscow, was a milestone in the arguments that she was advancing in the dangers of potential of communicable diseases in crowded environments. The title of this essay refers to Florence Nightingale’s famous remark which implied that in her day there was a real possibility of hospitals â€Å"harming patients†. Her remark, albeit made to address a serious public health problem of the mid nineteenth century, has a resonance which is both deeper and more significant than would first appear on face value. Her comment is actually a paraphrase of a quote from Hippocrates some two millennia earlier in his exhortation to aspiring physicians, â€Å"If you are to become a physician, adopt the first rule that whatever else, you will do no harm†. (Carrick 2000) The significance of this is that even two thousand years after the principle was first enunciated, it was still recognised that healthcare professionals, whilst employing their best endeavours to cure patients, were still able to inflict significant morbidity and even mortality on their patients. The main thrust of this essay is to demonstrate that even with the passage of a further one hundred and fifty years, it is arguable that the same premise holds good today. It is undoubtedly true that the advances in medicine and technology generally have changed the perspectives and horizons far beyond those that Nightingale would have recognised, but this has done little more than to simply change the nature and type of problem that healthcare professionals have to deal with. Iatrogenic morbidity is still a significant fact of life in our modern healthcare practice. (Sugarman Sulmasy 2001) The original work by Semmelweis (at about the same time as Nightingale ) in the 1850s, (Semmelweis 1861) made major inroads into our knowledge of the transmission of pathogens around wards. This work was augmented by Lister and others with their work on asepsis and antisepsis. (Birte Twisselmann 2003). Over the intervening years this has been translated into Nursing practice on the wards by a multitude of protocols at both local and national levels. Simple hand washing between patient contact, is still regarded as one of the most expedient ways of reducing cross contamination between patients, but is sadly still frequently overlooked as both a nuisance and even a hindrance when in a clinical situation. Some of the more recent National guidelines are encapsulated in the Government White Paper â€Å"New Guidelines to cleaner hospitals† published in 2004. This has been augmented by a statement to the House of Commons by John Reid who has announced targets of cutting MRSA infection by 50% of current levels by 2008 (Reid 2004) One cannot work in the current healthcare setting and not be aware of the high profile that MRSA has attracted. Some may say that it’s profile is disproportionately large when compared to many of the other iatrogenic problems that would come under the umbrella of Nightingale’s original statement. The fact of the matter is that it is not only a matter of patient morbidity and mortality, but it is also a matter of economic sense as well. A recent study commissioned by the Department of Health (Public Accounts Committee 2000) concluded that Healthcare Associated Infections (HCAI’s) are currently running in excess of 8% of all acute hospital admissions in the UK. The economic cost is further expanded by the fact that a HCAI has the ability to delay discharge dates and thereby increase inpatient costs. The same study also concluded that â€Å"For the NHS in England this represents 3.6 million bed days lost, with a projected cost of  £1 billion a year.† and then went on to observe that â€Å"Implementation of all the measures suggested by the NPSA would release  £147 million and save about 450 lives once target compliance rates have been met.† We have commented on local initiatives and quote as an example the Epic project that has been run at local level throughout the country which seeks to apply evidence-based guidelines locally for the reduction of various healthcare associated infections. (Pratt et al 2001) When considering any significant healthcare issue, one should always reflect upon the evidence base that is available to assess one’s own position on the subject (Gibbs, G 1988). Publications in peer-reviewed journals are perhaps one major plank in this evidence base. One must always be alert to differentiate between the weight to be placed upon the evidence in this type of publication when compared to others such as Government pronouncements, bulletins and circulars, unless they are attributed – and most are not – and can therefore be verified. On the issue of patient cross contamination and handwashing we would commend the excellent tour de force by Boyce Pittet (2002) In current nursing practice we can see the modern consequences of many initiatives aimed at reducing the cross-patient spread of infection. The abundance of near-patient handwashing facilities (Donowitz 1997) and antiseptic soap dispensers (Graham 1990) is a testament to this fact as are the modern trend to single use equipment, dressings and aprons etc. The provision of such facilities are, by themselves, not totally effective as many studies have shown that there is an inherent resistance from some staff to measures as simple as handwashing (Teare 1999) and that additional measures such as poster campaigns and staff lectures produce only transient behaviour changes (Kretzer et al. 1998) Another area where there is the clear potential to do harm to patients is the whole area of patient identification. Patients in hospital have investigations and treatments that are potentially dangerous. One hopes that for each intervention a â€Å"balance sheet† has been drawn up, which weighs the potential hazards against the potential gains for each procedure. This is fine as long as the procedure is performed on the right patient. If the wrong patient is identified for the procedure then it can have disastrous implications. (Williamson et al.1999) To give a specific example. Let us consider the case of blood transfusion. This is a very common procedure in our hospitals with many thousands of units of blood being transfused on a daily basis. Despite stringent protocols and guidelines in one typical year there were 197 serious adverse incidents resulting from incorrect patient identification, this included 42 cases of major morbidity and two deaths. (Mayor 1999) To combat this specific problem (and to illustrate our argument) National guidelines for transfusion protocols have now been advised and should be implemented in all NHS hospitals: The patients identity should be verified by two members of staff together The identification should be carried out at the patients bedside The identity and quality of the blood pack and the prescription should be formally verified The patients identity should be confirmed verbally The patients identity band should be formally verified The patients blood pressure, pulse, and temperature should be taken before and at regular intervals during the transfusion (as detailed in the committees report) (Clarke et al. 2001). Many nurses reading this may think that this is already normal procedure and yet studies have shown that patient identification checks were carried out in only 63% of cases – 46% verbally and only 60% against their wrist bands. Even more worryingly, only 25% of transfusion cases had their vital signs recorded contemporaneously. (Clarke et al. 2001). Although we have used this particular situation to illustrate the possible ramifications of patient mis-identification (or simply poor practice), there are clearly countless other situations where patients are at risk. A typical ward nurse will know the majority of the patients on her ward. The majority of the medical and surgical healthcare professionals will not. (Savulesuc et al. 1998). It follows therefore, that the ward nurse is ideally placed to verify if the patient who is being dispatched to the anaesthetic room is the right one for the operation or appropriate procedure. In this respect the concept of patient advocacy falls heavily on the nurse. This argument can be broadened further. The majority of medical staff (by virtue of pressure of work and time), can only spend a short time discussing each case with each patient. The ward nurse will typically have longer to discuss wider issues with the patient and may therefore be able to elicit or discover relevant facts which have not been discovered of recorded by the medical staff. The nurse is therefore again ideally placed to act as an advocate for the patient to ensure that relevant facts are brought to the attention of those who need to know (Bryant 2005). An example might be that a patient had not discussed particular religious beliefs or points of view with the doctor which the nurse may subsequently become aware of. (Kuhse Singer 2001). Here then, is the thrust of Nightingale’s message. Hospitals are places that are (generally) full of healthcare professionals who are intent on providing a good professional service for their patients. In the pursuit of that aim they have to employ technologies, medicines and techniques that have the ability to cause harm. This harm can occur through chance, calculated risk or just bad luck, but equally it can occur through bad practice lack of communication or sloppy procedure. It is the latter that the nurse is ideally placed to counter. Professionalism demands that the nurse should speak up whenever such eventualities are discovered. In doing so they can often save accidents, unfortunate events or even disasters from occurring. If all members of the healthcare team follow the same mantra then Nightingale’s edict will become less relevant. (Veitch 2002) Having said that, it is not a situation where complacency can be allowed any room at all. The healthcare services are extremely complex organisations requiring the combined efforts of many thousands of individuals. The potential for mistakes is therefore enormous. One must always bear in mind that the nurse is generally familiar with the workings and procedures of the health service whereas the patient generally is not. The patient will typically accept on trust what he is asked to do and submit to, without the background knowledge of whether it is actually appropriate to his particular case. It is this basis that is often the scenario for avoidable incidents where harm is done to patients. The nurse must be constantly vigilant for the potential for mistakes in order to minimise the potential for harm coming to the patients in their charge. References Birte Twisselmann (2003) The Discovery of the Germ BMJ, Jul 2003; 327: 57. Boyce JM Pittet D. (2002) Guidelines for hand hygiene in Healthcare settings HMSO Oct 25 2002 / 51 (RR 16); 1-44 Bryant P 2005 None so naive as the well meaning BMJ, Jan 2005; 330: 263 Carrick P 2000 Medical Ethics in the Ancient World Georgetown University press 2000 ISBN: 0878408495 Clark P. Iain Rennie, and Sam Rawlinson 2001 Quality improvement report: Effect of a formal education programme on safety of transfusions BMJ, Nov 2001; 323: 1118 1120. Donowitz LG. (1997) Handwashing technique in a paediatric intensive care unit. Am J Dis Child 1997; 141:6835. Gibbs, G (1988) Learning by doing: A guide to Teaching and Learning methods EMU Oxford Brookes University, Oxford. 1988 Graham M. (1990) Frequency and duration of handwashing in an intensive care unit. Am J Infect Control 1990; 18:7780. Kretzer EK, Larson EL. (1998) Behavioural interventions to improve infection control practices. Am J Infect Control 1998; 26:24553. Kuhse Singer 2001 A companion to bioethics ISBN: 063123019X Pub Date 05 July 2001 Mayor S 1999 Review calls for improved patient identification systems for blood BMJ, Mar 1999; 318: 692. New guidelines to cleaner hospitals: 2004 NHS Directive; HMSO, Tuesday 7 December 2004 Playfair, William 1847 The Statistical Breviary, British Museum London, 1847 Pratt RJ, Pellowe C, Loveday HP, Robinson N, Smith GW and the epic guideline development team; Barrett S, Davey P, Loveday C, McDougall C, Mulhall A, Privett S, Smales C, Taylor L, Weller B and Wilcox M. (2001). The epic Project: Developing National Evidence-based Guidelines for preventing Healthcare Associated Infections, Phase 1: Guidelines for preventing Hospital-Acquired Infections. J Hospital Infection; 47 (suppl): S1-S82. Public Accounts Committee.2000 The management and control of hospital acquired infection in acute NHS Trusts in England (HC 306), HMSO: House of Commons 2000. ISBN 0102695008 Reid. Dr John, 2004 Sec. Of State for Health; Hansard: Dec 10th 2004 Savulescu J. , Rachel Marsden, Tony Hope, Michael Saunders, Ruth Carlyle, Pippa Gough, and George J Annas 1998 Ethical debate: Sex, drugs, and the invasion of privacy †¢ Respect for privacy and the case of Mr K †¢ Commentary: Hospital can never be home †¢ Commentary: Silence may be the best advocacy †¢ Commentary: Nurses should recognise patients rights to autonomy †¢ Commentary: Patients should have privacy as long as they do not harm themselves or others BMJ, Mar 1998; 316: 921 924. Semmelweis IP. (1861) Die aetiologie, der begriff und die prophylaxis des kindbettfiebers. Pest, Wien und Leipzig: CA Hartlebens Verlags-Expedition 1861. Sugarman J Sulmasy 2001 Methods in Medical Ethics Georgetown Univeristy Press 2001 ISBN: 0878408738 Teare L, (1999) Handwashing Liaison Group. Hand washing: a modest measurewith big effects. Br Med J 1999; 318:686. Veitch RM 2002 Cross-cultural perspectives in medical ethics Jones Bartlett 2002 ISBN: 0763713325 Williamson, S Lowe, E M Love, H Cohen, K Soldan, D B L McClelland, P Skacel, and J A J Barbara 1999 Serious hazards of transfusion (SHOT) initiative: analysis of the first two annual reports BMJ, Jul 1999; 319: 16 19. ************************************************************************************************ 31.8.05 PDG. Word Count 2,592

SUZUKI STYLE METHOD: BREAKING DOWN CULTURE BLOCKS :: essays research papers fc

Suzuki Style Method: Breaking Down Culture Blocks The topic I am choosing to write about is the Suzuki style of music education, or better known as the Suzuki method. It was brought to my attention by the lessons teacher the different methods of teaching flute and other instruments. She preferred to teach me music from the Suzuki method book and after doing some of my own research I realized what a good method the Suzuki style is for teaching children, especially children at a young age. The point I want to prove is the Suzuki style method is the best way of teaching a child how to play and understand music from modern times to early music and from all over the globe. This topic is important because I believe this is the best way to teach a child to not only learn to play an instrument, but to love to play their instrument and to love making music. Not only will they love the music but they will become more open to different kinds of music and cultures. I think every culture has its own music style, and most people become comfortable with what is around them so they don’t think to venture out. With this style more children will grow up to appreciate the classics of our country and other countries and to not be so closed minded. If I can prove this method to be the best way of learning/teaching, then I think we have found a solution to culture gaps all over the world.   Ã‚  Ã‚  Ã‚  Ã‚  I have a few books and internet sources lined up for my paper. Many of the books I plan on getting soon and already have include parents speaking of their ways of training their children, and a hands on book from someone who has learned the Suzuki method. I have books from teachers and 1 book in particular is an observer of the style who travels the world seeing children playing in concerts and sees their lessons and practicing method. One novel I am reading is written by the creator of the style, Shin’ichi Suzuki, and explains how he made this method, his observations compared to other methods, and why he thinks this is a good way of learning. I only have a few internet sources, and I am using them to have an inside look on the world wide association for this method and to know a little more about what this method is about.

Tempest Essay -- essays research papers

The Tempest According to Elizabethan beliefs an individual's social position was more or less fixed. The King was King as he had been given a mandate by God, and all positions below this were based on a rigid social hierarchy, which were also dictated by birth. This ideology was decidedly conservative and used politically as a means of social control: forcing people with less status to internalise their inferiority and subservience, assuming it part of the natural order of the universe. Any rebellion, personal or collective, was therefore seen as an act of defiance not only against the State but God. This can be seen as a highly effective means of keeping order and perpetuating the power structures already existing in society. We can read literature as expressions of universal themes and investigations into human nature and the human conditions, but we can also give alternative readings that question natural assumptions and investigate the 'silences' in a text. In essence, reading the 'politics' of the play. A traditional reading of The Tempest would position Prospero as the victim of unjust betrayal, who stranded on an island with his beautiful, virtuous daughter, uses his magical powers to right the wrong done to him. It is the old story of the 'rightful' ruler who is disposed by the bad guys, but manages to get back his power and live happily ever after. A post-colonial reading, which foregrounds issues of race and power inequalities, would give quite a different interpretation. The play contains rebellions, political treachery, mutinies and conspiracies. There are many challenges to authority, however, the text resolves these problems in the end by having peace, harmony and order restored, with the rightful ruler placed back in his position of power. In this way any disruption to order is seen as evil and those who dare question it need to be punished, thus perpetuating the social values of the time. It is true that Antonio seized power from his older brother, Prospero, and that this usurpation is viewed as wrong by the dominant values of the time and by the text. This viewpoint is constructed by presenting Antonio as a treacherous, evil character who is willing to murder Alonso and Gonzalo. This is the view foregrounded by the play, but little is mentioned about why this state of affairs arose. The silences of the story, involving Antonio being ... ... values demand restraint, controland self-discipline (as seen later in Prospero's warnings to Ferdinand and Miranda) and the text equates indigenous values as barbaric and violent. In essence the European colonialist has invaded a new country, taken possession and set up their systems of values as the only legitimate code of behaviour. Through this Caliban has been dispossessed and forced to give up his ways of living and language. Caliban is constructed as innately inferior and savage because of his race. This is articulated by the supposedly sweet and tender Miranda: 'But thy vile race -/Though thou didst learn - had that in't which good natures/Could not abide to be with ..'(31) In these lines Caliban's race is seen as the reason for his barbaric behaviour - it is his very nature that makes him savage and dangerous. In this the text constructs other non-European races as savage, less human, incapable of so-called 'civilisation' all because of their race: this is a damning indictment of non-Europeans as it positions them as naturally inferior and unable to change their ways so that they will never be able to develop the fine sensitivity and refinement of Western civilisation.

Marketing Research on Red Bull Energy Drink in Vietnam Market Essay

1 – Objective: Nowadays, energy drink’s becoming an important part in food market holding great number of consumer in the world as well as in Vietnam. Thinking about high energy drink branches, many customers think about a popular name: Red bull. How successful this branch is, the way they develop their mark and how was they cared in Vietnam’s market. Everything related with Red bull will explained in this research. 2 – Targets: In this research, Customers, market share and Advertising are focused most. Through 3 Literature reviews, more information about Customers, Market share and Advertising will discoed. 3 – Stakeholder: Supplier: Absolutely compliance all regulations in the contract between producer and supplier about timely and the quality raw materials as well as payments. The common purpose is getting benefit. The supplier can get benefit from selling raw materials while Red Bull Vietnam get from selling finished products Distribute Channels: Producer can not go every where to sell their products. They need to the helps from distribute channels include representatives, wholesalers and retailer. These distribute channels can be discount from producer depend on their agreement. Union: is an organization which can protect the benefits of staffs and workers in company. Red Bull also try to care for the life of staffs and workers, invest money to improve the skills of workers, make them feel free when working, bring the best effectiveness for production Government: A legal company is that is not only unlawful, but also full implementation of obligations with the government. It is taxation. This is a condition for government to consider the legitimacy of that company Beside that, there are some organizations such as Vinatas_ The Standard and protect consumers Vietnam which will representing for consumers and protect for the benefits of consumers when their benefits were violated. 4 – Background (PEST) POLITICAL-In the beverage market of Vietnam, Red Bull is the non-alcoholic drinks ehich was first introduced , namely Energy Drinks- A phase â€Å" Energy Drinks† is not really credible. It is easy to be banned in domestic market if happening the scandals that relevant to the quality or safety such as: containing cocaine or other drugs†¦| ECONOMICS-Red Bull is a special drinks and it serve for a niche market. – Their target customers is sportsmen or people who must hard an d need to to pushed up-Product life cycles quickly, easy to turnover| SOCIAL-At the beginning, no many people wanted to try it because the psychology suspect. but now people are changing and tend to open more new experiences- People take care more about healthy, only using products which have been confirmed by Health organizations- Red Bull has appeared in Vietnam market for a long time and has built a strong image in customer’s mind| TECHNOLOGY- Technique requires high technology, line modern machinery, closed line, ensure hygiene and safety-The main types of packaging are cans and glass bottle. Can is made from recyclable aluminum which is very friendly with environment.moreover, glass bottle aldo can be recycled, therefore not be harmful for our environments ( Red Bull_ The macro environment, 2009)| Although still having a little bit difficulties about political, Red bull is a strong brand that has been a long time n customer’s mind, with many advantages of technology and economic, Red Bull has a potential opportunity to develop more and more in Vietnam beverage market. | PEST Analysis 5 – Literature Review: 5. 1 – Literature review 1 (Customers) Red Bull’s one of the biggest energy drink branches all over the world – no one can negate that. It seems not to stop at that point but keep developing wider and deeper. Red bull grasps in his hand which kinds of customer want to recover their energy faster and aim them as the target customer of branch. They are in the age from 18 to 35, who need more and more energy for work, study with serious stress and enjoy their life in nightclubs. Especially, universities are the good place to consume product every night and day because many students feel very hard to concentrate on their study without Red bull. So that this branch’s trying to create their promotional strategies target straight to university and students. (Red Bull IMC Plan, 2008) In Vietnam, Red bull’s still a popular name in different appearance: red tin, blue words imported from Thailand or made in Binh Duong-Vietnam . However, recent years, its market share in energy drink market is decreasing lower than other branches such as Sting from Pepsico or Number1 from Coca-cola, even unmarketable. Many audiences have doubts about its quality, wonder if it’s not good for health with nicotine or don’t like its taste. Red bull seems to have more good strategies to please Vietnamese customers. (Red Bull ban t? i VN co ? nh hu? ng d? n s? c kh? e? , 2009) 5. 2 – Literature review 2 (Market share). Red Bull is the product of Energy Drinks which are dominate in the market now. It has been in more than 100 countries all over the world. Production of annual sales is about 1 billion cans, the revenue of Red Bull has increased from 920 million USD in 2001 to 2 billion USD in 2004 ( Red Bull- Anh hung tu con so khong, 2007) In Vietnam, Red Bull Energy Dinks are becoming more and more popular. In any restaurant or bar, this beverage always be the first choice of custormers. The market share of Soft Drinks in Vietnam has been increased, average is 2% per year between 2001-2006 ( Soft Drinks in Vietnam to 2011, 2007). The leading company in this filed is Red Bull company, the second is Pepsico with Sting ( Soft Drinks in Vietnam to 2011, 2007). The market share of Red Bull has decreased slightly in recent year, when some brands such as Coca-Cola, Pepsico, Wonderfarm†¦have been successful in building the image in Vietnam market, however, Red Bull still dominant in the market in Vietnam, about 30% of market share, productivity of Red Bull increased to 7 million safes per year (tuoitre. com. vn, 2009). Nowadays, Red Bull get 70% of global market share (Soft Drinks in Vietnam to 2011, 2007). It is because of strong brand name and large of number people enthralled this attractive beverage. 5. 3 – Literature review 3 (Advertising) Red Bull is a famous brand of energy drink in Europe and all over the world. It was found out by Dietrich Mateschitz in 1982, in a trip of him to Hong Kong. Nowadays, Red Bull almost has no competitor in energy drink market, thanks to the brilliant marketing and advertisings strategies of Dietrich. Before Red Bull has come out of any market, Mateschitz always make a statement in public as he not only sold drinks, but also sold a cheerful, comfortable feeling for consumers (SGGP, 2009). According to Hong Nhung (2008), Mateschitz has used sports as a tool to build the image of Red Bull brand, as he bought racing and football teams and renamed it following Red Bull. Of course, the traditional advertising, TV and radio have been used widely, to expand the brand of Red Bull. On the other hand, organize big shows was also one great way to advertise of Mateschitz, as the Red Bull Music Academy, a show of over 50 DJ was showed twice a week in Berlin the first time in 1998 (Vietnambranding, 2008). 6 – Reference list [1]. Red Bull_ The macro environment 2009, drawert. com, viewed 30 July 2009 http://www.drawert. com/red_bull_4. php. [2] Red Bull IMC Plan 2008, megaessays. com, viewed 30 July 2009 http://www. megaessays. com/viewpaper/14478. html [3] Red Bull ban t? i VN co ? nh hu? ng d? n s? c kh? e? 2009, thegioitrithuc. vn, viewed 30 July 2009 http://thegioitrithuc. vn/content/view/23874/169/ [4] Red Bull- Anh hung tu con so khong, 2007, socbay. com, viewed 29 July 2009 http://www. socbay. com/news/detail/red-bull-anh-hung-tu-con-so-khong/600896582/50397184/0. html [5] Kho? ng tr? ng th? tru? ng n? i d? a – K? 3: Nh? ng cach lam thanh cong, 2009, tuoitre. com. vn, viewed 29 July 2009. http://www. tuoitre. com. vn/Tianyon/Index. aspx? ArticleID=302421&ChannelID=11 [6] Soft Drinks in Vietnam to 2011, 2007, researchandmarket. com, viewed 29 July 2009 http://www. researchandmarkets. com/reports/586703 [7]SGGP, 2009, â€Å"Red Bull – thuong hieu manh ve nuoc tang luc†, Xa lo, viewed 24th July, 2009, http://tintuc. xalo. vn/20-2043108925/red_bull_thuong_hieu_manh_ve_nuoc_uong_tang_luc. html. [8]Hong Nhung, 2008, „Dietrich Mateschitz – Nguoi lam nen Red Bullâ€Å", VietnamleaderI, viewed 25th july, 2009, http://www. vietnamleader. com/index. php? option=com_content&view=article&am.

History 1500-1800 Essay

Europe underwent several massive changes after the exploration of the Americas, the Columbian Exchange, the Renaissance, the Reformation, the Counter-Reformation, the Scientific Revolution, and several religious wars. Before these events, the Europeans lived under monarchies where religion and government were one in the same and world trade was non existent. These events ushered in early modern Europe and changed the continent forever. In the 1450s, rapid changes overtook Europe. Some of these changes were technological, involving advances in firearms and sailing, economic, involving the development of trade networks, and religious, leading to the exploration of the Americas. Before the exploration of the Americas, the farthest Europeans traveled was northwest toward Ireland. Europeans had always been followers of the sea, but the bold exploration into the Americas was their greatest achievement. Before these changes, ninety percent of Europeans were farmers living in small villages. There were food shortages due to war and low grain yields which produced a society that was prone to disease. There was a blend of desperation and ambition that lead the Europeans to the Americas. The Americas meant salvation and security from a war-torn and disease-ridden land. Early modern Europe was a world of inequalities. One quarter of all children died within the first year of life, peasants and craft workers made several hundred times less than aristocrats and nobles, and kings were weak and warrior lords ran small towns. The upper classes provided protection and land for the lower classes and homicide, rape, and robbery were commonplace. Most feared change because early modern Europe lacked order and security; order and security were so fragile that society clung to these things to keep their lives stable. The sudden deaths due to the Black Death, which began in 1347, restored the balance between resources and people. People realized that the more people died, the better wages were, prices were lower, and there was more land. When Christopher Columbus explored the Americas about 150 years after the outbreak of the Black Death, the Europeans that settled the Americas experienced the same problems. There was a shortage of food and land. In the Americas, Europe’s desperate and hopeful population believed that the New World would provide jobs, land, and wealth. Advances in technology made settling overseas attractive to those looking for power and wealth. More efficient ways of establishing credit and transferring money came along with world trade. (Davidson, Gienapp, Heyrman, Lytle, Stoff, 2006) The Columbian Exchange was both cultural and biological. The Columbian Exchange was the exchange of European products, such as livestock, food, and diseases, to the Americas and the exchange of the same products from the Americas to Europe. The Catholic church, horses, gunpowder, African slaves, and diseases were introduced to the Americas. The Americas introduced foods such as corn, peppers, pumpkins, turkeys, and tobacco to Europe. Products from Asia, such as grapes, coffee, sugar cane, rice, and olives were introduced to both Europe and the Americas courtesy of African slaves and European traders. (Harrison, 2006) The Columbian Exchange was extremely important to the changes in Europe. In the 1450s, Europeans wanted to study the world around them, including art. It was a new age in Europe that was dubbed the Renaissance. The Renaissance began in Italy and spread throughout Europe. This movement including not only studying old art, but influencing new artists. Master artists, such as Leonardo Da Vinci and Michelangelo, focused on realism rather than religious topics. (â€Å"The Dawn of a New Age†, 2005) Because artists focused less on religious topics, the Renaissance was not only about art, but also about religion. During the second decade of the sixteenth century, radical religious changes were taking place in Europe. The Roman Catholic church defined religion in Europe in the Middle Ages. The Catholic church was a hierarchy. Religious institutions in the Middle Ages were decentralized and local. The popes of the Catholic church grew more powerful, and by 1500, the Catholic church had land throughout Europe and collected taxes from church members. Parish priests neglected their duties while popes and bishops flaunted their wealth. Out of this came the Protestant Reformation. The Protestant Reformation began with Martin Luther. The Catholic church taught that one had to live a life of good works in order to achieve salvation, but the Bible said that salvation came by faith alone. Martin Luther, due to this notion, became critical of the church. He posted his infamous 95 theses attacking the Catholic hierarchy in 1517. (Davidson et al. , 2006) After Martin Luther’s attacks, the Catholic church proposed its own reforms. This was known as the Counter-Reformation. Some reforms encouraged society to return to ethical living, but others were only reactions to reformers’ criticisms. However, during this time, an important group known as the Jesuits was formed. This group was officially recognized by the Catholic church in the 1540s. â€Å"The Counter-Reformation†, 1996) The Scientific Revolution was the most influential of all the changes in Europe during this time. The Scientific Revolution changed European thought in every aspect of human life. For example, the view that the world functions like a machine was introduced at this time. Human knowledge was also separated into different sciences. (â€Å"The Scientific Revolution†, 1996) In short, the Scientific Revolution fine-tuned human thinking and got people to see the world differently. Many religious wars were also a part of the changes in European life. When referring to â€Å"religious wars†, ten different wars involving religion come to mind. These wars lasted from 1562 to 1598. Religion was the basis for the wars, however, it involved several other aspects of life. In people’s minds, religion was intertwined with society. Religious tolerance was non existent, therefore, new ideas led to destruction. (â€Å"The Wars of Religion†, 2004) All of these events happened for a reason. The Europeans were a desperate people; they longed for security and happiness. The entrance into the Americas was a welcome opportunity for a better life. The Renaissance and Scientific Revolution made individuals think about the world around them instead of only accepting what they were given or taught. The Reformation, Counter-Reformation, and religious wars expressed different ideas on religion, creating religious tolerance that the world has come to rely on today. Without all of these events, Europe would still be in the Middle Ages. The exploration of the Americas, the Columbian Exchange, the Renaissance, the Reformation, the Counter-Reformation, the Scientific Revolution, and the religious wars all helped to usher in modern Europe. Before these changes, Europe was a war-trodden and disease-ridden country plagued by poverty and intolerance. These important events helped to enlighten Europeans and gave them hope for a better life. All of these factors showed Europeans a different way of looking at the world and their role in their society. After these events, Europeans looked forward to wealth, security, and order. They had a greater understanding of what the world held and how it worked. People began thinking instead of just living.