Control Freak Essay

Virgos are analytical, observant, and precise. We strive to be perfectionist, so we have to be on top of everything and every detail. Whenever I do anything I do my best to make sure it’s perfect, whether it’s something I’m passionate about or something I’m forced to do. I like for things to be perceived in a certain way, I like for my efforts to be praised, and in order to get that it has to be perfect, if not near. A lot of people assume being a control freak is a bad thing, but in my opinion it’s not. I know what I want, and most times how I want it done. I’m not always lost or confused on a lot of things because I’ve probably thought about it in my head before and know what most possible outcomes are. What I’ve learned is that the only people who dislike control freaks are people who are control freaks themselves, or have control issues on some type of level. People who don’t really like responsibility, and are untamed tend to like control freaks because they keep them in line, and on point. They direct them and help them stay on track. An example of someone who could be a control freak is a Sergeant in the Army. When you’re a sergeant you have to dictate and tell people what to do. You have to make sure people follow a certain set of guidelines and rules, while following them yourself. Having that type of power over people will sometimes go to your head and make you a compulsive control freak. You want things done a certain way, at a certain time, in a certain place, with no exceptions. Another Example of someone who takes being a control freak overboard, or obsessive is  the â€Å"controller. These people obsessively try to dictate how you’re supposed to be and feel. They have an opinion about everything. They’ll control you by invalidating your emotions if those don’t fit into their rulebook. People with low  self-esteem who see themselves as â€Å"victims† attract controllers. Whether spouting unsolicited advice on how you can lose weight  or using anger  to put you in your place, their comments can range from irritating to abusive. What’s most infuriating about these people is that they usually don’t see themselves as controlling–only right. When it comes to myself and being controlling, it was never because I had a desire to control someone. When I was younger I watched over my younger brothers, I had a responsibility. I was left in charge, and having two younger kids to watch over, I had to take on the role of a father. So I was a mini dictator, I had to tell them what to do, and how. I had to make sure everything in the house was straightened, and not broken, and I sometimes had to discipline them. After years of doing this I developed a controlling personality. I don’t see myself as overly controlling, just subtly controlling. I don’t try to control every aspect of people’s lives. The only thing I’m really particular about is details in something I’m doing such as my work, art, appearance. When it comes to relationships and me being controlling, it doesn’t affect them. It doesn’t affect them because I’m not over the top controlling, I just tell them things to help improve them in some type of way. I actually like somewhat controlling people in relationships. The way I see it, it’s a challenge. They’re not easy, and submissive. I love dominance in a person; it gives me a sense of security when someone shows dominance. To me it’s like they care enough to give direction and guidance. Not all control freaks have a need to obsess and be in control of everything that is happening, some of us were put into a position of power that lead to being a control freak. And in our mind, it isn’t being controlling. We’re just particular about things, we know what we want in life. What’s so bad about that?

World War Two and the B-24 Bomber

Several aircraft from the World War Two era have achieved iconic status. The F4U Corsair, TBM Avenger and the B-17 and B-29 Super fortresses are all legendary in their service for the Allied cause. There is another such aircraft that never achieved the fame of those mentioned but was critical to the Allies war effort none the less. The Consolidated B-24 Liberator was the work horse of the Allied fleet. Its entrance into the war came at a critical and vulnerable time for Allied survival in Europe. After proving its effectiveness in early missions the B-24 would go on to be used in all theatres of the conflict.It was the most numerous, most versatile and possibly the most effective Allied plane of World War Two. The Design Stage The B-24 bomber was designed as part of the strategic bombing plans drawn up by the Allies in the 1930s. Built by Consolidated Aircraft of Ypsilanti, Michigan, the bomber took its first flight in late December of 1939. Consolidated was a subsidiary of the Ford Motor Company, an icon of American business. The Ford factory was able to produce more than four hundred B-24s per month. By 1941 the plane would enter wartime service. High demand in 1942-43 prompted Consolidated to expand its production facilities.The San Diego plant was increased to three times its original size. A new plant was built in Fort Worth, Texas. The flagship plant was built in Willow Run, Michigan in 1942. At the time this plant was the largest industrial plant of any kind in the United States. In the process thousands of Americans were put to work. The vastness of the Willow Run Plant made for some interesting accommodations. At a certain point in the assembly line the planes would be mechanically turned at a right angle. The purpose was to avoid having the planes crossing into a neighboring county where taxes were higher.Consolidated had received the contract to produce the B-17 bomber only one year earlier in 1938. After examining the capabilities of the B-17, the A rmy requested a faster and higher flying plane. The updated plans would result in the building of the B-24 Liberator. Designed as a strategic heavy bomber the airplane was affectionately referred to as the â€Å"Lumbering Lib† by the RAF pilots who used it to patrol the Atlantic. 2 â€Å"Liberator† would then be incorporated officially as part of the aircraft’s name. The plane almost immediately went into heavy production. A mainstay of the Army andNavy air forces, it was also used by the RAF (Royal Air Force) and the RCAF (Royal Canadian Air Force). The plane cost about $300,000 to build. By wars end over 19,000 B-24s had been built 3. This exceeds the total of any other Allied aircraft. 1. Philip Makanna. 1995. Ghosts in the Skies: Aviation of the Second World War. (San Francisco: Chronicle Books), p. 156. 2. Philip Makanna. 1995. Ghosts in the Skies: Aviation of the Second World War. (San Francisco: Chronicle Books), p. 157. 3. Bill Gunston. 2000. History of Military Aviation. (London: Hamlyn Pub. ), p. 93.Bomber design was still in its infancy and the B-24 did have some problems. It was prone to fire due to the placement of its fuel tanks. The only way to enter or exit the plane was through the bomb bay, a difficult proposition in a crisis situation. It was also somewhat cumbersome to fly. The plane’s designers had to make these tradeoffs in order to maximize the performance and the long range capability of the aircraft. The plane was also somewhat vulnerable to enemy fire, given its relatively lightweight construction. The high altitude capability of the plane helped minimize this threat.There were a substantial number of orders for the plane even while it was still only a prototype. In addition to the three dozen ordered by the Army, the French and British had each ordered more than three times that number. The French order was cut short by the German invasion in 1940. The British received their order and immediately put the p lanes to use on critical missions. Introduction to the War Ultimately, the B-24 would serve a wide ranging role in all corners of the conflict. It would be used to â€Å"equip 45 groups all over the world† 4. The initial role for the B-24 was to conduct deep ocean patrols.The British were in dire need of a long range patrol aircraft, Prior to the arrival of B-24s in the Atlantic, German U-boats were wreaking havoc on Allied shipping. British reconnaissance activities had a limited range. The arrival of the B-24 allowed the Royal Air Force to patrol much farther out into the ocean. As a result the U-boats were driven back into areas where they could be more easily targeted. The ultimate result was impressive – â€Å"The arrival of radar-equipped RAF B-24s in _____________________________________________________________________ 4. Bill Gunston. 2000. History of Military Aviation.(London: Hamlyn Pub. ), p. 93. Ireland†¦temporarily ended sinkings in the mid-Atlanticà ¢â‚¬  5. In 1942 the British began to use the B-24 in long-range bombing missions in the Middle East. Up to this time the plane had primarily served in recon and transport functions. American entry in to the war also led to a buildup of forces in England. Had the RAF Atlantic patrols not been effective; it is likely that the buildup would have taken much longer and Britain may have been lost. â€Å"The Mighty Eighth† was among the early American air groups transferred to Britain 6. The eighth brought with them numerous B-17s and B-24s.As the British and American forces continued to gain their footing, their mission would gradually evolve from the Atlantic patrols to the long range bombing missions over Germany. In the early years of the war radar equipped B-24s proved more than a match for the German U-boat menace. The RAF was able to drive the U-boats out of the middle Atlantic, at least for a while. The Germans would make modifications to U-boat strategy to counter the eff ects of the B-24s, but safe passage for shipping at this vital stage would play an important role in stemming the German tide.The British were able to gain their footing and the Americans were able to get a foothold in Europe. By defeating u-boats, the allies established control of the Atlantic, Saved Britain and made possible the invasion of Nazi-occupied Europe. 7 _______________________________________________________________________________________________________ 5. Charles Gross. 2002. American Military Aviation: The Indispensable Arm. (College Station, TX: Texas A&M University Press), p. 106. 6. Bill Gunston. 2000. History of Military Aviation. (London: Hamlyn Pub. ), p. 93. 7. Charles Gross. 2002.American Military Aviation: The Indispensable Arm. (College Station, TX: Texas A&M University Press), p. 207. The plane would also become a key asset in the Pacific theater. With the B-29 still in development, U. S. forces needed a long-range bomber to cover the vast distances of th e Pacific Ocean. As additional bombers came on-line, the B-24 proved especially amenable to modification for different purposes. In that sense â€Å"It was altogether more versatile† than the B-17 and B-29 8. In the Pacific, the B-24 was considered the â€Å"standard† heavy bomber. Range was a primary asset of the B-24.Its ability to complete 2,000 mile missions without refueling made it possible to conduct missions far out at sea or over hostile territory. The plane could carry over 8,000 pounds of bombs. For defensive purposes, it was armed with ten . 50 caliber machine guns. The B-24 had been among the early generation of long-range bombers developed in between World Wars one and two. Even so, the aircraft boasted many new innovations and capabilities. Its design also allowed for great flexibility of use. Some B-24s were modified for use in reconnaissance missions. Their high altitude capabilities added to their effectiveness in this role.The B-24s engines also had the power for the plane to be used in transport of materials and personnel. A few were used as fuel tankers. The B-24 was even used as a VIP transport plane. The Prime Minister of Britain, Winston Churchill, used one as his personal transport plane. Turbo supercharged engines were first added to the XB-24B model along with body armor and self sealing tanks. Power driven turrets and additional nose guns were added to the 24C. The development of the Norden bombsight enabled the B-24 to drop its bombs accurately from a vertical distance of up to five miles.All in all the B-24 8. Christopher Chant. 1992. The Military History of the United States (Vol. 9). (New York: Marshall Cavendish), p. 91. Liberator was a fearsome weapon of war. The Liberator: †¦had the defensive firepower and high altitude performance to fight their way through screens of Axis fighters and then deliver their bombs with pinpoint accuracy. 9 The B-24H produced in 1943 was an even more formidable weapon. This ver sion had a power-operated gun turret in the nose of the aircraft. It also had an auto pilot system and a refueling system.An improved version of the Norden bombsight provided even better bomb accuracy. Analysis and Conclusion The B-24 Liberator filled a critical gap in the offensive and defensive capabilities of the Allied air forces. It was heavily relied upon throughout the war. In the early part of the war it provided a vital strike capability against the German U-boats in the Atlantic. The B-24 also proved itself in peace time. It was used well into the 1950s by the Coast Guard for rescue and weather recon missions. Near the end of the war and half a world away a B-24 launched the first radar guided air to ground missile in 1945.At the beginning of the war long-range bombing formation tactics were still in their infancy. Losses for the B-17 and the B-24 were high. As the war continued, tactics improved and the B-24 in particular became more effective. The B-24 was flexible enoug h to be used in all theaters of the war. Not only was it a constant presence in Europe and the Pacific; it also performed well in Africa, India and the Middle East. The Liberator ultimately made its name in the Battle of the Atlantic. The â€Å"Atlantic ________________________________________________________________________ 9. Christopher Chant. 1992.The Military History of the United States (Vol. 9). (New York: Marshall Cavendish), p. 126. Gap† was an area of the ocean where German submarines had previously operated with impunity. This threatened to cut of England from critical military and humanitarian supplies. The B-24 was the first aircraft with the range to effectively patrol the gap. For this reason it has been credited by some with saving Britain. It is possible that without them, attrition could have weakened Britain to the point where they were vulnerable to invasion. The redesigns of the B-24 were both effective and creative.Many of the ideas for these modificatio ns came from soldiers in the field. In one example, soldiers used a damaged B-24 to design a transport plane. Back in the United States, Consolidated put their ideas into mass production. The B-24 was rugged, innovative and flexible. It might be argued that its greatest effect on the war came from the sheer number of planes produced. More B-24s flew in the war than any other plane. The Ford Motor company was the unquestioned master of mass production. It had an unrivaled ability to produce huge numbers of machines very quickly.It is this type of industrial might that eventually overwhelmed the Axis powers. The B-24 Liberator was symbolic of that power. Notes 1. Philip Makanna. 1995. Ghosts in the Skies: Aviation of the Second World War. (San Francisco: Chronicle Books), p. 156. 2. Philip Makanna. 1995. Ghosts in the Skies: Aviation of the Second World War. (San Francisco: Chronicle Books), p. 157. 3. Bill Gunston. 2000. History of Military Aviation. (London: Hamlyn Pub. ), p. 93. 4. Bill Gunston. 2000. History of Military Aviation. (London: Hamlyn Pub. ), p. 93. 5. Charles Gross. 2002.American Military Aviation: The Indispensable Arm. (College Station, TX: Texas A&M University Press), p. 106. 6. Bill Gunston. 2000. History of Military Aviation. (London: Hamlyn Pub. ), p. 93. 7. Charles Gross. 2002. American Military Aviation: The Indispensable Arm. (College Station, TX: Texas A&M University Press), p. 207. 8. Christopher Chant. 1992. The Military History of the United States (Vol. 9). (New York: Marshall Cavendish), p. 91. 9. Christopher Chant. 1992. The Military History of the United States (Vol. 9). (New York: Marshall Cavendish), p. 126.

Comparing and Contrasting Keynesian & Classical Economics Essay

Economics studies the monetary policy of a government and other information using mathematical or statistical calculations. Fiscal information is analyzed in order to make judgments and inferences from the information provided. There are two economic schools of thought which take different approaches to the economic study of monetary policy, consumer behavior and government spending. Basic Theory (Paragraph 2): This paragraph outlines major some of the differences between Classical and Keynesian economic theories. Classical theorist were rooted in the concept of Laissez faire market which requires little to no government intervention and allows individuals to make decisions, unlike Keynesian economics, where the public and government is heavily involvement in the decision making process in regards to economics. Classical economists also used the value of objects to determine prices in the market unlike Keynesians who believed that the demand was what influenced the market. Keynesians also relies heavily on the theory that the nation’s monetary policy can affect a company’s economy. Government Spending (Paragraph 3): Classical economists do not believe that government spending has a major impact on the nation’s economic growth, yet that consumer spending and business investments had more of an impact. Classical economists believed that government spending would stunt the economy’s growth by increasing the public sector and decreasing the private sector. In contrast, Keynesian economist did in fact believe that consumer spending and business investments helped the economy, but also believed that government spending played an important role in boosting and could possibly even take the place of the former and still continue to result in economic growth. Short vs. Long-term Affects (Paragraph 4): Classical economists focused on creating long term solution for economic problems. They take into account the effects of inflation, government regulation, taxes. They also consider how current policies and new economic theory will distort the free market environment. Keynesian economics focus more on immediate results in economic theories. Keynesians focus on short-term needs as well as policies, and consider how the result can affect the economy immediately.

INTRODUCTION TO MARKETING AND ADVERTISING COURSEWORK ASSESSMENT Assignment

INTRODUCTION TO MARKETING AND ADVERTISING COURSEWORK ASSESSMENT - Assignment Example Television advertisements have a wide scope of coverage. A new brand of coffee should be able to create a strong original appeal to potential buyers and have competitive features to other beverages. The target market does not have conspicuous boundaries. As a result, it is difficult to predict such as market. Television advertising can reach many people at a time. With the use of the media, marketers can incorporate the advertisements at usual times when consumers use the class of beverages (Blick, 2011). Otherwise, television advertisements are very expensive and should only be used when there are high projections of revenue. A new recipe for cereals is mostly applicable to chefs and households. Television media is the best place for marketing the product. It would appeal to the youth and young individuals. Advertisements should be mostly placed during programs that appeal to the audience that marketers intend for the product. Television has the advantage that they appeal to many people (Hutt, & Speh, 2013). Otherwise, they are budget intensive. Marketers can also use hospitals to market the recipes because slimming could relate to health issues. The target market can be patients with obesity. Target market can also be clients at gyms. A recipe is a service product. It poses challenges on how to present it to the audience. Intangible products are difficult to deal with because they do not have physical properties that individuals can use to please clients. The most appropriate media for the recipe is one that facilitates demonstrations. In television media, there is an opportunity to offer demonstrations on how to undertake the recipe. The advertisements can be incorporated at strategic times. Lastly, marketers can offer demonstration sessions for chefs and the public to inform them of the new recipe. The market segment for this product is mainly the youth. Minor budget is not intensive and would require specific timing of events. Marketers

The British Royal Family Essay Example | Topics and Well Written Essays - 1250 words

The British Royal Family - Essay Example The Queen Elizabeth II alone is the patron of 600 charity organizations. Many members of the Royal Family are engaged in official relations with Force Units. The Queen promotes national unity and support overseas economic and diplomatic ties. Introduction: The grandeur of the British Royal Family continues to fascinate people around the world. Regardless of the fact that the Royal Family is a burden on the national treasury, as British citizens have to pay an exorbitant cost for their maintenance, no one in England has the power to abolish the British Crown. Such is the power and the influence of the Royal Family. One of the primary reasons why no one has the authority to overthrow the monarchy is the fact that the British system has evolved in such a way that its sovereign authority flows through the Royal Family. The members of the British Royal Family are close relatives of the United Kingdom’s monarch. The Queen and the other members of the British Royal Family conduct the ir activities in strict accordance with the British Law. In overseas British territories, Governors, Commissioners and Administrators, represent the Queen and the other members of the British Royal family. The Queen is the Head of the association of 53 independent countries known as the Commonwealth. Moreover, 15 Commonwealth Realms have the Queen as the Head of State. (PERKIN, L.1992). Role and Effectiveness of the Royal Family: The picture perfect Royal Family displays an immaculate attitude which is vital for earning respect from the Britain citizens and this is the very reason why The Queen and her family members exhibit a royalty behavior. It is absolutely essential to behave aristocratically in an effort to earn national and international respect. The effectiveness of the Royal Family is mirrored by the fact that if the Royal members bring shame to themselves, then inevitably the respect for Britain and its citizens would diminish worldwide. Through out the British history, th e monarch has been represented by the Royal Family members in many ways including as viceroys. In modern England, the British Royal Family performs ceremonial and social duties both inside and outside England. (RABLEY, S.1990). Apart from these duties, the Royal Family has no substantial role in the constitutional matters of England. The primary objective of the Royal Family members is to support The Queen in carrying out numerous duties for the State and attending important charitable and public services. Over the years, the impeccable and influential attitude of The Queen has played an important role in strengthening national unity. Moreover, The Queen together with the members of her family performs essential roles for national stability of Britain. The Queen’s children and their spouses are responsible to undertake official duties. On the other hand, the younger members of The Queen’s family are not burdened with the responsibilities of performing official duties b ut are trained to represent the Royal Family on official events, State events and important commemorations. (Macmillan 1991). According to the official list in the Court Circular, the Monarch and other Commonwealth Realms conduct more than 2000 official events each year, both in the UK and around the world. The Queen is regarded as the Head of the State and her presence is vital in Royal events and ceremonies both on national and international levels. Occasions such as the State Opening of Parliament and Garter

Post Partum Depression the Nursing Role Research Paper

Post Partum Depression the Nursing Role - Research Paper Example Various research studies have clearly identified the need of the role of nurses in using various screening tools to help identify PPD. Even practicing nurses have shown the willingness towards the idea of using counseling and other methods which can actually help mothers (Segre, O'Hara, Arndt, & Beck, 2011). More practicing nurses are willing to take active part and believe that nurse-led counseling should be implemented in order to deliver better health services to mothers. Nurses are considered as well positioned to at least provide screening for detecting PPD and helping other health professionals to deliver better healthcare services to the mothers and the overall family of the mothers. It has also been suggested that mothers and the family often hold certain expectations from the nurses in terms of their understanding of their condition and the overall experience a mother can pass through during PPD and childbirth. A nurse therefore needs to develop a certain degree of knowledge and skills where the gap between the expectations of family and a nurse’s real skills is filled. One of the key roles of nurses is to provide optimal health service delivery to mothers facing PPD. Nurses are required to obtain the knowledge which can help health professionals to actually distinguish between PPD and other mental disorders. Obtaining this information is critical because nurses need to make sure that the overall health service delivery provides optimal health solutions to the mothers. This is also considered as critical from the viewpoint of understanding other psychological illnesses after the childbirth (Beck, 2001). Nurses also need to have a very intuitive awareness regarding what can go wrong with the mothers and whether they may slip into another cycle of... This essay approves that one of the key roles of nurses is to provide optimal health service delivery to mothers facing PPD. Nurses are required to obtain the knowledge which can help health professionals to actually distinguish between PPD and other mental disorders. Obtaining this information is critical because nurses need to make sure that the overall health service delivery provides optimal health solutions to the mothers. This is also considered as critical from the viewpoint of understanding other psychological illnesses after the childbirth. Nurses also need to have a very intuitive awareness regarding what can go wrong with the mothers and whether they may slip into another cycle of depression or not. Nurses therefore need to have a very keen eye on the details and must also develop an effective rapport with the mothers. this report makes a conclusion that postpartum depression can be common and serious issue for mothers as its prevalence is relatively on the rise. Both the mothers as well as family can get disturbed due to the episodes of PPD and, as a result of this, family centered maternity care requires greater role of mothers and family in making decisions. A nurse’s role is critically important in understanding and gaining knowledge about the depression and how it can be distinguished from other psychological issues. Nurses also need to understand the socio-cultural background of the mothers while dealing with PPD as the overall response of nurses will be critical in this regard.

Law of Tort Essay Example | Topics and Well Written Essays - 750 words

Law of Tort - Essay Example 369).It is the considered opinion of some scholars that these conflicting interests do not admit of any balancing. Article 8 of the European Convention on Human Rights deals with the right to privacy. The right to freedom of expression is dealt with under article 10 of the European Convention on Human Rights. The Human Rights Act 1998 requires a fair balance between these two contesting needs. The presence of a serious social requirement is essential for limiting freedom of speech. All the same, UK privacy case law has been seen to favour the right to privacy. This causes substantial commercial and practical difficulties. Thus, book publishers and photo journalists face considerable difficulty in their work. Thus, in Cream Holdings Ltd and others v Banerjee and others the lower court granted an injunction. This was aimed at suppressing information regarding the corrupt practices in vogue in the Cream Holding Ltd. On appeal to the House of Lords, this decision was reversed. However, c onsiderable difficulty had to be undergone by the defendant, in order to bring these corrupt practices to the notice of the public. ... These drawbacks to the English legal system have resulted in several cases being filed against the UK in the European Court of Human Rights (Harlow, 2005, p. 128). In defamation cases, public funding is not provided. This makes it difficult for an individual, with limited means, to defend an action initiated by a multinational corporation. This was the unfortunate situation in McDonalds v Steel and Morris. This unfavourable situation has been rectified to some extent by the introduction of conditional fee arrangements. Due to this arrangement, a much greater number of people have been enabled to make defamation claims (Harpwood, 2008, p. 397). Thus, in Dering v Uris, the jury awarded a nominal amount as damages to the claimant. Dering had been a physician at the infamous Auschwitz during the Nazi regime. It had been proved that Dering was guilty of serious war crimes. However, he successfully established that some of the accusations made against him by Leon Uris, were defamatory and false. Similarly, in Plato Films v Spiedel a trifling amount was awarded as damages for similar reasons (Harpwood, 2008, p. 397). Thus, in Hamilton v Al Fayed, the Court of Appeal upheld the ruling of the trial court judge. The latter had not awarded costs orders against them, as per the provisions of section 51 of the Supreme Court Act 1981. An instance where a very high cost was incurred, related to that of Taylforth v Metropolitan Police Comr and The Sun Newspaper. In this litigation, the claimant had to pay around ?500, 000 as costs, for a hearing that lasted 11 days. Furthermore, a libel claim initiated by the Body Shop’s Anita Roddick, resulted in a cost of ?1 million to the claimant (Harpwood, 2008, p. 370). In Reynolds v Times

Role of Leader in Managing Conflict Essay Example | Topics and Well Written Essays - 5000 words

Role of Leader in Managing Conflict - Essay Example Prior to the discussion of conflict management, it is vital to comprehend the meaning of conflict. Kleynhans (2009) described a conflict as an active disagreement between people with different opinions, values or interests. The Foundation Coalition (n.d) defined conflict as the bone of contention among individuals or groups due to differing goals, needs and ideas. Marshall (2006) defined the sources of conflict to be diverse in nature; †¢ Differences in the values and customs of the individuals †¢ Presence of limited number of resources, thus provoking individuals to compete †¢ Lack of information or barriers in communication †¢ Presence of hostility in relations In terms of the initiation of conflicts, the health care industry is no different. Health care sector faces numerous instances of conflicts on a daily basis; some of the instances might be witnessed between doctors and nurses whereas others amongst the nurses. Pierre, Hofinger and Buerschaper (2008) stated that health care professionals are faced with intense moments of unexpected scenarios, rare illnesses and reactions that require dynamic and effective decision making. Such capabilities are even greatly required in the Critical Care Unit (CCU) where patients are faced with life threatening situations. Therefore, this study seeks to critically discuss the role of a leader in managing conflict in a CCU, using real life examples and case studies from the health care sector. An example is drawn from critical care unit in Riyadh Military Hospital to identify the real life instances of conflicts in a health care organization. This paper seeks to critically analyze the different types of conflict management strategies and techniques with the aid of the available literature and theories, as well as the approaches that can be adopted to avoid conflicts in the health care sector. 2. Nature of Conflicts in a Health Care Organization Certain degree of clashes of ideas about tasks and projects are often witnessed in a health care organization. Hovatter (n.d) stated that conflicts are mainly initiated when needs are not met effectively. He further stated that conflicts involve the inhibition of achievement of tasks of an individual or group by the actions or ideas of an individual or a group. In the light of this notion, it can be stated that there are mainly two types of conflicts that are found in an organization; group and individual conflict. Group conflict pertains to collective disagreement over something by a group of people in the organization. On the other hand, individual conflict is more personal and it mainly involves individuals. In order to solve the conflict s, the leaders need to assume the responsibility of ensuring an amiable and supportive environment in the organization. The health care sector has witnessed great changes with the passage of the years. Fagin and Garelick (2004) stated that doctors have been considered as the main sources of knowledge and authority over the possession of medical information. Doctors have been known to be educated while nurses have been trained to follow the instructions of the doctors in the most effective manner. However, Fagin and Garelick (2004) also stated that the gap in the acquisition of knowledge has been reduced by the improvement of standard of training of nurses, which became effective in 2000 by the Department of Health’s Project. Vivar (2006) also agreed that the broadening of the scope of training and education of the nurses has resulted in greater conflicts between doctors and nurses.

Argument for and against the Use of Death Penalty in Contemporary Amer Essay

Argument for and against the Use of Death Penalty in Contemporary America - Essay Example One of the opinions that support the implementation of the death penalty against capital offenders is its effectiveness in eliminating the criminals from the society. This effectively reduces rates of capital crimes by permanently eliminating the criminals from the targets. As opposed to imprisonment that often allows the criminals back to the society to induce high probability of further crimes, death penalty ensures complete elimination of the criminals from the society and hence reduces the rates of such crimes. The death penalty also identifies an economic advantage to the government that can then save its limited financial resources for social utilities instead of using the resources to maintain individuals who have been detrimental to the society’s utility. It, therefore, allows the government to focus on a single interest of providing the society’s utilities instead of dividing resources toward meeting utilities and maintaining individuals who have been detriment al to the government’s utility initiatives. The death penalty should also be implemented because of its retribution effect that not only punishes crimes but also derives utility from achieved justice to victims of capital crimes. Relatives and close friends of a murder victim will, for example, derive social and emotional utility from a death penalty against the murderer besides the general good of a safer society. The death penalty has also been supported for its effectiveness in discouraging criminals. This is major because people fear death and the associated pain. A person will, therefore, be more rational to refrain from a crime that attracts death penalty for fear of losing his or her own life as opposed to crimes that only attract fines or imprisonment, penalties that do not physically affect the criminals’ lives. There are however a number of augments that oppose implementation of the death penalty.  

I believe Cleopatra Essay Example for Free

I believe Cleopatra Essay It is principally in this way that I believe Cleopatra is more relevant to modern audiences than to Jacobean society. The idea of a female leader would be, after the reign of Elizabeth I, relatively unsurprising; however, women were still regarded as the property of men. It is not hard to see why a modern career woman, having gone through several relationships of her own, would find more to relate to in Cleopatra than would a Jacobean housewife. Women in the 21st century hold a much more three dimensional position than those of Shakespeares time. They were considered then unsuitable for the stage, replaced instead by some squeaking Cleopatra boy playing Cleopatra ithposture of a whore. Female sexuality in Jacobean times was considered, as written by Penny Gay, to be voraciously overwhelming, and since Cleopatra embodies that idea to the core, she would have seemed a dangerous character indeed to her first audiences. Then, she was a strange, exotic creature and an unknown quantity, but her character inspires altogether more empathy in more modern performances. In her portrayal by Judi Dench at the National Theatre in 1987, her suicide represented a grand resignation as opposed to a dark, frenzied retreat; her attachment to Anthony was pathetically touching. It is this, empathy and understanding, which the modern response adds to Shakespeares most passionate female character. Cleopatra is not done justice to by the flat, stylised Egyptian of Glenda Jackson, but flourishes as no more but een a woman. She is the poor maid of Janet Suzman, who beneath her regality is still an emotionally vulnerable character and all the more becoming because of it.  But what of Anthony? As a 21st century observer, I view it as chronically unjust that Anthony is continually referred to as the protagonist; Lord David Cecil described the play as simply the decline and fall of Anthony. Cleopatra is too often seen as the supporting act, when her character is no less rich than Anthonys and her journey no less significant. Antony is generally praised when he abandons her for politics, yet when she does what seems to her the same in the chaos of Actium, we are meant to condemn her. As L.T. Fitz writes, what is praiseworthy in Antony is damnable in Cleopatra; he can pursue power, whilst she must simply dote. It cannot be forgotten that Cleopatra too has a throne to sit upon. She does not bring about Antonys fall; in my view his political demise began before he ever met her. It is no secret that historically, his relationship with Octavius was strained regardless of Cleopatras role. Given Shakespeares reliance on historical sources such as Plutarch, this cannot be disregarded when judging his representation of her character. Furthermore, it is Anthonys choice to follow Cleopatra at Actium, as it was to become her guest when they first meet. Anthony always has the option to leave Cleopatra, for despite her charisma he always holds the greater political power. Thus, if he must be seen to have fallen, it is because he opts to do so. In fact, I see his decision to value Cleopatras love over Roman politics as an ascent rather than a fall, and it is an ascent they make together. There is no one protagonist in the play, unless the couple are viewed in a singular sense. Antony and Cleopatra combine themselves and the best values of their respective worlds. Antony retains his military valour, his ability to bear pain so like a soldier, but abandons the cold political scheming of Octavius and the new Rome. Cleopatra, on the other hand, keeps all her passion and her charisma but loses the worst of her childish wilfulness. Their love is beyond mortality, death is proud to take them, and in their mutual suicide they take on a god-like quality, articulated in Antony by Cleopatras eulogy of his legs bestrid the oceanhe was as rattling thunder. I believe that it is unfair to call this hyperbolic, which removes from its sincerity, when there can be no doubt that in her state of love and grief Cleopatra intends no exaggeration in her description of the emperor Antony. Together, Antony and Cleopatra rise above pragmatism and politics, and it is small wonder that they stun even Octavius, or that he should be moved by a pair so famous. I think it would be a dire injustice to call Cleopatra designing and blame her for Antonys political downfall; it reduces her feverish passion, her wild hedonism and the staggering extent of her love to plotting, cunning and cruelty. To me, she represents a woman of enormous courage, in her leadership but also in her refusal to compromise on emotions, however unreasonable or dramatic they might be. She is foolish, yes, but never a coward; her flight from Actium is not desertion but evidence of military inexperience and genuine fear. Her love for Antony is beyond the ordinary, it is beyond Caesar and Octavia, and how could the play be so poignant a tragedy were that not so? The very sadness of Antony Cleopatra is in the fact that the two lovers can only triumph beyond the grave, in the death of love for the pursuit of politics; an unworthy substitution if ever there was one. Cleopatra is no Iago, she has none of his manipulative malice; she is nothing more or less than a woman passionately and shamelessly in love. Bibliography Egyptian Queens and Male Reviewers L.T. Fitz  A Poem and Two Plays Robin Hamilton  The Cambridge Companion to Shakespeare on Stage Stanley Wells and Sarah Stanton  (specifically Women and Shakespearean Performance Penny Gay)

A Study Of Computer Ethics Violation

A Study Of Computer Ethics Violation There has been a widespread use of ICT in teaching and learning process. Computer is one of the most technologies used in learning activities by students in universities throughout the world. It is a mean to facilitate learning, improve academic success, provide access to many resources and give opportunity for communication (Kay Lauricella, 2011). Even though the computers provide students with advantages, they might also lead to several ethical problems. There is extensive unethical usage of computer among students. Kuzu (2009) stated some of these unethical computer using behaviors such as using unlicensed software, copying files or programs without authorization, contempt of peoples work, accessing personal information of people and publishing this on the Internet without authorization, communicating on the Internet in disrespected way, downloading of others files and e-mails, opening adult web sites and sending viruses. These are some of the unethical practices of computer which lead to the build a big construct that is computer ethics. Martin and Yale-Weltz (1999) stated that there are characteristics caused by computer use namely: new concerns emerge rapidly, computer ethics, and computerized information. The term of computer ethics refers to a part of social and humanistic studies of computing (SHC) which is theoretical of the way in which different forms of information technology shape these computer ethics which have been developed to address individuals or social systems (Breij, 2001). On the other hand, Shelly (2010) is more specific and described the term computer ethics as ethical guidelines that lead people to the right way of using computers and information systems. Moreover, Barnard, de Ridder and Pretorius (2003) state that computer ethics is the study of behavioral activities of IT professionals that is useful for all of society. Baase (2003) definition is quite closely to Barnards definition and describes computer ethics as a list of professional ethics same as medical, legal, teaching and accounting ethics. Computer ethics aim is to make decisions that depend on criteria of ethics, and then to provide more generalized ideas in terms of theoritical evaluation, ethical insights, normative standards, educational programs, legal advice and so forth (Floridi Sanders, 2002). Ethical issues are very essential in every society. The increased growth of computer usage has been generated a lot of questions of what is good and is not good ethics regarding the activities of computer use. Therefore, there are some organizations that pay attention in social and ethical results of extensive computer usage such as Association for Computing Machinery (ACM), Institute of Electrical and Electronics Engineers (IEEE) Computer Society, the Data Processing Management Association (DPMA). ACM is one of these organizations which is special interest group that address the side effects of using computer and its aim is to raise awareness about the impact that technology has on society (ACM, 2012). In this case, AC M has established a code of ethics and professional conduct in 1992. It is clearly that computer has become a part of the educational environment which students use it as research and communication tool. At the same time, using computer has created ethical problems and violation of computer ethics is on the rise (Maslin, Zuraini Ramlah, 2009). In other word, there are different practices that students do and relate to the use of computer unethically. As Frestone and Mitchell (2004) stated that downloading music, movies and software is unmoral due to the copyright issues. Moreover, students are generally more tend to pirate software and other intellectual property (Kini, Ramakrishn Vijayaraman, 2004). Intellectual property is mind creation, names, designs, etc. It is divided into two types: industrial property and copyright which includes poem, films, designs, music and games. Maslin, Zurainy, Rashidah, Ramlah and Norshidah (2010) found that a round more than half of students are aware of abuse of computer ethics in terms of intellectual property and privacy. Therefore, there are a lot of discussed sites of computer and networks. Information privacy, intellectual property rights, code of conduct and green computing are some examples of those sites (Shelly, 2010). In addition, Namlu and Odabasi (2007) build an unmoral computer using behavior scale (UECUB) to define unethical computer behaviors. A factor analysis of the related items discovered that the factors can be categorized into five groups; intellectual property, social impact, safety and quality, net integrity and information integrity. Based on the experts in the field of computer security, universities are one of the lowest secure places (Maslin Zuraini, 2008). Furthermore, academic dishonesty in these days technology is classified as an issue for higher education (Underwood Szabo, 2003). Scheyvens, Wild and Overton (2003) found that the level of plagiarism is in high level in graduate students more than in undergraduate students because of the high degree of demand for critical and analytical writing. Therefore, different groups of people whether they are organizations or individuals have become more concerned about ethical issues caused by interconnected world (Martin Woodword, 2011). IIUM is a unique university all over the world. It integrates traditional and moral values in the all modern areas of disciplines. The essential aim of establishing IIUM is to generate international center which can combines beneficial knowledge and Islamic values in all types of disciplines which can lead to the right way of Ummahs leading role in variety fields of knowledge (IIUM philosophy, 2012) According to Tun Sri Mohd Sidek Hj Hassan (The president, IIUM Community), IIUM must be highly ethical even as it strives excellence (IIUM Code of Ethics, 2008). Concerning this, As an Islamic- oriented institution, IIUM students are expected to be ethical concessionaires at all time. IIUM has established the IIUM Student Code of Ethics which is a code of practices depending on the strong basic of Islamic values with a view to gaining a high level of morality in commitment with IIUMs core values namely, Integrity (trustworthiness), Justice and Fairness, Adab and Professionalism. IIUM Code of Ethics defines integrity (Istiqamah) as trust (Amanah) and stresses the need for sincerity, accountability, justice and transparency in all academic conduct (IIUM code of Ethics, 2008). Besides that, IIUM is committed to supplying a wide range of internet services to all its population and facilities by providing access to broadband and wifi to all its members whether they are students or staff as well as providing them with a number of computer laboratories in each Kullyah. Based on these services, students use computers whether they are university computers or their personal computers in their university or personal lives. In IIUM, There are several Kulliyyahs the Kulliyyah of Information and Communication Technology (KICT) is one of its kullyyahs which was opened in November 2001. Since that time, KICT has produced knowledge workers who have a variety of ICT skills and knowledge and Taqwa of Allah. KICT offers Cyber Law and Islamic Ethics (INFO 4502) as Kullyyah required course for all students to equipped them with more information of ethical computer use (KICT, 2005). At the same time, the Institute of Education (INSTED) is one of Malaysias top education schools in IIUM. It offers a wide range of undergraduate and postgraduate courses in different specialization. INSTED provides the strategies that reduce the gap between theory and practice (INSTED, 2012). Unlike the KICT, INSTED does not offer Cyber Law and Islamic Ethics as an Kulyyah required course. In this case, students are not familiar with the ethical practice of computer use. Recently, some studies have conducted in IIUM related to assess the ethical behaviors in terms of academic integrity practice and computer ethics among IIUM students. To clarify, Moshood (2010) conducted his study to examine the IIUM students perceptions toward academic integrity practice. Integrity practice in the IIUM campus was determined by two important sub- constructs (awareness of academic integrity policy and commitment to academic integritys implementation). On the other side, Maslin, et al. (2007) investigated the awareness of computer use among undergraduate computer science students from UTM and IIUM. Generally, many researches have been done in computer ethics field. The large number of these studies conducted to investigate students awareness and perceptions of computer ethics and ethical beliefs (Adebayo, 2005; Akbulut, Usal, Odabasi Kuzu, 2008; Acilar, 2010; Jabour, 2011; Maslin Zuraini, 2008; Maslin, Zuraini Ramlah, 2009; Molnar, Kletke Chongwatpo, 2008; North, George North, 2007; Perryer Jordan, 2002; Peterson, Rhoad Vangght, 2001; Virginiam, Kelly Kathleen, 2011; Teston, 2008). Furthermore, these studies investigated the impact of gender, computer experience, age and program of the study on ethical judgments and ethical awareness. STATEMENT OF THE PROBLEM It is obviously that universities and educational organizations pay a huge attention in providing computers to their students or members. Despite the increased using of computer and its applications such as Internet and shared resources in human lives activities all over the world, however some users of computers such as students do not practice the code of computer ethics due to their ignorance of these ethics or due to their lack knowledge regarding these ethics. In addition they are not familiar with the idea that ethical issues related to computer use might be of importance to them in their future career as computer professional (Namlu odabasi, 2007) Therefore, they do not aware of the side effects of violation of computer ethics. It is noteworthy that in Malaysia, computer ethics is not offered as an individual subject, but rather the topic integrated in some related courses such as Management Information Systems or Cyber Law and Ethics course (Maslin, et al, 2009). In IIUM, KICT offers the course of Cyber Law and Ethics as a required course for all students to equip them with more information of ethical computer use (KICT, 2005). On the other hand, INSTED does not require this course for the students who are under this institution. Therefore, on the absence of computer ethics guidelines as a subject or chapter in the INSTED courses, there is a need to assess students violation of computer ethics and make comparison between KICT as-they have at least background about computer ethics- and INSTED students. In addition, According to IIUM website, the philosophy of the university is to create international center of educational excellence which integrate Islamic Knowledge and values in all disciplines. Furthermore, In IIUM, integrity (Istiqamah) is recognized as the essence of the university code of ethics. IIUM Code of Ethics (2008) requires students to the code of ethics strictly in their academic works and general lives. This code of ethics contains many core values such as piety, honesty, trustworthiness, responsibility, sincerity, accountability, justice and transparency. With this code of ethics, IIUM students practices are expected to be ethically (IIUM Codes of Ethics, 2008). In addition, IIUM requires integrity practice to be able to produce ethically outstanding scholars in various fields of studies (Moshood, 2010). As a result, it requires firm commitment to the implementation of academic integrity policies. Consequently, IIUM administrators and faculty are expected to be comm itted to implement the integrity policies in campus. Therefore, this study firstly will examine the level of students violation of computer ethics in two different Kullyyahs with the existence of Islamic values in the university. Moreover, the researcher will investigate if there is any relationship between students violation of computer ethics and the level of IIUM faculty and managements commitment to the implementation of academic integrity policy from students perspective. Finally, there are some researches were conducted in the field of computer ethics. The large number of these studies conducted to investigate students awareness and perceptions of computer ethics and ethical beliefs (Adebayo, 2005; Akbulut, Usal, Odabasi Kuzu, 2008; Acilar, 2010; Jabour, 2011; Maslin Zuraini, 2008; Maslin, Zuraini Ramlah, 2009; Molnar, Kletke Chongwatpo, 2008; North, George North, 2007; Perryer Jordan, 2002; Peterson, Rhoad Vangght, 2001; Virginiam, Kelly Kathleen, 2011; Teston, 2008). Furthermore, these studies investigated the impact of gender, computer experience, age and program of the study on ethical judgments and ethical awareness. In IIUM context, there are only one study was conducted in terms of academic integrity practice and one study in term of computer ethics. To clarify, Moshood (2010) conducted his study to examine the IIUM students perceptions toward academic integrity practice. On the other hand, Maslin, et al. (2007) investigated the awareness of computer use among undergraduate computer science students from UTM and IIUM. After examine the literature, It is clear that there is a lack of studies which conducted to evaluate the real violation of computer ethics among students. To add, there is no study investigate whether there is any relationship between students violation of computer ethics and the level of IIUM faculty and managements commitment to the implementation of academic integrity policy from students perspective or not. Therefore, this research aims to assess the level of students violation of computer ethics, examine any significant difference between KICT and INSTED student violation of computer ethics and to investigate if there is any relationship between students violation of computer ethics and the level of IIUM faculty and managements commitment to the implementation of academic integrity policy from students perspective. Conceptual framework The study of Peterson , Rhoads Vaught (2001) revealed that age as a factor has an effect on ethical behavior. They found that older people have high level of ethical behavior than younger. In term of investigating different program on students ethical computer use, Akbulut, Uysal, Odabasi Kuzu.(2008) investigate the effect of program on unethical computer using behavior. They found that there is no significant difference among different programs of study. By contrast, Maslin, Zuraini Ramlah (2009) found that there were some significant differences in ethical awareness of computer use among undergraduate computer science students from different universities (UTM and IIUM) In addition, Maslin, et al. (2009) have developed this model of ethical awareness of computer use: In IIUM, Integrity (Istiqamah) is recognized as the essence of the university code of ethics (IIUM Code of Ethics, 2008). Academic integrity, according to the Center for Academic Integrity (International Center for Academic Integrity, 2011), is defined as a commitment, even in the face of great difficulties, to five basic core values: honesty, trust, fairness, respect, and responsibility. Based on these values, principles of behaviors come into being that help academic communities convert these ideals into practice. Based on previous studies and model, in present study, the researcher will investigate the effect of age and program of study (Kullyyah) on students violation of computer ethics. The model will be as following: The extent of faculty and managements commitment to the implementation of academic integrity policies from students perspectives. Age Program of the study (Kullyyah) Violation of computer ethics PURPOSE OF THE STUDY The purpose of this study is to assess the level of computer ethics violation among IIUM students whether they are undergraduate or postgraduate students in two different Kulyyahs and to find if there is any significant difference between KICT and INSTED students in their violation of computer ethics. Moreover, this study aims to examine if there is any relationship between students violation of computer ethics and the extent of faculty and managements commitment to the implementation of academic integrity policies from students perspectives. RESEARCH QUESTIONS This study designed to address the following questions: What is the level of violation of computer ethics among IIUM students? Is there any statistically significant difference between KICT and INSTED students in their violation of computer ethics? Is there any relationship between IIUM students violation of computer ethics and the extent of faculty and managements commitment to the implementation of academic integrity policies from students perspectives? Is there any statistically significant difference between different groups of students ages in their violation of computer ethics? DELIMITATION Conducting this study will not generalize to all universities in Malaysia. It will be limited to IIUM only. Specifically, this study will focus on only two Kullyyahs (KICT and INSTED). Although there are several aspects of students misconduct behavior, however this study will be restricted to find out the level of computer ethics violation. Furthermore, this study will find out only the effect of faculty and managements commitment to the implementation of academic integrity policies from students perspectives on students violation of computer ethics. However, there are others factors affect students violation of computer ethics. SIGNIFICANCE OF THE STUDY The results from this study will make a meaningful contribution to our knowledge concerning computer ethics violation in our University. Moreover, this study will provide data about the level of IIUM students unethical practice of using computer that could help the lecturers to be informed about their students violation of computer ethics and help them to find what they think that help their students if the level is low. Furthermore, the leaders of the KICT and INSTEAD will be awarded about the level of students violation and make their decisions of how the level of ethical practice in using computer be improved if the level is low. Finally, this study will give a clear picture about the nature of the relationship between students violation of computer ethics and the extent of faculty and managements commitment to the implementation of academic integrity policies from students perspectives which helps the policy makers of IIUM to take more notice on academic integrity practice in IIUM campus. DEFINITION OF TERMS Computer ethics: Moral guidelines that govern the use of computers and information system. In this study computer ethics will only cover intellectual property, privacy and shared resources (adapted from Shelly, 2010). Intellectual Property: A broad category of materials, inventions and original works that are legally recognized as proprietary assets of an individual or organization which cannot be used without permission or legal licensure (Adapted from Techopedia.com, 2010) Privacy: The degree to which personal information, digital communication and digital devices can be accessed and shared by individuals (Adapted from your Dictionary.com, 2012) Shared Resources: Known as network resources, refer to computer data, information, or hardware devices that can be easily accessed from a remote computer through a local area network (LAN) or enterprise Internet (Techopedia.com, 2012). IIUM: International Islamic University Malaysia. IIUM is a unique university either in Malaysia or on a broader plane of the world. Since its inception English is used both as its medium of instruction and the language of its administration. It blends harmoniously modern and professional disciplines with traditional values and moral virtues. Its students originate from more than 100 countries representing nearly all regions of the world. IIUM has spared no effort to ensure that it provides the best tertiary education possible in all branches of knowledge. 6. KICT: Kullyyah of Information and Communication Technology in IIUM. 7. INSTED: Institute of Education in IIUM. 8. Violation: an act that disregards an agreement or a right (AudioEnglish.net, 2006). 9. Academic integrity: refers to the extent that core ethical values ( honestly, sincerity, piety, quality and originality) are transparently observed and strictly implemented in all academic pursuits. This is expected to facilitate the attainment of comprehensive excellence in the academic process as highlighted in the IIUM fundamental mission for learning. 10. Commitment to Academic Integritys Implementation It contains four indicators that measure the extent of the university administrators and facultys commitment to the implementation of academic integrity policies. The four observed variables include (Code of ethics is well implemented in IIUM; Academic integrity practice is adequated emphasized by lecturers at the beginning of each course; Consequences of dishonest practices are well discussed in most of my classes; and Defaulters of academic integrity rules are given appropriate sanctions in IIUM.

Shakespeares Presentation of Macbeth

Shakespeares Presentation of Macbeth Toward the start of the play Shakespeare presents Macbeth to be overcome and  courageous. After Macbeth wins the battle, Malcolm alludes to him as an intense and  solid trooper and King Duncanadmits/perceives/reacts to him as a commendable  honorable man. This tells the gathering of people that Macbeth has won the battle,  as well as is regarded by people with great influence, thusly they ought to regard  him. Shakespeare does hintMacbeths underhanded side when the Captain clarifies that  he unseamed him [Macdonwald] from the nave to thechops, And settled his head upon  our (manor dividers with holes to put firearms through). Macbeth killedMacdonwald by  slitting him open from his navel to his jawbone and stuck his head their (tremendous,  favor, stone house) dividers. Macbeths vicious actionsare covered up by his  courageous conduct and acclaim by others, so the gathering of people is uninformed of  insidiousness conceivable. Macbeth is praisedby others which a ppears/speaks to him as  gallant, yet little snappy looks of viciousness is appeared at thebeginning of the  play. Likewise, Shakespeare then goes to present Macbeth as the honest fundamental  character. Whenever Macbeth meets the three witches and his expectation is  appeared/advised to him, as indicated by Banquo he isstart[eld] and fear[ful]  towards the witches and what they are stating. Macbeths disarray  appears/representshim to be practically vulnerable. This is the most blameless the  crowd sees Macbeth in the play. In spite of the fact that hes future is declared to  him, he doesnt know the impact it will hold. The gathering of people react diversely  toMacbeths expectations. Since they are not situated in the play, they are eager to  perceive how Macbeths future works out instead of befuddled. Macbeths excitement  appears/speaks to him to be ignorant of theevil that is about to go submerged him.   More than that, Shakespeare presents Macbeth to be (in an embarrassingly frightened  way). In any case, Macbeth was not a powerless, he was quite astute. Macbeths  discourse in Act 1 Scene 7, clarifies how a dangerous demonstration will bring about  discipline and instruct others to do/perform wrongdoings. Additionally, his solid  ethics are show when heexpresses how he wouldnt like to break the rulers trust. He expresses that yearning to do extraordinary things whichoverleaps itself and falls  on the other, which means yearning to do extraordinary things makes individuals act  in clear and sensible ways andcauses debacle. This demonstrates the gathering of  people that Macbeth once knew the aftereffects of murder, the risk of longing to do. incredible thingsand had kept down solid ethics. Woman Macbeths moving  around/deluding and deceiving displayedMacbeth to be a man (whos anxious about even  slight risk) and inquiries his masculinity. She likewise humiliated (be fore many  individuals) him by looking at his individual (whos anxious about even slight  danger)ness to the way that she dashed the brains out of her infant. Macbeth may  have been shrewd, yet the way that his wifecontrolled/moved around/deluded him causes  the gathering of people to see him as a man (whos anxious about even slight risk). Besides, presents Macbeth to be blameworthy. After he executes King Duncan,  Macbethlooks at his hand and alludes them to being a heartbroken sight. This  demonstrates Macbeth is embarrassed with whathe has done. Coerce additionally puts  submerged/encompasses by something Macbeth, when he begins seeing or hearing things  that arent there after he finds the news that his specialists execute Banquo. While  making a scene during supper Ross sees him as not well andLennox wishes that  better wellbeing go to his grandness. The gathering of people have an emotional (a  shocking and intriguing occasion that is the correct inverse of what is normal) of  the circumstance which implies they know more than the visitors do. Disgrace is a  disorder, so what theguests seehas Macbeths disease, the group of onlookers sees as  additionally observe as wiped out. However their response is distinctive: the crowd  doesnt identify like Macbeths visitors do, they rather trust that he is commendable  ofthis discipline. At long last, Shakespeare presents Macbeth to be desensitized to  sentiments. In the wake of hearing the cry of awoman, Macbeth (comprehends/makes genuine/accomplishes) that he has overlooked the essence of fears. Macbeth  hasbecome so not able to be harmed by malice that he  cant fear. Additionally, when Seyton reveals to Macbeth that the queenis dead  he has a carelessreaction. He demonstrates no misery, rather expressing that she  ought to have passed on after at this point. Not onlyhas Macbeth lost his capacity  to fear, but rather his capacity to feel. He goes ahead to have an imprudent view on  lifestating that it appears/shows nothing. He trusts that individuals stress a lot  over life,whichmeans that he has no stress by any stretch of the imagination. Macbeths response to Seytons message, changes the gathering of peoples perspective  of Macbeth. He   changes from the guiltless primary character to the corrupt  principle character along these lines the audience has outrage (over being abused)  towards him. Macbeth is so involved with blame, that he has lost the ability to feel. In end/final product, Shakespeare exhibits a decrease in Macbeths character all  through the play, through the eyes of different characters. He is firstly observed as  overcome, then he is characterized as the honest principle character. As he changes,  he transforms into individual (whos anxious about even slight peril), then a  dishonorable man andfinally a man desensitized to feeling.

Athletes and Performance Enhancing Drugs in Sports :: Argumentative Persuasive Essays

   Abstract:   Since the beginning of sports competition, athletes have always looked for some kind of an edge over their competitors.   They will do whatever it takes to be one of the elite and that includes injecting supplements into their bodies to make them bigger, stronger, and faster.   Steroid use is probably one of the most common drug misuses in sports competition.   Athletes found that with anabolic steroids one could become a better athlete twice as fast.   Not until 1975 was the drug first banned from Olympic competition because of the health risks it produced.   Shortly thereafter, the rest of the sports world did not allow anabolic steroids as well.   With the use of steroids no longer permitted athletes began to look for other alternatives.   On the rise is two substances called creatine and androstenedione, both of which are sold over the counter. These two performance enhancers have only had minimal testing done on them, excluding the l ong-term effects, simply because they haven't been around long enough.   Creatine and androstenedione have been said to produce results like steroids without the side effects.   The truth is they do produce side effects and irregular muscle growth. By banning the use of performance enhancing drugs, just like steroids, sports competition will have a much healthier and fairer environment to participate in.   Ã‚  Ã‚  Ã‚  Ã‚   Performance Enhancing Drugs in Sports The use of steroids and performance enhancing drugs is a common trend that is currently fascinating athletes all over the world.   Athletes who are using these drugs are damaging the sport and harming their bodies at the same time.   Seeking a greater athletic physique and ability, athletes turned to the use of steroids.   Once the dangers and possible health risks arose, athletes then turned to performance enhancers.   Two specific supplements have taken the sports world by storm and now are being used by athletes of all ages.   They are androstenedione and creatine.   It took years until people began to understand how dangerous steroids really were. These performance enhancers, like androstenedione and creatine are going to produce the same results.      Ã‚  Ã‚  Ã‚  Ã‚   The use of performance enhancing supplements has long played a role in athletics, especially after the utilization of drug testing was introduced during the 1972 Olympics.

Gene Therapy Essay -- Genetics Science Essays

Gene Therapy The Human Genome Project began around 1986. The main goal of the project is to locate and sequence all genes found in human DNA. The objectives for this ambitious effort are to learn more about heredity of disease and to discover the genes that would aid in gene therapy. Advances in gene therapy strive to treat hereditary diseases and possibly eliminate disease from the genome. The definition of gene therapy is the introduction of genes into existing cells to prevent or cure a wide range of diseases (Jaroff, 1996). Gene therapy has two possibilities of disease treatment, somatic gene therapy and germline gene therapy. Somatic gene therapy involves the manipulation of gene expression in cells that will be corrective to the patient but not inherited to the next generation. Germline gene therapy involves the genetic modification of germ cells, which pass the change on to the next generation (Wilson, 1998). Somatic gene therapy is currently being researched more aggressively due to ethical and technical complications with germline gene therapy. Technical Aspects Gene therapy began with the Human Genome Project. The Human Genome Project has found gene locations for many diseases. Among the diseases that have been found Huntington’s disease, cystic fibrosis, ADA deficiency, and two genes for breast cancer are just a few examples. After a disease-causing gene is found, correcting it is the next logical step. This can be achieved through various methods. One of the first tested methods was to obtain the faulty gene from the patient, introduce the corrected gene into cells, and finally inject the altered cells back into a blood vessel. Blood is taken from the affected individual to obtain cells with DNA carryi... ...imit our ability to adapt to ecological and environmental changes. In spite of this, I am enthusiastic about gene therapy. I want to live a healthy life and I want my children to be able to live happy, healthy lives. With gene therapy, the use of human cells to treat disease looks very promising. Who knows, by the time the environment does change, gene therapy may be so advanced that a simple injection could make us adapt to this change. References Elmer-Dewitt, Philip. The Genetic Revolution. Time. January 17, 1994. V 143. N 3. P (46-44). Grace, Eric S. Better Health Through Gene Therapy. The Futurist. Jan-Feb 1998. V 32. N 1. P (39-43). Jaroff, Leon. Keys to the Kingdom. Time. Fall 1996. V 148. N14. P (24-29). Wilson, Jim. The Institute for Human Gene Therapy. Obtained from the WWW November 1, 1998:http://www.med.upenn.edu/~ihgt/info/whatisgt.html

Analysis of “Time Talks, with an Accent” by Robert Levine

In the article, â€Å"Time Talks, with an Accent', author Robert Levine explores a cross cultural contrasts in the idea of time, called ‘social time'. He discovers that this concept includes the components of waiting, rushing; being early or late; as well as the past, present and future. He chose to be a professor of social psychology so that he could manage his own time. While teaching in Brazil, he discovers the concept of amanha, which signifies that everything that can be postponed, should be.He observes that not one clock in the city of Niteroi is accurate and students arriving to his class are casual about when class began and ended, which contrasts with how Americans relate to time. Levine has numerous mishaps with amanha during his stay. When he consults his department chair about the issue, she arrives late for their appointment. His students come and go to appointments without reason. Levine then tries to use what he has learned about amanha when his landlord runs la te. Levine runs an errand and misses the appointment and angers the landlord for keeping him waiting.Levine concludes that the understanding of time concepts are a part of larger, cultural values. He outlines the work of Edward Hall, a social anthropologist whose work focused on what he called the †the silent language† (30) of time, which is unspoken, yet easily learned by children. Understanding this silent language is vital for the success of a foreigner living abroad. Since his time in Brazil, Levine has focused on the concept of punctuality and its effects on the health of people and society. He has found great diversity in the concept of time, among cultures and within countries.

Marketing Plan for Pharmasim

A) Executive Summary The management team at the over-the-counter cold medicine (OCM) group of Allstar Brands is looking to utilize revenue generated by Allround to help fund new opportunities in emerging markets. Therefore, it is critical that Allround maintain its market-leading position in terms of market share, profitability, and sales in order to fund these new initiatives. While Allround is a leader in brand awareness and brand most frequently purchased, there are direct competitors to Allround.These competitors offer various products from general cold medicine offerings to single-use medicines. It is likely that these companies will continue to develop new offerings in that arena to have greater coverage across different segments. To defend against these moves, the Allround brand must expand its line, and introduce new products to the market. This will provide an additional area for growth and revenue, allow the company to use the strong brand recognition to help launch the new products, and ensure that the product lineup is meeting current consumer trends and demands.Our sales force works with the channel’s large retailers/chain stores (direct sales) or with wholesalers/retailers (indirect sales) to ensure prominent product placement. Our sales force also works to maintain relationships with the key decision makers at each of these channels. If these relationships are damaged, there is a direct impact to sales and therefore profitability. Our outlined marketing plan will work to strengthen these relationships and allow for a dialog with the channels that will be invaluable for our organization.It is evident that Allstar Brands needs a detailed marketing plan in order to positively progress in the future. Outlined below are the key areas in a marketing plan as well as suggestions for achieving our marketing objectives. B) Situation and Environment Analysis SWOT Analysis Strengths – Allround has the highest brand awareness of any other compet itor. – Allround has the highest market share based on sales revenue for OTC medicine. – Allstar is the market leader in the cold remedy market. Weaknesses – Allround has a low customer retention rate compared to some other competitor brands. Allstar’s current product offering only focuses on the cold category, which is a small portion of the total available market. – Allstar has a small sales force to promote its product. Only 14% of total marketing expenses allocated to sales force. – Product placement in stores is not optimum. – Allround contains alcohol, which is a side effect that consumers dislike. – Allstar has only one product on the market. – Consumer preference is leading to capsule form, and most competitors already supplying in capsule form.Opportunities – Allstar has the ability to tap into another segment of the market by offering a brand extension, such as the cough or allergy segments. -Allstar has the ability to add brand extensions that fit customer needs. -Allstar can remove the alcohol from its product line. Threats -Consumers perceive alcoholic content in OTC medication negatively. -Other OTC competitors are receiving higher doctor recommendations than Allround. -Allround has a lower customer retention rate compared to other competitor brands. Allstar is only focusing on the cold category, which makes up a small portion of the available market. -Product placement in stores not optimal compared to competition. -Introduction of new products by competitors can erode Allstar’s market share. Competitors CompanyAllstarB&BEthikDriscolCompetitor Summary Brand NameAllroundBesthelpExtraDryup Market SegmentColdAllergy/ColdCough/Cold/NasalAllergy/Nasal/ColdDiversified in other market segments Product4-hr multi symptom cold liquid4-hr cold capsule12-hr cold capsule4 hr multi-symptom cold capsuleAll cold medicine in capsule form Price$5. 9$4. 89$4. 49$5. 09Lower MSRP unit price for competitors Market share40. 4%25. 2%19. 5%14. 9%59. 6% Share Cold Sales Revenue$355M$222M$172M$131M$525M Total Sales$355M$286M$395M$255M$936M/$1491(63%) % of Business Related to Cold Sales100%78%44%51% Cold Sales $’s Period 0$355M$222M$172M$130M$879M Total Allstar’s major competitors are B&B, Ethik, and Driscol. All competitors of Allstar’s are diversified into other categories of the OTC market and not dependent upon just the cold segment. This is one area where Allstar can potentially improve its sales and diversify its product lines.Although Allstar has the highest brand awareness, it also has the highest price amongst competitors. The fact that Allround has a strong reputation in the market place due to the product effectiveness allows Allround to maintain a higher price than its competition. All other competitors supply its OTC in capsule form, which is the preferred method of consumption by consumers. Allstar must be aware of the various formulations of the competitors, be selective in considering new products to market, and pay attention to newly offered products and the markets the competitors are targeting.The Allstar team needs to reassess the strategy and approach each period based upon competitor information while maintaining the long-term strategic objectives. Economics Allstar must monitor the economic conditions when deciding the appropriate budget allocations to advertising, sales force, promotion, and discounts. Inflation is a major influential factor that can affect total pricing and the costs of goods sold, which will affect the company’s bottom line. In order to sustain proper pricing, Allstar’s marketing team must monitor inflation and deflation in the market place to determine the optimum pricing strategy.Allstar must adjust its pricing to reflect inflation rates in the market as this will have a negative impact to net income, as costs will continue to rise. Social/Cultural Allstar must focus on the needs of its customers and monitor any changes in the behaviors of its consumers. One factor to consider is the amount of medication in Allround and the perceptions of physicians and consumers. Obtaining recommendations from the medical community is crucial to the success of the product, as some consumers value the advice from physicians.Some doctors may not recommend Allround because of the alcohol content or that the multi-symptom formulation contains too much medicine. Our team must decide the best formulations of OTC medications that meet the needs of the consumers while at the same time satisfy the medical community in terms of medicinal content and brand effectiveness. Allstar must also consider motivational factors to get consumers to continue to buy our products and the appropriate sales force and incentives to motivate the sales force to promote our brand.Some consumers are motivated to purchase based upon coupons. Motivational factors vary for the various sales channels: large grocery stores, mass merchandisers, and chain drugstores are incentivized by turnover and allowances, and independent drugstores by the number of sales people on the account. Allstar must ensure the appropriate allocation and combination of promotion and sales force to ensure our product gets the optimum attention and exposure. Political/LegalThe Food and Drug Administration (FDA) regulates the amount of medication that can be contained in a single dose and the frequency in which a consumer should consume the dosage. In selecting new products, the Allstar marketing team must select products that will avert potential risks for the company. Selecting a product that has not received FDA approval could delay time to market and miss a potential sales window. Introducing a product to the market that has higher than average the recommended ingredients could be a potential risk should the FDA impose stricter regulations on the amount of ingredients.The team will pay close attention to the formulations offered before introducing these to the market place, scrutinize the ingredient type and amount of medication in each, and assess the risk associated to the potential regulation of the product. Natural Environment Climate change is an ongoing concern and can affect the weather patterns and temperature fluctuations, which can affect the health of the population as a whole. Changes in climate could potentially increase or decrease the demand for OTC products. The team must monitor symptoms of consumers and offer products that meet the needs of the consumers.Currently, the most reported symptoms are aches, chest congestion, and coughing. The reported symptoms could potentially change over time and Allstar needs to take into consideration potential changes that could occur based upon changing environmental factors. Technological Allstar is C) Marketing Objectives Allstar’s long-term marketing objectives are: 1)Increase market share 10%+ 2)Increase net income ann ually by 20+ (annual growth) 3)Increase customer satisfaction to at least 60% 4)Increase consumer brand awareness to at least 85%The team will also evaluate results at the end of each period via the performance summary report and adjust the short-term strategy via the various input elements: marketing strategy, marketing mix, pricing, promotion, sales force allocation, target markets and channels. Overall, we will adhere to our long-term plan to achieve our long-term objectives. D) Target Market Prior to determining the best way to market our product, we needed to identify our target market of consumers. In doing so, we sought to identify and profile distinct groups of buyers who might prefer our product over our competitions’ product.Based on this, we aligned our advertising and promotion accordingly. When analyzing the market research, we noticed that young families, mature families, empty nesters, and retired individuals accounted for over eighty-five percent of the cold, cough, and allergy market. Additionally, as Allround treats several different symptoms, it can be appealing to a large market with varying symptoms. Because of this, we used this demographic variable to identify our market. For psychographic considerations, the interests and opinions of the target market were considered. For example, we did not initially target young families.The original formulation of Allround included alcohol as an ingredient. Due to this ingredient, we did not market to young families for fear of an unintentional backlash from this demographic. We were aware that young parents would not approve a pharmaceutical company marketing a cold medicine with alcohol as an ingredient to buyers with young children. When we were able to reformulate our product, we removed the alcohol from Allround’s composition, and added young families to our target market. Another factor we noticed when analyzing the market research was an interest in the effectiveness of the produ ct.We observed that members of our target market (young families, mature families, empty nesters and retirees) were primarily concerned with the effectiveness of a medicine, and had a smaller amount of concern for the price of the product. In other words, we deducted that members of this market group had the socio-economic background that would allow them to purchase a higher priced cold medicine if it was proven to be effective. By including both young and mature families in our target market, we believed we would see an increase in usage. By nature, colds and coughs are contagious.Families living in close quarters are likely to share colds, and therefore increase the need for cold medicine. This was another significant variable we analyzed when identifying our target market. Also, minimal side effects is an appealing attribute of our medication. Both young and mature families have many â€Å"working parts,† and we believe we can effectively target this group by touting our reduced side effects that allow families to go about on their daily routines. Geographic considerations involved reviewing the shopping habits of the target group. We sought to analyze where customers are going to purchase our product.According to the research, our target market shops predominately at grocery stores for cold and cough medicine. Because of this, we will geographically target our market at grocery stores. E) Positioning For value positioning, we are considering several factors to best position our product. We are pleased with the effectiveness of our product in regards to symptom relief. We believe that this will increase value in our product, and result in more satisfied customers. This will also lead to repeat purchases from happy customers, and will increase the likelihood for customers to purchase other Allround products.This will allow us to introduce new Allround products to the market. For positioning in regards to pricing, we are seeking to find the delicate b alance between price and customer-perceived value. As Allround has a large portion of market share, we can factor in high volume of sales in our pricing plan. Higher volume sales can lead to a reduced unit cost and overall, more significant profits in the long term. Because our customers view our product as effective in regards to cold symptoms, we can increase the price a bit to reinforce the notion that Allround may be a little more expensive but overall, it is worth the slightly higher price.Factors also used to determine the price positioning of Allround will also include our competition's pricing, customer satisfaction, and overall brand awareness. As line extensions are introduced, we will elect to use either a market penetration or skimming strategy, depending on the product and target market. The strategy used in the future will be determined after an in-depth analysis of the market and evaluation of the new produce. For Allround's advertising in regards to positioning, we w ill continue to increase the advertising budget.This will allow Allround to remain on the high-end value side of the market while simultaneously keeping pace with our competitors. Allround is in the mature stage, so the advertising message will focus on reminder messages. The reminder message will be used to stimulate repeat purchases and serve as a reminder that Allround is the superior cold medicine. For Allround's promotion in regards to positioning, we will devote a portion of our budget only when needed. Times when our promotional budget will increase will likely be if there is a decrease in Allround's market share, or to combat a competitor's new product.When Allround introduces a line extension, we will not devote the majority of our advertising budget to promote it. Rather, we will aim for a low to medium advertising expense, and carefully direct our message. Line extension advertising will be informative in an effort to create awareness of the product. It will also be used to highlight the relationship the product has with Allround. Because Allround is a leader in the market with heightened brand awareness and consumer confidence, the relationship with Allround can be used to our advantage.When Allround introduces a brand new product, we will use a medium to high advertising expense. The new product will be in the introduction stage in its product life cycle, so advertising will need to be used more. The advertising message for new products will be informative, seek to help customers form a preference for the new product, and reassure customers that the new product is as good as Allround Though advertising strategies vary for Allround, line extensions and new products, we will use the same channel decision strategy for all products. This strategy will be used regardless of the product's life cycle stage.We will maintain a channel sales force according to demand for the products. When a channel segment is experiencing growth, we will increase the amoun t of sales force present at these locations. For Allround, these high-volume sales channels are grocery stores and chain drug stores thus far. Because of this, we have allocated more salesmen at these channels. Our strategy is to continue to monitor the level of sales at the different channels, and increase sales force at channels where sales are growing and/or have the potential for large amounts of growth.F) Product Currently, the Allround brand has the highest brand awareness and conversion ratio amongst its competitors. Consumers view the brand positively and it has the highest market share in OTC cold medicine. The main emphasis on the product is the brand’s effectiveness over the various categories and limited side effects. The medical community is recommending products that do not produce side effects. For this reason, the team has made the decision to market products that do not contain alcohol. Product PositioningAllstar’s value proposition to consumers is to offer products that will meet all their cold medication needs, providing high-quality products with multi-symptom relief without adverse side effects. We feel that with the reputation of the Allround brand, consumers are willing to pay for a high-quality product that meets his or her needs. We will emphasize the following four key areas: 1. High Quality Product/Competitive Price: Offer products that are high quality and at a competitive price to maximize net income up to the point that consumers will tolerate. . Product Benefits: Offer products that will meet the needs of the consumer from a multi-symptom perspective that will make them satisfied with our products and motivate them to repurchase. 3. Product Differentiation: Multi-symptom solution compared to competitors, such as, Besthelp 4. Side Effects: Offer products that minimize negative side effects, such as removing alcohol content to gain more physician recommendations. G) Price The pricing strategy will rely upon the follow ing key factors: 1)Inflation/Deflation 2)Consumer purchase decision criteria )Balancing the tradeoff between price and symptom relief 4)Analysis of competitor pricing / competitor product offering / historical pricing We will monitor the tradeoff graph in the PharmaSim module each period to ensure that we are pricing the product close to the optimal line (price vs. symptom relief). Thus far, we have learned that we need to continue increasing our prices to keep up with inflation and make some manual modifications to the price depending on the previous period’s price increase while monitoring what is happening in the future period regarding the economic factors.Consumers’ purchase decision criteria will be the one of the main decision factors in determining how we price our product each period. We determined that the key element in the consumer purchasing decision is product effectiveness for Allround, which we can measure by customer satisfaction. We need to ensure tha t our product has the highest level of customer satisfaction each period. By linking customer satisfaction with performance-based pricing, we believe we will be successful. Since products offered are at different stages of the product life cycle, we will position the pricing appropriately for each product.As Allround is in the mature stage, we will take advantage of the consumer loyalty and try to maintain an optimum price to reap benefits from this product line to help with the financing of other product introductions. We will price new products competitively using penetration pricing based upon where the competitors are in the market and once consumer loyalty and market presence are established, we will increase the pricing to an optimal level as to maximize net income, while continuing to increase our market share. H) Promotion For Allround, we plan to use a combination of push and pull strategies.For the most part, we will use a pull strategy for Allround as the product is in th e mature lifecycle and we need to continue to advertise and contribute funds to the consumer promotion budget using trial sizes, coupons, points of purchase, and co-op advertising. Our push strategies will include our sales force to help promote the brand and detailers to help obtain recommendations from the medical community. We will use trade allowances as a way of enticing the sales channels to buy at the higher volume by decreasing the lowest volume discount and increasing the highest volume discount.When introducing new products, we will use the same trade allowances as Allround and decrease the discounts once the new products establish a market presence over future periods. We believe that this strategy will help us achieve higher unit sales, as we will entice the channels to buy at the larger volumes as they will benefit from a larger discount. As the new products mature, we will gradually decrease the volume discount to maximize our net income. In period 4, we decided to all ocate 70% of all funds to Allround and 30% to Allround+.As the majority of the sales are still with Allround and the product is still Allstar’s moneymaker, we did not want to allocate too many funds into the new brand Allround+. As we introduce other products, we will establish a long-term strategy of allocating funds as follows to our product line: Allround40% Allround+30% Allright30% Advertising For Allround, we will use various advertising messages depending where we are in the product cycle. We initially will focus on benefits and reminder advertising, as well as continue to use comparative advertising against Besthelp.On new products, our strategy will focus on heavy primary and benefit, with some comparative advertising. As the product ages, we will place emphasis from primary to benefits and reminder advertising. For Allround, the advertising message is â€Å"Relieves Aches, Clear Nasal Congestion, Reduces Chest Congestion, Suppresses Cough, Minimizes Side Effects, an d Won’t Cause Drowsiness. † We added â€Å"Won’t Cause Drowsiness† when we removed the alcohol from Allround and got rid of â€Å"Dries Up Runny Nose† as we already have a message of â€Å"Clear Nasal Congestion,† which could be confusing to consumers.I) Place (distribution) The period zero sales report shows that direct distribution channels are almost twice as much as indirect distribution channels (direct distribution channels account for 63. 4% of sales, while indirect distribution channels account for 36. 7% of sales). Because of this, we will prioritize direct channels for our distribution. The direct channel sales are motivated by volume discount and promotional allowances; these two factors impact overall shelf space for Allround.Volume discount and promotional allowance are factors for indirect channels as well, so we will use this information in our marketing mix with regards to promotion. We will adjust these volume discounts and p romotional allowances after each period to correspond with channel growth rates and sales. J) Evaluation and Control We will employ various methods to evaluate our performance after each period. We determined that an in-depth analysis after each period is essential to maintain our product as a leader in the market. The company dashboard and performance summary will serve as primary tools in this analysis.This is where we will gather information regarding our marketing strategy, mix, promotions, sales force and price; we will use this information to compare how effective we were in achieving the marketing goals aforementioned. Another method we will use to evaluate our performance is by analyzing the percentage of changes in each of our decision points. For example, we will calculate the percentage of growth in our sales force, our product price and our advertising budget. We will then cross-reference these calculations with our overall performance in the period.An increase in price of 3. 5% may cause a negative trend in our market share; because of this, we will look to adjust our price to better capture market share. By performing similar calculations and comparative analysis, we hope to identify any positive or negative trends and adjust accordingly. While changes will occur, our overall marketing approach will not change drastically. We will adjust as our line is extended and new products are launched due to differences in the marketing life cycle of each product, but the core of our marketing strategy will remain relatively unchanged.