Touching the Void

From Touching he Void Backgraund Joe Simpson's book â€Å"Touching the Void† was publised in 1998; translated into 23 languages and achieved sales of 500,000 across all editions. When Joe Simpson and his friend Simon Yates decided to go climbing in Siula Grande in the Peruvian Andes, he wouldn't imagine he would caught up in the most spectacular survival story. Fallen into a crevasse after Yates cuts the rope during an accident he was left for dead, but his will to survive was stronger than the odds. Main Characters Joe Simpson – mountaineer/first climber-optimistic, Joe falls, breaking his leg and heel when he impacts the bottom then Simon cut the rope which Joe was hanging asuming that Joe will die. Simon Yates – mountaineer /climber – 21-ear-old, was faced with the first of two terrible decisions: should he abandon his friend – whom they both knew was as good as dead – or try to get him down the mountain? Yates chose the second option. Plot In the mid-80's two young climbers attempted to reach the summit of Siula Grande in Peru; a feat that had previously been attempted but never achieved. With an extra man looking after base camp, Simon and Joe set off to scale the mount in one long push over several days. The peak is reached, however on the descent Joe falls and breaks his leg. Despite what it means, the two continue with Simon letting Joe out on a rope for 300 meters, then descending to join him and so on. However when Joe goes out over an overhang with no way of climbing back up, Simon makes the decision to cut the rope. Joe falls into a crevice and Simon, assuming him dead, continues back down. Joe however survives the fall and was lucky to hit a ledge in the crevice. This is the story of how he got back down. A man was on a 21,000-foot peak in the Andes Mountains where a fall broke his leg severely. Joe Simpson and his friend, Simon Yates were experienced mountain climbers but were not prepared for this grueling disaster in the hours that followed Joe's fall. Surviving in sub zero temperatures, treacherous icy cliffs and a severe injury left Joe helpless while his climbing partner, Simon had to make difficult decisions for both of their survivals. Simon decided to painfully lower injured Joe slowly with ropes in the blinding snow and used tugs on the ropes as their communications. A few hours went by as the climbing team tried in vein to avoid deep crevices and avalanches while the roaring wind and no visibility made the situation much worse. Simon felt no life on the other side of the rope for quite some time before he decided to cut his end, assuming his friend Joe had died from the descending attempts. The story progresses into unbelievable human emotion as Simon expresses the guilt he felt of not being able to save his friend and cutting the rope for his own survival as he makes the daring descend down to base camp to tell the sad news to others. Meanwhile, Joe was not dead at all but seriously injured and crawled and slid down the mountain with no water or food for two days in blizzard conditions. Simon was packing up Joe's belongings and getting ready to leave camp to tell Joe's family the horrible news when all of a sudden he heard a howling wolf. The howling was coming from Joe unbeknownst to Simon until he decided to go investigate and was flabbergasted to see his injured friend a few miles from base camp. Pharagraph by pharagraph

Employee Relations HND 2013 Assignment 3 Essay

In regard to apprenticeships UNISON has actually made a lot of efforts as to gather as many new apprentices as they can because the current UK public sector workforce is full of old people who will be retiring soon and therefore leaving a lot of job vacancies which will be filled out by other old people who may have experience but will lack the drive and energy to work as hard as the youth. The new apprenticeship schemes used by UNISON encourage real work with learning and training, Using on-the job and off-the job methods they are able to target the apprentices and make sure that they are well aware of their work and well acquainted to their workplace as well. The UK government plans to create at least 21,000 places in the NHS, education and local government sectors for new apprentices. In order to support this plan since November 2009, Apprenticeship programs have been covered by the Act of Parliament and 250,000 apprenticeships started. Technically The high quality training through apprenticeships give the youth confidence as well as skill to pursue important work roles. Boosting the Uk economy as well as benefitting their businesses. UNISON is for the growth of apprenticeships schemes for the youth. It does so by providing a working base for them to be able to gain new skills and credentials. It works towards apprentices being safeguarded from being used as cheap labor, as well as giving the youth a proper chance on the career ladder. It is currently influencing the employers of local government s and various other occupations to introduce types of apprenticeship schemes. Working as a sort of cohesion between employers and apprentices it works to make sure the schemes meet the needs of the employers and apprentices. A little more information regarding what they do to help apprentices are as follows; The can help increase wages, help manage appropriate working hours and improve working conditions using collective bargaining. They sometimes also encourage employees to take industrial actions in order for them to reach their objectives. Give legal advice and amenities to help solve any problems in the workplace. Have Promotions and discounts on services like car insurance. Give apprentices the chance to develop personal matters as well as to gain basic skills or professional qualification. The Apprentices are given good quality training schemes in public services. Protected by minimum wage legislation to receive proper wages. They are not discriminated against for any reasons. A further study on UNISON shows that they go into great lengths to looking after their members, they have bargained with employers regarding housing, healthcare and other benefits that the employee receives and been able to increase the efficiency of employees which affects the overall efficiency of the company as a whole. The reasons UNISON supports apprenticeship is because they are able to benefit the society as well as the market in many ways; It gives opportunities to the youth of the society and also introduces new people into the industry therefore making it valuable as more minds have more ideas and methods. It includes a progression advancement that allows the people to increase their levels of skills and qualifications Generates a positive learning environment within a company. The external factors making apprenticeship schemes important; The government sector of the UK needs to have a major increase in the number of public sector apprenticeship schemes for youth as to balance out the country’s economy, placing as many qualified youths as possible into the sectors will help them achieve this, reducing the rate of lack-of-job opportunities. Before the training participation age was raised in 2013, the Act of Parliament covered the apprenticeship programmes and 250,000 apprenticeships began on November 2009 to allocate as many apprentices as possible in the government sectors. The training they received helped them increase their overall knowledge and working abilities which also played a huge role in the economy of the country. The UK has a high number of people who fit into what is called the â€Å"Baby Boom† generation, These are people who were born after the Second World War and are now in their 50’s and 60’s and nearing retirement therefore pushing the Government to act and allocate more young skilled workers to the positions of those are nearing retirement. Apprenticeships are a perfect way of providing such a workforce and also allow youth to have more oppurtunities for progression within an organization. Bargaining – Negotiate the terms and conditions of a transaction. Agenda – A list of items of business to be considered and discussed at a meeting Using these definitions we can come to a conclusion that Bargaining Agenda is the list of terms used while bargaining with employers, negotiating employment agreements and lobbying for change to legislation in an industrial relations point of view. The list can consist of various things that range from pay raise to issues at the workplace. The use of bargaining agenda can be at meetings or even brainstorming sessions by either sides and it will greatly benefit the employers and the employees; Employers will benefit from higher productivity, improved recruitment and retention and better staff morale and it will dramatically improve the quality of workers’ lives and levels of job satisfaction. When a bargaining agenda is made, the problem which is at hand is noted as well as factors affecting it and what the outcome might be, classifying all this information it is used while in meetings to rectify the problem and make sure that all factors and options are thoroughly analysed before the final decision is made. UNISON does not have authority to set up or approve apprenticeship schemes, instead they use their positive working partnerships with the employers to persuade and influence decisions made by them in various ways and sometimes even controlling the decisions. How they do so is as follows; They recognise and promote present schemes which have the best practice by consulting the UNISON members and using feedback regarding the apprenticeship schemes which is then given to the employers. Provides negotiation guides for employers who are proposing to introduce a scheme to use. They have played an active role in seeking to persuade the Low Pay Commission to set fair and appropriate pay standards for apprentices, which is why apprentices are now covered by the minimum wage laws. UNISON has worked with North Yorkshire Council on a scheme and was able to to create around 300 apprenticeships with a mentor for each apprentice, a decent salsry and time for the apprentices to study for their qualifications. The service that UNISON and other trade unions provide is justice. They see to it that each employee is given what they deserve. Regarding what their qualifications are they are allocated and given jobs, and even if their qualifications are not up to standards they are allowed to work while earning their qualifications alongside either at work or at colleges. The examples are already stated above . This shows that the services trade unions provide is very very important for companys and organizations and moreover for the entire countrys economy, seeing by how UNISON established their Return to Learn program it is eminent that they are doing more of a service to the general public and help all the youths as well as elders achieve things they could not otherwise achieve. Question2: Influence of the EU on Industrial Democracy in the UK Industrial democracy is an understanding where employees make decisions, partake in responsibility and authority in the place of work. Some European countries have had the structure of Industrial Democracy allocated from a long period of time; however the concepts behind Industrial Democracy are not well established in the views of managers and unions in British organizations. The European Law making process attempts to encourage the employees to have a firm role in the company’s decision making process. The current Businesses based on partnerships where the unions and the organizations work toward the same goals, currently exist in the British Industry due to the current EU influence. Unions are thought to be institutions that’s purpose is to tutor the management and employees regarding the positive effects of including workers in the decision making process, Due to this employees involvement in the decision making of an organization has become practical, Impacting positively on employees performance as well as enhancing their influence to the attainment of the organization. Thus leading to Works Councils having representatives in all departments of the organization. The main role of a Works Councils is to talk over the long term goals of the organization and to recommend approaches to improve the future forecasts of the organization. It is also possible for Worker Shareholders and Worker Partners to have a stake in the ownership of the business. Share-Holding is often encouraged within an organization using share options and saving schemes. These schemes have been successful in the UK with some companies stressing on the importance of employees having a stake in the company. Even though it is feared that the European Monetary Union might increase ‘Wage Dumping’ (Where companies pay workers less than the standard rate set.) Ways In Which Employee Participation and Involvement In Decision Making van be met in an organization. There are various methods in which employee involvement in organisations can be met, also known as mechanisms; Attitude Surveys: An attitude survey can be conducted in order to find out employee views on matters that concern them. This can be used to find out views regarding job evaluation, pay determination and performance management in order to evaluate their effectiveness and efficiency and furthermore find out the employees view on fairness and equality. As well as to stimulate views regarding personnel policies and how they operate in views of equal opportunity, employee development and health and safety. Attitude surveys are conducted through planned questionnaires, interview and focus group discussions. Quality Circle/Improvement Groups: They are small groups of volunteers who are involved in related work within an organization. This method can be used to solve problems/issues which are a result of a ‘top-down’ management, where the management ignores the issues that exist between other levels in an organization. This provides opportunities to use the knowledge of employees , who might have experience in work-related problems that are hidden from managers. Suggestion Schemes: This is a method that provides a valuable means for the employees to participate in stating improvements/changes that can be made to increase the overall efficiency of the organization. In this type of process employees are able to discuss with the management regarding how they believe the company is running. Direct Participation: Through direct participation employees can be involved in decision making processes that affect their everyday work routines.

Al Gore Leadership

Between his service as a two-term Vice President and his later and current work as a statesman and respected politician, Al Gore has shown that his style of leadership has the ability to greatly impact America.This essay will examine three areas in which Gore has made his mark on American society.   First, Gore established himself as a leader as a United States Representative and Senator.   Next, Gore further developed his leadership style through his service as Bill Clinton’s Vice President.   Finally, Gore continues to show his lasting impact on America through his continued service as a promoter of the environment and global warming.Al Gore was first elected as a United States Representative from Tennessee in 1976, at the young age of twenty-eight.   With a Harvard degree and military service in his background, plus a father who had also served the state of Tennessee as both a Representative and Senator, it seemed a natural move for Gore to go into his first politic al role at the time he did, even though it meant leaving behind his legal studies.   Gore was re-elected as a Representative for three additional terms in 1978, 1980 and 1982.   (Wikipedia, 2007)During his term, Gore served on the House Intelligence Committee.   While on that Committee, he published a paper in the Congressional Quarterly that proposed an intelligent missile solution to slow the nuclear arms race.   (Rowen, 2000)   Notably, Gore was the first politician whose speech before the House was carried live on C-Span in 1979.   (Wikipedia)   Even early in his political career, Gore had found a way to impact the American people.In 1984, Gore was elected to the United States Senate.   While in the Senate, he sponsored the bill for which his career would be most well known: the Gore Bill, which became the High Performance Computing and Communications Act of 1991.   This noteworthy piece of legislation lead to the widespread use of the Internet in the early 199 0s, as more Americans then were able to access the so-called Information Superhighway.   (Wikipedia, 2007)After an unsuccessful primary bid for the Presidency during the 1988 campaign cycle, Al Gore was chosen by Democratic Presidential Nominee in 1992 to become his running mate.   Gore would become the longest serving Democratic Vice President since the Presidency of Woodrow Wilson.   As Vice President, Al Gore was able to use his leadership skills to impact both the American people and people around the world on nearly a daily basis.   As a staunch advocate against sending aid to Iraq and Saddam Hussein during the 1980s, Gores views became instrumental in early 1990s foreign policy towards the Middle East.One of the first projects Gore worked within after ascending to the Vice Presidency was the creation of the National Performance Review.   The National Performance Review was instrumental in identifying and eliminating governmental waste.The program was also able to ide ntify other instances of governmental misuse of money, and was used as a key tool in the downsizing of the federal government that occurred during the Clinton administration.   (NOAA, 2002)   During his eight years as Vice President, Al Gore also embraced a number of other key issues that continue to impact the American people today.   Among those issues are the environment, NAFTA and free trade, and launching a satellite to provide constant imaging of the earth.   (Wikipedia)During the 2000 election cycle, Al Gore was the frontrunning Democratic candidate from the start of the primary election season.   In a move that was billed by the news media as decidedly strange, Gore chose to distance himself from the ups and downs of the Clinton administration and instead run a campaign entirely on his own merits as a long-serving politician and strong leader.The public’s overall approval of Al Gore was apparent in the 2000 Presidential election, which Gore lost by a narrow margin in a defeat that was not confirmed until weeks later.   Clearly, after more than twenty years in public office, the American people were able to recognize Al Gore as a strong leader.   Although he did not win, the American people continue to look to Al Gore as a leader and purveyor of strong ideas.After the 2000 campaign, Al Gore continues to be a public figure and respected leader.   He has shown that leadership ability in a number of initiatives over the past decade.   Gore has spoken out vocally against President George Bush’s policies in Iraq, and warned, quite perceptively, of the enormous cost that would become a burden to the American people while achieving little overseas.   During the aftermath of Hurricane Katrina, Gore personally chartered several airplanes to airlift nearly three hundred storm victims from Louisiana.   (Wikipedia)   He later publicly criticized the government for its disorganized response to the disaster.Perhaps Gore’s lasting legacy as a leader has been his continuing passion for issues related to the environment.   In a recently produced movie titled The Inconvenient Truth, Gore reveals the work of researchers and the bleak outlook on the affects of Global Warming.   This award-winning documentary is arguably Gore’s most direct impact on the American people, bringing concerns to them in a media accessible to all.From the accomplishments that can be traced during the course of Al Gore’s political career that began in the mid-1970s, it is clear to see that he has exhibited the skills of a strong leader for many decades.   It will be that abiding leadership that will become his legacy and ensure his lasting impact on the American people.ReferencesAl Gore.   Wikipedia.   Retrieved Sept. 27, 2007 from http://en.wikipedia.org/wiki/Al_Gore.National Performance Review. NOAA Satellite and Information Service.   Retrieved Sept. 27,2007 from http://ipo.noaa.gov/About/npr.html.Rowe n, B. (2000). Vice President Al Gore. Infoplease Campaign 2000.   Retrieved Sept. 27,2007 from http://www.infoplease.com/spot/algore1.html.  

NEW TERRORIST THREATS Research Paper Example | Topics and Well Written Essays - 2000 words

NEW TERRORIST THREATS - Research Paper Example Al Qaeda has undergone a radical metamorphosis from the â€Å"organized, idealistic group† to a rag tag unit that advanced aspects of radicalism. The radical shift and nature of Al Qaeda does not mean that its lethal power has been reduced. What is contrary is the observation that the unit has embraced new and modern ways to advance its terrorist ideals. The strength and the standards of the group have been embraced by many people from all over the world who have aligned and embraced the radical tenets of the group. Nations all over the world have acknowledged that Al Qaeda cannot be ignored, and its radical aspects should not be dismissed. They have set modalities that will ensure that they are perfectly equipped with the ability to deal with any form of terrorist act. In instances where nations lack the capacity to deal with terrorism and terrorist groups, international bodies have offered assistance at each and every stage. This is with the realization that terrorism affect s all nations in the world. New Terrorist Threats Prior to the events of September 11, 2001, the United States, and much of the world for that matter, was blissfully ignorant with regards to the terrorist threat. Although it is true that terrorism had been evidenced within the United States many times throughout its history, the sheer scope and scale of destruction, as well as loss of human life, that was exhibited on September 11, demanded that the United States integrate with a more nuanced and proactive approach to defining and combating terrorism around the globe. One definitive reality that can currently be stated with regards to the current evidence of terrorism is the fact that over 10 years of incessant conflict between the United States and its allies and al Qaeda have severely weakened it and monumentally decreased its operating effectiveness, it should not be understood that Al Qaeda does not pose a threat anymore (Spaaij, 2010). Rather, the capabilities of this particula r entity have severely been weakened as leadership has been decimated by a proactive and aggressive assassination program. Yet, even though Al Qaeda no longer poses anywhere close to the same level of threat that it did but a decade ago, the reader should understand the definition of terrorism and terrorist entities do not begin or end with Al Qaeda; or even radical Islamic terror groups in and of themselves. Whereas the recent past has been defined by large terror organizations seeking to carry out complex and logistically challenging tactics, the recent paradigm necessarily denotes a far larger number of individual or â€Å"lone wolf† terrorists, oftentimes under the leadership of a mentor, have begun to redefine terrorist threat within the modern era. As a function of understanding and appreciating this new dynamic, the following analysis will seek to illustrate some relevant in recent cases in which the â€Å"lone wolf† terrorist has engaged and/or destroyed/killed targets based upon seemingly their own volition (Barnes, 2012). Additionally, the analysis will also discuss the means by which traditional interpretations of terrorism and the groups that sponsor it, such as Al Qaeda, continue to be relevant and should not be discounted entirely. Although the analysis will focus much of the attention upon radical Islamic extremists, it must be understood that many different and disparate groups comprise the terrorist threat that is based within the current system. One

Outline the similarities and differences in the marxist and liberal Essay

Outline the similarities and differences in the marxist and liberal approaches to understanding the state - Essay Example Very few countries in the world even consider themselves Marxist anymore and the economic systems as well as the approach taken to the state is often a mixed one for former Marxist countries. Nevertheless, the ideas presented by Marxist theorists remain important because there are quite a few supporters of Marxism and Marxist theories in the world even where the majority holds the liberal approach. Perhaps the best representation of the ideas behind Marxism is given in the communist manifesto which was written jointly by Karl Marx and Friedrich Engel. The Communist Manifesto was first published in 1848 and the book deals with the program of the communist party as well as the purposes of its foundation. In essence the viewpoint taken by the Marxist approach to the state focuses on the conflict between proletariats and the bourgeoisie (Avineri, 1968). Ideally, for a Marxist, the conflict would result in the overthrow a capitalist state system which exploits workers that controls the means of production. The eventual aim of the Marxist viewpoint is to create a state that remains classless as opposed to a liberal state which can result in the creation of rich and poor classes (Drydyk, 1991). Even though the book was written almost a hundred and fifty years ago, it still remains relevant today since the class struggle and the negative effects of capitalism remain present in many societies. After laying down the idea that communism is not understood and feared unnecessarily, the communist manifesto initiates the section on Bourgeois and Proletarians where many famous sayings of Marx are placed. For example, Marx suggests quite clearly that all history is nothing more than the story of class struggles between the haves and the have-nots and this essentially becomes the view of the state as a propagator of the class system when it is under a liberal

Research proposal LBSRE2002 Research Methods for Business Literature review

Research proposal LBSRE2002 Research Methods for Business - Literature review Example This study will venture to assess the qualifications of three candidates for branch manager in a new office being set up in UK Company using the 360-degree feedback. Specifically, the following research questions will be addressed: 1. What is the profile of the three candidates in terms of the variables: gender, age, civil status, educational attainment, and experience as manager? 2. What is the profile of the raters in terms of the variables: gender, age, civil status, educational attainment, position, and years of service with the company? 3. What is the level of qualification of each candidate in each of the following behavioural areas of management: leading change, leading people, results-driven characteristics, business acumen, and building coalitions / communications? 4. Are there significant differences in the assessment of the manager qualifications in each area of the three candidates when the respondents are grouped according to each profile variable? 5. Is there a signific ant difference in the assessment of the manager qualifications among the three candidates? 6. Did the personal rating of each candidate significantly differ with the overall assessment of the raters? 7. What are the greatest strengths and weaknesses of each candidate? 2.0. Justification for Research Topic and Background (300) The primary justification for the research topic are the emerging issues in the UK company where management believes that they do not have sufficient evidence to come up with a sound judgment regarding the choice for the best candidate. To further confound their woes, a meeting among top level management and the middle level managers ended in a deadlock as to which candidate is best qualified to take the helm as manager of the new branch office being set up within a year’s time. A look at each candidate’s profile and track record in the company showed that the candidates’ qualifications are comparable. Top management believes that candidate s 1 or 3 would be an ideal choice, whereas the middle managers thought that candidate 2 will be the best choice. Top level management is, however, honest enough to admit that they based their nod for candidate 1 or 3 on gut feel. Middle managers confessed that they do not really know candidate 2 very well, but have experienced several altercations with both candidates 1 and 3 on separate instances. Hence, their choice for candidate 2 might have been somehow affected by bias against the other two. Being known to be a business student, one top level manager requested this researcher for some suggestions regarding the aforementioned issues. Without hesitation, and driven by the fact that the new branch office entail management development, 360-degree feedback was the first thing that crossed this researcher’s mind. The suggestion was well-taken and this researcher was asked to help in the conduct of the procedure. The researcher obliged to accept the challenge as an opportunity to put to use a concept learned in business school and to assist a friend who is immersed in the industry. This researcher lost no time in gathering preliminary information. It was learned that the three candidates currently hold middle manager positions in three departments with a comparable number of subordinates, but candidate three handles more employees in the supervisory positions. All three candidates usually deal with many of the company’

Causes of the Mexican-American War Essay Example | Topics and Well Written Essays - 1500 words

Causes of the Mexican-American War - Essay Example From this paper it is clear that the present Texas – a land that was said to be similar to Germany in terms of size – was formerly a part of the Mexican Republic, until its residents, then known as Texicans or Texans, revolted against the Mexican government. Settlers from different parts of the United States were said to have populated Texas during the 1820’s up to the 1830’s, when the Mexican government encouraged them to reside in the northern part of Mexico which was then unpopulated. And in 1821, the first Anglo-American colony led by Stephen Fuller Austin was established in Texas. However, the settlers were not contented with the way the city government of Mexico was running the province. The Texans were furious with the plan of Mexico to bring the country under the control of a single authority. It further aggravated their anger when a government proclamation concerning the abolition of slavery was implemented.This study outlines that  the Texans w ere a kindred people whose natural place was under the American flag. For a third reason, they feared that Great Britain might intervene in Texas and try to establish a protectorate. And finally, pocket motives were at work. Northerners wished to sell farm products and manufactured goods in Texas; shipping owners saw that their vessels could make profitable voyages to Galveston; Yankee mill owners wished to have cheap Texas cotton spin. Many Southerners wanted to migrate and yet were unwilling to leave the American flag.

When Volunteerism Isn't Noble Essay Example | Topics and Well Written Essays - 750 words - 1

When Volunteerism Isn't Noble - Essay Example Her disagreement with the school board on trading voluntary hours with credits did not stop her from offering free service. This is because she believes that volunteering in one’s community is of worth and fundamental. She disagrees with mandatory volunteering because it is not genuine. People in such programs are forced to engage in voluntary services to satisfy goals that could be educational. For example, in Lynn’s school, students were compelled to complete hours of community services to get their respective diplomas. Lynn refuses to comply with mandatory volunteering in her school because of several reasons. The first reason that inspires her refusal to comply with compulsory volunteering is its equivalence to blackmail. She does not understand why the president would approve any programs that force students to volunteer before they attain their grades. Her decision to sue Liberty High was attributable to the fact that obligatory volunteerism program was faulty. Sh e noticed that other students joked about it while others exaggerated the number of hours they worked (McWhorter 19). I do not agree entirely with Lynn Steirer’s ideas on volunteering. Volunteering should not be liberal because it affects the entire volunteering process. Volunteering has desirable results when people are forced to participate, for example, by being given hours that they need to satisfy. Sometimes people need to be forced before they realize the significance of volunteering in both their lives and communities. Mandatory volunteering is positive especially to students because it could make students responsible. During the volunteering process, students notice that they are passionate about volunteering making them responsible students. They could be unaware of institutions that allow them to offer their free services. This suggests that mandatory volunteering exposes them

Generation X Essay Example | Topics and Well Written Essays - 1250 words

Generation X - Essay Example At one point of time like Baby Boomers they have been center of the strategies of marketers and business strategists. According to Morton (2003) population of Generation X is approximately 46 millions and they have $125 billion spending power. The ethnic representation of various ethnic groups in the Generation X is as follows: Generation X had been different in the way it had reared, the kind of education they got and the socio-cultural changes they bought within the US society and are still bringing. At the time when Generation X was growing up, majority of them had experienced the pain of broken families. This lead to several changes in behavioral and cultural aspects of the society with Gen X. Generation X had less emotional dependency on their parents or family members. They had learnt to live in an emotionally independent environment where they had to live in stepfamilies, broken families or in a family where both the parents were working. The parents of their generation had less time and took less effort to provide emotional support and security to the children. Spending most of the time alone, individual of this generation had developed a mind set where they did not have trust on any kind of institution be it family or other social structures. Generation X was the first generation which stayed back home alone, in front of television sets. The programs of those days were full of violence, crime and pop culture. These impacted the mind of this generation which took the violence as a normal thing of life. There had been various stigma attached to Generation X. They had been stereotyped to be slackers etc. Although Generation X often is referred to as a homogenous group, it is actually comprised of many different subgroups of individuals, with differing backgrounds, outlooks, and beliefs. Members of the generation often are derided by a stereotype that casts them as "slackers" (persons who lack drive and

Government health care vs private health care Essay

Government health care vs private health care - Essay Example Over the years people have argued for both the private health care sector and the public health care sector stating the advantages and the disadvantages of each side. A private health care or private medicine is a health care or medicine that is funded and provided by entities other than the government, they are privately run by companies or personals. People have mainly argued for private health care mainly because it’s based on basic economic principles like supply, demand and a competitive market. No private health firm could charge you more than the other firms due to the competitive nature of market in which they operate. Secondly due to the competitive nature patients receive fast and high quality treatment as private facilities often are in competition with other facilities, this characteristic of private health facilities makes it convenient for patients and often prove life saving. The author talks about what Ken Dallafior, senior vice president of group sales and corporate marketing, at Detroit-based Blue Cross Blue Shield of Michigan, had to say â€Å"If youre in an industry that is highly competitive in terms of recruiting and maintaining talent, you have better control of the process and the plans that are offered to employees, which can affect your talent objectives,† (Banham, 2013). Private health care facilities offer a large pool of specialists and hospitals, so the patients have a choice of who they want to go to for treatment. Looking at large private health care facilities also helps remove a big burden off the backs of the government; it reduces government spending on the health sector. Although this kind of medical health care proves very beneficial for the public, private health facilities are often very expensive and majority of the public is unable to attain such facilities and they revert back to public health care. A public health care facility is one that is funded by the government so that all public could avail health

Human Genetics Essay Example | Topics and Well Written Essays - 250 words

Human Genetics - Essay Example Conducting methodical investigations in human genetics would therefore help scientists or researchers understand how diseases are caused, how they spread, and subsequently form the foundation for the creation of new drugs to treat various medical conditions. There are many reasons why this topic is worth my research. In the contemporary world, the human race has been faced by many health problems many of which have no cure. For instance, there are no known cures for diseases such as HIV/AIDS and chronic cancers. Conducting more research in the field of human genetics can help understand these diseases more and therefore help in the development of new drugs to cure them. My current comprehension on this topic include basic concepts on heredity particularly how genes are passed from one generation to another. In addition, I have an understanding of the human DNA and its importance in genetic research. Since there has been a lot of advancement in the field of human genetics, one of the issues this research would focus on include the contributions of modern technology in genetic research, and the degree of genetic differences in human beings, as well its significance. Subsequently, how genetics cause ill health among individuals would also be discussed in the research. Australian Law Reform Commission. The Regulation of Human Genetic Research: The Importance of Human Genetic Research. n.d. Web. 22 April. 2014.

Personal Relationship Selling Essay Example for Free

Personal Relationship Selling Essay Successful firms are dismissing the hard-sell, short-term orientation of personal selling in favor of a customer-oriented, long-term selling model referred to as relationship selling. A lot of businesses can establish distinctive positions in the marketplace for themselves, their goods, as well as their services. This capability is a potent strength in marketing. Indeed, an effective marketing stratagem is also known for its excellent positioning strategy. However that in itself is does not guarantee customer following because it is not so much what the company says regarding one’s goods/services/organization as much as it is what the clients declare about them. It is not what businesses say to their customers but rather what they accomplish with their clients that build their position in the industry. Differentiation, from the standpoint of the customer, is not an idea which is goods or services-related in so far as it is connected to how the company carries out its business activities. In this day and age where information is a valuable resource, it is no longer practical to merely produce an image. The distinction among perception and actuality has improved over time. Further, in a society where consumers are offered with a lot of choices, they can be unpredictable. Griffin and Herres (2002) relate that this just only implies that contemporary marketing is a fierce clash for the loyalty of the customer. Contemporary marketing now stress a unique connection with the client and communications of the market place. A Concept Definition A key role of modern marketing is that of a management mindset implemented throughout an organization rather than confined to a particular department. This perspective considers marketing as a guiding management principle or mind attitude which places the customer first, and it is commonly described as a marketing orientation. It is a comparatively more extensive outlook of the function of marketing than has been visualized in the past and it direly affects an extensive array of functions within the organization. This concept grew progressively over the last twenty years that puts forward the fundamental theory that it is more cost-effective for the business to focus its attention on continuance and improvement of present relationships with customer as compared to continually looking to catch the attention of new customers. Relationship selling has progressed since that time to make possible the effort of a business to classify, preserve, and construct a network of individual customers and to constantly reinforce the network by way of interactive, personalized, and value-added connections over an extended period of time. A primary force behind any strategy of relationship selling is that acquiring new clients through snatching them away from a rival business is more often than not costlier as compared to holding on to current clients (Rogers, 2001). Personal relationship selling is a concept that gives weight and credence to building up lasting win-win relationships with potential clients and current ones. It is a marketing (communications) approach that is aimed at establishing profitable relationships with loyal customers. Relationship selling views every customer as a valuable asset of the company to be nurtured and grown. It is intended to convert potential individuals into loyal clients, nothing more than that. But marketing is not all about advertising or promotion; it is more about creating loyal clients. Personal relationship selling has its foundations on the relationship between consumer contentment, consumer allegiance and profitability for the business. Brassington and Pettitt (2003) noted that it has been known in marketing literature that it is more than four times more economical to maintain a present client as compared to acquiring new clients. Others even maintain that considerable augment in revenue will be highly possibly achieved through improving client retention rate by even only a few percent. Therefore, businesses of today should instead center their attention on maintaining their current clients, working towards making them supporters and partners rather than focusing their efforts on acquiring new clients. The essence of proper customer loyalty is not measured by just the client making repeat buys; it is instead grabbing a allocation from the wallet of the consumer (the proportion of a consumer’s expenditure in a goods/service category for a firm’s brand) as near to one hundred percent if that is feasible (Griffin and Herres, 2002). Personal relationship selling is relationship marketing. It means perseverance to work for nil defection. It means considering first the welfare of the present consumers prior to the attempt to catch the attention of new ones. In the same manner, a brand that is flourishing does nothing other than creating a relationship between the consumer and the brand that is out of the ordinary. A review of the related literature on the subject would reveal that a considerable number of academics, consulting firms, and corporate leaders are continuously attempting to develop various tools and techniques to measure the impact of employee contentment, loyalty and maintenance of consumer contentment, loyalty and preservation. In fact, some also try to develop and prove hypotheses that will assist them in gauging the impact of both these measures on their bottom line. For the reason of the repercussions for productivity and expansion, Schmitt (2003) argues that consumer maintenance is possibly one of the most influential strategies that businesses can utilize in their struggle to achieve a strategic advantage and continue to exist nowadays in an ever mounting competitive environment. It is very important that businesses comprehend fully the concerns and the methods behind consumer and worker retention and the function that relationship selling can take part in putting together plans and strategies. Relationship Selling Vs. Transactional Approach Relationship selling is viewed as a paradigm shift from the transactional approach to marketing with a new focus on developing and maintaining mutually beneficial relationships. Historically, the transactive paradigm came into being as a result of mass production, wholesaling and the utilization of middlemen who were removed from the organization. The drive towards developing relationship selling has been largely fuelled by the proliferation of high-quality competing products and services that are available to customers. Personal relationship selling is the opposite of transaction marketing in which the ambition to retain customers does not exist in the latter. Conventional transaction is temporary and focused only on making a sale and further only aspires for what is known as the one-shot deal. Transaction selling centers on the sales presentation, or ‘pitch’, designed to secure an immediate sale. Little regard is given to the customers true needs, particularly over the long run. By contrast, relationship selling focuses on developing and enhancing a mutually beneficial bond between buyer and seller. The focus has changed from ‘making a sale’ in the short run to ‘getting and keeping the right customers’ over the long term (Brassington and Pettitt, 2003). Whereas market exchanges are casual short-term discrete (transactional) episodic encounters primarily motivated by self-interest, relational exchanges develop when people wish to develop long-term exclusive and supportive relationships on the basis of mutual knowledge that simplifies their trading environment. Whereas traditional marketing, operating through market exchanges, manages the preparation and promotion of an offering in order to consummate an exchange, relationship or interactive marketing also works to maintain the relationship between product-based exchange episodes. Rather than pursue a market relationship to bring a product and a consumer/buyer together, relationship marketing attempts to establish and cultivate a marketing relationship that enables cooperative problem-solving. Elements of Relationship Selling The literature is replete with discussions of what key elements are entailed of relationship selling. Relationships are built over time, and time is one of the most important elements of relationship selling. Information isnt only available in greater profusion than ever before, technology has also allowed it to be delivered with unprecedented speed. This is entirely consistent with pressure on the customer, and the amplified pressure on companies supplying them, for speed in development and delivery. Companies will, increasingly, have to anticipate what time performance customers consider attractive, even acceptable. If time is an issue with only segments, or fragments, of customers, companies will have to determine if investing resources in faster development, delivery, or service is economically worthwhile. A perceived scarcity of time can also make customers want shorter interactions with businesses. Consumers value time and are less and less willing to accept or tolerate excess in this area. This can also make customers worry about the differences between what they want and what they actually get in their relationship with the business. Often, speed, or the lack of same, is a strong supplier attrition or defection lever: waiting lines and waiting time, and their impact on service encounters and customer loyalty management, have become an entire area of psychological and business study. If customers feel they are short of time, concise communications is an important relationship proposition. However, this may be culturally dependent. In some cultures, the importance of a decision can be made quickly. It is also possible that customers will want to spend more time on purchases that they perceive as having high involvement or to which they attach great importance. Overall, the time aspect of a relationship is a complex issue, since the time invested in relationship selling (the time spent in relationship-related activities) can be seen as a benefit or a non-monetary cost, depending on the attitude of the customer. Building trust and commitment are also crucial elements of relationship marketing as they are needed for the maintenance of the relationship, encouraging a long-term view as opposed to a short-term one, and also allow for certain risks to be taken because of the belief that other parties in the relationship will not take advantage of the situation. Having a long-term view and nurturing the relationship by providing and showing commitment allows for the development of deeper levels of relationships (Sobel, 2003). The commitment and trust elements are conceptualized as existing when there is reliability, confidence and integrity. This requires delivering on promises (what was stated in the packaging or advertisements, for instance) and building financial, social and structural bonds between the business organization and its customers. Choice is largely driven by a customers relationships with a product or service, and with the companies that offer them. Its about experience, and levels of trust and commitment, through contact with suppliers. Because, in most industries, choices are so readily available, customers are increasingly less hesitant to change suppliers. When replacement is perceived as more positive than negative, theyll move on. Industries such as banking and managed care have seen this occur (Bradley, 2003). The relationship itself becomes the focus of marketing efforts rather than the product. In addition to the marketing mix variables, customer care/customer service initiatives and interactive marketing are central to relationship selling. Credibility is the key to the whole market-positioning process. With so many new products and new technologies on the market, customers are intimidated by the decision-making process. Many customers dont even understand the technologies used in new products. Technology-based products are links in a chain: they are attractive because they are linked to the future. But when people are buying a piece of the future, they need to be reassured that their money goes somewhere that is worth their money. They want to buy from a supplier with credibility. Benefits of Relationship Selling To the extent that relationship selling contributes to goods differentiation and generates obstacles to switching to another brand, it can make available a competitive advantage for the producer or the vendor. Building a long-term relationship with buyers provides more opportunities for the seller to sell new and additional solutions. The vendor in lasting relationships may realize profitability rates that are higher though a reduction of discretionary expense such as selling, general, and administrative costs. Besides financial rewards, the relationship may make available to the vendor admission to new markets and increased competence to enhance innovation (Sobel, 2003). Buyers benefit from being able to tie together the skill and the strength of the vendor to their benefit. Specific advantages to buyers include enhanced quality and process presentation, unremitting cost diminutions, enhanced support relationships, and contract predictability. The benefits of long-term relationships with customers are obvious. As mentioned earlier, it costs more than four times more economical to maintain a present client as compared to acquiring a new one. Repeat business is a hallmark of relationship selling. Another outgrowth of happy customers is referrals. A company can have as much customers as it wants, but it has the responsibility of taking care of tem individually. Most new customers are referred by old customers who are content with the company’s goods or services. Referral sales are a leading indicator of a company’s emotional bank account with customers. Honeycutt, Ford and Simintiras (2003) assert that a small decrease in customer defection leads to a large increase in sales and profits Defected customers can cause other customers to leave, while loyal customers are more profitable and require less handholding. Disappointed customers cause negative word of mouth, while loyal customers are company and brand advocates. Relationships also increase the value of the customer. All of these are reasons to believe that relationship marketing is more effective than transaction marketing. The concept of lifetime customer value is used to describe the estimation of how much a customer contributes to the companys profit over the years he or she buys from the company. The ultimate purpose of relationship marketing should be to maximize this lifetime value for every customer. Process of Managing Relationship Selling The relationship selling management process is the process that captures orders for delivered goods and services and that facilitates strong customer loyalty (Griffin and Herres, 2002). Identifying primary consumers or consumer groups that the business aims at as significant to its company mission is an important step that has to be carried out. Agreements with regards to goods and/or services spelling out the intensity of presentation are instituted together with these primary consumer groups. Performance measurements are carried out to examine the service levels given to consumers in addition to consumer profitability. For a company to be committed to relationship selling, it must become everyones responsibility. Customer loyalty is in job descriptions, training programs, reward and recognition, and action. Relationship selling begins with the contact with a customer and culminates with the receipt of an order. If the relationship selling management is effective, it will result in an ongoing series of orders from customers who are delighted to do business with the company. Bradley (2003) relates that the activities involved in managing relationship selling include sales force management, customer data management, cal center management, on-line product catalogs, product configuration, order/proposal configuration and order management. Relationship selling also includes the flow of work, material and information. The flow of information begins with customer contact. The information that must be managed includes order status, production status, process planning, maintenance information and schedules. Firms need to have a clear-cut, well-defined approach to managing their relationship selling. Typically, the process entails selecting the portfolio of customers to serve, developing a corresponding portfolio of relationship selling strategies, monitoring the health of customer relationships over time and linking relationship selling management efforts to economic reward – that is, customer profitability. How well a firm manages the relationship selling activity will determine the degree to which it is able to quantify the costs and benefits associated with relationship selling, which, in turn, will influence its decision about which customers to continue to serve. Rogers (2001) also shares that other key strategy elements in relationship selling include those of personalizing the relationships to each and every sole consumer, supplementing primary services with added advantages, services with respect to pricing in order to persuade customers to be loyal, and treating employees well in order that that they carry out their duties better for the customers as well. Future Directions The growing adoption of a relationship selling system is evidence that businesses are to a greater extent attempting to place the consumers interest at the heart of their trade as part of their overall business strategy. For many organizations, a focus on customer relationship strategies may be premature until sales management practices are properly aligned with the intended strategic orientation (Brassington and Pettitt, 2003). Reliance on sales quotas that focus performance on short-term behaviors may be in direct conflict with long-term relationship objectives. Strategic realignment of the selling effort toward long-term customer relationships calls for a reexamination of common sales management tools such as sales quotas, compensation methods, and evaluation methods and measures to assure they are consistent with relational selling objectives of the firm. But there is little doubt that the manner in which salespeople establish and maintain relationships is a sophisticated part of their job. The salesperson who is honest, accountable, and cares about the customer’s business adds value to the relationship. Salespeople should recognize that the quality of the partnership they create is at least as important as the product they sell, and to this end, they must adapt to the buying needs of customers whenever possible. While sales and marketing functions constantly adapt to modernization, old techniques are not always abandoned (Honeycutt, Ford and Simintiras, 2003). Selling has thrived because it has diversified along with the markets it serves. As technology has created a vast array of products and options, global markets, and niche markets, it has also fragmented and expanded the salespersons role. To continue to exist in lively market places, businesses obviously have to to set up strategies that can endure the unstable changes in the environment of the market. They have to erect well-built fundamentals that won’t be propelled away in the rage of the storm that is competitiveness. And they simply cannot carry that out through centering their attention on promotions and advertising alone. To a certain extent, they have to have a firm grasp of the market structure that they are targeting. After that they should improve and maintain good relationships with key stakeholders in the market that are directly affected by their actions. Said relationships are more vital than inexpensive tag prices, flamboyant advertising, or even superior technology. Customers and others influence changes in products and services through their participation in the relationship selling process. Transformations in the market environment can rapidly and surprisingly adjust the prices and technologies, save for well-built relationships that can stand the tests of time. These developments should challenge the marketing communications manager because it includes knowledge management, marketing automation, customer care, call centers, and sales force automation. This is obviously much more than promotional advertising design.

Flumequine and Balofloxacin

Flumequine and Balofloxacin Made by LAB GROUP: F2 Lab Instructors: T.A/ Spring 2015 Table of Contents: Introduction on (Flumequine) pg. 3 and (Balofloxacin) pg. 4 Discussion on (Flumequine) pg. 5, 6, 7 and (Balofloxacin) pg. 8, 9, 10 Conclusion pg. 11 Reference pg. 12 Flumequine: The first of the quinolone family is the nalidixic acid. The drug was followed by the floroquinolones including flumequine which is a 1st generation agent in the floroquinolones. The first generation including flumequine had a variety of problems such as: Limited activity poor distribution tendon ruptures Hepatotoxicity and additive effect on neurological disorders ex: myasthenia gravis All of the first generation drugs were used for the treatment of infections in the urinary tract. The benzo quinolzine (flumequine) was invented in 1973 by (rikker labs) a german inventors. Flumequine is known to be the first of the quinolone family to include a fluoride at carbon number six on the skeleton of the quinolone compound. Although flumequine is basically the first of all floroquinolones it is frequently overlooked upon classification of this class of drugs through generations; it was omitted from the list. It is more often used for the treatment of farm animals and on certain cases pets. And as follows the use in humans is for infections in the urinary tract. It was originally used only for urinary tract infections until reports of toxicity were filed reporting anaphylactic shock and degrees of damage in the liver. The (FDA) food and drug administration made a request on all the quinolone and floroquinolone boxes to be delivered to contain a black boxed warning thus, noti fying the risks of sudden ruptures in the tendon which basically includes the flumequine. As well letters were sent to physicians based on the FDA's request to notify the doctors. The tendon complications were also exhibited in flumequine. The majority of floroquinolone generic versions did not include the black boxed warning in 2009 September as well some reports were filed to claim that this information was never distributed or shared among pharmacists and some products to this day still are shipped without the warning or medication guide that the physicians and pharmacists can distribute. Uses (licensed): Infections in the urinary tract Balofloxacin: Balofloxacin is often potent as an antibacterial agent. It has a broad spectrum bactericidal activity. It is less toxic than other fluoroquinolones. The distinction between a quinolone drug and a fluoroquinolone drug is the addition of fluorine to the basic pharmacophore, which causes a fluorinated drug. Quinolones and fluoroquinolones terms are often used interchangeably regardless of this distinction. Balofloxacin is a third generation fluoroquinolone. A meta-analysis of skin infections and fluoroquinolones showed that the fluoroquinolones are more associated with unfavorable reactions than beta lactam. However, the increase was due to a slight to moderate rate of nausea and diarrhea higher. Enough to cause serious side effects withdrawal of the trial occurred at similar rates. Rarely, fluoroquinolones have been associated with serious and adverse effects on the musculoskeletal system, cardiovascular system, central nervous system and peripheral nervous system, circulatory system, the maxillofacial system, endocrine system, gastrointestinal system the urological system, liver, brain, skin, and sensory systems such as sight, hearing, touch, smell and taste. After a single dose toxic reactions had been reported to occur. Uses: Uncomplicated infections of the urinary tract Chemical structure: Flumequine: Chemical structure and formula: C (14) H (12) F (1) N (1) O (3) IUPAC name: 9-fluoro -6, 7 dihydro -5 methyl -1 oxo -1H, 5H -benzo quinolizine -2- carboxylic acid Mode of action: Flumequine is mainly an antibiotic that is broad spectrum and mostly active against gram positive bacteria and gram negative. Mechanism works through the inhibition of gyrase DNA, topoisomerase specifically type 2 and type 4; they are enzymes that are responsible for bacterial DNA segregation therefore by inhibiting them the bacteria cannot replicate hence, inhibition of cell division. This mechanism might also alter mammalian cell division. Basically the drugs of high activity could lead to toxic effects in mammals. The report of DNA damage was first filed in 1986, its mechanism of cytotoxicity is still unknown. Dosage forms: For veterinary forms: Oral solutions (10-20%) prescription required For human forms: Oral tablets (400mg) notice: it is discontinued 20% solution Tablet formulation stopped Synthesis of flumequine: Structure activity relationship (SAR): The fluorine that is present at carbon number six which enhances the inhibition of gyrase and cellular penetration. The carbon number seven constituent was found to control cell permeability according to the properties of the constituent. Substitution of N number 1 is essential in obtaining the anti-bacterial properties. The introduction of a butyl group at N number 1 enhances the activity against the gram positive bacteria and little or minimal reduction of activity against gram negative bacteria. At position two the addition of nitrogen did show an improvement of the pharmacokinetic properties. At positions 4 and 3 they do have a link with the keto and carboxylic group which is an essential thing for binding to the gyrase DNA. At position number 5 the substitution by small groups like amino, nitro, halogens and alkyl groups could improve the tissue distribution and absorption. Though suggestions were raised that the substitution at position 5 could decrease the anti-bacterial properties. At position 6 the substitution by F, H, Br, Cl, nitro, methyl and Cyanide would actually increase the potency of anti-bacterial activity by means of improving the binding and penetration abilities. Metabolism: Flumequine is known to have good absorption thus, well absorbed and is mainly excreted in feces and urine as a glucuronide conjugates according to the parent drug and active ingredient of metabolism which is flumequine 7-hydroxy. The drug is eliminated within 168 hours after dosing. Major residue was found in chickens, pigs and sheep to be in the form of flumequine 7-hydroxy it was found in minimal amounts. The detection of the parent drug was only found in trout. Metabolism can be summarized as well absorbed and metabolized in the liver. Balofloxacin: IUPAC: 1-Cyclopropyl-6-fluoro-8-methoxy-7-(3-methylaminopiperidin-1-yl)-4-oxoquinoline-3-carboxylic acid Synthesis: Mode of action First and second generation fluoroquinolone selectively inhibit the field of ligase topoisomerase II, leaving two areas nuclease intact. This modification, combined with the constant action in the bacterial cell by topoisomerase II, results in fragmentation of DNA through nuclease activity domains of intact enzymes. fluoroquinolones that are third and fourth generation are more selective for the ligase domain topoisomerase IV and therefore improved the gram positive coverage. Fluoroquinolones can enter cells through porins easily thus, could be used for the treatment of pathogens that are intracellular such as Mycoplasma pneumoniae and Legionella pneumophila. Too many bacteria that are gram-negative, the target is the DNA gyrase, in turn the topoisomerase IV is the target of many Gram-positive bacteria. Some compounds of this class were found to inhibit the synthesis of mitochondrial DNA. Dosage forms: Tablets 100-400 mg oral Metabolism: Pharmacokinetics of balofloxacin, the new fluoroquinolone, was a study conducted on mice, dogs and rats through liquid chromatography (high-performance). The bioavailabilities oral means of balofloxacin it was obtained through calculation of the AUC (area under the curve) after intravenous and oral in mice, rats and dogs 87.50 and 87.73%, respectively, suggesting that was absorbed almost entirely balofloxacin in rats and dogs, but not in mice after single oral administration. The average elimination half-life in plasma after intravenous injection in mice, rats and dogs are 0.92, 1.33 and 6.38 hours, respectively. I mean cumulative urinary excretion rate unchanged balofloxacin within 24 hours of oral administration of balofloxacin in dogs, mice and rats respectively. May secrete a small part of the metabolism in the urine as glucuronide balofloxacin and N-desmethyl balofloxacin in these species. After oral administration of balofloxacin in a dose of 100 mg / kg in rats, and was for a long period of absorption compared with those after administration in doses of 5 and 20 mg / kg. The plasma concentration-time profiles and pharmacological parameters of balofloxacin in male mice similar to those found in female mice, suggesting a lack of sex-related differences. Once a day for 21 days, multiple departments were not affected by this drug in mice of balofloxacin formations. Structure activity relationship (SAR): The fluorine that is present at carbon number six which enhances the inhibition of gyrase and cellular penetration. The carbon number seven constituent was found to control cell permeability according to the properties of the constituent. Substitution of N number 1 is essential in obtaining the anti-bacterial properties. The introduction of a butyl group at N number 1 enhances the activity against the gram positive bacteria and little or minimal reduction of activity against gram negative bacteria. The addition at position two of nitrogen did show an improvement of the pharmacokinetic properties. They do have a link at positions 4 and 3 with the keto and carboxylic group which is an essential thing for binding to the gyrase DNA. The substitution at position number 5 by small groups like amino, nitro, halogens and alkyl groups could improve the tissue distribution and absorption. Though suggestions were raised that the substitution at position 5 could decrease the anti-bacterial properties. The substitution at position 6 by F, H, Br, Cl, nitro, methyl and Cyanide would actually increase the potency of anti-bacterial activity by means of improving the binding and penetration abilities. Conclusion: Flumequine: It is a first generation fluoroquinolone Well absorbed orally and metabolized hepatically (glucuronide conjugates) Discontinued due to dangerous adverse effects such as hepatotoxicity Veterinary use only Black box warning Is used for UTI but discontinued in humans Mechanism of action is inhibition of DNA gyrase, less selective than third generation drugs and lower gram positive activity Was administered orally as tablets for human use but discontinued and mainly now as solutions for veterinary use Excreted in feces and urine . Balofloxacin: It is a third generation fluoroquinolone Well absorbed orally and minimal hepatic metabolism It is very useful because it has less adverse effects than other fluoroquinolones Human use No black box warning due to minimal side effects Mainly used for uncomplicated UTI Same mechanism of action of fluoroquinolones (Inhibition of DNA gyrase) more selective and improved gram positive activity due to 3rd generation properties Orally administered in the form of tablets Excreted in feces and urine Reference: Chemspider, Flumequine Available at: http://www.chemspider.com/Chemical-Structure.3257.html (Accessed: 12 April, 2015) FAO, Food and Agriculture Organization of The United States, Flumequine, Available at: http://www.fao.org/docrep/w8338e/w8338e0a.htm (Accessed: 12 April, 2015) NCBI, Structure Activity relationships of The Fluoroquinolones, Anti microb Agents Chemother (1989) pages: 131-135 Available at: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC171443/ (Accessed: 12 April, 2015) World Public Library, Flumequine Available at: http://www.netlibrary.net/articles/flumequine#Mode_of_action (Accessed: 12 April, 2015) Medicine India. Balofloxacin Pharmacology. Available at: https://www.medicineindia.org/pharmacology-for-generic/2923/balofloxacin (Accessed: 13 April, 2015) NCBI. Pharmacokinetics of the new fluoroquinolone balofloxacin in mice, rats, and dogs. (1995). Available at: http://www.ncbi.nlm.nih.gov/pubmed/7646579 (Accessed: 13 April, 2015) WHO. Medical reference publication. (2005). PDF, Available at: http://www.netlibrary.net/eBooks/WPLBN0000173166.aspx (Accessed: 13 April, 2015) Drugs and Pharmacology. Balofloxacin. (2013). Available at: http://drugsandpharmacology.blogspot.com/2013/03/balofloxacin.html (Accessed: 13 April, 2015) 1

Westward Expansion in the U.S. 1860-1890

Westward Expansion in the U.S. 1860-1890 Charles J. Averitt Take a map of the westward expansion of the United States and what do you see? Some would say that expansion was a necessity toward Manifest Destiny. Others would say that the ambition to be prosperous and wealthy played a huge role in how the map slowly begins to stretch westward. The truth is both are part of a much larger picture in how the U.S. expanded in the post-Civil War era. We can sit here and go on and on about why, but there are reasons based on facts, events, and uncontrollable circumstances. Expansion happened the way it did for a number of reasons. We start with geographical factors that include the availability of water, fertile land, and population disbursement. Another reason is the expansion of those transportation systems and terrain features that limit transportation of vital and valuable resources. Finally we come to personal motives that sparked national interests in expansion toward the Pacific Ocean. So we can now concur that westward expansion was necessary as the population increased in the east and ambition created the drive toward the west. Geography has always played a critical role in the disbursement and expansion of people. Usually for the same reasons all over the world throughout history. Water is a necessary resource that we as humans need to survive. This explains the paths and clusters of U.S. citizens on the map. You can see from any map that displays this data that the majority of Americans live near water sources. Expanding to the West you can still see that same pattern. Water also holds the key to plant life and fertile land. As the population increases in a specific area, the resources in that area become tied up. The populous then proceeds to venture out in search of new vital resources. In the United States case the only unexplored area at the time was westward. West of the Mississippi River water sources become scarce in a more arid environment. The further west you get the less vital recourses you can find. Land improvements do not change that much as pioneers head west because of this factor. Populated areas spread out from all of these water sources. Once you pass the Rocky Mountains we see the land improvements pick up again. Rivers are introduced into the continent from the Pacific Ocean on the western front. Once again water being the prevalent factor. Next we have the transportation aspect of the expansion. In the 1860s the country is pretty well established and the rivers and constructed rail systems make moving resources a bit easier. (Dobson) Once again the population disbursement keeps the majority of our transportation systems more available in the most populated regions. As we begin expansion slowly in the second half of the 19th Century the rail systems do not change much until the last decade of the century. There are a couple of reasons for this. Industry was positioned in the north, and in order to maintain an industry you need an abundant and constant supply of resources. Railroads were abundant in this area because of this. We also have the issue of terrain restrictions. Engineering was not at the level that exists today so only certain areas were passable, especially in the Rocky Mountains. Earlier in the 19th century was the migration of many citizens to the west because of the rumored Gold Rush. (Henkin) Once the ru mors were found to be true after a large migration of citizens the nation took interest in the prospect of gaining much needed wealth. This introduced the concept of a rail road that stretched from Missouri all the way to the western coast in Sacramento, California. (Haycox) It would be known as the Transcontinental Rail Road. This opened the avenue to the west. Migrants have an easily accessible way to reach the west and claim their wealth. With this migration we begin to see the rail systems expand through the west but not much due to the Rocky Mountains and lack of natural resources, or undiscovered resources for that matter. With the Transcontinental Railroad in place we move into the Gold Rush. This is what truly brought U.S. citizens to the west in great numbers. After the days of the Oregon Trail and the notion of abundant gold was passed back to the east the railroad was built. (Haycox) Not only were they traveling by foot and wagons; they had trains. (Henkin) This led to the mass migration to the west in search of personal gain. The reaction was more rail systems put in place and land improvements to keep up with the growing populations needs. The western frontier was slowly being explored for both habitable areas and more gold and silver. Government interest was sparked by these events and quickly began annexing these territories into the Union. The 1890s saw the largest expansion of rail system in the entire 19th century. In summary expansion to the west in the United States had many variable and initiating circumstances. It can also be concluded that the expansion was necessary for the U.S. to progress into the modern era. Geography played a large role in the expansion with the dependency on water, fertile land, and the overall location of the majority of U.S. citizens. Transportation and industry pushed the drive toward the discovery of more resources which created the vast expanse of transportation systems on both land and rivers. Most notably the Transcontinental Railroad. Finally valuables such as gold and silver triggered the migration of hundreds of thousands of U.S. citizens to strike wealth and claim fertile land in the further stretches of the west coast. This allowed the west to progress and become more habitable to sustain the ever growing population in the east. Thus the great Western Expansion becomes a fight for personal gain and wealth for both settlers and the country itself. References Dobson, D. (2013). Manifest destiny and the environmental impacts of westward expansion. Flinders Journal of History and Politics, 29, 41-69. Retrieved from https://search-proquest-com.ezproxy1.apus.edu/docview/1541352196?accountid=8289 Haycox, E.,Jr. (2001, Spring). Building the transcontinental railroad, 1864-1869. Montana; the Magazine of Western History, 51, 25. Retrieved from https://search-proquest-com.ezproxy1.apus.edu/docview/217925744?accountid=8289 Henkin, D. M. (2007). Spreading the Word: A History of Information in the California Gold Rush. American Historical Review, 112(5), 1535-1536.

Essay --

Thales of Miletus (modern day Turkey) was said to be the very first Greek philosopher, scientist and mathematician. Although little is known about Thales, it is recorded that he lived between 624 BC – 546 BC. Thales was the founder of the Milesian school and also known as one of the Seven Wise Men (Stokes). Most of his accomplishments are speculated upon since none of his writings survived, and all sources seem to be non-existent. All that is known about his thoughts came from Aristotle, the four statements are as follows: (1) The world originated from water; (2) The world floats on water; (3) The world has many gods; (4) Soul produces motion (Burnet). Aristotle was very hesitant in writing these claims, stating that even by his time Thales was known only by word of mouth and not through hard evidence. Thales was said to be a devoted traveler and it is mainly through the writings of Aristotle why Thales is considered the â€Å"father of science† and the first pre- Socratic Greek philosopher. Aside from the writings of Thales, he was also an astronomer and mathematician. According to the Greek writer Xenophanes, it is believed that Thales was the first to predict a solar eclipse in 585 BC. This prediction startled Ionia and ended up stopping the battle between Lydian Alyattes and the Median Cyaxares. It is said that Thales used Babylonian astronomy in his prediction of the solar eclipse. Thales also wrote a manual for sailors and achieved a fortune by using his theories in astronomy to predict when olive crops would grow and then buying the land. This was mainly accomplished so that Thales could prove it was possible to make money as a philosopher (Burnet). As a mathematician, Thales is famous for his knowledge in geometry a... ...phy. Peitho's Web, n.d. Web. 12 Feb. 2014. . Burnet, John. Greek Philosophy: Thales to Plato. London: Burnet, 2008. Print. Livingstone, Richard W., Sir, and Gilbert, Murray. "The Legacy of Greece." The Legacy of Greece : Internet Archive. Oxford: Clarendon Press, 21 Dec. 2007. Web. 12 Feb. 2014. . Lytton, Bulwe E. The Lost Tales of Miletus. Charleston: BiblioBazaar, 2009. Print. O'Grady, Patricia F. Thales of Miletus: The Beginnings of Western Science and Philosophy. Aldershot, Hants, England: Ashgate, 2002. Print. Stokes, Phillips. Philosophy: 100 Essential Thinkers: The Ideas That Have Shaped Our World. London: Arcturus, 2012. Print. "Thales." 2014. The Famous People website. Feb 12 2014. .

Political Correctness Infringes on our First Amendment Rights Essay exa

Political Correctness Infringes on our First Amendment Rights Political correctness has become increasingly obvious in our daily lives. For example, the other day I attended the first meeting of the Frisbee Club here on the State University campus. During the meeting, we were discussing the fact we wanted shirts for this year, but we did not know what slogan to use. While in the brainstorming process, the slogan â€Å"Suck my disk† came out. At the time, the slogan â€Å"suck my disk† seemed to be better than sliced bread to a bunch of college guys. But as we were wrapping up the meeting, one person came out and asked, â€Å"How appropriate do you think this slogan is if we want to have a Frisbee clinic with the high school? I think parents will be a little apprehensive.† It was also brought to our attention that Silk Screen, the local store that prints different images and slogans on clothing, has a policy that refuses politically incorrect slogans. There seems to be a generally accepted concept in society that often makes us think three to four times before we speak. This concept ...

Lipton Marketing Plan Essay

Unilever The Unilever Group is one of the world’s leading suppliers of fast-moving consumer goods. Besides having a significant global presence, Their Lipton brand is a leader in the international market. This report contains and explains the major variable components, which are essential in the process of marketing. It will give an in depth analysis of the tea market. It will also give a comprehensible picture of the internal and the external factors involved that encircle the Tea Product. Lipton Herbal Tea Ingredients Holy Thistle –has been used medicinally for over 2000 years, most commonly for the treatment of liver problems by supporting it in the release of toxins. It has been highly regarded for therapeutic uses and was cultivated throughout Europe. Holy thistle products are still popular in Europe and the United States for various types of liver disease. Holy thistle is believed to have great power in the purification and circulation of the blood. Persimmon –leaves are a good source of important dietary antioxidants, such as vitamin A& C. It has been widely used as a tea in oriental countries. Persimmon leaf is anti-allergic in composition. It is also used topically in some beauty products to help to clarify the skin and eliminate dull and dark areas. Malva Leaf –was considered as a perfect plant in early literatures. In ancient days it was not only valued as a medicine, but was used to decorate the graves of friends. Marshmallow Leaf –has been traditionally used to soothe and support the intestines. Herbs such as Marshmallow are often helpful for symptomatic relief of coughs and irritated throats. Topically, marshmallow is used to soothe and soften irritated skin. Marshmallow leaf is completely non-toxic. Marketing Planning vs. Strategic Planning Developing a marketing strategy involves two steps: (1) Selecting a target market and (2) Developing the best marketing mix (the 4 P’s or 7 P’s) to satisfy this target. Ultimately, the tactics becomes much more specific and provide more precise details about such matters as, say: where should we advertise? When should we run the ads? How will we get distribution in certain types of  stores? Etc. In effect, the tactics describe how to achieve the strategies and how to manage resources that are required to implement the tactics. Companies need to analyze and track what their competitors are doing. It is important to know the strengths, weaknesses, objectives, and strategies of the competition. The marketing plan is an important document used by companies for planning. It is a road map and surveys the business environment, describes problems, threats and opportunities in the industry, contains a marketing strategy, and has financial projections/budgets. We must not confuse a marketing plan with a business plan. A marketing plan is concerned more with strategy whereas a business plan is more concerned with financial information. The primary purpose of a business plan is to raise money from venture capitalists or bankers; the primary purpose of a marketing plan is to provide direction for a company. The marketing plan is an integral part of the business plan. Marketing management constantly have to assess which customers they are trying to reach and how they can design products and services that provide better value (â€Å"competitive advantage†). The main problem with this process is that the â€Å"environment† in which businesses operate is constantly changing. So a business must adapt to reflect changes in the environment and make decisions about how to change the marketing mix in order to succeed. This process of adapting and decision-making is known as marketing planning. On the other hand,  strategic planning  is concerned about the overall direction of the business. It is concerned with marketing, of course. But it also involves decision-making about production and operations, finance, human resource management and other business issues. The objective of a strategic plan is to set the direction of a business and create its shape so that the products and services it provides meet the overall business objectives. Marketing has a key role to play in strategic planning, because it is the job of marketing management to understand and manage the links between the business and the â€Å"environment†. It can help to: †¢Identify sources of competitive advantage †¢Gain commitment to a strategy †¢Inform stakeholders in the business †¢Set objectives and strategies †¢Measure performance Marketing planning is also important since it is often a prerequisite for obtaining funding whether one is a marketer in a large corporation seeking additional money for his or her department or is part of a small start-up company looking for initial funding. Customer-Driven Marketing Strategy There are three processes toward an effective customer driven marketing strategy such as Segmentation Targeting Positioning Segmentation identifies the difference category like as age, location, & religion.- Targeting means product for specific people.- Position means minds of the customer. Lipton’s Neighbouring Segments: Geographic–The market of Lipton is segmented according to geographic criteria such as nations, states, regions, countries, cities, and neighbourhoods. Demographic –Demographic segmentation consists of dividing the market into groups based on variables such as age, gender, family size, income, occupation, education, religion, race and nationality. Demographic segmentation variables are amongst the most popular bases for segmenting customer groups. This is partly because customer wants are closely linked to variables such as income and age. Psychographic –Through psychographic segmentation Lipton’s consumer are divided according to their lifestyle, personality, values and social class. Lipton’s Target Market: Choosing a targeting strategy depends on company resources, product variability, product’s life cycle stage, market variability, and competitors’ marketing strategies. Lipton has equal benefit for everybody. We will have to focus on the all group of ages. Thus we will use Undifferentiated Marketing (or mass-marketing) where everything about the product is designed to bring all people to Lipton. This is a market coverage  strategy in which a firm decides to ignore market segment differences and go after the one market with one offer. The reason of choosing full market coverage is to be a market leader in future. †¢Geographic Target: Lipton’s geographic customers are of USA, Europe and India but in near future after establishing the product in these areas they will definitely launch their product in the rest of the continents. †¢Demographic Target: All age groups Lower, Middle, and High income class †¢Psychographic Target: Higher-Middle class Middle class Lower-Middle class †¢Current Market Trend: Market trend is now headed toward a more sophisticated and aware customer. The preference for high-quality product is increasing as customers are learning to appreciate the qualitative differences. Lipton’s Positioning: Lipton tea has been positioned in the market as â€Å"great tasting and good for consumers† because it is rich in protective antioxidants (Unilever 2007).It is globally promoted as â€Å"the perfect drink for active, healthy lifestyle† (Unilever 2007). The following flavours of herbal tea are currently available: †¢Herbal tea with Lemon – Herbal tea with a twist of citrus flavour †¢Herbal tea with Raspberry – Herbal tea with raspberry flavour †¢Herbal tea with peach – Herbal tea with peach flavor Consumer welfare and sustainable development have been the main driving factors behind the packaging and marketing of Lipton Herbal Tea till now. Therefore, in order to meet the diverse tastes of consumers all over the world, Lipton is continually adding new flavours in the product. These attributes are allowing the organisation to develop and expand its niche at a fast pace in the global arena. Furthermore, Unilever has a strong presence in the developing and emerging markets yet there is plenty of ‘white space’ to move into. These markets are the next in our planned rollout. SWOT Analysis (Business Portfolio Analysis): When the situation is viewed in terms of SWOT analysis, the following can be highlighted: STRENGTHS: †¢Strong Financial Backup: Lipton Unilever has been established as a group by five investors who are also its board of directors; providing Lipton Unilever with strong financial assistance. †¢Emphasis on Quality: The Company manages to provide improved & innovative products to the consumers through research and development. Lipton Unilever is established with the primary concern for uncompromised quality in mind and all of their products are perceived by the consumers as the best in business with respect to quality. They maintain their high quality standards by importing professional expertise and technology from developed nations. †¢Encouragement to innovativeness: The Company has a very aggressive strategy when dealing with developing new products, i.e. they are ready to take risks and come out with products that have unique differential advantages and are unavailable in the market. †¢In-house research facility: Lipton Unilever has an in-house research facility, where market research can be done about consumer preferences and our competitors; the information is very useful to top level managers for decision making. WEAKNESSES: †¢High Price: Since the cost of production of most of their products is high because of various factors (imported ingredients, technology, quality and maintenance etc), they charge high prices for the items they produce. †¢Inexperience in the Tea market: Although Unilever comprises of highly professional people and a strong marketing strategy; they are still considered new entrants in the tea market. OPPORTUNITIES: †¢High Growth Rate: Tea industry has high growth potential in line with high rates of population. †¢Brand Equity: There is strong possibility to establish brand equity by creating awareness in untapped segments of the market. †¢Increasing concern for health: Since the media explosion from the mid-90s, people have convenient access to information. Hence, people are being educated about the concern and need for health awareness and therefore have adopted increasing concern for their health and appearance. THREATS: †¢Rivalry firm: The tea industry facilitates a lot of competition from market leaders like Royal. Their longer existence in the market has given them an established consumer base and loyalty and has provided them with the experience that Lipton Unilever lacks. †¢Economic Factors: Increase in government tariffs, import duties and political situation of the country i.e. economic instability could be a threat to Lipton’s product. An Integrated Marketing Program The Marketplace and Customer Needs and Wants: Global Tea Market: The tea industry is about 170 years old. It occupies an important place and plays a very useful part in the global economy. Tea plantations are mainly located in rural hills and backward areas. The major competitive countries in tea in the world are India, Sri Lanka, Kenya, China and Indonesia. China is the major producer of herbal tea while Sri Lanka and Indonesia are producing mainly orthodox varieties of tea. Kenya is basically a CTC (Crush, Tear, and Curl) tea producing country. India is facing competition from Sri Lanka and Indonesia with regard to export of orthodox teas and from China with regard to herbal tea export. Above Line graph clearly indicates that till 1991 Tea consumption grew at the phenomenon rate of 32.2% where as in recent past few years the average rate of consumption growth is 0.7%. Tea being the only beverage which is consumed at the largest following Water hence there is no trouble to global tea market future with growing population. Customer Needs and Wants: The health related issues are increasing day by day due to the lifestyle and inclination of the generation towards fast food or junk food which is generally responsible for health hazards. Unilever’s research shows that majority of the people have developed health consciousness. This is mainly due to the various health programs being broadcasted on television as well as a variety of articles being published in magazines and digests. Lately trends show that people have started reverting back to the natural means of maintaining health. Natural means ensure high nutrition as well as health enhancement. Moreover nowadays more and more people are getting literate and educated. The education in turn brings awareness in the people and they understand what  do’s and don’ts. There is class of people who are very health cautious and most of them fall under high class societies. Since it is difficult to change the lifestyle of people all of sudden; people look for better product which can keep them healthy and offer resistance or meditate their health for long life and better health. We must keep in mind that tea is hot beverage consumed by people all over the world at highest after water. So it is a great idea if tea can prove as tea as well as medicine and offer better health & immunization as it is consumed twice to thrice a day. If tea can provide health benefits it will be surely welcomed by the class of health conscious people. Furthermore, A few recent studies suggest that the health benefits would drive the performance of Lipton herbal tea across the globe (Winslow 2006). Consumers generally perceive tea consumption to be a healthy activity and are more likely to consume herbal tea rather than other soda based drinks. Therefore, the 100 percent Natural Tea and 150 mg of protective natural antioxidants has made Lipton tea a major participant in the gl obal tea market. Integrated Marketing Plan for Lipton: Our Marketing Objective: †¢To offer consumer best health advantage through Lipton Tea. †¢To establish Lipton as market leader in herbal tea industry. †¢To enable Lipton Tea to satisfy, fulfill the consumer’s personality & lifestyle. †¢To increase Lipton Tea’s popularity as an icon in Herbal Tea product. In order to achieve our objectives we will use following strategies while developing our marketing mix. Value Based Pricing We will set our product price, based on the benefits it provides to consumers. Because our offer is unique and highly valuable features are better positioned to take advantage of value-based pricing. Multi-Channel (Hybrid) Distribution Systems We can utilize more than one distribution design by following a multi-channel or hybrid distribution system. As Example, we may use a direct retail system by selling Lipton Tea in company-owned stores, and through a direct  marketing system by selling via direct dispatch, and through a single-party selling system by selling through grocery stores. This approach will allow us to reach a wider market; however, we must be careful with this approach otherwise channel conflicts will arise. Promotion Mix (Integrated Marketing Communications) In order to deliver a clear, consistent, and compelling message about Lipton and its product we will use; Advertising as it will allow us to reach many buyers and repeat message many times; Sales Promotion since it provides wide variety of tools and rewards quick response; Public Relations because it is very believable and will dramatize Lipton and its product. Marketing Mix of Lipton Tea: †¢Product –Lipton Tea will be a high quality product offered as specially blended herbs tea. Contents of the Lipton Tea will be:40 bags, 80 bags, 150 bags, 250 bags (Family pack)The amount of bags refers to different target groups.40 bags for singles, 80 bags for couples,150 bags and 250 bags are Family Packs. (250 bags is most famous nowadays) Packaging: Customer perception of a package creates brand equity and purchaser loyalty. The image presented by the package largely determines success or failure of a tea line. Appearance stimulates memories and emotions inside the purchaser, who often times is female, often buying for an entire family. Thus colour, image and slogan of Lipton must all combine to facilitate customer allegiance. Before coming to this idea we had to systematically search for new product ideas through analysing our internal sources, customers, competitors, distributors, and suppliers. Afterward we marked the best idea and dropped poor ones by examining the market size, product price, development time and costs, manufacturing costs, and rate of return. †¢Place –High quality tea for a reasonable price will be bought from Assam & Darjeeling (India) and will then be blended and packed in the Lipton factory. Then we may open up company-owned stores to start a direct retail system to sell Lipton Tea. We can even sell Lipton tea directly to the end  consumers by sending direct dispatch from factory. At the same time the final product will be distributed to authorized dealers and retailers such as supermarkets and main tea shops so the end consumer has easy access to it. Place in supermarket: On the middle and lower levels of self. The Lipton Tea will be placed according to the content of tea bags. †¢Price Prices for the tea will be as the following: – Price of $18 for regular sized pack -Price may be increased to reflect quality Reasons for pricing policy: Lipton Tea will be competing against the main player on the Herbal Tea Market Royal Tea by setting a higher price but offering more value for it. Various promotion activities, giveaways and advertising on radio and television will help to establish the brand and gain market shares. †¢Promotion – The promotion is the most important point to launch our products because we want to be able to compete with our biggest competitor. We must focus on this point because the people like to purchase bargains or buy products that offer free gifts. Other brands do not offer as many promotion and free gifts. This is why it is important to focus especially on the Promotion activities of the marketing mix. We are going to set up original events in order to attract new customers and consumers of other tea brands. Our objectives: -Develop awareness -Generate traffic -Build loyal customer base In order to achieve above mentioned we will pursue the following: – Stand in the supermarkets: we want to set up a stand in the supermarket in order to make tasting to the supermarket’s clients. The stand should be placed between the fresh food and the food with the aim  to attract all the consumers. The stand should represent the brand with the colour of the company, the logo, the environment of Lipton. For example, the stand could be coloured with a combination of red and yellow. Moreover, the hostesses can give some presents to the children like, balloons with the logo of the brand and pens with the logo. Also, during the launch of our product (one week), all the customers at the supermarket will receive a sample of â€Å"Lipton Tea† for free at the cashiers including a voucher which explains the game to win a trip to London. Promotional offers during the year: If a client buys a box of 150 bags, he will get a free coupon a spoon or a little kettle. In addition, during first two months, we can organize a game: when you buy Lipton, you win some points and with certain numerous of points, you can get a present which represents the brand image. Promotional event for Lipton Tea launching: During one weekend in a big city we will organize a big event. In the street, there will be hostesses with special clothes who will distribute samples and cups with tea to offer the product to passer-by. After the show, they will hand out flyers the people can fill in so as to win the weekend trip to London. At the end of the event, there will be a drawing of lots. The winner will receive the present(tea boxes) via post way. Furthermore, in the street there will be a lot of decoration of the brand image. Advertisement: At the beginning, the strategy is to focus on the Internet, the radio and on daily newspaper to reach a lot of customers. These media are noticed by a large target group which will help the firm to be known. After six months or one y ear, we will begin a campaign on television, in magazines and on airports. Building Profitable Relationship and Creating Customer Delight Customer Relationship Management: Customer relationship management (CRM) refers to building one-to-one relationships with customers that can drive value for the firm. The continuing evolution of CM is made possible by understanding the interactive relationships that develop between firms and customers and among customers themselves. Lipton will increasingly be able to customize marketing messages  to larger target audiences on the basis of the customer’s expected response and the customer’s value to the firm. By following the CRM strategies discussed here, firms can reduce overall marketing costs, increase overall customer response rates, and, most importantly, increase overall customer and firm profitability. For example: Lipton’s marketing plan has data on markets, prospects, and lists. This is also supported through a third party vendor. But marketing needs to drive generated leads to Sales for follow up. Thus, the marketing department also could use feedback from service and sales about what campaigns are working. Customer Service has excellent customer feedback, but it’s not looping back into marketing department. This is the type of data that can act as the foundation for upcoming marketing campaigns. Customer Service can also provide sales representative important product information or specific account issues that would be invaluable for sales to have before they call on an account. Finally, Customer Service can be used for cross sell and up sell opportunities. The key is to have all your customer information integrated. This provides each department with a 360-degree view of the customer, and ensures that the data is current and complete. Lipton’s CRM applications will also enable companies to interact with customers throughout multiple channels including the Web, phone, fax, direct mail, e-mail, and in person or through partners. Partner Relationship Management: Partner Relationship Management is a used to describe the methodology and strategies for improving communications and relationships between companies and their channel partners. These solutions include key features for selling, commission, opportunity, marketing campaigns, inventory access, and other features designed to facilitate the relationship between manufacturers and their channel partners. Partner relationship management can take a number of different forms. In some cases, delivery of a product is needed during specific times of the day. For example, in Lipton’s shipping and receiving departments, suppliers must deliver within a certain time frame. In the busiest of locations, that window could be as little as 30 minutes.  When traveling across a large geographic region, that can be a hard target to hit. Using software and other communication tools often provided through a partner relationship management strategy, suppliers, shippers and the end users can keep incons tant contact with each other. This means the end user will be able to know where each item is each step in the process and when to expect it. Depending on the situation, this may allow Lipton’s factory to adjust production so that the entire operation does not shut due to supply concerns. Partner relationship management is also important for a manufacturer and reseller or retailer. Software allows the producer to understand when a certain product is in demand and allows that producer to adjust his processes likewise. Without this benefit, Lipton would need to wait for an order from the retailer or reseller. That could delay the process and thus allow both sides to miss out on valuable sales. In addition to communication, partner relationship management can also provide services in other areas. For example, it may include a partner loyalty component, which will provide a benefit to both companies. As those relationships are solidified, it will provide a good customer base on which both can depend. Capturing Value from Customers to Create Profit and Customer Equity The first four steps in the marketing process involve building customer relationships. The final step involves capturing value in return. 1) By creating superior customer value, the Lipton herbal tea creates highly satisfied customers who stay loyal and buy more. 2) By Creating Customer Loyalty and Retention 3) The aim of customer relationship management is to create not just customer satisfaction, but customer delight. 4) This means that companies must aim high in building customer relationships. 5) Customer delight creates an emotional relationship with a product or service, not just a rational preference. 6) Lipton herbal tea is realizing that losing a customer means losing more than a single sale. It means losing customer lifetime value. 7) Growing Share of Customer 8) Share of customer is defined as the share the company gets of customers purchasing in their product categories. (Thus, banks want to increase â€Å"share  of wallet.†) Building Customer Equity Unilever want not only to create profitable customers, but to â€Å"own† them for life, capture their customer lifetime value, and earn a greater share of their purchases. Customer Equity in Lipton Tea Marketing consists of actions taken to build and maintain desirable exchange relationships with target audience involving a product, service, idea, or other objects. Customer equity is the total combined customer lifetime values of all of the company’s current and potential customers. Clearly, the more loyal the firm’s profitable customers, the higher the firm’s customer equity. Customer equity may be a better measure of a firm’s performance than current sales or market share. Building the Right Relationships with the Right Customers Not all customers, not even all loyal customers, are good investments. â€Å"Strangers† show low potential profitability and little projected loyalty. The relationship management strategy for these customers is simple: Don’t invest anything in them. â€Å"Butterflies† are potentially profitable but not loyal. The company should use promotional blitzes to attract them, create satisfying and profitable transactions with them, and then cease investing in them until the next time around. â€Å"True friends† are both profitable and loyal. There is a strong fit between their needs and the company’s offerings. The firm wants to make continuous relationship investments to delight these customers and retain and grow them. â€Å"Barnacles† are highly loyal but not very profitable. There is a limited fit between their needs and the company’s offerings. Important point: Different types of customer require different relationship management strategies. The goal is to build the right relationships with the right customers. Factors Affecting the Effective Implementation of the Marketing Plan Human Resources Capabilities: The people working in this organization are the  key to achieving effective implementation of those strategic plans. Staffing competent employees involves recruiting, training and retaining a capable and adaptable workforce. Knowledgeable, dependable and versatile employees have the ability to overcome the obstacles to change, and can meet performance goals even when other resources are scarce. If all of the other elements listed in this article are present, but the workforce does not meet these criteria, then achieving those objectives may be nearly impossible. Favourable Environment: We have to Rethink existing policies and procedures, and make any changes necessary to facilitate the changes resulting from our strategic initiatives. We may find that certain aspects of our existing operational framework can actually impede strategy implementation, and that certain areas may stand out as being lacking in policy guidance in light of our new strategic goals. Technological Infrastructure: Technology can give our organization valuable assistance in implementing new policies, procedures and initiatives. Utilize technology to enhance and maintain communication and accountability for all relevant managers and operational employees throughout the change process, and to keep track of implementation and performance goals and their achievement. This may require adding new systems and infrastructure, ensuring that all systems will function reliably, and training all relevant staff to use new systems and programs. Incentive Systems: We must consider altering existing incentive systems to coincide with our new strategic objectives. As an example, if we can alter existing incentive system rewards employees on the basis of tenure, but our new strategic plan calls for a 50 percent increase in service plan sales to reposition our company as a service provider, then consider altering the system to reward employees or teams with high monthly service plan sales numbers .According to â€Å"Crafting and Executing Strategy† by Thompson, Strickland, and Gamble, our employees’ incentive-based goals will always coincide with our organizational objectives. Strong Leadership and Culture: Organizational culture and strong leadership are inseparable. We must encourage and train our management team to be agents of change, with the ability to champion new ideas and coach employees through the change process. Also, use our influence as a leader to reset the tone of our organization to reflect the importance and seriousness of our new strategic plans, and lead by example in terms of flexibility and dedication to change. Capital Resources: All of the internal elements listed in this article require capital to employ. For example, highly skilled workers demand higher wages, technological infrastructure can be costly, and reward systems require capital if material goods are offered. Thus proper budget have to be introduced.