Saturday, August 31, 2019

Comparing Floods

Compare Floods in LEDC and MEDC I am going to discuss two case studies regarding floods. One of my case studies is of Cocker mouth, this is a town in England exposed to floods this is my case study of an MEDC. My other case study is the LEDC in which I talk about Bangladesh. Cocker mouth is situated in the Lake District in England. England is an MEDC and this area experienced vast ranges of flooding during late November. The town lies among the confluence of two rivers that leave it prone to flooding.The two rivers are the Derwent and Cocker. 320mm of rainfall fell in under 24 hours and this was a predicted fall which took the town by surprise. The River Cocker burst its banks after a 2. 5 metre rise in the river water level; this was a major contribution to the flooding as well as the poor preparation of the towns flood defences. Bangladesh is an LEDC bordering the Indian Ocean and it lies at the forefront of the Ganges Delta. The country is low – lying and most of its land i s 12m below sea level.Floods here have recently become stronger. During the arrival of Cyclone Aila flood waters burst the delta causing storm surges of 10 metres! The floods in both Carlisle and Bangladesh caused a lot of problems for both areas. However in contrast, the MEDC (Carlisle) suffered less from the consequences, whereas, the LEDC (Bangladesh) was affected much worse. Heavy rainfall of 200mm fell over Carlisle in a 36 hour period. The constant rainfall increased runoff because soil became saturated, this runoff ended up flowing into the river Eden.Because Carlisle is a largely urban area, concrete ground made from impermeable materials meant that surface runoff increased. There was a lot of discharge from the River Eden which reached 1520 cumecs. In contrast the Bangladeshi volume of precipitation was much higher so the floods were much worse. Very heavy rainfall amounting to 900mm fell over the month of July. Soils all over Bangladesh became saturated, this increased run off into rivers such as the Ganges and Brahmaputra. Snow melted from glaciers in the Himalayas this also increased discharge into rivers.The highest discharge for both of the biggest rivers in the area peaked at the same time, downstream discharge increased hugely. In Carlisle there was less social impact, 3 people died which is minimal compared to the 2000 deaths in Bangladesh. This is a very large amount of people and losing that many people creates a big social impact. 3000 people were made homeless in Carlisle, this is a very large amount of people, they were temporarily re – sheltered and have been re – homed since. In Bangladesh 25 million people were made homeless, many still haven’t been re – homed even in 2012. schools were flooded in the area but for people living in an MEDC there is likely to be more resources of learning available to them e. g. internet and more education centres in other parts of the country. 44 education institutions were de stroyed in Bangladesh, this being a large amount means it is much harder to find other resources for educational purpose, and many people would have to go without it as it is not economically viable for poorer people in LEDCs to move into different parts of the country. 50 businesses were shut down and must have been relocated and 70,000 houses lost power, there was minimal infrastructural damage therefore repairs to the Carlisle area would not have been too expensive compared to the large scale damage in Bangladesh, factories had to shut down so large scale business went down bringing economy to a halt, 112,000 houses were completely destroyed and whole rivers in that area were polluted. The main social effect in Carlisle was the loss of homes and education centres, in Bangladesh it was the loss of homes, education centres and widespread of water borne disease.The main economic problem in Carlisle was that the shops and local businesses on the area had to shut down as they had to e vacuate, in Bangladesh many areas would have become redundant with major business corporations such as TNCs having to be shut down as many factories were destroyed. The main environmental problem in Carlisle was that the sewage overflowed therefore the streets would have been effected and the surrounding area also, in Bangladesh the Rivers became poisoned by sewage and majority of water supplies in the area became undrinkable.In conclusion Carlisle in an MEDC had a less severe flood and because of its more affluent built up area people were affected in less of a tragic manner. Bangladesh LEDC was affected more and the and the outcome was more disastrous. In conclusion, it is apparent that both the MEDC and the LEDC experienced a variety of impacts producing a multiple chain of cost however impact severity was clearly more drastic in the case Bangladesh as it is an LEDC and its emergency plans and general infrastructure is less developed compared to England (MEDC).

Friday, August 30, 2019

Darwin and Wallace Island Finch Evolution Lab Experiment

Evolution and Natural Selection have been a recurring focus of biology throughout the years. This Particular experiment is based on Charles Darwin’s observations of finches made in the Galapagos Islands. He noted that different neighboring islands in the Galapagos had distinctly different types of finches. He theorized that this was caused by natural selection, where the environment determined the characteristics of the species in it. In the Evolution Lab Experiment, I looked at how beak size and population numbers for two hypothetical populations of finches on two different islands evolved in response to factors that I manipulated by changing environmental conditions. The specific environmental conditions that I chose to manipulate were the precipitation in the environment and the variance of the finches. However I only manipulated the precipitation and variance on Darwin Island and not on Wallace Island. I thought that if Darwin Island finches had less variance and less precipitation than Wallace Island Finches, that Darwin Island finches would be unable to effectively adapt in order to easily consume the type of seed that was a result of the lesser amount of precipitation. MATERIALS The materials required for me to complete this experiment were my laptop and my University of Phoenix Student Website. Once I accessed the University of Phoenix Student Website, I was able to access the Evolution Lab, which is the final required material. An optional material that I chose to use was a pen and paper to take notes. PROCEDURES In order for me to accurately test my hypothesis, I needed to first get to the Evolution Lab. Once I logged onto my University of Phoenix Student Website, I went to the classroom tab and clicked on Evolution Lab, which is found in week three. Once I pulled up the Evolution Lab window, I chose the button labeled â€Å"Change Inputs†. Once I arrived at the screen with the seven variables on the left and the pictures of the finches on the right, I clicked on the tab labeled â€Å"Variance†. The next step is to change the Darwin Island Finch Variance to 0. 50. I did not change the Wallace Island Finch Variance. After the Variance was set, I clicked on the tab labeled â€Å"Precipitation†. I changed the precipitation on Darwin Island to 10 centimeters and left Wallace Island Precipitation at 20 Centimeters. Since I only changed two variables in an attempt to pinpoint the cause of the results, the next step was to click the tab labeled â€Å"Done†. After I chose whether I wanted to look at the results over 100, 200, or 300 years, I clicked the tab labeled â€Å"Run Experiment†. At this point, I was ready to analyze the results and take notes if I needed to. Lastly, if I needed to extend the time the results were recorded, all I needed to do was click the tab labeled â€Å"Revise Expt. †. Then I clicked the pull down tab and changed the range from 100 to 200 or 300. DATA DISCUSSION As seen in this experiment, when the Variance was lowered along with the Precipitation on Darwin Island, the population was on average, half of that of Wallace Island where the numbers were left in the default status. I made the hypothesis that if I decreased the variance and precipitation on Darwin Island, that the finches there would be less able to adapt their beaks to accommodate the larger size of seeds and would eventually all die off. Since the graphs produced from the Evolution Lab program did not depict the species of finches on Darwin Island falling to zero, my hypothesis did not turn out to be correct. I believe that with the variance lowered to . 5 and not all the way to zero, the finches were still able to evolve, but not as rapidly as the finches on Wallace Island. In addition, since only a small amount of evolution was necessary for the finches on Darwin Island to be able to consume the larger seeds produced from a decreased amount of rain; I believe they could have survived with an even smaller amount of variance. The reason I feel that a smaller amount of variance would have sufficed is that, not only did the finches in my experiment not go extinct, but they only remained below their initial population for the first fifty years after the parameters were put into place. One aspect of the experiment that I feel could be improved upon is the lack of information on how many times a new generation was produced. I was wondering how many times the finches would have to produce offspring in order to observe evolution. I can see that it took the finches on Darwin Island fifty years to regain their initial population of 200, but I would like to know how many times in that fifty years new generations were produced so that I could connect rise in population with a number of generations so that I might be able to predict future evolution. An additional way that the experiment could have been improved would if I had given the Wallace Island finches an increased number of variance and same amount of precipitation. This would have allowed me to not only see what would have happened when the finches had a higher likelihood of evolution to the decreased amount of rain and therefore a solidified cause for the resulting population, but it would have allowed me to analyze the reverse effect and possibly predict trends. CONCLUSION Overall, I tested the effect of lowered variance and lowered precipitation of one population of finches while leaving another population of finches as the control group. I predicted that the finches with the lowered variance and lowered precipitation would become extinct. Even though my hypothesis was rejected at the end of the experiment, I learned that even with an increase in the size of their food as a result of lowered precipitation and a lowered ability to evolve, the finches on Darwin Island rebounded quite quickly.

Thursday, August 29, 2019

Roles and Responsibilities of a Teacher in the Life Long

Case study Role of a teacher in the lifelong learning sector This case study investigates the role and responsibilities of a teacher in the lifelong learning sector. I am a piano and guitar tutor on a one to one basis, so I have my own views and methods on teaching. However, I thought it would be interesting to study how a teacher deals with a whole class, as opposed to just one pupil. Further to the research for the study, an interview was conducted with Joe Bloggs, a teacher in School X.The interview examined a number of areas including: roles and responsibilities, boundaries, promoting equality and diversity, safe and supportive learning environments, promoting appropriate behaviour, legal and moral responsibilities, the challenges and rewards of the role and how Joe has had to adapt and respond to the ongoing changes in the lifelong learning sector. The first question covered what Joe considered to be his main responsibility as a teacher; to engage and motivate young people in th e subject of music and learning in general. He uses a variety of methods to accomplish this. Also read: Roles and Responsibilities of a Teacher PTLLS AssignmentFor example, practical sessions/role play and getting everyone involved, as well as written assessments, presentations and various visual tasks to ensure all different types of learners are accounted for. This is effective when teaching music history /theory, however, when a student is learning to play an instrument, all these areas are covered naturally. Joe allows his pupils to make mistakes, for example, if a pupil is playing a piece of music and they hit a wrong note, he will wait to see if they can identify that they were out of tune first.This is another way of working on their aural skills. If they do not pick up on it he ensures the mistakes are addressed and provides help and advice to rectify the problem. Conjointly, we addressed the topic of promoting equality and diversity. Joe feels strongly about this and his approach is through film/music stimulation, with focus on a particular character or topic. Two p opular examples of this are Forest Gump, where the main character has a disability and the film ‘The Island’ which deals with race issues.Using this method has proven effective, as Joe has found through reflective discussions with the class after watching the film. One of the challenges that Joe has had to face during his time in the teaching profession is behaviour problems with the pupils. This covered a whole spectrum of issues such as disruptions, bad attitude, pupils refusing to complete tasks and even verbal abuse and physical threats. The methods in which Joe deals with this brings me onto the field of boundaries between the teacher and pupil.Along with legal boundaries, and following rules and regulations according to the Code of Conduct and Data Protection Act – physical boundaries are extremely important. When teaching/dealing with a pupil, he says distance must be kept, however, he feels that in most cases, experience will enable friendly and approacha ble relationships. If a matter was to arise that was out of his hands, it would be his duty to report it to the school safeguarding officer/counsellor.Another way in which he deals with this is to set a good example to the pupils, as ensuring appropriate behaviour is a major factor in maintaining a safe and supportive learning environment. Joe adopts a friendly and positive attitude towards his pupils, ensuring that he never raises his voice, yet be firm and serious where necessary. The aim of this is so that the pupils’ perception of their teacher is approachable, but at the same time they see their teacher as a figure of authority. Although this has proved quite demanding, the biggest challenge Joe has had to face is the ever-changing development in technology.He tried to continue his teaching without it but this became increasingly difficult due to changes in assessment criteria and the demand of technology in general, particularly in music. Music has developed throughout the years, for example, we don’t need to compose music for ourselves these days. We can use music programs to do that for us, such as Garageband or Sibelius. Joe decided the only way to tackle this is to embrace it. This has helped a great deal with teaching and by doing this he has furthered his own education.The school that Joe teaches at has recently become an academy, so it is now more performing arts-orientated where as before, the school focused more on the academic side of things. This has forced him to take on a bigger work load and thus proved his capability to adapt and respond to changes quickly. Joe’s response to a lot of the questions portrays how education in music and generally has evolved with respect to time and the steps he has had to take in order to meet the requirements of his role and adapt to the ongoing changes.When faced with the question regarding ethical responsibilities, he had some interesting techniques on how he engaged this topic with hi s pupils. Practice is an essential for learning an instrument, Joe motivates and encourages his pupils that regular practice is the key to progression. He evaluates progress with tests covering all different types of learning such as aural, sight reading, written, and through practical tests. Both Joe and I have found that through music, it is easy to distinguish the strengths and weaknesses of our pupils and how they best learn.For example, one person may be able to listen to a piece of music and play by ear, whereas the next pupil will not be able to do that, but will excel in reading the music. Joe understands it is important to acknowledge the strengths and weaknesses of each individual and sees that each pupil is facilitated for in order to help them achieve their full potential. Joe mentioned various internal and external points of referral, for example, the awarding bodies, and the Academy’s safeguarding officers/counsellors.It is evident that he has a strong passion f or music as he gave up his career as a pilot in order to pursue his music career. In defiance of the challenges Joe has been faced with, his subtle, yet dynamic and enthusiastic approach helped him to overcome them. I found during my time with Joe, that although there are many generic rules, responsibilities and boundaries that all teachers/tutors have to adhere to, there are also those that are specific and subject to the area of study. It is imperative that these are recognised in order to achieve a finer understanding of the role of the teacher.

Wednesday, August 28, 2019

Costco Wholesale In 2012 Essay Example | Topics and Well Written Essays - 750 words

Costco Wholesale In 2012 - Essay Example The philosophy of the Costco is to be concerned with customers and employees and meeting their needs which in the long-run results to rewarding of their shareholders. Stakeholders have invested a lot of their money in the company. They have faith that Costco will invest wisely and despite the ups and downs, the business has operated in profitable ways. Costco has inventories traded publicly on the NASDAQ stock exchange market. The stakeholders therefore get good returns from the company. Porters Five Forces Model has five forces which include: The threat of substitute products. This can be a strong threat especially considering there is e- retailing and websites like costo.com in Canada. It therefore limits the profits that a company could actualize and the amount of sales. The bargaining power of suppliers is moderate to low competitive force. Costco has many warehouses and therefore it requires many suppliers. However there is no supplier who can singly influence the pricing of raw materials or even striking due to financial instability. Instead, the suppliers compete for the supply orders despite the poor terms and conditions of trade. This reduces their bargaining power. Bargaining power of customers is a weak threat because Costco is a large retailer which even sells its products in bulk. Most of the members purchase products in small amounts as compared to the whole stock. One member has very little or even none influence on the quality and prices of products sold by the company. Even if the member results to quit the company and go to the competitor of Costco will have no effect on the sales volume of the company. Threats of new entrants are low considering that Costco has already established itself and it offers low prices of its products. This discourages any new entrant because it cannot reduce prices below the ones existing in the market.

Computer tech case 2 Term Paper Example | Topics and Well Written Essays - 750 words

Computer tech case 2 - Term Paper Example Literacy skills involving getting and presentation of information using hardcopy There are several instances that I use hard copy books, magazines, newspapers and brochures to get information. I spend an approximate average of 2 hours to physically read hardcopy books. In most cases, I read short story books to enhance my reading and research skills. There are several instances where I communicate through letters especially when making applications for part time jobs and when writing friendly letters to my cousins. During school days, some of my assignments are presented in form of hardcopy and so, writing and reading skills has been imperative on the techniques I use in presenting my assigned essays, research papers and proposals. Although I use pens in writing and reading hardcopy text in my daily activities, it is not my major priority of presenting and receiving information because I accord them minimal time (Lewis, 2001). Media literacy skills and practices Media literacy can be defined as comprehending the modalities of producing and distributing information. Currently, the best informal communication method that I use is the social media. The common social media platforms that I use are www.facebook.com and www.twitter.com. I use these sites to communicate with friends, relatives, in some cases my instructors and to express my opinion on political, social and economic issues that affect me directly. I accord social media approximately five hours a day. As such, I can state that I spend a large portion of my time on social media. There are other forms of media that I use formally for my learning and communication with my instructors. I spent an approximate average of 3 hours a day on them. The major media that I use are education websites such as www.thefreedictionary.com where I get educational information after conducting research, Job searching websites such as LinkedIn where I seek for part time jobs and get information about the requirements of diffe rent types of jobs, and institutional website that I utilize to upload my assignments to my instructors, get instruction material and for general communication with the institution (Bassnet &Lefevere, 1998). Technology literacy skills and practices The modern world has experienced a major revolution in technology in literary practices. There have been hi-tech innovations in technologies resulting in state of art information processing devices such as computers, communication devices such as cellular phones, and other digital technologies such as state of art televisions. The computer has been essential in my daily activities, and my computer literacy has assisted me in utilizing the device accurately in processing and receiving different forms of information. I use the computer to access academic and non academic information in the internet. Further, I use the computer to write and do calculations. The computer enables me to access social media, educational websites and undertake co mmunications through emails. I spend approximately 7 hours a day on my personal computer. I use cell phones specifically for making formal and informal communications. Further, I use it to access the internet and conduct internet

Tuesday, August 27, 2019

Public Health--Discuss the health problems and health service issues Essay

Public Health--Discuss the health problems and health service issues that are associated with homelessness - Essay Example discussion presented in this essay will draw on evidence from a large variety of credible sources to see what past and contemporary research has to say on the subject. The gravity of this matter of homelessness is evident from statistical data revealed in one of the latest newspaper reports in the country. According to this report, as many as 112070 people identified themselves as homeless in the UK in 2014. This figure represents a whopping 26% increase in homelessness over the last four years which demonstrates the hideous proportions of this very serious matter in the country. While the rate of homelessness has increased by 26% which is a spine-chilling reality in itself, the number of those people who sleep on the streets or pavements has tremendously increased by 75% (Henley 2014). This is saying something about an ever-increasing wealth gap between the rich and poor in the UK. This gap is at its worst in the present contemporary times as a result of which homelessness has also increased at a gigantic pace. There is a definite link between homelessness and health issues in particular mental health as it is suggested by many that both entities are inextricably linked to each other. Research claims that the use of institutions like psychiatric hospitals to treat the mentally disordered homeless people has fallen in the UK. However, particularly high fear levels have been noticed in those who â€Å"spent a large proportion of their lives in psychiatric hospitals† (Glover-Thomas 2002, p. 157). It is claimed that such patients when discharged to live freely in the community have only served to â€Å"add to the homelessness problem† (Glover-Thomas 2002, p. 157). The correlation between homelessness and adverse mental health is of such extent that about 1/3rd of all homeless people are diagnosed with different critically severe mental health issues like suicidal distress, chronic substance abuse, schizophrenia, and paranoia (Videbeck 2013, p. 6). Actually,

Monday, August 26, 2019

Case Study Example | Topics and Well Written Essays - 250 words - 32

Case Study Example KFC does not face any micro political risk, which arises from environmental and economic changes for outlets in foreign countries. Micro risks are inherent in United States KFC adaptation strategy involves adaptation of Chinese culture. This is observed in its involvement with Chinese governing bodies, and hiring of local staffs in it operation. Its goes further to incorporate Chinese food in its Menu, a rare feature and valuable strategy for business to thrive and survive. It strives to identify itself with locals in all processes, though it is an entity situated in a foreign land. Feeding of birds genetically to enhance their growth rate results to ailments Among them include extreme obesity, fatty livers and kidneys, heart attacks and other ailments. Overcrowding of birds to an extreme where some of them break wings, and hanging of chickens with conveyor belts while they are still alive are unethical practices observed in KFC business

Sunday, August 25, 2019

Extensible Markup Languag Essay Example | Topics and Well Written Essays - 2500 words

Extensible Markup Languag - Essay Example Much of the time database functions in the application included retrieval, replacement and insertion. When an architect designs a building, he has a vision of the finished product and products result based on that vision. Client/Server, on the other hand, is more like Darwinian model of the evolution of a living species. No one has vision of the finished products; rather, day-to-day events and gradual changes affect it over time in reaction to those events. In the beginning, application was simple, reading input transaction in a 'batch', processing them against a data store and the output was paper. Record retrieval was usually a set of subordinates embedded in the updating program. 5. Expanding The Research Question: It is very difficult for a programmer to create user interface forms and to provide database connectivity for each and every form separately whenever he needs it. The work will be very fast if he had a utility, which can provide him all the activity, which he has to do for creating those forms. Hence, it was received that there was a strong need for generating a utility which can help the programmer with on-fly user interface forms and providing database. This project mainly comprises three modules: The information is stored in the database in a systematic way so that it can be easily retrieved whenever required through queries by the reporting module. Data capturing is done through user-friendly screens depending upon the type of data. The entire system is being protected by a user level password to enable different assigned activities so that no intruder can access the data. The user for this application is a person who wants to generate a new web enabled dynamic content application and not the end user working at the client side. 7. Relevance to this Research FEASIBILITY STUDY Feasibility study is an important phase in the software development process. It enables the developer to have an assessment of the product being developed. It refers to the feasibility study of the product in terms of outcomes of the product, operational use and technical support required for implementing it. Feasibility study should be performed on the basis of various criteria and parameters. The various feasibility studies are: Economic Feasibility Operational Feasibility Technical Feasibility Economic Feasibility: It refers to the benefits or outcomes. We are deriving from the product as compared to the total cost we are spending for developing the

Saturday, August 24, 2019

Arroyo Fresco Study Essay Example | Topics and Well Written Essays - 1000 words

Arroyo Fresco Study - Essay Example This case study response assesses the Arroyo Fresco Community Health Clinic’s strategy under the Baldrige National Quality Program criteria and proposes new strategies to assist the organization in meeting their performance excellence goals. Arroyo Fresco (AF) is a nonprofit Community Health Center (CHC) serving Western Arizona from 11 clinics and 4 mobile service vans. AF serves three counties- Yuma, Mojave, and La Paz in a service area of over 23,000 square miles, but with a population of fewer than 400,000 people. Arroyo Fresco’s stated mission is to provide residents of Yuma, Lap Paz, and Mojave counties easy and timely access to high-quality and safe health care services; responsive to their diverse cultural and socioeconomic needs, regardless of their ability to pay (AF Case Study). In general, AF’s senior leaders have implemented a focus on results that created value through the development of the FOCUS (Financial Performance, Organizational Learning, Clinical Excellence, Utilization, and Satisfaction) framework, which allows the organization to address key strategic challenges and align its efforts on key areas to maximize the use of limited resources (nist.gov). AF demonstrated favorable performance levels in key results areas, including some clinical outcome measures that show favorable trends for the past four to five years (nist.gov) but there are several areas with opportunities for improvement. Under the Baldrige criteria, health care performance excellence is embodied in seven categories – leadership; strategic planning; customer focus; measurement, analysis, and knowledge management; workforce focus; process management; and results. values (VMV) is not clearly articulated in their strategy, particularly how this is conveyed to patients, other customers, and suppliers. There does not appear to be a well-defined approach for senior leaders to empower and motivate all staff and

Friday, August 23, 2019

Argument prompt Essay Example | Topics and Well Written Essays - 750 words

Argument prompt - Essay Example Many immigrant families have a vision of seeking a better future for their kids and have often have unfortunate circumstances beyond their control. Hence, illegal immigrants should be able granted amnesty because it gives immigrants new opportunities, benefits the American core values, and enhances the economy. Illegal immigrants should be granted amnesty because of the fact that they need the proper support for a better future. Undoubtedly, illegal immigrants should be given a chance to become citizens for variety of reasons. First and foremost is the fact that it would allow them to start all over again. Amnesty would offers millions of immigrants a chance to seek their provisions. Forgiving their crime of coming here illegally can be beneficial as it can certainly restore law. Providing illegal immigrants with amnesty would not necessarily be a self-burden to society. John Kerry brilliantly states his opinion as he states, "Absolutely. I supported and was prepared to vote for amnesty from 1986. And it is essential to have immigration reform. Anyone who has been in this country for five or six years, whos paid their taxes, who has stayed out of trouble, ought to be able to translate into an American citizenship immediately, not waiting." Instead it would give these individuals a chance t o prove themselves in a competitive work environment. The true version of living the American dream can certainly become a reality for these individuals. Moreover, one cannot refute the fact that this country was based upon the foundation of immigrants coming from different spheres of the world. America has been known as the â€Å"melting pot† of assimilation of cultures and has given new opportunities to immigrants throughout history. Another key reason why it is logical to legalize illegal immigrants is due to the fact that these immigrants are hard working individuals striving to seek provisions for themselves and their families.

Thursday, August 22, 2019

Feature of a just society Essay Example for Free

Feature of a just society Essay Assess whether an unequal distribution of property between individuals could be a feature of a just society? (50 marks) By a ‘just society’ we are referring to the principle of people getting what they deserve – or desert theory. Those such as Nozick believe that individuals have an absolute right to property of income that they themselves create; Marx outlined his belief in absolute equality; Rawls, however, is the only philosopher able to claim the middle ground and suggest a sensible solution: claiming that an unequal distribution of property can, with certain constraints, benefit the poorest in society. Nozick’s view on the distribution of property focuses on the issue of how it came about. Self-ownership of one’s own talents and abilities is key to his way of thinking. If, for example, Cristiano Ronaldo asked his football club to pay him 25p for each ticket sold, the fans being happy to pay the extra, and 400,000 people watched him play that season – then he would be ? 10,000,000 better off. This is perfectly just according to Nozick, since Ronaldo is using his own talents to make money; which the fans voluntarily gave to him. However, in some philosophers eyes, this would be seen as unjust is Ronaldo was allowed to keep all, or even any, of that money. Be that as it may, Nozick stated that people were ‘ends in themselves’ and any attempt to use them in ways they don’t agree to = even for some ‘greater good’ – would violate their liberty. Such as example would be taxation. People, thus, have a right to own what they produce: conservatives would even argue that property becomes part of a person’s personality. The only constraints Nozick places on property is that it should be ‘justly acquired’ (not stolen or gained via the forced labour of others), ‘justly transferred’ (fair price given – not cheated or robbed), and the ‘rectification of injustice’ (giving back property that was stolen or otherwise unjustly taken). If one were to accept Nozick’s view, the result would be a society with huge economic inequalities. There is also the problem with individuals, through no fault of their own, not being able to support themselves. Relying on philanthropy and personal savings that one has been able to save doesn’t seem ‘just’ – especially if one is a pauper and kept at the mercy of the bourgeoisie. In this sense a worker may accept a wage cut, but how much true liberty do they have in making this decision? It could be argued in a society which has no ‘safety net’ welfare system, very little. Nozick goes onto state that we have ‘self-ownership’ of the things we create. This would therefore suggest that the proletariat working in factories, and the like, would have a right to what they produce since they have mixed their labour with it. But in a capitalist society, which Nozick supports, this would be, and is, the case. There therefore seems to be a rule for some and another for others with Nozick’s idea of ‘self-ownership’, which seriously undermines the legitimacy of his justice. Furthermore, history shows us that a great deal of initial acquisition of property was unjust: based on theft, slavery and colonisation. All property that derives from unjust acquisition being unjustly held, one does not have the right to transfer said property, nor does the recipient have the right to what they are receiving. It would, moreover, prove very difficult, if not impossible, to rectify the injustice of the past, as Nozick thinks one should do, since we have no way of establishing what belongs to who in many cases. The conclusion we are forced to draw is that Nozick’s theory has no application if we cannot start from a just beginning. Marx, on the other hand, focused on the plight of the proletariat, who, having nothing but their labours to sell are exploited by the bourgeoisie; who are in turn protected by the state which keeps private property legal: allowing a small number of individuals to own the ‘commanding heights’ or means of production. In such circumstances people cannot make use of their right to ‘self-ownership’ as Nozick claims, for they are creating items for the profit of the bourgeois and not themselves. Marx therefor believed in a needs based theory of justice. This would entail the abolition of private property and see that every man, woman and child gets what they need and gives what they can. The principle can be summed up as thus, â€Å"from each according to his ability, to each according to his needs. † Property does, however, seem to come naturally to human beings with philosophers such as John Locke claiming it is a ‘Natural Right’. When one takes the liberal view that we are rational, self-seeking, egotistical beings, it only seems right that the acquisition of property should follow. It is also true that the large percentages of the states in the world are run this way. Though this on its own cannot justify private property, it does heavily suggest that there will always be a place for private property no matter what your vison of the ‘prefect’ society is. Furthermore, one could argue that private property offers the allure of material success that motivates people to work. Even if one does not buy this argument, Rawls claimed that injustice in the distribution of property in society can work to the advantage to the poorest in society – via a welfare state etc. Rawls invented the ‘veil of ignorance’ to prove in the ‘original position’ what justice should be. As virtue of us, humans, being free rational beings, we would consent to a free market state, but only as long as rights were guaranteed and protection for the poor put in place. For the freedom to starve is no freedom at all. We would agree to these conditions for human life, since we would not know, in theory, what our race, creed, religion, talents, opinions or health would be in advance. In this sense it is reasonable to assume that we are rational egotistical beings, for it makes sense, and is in our own self-interest, to want these conditions. As for the capitalist free market aspect, wealth creation can be the only means by which the poorest in society can benefit; via the state taxing the rich and redistributing some of it to the poor. In this hypothetical situation we would have legal and foundational equality, as well as equality of opportunity. No one should be disadvantaged by the outcome of natural chance, the contingency of circumstances or choice of principles. In this light, the racist and the liberal would both be permitted to criticise each other; prevented from physically harming each other; and neither allowed to alter or remove foundational equality from the constitution. Importantly, Rawls thinks that once a certain level of martial wealth has been acquired (? 26,000 a year in the UK), then we would value such legal and foundational rights more; as well as basic liberties such as freedom of speech and association. Thus liberty will be preferred to less liberty, but greater wealth. This leads to Rawls’ ‘difference principle’, that we would choose to maximise the minimum level of welfare. This would create a society with a smaller gap between the rich and the poor, but also a smaller average wealth. One can object to this and state that it makes more sense to maximise the average level of wealth, especially if there is equality of opportunity meaning that one can improve oneself. However, one could imagine a society which is less prosperous, but more ‘just’ –something based alone the lines of Marx’s desert theory. Conversely, however, justice, in terms of the distribution of property, actually comes from prosperity and wealth creation gained and produced by some, so that others can benefit from the resulting taxation of said people. In conclusion, only Rawls can offer a theory of justice that appears sensible to the rational egotistical being; as well as avoiding the un-pragmatic approaches of Marx and Nozick. Even is one does not accept Rawls’ theory of justice – for one may be very rich and have lots of land – then at least it shows one what justice should look like.

Wednesday, August 21, 2019

The Elusive Nacirema Tribe Essay Example for Free

The Elusive Nacirema Tribe Essay In the everyday life of the perceived â€Å"normal† individual, rituals and rites performed by individuals as part of a different culture might seem harsh, cruel or even barbaric. After my first read of Body Ritual among the Nacirema, that is how I perceived their daily way of life. They believe in magic potions, seeking pain from the â€Å"holy – mouth – men† a couple of times a year, and the men and women perform acts that seem to contradict one another by trying to obtain abnormal body shapes, and then the men cut their face daily and the women â€Å"bake their heads in small ovens for about an hour†. What I discovered when reading this article again was that the author, Sir Horatio Galbraith, put a spin on words in many different ways, but this article just goes to show that what may seem normal to you could be portrayed as a terrible way to conduct daily life to others. In this article, Galbraith made mention about the Nacirema people being incarcerated into ugly and disease ridden bodies, and they make extreme efforts to â€Å"avert these characteristics through the use of the powerful influences of ritual and ceremony. He also noted that these people make visits to receive excruciatingly painful procedure they consider an â€Å"exorcism of the evils† from a magical practitioner best known as the â€Å"holy-mouth-men†. At first glance, both of these points the author has made make it seem as though these people are very rigid and harsh with their decisions in life. It seems almost like they make an effort to induce pain on themselves to achieve a culturally acceptable appearance. However after analyzing and relating these acts to my own way of life, I noted several similarities. In society today, the majority of people strive to look better than they currently do by dieting, working out and by making sure their mouth and teeth look their very best. These are just a few examples among many other efforts that are made by people to look better than they normally do, or at least get close to or above the normal standard. The â€Å"holy-mouth-men† is a clear reference to the dentist. Galbraith noted that the Nacirema people visit this man once or twice a year which falls into the normal visit frequency today’s society exhibits. The rituals and rites performed by the people of the Nacirema tribe were diversely separated between men and women. A specific ritual only performed by the men â€Å"involves scraping and lacerating the surface of the face with a sharp instrument. † The description of this practice will lead the unknowing reader to derive this as an act of barbarity, however after trying to find a connection between this description and something that occurs during the daily life of the men in today’s society, I discovered that this is nothing more than an embellished description of a man shaving his face daily with what else; a razor! This type of twist and embellishment on words is what hindered me from figuring out what the real purpose of this article was in the first place. Galbraith makes reference to a ritual performed four times during on lunar month, only by women. His comment regarding this act by the women was â€Å"what they lack in frequency is made up in barbarity. † The ritual performed by the women was described as baking their heads in small ovens for about an hour. Of course this type of act sounds horrific when worded this way, but again I tried to make a connection. When women in today’s society get their hair colored or have a permanent curl put in their hair, they have to sit under the dryer on the chairs that line the walls of the hair salon. I have sat under one of these chairs myself, and I cannot imagine that it is even anywhere near the same extreme of baking your head for an hour in a small oven. I believe one point the author was trying to make was that not only are these people obsessed with their appearance and overall health, but they are more obsessed with being to control and change it as they see fit. Galbraith also seemed as though he was trying to make note of the fact that they want to look better than the average, but in doing so, they want to keep it a secret as if the surrounding members of their society will not discover that they are not naturally made that way. Ethnocentrically, these types of practices seem strange and it seems as though these people are trying too hard; however, from a culturally relative point of view every individual has the right to practice whatever rites and rituals they deem fit and proper, as long as they do not fall on the wrong side of the legal law that resides over their area. As part of this assignment, I am supposed to list how I would react if placed in this culture; however I believe I am already living and functioning in this culture. Galbraith did not just make a play on words when describing the normal acts of the day to day individual, he also made a play on words when he named this tribe Nacirema; spelled backwards it spells American. I have gone through this article time and time again and have successfully identified everything he mentioned in the article as a connection with the American people. The only difference is that Galbraith went to extremes when describing the â€Å"rituals and rites† as to mislead the reader, but in a way everything he said was accurate in context. I enjoyed reading and analyzing this article once I made the connection. In some ways it was an eye opener, and other parts made me laugh.

How Toyota Achieve Its Objectives By Implementing Tqm Marketing Essay

How Toyota Achieve Its Objectives By Implementing Tqm Marketing Essay The Toyota motor company of Japan has taken this challenge seriously and has proved its ability to compete with the once emperors of the industry such as Ford, Volvo, Chevrolet et al. Buy careful adoption of cutting edge technologies such as Total quality management, Toyota has turned itself into a game changer in the industry. This assignment focuses on how Toyota achieved its objectives using TQM. It unfolds in three stages starting with TQM and its scope. Secondly competitive environment analysis with SWOT and PESTLE analyses and finally it arrives at conclusion based on a thorough evaluation of the organization. Company Overview Toyota Motor Company (TMC) is the crown of Japanese auto industry. Started as a small car manufacturer on August 28, 1937 it gifted many quality innovations to the world throughout its history. In the early 1980s Toyota won its first quality control award in Japan. The company launched its luxury brand Lexus in 1989 which became a massive success. It also manufactures Scion an economical automobile brand that targets young adults. Toyota also conquered the hybrid car market with the launch of its iconic car Prius in 17. Today with a work force of 71,116 and an annual sale of US$228+ billion, Toyota is as profitable as all the other car companies combined. In 2007 it became the worlds largest auto manufacturer beating General Motors. (Info http://www.toyota-global.com/) Literature Review Total Quality management Total quality management can be defined as A management psychology that seeks to integrate all organizational functions such as marketing, finance, design, engineering, production, customers satisfaction et al. to focus on meeting customer needs and organizational objectives. [Abstract Besterfield D, Michna Besterfield C, Besterfield Glen and Besterfield-Sacre Mary Total Quality Management (3rd Edition) (2002)] The team of the organization that the TQM is implementing tries to take part in improving processes, products, services as well as the culture which they work. This approach is inspired by quality leaders such as Philip B Crosby, W. Edwards Deming, Kaonru Ishikawa and Joshep M. Juran. According to Deming TQM involves 14 principles. 1. Create constancy of purpose 2. Adopt a new philosophy of cooperation 3. Cease dependence on mass inspection to achieve quality 4. End the practice of awarding business 5. Improve constantly, and forever 6. Institute training 7. Adopt and institute leadership for the management of people, 8. Drive out fear and build trust 9. Break down barriers between departments. 10. Eliminate slogans, exhortations, and targets asking for zero defects or new levels of productivity 11. Eliminate numerical goals, numerical quotas and management by objectives 12. Remove barriers that rob people of joy in their work 13. Institute a vigorous program of education and self-improvement. 14. Put everybody in the company to work to accomplish the transformation. Today The concept of quality is significant more than ever before. The history of quality goes as far as 1920s to the times of gurus such as F.W. Taylor who is the father of scientific management. It erupted in 1950s in Japan in a time where the Japanese were searching ways to boost their economy that was ruined by World War 2. By 70s high quality Japanese goods had flooded the US and European markets. It took 20 years for the west to catch up the Japanese quality system. By today the growing global competition the quality has become a decisive factor and is inspired by changing customer needs. Today the customer is the person who defines the quality of a product. Quality management is important because achieving a higher quality is ever changing. Also failing to meet the quality standards continuously would result in losing customers. An organization can take many initiatives to assure quality of its products. Standardization is one such initiative that assures quality. Standardization can be carried out by round interchangeability, variety reduction; improved communication of technical criteria, commonly agreed safety and performance parameters. Standardization applies to raw materials, testing, sampling methods as well as processes Institutional learning is another way of ensuring quality. Here the training process for workers are recorded and will be used in the learning process. The learning forms such as lessons as well as good practices are the primary sources of the knowledge working process. The institutional learning process can be further enhanced through training workshops, evaluation material as well as electronic training media. Also by way of knowledge management an organization can assure the quality of its products. Under knowledge management the capacity to retain knowledge, educational capacity, design and training methods, the training programs as well as qualified trainers are the majors concerns under knowledge management. The fruits of knowledge management can only be picked when The learnt knowledge puts in to practice. The knowledge is material in innovation. Turning tacit knowledge in to explicit knowledge Gathering and preserving knowledge from every possible source such as information, experience etc. SWOT Analysis SWOT analysis is a method used to analyze the internal and external environment of an organization. Following is a comprehensive SWOT analysis of Toyota Motor Company. Strengths Toyota operates factories in US and China that led to increase in company profits since 2005. The organization through careful segmentation, Targeting and positioning offers the right product mix to the market. Toyota is highly efficient in its manufacturing which uses total quality management. Toyota has a strong brand name which is a house hold brand name all around the world. Weaknesses Toyota is excessively focused on US and Japanese markets. Thus suffers from fluctuating economic and political conditions of these countries. Toyota has few layers in its hierarchy and as a result there are few opportunities for promotions. Heavy emphasize on techniques such as kaizen has led to higher level of stress among workers. Opportunities Toyota and Lexus has pioneered the environmentally friendly technologies. The world needs vehicles inspired by such technologies more than ever. The company is targeting the urban youth market which has a huge potential. The European Union is emerging as a world of opportunities for auto manufacturers. Toyota already has a large market share in countries such as Denmark, Finland, Ireland et al. Threats Global recession has drastically affected the performance of the global auto industry. Rising gas prices due to the OPEC decision of price hike is a severe damage. In 200, 2010 the product recall of Toyota was estimated to be million units. This can have adverse effects the organizations reputation. Toyota faces strong competition from rivals. New entrants from China, South Korea and India are growing rapidly. (Info http://www.marketingteacher.com/swot/toyota-swot.html) PESTLE Analysis The PESTLE stands for P Political E Economical S Social T Technological L Legal E Environmental Political Since it is a global organization Toyota needs to observe the global political situation. For the past few years Toyota has been enjoying from some of the governments key decisions. The governments decision to limit vehicle imports to Japan and the US governments introduction of quota system in vehicle importing eases the pressure of heavy competition from the outsiders. The Japanese government has provided stimulus packages and tax reliefs to deal with the recent economic down turn. Economical The global recession has hit the global auto industry severely. With inevitable losses companies tend to cut jobs. The same is applicable to Toyota. Due to sky rocketing cost of living people might be prioritizing the fulfillment of their needs at primitive levels. In such a background the industry might get a serious blow. Also during the past 5 consecutive years the global auto mobile sales in major markets have sharply dropped. Social Social factors are vital in deciding the demand for a certain good. Throughout the past decade Japan is experiencing a growing adult population. It is estimated that by 2030 the 65 year old population will be 25.6% of the total population of Japan. Some critical changes in the age structure of the country can be observed. Also the countrys negative population growth rates provide serious implications for the business organizations. Because the shrinking population implies that the business organizations will have to face a shortage in skilled labor in the near future. [Source Matsumoto Yoshiko Faces of Aging: The Lived Experiences of the Elderly in Japan ] Technology With the introduction of cutting edge production technologies adoption of such technologies in the auto industry can be widely seen. Use of robotics for production in Japan has become a major trend. In this information age people have more ways to know about products which makes the present consumer a highly aware one compared to some decades back. The development in World Wide Web led to many organizations going online. The organization will have to adapt to the new ground realities of online marketing to stay ahead of the curve. Legal Today although the free trade is been heavily promoted some key player in the global economy are following protectionism. Countries such as India, Brazil et al are imposing legal restrictions on foreign auto manufacturers in order to promote indigenous manufacturing. With its recall of some of the car models in 2010 Toyota had to face several court cases over accidents occurred due to defect Toyota cars. It was reported that Toyota has paid $ 1.2 million in settlement of a case that was filed against the company. (Info http://www.dailymarkets.com/stock/2010/12/28/toyota-pays-10m-crash-compensation/) Environment The global warming and climate change has become a burning problem in todays world. The changes in this regard have a major influence on the global auto mobile industry. The global warming has insisted the global auto manufacturing firms to come up with less emission solutions. Governments all around the world are raising the standards and tightening the environmental laws on this matter. In addition to the global warming problem the dwindling oil reserves in Middle Eastern countries which are expected to come to an end as soon as 2040s has urged the auto manufacturers to seek more sustainable and energy efficient solutions for the future. The green marketing has become a major weapon for any organization competing in todays auto industry. Today the green products as well as green production methods has become a threshold in many cases. Thus any organization lagging behind its counterparts in green marketing is in the path to destruction. Analysis Although the total quality management is widely adopted in todays highly dynamic business environment Toyota motor company has its own version of quality management called the Toyota production system or TPS. The TPS includes just in time production which means manufacturing products in required amounts avoiding excess inventories Kanban and Jidoko or automation. According to the field research done and published by Harvards Steven J. Spear it leads to the conclusion that Toyota has achieved a dynamic capability by following the Rules-in-Use for Organizational design, improvement, and adaptation. [Source Spear J Steven Just-in-Time in practice at Toyota: Rules-in-Use for building self-diagnostic, adaptive work-systems Harvard Business Review Oct 2002] The paper identifies that in TPS managed organizations every operation is performed by carrying out hypothesis testing experiments that makes accelerated generation and accumulation of individual and organizational learning about coordinating delegating, and performing work done collaboratively. This also includes work which is done repeatedly few times. The findings adds literature by explaining the most tools that got lot of attention in the operations research process were trustworthy and were giving uninterrupted service without any malfunctioning. lean_cs_toyota.gif [Source http://www.icsti.su/rus_ten3/1000ventures_e/presentations/production_systems.html] Just in time The idea behind just in time is manufacturing the required amounts in required numbers at the required time. For instance the assembly line of a car arrives all the sub assembly lines should reach the main assembly line in right quantities. This will eliminate the need for inventories thus removing the requirement for warehouses and storage facilities. As a result the inventory cost will be drastically reduced giving a higher capital turn out to the company. The JIT manufactures quality products in an efficient manner by completely eliminating waste, inconsistencies and unwanted use of production lines. According to the JIT the Toyota by adhering to the following guidelines can manufacture a car which was ordered by a customer in a soonest possible manner. No sooner an order is received for a vehicle the instructions as well as specifications of the vehicle reach the start of the production line. The assembly line is stored with sufficient parts and components to enable the plant to assemble any kind of vehicle model without any delays. The assembly line must replace the parts used by retrieving the same number of parts from the parts-producing process. The preceding process should store a small number of all types of parts to manufacture only the numbers of parts that were retrieved by an operator from the next process. Although it proves to be a success of following JIT method it is a complicated exercise at Toyota as its business involves hundreds of spare parts and components. Kanban system Although many believe that kanban is TPS, the kanban method exist to manage the just in time method. Simply it is an information system which controls the quantities in every process. In kanban the required amount of units and types are written in a card called kanban. It is send to the people in preceding process to the subsequent process which connects many processes in a Toyota plant. This method is supported by followings. Smoothing of process Reduction of machine set up time Autonomation Standardization of jobs Improvement activities Kanban uses two cards. One a withdrawal card and the other a production order card. jit.gif (Source http://www.toyota-global.com/) According to the above figure there are two operational flows as production instruction kanban and the operational flow of parts retrieval kanban. In the production instruction kanban it involves 3 distinctive steps. Firstly a production instruction kanban A is removed when an operator retrieves parts. Then the numbers of parts that are indicated in the kanban card are only manufactured. Thirdly the kanban is attached to the newly manufacture parts ready for the next process. Then the next process starts on the operational flow of parts retrieval kanban. The parts are transferred to this process from the preceding process. Then as the first step the parts retrieval kanban is removed when an operator uses parts. Secondly the operator carries the kanban to retrieve replacement parts. As the third step the operator removes the production instruction kanban and replaces it with a parts retrieval kanban. Finally the parts that are displaying the parts retrieval kanban are transported to the next process. Autonomation To gain maximum of just in time 100% good units must reach the prior process. And this process should continue without any interruptions. This means quality control must co-exist with JIT to get the best out of kanban. The idea behind autonomation is built in a mechanism means to avoid mass production of defective items in product lines. It involves autonomous inspections for abnormalities in the process. At Toyota all machines are autonomous where every machine is attached with automatic stopping device. This avoids mass production of defective items and also alarms machine break downs if there are any. The above theory also applies to the manual works at Toyota where an employee pushes the stop button if something abnormal happens in the production line. This would eventually cease the operations of his whole lines. In order to detect discrepancies in the process a device called andon, an electric light board is hung very high in the factory that it is visible to everyone this is called Toyotas visual control system. Conclusion The Toyota production system is a practical and effective as it popped out from the real life experience of the organization. This system is enriched with practical effects, actual practices and implications over the analysis. This system has a vital role in developing the quality of operations of the companies all around the world. Even to this date hundreds of western companies are using the Toyota quality management methods which are a clear indication of Toyotas success. Since Toyotas founding we have adhered to the core principal of contributing to society through the practice of manufacturing high quality products and services. Our business practices and activities based on this core principal created values, beliefs and business methods that over the years have become a source of competitive advantage. these are the managerial values and business methods that are known collectively as the Toyota way. Fujio Cho, president Toyota [Source Liker Jeffery, The Toyota Way, McGraw-hill, 2003]

Tuesday, August 20, 2019

Patriot Act Essay -- Politics Foreign Affairs Safety Terrorism Essays

Patriot Act "We're dealing with terrorists who operate by highly sophisticated methods and technologies, some of which were not even available when our existing laws were written. The bill before me accounts for the new realities and dangers posed by modern terrorists. It will help law enforcement to identify, dismantle, disrupt, and punish terrorists before they strike," (President George W. Bush at signing of Patriot Act, 2001). The terrorists of today cannot be reasoned with. We must do whatever necessary to ensure that there never will be another September 11th. Since the enactment of the Patriot Act, there have not been any major acts of terrorism committed on U.S. soil. If the Act had been established earlier, perhaps the tragedy of September 11th would have been prevented. The Patriot Act has applied common sense knowledge and resources to law enforcement, making it easier for them to seize terrorists before they strike. The Patriot Act, however, has stirred up controversies amongst those who believe it to be a violation of our civil liberties. The ACLU (American Civil Liberties Union) argues that the Patriot Act not only fails to make us a safer nation, but also a less free one. They believe that it does not uphold our fundamental rights and freedoms. They want Congress to limit the sharing of information through wiretapping between the government, so as to preserve their privacy. The ACLU also believes the F.B.I., has been given too long a leash, that the Patriot Act has overstepped its boundaries. The ACLU has issued eighteen sheets, written dozens of letters to Congress and the Bush administration, and made hundreds of TV and radio appearances, calling on Congress to "defend the fundamental rights and freedoms that distinguish us from repressive societies in other parts of the world." The Patriot Act, however, violates none of these liberties and is a key source in protecting our freedom. If we do not fight back against terrorists who want to take over this land, we will be no different from other repressed societies. It is our determination and strength that has set us apart from the rest of the world. The attack on September 11th stirred up a desire in Americans to want to protect and defend this nation. The Patriot Act is a tool for defending our fundamental rights and freedoms from and enemy who will show no mercy. Terrorists are e... ...make the provisions of the Patriot Act more permanent and secure. We have let the terrorists go far beyond our reach. They are now embedded into all sections of our cultures. We can trust no one and must do whatever necessary to ensure that there will never be another event like September 11th. The actions we take today will affect who we are tomorrow. What we so now will form the future of this nation. The religion of the terrorists is to destroy Americans for a greater reward in their heaven. They are relentless and will stop at nothing. We, therefore, must always be vigilant and on guard, and support the Patriot Act. The Patriot Act lets us rest assured that future generations will live in a safe and free world. Works Cited: ACLU of Northern California. (Online) Available http://www.aclunc.org. February 23,2003 National ACLU. (Online) Available http://aclu.org/Files/openFile.cfm?id+10897, December 17,2002. President Bush's remarks on signing USA-Patriot Act. (Online) Available www.whitehouse.gov/news/releases/2001/10/20011026-5.html, December, 2001. U.S Department of Justice. (Online) Available www.usdoj.lifeandliberty.gov/subs/q_support.htm, October 25,2001

Monday, August 19, 2019

Personal Narrative about Skiing Essay -- Narrative Essay Ski Trip

The coat of armor I adorned, made of down feathers and a nylon shell, yielded no protection against the daggers of that cold winter air. As I peered out toward the horizon, I saw nothing but tree tops, and some snow capped mountain tops in the distance. With my feet bound to freshly waxed skis, the only thing stronger than my ski poles was my determination to get down the mountain. I turned to my right, only to see the immediate drop off of the ski slope. As I crept up a little closer to the edge, I noticed an incline that before now was only known to me through pictures of cliff diving, or an exaggerated road runner and coyote cartoon. With a deep breath of that icy cold air that seemed endless at the time, I pushed myself off the mountain, and I was skiing. The wind blew past me as...

Sunday, August 18, 2019

Andy Warhols Impact on Art Essay -- Artist Art

Andy Warhol's Impact on Art Andrew Warhola was born August Sixth, 1928, in Pittsburgh Pennsylvania. He was the youngest son of Julie and Andrej Warhola, both immigrants from Czechoslovakia. After a quiet childhood spent alternately alone and in art classes, Andrew went to college. He then got a job doing commercial art, largely advertisements for large companies. Over time his name was shortened and Andy Warhol changed the face of modern art. Through his silver lined Factory and the many people who frequented it a revolution was born. This paper will discuss some of these people and examine the impact they all made on modern art. Ruska Dolina was a small Ruthenian suburb of Pittsburgh. It was populated with, of course, eastern European immigrants. Andy Warhol was born into this very close-knit neighborhood speaking his parent's native tongue. Julia Warhola was herself a bit of an artist, in later years she would collaborate with her youngest son. Andrej Warhola worked in the great steel mills of Pittsburgh. The Warhola household was very typical of the times. Julia would stay home, cook, and read to her boys while Mr. Warhola worked in a steel mill sweatshop with hundreds of other immigrants. The family was strictly Eastern Orthodox Catholics. On Sunday, the day of rest, no one was allowed to move. These days were passed indoors with Mrs. Warhola telling stories to the boys. Like most children, Andrew collected the pictures and posters of various celebrities that would define such a body of his work in later years. Andrew was a rather small boy. In interviews Andy Warhol said that he was pale and scrawny and that he was thusly bullied on several occasions by his classmates. When he was fourteen Andrew's father died of tuberculosis, a common malady of the times, especially for the profession. This had a profound affect on young Andrew. As was the Orthodox tradition, the body was laid out in the house for three days of mourning and visitation. During this span Andrew hid under his bed refusing to look at his father's body. Despite the poorly paying job, Andrej managed to set aside money for college. However, he saved only enough to send one child, and the general consensus was that this would be Andrew. In Fifth grade Andrew started attending the free Saturday classes that the Carnegie Institute taught. It is noted that even then... ...as that Ginsburg communicated with writing, while Warhol stuck mainly to his art. Ken Kesey was also a Beatnik regular. Perhaps crazier than the rest, he still managed to write arguably the most sensible book. When chronicled in On the Road, Ken Kesey was the insane Dean Moriarty. Given this character, he most likely would have fit right in at the hectic, hedonistic scene of the Factory in the early Nineteen-Sixties. Each of the artists mentioned here met Andy Warhol at different phases of his career. While the majority of them were seen at the infamous Factory, some came both before and after. Regardless of where they met and knew Warhol, they each had their own individual lessons and impacts. Jean-Michel Basquait was perhaps the last artist to come around and really know Andy Warhol. Julia Warhol was certainly the first. In between were very many amazing artists, almost too many artists to talk about. The most important, of course, have been mentioned in this paper. Andy Warhol is a man still impacting art long after his death. His visionary style changed forever the face of both commercial art and gallery art. Hopefully this paper communicated a bit of that genius.

Saturday, August 17, 2019

Colorism: Black People and Skin Color Essay

Growing up as a youth being in an interracial family, I always experienced prejudice whether it was inside my home or out on the street. My father was an African-American, his family was accepting but all could see that they praised the fact that my skin was 5-6 shades lighter than that of my other cousins. This of course caused unresolved issues, issues that couldn’t and wouldn’t be talked about among us as children, but later on became deep conversation filled with tears and understanding because we were finally able to get from under the stigma that our parents were engulfed in because their parents had subjected them to the same treatment. While on the other hand, my mother’s side of the family is Irish, German, and Indian. They despised the fact that my father was an African-American man. I would hear my mother’s mother talk badly of my father. She even went as far as not to allow my father in her home. She was the hardest on me out of all the grand children when it came to disciplining us, because my father’s skin tone was that of a black man. They also tended to favor my mother’s eldest daughter because her father wasn’t an African-American. As a child growing up I experienced both positive and negative feedback for my skin color. But I must say that it was about 85% positive when not in the presence of my mother’s mother. Note I don’t say grandmother because she was hardly ever a grandmother toward s me, just because my skin color was that of a black girl, while my cousins were mostly fair skinned. Colorism in the United States is a stigma that won’t get lifted because of what slavery has embedded in the minds of African-Americans. According to wikipedia. com, Colorism is defined as a â€Å"Black-on-Black racism, based on skin-tone. † The discrimination is based on the idea that a person’s worth is directly related to the color of his or her skin, valuing lighter tones over darker tones. It’s commonly known that Colorism plagued the Black community after slavery and through the early to mid-twentieth century. In the early 1900’s, many black organizations, including colleges, practiced the â€Å"brown paper bag test† when accepting new members. If a person’s skin was not lighter than a brown paper bag, they would be denied admittance. Though the brown paper bag test is out of date and frowned upon as a shameful moment in African-American history, the ideals behind the practice still lingers in the African-American community. Modern-day Colorism rears its ugly head in the day to day lives of African-Americans every day. This issue has affected every hue or shade of blackness within the African-American community. In â€Å"The Color Complex† by Midge Wilson, Wilson addresses the issue by tracing the origin of Colorism, â€Å"To trace the origins of the color complex, we must return to the year 1607 when three ships sailed in Chesapeake Bay, stopping at Jamestown, Virginia, to establish the first English colony in the New World†¦.. It was a new land and a new era filled with possibilities. What might have been unthinkable in Europe and Africa was an everyday occurrence in the wilderness. Miscegenation, or race mixing, became widespread as Europeans, Africans, and Native Americans mixed their seed and substance to produce a kaleidoscope of skin tones and features. But these primary race groupings differed sharply in their civil liberties and political freedoms. Subtle variations in appearance took on enormous consequence in meaning, especially among Negros,† (Wilson, pg. 9). With the emphasis of color being placed in the forefront of the black community, blacks have let this issue set the stage for ignorance for over four hundred years. The effects of these actions have trickled down into some of the most prominent black organizations that define our community and our blackness, such as the NAACP, Jack and Jill, Alpha Kappa Alpha Sorority, Kappa Alpha Psi Fraternity, Alpha Phi Alpha Fraternity, and etc. It is no secret that these types of organizations were created in order to create a faux safe haven for the wealth of the light-skinned mulattos. In the early years these organizations were called Blue Vein societies, because in order to quote â€Å"belong,† the test of how light you were was could you see your blue veins through your skin? And if they could, you were in. Works Cited â€Å"Colorism. † Wikipedia, The Free Encyclopedia. 1 Nov 2009, 22:52 UTC. 2 Nov 2009 . Wilson, Midge, Russell Kathy. The Color Complex: The Politics of Skin Color Among African Americans. New York: Harcourt Publishers, 1992.

Friday, August 16, 2019

Real Men Drink Coke

CASE ASSIGNMENT: COKE ZERO Chapter # 8) Do Real Men Drink Diet Coke? When a couple of marketing managers for Coca-Cola told attorney Elizabeth Finn Johnson that they wanted to sue their Coke Zero colleagues for â€Å"taste infringement,† she was baffled. She tried to talk them out of it, but they were determined. They argued that Coca-Cola Classic should be protected from the age discrimination it would suffer with the introduction of a newer, younger soft drink that tasted exactly the same as the original. Frustrated, Finn Johnson held up the Coke can and shouted, â€Å"It’s not a person! Title VII doesn’t cover these things! † What she didn’t know was that the marketing managers were actors. Hidden cameras had been planted around the meeting room to capture the reactions of several unsuspecting attorneys who had been asked to consider the case, including an immigration lawyer who was asked if he could get the Coke Zero marketing head deported back to Canada. The short videos were strategically placed on websites like YouTube. om to promote Coke Zero as the hip, new alternative to Diet Coke for men. The Coca-Cola Company knows it has to be creative if it’s going to sell more soda after sales dropped two years in a row in 2005 and 2006. Morgan Stanley analyst Bill Pecoriello explains, â€Å"Consumers are becoming ever more health-conscious, and the image of regular carbonated soft drinks is deteriorating rapidly. † In an attempt to appeal to con sumers concerned with nutrition, Coke introduced Diet Coke Plus in 2007, a sweeter version of Diet Coke fortified with vitamins and minerals. But what they really needed was a way to reach young male consumers, and Diet Coke Plus, marketed with tag lines like â€Å"Your Best Friend Just Got Friendlier! † wasn’t going to do it. A few new products appealed to certain male demographics, such as Coca-Cola Blak, a cola with coffee essence created for older, more sophisticated consumers who are willing to pay more, and Full Throttle Blue Demon, an energy drink with an agave azule flavor (think margaritas) designed to appeal to Hispanic men. However, research showed that there was still a big demographic hole to fill as young men between the ages of 18 and 34 were abandoning the Coca-Cola brand altogether. They didn’t want all the calories of regular Coke, but they weren’t willing to make the move to Diet Coke, either, which has traditionally been marketed to women who want to lose weight. Katie Bayne, chief marketing officer for Coca-Cola North America, says that the men who weren’t put off by the â€Å"feminine stigma† of Diet Coke often rejected it anyway because of its aspartame-sweetened aftertaste. What we were seeing before Zero launched was that more and more younger people were interested in no-calorie beverages but weren’t going to sacrifice taste,† Bayne said. â€Å"So when they got interested in no-calorie, they were like, ‘Forget it, I’m not going to Diet Coke. ’† Testing showed that the name â€Å"Coke Zero† would be an effective way to sell a low-calorie cola to men without using the word â€Å"diet. † And advances in artificial sweeteners made it possible for Coke to finally create a product that tasted more like the â€Å"Real Thing. So expectations were high when Coke Zero was introduced in 2005 with a big marketing push, including a commercial that remade the famous 1971 â€Å"Hilltop/I’d Like to Teach the World to Sing† ad—this time with rapper G-Love on a rooftop singing that he’d like to teach the world to â€Å"chill. † Unfortunately, the commercial didn’t catch on, and neither did the product it was selling. Despite disappointing sales in the U. S. , however, Coke Zero was an immediate hit in Australia, selling more than three times the number of cases expected during its first year on the market. In the U. S. , the packaging was white and silver, making it difficult for consumers to see the difference between Coke Zero and Diet Coke. In Australia, the bottles and cans were black, making the product stand out on the shelves and look more like the â€Å"bloke’s Coke† it was intended to be. The U. S. marketing team took notice and reintroduced Coke Zero with a black and silver label in 2007. Coca-Cola is now investing more money in Coke Zero than any other brand its size, hoping it will someday be a megabrand for the company alongside Coca-Cola Classic and Diet Coke. Chief Marketing Officer Bayne is enthusiastic about the impact it may have on the company. â€Å"We do see this as potentially a bit of a white knight. There’s huge opportunity to grow here. † SOURCES: Jerry Adler, â€Å"Attack of the Diet Cokes,† Newsweek, May 14, 2007; â€Å"Coke’s New ‘Coke Zero’ Faces Tough Going, UPI NewsTrack, June 13, 2005; Duane D. Stanford, â€Å"0: That’s Zero. As in No Calories,† The Atlanta Journal-Constitution, March 20, 2007; â€Å"Coca-Cola Co. ,† MMR, October 30, 2006; http://www. cocacolazero. com. Open-ended questions 1. Describe the specific type of consumer that the Coca-Cola Company is targeting with each of the following products: Diet Coke, Coke Zero, Diet Coke Plus, Coca-Cola Blak, and Full Throttle Blue Demon. What types of demographic segmentation is each product’s marketing most likely to include? 2. Some industry analysts think soft-drink companies should develop products that will bring new customers into the market rather than just creating variants on the old. They warn that products like Coke Zero will cannibalize lost market share from other soft drink categories instead of increasing the number of consumers overall. Which Coca-Cola products are most likely to lose customers to Coke Zero? 3. Why do you think that the hidden-camera videos used to promote Coke Zero were an effective way to reach its target market? Do you think a similar strategy with a viral marketing campaign on the Internet would appeal to the target market for Diet Coke Plus? 4. Do you think Diet Coke could have been repositioned to change consumers’ perceptions of it enough to be considered a drink equally appealing to men? Why or why not? CASE ASSIGNMENT: Terracycle (Chapter # 10) Turning Worm Poop into a Product Environmentally friendly products have never been as hot as they are now, and the number of brands touting their â€Å"green† credentials has never been higher, but TerraCycle Plant Food may be the ultimate organic product to ever hit the market. A college student named Tom Szaky founded TerraCycle in 2003 after buddies from Canada, â€Å"where they have more liberal rules about growing certain plants,† he says, taught him how to use worm droppings as cheap and eco-friendly fertilizer. Szaky based his business model on recycling, starting with the trash that TerraCycle turns into compost and feeds to millions of red worms. The worm castings are then liquefied and put into previously used plastic water and soda bottles. Even the company’s shipping cartons come from recycled materials. TerraCycle’s organic plant food hit the shelves in 2004 with labels boasting that it â€Å"Contains Liquefied Worm Poop! † It didn’t take long for the products to take off. By 2006, the company had been named â€Å"The Coolest Little Start-Up in America† by Inc. agazine and had passed the $1 million mark in sales, growing as much as 300% from the previous year. They snagged shelf space in retail giants such as Target, Walmart, and Home Depot. Founder and president Tom Szaky liked to refer to his company as â€Å"the anti-Miracle-Gro. † But the industry giant disagreed. It turns out that Scotts Miracle-Gro thought that, if anything, TerraCycle w as encroaching too closely on the industry giant’s territory. In March of 2007, Scotts sued Szaky’s fledgling company for trademark infringement and for making â€Å"false claims† that its organic products are superior to synthetic versions. Small companies can easily fold under the weight of such a lawsuit. Even if they win, the legal costs can cripple them. So TerraCycle took their case to the Internet with the blog www. suedbyscotts. com, hoping to stir public support and raise contributions for its legal fees. â€Å"I knew there was no way I could out-lawyer Scotts,† Tom Szaky says. â€Å"So as I thought about it, I wondered what core competency our company had that we could exploit. Guerrilla marketing seemed to be the obvious answer. He adds that they hope to get so much public support for their cause that Scotts will drop their suit. The blog offers a comparison chart titled â€Å"David vs. Goliath† that illustrates the differences between the two companies. A photo of TerraCycle’s modest headquarters behind a chain-link fence in New Jersey is contrasted with Scotts’s grand, pillared entryway in Ohio. It lists TerraCycle’s â€Å"CEO major perquisite† as â€Å"unlimited f ree worm poop,† whereas Scotts’s CEO enjoys â€Å"personal use of company-owned aircraft. The blog also counters Scotts’s claims that consumers might be confused by its â€Å"overly similar yellow and green packaging† by posting photographs of TerraCycle’s wacky and unusual bottles in their variety of shapes and sizes beside Miracle-Gro’s uniform and professional looking ones. Scotts is insisting that they change their labels, but TerraCycle’s general counsel, Richard Ober Jr. , says that changing packaging now would hurt their sales momentum. â€Å"There’s the loss of customer recognition. † Su Lok, a Scotts spokesperson, argues that the blog is just one of TerraCycle’s PR â€Å"tactics† nd insists that none of their arguments has merit. â€Å"We’ve spent a lot of time building up brands that consumers trust,† she says, â€Å"and we are going to protect those brands. † So far www. sued byscotts. com has gained massive media attention, leading major newspapers and magazines to cover the story and hundreds of bloggers to defend TerraCycle’s cause. Although online donations have totaled less than $1,000 to date, overall company sales surged 122% within weeks of the blog’s launch. And TerraCycle’s main Web site, which averages about 1,000 visitors a day, spiked to as high as 13,000. They expect to bring in revenue highs approaching $5 million by the end of 2007. Ira J. Levy, an intellectual property lawyer, warns that Scotts may have more to lose by pursuing TerraCycle than it’s worth. â€Å"By pursuing a trade dress case,† Levy says, â€Å"they can allow a small player to promote itself on the national stage. When word gets out that the mega-conglomerate is suing the little guy, you risk having bloggers launching boycotts, and the plaintiff ends up injuring his own business. † Which is precisely what Tom Szaky hopes will happen. The lawsuit isn’t something he would have wanted to fight, he says, but it’s a chance to generate buzz. â€Å"It’s like The Art of War,† he says. â€Å"You need to have a villain to be up against, and for us, that’s Scotts. † SOURCES: Jack Neff, â€Å"When the Worm Poop Hits the Fan, Market It,† Advertising Age, April 23, 2007; Adam Aston, â€Å"Now That’s Really a Turf War,† BusinessWeek, April 23, 2007; Gwendolyn Bounds, â€Å"A Growing Dispute: Fertilizer Start-Up Uses Web as Defense,† Wall Street Journal, May 22, 2007; Mike Hofman, â€Å"Legal Lemons, PR Lemonade,† Inc. June 2007; Rob Walker, â€Å"The Worm Turns,† New York Times Magazine, May 20, 2007; www. terracycle. net; www. suedbyscotts. com. Open-ended questions 1. What type of consumer product is TerraCycle’s plant food: convenience, shopping, specialty, or unsought? Why? 2. Go to www. terracycle. net and look at the types of produc ts the company sells. Describe their product mix. How wide is it? Which basic product lines does it sell? How long are they? 3. Do you think that product line extension or product line contraction would make more sense for TerraCycle at this stage of the company’s growth? Why? 4. How well do TerraCycle’s bottles perform the four packaging functions discussed in this chapter? Go to www. suedbyscotts. com to see what TerraCycle’s products look like compared to the Miracle-Gro line. Do you think TerraCycle’s package design distinguishes their products well enough from those of the industry giant, or are they similar enough to cause customer confusion? CASE ASSIGNMENT: Nordstrom’s (Chapter # 15) How to Succeed by Selling Just One Shoe Upscale retailer Nordstrom has been famous for superior customer service for over 100 years. Robert Spector, coauthor of The Nordstrom Way, says his favorite story is of a woman with one leg who jokingly bet a Nordstrom salesperson that he wouldn’t sell her just one shoe. He was more than happy to split up the pair, though, to her surprise, and Nordstrom gained a life-long customer in the process. â€Å"Who knows how many times she’s told that story? † Spector asks. â€Å"Do you think that that’s worth the price of a shoe? I do. † This kind of word-of-mouth publicity means that Nordstrom spends much less on traditional advertising than its competitors do. And the stories told by satisfied customers are much more persuasive than an ad in the Sunday paper. Patrick McCarthy, who was the first salesperson to generate $1 million, cites an example of a customer who was traveling and accidentally left his plane tickets in the store. An employee who found them paid for a cab to the airport with her own money so that the customer wouldn’t miss his plane. This, McCarthy says, is an example of â€Å"heroic service,† and at Nordstrom they expect nothing less. Industry observer Lior Arussy calls Nordstrom’s business strategy â€Å"greed through love. † They have perfected the art of focusing on the right customers and giving them undivided attention. A salesperson will often continue the relationship with a customer for years. They may exchange business cards, set future shopping dates, and call customers when new merchandise comes in. â€Å"It’s a heart experience,† says McCarthy, who kept handwritten notes on all 12,000 of his personal customers over the years. Most companies are head experiences—bean counters are running them. When the heart is running them, it becomes exciting. † Nordstrom is also known for its generous exchange policy. In a familiar story that has been forwarded around the Internet for years, a man claims he was allowed to return snow tires, even though the store never sold auto parts. It may be an urban myth, but it reinforces the company’s reputation for putting custom ers first. Even though the company loses some money on returns, they believe it’s worth it to keep customers coming back. Nordstrom has 157 stores in 27 states, but they plan to open 19 more by 2010, expanding into Boston, Ohio, and other untapped U. S. markets. Eric Nordstrom, the company’s president, visits each potential location himself before signing off on it. He says his gut instinct about a location is almost as important as the demographics and statistics they analyze. â€Å"Plenty of places look good on paper and we say no. † Even though Nordstrom values the traditions that come with its long history, Nordstrom direct president Jamie Nordstrom says that they’re not afraid to evolve with the times. We see the way people shop changing very dramatically,† he says. The company analyzed barriers between its sales channels and realized that it was limiting sales opportunities. Customers who purchased Nordstrom merchandise online couldn’t return it in the retail stores, for example, and customers who shopped in the stores couldn’t always find the same products online. The company now aims for a â€Å"seamless† shopping experience across all sales channels, whether mail order, online, or in-store. The company has also benefited from a new computerized inventory system that gives buyers and salespeople the necessary data to make smarter decisions about what is needed in the stores—and what isn’t. Choosing the right handbags to stock, for example, in the right styles, quantities, and colors, enabled them to sell more items at full price, which in turn improved the bottom line. Eric Nordstrom says that they want a customer’s experience to be â€Å"aspirational and upscale, so people feel they are treating themselves. Therefore, he says, the company refuses to hop on the price-promoting bandwagon. â€Å"We don’t rely on promotions, be it one-day sales, coupons, or ‘friends of friends’ sales. We think our regular pricing has to have integrity. † In 2006 when many retailers were struggling, Nordstrom thrived, posting $8. 6 billion in sales, a 10. 8 percent increase from the year before. â€Å"We have momentum,† Eric Nordstrom s ays, â€Å"but it’s not easy sustaining it. Retailing is not for everybody. It’s a competitive, high-energy business. Every day, you’ve got to open your doors and sell something. Even if it’s just one shoe. SOURCES: Monica Soto Ouchi, â€Å"Sharper Focus Helps Nordstrom,† Seattle Times, February 27, 2007; â€Å"Sticking with the Family Formula,† WWD, May 22, 2006; Dave DeWitte, â€Å"Nordstrom Leader Says Retail Business Is Changing,† Gazette, October 12, 2006; Monica Soto Ouchi, â€Å"Nordstrom Sees a Fashion-Forward Future,† Seattle Times, May 23, 2007; Alexandra DeFelice, â€Å"A Century of Customer Love,† CRM Magazine, June 1, 2005. Open-ended questions 1. What type of retailer is Nordstrom? Describe the characteristics it shares with other retailers of this type. . How would you describe Nordstrom’s level of service on the continuum from full service to self-service? Why? Give an example of a store that woul d be on the opposite end of the continuum and explain their differences. 3. Which of the six components of Nordstrom’s retailing mix do you think have been the most important to the company’s success? Why? 4. What are the primary challenges Nordstrom faces in the current retail climate? How has the competition changed in recent years, along with consumer expectations? CASE ASSIGNMENT: HBO (Chapter # 16) HBO’s Blood Virus When prominent occult film bloggers and fans began receiving strange letters written in dead languages and mailed in wax-sealed black envelopes, a shockwave of curiosity and excitement rippled through the horror-film fandom. A legion of bloggers and message-board posters set to work translating the letters from languages like Babylonian and Ugaritic into English, discovering that the missives led them to a mysterious and macabre Web site featuring an image of a seductive lady vampire. The site advertised a beverage called TruBlood—a synthetic blood developed by the Japanese, which vampires could drink as an alternative to feeding on humans. As visitors explored the site, they discovered short webisodes for the then-upcoming HBO television series that incorporates the TruBlood beverage into its storyline. The letters and Web site were developed as part of a viral marketing campaign by HBO and Campfire Media, an independent agency founded by two of the creators of the successful 1999 film The Blair Witch Project. Viral marketing is the propagation of brand or product awareness through pre-existing social networks, using unconventional media, with the hope that the campaign spreads as a cultural phenomenon. In addition to the letters, Campfire established a fictional blog and MySpace pages written by characters from the show, launched a human–vampire dating service, advertised TruBlood on vending machines, and strategically leaked tidbits of information and multimedia about the show. Campfire employees closely monitored popular horror blogs and message boards in order to gauge and encourage public interest, as well as orchestrate the release of new materials. The campaign was an incredible, if somewhat subversive success—not only did Campfire generate momentous interest in the show, but a number of individuals actually tried to locate a TruBlood distributor. â€Å"We didn’t mean to dupe people,† said Zach Enterlin, HBO’s vice president of advertising and promotions. â€Å"We just wanted a campaign that breaks through and resonates a little bit. It’s a testament to how true to form the ads are. Some people aren’t paying close attention. † Viral marketing campaigns are ideal for shows like True Blood, whose fans fervently share and discuss ideas within Internet communities. In addition, as it’s based on the popular Sookie Stackhouse series of books by Charlaine Harris, True Blood came with an avid built-in fan base of those already familiar with the story. Viral marketing has been a successful part of many advertising campaigns, such as those of 2008 films Cloverfield and The Dark Knight. Cloverfield, a film in which gargantuan monsters rampage through New York City, is captured on handheld video cameras. It was introduced to viewers through an untitled, unexplained teaser trailer that played before 2007’s Transformers movie. As speculation mounted, Cloverfield marketers unveiled a number of enigmatic Web sites, as well as a tie-in campaign for the fictional Slusho! beverage and a Japanese drilling company, both of which play a part in Cloverfield’s mythology. In May of 2007, 42 Entertainment began a viral campaign for The Dark Knight, a sequel to 2005’s Batman Begins. The campaign focused on the film’s antagonists: a Web site titled â€Å"I believe in Harvey Dent† was created as an advertisement for district attorney candidate Harvey Dent (played by Aaron Eckhart), as was a site titled â€Å"I Believe in Harvey Dent Too,† a defiled version of the former which slowly revealed the first image of The Joker (played by Heath Ledger) as visitors sent e-mails through the site. The Joker’s catchphrase â€Å"Why so serious? † spread virally on the Internet, and was used as the URL of a Web site that sent visitors on a Joker-themed scavenger hunt. As True Blood’s premier drew near, HBO and Campfire turned to less obtuse, if still unorthodox, methods of advertisement. A prequel comic book about an elder vampire and the development of the show was handed out for free at 2008’s San Diego Comic-Con, the largest pop cultural convention in the world. The first episode of True Blood was distributed on DVD for free to thousands of moviegoers at the 2008 Toronto International Film Festival, and was made available for rental from Blockbuster Video several days before it aired on television. True Blood premiered on HBO on September 7, 2008—six months after Campfire’s subtle marketing campaign began. According to Nielsen Co. , the first three-quarters of 2008 saw HBO’s viewership drop by nearly 23 percent compared to the previous year. However, thanks to interest in new shows such as True Blood, HBO saw a 2. 4 percent increase in fourth-quarter viewership compared to 2007. Without question, the success of True Blood is due in part to the novel marketing developed by Campfire Media. SOURCES: Sam Schechner, â€Å"Winfrey Firm to Produce HBO Shows,† Wall Street Journal, December 17, 2008; Guy Brighton, â€Å"Campfire’s True Blood Campaign,† New York Times, February 19, 2009; Lynette Rice, â€Å"Ad Campaign for HBO’s True Blood Confuses Thirsty Consumers,† Entertainment Weekly, July 22, 2008, www. ew. com (accessed February 23, 2009); www. bloodcopy. com; www. hbo. com/events/trueblood/; Douglas Quenqua, â€Å"The Vampires Are Coming, but Only After Months of Warnings,† New York Times, July 15, 2008; Jeff Beer, â€Å"Campfire Sinks Its Creative Teeth into True Blood,† ttp://creativity-online. com/? action=news:article&newsId=130134§ionName=behind_the_work (accessed February 19, 2009). Open -ended questions 1. What is the communication process for viral marketing? Is it different from conventional marketing? How so? . 2. What was the initial promotional mix of the True Blood campaign, and how might it suggest an o bservance of IMC? 2. Did Cloverfield use a push or pull promotional strategy? What about The Dark Knight? Explain. CASE ASSIGNMENT: Walmart (Chapter 20) How Low Can Drug Prices Go? When Walmart rolled out its new prescription-drug plan in 2006, lowering the prices on 331 commonly prescribed medications to a flat $4, Frank Ganci’s doctor told him to check it out. He has no health insurance and his prescriptions were costing him $110 a month at his local pharmacy, so switching to Walmart meant that he could get the same three medications for $12. Now he says he’s a loyal Walmart customer: â€Å"If they don’t make up the money on prescriptions, they’re going to make it up on my clothes and food purchases. Industry analysts speculate that Walmart is counting on customers like Ganci to spend the money they saved at the pharmacy on other products in the store. Walmart insists that it can earn a profit on the $4 prescriptions alone, however, since more expensive medications are not discounted. â€Å"It can only be in our program if it is profitable,† says Bill Simon, a Walmart CEO. It’s true that pharmacies can buy some types of generics from manufacturers for less than $4. For example, a month’s supply of fluoxetine, the generic version of Prozac, can be obtained for 75 cents. But store overhead and pharmacists’ salaries bring the true cost closer to $15. It would be difficult for smaller pharmacies to match the $4 price point, which has some of Walmart’s competitors complaining that it violates predatory pricing laws. â€Å"You can’t just sell something below your cost to drive out the small guy,† says Rick Sain, co-owner of a drugstore in Tennessee. â€Å"You have to at least set a fair price. That’s what all the states that have fair trade laws in place are looking into it—because you cannot dispense a prescription for $4. They are saying you can. † Walmart later increased the price of certain generic drugs from $4 to $9 in order to bring the company into compliance with all â€Å"low-cost laws,† according to a company statement. John Rector of the National Community Pharmacists Association says, â€Å"We don’t know for certain whether it can make a profit on the $4 drugs so they don’t violate these laws. But we strongly doubt it, and the fact is [raising some prices] gives us insight into what its business practices are. Stores like Target and Kmart quickly lowered their own prices to match Walmart’s, but Walgreens and CVS both announced that their prices would remain the same. Tony Civello, CEO of Kerr Drug, insists, â€Å"We will not treat your prescription like t-shirts and blue jeans. Walmart may choose to use some limited prescription drugs as a loss leader. But our patients’ healthcare is not a loss leader. We will not compromise that. † Bill Vaug han, a policy analyst for Consumers Union, argues that the price slashing is actually step in the right direction. It’s the beginning of better competition in a sector where it’s literally pennies per pill,† he said. When a generic drug is introduced, pharmacies can charge as much as they like for it. One study found that markups were often as high as 4,000 percent. Few people compare drug prices from one pharmacy to the next, so pharmacies are able to mark up prices substantially. Walmart’s prescription program seems to be raising consumer awareness as it demonstrates how low the prices of the drugs can go. The discounts are especially welcome among uninsured Americans and seniors living on fixed incomes. Legislators have listened to constituents who rely on the $4 plan and efforts are under way in states like Colorado and Minnesota to either repeal predatory-pricing laws or exempt prescription drugs from them. The prescriptions in Walmart’s $4 program now make up more than 35 percent of all prescriptions they fill, and the company boasts that the program has saved consumers more than $340 million in drug costs already. Walmart executive H. Lee Scott is enthusiastic about its future, saying, â€Å"The $4 prescription program is absolutely one of the coolest things that we have done in a long time. SOURCES: Martin Sipkoff , â€Å"Walmart, Other Discounters Facing Predatory-Pricing Concerns,† Drug Topics, April 2, 2007; Sue Stock, â€Å"Walmart Drug Plan in N. C. ,† News & Observer, October 20, 2006; Jessie Male, â€Å"Generic Concern: Will Walmart’s $4 Prescriptions Do Much to Change Consumers’ Pharmacy Habits? † Grocery Headquarters, November 1, 2006; Pallavi Gogoi, â€Å"Drug Wars at the Big-Box Stores,† BusinessWeek, May 24, 2007; Milt Freudenheim, â€Å"Side Effects at the Pharmacy,† New York Times, November 30, 2006. Chapter 20 Open-ended questions 1. Do you believe Walmart is engaging in predatory pricing with its $4 generic drug program? Why or why not? 2. Do you think that predatory pricing laws should be amended to exclude prescription drugs? Explain. 3. If you owned a pharmacy next door to a Walmart store, what strategies could you try in order to compete? Would you match their prices if possible, or would you find other ways to add value? What could a small pharmacy like yours offer customers that Walmart’s might not?