Effect Of Client Choice Therapist Health And Social Care Essay

It is estimated that 11 % of consumers of outpatient mental wellness services and 19 % of inpatient mental wellness consumers meet standards for Borderline Personality Disorder ( BPD ) , and of persons run intoing clinical standards for a personality upset, 33 % of outpatient and 66 % of inpatient persons appear to run into standards for the Borderline status ( Linehan, 1993a ) . The Borderline status is characterized by â€Å" a permeant form of instability of interpersonal relationships, self-image, and affects, and marked impulsivity beginning by early maturity and nowadays in a assortment of contexts † ( American Psychological Association, 1994. P. 280 ) . To to the full run into standards for BPD, an single must expose this form in at least five of nine countries. One of the standards for diagnosing of the Borderline status is perennial self-destructive behaviour, gestures or menaces or self-mutilating behaviours and there is a reasonably big subgroup of persons with BPD who engage in these parasuicidal behaviours. Marsha Linehan developed Dialectical Behavior Therapy ( DBT ) in an attempt to assist these persons learn to modulate their emotions and cut down suicidal and parasuicidal behaviours. Dialectic Behavior Therapy is an evidence-based pattern that has been used efficaciously to handle persons with BPD and is deriving popularity in the psychiatric community. DBT intervention is comprised of both single therapy and hebdomadal accomplishments groups ( Scheel, 2000 ; Linehan, 1993a ) . DBT is focused on the thought that many of the troubles faced by persons with BPD root from an person ‘s inability to efficaciously modulate their emotions. Linehan ‘s biosocial theory provinces that persons with the Borderline status had early experiences with societal environments that were annuling which hampered their ability to efficaciously pull off and cover with feelings of intense emotions ( Linehan, 1993a ; Scheel, 2001 ; Crowell, Beauchaine, & A ; Linehan, 2009 ) . DBT pulls from many different schools of thought including client-centered, psychodynamic, and gestalt and besides mixes in constructs from Eastern and Zen doctrines. At its nucleus is the dialectic of cre dence and alteration and happening a balance between the two is the ultimate end to reconstructing map. In traditional DBT intervention the relationship between the healer and the client is a larger focal point than what would be traditionally found in other cognitive behavioural therapies ( Scheel, 2001 ) . DBT intervention consists of hebdomadal groups accomplishments developing in faculties such as heedfulness, interpersonal effectivity, emotion ordinance and hurt tolerance, hebdomadal person therapy with a DBT trained healer, and telephone conversations between the client and healer as needed ( McKay, Wood, & A ; Brantley, 2007 ; Sheel, 2001 ) . Individual DBT therapy Sessionss address three prioritized intervention marks: self-destructive behaviours, therapy interfering behaviours and increasing accomplishment development ( Shell, 2001 ) . In add-on to the supports available to clients, there is a hebdomadal audience meeting for healers supplying DBT intervention. The intent of this group is to supply healers supplying DBT intervention a topographic point to portion experiences, solicit feedback from their equal group and serve as a manner to assist the healer maintain the non-judgmental attack that is required of DBT intervention ( Scheel, 2001 ) . While research has shown DBT to be effectual in cut downing the parasuicidal behaviours of clients with BPD, the thought that a client will hold to go forth their pre-established relationship with a current intervention squad in order to come in into intervention with a DBT trained healer may ensue in people non come ining into this intervention. St. Luke ‘s House, Inc. a public mental wellness bureau in Montgomery County Maryland, operates a residential group place for adult females with BPD. This place utilizes DBT therapy in both the residential and the outpatient mental wellness scene. A ground frequently cited by consumers for non come ining into this plan is the involuntariness to go forth their current intervention squad. This research proposal will analyze the effects on intervention efficaciousness of DBT intervention when clients are allowed to keep a curative relationship with a non-DBT trained intervention squad while take parting in hebdomadal DBT accomplishments g roup. Literature Review A reappraisal of the bing literature of client pick in intervention and Dialectical Behavior Therapy revealed some important findings every bit good as some spreads in bing research. Client Choice In finishing a hunt utilizing several databases including PSYCHINFO, EBSCO, Psychology and Behavior and ERIC there were really few published surveies that examined the function client pick played in intervention effectivity and results. Of the consequences returned, the most recent published survey was in 1988 analyzing the principle and deductions of client pick of healers. Interestingly the research demonstrates clearly that leting clients to take their preferable method of therapy and preferable healer neither addition or diminish intervention efficaciousness, showing that at its worst, client pick would ensue in every bit effectual intervention results ( Ersner-Hershfield, Abramowitz, & A ; Baren, 1979 ; Manthei, 1983: Manthei, 1988 ; Manthei, Vitalo, & A ; Ivey, 1982 ) . Additionally, Ersner-Hershfield et Al. demonstrated that a higher per centum ( 71 % ) of persons who were allowed to take their healer really showed up for their first assignment compared to persons who were ass igned ( 45 % ) . Studies into the function of fiting clients with their preferable therapy mode in therapy have besides pointed to a defect in the system in that frequently the matching is done by the clinic and non the client ( Manthi et al. ) . Manthei et Al. investigated the effects of client pick of healer on therapy results by comparing results between a group of clients who chose their healer and two other groups of clients who were assigned healers by a clinical manager. The survey did non give consequences that demonstrated better results for persons who chose their healer, but the informations did non demo statistically important poorer results for this group, bespeaking that leting a client to take their healer would non in itself pose a hazard to intervention effectivity. While there is small informations to demo that intervention results are increased with client pick of healer or therapy, the information does show that clients who play at least a little function in taki ng their healer or therapy, have more positive feelings about their healers, stay in therapy thirster and were by and large more satisfied with therapy ( Manthei, 1988 ) . There have been suggestions to supply clients with information about available options and allow them take which they would wish to take part in ( Manthei, 1988 ) . The function of consumer pick in intervention is consistent with grounds based best patterns and current Social Work values focused on liberty and farther research in this country is indispensable. DBT Therapy Since its origin Dialectical Behavior Therapy intervention has been deriving widespread attending as an grounds based best pattern in the intervention of self-destruction efforts and self-injurious behaviours among persons diagnosed with Borderline Personality Disorder. DBT was developed in response to the trouble handling chronic sociality and self-injurious behaviours in adult females with BPD in traditional intervention scenes. It was designed to be an outpatient intervention comprised of four major constituents: 1 ) single psychotherapeutics hebdomadally 2 ) group skills developing hebdomadally 3 ) telephone audience with the healer as needed and 4 ) hebdomadal audience squad meetings for the healers and accomplishments group leaders ( Linehan, et al. , 2006 ; Soler, et al. , 2009 ; Chen, Matthews, Allen, Kuo, J. R. ; Linehan, M. M. , 2007 ) . Of the four surveies reviewed, three demonstrated important decrease in self-injurious behaviours and self-destruction efforts ( Bohus, et al. , 2004 ; & A ; Linehan, et al. , 2006 ) among other cardinal standards of BPD. Carter, Willcox, Lewin, Conrad, and Bendit ( 2010 ) note several grounds they were likely unable to retroflex old findings including deficiency of equal preparation in DBT methods, low attachment to DBT techniques and methodological differences in measuring. Additionally, Carter et Al. identified a shorter continuance ( 6 months vs. 12 months ) of intervention as a possible factor though Bohus et Al. demonstrated effectivity in three months of inpatient intervention. Overwhelmingly the research points to the effectivity of the DBT theoretical account in cut downing suicide efforts and self-injurious behaviours among persons diagnosed with BPD. There have been limited randomised surveies to analyze the effectivity of inmate DBT compared to the traditional outpatient DBT theoretical account and farther research is needed in this country, including follow-up with patients who received inpatient DBT and non-DBT outpatient intervention following discharge. Adaptations With the documented success of DBT intervention with persons diagnosed with BPD, human service suppliers of course sought to spread out the application to other diagnostic groups and populations and experienced varied consequence. DBT intervention has been expanded and modified for the intervention of binge-eating upsets and binge-eating syndrome nervosa ( Chen, et al. , 2008 ; Safer, Robinson, & A ; Jo, 2010 ) , victims of domestic maltreatment ( Iverson, Shenk, & A ; Fruzzetti, 2009 ) , aggression in correctional scenes ( Shelton, Sampl, Kesten, Zhang, Trestman, 2009 ) , adolescent populations ( Wasser, Tyler, McIlhaney, Taplin, Henderson, 2008 ) , post traumatic emphasis upset ( Wagner, Rizvi, & A ; Harned, 2007 ) , and opprobrious behaviour ( Waltz, 2003 ) to call a few. Adaptations of DBT to these populations have non examined the function of client pick of healer in intervention and all modified intervention while keeping the doctrine of DBT single therapy. The surveies replica ted old findings in that mark behaviours were significantly reduced utilizing the DBT theoretical account which included accomplishments group weekly in add-on to single therapy. Across the board the literature pointed to significantly lower drop-out rates among the groups having some signifier of DBT intervention. While traditional DBT intervention stopping points for 12 months, Chen et Al. ( 2008 ) limited the intervention continuance to 6 months but were able to show effectivity during that clip period. Other versions to the traditional theoretical account of DBT intervention include the usage of group merely over the class of 12 hebdomads ( Iverson et al. , 2009 ) with no single therapy, and the comparing of DBT accomplishments preparation and standard group therapy ( Soler, et al. , 2009 ) which is important to this research proposal because it demonstrates the effectivity of implementing DBT in a group scene. Shelton et Al. ( 2009 ) found that 16-weeks of DBT intervention significantly reduced aggression in correctional scenes instantly following intervention and at 6 and 12 month follow-ups. Although traditional DBT intervention has been focused on grownups chiefly due to the standards of BPD necessitating an person to be of big age, some versions have been made to implement this intervention with striplings with some success ( Wasser, et al. , 2008 ) . Wasser et Al. compared the usage of DBT intervention to standard curative surroundings in a residential scene. While the consequences were non every bit important as in other surveies, DBT was found to be more effectual at handling depressive symptoms in the young person. These surveies all point to successful versions of the traditional DBT theoretical account. Critique and Future Research The literature reviewed demonstrated that DBT, even in an altered signifier is an effectual intervention attack for cut downing parasuicidal behaviours in persons with BPD, every bit good as turn toing mark behaviours in other populations. There is farther research needed in the country of client pick in therapy effectivity and results. While some versions have been made to the mark population of DBT intervention, small attending has been paid to the function of client pick of healer in DBT intervention. This research proposal hypothesizes that utilizing a non-DBT trained healer will be every bit as effectual in cut downing suicide efforts and self-injurious behaviours as utilizing a DBT trained healer when combined with hebdomadal DBT accomplishments group. Further surveies into the effectivity of client pick in healer are needed and merely more controlled experiments will increase the organic structure of cognition in an attempt to do DBT intervention more widely accepted and available to persons enduring with dysregulated emotions and sing parasuicidal behaviours. Methods Research Design This research proposal will utilize a authoritative experiment design and will use the Suicide Attempt and Self-Injury Interview ( SASII ) to the control and experimental groups as a pre- and post-test step of self-destruction efforts and self-injurious behaviours. The hypothesis of this research proposal will be tested by comparing the post-tests between the experimental and control groups at the terminal of the survey. The survey will be conducted at both the Bethesda and Silver Spring outpatient mental wellness clinics of St. Luke ‘s House, Inc. in Montgomery County, Maryland. In this survey the control group will have traditional DBT intervention including single therapy by a DBT trained healer, and the experimental group will go on therapy with the intervention squad they have a preexistent relationship with. Both groups will have hebdomadal DBT accomplishments group and no group will hold single therapy Sessionss terminated as portion of this survey. Assignment to the control and experimental group will be done utilizing random assignment and barricading to guarantee that the groups are every bit indistinguishable as possible. Participant blocks will be determined by tonss on the SASII and separated by high and low tonss so that there is an every bit equal as possible representation of scope in parasuicidal behaviours in both groups. Participants in each block will be indiscriminately assigned to the control and experimental groups. Following the assignment into control and experimental groups, the survey participants will so be indiscriminately assigned to one of four accomplishments groups sing that the control and experimental groups are every bit consistent as possible. Because this research proposal uses a authoritative experimental design, menaces to internal cogency will be minimized and should non show a job with generalising the findings ( Montte, Sullivan, & A ; DeJong, 2008 ) . The survey will dwell of field experiments, as the intervention will be conducted in traditional curative scenes and group skill developing groups will take topographic point at the clinics so hazards to external cogency that might originate from the experimental scene will be addressed. There is some hazard of reactive effects of proving due to the pre-test at the beginning of the survey and in an attempt to turn to the hazard of an unrepresentative sample, barricading and tracking abrasion Numberss for both groups will be completed. Ultimately external cogency could be solidified through reproduction of the survey over clip and with different populations ( Monette et al. , 2008 ) . Sampling The proposed research survey will utilize 50 survey participants each of whom will be consumers of mental wellness services in Montgomery County, Maryland. One half of the participants ( n=25 ) will be assigned to the control group and one half will be assigned to the experimental group. Persons who meet study standards described below will be recruited from community mental wellness centres in Montgomery County Maryland and referred to the survey by a accredited mental wellness professional. As portion of the enlisting scheme, persons will be informed of the constituents of DBT intervention and accomplishments groups and will be informed of the nature of the research survey. Persons will be given information sing referral to the survey to supply their single healer if they are interested in take parting in the survey. Persons will be assured of namelessness, be provided with transcripts of the HIPPA processs and informed that engagement is voluntary. Persons will be informed that wh ile assignment to the control and experimental groups will be done by random assignment, all participants will have DBT accomplishments developing groups hebdomadally. Study participants will have no compensation for take parting in the survey other than the services provided and will be informed that they can drop out of the survey at any clip for any ground. Persons between the ages of 18-35 who meet DSMIV-TR standards for Borderline Personality Disorder and have a history of at least 2 suicide efforts within the last 5 old ages and a history of at least 3 or more inpatient psychiatric hospitalizations per twelvemonth will be considered for the survey. Exclusion standards for this survey include mandated intervention, co-existing idea upset, substance maltreatment upset, mental deceleration or any ictus upset necessitating medicine or ongoing monitoring. The exclusion standards are of import in this survey to guarantee the voluntary engagement of persons in the survey and to protect against the immaterial variables that might be related to medicine for ictus upset such as Depakote, which has besides been used as a temper stabilizer and has the possible to skew the consequences of the experiment. The research squad will utilize instance histories, written referrals from accredited clinicians, medical records and history, and a condemnable background cheque to verify eligibility for the survey. The Wechsler Abbreviated Scale of Intelligence will be used to govern out mental deceleration. Study Procedure The intent of this survey is to prove the effectivity of DBT accomplishments group as a auxiliary intervention mode to non-DBT single therapy. Traditional DBT intervention requires persons to suspend bing relationships with healers and head-shrinkers who are non trained in DBT intervention. This research survey proposes to analyze the consequence on intervention effectivity of leting consumers to keep relationships with a intervention squad that is non trained in DBT. Prior to the survey, two clinicians from St. Luke ‘s House will be selected and become certified to present DBT therapy. Prerequisites for enfranchisement as a DBT healer include a professional grade, province licence or tantamount and preparation in DBT as outlined in Appendix A. Additionally the enfranchisement procedure consists of a written and unwritten test to measure the appliers apprehension of the DBT doctrine and constituents and to verify the person ‘s ability to efficaciously supply the intervent ion ( DBT Certification and Accreditation, 2009 ) . In add-on to the two DBT certified healers, four staff members will be trained in facilitation the DBT accomplishments groups. Due to the strength of the accomplishments groups, the size of each group will be limited to a upper limit of 13 participants in each group and participants will be indiscriminately assigned to a accomplishments group from the control and experimental groups. These four facilitators will supply the hebdomadal accomplishments developing groups for all survey participants. Groups will be held at a set clip each hebdomad for 12 months and engagement will be compulsory. Participants who fail to go to at least 75 % of the accomplishments groups will be excluded from the research information as the effectivity of accomplishments group will non be able to be measured due to miss of engagement. Prior to entry into the survey, participants will be administered the SASII by their single healer. Instruction manuals for administrating and hiting the SASII will be provided to each healer prior to the execution of the survey. As participants either leave the accomplishments groups due to attrition or finish the rhythm of modes, the SASII will be administered once more and consequences will be compared to the tonss at admittance. The figure of accomplishments groups attended will be reported on the post-tests as good particularly in instances of abrasion so that the research workers can measure whether abrasion rates for either of the groups could hold an consequence on the consequences ( Monette, et al. , 2008 ) . Study Variables and Measurements The independent variable in this research proposal is the type of therapy the single receives. This variable will be measured nominally as either DBT trained healer ( command group ) or non-DBT trained healer ( experimental group ) . Each group will have one hr of single therapy and 2 hours of group accomplishments developing hebdomadally. Each of the accomplishments groups will follow the theoretical account outlined by Linehan ( 1993b ) and use the same accomplishments manual, prep and schoolroom assignments. The dependant variable in this survey is the effectivity of non-DBT trained healers combined with hebdomadal accomplishments group on cut downing parasuicidal behaviours and will be measured utilizing the Suicide Attempt Self-Injury Interview ( SASII ) . The SASII ( once the Parasuicidal History Interview ) looks at a assortment of factors related to both suicide effort and self-injurious behaviour. This step was rated as first-class in inter-rater dependability, and test-retest dependability, good in footings of concept cogency, and received a evaluation of adequate in the classs of content cogency and cogency generalisation ( Hunsley & A ; Mash, 2008 ) . The SASII is a 42-item step administered by a non-medical professional and is often used in surveies of persons with boundary line personality upset who display frequent self-destruction efforts or self-injurious behaviours ( Hunsley & A ; Mash, 2008 ; Linehan, Comtois, Brown, Heard, & A ; Wagner, 2006 ) . The major variables in th is step include frequence of self-injurious behaviours, particulars and deadliness of the method used, badness of any physical effects ensuing from the self-injurious behaviours and medical intervention received ( Linehan, Comtois, et al. , 2006 ) . In footings of dependability, the four graduated tables have been shown to be internally efficient with alpha coefficients runing from.64 to.86 and this step has an overall inter-rater dependability of.80 ( Brown, n.d. ; Hunsley & A ; Mash, 2008 ; Linehan, Comtois, et al. , 2006 ) . Cogency of this step was tested in a assortment of ways, most notably in the evaluations of method, deadliness and subsequent physical status. The SASII was designed to be administered by non-medical professionals and dependability between these interviewers and medical professionals was paramount. The measuring achieved.85 dependability coefficiency for deadliness of the method used and.93 for physical status following the event ( Linehan, Comtois, et al. ) . Additionally, the cogency of frequence counts ranged from 72 % to 86 % % when compared to clinical records ( Brown, n.d. ) . The standard version of the SASII will necessitate a drawn-out interview and there is a short version available every bit go od and is included in Appendix A. Datas Analysis Pre and Post trial tonss for each participant will be calculated and reviewed by the research squad. Statistical analysis will be completed utilizing SPSS for Windows and the hypothesis will be tested by utilizing a t-test to compare the average SASII tonss of the experimental and control groups. Because merely two variables are being compared, bivariate statistics will be used to depict the relationship between the dependant variable and the independent variable. IRB Approval In order to obtain blessing from the UMB Institutional Review Board the research squad will finish the IRB initial application which includes a 200 word abstract sketching the intent of the research undertaking, designation, features and figure of the topics in the survey, the research procedures including transcripts of the SASII, an overview of possible hazards and benefits to the research subjects, guidelines for keeping confidentiality and obtaining informed consent and a reappraisal of the usage of protected wellness information ( Institutional Review Board, n.d. ) . A modified version of the research proposal worksheet completed for this assignment could run into these demands. Review This proposal has a figure of strengths and as a consequence has the possible to convey forth important consequences. The survey has an ample and manageable sample size and the usage of barricading, random assignment provides the best chance to hold homogenous control and experimental groups. There is a high potency to deduce a causal relationship between the independent and dependent variables because the survey was designed as a authoritative experiment. Because of the experimental design, menaces to internal cogency are besides virtually eliminated with the exclusion of abrasion which will be discussed as a possible restriction to this survey ( Monette, et al. , 2008 ) . While there are a figure of strengths with this survey, there are besides several restrictions that need to be considered. This will be a reasonably drawn-out and dearly-won survey to transport out. The costs of developing two healers in DBT and four group skills leaders will be important. Additionally, traditional DBT intervention typically requires attending of accomplishments groups hebdomadally for the first 12-months, and while abrasion rates in DBT therapy tend to be lower ( Linehan, Comtois, et al. , 2006 ; Carter, et al. , 2010 ; Soler, et al. , 2009 ) , there is still a important hazard that abrasion will be a job long-run which will necessitate to be tracked, monitored and reported on continuously. There are other immaterial variables that have non been addressed in this research proposal. The background, preparation and experience of the single healers for the experimental group is unknown and since the hypothesis rests on an single being able to keep intervention with the supplier of pick, there is no manner to turn to this or to mensurate it beyond study of the healer. The possibility of reactiveness to pre and post testing does be and a Solomon experimental group was considered for this proposal, nevertheless it was of import to estimate the alteration in frequence and strength of parasuicidal behaviours so a baseline step was needed on all groups which precluded the usage of the Solomon 4-group design. The step chosen to measure outcomes has low prognostic cogency ( Hunsley & A ; Mash, 2008 ) so the ability to foretell future episodes of self-destruction efforts and self-injury is low. Future surveies in this country should utilize steps with some prognostic cogency as good which could dramatically better the significance and utility of the findings. Significance and Deductions The importance of this survey for progressing the field of Social Work and impacting the lives of persons who experience self-injurious behaviours is apparent. The proposed survey has the possible to add to the cognition base of the impact of client pick of therapy on intervention effectivity and if it is able to be replicated and applied to different populations a major barrier to the execution of DBT intervention could be reduced. This survey has the possible to open DBT intervention up to many persons who would otherwise non see it because they would hold to go forth their current supplier. This survey besides has the possible to offer single healers a auxiliary intervention in accomplishment development to help their clients with deriving the accomplishments needed to get down to larn to modulate their emotions without fall backing to self-injurious behaviours. On a more macro degree, community plans could get down to offer DBT accomplishments groups as a addendum to traditional outpatient patterns and because the intervention is done in a group format, the disbursals would be lower in footings of staff clip and resource allotment compared to hourly single Sessionss each hebdomad. As demonstrated in the research, supplying clients picks in intervention will finally take to greater satisfaction on the portion of the client, lower no-show rates and higher overall keeping of clients than mandating that a client leave their current supplier in order to have the group skills preparation offered through outpatient DBT accomplishments groups. From a policy point of view, mental wellness policy could be affected in footings of stressing client pick more in intervention options. Current policy tendencies are focused on autonomous attention and recovery based rules and by showing that consumer pick in healer has an at least equal consequence on intervention results could back up policy alteration to reflect a greater accent on pick.

Marketing and Tasty Snacks Jenny

Specimen Paper for UPF Marketing-1 with answers Section A – Multiple Choice Questions – 2 marks each (10 marks) 1. __________________ is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter. a. Mass marketing b. Market segmentation c. Market targeting d. Market positioning Answer: c 2. _______________ factors are the most popular bases for segmenting customer groups. a. Geographic b. Demographic c. Psychographic d. Behavioral Answer: b 3.The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the: a. decline stage. b. introduction stage. c. growth stage. d. maturity stage. Answer: b 4. A price reduction to buyers who buy in large volumes is called a(n): a. quantity discount. b. cash discount. c. seasonal discount. d. trade discount. Answer: a 5. A company is practicing ________________ if it focuses on subsegments with distinctive traits that may seek a special combination of benefits. a. micromarketing b. niche marketing c. mass marketing d. segment marketingAnswer: b Section B : Case Study Read Item A and then answer the questions that follow. Item A Tasty Snacks Jenny is studying for her A-levels. At the same time, she enjoys working part time in a local cafe in the village where she lives. She has noticed that the prices charged to customers in the cafe seem to be much higher than the actual costs of making the meals and drinks. She is sure that the owners must be making a good profit. Jenny is now considering whether she should carry on with her studies or whether she should just leave school and set up her own cafe.Jenny could set up the cafe in the village where she lives which is in a tourist area. She is also considering a busier but more expensive location such as the shopping centre in the town near to where she goes to school. A recent advert has caught her attention. It is advertising ‘Franchise opportunities with well known fast food brands’. She would need at least ? 5000 to take up one of these opportunities. Jenny is unsure whether to set up the cafe as a sole trader or as a franchise. Questions: (20 marks) 1.Identify two methods of market research and explain how each method might help Jenny to make her business successful. (10 marks) 2. Jenny is unsure where the best place would be to locate her cafe. She is considering two locations: ? the village where she lives ? the shopping centre in the town near to where she goes to school. Advise Jenny which is likely to be the best option. Give reasons for your advice. (10 marks) Section A- Answers: 1 – c 2- b 3- b 4 – a 5- b Section B – Expected Answers: Q1. Market research methods could include: Explain/Elaborate †¢ surveys questionnaires †¢ focus group †¢ internet research. or primary and secondary research as methods. Q2. Possible areas for discussion include: Analyses- benefit(s) Village location: â₠¬ ¢ likely to cost less to buy/rent and run †¢ convenient for Jenny †¢ tourist area so will get customers †¢ likely to have less competition. Town centre location: †¢ would be more expensive to buy/rent and run †¢ all year round potential †¢ likely to have more customers †¢ likely to be more competition †¢ Jenny will need to travel to work.

Short essay about racism Example | Topics and Well Written Essays - 1250 words

Short about racism - Essay Example In context of history the factor of racism was the major force behind the slave trade. The racial segregation was observed in the nineteenth as well as in the twentieth century in USA and also in South Africa. Racism can be considered to be a belief through which one individual is considered to be inferior or superior to other. Through this concept moral and social traits of an individual is ignored and more focus is on the biological characteristics of the person. Racism gives birth to hatred towards another individual and is a kind of belief that states that one person is inferior to another in terms of skin color, birth place, language customs or any such kind of factor that highlights the nature of an individual. The concept of racism can be well determined on basis of two elements such as power and prejudice. This is simply because if there is no support in terms of economical or political power then such a prejudice would not be able to survive as a social, cultural or institutional phenomenon. 1The major question for this thesis would be to â€Å"state the historical origin of racism and to reflect on the path that is how the concept of racism has changed over time†. The ent ire discussion would be centered towards these two elements to highlight the basic approach of racism. The concept of racism had gained its importance way back during the time of African slavery. Throughout the history there have been many individuals who were enslaved though there was no such imposition in context of racial ideology. During the 17th century the scenario in America was completely different before there was any such law that was formulated legitimizing the concept of slavery of Africans. The first major group who the Englishmen treated as slaves were the Irish people, there was some form of hostile relations between the two since the period of time century. Majority of the English people has formulated law in

The Dowry system in India Research Paper Example | Topics and Well Written Essays - 1250 words

The Dowry system in India - Research Paper Example Kautilya believed that there is absolutely no guilt for a wife to project such property regimes of hers in maintaining her son or even her daughter-in-law. One should not forget her own role in essence as well (Nazzari 1991). The dowry was a security that the girl would take with her into her new life in case of any adversity that may come. It was also a practice that would take place only among the wealthy families, but today it has seeped down to all levels in the Indian Society. The dowry system might have started as a sign of Good Blessings from the bride side, but today it has become a social evil which have taken the lives of many women all across India. The concept of dowry, somehow, evolved in to a practice in which the giving of dowry has become a compulsory act, which if not completed could mean that the girl is either not accepted or she is tortured after the wedding by her in-laws (Luthra 1999). The fear of â€Å"No Dowry, No Marriage† is too far spread in India. It was this social evil that resulted in the killing of Infant girls as soon as they were born, or having a low status as compared to the male siblings in the family. The birth of a girl became synonymous with the burden and cost of the dowry that she would be worth when her time for marriage would come. The concept of marriage however by the twenty first century became so commercialized that the grooms worth actually started to be determined by not only class and caste, but also by his qualifications and the prospect that he may have in the employment market. The highly prospect the groom is, higher is the expectation of the dowry. According to Leela Mullatti â€Å"the custom of dowry has taken the form of a market transition in all classes and castes irrespective of the level if education† (Shurmer-Smith 2000). The practice almost seems like that the bride’s family are suppose to keep the grooms family entice with the supply of the goods in the form of dowry and then

The Analgesic Effects of Acupuncture Assignment Example | Topics and Well Written Essays - 500 words

The Analgesic Effects of Acupuncture - Assignment Example The paragraph shows an aspect of the medical field that has been rarely studied and is never properly understood. However, as mentioned in the paragraph, Acupuncture has started the to evolve from its roots in Asia to other developed parts of the world. The paragraph is well- written and is focused on the main topic at hand. It does not dwell on other irrelevant facts and figures. The feature of the paragraph that is to be greatly appreciated is the citation of two articles which shows the effects of acupuncture on both animal and humans alike. The studies cited in the paragraph have been explained in the detailed description. The main problem that the researcher noticed in the paragraph is the lack of justification to the main topic. The two articles that are mentioned in the paragraph although selected very well are little less to justify the analgesic effects. The author can add a few more of the relevant articles to prove his point. Furthermore, the author can select such article s which are backed by numbers and figures but the two articles that are already mentioned do not mention the amount or extent of decrease in analgesic pain. Another problem that the researcher found is that the paragraph has a number of problems which include grammatical errors and punctuation errors. These errors should be reviewed before submission. The author can also change some words and find more suitable alternatives for certain words. For e.g. in L3 of the paragraph the word â€Å"part† can be replaced with â€Å"component† or any other suitable word. The third problem that the researcher thinks may cause difficulties among the audience is the use of certain terminologies that are quite difficult to decipher for the general public. The author should add explanations for certain terminologies like Yanglinquan, Yinlinquan, Zhusanli, Dubi, Kunlun, Xuanzhong, Sanyinjiao and Taixi. The fourth problem is that the two articles that are mentioned in the paragraph are n ot well written or descriptive, the methodology should be more well-defined and the results should be based on a certain number and figure rather than the subject’s word of mouth. The mechanism of pain reduction should be elaborately explained as well.

Environment analysis of Germany and Expansion of BYD Co., Ltd 03013 Essay

Environment analysis of Germany and Expansion of BYD Co., Ltd 03013 - Essay Example The Third section is based on the recommendations of market entry strategy, and Section four includes marketing mix. The last section is based on the conclusion. Environment analysis can be divided into two segments macro and micro. The best common tool that is used to conduct the macro environmental analysis is PESTLE analysis (Bensoussan and Fleisehr 2012 and Jain, Trehan, and Trehan, 2009). 1) In Germany political conditions are in favor of the automobile industry, the government has policy to support the car industry through funding. In 2013, according to the estimates, the government made $1303 funding on per vehicle produced (The Conservation 2013). 2) The Country has policy to give a political response to the industry in case of crisis. For example, in response to 2008 crisis, a significant downturn in the European market by 11% was encountered; in response to the downturn, Germany introduced several scrapping schemes that helped in increasing the demand of cars (OECD, 2009). 3) The Government had significant policies to encourage the electro-mobility initiatives and had introduced a â€Å"national electro-mobility development program† with more than 500 million euro investment (Germany Trade & Invest 2013). 4) The Government has policies to invest in new technologies and committed to spending EUR 70 billion on research and development on annual basis. Germany is the leading nation in term of research and development expenditures and the auto industry acquire more 1/3 of the R&D expenditures (Raj 2014; Germany Trade & Invest 2013). Political factors have a significant impact on businesses. In Germany, the government has significant support to promote automobile manufacturers. The Government has policy to support manufacturers in crisis, has significant funding policies to encourage technological advancement and electro-mobility initiatives. Therefore, if the company decides to

RESEARCH ON THE JAPANESE YEN Paper Example | Topics and Well Written Essays - 2000 words

ON THE JAPANESE YEN - Research Paper Example Precisely, this theory argues that a unit current, for instance, the Yen must have the same purchasing power in a foreign country. The study uses the Japanese Yen together with other currencies in testing the PPP hypothesis and focuses on the empirical analysis from 1980 up to March 2013. This period is divided into three windows. The first window is what is referred to as the complete sample; the pre-crisis sample, which began in January 1980 and ended in August 2008, is the second window. The third window is referred to as the crisis sample, starting from September 2008 up to March 2013. The Japanese Yen among other currencies such as the Euro, the British pound and the U.S dollar are key currencies of the recent floating exchange rate period. In this regard, the first step of the study was to check for the stability of the real exchange rate prior to and after Lehman Brother’s crash in 2008. The empirical results showed that the real exchange rate is not constant for Japane se yen. For a proper evaluation of the problem under study this paper will comprise of various sections, including a brief literature review, the econometric methodology, data and empirical evidence, and lastly a summary of the findings and concluding remarks. The purchasing power theory dates back to several centuries ago, beginning with the Spanish doctors and the ‘Salamanca School’ of the 16th century who had crucial contributions to the economic theory (Laurentiu). They designed a quantitative money theory of the foreign exchange, which was based on diversity in purchasing power in various countries from observing the general effects on price levels, exchange rates and money supplies of large inflows of gold from the newly discovered continent, America. The celebrated Augustinian doctor, called ‘Doctor Navarrus came up with some outstanding contributions in

Comparison Essay Example | Topics and Well Written Essays - 1000 words - 3

Comparison - Essay Example At the same time, the tables are turned, and he depends on his family and assistance and care from his sister while it used to be the other way round; hence, the family which was dependent on him has to start working again. The play Loneliness of the Long Distance Runner by Alan Sillitoe follows the life of a young boy who is caught robbing a bakery by the law enforcers, and this lands him a place at the prison school at Ruxton Towers. The living conditions at the Borstal are tough and Smith seeks solace in long-distance running to escape from these circumstances. He attracts the attention of the school authorities who promise early to release from the brutality of Borstal if he wins an important cross-country championship. Smith has all the reasons and the powers to win the competition, but on an interesting turn of events, he deliberately loses the race to the dismay of spectators and school authorities. The two stories seek to present the social problems faced by the society, whic h are social and emotional alienation, loneliness as demonstrated by the main characters. Both authors, Kafka and Sillitoe explore effective use of metaphor to address these issues and present them to the audience. While Kafka uses vermin, Sillitoe uses running. Both are demonstrated throughout the respective stories in examining major obstacles faced by the characters. Therefore, the metaphors are used to convey the actions of the characters, Samsa and Smith, and how they interact with them to achieve the purpose of the stories. Kafka is one of the greatest German writers, famous for writing technique that unites concrete and figurative language in order to demonstrate purpose and idea. As such, amazing use of metaphor in writing is one of the significant elements of his writing techniques. In the story Metamorphosis, he does not fail short of this technique, which he uses to convey the social problems in the society through the main character. Kafka uses metaphor to represent or r eveal the relationship between people or characters in the story, in which he uses vermin. The first metaphor in this story is metamorphosis itself whereby Samsa suddenly changes to a monstrous insect one morning. Samsa contributes a great deal to the enhancement of the metaphor of metamorphosis because, despite unusual transformation, he does not stop to question why and how it could be possible. Metamorphosis is a metaphor because it is unrealistic for human beings to transform into insects, but Samsa accepts this situation fairly, readily without questioning the reality or logic behind this matter. This direction taken by the main character is peculiar because normal human nature would seek inquiry to explain the transformation. This lack of query is unusual, and one could argue that the transformation occurred mentally and not physically. The transformation into a beetle represents the life in Samsa’s family, as well as a reflection of his own life. Samsa provides for his family the same way an insect would provide for the rest of the members; thus, the transformation represents his role in the family. He is so much concerned with work and provision for his family that he does not even have hobbies or real friends, let alone a good friendship with his own family. This behavior can be compared to that of an insect, and thus, Samsa successfully delivers the purpose of the story with the aid of the metaphor. Another metaphor in this story is communication in the Samsa family. Kafka uses metap

Wiretapping and why obama is for it Assignment Example | Topics and Well Written Essays - 250 words

Wiretapping and why obama is for it - Assignment Example This authority was extended for five years from 2013. Other communication platforms that would be affected by this law include Facebook and Google. The law stipulates that the government should be allowed to review messages sent via the platforms from time to time, at will. Obama is for wiretapping because his government aims at expanding communications assistance for the Law Enforcement Act. This law requires carriers of networks and phones to include interception capacities into their systems. Obama is for wiretapping because he believes the FBI will be given the ability to carry out online eavesdropping that is approved by the court. This way, the FBI has the ability to monitor the communication of suspects, even as new communication technologies continue to evolve. Obama is for wiretapping because he believes that it can assist law enforcement authorities to identify and deal with unlawful or terrorist activities (Rasch 1). The effects of wiretapping are that it can be used as a means to combat terrorism. The government’s support of legal wiretapping is based on the premises that security will be improved. However, wiretapping has been faced by many ethical issues, with many claiming that their rights to privacy and other liberties will be infringed on if wiretapping is allowed (Rahavy 88). Rahavy, S. K. â€Å"The Federal Wiretap Act: The Permissible Scope of.† Journal of High Technology Law, 2.1 (2003): 87-100. Web.

Prison Nursing Essay Example for Free

Prison Nursing Essay I had been a nurse for 1 yr, and only worked in long term care. I craved a change in my career that was exciting, yet challenging; I decided to become a correctional nurse. I had no idea what was in store for me when I applied for a position with UTMB . I spoke with family and friends who thought I was crazy for wanting to work in such a hostile environment. Needless to say, I didn’t listen and followed my own instinct. When I was hired, I had not taken a tour of the facility; day one was the first time I walked into a prison. As I walked in the gate house, I was saying to myself â€Å"this isn’t so bad! I kept telling myself those same words the whole time I was taking my shoes off , letting my hair down to be searched, and getting frisked while checking for contraband. After the most violating pat down I had ever received was over, my heart began to pound. â€Å"What am I getting myself into? † Once in the infirmary I was given a brief description of job duties. By now my heart was in my throat, but I kept up the brave front . I learned that I would be working in our clinic with convicts that required inpatient medical care. My role was to provide nursing care only. A few things I had to take into consideration; they were convicts. They could be quite manipulative and they tried to test me every time I turned around. They asked questions about my personal life and they asked for favors. They would also ask me to bring in things from the â€Å"real world† or deliver items or letters. This behavior could be grounds for termination so any and every time I was asked to do any of the things I listed or anytime an inmate tried to get to personal it had to be reported. The inmate would then have to face disciplinary action. It was very hard to remember all the dos and don’ts while maintaing professionalism, as well as maintain safety and sanity. In the Texas prison system the inmates endure grueling conditions. In the winter its freezing cold, old boilers are all they have to keep warm. In the summer its smoldering hot, old noisy fans are all they have to keep cool. Being tender hearted as I am, I couldn’t help but feel sorry for them. I was raised to see the good in every body. I was also raised to believe in an eye for an eye. It was really hard to provide unbiased care when I knew I was dealing with a child molester or a rapist. I know we were trained to put all our emotions aside, but in reality my emotions would sometimes get the best of me. I only worked as a correctional nurse for a yr. I enjoyed working with other members of the medical staff as well as correctional officers. I actually enjoyed working with the inmates, providing medical care. I have had my share of inmates cursing and yelling at me and have witnessed situations I will never forget. I learned very quickly to be thick-skinned. I learned to be tough in order to do the job and survive. I still reminisce about the adrenalin rush I would get every time and emergency would arise. I’m glad I made the choice to work at the Wynne Unit it was definitely a life changing experience.

Dentitic Cell and Immune Networks Algorithm Comparison

Dentitic Cell and Immune Networks Algorithm Comparison A Comparative study of Dentitic cell and immune networks algorithm for Artificial immune networks. Jaspreet kaur, Kamal Kumar Abstract – Artificial immune systems are the systems used for advanced computational systems for the need of robust and secure functioning of computer systems. They are the systems inspired by the human immune systems in the human immunity save the body from external threats. We in this paper would be working on the networking branch of the AIS which is called Artificial immune networks which builds up an immunity in the network against the attacks. The accuracy, time analysis and a few other parameters are to be studied using two algorithms of Artificial immune networks. The two algorithms which we are taking in action will be immune networks algorithm and Dentritic cell algorithm. 1 INTRODUCTION An immune system, one of the most intricate biological sys-tems, has been used as a metaphor for intelligent computation in a variety of domains. Artificial Immune System (AIS) has been considered as a family of techniques originated from the community of immunology. As an important constituent of the AIS, the artificial immune networks are based on the principles of the behaviors of both B cells and T cells in the biological immune system. B cell is an integral part of the immune system. Through a process of recognition and stimulation, the B cells can clone and mutate to produce a diverse set of antibodies in an attempt to remove the infection from the body. T cell has two types. One regulates and con-trols the strength of the immune response, and the other di-rectly destroys the cells that have specific antigens. Both the B cells and T cells have been widely employed to solve a wide range of engineering problems, such as anomaly detection and data mining. This paper aims at giving a concise overview on the artificial immune network models including their theory, structures, and applications. Functions, principles and models, which can be applied to real world problems. According to the mechanis of DCs, the Dendritic cell Algorithm (DCA) has been put forward by Greensmith and successfully applied to a range of problems, particularly in the area of anomaly detection Compared with the classical AIS algorithms , the DCA has advantages of small calculations, strong recognition ability and few training samples, but it also hasthe defect that it will have promising detection accuracy onlyin ordered data sets, with the increasing of the disorder degree in data sets, the accuracy will reduce and the false positives and the false negatives will increase obviously. Experiments show that except some noise data most of the mistakes occur during the transition phases, this is because during a transition phase there is a small degree of confusion regarding temporally and spatially clustered antigens and DC may sample multiple antigens in different types of context. The Dendritic Cell Algorithm (DCA) is a second generation Artificial Immune System (AIS) algorithm. It is based on an abstract model of the function of dendritic cells and their ability to discriminate between healthy and infected tissue . As a context-aware anomaly detection algorithm, the DCA performs well in malware detection. Current research with this algorithm have suggested that the DCA shows not only excellent performance on detection rate, but also promise in assisting in reducing the number of false positive errors shown with similar systems. However, as the defenses evolve, so does the malware. The DCA distinguishes between normal and potentially malicious antigens on the basis of the concentration of danger signals they cause and neighboring antigens. This feature cabe exploited by crafty malware via mimicry attacks (such as blending with normal activities or mimicking normal behavior) to evade detection by the DCA . For example, some stealthy malware communicate with remote servers only when they detect user activities (such as requesting web pages). This reduces both the frequency and significance of malicious behavior, making the malware less active and more likely to avoid detection by the DCA. In , Gu et al. proposed an improvement for the DCA namely antigen multiplier to overcome the problem of ‘antigen deficiency’. As an additional function of the DCA, antigen multiplier can make several copies of each individual antigen which can be fed to multiple dendritic cells (DCs). Then the classification deci sion is averaged over the replicated population. The experimental results showed that antigen multiplier helped in improving the classification accuracy. But, as antigen multiplier copies every antigen it meets indifferently, it may show less resistance to mimicry attacks since the concentration of potentially malicious antigens is not increased. Similar to the inefficient detection to hidden and inactive malware by the DCA, biological immune system (BIS) also shows inefficiency when responds to some antigens. 2 LITERATURE REVIEW In this research paper [1] the author has analysed the immune theory and hopfied neural network (HNN), them proposing a new algorithm for multidimensional functionality. A group of solutions are collected for analyses using k means algorithm. Then later on the cluster is taken which is cluster centurions by k means algorithm. In this paper, by making use of the advantages of clustering analysis algorithm, HNN and ia, a new algorithm is proposed to solve the optimal problems of multimodal function with high dimensions. Simulation experiment proves that the new algorithm has much higher accuracy and shorter running time, compared with ia. Especially, at high dimensional function, the new algorithm has clearly advantage. In this paper[2], a novel multi-modal optimization algorithm, namely Dcopt-aiNet is proposed, which is based on biological immune network mechanism for global numerical optimization. Different from de Castro’s opt-aiNet algorithm, Dcopt-aiNet models cloning operation using dynamic cloning operation which is adopted from biological immune network mechanism. Based on the multi-modal benchmarks, experiments were carried out to compare the performance of Dcopt-aiNet with that of opt-aiNet. Experiment results show that when compared with the opt-aiNet method, the new algorithm is capable of improving search performance significantly in successful rate and convergence speed. In this paper [3] the author has proposed the the use of DCA for malwre detection. Artificial adjuvants increase immunogenicity of stealthy malware which speeds up the immunigenicity of them. This is how they improve the malware detection with help of DCA. Future work proposed in this paper is that the experiments need to evaluate their effects on enhancing the detection performance of dca. Further we need to better understand the mechanisms of immunological adjuvants can be beneficial to design more biologically. Lastly to make more diverse and more general algorithms. In this research paper[4] the algorithm is posed to only good in ordered data set but the results in the other cases are not considered to be great. In instances of different antigens, each instance is accesed and finally all the asessments made are taken into account. Proposed algorithm i.e. Mmdca brings up the nature of each multiplier and also it can be inferred that the false positives is higher, this is because the dca weights matrix used to calculate the semi and mat tends to mat. With the intrinsic properties of multimodal optimization problems, a multi-population artificial immune network algorithm (mopt-aiNet) is proposed to improve the performance of static and time-varing multimodal optimization problems by making use of biologic immune mechanism in this paper[5]. Compared with other immune network search methods, several novel operations such as multi-population dynamic hypermutation, asynchronous colony evolution, dynamic memory solutions management and a hill-valley exploring are designed which can speed up  searching the environment in an optimal way. Two other immune network algorithms are compared against mopt-aiNet by using static and dynamic benchmarks. Comparative analysis illustrates mopt-aiNet’s potential value. A bi-objective optimization model of power and power changes generated by a wind turbine is discussed in this paper[6]. The model involves two objectives, power maximization and power ramp rate (PRR) minimization. A new constraint for power maximization based on physics and process control theory is introduced. Data-mining algorithms were used to identify the model of power generation from the industrial data collected at a wind farm. The models and constraints derived from the data were integrated to optimize the power itself and the power variability, expressed as the power ramp rate. Due to the nonlinearity and complexity of the optimization model, an artificial immune network algorithm was used to solve it. The optimization results, such as computed operation strategies and the corresponding outputs, are demonstrated and discussed. In this paper [7] , the problem of finding the optimal collision free path, path planning for the case of a controllable mobile robot moving in a static environment filled with obstacles with known shape and size is studied. A path planner based on a hybrid memetic algorithm, Genetic Artificial Immune Network (GAIN), which provides near optimal collision free path is proposed. Genetic Artificial Immune Network is a hybrid memetic algorithm based on Genetic Algorithm (GA) and Artificial Immune Network (AIN) algorithm. The network cell structures are simple which makes the operators simple and results in a fast calculation with smaller number of cells. The results obtained from GAIN is compared with that of GA and GAIN is found to outperform. GA in terms of convergence speed and result obtained, making it a promising algorithm for solving the mobile robot path planning problem. 3 PROBLEM FORMULATION Adaptive immunity is directed towards specific invaders; either seen before or not previously encountered and gets modified by exposure to invaders. It mainly consists of lymphocytes (white blood cells, more specifically B and T type) that aid the process of recognizing and destroying specific substances, and are antigen-specific. Clonal Selection: Clonal selection theory was proposed by Burnet. The theory is used to explain basic response of adaptive immune system to antigenic stimulus. It establishes the idea that only those cells capable of recognizing an antigen will proliferate while other cells are selected against. Clonal selection operates on both B and T cells. B cells, when their antibodies bind with an antigen, are activated and differentiated into plasma or memory cells. Prior to this process, clones of B cells are produced and undergo somatic hyper mutation. As a result, diversity is introduced into the B cell population. Plasma cells produce antigen-specific antibodies that are work against antigen. Memory cells remain with the host and promote a rapid secondary response. Negative Selection :Negative selection is a mechanism to protect body against self-reactive lymphocytes. It utilizes the immune systems ability to detect unknown antigens while not reacting to the self cells. During the generation of T-cells, receptors are made through a pseudo-random genetic rearrangement process. Then, they undergo a censoring process in the thymus, called the negative selection. In this process, T-cells that react against self-proteins are destroyed and only those that do not bind to self-proteins are allowed to leave the thymus. These matured T-cells then circulate throughout the body performing immunological functions and protecting the body against foreign antigens. 4 OBJECTIVES 1. To study intuitively and understand the working of dentritic cell and immune networks technique in artificial immune systems. 2. To analyse the two above mentioned techniques on the basis of the following parameters:- A. Accuracy B. Response time C. Fittest cell level D. Immune memory strength. 3. Mathematical and graphical comparison between dentritic cell and immune networks. 5 RESEARCH METHODOLOGY ALGORITHM DESIGN ( Dentritic Cell ) Its principle is taken up from the original dentritic cell mechanism in the human body with which our human immune system works. It generally takes advantage of the remembering power of our body in which if our body if exposed to a certain infection remembers it prevents it from harming us in at least near future, it also may cause permanent prevention. ALGORITHM DESIGN ( Immune Networks ) Its principle is taken up from the immune network mechanism which does not have fixed idea for prevention of particular disease in all senses. It undoubted takes up a more robust way of finding the right vaccine or the attack example for actual prevention. 6 RESULTS AND CONCLUSION Bar graph for less no of attacks Bar for all attacks Plot for less no. of attacks. Plot for all attacks. POINTS OF CONCLUSION The accuracy varies with no. of attacks. More the no. of attacks in DCT more is the accuracy. Accuracy in INT is not dependent on no. of attacks. Though the accuracy of the DCT is more but the response time of INT takes lead on DCT. In terms of response time INT is much better than DCT. DCT has time consuming behavior because of all internal processes which take place in it like updating memory cells and informing t cell etc. Memory strength of DCT improves with no. of attacks and it is status quo in INT. Fittest cell level show only local behavior of a part of the system having most immunity. In short term goals INT is preferable because its less time consuming and can act quick. Also its cheaper as no internal processes prevail. In long term goals DCT is preferred because of its stability. We need to have a really fast system to implement DCT because of its time consumption DCT is a central system because t cells keep record of all previous attacks and which is accessible to every part or ip in the network which makes DCT a central system. 7 REFERENCES [1] Ruiying Zhou, Qiuhong Fan, Mingjun Wei, â€Å"Solving for Multimodal Function with High Dimensions Base on Hopfield Neural Network and Immune Algorithm†, IEEE 2011 International Conference on Electronic Mechanical Engineering and Information Technology, Print ISBN- 978-1-61284-008-8, pp.3905-3908, 12-14 August 2011. [2] Shi Xu-hua, Zhu Yu-guang, â€Å"Dynamic Cloning based immune network Algorithm for multi-modal Optimization†, IEEE, Seventh International Conference on Natural Computation, 2011, Print ISBN- 978-1-4244-9953-3, pp.522-525. [3] Jun Fu, Huan Yang, â€Å"Introducing Adjuvants to Dendritic Cell Algorithm for Stealthy Malware Detection†, IEEE, Fifth International Symposium on Computational Intelligence and Design, 2012, Print ISBN- 978-0-7695-4811-1, DOI-10.1109/ISCID.2012.156, pp.18-22 [4] Song Yuan, Qi-juan Chen, â€Å"Dendritic Cell Algorithm for Anomaly Detection in Unordered Data Set†, 4th International Conference on Intelligent Human-Machine Systems and Cybernetics, 2012, Print ISBN- 978-0-7695-4721-3, DOI-10.1109/IHMSC.2012.69, pp.249-252 [5] Shi Xuhua, Qian Fenq, â€Å"An Optimization Algorithm Based on Multi-population Artificial Immune Network†, IEEE, Fifth International Conference on Natural Computation, 2009, Print ISBN- 978-0-7695-3736-8, DOI-10.1109/ICNC.2009.574, pp.379-383 [6] Andrew Kusiak, Zijun Zhang, â€Å"Optimization of Power and its Variability with an Artificial Immune Network Algorithm†, IEEE, Print ISBN- 978-1-61284-788-7 [7] Antariksha Bhaduri, â€Å"A Mobile Robot Path Planning Using Genetic Artificial Immune Network Algorithm†, IEEE, World Congress on Nature and Biologically Inspired Computing, 2009, Print ISBN- 978-1-4244-5612-3, pp.1536-1539 [8] Yong Sun, Weigou Zhang, Meng Zhang, Dan Li, â€Å"Design on Neural Network Gain Scheduling Flight Control Law using a Modified PSO Algorithm based on Immune Clone Principle†, IEEE, Second International Conference on Intelligent Computation Technology and Automation, 2009, Print ISBN- 978-0-7695-3804-4, DOI-10.1109/ICICTA.2009.70, pp.259-263 [9] Chung-Ming Ou, C.R. Ou, â€Å"Immunity Inspired Host-Based Intrusion Detection Systems†, IEEE, Fifth International Conference on Genetic and Evolutionary Computing, 2011, Print ISBN- 978-0-7695-4449-6, DOI-10.1109/ICGEC.2011.70, pp.283-286 [10] Maizura Mokhtar, Ran Bi, Jon Timmis, Andy M. Tyrrell, â€Å"A Modified Dendritic Cell Algorithm for On-line Error Detection in Robotic Systems†, IEEE, Congress on Evolutionary Computation, 2009, Print ISBN- 978-1-4244-2959-2, pp.2055-2062 [11] Yunfeng Zhao, Yixin Yin, Dongmei Fu, Zhun Zhou, Ping Yin, Jia Wang, â€Å"Application of Improved Artificial Immune Network Algorithm to Optimization†, IEEE, 2008, Print ISBN- 978-1-4244-2386-6. [12] Zhonghua Li, Jianming Li, Jieyeing Zhou, â€Å"An improved artificial immune network for multimodal function optimization†, IEEE, The 26th Chinese Control and Decision Conference, 2014, Print ISBN- 978-1-4799-3707-3, DOI-10.1109/CCDC.2014.6852268, pp.766-771, May 31st – June 2nd 2014.

Magnificent Minds Of The Renaissance in Europe Essay -- essays researc

The high renaissance of the 1500's was a time of scientific, philosophic, and artistic awe and inspiration. Many new discoveries were being made in the field of science, and philosophers expressed their assumptions on the world and universe around them. In addition, many individuals were gifted with artistic dexterity and skill. The amazing achievements of Michelangelo, Raphael, and Leonardo da Vinci are considered significant to the Renaissance period. In this paper, the endeavors and achievements of these three Renaissance men will be examined and expressed. Born in 1475 in Italy, Michelangelo was raised in an era of artistic wonder. Not only an artist, but Michelangelo was also a poet, sculptor, and architect. Being gifted in these fields, Michelangelo wrote beautiful poetry and created magnificent sculptures, art, and architectural designs. By the time Michelangelo was sixteen, he produced two sculptures entitled Battle of the Centaurs and The Madonna of the Stairs, and in 1501, Michelangelo began working on his masterpiece "David." The marble statue of David astonished sculptors everywhere, and easily became Michelangelo's most famous sculpture. Michelangelo's painting talent was not so much applied in his canvas paintings, but rather in his gigantic frescoes. Some of his fresco works include The Last Judgment which is a large fresco behind the altar of the Sistine Chapel, and The Creation of Adam which decorates practically the entire ceiling of the Sistine C...

Rhetorical Strategies Used by President George W. Bush Essay -- Rhetor

Rhetorical Strategies Used by President George Bush After the September 11 Terrorist Attacks On September 11, 2001, the Islamist terrorist group known as al-Qaeda launched a series of terrorist attacks on the United States of America, specifically in the New York City and Washington D.C areas. Nineteen al-Qaeda terrorists hijacked four planes with the intention of using them as suicide attacks that would crash those planes into designated buildings, or targets. Two of the four passenger jets were flown into the twin towers of the World Trade Center in New York City, both of which collapsed entirely within two hours of being hit. The third plane was crashed into the Pentagon, and the west side of the building, which is the Headquarters of the US Department of Defense, partially collapsed. The fourth hijacked plane was intended for the US Capitol Building in Washington D.C, but instead crashed into a field in Pennsylvania after the passengers of the plane interfered with the hijackers. The attack on September 11th was devastatingly fatal—almost 3,000 people died in the attacks, including all of the al-Qaeda hijackers and every passenger aboard the four planes. On the evening of September 11, 2001, in the wake of these attacks, President George W. Bush issued an address to the nation. In his speech, Bush addresses the citizens of the United States, which is his target audience. However, due to the nature of the attacks, people from all over the world viewed Bush’s address from their televisions, and people from both the United States and the rest of the world were able to access the speech later on the Internet. Bush’s main purpose in his address is to issue a formal presidential response to the terrorist attack, but more i... ...s audience’s emotions of fear and sadness, but also of patriotism through charged language and by compelling his viewers to identify with the victims, in order to galvanize a sense of anger and commitment to justice, which he is able to achieve this charged language through use of metaphor and periphrasis. By presenting his argument as one of policy and supporting this claim through the formal topics of definition and concomitant, Bush is able to ultimately use his address to argue that America should be defended, because defending America means defending the doctrine of freedom itself. Works Cited Bush, George W. "A Great People Has Been Moved to Defend a Great Nation." Oval Office. Washington D.C. 11 Sept. 2001. American Rhetoric. N.p., n.d. Web. 7 Mar. 2013. gwbush911addresstothenation.htm>.

Why is this a Buddhist Poem? Essay -- Literary Analysis, Who Are You?,

The protagonist of the poem, Who Are You, attempts to define his identity in the manner that most humans fall victim to. The inquirer, assumed to be Buddhist, is unsatisfied with his response as it contradicts the Dharma of the enlightened Buddha. Peter, when asked, â€Å"Who are you?† endeavors to label himself by the people that surround him, the place in which he was born, and the traits that he feels connected to. The question, however, is a deception used in the hope of unveiling the flaws of the perception that humans carry for themselves. The Buddhist questioner engages in conversation with the motive of exposing the three marks of existence. The first is Anitya, impermanence, the second is Duhkha, dissatisfactoriness, and the third is Anatman, no self. The no self is a principle that other religions contradict, and most humans have difficulty comprehending. The Buddha replaces the concept of an intrinsic or everlasting soul with the Five Aggregates, thus further illust rating impermanence. In order to eradicate the Duhkha in Peter’s life, he must recognize all these notions within the Buddhist doctrine along with that of Dependent Arising. This further explains the source of Anatman, offers a passage to eradicate the Duhkha, and further cease the existence of Samsara. With the dharma of the Buddha, it is evident that Peter’s ignorance towards life will become replaced by wisdom and comprehension, allowing him a lifestyle liberated from Duhkha. The method, in which Peter desperately attempts to decipher who he is, represents the flaws that the Buddha recognized in most sentient beings. These flaws are epitomized by the three marks of existence. The first mark of existence, reflected in the man’s responses, becomes visible. This... ...t his identity, he finds that no answer seems to satisfy the other. The more perplexed Peter becomes, he discovers how little he truly knows, and upon declaring this, the questioner is appeased. This is because the motive of the Buddhist is to unveil the dharma of the Buddha in hopes of enlightening his disciple. Through his questions, he illustrates the three marks of existence, Anitya, Duhkha, and Anatman. The Buddha replaces Anatman with the Five Aggregates to explain the impermanence and the dissatisfactoriness in the human realm. In addition, the notion of dependent arising is prevalent in hopes of explaining the cause for Duhkha, ignorance, and the method to eliminating it. Through the banter between he who is enlightened, and he who is not, the reader is hopeful that Peter will appreciate the dharma presented and cease the delusion and dissatisfactoriness.

Ethics in health services and policy a global approach Essay

Ethical dilemma Introduction   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Ethics is the study of sensible thinking. Nurses face moral dilemmas on their daily practices. Ethical activities depend on several factors. What one person consider as moral may be different from another person’s approach of the circumstances? Nurses encounter ethical dilemma regardless of where they function in wide-ranging tasks. These principled decisions can have a collision to the nurses as well as their patients. In general, there is no apposite decision to a moral dilemma. An ethical dilemma can be defined as a quandary without satisfying solution. The significance of moral decision making depend on the perception that regardless of numerous ethical alternatives made pertaining to a given ethical dilemma, the resultant choice can pose to neither right nor wrong judgment. Ethics involve doing right and causing no impairment. However, definition of principles varies from one nurse to the other. Ethical guideline classes provid e the nurse with suitable tools to base moral decisions upon. Though, these principles are habitually shaped by the beliefs, values and knowledge of the nurse. Accordingly, various choices may be raised concerning the identical impasse.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   There are assorted ethical distresses that nurses can come across in the place of work. They include: freedom versus control, quality versus quantity of life, truth telling versus deception, pro-choice versus pro-life, empirical knowledge versus personal beliefs, and distribution of resources. Quantity might focus on an individual life span whereas quantity focuses on the number of citizens who will be influenced by the judgment. Quality address the goodness of life of a person, but it varies depending on how a person defines â€Å"good†. For example; the nurse’s position in supporting the patient deciding among a therapy that will lengthen life, but comprehending the quality of life. The patient’s life may be extended, but will experience major unattractive effects from the therapy. Nurses are called upon to use moral perceptions in delivering patient care.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Ethical perceptions include provision of accurate, good and coherent care. Patients necessitate to be offered prospects to put across their autonomy of preference in determining how they desire to be attended and in acquiring services. Ethical nurses identify that they are obliged to offer individualized care which will help the patient to realize their highest welfare. Ethical nursing care is based on lucid decision making and science. There are four fundamental concepts which are significant to a proficient nursing practice. They include: respect for patient self-rule, the task to operate with generosity, no mischief and justice. Nurses present respect to the patient self-rule by enhancing and recognizing a patient’s freedom of preference, respect their opinions, and providing privacy. The National League for Nursing issued a statement which highlights patient rights. Nurses are expected to encourage the rights of patients and adv ocate for patient’s who are unaware of their rights.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Nurses exhibit generosity by helping patients to attain their highest welfare. This can be attained by developing health care policies that affect large population or provision of direct care to individual patients. Nurses are not allowed to cause any damage to their patients. This is the principal of non-mischief. Nurses often do have to perform operations which make the patients uncomfortable. For example, when a nurse is administering an injection to the patient. Patients need medication to relief the sicknesses, though, in the process of relieving the symptom, the nurse might cause distress. Non-mischief must be balanced by kindness, while providing patient care. The intention of the nurse provides a treatment whose gain must outweigh the discomfort caused. The nurse aim must be to assist rather than causing impairment. Equality and justice in nursing care is usually linked to the delivery of services. The current health care restructu ring strategy is an end result of people acknowledging that the present health care structure requires streamlining. Controversy arises over what is practical, fair, and efficiently realistic.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Nurses are involved at every phase of current health care classification, assisting with policy development and decision making. Professionals propose that nursing concept of ethical care is outstanding case and needs staid implementation throughout the nursing practice. It is related to medical replica of ethics since it deals with life and death matters. The nursing model is one of the personal patient empowerment. Ethical nurses control health care reform plan which put emphasis on healing even in situations where curing is impossible. It position quality of life at the front line. Ethical dilemmas which the nurses face everyday are diverse. They include assorted topics such as end of life care and staffing ratios.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Nurses might face ethical dilemma as they attend patients with disabilities which might position them at peril for self-harm. For instance, an aged patient might be eager to stroll without directive. The nurse desires to endorse patient sovereignty, though the possibility of patient harm because of falling may be large. The dilemma is how to balance the contrasting situations. The nurse is in a dilemma to choose which one is more significant between security and independence. Each family, patient and health care staff faces these challenges in daily basis. Momentous challenges may be experienced by nurses operating with parents who have infants with mental or physical disabilities. The nurse is left to decide whether it is moral to subject the infant to an inexperienced process which will impose pain if it provides them with distinct chance of survival. The nurses have to decide whether it is ethical to prolong life while the quality of li fe is being comprehended.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Recent research findings reveal that, nurses as caregivers central to health care, face a growing rate of ethical dilemma. The know-how is helping patients to endure serious sicknesses. However, recent studies disclose that people are surviving, but they are not living decent lives. Nurses have a task of executing clinical and educational operations which deal with the subject that professional care provides. The other dilemma is that there are insufficient health care resources across the world. The resources are also not equally scattered. The nurses are left to ensure that there is equitable distribution of health care resources. Patients from various cultures and personal experiences may present with different opinions of what is moral. The nurse can serve as resource to make sure that every individual feels that their opinions were considered. They have to decide who should get the scarce resources? For instance, nurses working with p atients living in vegetative state; nurses decide whether these patients should be left on life maintenance? The outlay of sustaining these patients is high. The patients might be consuming possessions that could be utilized by patients whom such expensive interventions, if reachable, could set aside their lives. The dilemma is determining the position of the nurse when a family wishes to go on with life hold up for a medically ineffective patient.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In conclusion, ethical principles are very noteworthy in the nursing practices since they direct the nurses to make their every day decisions. The nurses, however, face ethical dilemma since they are not able to settle to a superior decision. Nursing is a profession that requires a lot of decision making since they are working to save patient lives, though they are required to make decisions depending on the code of ethics. References Blasi, A. E. (2012). An Ethical Dilemma. Journal of Legal Medicine, 33(1), 115-128. Burkhardt, M. A., & Nathaniel, A. K. (2008). Ethics & issues in contemporary nursing (3rd ed.). Clifton Park, NY: Thomson Delmar Learning. Butts, J. B., & Rich, K. (2008). Nursing ethics: across the curriculum and into practice (2nd ed.). Sudbury, Mass.: Jones and Bartlett Publishers. Garber, P. R. (2008). The ethical dilemma. Amherst, Mass.: HRD Press. Garber, P. R. (2008). The ethical dilemma. Amherst, Mass.: HRD Press. Harris, D. M. (2011). Ethics in health services and policy a global approach. San Francisco: Jossey-Bass. Harris, D. M. (2011). Ethics in health services and policy a global approach. San Francisco: Jossey-Bass. Hendrick, J. (2000). Law and ethics in nursing and health care. Cheltenham: Stanley Thornes. Hoffman, J. (2003). A Knotty Ethical Dilemma. Emergency Medicine News, 25(1), 36. Johnstone, M. (2007). Clinical risk management and the ethics of open disclosure when things go wrong: Implications for the nursing profession. Australasian Emergency Nursing Journal, 10(4), 215-216. Liaschenko, J., & Peter, E. (2004). Nursing ethics and conceptualizations of nursing: profession, practice and work. Journal of Advanced Nursing, 46(5), 488-495. Retrieved February 8, 2009, from http://dx.doi.org/10.1111/j.1365-2648.2004.03011.x Linzer, N. (2003). An Ethical Dilemma in Volunteer Professional Relationships. Social Thought, 22(4), 37-51. Lowe, M. (2000). Ethical dilemma. A question of competence. Age and Ageing, 29(2), 179-182. Martin, C. W., Vaught, W., & Solomon, R. C. (2010). Ethics across the professions: a reader for professional ethics. New York: Oxford University Press. Mcmahon, R. L. (2003). An ethical dilemma in a hospice setting. Palliative & Supportive Care, 1(01), 35. Miller, S., & Selgelid, M. J. (2008). Ethical and philosophical consideration of the dual-use dilemma in the biological sciences. New York: Springer. Monga, M. (2007). An Ethical Dilemma. Monash Business Review, 3(3), 34-35. Pattison, S. (2010). Emerging values in health care the challenge for professionals. London: Jessica Kingsley Publishers. Spector, T. (2001). The ethical architect: the dilemma of contemporary practice. New York: Princeton Architectural Press. Spector, T. (2001). The ethical architect: the dilemma of contemporary practice. New York: Princeton Architectural Press. Tschudin, V. (2003). Approaches to ethics: nursing beyond boundaries. Edinburgh: Butterworth-Heinemann. Tschudin, V., & Davis, A. J. (2008). The globalisation of nursing. Oxford: Radcliffe Pub.. APA formatting by BibMe.org. Source document

What are the impacts of tourism in a selected region of the UK?

Tourism is the industry that looks after the needs and welfare of tourists and provides the things that help them travel to places where they can relax and enjoy themselves. I am studying both the positive and negative impacts of tourism on the Lake District because the Lake District is being overwhelmed with tourists each year but without the income that tourism generates the Lake District wouldn't survive. The Lake District is one of 15 National Parks across the UK which has 2 main purposes. – To enhance and preserve the natural beauty of the landscape. – To provide a place for recreation and enjoyment. A third aim is; – To protect the social and economic well being of people who live and/or work in the National Park. The positive impacts of tourism are associated with the economy and employment. Tourism can also start off a cycle known as the positive multiplier effect; the tourism industry locates in an area which provides jobs for locals. This gives workers more money to spend and so more local shops open and more jobs are created and so on and so on. But as well as positive impacts, there are also many negative impacts of tourism. The first is footpath erosion. This occurs when people (tourists in this case) are walking along a footpath, as they do they wear away the vegetation which loosens the soil and exposes the soil to the elements. Then when it rains the footpath becomes muddy and so people veer to the edges of the footpath to avoid the mud. The vegetation next to the path then becomes eroded until the footpath ends up like the picture above This is of course an extreme case but this footpath erosion literally ends up leaving a scar on the landscape. Since 1999 the National Trust has been trying to stop this happening by setting up a 10 year plan to repair and maintain the paths. This will cost an estimated à ¯Ã‚ ¿Ã‚ ½5.1 million of which à ¯Ã‚ ¿Ã‚ ½1.46 million has been donated by the Lottery Heritage Fund. This money will be spent on a number of different sustainable strategies like stone pitching. This is when local stone is buried into the ground to make footholds. Alternatively steps have been put on steep hillsides made from local stone so that they fit in with the rest of the natural landscape. The second negative impact of tourism is litter. When tourists visit the Lake District, some drop litter on the floor. People come to the Lake District to see the natural beauty of the countryside but are put off coming back because of the litter on the floor therefore the Lake District loses further income. Animals and their habitats are damaged because of pollution. Bins have been placed in many different areas of the Lake District, especially the honeypot sites to discourage this. Daily warden patrols have been set up to try to clean up any mess created. Conflict on Lake Windermere is another controversial issue in the Lake District. Since 1976 people have been worried about the disturbance of the peace on Lake Windermere by power boats etc. Surveys have revealed that on an average day there are 812 crafts on the water, of which 368 are speed boats. The reason for the conflict is that other lake users such as fishermen and canoeists want peaceful, safe conditions to undertake their leisure activities. Another concern is that the wake from speed boats is causing erosion along the banks of the lake. On the 29th March 2005 a 10 mph speed limit was introduced on the lake. This however did not benefit everyone because power boat enthusiasts had to find alternative locations to use and some local businesses (e.g. Jet Ski rental companies etc) had to modify their companies so they didn't lose custom. I personally believe that we need to manage tourism in a sustainable way if we are to preserve the Lake District's natural beauty for future generations. Strategies like the footpath maintenance may be extremely costly but in the future will benefit the Lake District's economy and the people who live in and visit it.

Marketing Analysis

As part of a multinational marketing policy, in this cases for Enshrines, the term local marketing means specific marketing actions and appropriate at the scale and geographical particularities of each potential market. Whether international or local marketing they are based on the same concepts. But, at an international level, the marketing approach is more difficult and we have to consider more important points. At an international level, we must learn more about culture and differences between each cultures to avoid cross-cultural risk for example.We can summarized that the international arresting differs from domestic marketing in that we have to take care about more facts like socio-cultural particularities or figures. Then, international marketing is more difficult to understand than marketing at a local level. To fix more at the expectations of customers, companies can do a global marketing strategy which is a marketing concepts of a global strategy with local adaptations. In this cases, Enshrines do a global marketing. Marketing concepts & approaches A marketing strategy firm is a step of reflection and study with the goal of being as close to matching demand and supply.This approach is in the heart of the strategy of the firm. The goal for the company is to focus on increasing revenues, market share and customers by constantly differentiation, adjustment of supply solvent and increasing economies of scale. This process takes place in three steps : the segmentation, targeting and positioning which is corresponding to the three phases S. T. P (Segmenting, Targeting, Positioning) of the Framework of Dawn Jacobin. Ð’Â « up Ð’Â » Here, the Ð’Â « UP present correspond at the conceptions approaches of the Enshrines to its market. Price : For the France market, Enshrines have large range of price.Count 1 79 to 1800? for a machine. For the pod, they cost approximately 0,35? per pod which is less than a coffee in a traditional coffee shop but more ex pensive than a coffee in filter. The do differentiation by premium but often, they put promotion offers on machine, in Christmas time for example. Product : They have a large range of product. Each range count 3 – 6 machine per range, all design, refine and modern. Enshrines apply a luxury policy for each product. For the pod, Enshrines do a color code, to facilitate for the client to recognize their favorite coffee.Also Nestle sell Ð’Â « must-have Ð’Â », all print Enshrines Ð’Â » like cups, sugars, gift boxes†¦ Promotion : For their communication policy they inspirited by luxury brand. Enshrines do also a large communication and a restricted distribution which reduce the price sensibility of customers. Enshrines are innovative also because they create event and they were first at launch with mobile marketing Enshrines have a strong advertising policy. They spend MM? per year and MM? just for France which represent 20% of their turnover.In 2006 they launch th e Ð’Â « saga Clooney Ð’Â » with the famous slogan Ð’Â « What Else Ð’Â ». With this strategy of personalization, they improve their brand's image, conquer synod impious of coffee excellence. In internet : MM link about Enshrines in Google, KICK visit on the official website and nearly MM faceable fans. Place : Enshrines select precisely their resellers. They sell in Enshrines shop, on the internet. Moreover, in France Enshrines have choose larges specialized store like Fauna or Ballooner, large Ð’Â « premium Ð’Â » store like Galleria Lafayette, Culinary.They also do mail order selling with La Reroute or Less 3 cuisses. Segmentations, Targeting & Positioning Segmenting a market is a marketing technique that involves subdividing a market according to various criteria. The next step is to create a representation of a group of consumers sharing some common criteria that can be geographical, psychological, ethnic, cue Trial, demographic The goal is to then define a product so to make it attractive to a consumer group. Subgroups must be defined and identified to be measurable, homogeneous, substantial, relevant and attainable.Targeting is to choose the segment or segments of a population (see segmentation) likely to buy a product. This phase allows for an assessment of he relative attractiveness of each segment for the product or service. Ultimately, this allows the company to choose what(s) segment(s) can be targeted based on its products, and depending on the expected profitability. At first,the positioning it is to identify the specificity of a company, a brand, a product or service that allow differentiation with the competition.In a second step, the positioning is to define the nature and specific features that you want to provide the product, brand or company to differentiate themselves in the market. The positioning differentiation allows a product to be perceived s one by a group of consumers (see segmentation). For Enshrines, they app ly the same segmentations, targeting and positioning ATA local level and at an international level. They are working on the coffee market especially in the coffee in pods. Then, they are concentrated on the segment of coffee in capsule specifically in a premium segment.This is a niche positioning. For this, Enshrines target their customer about : socio-economic criteria, about their income, specifically on middle to upper class (SSP+). And Enshrines target also by cryptographic criteria, people who are attract by new technologies. Often this kind of customers are concerned about quality and design seduction. About the age, Enshrines focus on the segment 30 to 50 years old. At the beginning they start on BIB market but it was a fail then they repositioning on a BBC market.Customer acquisition Thanks to their particular knowledge on marketing, they try to make the coffee, which is at the beginning, a current product a luxury product. For this, they convince the potential customer to i nvest in a Newspaper's machine to be an active member of Ð’Â « club Enshrines Enshrines want also to offer at customer's an professional express at home without the big tradition anal ND expansive machine. Thanks to their innovation, Enshrines can propose a real express at a small price. They attract their customer to with a large and famous promotion on media like TV advert or sponsoring.Customer retention Indeed, the brand managed to create a combined product offering, which involves the initial and only purchase of equipment , followed by its regular purchase refills for it to continue to operate. Strategy & future trends About the strategy, Enshrines is a very good example of a strong understanding of the market and future trends. In spite of many competitors Taoism, Senses, etc) They are leader of pods coffee market, in machine innovation and customer's fidelity. Thanks to the steady increase of the segment in portion's coffee market, they can apply a differentiation and an innovation policy.To difference themselves about competitors they made for example Ð’Â « grand crush which are an exception anal coffee, they created ingenious machine with sweet design and developed an unique client service. Moreover, they work on an exclusive distribution (in closed circuit). The distribution of sales are made 50% on internet, 25% by phone and 25% in shops. They have their own network for the distribution implying that reduce of cost, fast of launch but it restraint the market and demanded heavy investments.But to avoid problems, Enshrines have signed a co-branding contract (Usurps/Magic) which involve a selective distribution in France for example. For their BIB, they created NBC (Enshrines Business Coffee Solutions) to help and customize at best Bib's services. P Estes Politic : Enshrines wish to fight against all pollution's form and they try to develop CEO-responsibility in customer's behavior. Economic : Coffee sell are decreasing but segment valor of th is market still increase (+3,6 n 2009) Increase of market valor in pod segment Enshrines have a lot of competitors like Taoism or Sense. The price of raw materials still increasing.They have also a strong Ð’Â « concurrence Ð’Â » of substitute in hot drink like the thee or milk which, for example, is a strong danger in Asian country because they prefer thee as coffee. Increase also of price consumption which involve lower coffee consumption because of the increasing of coffee price. Social : Coffee is the most consume drink with a high social valor symbol of social integrity. For several years, we can see an emergence of the monadic market, tit the implantation's of many Struck for example. Mode of consumption are also changing : people take more and more care about gustatory pleasure.Nowadays time of meal is reduce and more and more people are force to adopt a fast lifestyle. A tendency for individualism which is link the 1 pod systems of Enshrines. The traffic coffee is the leader in the market and its also the customer's preference. There is also a growing awareness of the customers for production methods and processes. Technological . Enshrines make constant innovation (at pods level or machine level) which is strong advantage between the competitors. Nowadays, Internet service providers are still increasing and an increase of the access internet involve the increase Of the segment Of online shopping.Ecologic : Customers are more and more sensible about sustainable development and about protection of the environment. We can see also an exponential wave of consumption of organic products and ethically produced product. Legal : Nowadays more and more patent are submitted. The patent which protected the pods fell in the public domain in 201 2 which open the market at the competition. In France for example, rules about laity of coffee consume are voted like in October 2001, the French minister for a decree about sells of coffee, the packaging and the co mposition of the coffee. Marketing Analysis The company that is going to be analyzed in the report is Nestle with its brand Nescafe. Thus, the industry is consumer goods, the product instant coffee. The two core areas chosen for the analysis are market segmentation and targeting and promotion. Market segmentation and targeting. In the major part coffee is usually preferred by both male and female at the age of   20 to 45 approximately. Children are usually not allowed to drink much coffee, since caffeine is believed to provoke special hyper reaction. Older people, in turn, are trying to avoid coffee because at this age they are taking special care for their health. Thus, the typical segmentation in the sector can be represented in the following way: Demographic characteristics: men and women from 20 to 45; single/married/married with children; elderly people who prefer decaffeinated coffee. Economic: low, middle and premium segments; Consumption habits: regular buyers, random buyers; those who prefer to drink coffee at coffee bars/ those who prefer to drink coffee at home / those who prefer take-outs; those who prefer to drink coffee alone/ in a company; Psychographical characteristics: people who lead active style of life/passive style of life; people who prefer status/price/taste/convenience; businessmen/students/working people. (Cateora, 1990, p.116) Thus, it is obvious that market segmentation is follows four major criteria in order to distinguish certain groups and clusters. Nestle’s segmentation is quite thorough what helps the company to understand the needs of each separate group and satisfy those needs in the best possible way. Moreover, thorough segmentation allows the company to focus on specific segments, or simply saying to distinguish target segments. Thus, Nestle’s â€Å"Nescafe† target segments are: 1. Married and married with children people who prefer to drink coffee alone at home and buy instant coffee on a regular basis. It is caused by the fact that those people are oftentimes busy and they do not have time to brew their coffee. Moreover, those who have children usually face the problem that if they leave the coffee in the coffee machine, their children might tempt to drink it. Moreover, oftentimes there is too much coffee left in the coffee machine, which means the unnecessary waste. Yet, if you leave, it is going to be not fresh. Englishmen, however, prefer only fresh coffee. 2. Students who simply do not have coffee machines and prefer instantaneous coffee, which they can easily make at any given time. Generally, the main target segment of Nescafe are people with high or more than average income. Moreover, it is important to notice that Nestle targets younger audience. That is why , it is very important for the company with such a strong brand as Nescafe to distinguish the core values for this type of customers. Such values are individuality, independence, pleasure, self-confidence. Thus, the brand is positioned as the one, which has extraordinary taste that you want to enjoy every day. Promotion. Segmentation and targeting are preliminary stages that allow the company to understand what tools of promotion will be the most effective for the given brand. In our case, Nestle uses various tools of promotion. Large-scale advertising. Nescafe is advertised using a wide range of different media – TV, radio, printed media and Internet. Corporate site and brand site are believed to be an excellent tool of promotion, as it can host a good deal of detailed information about the brand. In fact, Nescafe has its own web-site separate from the site of the producer Nestle. Nescafe site was created in order to give its target audience ampful information about the product and the brand in particular. Moreover, the company believes TV commercial as an excellent method to keep brand awareness and brand recognition about the brand on the highest level. The key message that is being delivered is that Nescafe is a wonderful taste that needs to be enjoyed and enjoyed. Global commercial portraying woman in a peculiar garment trying to become unnoticed by her husband to be able to enjoy Nescafe alone is the best proof of that. Thus, we can see that brand managers of Nescafe are emphasizing physical qualities of the product, specifically its taste. Publicity. Publicity is achieved by creating different kinds of informational grounds. It can be sponsorship of certain events that are covered by different types of media. It can be informational articles discussing the problem of coffee-drinking. It can also be different special events that are also covered in media.   For instance, in 2004 in England there was a contest the winners of which could experience a luxury balloon flight and stay in the country hotel house. The event was transmitted via TV. This was a great informational ground and thus the cause of publicity. The main message that is delivered via publicity is that Nescafe is a reliable trustworthy and responsible brand. Thus, drinking Nescafe one can be sure of its exceptional quality. In other words, publicity is aimed to ensure good reputation of Nescafe and ultimately to form a strong brand loyalty of customers. Sales promotion. Especially popular are different contests and point of sale promotion, where the company used sampling to enhance brand awareness, to increase the level of initial ties and stimulate people to experience the taste of Nescafe. For instance, a lot of corporate Nescafe mugs are constantly given with the purchase of certain brand products. Moreover, special place is given to merchandising, as the company recognizes the importance of the fact that the product should be very appealing while being on the shelf, especially it concerns the instant coffee in bags, which is usually purchased at the very last minute. So, it is important that it is situated closer to the cash register In such a way, brand promotion that used by the company is based on the variety of tools. Moreover, it is important to keep in mind that those tools should be congruent with the target segments. Target segments, in turn, might be distinguished only as the result of thorough market segmentation using as many criteria, as possible.   Nestle makes emphasis on advertising, different PR activities (sponsorship, special events, publicity), and sales promotion. References Applbaum K. â€Å"The Marketing Era† Routledge, New York, 2004 Brown S. â€Å"Imagining Marketing: Art, aesthetics and the avant-garde† Routledge, London, 2000 Cateora P. †International Marketing†, 7th ed. Irwin, Homewood, IL, 1990 Laforet S. (1999)  «Managing Brand Portfolios: Why Leaders Do What They Do† In Journal of Advertising Research, vol.39, p.23 Parsons A. (1996) â€Å"Nestle; The visions of local managers† In The McKinsey Quarterly, no.2, pp.21-22 Nescafe official web site. www.nescafe.com Nestle’s official web site. www.nestle.com Marketing Analysis As part of a multinational marketing policy, in this cases for Enshrines, the term local marketing means specific marketing actions and appropriate at the scale and geographical particularities of each potential market. Whether international or local marketing they are based on the same concepts. But, at an international level, the marketing approach is more difficult and we have to consider more important points. At an international level, we must learn more about culture and differences between each cultures to avoid cross-cultural risk for example.We can summarized that the international arresting differs from domestic marketing in that we have to take care about more facts like socio-cultural particularities or figures. Then, international marketing is more difficult to understand than marketing at a local level. To fix more at the expectations of customers, companies can do a global marketing strategy which is a marketing concepts of a global strategy with local adaptations. In this cases, Enshrines do a global marketing. Marketing concepts & approaches A marketing strategy firm is a step of reflection and study with the goal of being as close to matching demand and supply.This approach is in the heart of the strategy of the firm. The goal for the company is to focus on increasing revenues, market share and customers by constantly differentiation, adjustment of supply solvent and increasing economies of scale. This process takes place in three steps : the segmentation, targeting and positioning which is corresponding to the three phases S. T. P (Segmenting, Targeting, Positioning) of the Framework of Dawn Jacobin. Ð’Â « up Ð’Â » Here, the Ð’Â « UP present correspond at the conceptions approaches of the Enshrines to its market. Price : For the France market, Enshrines have large range of price.Count 1 79 to 1800? for a machine. For the pod, they cost approximately 0,35? per pod which is less than a coffee in a traditional coffee shop but more ex pensive than a coffee in filter. The do differentiation by premium but often, they put promotion offers on machine, in Christmas time for example. Product : They have a large range of product. Each range count 3 – 6 machine per range, all design, refine and modern. Enshrines apply a luxury policy for each product. For the pod, Enshrines do a color code, to facilitate for the client to recognize their favorite coffee.Also Nestle sell Ð’Â « must-have Ð’Â », all print Enshrines Ð’Â » like cups, sugars, gift boxes†¦ Promotion : For their communication policy they inspirited by luxury brand. Enshrines do also a large communication and a restricted distribution which reduce the price sensibility of customers. Enshrines are innovative also because they create event and they were first at launch with mobile marketing Enshrines have a strong advertising policy. They spend MM? per year and MM? just for France which represent 20% of their turnover.In 2006 they launch th e Ð’Â « saga Clooney Ð’Â » with the famous slogan Ð’Â « What Else Ð’Â ». With this strategy of personalization, they improve their brand's image, conquer synod impious of coffee excellence. In internet : MM link about Enshrines in Google, KICK visit on the official website and nearly MM faceable fans. Place : Enshrines select precisely their resellers. They sell in Enshrines shop, on the internet. Moreover, in France Enshrines have choose larges specialized store like Fauna or Ballooner, large Ð’Â « premium Ð’Â » store like Galleria Lafayette, Culinary.They also do mail order selling with La Reroute or Less 3 cuisses. Segmentations, Targeting & Positioning Segmenting a market is a marketing technique that involves subdividing a market according to various criteria. The next step is to create a representation of a group of consumers sharing some common criteria that can be geographical, psychological, ethnic, cue Trial, demographic The goal is to then define a product so to make it attractive to a consumer group. Subgroups must be defined and identified to be measurable, homogeneous, substantial, relevant and attainable.Targeting is to choose the segment or segments of a population (see segmentation) likely to buy a product. This phase allows for an assessment of he relative attractiveness of each segment for the product or service. Ultimately, this allows the company to choose what(s) segment(s) can be targeted based on its products, and depending on the expected profitability. At first,the positioning it is to identify the specificity of a company, a brand, a product or service that allow differentiation with the competition.In a second step, the positioning is to define the nature and specific features that you want to provide the product, brand or company to differentiate themselves in the market. The positioning differentiation allows a product to be perceived s one by a group of consumers (see segmentation). For Enshrines, they app ly the same segmentations, targeting and positioning ATA local level and at an international level. They are working on the coffee market especially in the coffee in pods. Then, they are concentrated on the segment of coffee in capsule specifically in a premium segment.This is a niche positioning. For this, Enshrines target their customer about : socio-economic criteria, about their income, specifically on middle to upper class (SSP+). And Enshrines target also by cryptographic criteria, people who are attract by new technologies. Often this kind of customers are concerned about quality and design seduction. About the age, Enshrines focus on the segment 30 to 50 years old. At the beginning they start on BIB market but it was a fail then they repositioning on a BBC market.Customer acquisition Thanks to their particular knowledge on marketing, they try to make the coffee, which is at the beginning, a current product a luxury product. For this, they convince the potential customer to i nvest in a Newspaper's machine to be an active member of Ð’Â « club Enshrines Enshrines want also to offer at customer's an professional express at home without the big tradition anal ND expansive machine. Thanks to their innovation, Enshrines can propose a real express at a small price. They attract their customer to with a large and famous promotion on media like TV advert or sponsoring.Customer retention Indeed, the brand managed to create a combined product offering, which involves the initial and only purchase of equipment , followed by its regular purchase refills for it to continue to operate. Strategy & future trends About the strategy, Enshrines is a very good example of a strong understanding of the market and future trends. In spite of many competitors Taoism, Senses, etc) They are leader of pods coffee market, in machine innovation and customer's fidelity. Thanks to the steady increase of the segment in portion's coffee market, they can apply a differentiation and an innovation policy.To difference themselves about competitors they made for example Ð’Â « grand crush which are an exception anal coffee, they created ingenious machine with sweet design and developed an unique client service. Moreover, they work on an exclusive distribution (in closed circuit). The distribution of sales are made 50% on internet, 25% by phone and 25% in shops. They have their own network for the distribution implying that reduce of cost, fast of launch but it restraint the market and demanded heavy investments.But to avoid problems, Enshrines have signed a co-branding contract (Usurps/Magic) which involve a selective distribution in France for example. For their BIB, they created NBC (Enshrines Business Coffee Solutions) to help and customize at best Bib's services. P Estes Politic : Enshrines wish to fight against all pollution's form and they try to develop CEO-responsibility in customer's behavior. Economic : Coffee sell are decreasing but segment valor of th is market still increase (+3,6 n 2009) Increase of market valor in pod segment Enshrines have a lot of competitors like Taoism or Sense. The price of raw materials still increasing.They have also a strong Ð’Â « concurrence Ð’Â » of substitute in hot drink like the thee or milk which, for example, is a strong danger in Asian country because they prefer thee as coffee. Increase also of price consumption which involve lower coffee consumption because of the increasing of coffee price. Social : Coffee is the most consume drink with a high social valor symbol of social integrity. For several years, we can see an emergence of the monadic market, tit the implantation's of many Struck for example. Mode of consumption are also changing : people take more and more care about gustatory pleasure.Nowadays time of meal is reduce and more and more people are force to adopt a fast lifestyle. A tendency for individualism which is link the 1 pod systems of Enshrines. The traffic coffee is the leader in the market and its also the customer's preference. There is also a growing awareness of the customers for production methods and processes. Technological . Enshrines make constant innovation (at pods level or machine level) which is strong advantage between the competitors. Nowadays, Internet service providers are still increasing and an increase of the access internet involve the increase Of the segment Of online shopping.Ecologic : Customers are more and more sensible about sustainable development and about protection of the environment. We can see also an exponential wave of consumption of organic products and ethically produced product. Legal : Nowadays more and more patent are submitted. The patent which protected the pods fell in the public domain in 201 2 which open the market at the competition. In France for example, rules about laity of coffee consume are voted like in October 2001, the French minister for a decree about sells of coffee, the packaging and the co mposition of the coffee.