Proposal for development of home automation industry Research

For development of home automation industry - Research Proposal Example The customers will react positively by purchasing given products. The system designed by the firm should ensure security within given parameters is enhanced and at the same time reduced cost incurred while providing security to given homestead. The management should focus in providing products that will enhance security and simplify then manner in which individuals interact with their environments. This should keep in mind the firm’s ultimate goal of maximizing profits while ensuring customer satisfaction. There are social considerations while offering a given service and the firm should consider integrating social concepts to their profit maximizing goals. The project should be rolled immediately to avoid new entries into the market that would jeopardize the viability of the product. The market changes thus the firm should utilize the available opportunities within the market to attain their objectives. The long term goals would realized once the firm overcomes the first stages of the project. The acceleration of home automation would depend on the nature in which firms present their product to the market. The proposal would indicate the means the firm would use to ensure satisfaction. Affordability and simplicity of home-automated devices has made it possible for many homes to adapt the system in their day-to-day application. There is the connection between device usage and its immediate environment. Designers have managed to integrate various applications to portable devices such as the Smartphone and tables. There is need to integrate various technological appliances in order to simplify life. Concern of potential users will be whether the systems could affect negatively on their way of life. Most devices concentrate on the simplicity and compatibility of a given device but ignore the actual purpose of any automated device. The major concern of automated devices is the cost that is associated with its usage and installation. Users

Product Innovation Essay Example for Free

Product Innovation Essay Holography breaks through the density limits of conventional storage by going beyond recording only on the surface, to recording through the full depth of the medium. Unlike other technologies that record one data bit at a time, holography allows a million bits of data to be written and read in parallel with a single flash of light. This enables transfer rates significantly higher than current optical storage devices. Combining high storage densities, fast transfer rates, with durable, reliable, low cost media, make holography poised to become a compelling choice for next-generation storage and content distribution needs. In addition, the flexibility of the technology allows for the development of a wide variety of holographic storage products that range from handheld devices for consumers to storage products for the enterprise. Imagine 2GB of data on a postage stamp, 20 GB oncredit card, or 200 GB on a disk. How is data recorded? Light from a single laser beam is split into two beams, the signal beam (which carries the data) and the reference beam. The hologram is formed where these two beams intersect in the recording medium. The process for encoding data onto the signal beam is accomplished by a device called a spatial light modulator (SLM). The SLM translates the electronic data of 0s and 1s into an optical checkerboard pattern of light and dark pixels. The data is arranged in an array or page of around a million bits. The exact number of bits is determined by the pixel count of the SLM. At the point of intersection of the reference beam and the data carrying signal beam, the hologram is recorded in the light sensitive storage medium. A chemical reaction occurs in the medium when the bright elements of the signal beam intersect the reference beam, causing the hologram stored. By varying the reference beam angle, wavelength, or media position many different holograms can be recorded in the same volume of material. How is data read? In order to read the data, the reference beam deflects off the hologram thus reconstructing the stored information. This hologram is then projected onto a detector that reads the data in parallel. This parallel read out of data provides holography with its fast transfer rates. It examines the possibility of manufacturing the end product in the predetermined quantity with desired quality and the sale of the same results into adequate return to payback the investment made within a reasonable period of time over the project life with the help of facilities installed and resources employed Why would you even want a 1 TB CD? In five years, demand for such a product will exist with the addition of wireless streaming from the device. For example, users could scroll through 200 movies along with 10,000 photos and 50,000 songs on the CD. As for the feasibility of such a device, 1TB CD is possible within five years. 1. 8-inch drive capacities should reach 500GB in that time, which would enable to create a 1TB CD with a two-platter drive, like it does now by combining two 30GB platters to produce a 60GB CD. The gigabit-ethernet unit has two drive bays, each approved to accept a SATA hard drive up to 750GB, for a total of 1. 5TB. The company is still evaluating the feasibility of using two 1TB drives in the chassisfor a total of 2TBinstead. We have planned to simulate the Fast Ignition with self consistent fields in full parameters. Our final goal is 500 x 20 x 20 microns up to 100 times critical density plasma and our target is, of course, a 1 TB CD. Traditional PIC code requires an unrealistic huge number of particles to simulate such parameters and it is impossible to run the PIC code even on such massive parallel computer. Treating only super hot electrons as particles and other background electrons as a fluid is one method to solve this problem. As super hot currents are in the order of 100-1000 MA, return current electrons are too warm and the cold return current should not be treated as same temperature as background electrons. Thus we should employ two temperature electron fluids for return current and background. This hybrid approach, however, has uncertainty about a return current temperature and densities of both fluids. To avoid these difficulties, and to reduce the number of particles and computations, we have done one dimensional feasibility study for the PIC code with the collective particles and found that the 1TB CD worked well but it is still in the R D stage.

Second Hand Smoke :: essays research papers

Second Hand Smoke Second Hand Smoke In the 1950's and 60's scientists gave the people a lot of evidence on the deadly effects of smoking where the tobacco companies on the other hand tried to put the doubt in people’s minds through the campaigns to show that it is not all true. By the time people actually decided to take care of their health and finally saw how life-threatening smoking could be by real life examples, the tobacco companies already got rich from its sales. Nowadays, nobody doubts that â€Å"firsthand† smoke is deadly to your health and it causes lung cancer and heart disease in adults and asthma and bronchitis in children. Now the industry is onto the secondhand smoke. Scientists and researchers are representing a lot of evidence and research that has been done throughout the years showing that the secondhand smoke can also cause a lung cancer in nonsmokers. The study has been done of people who have been long exposed to secondhand smoke and it shows that 26 out of 33 publ ished studies indicate a link between secondhand smoke and lung cancer. The study estimates that the people that were breathing secondhand smoke were 8 to 150 percent more likely to get lung cancer. The tobacco companies are trying to argue the facts and are still in serious debate about the health hazards of breathing a secondhand smoke. A lot of anti-smoking organizations are trying to turn smoking in public into a private activity that does not have to involve nonsmokers breathing secondhand smoke. What is even more important is that many of these organizations convinced a lot of smokers to cut back or quit completely. The problem of secondhand smoke is increasing because it is so common in our society. It makes secondhand smoke the third-ranking cause of lung cancer among nonsmokers. Mothers who live with a smoking spouse have to realize the ill effects of secondhand smoke on children even before they are born. The smoking components reach the developing fetus through the mother . Infants that are born in a smoking environment weigh less and have a weaker chance of becoming a fully developed child. Secondhand smoke leads to blood clots and damages arterial linings which are the two most leading factors in the development of heart disease. The tobacco companies got scared of the effect that the secondhand smoke research can do to the cigarette makers.

Comparing An Occurance at Owl Creek Bridge and The Snows of Kilimanjaro :: comparison compare contrast essays

An Occurance at Owl Creek Bridge and The Snows of Kilimanjaro. Death is an intriguing thing. From time immemorial we have feared it, used it, pondered it. Frequently, stories allow the reader into the minds of those immediatly surrounding the one who will die; but all of us "will die." Our morbid interest is in dying, the going, that threshold between death and life. What happens there? There are similiarities and differences in how death appears to the protagonist, written by Ambrose Bierce in An Occurance at Owl Creek Bridge, and Ernest Hemingway in The Snows of Kilimanjaro. Bierce offers An Occurance at Owl Creek Bridge to show the incredible fantasy that passes through the mind of a man as he dies. Hemingway's engrossing description lies in The Snows of Kilimanjaro. Here, on the African savannah, a man encounters death slowly and with excruciating lucidness. While the differences between the two stories are easy to enumerate, it is the simliarities that may offer the most insight into the minds of the authors and, perhaps, into the minds of us all. The setting for An Occurance at Owl Creek Bridge is northern Alabama during the Civil War. Peyton Farquhar (Peyton) is said to be a planter who is left behind by the Confederate Army due to circumstances "...of an imperious nature," but he longs for the "release of his energies, the larger life of the soldier, the opportunity for distinction." Immaturity seems the watchword for him; the eagerness with which he swallows the bait presented by a Union spy may give a glimpse of the lack of gravity in Peyton's character that leads to his capture and to the fantastic attempt at escape or denial that his mind fabricates just before his death. Peyton is not a realist. Harry is a realist. The protagonist in The Snows of Kilimanjaro faces his pending doom with distinct clarity and resignation. In fact, his insistance greatly distrubs his wife (naturally) who tries to cheer him up by telling him that help is only a day away, and all that is needed to make it is a positive attitude. Harry is positive. He is certain that he will die very soon. He knows the mistake that has sealed his fate. Although he would change the past if he could, he does not seem to lament his end except for the writing he will never do.

Benefits of Stretching

Almost any athlete will tell you that they have had to stretch while playing for their coach; most prominently static stretching. Do these stretches help athletes perform at a higher level? Do they keep athletes from injury? Several researchers are out to prove that these stretches maybe don’t have the impact that coaches and trainers have been thinking that they do. Although upon hearing that the pre workout, pre exercise routine of millions of athletes might be for nothing is pretty hard to believe considering the impact that it has obviously made in the sport world.There have been thousands of studies on the benefits of stretching. Many people feel that stretching is a necessity. With more and more studies though it’s been hard to find evidence proving these ideas. â€Å"When a muscle is lengthening, the muscle fibers and connective tissues are elongated because of the application of external forces. † (Pornratshanee, Hume, Kolt). When these fibers are extende d it allows the muscle to experience a fuller range of motion. There are two main factors in most injuries, Lack of ROM (range of motion) and muscle stiffness.Most would think that this evidence proves that stretching indeed would help prevent injuries. Not necessarily, in the research done in the article, â€Å"STRETCHING REVIEW: A Scientific Review of the Benefits, Or Lack Thereof, Of Stretching†Ã‚  the author feels that, â€Å"just because a stiff muscle is related to a sports injury, and stretching can lessen a muscle’s stiffness, this does not mean that stretching prevents injury (STRETCHING REVIEW). † Different types of stretching include: ballistic stretching, dynamic stretching, and static stretching.Static stretching is the most commonly used type of stretching. After seeing that static stretching didn’t improve injury resistance, researchers then wonder if there are benefits in static stretching at all. Does static stretching help with performan ce levels? The research done by David G. Behn in his article, â€Å"Short Durations Of Static Stretching When Combined With Dynamic Stretching Do Not Impair Repeated Sprints And Agility. † Set out to find the answer to this question.Participants in the study were tested by level of flexibility followed by stretching and then put in Repeated-sprint Ability (RSA) and Change of Direction (COD) Tests. The results of this study showed that time length of stretching had no significant effect on the performance levels of the study group. Also the study found that there is no satisfactory evidence to prove that stretching would increase performance (Behm). While some researchers say that there isn’t any proof of stretching, others such as Peter McNair say that these researchers are missing something.Where the research gets complicated starts at the realization; maybe it’s not that stretching doesn’t have benefits but actually there are certain activities that fle xibility can be used as a benefit and others that less flexibility should be sought after. Some Researchers say that a certain level of being less flexible might actually help certain types of athletes. Whereas other activities a fuller range of motion is beneficial (McNair). In conclusion it is noticed that researchers aren’t completely sure of the benefits. Several factors are involved in the research of these benefits.The many factors make it hard to fully understand the advantage or disadvantage of stretching. People should consider the sport they are playing also, and even the position. It’s hard to think that stretching doesn’t have the impact that we once thought, but it’s a concept that might start grasping the world of sports as we know it. Works Cited Weerapong, Pornratshanee, Patria A. Hume, and Gregory S. Kolt. â€Å"Stretching: Mechanisms And Benefits For Sport Performance And Injury Prevention. â€Å"Physical Therapy Reviews  9. 4 (2004) : 189-206. Academic Search Complete. Web. 18 Nov. 2012. STRETCHING REVIEW: A Scientific Review Of The Benefits, Or Lack Thereof, Of Stretching. †Ã‚  Journal Of Pure Power  4. 1 (2009): 68-70. Academic Search Complete. Web. 18 Nov. 2012. David G. Behm, et al. â€Å"Short Durations Of Static Stretching When Combined With Dynamic Stretching Do Not Impair Repeated Sprints And Agility. †Ã‚  Journal Of Sports Science & Medicine  10. 2 (2011): 408-416. Academic Search Complete. Web. 18 Nov. 2012. Peter McNair, et al. â€Å"Stretching And Injury Prevention: An Obscure Relationship. †Ã‚  Sports Medicine  34. 7 (2004): 443-449. Academic Search Complete. Web. 18 Nov. 2012

Writing Assignment over Demian by Hermann Hesse essays

Writing Assignment over Demian by Hermann Hesse essays Demian, written by Hermann Hesse and first published in 1919, is, at its heart, a novel of self-discovery and self-actualization. The novel itself, an autobiographical novel that was written by Emil Sinclair, the focus of the story, is meant to show an old man, whose voyage of self-discovery is coming to a close, and his recollections of past events and their ability to shape his current world-view. Central to the novel is this relationship between the current incarnation of ones own personality and the past events which have gradually made such introspective aspects of oneself to emerge and take shape. While at many times asserting clearly and poignantly that the past is something which must be let go by an individual in order to carry on down the path that leads to ones true self, hidden within the novel is the assertion that the past forms us and shapes us and should never be let go of fully, but, instead, should always be kept as an afterimage of what once was. It is only th en that we can begin to find our own road of self-actualization. This does not seem to be done by accident, as, in other cases of other such themes in Demian, Hesse cleverly uses the duality of nature approach. He constantly sees the world as a world dynamically split into two realms, a dark, evil realm and a light, heavenly realm. Ignorance of one realm is, according to Hesse, a flaw in ones own humanity, and must be overcome in order to reach the promised nirvana of self realization. The older, somewhat wiser Sinclair often states that the past is one of the personal obstacles which must be overcome in order to find ones true self. He states that very many are caught in [an] impasse, and forever cling painfully to an irrevocable past, the dream of lost paradise, which is the worst and most ruthless of all dreams (Demian 41). To Sinclair, a dream of what...

Coca (Cocaine) History, Domestication, and Use

Coca (Cocaine) History, Domestication, and Use Coca, the source of natural cocaine, is one of a handful of shrubs in the Erythroxylum family of plants. Erythroxylum includes over 100 different species of trees, shrubs and sub-shrubs native to South America and elsewhere. Two of the South American species, E. coca and E. novogranatense, have potent alkaloids occurring in their leaves, and those leaves have been used for their medicinal and hallucinogenic properties for thousands of years. E. coca originates from the montaà ±a zone of the eastern Andes, between 500 and 2,000 meters (1,640-6,500 feet)  above sea level. The earliest archaeological evidence of coca use is in coastal Ecuador, ca 5,000 years ago. E. novagranatense is known as Colombian coca and it is more able to adapt to different climates and elevations; it first up in northern Peru beginning about 4,000 years ago. Coca Use The ancient method of Andean cocaine use involves folding coca leaves into a quid and placing it between the teeth and the inside of the cheek. An alkaline substance, such as powdered wood ash or baked and powdered seashells is then transferred into the quid using a silver awl or pointed tube of limestone. This method of consumption was first described to Europeans by the Italian explorer Amerigo Vespucci, who met coca users when he visited the coast of northeastern Brazil, in AD 1499. Archaeological evidence shows the procedure is much older than that. Coca use was part of ancient Andean daily life, an important symbol of cultural identity in ceremonies, and used medicinally as well. Chewing coca is said to be good for relief of fatigue and hunger, beneficial for gastrointestinal illnesses, and said to ease the pain of dental caries, arthritis, headaches, sores, fractures, nosebleed, asthma, and impotence. Chewing coca leaves also is believed to ease the effects of living in high altitudes.   Chewing more than 20-60 grams (.7-2 ounces) of coca leaves results in a cocaine dose of 200-300 milligrams, equivalent to one line of powdered cocaine. Coca Domestication History The earliest evidence of coca use discovered to date comes from a handful of preceramic sites in the Nancho Valley. Coca leaves have been direct-dated by AMS to 7920 and 7950 cal BP. Artifacts associated with coca processing were also found in contexts dated as early as 9000-8300 cal BP. What is the AMS dating method?What does cal BP mean? Evidence for coca use has also been from in caves in the Ayacucho valley of Peru, within levels dated between 5250-2800 cal BC. Evidence for coca use has been identified from most cultures in South America, including Nazca, Moche, Tiwanaku, Chiribaya and Inca cultures. According to ethnohistoric records, horticulture and use of coca became a state monopoly in the Inca empire about AD 1430. The Inca elites restricted use to the nobility beginning in the 1200s, but coca continued to widen in use until all but lowest classes had access at the time of the Spanish conquest. Archaeological Evidence of Coca Use Nanchoc valley sites (Peru), 8000-7800 cal BPAyacucho valley caves (Peru), 5250-2800 cal BCValdivia culture (3000 BC) of coastal Ecuador (may represent long-distance trade or domestication)Peruvian coast (2500-1800 BC)Nazca figurines (300 BC-AD 300)Moche (AD 100-800) pots illustrate a bulging cheek, and coca leaves in gourds have been recovered from Moche tombsTiwanaku by AD 400Arica, Chile by AD 400The Cabuza culture (ca AD 550) mummies buried with coca quids in their mouths In addition to the presence of coca quids and kits, and the artistic depictions of coca use, archaeologists have used the presence of excessive alkali deposits on human teeth and alveolar abscesses as evidence. However, it isnt clear whether abscesses are caused by coca use, or treated by coca use, and results have been ambiguous about using excessive calculus on teeth. Beginning in the 1990s, gas chromatography was used to identify cocaine use in mummified human remains, particularly the Chirabaya culture, recovered from the Atacama Desert of Peru. The identification of BZE, a metabolic product of coca (benzoylecgonine), in hair shafts, is considered ample evidence of coca use, even for modern-day users. Coca Archaeological Sites San Lorenzo del Mate (Ecuador), 500 BC-AD 500, adult male interment with excessive calculus deposits on his teeth, an associated decorated shell spatula and a small bowl-like deposit of an alkali substance (probably once in a gourd)Las Balsas (Ecuador) (300 BC-AD 100). Cal receptaclePLM-7, Arica site in coastal Chile, 300 BC, coca kitPLM-4, Tiwanakoid sites in Chile with a bag full of coca leavesLlullallaco, Argentina, Inca period child sacrifices exhibited coca consumption prior to death Sources: Bussmann R, Sharon D, Vandebroek I, Jones A, and Revene Z. 2007. Health for Sale: The Medicinal Plant Markets in Trujillo and Chiclayo, Northern Peru. Journal of Ethnobiology and Ethnomedicine 3(1):37.Cartmell LW, Aufderheide AC, Springfield A, Weems C, and Arriaza B. 1991. The Frequency and Antiquity of Prehistoric Coca-Leaf-Chewing Practices in Northern Chile: Radioimmunoassay of a Cocaine Metabolite in Human-Mummy Hair. Latin American Antiquity 2(3):260-268.Dillehay TD, Rossen J, Ugent D, Karathanasis A, Vsquez V, and Netherly PJ. 2010. Early Holocene coca chewing in northern Peru. Antiquity 84(326):939-953.Gade DW. 1979. Inca and colonial settlement, coca cultivation and endemic disease in the tropical forest. Journal of Historical Geography 5(3):263-279.Ogalde JP, Arriaza BT, and Soto EC. 2009. Identification of Psychoactive Alkaloids in Ancient Andean Human Hair by Gas Chromatography/Mass Spectrometry. Journal of Archaeological Science 36(2):467-472.Plowman T. 1981 Amazonian co ca. Journal of Ethnopharmacology 3(2-3):195-225. Springfield AC, Cartmell LW, Aufderheide AC, Buikstra J, and Ho J. 1993. Cocaine and Metabolites in the Hair of Ancient Peruvian Coca Leaf Chewers. Forensic Science International 63(1-3):269-275.Ubelaker DH, and Stothert KE. 2006. Elemental Analysis of Alkalis and Dental Deposits Associated with Coca Chewing in Ecuador. Latin American Antiquity 17(1):77-89.Wilson AS, Brown EL, Villa C, Lynnerup N, Healey A, Ceruti MC, Reinhard J, Previgliano CH, Araoz FA, Gonzalez Diez J et al.  2013. Archaeological, radiological, and biological evidence offer insight into Inca child sacrifice. Proceedings of the National Academy of Sciences 110(33):13322-13327.

Haemon vs Creon essays

Haemon vs Creon essays Haemon enters and tells his father he will accept his ruling, due to the fatherly authority Creon has over him. Haemon refers to him as his good advisor and will follow any path Creon sees fit. This pleases Creon because as he sees it, his word is law in all things. He goes on ranting on the importance of a good son and advises him to forget Antigone. Creon tells Haemon she has gone against his orders and he does not want his people to see him break his word. Despite their kinship he, If I bring up my own family To flout me, there will be no holding others. A man who sees his family obey him Will have authority in public matters. Creon believes that disobedience is the worst of evils, and that discipline is what holds everything together, so we must stand up for law and order to keep the city together. Haemon interjects with the backing of reason which the gods endow mankind with, suggesting that his father not be so rash in his decision. He is not going against his father; he just wants him to wear on open mind. The rest of the debate supports the fact that Sophocles seems to favor Haemons views on political authority. The playwright makes the reader side with Haemon due to justice and reason. For example, by comparing Creon to the tree that does not bend is an awesome analogy; the reader knows what happens in the end and what eventually will overcome in the end. Also all the rebuttals from Haemon in reply to his fathers childish remarks make for a better argument of justice within reason, as opposed to his fathers reasoningthis is my word, hence, the law. ...

Sony Corp. Final Report Research Paper Example | Topics and Well Written Essays - 1750 words

Sony Corp. Final Report - Research Paper Example The management believe that the strategy implementation would further reduce costs by more than ?300 billion. Nevertheless, Sony should pay particular attention in improving its long term solvency position given that its liquidity ratio is currently below the industry average and it poses a risk that it might not be able to meet its current obligations in an event of emergency even though inventories are not liquidated. (Annual Report, 2009-2010) The debt-to-worth ratio expresses the extent to which the business is relying on debt financing as opposed to shareholders funds (Albrecht, 2004). The increase in debt-to-worth ratio from 2.62 in 2008 to 3.05 and 3.34 in 2009 and 2010 respectively display that Sony is gradually increasing its reliance on debt financing mainly to fund the innovation required for the business growth. The Group’s financial risk position is increased as reflected by the total debt position of the Group. The total debt in 2008 as at balance sheet amounted to ?1,084 million, ?1,111 million in 2009 and ?1,209 million in 2010. (Annual Report, 2009-2010) The debt-to-worth ratios for 2008, 2009 and 2010 which are higher than the industry average further lay emphasis that Sony is currently at a highly leverage position as compared to its competitors. It would pose a threat to its financial safety and flexibility to borrow in the future if the trends continue. Moreover, there might be debt covenants which the Group is obliged to comply and it is critical that the Group monitors them tightly as non-compliance cause breaches in contract and immediate repayment is required. Gross Profit Margin shows a decrease from 2008 (23.1%) to 2009 (19.7%) mainly caused by the challenging economic environment hit by the global financial crisis and the negative impact driven by the appreciation of the yen against U.S dollar and Euro. There is an overall decline of sales in the Electronic, Game, Pictures and Financial Services businesses. Sales in the Electr onic business declined 17% from ?6,613 billion to ?5,488 billion as there is a low demand for products such as the Handy cam video cameras, Cyber-shot compact digital cameras and VAIO PCs. Additionally, Sony has exited its business in LCD rear-projection televisions and CRT televisions during the year. The drop in sales in the Game business from ?1,284 billion to ?1,053 billion is mainly contributed by the decrease in revenue in its PS2 business while motion pictures revenue were down by 16.4% from ?858 billion to ?718 billion primarily driven by lower home entertainment demand and fewer films being sold to the home entertainment market. Financial Services revenue dropped 7.4% from ?581 billion to ?538 billion due to profit deterioration at Sony Life caused by the net valuation loss of convertible bonds and increase in impairment loss on equity securities. However, in 2010, the gross profit margin has improved considerably recording a margin of 22.9% subsequent to restructuring meas ures and cost reduction activities implemented. The restructuring consists of three horizontal platforms – the Global Sales and Marketing Platform, the Manufacturing, Logistics, Procurement and Customer Service Platform and the Research and Development and Common Software Platform aim to achieve cost efficiencies,

Difference and similarities between modern orthodox, hasidic, and a Essay

Difference and similarities between modern orthodox, hasidic, and a unaffiated jew - Essay Example Reuven: I m a modern orthodox, I believe woman is part of modern American culture we need to engage with. i believe in the modern ways but one should still hold on to the jewish tradition. Engage in the secular world is what makes our believes survives in these days. On the other side of the podium we have girls from all of the Jewish background. All of the 24 lights were still on at this time. There are two female guest we are known of. Malkie and from the story Who Knows Kaddish, the narrator. I named the narrator â€Å"Kaddish†. Malkie: Hi Reuven. I’m Malkie, I am from hasidic orthodoxy, but some what I agree with your opinion. I really prefer spiritual in the Jewish faith. I think be a part of the modern world is an important part of Judaism. there should be acomplement between the the secular and the traditional believes. I’m interest in you. Kaddish: Hi, Reuven. I’m Kaddish. I am unaffiliated Jew. I don’t have much belief in Jewish, but I live around it and I like how it bonds within the culture. My families were Jews but we lived like Unitarians, and celebrated the secular trappings of Christmas. But we celebrate no Jewish holidays because as far as we knew, they werent any fun (Kirshenbaum, 174). Reuven: I had my secular education at Yeshiva University and I read a lot of books my father recommend me. But I am still a faithful Jew. Don’t say that reading books would make you less religious because now I have both knowledge and faith as the outcome. My father is a great guy. He didnt restrain me much on the choice of my education. My father is a modern Jew he devote his life to his faith in modern orthodox, he also promoted a Jewish state. (cite and connect to lecture?) Malkie: My parents didnt allow me to get a secular education and this is what i have grown up with. I really adore my parents devotion into hasidism. We

Case Essay Example | Topics and Well Written Essays - 1000 words - 4

Case - Essay Example Through the bill of sale, Riley transferred to Thelma one-half undivided interest in seven units of the property. Through the assignment, Riley also assigned one-half undivided interest in the lease property. This interest included the right of survivorship in favor of Thelma for the other half interest held by Riley. The consideration for both of these agreements was $1.00. The two separated and Thelma went to court seeking to end their domestic partnership as well as enforce the two agreements. According to Riley, the two agreements lacked consideration. On the other hand, Thelma argued that their pending engagement and the amount that she had deposited into their joint account was sufficient consideration for the enforcement of both agreements. The trial court upheld the agreement and divided the property in accordance with the sale agreement as well as the assignment. Riley was not satisfied with the decision of the trial court and went to the Court of Appeal of Tennessee to appeal against the decision of the trial court. Reasons: the court looked at the two agreements and examined them to check whether the four elements that a valid contract should fulfill were present. These four elements are offer, acceptance, consideration and intention to enter into a legally binding contract. The court in looking at the element of consideration, ruled that it was adequate. In a contract, consideration need adequate but sufficient. The court stated that consideration however small is sufficient consideration. It is the responsibility of the seller to seek Consideration is the element that distinguishes a gift from a sale and in this circumstance; the court held that the detriment suffered by the defendant in this case does not have to be equal to the responsibility that is assumed. So long as there was no fraud in passing the interests, the court could

Autism Research Paper Example | Topics and Well Written Essays - 1750 words

Autism - Research Paper Example From the research in this paper, it would be shown that indeed, parents play a critical role in ensuring that autistic children become manageable. Introduction Autism refers to a core disorder among the pervasive developmental disorders which evidences before age 3. The National Institute of Mental Health, NIMH describes autism as a syndrome rather than disease and also as a developmental disorder, hence its influence on growth and development aspects. This has been attributed to genetic factors, environmental causes and brain injury. It has been acknowledged as a dimension and conceived as a spectrum that causes children to have varied degrees of complications in communication, lack of imagination, exhibition of repetitive behaviors and difficulty in social interaction. The constantly revised prevalence of autism ranges between five to sixty cases for every 10,000 children aged 18 and below without the consideration of less severe forms of the disorder such as pervasive developmenta l disorders and Asperger’s disorder (Altiere and Kluge 83). McConachie and Diggle (120) cite the male to female ratio of prevalence at 4.8:1. Any chronic illness presents serious challenges to the individual and the individual’s family at large. But autism has been considered among the most challenging to manage of these disorders with various scholars citing varied challenging traits exhibited by autistic children making it difficult to offer appropriate care like that given to normal children. According to Altiere and Kluge (83), autism would be characterized by communication impairment, self-destructive and aggressive behaviors and low social functioning. In addition to language problems among such children, there would also be troublesome symptoms which include inappropriate public behavior, tantrums and self destructive behaviors. Autistic children present stressors and unique challenges to the parents due to the ambiguity in diagnosis, lack of adherence to the no rms of the society and the long duration and severity of the disorder (Altiere and Kluge 83). In as much as autism symptoms would be exhibited in early childhood, it takes long before appropriate diagnosis would be done. The process of diagnosis would normally be complicated especially when a biological marker misses, encountering such problems among medical practitioners becomes infrequent and due to the normal variations that exist in child development. Even with the diagnosis of autism, the problem of unavailability of treatment persists. Most children would be diagnosed as retarded hence the administration of the wrong approach to treatment (Kogan et al. 1398). The public knows little on autism hence the hostility and insensitivity from the public on parents of autistic children who behave inappropriately in public. The prognosis of autism has also been noted to be limited. Therefore, the important role that parents being part of the family unit would play in ensuring that autis tic conditions in their children become manageable to a larger extent should be appreciated. Even though majority of studies have focused on mother-autistic child relationship, fathers too have a parental role to play in managing autistic children. The involvement of both parents in the care of the autistic

Federalist paper declaration of independence Essay

Federalist paper declaration of independence - Essay Example s not secured against the violence of the stronger; and as, in the latter state, even the stronger individuals are prompted, by the uncertainty of their condition, to submit to a government which may protect the weak as well as themselves; so, in the former state†. Madison is expressing in this last paragraph the dilemma between majority and minority protection. Too much majority protection, and the society is like an anarchy: The strong form coalitions and rule by force, using the state as a narrowly-concealed bludgeon. But with too much protection for the weak, it is inevitable that â€Å"hereditary or self-appointed authority† take over, and a â€Å"will... independent of society itself† characterized by a social elite will dominate, which is even worse than the majority tyranny leading to the odious state of anarchy. Madison then argues that Rhode Island, without reform in the manner prescribed by the Federalist Papers and the eventual Constitution, is an example of this risk of majority tyranny. â€Å"[I]f the State of Rhode Island was separated from the Confederacy and left to itself, the insecurity of rights under the popular form of government within such narrow limits would be displayed by such reiterated oppressions of factious majorities that some power altogether independent of the people would soon be called for by the voice of the very factions whose misrule had proved the necessity of it†. Thus, Madison is proposing that Rhode Islands governmental form be used as an example to stray away from, lest the Constitution lead to the same risk of anarchy or majority tyranny. The â€Å"will independent of society†, of course, is the risk of going too far away from the pole of majority power, represented by Rhode Island, and towards a regime more like an authoritarian or monarchic one. The whole objective of the Federalist Papers was to craft another solution, a different way of going between the horns of the dilemma: â€Å"[B]y comprehending in the society so

Autism Research Paper Example | Topics and Well Written Essays - 1750 words

Autism - Research Paper Example From the research in this paper, it would be shown that indeed, parents play a critical role in ensuring that autistic children become manageable. Introduction Autism refers to a core disorder among the pervasive developmental disorders which evidences before age 3. The National Institute of Mental Health, NIMH describes autism as a syndrome rather than disease and also as a developmental disorder, hence its influence on growth and development aspects. This has been attributed to genetic factors, environmental causes and brain injury. It has been acknowledged as a dimension and conceived as a spectrum that causes children to have varied degrees of complications in communication, lack of imagination, exhibition of repetitive behaviors and difficulty in social interaction. The constantly revised prevalence of autism ranges between five to sixty cases for every 10,000 children aged 18 and below without the consideration of less severe forms of the disorder such as pervasive developmenta l disorders and Asperger’s disorder (Altiere and Kluge 83). McConachie and Diggle (120) cite the male to female ratio of prevalence at 4.8:1. Any chronic illness presents serious challenges to the individual and the individual’s family at large. But autism has been considered among the most challenging to manage of these disorders with various scholars citing varied challenging traits exhibited by autistic children making it difficult to offer appropriate care like that given to normal children. According to Altiere and Kluge (83), autism would be characterized by communication impairment, self-destructive and aggressive behaviors and low social functioning. In addition to language problems among such children, there would also be troublesome symptoms which include inappropriate public behavior, tantrums and self destructive behaviors. Autistic children present stressors and unique challenges to the parents due to the ambiguity in diagnosis, lack of adherence to the no rms of the society and the long duration and severity of the disorder (Altiere and Kluge 83). In as much as autism symptoms would be exhibited in early childhood, it takes long before appropriate diagnosis would be done. The process of diagnosis would normally be complicated especially when a biological marker misses, encountering such problems among medical practitioners becomes infrequent and due to the normal variations that exist in child development. Even with the diagnosis of autism, the problem of unavailability of treatment persists. Most children would be diagnosed as retarded hence the administration of the wrong approach to treatment (Kogan et al. 1398). The public knows little on autism hence the hostility and insensitivity from the public on parents of autistic children who behave inappropriately in public. The prognosis of autism has also been noted to be limited. Therefore, the important role that parents being part of the family unit would play in ensuring that autis tic conditions in their children become manageable to a larger extent should be appreciated. Even though majority of studies have focused on mother-autistic child relationship, fathers too have a parental role to play in managing autistic children. The involvement of both parents in the care of the autistic

The Pro and Con of Obama's New Healthcare Policy Essay

The Pro and Con of Obama's New Healthcare Policy - Essay Example However, there has been a stir of controversies revolving around the implementation of the reform in the health sector. Some of the controversies that have been noted include the effectiveness of the reform, incurred costs, and the impact of this particular reform on the debt of the United States. As a fact, many cons and pros can be derived from the Obamacare reform. Many families, individuals and the society as a whole are bound to benefit (Zephyros Press, 2013). Similarly, the Obamacare deems to benefit the medical practitioners in the United States. Since it is a collective benefit for many professionals, individuals and society, it is a prudent approach in the health sector. The first positivity of the Obamacare is provision of affordable healthcare to the entire population of the United States. Apparently, the reform is to provide affordable health insurance to the whole population in the country. It has been noted that many people do not have health insurance due to the high r ates payable for health insurance. Since some people have skewed budgets, they are not in a position to afford the basic services of healthcare insurance (Tate, 2012). This has affected a large part of the population as they find it difficult to access some of the services incorporated in health insurance. Therefore, this will be a prudent approach to provision of such services to the people. This will be helpful especially to people that find it hard to cater for the up surging expenses of health insurance. The Obamacare is a positive approach to health insurance. As a fact, with the implementation of this reform, it is believed that over 32 million Americans will have access to health insurance. In addition to this, the initiation of this reform will help protect Americans from discriminatory health practices. Similarly, it will weed out unfair practices from the medical practitioners in the health sector (Maglione, 2011). It is noted that some insurance companies have established unfair and discriminatory practices in their scope of their service provision. Therefore, implementation of this reform will protect and encourage other Americans that often face unfairness from the discriminating insurance companies. This will pave way for a comfortable living for all Americans (Boehner, 2011). This will also have a positive impact on the health of many Americans as they will have equal opportunity. This is an encouraging aspect in ensuring equality for all Americans. The Obamacare is set to benefit a cross-section of individuals in the whole country. First, Unemployed persons in the United States will be in acceptance of the stated Obamacare. For example, unemployed persons with an annual income of up to 15, 000 will be legible for healthcare coverage. This will be effective from 2014 under the Medicaid, for single individuals (Pipes, 2013). However, unemployed persons with families will have to pay a higher amount for the same services. Secondly, patients will n ot face any discrimination when they need health coverage. For example, it is noted that many insurance companies do not cover patients that are diagnosed with existing conditions. It is noted that many insurance companies do not insure people with disabilities and deformities. Similarly, insurance companies are selective on patients with cancer and other diseases. However, with the provision of Obamacare, such patients will not be discriminated. Thirdly, patients who

Theory Comparison Essay Example for Free

Theory Comparison Essay It has been a long established fact that man is a unique being. Not only is he different in his ethnic background, man also has variations in his behavioral pattern. Thus, man should be viewed and treated as an exclusive being. For a long time, Psychology can be said to have noticed this rather distinct attribute of man and have sought to understand man from this perspective. This they have attempted to do by proposing various theories that seek to tell us ways by which we should view the individual in the society. Notable pioneering leaders in the field of psychology, whose works and theories have greatly affected the growth of the field of study, are Sigmund Freud and Alfred Alder. These scholars propounded psychodynamic and Adlerian approaches to counseling respectively. Historically, both scholars lived during the same period and as expected, they were colleagues in the profession. Making a comparison of booth theories propounded by them, in counseling children, psychodynamic approach in counseling children and adolescents seeks to know the explanation of the behavioral pattern of the child while making an attempt to understand how the growth of children and adolescents can be affected by their experiences and relationship withy their caregivers. Psychodynamic approach also uses the dreams to infer probable disorders and based on this provide a course of treatment. On the other hand, Adlerian approach basis its therapy on the improvement of self-esteem. In counseling children and adolescent, the therapist encourages the patient or client in overcoming his or her inferiority complexes and self-centeredness. In addition to this, Adlerian approach seeks to help children to gain insight into their goals as well as ways of attaining them. In the counseling process, the counselor attempts to identify the fantasies that children and adolescent might have and also identify goals that are far from reach to the growing child. The counselor then attempts to redirect these goals so that they will not lead to other psychological disorders informed by the reality of not being able to achieve these goals. Because these theories are both theories in psychology, there are some aspects of these theories that are relatable. To begin with, both theories are psychoanalytic theories that aim at the same goal – which is to provide an answer to thinking or mental disorders. Apart from this, both psychodynamic and adlerain theories recognizes that people man sometimes have some desires that are higher than him. In the case of psychodynamic approach, counseling seeks to identify some disorders based on fantasies that the patient has built around himself/herself. In the case of Adlerian approach, the tool used deals with the identification of goals set that are higher than the patient or client which when not met tends to build frustration. However, Freud’s psychodynamic approach is based on the assumption that disorders can be attributed to one’s personal developmental experiences which causes unconscious conflicts that are directly responsible for the patient’s condition. On the other hand, in Adlerian approach, disorders are attributed to frustrations informed by inferiority complex. Apart from this, in diagnosing disorders, the method used in the psychodynamic approach is that of interpretation. Here, the therapist or physician listens to dreams, fantasies etc of the patient and seek to interpret the words of the patient. The physician seeks to link these dreams and fantasies as being the responsible for the present position of the patient. However, the method of diagnosis in Adlerian approach is not as interpretative as the psychodynamic approach. Also, the psychodynamic approach can be said to apply a â€Å"past looking† method in diagnosis while in the case of Adlerian approach it is a â€Å"becoming† or â€Å"forward looking† way of diagnosing. In addition to this, the techniques used are different. In the case of psychodynamic approach, different forms of interpretations are used. For instance, it uses transference interpretation, genetic interpretation, and dream interpretation to understand the condition of the patient. On the other hand, the Adlerian approach uses psychotropic medications to ease the overpowering fantasies, encouragement to stay live. It also uses motivation as a tool and seeks to build the patient’s superiority complex. Reference: Mitchell, S.A., Black, M.J. (1995). Freud and beyond: a history of modern psychoanalytic thought. Basic Books, New York

Congestive Cardiac Failure With Digoxin Toxicity

Congestive Cardiac Failure With Digoxin Toxicity Contents (Jump to) Criterion-1 Causes, Incidences and Risk Factors of Congestive Cardiac Failure with Digoxin Toxicity: Comprehensive Understanding of the Disease on Patient and Family: Criterion-2 Signs Symptoms Pathophysiology Criterion-3 Drug Class Physiological Effect Criterion-4 Interventions-Rationales: Comprehensive Treatment of the Identified Condition: Supportive care Electrolyte abnormality management Bradycardia management Hemodynamic compromise management Ongoing monitoring and change of medicine CASE STUDY ON CONGESTIVE CARDIAC FAILURE WITH DIGOXIN TOXICITY Criterion-1 Causes, Incidences and Risk Factors of Congestive Cardiac Failure with Digoxin Toxicity: Digoxin toxicity caused by high levels of digitalis in the body. As in our case study Mrs. Sharon McKenzie, a 77 year old woman, used to take daily 250 mcg of digoxin, which is a very high dose for adult patients. Especially those, who are suffering from congestive cardiac failure, like our patient Mrs. Sharon McKenzie (Neo, et al, 2010). Body receives the therapeutic effect when it stores of 8 to 12 mcg/kg generally with minimum risk of toxicity in most patients with failure of heart and normal sinus or breathing rhythm (Mangoni, 2010). People withheart failurewho have this digoxin are commonly prescribed medications called diuretics that remove excess fluid from the part of body. This is also happens that many diuretics can cause potassium loss from the body (Johnson, Inder, Nagle Wiggers, 2010). Though ultimately it increases the risk of digitalis toxicity. Again, our patient, Mrs. Sharon McKenzie’s potassium level is low; 2.5 mmol/l. whereas a normal potassium level ranges from 3.5-5.0 mmol/l. You are more likely to fall into that condition if you take digoxin, digitoxin, or other digitalismedicinesalong with the higher effective drugs that interact withit such as flecainide, quinidine, amiodarone, verapamil, and others. Similarly, Mrs. Sharon McKenzie’s was also taking medication with digoxin like furosemide, warfarin, and enalapril (Siabani, Leeder Davidson, 2013). In recent years the incidence of digoxin toxicity has dropped among patients in hospitals. A study has been done on 183 outpatients, who are receiving on going treatment of digoxin toxicity at 10 urban and rural Department of Veterans Affairs Medical Centers in the Rocky Mountain region, to evaluate whether a similar decline of digoxin toxicity has occurred or not. The statistics over 1-year period, of that study is like that: Out of the 183 patients: 50 (27.3%) had one or more risk factors for digoxin toxicity. Serum digoxin levels were elevated in 13.6% of patients. Hypokalemia in 14.3%. Elevated creatinine levels in 17.9%. And possible drug interactions in 5.5% of patients. The most common risk factor of digoxin toxicity is the patient’s elderly age. Like in our case study, Mrs. Sharon McKenzie is also 77-year old woman. However there are other risk factors too, which render the elderly more vulnerable to digoxin toxicity. These contain an age-related decline in renal function and a decrease in volume of digoxin distribution. There is also an increase in the number of comorbid conditions, including cardiovascular and chronic obstructive pulmonary disease, which heightens vulnerability to digoxin toxicity. Comprehensive Understanding of the Disease on Patient and Family: Digoxin toxicity is a life-threatening condition, and when a serious disease like congestive cardiac failure caused by digoxin toxicity then it can impact severely in a bad way on a patient as well as his/her family (Betihavas, 2011). Due to which his/her family also suffer by seeing their loved one mentally disturbed. Often the patients with CHF who are depressed or who lack social support, the higher the support from the social side the higher the rate of healing as the family and the patient both in complex and double trouble. Criterion-2 Signs Symptoms Pathophysiology Severe ventricular arrhythmias: Sudden cardiac death and loss of consciousness are the basic signs and symptoms of the cardiac arrhythmias. Complaints such as dizziness, lightheadedness, fluttering, dizziness, and pounding, chest discomfort, quivering, shortness of breath, and forceful or painful fast beats are commonly reported with arrhythmias patients. Often, patients notice arrhythmias only after checking their peripheral pulses (Mudge, et al, 2010). The pathogenesis of the arrhythmias falls into one of two basic mechanisms: increased or covered up automaticity, triggered activity, or re-entry. Triggered activity occurs when early after depolarization and delayed after depolarization initiate spontaneous multiple depolarization, precipitating ventricular arrhythmias (Johnson, Inder, Nagle Wiggers, 2010). Arrhythmogenesis is probably the most common procedure and results from re-entry. It causes the change of state of mind and mood too. 2) Hyperkalemia: Higher potassium rate in your blood can affect how your heart works. Symptoms of hyperkalemia can include: Abnormal heart rhythm arrhythmia that can be life-threatening Slowheart rate Weakness (Neo, et al, 2010) Hyperkalemia may result from an increase in total body potassium secondary to imbalance of intake vs. excretion or from misdistribution between intra- and extracellular space (Nanda, 2009). 3) Hypokalemia: Usually symptoms of low potassium are mild Weakness, tiredness, or pain in arms or legs muscles, sometimes this might be so severe to cause inability and disability to move arms or legs due to weakness of muscles (much like a paralysis) (Hughes Crowe, 2010) Tingling or numbness Nausea or vomiting Abdominal cramping, bloating Constipation Palpitations (feeling your heart beat irregularly) Urine passing rate is too high simultaneously feeling thirsty mostly (Neo, et al, 2010). In the heart, low potassium levels make the myositis hypo-polarized or hyper excitable. Thus, arrhythmia occurs as a result of the atrium’s lowered membrane potential due to recovery from inactivation of the Na channel, which may trigger an action potential. In addition to this, reduced potassium in the extracellular space inhibits the IKr potassium current activity, and ventricular depolarization is delayed, which thereby promotes reentrant arrhythmias (Jeon, Kraus, Jowsey Glasgow, 2010). 4) Neurologic Symptoms: In the identified condition, the patient may also go through with neurologic symptoms which are: Visual disturbances, disorientation, and confusion.You might experience confusion. Although rare, you might also see bright spots, have blurry vision, or experience blind spots. In addition, you might urinate much more or less than usual (Betihavas, 2011). Your body could also become swollen. The physiologies of neurological symptoms are not easy to judge and too complex and our getting of them are incomplete mostly. From an evolutionary perspective it is easy to judge the neurological symptoms. Though it makes sense that the genuine physiologies of neurological symptoms are intricate and interrelated (Courtney, et al, 2009). 5) Sinus Node Dysfunction: Sinus node dysfunction refers to a number of conditions causing physiologically inappropriate atrial rates. Symptoms may be minimal or include weakness, effort intolerance, palpitations, and syncope. Diagnosis is by ECG. Symptomatic patients require a pacemaker. Sinus node dysfunction includes inappropriate and misbalancing the sinus bradycardia, alternating bradycardia and atrial tachyarrhythmia, sinus pause or arrest, and sinoatrial exit block (Jeon, Kraus, Jowsey Glasgow, 2010). SND also causes the abnormalities in SN impulse formation and propagation that also causes abnormalities in the atrium and in the conduction system of the heart (Higgins, et al, 2013). Slow ventricular rates and pauses at the time of stress is the general causes, furthermore, it includes following: Fatigue Angina Syncope Dizziness Fall Confusion Heart failure symptoms and palpitations Criterion-3 Drug Class Physiological Effect Angiotensin-converting enzyme (ACE) inhibitors: ACE inhibitors cause blood vessels broadness, further descent the amount of work the heart has to do they may also have direct beneficial effects on the heart. These drugs are reducing the symptoms and the need for hospitalization moreover they are helpful to prolong life (Mudge, et al, 2010). Beta-blockers: Beta-blockers drugs lower down the heart rate and block excessive blockage in the heart. They also helpful in the heart disease. These drugs are usually used with ACE inhibitors and provide an added benefit. They may temporarily worsen symptoms but result in long-term improvement in heart function (Betihavas, 2011). Although ACE inhibitors improve outcome in patients with systolic dysfunction, many patients with hypertension experience congestive heart failure due to diastolic dysfunction related to left ventricular hypertrophy. ACE inhibitors have been shown to reverse left ventricular hypertrophy in patients with hypertension.A meta-analysis of the effects of several antihypertensive agents suggested that ACE inhibitors were the most effective agent in reducing left ventricular hypertrophy (Katz Konstam, 2012). Beta blocker is helpful in improving the function of the failing LV and need to prevent or reverse progressive LV dilation, sphericity, chamber and hypertrophy. Beta blockers also lower down the heart beating rate and LV wall stress. According to recent studies from laboratories have also proven that beta blockers can satisfy cardiomyocyte apoptosis in HF. These are the basic advantages and benefit of beta-blocker for the patient of heart at any higher stage (Katz Konstam, 2012). Criterion-4 As a registered nurse, my care plan for a patient suffering from Congestive Cardiac Failure with digoxin toxicity would be like, (Driscoll, et al, 2009) Interventions-Rationales: I realize that I would hold the medication Due to possibility of toxicity Wait for Electrolytes and digoxin test, as these tests were already ordered for our patient electrolytes can affect the action of dig and cause dysthymias and to find out the level of dig Monitor I O monitoring for renal function Monitor for edema and auscultator the lungs Monitor symptoms, VS S/E of dig toxicity Call the doctor. To get orders to carry out interventions and inform doctor Start an IV. For administration of medications (Mudge, et al, 2010). Comprehensive Treatment of the Identified Condition: The main goal of treatment is to correct cardiac toxicity.If the person has stopped breathing, as our patient Mrs.Sharon McKenzie confronting with shortness of breath, startCPRand get emergency medical help (Betihavas, 2011). Initial treatment includes: General supportive care Discontinuation of digoxin therapy and prevention of further exposure Administration of digoxin-specific antibody fragments (digoxin immune Fab) Treatment of specific complications: for example, dysrhythmias and electrolyte abnormalities (Jeon, Kraus, Jowsey Glasgow, 2010). Supportive care General supportive care includes attaching patients to a cardiac monitor, providing IV fluids in patients with hypotension or volume depletion (with caution for patients with CHF), supplemental oxygen, and/or repletion of electrolytes in patients with electrolyte abnormalities (Mudge, et al, 2010). Electrolyte abnormality management In case of Mrs. Sharon McKenzie, hyperkalemia is only corrected (e.g., with insulin/glucose) if it is considered life-threatening, because of the risk of producing hypokalemia, because her potassium level is low i.e. 2.5 mmol/l. One study showed that insulin interacts directly with Na(+)/K(+) ATPase pump and alters the effect of digoxin (Betihavas, 2011). This supports the finding that for patients with diabetes, insulin has been shown to have cardio protective effects after digoxin intoxication. Calcium is not used to treat hyperkalemia in patients with suspected digoxin toxicity as it may induce arrhythmia or cardiac arrest. Bradycardia management As Mrs. Sharon McKenzie’s ECG report showed sinus bradycardia, this will be treated with atropine. Atropine can be given every 3 to 5 minutes until there is a response or the 3 mg maximum dose is reached (San Miguel, et al, 2013). Hemodynamic compromise management As Mrs. Sharon McKenzie has signs of hemodynamic insufficiency and/or compromise (e.g., hypotension, altered consciousness or dizziness), digoxin immune Fab is given as primary management (Mudge, et al, 2010). Ongoing monitoring and change of medicine Ideally, digoxin is discontinued and a different medicine for rate control or a different inotrope prescribed (for AF, atrial flutter or CHF, respectively). If the patient has to remain on digoxin for some reason, then the dose of digoxin is adjusted for the patients medication profile (Edgley, Krum Kelly, 2012). Referencing: Jeon, Y. H., Kraus, S. G., Jowsey, T., Glasgow, N. J. (2010). The experience of living with chronic heart failure: a narrative review of qualitative studies. BMC health services research, 10(1), 77. Hughes, J., Crowe, A. (2010). Inhibition of P-glycoprotein-mediated efflux of digoxin and its metabolites by macrolide antibiotics. Journal of pharmacological sciences, 113(4), 315-324. Mangoni, A. A., Woodman, R. J., Gaganis, P., Gilbert, A. L., Knights, K. M. (2010). Use of nonà ¢Ã¢â€š ¬Ã‚ steroidal antià ¢Ã¢â€š ¬Ã‚ inflammatory drugs and risk of incident myocardial infarction and heart failure, and allà ¢Ã¢â€š ¬Ã‚ cause mortality in the Australian veteran community. British journal of clinical pharmacology, 69(6), 689-700. Siabani, S., Leeder, S. R., Davidson, P. M. (2013). Barriers and facilitators to self-care in chronic heart failure: a meta-synthesis of qualitative studies. SpringerPlus, 2(1), 320. Courtney, M., Edwards, H., Chang, A., Parker, A., Finlayson, K., Hamilton, K. (2009). Fewer Emergency Readmissions and Better Quality of Life for Older Adults at Risk of Hospital Readmission: A Randomized Controlled Trial to Determine the Effectiveness of a 24à ¢Ã¢â€š ¬Ã‚ Week Exercise and Telephone Followà ¢Ã¢â€š ¬Ã‚ Up Program. Journal of the American Geriatrics Society, 57(3), 395-402. Nanda, A., Chen, M. H., Braccioforte, M. H., Moran, B. J., D’Amico, A. V. (2009). Hormonal therapy use for prostate cancer and mortality in men with coronary artery disease–induced congestive heart failure or myocardial infarction. Jama, 302(8), 866-873. Edgley, A. J., Krum, H., Kelly, D. J. (2012). Targeting Fibrosis for the Treatment of Heart Failure: A Role for Transforming Growth Factorà ¢Ã¢â€š ¬Ã‚ ÃŽ ². Cardiovascular therapeutics, 30(1), e30-e40. Betihavas, V., Newton, P. J., Du, H. Y., Macdonald, P. S., Frost, S. A., Stewart, S., Davidson, P. M. (2011). Australias health care reform agenda: Implications for the nurses’ role in chronic heart failure management. Australian Critical Care, 24(3), 189-197. Mudge, A., Denaro, C., Scott, I., Bennett, C., Hickey, A., A Jones, M. (2010). The paradox of readmission: effect of a quality improvement program in hospitalized patients with heart failure. Journal of Hospital Medicine, 5(3), 148-153. Johnson, N. A., Inder, K. J., Nagle, A. L., Wiggers, J. H. (2010). Attendance at outpatient cardiac rehabilitation: is it enhanced by specialist nurse referral. Australian Journal of Advanced Nursing, 27(4), 31-37. Higgins, R., Navaratnam, H. S., Murphy, B. M., Walker, S., Worcester, M. U. M. U. (2013). Outcomes of a chronic heart failure training program for health professionals. Journal of Nursing Education and Practice, 3(7), p68. Driscoll, A., Davidson, P., Clark, R., Huang, N., Aho, Z. (2009). Tailoring consumer resources to enhance self-care in chronic heart failure. Australian Critical Care, 22(3), 133-140. Neo, J. H., Ager, E. I., Angus, P. W., Zhu, J., Herath, C. B., Christophi, C. (2010). Changes in the renin angiotensin system during the development of colorectal cancer liver metastases. BMC cancer, 10(1), 134. Katz, A. M., Konstam, M. A. (2012).Heart failure: pathophysiology, molecular biology, and clinical management. Lippincott Williams Wilkins. San Miguel, J. F., Sonneveld, P., Orlowski, R. Z., Moreau, P., Rosià ±ol, L., Moslehi, J. J., Richardson, P. G. (2013). Quantifying the risk of heart failure associated with proteasome inhibition: a retrospective analysis of heart failure reported in phase 2 and phase 3 studies of bortezomib (Btz) in multiple myeloma (MM).Blood,122(21), 3187-3187

Managing People :: essays research papers

Managing People Task One Discuss how you would approach the task initially. I would initially approach the task slowly and carefully. I would carefully read the brief for the task, underlining or highlighting the important parts of the brief that concern the jobs and roles performed by Mrs. Pane. I would also try to gather information about the tasks and roles she performed. The brief describes how Mrs. Pane performed the jobs of a Receptionist/Telephonist and also that of a personal assistant. After gathering information on these jobs I would then try to break down each different aspect of the job i.e. Receptionist- fluent in typing. After I have broke down each job aspect I could then start to write the person specification element of the assignment. To write the person specification properly I would have to decide what the aspects of the job were desirable and what aspects were essential to the job. To successfully produce my own job advertisement I would need to look at job advertisements that are already in local newspapers and local job papers. I believe that the advertisement needs to contain all relevant information on the job vacancy but must also give a brief history of the company and maybe also an indication of how the company wants to grow or expand in the future. The advert could also include the mission statement of the company. Task four I would approach by considering what companies look for in potential employees i.e. personal qualities not just purely on qualifications. All the tasks have to be looked at carefully to make sure that no law or legislation is broken. Task Four Outline how you would select a candidate from the 27 applicants, including the main elements of documentation. Before selecting a candidate, the applications would have to go through many different filtering and screening processes. I would have the applicants send their c.v’s to the company because a c.v can contain a lot more information about someone than an application form because of its limited questions. One of the first filters in my selection would be age. I believe that someone under thirty would not have the experience or the relevant knowledge to perform the job of personal assistant and receptionist. However I also believe that someone over fifty would struggle to keep on top of such a heavy workload. I believe that employing someone over fifty does not show that you are thinking long term about the future success of a company.

St. Johns Wort As A Treatment For Depression: Herbal Healer or Ineffec

St. John's Wort As A Treatment For Depression: Herbal Healer or Ineffective Alternative? This country has its share of major health issues, and Depression has remained a prominent one. With a prevalence rate of one in twenty suffering from this psychological disease in the US, (1) it is no wonder that many varying treatment options now exist for sufferers. The most common approach to treating Depression is with some form of psychotherapy coupled with prescription drugs. However, this traditional course of treatment now has the so called 'alternative' approaches to contend with. One such alternative therapy is Hypericum, an herb that is more commonly known as St. John's Wort. There is a bubbling debate between believers in the herbal treatment and non-believers (comprised mostly of doctors and researchers) who think St. John's Wort does nothing for Depression. From both sides of the debate, however, there have been some interesting findings. There is a common understanding that St. John's Wort was named after John the Baptist. Hypericum perforatum is its Latin name. St. John's Wort is a naturally occurring plant characterized by its black-spotted yellow flowers. Historically it has been hailed as an effective treatment for an array of ailments, including digestive disorders, lung ailments, skin abrasions, and as a general inducer of state of 'well being'. From its supporting side, the argument is that St. John's Wort should be treated as comparable to prescription antidepressants and as just another available option for the millions who are depressed in this country. Supporters often site the fact that German doctors endorse millions of doses of the herb daily, and elsewhere in Europe, the medical community readily ack... ...cription", mixing herbs with prescription drugs For More Information: http://my.webmd.com/content/article/13/1668_50209 7) Newsweek article "A Natural Mood Booster", treating Depression with St. John's Wort http://www.iherb.com/iherb/newmay519nat.html 8) National Institute of Mental Health (NIMH), "Information About St. John's Wort" page http://www.nimh.nih.gov/publicat/stjohnswort.cfm 9) National Center for Complementary and Alternative Medicine , St. John's Wort Fact Sheet http://nccam.nih.gov/nccam/fcp/factsheets/stjohnswort/stjohnswort.htm 10) National Center for Complementary and Alternative Medicine , St. John's Wort Q & A http://nccam.nih.gov/ne/press-releases/stjohnswort/q-and-a.htm 11) Health World Online , index of articles on Depression and herbal remedies http://www.healthy.net/asp/templates/condition.asp?ConditionId=90

Real Men Drink Coke

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