The Worst Storm in Canadian History

Ice storms, also referred to as glaze storms, cause considerable damage every year to trees in urban and natural areas. They vary considerably in their severity and frequency. Ice storms are result of the ice formation process, which is influenced by general weather patterns. Ice accumulates when super cooled rain freezes on contact with surfaces, such as tree branches, that are at or below the freezing point (0'C). This generally occurs when a winter warm front passes through an area after the ground-level temperature reaches or falls below freezing. Rain falls through layers of cooler air without freezing, becoming super cooled. Periodically, other climatic events, including stationary, occluded, and cold fronts, also result in ice storms. The purpose of this paper is to gain a better understanding of the1998 ice storm. This paper features three main section: An introduction, the main body (damage to woodland), and finally, a conclusion. In the main body of this paper, the effect of fire and pest/disease is discussed in detail. In the conclusion, comparison is made between fire and pests/disease versus ice storm. By the end of this paper, one should gain a better understanding of the severity of the 1998 ice storm as well as other damaging agents that affect the woodland in eastern North America Ice storms are often winter's worst hazard. More slippery than snow, freezing rain or glaze is tough and tenacious, clinging to every object it touches. A little can be dangerous, a lot can be catastrophic. Ice storm in Northeastern America has been common but the 1998 ice storm was exceptional. Ice storms are a major hazard in all parts of Canada except the North, but are especially common from Ontario to Newfoundland. The severity of ice storms depends largely on the accumulation of ice, the duration of the event, and the location and extent of the area affected. Based on these criteria, Ice Storm'98 was the worst ever to hit Canada in recent memory. From January 5-10, 1998 the total water equivalent of precipitation, comprising mostly freezing rain and ice pellets and a bit of snow, exceeded 85 mm in Ottawa, 73 mm in Kingston, 108 in Cornwall and 100 mm in Montreal (Environmental Canada, Jan 12/1998). Previous major ice storms in the region, notably December 1986 in Ottawa and February 1961 in Montreal, deposited between 30 and 40 mm of ice – about half the thickness from the 1998 storm event! (Environmental Canada, Jan 12/1998). The extent of the area affected by the ice was enormous. Freezing precipitation is often described as â€Å"a line of† or â€Å"spotty occurrences of†. At the peak of the storm, the area of freezing precipitation extended from Muskoka and Kitchener in Ontario through eastern Ontario, western Quebec and the Eastern Townships to the Fundy coasts of New Brunswick and Nova Scotia. What made the ice storm so unusual, though, was that it went on for so long. On average, Ottawa and Montreal receive freezing precipitation on 12 to 17 days a year. Each episode generally lasts for only a few hours at a time, for an annual average total between 45 to 65 hours. During Ice Storm'98, it did not rain continuously, however, the number of hours of freezing rain and drizzle was in excess of 80 – again nearly double the normal annual total. One of the most appealing features of Eastern Ontario is the extensive forest cover. This is made up of woodlands of varying structure. These woodlands, as well as natural fencerows, windbreaks, and plantations of pine and poplar, dominate the landscape. Icing impacts may best be understood by treating spatially larger scales, starting with individual trees, proceeding to stands, and finally to forest landscapes. Ice damage to trees can range from mere breakage of a few twigs, to bending stems to the ground, to moderate crown loss, to outright breakage of the trunk. In the 1998 Northeastern ice storm, icing lasted long enough that many trees which were bent over had their crowns glued to the snow surface by the ice in many instances for as long as 3 weeks. Some of those trees actually erect posture after release from the snow, while many others remain bent over after 2 years. The severity of damage is generally believed to be closely related to the severity of winds following the heaviest ice accumulations. Damage varies across a range of severity and subtlety: minor branch breakage; major branch loss; bending over of crowns; root damages; breakage of trunks and in some hardwoods, trunks can be split. Depending on the stand composition, the amount of ice accumulation, and the stand history, damage to stands can range from light and patchy to the total breakage of all mature stems. Complete flattening of stands occurred locally in the Northeaster 1998 storm. In response to more moderate damage, effects on stands could include: shifts in over story composition in favor of the most resistant trees; loss of stand growth until leaf area is restored; and loss of value of the growth due to staining or damage to stem form. The term landscape refers to a ‘group† or a ‘family† of trees. I use the term vaguely because the size and composition of landscapes differ from region to region. The degree of damage is typically highly skewed by area. For example, in the January 1998 Northeaster storm, 1,800,000 ha of damage in Quebec was assessed by the Ministry of Natural Resource: very severe 4.2%, severe 32.0%, moderate 29.9%, and slight/trace 33.9% (The Science of the Total Environment, Volume: 262, Issue: 3, November 15, 2000, pp. 231-242 ). The effects on entire forest landscapes are highly patchy and variable. They also depend significantly on how landowners respond to the damage. Disturbance caused by diseases, by themselves or in conjunction with disturbance by insects, abiotic factors such as drought, fire and wind, and, increasingly, human activities, has played a critical role in the dynamics of many forest ecosystems in North America. In the predominantly coniferous forests in western North America there are considerable areas undisturbed directly by human activities. In these areas, diseases kill trees or predispose them to other agents of disturbance, resulting in gradual change in stand composition and structure. In areas disturbed by forest management practices of harvesting or exclusion of fire, increased disease incidence and severity has increased the damage caused by disease, and consequently, the rate of change. In the absence of introduced diseases in the predominantly deciduous forests of the Appalachian region of eastern North America, forests are relatively healthy. Here, forests are disturbed significantly by disease only after they are disturbed or stressed by other agents, predominantly defoliating insects and drought. In the eastern montane coniferous forest, chronic wind damage is a major predisposing factor to disease. Past harvesting practices, introduced diseases and insects, and fire exclusion have in some instances resulted in large areas of similar species and relatively similar ages that exacerbate the magnitude and severity of disturbance by disease. Fire is predominantly a natural phenomenon that burns the forest vegetation, polluting the ozone and wiping out the biodiversity. One major distinction between ice storm and forest fire is the way disaster are caused. The majority of forest fire could arguably be a result of human action and ice storm as an ‘act of god,† an act that is out of human control. Foresters usually distinguish three types of forest fires: ground fires, which burn the humus layer of the forest floor but do not burn appreciably above the surface; surface fires, which burn forest undergrowth and surface litter; and crown fires, which advance through the tops of trees or shrubs. It is not uncommon for two or three types of fires to occur simultaneously. Forest management has been able to reduce the occurrence of this event but many forest fires are out of arm†s length. Humans cause the majority of forest fires. Campers that do not put out their bond fire or campers littering lit cigarette bud are responsible for such an action. Natural occurrence such as lightning could spark a forest fire but the probability is small compared to human action. The convention way of putting out or reducing the spread of forest fire has been airliners. These airliners are filled with gallons and galloons of water. With limited capacity, these airliners fly above the flame and deposit galloons of water. For the purpose of this paper, deforestation simply means the lost of trees where the lost of trees exceeds the level of sustainable development. One of the major effects of forest fire is the burning of carbon dioxide into our atmosphere. This eventually creates a greenhouse affect and global warming. The effect damages our ecosystem as well as reduces one of Canada†s precious natural resource. Many projects, both from government funding and corporate sponsors, have done a good job increasing the awareness and risk related to deforestation. Pests directly affect the quantity and quality of forest nursery seedlings and can indirectly cause losses by disrupting reforestation plans or reducing survival of out planted stock. The movement of infested stock can disseminate pests to new areas. Since control of nursery pests may be based on pesticide usage, pest outbreaks may lead to environmental contamination. Woodland damage caused by livestock is a well-documented, yet persistent, forest health problem. Soil compaction, root disturbance and trunk/root collar damage caused by livestock reduce the vigor of trees. This paves the way for armillaria root rot, borers and other opportunistic organisms. Livestock also destroy the forest under story (reproduction), which hastens soil erosion and limits the future productivity of the site. The resulting forest decline reduces the quality, value and longevity of current and future trees on the site. Eliminating livestock from woodlands is the first step toward a healthier, more productive forest. As mentioned earlier in this paper, ice storm is a natural phenomenon caused by nature whereas forest fire are a result of human actions and preventable. One of the major differences between fire and ice storm is the rate of damage. Forest fire has a direct impact on the woodlands by changing the diversity of the landscape. Forest fire wipes out an entire landscape of trees causing a release of carbon dioxide. This ‘in lieu† effect results in global warming as well as greenhouse effect. The release of carbon dioxide has a long-term effect to our ecosystem. Carbon dioxide is trapped in our ozone layer making airways less preamble. This trapping effect eventually radiates heat causing global warming. The long-term effect is hazardous and changes our biodiversity. Ice storm has very little affect to our ozone layer. Damage to woodlands as a result of ice storm is concentrated within that area. Ice storm does not spread like fire does so areas that have been hit by an ice storm affect woodlands Pests and disease slowly eroded the quantity as well as quality of woodland. Infected woodland slows the development of growth by eroding the soil limiting the production of trees. Pest control and good forest management could improve the quality and well as productivity in these areas. Pests and diseases cause a slow change in biodiversity. As the woodland become infested, animals feeding from leafs and branch find it less desirable, eventually leaving the area in search of more suitable woodland. Similarly, forest fire, pests and disease spread but at a much slower rate. These agents infect the trees, eventually penetrating the roots and moving on to the next host. As mentioned previous, ice storm does not spread, rather the effect stays within the area. To conclude, fire and pests/disease are similar in the way these agents spread and infect their host. The preceding sentence can be best thought of as a virus infected it†s host as an analogy. Fire spreads at a much faster rate than pests/disease and the impact are instant. Both of these agents have long-term effect, which does not work in our favor. Ice storm affects the area it hits and will not spread. Furthermore, ice storms are predictable whereas fire is not since the cause of fire is human mistake and is hard to predict. Ice storms are not preventable but human actions can be prevented. The potential of damage from fire is far more severe than that of ice storm. We must increase the awareness to ensure that our woodland remains healthy and protect our ecosystem.

What Are Some Techniques

Integrating Sources Techniques for Paraphrasing When you write a paraphrase, you restate other's ideas in your own words. That is, y oh write the meaning of the author's ideas. You use some of the author's key terms, but you use many of your own words and sentence structures. You include in- text citation, including the author's last name and year of publication. Following are some techniques you can use to help you paraphrase. An effective par phrase includes more Han one of these techniques.If you use only one of these techniques when paraphrase aging, you have not paraphrased effectively. 1 . Change a word from one part of speech to another Original: Medical professor John Swanson says that global changes are influencing t he spread of disease. Paraphrase: According to John Swanson, a professor of medicine, changes across the globe are causing diseases to spread dames, 2004). 2. Use Synonyms Original: The U. S. Government declared that the AIDS crisis poses a national security thr eat.The announcement followed an intelligence report that found high rates of HIVE infection c could lead to widespread political desalination. Paraphrase: The government of the United States announced that AIDS could harm t he nation's security. The government warned the population after an important governmental study conch dude that political problems could result from large numbers of people infected with HIVE (Snell, 2005). 3. Change numbers and percentages to different forms Original: Minority groups in the United States have been hit hardest by the epidemic.African Americans, who make up 13 percent of the U. S. Population, accounted for 46 percent of the AIDS cases diagnosed in 1998. Paraphrase: The AIDS epidemic has mostly affected minorities in the United States. F or example, in 1998, less than 15 percent of the total population was African, but almost half of the people diagnosed with AIDS

Nurses and groups Essay Example | Topics and Well Written Essays - 2500 words

Nurses and groups - Essay Example No doubt, group therapy is capable of yielding â€Å"empowering experiences† to the patients and the group members can both â€Å"serve as change agents and facilitators† (Norcross & Goldfried, 2005, p. 366). Group therapies, in general, aim at promoting the self-esteem and emotional well-being of the participants and person centered group therapies rely on the potential of the clients to find solutions for their own problems. The therapist remains as a catalyst agent who initiates change among the group members through congruence, unconditional positive regard and empathy (Rogers, 1989). Studies have shown that person centered group therapies are highly beneficial to such groups of people who suffer from depression and substance abuse (Corey 2011). Similarly, people with depression are more likely to suffer from feelings of alienation, loneliness, and isolation and group therapies are capable of offering solace to them (Anxiety & Panic Disorders Health Center, 2012). T his paper seeks to design a six weeks person centered group therapy session for people with depression and in doing so the paper deals with the target population, outlines the purpose and objectives of the therapy sessions, explains the various theoretical aspects of the person centered therapy approach, analyses the role of the therapist as well as the group members during the therapy sessions, and finally evaluates the effectiveness of the group therapy on the people with depression. Methodology and target group for the therapy The target population for the person centered therapy consists of 30 people with depression who will randomly be selected. These target population can comprise of those who already undergo treatment for depression or those who are identified as depressed people. Six sessions of person centered group therapy will be administered on the target population. The goals and objectives of each therapeutic session will be determined beforehand. An evaluation regardi ng the accomplishment of these objectives will be done at the end of each session. At the end of all the therapy sessions an overall evaluation of the effectiveness of the person centered therapy on the participants will also be undertaken comparing and contrasting the physical and mental well being of each participants before and after the therapy sessions. The purpose and objectives of the therapy sessions The group therapy aims at the overall physical and mental well-being of all the participants. The ultimate aim of the therapy is to see the participants come out of their depressed state. For this, it is essential that the therapist creates an open and accepting climate within the group so as to promote positive self-concept, self-direction, self-acceptance, of self-respect and personal worth, and self-actualization among the participants. Similarly, following the key principles of person centered approach the therapist needs to maintain sense congruence, unconditional positive regard, and empathy towards the participants all throughout the therapeutic alliance. The objectives of each of the therapy sessions are briefly mentioned below: Session one: The first session of the therapy aims at building rapport and trust between the therapist and the participants.

Needs Assessment on Walmart and thier Wal-Mart Biases against Women Essay

Needs Assessment on Walmart and thier Wal-Mart Biases against Women - Essay Example The products offered in the stores of Wal-Mart includes frozen foods, meat, dairy products, bakery products, baby products, beverages, grocery items, electronic goods, household items and so on. At present the business operations of Wal-Mart is divided into three broad segments. They are: a) the Wal-Mart International segment, b) the Wal-Mart US segment, and c) the Sams Club segment. Of these three the US segment is the largest of all. Retail stores of various formats are operated by Wal-Mart in all the 50 states of US. Along with this it also operates its retail operations online through Wal-Mart.com. The international segment of Wal-Mart has its presence in 26 countries of the world and is also in the business of operating its retail operations in all those countries outside US. However, after being one of the world’s leading retail chain, Wal-Mart has faced criticism around the world for its ill treatment to employees, gender biasness, and disorganized human resource practices. In the e 21st century when the world is progressing and moving towards such advancement in every fields, countries and companies are still not capable of removing gender biasness or discrimination from the society or even from workplaces. Another form of discrimination that is often practiced in the corporate hierarchy is known as Glass Ceiling. This means creating invisible barriers for women to prevent them from rising to the top level of the company. These are the intangible barriers such as psychological factors or socio-cultural factors. The tangible barriers include education or career advancements, etc (Thye 89-90) The theory of not only glass ceiling but also glass cliff has come into existence. It is often seen that when females makes mistakes, it is blown out of proportion to push them from the position they are standing. It acts as an invisible cliff for them, from where they are pushed to degrade from

The Impacts of Human Resources on the Performance and Motivation of Literature review

The Impacts of Human Resources on the Performance and Motivation of the Employees - Literature review Example Employee turnover or dropout is one of the major problems facing by the current organizations. Many organizations measure the success and failures of their HRM based on the rate of employee dropouts. In other words, better HRM policies motivate the employees to continue in the organization whereas poor HRM policies force them to leave out. In the past, employees were more interested in getting decent salaries whereas at present they are not only interested in good salaries but also in getting a proper work environment. HRM is responsible for providing better work environments for the employees. In short, better HRM policies always motivate employees to improve their performances and to stick with the organization for longer periods. â€Å"It is a widely accepted premise that retention and productivity of workers is a function of how well the individual is motivated† (Lord, 2002, p.3). This literature review analyses various theories related to the importance of HRM in improvin g employee efficiencies and reducing employee turnover rates. Recent research has highlighted a so-called "prime building block" of HRM – the principle of "AMO". There must be sufficient employees with the necessary ABILITY to do the job; there must be adequate MOTIVATION for them to apply their abilities; and there must be the OPPORTUNITY for them to engage in "discretionary behaviour" – to make choices about how their job is done (Buchan, 2004, p.3). All human actions, irrespective of good or bad, are based on some kind of motivations. For example, a killer may have some motives or reasons for killing. The same way a student may study well to get a job or recognition in the society. In short, motivation is necessary for all human actions. The cases of the employees are also not an exception. Employees need some kind of motivation to perform better. In other words, in the absence of motivation employees may work as passive elements whereas motivation forces them to wo rk in an active manner. HRM is responsible for injecting motivation in the minds of the employees. In certain cases, rewards can motivate employees whereas in other cases, punishments could be a better option.

BUS599 - Integrative Project, Mod 4 Case Assignment Essay

BUS599 - Integrative Project, Mod 4 Case Assignment - Essay Example The model views an organization as a summation of different components that interact with each other. The model advocates that the success or failure of an organization is dependent on the effective functioning or dysfunction f the components; i.e. the degree of congruence of fitness among the components. As per the objectives the outputs of an organization on three different levels; such as over all organizational level, group level and at last but not the least at the individual level would be analyzed by using the Convergence Model. The organization chosen is: Whole Foods Market (Anderson, 2011). Company Overview Whole Foods Market is an Austin Texas based food retailer. The company sells natural organic products. The company has come a long way since the humble beginnings in the year 1980. Today the company is believed to be a leader in organic foods industry. It has over three hundred stores in UK and North America. Outputs at the organizational level As discussed before Whole F oods Market provides healthy organic foods to the customers. The product line of the company can be categorized as; 365 Everyday Value products provide valued prices on each day of the year. Exclusive products include new products launched by the company in the market. Premium body care products include personal care products that meet strict quality and environmental guidelines. The rest of the two members of the whole Foods Market include Whole Foods Market and Whole foods trade. In order to analyze the overall organizational output of the company three key factors needed to be considered such as overall goal attainment, efficiency in resource utilization and ability to adapt to different environment. The overall goal attainment will be discussed at the end of this segment as it is believed to be a dependent over the other two factors. The resources of the company can be categorized in to dimensions such as human resource, reputation and innovation resource. When it comes to human resource Whole Foods has really managed to excel in that department. It is quite difficult to measure knowledge. But going by customer loyalty and trust among the customers it can be summed up as an output of the knowledge and efficiency of the customers. The harmonious and beneficial relation of the company doesn’t end with the customers only. The same could be said about the suppliers also. Whole has managed to grab the number one spot when it comes to innovation. The health related movements has helped the company to promote the concept of healthy lifestyle among diverse age groups. Whole Foods have managed to create value of its own kind as far as reputation is concerned as the company has been able to develop an image of reliability. As far as ability to adapt to different condition is concerned the results speak for it. From the humble beginnings the company has expanded its business across the borders successfully. This only happens to be by product of the ability of the company to adapt to different conditions successfully. The organic food business is a large and growing industry. In the initial days the awareness of the products among the people was very low. Whole Foods played a key role in creating health related awareness among the people which has lead to the growth of the business. The market is expected to grow over the years. And it is needless to say that the company has is the leading market share holder of the industry. The third quarter earnings of the company increased by 32%. The sales stores increased

The critique of We are raising a generation of deluded narcissts Essay

The critique of We are raising a generation of deluded narcissts - Essay Example The current generation of students is highly obsessed with success and fantasy, courtesy of the negative media influence on their psychology. A study undertaken for 47 cumulative years has indicated that freshmen in colleges and universities, up to a tune of 30% are regarding themselves as gifted and self-driven to success, yet their test scores indicate otherwise (Ablow, n.p.). It is the toxic psychological impact that the media has on children, adolescents and young adults that is giving such young people the illusion of being celebrities, though in a more unrealistic world. Through social media networks such as Facebook and Twitter, young people have obtained the sense of control in their world, where they display to the world what they would want the world to see, akin to the celebrities, sportsmen or movie stars, while controlling and blocking those who may poke holes into their self esteem issues (Ablow, n.p.). The friend following and the friend lists they have managed to gene rate out of such social media platforms, which are purely based on false love and false fame, make them feel that they are already stars. Playing different types of games also makes them feel as if they are Formula 1racers or sharpshooters, thus deluding their minds psychologically, such that it is the social media, the computers and the computer games that have turned into the psychological drugs addiction of the 21st century. This explains why young people are doing anything to distract themselves from reality, through becoming more and more drunk, tattooed, smokers and drug addicts, to help them sustain their false pride. This article has touched on the center nerve of the youth problem; technology, social media, advertisement and carefree society thus does little to control the unrealistic pride and fame that young people are displaying. Nothing can be true, than the fact that many lonely, lowly esteemed and less confident youths and adolescents have found salvation in the

BHS 499 (Senior Capstone Project) Module 2 SLP Essay

BHS 499 (Senior Capstone Project) Module 2 SLP - Essay Example He would also require drug companies to offer bigger discounts/rebates (at least 22.1), to Medicaid, for the health program of low-income people. This up-to-date proposed legislation is directed to create an abbreviated pathway, as well as the potential effect of the said pathway for FOB approval of the PHS Act biologics on specific federal spending. In recent years, the introduction of bio-equivalent generics for drugs which are chemically synthesized or "conventional drugs" resulted in considerable generic penetration as well as average price effects (Mathieu, 2004; pp. 10-1). In pharmaceutical industries, Patents serve to protect inventors' intellectual property rights at the same time allowing them to share information which others might use in order to progress or advance the field. Yet, in the modern pharmaceutical business, the system is quite grossly abused as it permits companies to patent drugs which are not reasonably considered as "new inventions'. As a matter of fact, several companies flooded the market with drugs which are not affordable. This practice has been used by many companies to prevent altogether and delay competition among generic drugs. 2008) that those doctors prescribe. Doctors normally prescribe more drugs the moment they acquire gifts from drug makers.

Critically examine the future of banks as financial intermediaries Essay

Critically examine the future of banks as financial intermediaries - Essay Example 1244-1247). The foregoing is different in money markets where lending or borrowing is on a short-term basis (Scholtens and van Wensveen, 2000, Pp. 1244-1247). Capital markets represent where equity securities and or debt is traded (Osano and Tachibanaki, 2001, P. 4), with money markets representing where short term debt securities as represented by commercial paper, repossessions, treasury bills, banker’s acceptances and negotiable certificates of deposit that have maturities of from 30 days to one year (Lapavitsas, 2003, P. 13). An important distinction that exists in capital markets is that the borrowers tend to represent entities seeking to spend in excess of their present income as represented by those individuals or companies where their present income is in excess of expenditures (Allen and Santomero, 1996, P. 4). Within the capital markets the borrowing and lending functions include the issuance as well as sale of bonds and shares, which is termed as direct financing, a nd intermediated financing which represents dealing using financial intermediaries which represents the bulk of all transactions made (Matthews and Thompson, 2008, Pr. 35-36). The subject matter of this study has broad scale ramifications as evidenced by the most recent financial crisis that has griped the international community. The free wheeling lending of mortgages to high credit risk home owners started a global meltdown that has run for over two years and created unemployment levels as last seen in the Great Depression. This examination will look into the facets of financial intermediation to expose its weak points and recommend international action that is not a new view, it is one that already has be proposed through the Basel II Accords that are mandatory in Europe. Financial intermediation represents a process entailing surplus units, as represented by individuals and or companies whose current income exceeds present expenditures, to what are termed as

Death of a salesman Essay Example | Topics and Well Written Essays - 500 words

Death of a salesman - Essay Example After the accident and constant nagging by his wife Linda about his condition, he finally decides to confront his boss about allowing him to work from home but this was never to be. His boss just as expected of people in higher authoritative positions refuses and even implies that he does not want the job and is using the accident as an excuse. This leads him to being fired and he returns home having lost what seems to be an opportunity for a brighter and better future. As for Biff, his dream is also going down the drain as his former employer seems to have lost any recollection of him ever working there. He has gone to the office to provide business proposition ideas which are evident of the fresh mind of many young American people but they are turned down killing his spirit. Even though his intentions are not purely personal (as he seeks to appease his father which is typical of young men to their fathers or role models), he is still trying to make an effort towards bettering his future and becoming useful positive contributor in society. What is so bad is the fact that it seems that it is only their family that seems to have problems. This is evident where Willy meets Bernard his neighbor’s son who seems to be successful in his career as a lawyer. This not only angers him and makes him feel humiliated but also feels that his sons are losers which ultimately lead to a confrontation not only from their father but their mother as well. The father carries big dreams for his children and especially his son Biff (which is evident from his flashback) and he seems to still hold to them and assume the present situation where his son has achieved nothing and is even a petty thief. It is this frustration that makes Biff and Willy confront each other some more as he tries to make him be realistic and let go of these dreams he still holds dear and which are now even participating in his detrimental state of mind. The play closes with Willy showing love to

War Letters Essay Example for Free

War Letters Essay The war letters, written in different years, not only revealed different emotions of the writers but also gave some hints of what circumstances and danger, they were facing during those times. These letters also expressed their dreams, motivations, purposes, beliefs and the things that they stand or fight for. The war letters, no matter in what time frames they were written, possess many themes in common such as: love, longing, pride, anxiety, hope and encouragement. Also, the people who wrote the letters were really proud and were always willing to sacrifice their lives for the country. They have been serving their country with honor, pride and dignity from the past up to present. However, still each letter is different from one another. They express different degrees of patriotism, affection, and different beliefs or stands and purpose. First, we will cite the similarities among the letters, their common themes and emotions expressed. Afterwards, we will differentiate each letter from one another in terms of their degrees in expression of patriotism, affection and other ideas. Lastly, we will compare three examples of war letters from the War on Terror. The letters were written by the family to the men in uniform who were deployed to certain places to engage with military activities to protect their nation and those written by the soldiers themselves for their family whom they have left, shared common themes. Affection, hope and love are the most common subject that these letters have (Gilderlehrman. org, 2006). The letters usually start with the lines about missing and longing for each other. These are one of the major conflicts and problems that they all deal with. Like what was said from the letter from Tonya Stives to his husband Army Master Sgt. Rahamon Phillips who has been in uniform for 16 years: â€Å"I just can’t figure out how not to miss you every day, all day. Nothing can prepare me for not missing you (militarycity. com). † The letters were also full of inspiring words and that expressing affection. They encourage and boost the self-esteem of the officers by telling them how proud they are of the soldiers. For example, Harman wrote a letter to his Uncle Albert to praise the bravery and dedication of his cousin, Thomas Garber during the Civil war on September 17, 1862 (virginia. edu). The messages from the family to the soldiers often made use of the term â€Å"hero† to refer to the recipients. Furthermore, they put more importance on the military work and duty than on their desire to be together. The family gave their full support for the soldiers. Moreover, all of them were martyrs who took the sacrifices optimistically. The families want the soldiers to stay safe and focus on their missions. Also, they thought and look at this separation in a positive way. For instance, they looked at it as a way to strengthen their relationship. The family who wrote the letters chose their words properly as not to hurt the feelings and not to make the soldiers worry in any case. Like for example, one of the letters from Holly to her husband Army Staff Sgt. Edward Nicorvo, described the disadvantages of not having her husband in their home but in a lighter way just as to put some humor on the letter (militarycity. com). The feeling of anxiety by the families left behind was never gone in the letters. They are always worried for their beloved heroes because they don’t have any idea to where he or she is right now and under what situations. Furthermore, of course, the letters won’t end without expressing the excitement for the return of the officer. The other common purposes of the war letters are: to reminisce over moments together or moments right before they parted ways; to show that the recipient is remembered and to provide comfort; to assure him or her that he is not alone in that fight and that their prayers are always with him. We can observe in the letters in some aspects that time stands still. The year or decades when the letters were written were irrelevant upon looking at the basic messages of the letters. From the past up to the recent wars in America, the letters still revolved around the basic themes and still have the purposes stated above. They all expressed patriotism. The family expressed it in the way of showing support and understanding the soldiers in this fight. The soldiers, on the other hand, willingly sacrifice their time with their families and their very own lives. This reflects on the letter of Sullivan Balou to his wife expressing his fear about death and how he might not be able to spend time with their sons (civil-war. net). The soldiers have a common goal: They all fight to protect the freedom of the future generation. This is a very interesting passage which illustrates this: â€Å"I listened to an audio book on the way here, â€Å"No End Save Victory,† a collection of letters and stories from WW II. It got me thinking that this situation, and the people in it, is not that much different. They were citizen-soldiers, too. They didn’t want to leave home, but they did. They lived under difficult situations. But they felt a sense of obligation, of duty, so they did the job they had to do. And got it done. Then they went back to their homes and their lives. And built the world we live in today. The same thing is going to happen here. We’re not so different (Sandy D. , a mobilized Air Force Reserve officer from Lubbock, Texas,). † The letters, although alike in many ways, still have differed from each other. First, they differ in the intensity of affection. When the recipient and the sender have been together for quite a long period of time, the letters have less affectionate words. They focus on updating the one deployed. Maybe this is because they are used of the separation. They also differ on the passion of the men in uniform to serve their country. Some soldiers’ letter expressed less patriotic thoughts and focused more on the comforts that they missed at home. While some letters revealed many enthusiasms in serving the country. For example, is a letter from General Riedesel to his wife written in 1776 (Louise et al, 1867). He believed that God has placed him in his present calling. Second, only some of the letters have great sense of hope. Like that one written by Sgt. Gary Teal recently deployed to Kandahar, Afghanistan (militarycity. com). Some of the letters are not fully patriotic and are more concerned with themselves and personal worries: â€Å"How do I steel myself against the uncertainty that each day brings? How do I ensure that, when I fall asleep, sweet dreams of my loving wife await me instead of the conflict raging around me? How do I fill the hole in my heart caused by not being there to watch my son grow and experience the wonders of life? How do I pass to my son the values of honor and selfless service you gave me? (Army Capt. Clark C. Hatch for his father)† Next, only some of the letters stated affirmative words about the troop they have been working together. How wonderful the people they are with and what great family they have built together. I also noticed that gender role somehow, evolved from the 1860’s in comparison to the present. Before, male soldiers are more prominent and common. There were rarely or almost no female participants in the war. Like what we can see in the letters written by Thomas Lucas and family during the civil war (Sauerburger and Bayard, 2007). Nevertheless, six years ago (in 2003), there were many women in uniform deployed to Afghanistan and many participated in the Operation Enduring Freedom. Like the three daughters of Laurie Pocsi, a single mom and certified public accountant in Wayne, N. J (militarycity. com). Those are some of the similarities and differences of the war letters from different years. Now, I have read three different war letters during the War on terror or War on Terrorism (militarycity. com). One is from Marine Sgt. Tony Watkins who deployed in early November 2001 for Operation Enduring Freedom. The next one is from Marine Corps Reserve Lt. Col. Tom D. Barna for his son. Moreover, the last letter was from Lance Cpl. Joshua Phillips, who was based in Kandahar, Afghanistan, during Operation Enduring Freedom, for his family. These three letters have similarities and differences as well. They are similar to each other and to the other letters before if we are to consider the main message and common themes implied in the letters. These letters stated some things about longing for loved ones, affection, patriotism and updates. They differ in the fact that some letters are more dramatic and expressed love of the country more convincingly. Also, they differ on their implied purposes of fighting against the terrorists. As illustrations let me share some of the significant lines from the three letters. This one is from Tony Watkins: â€Å"The emotions of seeing this large symbol of what we are here for was almost more than I could hold down. This flag made of simple cloth re-emphasized to all who saw it that they were here in this desert hole for a reason. Not to exact revenge but to enforce justice (militarycity. com). † We can see here the deep desire of Tony to enforce justice. To seek for those who were responsible for the September 11 attack. Maybe his driving force is the thousands of lives that were lost from the attacks of the terrorists. This second letter was from Tom for his son: â€Å"I will be honest with you: Nothing in my life is greater than serving the Corps, God and country. Even so, I am here for another reason, too — a reason that personally motivates me. I am here so you won’t one day have to come back and finish something we didn’t take care of here and now. † Now we witnessed here a more personal purpose of the father fighting in the war. The third letter from Joshua was just a typical letter for his messages for his family. War letters denote some information regarding the social history of the United States (Blight, 2002). From the past decades up to the present moment, we can see that American citizens haven’t changed that much especially when it comes to patriotism. They are still all the ever protective and ever willing to sacrifice their lives for the sake of future generations. We are all still united. The soldiers didnt fight alone; they have their family behind them making them stronger. This sense of unity was born before and is still living up to these days.I believe that this will continue up to the future. References: Blight, B. W. (2002). Beyond the Battlefield: Race, Memory the American Civil War. Univ of Massachusetts Press. Civil-war. net. (2009). Letters and Diaries. Retrieved on February 5, 2009, from http://www. civil-war. net/searchlinks. asp? searchlinks=Letters%20and%20Diaries Gilderlehrman. org. (2006). Battle Lines: Letters from America’s wars. Retrieved on February 4, 2009 from http://www. gilderlehrman. org/collection/battlelines/index_good. html Luise, F. C. , Riedesel, A. R. and Stone, W. L. (1867). â€Å"Letters and Journals Relating to the War of the American Revolution, and the Capture of the German Troops at Saratoga†. J. Munsell. Miltarycity. com. Letters. Retrieved on February 3, 2009 from http://www. militarycity. com/letters/1-729599. html Sauerburger, D. B. and Bayard, T. L. (2007). â€Å"I Seat Myself to Write you a Few Lines: Civil War and Homestead Letters from Thomas Lucas and Family, VOLUME 2†. Heritage Books Virginia. edu. Letters from: Harman to his Uncle Albert 1862. Retrieved on February 2, 2009, from http://etext. lib. virginia. edu/etcbin/civwarlett-browse? id=A0808

Marketing Strategy Assignment Toothpaste

Marketing Strategy Assignment Toothpaste EXECUTIVE SUMMARY This report is about to offer a better product HERBAL TOOTHPASTE in the UK market from the Middle-eastern Company and to acquire a good market share. Toothpaste market of United Kingdom is divided into two major segments; one is the Gel Paste market and the other is the Opaque market or Chalk Based Paste market or popularly known as the Paste or dental cream market. The Market for Oral Hygiene in the UK Increased Between 2002-2007, Growing at an Average Annual Rate Of 3.2% (http://www.encyclopedia.com/doc). Total UK oral care market share nearly  £840m. HERBAL TOOTHPASTE are made from natural ingredients and some are even certified as organic and many consumers have started to switch over to natural toothpastes in order to avoid synthetic and artificial flavors that are commonly found in regular toothpastes. HERBAL TOOTHPASTE have products ranging those are also rich in calcium and other minerals which makes the teeth stronger and prevents cavities. HERBAL TOOTHPASTE will be import ed from Middle Eastern Company and marketed at a reasonable price comparing with locally produced toothpaste such as Colgate, Kingfisher etc. Through a research of UK market the objective of this report is to identify the target market with Marketing strategies, target market segmentation including marketing mix (product, price, place and promotion) which is an important factor for an organization in order to penetrate and develop its market. To explore how the target market perceives the HERBAL TOOTHPASTE and how the company tries to influence exposure, attention and interpretation of the product. Here, the scope of the report will be narrowed only to HERBAL TOOTHPASTE. With an effective marketing strategies; the proposed product will increase its reputation day by day and if any challenges will be studied and analyzed so that it can be predicted in this economic climate what to do to sustain the market share and remain more competitive. INTRODUCTION HERBAL TOOTHPASTES are made from natural ingredients. Some toothpaste is still approved as organic. From our study and research it is found that many customers have taking place to change over to organic toothpastes to avoid synthetic artificial flavours which are normally found in regular toothpastes.( http://www.herbaltoothpaste.net) Because of the increased demand of natural products, Herbal toothpaste will be the perfect timing of demand. This kind of toothpaste does not have dyes, artificial flavours or chemicals and this is one of the mainly general reasons that consumers claim when switching from ordinary toothpaste to Herbal toothpaste. Some people would rather use Herbal toothpaste for their oral hygiene and variety of reasons. Many people actually opting for them since they are not tested on animals. Others, devoted to guard the environment or who are sensitive to the ingredients in usual toothpastes, are attracted to the reality that they have no artificial colours or flavourings. People who use homeopathic medicines are also attracted to toothpastes that dont contain mint as practitioners state the Herb may hamper with the effectiveness of their treatment. (http://www.dailymail.co.uk/health). Herbal toothpastes are also fluoride-free, which appears to be other frequent grounds why some individuals prefer this category of toothpaste more than regular one. Also some people have allergies or other health concerns who may wish to think about Herbal or organic tooth paste formulations. These products can be a excellent choice for them who are allergic to mint or to sodium laurel sulphate, a foaming agent that is incl uded in most commercial toothpaste brands. Classic ingredients in Herbal and organic toothpastes include herbs with traditional historical uses like myrrh to help destroy plaque-causing bacteria; chamomile to reduce gum inflammation; Echinacea to inspire the immune system; sage and rhatany to decrease bleeding and essential oils like peppermint, to add flavour and ease pain and irritation. Some other common raw materials for these products include clove, ginger and tea tree oils. Some common ingredients are eucalyptus, Chamomile myrrh, Sage and some other less known plants such as Choti ilaychi, Lavang, Neem, Saunf, Khadir, Babool,. Herbal toothpastes also contain oils such as oils of coriander, ginger, lemon, and spearmint. Eucalyptus is however one of the most common ingredients in herbal toothpastes, mainly for its properties of whitening and prevents stained teeth. Myrrh is used to prevent gingivitis and bad breath and Chamomile and Sage are said to be helpful in soothing mouth ulcers, toothaches and inflamed gums. MARKETING ENVIRONMENT ANALYSIS Organizational success depends on sensing and responding to shifting conditions the business environment. At the most basic level, these represent Opportunities and Threats. Lowly, A. and Hood, P. (2004). Strategic planning effects the organization in different ways. To review environment of any Market we need to understanding of connection with various problems and issue with one another and the effect of that particular areas. To illustrate the UK external environment PEST analysis is constructive. It includes the aspects those are political (taxason policy, foreign trade regulation, government stability), economical (unemployment, disposable income), social (life style change, level of education), technological (government spending on research, speed of technology transfer), environmental (companys responsibility to society) and legislative (code of practice, access to raw materials) factors. 3.1. PEST Analysis of UK Market Environment The PEST analysis is a framework that strategy consultants use to scan the external micro-environment in which a form operates. PEST is an acronym for Political, Economic, Social and Technological factors. Typically, these factors are outside the control of the retailer and may either be threats or opportunities. These factors may vary within the regions of a country and would most definitely vary from one country to another. ( Pradhan,S.2007.p.111) According to Stoner (1992) PEST analysis is concerned with the environmental influences on a business. PEST influences are a useful way of summarizing the external environment in which a business operates. However it must follow up by consideration of how a business should respond to these influences. As Pradhan,S.(2007) described in Retailing Management, 2nd edition: The PEST factors that affect the retail sector: Political Economic Social Technological Political stability Rate of economic growth Income distribution of the population Level of technology use in the sector Government policy towards investment in the sector Money policy Size of Population Penetration of internet Labor laws Level of Taxation Demographics of the population Penetration of the mobile technology Consumer Protection Restriction on the entry of foreign players in the market Consumer confidence Rate of population, Age profile of the population (Pradhan, S.2007.p112) Political: Nowadays there are many companies operating their globalized business with different kinds of tooth pastes in UK. As an external factor Political condition can affect and influence of new products like Herbal Toothpastes performance. In favour of service legislations, the administration encourages retailers to make available a mix of occupation opportunities from elastic, lower-paid and locally-based career to highly capable, high remunerated and centrally positioned jobs (Balchin, 1994). The changes of government rules and regulation can affect the business of any company to entrance with new products such as introduce new tax policies on leisure could create a direct impact on the Herbal Toothpaste Import. Economical: Another environmental factor is economic, which can make a enormous effect in the business of Toothpaste. Presently UK is in front of a great economic down turn. With the present condition financial, employment,, mortgage sectors are deficiently effected . Earnings of people have decreased and the inflation rose up. In this situation people dont spend money for their residence and cant do proper savings. Due to current market situation any new products may effected in their business. The international business market is still growing. Through our Herbal Toothpaste products we are expecting it will add greater amounts to its business. So it would be badly exaggerated if some delay in the UK FMCG market with market concentration risks. Social: Social environmental factor has a great emphasis on business environment especially with the present economic down turn. Customers have moved towards changes. Our products have enlarged the quantity of FMCG products like HERBAL TOOTHPASTE available for the customers. Nationalized retailers are gradually reserved to get on new suppliers (Clarke, Benison and Guy, 1994; Datamonitor Report, 2003). Type of products and services demand by the customers regarding their social circumstances and their subsequent attitudes and values. Customers are becoming much more aware about health and safety issue and the attitudes towards FMCG are always changing. Herbal toothpaste introducing its products mix to enlarge require for natural products. The consumers for Herbal Toothpaste are of middle, upper middle and upper class families in our target market. They are the relatively conscious part of the society, with both the need and the purchasing power necessary. Technological: Toothpaste is one of the most popular and fast growing products in UK market. Technology is a irregular macro-environmental that has affected the improvement of FMCG products. The customer and the company are being benefited as the technology provided new era in service. Technology helps a lot to rises the customers satisfaction. The company will use the modern high technology in production and all HERBAL TOOTHPASTE outlets will use the wireless devices, internet, intelligent scanner, electronic shelf labelling, Radio Frequency Identification, Close Circuit Camera (CCTV), Money paying machine etc. The electronic point of sale and electronic scanner have significantly enhanced the effectiveness of delivery and stocking actions, with requirements being communicated almost in authentic time to the supplier. 3.2. Porters Five Forces: Potential Entrants Industry Competitors Rivalry Among Existing Firms Suppliers Buyers Substitutes Threat of new entrants Bargaining power of Suppliers Bargaining power of buyers Threat of substitute products or services To analyze how the business atmosphere is changing the way of the product, the five forces model of Michael Porters has been used here. The competitive five forces have prepared by identifying five original competitive forces which are prospective entrance, threats of substitutes, bargaining power of buyers, bargaining power of suppliers and competition between existing companies. 01 Suppliers Power The major business giants are also a threatened for the new entrance business society if they bring the products from broad in cheaper rates side and dont take from the local suppliers. The services of aggressive competition have concentrated the earnings limitations for supermarket chains and suppliers. 02 Buyers Power The more products that become standardized or undifferentiated, the lower the switching cost and hence, more power is yielded to buyers, (Porter M. 1980). The power of buyers can also influence cost and investment, because powerful buyers demand costly service. The customers are aware about the products and its influences that they expect from third world producers. 03 Threat of Substitution General substitute is able to reduce demand for a particular product, as there is a threat of consumers switching to the alternative (Porter M, 1980). Herbal Toothpaste will create its own market through huge marketing activities but the existence of similar other products from companies like Colgate, kingfisher, Crest etc. 04 Threat of New Entry New entrants to an industry bring new capacity and a desire to gain market share that puts pressure on prices, costs, and the rate of investment necessary to compete. the company needs to monitor the market as well as ready to face challenges from such arrivals which then gives organisation better strength to maintain its image and loyalty to its consumers. It is very difficult for the new company to entrance and provide sufficient capital for big fix costs and extremely developed supply chain as there bare already business giants are there in the market. 05 Competitive Rivalry The FMCG business environment has grown in significant way in shape and dominated by the larger chain opening big store, developing concentrate of retailer and proper utilization of the formats. Herbal toothpaste may faces competitive rivalry from Colgate, kingfisher, crest. the organisation needs to bring more effective marketing intelligence provide early warning of opportunities and threats. 3.3. Target Market Actually all toothpaste users or potential toothpaste users represent the target market of Herbal toothpaste. As awareness for dental health and well-being is increasing tremendously in UK. According our own study the target market for Herbal toothpaste is also increasing. Target market of Herbal toothpaste is not also much limited or segmented by age. Toothpaste is a family product, thus used by family members of all age groups. The users of this paste are everyone in the family who looks for strong, healthy teeth without problems like cavity and tooth decay. Here, the basic target group consists of children up to 14 years of age and their parents and other senior members of the family. Fulfilled: Mature, satisfied, comfortable and reflective people who value order, knowledge and responsibility. They are Conservative, practical and look for functionality. For this reason Herbal Toothpaste will be promoted on the basis of functionality, i.e. strong teeth to the senior members. Believer: Conservative, conventional people with concrete belief based on tradition like family. They are the parents caring for the kids who stay loyal to the brands they find best. Again, the kids are expected to be traditional. For this Herbal Toothpaste promotion is targeted towards the kid who would become life-long loyal Herbal Toothpaste user. Geo-Lifestyle Analysis (PRIZM): The Herbal Toothpaste consumers are the Young suburbia. They have young families, mostly married couple with children. These families are affluent and strong consumer of family products like toothpaste. For this Herbal Toothpaste targets the family focusing the promotion on the kids. 3.4. Demographic: Population of Muslims in UK are 1.6 million, 2.8% or total population of UK. Age 5-50 Area: East London, Tooting Broadway, White Chapel, Bethnal Green 72% of Muslims living in East London Price Range  £3- £5 Total market 400,000 people. (Source: Total population-office for national statistic 2001, Muslim population-office for national statistic 2001) MARKETING MIX To know the character of customers and their needs and desires is only the first step, however. The organisation needs to act on that information, in order to develop and implement marketing activities that actually deliver something of value to the customer. The means by which such ideas are turned into reality is the marketing mix. The following figure summarises the areas of responsibility within each element of the mix. PRODUCT New product development (e.g. Herbal body lotion, body powder) Product management (With strong management team) Product benefits (Made by Natural fresh ingredients) Branding Packaging (Under the perfect monitoring of the Company with high technology) PRICE Cost (Herbal toothpaste will be low cost product comparing with others) Profitability (After 6 months it will be profitable for the company,) Value for money (Herbal toothpaste cost effective products for the customers) Competitiveness (The products will be competitive in the market) Incentives (On Bulk purchase) PROMOTION Developing communication mixes (With Company, retailers, end users) Advertising management (Company marketing strategy management team collaboration with local add firm) Sales promotion (For distributors, retailers, customers) Sales public relation management (campaign, contribution in social activities) Direct marketing PLACE Access to target market (Easy access all over in UK market) Channel structure (Distribution channels are Tesco, Asda, Boots, Sainsburys) Channel management (Through Herbal products management committee and selective retailers) Logistics (Companys own support) The 4Ps : 4.1. PRODUCT: Products are solutions to customers needs. The company (the product provider) needs to make various product decisions, including functionality, range offered, brand names, packaging, service and support. The product is normally the critical element in the marketing mix, with all other decisions relating to this element (Drummond Ensor, 2005). The ingredients are eucalyptus, myrrh, Chamomile, Sage and some other less known plants such as Lavang, Choti ilaychi, Saunf, Neem, Babool, Khadir. Herbal toothpastes also contain oils such as oils of coriander, ginger, lemon, and spearmint. Some of these ingredients are available in India and its very cost effective to import from there. Product name: HERBAL TOOTHPASTE Tag Line: Real Fresh Dental Care Target Market: 5-50 years customer (everyone can use) 4.1.1. Product Range: Herbal Gum Protection Toothpaste: Contain kinds of herb, such as honeysuckle and chrysanthemum etc, which prevent mouth from cancer and protect gum. Advanced milling raw material make teeth white. Constantly using can protect gum. It gives pleasant refreshing breath. (spec: 150gm) Herbal Anti-cavity Toothpaste: Have good function of anti-cavity, strengthen teethFruit flavor give mouth pleasant aroma. : (spec: 150gm) Herbal Tartar Control Toothpaste : Offering silica based white toothpaste which is specialized for controlling tartar. The toothpaste comes with fluoride and without fluoride and it is extremely helpful cavity protection along with refreshing breath. (spec: 150gm) Herbal Natural Toothpaste : We are engaged in offering supreme quality natural paste. The natural paste is created by using completely natural ingredients that make them absolutely safe to use and free from side effects. ( Spec: 150gm) 4.1.2. Labelling: Our state-of-the art manufacturing capabilities enable us to successfully undertake private labelling activity; on the behalf of our customers. We use latest technology in production and packaging, to ensure that the end product complies fully with your requirements. This enables you to market a trustworthy and genuine product, under your brand, at very reasonable prices. 4.1.3. Product Life Cycle: According to the Break- Even analysis we can predict that after 3.7 months the company will get profit from the product. It will increase through developing the products and introducing new products I the entire market. After a certain period of time (3.7 months) the product will be matured and will be established in the competitive market. Source:http://www.tomspencer.com.au/2009/01/25/product-life-cycle-model 4.2. PRICE: Pricing strategy is affected by various factors such as cost of production, internal and external factors, competitors price for similar products etc. For our product we need to analyze these factors in order to develop competitive pricing strategy to offer better value products to its customers. Since all of the products are freshly made, the cost of production must be less than its competitors which hence reflects on its different range of products. Herbal toothpaste will be recognized as low cost but quality based products. Furthermore, our products will carefully focus on segmented pricing such as kids products is offered for a low price. On the other hand, it cannot charge the same range of prices in Middle-East which it is charging in UK market a geographical pricing strategy of our product is more effective in order to gain international reputation. Promotional pricing also gives the company to penetrate market more effectively. Using the Cost-based pricing Strategy Herbal To othpaste will be sold @  £3.25 per unit (200gm) tube with  £1.85 unit contribution margin. Takes into consideration the fixed costs and variable costs in the Break -Even Analysis given below. 4.2.1. Break Even Analysis: 4.3. PLACE: The organisation must distribute the product to the user at the right place at the right time. Efficient and effective distribution is important if the organisation is to meet its overall marketing objectives. If an organisation underestimate demand and customers cannot purchase products because of it, profitability will be affected. (http://www.learnmarketing.net/place.htm) For a Hybrid marketing systems multiple distributor will be used for the Herbal Toothpaste Retailers Catalogues (free and available from the retailing shops) Samples from the partners. Vertical marketing systems will be contractual with our retailers like boots, Tesco, Asda, and Sainsburys. Indirect Channel: Distribution the products into different wholesaler/retailers Store the stocks in a warehouse or business self storage in London Ship the Product from Dubai to UK(London) Mid EC Inc based from DubaiLogistics and Distribution: 4.4. PROMOTIONAL STRATEGY: No strategy lasts forever. Organizations need to innovate strategies and implement them in order to obtain a continuous success. As we are going to launch a new product in a new market we have selected some promotional strategies. The promotion strategy of Herbal Toothpaste are advertising, sales promotion, public relations however there are two more promotion strategies which are personal selling and indirect marketing. It has been observed that Herbal Toothpaste will always be consistent in promoting sales through advertising in different media ranging from newspapers to TV and radio. The sales promotion via gift promotional vouchers are some other areas where Herbal Toothpaste will found equally consistent. Due to its effective marketing strategy, Herbal Toothpaste will attract more customers towards its stores and sales points. The other promotional strategy will be its slogan REAL FRESH DENTAL CARE, through such kind of promotional activities the product will get its place in t he market will acquire more market share compare to other products in the market. Herbal Toothpaste will be quite a heavily outdoor- advertised brand that it forms a part of the landscape of almost all the neighborhoods of England. Everywhere one goes, one can see the brand logo. The brand name is displayed in many forms, including the following Billboards Shop fronts and store headboards Posters and stickers Media ( Television, Radio) All of these increase the chances of exposure so much that it is almost impossible to be unfamiliar with the brand. Attention These advertises successfully attracts the consumer as they use focus on the kids. The promotional activities for the brand are designed to gain attention using a number of stimulus factors. Size: Ads for Herbal Toothpaste is all big billboards that must attract the consumer. Colour: All advertisements for Herbal Toothpaste will be Black and white accompanied by Red on one side. Position: Advertisements of Herbal Toothpaste dental cream try to take advantage of every possible position, be it the right, left or centre of a street. Format: All advertisements of Herbal Toothpaste make use of a simple format, to make it easier to understand. 4.5. SEGMENTATION AND POSITION Freshness Strength Family Personal Benefit Positioning: Like all other dental creams in the market, Herbal Toothpaste will be positioned on the basis of benefits offered to the consumers through competitive low price. It projects functional benefit of strong healthy teeth without tooth decay, cavity or any other problem. For this Herbal Toothpaste dental cream will be promoted as a family product. Crest Paste Colgate Gel Herbal Toothpaste Kingfisher Sensodyne Aquafresh This diagram compares the attributes of our contribution with the finest of our contest in each category. Preferably the demonstrate for our product will shape a circle around the boundaries of the graph. This assessment will force us to consider the power of each of the competitive offerings and how we must position our offering to face them. Source: http://www.brs-inc.com/models/model15.asp 5. IMPLEMENTATION OF MARKET STRATEGY Herbal Toothpaste is in the long term and short-term memory of the consumer. It is memorized as preventing tooth decay, making healthy teeth and healthy kid. Herbal toothpaste Strong teeth Strong kid Happy kid Reasonable Price Economic Red colour of package Energy No tooth decay Enjoy life High quality Happy Family Number one brand Fun Foreign Figure: Partial Schematic Memory of Herbal Toothpaste (personal views) Bridging Consumer Need and the Product: Happy kid Healthy kid Healthy Tooth Strong Teeth Herbal Toothpaste Complete toothpaste Natural Ingredients Toothpaste preferred by kid Happy Family Toothpaste for whole family Integrated Communication Mix N E E D B E N E F I T Bridged byNeed of the Herbal Toothpaste user is strong and healthy teeth. This can be graphically depicted. Product benefit is strong and healthy teeth due to different ingredient in the product. Herbal Toothpaste bridges this need and benefit with the help of advertisements in television and on print media. In the advertisement they show the need for and the way to have strong and healthy teeth. How Consumer Attitude is Influenced For the favourable attitude resulting in purchasing of Herbal Toothpaste, the company will focus on consumers consistent and positive mix of cognitive, affective and behavioural components. Changing Cognitive Component Changing the belief that not all toothpastes are equally capable to prevent tooth decay and Herbal Toothpaste does this task best. They show it by a comparative advertisement with a simple experiment on a tooth like shell (shonkho) and germ, where Herbal Toothpaste proves to be more effective in preventing decay. Herbal Toothpaste will carry out campaigns in schools to teach the children how to care their teeth. This in turn increases awareness and preference. Shifting importance towards stronger teeth than fighting germs, comparing with the competitors. Changing the ideal of teeth, with more emphasis on strength than on whiteness and freshness implying that all these would come with strong teeth. Changing Affective Component Classical conditioning with children smiling (described before) With emotional appeal in the advertisement and continuous exposure on TVC, Billboard, Hoarding, newspaper, on Internet and religious festivals. Changing Behavioural Component Promotion in the school level accompanying free sample, Arranging drawing competition for the kids, Giving free gift of drawing book and pencil to the kids. Self-Concept: Self-concept is the perception and attitude consumers hold toward themselves. The target group, as described earlier, is families who share collective values and where family affairs run around the children. Strengthening self-concept: Both actual and ideal self-concepts of both parents and children meet with projection of Herbal Toothpaste. Both the parents and the kid him/herself want to have healthy teeth that would make the whole family happy. Thus Herbal Toothpaste strengthens the self-concept of the consumers. Forming self concept: Self-concept is formed through interaction with the surroundings in very early stages of life. Keeping this in mind, Herbal Toothpaste conducts its school program, as described earlier. Through this program they form the self-concept of the kids that values health, strength and family. Thus Herbal Toothpaste attempts to form and strengthen favourable self-concept. 6. CONCLUSION: Toothpaste is one of the largely vibrant segments of the oral care market. The regularity of product launches in existing segments of the marketplace and origin of new product segments contributes to constant growth of the toothpaste market. Enlarge in sales of oral hygiene stuffs in key markets worldwide has mostly resulted from rising awareness of cleanliness and product modernism. New advancements have led to the launch of a diversity of high-priced, value-added multifunctional products in numerous oral care categories such as toothpastes and toothbrushes. Whitening toothpastes and products offer multiple functions are driving growth in the dentifrices segment. Its certainly big business its the biggest segment of the UK oral care market, with a  £330m share of the nearly  £840m total, according to research firm Euro monitor. Currently, for major toothpastes, averting tooth decay is not sufficient, which usually guarantee benefits such as fresher breath, healthier gums and whiter teeth. Technological advancements in recent years have altered the toothpaste segment to one that offers additional benefits besides just fighting cavities to customers. This made manufacturers to roll out products with a lot of additional features that were not available previously. Word count: 3735

Is genesis discriminatory towards women?

Is genesis discriminatory towards women? Is Genesis 1-3 Discriminatory Towards Women? The first six chapters of Genesis are about the creation of the universe and the beginnings of humanity. Perhaps more than any other biblical story, those which make up the book of Genesis are considered to embody cultural, religious, and political symbols. Thus, Genesis is significant to this day because it is an etiological text. In particular, the story of Adam and Eve is essential in understanding gender roles and differences today. Discussing the relationship between Adam and Eve and the creation of the two figures by God often brings about controversy. It is obvious that the Bible, in particular chapters 1-6 of Genesis, has an abundance of examples where sexism towards women exists; however, some may interpret these examples with different meaning. Phyllis Trible, for instance, rejects the notion that Eve is an inferior or dependent being, but is rather the culmination of creation. These two opposite views are so frequently argued because Eve represents the fundamental characte r and identity of all women today. By examining the instances in Genesis which, to some, are seen as sexist, one can understand the reasoning behind gender role differences. The notion that women are the inferior sex originates in the Bible at the very beginning. It is in the creation story itself where controversy arises over gender equality. In Genesis 1:26-7, it appears as though equality between the sexes exists: So God created man in his own image, in the image of God created he him; male and female created he them. The statement male and female created he them denotes equality because both sexes were established at the beginning; however, we later learn that God did not create them at the same time nor did he create them in the same way. Because Adam, representative of all men, was created first, Eve and all women alike, are viewed as the second sex. The order in which God created humankind is significant because it stresses the primacy of man and his superiority while emphasizing that women play a subordinate role. Does this mean that God favors man and intended for this set-up of gender roles? Phyllis Trible writes on this topic in her book, God and the Rhetoric of Sexuality. While many see the book of Genesis as a patriarchal text, proclaiming male superiority and female inferiority as the will of God, Tribles interpretation of Genesis offers a different perspective. She argues that the traditional interpretations of male superiority and female inferiority are inaccurate and they fail to respect the integrity of this work as an interlocking structure of words and motifs with its own intrinsic value and meaning. In short, these ideas violate the rhetoric of the story (73). The way in which Trible argues against the traditional view of the book of Genesis is quite interesting. She is realistic and does not disagree with the fact that the texts are sexist; rather, she states that the Bible is patriarchal and that the literature comes from a male-dominated society. Her point of view is fair; she does not reject the obvious notion that sexism exists in Genesis. She adds that the intention of the Bible is not to create nor perpetuate patriarchy but rather to f unction as salvation for both women and men (73). Trible believes that the Bible is commonly seen as sexist because of the challenge readers face in being able to translate biblical faith without sexism. Chapters one through three contain five points which are the most argumentative in all of Genesis. While there are interpretations for each point that take the sexist approach, Phyllis Trible challenges these interpretations by construing them as non-sexist. The first of these argumentative points that appears in Genesis is the creation of humankind. When God creates humankind he says, Let us make man in our image, after our likenessSo God created man in his own image, in the image of God created he him; male and female created he them (Gen:26-27). Earlier I mentioned how it appears as if God is equally creating the male and female sexes-he creates them in his own image, blesses them, and says unto them, Be fruitful, and multiply, and replenish the earthand have dominion overevery living thing that moveth upon earth(Gen:27). At this point-before Adam and Eve are created-the notion that God created the sexes equally is mostly indisputable; however, once we get to the creation of Adam and Eve, controversy arises. The mere fact that God creates Adam first and Eve second implies that the male sex is of greater significance because in general, first means superior and last means inferior. Trible argues against this interpretation by focusing on the language of the text. She notes that the singular word humankind, shows that male and female are not opposite but rather harmonious sexesFrom the beginning, the word humankind is synonymous with the phrase male and female, though the components of this phrase are not synonymous with each other (18). This point can be argued because in some versions of the Bible, the word humankind is replaced with man, which clearly denotes male dominance. She concludes her argument by stating, Thus, the vocabulary of humanity in the poem disallows interpretations of the sexes as either antonyms or synonyms. It recognizes distinction within harmony (18). I find this argument to be weak because actions speak louder than words. The way in w hich something is written and the pronouns used are not half as important as what actually happens. For example, the way in which God creates Adam and Eve goes above and beyond to support the notion that the male sex was created superior. When God created Adam, He formed man of the dust of the ground, and breathed into his nostrils the breath of life; and man became a living soul (Gen 2:7). Adams creation is extraordinary and required God to use His divine power to form this being. On the other hand, Eves creation is less significant: the Lord God caused a deep sleep to fall upon Adam and he slept: and he took one of his ribsand made he a woman, and brought her unto the man. And Adam said, This is now bone of my bones, flesh of my flesh: she shall be called Woman, because she was taken out of Man (Gen 2:21-3). The means by which Eve was created is enough to be extremely suggestive that the woman is inferior to man. To begin with, Eve is a derivative of Adam. She is literally created from the rib (a very small part) of Adam, and thus is dependent on him for life. The words she was taken out of Man emphasize this point and indicate that Eve will occupy a place secondary to Adam. There is no suggestion here that woman mi ght be superior or even equal to man after reading this passage. While it is impossible to argue with the written words that woman was taken from mans rib, Trible challenges the interpretation that man was responsible for womans creation. She states that human life is Gods gift; it is not possession (81). She believes that for both man and woman, creation is an act of God and that when the man says bone of my bones and flesh of my flesh he is not implying that she is derived from him or subordinate to him. Rather, he is saying that he shares equally with the woman the dust of the ground and the origin of their lives. If the order in which man and woman came to life and the means by which they were created are not enough to convince you that Genesis is a sexist text, then perhaps we should observe the reason why woman was created in the first place. After putting man on earth, God said, It is not good that the man should be alone; I will make him an help meet for him (Gen 2:18). It is only then that God formed every living creature and subsequently woman is created. When God created Adam, He gave him a purpose on earth and tasks to fulfill: The Lord God took the man, and put him into the garden of Eden to dress it and to keep it (Gen 2:15). Additionally, Adam gave names to all cattle, and to the fowl of the air, and to every beast of the field; but for Adam there was not found an help meet for him (Gen:20). It is only at this point-after Adam accomplished his tasks such as naming the creatures of the earth-that Eve is created. Thus, it is obvious that woman is created for the sake of man, merely t o cure his loneliness. Trible argues this notion that Eve was created for the sole purpose of being Adams helper by discussing the translation of the Hebrew text: The Hebrew word ezer, rendered here as companion, has been traditionally translated as helper-a translation that is totally misleading because the English word helper suggests an assistant, a subordinate, indeed, an inferior, while the Hebrew word ezer carries no such connotation (90). Tribles argument is interesting because one would never know this fact by just reading the King James Version of the Bible. However, I still find that even if Eve were a companion she would still be subordinate to Adam because of her role on earth. If it hadnt been for Adams existence (and loneliness), Eve would never have been created; thus, she is produced for the sake of man. The fourth point I found to be one of the most argumentative in all of Genesis is the naming of Woman. The fact that man names her clearly signifies that he has power over her, which in turn extends to universal male authority. Adam has just finished naming all the other creatures on earth after God brought them unto [him] to see what he would call them: and whatsoever Adam called every living creature, that was the name thereof (Gen 2:19). Immediately after Adam names the creatures, he names the woman: she shall be called woman, because she was taken out of Man, (Gen 2:23). The scene where Adam names Eve demonstrates his authority over her in a way similar to that by which he named the animals. While I feel it is obvious that man named woman in this scene, Phyllis Trible rejects this entire notion. Just as she did with the arguments regarding the order in which humankind was created and the purpose for Eves existence, Trible focuses on the language of the text to support her argumen t. zeroes in on the wording of the text: she shall be called woman (Gen 2:23). She believes that this does not imply Adam specifically named her, but rather she was to simply be called Woman. She explains that the verb call by itself does not mean naming; only when joined to the noun name does it become part of a naming formulaHence, in calling the woman, the man is not establishing power over her but rejoicing in their mutuality (100). I consider this argument to be particularly weak because she unreasonably discards this scene and generalizes that in order for the man to have named the woman, the wording in the text must be altered. While Trible focuses on the rhetoric, I feel that it is not the wording that is so essential to the text but rather the point that gets across. The final point that is necessary to discuss in order to fully understand why the Bible is a sexist text is the notion that women are considered to be responsible for the sin in the world. This belief is a result of the story of the Garden of Eden. When Eve is tempted to eat the forbidden fruit and in turn, tempts her husband to eat it as well, fault is placed on Eve and she is portrayed as the cause of humanitys fall. Both Adam and Eve are punished by God; however, Eves punishment is more severe than Adams: I will greatly multiply thy sorrow and thy conception, in sorrow thou shalt bring forth children; and thy desire shall be to thy husband, and he shall rule over thee (Gen 3:16). Eve is held responsible for the fall of humanity despite Adams free will; even though he listened to his wife and ate the forbidden fruit, he was not forced to do so. Obedience is the act of a choice. Why is it that, even though Adam and Eve committed the same crime, Eve is punished with pain during child birth and submission to her husband? This can only be explained by the fact that male authority is favored in this misogynist text. However, some, such as Trible beg to differ. She believes that, because God curses the serpent (cursed are you) and the man (cursed is the earth because of you) and not the woman anywhere else in the story, any claim that Yahwehs judgement upon her is the most severe of the three falters at this very point (126). Additionally, she states that at the same time, the lack of a curse does not mean that she is less responsible than either the serpent or the man-or that she is less a human being than the man (126). Trible considers Eves punishment to be equal to Adams and that they are both held accountable for eating the forbidden fruit: At their trial, the questions of God made clear their individual accountability; similarly, their confessions, although given separately, indicated mutual responsibility. Thus in judgement the woman is neither more nor less responsible than man (127). If Tribles perspective is valid, then how can we explain the reasoning behind Eves subordinate role to Adam? The answer is we cannot; it takes a perception such as that of Trible to understand the text in a non-sexist way. By recalling the five scenes I mentioned from Genesis, it is likely that one will perceive them to be obviously misogynistic. However, in order to find the significance behind these scenes, one must relate them to how they affect us now. It is easy to draw parallels between Eve and modern day women due to problems concerning gender equality. Eve is representative of all women because she symbolizes the origin of female inferiority. Although feminist efforts are becoming more and more successful in equalizing gender roles, there has long been discrimination towards the female sex. Not only in the workplace and at home, but the reputation of women has been seen as inferior to that of men. Now that we have analyzed a few crucial points in Genesis, we can draw conclusions as to where and why female inferiority began. Works Cited: The Holy Bible, King James Version. New York: Penguin Group, 1974. Trible, Phyllis. God and the Rhetoric of Sexuality. Philadephia: Fortress Press, 1978.

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Most prople know what depresion is and how it can can turn into a destructive part of one’s life. There have been medications and theories made to help to prevent depression in adults. Many people are unaware that not only depression is not only diagnosed in adults but, studies show that depression is also diagnosed in children. Not only do adults become depressed. Children and teenagers may also become depressed as well. What people are unknowledgeable of is that, children may tend to be more depressed than adults. Depression is defined as an illness when it is persistent. Most adults and many children have a few bad days here and there, sometimes three or four in a row. When this happens, their mood is often loneliness or unhappiness, and having thoughts of suicide or unexplained anger. Some may sleep but they cannot rest. In some, depending on the severity of their disorder, even have lack of appetite. When it comes to depression we feel like there is no way out and even when our family tries to express concern we turn them away, because of not knowing the exact problems that we face. From my experience even when surrounded by loved ones I still felt alone. As if no one understands what is going on in my head or my heart. Sometimes I have even wished that they just go away, and the increased loneliness has resulted in making the situation worse. Depression varies from person to person and in some cases, it may get worse with age or it may cease. From my personal experience my depression was not of the more severe cases. But from what I have read and researched over the years of disorder, it can stem from anything to body image issues, self-esteem, lack of friends, or family crises. Some people may have depression from a trau... ...express their feelings.it is not good for anyone to keep their emotions bottled up inside. In conclusion,of course not everyone has all those symptoms every time. Until about ten years ago, children's mood swings and irritability were considered nothing but a phase that kids go through and would eventually outgrow. It has been proven that if depression in children goes unnoticed and, therefore, untreated, the children gradually will turn to doing drugs ("self-medication") and consuming alcohol, will drop out of school, will become uninhibited, and for a lot of them it even might lead to suicide. The adolescent depression is basically treated as the adult depression. Unfortunately, most of the antidepressant drugs are still not approved by the FDA for children under 18 years. More than likely, those people who are severely depressed often lead themselves to suicide.

Masculinity vs. Femininity in Chinua Achebes Things Fall Apart Essay

Masculinity vs. Femininity in Things Fall Apart   If viewed on the surface the story line of Things Fall Apart is a tragedy, but when viewed in a wider perspective it is a story of deeper conflict. The main issue is that the British have come to establish a mission and receive converts. Less evident is the conflict this intrusion inserts between the Ibo and British. The underlying issue is masculinity versus femininity. By this I mean to say that the Ibo are an agrarian people who are a patriarchal and see any sign of weakness as being less than desirable. The protagonist in the story, Okonkwo, is the champion of this thought. As what would happen to him seems to happen to the Ibo. When Okonkwo disagrees he is usually correct and the tribe would suffer the same fate and vice versa. In the novel the Chi is a powerful spirit that determines a man's lot in life. One such instance is when Okonkwo was disbanded from his home for a Feminine murder; Clearly his personal god or Chi was not made for great things. A man could not rise above the destiny of his Chi. The saying of his elders was not true---that a man who said yea his Chi also affirmed. Here was a man whose Chi said nay despite his own affirmations. (p. 131) The Chi then is the most important aspect of Ibo society. The most compelling argument for conflict between the British colonists and the Ibo lies directly within the tribes Chi. Chi, as stated, is the will of a man. The Ibo are guided by this and believe that they can only rise to the level to which their personal God will allow. (p.131) This being the case the Ibo themselves are destined to rise only as far as their cumulative Chi will allow. If the Chi of the British is strong, eve... ...ung lazy and reliant on the whites. When Okonkwo's own son joins the church he must have felt a great sadness that his son was weak in mind, and would become softened by the white culture. Feminine versus masculine traits is the controversy in this instance. Okonkwo has built his whole life on the masculinity of the tribe. The masculinity is what helps the tribe survive. Chi as discussed in this novel is the concept most important to understanding the conflict within. Okonkwo's Chi is strong, and immersed the Umuofia in a battle with the British. Further underlying conflict resides in the lack of written law in African society, which led the British to assume they were not civilized, and in a constant state of anarchy. These characteristics coupled with an effeminate church led to the tragic end to Okonkwo's life, and eventually the Umuofia culture.

Should Gambling Be Legalized? :: Argumentative Persuasive Essays

Should Gambling Be Legalized?   Ã‚  Ã‚  Ã‚  Ã‚  Over the past twenty or so years, great wealth and improved economic and social conditions have been promised to the communities that have embraced legalized gambling. However, with twenty years of experience it is time to look back and analyze whether this is true or not.   Ã‚  Ã‚  Ã‚  Ã‚  It could easily be said that gambling is as American as apple pie. Gambling has shaped American history since its beginning. Lotteries were used by The First Continental Congress to help finance the Revolutionary war. Many of our founding fathers, such as Benjamin Franklin, Thomas Jefferson, and George Washington, have sponsored private lotteries. It has been said that "Our founding fathers were just numbers guys in wigs" At one time baseball would have seemed to be the American pastime. This is not so now. In recent years, the attendance at casinos has nearly doubled the attendance at all major league baseball games, with close to 130 million people visiting casinos every year.1   Ã‚  Ã‚  Ã‚  Ã‚  With so much money at stake, the average gambler does not stand a chance against this big business. The casinos go to every length to analyze what makes a gambler bet, stay longer, and loose as much money as possible.   Ã‚  Ã‚  Ã‚  Ã‚  Gamblers who come to casinos with the intention of winning money are habitually disappointed. As casino crime lord, Meyer Lansky's universal gambling truth states; "Gamblers never win, the house never loses"2 Slot Machines and most table games allow players to make bets where the probability of winning is relatively high. Frequent wins are characterized by low payouts. These frequent wins encourage further gambles with low payouts.   Ã‚  Ã‚  Ã‚  Ã‚  Frequent winning, low paying games are not the only way casinos get people to keep playing. Nothing less that psychological warfare is going on at casinos across the country. "The days of shaved dice, missing face cards and rigged roulette wheels are long gone. But the pursuit of profitability in the corporate era of gambling has turned the average casino into a financially hazardous place for betters"3 The casino's beliefs are all based on the fact that since the house has an advantage over the player, the longer the house can keep the player playing, the more money the house will make. The gambling industry spends millions each year to whether wider isles, fresher air, and back rests on the chairs at slot machines make a player stay longer.4 And why would the casino care if somebody is comfortable? Because if each better stays for just a few more minutes, it could mean millions for the casinos.   Ã‚  Ã‚  Ã‚  Ã‚  Casinos have false ceilings with rooms above them where some people

Business Ethics and Issues Essay

Ethics Ethics is a branch of philosophy which seeks to find answers about the moral concepts like bad, good, evil, right, wrong, etc. According to OEC (2011) ethic is defined as â€Å"a moral philosophy which is concerned with what is right or wrong, good or bad, fair or unfair, responsible or irresponsible, obligatory or permissible, praiseworthy or blameworthy†. Many scholars have associated it with the various feelings and emotions like guilt, indignation, empathy etc. The ethics deals in the way of doing things and with the generalized matters related to the public policies and the personalized issues. It is based on the social practices and laws, religious matters and conscience. These social practices give strength to this branch of philosophy. It seems to be very general matter but due to its connection to various social issues, it is often termed to be very complex and difficult to employ. With the passage of time, many companies have started giving importance to the corporat e ethics and their responsibility towards the society and communities. Today, many businesses have gained lot of reputation and recognition by being in business and following the morals when conducting their business activities while many others have lost their reputation only because of bad business practices. To many, business is an economic activity to maximize their profits and the main focus for them behind this activity is money. There is nothing wrong with the money itself but the some businesses acquire money and gain profits matters most and their manner raises several questions related to the ethical behavior. Business Ethics Business ethics strives to understand whether or not a specific business practice is morally and ethically acceptable. The American Heritage Dictionary has defined business ethics as â€Å"the philosophy of human conduct with the emphasis on determining right and wrong. It specifies the rules or standards governing the conduct of the members of a profession† (Ferrell et al, 2009). It is necessary for the entrepreneurs to follow good business ethics for every part of their business. There are several global entities, that offer brands to the public for general and specialized use, are engaged in the bad business practices and many of them have been fined by the related authorities which accounts for millions. The companies are fined due to their failure to adhere to the business ethics and ethical laws. The main problem with these companies is the amount of money they generate is much higher than the fines imposed on them. This outweighs the opportunity costs associated in their business and they happily pays off all the fines. It is therefore necessary for the authorities to force business ethics over all the business entities and their business units. Business ethics can remove the minor issues like the lower wage rates, work force exploitation as well as the big issues like the children in sweat shops making sneakers or footballs for the large companies. The above discussed implications explain some of the important facts related to the business ethics. The importance of ethical business practices is forced by many local, regional and state level governments to the companies. Importance of Business Ethics Being a good person or a person of values, in one’s own opinion, being a person of good ethical and moral values is not enough in the today’s business scenarios and it is not helpful to handle the issues related to the ethics that may arise in the organizations. It is very important for the companies to understand and recognize the relationship between the decision related to ethics and the legal aspects of business organizations. The importance of business ethics was first recognized, during the 1960’s, when the social issues in business rise to large extent in the American societies. There were increased issues related to the public safety, and ecological problems related to the pollution, waste management system, disposing the toxic wastes etc. in these societies. The then president of America, John F. Kennedy, gave a special message to the general public and the companies to safeguard the consumer rights of safety, the right to be informed and right to choose, which is widely known as consumer bill of rights. In the late nineties, business ethics became an emerging field in the societies. Lot of emphasis on this field was placed by the theologians and philosophers who suggested that some of the principles of ethics are applicable to business activities. This gave rise to the academic and research writings about Corporate Social Responsibility of a company (Ferrell et al, 2009). The importance of ethical practices can be recognized by considering the fact there is an international Federation Sentencing Guidelines for Organizations (FSGO) which was established in late 90’s to set the standards and code of conduct for the companies working in the business environments. There are ten basis guidelines for the organizations specified by FSGO which must be followed by the companies in order to remain ethical in the business (Ethics Resource Center, 2005). Ethical Issues in Business Due to increased emphasis on the business ethics over last three decades, this field is suffering and is troubled by the lack of proper directions and is struck, just like Alice in the wonderland, in the issues like logic, reasons etc. Much of the research emphasis is given on the two basis approaches to understand the relationship between ethics and the business practices. These approaches used by the researchers are termed as normative approach and empirical approach (Donaldson and Dunfee, 1994). The past conception of the companies about the ethical issues in business was related to the administration of rules, regulations in the organizations and making sure that the people are complying with these rules or adhere to the standards set by the organizations to stay ethical. This conception is now nowhere implemented, today, people from the top management level and the business owners have understood that this concept of ethical issues in business is far superior than handling the r ules and regulations and their effective implementation. There are wide ranges of issues related to the business ethics currently observed by the market analysts. According to the online report published by UK Energy Saving Website (2011), today, there is wide range of areas listed under the head of ethical issues in business. These issues can be of varying nature ranging from professional ethics which may include the moral duties of engineers, doctors, and architects, lawyers as well as the employee right issues. The issues related to employee rights may further be divided into various categories like issues related to wages, safe working environment, non-discriminatory policies etc. The functional areas of business like marketing, management, accounts etc. also reported to have ethical business issues. Due to the varying natures of these issues, it is difficult to conclude whether or not any company or a supply chain partner is adhering to the ethical principles. In the current business environment, the issues like fairness, justice and honesty are the main issues that are posing complex dilemma to the businesses. Any wrong or biased decision can have a profound impact on the goodwill of the company as well as its market position. To deal with such issues, many companies follow the ethical guidelines so that they â€Å"do not lose sight on the essential value of fairness. However, if they choose to use legality and profitability as their measurement in determining what is right from wrong then business ethics will surely become irrelevant† (CFA, 2009). Business Function Ethics: Marketing Ethics Marketing is among the most crucial functions of a business in an organization. The function of this business unit is to provide understanding about the four basic aspects of a business- Product, Price, Place and Promotion. It provides interface to the management related not only to the customers but the other related parties like media, investors, distribution system, supply chain partners, legal framework, as well as others. The importance of marketing ethics is vital to the organization due to the diverse nature of stakeholders associated with this business function (Ferrell, 2007). While Ethic deals in the determination and study of what is right, wrong, good, evil etc., for marketing managers, workplace ethics deals with the rules, regulations, principles for governing the code of conduct of the members of an organization (Ferrell, 2005). Therefore, ethical marketing can be defined as â€Å"practices that emphasize transparent, trustworthy, and responsible personal and organiza tional marketing policies and actions that exhibit integrity as well as fairness to consumers and other stakeholders† based on normative perspective (Murphy et al, 2005). The concept of marketing ethic emphasizes on the practices and standards that are deemed acceptable in the marketing conduct. These operative standards are usually determined by the stakeholders and the organization as a whole which is responsible for the marketing related activities. The marketing team is required to adhere to these standards and make sure that these prescribed standards are in fit with the societal needs and expectations. According to Ferrell (2005) the ethical marketing practices are most significant in establishing and retaining long term relationship, and development of customer trust. The nature of marketing is very diverse which in turn started large numbers of ethical issues incurred by the businesses today. Key Issues in Marketing Ethics As the 21st century started, the companies and business started to give more importance to the business ethics due to the various scandals emerge early this century related to Enron, Tyco, and Sunbeam etc. most of the business scandals were related to the accounting frauds or supply chain management. During this phase, the journal of marketing consisted of wide range of articles that were associated not only to ethics but especially to the issues related to business ethics (Klein, Smith and John, 2004). The marketing ethical issues are defined by the stakeholders and the company and therefore these issues must be resolved in the timely manner to improve the level of trust and build long term relationships with these people. Murphy et al (2005) suggested that due to the nature of marketing issues, the marketers are sometimes need to deal with the choices that are subjective and moral in nature requiring them make decision regarding the moral standards. Due to these ethical standards, the companies and their stakeholders must conform to the moral principles. Many companies have started fair trade system to operate ethically with their supply chain partners. For example, the star bucks has started the fair trade system to engage with their farmers by offering right prices and maintaining business relations as well as direct purchasing options (Starbucks, 2011). When applying ethics to the marketing practices some factors are important to be considered. First, the marketers should understand the objectives of the company. Second, they must balance the marketing practices with the objectives of the company. The balancing may involve compromise at any point of business or tradeoffs (Ferrell, 2007). Most of the marketing ethics are related to the fairness, justice and honesty as well as conflict of interest, fraud, discrimination and privacy etc. Talking about the global business practices, many countries trade departments have established regulatory groups like better business bureau etc that mainly deals with the issues related to the ethical marketing. The governments have also developed trade commissions that forces laws related to the consumer protection. These government regulated bodies includes Federal Trade Commission, Food and Drug Administration etc. these organizations strives to help the consumer in identifying fraud, deception and public safety. These and many other related agencies focus on identifying the major issues that are of ethical concern for the marketers. Examples of these issues includes the communication practices adopted for marketing, wrong advertising, hidden pricing, wrong information presentation in the internal and external communication system, misleading ads, etc. to deceive the customers (Ferrell, 2007; Leclair, Ferrell and Fraedrich, 1998). A lot of progress is been made in the field of ethical marketing based on research and theory. In order to obtain promising results various codes of conducts have been developed by the organizations like American Marketing Association, Marketing Research Association etc. which has elevated the marketing practices. Moreover, many organizations have developed code of ethics which helps them address various marketing practices related ethical risk areas. References CFA (2009) Ethical Issues in Business and the Importance of Ethics, retrieved on July 29, 2011 from http://cfagbata.com/ethical-issues-in-business-and-the-importance-of-ethics/ Donaldson, T. and Dunfee, T. W. (1994) Toward a unified conception of business ethics: integrative social contracts theory, The Academy of Management Review, Vol. 19, No. 2, pp.252-284 Ethics Resource Center (2005) Federal Sentencing Guidelines for the organization, ethics org, retrieved on July 29, 2011 from http://www.ethics.org/resource/federal-sentencing-guidelines Ferrell, O.C. (2005). A Framework for Understanding Organizational Ethics. In Business Ethics: New Challenges for Business Schools and Corporate Leaders. R.A. Peterson and O.C. Ferrell, (eds.) Armonk, New York: M.E. Sharpe, 3-17. Ferrell, O. C. (2007) nature and scope of marketing ethics. In G. Gundlach, L. Block & W. Wilkie (Eds), Explorations of marketing in society, Mason, OH: Texere/ Thomson South Western Ferrell, O. C., Fraedrich, J. and Ferrell, L. (2009) Business Ethics: Ethical Decision Making and Cases, 7th edition, USA: South Western Cengage Learning Klein, J.G., N.C. and John A. Smith. (2004). Why We Boycott: Consumer Motivations for Boycott Participation. Journal of Marketing, 68 (3): 92-110. LeClair, D.T., O.C. Ferrell, and J.P. Fraedrich. (1998). Integrity Management: A Guide to Managing Legal and Ethical Issues in the Workplace. Tampa, Florida: University of Tampa Press. Murphy, P.E., G.R. Laczniak, N.E. Bowie, and T.A. Klein. (2005). Ethical Marketing, Upper Saddle River, New Jersey: Pearson Prentice-Hall. OEC (2011) Defining Ethics and Morality, OEC org, retrieved on July 29, 2011 from http://www.onlineethics.org/Education/precollege/scienceclass/sectone/chapt2.aspx UK Energy Saving (2011) Ethical Issues in Business, retrieved on July 29, 2011 from http://www.uk-energy-saving.com/ethical-issues-in-business.html Starbucks (2011) Fair Trade, retrieved on July 29, 2011 from http://www.starbucks.com/aboutus/StarbucksAndFairTrade.pdf Further Reading 1. Business Ethics Cases: http://www.scu.edu/ethics/practicing/focusareas/cases.cfm?fam=BUSI 2. Performance Appraisal case: http://www.scu.edu/ethics/dialogue/candc/cases/performance.html 3. Applied Ethics Resources: http://www.ethicsweb.ca/resources/business/topics.html 4. Business Ethics: http://en.wikipedia.org/wiki/Business_ethics 5. Cutting-edge issues in business ethics: continental challenges to tradition: http://books.google.com/books?id=RsBfMI6di8gC&pg=PA87#v=onepage&q& ;f=false 6. A companion to business ethics: http://books.google.com/books?id=PDXVnfyKHBIC&pg=PA178#v=onepage&q&f=false 7. Harvard Business Reviews: Business Ethics: http://www.businessweek.com/managing/company/business_ethics/ 8. Business Ethics and Stakeholder Analysis: http://www53.homepage.villanova.edu/james.borden/vsb1001/Goodpaster.pdf 9. Ethical Decision Making http://www.scu.edu/ethics/practicing/decision/ 10. Importance of Ethics in Business http://www.accountantnextdoor.com/importance-of-business-ethics-importance-of-ethics-in-business-investment/ 11. The Critical Importance of Business Ethics For Effective Leadership http://www.businessexpertwebinars.com/content/view/471/29/ 12. Business Ethics Manual http://www.trade.gov/goodgovernance/adobe/bem_manual.pdf