Isolation of Casein From Milk

In this experiment, casein was isolated from milk by means of isoelectric precipitation. A percent yield of 5% was obtained by the group.IntroductionMilk is an opaque white or bluish-white liquid secreted by the mammary glands of female mammals, serving for the nourishment of their young. This liquid, as secreted by cows, goats or certain other animals are used by humans as food and as a source of dairy products such as cheese and butter. Milk composition differs widely among species. Factors causing these variances include: the type of protein; the proportion of protein, fat, and sugar; the levels of various vitamins and minerals; and the size of the butterfat globules, and the strength of the curd. On average, cow milk contains 3.4% protein, 3.6% fat, and 4.6% lactose, 0.7% minerals and supplies 66 kcal of energy per 100 grams. Bovine milk normally contains 30-35 grams of protein per liter. Of which, 80% is arranged in casein micelles.Figure 1. Model of Casein SupramoleculeContaini ng a fairly high number of proline residues, which do not interact and no disulfide bridges, casein has, as a result, relatively minimal tertiary structure. It is comparatively hydrophobic, resulting to its poor solubility in water. Showing only limited resemblance with surfactant-type micellae in a sense that the hydrophilic parts reside at the surface and are spherical, casein is found in milk as a suspension of particles called â€Å"casein micelles.† On the other hand, the interior of a casein micelle is highly hydrated. The caseins in the micelles are held together by calcium ions and hydrophobic interactions.Casein’s isolelectric point is 4.6. It has a negative. The isoelectric point (pI) is the pH of a solution at which the net primary charge of a protein becomes zero. At a solution pH that is above the pI the surface of the protein is predominantly negatively charged and therefore like-charged molecules will exhibit repulsive forces. Likewise, at a solution pH that is below the pI, the surface of the protein is predominantly positively charged and repulsion between proteins occurs. However, at the pI the negative and positive charges cancel, repulsive electrostatic forces are reduced and the attraction forces predominate. The  attraction forces will cause aggregation and precipitation. The pI of most proteins is in the pH range of 4-6.Mineral acids, such as hydrochloric and sulfuric acid are used as precipitants. The greatest disadvantage to isoelectric point precipitation is the irreversible denaturation caused by the mineral acids. For this reason isoelectric point precipitation is most often used to precipitate contaminant proteins, rather than the target protein. The precipitation of casein during cheesemaking, or during production of sodium caseinate, is an isoelectric precipitation.tive charge in milk since milk’s pH is 6.6.1 Results and DiscssionCasein was isolated from milk by means of isoelectric precipitation. A percent yield of % was obtained by the group. Table 1 presents the data and results obtained from the experiment which includes: (1) the weight of powdered milk, (2) the initial pH, (3) the final pH, (4) the volume of the acetic acid used, (5) the weight of casein and (6) the percent yield. In order to compute for the percent yield, the weight of the isolated casein was divided by the weight of the powdered milk, and then multiplied by 100%.Table 1. Data and results of the experiment: Isolation of Casein from Milk. Before autoclaving, the isolate was a white-yellowish solid with smooth texture. After autoclaving, it turned into a brown solution with black precipitate. The filtrate was a yellowish solution. The general principle behind this experiment is that when casein is at its isoelectric point, it is generally at the pH where it is least soluble. As a result, casein precipitates at this pH. To explain further, casein is present in milk as calcium salt, calcium caseinate. It is a mixtur e of alpha, beta and kappa caseins to form a cluster called micelle. These micelles were responsible for the white opaque appearance of milk.The casein, as proteins, is made up of many hundreds of individual amino acids, each of which may have a positive or a negative charge, depending on the pH of the [milk] system. At some pH value, all the positive charges and all the negative charges on the [casein] protein will be in balance, so that the net charge on the protein will be zero. That pH value is known as the isoelectric point (IEP) of the protein and is generally the pH at which the protein is least soluble. For casein, the IEP is approximately 4.6 and it is the pH value at which acid casein is precipitated. In milk, which has a pH of about 6.6, the casein micelles have a net negative charge and are quite stable.During the addition of acid to milk, the negative charges on the outer surface of the micelle are neutralized (the phosphate groups are protonated), and the neutral prote in precipitates. The same principle applies when milk is fermented to curd. The lactic acid bacillus produces lactic acid as the major metabolic end-product of carbohydrate [lactose in milk] fermentation. The lactic acid production lowers the pH of milk to the IEP of casein. At this pH, casein precipitates.2. Experimental5g of powdered non-fat dry milk was dissolved in 20 mL warm distilled water in a 100-mL beaker. The solution was heated on a hot plate to 55 °C. The beaker was then removed from the hot plate. The initial pH of the milk solution was noted. A solution of 10% acetic acid was then added dropwise whole while being stirred by a stirring rod. The acid solution was continuously added until the pH reached 4.6. The volume of the acetic acid used was noted. The solution was left standing until a large amorphous mass was formed.The isolated casein was dried between filter papers. The casein was weighed and the percent yield was determined. The isolated casein was then divide d into two portions. One portion was used for acid/base hydrolysis. The other portion was stored in the refrigerator (to be characterized later using various chemical tests).

Discuss the Dramatic Devices Williams Uses in the Play to Suggest

Discuss the dramatic devices Williams uses in the play to suggest that Blanche is doomed. A Streetcar Named Desire is a tragedy that is unlike a traditional tragedy in that the characters in it are not struck by some calamity or fall because of unwise choices on their part. Instead, we enter the play in the delayed aftershocks of a tragedy that has befallen the main character, Blanche, as she attempts to hold on to whatever remnants of her beautiful past she can, but ultimately fails due to a combination of her past that catches up to haunt her, and also because of the rough-handed, misogynistic, and brutally pragmatic Stanley.Throughout the play, Williams hints and ultimately cements the idea that the audience will see Blanche fall. This is done through a blend of symbolism, character interaction, musical and auditory cues that foreshadow Blanche’s ultimate fall from beautiful to insane. Blanche’s tragic past is hinted by Williams to audiences even in Scene 1 by the an alogy of the names of the streetcars and place that Stella and Stanley live in.In Scene 1, Blanche tells Eunice about how she got to Stella and Stanley’s place; â€Å"They told me to take a streetcar named Desire, and then transfer to one called Cemeteries and ride six blocks and get off at – Elysian Fields† Blanche’s journey on New Orleans’ streetcars represents the journey of her own life up to now. The streetcar named desire is an allusion for the life she lived after her late husband, Allan, died. Blanche was a promiscuous woman who had sex with random men for the superficial attention she longed for.After, she transferred to a streetcar named Cemeteries, a name for a place of the dead. This must’ve represented that part of her life where she has been ostracised by her hometown of Laurel for her various affairs, that probably disrupted the social and marital affairs of those in the town. After all, that was the â€Å"death† of her time of â€Å"desire†. Finally, she arrives at Elysian Fields, Stella and Stanley’s place. Elysian Fields is a place of Greek Mythology, a transition area for the afterlife.Just as Blanche as â€Å"died†, she has gone to rest in Elysian Fields. In the myth, Elysian Fields was just an area for souls to go to before moving on to their next stage in the afterlife. This alone is enough to show that Williams hasn’t intended for Blanche’s story to end in Elysian Fields. Blanche’s tragic past has effectively â€Å"killed† her, and just as she must move on from Elysian Fields as per myth, her past is due to catch up with her and continue to wreak havoc on her.Furthermore, we see Williams’ use of the dark imagery of â€Å"Cemeteries† and â€Å"Elysian Fields†, as opposed to any more heavenly images (say, â€Å"Heaven†) to suggest that Blanche’s journey after Elysian Fields to be anything rosy – which is ultimately the case. Another way Williams shows that Blanche is destined to doom is through her absolute juxtaposition to life in New Orleans. By showing her as not being able to adapt to and accept life in the seemingly balanced and progressing New Orleans, Blanche is ultimately doomed to be something forgotten and left behind, like an old obsolete symbol of the Old South.From Scene 1, we see Blanche physically standing out in the rough and tumble world of New Orleans, from her striking white clothes in the colourful world of New Orleans, and her delicate description of being a â€Å"moth†. As the play unravels, we see she is unable to adapt to any new situations New Orleans throws at her. She never changes her high register speech which starkly contrasts Stanley and crew’s pidgin English and she constantly ignores the spreading truth about her.Even her sister, who is of same background as her, is able to accept the â€Å"rougher† life in New Orleans, and th is difference is put across by when Stella tells Blanche about her and Stanley’s wedding night. Stella is â€Å"thrilled† by Stanley’s barbaric smashing of the lightbulbs, while Blanche is horrified by it. It is obvious that Stella has at least partially assimilated into New Orleans life, while Blanche never does so throughout the play. By holding on to her beautiful dream of her past life, we see that Blanche sets herself up for disaster by never being able to break away from the past and head forward into the future.Her juxtaposition in New Orleans till the very end of the play serves as a reminder that she is a relic from the Old South and could never survive in the radically changing New Orleans, and is destined to die out with the old traditions. Auditory cues in the play also serve as a symbol as Blanche’s imminent disaster. The Varsouviana Polka appears when Blanche is being confronted with her past and the truth, such as when Mitch confronts her a bout her true age and the truth about her past.The polka symbolises disaster to Blanche, playing when she witness the traumatic death of her husband and whenever situations in the future bring these feelings of disaster to her. The Polka never goes away during the play, instead, we see that the polka is a recurring symbol in the play, showing that disaster has followed Blanche to New Orleans and is affecting her in every facet of her new life there. For example, in the scene where Mitch confronts Blanche about her past, we see the Polka being distorted, coupled with what seem to be Blanche’s hallucinations of the night Allan died.When Stanley provides Blanche with the bus ticket to go back to Laurel, â€Å"The Varsouviana music steals in softly and continues playing†, which represents the disaster Blanche faces should she go back again. As such, we see the Polka (and hence, disaster) never leaving her, instead representing the disastrous past creeping out on her, as it becomes more distorted and skewed throughout the play, representing her confused and deteriorating state of mind and doomed destiny.Ultimately, the polka is also there to play along with her downfall, : where, â€Å"The Varsouviana is filtered into weird distortion, accompanied by the cries and noises of the jungle† to symbolise the final destruction of her humanity (the jungle), and her deteriorated mental wellness (the distortion). Other notable examples of music used in the play to represent doom are songs like Paper Moon, that Blanche herself sings. Say it’s only a cardboard moon, sailing over a paper sea, but it wouldn’t be make believe, if you believed in me. Without your loveIt's a honky-tonk parade Without your love It's a melody played in a penny arcade It's a Barnum and Bailey world Just as phony as it can be Paper Moon by Ella Fitzgerald, a song about make-believe and props for show, is quite fittingly sung by Blanche, who all this while has lived in her make-believe world of her former glory. Such songs surfacing in the play, especially by the perpetrator herself cements the idea to audiences that Blanche is in fact a phony in her own right, and thus cannot survive in the very â€Å"real† world of New Orleans.It is yet another indicator that Blanche cannot and has not accepted the harsh future and reality of this life. It is extremely befitting to Blanche that it is true that if someone believed and truly loved her, she need not live out a make-believe world, where she is as white and as beautiful and as false as a paper moon. As such, songs like Paper Moon show audiences that Blanche embodies the person who cannot move from fantasy out to reality, and is doomed to live out in her fantasy world where she is like a paper moon – a move that ultimately spells her insanity in the harsh real world of New Orleans.The foreshadowing of Blanche’s doomed destiny is also portrayed through other minor characters actio ns. The Mexican flower seller, an old lady close to death, sells flowers for the dead, as if to foreshadow Blanche’s imminent â€Å"death† from reality, while Shep Huntleigh’s continued absence as Blanche’s â€Å"saviour† shows not only her disillusions about who she really is now as a woman, as well as serve as a reminder to audiences that it seems nothing can pluck Blanche out from her dire situation in New Orleans.Blanche is stuck in New Orleans miserable with the increasingly abusive Stanley, and no former beau can offer escape. Williams hints from the very beginning of the play that Blanche is doomed, but it is events throughout the play that signal her refusal and inability to move from fantasy to reality, that cement with audiences that Blanche has little hope of being released from her predicament.A Streetcar Named Desire is littered with small but extremely significant events to show that Blanche is still the paper moon she sings about, an d thus leads to her ultimate fall from the pititful facade of grace we were introduced to at the start of the play, to the hopeless state of delusion she ends up in after New Orleans and the people in it are unable to fed her fantasy anymore.

How to Write University of Wisconsin-Madison Essays 2017-18

The University of Wisconsin–Madison (the official state university of Wisconsin) is a public university that was founded in 1848, directly following Wisconsin’s acquisition of statehood. Wisconsin is well known not only for its excellent academics, but also for its hugely successful NCAA athletic teams. The 936-acre campus is located right next to downtown Madison, which is consistently ranked as one of the best college towns in the country. With nearly 5,000 unique courses and over 200 distinct majors, it’s no wonder that the University of Wisconsin–Madison attracted 32,887 applicants to the Class of 2016. The 52.6% acceptance rate necessitates strong supplemental essays, and we at are here to help you break them down step by step! Students can apply online, using either the Common Application or the University of Wisconsin Application System. Both application options require two supplemental pieces of writing: a short prompt and a long prompt. Below, you’ll find the two prompts along with our take on the best way to tackle the essays, as well as some tips on what you should (and shouldn’t) include in your supplements. This prompt shouldn’t be too difficult — with a limit of 100 words, you’re going to be writing no more than a few sentences. While you should use this short essay as an opportunity to elaborate on the activity that portrays you in the best light, make sure that the selected activity is actually â€Å"important to you.† If the extracurricular that you select appears impressive (think three-time section leader in your all-state band, or coordinator of a peer tutoring program that works with nearly one hundred kids), but you’re not able to articulate why it’s relevant to your life and your journey through high school, the admissions committee won’t be impressed. Don’t feel like the activity you write about needs to be one in which you held leadership; while leadership in the activity is of course looked highly upon, the genuine story you tell about its importance to you is key. Take this scenario: You were elected student body president as a junior and presided over all student council meetings. While you enjoyed the position, you’re planning on majoring in biology and not government. Last summer, you were one of the few interns at a local research hospital, where you helped discover a previously unknown bacterium. Even though you’ll likely put â€Å"student body president† as the first item on your activity list, you may want to write the short essay about your experience at the hospital, which led you to decide on a biology major. If you participated in any type of volunteer work, at a local soup kitchen or homeless shelter, and feel that those experiences had a profound impact on you, you could write about the volunteer work. That being said, you don’t necessarily need to write about volunteer/community service activities! If you were the president of your high school’s school store, or the captain of your town’s travel soccer team, and that significantly defined your past few years, you can absolutely choose it as your activity. The key is just to make sure admissions officers get a more in-depth look at who you are through the lens of the activity. Whichever activity you choose, be sure that your writing is clear, concise, and effective. There’s no need for complex metaphors, nor overly intense descriptions. As long as it’s evident to the reader that your activity had a meaningful impact on your development as an individual, you’ve done your job! Submit your essay and we’ll get back to you with helpful edits. In the long essay prompt, the University of Wisconsin-Madison is looking for a modified version of the â€Å"why us† supplement. Even if Wisconsin isn’t your top choice, for the purposes of this essay, you should put yourself in the shoes of a student that’s wanted to attend Wisconsin for the past few years. If you have family ties to the university, or live in Wisconsin and have grown up rooting for the Badgers in sporting events, don’t hesitate to mention it! The admissions committee wants to see commitment and genuine interest in the school—they should instantly feel your passion for Wisconsin as they read through your essay. While the prompt appears to pose two questions: â€Å"Why Us?,† and â€Å"What opportunities would you take advantage of as a student?† you should be blending the two questions together throughout your supplement. Show your passion by mentioning specific courses, clubs, or programs that you are interested in. The university website will be your greatest resource for this — there’s a wealth of information available! Explain how your experiences throughout high school qualify you for admission to the University of Wisconsin. Articulate how those experiences demonstrate, in the words of the admissions website, â€Å"leadership, concern for others and the community, and achievement in the arts, athletics, and other areas.† Try to provide an example of each of those three areas (or, better yet, find an activity that combines multiple). Serving as the captain of a school athletic team demonstrates both leadership and athletic achievement while selling handmade crafts at charity auctions demonstrates concern for community and artistic achievement. Don’t try to make the entire essay just about these three facets of your personality, but do make sure that you adequately explain how your activities exemplify each character trait. Also, don’t be afraid to talk about experiences unrelated to your major: If you’re applying to the School of Education, you can absolutely bring up an organization in the School of Business that focuses on entrepreneurship, like the WAVE or WEB program, or a research opportunity, like the Grainger Institute in the School of Engineering — the more well-rounded your interests are at Wisconsin, the more likely you are to be accepted. The last, and optional, component of the prompt asks you to explain any â€Å"circumstance that could have had an impact on your academic performance and/or extracurricular involvement.† Be very careful with what you write here, and remember that it’s completely optional. If you choose not to include it, there’s really no harm done (and, if anything, it eliminates the possibility of writing something that could decrease your chances of admission). If there was a situation throughout high school that was thrust upon you (think family/personal medical emergency or moving schools), you can absolutely write about that, as it will help to establish sympathy with the reader. If you’ve had any experiences that could reflect negatively on you, including them in the essay may not be wise. Writing about depression, drug/alcohol use, or criminal activity could raise red flags and prevent you from being accepted. If you feel strongly about including one of these topics (or something similar), definitely reach out to a guidance counselor, teacher, or trusted adult to ensure that you’re crafting your message in the best possible way. We hope our analysis of the two supplemental essay prompts has helped you to fine-tune your plans for your Wisconsin-Madison application!

History Assignment Example | Topics and Well Written Essays - 1500 words

History - Assignment Example In the final section, she shocks him by saying they have never had a serious conversation in the course of their whole marriage. She also declares that she has a holy duty to herself. The very idea is shocking to her husband. 2. Read â€Å"The Voice of Zionism: Theorod Herzl and the Jewish State† and answer the following – Why did Herzl believe that Palestine was necessary for Jews? How does he seek to gain the acceptance of the Turkish sultan and the Christian nations of Europe? (see the box on pg 608) The story of the creation of Israel is a powerful one. Herzl was one of the founding thinkers on this issue. He argues in this piece that anti-semitism was such a serious problem in European countries that there was no possibility it would get better. He thought Jews should give up on Europe and seek to create a new land. He even thought European governments would help them as they would be eager to see them go. He writes that the Sultan would might be willing to give th em Palestine if they offered to help him look after the finances of his Empire. He also suggests that the Jews would create an outpost of civilization in the Middle East where everywhere else there was only barbarism. That idea might help to convince Europeans too. I.D. the following terms in paragraph format. Make sure you include ALL INFORMATION from the book: Do NOT just copy from the book. You must put these in your own words. (worth 10 points each) 1. caudillos Caudillos were military-style political leaders in Latin America in the 19th century. They were not democratic-minded and usually took power by force. They had a major impact on the development of these states and offered pursued expansionist policies. They often named themselves president for life and became dictators. Some examples were Rafael Carrera and Juan Manuel de Rosas. They secured gains made during the anti-colonial upheavals. Part of the reason they were able to take power was because none of these countries has any experience of governing themselves. 2. Kansas-Nebraska Act of 1854 This was an act of Congress that played a significant role in the development of the Civil War that would follow a few years later. At the time, the North and South of the Untied States were divided on the issue of slavery. Both Kansas and Nebraska were to be new states. Some people such as Stephen Douglas believed the resolution to the dispute between North and South was simply to let new states decide if they wanted to permit slavery or not. In a sense this was a naive idea, as northern abolitionists strongly opposed expanding slavery within the boundaries of the U.S under any circumstances. This issue would come to dominate the American political landscape in the years to come. 3. Emmeline Pankhurst, Christabel & Sylvia Emmeline was the leader of the British women's suffragette movement. She advocated for Women to have the right to vote. Some of her tactics were occasionally violent and she served prison s entences for them. Two of her daughters were Christabel and Sylvia, who took differing sides in the debate. Sylvia pursued an organizational movement and was more politically active. Christabel was the head of the women's movement and supported more militant action. All of these women made a major contribution to democracy when their actions contributed to the success of the

Incident Command Structure Case Study Example | Topics and Well Written Essays - 750 words

Incident Command Structure - Case Study Example technology is available to streamline the incident management process for more efficient operations Procedures included gathering data through the learning Resource Centre (LRC) at the National Fire Academy, and obtained information by the use of telephone and physical site visits, and internet research in order to provide a solution to the research question posed. Results from this research indicated that the fire service had additional resources within its organization and available from outside agencies that could be used to help fulfill needed positions to conduct the necessary operation of damage assessment. Recommendations included additional in-house training of staff and integrating these positions into the Indecent Command structure as it relates to Damage Assessments. Utmost productivity and efficiency with the maximu... The complex incidents are not often managed by a great number of personals but able and efficient personals. It has been discussed by Oates (2006) in the modular system in which the span of control was achieved by quality leadership, effective management and proper counsel. The ability and efficiency factors are all the more important when the issue is concerned with human lives and their safety. People dedicating their lives professionally in service of saving the society are practice that existed down the centauries. The professionalism in doing it has become widely acknowledged in the present society more than ever.The fire service is historically been based on tradition and can be routed back throughout the century. Throughout history, the fire fighter as always been a figure one came to count on. Back in the 24 BC, Roman emperor Augustus is credited with instituting a corps of fire-fighting vigils called "watchmen". In the pre-industrial era most cities had watchmen who sounded an alarm at signs of fire. They became cornerstone of the community as a trusted friend. Today, it is not much different as today's fire fighters also watch out for and prevent such fires to protect their citizens. As the challenges come into light, the fire services accept these challenges and adapt their outlook as the servants of their community. This has been proven when the fire department was no longer just for firefighting but became the source to rely on for other actives such as medical rescues, high angel rescue, hazmat incidents. Whatever the challenge our fire fighting community has always accepted this challenge and have come out victorious.The times are in fact one of the most challenging and the hardest

Research manuscript critique Assignment Example | Topics and Well Written Essays - 750 words

Research manuscript critique - Assignment Example This study sought to establish how much time the mentor and the mentee spend together, the issues they discussed, where they met, as well as the services and information that the mentees received from the mentors (Blinn-Pike et al, 1998). Data obtained from the research was to be used in conceptualizing a theory of governing the mentor-mentee relationship. Being a mixed method approach, the researchers collected both quantitative and qualitative data. The sample size consisted of 20 mentors who were volunteers. They were required to fill in contact forms that had both quantitative descriptive question and qualitative paths that required the mentors to describe the experience. The descriptive questions used to collect the quantitative data centered on the amount of time spend with the mentee, issues discussed between the mentee and the mentor, and the services provided by the mentor to the mentee. Subsequent data analysis of both qualitative and quantitative data followed. The mixed method approach enabled the researchers to approach the research question from different perspectives (Blinn-Pike et al, 1998). The results obtained can be used to develop a theory that will govern the mentor and mentee relationship. This was a quantitative study that sought to outline the significance of language and cultural education on the secondary achievement of Chinese-American and Korean-American students. This study was designed to understand how language and cultural education contributed to the performance of these students. This was after a clear indication that Chinese-American students who withheld their language and cultural education registered better grades in school. Therefore, the author sought to highlight the specific contribution of language and cultural education in propelling children from these ethnic groups to success. It had been noted that students of these ethnic groups who tried to become integrated into the American culture were not as successful as

The Treachery of Images Essay Example | Topics and Well Written Essays - 500 words - 3

The Treachery of Images - Essay Example The important distinction between them, which is present in the Magritte’s works, follows: words reference the world and images represent the world. His ideas about real and unreal differ from the classical concepts. Rene Magritte argued that: "Sometimes the image of the object takes the place of its name. The word can take place of the object in the reality. From the mismatch the artist came to the denial. By writing "This is not a pipe" he brings havoc to all the traditional relationship between word and image. The word "representational," when it’s used as a determination for a work of art, means that the painting depicts something taken from a real world which most spectators can easily recognize. Representation can be regarded as a smooth transition between artist’s thoughts and the real embodiment of a piece of art, whereas the understanding of representation by an audience may not coincide with the initial artist’s idea. At the same time the artist tries to convey the idea so that it could be understood by the audience, so, representational pieces of art requires one’s efforts to understand it since itis initially presupposed to contain some particular sense. This type of art is clearly seen on the painting of Giovanni Arnolfini and His Wife by Van Eyck and The Rocky Mountains by Bierstadt. Abstract art in its turn, tends to "harmonization", to the creation of a combination of certain colors and geometric shapes in order to cause a variety of contemplative associations. Abstract aims to create an extremely saturated painting with quite an ambiguous meaning conveyed by its figures.

The hazards of taking children out to eat Essay Example | Topics and Well Written Essays - 500 words

The hazards of taking children out to eat - Essay Example i. The attendant brought a bowl of cold water for Nathan to dip his hands. B. My eleven months old daughter Tracy accidently put her hand dipped in a traditional Indian concoction made of green chilies and mint leaves into her mouth. i. The attendant stood by as I washed Tracy’s mouth and gave her a spoon of sugar to help her settle down. III. This experience has taught me to be on guard and careful when going out with children especially toddlers. I also learnt to plan ahead and book seats and high chair for babies before hand. Eating out with children can be a challenging experience. As a parent I have always found it difficult to balance the demands at work and that of the family. I had just finished a major project at work that took a considerable amount of time and energy; so I thought of taking my children out for dinner during the weekend. I thought that this would be a wonderful time to relax and unwind and also spend some quality time with my children. What I didnâ₠¬â„¢t realize was that this experience would make me more aware and alert of the various hazards that one can experience while taking their children out to eat. New situations always make me a bit nervous, and this trip to the newly opened Indian restaurant was no exception.

Revenue Management in Hospitality Assignment Example | Topics and Well Written Essays - 2500 words

Revenue Management in Hospitality - Assignment Example The top 20 theme parks in North America have reported a footfall of 135.1 million with an annual rise of 2.7% over its 2012 levels, whereas top 10 theme parks in Latin America have witnessed a 3.8% growth in foot fall. Such increased level of foot fall is characterised by growth in leisure and international travels. Leisure travels witnessed an absolute growth of 11% from 2004 – 2013, whereas international arrivals saw a growth of 51%. The total visits of the top 20 theme parks in North America saw an absolute growth of 17% from 2004 – 2013, while the US population grew at 9% over the years. Disneyland opened in 1955 and Disneyland California Adventure was established in the year 2001 and offers host of services that include attractions, rides, shows, refreshment stands, merchandise shops and diners which are clubbed under various names like Carls land, Condor flats, Hollywood land, Buena vista street, paradise wharf, pacific wharf and bug’s land. It also extended its service portfolio to resorts and spas. Disney resorts have 2400 rooms, conference space of 180,000 and 50 vacation clubs. Down town Disney is another attraction that is spread across 15 acres that offers entertainment, dining and shopping facilities. It is next to Disneyland and Disney California adventure ((Disneyland. 2015a). Though Disneyworld is the market leader in the theme park industry, it still faces acute direct competition from Merlin entertainment and Universal studios. Disney’s theme park has witnessed highest total attendance of 132.5 million compared to Merlin and Universal group’s 59.8 million and 36.3 million. Merlin entertainment and Universal studio have witnessed high growth rate in foot falls from 2010 – 2013. All the three theme park groups have presence across various regions vis-a-vis US, Europe, Middle East and Asia. Merlin has more than 10 theme parks in different states of the US that makes Disney and Universal studios the only competitors in

Cognitive science and schema theory Research Proposal

Cognitive science and schema theory - Research Proposal Example With these concepts, I have analyzed the reason of failure of Guild wars game launched in Korea. Guild wars game which was successful in US failed to localize in Korea because of failure to design their product for users in a different culture. We are all aware that knowing something about a subject makes it easier to learn more about that subject: our prior knowledge serves as a framework which makes the new information more meaningful and easier to absorb (Huckin 1983). In other words, every interactants social world is usually constituted within a framework of familiar and pre-acquainted knowledge about various situations. This familiar and pre-acquainted knowledge is called schemas (or schemata). The concept of schemas is not new, but existed even in the 19th century: German philosopher Immanuel Kant developed the idea that each persons experiences are gathered together in memory, forming higher order concepts (Wolff 1963). In the last 25 years, the concept of schemas has been used and defined by quite a number of scholars. Cohen et al. (1993) for example, explain schemas as "packets of information stored in memory representing general knowledge about objects, situations, events, or actions" (p. 28). Schemas are classi fied into several types. Among them, cultural schema theory is "the familiar and pre-acquainted knowledge one uses when entering a familiar situation in his/her own culture. Cultural schemas for social interaction are cognitive structures that contain knowledge for face-to-face interactions in a persons cultural environment." (Nishida 1999) A concept of cultural schema theory is one of the most important achievements in cognitive science which deals with human thought process. In this concept, the difficulty of sharing a common understanding between designers and users, and the importance of eliminating the gulf between them are pointed out. It is the brain that keeps and stores any

Laura Ashley Holdings Plc Essay Example for Free

Laura Ashley Holdings Plc Essay 1) How have changes relating to management and organisational structural affected a global organisation of your choice, over the last 75 years. Relate your findings to growth, distribution, and various external influences and strategies. 2) Undertake a SWOT analysis and explain its relevance in relation to your company and/or its sector Word Count 1250. Harvard Style Referencing. Bibliography Required. Global organisation Laura Ashley Holdings Plc has suffered differing fortunes since Bernard and Laura Ashley founded it in the 1950s. It has been involved in the designing, manufacturing, distribution and selling of garments, accessories, perfume, gift items, fabric, wall coverings, bedding, lighting, and furniture. Famed for its floral prints, the chain was highly successful during the early and mid 1980s but things changed in the early 1990s when various management and structural problems as well as those relating to growth, distribution, and various external influences such as global recession surfaced Laura Ashley herself died in 1985. There is a notable difference in the organisation up to and after this year. Up to 1985, it was a simply structured, steadily expanding organisation operating in a non-complex environment (complexity arises when there are numerous complicated environmental influences [Johnson and Scholes, 1989]). In the months and years after, many changes took place. Laura Ashley went public in flotation, acquired other companies involved in areas such as knitwear and perfume, made heavier investments in manufacturing and information technology (IT), moved towards segmentation with Mother and Child shops, exclusively home furnishing shops and unit shops (franchise operations). The organisation moved gradually away from vertical integration (it had always manufactured and delivered all goods itself) The Guardian reported that Laura Ashley was withdrawing from manufacturing by the end of the year in 1998. In order to facilitate growth, there was a shift from the simple functional organisational structure to a more complex divisional structure (which was  re-organised with every change of leadership). The most notable chief executives of Laura Ashley who were in place whilst and after problems developed were Jim Maxmin (1991-1994) and Ann Iverson (1995-1997). Each of these people were responsible for major overhauls within the organisation. Vora (1998) states, Laura Ashley has undergone various restructuring strategies and umpteen management upheavals, all to no avail, and all of which have decimated shareholder value and abused the brand name. As highlighted above, the major problems of Laura Ashley began to manifest in the late 1980s and early 1990s. The first fall of profits were reported in the year to January 1989. It is important, then, to look at its success before this from its beginnings in the 1950s to 1985. One area to naturally consider is the key success factors of the organisation for this period i.e. what specifically can its success is attributed to. Key success factors are what an organisation must do well in order to be successful, be an effective competitor and satisfy stakeholder requirements (Thompson, 1997). Bearing this in mind, the key success factors of Laura Ashley up to 1985 are identified as high quality production, innovative designs, good brand management (the Laura Ashley name was and is strong), well placing of stores, creation of good atmospheres in stores, general design and creative competencies, staff training, creation of a vertically integrated structure and operation within a simplist ic organisational structure in general. Also, the Groups IT capabilities factored into the success as it was a source of competitive advantage e.g. they were an early adopter of electronic point of sale (Heath, 1996 as cited by Johnson and Scholes, 1999). These factors may also be interpreted as strategic excellence positions (SEPs), which can be described as the capabilities, which allow an organisation to produce better than average results in comparison with competitors (PUmpin, 1987). Thompson (1997) presents a particularly useful model that can be helpful in explaining the success of Laura Ashley up to 1985. The EVR congruence model, by Thompson, considers if an organisation is being managed effectively with regards to strategy. It represents the matching of an organisations resources (for Laura Ashley these would include plants, vehicles, IT systems  and locations) to the key success factors dictated by the environment (external factors such as opportunities and threats, stakeholders, competition etc). A determinant in matching these is the values of the organisation (again, in the case of Laura Ashley, these would include the lifestyle they promote/project, shop designs and atmospheres, product designs, the brand, staff training policy and the family culture). If the congruence (fit) between these three areas is great, then this indicates effective management of resources (Hamel and Prahalad [1993] comment that it is important for organisations to manage reso urces well in order to achieve objectives), strategy formulation and all-round success. It can be argued that the success of Laura Ashley up to 1985 can be attributed to greater EVR congruence. That is such things as the number of shops and plants, distribution systems, stakeholders, threats (including competition), products, level of vertical integration and so on fit together well in relation to the size, structure, culture and speed of growth of the organisation then. The key success factors are also indicative of this congruence. So that they can be developed to help ensure both present and future success, it is important key success factors are recognised and understood. One particular way Laura Ashley could do this is through a SWOT analysis. This reviews an organisations internal strengths and weaknesses and opportunities and threats in the external environment (Cole, 1996). This may be done for a particular moment in time or as an overview encompassing the past and present. As made clear, Laura Ashley has faced much change during its existence. Opportunities and threats come about as a result of constant change and the SWOT analysis can help to identify these and internal strengths and weaknesses relevant when dealing with change (Johnson and Scholes, 1989). This SWOT analysis can be used in relation to analysing the problems faced by Laura Ashley in the late 1980s and throughout the 1990s. They can be greatly attributed to the weaknesses and threats identified. For example, fluctuations in the economy had a knock-on effect on the sale of property and hence on the sale of household furnishings. Also, high borrowing, wastage and forced discounting meant that, despite sales increases, shops were making a loss. The reorganisations in 1988, 1991 and twice in 1995 had their effect too they were costly and highlighted inefficiency. Chandler (1977) states that structures are not adapted until pressure of inefficiency forces the change and that this change process is usually a painful one often carried out by a different chief executive each time. Upon and after his appointment in 1991, Jim Maxmin found that the organisation lacked a core identity, clear strategies, empowered staff, thorough market research, efficient logistics, and many probl ems in the US such as limited growth, poor management and delivery problems. He responded with his Simplify, Focus and Act programme. This included reorganisation, institution of a Global Operations Executive (GOE) and Global Collection Development (GCD) which aided globalisation and marketing, encouragement to empower staff, an alliance with Federal Express Business Logistics to improve delivery and distribution systems, sourcing half of the organisations manufacturing to  the Far East (rather than in-house in Britain) and management replacement in the US. Before leaving Laura Ashley in 1994, Jim Maxmin commented that throughout the entire organisation, people has embraced the principles of the Simplify, Focus and Act programme and set about sorting out the operational problems which have plagued Laura Ashley (Maxmin, 1993 as cited by Warnaby, 1994). Ann Iverson was appointed chief executive of Laura Ashley in 1995. She was to spearhead the rush into the US and revamp the product range (Teather, 1999). Her observations found various problems all of which can again be attributed to identified weaknesses. It was found that the product range was too broad, there was no unified look to match globalisation, the supply chain was inefficient and problems continued in the US. Ann Iversons response included strengthening the alliance with Federal Express Business Logistics, opening larger stores in the US and reviewing marketing and sales. These changes were considered to be good as Laura Ashley restored dividend payments in 1996 for the first time since 1989. Ann Iverson was dismissed in 1997, however, mainly due to continuing problems in the US and the organisations image (Keynotes, 1997). Each of the changes mentioned came about from the organisations particular strengths (as identified) at the time. For example, whilst such things as restructuring and shop closures were happening, the strong name of Laura Ashley and strong customer loyalty were greatly relied upon. Bowman and Asch (1987) comment that the strengths of an organisation are a if not the determinant in how it handles weaknesses, opportunities and threats. Opportunities open to the organisation in dealing with its various problems can be identified as the opportunities in the SWOT analysis. Opportunities change and differ over time. For example, the alliance with Federal Express Business Logistics resulted from available opportunities at the time. A possible opportunity in the early 1990s would have been a speedier move away from vertical integration for example. Laura Ashley became totally vertically integrated in the 1970s and continued  to be so though gradually moved away from this in the 1990s completely in 1998. Vertical integration can be backwards e.g. manufacturer purchasing/owning supplier and forwards e.g. manufacturer purchasing/owning retailer Laura Ashley was both backwardly and forwardly vertically integrated everything from the supplying of materials and manufacturing to distribution and retail. The main benefits of this throughout the organisations development included greater control, greater ability to differentiate, the opportunity to achieve economies of scale (higher margins), assurance of supply and greater synergy. Despite this, there were numerous disadvantages particularly that it was costly and greatly increased operational leverage as well as the need to keep up with technological change. This tied up capital having long-term affects. It meant that there was not full concentration of key strengths (design and retail) on which key success factors are dependent (Thompson, 1997). Furthermore, vertical integration was inflexible (cheaper manufacturers could not be sourced) and sensitivity to decreases in sales increased. It was the cost aspect that had the greatest impact particularly in the face of costly expansion (especially in the US). Warnaby (1994) comments that vertical integration was responsible for financial problems in the early 1990s. The costs of vertical integration had an impact on the organisations ability to successfully expand internationally. Perhaps with the exception of a distinctive product look and the adoption of a divisional structure, Laura Ashley did not expand internationally applying Treadgolds keys/strategies each was applied/introduced incrementally as problems arose to highlight the need e.g. it was not until 1995 when Ann Iverson felt the need for a unified product look. This is indicative that the organisation was not particularly capable of embarking on such ambitious international expansion as it did. This is highlighted by the numerous problems faced by the organisation e.g. poor marketing/marketing strategy, inefficient logistics and lack of direction and clear strategy. Additionally, the paternalistic management style was not suited to rapid expansion and this coupled with high finance demands from vertical integration, reorganisation and early acquisitions further indicate poor planning in terms of development Laura Ashley has faced so many problems throughout its existence. Problems owing to management, organisational structure, logistics and rapid international expansion continuously came and went. In 1998 bankruptcy looked imminent but an injection of ?44 million in equity capital by Malaysian businessman Dr Kay Peng Khoo (giving his MUI property company 47.5% share ownership whilst the Ashley family retained just 9% [Gibbs, 1999]). He installed Ng Kwan Cheong as chief executive who made changes including the disposal of the problematic North American franchise (retail operations were sold to a management buyout team for $1 at the end of July, 1999 [Gibbs, 1999]), targeting of younger markets and investment in e-commerce (Abdullah, 2000). However, all of these changes looked to have no major impact in the Groups success with sales steadily decreasing from 1998. Whether or not Laura Ashley manages to achieve the sort of success it enjoyed in the early 1980s under its new management remains to be seen as does its survival. Chief Executive Ng Kwan Cheong refrained from placing false hopes, commenting in March of 2000 We have a lot of things to do. All I can say is we are moving in the right direction and things are changing (Cheong, 2000 as cited by Abdullah, 2000). REFERENCES Texts  · Bowman, C. and Asch, C. (1987). Strategic Management. Macmillan Education.  · Chandler, A.D. (1997). The Visible Hand: The Managerial Revolution in American Business. Harvard University Press.  · Cole, G.A. (1996). Management Theory and Practice (5th Edition). Letts Educational.  · Johnson, G. and Scholes, K. (1989). Exploring Corporate Strategy: Text and Cases. Prentice Hall.  · Johnson, G. and Scholes, K. (1999). Exploring Corporate Strategy: Text and Cases (5th Edition). Prentice Hall.  · PUmpin, C. (1987). The Essence of Corporate Strategy. Gower.  · Thompson, J.L. (1997). Strategic Management: Awareness and Change. International Thomson Business Press. Journals and Publications  · Hamel, G. and Prahalad, C.K. (1993). Strategy as stretch and leverage. Harvard Business Review, 71, March-April, pp75-84.  · Keynotes (1997), Keynote Market Report Clothing Retailing, 1997 Reports, p23.  · Treadgold, A. (1991) Dixons and Laura Ashley: Different Routes to International Growth. International Journal of Retail and Distribution Management. Vol. 19(4), pp13-19.  · Warnaby, G. (1994). Laura Ashley An International Retail Brand. Management Decision, Volume 32 (3). Other  · Abdullah, S.A. Turning around Laura Ashley. http://adtimes.nstp.com.my/archive/mar3.htm (09 December 2000).  · Gibbs, G. (1999) Laura Ashley bids farewell The Guardian Unlimited Archive. http://www.guardianunlimited.co.uk/Archive/Article/0,4273,3904775,00.html (18 December 2000).  · Teather, D. (1999) Banks push Laura Ashley to quit US The Guardian Unlimited Archive. http://www.guardianunlimited.co.uk/Archive/Article/0,4273,3855892,00.html (18 December 2000).  · Vora, K. (1998) Lessons from Laura Ashley. The Motley Fool: The Daily Fool, Evening Fool Tuesday, 03 March 1998, (online) (cited 04 January 2001). http://www.fool.co.uk/DailyFool/1998/DailyFool980303.htm . BIBLIOGRAPHY Texts  · Cole, G.A. (1997). Strategic Management (2nd Edition). Continuum.  · De Wit, B. and Meyer, R. (1994) Strategy Process, Content, Context: An International Perspective. West Publishing.  · Hatch, M.J. (1997). Organization Theory. Oxford.  · Palmer, A. and Hartley, B. (1996). The Business and Marketing Environment (2nd Edition). McGraw-Hill.  · Palmer, A. (2000). Principles of Marketing. Oxford.  · Porter, M.E. (1980) Competitive Strategy Techniques for Analysing Industries and Competition. The Free Press.  · Porter, M.E. (1985) Competitive Advantage Creating and Sustaining Superior Performance. The Free Press.  · Wild, R. (1994) How to Manage (2nd Edition). BCA. Other  · Framed-Art Wholesale. Laura Ashley The History http://www.framedartwholesale.com/aboutLA.htm (20 December 2000).  · Herzog, J. (1997) Laura Ashley closure a strategic decision. Daily Yale News Online Friday, 12 September 1997, (online) (cited 20 December 2000). http://www.yale.edu/ydn/paper/9.12.97/I-1lauraashley.html .  · Hoovers Online. Laura Ashley Holdings Plc Company Capsule Companies and Industries http://www.hoovers.co.uk/uk?capsule/5/0,3042,90245,00.html?referer= (20 December 2000).  · Wetfeet. Laura Ashley Holdings Plc Company Profiles. http://www.wetfeet.com/asp/companyprofiles.asp (18 December 2000).  · Wright Investors Service. Research Report: Laura Ashley Holdings Plc Corporate Information http://profiles.wisi.com/profiles/scripts/corpinfo2.asp?cusip=C826EG930 (18 December 2000).

Imagine you are Directing Essay Example for Free

Imagine you are Directing Essay Introduction I intend to study the Crucible by Arthur Miller. I will be looking at act 3, through the eyes of a director. The character I will mainly be focusing on is Abigail Williams, a late teen who had committed adultery with the well thought of, John Proctor. The play was written in 1952 and was an allegory of the political state of America under the supervision of Senator Joseph McCarthy. The play was set in 1692 in a god-fearing, puritan village that was isolated in the east of Massachusetts. This play is based upon the Salem witchcraft trials, two centuries before the book was written and therefore the location of the play was thought of to be masking the anti-communist message it was portraying. The basis of the play is of a group of young female teens that had danced in the woods within the hours of darkness. Yet because of the beliefs that these acts were closely related to witchcraft, the readings of the bible would instruct them to hang all those who participated. Yet to avoid their own prosecution the blame was passed to many innocent people, including a West Indian slave, who because of her colour and belief in spells was an easy target and another was the wife of John Proctor. John himself then becomes the main suspicion of practicing witchcraft after the tables are turned once again. He was asked to give names of those he knows of having connections with the devil to save his own life, he refused to answer their questions as did Miller when he was summoned before McCarthys House Un-American Activities Committee. This was very similar to the condition of America around the early 1950s when the country was in a situation of corruption. Many innocent people had come to a gritty end, after scapegoats that were part of McCarthys House Un-American Activities Committee, could prove them guilty on the flimsiest of evidence. Stage Design I have chosen the below layout because I believe it gives the best possible chance for all of the characters to be seen and heard clearly throughout this act. Dramatic Techniques As a director the dramatic techniques of Miller Display complete essay The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Arthur Miller section.

Slogans Used By Indian Brands

Slogans Used By Indian Brands on their role in advertising effectiveness, Slogans with power-packed words conveying what the brand stands for are handy tools, for all companies big and small. One is yet to see a brand which expresses itself without words. Integral to brand building unequivocally are slogans. Slogans and non verbal messages reinforce each other in communication effort. A unique and winning slogan should be a product of aggressive brain churning done by more than one individual over a considerable length of time rather than just a few hours. Slogans framing calls for pooling of talents, clarifying of vision, visualizing of the graph line of products growth and evolving of a communication strategy. The exercise involves efforts of many creative people cutting across all echelons of organizational hierarchy, but primarily with a lead role assumed by top brass. Efforts and seriousness shown in slogan making foretells the future success of the brand, since it covers a wide range of decisions including strategic as well as tactical ones, if at all right decisions are anything to do with brands success. This paper explores whether the use of slogans for Indian brands can play vital role in advertising effectiveness, and tells what message to be conveyed by the use of slogans and by what features the slogans should be made to make them effective . Key words: Advertising Slogans Nomenclature Criteria Effectiveness Slogans used by Indian brands: A brief analytical study on their role in advertising effectiveness CONTENTS: ADVERTISING MESSAGE NOMENCLATURE OF SLOGANS CRITERIA FOR A WINNING SLOGAN DISCUSSION CONCLUSION REFERENCES ADVERTISING The word advertising is derived from the Latin word, advertero which can be broken into ad and verto means towards and I turn respectively. Literally it means to a specific thing. The definitions committee of the American Marketing Association (AMA) defined (1960), advertising as any paid form of non-personal presentation of idea, goods or service by an identified sponsor. Advertising is purposeful communications designed with a view to specific objectives. Advertising attempts to persuade prospective buyers to buy a product/service. Stanton observes that advertising consists of all the activities involved the presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea. The message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Hausen says that advertising includes those activities by which visual or oral messages are addressed to the people for the purpose of informing them and influencing them either to buy merchandise or service or to act or be inclined favorably towards idea, institutions or persona featured. In contrast with publicity and other forms of propaganda, advertising messages are identified with advertiser either by signature or by oral statement. In further contrast to publicity, advertising is a commercial transaction involving payment to publishers or broad casters and others whose media are employed. Shapiro defines advertising as a non-personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. Advertising according to Kotler is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Thus in developing an advertising program one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5 ms (Mission, Money, Message, Media and Measurement) of advertising shown in below figure 1: Message Generation Evaluation Selection Execution Social Responsibility Mission Sales goals Advertising Objectives Money (Budget) Factors determining budget are Stages in PLC Mkt share consumer Base Competition Ad frequency Product substitution ability Media Reach, frequency impact Major media types Specific media vehicles Geographical medium allocations Social Responsibility Measurement Communications impact Sales impact Fig. 1 : The five Ms of Advertising MESSAGE Message is a product of creativity. Creativity is the ability to produce original ideas. Creativity influences advertising much before visualization and copy writing. Planning of the ad, takes a great deal of creativity. Message should consist of the following elements shown in the following figure 2. Message Non-verbal Elements Music Color Trade mark / Brand mark Picture Unusual sound etc. Verbal elements Headlines Sub heads Body text Slogans Right proportion of each results in Creative mix Fig 2. Elements of Message-Creative-mix The verbal elements and nonverbal elements in the right proportion (given the product, target market, and other things) results in the creative mix which create more attention value for the advertiser. A brief description the elements of message are presented as follows: Music Music has high attention value and is capable of arousing emotions. Mostly, life-style advertising adopts this format. It is popularly used for personal care products, soft drinks and so on. This format makes audience remember the brands and the company. Recall of ad by consumers even amidst busy life actively, is possible owing to music insertion. Color Colors are often used to attract the attention and also to introduce memory value. Color possesses three qualities or attributes namely (a) the symbolic hallmark of Quality (hue) (b) the degree of lightness or darkness of a color (value) (c) intensity or purity of hue or the strength of a color (chroma). Trademarks / Brand Marks / pictures These also checked with the intention of relating the ad to the company or product and hence more memorability is possible. Unusual sounds These play an important role in the creation of more attention value and memorability for example, Lijjat papad ad carries at the end of the ad unusual sounds being produced by the pet animals. Headlines sub heads Usually headline appears at the top of the body-copy but is not always. In some cases, headlines appear at the bottom or middle space of the ad. Generally, it is set in bolder and larger type and its short and drags the reader to the body text. When body text is lengthy, the message is divided into paragraphs and each is given a subhead to highlight the theme of the paragraph. Body Copy It forms the main part of the ad apart from visual elements, headlines and captions. The size of the body text differs from ad to ad and some ads may contain a shorter body text and for some other, it will be larger. For technical products, generally the body text is lengthier. Slogans A distinctive catchy phrase that serves as a motto for a campaign brand, or company. It is used across a variety of marketing communication messages and over an extended period of time. Slogans are a short phrase used in part to help establish an image, identity or position for a brand or an organization, but mostly used to increase memorability. (Gurnn, Allen, Semenik, Thomson south-western, Vikas publishing house, ND, 2003). In other words, slogan is a set of short, simple, clear catchy and colorful words used to attract and hold the attention of the customer. The slogans should be short, direct, sweet, easily pronounceable, easily remembered, time proof and yet pleasing to ears. It is a concise but an effective way of telling an idea. Slogans also facilitate the conduct of tests of marketing research. The purpose of which is also called a strap line, in an advertisement is to leave the key brand message in the mind of the target (Foster Timothy R V, Ad slogans unlimited). NOMENCLATURE OF SLOGANS Slogan nomenclature varies from place to place. In many parts of the world and also generically, they are called slogans. In the USA, they are tags and taglines. In the UK, they are end lines, endlines or strap lines. In Germany they are called claims where as in France signatures. In the Netherlands, slogans are called payoffs. By and large, slogans are treated as trademarks. CRITERIA FOR A PERFECT SLOGAN Charless L Whittier in his book Creating Advertising says slogan should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worth while for the public to remember, and is phrased in such a way that the public is likely to remember it. Foster Timothy has proposed the principles of framed dos and donts a perfect slogan as follows: A Slogan should be memorable When a person is able to recall the line without any aid, the slogan is said to be memorable. The more the repetition of the slogan the more is its memorability. It also depends on the brand heritage and the big ideas conveyed successfully through advertisements. Further interest-provocative and contextual illustrations or story, alliteration, specially coined words, puns, antithesis and rhymes are good ways of making slogans memorable. Tongue- friendly phrases and happy brand experiences make the slogan memorable. Brand equity is a function of memorability. Memorability improves the shelf life of a slogan. A few cases of rhyme-filled and memorable slogans are hereunder: Examples Alliteration: Syndicate Bank: Reliable, responsible (CFA, Jan 2003) ICICI Bank: Safer, simpler, smarter (Eenadu, 13-2-2003) Rhymes: Andhra Bank: First in Service Best in banking (CFA Jan 2003) Canara Bank: Serving to grow Growing to serve (FE Feb 2003) Puns : ACC cement : Double action, longer life (DC, 14-02-03) Amway : Better ideas, better life (TOI 16-02-2003) A slogan should aid in the recall of the brand name By reading the slogan, one should be able to remember the brand name of the product/ company. Ideally the brand name should be included in the slogan. The best way for bringing the brand name into spotlight is to frame the slogan with a rhyme in it. For example: Brand name : Maruthi zen: just add zen to your life (BT 02-02-03) Yamaha Enticer two wheeler: Blue blooded yamaha (TOI 4-2-03) National school of banking: At NSB we teach success (TH 10-2-03) Rhyme: ESPN channel: Think better, win bigger (TH 8/2/03) Thomos cook (Tourism) : Best holidays, honest prices (TOI 3/2/03) Vellore institute of Technology: A place to learn, a chance of grow (TH 5/2/03) Amarraja Batteries: lasts long, really long (India Today Jan 20/03) A slogan should contain a key benefit Many advertisers include key benefit in the slogan to convey about the benefit to the consumer in a concise way. For example. Key benefit Product/company Slogan Source Safety for the investment Mutual fund (First India MF) Where safety comes first Brand Equity quiz book Jan 2003 Prosperity Can Bank MF Together for long term prosperity Fortune India Jan 31-03 Better training Amity B-Schools We nurture talent TOI 3/2/03 Quality of life GE country wide consumer financial services (personal loans) We bring good things to life. DC 10/02/03 Mileage TVS Suzuki victor More smiles per hour TOI 11/2/03 New things National Geographic TV channel Before we make programme, we make history National Geographic Channel A slogan should differentiate the brand A slogan should depict a characteristic about the brand that sets it apart from its competitors. For example. SOTC world Famous tours: the smartest way to see the world (TH 3/2/03) HSBC Bank : The worlds local Bank (Readers Digest Jan 03) Western Union : the fattest way to receive money world wide (TH 3/2/03) Kurlon mattresses : Pure sleep nothing else (Readers digest Jan 03) Voltas AC : Acs with IQ (TOI 14/2/03) The Indian express newspaper : Journalism of courage, (Network magazine Jan 03) Sansui TVS : Better than the best (DC 3/2/03) SERVO (lubricants) : World class engine oils (CFA Jan 03) JK Tyres : total control (BT 2/2/03) A slogan should invoke positive feelings about the brand A slogan should invoke positive feelings about the brand by conveying the benefit/comforts or the uses of the product/service in a compact form. For example. Yashoda hospital (Super specialty) We hope you will never need us, TH 8/2/03 Apollo Hospital Touching lives DC 5/2/03 Oyzterbay (Jewellery) Jewellery for the living TOI 10/2/03 Air Sahara Emotionally yours TH 11/02/03 Cathay pacific (Air liner) Now youre really flying Bran Equity Quiz book July 03 State Bank of India With you all the way, Readers digest Jan 03 HDFC (Home loans) With you right through, TOI 3/2/03 JK Papers Creating lasting impressions, BT 2/2/03 South Eastern Railways Striving for excellence , DC 16/02/03 Birla Ready mix concrete for construction concrete on call, TH 13/02/03 Global hospitals Medical Excellence through team work. TH 16-02-03 Salora (TVS) The perfect match, TH 16/2/03 LIC (Jeevan Suraksha) Self reliance for life, TOI 14/02/03 Zurich India Building a worry free world, TOI 6/2/03 A slogan that is reflect the brands personality Personality implies habitual patterns and qualities of behavior of any individual as expressed by physical and mental activities and attitudes, as well as distinctive individual qualities of a person consider collectively. For example: Idea Cellular Idea prepaid card: An idea can change your life DC 6/2/03 Network associates (network security ) :your network our business, Data quest Jan 31-03 LG Electronics : Expand your life DC 4/2/03 ICICI Prudential (Life Insurance) :We cover you, At every step in life TOI 4/2/03 New City Hospitals Secbad :Treating you with care Indian Express 4/2/03 SBI (Life Insurance): with us, youre sure TOI 5/2/03 HDFC Bank (Credit Cards) : we understand your world TH 14/2/03 Khazana furniture: your status, your taste your class, Our solution, TH 15/2/03 Franklin India Blue chip Fund (MF) : Performing consistently for you TH 17/2/03 Financial Express: What people in the chair gave on their table FE 1/2/03 Eureka Forbes (Aqua guard water purifier) : your friend for life, Brand Equity quiz book Jan 03 IFFCO -TOKIO General insurance: the life you deserve BT 2/2/03 Birla sun life insurance : Your dreams our commitment. BT Jan 20/Feb 2 2003 A Slogan should be strategic Some companies convey their business strategy may effectively through the use of slogans, such as BSNL (telecom) : Connecting India, TH, 8/2/03 Vignan Schools : Global standards, India values TOI 8/2/03 Hindalco (Aluminum) : World Class Quality TOI 9/2/03 Siemens (Telecom) : Global network of innovations DC 17/2/03 Patni computers : World wide partnerships World wide solutions ,TOI 5/2/03 Matrix labs : Chemistry together TH 5/2/03 Wipro (Soft) : Applying thought TH 5/2/03 Nokia (Cell phones) : connecting people ET 5/2/03 Malaysia Airlines: Going beyond expectations, BI Jan 20 Feb 2 03 Jagan Institute of mgmt: Developing the corporate leaders of tomorrow , Indian mgmt Jun 03 UTI (MF) : For you better tomorrow, CFA Jan 2003 A slogan should be campaignable When the slogan works across a series of advertising executions, the slogan said to have some shelf life. For different ads with different story boards, if the same tagline used, the tag line said to be campaignable. For example: Pepsi (Soft Drink) Yeh dil mange more Telcos Tata Indica More car per car Reliance infocomm Karlo duniya mutti mein Nokia cell phones Connecting people BSNL (telecom) Connecting India Wipro Soft Applying thought Boost (energy drink) Boost is the secret of our energy Raymond Garments clothes The complete man H BO (TV channel) Simply the best Voltas (ACs) Acs with IQ A slogan should not be usable by a competitor One should not be able to substitute a competitive brand name and use the slogan. Further a little modification in the line which does not lead to any change in the theme conveyed by the companies. For example Nokia (Cell phone): Connecting people ET 5/2/03 BSNL (Telecom): Connecting India ET 5/2/03 SBI (Home loans): with you all the way , Readers Digest,03 TATA AIG (Insurance): with you always, BI,Jan20-Feb 2,03 HDFC (Home loans): with you, right through, Readers Digest Jan 2003 LIC (Insurance): with you all the time , FI,31/1/03 Bank of Baroda: Banking on Relationships, BI Jan 20 Feb 2 03 The Ohanalakshmi bank Ltd : Relationships forever, Fortune India 31/1/03 AIMA: Excellent in mgmt, CFA Jan 2003 ICFAI: In search of excellence, India Mgt Jan 2003 Slogan should be original Originality is king. Originality stands out. Originality improves the chances of impressing the message on target group. But, originality is hard to come by except with creative process. For example: Business Today (Business magazine): For managing tomorrow BT any issue Maruthi (Wagon R): Inspired Engineering Readers Digest Jan 03 Telco (Tata Indica): More car per car TOI 3/2/03 Pepsi (soft drink): Yeh dil mange more TOI 5/2/03 Sansui (TVS): Better than the best DC 3/2/03 Philips (TVS): Lets make things better, TOI 3/2/03 Ing vysya: Adding life to insurance ,Brand Equity quiz book, Jan 2003 MRF (Tyres): Tyres with muscle Eenadu 1-2-03 Slogan should be simple Simple means it should be short and in simple word so that the target market understand and get impressed. Being simple excludes many things. conversely accommodating too many meanings in a simple phase requires high thoughtfulness. But the most common folly is missing out the best in the endeavor to express the best. Simple words can tell simple things but not big ideas. Being too simple is tantamount to mediocrity unless some rhythm, rhyme and magic are built in to it. Let us look at a few practices. DHL Worldwide Express (Cargo): The pulse of business, TOI 28/1/03 Amity B-School: We nurture talent, TOI 3/1/03 Fenna (India ) (Industrial product) : Fit and forget BW 17/2/03 Andhra Bank (Credit Cards):First in service best in banking, CFA Jan 03, Eureka Forbes (Aqua guard water purifier): your friend for life , Brand Equity quiz book Jan 03 LG Electronics (Electronics): Expand your life , DC 4/2/03 Thompson (TVS): Happy technology to you, TOI 3/2/03 Slogan should be neat A neat slogan helps portray the product progressively in the punters perception. For example: PC Quest (computer magazine): Enhance your computing, PC Quest any issue Nestle (Nesthum): Light Nutritious TH 30/1/03 Britania (biscuits): Eat healthy, think better TH 6/2/03 Slogan should be believable Poetic expressions and exaggeration is seen on the endlines, such as: HSBC Bank (Credit Cards): The worlds local bank , Readers Digest Jan 03 Aaj Tak (News Channel) : The nations best news channel BT 2/2/03 Seagrams (Music products) : Above it all BT 2/2/03 Mahindra Mahindra (Scorpio Zeep): Nothing else will do, BI Jan 20 Feb 2m 2003 Sansui (TVS): Better than the best, DC 3/2/03 Servo (Engine Oil): World Class engine oil, CFA Jan 2003 LIC (Komal Jeevan): Zindagi ke saath bhi, Zindagi ke baad bhi, Brand Equity Quiz Book, Jan 03 Firmly anchored on truth, honesty and simplicity, the phrases lend themselves to be believable. Overstatement as well as understatement will stifle believability. Take a look at a few cases. Slogan should help when customer ordering the product or service Slogans distinguish some from the other in the product line or choice set. They facilitate customers communication with the selling, obviating wrong shipments. The cases in point are: BMW : I want to have the ultimate driving machine , AXN Channel Weight watches: Give me taste, Not waist, HBO Channel (Meals) Fed Express: why fool around with anyone else, HBO Channel Slogan should not be in current use by others The more different users of a slogan, the less effective it is. Banker and insurance companies and also telecom companies use more or less same meaning giving or with same words in their slogans. The mission, strategy and message of two brands may be the same. But each of them should occupy a distinct slot in the consumers mind. This is what brand positioning is all about. The slogan in most cases expresses its position. If the positioning is proper, this slogan will not be in current use by any other brand. Take a look at a few cases. AIMA (B-School): Excellent in management Indian mgt Jan 03 ICFAI (B-School): In search of excellence, TH, SBI (Home loans): with you all the way Readers Digest Jan 03 HDFC (Home loans): with you right through TOI 3/2/03 LIC (Insurance): with you all the time Fortune India 31/1/03 TATA AIG (Insurance): with you always BI Jan 20-Feb 2 03 Bank of Baroda: Banking on relationships, CFA Jan 2003 The Dhana Lakshmi Bank ltd: Relationships for ever, CFA Jan 2003. Slogan should not be bland, generic or hackneyed Slogans that are bland, nedolent of mom and aprole-pie, clearly suffer a weakness. Almost any brand could use these lines and lines are dull and monotony. For example. UTI (MF): For you better tomorrow, CFA Jan 2003 Union Bank of India: Good people to bank with, Readers Digest Jan 2003 AIMA B-School: Excellence in mgmt, Indian Mgt Jan -03 GE Country wide Consumer Financial Services: We bring good things to life, DC 10-2-03 West Bengal IDC: Making things happen, Indian mgmt Jan -03 Slogan should not prompt a sarcastic or negative response Malaysia Airlines: Going beyond expectation , BI Jan 20/Feb 2 2003 (Expectations differ from passenger to passenger) Fiat Palio (4 wheeler): Technology to the max, DC 6/2/2003 (Can you define the max limit of the Technology) Ing Vysya life insurance : Adding life to insurance , Brand equity quiz book Jan 2003 (How can it be possible?) Slogan should not be pretentious This is called pomposity test. Promise less and deliver more mind set leads to high customers satisfaction. Promising what is not possible will only result in fast slide of the brand along graph line of satisfaction and loyalty to customers. A slogan should give the true spin of importance for example: IIPM -B School: What we teach today the other adopt tomorrow Community (Digital copier): We are in your corner, BI, Jan 20 /Feb 2003 Birla sun life insurance: Your dreams our commitment, BI Jan 2/Feb 2 2003 AFL private (Cargo): Where movement is a science, FI 31/1/03 Slogan should not be negative Negative Advertising is hard to justify and some times the negative slogan confuse the customer, such as Yashoda Hospitals: We hope you will never need us, TH 8/2/2003 Slogan should not neck of corporate waffle, hence sounding unreal For example DSP Merrill lynch (MF): Bullish on life, TOI 11/2/03 (Onida) MNC Electronics (Black TV): It will change your world DC 3/2/03 KLA Electronics (UPS): Leadership beyond compare, Data Quest 31/1/03 South Eastern Railways: Striving for excellence DC 10/2003 Slogan should not be a so what ? or Ho-hum statement For example Bharat overseas Bank Ltd, A bank owned by 7 banks (so what ?), CFA Jan 2003 Slogan should not make you say oh yeah For example: Apex Academy (IIT /JEE coaching): We take your career as seriously as you do! TOI 10/2/03 (o w yeah!) Videocon (Electronics): Technology for health and pleasure, Brand Equity Quiz Jan 03, (oh yeah!) Patni computers: world wide partnership, world wide solutions,TOI 5/2/03 (oh yeah!) Slogan should not be meaningless and complicated or clumsy For example AFL Private (Cargo): Where movement is a science, FI 31/1/03 Yamaha (Enticer 2 wheeler): Blue blooded Yamaha, TOI 4/2/03 Slogan could be trendy It implies that a slogan should be as short as possible Single word slogans are : Compaq HP: Invent , Data Quest 15/1/03 Apollo Tyres: unstoppable , BI Jan 20/Feb 2 2003 Two or three words slogans and three terse ideas such as: The new Indian express (news paper ): Sarvathra Vijayam Newspaper any day Business Today: For managing tomorrow , BT any issue Maruthi Vagon R: Inspired Engineering, Readers Digest Jan 2003 LG Electronics: Expand yourself, TOI 3/2/03 Syndicate Bank: Reliable, Responsible, CFA Jan 2003 Jaypee institute of mgt : Education, Enlightenment, Empowerment, TH 12/2/2003 Khazana Furniture: your status, your taste Your class, our solutions,TH 15/2/03 DISCUSSION AND CONCLUSION Slogans with power-packed words conveying what the brand stands for are handy tools, for all companies big and small. One is yet to see a brand which expresses itself without words. Integral to brand building unequivocally are slogans. Slogans and non verbal messages reinforce each other in communication effort. A unique and winning slogan should be a product of aggressive brain churning done by more than one individual over a considerable length of time rather than just a few hours. Slogans framing calls for pooling of talents, clarifying of vision, visualizing of the graph line of products growth and evolving of a communication strategy. The exercise involves efforts of many creative people cutting across all echelons of organizational hierarchy, but primarily with a lead role assumed by top brass. Efforts and seriousness shown in slogan making foretells the future success of the brand, since it covers a wide range of decisions including strategic as well as tactical ones, if at all right decisions are anything to do with brands success. Slogan framing if interested to ad-hoc advertising professionals will be ill-fated unless the professionals are thoroughly familiar with the brands and its strategization through their long association with the brand. Focus on slogan making is focus on an area of paramount importance since it touches on strategization and communication. The analysis has boiled down to identification of chief functions of a slogan and critic for effective slogan. The functions of an effective slogan are: Credibility b) Convenience of recall c) Communicational ease d) Creative distinctiveness which is called 4Cs testing framework. 4Cs testing framework can not only help evaluate the effectiveness of a slogan but also create a new winning slogan. The first and foremost function of slogan is establishing as well as maintaining credibility for the brand. Timothy prescribes that it should be believable, should not be pretentious, should not be unreal, capable of invoking positive feelings, tout key benefits, represent personality of the brand and trigger deep strategy oriented thought process. Secondly, the slogan should help recall the brand name and the slogan itself. The prescriptive phrasing is that the slogan should be memorable, simple, and neat and reflect brands strategic orientation. Thirdly, the slogan should be of high creative distinctiveness, which of course is a product of high-rung creative thought process. The prescription for achieving this functionality is that the slogan should be trendy, original, differentiative and personality reflective. It should not be bland, generic, hackneyed and should not generate lackluster responses like so-what, ho-hum, oh-yeah etc. it should not be already in use by others and preferably should hedge itself against authorized or unauthorized use by competitors. It should not be a source of negative responses. Perhaps sarcastic phrasing will invoke negative responses only. Lastly, brand and business depend heavily on communicational ease of the message and slogan which is the subject on hand. The slogan should be campaignable and capable of providing ease of ordering a product by a customer. It should not be sarcastic lest negative responses are brought forth. Fig 3. 4Cs TESTING FRAMEWORK CREDIBILITY CONVENIENCE OF RECALL CREATIVE DISTINCTIVE-NESS COMMUNICATIONAL EASE Believable Not pretentious Not unreal Source of positive feeling speaks of key benefit. Memorable Aids in brand recall Simple Neat -Strategic Trendy Not bland Original Not in use by others Makes the brand standout Non-encroach able to competitors Does not generate lackluster responses Campaignable Ease in Ordering No

Pie in the Sky :: Essays Papers

Pie in the Sky Among the oddballs and exhibitionists who clustered around Andy Warhol in the 1960's and 70's perhaps the scariest was Brigid Berlin, a chubby, motormouthed rebel from an upper-crust New York City family who relished the way her "underground" celebrity embarrassed her proper conservative parents. Her father, Richard Berlin, a friend of Richard M. Nixon and an admirer of Senator Joseph R. McCarthy, ran the Hearst Corporation, which he had helped save from bankruptcy in the 40's. Her mother, Honey, was an elegant, ladies-who-lunch-style socialite of the old school. Ms. Berlin was one of Warhol's favorite telephone companions, and she taped hundreds of hours of their conversations, some of which were adapted into a play called "Pork" that flaunted the Berlin family strife. Like many of Warhol's acolytes, she fancied herself an artist and was one of the first art world personages to work with a portable tape recorder and Polaroid snapshots (she specialized in double exposures). Her more notorious antics included a theatrical performance in which she telephoned her parents from the stage without their knowledge and broadcast live her mother's furious tirade about her lifestyle and choice of friends. That lifestyle included an addiction to speed (in the 1966 Warhol movie, "The Chelsea Girls," she played a pill-pushing lesbian who shoots up in front of the camera) as well as an eating disorder that pushed her weight to 260 pounds. Despite her obesity, Ms. Berlin often appeared nude in Warhol's movies, displaying not a trace of self-consciousness. Excerpts from her taped conversations with Warhol and with her mother run through "Pie in the Sky: The Brigid Berlin Story," Shelly Dunn Fremont and Vincent Fremont's unsettling close-up portrait of Ms. Berlin, which opens today at the Film Forum. This fascinating but somewhat repellent documentary repeatedly contrasts interviews with Ms. Berlin filmed two years ago when she turned 60 with excerpts from the mostly black-and-white Warhol films in which she radiated the aggressive ferocity of a B-movie prison matron. Much slimmer today than in the Warhol years, Ms. Berlin, who lives on the East Side of Manhattan with two dogs, looks sleek and matronly at 60. But when she reminisces, it becomes clear that she retains a lust for the spotlight along with a continuing inability to edit what comes out of her mouth. As she chattily recounts a life of squandered privilege and wasted opportunity, the movie casts a bitter chill.

Personal Narrative - Contemplating Death Essay -- Personal Narrative W

Personal Narrative - Contemplating Death "Then, just like that, she was gone. I couldn’t hold back the tears, and I don’t think my sunglasses hid them well. I’ve gotten used to my emotions and I only let it all out when they can’t be stifled, so you know this wasn’t a sigh-I’m-gonna-miss-her moment. The sunshine and warm breeze of Friday afternoon was frustrating; dreary, cold, typical-March days are fitting, appropriate for feeling this way, and how nice it was outside was a slap in the face. I later recalled how just a year prior I reversed the phrase A sunny day is no match for a cloudy disposition on a day like this one. I thought I was okay with everything, so what was it that hurt me? She left so easily; she never thinks about how lucky she is to still see me, not because she doesn’t deserve to, but the fact that I am still here for her to see. If she knew what I’m going to tell you†¦well, speculation is useless. I died this morning on my way to school: the guy behind me tried to stop but he locked his brakes out of panic and only slowed to forty five miles per hour. Of course, this isn’t what killed me; the trauma sustained by my face hitting my steering wheel as the opposite reaction of my head whipping backwards upon impact was my demise. The road to my college is only two lanes, and often there are stoppages as a result of cars waiting to turn left, since the shoulder does not provide sufficient room to pass on the right. The only way to avoid speeding too excessively to stop in time is to pay careful attention to the car in front of you, something the gentleman following me failed to do. He was preoccupied with the midterm he was trying not to be late for, the source of the stress he had calmed with the potent co... ... you forgot your feelings? If you didn't know they were there or that you ever had them, wouldn't your existence end?" "I don't think it's possible to forget your feelings - you can try to ignore them, but you can't control when your emotions begin and end. And you can't 'forget' them either. Love, hate, happiness, sadness, satisfaction, disappointment...these are not ideas created by the mind, they are sensations you must deal with." "So what, she just doesn't deal with them? She pretends they aren't there?" "I guess so...you see that cardinal up on the top branch?" "Yeah...?" "If you only wanted to see the blue sky, that is all you would see. You could know that bright red bird is there right in front of you, but if you didn't want to see it, you wouldn't." "Just like we choose to see light because that's what we want to see..." "It's just easier that way."

Garage Fraud Essay -- essays research papers

Garage Fraud and How to Prevent It   Ã‚  Ã‚  Ã‚  Ã‚  Have you ever wondered why it cost you hundreds of dollars to get a belt changed on your car? The answer is simple: Auto-repair fraud. According to Norris and Engel’s book Auto Repair Fraud, the number one consumer complaint in the country is auto repair fraud. Americans pay more than 29 billion dollars a year to service and repair vehicles. According to a three year U.S. Senate sub-committee investigation into the auto repair industry, one-third of all car repair dollars, ten-billion dollars a year, is wasted on inadequate, inept, or corrupt service.   Ã‚  Ã‚  Ã‚  Ã‚  Many people are unaware just how much auto-repair fraud, or â€Å"garage fraud† takes place. It can take place anywhere from service stations who may perform light mechanic work, to a Garage which may fix tires, brakes, shocks, or transmissions. People can be taken advantage of in â€Å"garage fraud† in many ways. One way this can happen is by an attendant lying about labor, or the actual amount of time he spent on your vehicle. Another method is by huge markups on replacement parts, or cleaning and painting your old part and selling it back to you. Lastly, the attendant may lie about what is actually wrong with your car and charge you for something far more expensive.  Ã‚  Ã‚  Ã‚  Ã‚   These frauds take place because many people leave their vehicles unattended at shops or can’t see what is going on inside the garage. Many times a p...

Decision-Making Process Mgt 230

Decision-Making Process Michelle Shadinger MGT 230 December 17, 2012 Robert Bloomfield Decision-Making Process We make multiple decisions every day. Some of these decisions are for our personal lives, and some are business decisions. Each decision we make has an outcome, whether favorable or not that we must live with. Some people like to make quick decisions based on their gut reactions and others prefer a methodical approach. Using a step based decision-making process results in better decisions that have a lasting impact . I recently made the decision to return to school after many years of working.I had obtained my Associate’s degree almost 20 years ago and started working for the company where I currently still work. I have wanted to go back to school for many years but as I got married and had children the timing never seemed right. I recently started looking for a new job and discovered a Bachelor’s degree is a requirement for the majority of the positions I want ed to apply for. The more resumes I sent out with no response, the more I knew I had to take action. I knew going to a traditional school was going to be too difficult with my hectic schedule.I started to research colleges that catered to adult learners and found University of Phoenix. I spoke with a counselor at University of Phoenix who answered my questions on the amount of time school takes and how I would pay the tuition. I looked at going to a campus versus online and ultimately decided online would afford me the most flexibility. I prepared for my first class by doing a few things. I discussed my decision with my husband because more of my time would be spent doing schoolwork and I needed his support.I also prepared by attending a free orientation workshop online and I became familiar with the online environment and how the classes worked. I continue to evaluate my decision and feel it was the correct decision. According to our text, the six steps of the decision making proce ss are identifying the problem, generating alternative solutions, evaluating the alternatives, making the choice, implementing the decision, and evaluating the decision (Bateman & Snell, 2011). After reviewing the steps, I realized I followed the steps when I made the decision to return to school.First, I recognized the gap in my education for the jobs I wanted to fill. After identifying the issue, I thought about solutions and how I would obtain my Bachelor’s degree. I evaluated the decision and looked for the best school to achieve my goal. Once I decided to go to University of Phoenix, I had to implement the decision by applying for school and getting myself ready for the first course. As I continue school I evaluate if the decision still makes sense and if the online version is the best way to achieve my educational goals.Generating alternative solutions is the step I could have spent some additional time in and done additional research on colleges and compared the school s. I heard about University of Phoenix and knew others who had attended so I did not do much research on what other schools had to offer. Overall, I am happy with my decision to go back to school and my choice of college. References Bateman, T. S. , & Snell, S. A. (2011). Management: Leading & collaborating in a competitive world (9th ed. ). New York, NY: McGraw-Hill Irwin.

Nitrophenol Essay

compendium employ a little mea received locomote distillate we se conservation of parityted ortho and space-reflection symmetry-nitrophenol from a diverseness that was already made. After the para and ortho were separated we measured their liquescent points and compared it to the belles-lettres values for purity. For ortho-nitrophenol we had 60% recovery and for para 160% recovery. Our melting point ranges were ortho 45-46C and para 64-95C.IntroductionNitration In phenols, -OH conclave strongly activates the ring system. As a result, phenols are susceptible to oxidation in the presence of concentrated nitric pungent (HNO3). Thus, nitration of phenols is carried out with dilute nitric venomous and results in the formation of o-nitrophenol and p-nitrophenol. The o-nitrophenol is steam quicksilver(a) and the premix of o-nitrophenol and p-nitrophenol is separated by steam distillation, in our case using micro scale measurements for safety and time utilization purposes.(El ectrophilic aromatic substitution) We used steam distillation because we are distilling under 100C above 100C is H2O. facial expression at the volatility of o-nitrophenol compared to p-nitrophenol, the p-nitrophenol has intermolecular atomic number 1 bonding and it occurs due to a double number of molecules are associated together. This association in the p-isomer makes it less volatile. However in o-nitrophenol, intramolecular hydrogen bonding occurs and thus, it exists in a monomolecular state making it more volatile.Results/ give-and-take Using a sand john for transferring of heat through the distillation which was sit down on a hot plate. Using a small round can flaskful which was attached to Hickmans distillation well and consequently we attached wet through the openings. Using 1.00g of the prepared mixture we placed it in the round female genitals flask along with 1.00mL of ethanol and then filled it about 2/3 with water. We added a magnetic spin-vane to the flask as well. We collected the yellow waxy ortho-isomer from line in Hickmans distillation head using a Pasteur pipette.We made sure that the solids did not accumulate as this would choke the condenser. If it did we would just turn off the coldness water momentarily and the hot desiccation would melt the solid. The distillation took about 45 minutes and even though this was the condition time period for distilling the mixture, we felt as though much of the ortho-isomer was unexpended in the small round bottom flask along with the para-isomer and the spin valve. In lay to characterize the 2- and 4-nitrophenols, we need to determine their melting points. We compared our results to those in the literature.Data*some ortho change integrity in the Pasteur pipette so in that respect might arise a percent error from this as some ortho was left in there. *we assumed that the starting mixture was about 50% each of o- and p-nitrophenol.

Technology in Todays World

In at presents earth engineering cornerst champion be considered both(prenominal) precise(prenominal) beneficial to society as well as harmful. Technology can be some(prenominal)where from instrumental to hurtful, from keeping single informed about the world, developments in the medical field, and keeping in touch with friends and family to corpulency, cyberbullying, and laziness. It is a part of our daily sees from the alarms we set in the morn to watching television with our families at the end of a long day. Technology can be very beneficial in the fact that our advancements in it fork out made things a great deal easier than they would confirm been many years ago.It on the wholeows us to keep in contact with people that we do not sting to see every day or that acknowledge far away. I wear a windup friend, in the Air Force, who is stationed in Japan for at least four years and beca workout of technology we can keep in touch all the time, whereas we would not b e able to without it. Thanks to technology we fork over satellite TVs and radios, which helps in keeping people informed on what is going on in the world. but by turning on the television one can see the presidential debate, catch a movie, or see what the temperature will be like.Because of this advancement families can now sit down and wassail a movie together when it is convenient. Society has withal advanced through medical technology, with which we can use to keep ourselves healthy and alive. Because of our advancements someone who has cancer, or any chronic pain or disease, can live longer than they might without it. Ethos Although technology has been great with go on the world forward, it has some major electronegative personal effects on the world such as corpulency and laziness. People no longer feel the get hold of to go out of the house to do things. youngsterren of todays generation are facing the maturation problem of obesity because all they want to do is sit an d play games, they do not have the desire to go out and get exercise. gibe to the Department of Health and Human Services (HHS), obesity rates in children under 12 move from about 15 percent in 1999, to almost 19 percent in 2004, with a project 20 percent rate in 2010. The HHS consider on childhood obesity defined it as at or above the 95th percentile, check to gender, on the Body Mass Index (BMI) plateful (Banks).Most people would agree that technology has made us a lazy society today because of all the possibilities it offers. When it comes to the internet most would ask why involve a book when you can near expelling note it and get everything you need to know? Or why spend the time trying to recover a original source? Dennis Baron verbalise that for students, and increasingly for the rest of us as well, it seems that reliable sources are less important than finding cultivation in nanoseconds (Baron).Society today does not care profuse about making sure things are cr edible, they only when want to get it through with(p) then and thither, as fast as they possibly can. Logos Lastly one of the most common negative effects of technology is focus around the younger generation in a form called cyberbulling. Cyberbullying gives people a ill-judged since of security allow ining them to do or say things that unremarkably they would never consider, because of the fact that through the computer there is no facial confrontation.For instance, several weeks ago my Facebook foliate was hacked into, this allowed someone to go into my account and send unmannerly and hurtful messages to my contacts, making it seem as if I was the one sending them. This is only a low case of cyberbullying but it has been worse for many some other victims causing major depression and anxiety, sometimes up to now suicide. Technology has made this all possible with just the click of a button.According to a survey done in 2007 by a cyberbullying research center, of or so 2, 000 middle school students, when asked if they had been cyberbullied in their entire lives, 17. 3% said yes. A similar proportion (17. 6%) admitted to cyberbullying others at some point in their lifetime. Finally, 12% of the sample reported being both a victim and a bully. This is an alarming statistic that is constantly developing as time passes, and technology is only percentage to further this problem. Pathos and Logos In theory technology has both positive and negative fits on todays society.Each person has their own views on the good and lamentable with no one being wrong. As a society it is important to consider each aspect and try to use technology for the positive benefits it has. If we allow this then we can shape technology into something better. So in turn technology has many negative points but it is necessary for the growth of society. Works Cited Banks, KLee. Child Obesity Due to the Popularity of Game Systems. LIVESTRONG. COM. Livestrong. com, 21 Apr. 2010. Web. 18 Oct. 2012.