Essay on Cuisines and Cultures from Columbia and Ecuador

Families have food and drink recipes created and passed down from generation to generation. Some families are known for their specialty dishes. Countries are no different as they have special items that they grow and export. There are menu items that represent the self-image and identity of the country. Cultural traditions will determine the what, and why of a particular cuisine. These foods are served in restaurants as well as homes with pride. There will usually be a well told story behind the selection. Agricultural conditions will sometimes play a significant role in the finished product. Some of the cuisine selected as specialties may be the same for another culture. The only difference could be the selection of seasonings which are†¦show more content†¦The soup is made from ingredients from every part of the country. Onions, peanuts, squash, broad beans, chochosi (a type of legume), corn, lentils, beans, peas, and melloco come from the highlands while the fish and ric e come from the lowlands and coast (Lotha, 2014). Popular Beverage Items of Colombia and Ecuador When traveling to Columbia, there are several specialty drinks that are native to the region. One who may prefer a non-alcoholic beverage may choose a Colombiana, a tamarind soda. When it comes to alcoholic beverages, rum tends to be the popular choice. According to South America (2014), â€Å"The Colombian rum is high quality and is likely to be drunk at night clubs. Unlike in Europe or North America where you can order a single drink mixed with rum, here it is generally served as an entire bottle† (p. 1). Colombians usually drink rum at a table in a group with over ice with a splash of lime. In Ecuador, canelazo is a widely popular alcoholic beverage. It is a spicy yet sweet drink that is served warm in the Northern Ecuadorian regions. According to Metropolitan Touring (2014), â€Å"It is made with water, cinnamon sticks (canela), brown sugar, an acid fruit juice such as naranjilla or lemon and aguardiente (fire water). A steaming glass of canelazo is very much appr eciated in chilly Andean nights† (para. 4). A canelazo is poured into a short, thick glass then refilled throughout the fiesta to keep an Ecuadorian warm! National Cuisines for Colombia and EcuadorShow MoreRelatedThe Republic Of The Inca Empire1648 Words   |  7 Pagesthat still stand from this ancient civilization. There are also various types of climate regions which truly makes Peru a one of a kind country. History Peru has a long history of people and groups that could possibly pre date the ancient superior compared to the others, and that was the Incan Empire. The Incan Empire originated from a tribe in Cuzco which became the capital. The Incan’s dominated a vast area of South America including from north to south Ecuador, part of Columbia, the northern halfRead MoreImpact of Emerging Markets on Marketing15122 Words   |  61 Pagesinfrastructure—of emerging markets are radically different from the traditional industrialized capitalist society, and they will require us to rethink the core assumptions of marketing, such as market orientation, market segmentation, and differential advantage. To accommodate these characteristics, we must rethink the marketing perspective (e.g., from differential advantage to market aggregation and standardization) and the core guiding strategy concepts (e.g., from market orientation to market development). SimilarlyRead MoreRetailing Characteristi cs of Fast Food Stores and Their Impact on Customer Sales and Satisfaction29639 Words   |  119 Pagesinvestment that has been a plus for many a retailer. However, a more near-term concern, has been the global economic slowdown that has resulted from dramatic cutback in corporate IT and other types of capital spending. Consumers themselves have become much more price sensitive and conservative in their buying, particularly in the more advanced economies. From an operational point of view, active practitioners have voiced their opinion that retailer concerns in 2003 have turned to deflation, lack of

Movie Analysis The Movie Crash - 1926 Words

The Movie Crash takes place in Los Angeles, California in the winter time. Throughout this movie, all of the stories connect in one way or another. This movie shows the lives of a diverse population of people, they have different race and social classes. In one of the first parts of the movie, they show a racist pawn shop owner that refuses to sell a gun to a man, simply because he is speaking to his daughter in another language, he generalizes all people of that race and accuses the man of â€Å"killing his people† because he’s a Pakistani man. The movie shows two young black males in an upper class white neighborhood, the one male gets offended at all white people who he encounters because thinks they are all out to mistreat black people. A Caucasian lady walking and conversing with her husband clinched her husband s arm as the young black men approach towards their general direction. Of course the men become offended at the lady’s action, and start discussing their feelings about how they are being blindly judged by people who only know them as a preconceived idea of all black men, instead of who they are as people. These two males contradict exactly what they say they shouldn’t be judged for as they pu ll out their weapons and car jack the Caucasian couple at gunpoint. The wife (Sandra) makes very widely discriminatory statements against any other race than white people. Life for instance, she assumes because the man fixing her door locks is Hispanic, has tattoos, and aShow MoreRelatedMovie Analysis : The Movie Crash 1662 Words   |  7 Pagesneed to know in a short amount of time.When it comes to the textual analysis of it all it all depends on how the script is written not only that but how the script is played out in the film. In the textual analysis of a film you have to really pay attention to the environment during the film. 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Introduction This paper is a critical analysis of the American film Crash, directed by Paul Haggis which was performed for the first time in 2004. This essay will therefore deal with Gender I and Race, two of the approaches discussed in the subject Introduction to Film Studies B in the secondRead MoreDepth Analysis of the Movie Crash2037 Words   |  7 Pagespaper will provide a broad analysis of the movie Crash, and yet a specific picture of visual narrative techniques and audio techniques. The categories contributing to the nucleus and major movie components are theatrical elements, cinematography, editing, and sound. The Academy Award winning movie Crash is a story about society s controversial subjects projected in an in your face depiction of lives that in some way or another, cross. 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The Kashmir Earthquake of Oct.8.2005 Free Essays

October 8 Kashmir Earthquake: Impact on Geoenvironment and Structures in the Karnah and Uri Tehsils of Kashmir (India) A relief-come-earthquake investigation team of the Centre for Disaster Studies and Research, University of Jammu, Jammu (India) visited the Karnah Tehsil of Kupwara district for the purpose of distribution of relief goods provided by the University of Jammu and the Red Cross. Professor Amitabh Mattoo, Vice-Chancellor, University of Jammu, flagged off the team on 2nd November from Jammu. Professor Mattoo also accompanied the team upto Srinagar. We will write a custom essay sample on The Kashmir Earthquake of Oct.8.2005 or any similar topic only for you Order Now The earthquake investigation team surveyed the area for collection of the first hand information on the geological aspects and impact of the October 8 earthquake in the Karnah and Uri Tehsils. The relief team surveyed the villages around Tangdhar area and accordingly the relief goods were distributed among 500 households in the villages of Tad, Nalchian, Sadana (Nastachhun), Drangyare, Tangdhar and Rangwar on 4-5 November 2005. Tangdhar-Tithwal valley Landslides on the PAK Neelam Valley Road Besides distribution of the relief goods among the worst affected people in the area the team members interviewed a cross-section of populace in these villages to know about their future needs and problems they are likely to face. The team found that shelter is the main problem these people would be facing on the onset of winter in the area. The team also observed that the distribution of relief goods in the Karnah Tehsil was not according to the need of the people. Some areas received too much of the relief that people started choosing among the goods that were distributed among them while other areas (comparatively inaccessible areas) either did not receive the relief at all or if received it was inadequate. A Team Comprising of the following members Ghulam M. Bhat (Reader in Geology)*, Sandeep K. Pandita (Lecturer in Geology), Yudhbir Singh (Scholar – Landslides), Vinay Sharma (Scholar – Engineering Geology), Sham Singh (Scholar – Sedimentology ) and Gulshan R Bhat (Scholar in Geography) visited the quake affected areas in Kashmir from Nov 2nd to 12th , 2005. The report is based on the investigations carried out by this team in Karnah and Uri Tehsils and was compiled in 3 rd week of November, 2005. *Post Graduate Department of Geology, University of Jammu, Jammu – 180 006 E-mail * bhatgm@rediffmail. com 1 There are 54 villages in the Karnah Tehsil and most of them are totally destroyed by the quake. Hundreds of people lost their lives, and thousands have been badly injured. About 50000 people have been rendered homeless by the quake in Karnah Tehsil alone. The area still trembles with aftershock tremors being felt every day. Most houses in the area have collapsed into heaps of rubble, and the remaining few that are left standing have developed severe cracks and can easily crumble due to aftershocks or under the weight of snow. Almost all people in the villages are now staying in tents and makeshift shelters made of tin sheets and wooden logs. They have lost almost all their personal possessions, stocks of food and domestic animals. Almost all shops and schools in the area have been destroyed. Roads and footpaths leading to the villages off the main highway have also been blocked by huge boulders and debris falls. Agricultural fields have developed deep cracks and the irrigation channels have been clogged. The earthquake investigation team visited Uri and villages beyond in the Baramulla district from 7-12 Noverber. The situation in this area is as stark as in Karnah. All the villages have been completely flattened, with almost every single building destroyed. More than 514 people have lost their lives in this area in the quake. Almost all families living there have been rendered homeless. Ruined Thamni village (Karnah) Flattened Ibkot village (Karnah) Although the government claims providing of relief to all the affected people, but there are numerous complaints from the villagers about the distribution of relief by the government. For each person killed by the quake the kith and kin have received a sum of Rs. 50,000 only. The government also claims that it has supplied a single, one-month ration of 11 kg of rice, 700 gm of sugar per person and tea leaves, cooking- and kerosene oil. Although some villagers have received rice and sugar, but many others said that they have not received any relief from the Government. Almost every body in the area made a complaint that tea leaves, kerosene- and cooking oil have not reached the villages even after three weeks of the quake. People leveled allegations of large scale corruption in the distribution of the relief and accusations of local level officials misappropriating relief funds and material. The team was told of the politicisation of relief, with different political parties providing relief to their own supporters and vote-banks. Many people in these areas have lost foodgrains they had stored for the winter and they need supply of grains and other food articles for at least four to five months. This part of Kashmir winesses severe winter and the temperature falls below minus 15 degrees Celsius and experiences snowfall of six feet and more. 2 The government has also announced a sum of Rs. 100,000 for each damaged house payable in two instalments (Rs. 40,000 and Rs. 60,000). However, this exgratia relief has not yet been given to each and every house owner. Even some of the damaged houses are yet to be registered, people claim. Those who have received this relief complaint that this amount is too little, and is not even enough to hire labour to remove the rubble and to purchase and transport material to build temporary shelters, let alone for reconstructing their homes. They want that the amount be substantially increased and also insist that it should be paid in one instalment. Receiving it in two instalments, as many of them argue, would mean that they might have to bribe the local officials twice, instead of once. The army has played commendable role in the relief work at some places, particularly immediately after the quake by transporting victims to hospitals, and providing relief material (food, shelter, etc. ) and medical assistance. Downslope tilting of the structures Tithwal Flattened Batpura Kandi (Karnah) The team noticed that relatively a few NGOs are involved in providing relief in the quake hit areas, particularly in Tangdhar and Uri. People in general complaint that these NGOs visit villages that are located on the main road, leaving out villages situated high up in the mountains. The team met many people who had trekked from remote villages to Tangdhar and other villages on the main road in the hope of getting some food or clothing from passing relief vehicles. The powerful and influential people get much more while the poor get inadequate relief and sometimes nothing. There are several instances of looting the relief trucks on their way to Tandhar and Tithwal. In several villages (near the main roads and main towns) large piles of clothes supplied by relief organisations have been thrown around. In some places people were using them to light bonfires to keep themselves warm. The relief organisations should send the materials of immediate use to the people, such as blankets, jackets, coats, socks and shoes, and kerocene oil. Most importantly, tin sheets are needed to build temporary shelters to tide over the severe winter that awaits them. Geological Investigation The Karnah Tehsils falls within the Kupwara district while the Uri Tehsil falls under the administrative control of the Baramulla district. The Tangdhar-Tithwal valley (Karnah) is drained by two main streams (the Batmaji River and the Qazinag River) which together confluence with the Neelam River (Kishanganga River) at Tithwal. On 3 either side of the Bathmaji and Qazi Nag Rivers are lofty mountain ranges which are cut into narrow gorges and deep defiles. The terrain is rugged and remains snow covered during the winter months. The famous Sadana Pass, which lies at an elevation of 10417 feet above msl, cuts off the Karnah valley from the main Kashmir valley. The Tangdhar Tithwal valley hosts a population of about 50 thousand, which is mainly dependent on agriculture. A portion of the population works in public and private sectors within and outside the state. There are 54 villages, which are situated in the two subsidiary river valleys. Geologically the entire landmass of the Karnah Tehsil can be categorized in the three stratal categories including the older alluvium, older river terraces and the mountain and hill slopes. Agriculture is being practiced on the older alluvium and at places the settlements also exist on these deposits. Most of the settlements in the entire Karnah valley are confined either to the older river terraces or to the mountain and hill slopes. As a rule the mountain and hill slopes are vulnerable to landslips, landslides, debris flows and shooting stones, as is the case with the Karnah valley. Also the older terraces are highly vulnerable to debris flows and slips during flash floods and earthquakes. The Karnah valley is prone to flash floods as is evident from the recent records and the geological evidences in the area. Our investigation reveals that in the past the entire area has witnessed the earthquake comparable with the October 8 earthquake and even of more intensity. This fact has been confirmed by the local people who claim that their elders have revealed to them the furry of flash floods in the entire valley in the past that compelled them to shift their settlements to the mountain slopes. The furry of nature did not spare them even at the higher elevations when severe earthquake struck the region in the past killing most of the inhabitants settled on the mountain slopes. The skeletons of the buried human beings are sometimes brought out of the debris due to landslides and slips at a depth of about 20-m in both the Karnah and Uri areas. el am Ri ve r Ne 2150m 3100m 2250m Bathmaji River 1500 m Road Rupture 2000m 2100m Tract Fualt er River/stream Sinking Rupture zi N ag 1600m Locality R iv 0 1 2 3 4 5 6 7 8 km Ruptures developed on the mountain ridges in Karnah Area (G. M. Bhat et al. University of Jammu, 2005) Ka 4 Fig. 1: Tectonic map of the Tangdhar-Tithwal sector, Karnah The October 8, 2005 earthquake shook the entire Karnah Tehsil damaging almost 100% structures, killing about 270 human beings and thousands of animals. The earthquake has devastated the mountain cliffs, ridges, slopes and even the agricultural fields. The road network in the entire Karnah Tehsil trav erses through the unstable zones. The only construction materials available in the area are rocks and timber. Almost all the residential and official buildings are multistoried and made up of rocks and timber. These structures are susceptible to collapse even at moderate earthquakes. It is because of the poor foundations and unstable ground conditions of the area that almost all the buildings within a radius of 60 km of the epicenter collapsed and within the radius of 100 km of the epicenter all the buildings were partially damaged. Liquefaction at Karalpura (Kupwara) Sand Blows at Simbal Camp, Jammu The Batmaji- and Qazinag Rivers are flowing along the fault lines in the Tangdhar-Tithwal area. The October 8 earthquake that occurred on the Main Boundary Thrust has activated these subsidiary fault lines in the area. The evidences are seen on either side of these fault lines along the mountain ridges whose expression is visible on the mountain slopes in the form of longitudinal cracks. These cracks are a few meters in aperture and a few meters deep on the mountain ridges. At places a vertical slip of about 1-m is seen in these mountain ridge cracks. We noticed these ridge cracks from Tithwal through Green Patch, Dhaken, Amrui, Tad, Sadana Pass, to Chokibal and from Tithwal through Tangdhar Bakhain, Rangwar and Karalpura to Nutnusa. The salient features of these fractures and the field notes taken on these displacements are briefly described here. Karalpura An earthquake of magnitude 4. 4 with its epicenter at lat 34. 59 0 N and long 73. 620 E on 3rd of November, 2005 at 0625 hours produced liquefaction in the village of Karalpura. On our return from Tangadhar on 7 th of November the process was on and the area of activity had spread over to about 4 square km in the vicinity. There are a number of other sites in this area where water was oozing out of the paddy fields and in the Dar Mohalla of the Karalpura town. On the 3rd of November the water gushed out at three spots in the Dar Mohalla and ejected black sand in large quantity which was thrown into the air upto 1. m. Liquefaction is a process that occurs when a loosely packed grain framework is suddenly broken down; the grains become temporarily suspended in the pore fluid, and settle through the fluid, displacing it upward, until grain-supported 5 structure is re-established. The lower threshold of shaking intensity of about MM VI can produce liquefaction in sensitive depo sits. Liquefaction can be developed at earthquake magnitudes as low as about 5, but that a magnitude of about 5. 5 to 6 is the lower limit at which liquefaction effects become relatively common. At Karalpura the sand blow craters are 0. 7 m in diameter and have ejected black sand in large quantity. It is located at about 100-km aerial distance from the epicenter of the earthquake. The ejected sand suggests the alluvial fan deposits at depth. It is interesting to note that the Karalpura liquefaction initiated due to an earthquake of magnitude 4. 4 and after one months period from the main quake. The liquefaction associated with the October 8 earthquake and aftershocks offers an opportunity to develop relations to constrain the magnitude of the past earthquakes in the same tectonic setup. It is also the best reference to compare its dimensions with the palaeo-liquefaction and thereby to assess the recurrence interval for larger events for the same seismic source or an average interval for a region. The liquefaction process can help to identify the earthquake prone areas and contribute to the earthquake hazard assessment. 2700m 1800m Kamalkot Chakoti 1100m Kaman Urusa 1300m 1350m Chakra Isham 1400m 2000m Jabla Uri 1400m 1400m Salamabad Lagama 1400m Fault Line Locality Kamalkot Mt Ghundi 1600m Basgiran Sultan Dhakki m e lu Jh R iv er Road(NH) River/Stream Path Sinking Rupture 0 1 2 3 4 5 6 7 8 km Ruptures developed on the mountain ridges in Uri-Kaman Post sector (G. M. Bhat et al. , Geology Department, University of Jammu, 2005) Fig. 2: Tectonic map of the Uri-Kaman Post Sector, Kashmir 6 Loss of Agricultural fields (Patti Thamni) Karnah Building on the older alluvium (Karnah) Green Patch Green patch is the mountain ridge at an elevation of about 1900-m above msl. Below this ridge is situated the villages of Beari and Dringla on its western and eastern slopes respectively. These villages host about 100 households with a population of about 700. The entire settlement has been razed to the ground. The mountain slopes have been cracked both longitudinally and transversely. The cracks run parallel to each other for a few hundred of meters and are often cut across by subsidiary cracks. The aperture of the main cracks ranges from 1 m to 4 m and a visible depth of about 3-m. At the ridge of the Green Patch there exists a large crack which runs all along the ridge for about 1. 0 km till it coincides with the another crack developed in the adjoining mountain ridge cutting across the Green Patch ridge. On either slope of the Green Patch Mountain longitudinal and transverse cracks of different sizes have developed. The Longitudinal cracks run parallel to the main ridge crack. The vertical slip of the Green Patch ridge is about 1. 0 m with the crack aperture approaching 4 m. Cracks in Green Patch Mt. ridge Shattered rocks on the Green Patch Mt. ridge Dakhen The Dakhen Mountain is about 2000 m above msl and on its eastern side are situated the villages of Ibkot, Pati Dakhen, Pati Thamni and Bahadarkot and on its western side is situated the Green Patch. The mountain ridge is fissured all along the ridge for a few kilometers in the NNE-SSW direction. Main lithology of the mountain is 7 quartzites and phyllites. On either side of the ridge occur a number of parallel fractures on the slopes whose aperture ranges from 15 cm to a maximum of 1. 0 m. These fractures are deep and the visible depth is 1. 5 m. At the mountaintop the vertical slip of about 0. 75 m has taken place. There are about 90 households situated on both the sides of this mountain with a population of about 400. Almost all the houses are razed to the ground with heavy human casualty and tremendous loss to the livestock. The slopes are vulnerable to the landslips and debris flows, which can trigger during rains and future earthquakes. Tithwal Mountain Ridge The Tithwal Mountain ridge is also fissured and has resulted in the rock falls, which has inundated the Tithwal town. The road section beyond Tithwal town has been scrapped out into the Neelam River. Tithwal village is almost 100% damaged. A few buildings are standing but are unsafe for living. Settlements in the foot of the mountain range are highly vulnerable to future landslips and shooting stones. Chhamkot-Sikh Bridge The villages between Chhamkot and Sikh Bridge include Pingla-Haridal and Chitarkot. At Pingla-Haridal is situated a hydroelectric power project of 2 MW capacity on the Qazinag River. This power project lies just below the confluence of the Batmaji River with the Qazinag River and has been severely damaged by the earthquake. The massive debris flow has occurred in this stretch of the valley and a large piece of agricultural land has got lost. Two human bodies are still buried under the huge debris fall deposit near the powerhouse site in the Qazinag Riverbed. The paddy fields on either side of this stretch of the valley have developed parallel cracks running along the river course (NNW-SSE) whose aperture ranges from a few centimeters to 0. m. The visible depth of these cracks is about 2 m. A large fissure cuts across the National Highway at Chitarkot. The aperture of the fissure is 1. 0 m and its visible depth is almost 3 m. From Chitarkot towards Sikh Bridge a number of debris fall deposits have destroyed the National Highway. . Fissures in the Green Patch Mountain Building on the older river terrace 8 Kandi The Kandi village lies on either side of the highway a nd has been devastated by the earthquake. It hosts a population of about 1500 confined to about 350 households. On the hill side of this township emanates a spring on the mountain slope, which ejects black and creamy slurry at regular intervals. The water content of the springs in the area has also increased after the earthquake. Below the township of Kandi are situated the villages of Chanpura and Trebani which together hosts a population of about 200 in about 40 households. The earthquake has destroyed all the households and has ruptured the paddy fields. Liquefaction has occurred during the main earthquake at a number of places in the area. The mountain slope on the eastern side of these villages has been fissured at the ridge and at a number of places on its slope. The slip is about a meter at the ridge. At a number of places debris and rock falls have inundated the houses situated at the foot of the mountain and a few houses are totally buried under the debris. Opposite the Kandi Bala a tipper has been buried under the debris which has fallen from this mountain. Tangdhar Bakhain The Bakhain Ridge is also fissured which runs parallel to the Tangdhar nar in the vicinity of Tangdhar town. On either side of this ridge are situated number of villages and an army camp. The rocks of the mountain are mainly quartzite and form its steep slopes on either side. The whole mountain has developed fissures of different sizes, which run parallel to the main ridge fissure. The main fissures are 3 m deep having an aperture of 1 m. The vertical displacement is about 0. 5 m. On either side of the mountain slope rock falls have taken place and scarps have developed. Boulders as big as a building have slipped down the mountain and hit the buildings situated at the foot of the mountain. There is high risk of falling of these hanging rock blocks and can be of serious consequences. Evidence of the past human settlements exists on this mountain. It is said that Dub Wali Mosque was situated on this mountaintop in the past. An earthquake of severe intensity destroyed the settlement. There are a few Okhalies scattered on the mountain slopes and its top, which have been carved out in huge rock blocks of quartzites. Besides, a number of earthen parts (broken) are scattered on the slopes and mountaintop, a few of them embedded in the topsoil of the mountain. Fissure at the Tangdhar Bakhain Okhali found at the Bakhain Mt ridge 9 Sadana Pass (Nasta Chhun) On the left side of the Sadana Pass lies the snow-covered mountain known as Eagle top on which was situated an army post. On the day of earthquake rock fall occurred on this mountain resulting in the burial of the army post killing 12 jawans who are buried there for ever. On the ridge of this mountain fissures have developed which are in continuity with the fissures developed in the mountain ridges of the Karnah valley. On the National Highway 4 km before the Sadana Pass fissures have occurred on the mountain slopes which traverse the highway also. In the same direction and in its continuity lies the mountain at Rangwar, which has developed large fissures similar to those of the Karnah Valley Mountains. The Rangwar village has been totally devastated and a population of about 100 people has shifted from the village to the roadside (a walk of about 2 hours). In this locality parallel fissures have resulted in rock- and debris falls inundating the settlements and the agricultural fields. Below this location towards Kupwara the intensity of damage is progressively decreasing. However, it is not known whether fissures have developed in the mountain ridges and slopes of this belt or not. Evidences of rupture in the agricultural fields and around the settlement at Karalpura suggest that fissures may have also developed in the vicinity of these areas. We observed liquefaction at Armpura, Nutnusa, and Badarkal on its journey to Uri via Kupwara-Handwara-Baramulla road. The local residents said that on the earthquake day blue coloured water ejected out of these liquefaction craters and at a few places brownish water emanated. The craters have dried up since but the scars are still present in these areas. People also revealed that water in the springs in these areas has increased due to the earthquake. We were told by the local people in the entire Karnah valley about the abnormal animal behavior (dogs and jackals) one day before the earthquake struck the area. They say that at the mountain ridges and slopes flames were seen emanating at the places where ruptures have occurred. This was followed by the dust bursts into the air. The intensity was so severe that for the full day the visibility was very poor. It was not until the rains started on the evening of October 8 that settled the dust clearing the atmosphere. During our stay in the Karnah valley 3-4 aftershocks were felt daily whose intensity was enough to cause further damage to the hanging structures, walls and tilting of the trees. The area is still experiencing the aftershocks and none of them of magnitude above 6 (IMD). 10 Kaman Post bridge The inner walls intact in a mud mortar house (Karnah) On the way to Uri from Baramulla we observed fissures developed on the banks of the Jhelum River near Sheeri. The fissures are continuous along the riverbanks whose aperture varies from a few centimeters to more than meter. The visible depth of these fissures is more than 2 m. On the left bank of Jhelum River at this location there are cracks in the mountain slopes which can be traced upto Tangamerg and beyond. Jehlum River bank near Kichhama Buildings on the bed rock near Red Bridge, Uri The spring situated near the mountain foot at the village Kichhama has completely dried up immediately after the October 8 earthquake. The spring water was used to irrigate about three hundred kanals of paddy land in the area. The fissures are traceable from this locality through the villages of Malpura, Dangapura, Sultanpura Kandi, Dudhbug, Nilasar, Chunti Pathri, Babarishi upto Tangmarg. In this belt the intensity of damage to the buildings increases towards the mountain slopes and their foot belt. Most of the buildings are not safe for living in this belt. Uri to Kaman Post The National Highway 1A from Uri to Kaman Post, a stretch of 17. 2 km, is totally damaged by the earthquake. The highway stretches have been washed away completely at a number of places. Culverts, bridges and other infrastructures have been damaged. It was in this sector of the highway that 66 Beacon personnel, who were at work, got killed during the earthquake. A number of vehicles including those of Beacon and private 11 sector have got damaged on this highway. Landslips, debris- and rock falls and shooting stones have struck most of the road sections. Almost total stretch of the highway has developed cracks along and across its entire length from Uri to Kaman Post. The main bridges, which have been damaged, include those of Red Bridge, Twin Bridge and the Aman Sethu. The most damaged bridge is the Aman Sethu whose one abutment on the PAK side and one panel of 70 m in length has been completely destroyed. All the buildings from Uri onwards have been damaged and the intensity of damage is complete beyond the Uri town. The area hosts a population of about 115 thousands. On either side of the Jhelum River the mountain ridges and their slopes have been fissured. The fissures run parallel to the river axis. The most devastated ridges include those at Sultan Daki, Kamalkot on the rightbank of the Jhelum River. The left bank mountain ridges and slopes fissured occur at Kaman Post, between km 8-10 to Kaman Post, Salamabad and Uri. Damaged and blocked Uri-Kaman Post-Muzzaffarabad Road sections Sultan Dhaki and Kamalkot On the mountain ridge above the township of Sultan Daki a large fissure has occurred on the eastern slope due to the October 8 earthquake. Black and brownish coloured water emanated from a number of spots which gushed out into the air a few tens of feet on the day of earthquake, said one soldier posted at a near by army post. Earlier the quantity of water emanating from this spring was a few inches, which is now flowing in the form of a large stream capable to run a few mills. The quantity of black water emanated from this fissure can be judged from the fact that the colour of the Jhelum River water from this point downstream turned black for about 15 days. The rocks on the mountain slopes over which the stream is flowing have turned either black or brown, which can be seen from the distant location on the National Highway. A similar water ejection has taken place on the same mountain ridge at Kamalkot about 5 km downstream. Both the areas have suffered a great damage as far as the buildings, livestock and the human causalities are concerned. These two townships have become most vulnerable to future landslips, rock- and debris falls and shooting stones. The 12 fissures developed on these mountain ridges and slopes are 4 to 5 m in aperture, more than 6 m in visible depth and are continuous for a few kilometers. There are a number of transverse cracks, which have developed across the longitudinal fissures. There is visible movement along these cracks in the entire area, which has frightened the local populace in general. At many places in this belt the agricultural land has been washed away by the landslips and debris falls. It is in this area that skeletons of human beings get exposed from the old debris, which has accumulated over them for the last few centuries. Possibly a strong earthquake may have struck this area devastating the settlements on these mountain slopes which got buried under the falling debris at that time. Similar is the situation today that at a number of places in the entire sector many of human bodies are lying under the huge mass of debris, which fell on them during the recent earthquake. Sultan Dhaki Mt. rupture (Kamalkot) Upslope tilting of the structure at Kamalkot Kaman Post The abutment of the Kaman Post Bridge (Aman Sethu) has been completely damaged on the PAK side. It is completely grounded and one of the three panels on that side is also completely destroyed. The central two piers have developed cracks at the foundation level and are unsafe for future use. On the Indian side abutment being partially built on the bed rock has sustained the shock. However, the complete bridge should be reconstructed on the firm foundation preferably at a new location. The bridge is located over the Khaliane de Kas (dry nala) through which runs a subsidiary fault of the Jhelum Tear Fault. The older river terrace at the Kaman Post on the PAK side has fallen into the nala over which the bridge is erected. The whole highway stretch on the PAK side is also destroyed. National Highway at Km 8 to 10 At this location the highway is damaged and a portion of it has been washed away. There exist a number of longitudinal cracks on the highway, which run parallel to the fissures, which have developed on the mountain ridges and their slopes. The fissures are about 1 m in aperture and a few meters deep. There is a vertical slip of about 1-m along these cracks. These displacements have resulted in rock- and debris falls and shooting stones in this sector of the highway. The settlements on these mountain slopes have been completely destroyed. Water in the springs emanating on these slopes have increased due to the earthquake. However, slowly and steadily is now decreasing. We 13 observed cracks cutting across the main fissures on the mountain slopes along which vertical displacement has taken place. Red Bridge Both the abutments of the Red Bridge have developed cracks. One of the abutments has partially fallen. There are severe cracks developed on the road and fissures occur at the mountain slopes at this location. These fissures are in continuity with other fissures developed on the mountain ridges in the area. Cracks on the slope at Jula village, Uri Twin Bridge, Uri Twin Bridge The earthquake has also destroyed the Twin Bridge. Both of its abutments have been damaged and the cracks are developed on the road section. These cracks are also expression of the main fissures developed on the mountain ridges and their slopes in the area. Besides the main bridges on the highway sector from Uri to Kaman Post a number of culverts have been partially damaged. Mention may be made of these damaged bridges and culverts i. e. , Red Bridge, Twin Bridge, Kaman Post Bridge, Lagama culvert, Salamabad, Urusa, Bhim Post, etc. Structures The intensity distribution estimated and interpreted by the Pakistan Geological Survey is closely associated with the rupture zone (Hussain et al. , 2006). Within the rupture zone, the city of Muzaffarabad suffered great damage (IX-X on MMI scale), and the city of Balakot was almost totally destroyed (X on MMI scale). Outside the narrow (5-10 km) width of the rupture zone, the signs of damage appeared to be fairly minor. While damage has been reported in more distant locations such as Abbottabad (35 km from rupture zone), Islamabad (64 km), and Lahore ( 250 km distant), and has been attributed to local site effects or poor construction rather than direct intense shaking from the earthquake. Table 1: Locality-wise intensity of earthquake affected areas in Jammu and Kashmir Locality Intensity Locality Intensity 14 Simbal Camp (Jammu)* IX Trebani IX Chanpura IX Uri Tehsil Kamalkot X Tad IX Sultan Dhaki Village IX Chitarkot X Sultan Dhaki Hill X Chamkot X Urusa IX Pingla Haridal X Jabla IX Bahadarkot X Salamabad VIII Ibkot X Lagama VII Dakhan X Kichhama IX Gundi Saiyidan IX Nambla IX Gundi Gujaran IX Sadwanian IX Gundi Shath IX Isham IX Thamni X Dringla X Karnah Tehsil Rangwar IX Tithwal X Drangyare IX Beari X Nastachhun VII Green Patch IX Bagh Bella IX Kupwara and Handwara Nalchian IX Karalapura* IX Tangdhar VIII Natnus* IX Tangdhar Bakhain VIII Armpura* IX Kandi Bala X Badarkal* IX * Intensity measured on the basis of liquefaction only Table 2: Locality-wise building types and percentage of damages Simbal Camp (Jammu) Kamalkot Sultan Dhaki Village Urusa Jabla Salamabad Lagama Kichhama Rangwar Tangdhar Tangdhar Bakhain Kandi Bala Chanpura Tad Chitarkot Chamkot Pingla Haridal Bahadarkot Ibkot Dakhan Thamni Dringla Tithwal Beari AB CD B, C D B, C D CD BC BC B CD A, B, CD BC BC BC CD BC BC BC CD CD CD D B, CD B, CD CD 2-3% 90-95% 90-95% 60-70 % 60-70% 65-75% 40-50% 30-40% 80-90% 50-65% 60-80% 80-90% 80-90 % 100% 80-90 % 75-80 % 80-90 % 90-95% 100% 100 % 100 % 80-90% 100% 100% The damage by the earthquake in Karnah and Uri areas has been severe close to the epicenter in the range of 50 km and progressively decreasing away. The intensity of 15 damage at various localities in the surveyed areas on the revised MMI Scale (ABAG, 2003) is given in Table 1. The type of the houses and the percentage of damages are shown in Table 2. In both the areas of Uri and Karnah most of the villages are built either on the older river terraces or on the hill slopes. The constructed houses in these areas are mostly single or double storey un-reinforced earthen wall stone masonry buildings. Stone masonry buildings are more common in these villages. The stone masonry walls consisted of irregularly placed undressed/dressed stones, rectangular and rounded, that were laid in cement sand and mud mortar. A significant number of casualties and injuries were associated with the total collapse of these structures. Unreinforced one or two storey brick masonry buildings with roofs constructed with wood and CGI tin sheets are also seen in these areas. These structures were also razed to the ground within the 10 km range of LOC. The area affected by major shaking lies within a radius of 50 km from the epicenter with the destructiveness of the shaking reducing quickly as one move away from the LOC. The intensity of the shaking has been severe in Karnah- and Uri Tehsils in the vicinity of LOC. In these areas a 1. 0 to 1. 5 m vertical slip component has caused the extreme damage to the structures. These structures mostly collapsed in place, rather than being thrown over or developing diagonal tension cracks. Our observations in Kashmir reveal that three types of ground conditions prevail in the earthquake affected areas. We also observed four types of building structures including Masonry A, B, C, and D in these areas. The intensity of damage varied in the three types of ground conditions even for the same type of masonry structure (both vernacular and modern engineered structures). In case of concrete block construction, the problems include poor block strength, weak mortar and lack of seismic detailing. In whole of the Karnah area we noticed two buildings constructed following the building codes. These buildings have behaved different to the earthquake shaking due to the different ground conditions. In general fire-clay brick masonry wall buildings have performed better than the other types of wall construction. A number of buildings in the area are wooden frame structure filled block or brick wall with either cement or mud plaster finish. Either type of buildings has suffered damages different one another according to the ground conditions in the area. The Jammu and Kashmir State has been classified in the zone-IV with two patches placed in zone V in the seismotectonic map of India 2002. These estimates are based on scanty earthquake record of the area. The northwestern part of Himalaya has been neglected regarding the studies on earthquakes and crustal deformation as compared to other parts of India. A series of active thrusts and faults are running across the state. Seismic hazard is not given a great deal of attention in urban planning and policy decisions, and seismic design does not appear to be high priority in the state. There is no code enforcement in the region. The observations mentioned above should be kept in view while formulating building codes for these and other similarly situated areas in Jammu and Kashmir. We also suggest that micro-zonation of the major cities and towns are taken up at priority basis before the building codes are formulated for the state. Other Aspects 16 In addition to the geological investigations we collected data on other aspects including village-wise death tool of human and livestock and loss of structures. The villages and towns surveyed include Tangdhar, Kandi, Ibkot, Dringla, Tithwal and Uri. The salient features of this study based on questionnaire filled up by the randomly selected 87 householders are given in Tables 3 to 6. Stone masonry building on the bed rock at Kandi Concrete Building on the older alluvium (Tribuni) Table 3: No. f Deaths in the households of the Surveyed villages Area Deaths Percent (%) Uri Sultan Dhaki 26 38. 80 Kamalkot 09 13. 45 Ibkot 07 10. 45 Kandi 08 11. 94 Panjtaran 15 22. 38 Tangdhar Beari 02 2. 98 Total 06 67 100. 0 Villages Table 4: Demographic Change in the Population of the Surveyed Area S. No 1 2 3 Sex Age Male Child Fema le Child Male Adult Past Present Dead population population 141 121 20 (29. 85) 107 165 143 556 102 143 123 489 05 (7. 47) 22 (32. 83) 20 (29. 85) 67 4 Female Adult Total 17 Figure 1: Past Pre sent Population Status 180 160 140 120 100 80 60 40 20 0 M ale Fem ale Child Child Male Fe m ale Adult Adult Number pas t pop. res ent pop. Age Sex Groups Table 5: Availability of amenities in the Surveyed Population Amenities Uri Available 25 05 00 00 00 Tangdhar Available 16 14 00 14 00 Electricity Water Education Ration Medical facility Not Available 00 20 05 20 00 Partially Available 00 00 20 05 25 Not Available 46 48 60 46 38 Partially Available 00 00 02 02 24 It can be viewed that about 31 percent of the households have got full-fledged Govt. /Social amenities and 69 percent of the households are partially benefited. The educational facility in both the areas has come to standstill. The list of village-wise deaths reported from Uri Tehsil is given in Table7. Table 6: Status of loss from the total households of the surveyed area Parameter Loss No loss Total Conclusions In the Karnah valley the mountain ranges on either side of the Batmaji and Qazinag Rivers have developed fissures at their ridges and their subsidiaries on their slopes. The fault line lies along these rivers, which has got activated by the recent Property ( % ) 85 (97. 7) 02 (2. 3) 87 (100. 0) Livestock ( % ) 22 (25. 28) 65 (74. 72) 87 (100. 0) 18 earthquake. This has resulted in a net vertical slip in the entire area, which has its expression in the development of fissures on the ridges of the mountains. The area is witnessing the aftershocks of intermediate magnitude daily whose frequency varies between 2 to 3. The expression of this fault line is traceable beyond the Karnah valley across the Sadana Pass in the Kupwara Tehsil through Chokibal, Rangwar, Nutnusa, and beyond. The ongoing liquefaction process at and around Karalpura should be closely monitored because it involves more areas with the passage of time. This is also necessary because this location is the only one that has got involved in this process after the main earthquake of October 8. Its intensity increases with the increase in the magnitude of the earthquakes taking place in the region. Deaths in Different Age Groups 17% 40% 0–15 16–30 31–59 23% 20% 60+ Similarly the mountain ranges in the Uri-Kaman Post sector of the Uri Tehsil have developed fissures on the ridges with subsidiaries on their slope. These fissures are developed on either side of the Jhelum River. In this area the Jhelum Tear Fault runs all along the river axis and has got activated by the recent earthquake. Evidences suggest that the readjustment of the rocks is still in progress and results in earthquakes whose epicenter is located around this area. The USGS observatories have also recorded the seismic activity in its vicinity. This fault line needs to be closely monitored during the times to come. Of all the surveyed households 71. 3 percent have received relief material in terms of money and clothes, tents, blankets etc. but 28. 7 percent of the households are yet to receive the relief material from the government agencies. From the total surveyed households more than half of the households i. e. 58. 6 percent want to migrate from their native areas, while as a total of 41. 4 percent want to hold back there. From the surveyed households it was observed that 62. 1 percent of the people are in a state of high mental stress and 37. 9 percent had been affected to a moderate extent. Of the total 41 injured people from the surveyed households 17 people were seriously injured while as 24 people were partially injured. The households also received a serious loss in terms of their livestock i. e. , a total of 22 households had their livestock completely perished. 19 Table 7: Village-wise death toll in the Uri Tehsil S. NO. 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 NAME OF VILLAGE KAMALKOTE BANDI SARAI CHAPPAR KUNDI BARAJALA SADARA SULTAN DHAKKI BASGRAN DACHI NAWA ARUNDA URDOSA CHAKRA ISHAM BATGRAN GOHALAN CHRUNDA TILWARI URI DEATHS 86 53 10 39 19 46 21 4 22 7 10 24 7 7 31 1 13 S. NO 17 18 19 20 21 22 23 24 25 26 2 7 28 29 30 31 NAME OF VILLAGE URI MOHURA LIMBER BANDI BRAHMANA MACHI SUKHDHAR DARAGUTILAN DAWARAN DHANI SYDAN CHOOLAN ZAMORPATTAN THAJAL GINGAL GAWALTA NAMBLA TOTAL DEATHS 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 514 – – – Suggestions and Future Plan The Uri-II hydroelectric (HE) Project is under construction, which is a concrete straight gravity dam across the Jhelum River, at 1 km upstream of Dachhi Bridge near Salamabad village. During the recent earthquake the buildings of the project have been severely damaged and some damage has been caused to the dam structure as well. The project is a run of the river scheme with its weir near Dachhi village where from the water will be diverted through 540 m open channel followed by 4. 275 km long HRT to underground power house (PH) at Sadwanian village on the left bank of Jhelum River. The discharge from the PH will be diverted to the Jhelum River through a 3775-m TRT with its fallout in Gosalta nala near Urusa. The catchment area of Jhelum River up to dam site of Uri-II HE project is 13400 km2 comprising 12743 Km2 catchment area up to Uri-I head works and 657 km2 intermediate catchment area up to Uri-II dam site. The Design Flood (PMF) has been calculated as 4850 m3/sec. The Full Reservoir Level (FRL) is at 1241 m and the gross storage at FRL is 634. 31 ha m. The downstream areas vulnerable to inundation by dam break flood should be shown in the inundation map. The inundation map should be prepared with the help of water surface elevation profile, which has been computed for maximum flood elevation and discharges at various downstream locations. The detailed inundation map on 1:2,000-scale should be prepared and displayed at all the downstream flood prone locations depicting maximum water level that would be attained. The elevation also should be marked on the inundation maps depicting the topographic and geographical details of downstream areas. 20 Both the areas (Karnah and Uri) fall in the transition zone between seismic zones IV and V. From north to south three main thrusts occur in the region. They include the Main Karakoram Thrust, which separates the Hindukush-Karakoram belt from the Island Arc of Kohistan. In the south the Main Mantle Thrust separates the latter from Peshawar and Kashmir basins. The southern most is the Main Boundary Thrust, which separates the Lesser Himalaya from the Outer Himalaya. Panjal- and Murree Thrusts are the main tectonic planes that traverse the area. Besides, the Jhelum Tear Fault running in the N-S direction upto Muzzaffarabad and then E-W upto Baramulla separating the Peshawarfrom the Kashmir basin is the most active tectonic plane in the area. Though the area of downstream impact of the Uri-II is only spread over for about 15 km on the Indian side of the LOC but a population of about 7600 people is settled within the reach of dam break flooding. Besides, large population and agricultural and forestlands are at risk in case of dam failure beyond 10 km downstream reach in the PAK. Dam break would also adversely affect these areas. Therefore, monitoring of the RIS and seismic activity in the area is of utmost importance. The water level v/s flood wave has been worked out for project by one of us (GMB) which is given in figure below. Water Level v/s Flood Wave Level 1250 1250 1150 1100 1050 1000 950 1 2 3 4 5 6 7 8 9 10 11 Down stream Locations Water level Level of Flood Wave Water Level (m) 1150 1100 1050 1000 950 S. No 1 2 3 4 5 6 Distance from Dam site (d/s) Dam Axis 200m 700m 2950m 3110m 6100m S. No 7 8 9 10 11 Distance from Dam site (d/s) 8225m 10100m 11475m 12919m 14915m The area has experienced earthquakes of moderate to severe intensity in the past. The epicenters of major earthquakes in Kashmir are related with the mega- (more than 200 km) and intermediate lineaments (100-200 km). However, there is no documentation of seismic activity along the thrusts cutting across the project area. Therefore, a plan of seismic surveillance of the area by establishing a network of seismic monitoring stations is proposed preferably jointly by India and Pakistan. There are evidences of neotectonic 21 Level of Flood Wave (m) 1200 1200 activity along the thrusts in the area; these thrusts should also be kept under the surveillance for such activities. The area is traversed by Panjal- and Murree Thrusts and Jhelum Fault and, falls in the transition zone between seismic zones IV and V. Besides, a number of lineaments transversely cutting across this thrust- and fault imbricate make the area more prone to neotectonic activity. These structural discontinuities coupled with joint systems and foliation in the rocks of the area makes it more prone disasters. Acknowledgements We wish to place on record sincerely gratitude due to Prof. Amitabh Mattoo, Vice-Chancellor, University of Jammu without whose inspiration, guidance and help the first outreach activity of the Centre for Disaster Studies and Research would not have been possible. We gratefully acknowledge the support extended by the BRO (Beacon) officials (Brigadier S. S. Dasaka, CE; Lt. Col. Jyant Bhamare, O/C 53 RCC and Maj. Y. C. Srivastava, O/C 109 RCC) during our stay in the area and conducting geological investigations. Thanks are due to Army Officials 3 Panjab and Dogra Regiment for their help in conducting the geological survey in the sensitive areas under their command. We gratefully acknowledge the help rendered by Qazi Ab. Hameed (younger brother of ViceChancellor, University of Kashmir), Qazi of the Karnah, whose company with us in the field for two days proved very fruitful in collecting the vital geological information from the area. We would like to place on record the co-operation extended to us by people in guiding us to the most affected areas in the region. We also received help from the JK Police Department, Beacon and district authorities in the distribution of relief goods in the quake affected areas of Karnah. References ABAG (2003). Modified Mercalli intensity scale from Richter, C. F. , 1958, Elementary Seismology , W. H. Freeman and Co. , San Francisco, pp. 135-149; 650-653. Bhat, G. M. , Pandita, S. K. , Singh Yudhbir, Singh Sham, Sharma Vinay and Bhat Gulshan (2005). Report on Quake hit Karnah and Uri Tehsils, Kashmir, pp. 1-22 Hussain, S. , Ahmed, N. , Khazai, B. , Ali, Q. , Ali, S. M. and Khan, M. (2006). The Kashmir earthquake of October 8, 2005: Impacts in Pakistan. EERI Special earthquake report 22 The Members of the Relief – come – Earthquake Investigation Team University of Jammu Sitting First Row left to right Kanchan Sharma, Sanjeev Sharma, Shahnawaz, Iftekhar Sitting Second Row left to right Sham Singh, Vinay Sharma, Rashid Choudhary, Yudhbir Singh Standing from left to right Vikrant Singh, Prof. Ashok Aima, Prof. V. K. Kapoor, Dr. G. M. Bhat, Dr. S. K. Pandita, Ajay Kumar, Gulshan Rashid Bhat 23 How to cite The Kashmir Earthquake of Oct.8.2005, Papers

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Heroin trafficking from Afghanistan - Research Paper Example Hence, heroin production and trafficking from Afghanistan is a major threat to humanity. Thesis statement: An investigation to unearth the role of Afghanistan in Heroin trafficking to global market and possible preventive measures. As pointed out, heroin production and trafficking is based on poppy cultivation and opium based drugs. The opium markets distribute raw opium to traders and they refine it with the help of precursor chemicals and produce heroin. But these refinement workshops are located near to the border areas and poppy farms. So the government control over these areas become limited and it helps the heroin traffickers to form a parallel governing system. The refinement workshops make use of typical equipments for the basic processing of opium. But further refining needs technical expertise and it is provided by some foreign chemists. Morphine base, crude form of heroine is produced from opium. But it is difficult to produce heroin from morphine base. For instance, the heroin traffickers make use of mobile labs to overcome this trouble. Innovative methods like usage of large trucks for the production of heroin help the traders to keep themselves away from the authorities. Some Afghani districts like Nangarhar’s Achin are notorious for heroin labs and large scale heroin production. Frank Clements in the work ‘Conflict in Afghanistan: a historical encyclopedia’ opines that large scale refinement of heroin in Afghanistan helps to smuggle the same through borders without further difficulties (Clements 78). When the refinement process becomes more difficult, cost and demand of pure heroin in the global market shows increasing tendency. Earlier, refining opium was done in Pakistan or Turkey. But in 1995, the Pakistani authorities destroyed illegal workshops and it helped to hinder heroin trafficking from Afghanistan to Pakistan. But the heroin traders discovered an innovative way to handle this situation. They

Cloud Computing Research Paper Example | Topics and Well Written Essays - 1500 words

Cloud Computing - Research Paper Example This paper presents a detailed overview of cloud computing. This paper also discusses the benefits offered by this modern technology. Cloud Computing The trend of cloud computing is rapidly growing. Cloud computing methodology is vastly ubiquitous in this technological period. However we can define cloud computing technology as an idea or a trend. In this scenario, cloud computing is a useful technique for accessing various applications with storage capacity from a distant location via internet link. Thus it is not an advance standard approach. On the other hand, the cloud computing is an ideal solution for the management and provision of applications, information and data as a service. Additionally, these services are provided over the internet, often on a consumption-based model. In this way we can say that cloud computing  is a technological aspect that is used in main servers and internet to sustain information as well as programs. Usually it is known as a  grid of computersà ‚  that are useful for serves like a service oriented structural design. Hence this design is used for delivering software along with information. Moreover cloud computing facilitates its users and business related modules to make use of applications without paying any cost. Therefore users may access their private data and information through computers, which have internet connection. Cloud computing technological aspects facilitate us through well-organized and resourceful computing with centralizing memory allocation, storage space, bandwidth and processing (Cleveland, S, & Lewis, 2011; TechTarget, 2007; Hartig, 2009). Cloud computing brings a lot of opportunities and solutions for business related problems in organizational matters and for individuals. In this scenario, a straightforward example that fits best to cloud computing is of email servers such as Gmail, Yahoo mail and Hotmail etc. We use these applications without installing any additional hardware, software or any ser ver on our personal computer. Hence the concept of installing any hardware or software (that might be of any sort) is eliminated. In this scenario, users only need to have an internet link and they can start sending or receiving e-mails. The approach behind the central server and email management application is on the internet (cloud). The user makes use of it alone or in community and benefit from its aspects. However cloud computing is broken down into 3 important components. These are following: 1. Infrastructure 2. Applications 3. Platforms In this scenario, each component/segment carries out a different job furthermore offers versatile application for individuals and business purpose round the globe (Cleveland, S, & Lewis, 2011; TechTarget, 2007; Hartig, 2009). Information and storage recovery are important features offered by the computers. In addition, we can simply accumulate our private information like that most wanted songs and children photographs or download movies on t hem. Thus these utilities are widely adopted and used in broader terms. In this scenario, Flicker is a well known name, which is a major example of cloud computing. Flicker allows us to access our videos, important data or images. It does not rely on our location (location is not a matter) and kind of tool we are using. Thus while uploading the essential material we can easily access them from our laptop, personal machine or from I-phone handset (Nations, 2011). Second aspect that is

Haydn and Mozart Music Analysis Essay Example | Topics and Well Written Essays - 2000 words

Haydn and Mozart Music Analysis - Essay Example The choice of music was excellent because it illustrated three types of music genre or form of the Classical era: the Concerto/Sonata, the Symphony and the Overture of a vocal piece. These three forms started in the Baroque as smaller instrumental compositions and still exist today. The forms are concrete. The chamber orchestras are defined. The instruments, which were standardized, were used for for proper orchestration. A perfect example today is the use of the piano in the continuation of Haydn's Il ri In the Classical era, as the chamber orchestra took on a different meaning, strings and wind instruments were considered an ensemble and forms of music were more defined. Wind instruments (oboes and brass) were combined with strings. Strings were defined as violins, violas, cellos, and bass. It is interesting that the Basso was still part of Haydn's repertoire though it was not used by other composers. The bass continuo (harpsichord) was still used by Mozart but less and less. As th e chamber orchestra and musical ensembles were well defined, musical form became clearer. The sonata form of three movements differ from the baroque period where it was a group of diverse movements of music (Grout 385) The Sifonio is a short prelude to a vocal piece of music. It was commonly interchanged with overture. overture. The classic era of music lasted over a period of 70 years. Haydn, Mozart and Beethoven were the principal composers. Haydn spending the majority of his life under the patronage of one court, worked as the court composer, conductor, teacher, player and made sure the instruments were in playing condition. Since he was rather isolated, he nothing much to do but to compose music. Mozart started his early adult life under the patronage system and was treated as a servant. When finally got his freedom he was forced into poverty because he could not get any other court work. Beethoven was one composer who made so much money that he was able to tell everyone to go t o the devil. He abhorred being told what to do. The classical era was a period of perfecting instruments, forms of music and making instrument music the most important form of music. The sonata and the sonata form of musical of writing as in the Concerto of Haydn and the Prague Symphony of Mozart were both written in three movements. Beethoven wrote his symphonies with 4 movements towards the end of the 70 years; (1750-1830) (library.thinkquest.org) The most significant form of writing in the Classical Era was the sonata with the three movements. It was a story with a question, an explanation and the answer. Haydn never lived the life of other composers. Whereas Mozart was a child prodigy and had the constant teaching from his father, Haydn was basically self taught and was forced to make a living giving lessons. He was born in 1732 and moved to a church choir until his voice changed. In 1761, he become under the patronage of his first and only patron, the Prince Esterhazy in the Hu ngarian Empire. It is significant because Haydn stayed in his service 30 years which was unheard of. "He was inspired by the isolation of the estate as all he had was his music" (Grout, 484). He was one of the most prolific composers of the classical period. His type of instrumentation had never been done before. The Prince played the baryton, a type of string instrument which doesn't exist today. More than 200 pieces were composed for this instrument in trio form. Mozart spent most of his childhood traveling all over Europe. He would spend up to three

Subjective Health Assessment

Subjective Health Assessment Despite the importance of an individual’s perspective of their health and wellbeing, individuals are extremely influenced by the extent to which their treatment outcomes meet their expectations (O’hagan et al., 2014). This is why it is important for nurses to incorporate the individual’s perspective into the interventions; to accomplish this nurses need to use effective communication, such as verbal and non-verbal techniques, to receive the appropriate subjective health information (O’hagan et al., 2014). Nurses further must implement the individual’s perspective into the development of nursing interventions; this will help influence a positive recovery (O’hagan et al., 2014). This essay will define communication in the context of nursing; it will discuss the process followed regarding the selection of an individual and the arrangements made, also which interview techniques were utilised. The essay will further discuss the health strengths of an individual, as well as any health concerns which may benefit from health promotional education. Lastly, there will be a summary about what I learnt from this assignment. It is crucial to understand the importance of communication in the context of nursing, in order to implement it in a nurse-client relationship. Communication is central to human interaction, as it allows individuals to establish, maintain and improve contact with each other (Juvà ©-Udina et al., 2014). The word communication originates centuries ago from the Greek word â€Å"communis† meaning to make common (O’hagan et al., 2014). Tay, Hegney and Ang (2011) define communication as ‘a two-way process –sending the right message that is also being correctly received and understood by the other person’. Communication in the context of nursing is where the nurse and patient perceive the other in the situation and, through communication of verbal and non-verbal messages, sets goals, and agrees on interventions to help achieve these goals (Tay et al., 2011). The initial goal for this assignment is to find a healthy individual between the ages of thirty and sixty five who is not a friend, family member or anyone I knew well. This was achieved by ringing my aunty and asking if she knew anyone in the area that would be happy to help with my assignment. My aunty gave me the phone number and the email of a colleague; from here I sent an email explaining the â€Å"subjective health assessment† project to her. Jenny (pseudonym) promptly replied saying she would be happy to assist, when she agreed I emailed her a consent form. I also ensured her that to be in accordance with The Nursing Council Code of Conduct (2012) as a student nurse I must respect her rights to confidentiality and therefore any personal or identifiable information will be altered to protect her privacy and dignity. From here we arranged to have the interview take place at her house as it would not only be private but it would help ensure that she feels comfortable, we worked out a time that suited us both and decided at 10am on Wednesday 30th of July. The quality and reliability of information is influenced by the way in which information is collected, which is related to the use of nonverbal and verbal communication (Jarvis, 2012). Nonverbal communication of appearance, demeanour, facial expression, silence, and listening are highly influential. I incorporated all these aspects into my interview. Firstly I wore my nursing uniform which made my appearance look professional, and kept a neutral friendly expression throughout the interview. I also made sure my attitude was non-judgemental and that we were seated at eye level; this helped to maintain eye contact which showed that I was alert and listening to her. Sitting at eye level also helped make us both feel equal as no one had an authoritative role over the other. However, verbal communication is just as important as nonverbal communication. I ensured that all the questions I asked were open ended this allowed Jenny to expand in areas which provided me with relevant and detailed information. Also, by using the communication technique refection I was able to respond in a way that allowed Jenny to realise that I was listening and understanding what she was communicating. June has the belief that, for her age she is healthy and she is content with her current level of health. She lives a healthy lifestyle and has few health issues. Junes health and wellbeing is supported by having had completed all of the immunisation programs recommended for her through her childhood. These immunisations are very important during an individual’s childhood as it protects children from negative impacts of illness (Grant, Luxford, Darbyshire, 2005). However, even though June completed these immunisation programs she still contracted chicken pox at seven years of age. This is an extremely contagious disease which is spread by the same methods as the common cold such as coughing, sneezing and skin to skin contact (Grant, Luxford, Darbyshire, 2005). There are many things that influence an individual’s overall health, and the likelihood of developing diseases (Jarvis, 2012). Diseases can occur due to a combination of genetic, lifestyle and environmental factors (Jarvis, 2012). In the context of Jennys health she is unaware of any hereditary diseases in her family history. This is a great strength to have as Jenny does not have any increased risks of getting genetic disorders or passing them onto her children. Another strength Jenny has is that she works on a farm; this means she is often outdoors in the natural environment. Tardona, Bozeman and Pierson (2014) research indicates that exposure and experiences in natural environment can improve wellbeing by increasing self-esteem, spiritual well-being, cognitive functions and relieving stress. This shows that Jenny is free of health illnesses and her job contributes to her overall wellbeing Peterson (2000) discusses how this is a proven benefit not only to the individual but the family as well. Regular exercise and sleep patterns are more beneficial strengths displayed by Jenny which contributes positively to her overall wellbeing. Ekblom-Bak, Ekblom, Vikstrà ¶m, De Faire, and Hellà ©nius (2014) discusses how at least 150 minutes per week of moderate to vigorous exercise is important for maintaining a healthy lifestyle. Jenny well and truly does more than 150 minutes per week as she motivates herself to go for a power walk every day for around an hour. Kemmler and Von Stengel (2013) research shows that there is a lower chance of experiencing heart disease, some cancers, stroke and type two diabetes when regular exercise is implemented into everyday life. Exercise further helps to improve sleeping patterns. As Jenny is a farmer she has to wake up at 5am most mornings, this results in Jenny having to manage her time well to make sure she gets enough sleep. Jenny goes to sleep around 9.30 at night usually without waking throughout the night and does not nap throughout the da y this shows Jenny has healthy sleep patterns. According to Gruber (2013) healthy sleep patterns are shown to have a positive impact on an individual’s body as it enables the individual to cope with everyday living tasks. Musculoskeletal disorders are the main representation for absence at work worldwide, Jenny experiences back pain which is increased by stress (Là ¶vgren, Gustavsson, Melin, Rudman, 2014). Lundberg and Melin (2002), look at how the conditions at work, such as time pressure and heavy lifting, can contribute to elevated stress levels and muscular tension. They further explore how the elevated levels of stress can reduce the time for rest and recuperations (Lundberg Melin, 2002). Therefore it is important for Jenny to implement interventions that help improve her back pain, when Jenny is at work she could limit the amount of heavy lifting she does and also be educated on the correct lifting technique to avoid further injuries or strains to her back. Jenny can further implement the use of over the counter medication such as deep heat to help relieve the pain and tension in her muscles. The increasing instability in the economic sector and the increase in unemployment rates are likely to trigger financial worries, which can contribute to fatigue levels (Stewart, Abbey, Meana Boydell, 1998). This is because financial worries present themselves as a psychological threat which is prolonged and chronic in nature. This causes an increase in fatigue levels as our bodies are not designed to cope with prolonged periods of increased stress hormone (cortisol) levels (Stewart et al., 1998). In Jennys context she has a job however she still feels financially unstable which could be related to her increased levels of fatigue. Therefore Jenny needs to implement interventions such as seeing a financial consultant to help her understand her future options and avoid finical crisis. Through completing this assignment I feel I now have a greater understanding of the importance of communication in a nurse-client relationship. I learnt that without using proper communication skills you will be unable to understand the individual’s perspective of their health and what they want in life. What I found is that by being non-judgemental and honest throughout the interview developed the nurse-client relationship more, which is extremely important with the client as they are the primary source of information. I believe this was shown when Jenny felt respected as she opened up more by telling me more about her life instead of answering briefly. I further understand the importance of asking open ended questions and using non-verbal communication skills as if I had not the information I received would have been different. I also learnt the importance of taking your time and just listening to the client, especially in Jennys case as she got very excited talking about he r children and upset when I approached the subject of finical stability. So from this I understood that her major worries and weakness in her life is to do with finical pressure and that her children provide her with a source of happiness. In conclusion, effective communication provides nurses with a way to gather information from a client successfully. This essay looked at how I went about selecting an individual and the arrangements made. While also disusing how non-verbal techniques of eye contact and appearance helped make Jenny feel comfortable and verbal techniques of open ended questions to receive more relevant detailed information. This essay further suggested that Jenny’s strengths included having a healthy childhood, no hereditary diseases in the family history, working on a farm and having regular exercise and sleep patterns. However Jenny’s weakness of back pain and feeling financial unstable can lead to health issues which is why interventions of education of proper lifting techniques, using deep heat and seeing a financial advisor can help Jenny’s overall health. This essay also looked at what I learnt from completing this assignment which was that communication skills majorly affect the quality of the information gathered and the trust between a nurse and a client. Reference List Ekblom-Bak, E., Ekblom, B., Vikstrà ¶m, M., de Faire, U., Hellà ©nius, M. (2014). The importance of  non-exercise physical activity for cardiovascular health and longevity. British Journal Of  Sports Medicine, 48(3), 233-238. Retrieved from  http://eds.a.ebscohost.com.ezproxy.massey.ac.nz/eds/pdfviewer/pdfviewer?sid=605a2018-d38e-4eef-945d-f1ae2481136a%40sessionmgr4005vid=3hid=4211 Grant, J., Luxford, Y., Darbyshire, P. (2005). Culture, communication and child health. Contemporary Nurse, 20(2), 134-142. Gruber, R. (2013). Making room for sleep. Journal of Canadian Psychology/ Psychologie canadienne, 54(1), 62-71. Jarvis, C. (2012). Physical Examination and Health Assessment. Chatswood, NSW: Elsevier Juvà ©-Udina, M., Pà ©rez, E., Padrà ©s, N., Samartino, M., Garcà ­a, M., Creus, M., Calvo, C. (2014).  Basic Nursing Care: Retrospective Evaluation of Communication and Psychosocial  Interventions Documented by Nurses in the Acute Care Setting. Journal Of Nursing  Scholarship, 46(1), 65-72. doi:10.1111/jnu.12062 Kemmler, W., Von Stengel, S. (2013). Exercise Frequency, Health Risk Factors, and Diseases of  the Elderly. Archives Of Physical Medicine Rehabilitation, 94(11), 2046-2053. Retrieved from http://www.sciencedirect.com.ezproxy.massey.ac.nz/science/article/pii/S000399931300422X Là ¶vgren, M., Gustavsson, P., Melin, B., Rudman, A. (2014). Neck/shoulder and back pain in new  graduate nurses: A growth mixture modeling analysis. International Journal Of Nursing  Studies, 51(4), 625-639. doi:10.1016/j.ijnurstu.2013.08.009 Lundberg, U., Melin, B. (2002). Stress in the development of musculoskeletal pain. Pain Research and Clinical Management 12 (1), 165-179. OHagan, S., Manias, E., Elder, C., Pill, J., Woodward-Kron, R., McNamara, T., McColl, G.  (2014). What counts as effective communication in nursing? Evidence from nurse educators  and clinicians feedback on nurse interactions with simulated patients. Journal Of Advanced  Nursing, 70(6), 1344-1355. doi:10.1111/jan.12296 Peterson, G. (2000). Making Healthy Families. Berkeley, Calif: Shadow and Light Publications. Stewart, D., Abbey, S., Meana , M., Boydell, K. (1998). What makes women tired: A community sample. Journal of Womens Health, 7(1), 69-76. Tardona, D. R., Bozeman, B. A., Pierson, K. L. (2014). A Program Encouraging Healthy Behavior,  Nature Exploration, and Recreation through History in an Urban National Park Unit. Journal Of  Park Recreation Administration, 32(2), 73-82. Retrieved from http://eds.b.ebscohost.com.ezproxy.massey.ac.nz/eds/pdfviewer/pdfviewer?vid=11sid=b0ae001b-42b0-4b53-83c8-7d6bbdf8bada%40sessionmgr198hid=107 Tay, L., Hegney, D., Ang, E. (2011). Factors affecting effective communication between registered  nurses and adult cancer patients in an inpatient setting: a systematic review. International  Journal Of Evidence-Based Healthcare, 9(2), 151-164. doi:10.1111/j.1744-1609.2011.00212.x Nursing council of New Zealand. (2012).Code of conduct. Retrieved from http://file:///C:/Users/Jessica/Downloads/Nurses%20Code%20of%20Conduct.pdf

Conformity in Society Exposed in Shirley Jackson’s The Lottery Essay

Conformity in Society Exposed in Shirley Jackson’s The Lottery   Ã‚  Ã‚  Ã‚  Ã‚  The Lottery, a short story by the nonconformist author Shirley Jackson, represents communities, America, the world, and conformist society as a whole by using setting and most importantly symbolism with her inventive, cryptic writing style. It was written in 1948, roughly three years after the liberation of a World War II concentration camp Auschwitz. Even today, some people deny that the Holocaust ever happened. Jackson shows through the setting of the story, a small, close knit town, that even though a population can ignore evil, it is still prevalent in society (for example: the Harlem Riots; the terrorist attacks on September 11; the beating of Rodney King.) In The Lottery, year after year, even since Old Man Warner, the oldest man in town, was a child, the same ritual has gone on. It is as if the community never learns from its previous mistakes. As long as no one in the town speaks up about such a twisted yearly event, nothing is ever going to change. If Martin Luther King or Malcolm X wouldn’t have raised their voices against the prejudice that they had experienced their entire lives, we might still be living in a segregated world, which was once thought to be â€Å"okay.† This is similar to The Lottery, in which the townspeople are brainwashed into believing that this ritual is normal. For example, Old Man Warner is outraged when he hears that the north village might give up the lottery, calling...

Exploring Marketing with Delta Airlines as a Case Study Essay

Tedlow, Richard S. believes that the history of consumer product marketing in the United States can be divided into three phrases.1 The history of marketing will aid us in understanding the business world today and is thus useful in this essay to explore this in brief before embarking on studying Delta Airlines as a case study to approach the topic of marketing, in the context of the U.S Airline Industry. Phrase 1 is that of fragmentation and this is purely due to logistics reasons, rather than the result of any marketing strategy. This results in transportation of bulky goods from one region to another being relatively expensive and for a consumer product to achieve national distribution, a favorable ratio of weight and bulk to value is required. This phrase happened before the 1880s and the market size is restricted due to a lack of information, and it is characterized by a high margin and low volume. The second phrase of unification is the rise of mass marketing, with high volume and a low margin, which is the direct opposite of the first phrase of fragmentation. The development of this phrase is possible due to firstly, the development of the railroad and the telegraph and secondly, innovations in manufacturing technology. All the above innovations led to a more effective transportation and communication network that lowered the cost of mass marketing products by significant perce ntages. There is a rise of standardization with advances in manufacturing technology, and it is now possible to produce in great volumes and also, in small packages. Phrase Two occurred in the period 1880s to 1950s, and during this period, brand marketing and management grew in importance. Manufacturers attempt to transform the name of his product into a kind of supername Ââ€" a brand.2 The products of this phrase not only aimed at national distribution, but also strived to attract all consumers using a single brand or product, that will be regarded as ‘standardÂ’. 1 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 19 2 Richard S. Tedlow, New and improved : the story of mass marketing in America (New York: Basic Books, 1990), p. 14 The third phrase is that of segmentation. The innovations that led to this phrase after the 1950s is made possible by radio and television advertising. There were also major changes in America culture that influenced consumer demand. Commercial advertising through television showed that certain programs appealed to certain classes of viewers. This meant that the opportunities for segmenting markets, that is, concentrating the selling appeal on one particular group of potential customers who might be defined by their age, income, and education ( known as demographics) or by their lifestyle ( known as psychographics) were greatly enhanced. 3 There is a rise in image advertising in this phrase, for example, Coca-Cola had always been “the symbol of the standard bearer of changeless, ageless Americana”.4 Commericals were no longer about characteristics of the products, but of the people portrayed as using them, and this led to the development of the “Pepsi Generation” for example. All this saw the breakdown of the whole American mass market developed in Phrase Two to spilt into numerous product categories from necessity items to up-market consumer-durables. Segmentation also occurs at the retail level. This phrase is characterized by high volume and value pricing. The key developments of the railway, telegraph, production technologies and television advertising, are external to corporations, but yet they manage to capitalize on them and turn opportunities into profits. This is how market segmentation evolved. Marketers are sensitive to changing times and they capitalize on opportunities and turn the situation around to a positive one, in terms of fulfilling the companyÂ’s objectives. This is the second proposition put up by Tedlow, that of “entrepreneurial vision”, of which risk-takers need to make investments and turn their visions into reality. 5 3 Robert D Buzzell and Jean-Louis Lecocq, “Polaroid France (S.A.),” in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. Shapiro, editors, Problems in Marketing, (New York:McGrawHill, 1977), pp. 191-213 4 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 18 5 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 21 Another important proposition put up by Tedlow is that of “managing change”. Consumer tastes and the external environment are constantly changing. Corporations have to be flexible and adapt quickly to the unstable environment facing them. Competition can come from other corporations in terms of either trying to beat the firstmover with the same strategy, or trying to change the rules.5 Tedlow proposes a fourth phrase of marketing and this is due to information technology. “Inventory, is the price of the lack of information; and the information revolution is lowering that price in the factory, in the distribution system, and at the point of sale.”6 This is the stage of “micromarketing”, which is hyper-segmentation, of possibly every customer as a component of a segment of one. Supply is able to increase due to information technology, but, at the same time, demand for micromarketing is increasing. Consumers are becoming more and more demanding and they expect to get what they want, thus there is a rise in customization. Consumer choices will increase and it is every marketerÂ’s hope to sell any potential customer precisely what they want and to ensure they get maximum satisfaction. It is no longer necessary to convince consumers to purchase the standardized products that the factory has made. However, disadvantages of micromarketing must be noted. The latter may result in an overflux of choices and consumers become confused, as differences diminish. There is also the problem of shelf space or that of the limitations of distribution. Scarce resource in the form of shelf space has to be allocated by the retailers, and thus products canÂ’t just keep increasing. I will now turn my attention to the U.S Airline industry, where marketing is a framework for airline decision-making. During the period 1979 to 1983, the deepest world recession created many problems in the U.S Airline industry. Among these were rapid expansion of fuel prices, which increased the operating costs of airlines. Slot restrictions caused by the walk-out of air traffic controllers in August 1981 also posted a problem. The U.S recession resulted in a general weakness in air traffic and yields. This 6 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 27 is an indicator that the external environment that airlines are operating in, is thoroughly unstable. Economic upturns and downturns are expected. When the Airline Deregulation Act was passed in the United States on October 1978, the airline industry is faced with overcapacity and fare wars, and it is impossible to maintain yields. But, lessons have been learnt since the last world recession for the U.S airlines. One New York analyst comments that “I have never seen an industry so well prepared for a recession.” Airlines now are sensitive to the capacity cycle and even though the industry has a number of new aircraft on the way, there are no excessive commitments for new capacity. A lot of flexibility is built into the aircraft deals and airlines have older, fully depreciated aircraft that they can either hold on to or retire, in the face of overcapacity. There are now two new weapons open to the North American majors that they did not possess in the last downturn. The first is that of the regional jet that revived the regional airline industry, and is a potential new market. The second is the low-cost airline-within-airline operations, such as Delta Express and US AirwaysÂ’ new MetroJet. The majors are able to compete with Southwest, who can ride out a recession well because of its dedication to keeping costs down and knowing its markets well.7 Delta Express, the airline-within an airline, launched in 1996, was started not only to protect the mainline carrier from increasing low-fares competition in America but also to prove to Wall Street that Delta management can be innovative and progressive as well. The Just Plane Cookies, shaped to resemble aircraft, became the signature of Delta Express. Delta Express offers lower salaries than those at the mainline, but it is launched to motivate DeltaÂ’s employees once again, after the trust factor has been broken, with the 7.5 program as an attempt to cut costs drastically during the last industry downturn. Some 65% of Delta departures from Orlando are now delta Express flights and the market is so important to Delta Express that the carrier now occupies the whole wing of a terminal at Orlando Airport. Delta Express releases the creative skills of their people and this boosts employeesÂ’ morale. Innovations are created this way as the management is able to respond immediately. The key to making Delta Express work is to define the boundaries 7 “US majors aim to break the cycle,” Airline Business, January 1999, p. 52 so that the customer differentiates between their product and that of the mainline. Delta Express operates a point-to-point service that is not part of the mainlineÂ’s network. Delta Express gains leverage from being able to offer Delta Skymiles frequent flier points. About 70% of the customer mix is leisure and Delta Express has since moved from three fares to six fares and better yield management. They introduced seasonal fares, and they constantly reassess processes to keep costs down. Keeping costs down as an airline that is a business unit of a major carrier remains a serious challenge. However, the advance seat reservation facility that Delta Express offers is a useful advantage over both MetroJet and SouthWest, but the most obvious success of Delta Express is the way it has helped revived the spirit of Delta. 8 Even though the industry remains intensely competitive now, major carriers has a route system well suited to their individual strengths, and fewer carriers are on the verge of bankruptcy, unlike the financial crisis that we saw in the 1980s and early 1990s. “All carriers are using much stronger yield management systems which allow them to offer discounts without giving away their product through ruinous price wars”, says Raymond Neidl, an analyst at ING Barrings in New York.9 The problem of ticket discounting that led to great uncertainty in airlinesÂ’ revenue forecasts as a result of deregulation, is no longer a big problem now, as a result of stronger yield management systems. With a better outlook for traffic, the prospect of low rates of capacity growth in the near future and a manageable level of new aircraft deliveries, there seems to be better times ahead. 10 Successful airlines are market-oriented airlines, who are well-led with the topmanagement setting a clear, sound and long-term strategy. The potential available markets are identified and which market segments to exploit are decided, and the whole of the corporate resources are devoted to meeting the product needs of those identified market segments. This is the application of the marketing theory. But, first of all, what is marketing? “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” 11 There is a need to differentiate 8 “Express Yourself,” Airline Business, February 1999, pp. 56-57 9 “US majors aim to break the cycle,” Airline Business, January 1999, p. 51 10 Chris Tarry, “ Time to Break the Cycle,” Airline Business, June 2000, p.94 11 U.K. Institute of Marketing, quoted in Wilmhurst (1978), p. 1 between consumer and industrial marketing. The former consists of items of a relatively low unit price and there is usually not much contact between the consumer and the producer. The latter is characterized by smaller number of buyers and unit prices are high higher and there is direct contacts between the producer and the buyer. What is being market-oriented? Marketing investigation is done to gain a thorough knowledge of the market segments that the airline is interested in going into, and areas of unsatisfie d consumersÂ’ wants and needs will surface. An airline may also consider going into a market segment where consumersÂ’ wants and needs are satisfied less than their expectations. A collection of competitorÂ’s actions is important also in this initial stage of the application of marketing theory to real-life corporations. Next, a firm needs to define its marketing strategy and this starts off with the firmÂ’s objectives, that include both corporate and social ones. The corporate mission is then established which defines the broad area of activity of which the corporation is concerned. The corporation then needs to adopt a marketing plan, that consists of what consumers want and need, competitorsÂ’ actions, the strengths and weaknesses of the corporation and the opportunities and threats posed by the external environment. Marketing communication is important to secure sales of products in particular markets and also to promote the corporate image of the firm in question. At the many stages of marketing, a corporation must make a choice between deploying its own resources or hiring services. The internal organization is important and thus the appropriate corporate management structure must be established and also the application of appropriate personnel recruitment and training policies. The external organization will consist of others not in the corporation, in the role of marketing, such as services of consultants in market research. The marketing mix is the combination of the four controllable variables, of product, price, place, promotion (the four Ps) that an organization creates to satisfy its target market. Airlines need to offer a range of products such that they are better placed due to the probability of a downturn in some markets being counter-balanced by upswings in other markets. An important reason for product and market diversification is due to “synergy”. “It is the term used to describe a situation where a firm producing several products is able to do so more effectively than a set of firms with each firm concentrating on a single item.” 12 Most airlines pursue the total market strategy, that is the attempt to provide services for significant parts of the business, leisure and freight segments. Even though this strategy gives great opportunities to airlines, there is the problem of designing products which meet the conflicting requirements of the different segments. The business market segment requires a wide route network with good interconnections and a high flight frequency, and thus costly products. High seat accessibility is required as well, but high prices are charged for this segment, due to the relative price elasticity of demand. The leisure market, on the other hand, competes based on prices and this results in price instability and very low yields, and leisure demand will only peak during only a few times a year. Its products can be offered comparatively cheaply though. However, the leisure market is potentially the largest segment of the total airline market, and its longterm prospects are better than that of the business segment. As for the freight market, an all-freight airline should concentrate on large and bulky items that are too large to fit into the lower holds of even wide-bodied passenger aircraft. Overnight delivery of urgent parcels by Federal Express, has also proved to be highly successful and passenger airlines canÂ’t compete since the proportion of their flying is done in the daytime. Frequent Flier Program(FFP) as an Airline Marketing Strategy The starting point of a successful FFP is to lay down the airlineÂ’s aims and structure first. The main goal will most likely be to increase seat sales through generating repeat business among loyal customers or attracting new customers. The FFP database can be a source of marketing information and it can be used as an additional source of revenue through the trade of FFP points with associated partners. There is also the opportunity for consumers to differentiate products in a world filled with too many consumer choices, as in TedlowÂ’s fourth marketing phrase. The program needs to be accessed regularly to adapt to constantly changing market conditions and redeveloped if necessary. Airlines should not focus too narrowly on one particular objective and risk damaging the whole scheme. Thus, they should work 12 Stephen Shaw, Airline Marketing and Management, (Malabar : Krieger , 1988, c1985), p.16 across all their strategic aims. Every department needs to recognize the loyalty program as a key marketing tool and internal support need to be won. The FFP also needs market acceptance and thus the program structure needs to meet the expectations of the consumer, who looks to the awards and service benefits. Flexibility is important in the unstable economy, as in TedlowÂ’s proposition of “managing change”. Delta has long introduced a non-expiring policy for its miles, and Air France was the first European major to adapt this change after being influenced by its alliance with Delta. Customer service is also very important in FFP programs and quality management needs to remain under strict airline control. The elite program catering for the customer segment of frequent high-yield travellers, enable the airlines to keep their best customers. “A successful FFP must be one that is based on clear strategic goals, and that achieves a balance between them supported by an attractive program structure benchmarked against best global practice.” 13 For example, Delta has started a strategic alliance with Aeromexico, Air France and Korean Air. They call themselves “Skyteam”. The agreement outlines the formation of an enhanced marketing relationship among the carriers. SkyTeam airlines have a reciprocal frequent flyer program, extensive codesharing network and the best growth potential of any global alliance. SkyTeam With four airlines now working together to continually improve customer benefits, SkyTeam compares very favorably. SkyTeam is the first alliance built around customer needs and is currently one of the world’s top three global airline alliances. SkyTeam has strong hubs in key markets where 80 percent of the world’s traffic flies. Passengers will continue to enjoy the benefits of their home airlines while traveling on any SkyTeam airline, with more choices of flights and departure times, plus all frequent flyer program and lounge benefits. SkyTeam offers customers worldwide access, improved choice and convenience, consistent service and the ability to be recognized and rewarded for their loyalty. Immediate benefits include reciprocal frequent flyer programs, worldwide lounge access, 13 Ravindra Bhagwanani, “ Keeping the high Fliers,” Airline Business, June 2000, p. 93 and the combined network of Aeromexico, Air France, Delta and Korean Air. By yearend, benefits will include priority baggage handling, preferred seating for our elite frequent flyers and other benefits based on our extensive employee training program. Aeromexico has long been recognized as a market leader and the preferred choice in air travel for passengers in the Mexican and Latin American markets. Joining the alliance with like-minded partners allows Aeromexico to expand its international route network and better serve the needs of passengers as they travel on both business and pleasure throughout the world. Air France’s hub at Charles de Gaulle International Airport offers an extensive schedule of connecting flights to points throughout Europe, Africa, Asia and the Middle East. It is the best-positioned hub in Europe for transatlantic passengers traveling beyond a European gateway. In addition, the airport offers great potential for further capacity growth. Delta’s hub at Atlanta Hartsfield International Airport offers passengers more connections than any other airport in the world, with 1,316 daily flights to 126 destinations. Customers have access to a global network of 5,390 flights each day to 356 cities in 57 countries on Delta, Delta Express, Delta Shuttle, the Delta Connection carriers and Delta’s Worldwide Partners. Korean Air’s hub in Seoul is the best Asian hub for SkyTeam, offering service to 78 cities in Asia. Korean Air’s upcoming hub at Seoul’s new Inchon Airport will be the future leading hub in Asia and one of the few major hub airports in the world with room to expand. SkyTeam is a multi-lateral, global alliance among the four airlines. In addition, each carrier will continue to have bilateral relationships with airlines in their respective markets. SkyTeam plan to explore all synergy possibilities. SkyTeam has tremendous potential in the area of cargo. Delta and Air France have already announced a joint agreement, and plan to expand this to a multi-lateral level. This is the fulfilment of the total market strategy mentioned above, and strategic alliances enable a pool of resources together to serve more routes and consumers, especially when SkyTeam is the first alliance built around customer needs. History of Delta Airlines Delta Airlines began modestly, as a crop-dusting outfit in Monroe, Louisiana, in 1928, the first professional crop duster in the nation. Delta was founded by C.E Woolman, who headed the company for 38 years, until his death in 1966. He moved DeltaÂ’s headquarters to Atlanta in the early 1940s and that hub became the heart of its operations and ultimately the course of most of its management. Even though Delta actively opposed deregulation, it entered deregulation with a number of strengths. By growing, it has elbowed its way into the “big five.” Delta has expanded significantly in the Southeast by acquiring Citizens and Southern Airlines in 1953. It expanded north with its acquisition of Northeast in 1972. And in 1986, Delta joined the stampede to merge by acquiring Western Air Lines, hubbed in Salt Lake City. Because Delta paid its workers well and had never laid any off, it enjoyed relatively amicable labour relations and had few union contracts. That enabled it to enjoy high productivity, excellent service, and high worker morale with little turnover. DeltaÂ’s greatest asset of all was its people. While deregulation has brought the industry tremendous labour strife, labour-management relations were goos at DelataÂ’s Atlanta headquarters. In 1986, DeltaÂ’s workers dug into their pockets and bought the company a jet. A job with Delta is security for life, but DeltaÂ’s salary expenditures were high and they were saddled with the largest labour expenditures in the industry. But, Delta has been blessed with profitability, except in 1983, when it made a loss. This loss is because a market survey in 1982 revealed that Delta had acquired a reput ation for being highpriced in the new regulated environment. Hubs The question of hub-and-spoke networks has been a central issue in route planning under deregulation. Many airlines have based their planning on the idea that if they build a major hub, with large numbers of flights in and out of it, it will be very difficult for a newcomer to break in, as they will be able to match the wide network. This is the first-mover advantage in one of TedlowÂ’s propositions, not mentioned above. The limitations to this concept is that passengers prefer to take direct flights rather than those requiring intermediate stops. At Hartsfield Airport in Atlanta, Delta Airlines operates and it can claim to be the busiest single-airline hub in the world, with 600 daily departures. More than 20000 Delta passengers change planes in Atlanta each day. Each of DeltaÂ’s arriving and departing waves consists of over 50 aircraft, requiring all four runways to be used simultaneously for arrivals and then for departures. 14 DeltaÂ’s Mission Statement and Corporate Strategy Delta wants to be the “Worldwide Airline of Choice” and their strengths lies in the competitive edge of DeltaÂ’s people, customer service as the cornerstone of their company, a strong route system, outstanding operations and fleet and ethical and honest actions. DeltaÂ’s vision builds on DeltaÂ’s heritage and their vision results in sustained profitability that comes the opportunity for growth and advancement and the pride that comes from being part of an exceptional business organization. Delta has a Success Through Service training and that led to its achievement of a competitive advantage. Delta has built a legendary reputation for family-friendly, “deltastyle ” customer service. Employees are loyal and contented members of the “Delta Family”. Delta has also led the industry in customer satisfaction ratings, providing passengers with a consistent, high-quality flying experience. For example, Delta received the “2000 Grand Prix Customer Service Award”, whereby Teleperformance, a Parisbased customer relationship management company, honored Delta’s Online Customer Support Desk with the U.S. 2000 Grand Prix Customer Service Award, for superior email customer service support. Delta also took second in the T ransportation and Travel category for its telephone customer handling. DeltaÂ’s fundamental belief about service to people, customers and personnel, remains unchanged. Delta personnel treated one another as extended family and this concern is mirrored in the way Delta personnel treat customers. Delta hires at entry level, so thus, managers are able to handle problems of their staff with empathy since they have been through that before. There is a strong tradition of employment security in Delta. 14 Pat Hanlon, Global airlines : competition in a transnational industry, (Oxford : Butterworth Heinemann , 1996), p. 80 During economic slumps, extra staffing is redeployed into other jobs and creative options such as job sharing and voluntary personal leaves are also made available. Delta has a flat and thin management structure and engages in cross utilization and thus employees has a broader view of their company. Delta emphasizes a lot on the people side of the profit equation and thus, it has a strong compensation structure that acknowledges the people side of business and the value of experience and draws and keeps the best people on the team. Team work is inherent in Delta and everyone respects one another. There is empowerment in the job and employees are motivated to work harder and be more productive. The best measure of passenger satisfaction among U.S Airlines today is the number of complaint letters written directly to the Department of Transportation by consumers. Since 1971 when that reporting began, Delta has maintained the best overall record for passenger satisfaction of any major U.S airline per 100,000 customers boarded. “Delta knows the only way to achieve the goal of being the best and most respected airline in the world is to deliver excellent service, one customer at a time.” Importance of Information Technology Delta Airlines have exploited the challenges posed by the millenium bug to overhaul its obsolete IT infrastructure with leading-edge technology that will help achieve operational excellence and give a big boost to customer service and even contribute to revenue performance. The gate and boarding project which includes new computer systems and software, boarding documentation and procedures, is the cornerstone of the airlineÂ’s ongoing Airport Renewal program to modernize and standardized DeltaÂ’s ancient airport technology and physical plant. Not only is the system simpler but it greatly enhances DeltaÂ’s ability to recognize and regard its best customers or those needing extra attention. The system is tied to DeltaÂ’s customer database, and thus the customerÂ’s past history or possible dissatisfaction with DeltaÂ’s services could be established and corrected for in the customerÂ’s next flight. The systems greatest value will be when things go wrong and people wi ll be satisfied that they are handled well during those circumstances. Delta develops technology around process, rather than function. They have been planning and changing their technology around the customers, rather than the systems being functionally focused around reservations, airports and the Internet. Delta is ultimately interested in the “Customer Experience”. Delta cuts costs by $30 million per year, due to a standard technology infrastructure at all locations and thus expect to increase customer service significantly.15 Delta continues evaluating emerging technologies that may further increase its customer services. Conclusion As shown in DeltaÂ’s case above, Delta engages in information technology and now, they are able to focus individually on every customer, and increase their customer service and this is characterized by TedlowÂ’s fourth marketing phrase Ââ€" micromarketing. An airline is very service oriented and thus, consumers will not be confused in terms of numerous products emerging, but rather, they will be pleased by the excellent service they receive. Delta has also been a well-managed company, whereby employees are empowered and teams are used to facilitate brain-storming and everyoneÂ’s opinion is taken into consideration. Employment at the entry-level further enhances the ability to empathize with others working in other departments. Delta is also very customer-oriented and that totally encompass the marketing concept of putting customerÂ’s needs and wants first. Delta is able to compete globally and become one of the ‘big fiveÂ’ in America and has one of the busiest hubs in Atlanta. All this comes from sound marketing principles, a mission statement of being the “Worldwide Airline of Choice”, a total market strategy in the business, leisure and freight market segments. Delta has also gone into strategic alliances in SkyWest to further enhance customer service. Delta concentrated also on standardizing its operations through its technology infrastructure and this is part of TedlowÂ’s Phrase two where standardization is widespread. Delta also segments its markets into the three market segments and continues to serve its different market segments with excellent service and this is Phrase Three in what Tedlow comes up with. 15 King, Julia and Wallace Bob, â€Å"Corporate standards are key to Delta plan,† Computerworld, Volume 33, Issue 24 (Framingham, June 1999), p.16 The case on Delta has shown that focus on the customer is very important for any corporation to succeed. Management is also very important with the right corporate culture and structure instilled, and coupled with marketing strategies, can achieve a worldwide standard and accepted corporation. Bibliography Buzzell, Robert D. and Lecocq, Jean-Louis, â€Å"Polaroid France (S.A.),† in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. 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