Education and Happiness Essay

Mosley refers to the status quo in a negative way and I do agree with his points of view. Americans just don’t seem to have some happiness in their lives anymore, and we should wonder why that is the case. The educational system doesn’t seem to be any better when it comes to helping us out with our own happiness there are just too many restrictions going on. The students can’t be themselves. Employment has become a need rather then people wanting to wake up every morning and looking forward to going to work. There is just so much going on, like economic problems, job cuts and people can’t find happiness anywhere. A person’s wellbeing should always be first especially when it comes to there happiness. It seems that the American government has put aside what their first responsibility to Americans is, which is making sure that the people are happy. In â€Å"Get Happy† Mosley says, â€Å"But our potential for happiness has lagged far behind,† and what I’m getting from this is that our citizen‘s wellbeing isn‘t put first, rather it is being put to the side and not being an important element of people‘s lives. The government isn’t doing their job in making sure we’re happy. They seem to be doing the bare minimum and just worrying about what is necessary to â€Å"help† the people in every way they can, but they don’t show any interest in their happiness. Education is now a big issue as well, for the fact that now schools are being referred to as being â€Å"prisonlike.† What I’m getting from all this is that there are just too many restrictions on students, and there is no sense of freedom at schools. Schools are being built in a prison like manner and just like in prison there is always someone of higher authority watching over everyone which might make people feel like they can’t be themselves and express how they might feel about certain things. Americans just aren’t happy with anything that’s going on around them because they’re being treated as is they were insignificant. We have the right to be happy, but its like no one is pursuing that goal anymore. They are settling for what they have. In other words, they’re just learning to live their lives the way they are. Jobs now have become so meaningless, and the only reason people stick around at their jobs is because they have to in order to be able to provide for their families. We are now just being controlled as if we were puppets. The government’s priorities have changed so much and happiness for Americans isn’t important to them anymore. In the reading it says, â€Å"Citizens are not treated like members of society but more like employees who can be cut loose for any reason large or small,† this just goes to show that people don’t seem to be important, especially them being happy. Citizens just feel the need to work because that’s one of the only way they can make it in life, and be able to provide for their family, even if it means waking up every morning and not looking forward to going to work. Citizens are unhappy because they have to take labor intensive jobs that enslave them. People even think that the more money they have that they have the happier they will be, but the reality is that money does not buy happiness. It might buy you what you want like a huge television, but doesn’t mean you’ll be happier. If a person has a good empowering education they might be more confident and want to accomplish many goals. This will bring them more happiness because they know they were able to take control of their own lives and get to where they want to be. For example, when someone has a job they hate and don’t look forward to going to work its because they might not of had the same opportunities as someone else. No one should have to settle for what they have, if a person keeps trying they can reach their happiness. If the school system is bad then of course the students won’t feel encouraged but rather feel forced to be there since most of the times there is no other choice. Of course having a dull job and bad school system will lead to a person’s unhappiness. When a person sets their own goals and doesn’t give up no matter the obstacles, and later make their goals come true a person will be a lot happier. Just knowing they accomplished what they set their mind will show them that they don’t have to settle for a meaningless job and especially being an unhappy person. A person’s happiness should always come first like it was set out to be by the government.

Climate Change Term Paper

INTRODUCTIONClimate change is a significant and lasting change in the statistical distribution of weather patterns over periods ranging from decades to millions of years. It may be a change in average weather conditions or the distribution of events around that average (e.g., more or fewer extreme weather events). Climate change may be limited to a specific region or may occur across the whole Earth.The most general definition of climate change is a change in the statistical properties of the climate system when considered over long periods of time, regardless of cause. Accordingly, fluctuations over periods shorter than a few decades, such as El Nià ±o, do not represent climate change.The term sometimes is used to refer specifically to climate change caused by human activity, as opposed to changes in climate that may have resulted as part of Earth's natural processes. In this sense, especially in the context of environmental policy, the term climate change has become synonymous wit h anthropogenic global warming. Within scientific journals, global warming refers to surface temperature increases while climate change includes global warming and everything else that increasing greenhouse gas levels will affect.REVIEW OF RELATED LITERATUREAccording the Government Environmental Protection Agency webpage http://www.epa.gov/climatechange/glossary.html#F on the topic: Glossary of climate change terms, factors that can shape climate are called climate forcings or â€Å"forcing mechanisms†. These include processes such as variations in solar radiation, deviations in the Earth's orbit, mountain-building and continental drift, and changes in greenhouse gas concentrations. There are a variety of climate change feedbacks that can either amplify or diminish the initial forcing. Some parts of the climate system, such as the oceans and ice caps, respond slowly in reaction to climate forcings, while others respond more quickly.From NASA Earth Observatory webpage on the t opic: â€Å"Glossary†. That natural changes in the components of earth's climate system and their interactions are the cause of internal climate variability, or â€Å"internal forcings.† Scientists generally define the five components of earth's climate system to include Atmosphere, hydrosphere, cryosphere, lithosphere (restricted to the surface soils, rocks, and sediments), and biosphere.Andrew S. Gale, author of the book: â€Å"A Milankovitch scale for Cenomanian time† on his topic Terra Nova emphasized that slight variations in Earth's orbit lead to changes in the seasonal distribution of sunlight reaching the Earth's surface and how it is distributed across the globe. There is very little change to the area-averaged annually averaged sunshine; but there can be strong changes in the geographical and seasonal distribution.The three types of orbital variations are variations in Earth's eccentricity, changes in the tilt angle of Earth's axis of rotation, and pre cession of Earth's axis. Combined together, these produce Milankovitch cycles which have a large impact on climate and are notable for their correlation to glacial and interglacial periods, their correlation with the advance and retreat of the Sahara, and for their appearance in the stratigraphic record.BODYCAUSESOn the broadest scale, the rate at which energy is received from the sun and the rate at which it is lost to space determine the equilibrium temperature and climate of Earth. This energy is distributed around the globe by winds, ocean currents, and other mechanisms to affect the climates of different regions.Factors that can shape climate are called climate forcings or â€Å"forcing mechanisms†. These include processes such as variations in solar radiation, deviations in the Earth's orbit, mountain-building and continental drift,  and changes in greenhouse gas concentrations. There are a variety of climate change feedbacks that can either amplify or diminish the in itial forcing. Some parts of the climate system, such as the oceans and ice caps, respond slowly in reaction to climate forcings, while others respond more quickly.Forcing mechanisms can be either â€Å"internal† or â€Å"external†. Internal forcing mechanisms are natural processes within the climate system itself (e.g., the thermohaline circulation). External forcing mechanisms can be either natural (e.g., changes in solar output) or anthropogenic (e.g., increased emissions of greenhouse gases).Ocean variabilityThe ocean is a fundamental part of the climate system, some changes in it occurring at longer timescales than in the atmosphere, massing hundreds of times more and having very high thermal inertia (such as the ocean depths still lagging today in temperature adjustment from the Little Ice Age).Short-term fluctuations (years to a few decades) such as the El Nià ±o-Southern Oscillation, the Pacific decadal oscillation, the North Atlantic oscillation, and the Arct ic oscillation, represent climate variability rather than climate change. On longer time scales, alterations to ocean processes such as thermohaline circulation play a key role in redistributing heat by carrying out a very slow and extremely deep movement of water, and the long-term redistribution of heat in the world's oceans.Orbital variationsSlight variations in Earth's orbit lead to changes in the seasonal distribution of sunlight reaching the Earth's surface and how it is distributed across the globe. There is very little change to the area-averaged annually averaged sunshine; but there can be strong changes in the geographical and seasonal distribution. The three types of orbital variations are variations in Earth's eccentricity, changes in the tilt angle of Earth's axis of rotation, and precession of Earth's axis. Combined together, these produce Milankovitch cycles which have a large impact on climate and are notable for their correlation to glacial and interglacial  perio ds, their correlation with the advance and retreat of the Sahara, and for their appearance in the stratigraphic record.Solar outputVariations in solar activity during the last several centuries based on observations of sunspots and beryllium isotopes. The period of extraordinarily few sunspots in the late 17th century was the Maunder Minimum. The sun is the predominant source for energy input to the Earth. Both long- and short-term variations in solar intensity are known to affect global climate.VolcanismIn atmospheric temperature from 1979 to 2010, determined by MSU NASA satellites, effects appear from aerosols released by major volcanic eruptions (El Chichà ³n and Pinatubo). El Nià ±o is a separate event, from ocean variability.Volcanic eruptions release gases and particulates into the atmosphere. Eruptions large enough to affect climate occur on average several times per century, and cause cooling (by partially blocking the transmission of solar radiation to the Earth's surface ) for a period of a few years. The eruption of Mount Pinatubo in 1991, the second largest terrestrial eruption of the 20th century (after the 1912 eruption of Novarupta) affected the climate substantially.Global temperatures decreased by about 0.5  °C (0.9  °F). The eruption of Mount Tambora in 1815 caused the Year Without a Summer. Much larger eruptions, known as large igneous provinces, occur only a few times every hundred million years, but may cause global warming and mass extinctionsPlate tectonicsOver the course of millions of years, the motion of tectonic plates reconfigures global land and ocean areas and generates topography. This can affect both global and local patterns of climate and atmosphere-ocean circulation.The position of the continents determines the geometry of the oceans and therefore influences patterns of ocean circulation. The locations of the seas are important in controlling the transfer of heat and moisture across the globe, and therefore, in determini ng global climate. A recent example of tectonic control on ocean circulation is the formation of the Isthmus of Panama about 5 million years ago, which shut off direct mixing between the Atlantic and Pacific Oceans.Human influencesIn the context of climate variation, anthropogenic factors are human activities which affect the climate. The scientific consensus on climate change is â€Å"that climate is changing and that these changes are in large part caused by human activities,† and it â€Å"is largely irreversible.† â€Å"Science has made enormous inroads in understanding climate change and its causes, and is beginning to help develop a strong understanding of current and potential impacts that will affect people today and in coming decades.GlaciersGlaciers are considered among the most sensitive indicators of climate change. Their size is determined by a mass balance between snow input and melt output. As temperatures warm, glaciers retreat unless snow precipitation increases to make up for the additional melt; the converse is also true.Glaciers grow and shrink due both to natural variability and external forcings. Variability in temperature, precipitation, and englacial and subglacial hydrology can strongly determine the evolution of a glacier in a particular season. Therefore, one must average over a decadal or longer time-scale and/or over a many individual glaciers to smooth out the local short-term variability and obtain a glacier history that is related to climate.Arctic sea ice lossThe decline in Arctic sea ice, both in extent and thickness, over the last several decades is further evidence for rapid climate change. Sea ice is  frozen seawater that floats on the ocean surface. It covers millions of square miles in the polar regions, varying with the seasons. In the Arctic, some sea ice remains year after year, whereas almost all Southern Ocean or Antarctic sea ice melts away and reforms annually. Satellite observations show that Arcti c sea ice is now declining at a rate of 11.5 percent per decade, relative to the 1979 to 2000 average.VegetationA change in the type, distribution and coverage of vegetation may occur given a change in the climate. Some changes in climate may result in increased precipitation and warmth, resulting in improved plant growth and the subsequent sequestration of airborne CO2. A gradual increase in warmth in a region will lead to earlier flowering and fruiting times, driving a change in the timing of life cycles of dependent organisms. Conversely, cold will cause plant bio-cycles to lag. Larger, faster or more radical changes, however, may result in vegetation stress, rapid plant loss and desertification in certain circumstances.PrecipitationPast precipitation can be estimated in the modern era with the global network of precipitation gauges. Surface coverage over oceans and remote areas is relatively sparse, but, reducing reliance on interpolation, satellite data has been available since the 1970s. Quantification of climatological variation of precipitation in prior centuries and epochs is less complete but approximated using proxies such as marine sediments, ice cores, cave stalagmites, and tree rings.Sea level changeGlobal sea level change for much of the last century has generally been estimated using tide gauge measurements collated over long periods of time to give a long-term average. More recently, altimeter measurements — in combination with accurately determined satellite orbits — have provided an improved measurement of global sea level change. To measure sea levels prior to instrumental measurements, scientists have dated coral reefs that grow near the surface of the ocean, coastal sediments, marine terraces, ooids in  limestones, and nearshore archaeological remains. The predominant dating methods used are uranium series and radiocarbon, with cosmogenic radionuclides being sometimes used to date terraces that have experienced relative se a level fall.CONCLUSIONIn light of the contexts of this manuscript, the researcher concluded that global warming refers to surface temperature increases while climate change includes global warming and everything else that increasing greenhouse gas levels will affect. It may be a change in average weather conditions or the distribution of events around that average (e.g., more or fewer extreme weather events).Scientists have made many projections about how global warming will affect weather, glacial ice, sea levels, agriculture, wildlife, and human health. Many changes linked to rising temperatures are already being observed.In a warmer world, scientists predict that more people will get sick or die from heat stress, due not only to hotter days but more importantly to warmer nights (giving the sufferers less relief). More frequent and intense heat waves will further contribute to this trend.Responding to the challenge of controlling global warming will require fundamental changes in energy production, transportation, industry, government policies, and development strategies around the world. These changes take time. The challenge today is managing the impacts that cannot be avoided while taking steps to prevent more severe impacts in the future.

CORPORATE FINANCE Essay Example | Topics and Well Written Essays - 2000 words

CORPORATE FINANCE - Essay Example The beauty of capital asset pricing model (CAPM) is that it not only helps the investors to calculate investment risk but also gives them a fair expected idea about the return on their investment (Fabozzi Frank, 1998). In the following paragraphs we will discuss the CAPM, its general theory, limitations and the reason of its adoption in the market The CAPM was initially presented and developed by John Lintner, William Sharpe and Jan Mossin autonomously (Bernstein, 1992). During the period of 1964-66, the idea of CAPM was presented by them in three different and exceedingly valued journals. CAPM was considered as a misleading model at its early stage because the business community thought that professional investment management was mainly a misuse of time. This misconception about CAPM remained dynamic for next ten years. After a decade, investment experts came to know the CAPM and recognized it as a significant mean to assess the expected risk in the investment. Capital asset pricing model (CAPM) is actually financial and economic related model which determines the rate of return of an asset in a well-diversified portfolio and thus subsequently determines its value. Capital asset pricing model (CAPM), determines the price of an asset in association with reward-to-risk ratio. Here 2. Risk is the assets non-diversifiable risk (ÃŽ ²), also referred to as systematic risk, or market risk. The ÃŽ ² (beta) here is the measure of the risks involved in a particular stock or portfolio in relation to the overall market risk. A share’s beta factor is the measures of measure of its volatility in terms of market risk. The beta factor of the market as a whole is 1.0. Market risk makes market returns volatile and the beta factor is simply a yardstick against which the risk of other investments can be measured. Risk or uncertainty describes a situation where there is not first one possible outcome but array of potential returns. Risk is measured as the beta factor

Macroeconomic Essay Example | Topics and Well Written Essays - 250 words - 5

Macroeconomic - Essay Example ces and damaged confidence of the investors, while the Federal Reserve has tried to help US recover its GDP and consumption rate by offering money at interest rates which are as low as zero percent (CBO, 2013 & FRB, 2013). Another huge problem that the US is currently trying to counter is the budget deficit and the trade deficit which continues to threaten US as a nightmare. There are various steps that can assist US in solving their problems, one of the steps US can take is that it can implement an expansionary monetary policy. Expansionary monetary policy is one in which the government injects fund into the economy (Arnold, 2011, p.393). When funds will be injected into the economy of US, investors will start getting loans on easy terms and they will be able to invest more. Due to their increase in investments, employment opportunities will be created and due to increase in employment, consumption will increase. Increase in consumption will further elevate the confidence of the investors and they will invest more. Newsroom - Organisation for Economic Co-operation and Development. (n.d.). Organisation for Economic Co-operation and Development. Retrieved February 17, 2013, from

Understanding How God Calls Essay Example | Topics and Well Written Essays - 500 words

Understanding How God Calls - Essay Example As such, God uses His word to communicate with humans. Upon reading the scripture, individuals gain insight of their purpose in the world. The Word gives meaning to life and an understanding of how God wants humanity to live. In Proverbs 6:22, humanity is assured that the Word of God shall talk to them when they awaken. As such, God uses the scripture to call on His people. Spiritual People God uses spiritual people to call. In the past, the prophets were believed to be used by God to communicate with people. They were regarded highly and people respected them. In the modern world, people seek inspiration from spiritual people. In addition, the spiritual people offer counsel on how to live life according to God’s will. In 1 Corinthians 2:13, Paul assures humanity that they speak word taught to them by the Spirit to explain spiritual realities. It is important to acknowledge God’s call through spiritual people as a means of communication to humanity.Creating Needs for Hu manityIn Ecclesiastes 3:1-15, Solomon writes about how everything in the world has its time. This can be interpreted as a means used by God to call on his people. Different events are attributable to God’s manner to communicate. As such, He creates different needs as a means to call. For instance, in times of laughter, God calls on His people to give thanks. However, in times of crying, He calls on His people to seek help from Him. Everyday humanity undergoes different needs that call for God’s intervention.

Employee Perceptions of Equity in Performance Appraisals Essay

Employee Perceptions of Equity in Performance Appraisals - Essay Example This proposed study is of considerable interest as performance appraisals rest solely on the judgment of the appraising manager and the process generally lacks a "bias  This proposed study is of considerable interest as performance appraisals rest solely on the judgment of the appraising manager and the process generally lacks a "bias   Research Proposal 3control" methodology. These judgments inherent in appraisal often decide compensation and career progression and the employee has little or no opportunity to influence the outcome of this process (Davis & Landa, 1999).  Bias, not necessarily negative, can also be attributed to relationships between the appraising manager and other employees, in which the rater may inflate the performance rating of another employee based on closeness and camaraderie. This creates a situation where performance appraisals are perceived as unfair, damaging manager/employee relationships.  Because of these factors, this study will identify the di fferent types of appraisal bias, where these biases stem from, and how long-term, working relationships between manager and subordinate can be strengthened through possible bias control methods. In order to assess these factors, the following questions will be analyzed through primary research within the study:1. To identify employee perceptions of the performance appraisal process –  Ã‚  What sources of perceived bias exist in contemporary business organizations?

Business & Marketing Management Marketing Channel Essay

Business & Marketing Management Marketing Channel - Essay Example At the same time customers and other stakeholders will only have confidence in a company with sound financial and credit management. (Louis, et al, 2006) Louis et al (2006), states that, a channel member will only be effective if customers can easily obtain goods or service from him/her. Consequently, before selecting a channel member I will have to ensure that the channel member can easily be accessed by the prospective customers. The level of distribution and coverage of the channel member will have to be considered to know how effective it is. I will have to note the intensity at which the Wal-mart products can reach its customers; this is a very important aspect to ensure that sales are made. (Louis, et al, 2006) The type of the product will definitely dictate the kind of channel member to recruit. As pertaining the channel member for Wal-Mart supermarket chain, the member will have to be able to stock a large number of various products that the supermarket deals in. at the same time the channel member has to be able handle a large volume of products both perishable and durable. Like any other marketing decision, choosing a channel agent require a lot of thoughts and vast research in order to determine who can qualify the distribute the company's products more effectively and efficiently in a way that it will meet the company's sales objectives and overall revenue collection. (Louis, et al, 2006) A company has to consider some major factors before choosing its channel agents which are financial stability, product line and sales strength among others. (Louis, et al, 2006) Question 1b; discuss the concept of leadership The concept of leadership and it's relevance to motivating the channel members. Introduction Leadership is all about motivating people or a group towards achievement of the organizational goals. In this case, it is not just about motivating employees in the organization, but is about motivating channel members. It involves mutual influence between the company and its channel members. Channel members can be influenced through incentives, teamwork, individual dynamics and discipline. The main reason is to channel all the channel members' efforts towards the attainment of the organizations' goals. Leadership behavior in an organization include; directive, supportive, participate and achievement oriented. They are concerned with people feelings and making things pleasant for the followers and defining tasks requirements and other aspects of the work agenda. Kotler (1991) observers that type of leadership adopted will highly influence the relationship between the leader and the followers who are channel members. (Kotler, 1991) In case of channel members' leadership, every channel member is expected to have high degree of interdependence geared towards achievement of complexion of its business objective that it has set. Wal-Mart has stood apart from the channel member by virtue of its position held and helps channel members in clarification of issues, finding solutions, the company is clearly understands the issues and offers possible solutions. These are then formulated and address to relevant authorities for action to taken. This is characteristics of

Negotiation strategies Assignment Example | Topics and Well Written Essays - 500 words

Negotiation strategies - Assignment Example Steve Jobs used some of these tips in his email negotiation. Steve Jobs applied the understand importance of negotiation tip. From the emails, Steve Jobs engaged into a phone call conversation without haste with Murdoch. Despite his busy schedule, he understood that some bargains are too significant to avoid. He needed all the major publishers, including Harper Collins, to show his eBooks. Further, Steve Jobs also understood the importance of caving on what he felt he required with one publisher. He as well understood that if other potential publishers found out, they would withdraw from the deal. The deal was, therefore, both important in itself and the consequence it could have on other deals. Secondly, Steve Jobs used the tip of showing both kinds of value. Jobs exhibited two different types of value while communicating to his negotiating partner via email. One of his values was positive while the other one was negative. For the positive value, he emphasized benefits that Harper Collins publisher would earn from the deal. For instance, Steve Jobs wrote on his email conversation praising Apple Company. He stated that it was the only publisher capable of during that time that could cause serious impacts despite being in a position to work with at least four of the six big publishers available and already signed up. On Jobs positive kind of value, he hands HarperCollins a tool for opposing Amazon domination of the publishing industry. However, he gives a hint claiming that should HarperCollins fail to keep with the market dynamics, its competitors may shut it down through stiff competition. Therefore, he  asks Harpers wisely to upgrade its publishing systems in order to keep up with the competition and the market demands. Finally, Steve Jobs employed the negotiation tip of laying out reality. He applies coup de grace that relates to the first tip. Steve Jobs lays

Minitab Assignment Example | Topics and Well Written Essays - 250 words - 1

Minitab - Assignment Example To determine whether the wording of the cover letter influences the response rate, three different cover letters were used in a survey of students at a Midwestern university. Suppose that each of the three cover letters accompanied questionnaires sent to an equal number of randomly selected students. Returned questionnaires were then classified according to the type of cover letter (I, II, or III). Use the accompanying data to test the hypothesis that the true proportions of all returned questionnaires accompanied by cover letters I, II, and III are the same. Use a 0.05 significance level. As shown in Minitab output, all expected frequencies are greater than 1 and no expected frequency is less than 5. Furthermore, as stated in the problem, the sample is a simple random sample. Therefore, all the assumptions of the test are met. At the 5% significance level, the data provide sufficient evidence to conclude that the hypothesis that the true proportions of all returned questionnaires accompanied by cover letters I, II, and III are the same. 2. A survey was conducted in the San Francisco Bay area in which each participating individual was classified according to the type of vehicle used most often and city of residence. A subset of the resulting data is given in the accompanying table. Do the data provide convincing evidence of an association between city of residence and vehicle type? Use a significance level of 0.05. You may assume that it is reasonable to regard the sample as a random sample of Bay area residents. As shown in Minitab output, all expected frequencies are greater than 1 and no expected frequency is less than 5. Furthermore, as stated in the problem, it is reasonable to regard the sample as a random sample of Bay area residents. Therefore, all the assumptions of the test are met. Standardized residuals greater than 2 in absolute value provide evidence

Irish Dance Essay Example for Free

Irish Dance Essay Dance has always been an integral part of social gatherings and it is likely that it evolved before or autonomously of music as we know it today, as the human body contains rhythms of its own in heartbeat and breathing, therefore it is somewhat a natural instinct of movement. The earliest social dances were circular and linear chain dances, dating to 1400-1200 BC, of these the ‘ring’ dances, which used a sacred tree or stone as central focus are most likely the oldest. Couple dances arose in the twelfth century as a break up of the line into pairs in procession, and/or in response to the ‘courtly-love’ concept in the songs of the Troubadours, which developed within the courts of Europe presenting differentiation from court and folk dance. In particular, French cotillions a ‘square’ dance for four couples developed and moved to England, America and Ireland as did the later quadrilles (sets). In Irish dance history specifically: haye, rinnce fada and rinnce mor are the three names used to referring to the action in old literature. The first reference to dance in the Irish language is 1588. Rinnce appears first in 1609 amd ‘damhsa’ ten years later. HB15 It is not until the 17thC that we have any real documention referring to dance not just confined to Ireland worldwide. Citm: The common people in Ireland may have been dancing more free-form, simple dance, to fiddle and pipes. As well as courting, dancing had important social ritual functions. Rinnce fada is described as being performed on May-eve and dancing is associated with other important times are the year, e. g. Bealtaine, births, weddings, wakes. It is a matter of speculation whether country dances had an identifiably Irish form, but seems highly likely that group dance was part of the native Irish tradition in this period. Step dance itself is an accurate, rhythmic performance genre that focuses chiefly in predetermined leg movements. Done either in group or solo. hard shoes enhance the percussive nature of the treble reel, jig, hornpipe and solo set dances whereas soft shoes emphasise the graceful, airborne nature of the reel, slip/single/light jig. The primary solo Irish step dances are the jig, reel and hornpipe. The jig is first mentioned in Ireland in 1674. Four variants exist within Irish dance traditions: double, single, slide and slip, the most common of these being the double. Double: most common dance tune after the reel. 6/8 time characterised by rhythmic pattern of groups of three quavers. While jig tempo is generally lively when played solo, competitive dancers usually call for a greatly reduced tempo in order to execute their complicated footwork. Single: either 6/8 or 12/8 time. Crotchet followed by quaver. Associated with specific soft-shoe solo dance still performed in competitions today, usually by female dancers. A fast version of the tune is referred to as a slide and is used in the dancing of sets. Slide: essentially dance music. Long-short rhythm of tune is echoed by movements of dancers. Dancing of sets and, along with the polka is particularly associated with music and dance traditions of Sliabh Luachra, where it is brisk tempo of 12/8 tunes that dominates. Slip: 9/8 time. Distinct from other jig types usually in single form, continues to be danced in competitions usually by females in soft shoes. The reel is done to the music of tune type with same name and given its present dominance in music and dance, it may seem surprising that the reel is a relative latecomer to the Irish scene. Scholars are agreed that the reel as a dance tempo with its associated faster figures and stepping did not attain universal popularity in Ireland until the late eighteenth century, whereas across the water in Scotland it had long existed in many forms. The hornpipe originates from the mid eighteenth century and has maritime connections. The later, common time version made its way to Ireland where it was adopted by the dancing masters as a showpiece. Heavy stepping deemed it unsuitable for female dancers and for a number of years was solely male domain. Today, is used in solo dance and certain set-dances. Most likely came from England in late 1700s. There it had taken its present form in 1760s and was a figure dance, its older forms in 3/2 time and was performed between acts of plays usually by professional dancers. In Ireland, it became the supreme display of intricate footwork. HB: A sole reference in 1718 to the hornpipe is not necessarily a solo dance, as the measure was also used in some country dances. Very different initially to what it is known as. Other dances include: The German is a variant of a nineteenth century popular continental ‘schottische’, adopted as a couple dance in Co. Donegal, in 4/4 time and similar in tempo to a barn dance. Mazurka 231: is in ? time and is a round dance done by four couples, implemented more vigorously than the sensuous waltz. Adopted into Donegal tradition, it is one of the many local couple dances but is no longer commonly danced. Barn dance 25: is a form of ‘round the hall’ social dance most popular up to 1950s that is generally performed to hornpipe time (4/4), but in relation to marching practice is danced to 6/8 time in north Co. Antrim. March 228: among the most ancient music forms in any country. Originally related to military activities and incorporated into dance in Ireland to utilise the number of tunes so called. Quick march used in popular early 1900s dance as the ‘quickstep.’ in Irish tradition most common in 4/4, 2/4 and 6/8. During the ceili band ear many common song melodies were recruited as march tunes. Because of the redundancy of the bulk of traditional music in dancing entertainment, the march has fallen out of popularity and will almost never be heard played except in a limited fashion in ceili dances. Sean-nos 383: ‘old style’. traditional style of solo step dance. Freedom of arm movement, steps do not follow prescribed pattern and stepping is close to the floor. Public presentation highlighted one of Connemara culture features which was unrecognised by and possibly even unknown to the authorities of Gaelic League. Prior to the 1970s the local term was simply an bhatrail (the battering) and was on verge of extinction but such was the enthusiasm engendered by its new community staging, that many local people began to see this dance as a badge of culteral identity and a source of pride. Set dance 346: ‘a set of quadrilles’ and comprises a combination of irish dancing steps and French dance movements, danced to irish music. Developed by 18C dancing-masters who travelled in various parts of Ireland. Originally taught solo step dancing and created group or figure dances for their less talented pupils. In time the also included new dances such as the minuet, cotillions, and quadrilles. Brought from France, to England, Scotland then Ireland by military personnel and other travellers of the time. Dancing masters first taught them to upper classes in big country houses and later to the ordinary people in barns or at crossroads in the summer. Irish sets have most likely evolved from these or from other quadrilles that are no longer popularly danced. Today, most of the sets are named after their local town or area. Historically, ‘set’ dancing has been frowned upon by religious authorities of all denominations. Set dancing had been banned too by the Gaelic League in the early 20C and new ceili dances were taught by the Dancing Commission. It enjoyed a remarkable revival all over Ireland throughout late 20C, attributable to work of individual set-dance teachers, and also to CCE and the GAA network of set-dance competitions since the 1970s. 23. Main event of 18th C in dance terms introduction of reel and hornpipe measures. 19th C saw arrival of quadrille. 25. Quadrille sets (or half sets for 2 couples), were initially ballroom dances, moved from â€Å"polite† society (via dance masters or local enthusiasts) to country houses of rural Ireland and urban centres. Far from adopting these new dances, the Irish dance tradition absorbed them and made them something new in terms of figures, musical tempo and stepping. This cross fertilisation of new imports with elements of older dances - result in a new and identifiably Irish product. 27. Certain areas became associated with particular sets. 28. Apart from sets, most popular new dances in 19th C were ballroom dances such as the scottische, barndance, military two-step and waltz. When reached areas where traditional dance was strong, absorbed into the repertoire and subtly changed by effects of Irish stepping and local musical tastes. Fintan Vallely: The Companion to Irish Traditional Music.

Enzyme Kinetics: Lactate Dehydrogenase

Enzyme Kinetics: Lactate Dehydrogenase Question: What scientific question was this part of the practical designed to address? What is the effect of heat stability on two isoforms of the enzyme lactate dehydrogenase (LDH1 and LDH5) after pre-incubation (heat inactivation) of the enzyme samples at different temperatures? Approach: Outline and explain the experimental approach that was used to address the question. In order to determine the effect of the heat inactivation on LDH1 and LDH5, a colorimetric assay was carried out using different reaction mixtures prepared with LDH1 and LDH5. 16 test tubes were prepared each with a specific volume of LDH1 or LDH5. The same concentration of substrate solution containing lactate and NAD+ was added into each of the 16 tubes except for two tubes with the blank solution. Each of the enzyme samples were pre-incubated at 37 °Ãƒ Ã‚ ¡, 44 °Ãƒ Ã‚ ¡, 50 °Ãƒ Ã‚ ¡, 54 °Ãƒ Ã‚ ¡, 58 °Ãƒ Ã‚ ¡, 62 °Ãƒ Ã‚ ¡ and 66 °Ãƒ Ã‚ ¡. The reaction mixtures had to be mixed, incubated for 37 °Ãƒ Ã‚ ¡ and allowed to cool. This gives the lactate dehydrogenase enough time to work on the substrates under an optimum temperature. The lactate dehydrogenase catalyzes a reversible reaction by converting lactate and NAD+ to pyruvate, NADH and H+ or from pyruvate to lactate. The overall effect of the enzyme is that it transfers a hydride ion from lactate to NAD+ or from NADH to pyruvate. (Zhadin N et al 2008). The NADH produced in the LDH catalysed reaction has absorption properties (wavelength) that are greater than that of NAD+ which makes it useful for this experiment. When the colour reagent is added to the reaction solutions, NADH was used to form formazon (blue) according to the principle: Lactate + NAD+ → Pyruvate + NADH + H+ NADH + Phenazine methosulphate + H+ → NAD++ Reduced phenazine methosulphate. Reduced phenazine methosulphate + Tetrazolium → Formazan + Phenazine Methosulphate.The extent to which the enzymes have been heat inactivated will be reflected on the intensity of the formazon produced. The formazon was measured at 520nm in the spectrophotometer against the blank solutions for LDH1 and LDH5. The results obtained allowed us to compare how effective the LDH1 and LDH5 is at different pre-incubation temperatures and helps us to study the heat stability of the isoenzymes. Data: In figure 1 the absorbance begins to decline after around 44  °C in both enzyme isoforms. It is evident LDH5 has a higher absorbance than LDH1 at relatively low temperatures, but at 49 °C there is an overlap between the isoenzymes and after this point LDH5 continues to have a lower absorbance reading than LDH1. This shows the enzyme is losing effectiveness at catalysing the conversion reaction at temperatures higher than 44 °C suggesting this may be the enzyme’s optimum temperature at which it is most effective. With LDH1 there is a steady decrease in the enzyme activity of around 20-30% from 44 °C to 58 °C. After 58 °C there is a sharp drop in the effectiveness of the enzyme by around 60%. The decline may be due to the active site of the enzyme being denatured with exposure to the high pre-incubation temperature. The LDH5 begins with an increasing enzyme activity from 37 °C to 44 °C and after 44 °C there is a greater drop in enzyme activity of around 80%. The sharp drop in enzyme activity occurs much quicker in LDH5 than in LDH1 (figure 2), because there is a rapid loss of effectiveness when the temperature is raised above 50 °C. LDH5 also loses function at a lower temperature compared to LDH1; it becomes inefficient at 58 °C, where the curve remains consistent with a very low enzyme activity (0.31-0.62%). In addition, the LDH1 isoform demonstrates half maximal activity at 11.4 °C greater than that of LDH5 illustrating LDH1 is more tolerant to increasing temperatures. The results have shown that LDH5 has low heat stability and becomes inefficient at a lower temperature than LDH1. Discussion/Conclusions: The lactate dehydrogenase is characterised by its isoenzymes that are tetramers. The tetramers are made up of four monomers; H4 (heart) or M4 (muscle). The monomers are formed by a polypeptide chain of amino acids which consists of an active site. When there is lactate and NAD+ present in the solution, the peptide loop in lactate dehydrogenase blocks the access to the binding site after the substrates have bound; this aids the transition state of the reaction. The difference in heat stability between the two isoenzymes in the experiment can be due to the amino acid sequence of M and H subunits. The amino acid composition of M and H subunits consist of the same amino acids, however the difference is that they have varying numbers of each amino acid. LDH1 has a greater composition of valine, aspartic acid and methionine residues in comparison to LDH5 (Goldberg E.1972).The higher the methionine content in LDH1 means there is more sulphur atoms capable of forming strong covalent disulphide bridges, which can be why LDH1 is more heat stable as more energy is required to denature the isozyme compared to LDH5. Heat inactivation of the isoenzymes can affect the protein structure of lactate dehydrogenase. To form the primary structure, the -COOH group of one amino acid combines with the -NH of another to form a peptide bond. Within proteins there are regions that are arranged into alpha helices and beta pleated sheets. The bonds that hold these together are hydrogen bonds between lone pairs of oxygen and a hydrogen atom. The alpha helix is when the polypeptide is in a spiral form allowing more hydrogen bonds to form between the residues. Similarly, the beta pleated sheet consists of polypeptide chains running parallel or anti-parallel to each other. The way the polypeptide chain is arranged allows more hydrogen bonds to be formed. The two secondary structures fold up differently to form a 3D shape. There are various bonds that holds this shape together: ionic interactions between -COOH and -NH2 groups of different amino acids, hydrogen bonds between the side chains, van der Waals forces wher e fluctuating dipole in one of the groups of the amino acid can create a dipole in another which is used to keep the folded structure together, hydrophobic and disulphide bridges. A quaternary structure is formed by interaction of several polypeptide chains/subunits (LDH1 consists of 4 H subunits). In conclusion, the heat inactivation can interfere with the different interactions between the amino acids that make up the protein structures. The heat inactivation has shown to provide enough energy to overcome some of the covalent bonds to denature the enzymes. Since LDH1 is found to have a negative charge it may be associated with many ionic interactions which needs more heat energy is needed to overcome the strong bonds, hence why it takes a greater temperature (66 °Ãƒ Ã‚ ¡) for LDH1 to lose enzyme activity. The strong bonds holding the LDH1 together means the enzyme is not destroyed at 60 °Ãƒ Ã‚ ¡ however LDH5 is destroyed which is evident by its inability to function adequately after 55 °Ãƒ Ã‚ ¡. Experiment 2: Question: What scientific question was this part of the practical designed to address? How to study the kinetic parameter of different LDH isoenzymes by finding the Vmax and Km values for LDH1 and LDH5. Approach: Outline and explain the experimental approach that was used to address the question. To study the kinetic parameters of different LDH isoenzymes, the experimental procedure and principles where exactly the same when the reaction mixtures were prepared before. However, the LDH isoenzymes were added to different concentrations of substrate solutions and the temperature was constant. A coloured complex is formed using the mechanism in the previous experiment which produces blue formazon. The absorbance of the formazon was measured using the spectrophotometer; the absorbance measured indicates the enzyme activity. The results from this experiment will help to understand the effect of varying substrate concentration has on the enzyme activity and compare this between the two isoenzymes. To determine the Vmax and Km values more accurately the Lineweaver-Burk-plot is used. Data: Table of results for LDH1 and LDH5 LDH1: LDH5: y = 6.2734x + 0.9242 y = 27.641x + 0.1673 Table of results for Vmax and Km in both isoenzymes. Discussion/Conclusions: As the substrate concentration is increased, the formation of the product will also rise but there is a point at which increasing the substrate concentration any further will become a limiting factor. The concentration at which this occurs is greater than 80mM which may decrease the enzyme activity in both LDH1 and LDH5. Since Km and Vmax is greater in LDH5 indicating the affinity of LDH5 for its substrate is much lower so a greater substrate concentration is needed to reach Vmax. The high Vmax for LDH5 means the saturated lactate dehydrogenase is converting more of the substrates into its products at high substrate concentrations. As a result LDH1 will be a more ideal isoenzyme than LDH5. In this experiment we observed the catalysis of lactate dehydrogenase from lactate to pyruvate. The pyruvate produced has the ability to enter the mitochondria, where pyruvate dehydrogenase links the glycolysis metabolic reaction to the citric acid cycle. In a process of pyruvate decarboxylation, the pyruvate is converted into acetyl-CoA, which releases energy by converting NAD+ to NADH and H+. Pyruvate has the potential to either enter the mitochondria to become acetyl-CoA or become lactate. The Cori cycle is involved in the conversion of lactate to pyruvate. When lactate is produced in the muscle, it is released into the bloodstream and transported to the liver. In the liver the lactate is first converted to pyruvate by lactate dehydrogenase and pyruvate is converted to glucose through gluconeogeneis. Lactate dehydrogenase becomes activated when there is a high concentration of its substrates, NAD+ and lactate. For instance when the skeletal muscle containing LDH5 have high demands for energy this means the large production of NADH and pyruvate from high substrate levels will not be metabolised by pyruvate dehydrogenase. The LDH5 (M form) is more specialised to convert pyruvate to lactate and ideal for anaerobic activities. Whereas the LDH1 form is more favourable for the conversion of lactate to pyruvate, LDH1 is predominantly found in the heart where there is an aerobic environment. This means despite increasing the substrate concentration, the LDH5 may not become as efficient in converting lactate to pyruvate as LDH1. The results reflect this as LDH1 has a generally greater enzyme activity with an increasing substrate solution compared to LDH5 (see table of results). In conclusion, the results obtained from the analysis of data on excel may not be highly accurate since most of the values have been rounded and it does not take into account any possible practical or human errors. Based on the charge of the two isoenzymes, a gel electrophoresis could have been done to calculate Vmax and Km. Bibliography: Goldberg E. (1972) Amino acid composition and properties of crystalline lactate dehydrogenase X from mouse testes. J. Biol. Chem. 247(7) pp 2046. Zhadin N, Gulotta M and Callender R. (2008) Probing the Role of Dynamics in Hydride Transfer Catalyzed by Lactate Dehydrogenase. Biophysical Journal. 95(4), pp 1975.

Relationship Between Man and Machine in Lewis Mumford’s Technics and Ci

Relationship Between Man and Machine in Lewis Mumford’s Technics and Civilization Lewis Mumford’s Technics and Civilization is both a chronicle and a critique of the development of technology alongside society. Mumford sees the development of modern technology as having occurred in three distinct phases—greatly oversimplifying, one could say that the phases represent the shift from â€Å"wood and water† to â€Å"coal and iron† and finally to â€Å"alloy and electricity†. The work is also intensely concerned with the relationship between war and technology. Though the book was written in 1934, its insights transcend the decades and are surprisingly applicable today. An issue concerning us right now, Mumford talks at length about the influences of war on technological advancement, in fact, "at every stage in its modern development it was war rather than industry and trade that showed in complete outline the main features that characterize the machine." [1] We may be inclined to say that warfare, rather than necessity, is the mother of invention. The large majority of new discoveries and inventions aren't discovered by quirky inventors in their basement labs. Instead, we have research and development teams working in large corporations with grants from the US Military. It is somewhat unsettling to think that many of our brightest minds are hired to further their fields under the watchful direction of our military. Of course, many inventions developed by the military make their way into civilian life arguably completely separated from its intended martial use. The most obvious example comes from ARPA (Advanced Research Projects Agency); the Internet. The Department of Defense was very interested in develop... ... backed up with specific examples, and we often found ourselves in awe of his ability to collect, analyze, and interpret so many obscure moments in history. It’s an excellent collection of insights into the intimate relationship between man and machine. Works Cited 1. Mumford, Lewis, Technics and Civilization, Harbinger, 1934, pg. 89 2. Ruthfield, Scott, â€Å"The Internet’s History and Development: From Wartime Tool to the Fish-Cam,† http://www.acm.org/crossroads/xrds2-1/inet- history.html 3. Mumford, Lewis, Technics and Civilization, Harbinger, 1934, pg. 216 4. Mumford, Lewis, Technics and Civilization, Harbinger, 1934, pg. 218 5. Mumford, Lewis, Technics and Civilization, Harbinger, 1934, pg. 232 6. Mumford, Lewis, Technics and Civilization, Harbinger, 1934, pg. 151 7. Mumford, Lewis, Technics and Civilization, Harbinger, 1934, pg. 176

Egypt: The Gift Of The Nile :: essays research papers

The Nile, is the longest river in the world, and is located in northeastern Africa. Its principal source is Lake Victoria, in east central Africa. The Nile flows north through Uganda, Sudan, and Egypt to the Mediterranean Sea, with a total distance of 5584 km. From its remotest headstream in Burundi, the river is 6671 km long. The river basin covers an area of more than 3,349,000 sq km. Not only is the Nile considered a wonder by Herodotus, but by people all over the world, due to its impotance to the growth of a civilization.The first great African civilization developed in the northern Nile Valley in about 5000 BC. Dependent on agriculture, this state, called Egypt, relied on the flooding of the Nile for irrigation and new soils. It dominated vast areas of northeastern Africa for millennia. Ruled by Egypt for about 1800 years, the Kush region of northern Sudan subjugated Egypt in the 8th century BC. Pyramids, temples, and other monuments of these civilizations blanket the river valley in Egypt and northern Sudan.To Egypt, the Nile is seen as the fountain of life. Every year, between the months of June and October, the great rivers of the Nile rush north, and flood the highlands of Etiopia. The flooding surges of the land, and leaves behind water for the people, and fertile land, which can be used for agriculture. The impact the Nile has on Egypt during the ancient times and present are consierably apparent. The influence the Nile has is so extensive, that even the speech is transposed. For example, "To go north" in the Egyption language is the same as, "to go down stream"; "to go south" the same as "to go upstream." Also, the term for a "foreign country" in Egypt would be used as "highland" or "desert", because the only mountains or deserts would be far away, and foreign to them. The Nile certainly had an exceptional influence on Egypts, both lifestyle and thinking.The Nile also forced a change on the political system and ruling in Egypt. Because of the vast floods every year, the country needed a ruler that was capable of enforcing of the farmings and methods used. Such as the hoarding of the water and the stocking of the food harvested. Second, only a stongly cetralized administration could manafe the economy properly.

Motor Cyclists Essay

Psychological and social factors influencing motorcycle rider intentions and behaviour Barry Watson Deborah Tunnicliff Katy White Cynthia Schonfeld Darren Wishart Centre for Accident Research and Road Safety (CARRS-Q) Queensland University of Technology August 2007 Psychological and social factors influencing motorcycle rider intentions and behaviour i Published by: Postal address: Office location: Telephone: Facsimile: E-mail: Internet: Australian Transport Safety Bureau PO Box 967, Civic Square ACT 2608 15 Mort Street, Canberra City, Australian Capital Territory 1800 621 372; from overseas + 61 2 6274 6440 02 6274 3117; from overseas + 61 2 6274 3117 atsbinfo@atsb. gov. au www. atsb. gov. au  © CARRS-Q, Queensland University of Technology 2006 To encourage the dissemination of this publication, it may be copied, downloaded, displayed, printed, reproduced, and distributed in unaltered form (retaining this notice). Subject to the provisions of the Copyright Act 1968, no other use of the material in this publication may be made without the authorisation of the Queensland University of Technology. ii Psychological and social factors influencing motorcycle rider intentions and behaviour DOCUMENT RETRIEVAL INFORMATION Report No. RSRG 2007-04 Publication date August 2007 No. of pages 152 ISBN 978 0 642 25564 8 ISSN Publication title Psychological and social factors influencing motorcycle rider intentions and behaviour Author(s) Barry Watson, Deborah Tunnicliff, Katy White, Cynthia Schonfeld, Darren Wishart. Organisation that prepared this document Centre for Accident Research and Road Safety Queensland University of Technology GPO Box 2434 Brisbane QLD 4001. Sponsor [Available from] Australian Transport Safety Bureau PO Box 967, Civic Square ACT 2608 Australia www. atsb. gov. au Project Officer John Collis Reference No. Aug2007/DOTARS 50323. Abstract This report documents two studies undertaken to identify and assess the psychological and social factors influencing motorcycle rider behaviour. The primary aim of the research was to develop a Rider Risk Assessment Measure (RRAM), which would act as a tool for identifying high-risk riders by assessing rider intentions and self-reported behaviour. The first study (n = 47) involved a qualitative exploration of rider perceptions utilising a focus-group methodology. This study identified six key aspects of rider behaviour considered to influence safety: motorcycle handling skills; rider awareness; riding while impaired or not; and the tendency to bend road rules, push limits, and ride at extreme speeds or perform stunts. Study two (n = 229) was survey-based and examined the psychological and social factors influencing these behaviours, utilising the theory of planned behaviour (TPB) and other relevant psychological constructs, such as sensation seeking and aggression. This study indicated that risky rider intentions were primarily influenced by attitudes and sensation seeking, while safer intentions were influenced by perceived behavioural control. While intentions significantly predicted all six types of behaviour, sensation seeking and a propensity for aggression emerged as significant predictors, particularly for the volitional risk-taking behaviours. The measures of intention and behaviour comprising the RRAM were not found to be significantly correlated with self-reported crash involvement, possibly indicating shortcomings in the measurement of crashes. However, significant correlations were found between the components of the RRAM and self-reported traffic offence involvement. While further work is required to refine and validate the RRAM, it represents a potential tool for informing and evaluating motorcycle rider safety countermeasures. Keywords Motorcycle safety, theory of planned behaviour, sensation seeking, aggression Notes (1) (2) ATSB reports are disseminated in the interest of information exchange. The views expressed are those of the author(s) and do not necessarily represent those of the Australian Government or the ATSB. Psychological and social factors influencing motorcycle rider intentions and behaviour iii CONTENTS Executive summary EXECUTIVE SUMMARY Background Motorcycle riding is rapidly increasing in popularity in Australia, attracting a much wider demographic of people than in decades past. Unfortunately, whilst the overall number of road deaths in Australia has generally been reducing, the proportion of motorcycle-related fatalities has been rising in recent years. Further, the proportion of motorcycle-related fatalities in Australia is unacceptably high compared with other OECD countries. To reduce motorcycle-related fatalities on Australian roads, there is an urgent need to consider motorcyclists as distinct from other road users. This program of research facilitates the understanding of safety issues from a motorcyclist perspective and provides important information on factors influencing safe and unsafe rider intentions and behaviour. The aims of this program of research were to: †¢ develop a better understanding of the psychological and social influences on rider behaviour in an Australian context; †¢ guide the development of future motorcycle safety countermeasures; and †¢ develop a tool (the Rider Risk Assessment Measure – RRAM) to inform the evaluation of motorcycle safety countermeasures, particularly in the area of training and education. To achieve these aims, two particular studies were undertaken: a qualitative study of motorcycle rider perceptions utilising a focus-group methodology and a survey-based quantitative study of selfreported rider intentions and behaviour. Both studies were underpinned by a theoretical framework drawing on the theory of planned behaviour (TPB), identity theory, social identity theory, and other relevant psychological concepts such as sensation seeking and aggression. Key findings Study 1 explored motorcyclists’ perceptions relating to ‘safe’ and ‘risky’ riding and the different personal and social factors that influenced their behaviour. A total of 43 people participated in this study, either as part of a focus group or as an interviewee. This exploratory process revealed six types of behaviours which were commonly believed to influence the safety (or riskiness) of motorcycle riding. These six behaviours are discussed below. Two behaviours were identified as being particularly essential to rider safety. The first was the necessity of being able to handle the motorcycle proficiently and skilfully. The second related to the need for riders to maintain a high level of concentration whilst riding and to stay aware of the changing road environment. In contrast, there was some debate about the inherent safety or riskiness of the two next behaviours commonly identified. Firstly, some riders believed that obeying the road rules was essential to their safety, whilst others reported that it was often necessary to break the road rules in order to stay safe. Secondly, the definition of what constituted ‘riding whilst impaired’ differed amongst riders. Most riders agreed that ‘drinking and riding’ was dangerous. However, for some, even one alcoholic drink before riding was considered dangerous, whilst others would ride after drinking provided they did not consider themselves to be over the legal BAC limit. Some riders stated that riding when viii Psychological and social factors influencing motorcycle rider intentions and behaviour they were tired was dangerous; however, fatigue was not considered a serious safety issue for many participants. Two further behaviours identified by participants were often associated with their accounts of crash involvement, yet not seen as intrinsically ‘unsafe’ by most riders. The first of these was the concept of ‘pushing your limits’. Most riders interviewed appeared to enjoy pushing the limits of their ability on a motorcycle. Whilst agreeing that pushing the limits too far was dangerous, pushing them to a point that tested a rider’s abilities was often reported to facilitate safety as this process developed a rider’s skill. The second behaviour that was often mentioned in connection with crashes was extreme riding (e. g. , performing stunts and riding at extreme speeds). The act of perfecting a stunt was often reported to result in the crashing of the motorcycle, although these crashes were usually accepted as a normal part of the learning process. Once perfected, performing stunts did not appear to be considered an intrinsically unsafe behaviour, unless performed in traffic or other unpredictable situations. A sizable minority of both male and female participants reported riding at extreme speeds. These riders often argued that they could ride extremely fast, safely, on public roads provided certain conditions were met (e. g. good visibility, minimal traffic, weather, road, and motorcycle maintenance). Study 2 involved 229 active motorcyclists who completed a questionnaire assessing: their riding intentions and self-reported behaviour; the psychological and social factors influencing these intentions and behaviour; and their self-reported involvement in road crashes and traffic offences over the last two years. The questionnaire was structured around the six types of rider behaviour identified as important in Study 1. Key results of this study are discussed below. In order to obtain an insight into the factors underpinning both ‘safe’ and ‘risky’ behaviour, the six areas of interest were operationalised as three ‘safer’ behavioural intentions (i. e. handle the motorcycle skilfully, maintain 100% awareness, not ride impaired) and three ‘riskier’ intentions which represented more volitional risk-taking (i. e. bend the road rules, push the limits, perform stunts or ride at extreme speeds). Hierarchical multiple regression analyses were then performed to assess the influence of different psychological and social factors on these intentions. These analyses indicated that a greater proportion of variance could be explained in the case of the riskier riding intentions [R2 ranging from 57% – 66%] than the safer riding intentions [R2 ranging from 22% – 36%]. The TPB construct of perceived behavioural control (PBC) significantly predicted all three ‘safer’ intentions, while attitude was a significant predictor of the three riskier intentions. In terms of the social influences, the TPB construct of subjective norm (which assesses the influence of others considered important) proved a relatively weak predictor of behaviour. However, the measure of specific subjective norm (i. e. the influence of the people that someone rides with) emerged as a significant predictor of three of the six intentions. Over and above this, a propensity for sensation seeking was found to be significant predictor of the three risky intentions. Overall, a similar pattern of results emerged when the self-reported behaviours of the participants were examined. Firstly, while the various psychological and social variables examined in the study significantly predicted all six behaviours, considerably larger amounts of variance were explained for the three volitional risk-taking behaviours, i. e. bend road rules to get through traffic [R2 = . 67], push my limits [R2 = . 59] and perform stunts and/or ride at extreme speeds [R2 = . 69]. Secondly, the results were largely consistent with the tenets of the TPB, with intentions proving a significant predictor of all six behaviours. Thirdly, sensation seeking, along with rider aggression, emerged as a strong predictor of all six behaviours. Indeed, together, these two variables accounted for between 7 – 20% of additional variance in the six behaviours. Not surprisingly, these two variables accounted for relatively large amounts of additional variance in the ride while impaired [R2 ch = . 20] and the perform stunts and/or ride at extreme speeds [R2 ch = . 15] variables. Unfortunately, no significant correlations were found between the various measures of intention and behaviour operationalised in Study 2 and the self-reported crash involvement of the participants. It Psychological and social factors influencing motorcycle rider intentions and behaviour ix is possible that this indicates that the six behaviours of interest, in reality, do not have a close relationship with crash involvement. However, this conclusion does not seem consistent with either the findings of Study 1 or the research evidence reviewed in Chapter 2. More likely, the findings highlight shortcomings in the size of the sample and/or the way that crash involvement was measured in the study. In particular, given that crashes are relatively rare events, crashes were measured over a two year period in order to ensure that (some) participants would have experienced a sufficient number of crashes to facilitate the analyses. However, this raises the possibility of recall problems that may have reduced the accuracy and reliability of the data, while the two year period may have been too long to accurately reflect the current intentions and behaviour of the participants. In contrast, the majority of the intention and behaviour measures were found to be significantly correlated with self-reported traffic offence involvement. In particular, significant associations were found between self-reported traffic offences and the three ‘riskier’ intentions examined in the study (i. e. those relating to more volitional risk-taking, namely, bend the road rules, push my limits and perform stunts and/or ride at extreme speeds). In addition, significant associations were found between traffic offence involvement and five of the six self-reported behaviours examined (the only exception being for awareness errors). These results don’t necessarily confirm the inherent ‘riskiness’ of the behaviours examined, since engaging in an illegal behaviour may not always result in a crash. However, they do provide prima facia evidence supporting the validity of the intention and behaviour measures developed in this study. Strengths and limitations of the research This program of research featured a number of strengths. Firstly, it was firmly grounded in theory; secondly, it utilised both qualitative and quantitative methods to obtain a broad insight into the factors influencing motorcycle rider behaviour; thirdly, the design of the research was informed by input from active motorcyclists; and finally, it adopted a balanced approach to motorcycle safety by examining both safe and risky riding intentions and behaviour. Nonetheless, the program of research also had a number of limitations. Both Studies 1 and 2 consisted of participants primarily recruited from South East Queensland. In addition, the participants were volunteers who were generally older in age. As a result, the samples used in this research may not be representative of Australian motorcyclists in general, but instead reflect a subset of older, primarily recreational, riders. This should be borne in mind when interpreting the results. Furthermore, a number of other potential limitations in the Study 2 questionnaire design emerged during the analysis of the results. These included the way that fatigue was grouped with alcohol and drugs to assess intentions and behaviour relating to riding while impaired and, as noted above, the manner in which crash involvement was measured. Implications of the research At a theoretical level, this program of research has confirmed that the predictive utility of the theory of planned behaviour (TPB) can be substantially improved by the addition of other variables. In particular, this research demonstrated that subjective norm (SN) was a relatively weak predictor of intentions and that the specific subjective norm (SSN) (i.e. assessing the influence of those people that someone rides with) performed relatively better as a measure of social influence. Moreover, both sensation seeking and the propensity to ride aggressively proved significant predictors of all six behaviours examined, over and above the TPB and other social influence variables. The findings relating to sensation seeking are consistent with previous research in the traffic psychology area. x Psychological and social factors influencing motorcycle rider intentions and behaviour. However, the results relating to aggression warrant more attention, since this variable proved a relatively stronger predictor than sensation seeking of the error-based behaviours (i. e. handling errors and awareness errors), the ride while impaired behaviour, and the perform stunts and/or ride at extreme speeds behaviour. This suggests that the propensity to ride aggressively has a broader influence on rider behaviour, which is not limited to the more volitional risk-taking types of behaviours. At a practical level, this program of research has identified a number of ways to enhance current motorcycle safety countermeasures, particularly in the area of rider training and education. Most particularly, it has identified a range of psychological and social influences on rider intentions and behaviour that appear to be beyond the scope of current skills-based approaches to motorcycle training and education. Consequently, further work is required to develop and trial new approaches to rider training and education that more effectively address the attitudinal and motivational influences on riding, both of a personal and social nature. To assist in this process, this research has undertaken the first steps in the development of the Rider Risk Assessment Measure (RRAM). This tool is intended to act as a means of identifying high-risk riders by assessing their intentions and self-reported behaviour (in relation to both ‘safe’ and ‘risky’ riding). While further work is required to refine and validate the RRAM, it represents a tool that can be used in a variety of ways to enhance motorcycle safety countermeasures, including informing the design and content of training programs and evaluating the impact of different  initiatives on rider behaviour. Psychological and social factors influencing motorcycle rider intentions and behaviour xi ACKNOWLEDGEMENTS The authors would like to acknowledge the funding support provided by the Australian Government, through the Australian Transport Safety Bureau’s (ATSB) Road Safety Research Grants Programme. The development and conduct of this study has involved the contribution of a large number of people. While it is difficult to acknowledge all the individuals that have contributed, the authors would like to thank: †¢ †¢ Mr John Collis from the ATSB for his ongoing advice and support; those people who assisted us organise the focus groups, from organisations such as Queensland Transport, Motorcycle Riders Association Queensland, Ulysses, and Q-Ride providers; personnel from the Queensland Police Service, particularly the Logan and Brisbane West Districts, who assisted in the distribution of the pilot and main questionnaires at various motorcycle events; The ongoing support for motorcycle research from Morgan and Wacker Pty Ltd; and the assistance of Morgan & Wacker Motorcycle Training Centre, particularly Mr Fred Davies, in the finalisation and distribution of the Study 2 questionnaire.   xii Psychological and social factors influencing motorcycle rider intentions and behaviour GLOSSARY OF TERMS AND ACRONYMS ABS ATSB BAC Australian Bureau of Statistics. Australian Transport Safety Bureau [formerly Federal Office of Road Safety (FORS)]. Blood Alcohol Concentration. In Australia, the legal amount of alcohol that may be present in the blood is 0. 05% if the driver or rider is on an unrestricted licence. It is usually measured either by a police breathalyser or a by a blood test (see also Over the limit). A person who identifies with, and belongs to, an organised outlaw motorcycle club. Club members ride motorcycles and often wear jackets with ‘patches’ which identify the club they belong to (Veno, 2002). A motorcycle enthusiast. May or may not belong to a motorcycle club (Krige, 1995a). Centre for Accident Research and Road Safety – Queensland. A study design which collects data on the perceptions or behaviours of subjects at one point in time, as opposed to a longitudinal.

Csr Activities of Hul

VIRAJ TAMHANE _____________________________________________________________________________________________ HINDUSTAN UNILEVER LIMITED Meeting Everyday Needs of People Everywhere _____________________________________________________________________________________________ CORPORATE SOCIAL RESPONSIBILITY (CSR) Corporate Social Responsibility (CSR) in Hindustan Unilever Limited (HUL) is rooted in its Corporate Purpose – the belief that â€Å"to succeed requires the highest standards of corporate behavior towards our employees, consumers and the societies and world in which we live†.HUL's CSR philosophy is embedded in its commitment to all stakeholders — consumers, employees, the environment and the society that the organization operates in. HUL believes that it is this commitment which will deliver sustainable, profitable growth. HUL’s key CSR initiatives are undertaken with a long-term view. Initiatives that are sustainable have long-term benefits and an on going business purpose linked to them is accorded priority focus.As early as in the 1950s, HUL focused on import substitution when balance of payments was an issue. Since the 1980s, most of HUL’s investments have been in designated backward areas and zero-industry districts, spreading industrialization. HUL has revived sick industries and has developed local entrepreneurship Furthering this rich tradition of contributing to the community, HUL is focusing on health ; hygiene education, women empowerment, and water management.In addition to these important platforms, HUL is also involved in a number of community support activities, like providing audio-visual packages for basic education in primary schools, education and rehabilitation of special or underprivileged children, care for the destitute and HIV-positive, and rural development. In recognition of these initiatives, HUL received the prestigious TERI-CSR Special Award for the year 2002-03 from The Energy and Resources In stitute (TERI). As is well-known, TERI, which was established in 1974, is world famous for its commitment to and initiatives in every aspect of sustainable development.Among HUL's major CSR initiatives are: PROJECT SHAKTI – Changing Lives in Rural India Project Shakti is HUL's rural initiative, which targets small villages with population of less than 2000 people or less. It seeks to empower underprivileged rural women by providing income- generating opportunities. Project Shakti also aims to improve the standard of living of the rural community, by providing health and hygiene education. In general, rural women in India are underprivileged and need a sustainable source of income. NGOs, governmental bodies and other institutions have been working to improve the status of rural women.Project Shakti is a pioneering effort in creating livelihoods for rural women, organized in Self-Help Groups (SHGs), and improving living standards in rural India. Project Shakti provides critical ly needed additional income to these women and their families, by equipping and training them to become an extended arm of the company's operation. Started in 2001, Project Shakti has already been extended to about 20000 villages in 196 districts in 11 States – Andhra Pradesh, Karnataka, Gujarat, Madhya Pradesh, Tamil Nadu, Chhattisgarh, Uttar Pradesh, Orissa, Punjab, Rajasthan and Maharashtra.The respective state governments and several NGOs are actively involved in the initiative. Project Shakti already has about 6200 women entrepreneurs in its fold. A typical Shakti entrepreneur earns a sustainable income of about Rs. 1, 000 per month, which is double their average household income. Project Shakti is thus creating opportunities for rural women to live in improved conditions and with dignity, while improving the overall standard of living in their families. In addition, it involves health and hygiene programmes, which help to improve the standard of living of the rural comm unity.The project's ambit already covers about 15 million rural populations. Plans are also being drawn up to bring in partners involved in agriculture, health, insurance and education to catalyze overall rural development. HUL's vision for Project Shakti is to scale it up across the country, covering 100,000 villages and touching the lives of 100 million rural consumers by 2005. LIFEBUOY SWASTHYA CHETANA – Health & Hygiene Education Lifebuoy Swasthya Chetana is the single largest rural health and hygiene educational programme ever undertaken in India.Its objective is to educate people about basic hygienic habits. It has been developed around the insight that people mistakenly believe â€Å"visible clean is safe clean†. The programme establishes the existence of â€Å"invisible germs† and the associated risk of infection. In India this is important, because diarrhea, caused by invisible germs, is the second largest cause of death among children below the age of 5. The project will help reduce incidence of such diseases, by raising awareness of preventive hygienic practices. The campaign has been divided into various phases.In the initial phase, a Health Development Facilitator (HDF) and an assistant initiates contact and interacts with students and influencers of the community, like village community representatives, medical practitioners, school teachers etc. A number of tools like a pictorial story in a flip chart format, a â€Å"Glo-germ demonstration†, and a quiz with attractive prizes to reinforce the message are used. The â€Å"Glo-Germ demonstration† is a unique tool to make unseen germs visible and emphasize the need to adopt hygienic practices. The first interaction with students is then replicated with the rest of the community.Subsequently, follow-up visits and communication are undertaken at periodic intervals which reinforce the message and learning’s. Started in 2002, the programme has as of now covered a bout 15000 villages in 8 states — Uttar Pradesh, Bihar, Jharkhand, West Bengal, Orissa, Madhya Pradesh, Chhattisgarh and Maharashtra; it has already touched about 70 million people, imparting hygiene education to over 25 million children. The vision of this on-going project is to make a billion Indians feel safe and secure by focusing on their health and hygiene needs.FAIR & LOVELY FOUNDATION – Economic Empowerment of Women The Fair & Lovely Foundation is HUL’s initiative which aims at economic empowerment of women across India. It aims to achieve this through providing information, resources, inputs and support in the areas of education, career and enterprise. It specifically targets women from low- income groups in rural as well as urban India. Fair & Lovely, as a brand, stands on the economic renowned Indian women, from various walks of life, as its advisors. Among them are educationists, NGO activists, physicians.The Foundation is implementing its activities in association with state governments. In India, low-income families, albeit unwillingly, tend to discriminate against girl children, in providing opportunities for education and enterprise, because of resource constraints. The support provided by Fair & Lovely Foundation will help girl children avail opportunities of higher education and acquires skills in appropriate professions. Launched in 2003, Fair & Lovely Foundation seeks to impact the lives of women. This will be done through scholarships and enterprise initiatives.For career guidance, it seeks to touch millions of aspiring women and students in an ongoing programme, currently covering three states and all main metros in the country. GREENING BARRENS — Water Conservation and Harvesting HUL's Water Conservation and Harvesting project has two major objectives: a) to reduce water consumption in its own operations and regenerate sub-soil water tables at its own sites through the principles of 5R — reduce, reuse, recycle, recover and renew; b) help adjacent villages to implement appropriate models of watershed development.Water scarcity is one of the biggest crises facing India in terms of spread and severity. Water conservation and harvesting in HUL's own operations will help conserve and regenerate this scarce resource. An attendant benefit will be reduction in the consumption of energy that would have been spent in converting and using that water. The support to communities in developing watersheds will help in the economic development of areas adjacent to HUL sites. Water management is a focus area for all HUL factories. Water conservation has been made one of the key performance indicators of an HUL factory.Through a series of technology innovations and novel processing routes HUL has reduced its ground water consumption by over 50%. HUL has also applied technologies that recycle effluent water after treatment – 70% of HUL sites are now zero discharge sites. There are many other measures — Reverse Osmosis Plants and Solar Evaporation Ponds to name a few. A simultaneous benefit is saving in energy that otherwise would have been consumed in drawing, pumping or converting water into steam — HUL's energy consumption per unit of production has come down by 61% since 1996.Since 2003, all HUL sites have begun to harvest rain water. Rain water falling on factory premises is accumulated in ponds, thereby renewing sub-soil water tables. HUL is also committed to extending its efforts on water management to the larger community, and has engaged in community projects in water adjacent to manufacturing sites. The Khamgaon soap factory is located in a dry and arid region of Maharashtra and gets limited rainfall. Seven years back the factory started a pilot on ‘Watershed Management’ on a 5-hectare plot to prevent soil degradation and conserve water.The efforts have resulted in the creation of a green belt, which is the only visible green patch in the area. The 5-hectare green belt is now a veritable forest of about 6300 trees, including over 1400 ornamental plants and over 600 fruit- bearing plants. There has also been a remarkable improvement in the quality of soil, and significant conservation of water. This has been documented in a booklet, ‘Greening Barrens', so that industry, government bodies and communities adopt this widely.Encouraged by the results, HUL has extended the model to a neighboring village, Parkhed, in association with the TERI and the Bharatiya Agro Industries Foundation. The community at Parkhed has already constructed 37 check dams. More than 20,000 saplings have been planted during the 2003 monsoon. For the first time, villagers were able to collect water and utilize it for irrigation post monsoon. The initiative received appreciation at the Johannesburg World Summit on Sustainable Development.In association with an NGO, Vanrai, HUL's Silvassa manufacturing hub (in the Union Territory of Dadra & Nagar Haveli) too has embarked on a long-term project of water harvesting, which aims to dramatically change water availability, taking it up to year-round availability from 4 months at present. At Karchond village, near the Silvassa site, the community has built 18 bunds. Seven of them are on a river running through the village, and 11 smaller ones at different water run-off points. This has enabled the community to sow a second crop, thereby significantly increasing their incomes.Through an Integrated Village Development Programme, the project's ambit also includes alternate income-generating activities through SHGs, forestry management, education of children, nutrition. HUL's vision is to continuously innovate technologies to further reduce water consumption and further increase conservation in its operations. Simultaneously, HUL sites will progressively help communities, wherever required, to develop watersheds. HAPPY HOMES – Special Education & Rehabilitation Under the Happy Homes initiative, HUL supports special education and ehabilitation of children with challenge. ASHA DAAN The initiative began in 1976, when HUL supported Mother Teresa and the Missionaries of Charity to set up Asha Daan, a home in Mumbai for abandoned, challenged children, and the destitute. Subsequently, Asha Daan has also become a home to the HIV- positive. The objective in supporting Asha Daan was and continues to be to share the origination’s prosperity in supporting the Mother's mission of serving the â€Å"poorest of the poor†.Asha Daan has been set up on a 72,500-square feet plot belonging to HUL, in the heart of Mumbai city. HUL bears the capital and revenue expenses for maintenance, upkeep and security of the premises. The destitute and the HIV-positive are provided with food, shelter and medication for the last few days of their lives. The needs of the abandoned challenged children are also met through special classes of basic skills, physiotherapy and , if possible, corrective surgery. At any point of time, it takes care of over 300 infants, destitute men and women and HIV-positive patients.ANKUR In 1993, HUL's Doom Dooma Plantation Division set up Ankur, a center for special education of challenged children. The center takes care of children with challenges, aged between 5 and 15 years. Ankur provides educational, vocational and recreational activities to over 35 children with a range of challenges, including sight or hearing impairment, polio related disabilities, cerebral palsy and severe learning difficulties. These physically and mentally challenged children are taught skills, such as cookery, painting, embroidery, bamboo crafts, weaving, stitching, etc. epending on their aptitudes. The center has rehabilitated 10 children, including self-employment for 6 children by providing them with shops, and 3 girls have been provided employment as creche attendants. It has also moved to normal schools 18 children. Since inception it h as covered about 80 children. Ankur received the Lawrie Group World aware Award for Social Progress in 1999 from HRH Princess Royal in London. KAPPAGAM Encouraged by Ankur's success, Kappagam (â€Å"shelter†), the second center for special education of challenged children, was set up in 1998 on HUL Plantations in South India.It has 17 children. The focus of Kappagam is the same as that of Ankur. The center has 17 children, being taught self-help skills, useful vocational activities like making of paper covers, greeting cards, wrapping papers, fancy stationery, and napkins, brooms made out of coconut leaves, candles, and also some home care products. About 12 of the children have become relatively self-reliant by earning through crafts learnt at the center. Since inception, it has covered about 28 children. ANBAGAMYet another day care center, Anbagam (â€Å"shelter of love†), has been started in 2003 also in the South India Plantations. It takes care of 11 children. Bes ides medical care and meals, they too are being taught skills such that they can become self-reliant and elementary studies. Over 20,000 individuals have benefitted from the Happy Homes initiatives since inception. HUL is wholeheartedly involved with all four centers and will continue to be involved in the future. Among HUL's other significant CSR initiatives are: YASHODADHAMHUL has reconstructed a village in the Bhachau Taluka of Gujarat's Kachchh district. The village, which has been named Yashodadham, was dedicated to its 1100 residents in December 2002. The residents belong to Nani Chirai village, which was completely wrecked by the devastating earthquake of January 2001. Yashodadham, spread over 25 acres, comprises 289 homes. HUL has also provided a school building, an exclusive playground for children and a multi-purpose community center, including a creche, health center, and community room and village administration office.All the structures are earthquake and cyclone-resist ant. Space has been left all along the village for parks and public squares, where villagers subsequently will plant trees. Each house is of 400 sq. ft. built-up area, with running water and electricity, in a 1600 sq. ft. plot. As desired by the villagers, the design and foundation of houses and the plot size is such that they have the scope to build extra rooms in the future. HUL has constructed both an underground reservoir and an overhead tank for water.HUL, which had launched immediate relief after the quake in areas adjacent to its Kandla Exports factory, subsequently decided to reconstruct a village, which was completely wrecked. The objective was to help a completely wrecked village, because such settlements had the greatest need for help. Forty such villages were inspected, around Kandla factory, and Nani Chirai was chosen. VINDHYA VALLEY In 2002, the company took up a project in Madhya Pradesh, which will impact the entire state's rural population.The mainstay of Madhya Pra desh's economy is agriculture. Prosperity thus means increasing the income of farmers and small town and village entrepreneurs engaged in agro-processing and cottage industries. This is where HUL is contributing its expertise. It has helped the state government create ‘Vindhya Valley', an umbrella brand, and support software for its marketing, manufacturing and distribution. The state government has been substantially investing every year to finance small town and village entrepreneurs.But the lack of marketing skills and market access denied them the desired success and eventually resulted in most of these ventures becoming unsustainable. The launch of ‘Vindhya Valley', with support software from HUL, is helping overcome the impediment. It is a truly unique and sustainable form of livelihood generation. This has resulted as of now in the establishment of 20 small units, based in rural areas, providing direct engagement to about 1000 families involved in the production o f spices, honey, papad, pickles, agarbatti etc.The success of ‘Vindhya Valley has been recognized by various state governments. HUL has recently begun work with the Karnataka Government in similar projects to improve the income and quality of life of rural communities. An umbrella brand, ‘Stree Shakti', is being created for Self-Help Groups (SHGs). The initiative will generate higher sales and higher returns for the SHGs. In its business operations and in its principles and practices, Hindustan Lever thus straddles the Indian corporate world, single-mindedly identifying itself with Indian aspirations and needs in every walk of life.

Disparity between the Rich and Poor Essay

The poor hating the rich has already occurred earlier a few years back, when people started hating the rich because they were selfish and use money inappropriate ways. People eventually started developing jealousy among these rich people, and slowly away did they start riots and protests. There are many reasons why this has happened. Firstly this has happened, because these rich people and poor people are simply just different, any time there are different groups, especially two different groups. And over time people start to notice the differences because they’re divided into classes, and get angry because of the stereotypes of how rich people are snobby and look down on the poor, but it’s stupid to hate someone because of their money rather than hating on their personality. Secondly the poor people are jealous of how the rich tend to lead better lives than the poor, which the poor resent. It’s because of how rich people feel the need to just use money, even if it’s on useless things just to get rid of the money, the poor people are jealous of how they’re throwing things away, that they’re never going to have in their lifetime. And finally, the rich controls how the places run, governmentally and economically. And sometimes they feel like they’re being pushed around because the rich are already richer than them and now being able to bark orders at them, building even more resentment. To solve this issue, the government can start out by setting long term and short term policies. Short-term policies can be used to help the poor people like insurance and help them cover the percentage of the salary and help them regain their path. As for long term policies, it should be provided for the extremely poor people have are almost bankrupt to begin with, meaning it will be the same as short-term policy but longer, for at least 1-2 years. Secondly the rich can also help resolve this issue by holding many charity events for the poor people, charity events games that let them collect money. Then an extremely discounted store just for the poor people. Therefore the poor will not have as much resentment on the rich after they have done this many things for them to live on. This is to build a harmonized society, for the rich and the poor to cooperate with one another.

Marketing Plan: Johnson & Johnson Essay

Marketing Plan: J & J DiaperOrganizational OverviewBackground on Johnson & JohnsonIn 1886, Robert Johnson joined his two brothers, James and Edward Johnson and went into business in 1886 in New Brunswick, New Jersey with 14 employees. They incorporated as Johnson & Johnson (JNJ) in 1887. One of JNJ’s most well known products was Johnson’s Baby Powder, which was originally to sooth skin irritation in 1890. This led to a line of baby products with the marketing slogan, â€Å"Best for your baby, best for you.† Some of JNJ’s most well known products are Band-aid, Tylenol and the antipsychotic drug, Haldol. JNJ has been a publicly traded company on the New York Stock Exchange since 1944. The company’s ticker is JNJ. They boast 72 consecutive years of increased sales and 44 consecutive years of dividend increases. Part of JNJ’s success is contributed to their innovation and continued development of new products. Mission StatementJNJ does not have a simple mission statement but a one page document titled, â€Å"Our Credo.† The beginning paragraph of â€Å"Our Credo,† is as follows:We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services. In meeting their needs everything we do must be of high quality. We must constantly strive to reduce our costs in order to maintain reasonable prices. Customers’ orders must be serviced promptly and accurately. Our suppliers and distributors must have an opportunity to make a fair profit. Geographic LocationCurrently JNJ is parent to 230 companies throughout the world, all of which currently and historically market health care products. The principal office is located in New Brunswick, New Jersey and employs 116,000 employees in 57 countries worldwide. Product MixThe business segments of Johnson & Johnson include consumer, medical devices and diagnostics, and pharmaceutical. Each segment has numerous companies and product lines. Our product will be part of the consumer segment and a product line of Johnson’s Baby. Product DescriptionAfter much research JNJ decided to create a diaper in conjunction with Balmex diaper rash cream. Balmex is a successful product of JNJ and has been pediatrician recommended for over 50 years. Balmex reduces redness from diaper rash within hours. (Johnson & Johnson Consumer Companies Inc. 2006) The question the research team faced was how to prevent diaper rash instead of treating diaper rash. The answer that they came to was to get Balmex to the skin before the rash had a chance to develop. This idea is behind the creation of the brand new JNJ diaper. SWOTT AnalysisThis SWOTT analysis will attempt to uncover the strengths, weaknesses, opportunities, threats and trends associated to this new product of JNJ diapers with Balmex. StrengthsJNJ is one of the world’s leading manufacturers of health care products. The company has a strong product portfolio and has developed a well recognized name amongst parents for their child care needs. This strong brand image puts the company at an advantage when it comes to launching new products. The company is in a healthy financial position that allows the company to provide the resources necessary to exploit opportunities and promote their products heavily. Balmex is a well established product and has been recommended by pediatricians for over 50 years. This type of trust will automatically generate sales for the company. Balmex treated diapers would not only treat a diaper rash but prevent one from occurring. This new product in not only more convenient, but much less messier than the alternative of applying a thick cream that is difficult to wash off the skin. The company already has developed the application process of this product through an existing product line, Carefree Panty liners. This will save the company from having to do the research from top to bottom for this new product line. WeaknessesLike any new product, time and money needs to be spent on researching, developing and marketing. Customer demand needs to be created for this new product and this will require plenty of resources to accomplish this task. The diaper industry is a new market for JNJ and it will be tough for the company to establish itself in this industry. Having a well established brand helps, however; Huggies and Pampers has dominated this industry for a very long time and breaking into this new territory is going to require a very expensive marketing campaign. OpportunityDisposable diapers make up an industry worth over $19 billion a year worldwide. This new diaper will allow JNJ to tap into this lucrative industry with a distinctive and innovative diaper that has not been developed up until now. This product has the possibility of being a huge success for JNJ and can contribute to the company’s financial position. ThreatsSafety concerns are always an issue especially when developing a product used by children. JNJ needs to be prepared for claims associated with misleading advertising, inappropriate use of the product and allergic reactions that some babies may develop. JNJ invests plenty of money on trials and developing their products, however; does not always guaranty that something will not go wrong. Competition is also a major threat for JNJ. Huggies and Pampers have dominated the diaper industry for quite sometime. If this new product establishes a new demand with the customers in this industry it will not take long for these companies to produce and distribute their own versions of these types of diapers. TrendsIn today’s society, consumers are always looking for a product that will make their lives much simpler. The majority of parent’s both work or even raise their children as a single parent. This product capitalizes on this demand to make lives as simple as possible by saving parents the hassle  of having to apply a messy heavy cream to prevent their children from developing or treating a diaper rash. This trend will only continue into the future and JNJ needs to keep this in mind when developing a new product. Market ResearchIn order for Johnson and Johnson to get a new product to the right consumer, they must first divide the market and then target a smaller portion of that market. The process of segmentation is basically those buyers JNJ is looking for that share the same needs and have same buying behaviors. The purpose of segmentation allows narrowing down the same needs and buying behaviors they are looking for in a target market. There are several ways segmentation can help JNJ to find their target consumers. They include the geography, the psychographics, social-cultural graphics, and demography. Johnson and Johnson will have to evaluate all four bases in order to find an ideal customer. The geographical base is probably the least important factor on the segmentation criteria, although it is important, there are other factors that are more crucial. Depending on where the consumers shop and live can also depend on availability of a product. If a consumer lives in a more rural area, there may not be a distribution of the new product. However, the internet has made it possible to reach consumers in remote areas and make it possible for them to buy products that are not available in their area. The psychographics of the targeted consumers is one of the most important aspects on what will make the consumer buy into the product. Since our new product is directed towards convenience and prevention, we want to know what the lifestyles of our consumers are like. Specifically, we are looking for parents who are on the go, but are still concerned for their child’s healthcare. This new product will better suit those parents who are very active in their daily lives. The behavior bases such as the social-graphics provide a sense of reassurance to all current JNJ customers. â€Å"The fundamental objective of Johnson & Johnson is to provide scientifically sound, high quality products and services to help heal, cure disease and improve the quality of life.†Ã‚  (Johnson and Johnson.com, 2002) Many people buy these products because JNJ is a well established company that has been around since 1886; therefore, some of these consumers will want to consider trying out a new and improved product. Also the fact that most of JNJ products are pediatrician recommended has in itself helped to establish the level of trust consumers feel towards the brand and know that these products will not harm their children. The demographics for this new product will be the most important factor for the targeted market. The consumer’s age will typically define what maturity level is buying the product. Typically older parents ranging in age from 25 years to 35 years have the means to take better of their children’s healthcare needs than younger parents ranging in age from 16 years to 25 years. The parents in the older age bracket are generally better established in their full-time careers, both working full-time jobs and are always on the go; whereas, the younger parents are barely trying to get a head start and can not afford the convenience. Family size is also another factor because the larger the family, the more likely the parents are concerned with the cost of the product. Studies have shown that smaller families are more willing to try new products and are not as concerned with the price as bigger families tend to be. Occupation is another important factor of demographics. With rising costs most families need dual incomes in order to cover their cost of living. As a result of both parents working, parents are more strapped for time; therefore, if a product proves to be more convenient they may be willing to pay a little extra for this convenience. After analyzing all the segmented bases we are closer to realizing the target market of consumers for this product. We have found that the target market for our product is the older parents as opposed to the very young ones who have one or two children. The majority of our market will be families with dual incomes looking for the convenience that our product will offer to them. This market will buy our product due to the level of trust they have in our brand from pediatrician recommendations and brand recognition. Most likely these parents will be from urban and metropolis areas who will have easy access to our product as a result of our distribution. However, most  importantly our target market will be parents who want to make sure their children are healthy and free from any infections or irritations due to diaper rashes, but at the same time looking for the convenience of this 2 in 1 product. Competitors and the Competitive LandscapeJNJ has created a revolutionary product, a 2-in-1 diaper with diaper rash cream that makes changing diapers easier for the consumer. This no mess, one step diaper promises to prevent non-fungal diaper rash instead of just treating it. JNJ already has over 50 years of experience with its current diaper rash product Balmex. JNJ decided to take its very effective, well known diaper rash cream and add a new twist. Now parents will not only treat a baby for diaper rash, but they will prevent non-fungal rashes from occurring. One problem that JNJ faces is anticipating who will buy this product and how much one will pay for this convenience this product offers. Since there is currently no item like this diaper on the market, there is no secondary research for JNJ to build upon. The only facts that JNJ has is the effectiveness and popularity of Balmex. Before JNJ can present this product to the public it must conduct primary research to determine whether or not the diaper can compete in the market of diapers and diaper rash creams. JNJ has a long history with its customers and has been able to successfully meet their needs over this period of time. JNJ first began in 1887 with creating sterile dressing for surgical procedures, reducing the risk of infection. By 1897 they were named â€Å"The Most Trusted Name in Surgical Dressings† (J&J, 2006). In 1890, JNJ baby powder, the original treatment of diaper rash was introduced. In 1948, JNJ was the first company to create the disposable diaper (GPOABS). In 1951, Balmex was created to treat diaper rash (J&J, 2006). It was not until 1961 that Pampers were introduced and in 1968 Huggies hit the market (GPOABS, 2005). JNJ has been caring for families for over a century in a variety of ways. Not only did JNJ produce over 90 percent of surgical dressings in the late 1800’s, but they protected families during the Great Depression by assuring none of the workers lost their jobs. JNJ has also protected families through its products and pharmaceuticals (J&J, 2006). This extensive history  provides JNJ with a loyal consumer base, and the knowledge of filling the needs and wants of its consumers. While JNJ does not currently market a diaper, it has made diapers in the past. JNJ also has the advantage of studying other companies’ diapers and understanding what works best and why. Through this secondary research that was available to JNJ we are able to create a diaper that could promise the same breathable, stretchable, compact fit that other diapers offer. Now JNJ can exceed what the other diapers promise, by being able to provide the first diaper that will prevent non-fungal diaper rashes. These new diapers will not only prevent diaper rash and be just as comfortable as other diapers, they will cost the same amount as Pampers, the current most expensive diapers. Since most families are always on-the-go, the hassle of applying messing diaper rash cream in neither convenient nor time saving. A baby with diaper rash also means a baby that is more irritable from skin irritation. JNJ diapers will prevent non-fungal rashes reducing a baby’s irritability from rashes. JNJ’s diapers will be both convenient by eliminating the need for excess messy products and provide the baby with healthier skin that is not provided by the competitors. It is crucial for a company such as JNJ to market their new product line accordingly to add to their success. They must be able to communicate their marketing message in such a way that their targeted group will be interested in what they have to offer. By using their available resources to the fullest extent, they will be able to generate more revenue. The goal to promoting the new product line is to be acquainted with the selected buyers. Since this will be a completely new product for this industry and company, JNJ has to take on a strong position and really be prepared to overcome the challenges that may arise. JNJ must consider what their consumers are looking for in a diaper. If they can successfully determine the needs and wants of those purchasing diapers, they will be able to expand their cliental. They should evaluate their current customer base and determine how to maintain their loyalty when purchasing diapers. By identifying their current market group and considering some of their demographics such as income and also looking into their life-style, how often will they need or use the product and the loyalty of their customer base. Another important factor for the marketing plan is to focus more on the benefits of the product. They must pay special attention to the direct needs of the purchaser. They must be able to understand and deliver how a customer will profit by this new product. Recognizing the needs of the consumers will help in convincing them to buy their products, which will lead to more sales revenue. Consumers are really buying products that will bring them convenience, save money and time. The more JNJ knows about their customers and competitors the more they will be successful. Since this product line will be completely new, they must work out all the negative drawbacks that may come up so it does not affect the company’s reputation as a family friendly organization. This product will be targeted to the type of parents that want convenience and with the least amount of hassle that will fit into their busy schedules of juggling work and raising a family at the same time. At JNJ the company understands the need to make life as easy as possible for these working parents and has discovered this new market opportunity that has the potential to be a highly demanded product in the disposable diaper industry. In the United States, $8.5 billion a year is spent on disposable diapers. Currently there are two big companies who own a large portion of this market, Procter & Gamble (Pampers) and Kimberly-Clark (Huggies). JNJ does not currently produce diapers; however, they have developed a brand association amongst parents of being a dependable and trustworthy company for their childcare needs. Obviously, the company’s main priority is to increase sales and profits for the company; however, they also wish to sustain the trust that has developed through the years with a new product that is what the consumer wants, needs and depends upon. Using the five-step marketing research approach, JNJ has developed the route for the new product; JNJ Diapers with Balmex. Step one requires that research objectives  are set by having a clear understanding about the type of research needed to introduce the product to the market. By using casual research, JNJ will try to determine if adding diaper rash cream to diapers will actually motivate consumers to buy the product. Casual research tries to determine if a change in one factor changes another one. This type of research would best suit the purpose of JNJ because Balmex is a product that already works; however, the company hopes to make that product even better and create the need and demand in the targeted market. Step two is to develop the research plan by specifying the constraints on the research activity, identifying the data needed for marketing decisions, and determining how to collect the data (Kerin, Hartley, Berkowitz & Rudelius, 2006). The constraints on this project fall heavily on time and money needed to do research; however, JNJ is a large corporation that can afford the necessary funds to develop and do the required R&D. Even so, it is important to establish the budget and time that will be allocated to this research. The type of data that is needed needs to be collected by sampling from a population that is most likely to use the diaper. This product is targeted to a specific market and for that reason there must be a parameter set up with precise rules to select that sample. This type of sampling is referred to as probability sampling. Step three is collecting relevant information. Since this product has never been developed before, it is important to collect primary data for this research by using questionnaire data placed in specific magazines targeted towards parents. Also Internet surveys will be conducted on JNJ websites. JNJ will offer incentives to those that participate in these surveys by sending free samples of existing product lines. By offering these types of incentives JNJ hope not only to target the specific diaper market, but possibly develop a wider consumer base for existing products. Step four is the development of the findings collected. After relevant information has been collected the data needs to be analyzed carefully. The last step will require JNJ to implement a marketing action once all data has been reviewed and possible recommendations have been considered. Finally, JNJ will need to constantly evaluate the results by comparing profits with goals established for this product. Positioning and DifferentiationJNJ’s new rash-free diaper will be more convenient and effective for parents compared to what is offered by the other leading brands. This will give JNJ a competitive advantage over the market place with a product that is differentiated amongst existing products and will help them to gain a customer base in a heavily dominated market. What differentiates JNJ’s product from all the other products is that the new diaper is a modification to an existing product. JNJ does not currently produce diapers, however; they do produce and sell diaper rash cream. This new product will be a combination of both products and will add efficiency and effectiveness for the parents when changing their baby’s diapers. It will also aid with the prevention of diaper rashes for small children and give parents a new option when choosing a diaper for their childcare needs. JNJ will have to continue to redesign and improve their product process. One of the key elements to positioning this new product is through the research and development. This is where they can solve any current problems they may have against the product and through technology help aid in new findings and possibly better the product with new inventions. Research and development needs to be an ongoing process that never stops because it won’t take long before the competitors are doing it better and more efficient than you are. JNJ has already positioned themselves as a common household name. Many consumers feel a certain level of trust when hearing or seeing their famous trademark because JNJ has been in the health and baby care business for the past 60 years. JNJ is committed to helping people live longer and healthier lives. Since JNJ has already established a large consumer base, the immediate challenge will be to heavily promote this new product into their existing product lines. Product Life CycleThe first step in the product life cycle of JNJ’s new baby diaper is the market introduction. The initial expectation is that sales  will be low as customers will not be aware of nor will they be looking for a diaper made by JNJ. Promotion will be essential during the introduction stage. Even with significant promotion, it may take some time for potential customers to learn about the availability and the advantages of using JNJ’s new diaper. JNJ further expects to experience a loss on this product during the initial market introduction due to product, promotion and place expenses. JNJ should expect a prolonged introduction phase because it is trying to take a share of an established market. Customers who are content with their current diaper choice may not be too eager to switch brands. The most likely customer will be people who have become recent parents and have received various types of promotion from JNJ. The next phase in JNJ’s new diaper life cycle is the market growth stage. JNJ expects both new and experienced parents to purchase the new rash free diaper. During the market growth stage, JNJ will experience rapid growth and exposure. The diaper will initially experience strong profits. During this phase, JNJ will experience its largest profits from this new product. It is JNJ’s expectation that the competitors will produce a similar product in approximately three months from the market introduction. If JNJ ignores the competition during this stage, it could be devastating to the success of this product. It will be essential to the success of this product to win over and maintain the customers who are already using JNJ baby care products by stressing and promoting the trust that they have developed through the years with their Balmex diaper rash cream. The third phase of JNJ’s new rash free diaper will be the maturity stage. During this stage the competition will get stiffer and JNJ should expect lower prices from the competitors. The competitors may also spend more money on promotion while fighting to keep their share of the market. The competitors have a lot at stake and will fight hard to keep their customers. During this stage JNJ needs to concentrate of reinventing the product by considering revisions to the marketing mix primarily focusing on promotion. The last stage in the new diapers life cycle will be the sales decline stage. The primary reason for sales to decline is a vigorous product war from the  competitors. They will essentially duplicate JNJ’s new diaper and try to make it better. They will lower their prices and spend more on promotion. At this stage, the competitors will usually drive the small organizations out of business. However, lucky for JNJ, the company is too large to be easily driven out of the marketplace; therefore, the other diaper companies will have to fight long and hard to hold on to as much of their customer base as possible by relying on generational experience and loyalty. The United States is experiencing rapid population growth which means new families are being created everyday. This is good news for JNJ as new families develop; new potential customers are born everyday. Between July 2004 and July 2005, the countries population grew by 2.8 million people. The southwest portion of the United States saw the most growth. California has remained the most populous state in the country with 36.1 million people. Nevada has been the fastest growing state for 19 consecutive years with a growth rate of 3.5%. Arizona is a close second with a growth rate of just under 3.5% (U.S. Census, 2005). JNJ must concentrate developing new life cycles and reinventing the product in areas with significant growth patterns. With the right strategy JNJ will overcome the sales decline phase by reintroducing the rash free diaper to new families by including the new diapers into the marketing mix already in place for other JNJ products. Marketing MixProduct StrategyThe JNJ pre-medicated diapers are made with the same high quality cotton as their sterile surgical supplies. The otter shell is soft to touch and breathable. There is elastic around the legs and back allowing for baby to move freely without the parents need to fear of leaking. There is a tab on either side of the waist that is re-adjustable. The center of the diaper is filled with a dry gelatin substance that is capable of absorbing 500 milliliters of fluid. The inner liner of the diaper is made of cotton and has a very thin layer of Balmex applied in a three inch by six inch area. Last there is a wax paper cover over the Balmex which must be removed before the diaper is applied. Each diaper is wrapped in an airtight thin plastic pouch. These pre-medicated diapers are designed with the concept of keeping a  babies’ skin healthy. For that reason all materials used are hypo-allergenic and have been tested of a variety of skin types. All materials used are breathable and latex free. None of the materials used have been tested on animals. The diapers are guaranteed to keep fresh as long as outer plastic bag is kept intact. If there should be some malfunction of the diaper or should the baby develop a reaction JNJ will refund the full purchase cost. Place StrategyJohnson & Johnson foresees the new rash free diaper being carried primarily as retail item. These retail stores would probably include baby care sections and a wide array of baby care products. These stores are usually located in or near densely populated areaswith a large and diverse customer base. Due to the explosion of urban sprawl and rapid population growth, more families shop at these types of retail outlets. Before organizational buyers begin to carry our unique product, we will conduct surveys to help us narrow down the right consumer groups. Data from the surveys taken will determine whether or not this product would be viable in a market that is diverse and unpredictable. Price, place, promotions, and our product must be considered. Targeting marketable locations through marketing surveys will help us to better understand the locations that we will make our product available and it will also enable us to create a reasonable price that will meet our costs and profit requirements and those of the consumers buying our product. Promotions through personal selling, sales promotions, public relations, direct mail, trade fairs, exhibitions, advertising and sponsorship will help us to create the demand and the awareness of our new product. Retail stores are mostly profit organizations that are concerned with revenue. If the organization is unable to make a certain amount of profit they simply choose not to carry our new product. That is why it is so important that we price this product correctly to not only meet the needs and wants of our own and those of our consumers, but also to meet the needs of the organizational buyer. These diapers must also be a product that is demanded by the consumer in order for the retail stores to continue stocking our products. If we are not successful in generating a significant amount of  demand, these retail stores will simply discontinue their purchasing of our new product line. Retail generally desires a high inventory turnover rate. They expect JNJ to heavily promote their new product in order to create the demand and if successful will continue to stock our product as long as they continue to move off of their shelves. Another retail concern is the availability of the product. Stores and their consumers do not like to be told that a particular item is on back order. When a store sells items they need to fill that spot on the shelf quickly so more items can be offered for sale. It is a very frustrating situation when the demand for a product can not be met not only for the consumer but the organizational buyer as well. This type of situation results in a significant loss of revenue for the organizational buyer and upsets the consumer that relies on the store to carry the product and will result in loss of business for all parties involved in the transaction. That is why it is very important for our company to understand what that demand will be and have the product available to meet those demands. The diaper has to be consistent with the stores existing product mix. Some retail stores and supermarkets consistently carry baby items while others tend to specialize in just a few specific items. Most important, the product must work and be free of defects. No retail store wants to be associated with a large-scale recall. Another prospective organizational buyer will be daycares and hospitals. These types of venues will offer a great opportunity to introduce our product to consumers. Hospitals will require diapers for newborn babies and ill baby patients. Not only will they desire a service contract but also hospitals tend to give out care packs to the babies’ families when they leave the hospital. Care packs contain baby products including diapers and coupons. Hospitals will expect a certain amount of promotional products. Daycare Centers commonly stock baby care products. Again, this is a great opportunity to establish a relationship with consumers. Daycares contract with companies such as Huggies or Pampers in order to purchase diapers in bulk. Diaper consumers will be family oriented men and woman from a wide range of social economic levels. Many first time parents will be in an experimental stage. They will try different diapers and see what appeals to them the most. Most new parents rely on care packages and samples at the start of parenthood until they form preferences. Children are expensive and parents quickly learn that price is a significant factor. Parents who have experienced diaper rash will want to prevent future occurrences. An experienced parent may be attracted to a diaper that has the cream included as opposed to one where the parent needs to get their hands messy with diaper rash cream. Due to this experience, it is easy to see how pre-medicated baby diapers can save time, money, and frustration; leading to happier moms, dads, and babies. Pricing StrategyIdentifying a pricing strategy for this new diaper will be based on what the competition is already doing in the marketplace. JNJ has decided to price the new diaper at the same price as other leading brands. This will give the company a competitive advantage since consumers can try the convenience that the new diaper offers without the cost of having to pay more. This diaper will understandably cost more to produce than the diapers produced by the competition resulting in a loss of profits, however; JNJ needs to gain a share of the marketplace and sometimes high markups do not always mean big profit (Perrerult & McCarthy, 2004). The pricing strategies will be closely tied to that of the competitors throughout the product cycle. JNJ is prepared for the competition to release their own version of the product; however, they will continue to base their marketing strategies on the experience and trust of Balmex that has been established for the past 50 years. The makers of Pampers and Huggies currently do not produce or have any experience with diaper rash cream and this will be a major advantage for JNJ. Discounts for the product will be offered to new mothers in part of the care package they receive from the hospitals. These discounts will result in a fair amount of profit loss, but hopefully help JNJ to establish a new consumer base. JNJ realizes competition will be intense amongst the other leading brands,  but JNJ has the advantage of being a successful and large organization that can withstand the heavy blows that will inevitably be thrown by its competitors. Through constant research, JNJ will continue to find new and innovative ideas to differentiate themselves from their competitors. Promotion StrategyIn July 2007, one month prior to the public launch of the champagne, JNJ will provide free samples to be distributed throughout hospitals and pediatricians offices. These samples will provide money saving coupons and an online diaper club membership. This online diaper club will allow parents to leave reviews and recommendations for the diaper, communicate with other parents, and entitle them to future promotional savings. The diaper club is free, but exclusively for JNJ customers. JNJ will then launch its public diaper champagne in August 2007. This is the usual time when school starts and parents become busier. The promotional angle will be to help simplify and expedite the care of infants and allowing more time with older children. This will allow for the new diaper to circulate for two months before the holiday season. During the holiday season, JNJ will offer addition coupons to increase sales as gift items and personal use purchases. Since the holidays are full of busy schedules and parties to attend, parents can find piece of mind knowing that the new JNJ diapers will grant them much needed time, by reducing the time of diaper changes and eliminating the need to carry excess supplies. JNJ is anticipating competition around April 2008, when other diaper manufactures will be producing their own pre-medicated diapers. At that time JNJ will have a promotional program to match the price of its competitors, should their diaper be less expensive. JNJ will already have a customer base by that time, and with the diaper club will be able to make any necessary changes to their product. After the introduction of competitors, JNJ will focus mainly on the trust that has been developed with their name. In August 2008, JNJ will offer all current customers a substantial money saving coupon, to help celebrate their one year birthday. After this one year mark, JNJ will continue to offer savings through mail and online diaper  program, and with the anniversary of their diapers. The diaper will be promoted the same way as the rest of their baby products. Hospitals that currently use JNJ baby products will also be provided with free sample diapers and coupons for all parents. Advertising PlanJNJ pre-medicated diaper advertising will first appear on their website four months prior to the release of the product. Parents can click on this advertisement a chose to be one of the first to use the product for free and provide feedback. Two months prior to release of the diaper, JNJ will begin advertising through commercials. These commercials will focus on the health of babies’ skin, how messy tradition diaper rash creams are, and the busy hectic lives of parents. One month before the product is launched samples of the diaper will be dispersed to parents in hospitals. Two weeks prior to product release, coupons will be sent out in all newspapers. On all sample products and coupons the website for the baby diaper club will be clearly printed. All parents signing-up in the diaper club will receive a welcome package with samples of diapers and other JNJ baby products. When diaper is released, large displays will be set up in major retail stores that already sell other JNJ products. Free samples will be provided along with information on diaper rashes and how to care for a babies’ sensitive skin. Knowledgeable JNJ staff will man each display for the first 3 weekends the product is sold to answer questions and provide information to parents. Pamphlets will be available showing the clinical results of the diapers as well as access to the website. After the initial launch of the product, JNJ will continue to advertise their diapers in the same fashion as they do their other baby products. Through commercials on television, to Internet advertisements, to newspaper circulars there will be a very limited number of Americans who have not heard of JNJ’s new pre-medicated diaper. After one year of use and exposure in the United States, JNJ will launch its diaper throughout the world. Public Relation OpportunityMedia coverage and endorsements from various groups such as First Five will boost the Company’s image. JNJ has had a long history of quality products and quality customer service. Some may say that developing an innovative improvement to the diaper is long over due for a prestigious corporation such as JNJ. The development of a diaper that prevents diaper rash will create a renewed awareness for the JNJ Corporation and all of its products. This product will remind people of JNJ commitment to quality and innovation. Channel ManagementChannel management is as important as setting a reasonable price, providing a quality product and having adequate promotion. JNJ must get the product to the customer in a convenient and timely fashion. Essentially JNJ must keep the selves stock wherever perspective customers expect to find diapers. JNJ will utilize a variety of distribution channels from direct to indirect. JNJ will use a mix of selective channels as well as extensive channels. JNJ will use direct and indirect channels to reach the consumer. For example: JNJ will sell directly to large hospitals and medical groups. Since hospitals and medical groups are going to be parent’s first introduction to baby products; JNJ will directly contact these organizations and attempt to form contracts with them. Having JNJ’s new diaper being used in hospitals and clinics is also a type of promotion for the new product. JNJ will not rely on a middleman to gain such an important business relationship. Another direct channel JNJ will use is their subsidiary, Baby Center. Through the website, Baby Center, JNJ has embrace technology as a form of reaching perspective customers. Baby Center is an interactive information center on the Internet. In addition to researching and networking with others; parents can order products directly from the Internet site. An indirect channel of distribution will be large retailer stores. JNJ will not deal with small stores, as they do not move enough inventory. These retail chains have huge distribution centers strategically located to service their stores. JNJ would deliver their product to these large  distribution centers and they the individual chains would worry about getting the product to the selves. Ideally, JNJ wants to move as much product as possible to as few locations as possible. Then the middlemen or retail chains would take it from that point forward. JNJ will practice intensive channel distribution. JNJ expects the majority of retail stores that historically carry baby products to carry JNJ’s baby diaper. Examples of retailer stores JNJ may use are: Wal-Mart, Target, Kmart, Costco, Sams Club, Walgreens, Sav-On and Rite-Aid. All large supermarket chains would also carry the new diaper. JNJ wants this new diaper to be as available to the consumer as any other diaper. JNJ’s position is not to make the diaper a specialty item that is difficult to locate. JNJ’s aim is to make their diaper a wise and simple alternative to the conventional diapers. JNJ will utilize contractual agreements whenever possible. Contracts will enable JNJ to monitor their inventories coming in from China. These inventories can be trucked directly from the docks to the various regional retailer distribution centers. Storing inventory is very expensive therefore JNJ will strategically plan production levels based on contractual agreements. JNJ will use the same distribution channels used for other baby products therefore shipping costs will be nominal. One way to create a channel is if the retailer is motivated to sell JNJ product. Initially JNJ may have to offer a better profit margin for their diapers than the competitors. This will create channel motivation where the retailers will push JNJ’s diaper over the competitors. By creating this channel motivation, some of the retailers may even promote the diaper on their own to make more sales. The other way to create a channel of motivation is if the consumer is asking for the product. This is why the marketing mix is integrated. If JNJ created a quality product, the price is right and it has been promoted well; then there will be a consumer demand for the product. This demand will pull the product through the distribution channel to the selves. When the customer  begins pulling the product through the distribution channels; JNJ will not have to push so much and lower the retailer’s profit margin. Fortunately JNJ already has a full range of baby products. JNJ will continue to use the same format for their diapers as they do for their other baby products. JNJ Sales and Logistics division will be the primary contact for JNJ retail customers. These teams will take orders and ship directly to the retailer’s regional distribution centers. Budget PlanIn 2005, JNJ spent approximately $6.5 billion in research and development for future products. The amount of this investment for research & development shows that JNJ deems it imperative to invest heavily in order to realize company goals and future growth. JNJ showed impressive sales at $50 billion in their 2005 Statement of Earnings, 29% of these sales were contributed to their consumer goods sector. Using this information and ratios to sales we will forecast a budget plan for the product development of Balmex Diapers. The following is a projected forecast for the Profit and Loss Statement of Balmex Diapers for Q1:Johnson & Johnson: Balmex Diapers (Dollars in Millions)Consolidated Statement of EarningsSales to customers $ 375Cost of products sold 104Gross profit 271Expenses:Selling, general, marketing andadministrative expenses 158Research expense 48Purchased in-process research anddevelopment 13219Net earnings 52Our projections take into account the heavy investment costs associated with product development like new capital assets, additional personnel, market research, patents and testing processes to launch the new product. We forecast that we will make a profit in the Q1 of $52 million. However, continuous research will be needed throughout the product cycle to gain superiority and growth in the diaper industry. MonitoringIt is critical in the marketing plan for researchers to continue to monitor the expectations, wants, and needs of their consumers since they change constantly. By having a monitoring process in place they are able to stay within the competitive market. However, this is not the only monitoring  process they will have, there are several other monitoring processes JNJ will have in place in order to achieve success with their new product. The use of the SWOTT analysis also helps to monitor the external and internal marketing environment and what factors affect it. Business behavior must also be monitored and evaluated periodically because it affects the production of the product. This new product will also be monitored through the pharmaceutical alliances in order to ensure they are within medical compliance standards. The internet has helped in the monitoring process. This is where the consumers will find out more about JNJ’s products and issues. They can also find opinions, other consumer insights, feedback on the products strengths and weaknesses, comparing prices, customer satisfaction, and distribution concerns. Because the internet has such a broad space for a marketing audience, the product must be clearly defined to the targeted audience. The audience will give continuous feedback so it will be critical for JNJ to keep the monitoring of the internet communication, maintenance, and sales results. Continually observing and analyzing the SWOT of JNJ will allow them to remain on the competitive market as a new product line is launched. Analyzing and preparing for the internal and external factors that are affecting their business with this new medicated diaper will put them into a lead position. Part of the monitoring process will also have them seek out potential sources that will provide them strength and filter through marketing weaknesses. The marketing environment is constantly changing therefore JNJ will have to develop knowledge on the current trends of their specific industry. Johnson and Johnson strongly believes in protecting the environment and the natural resources they use and in order to stay true to their promise they must continue environmental monitoring for their products. Monitoring consumer expectations and satisfaction is important to the success of a new product as well. The company will want to ensure the customers are satisfied with the product. By monitoring these results they will be able to determine whether production will need to make more or less of the item.  Sales results can be monitored through how many rebates or coupons have been redeemed during purchases. In the beginning phases of the new launch, more production will be needed in order to advertise it. But once it is being advertised, monitoring the satisfaction of the customer through surveys will give feedback. As feedback is being given, they are able to amend any errors or oversights right away. The company behavior is closely observed because this is where the ethical and social responsibilities of Johnson and Johnson employees are involved. All the focus has now turned to the consumers and JNJ needs to ensure their buyers are pleased with the service and quality of their products they have purchased. Johnson and Johnson will consider outsourcing a third party vendor such as an audit team to assess their customer performance versus the company’s performance. This can also be done through recent purchase surveys and having a customer satisfaction phone number on the product for a consumer to call in to voice their opinion about the product. It can be set up in an open forum to allow for comments, suggestions, or complaints. On the other hand an audit team can also be set up for the medical part of product. This audit will make certain JNJ is within medical guidelines since this new product will have medication. EvaluatingIn order for a large company such as JNJ to be successful with a new product, they must have adequate control processes in place. JNJ will have the four major control plans in place which are: annual-plan control, profitability control, efficiency control, and strategic control. There will be different job families responsible to ensure they have control over these. As they all work together it will meet the objectives to produce results. According to the textbook, Marketing Management, in chapter 2 is states companies can use Market Opportunity Analysis (MOA) to determine the attractiveness and probability of success. In this case JNJ will be able to exercise this feature in order to measure out the effectiveness of the  marketing plan they are looking for. They will be able to mostly narrow down the targeted audience and reach them more cost-effectively. JNJ will also be able to analyze whether they will be able to provide the best products for their consumers rather than the competitors and will it still meet the company’s budget. All these factors must be evaluated during the MOA. (Kotler and Keller 2006)It is clearly mostly important for JNJ to evaluate and consider their strengths and weakness in their SWOT analysis. They will want to improve on their weak points. If they are not aware of their major weaknesses and opportunities it can damage the brand element and image they have work so hard to set. If during an evaluation process they realize sales numbers are not coming in as they projected, they will have to analyze the corrective action to the problem. Some things they may want to consider might be to drop the production down on the item until they can figure out where the problem is and why people are not interested in it. Part of the evaluation process is the company must understand and evaluate what the consumer is looking for. Customers are always looking for benefit to satisfy a need. As consumers are making purchases they will go through a list of alternatives on which product they should purchase. As they are doing this, this is where JNJ must come in strong with they brand element such as their logo, symbol, character, and slogan. Since JNJ has been around for many years people are familiar with their products and services. Customers will also evaluate and associate one bad experience as a lifetime connection. If something ever went wrong, they would remember that when evaluating whether they would by a JNJ product. ControlMaking sure all controls are in place will ensure profitability and results. An annual-plan control ensures that JNJ stays within their goal according to their annual plan of sales, profits, and any other goals they might have set. Senior management will set a goal for the company as a whole and then goals will be dispersed between all other groups within the companies to stay within the group goal. Profitability control ensures they company is always making a profit. They is main responsibility of the marketing director since this person is who get the name and product out to the public which will generate more sales and profits for a company. If they  are able to create an excellent marketing strategy and consumers are consistently buying in, they will have successfully completed the job requirements. Efficiency control makes sure the entire staff is aware of the staying within a budget of marketing expenses which will increase the advertising campaigns, sales force, and distribution of the new item. Lastly, strategic control accounts for pursing the best opportunities on which markets to search for and the channels to get there can be done through a meticulous audit team. References GPOABS (2005). Diaper Evolution Time Line. Retrieved June18, 2006, from http://www.gpoabs.comJohnson & Johnson (2006). Johnson & Johnson. Retrieved June 18, 2006, from http://www.jnj.comKerin, R. A., Hartley, S. W., Rudelius, W., & Berdowitz, E. N. (2006). Marketing (8th ed.). New York: McGraw-Hill. Kotler, K. (2006). Marketing Management (12th ed.). New York: Prentice-Hall. Perreault, W. D., & McCarthy, E. J. (2004). Basic Marketing (15th ed.). New York: McGraw-Hill. United States Department of Commerce Census Bureau (2005, December 22). Retrieved June 21, 2006, from http://www.census.gov