Prozac Nation

Prozac Nation tells the story of Elizabeth Wurtzel’s childhood, her troubled relationship with her father who left her and her mother and refused to accept his responsibilities to his family, her move to Harvard, and her mental decline leading to several stays in hospital and a suicide attempt. Finally, after trying many different psychotherapists, psychiatrists, and medications, she tries Prozac and it helps her rise above her despair. In the Afterword to Prozac Nation, written for the paperback edition in 1995, Wurtzel asks the question that will have occurred to many of her readers.What on earth makes a woman in her mid-twenties, thus far of no particular outstanding accomplishment, have the audacity to write a three-hundred page volume about her own life and nothing more, as if anyone else would actually give a shit? (p. 354) She gives a long answer, the crux of which is: I wanted this book to dare to be completely self-indulgent, unhesitant, and forthright in its telling of what clinical depression feels like: I wanted so very badly to write a book that felt as bad as it feels to feel this bad, to feel depressed.I wanted to be completely true to the experience of depression—to the thing itself, and not to the mitigations of translating it. I wanted to portray myself in the midst of this mental crisis precisely as I was: difficult, demanding, impossible, unsatisfiable, self-centered, self-involved, and above all, self-indulgent. (p. 356) Wurtzel certainly succeeds in her aim to portray herself as capricious and self-preoccupied. Indeed, according to her own description, she seems so impulsive, self-preoccupied, needy in relationships, and manipulative that readers will probably wonder whether depression is indeed Wurtzel’s most basic problem.It’s very tempting to speculate that Wurtzel has just as much claim to a diagnosis of borderline personality disorder as she does to depression. Wurtzel says that her psychiatrists gave her a diagnosis of atypical depression, and DSM-IV-TR tells us that personality disorders may be more common in those with atypical depression. Of course, even if I were a psychiatrist, which I’m not, would be ridiculous to offer a diagnosis based on an autobiography.What is clear, however, is that Wurzel’s goal of telling some general truth about clinical depression is not accomplished. Reading Prozac Nation is a very different experience from reading other memoirs of depression such as Tracy Thompson’s The Beast and Martha Manning’s Undercurrents because Wurtzel manages to provoke such a mixture of conflicting feelings in her reader, while other authors of depression memoirs provoke far more consistent sympathy. By the end of the book, one feels far more sympathy for Wurtzel’s mother and her friends than one does for her.Normally, I count myself as able to identify and empathize with people who suffer from serious mental illnesses, but I have to confe ss that, given the way she describes herself, unless she has changed dramatically, I’d recommend her friends to run a mile rather than put up with her manipulation. Note that one gets a similar impression from Wurtzel’s second memoir, More, Now, Again, (reviewed in Metapsychology April 2002) in which she becomes addicted to Ritalin and cocaine, and spends most of her time lying and hiding her addiction from her friends, mother and publisher.In Prozac Nation, Wurtzel several times suggests that she was addicted to depression and makes clear that her self-defeating behavior was often willful. What makes it so hard to sympathize with her is that that her problem seems to be her personality, rather than some affliction she has to overcome. To be more precise, Wutzel describes herself sometimes as the agent of her predicament, and other times as the victim of it, and it’s unclear for the reader what reasons there are for these switches.She manipulates people close to her: for instance, she tells calls her therapist at all times of the day and night, and then tells her therapist that if she does not listen to her problems, her (Wurtzel’s) blood will be on her (the therapist’s) hands. Sometimes even her crying seems like a deliberate action. But at other times she feels immobile, and can’t get out of bed. Consider, for example, how she feels after her brief romance with a man called Rafe, uring which she was miserable, clingy, and insecure, and she explicitly ignored his request that he spend time away from her, since he needed to be with his family, who had their own needs. I couldn’t move after Rafe left me. Really. I was stuck to my bed like a piece of chewing gum at the bottom of somebody’s shoe, branded with the underside, adhering to someone who didn’t want me, who kept stamping on me but still I wouldn’t move away. (250) Wurtzel’s alternating acceptance and denial of her agency bemuse s the reader, and ultimately makes Wurtzel a less credible witness to her own mental states.Far from knowing exactly how it was for Wurtzel, even though it is clear that she was desperately unhappy for most of the time, readers will be confused and exhausted by her narrative. Far from undermining the work, these features are what make Prozac Nation so distinctive, standing out among other memoirs. It is a tour de force, and a powerful evocation of Wurtzel’s experience, although it’s not so clear whether that experience is depression, borderline personality disorder, or some other mental disorder.

Lord of the Flies Antrhopology

Thomas Hobbes was one of the most controversial philosophers of all time. He argued that the, â€Å"Life of man [is] solitary, poor, nasty, brutish, and short† (Hobbes 77). Clearly he didn’t think that humanity was a good group of beings. In the Lord of the Flies by William Golding, one character, Jack Merridew, displays many characteristics of Hobbes’ philosophy on man. Time after time, Golding subtly refers to Hobbes’ philosophy through Jack and his reactions with other characters in the book. After Golding introduces the boys, they want to elect a chief, and already, Golding is using Hobbes’ anthropology.In Hobbes’ Leviathan, he states, â€Å"And therefore, if any two men desire the same thing which nevertheless they cannot both enjoy, they become enemies† (Hobbes 76). The two main contenders for the chief position are Ralph and Jack. Jack fervently believes that he should be chief, and he says, â€Å"’I ought to be chief,â €™ said Jack with simple arrogance, ’because I’m chapter chorister and head boy. I can sing C sharp’† (Golding 15). Fortunately, Ralph is elected chief, and Jack is disappointed. This simple election creates the dispute between the two boys for the whole book.Ralph and Jack cannot share the position, and both cannot enjoy it, so Jack begins to have an aversion to Ralph. Hobbes’ philosophy basically predicted that this would occur. They both wanted a thing, leadership, and one got it, making them both enemies. This enmity that Jack has eventually pushes him to the point of wanting to kill Ralph in order to lead the island without opposition. This craving for murder also demonstrates another philosophical point by Hobbes. Far later in the book, Jack’s relations with Ralph once again clearly display one of Hobbes’ points.In Leviathan, Hobbes writes, â€Å"In all times kings and persons of sovereign authority, because of their indepen dency, are†¦ in the state and posture of gladiators, having their weapons pointing and their eyes fixed on one another† (76). After Jack splits from the tribe in order to make a new one, he immediately sees the other tribe as a threat. He even literally has his weapons pointed at Ralph in one scene specifically, in which the two leaders are dueling. The narrator narrates, â€Å"Jack made a rush and stabbed at Ralph’s chest with spear. Ralph sensed the position of the weapon from the glimpse he caught of Jack’s arm and put the hrust aside with his own butt† (Golding 159). Even though Hobbes may have intended this to be figurative without the actual leaders fighting, but their armies doing their work, this seems to fit the same kind of description. Hobbes really means that kings, or in this case chiefs, are always looking to fight each other, always ready for battle, always looking to rid themselves of their opponents. In the same way, Jack is always lo oking to fight Ralph, always ready for battle against Ralph, always looking to rid himself of Ralph. Golding ultimately connects Jack to Hobbes through Jack’s lack of mercy and justice.An unknown author composed a summary of Hobbes’ argument pertaining to this subject, and wrote â€Å"The state of nature†¦ was founded upon a savage egoism which drove man to seek a maximum of pleasure without hindrance from a norm of justice or mercy toward other men. Every man was continually engaged in war against all other men† (Paragraph 9). Throughout the book, Jack fastidiously tries to not offer mercy or due justice to people. In one instance, Ralph pleads for mercy upon the twins, Sam and Eric. The narrator says, â€Å"’Grab them! ’ No one moved. Jack shouted angrily. I said ‘grab them’! ’ Their spears were taken from them. ‘Tie them up! ’ Ralph cried out hopelessly against the black and green mask. ‘Jack! â€℠¢Ã¢â‚¬  (Golding 161). The key word of this scene is â€Å"hopelessly. † This simple word makes Ralph’s plea seem impossible; henceforth, Jack is not giving mercy at any cost. Jack wants the twins to leave Ralph and join his tribe. This essentially gives him pleasure because he knows that Ralph is hopeless. Whatever plea Ralph makes will not be granted because it will hinder his pleasure. Justice will not be served because it will hinder his pleasure.Mercy will not be served because it will hinder his pleasure. Hobbes directly says that people will not give justice or mercy when it will hinder his own pleasure. For Jack, to offer mercy is to rid himself of pleasure; therefore, he will not give the mercy according to Hobbes’ philosophy. Golding clearly thought of Hobbes’ philosophy when he was contriving Jack. Jack displays almost all of the qualities that a human being should display according to Hobbes. First, his enmity toward Ralph is solely based on a thing that he can’t have, which is what Hobbes predicted would happen.Second, he and Ralph, because they are both opposing leaders, have weapons pointed at each other, symbolizing how opposing leaders always quarrel with each other according to Hobbes. Third, his lack of mercy and justice for those who deserve it is nonexistent because it will hinder his pleasure according to Hobbes. In conclusion, in almost every act that Jack does, he relates back to Hobbes’ philosophy pertaining to human nature. Works Cited â€Å"The Philosophy of Thomas Hobbes. † 1998. The Radical Academy. 15 March 2010. <http://www. radicalacademy. com/philfthomashobbes. htm>.Hobbes, Thomas. Leviathan. The Harvard Classics. 1904-14. ——————————————– [ 1 ]. I used passive voice because the subjects are more important than Jack, who would be doing the action. (This isn’t rhet oric, it’s just and explanation) [ 2 ]. I used epistrophe to emphasize the point that Jack will not do the things that will hinder his pleasure [ 3 ]. I used antithesis here to kind of show a cause and effect. If he was to offer mercy (the cause) then he would accept defeat (effect). It seemed more logical to use antithesis right here than other forms of rhetoric.

Hazel

Where did the ritual take place? Villa Maria College Chapel, Christopher, New Zealand 2. Why did you choose this location? I went to school at Villa Maria College and I had an affiliation with the location. I liked the quaint, small size of the chapel where the guests felt closeness to the wedding ritual. I chose a Catholic chapel due to Roman Catholic being my religion. 3. What symbols were used in the ritual? What significance did they have? Rings- Symbolism our everlasting love that we bound as one, wedding dress- white homebodies my purity and is a tradition. . How were these symbols Important In the ritual for you? The rings symbolized for me our love and commitment for the rest of our lives, they were important as we picked them together. The wedding dress was special to me as it was white, it made me feel beautiful and it was traditional. I chose a traditional wedding dress, as it is apart of the Christian ritual. 5. What was the purpose of the ritual for you? Because for us, It was a commitment for the rest of our lives and It meant that we would raise children In the Catholic community. It also expressed our everlasting love for each other. 6.In your opinion, what was the climax of the ritual? When we said our vows and exchanged rings. 7. Did you have to do anything Involved with the ritual before the ceremony? Engagement, apply for a certificate of marriage, planning the ceremony. 8. Did you have to anything involved with the ritual after the ceremony? Honeymoon. 9. Which parts of the ritual were most special to you? The exchanging of rings and vows was most Important to me. Also, In the ceremony my mother sung, â€Å"Love changes everything† by Michael Crawford because It was meeting that she loves to do and it was special as it played an important part of the ceremony. 0. How did the ritual change you as a person? I changed my social status and there felt a real deference between living together 1 1 . Who attended the ritual? The wedding part y, family and close friends. 12. What roles did the participants play? My mother sung as said previously and my mother in law and close friend said a reading at the ceremony. My close friend was a bridesmaid and my brother in law was the best man. My nieces were flower girls and nephew was ring bearer. 13. How was the community involved in the ritual?The Villa Maria College nuns that lived next to the chapel, helped to prepare the chapel for the ceremony. 14. What features in the ritual displayed your religion? The bible where the readings were from, the prayers of the faithful and the hymns. One reading I chose was Corinthians 13: 4-7 as it displays what real love is like. ORAL Good morning, my name is Hazel Faulkner and today I will discuss a rite of passage, marriage, from the variant Roman Catholic. A ritual is a ceremony that involves different actions, symbols and writings which are performed according to a set order.Rituals are apart of everyday life and can even be as simple as a morning routine. Religious rituals are important as they help adherents connect with their deity. A rite of passage is a ceremony or event that marks a change or transition in someone's life from one phase to another. They include birth, adolescence, marriage and death. Over the years, scholars of religion have provided ways to analyses rituals. For example, Arnold Van Genes argued that a rite of passage involves three stages: pre-lamina, lamina and post-lamina. Sacred refers to the adherent being connected o or dedicated to their deity.Profane or secular is the opposite of sacred, it means something or someone is not concerned with religion. Marriage is a rite of passage and getting married is an important part of Christians lives. Marriage is a life long commitment between husband and wife made in the presence of God. Catholics generally have a Nuptial Mass which involves Eucharist and takes place in a church. The transition in marriage is being single to becoming one with y our bride or groom. Catholic marriage fits most appropriately into Van Genie's model and Love's five-step approach.The difference between a marriage and a wedding is that the marriage is the life long commitment where as a wedding For the investigation of a Catholic marriage the interviewee was my mother, Sue Faulkner. Her role in the rite of passage was the bride. Some of the questions asked were where did the ritual take place, what symbols were used, what significance did they have and what was the climax of the ritual. The interviewee's marriage took place at Villa Maria Chapel in Christopher, New Zealand. The questions helped to find useful information on the ritual and to discover an individuals view on marriage.A Catholic marriage has a clear structure. The first main element of a Catholic wedding is the wedding procession. It includes the bride walking down the aisle either by herself or with one or both of her parents as well as the wedding party. The symbolism of this elem ent is the beginning of a change of status and new life. Another element includes the readings from the Old Testament and New Testament. The purpose of the readings is to outline the importance of a Catholic tradition and make the presence of God in the marriage clear.The declaration of intention is also an important part of the wedding. This stage outlines the promises of commitment to each other throughout the struggles in marriage. The blessing of rings and exchanging of vows is often seen as the most important part of the wedding as the couple expresses the love they shares for each other and the vows symbolism commitment. Christians believe during the vows Christ becomes present. My interviewee saw this element as the climax of the ritual. The pronouncement of marriage is the stage where the change in status is almost completed.The signing of the register is a formal and legal recognition of the marriage and completes the stage f status for the couple. The recession concludes t he ritual ceremony, thus the change of status is final. As stated before, marriage suitably fits into Van Genie's model. He argued that there were three stages of a rite of passage, one being pre-lamina. The pre-lamina stage is the first stage in a rite of passage. It involves the separation from the couple's previous life. In a Catholic Marriage, the pre-lamina stage involves the bridal procession as it marks a beginning of a new status for the bride.It also involves the declaration of purpose where the priest outlines the significance of marriage and its repose in a Catholic context. The lamina stage involves transitioning from one stage to another and is often seen as the most important stage. The lamina stage in a Catholic marriage takes place after the giving away of the bride to the end of the exchanging of rings. The blessing of rings and exchanging of vows physically marks the change in status and transition. The post lamina stage in a Catholic marriage is the reincorporatio n stage where the couple is now ready to enter society with their new status.The post lamina stage in a Catholic marriage would include the signing of the register where the couple omelets their change in status and the recession where their change in status is Another model that is suitable to show and explain the structure of the ritual is Love's five-step approach. The model includes five steps, the first being the entry in which the participant leaves the ordinary world and enters the ritual. In a Catholic marriage this would include the proposal and declaration. The couple is now engaged and candidates for marriage.The second step is called the â€Å"preparation† in which the couple is involved in some sort of preparatory rite. This would include pre- Raritan counseling. The third is the climax of the ritual, which is the central, or highpoint of the ritual. In a marriage ceremony, the climax would be the exchanging of rings and vows. My interviewee agreed with this. The forth step includes the celebration which would be the wedding reception and the fifth step is called the â€Å"return† where the participants (bride and groom) leave the ritual and return to the ordinary world.The marriage ceremony marks separation from the ordinary or profane for the couple. The declaration of the couple as ‘husband' and Wife' displays that they are prepared from the community as they are now married. One element in a Catholic wedding which reinforces doctrinal teachings, is the readings. A common reading used is Psalm 103:8 which is a responsible psalm. â€Å"The Lord is compassionate and gracious, slow to anger, abounding in love. † The message of the psalm is that the Lord is kind and merciful. The four major rites of passages are birth, adolescence, marriage and death.These passages will happen whether or not they are acknowledged with a ritual. Although, Christians choose to mark them with a special ceremony as they are important ruinatio ns in people's lives. The models by Van Genes, Turner and Loved are important as they help to break down rites of passages to better understand them. Catholic Marriage fits best into Van Genie's model as well as Love's. Marriage is important to Catholics as it promotes the same love that exists in the Holy Trinity and for the procreation of life, another aspect that mirrors the Trinity. Marriage creates a union between spouses.It is a sacrament and an institution created by God. B. WRITTEN SUBMISSION This investigation has helped to expand my knowledge on rituals, rites of passage ND marriage. I learnt that a ritual can be as simple as a morning routine and that there are many varieties of a ritual. Before the investigation, I had only a brief understanding of the models. The investigation helped to develop my knowledge on the particular models by Van Genes and Loved. The models helped me also to better the pre-lamina stage (separation), lamina stage (transition), and post-lamina st age (reincorporation).Love's model involves five steps: the entry, preparation, climax, celebration and return. These models are not only used for Christian rituals but for tails of any religion. The Buddhist view of marriage is considered a secular affair and is not seen as a religious duty. Buddhism marriage is a personal and social obligation. In Islam, marriage is a legal contract and the religion is a strong advocate for marriage. Referring to Hinduism, Hindus view marriage as a sacrament. They have similar views as Christianity in terms of marriage, believing that marriage is a union and Joins two individuals for life.Judaism also has similar views as marriage is viewed as a bond commanded by God in which a man and woman come together to create a legislations in which God is involved. Also, Jewish married couples are traditionally expected to have children. Australia is a multicultural society and therefore, we have a variety of different religions such as Christianity, Islam, Buddhism, Hinduism and Judaism and many others, which are continually developing in Australian society. This means marriage ceremonies in Australia significantly differ depending on the religion. The participant's culture may be expressed through clothing or music.My interviewee's wedding did not take place in Australia but New Zealand. Australia ND New Zealand are very similar thus my interviewee's wedding did not significantly differ from a traditional Australian wedding. In an Aboriginal marriage ceremony, couples are commonly involved in a traditional smoking ceremony which makes the couple feel cleansed and free, going into the marriage with no bad spirits to bring them bad luck and it is also performed to create a lifelong bond between the couple. Marriage in Aboriginal societies is complicated and has puzzled anthropologists for centuries.In a Catholic marriage, the most important or common symbol is the rings. The rings present a never-ending circle of eternal love. They al so represent the union and commitment of the couple. Other marriage symbols include the veil, wedding bells, the wedding dress and the bible. Marriage successfully draws participants beyond the ordinary and into the transcendent as it is does not Just simply include the man and woman being in love. It is something larger in which the partners have a special ceremony which expresses the very meaning of their life together.Even though the institution of marriage that binds the couple together is invisible actions such as the stating the vows and exchanging of rings expresses the love and union. Although my speech mostly discusses the wedding ceremony, the preparation of the doesn't Just involve getting the wedding dress, flowers, rings etc. Couples are encouraged to attend pre-marital counseling which helps them prepare for marriage. After the couple is officially married, they may decide to go on a honeymoon. Also, the couple may decide that they want to have children, as marriage is essentially the ideal foundation for the making of children.The investigation was interesting yet difficult at times. The most challenging part of he investigation was finding what the pre-lamina, lamina and post-lamina stages of a Catholic wedding are. Information on the internet told me that pre-lamina stage of a Catholic wedding is the engagement, lamina is the ceremony and post-lamina is the honeymoon. However, I wanted to find the stages in the specific ceremony, as it was my main focus. The investigation helped me to better understand the concept of a ritual and a wedding ritual. Bibliography Austere, L, What is transcendence and why does it matter?

Mathematics.Games for drill and practice Essay Example | Topics and Well Written Essays - 1000 words

Mathematics.Games for drill and practice - Essay Example Since 1989, the National Council of Teachers of Mathematics has developed standards for Mathematics in the schools. Pre-Kindergarten through Grade 12 are included in these standards that relate to instruction, classroom materials, and student evaluation.The NCTM standards are more specific and detailed models of teaching procedures. The NCTM standards describe specific ways base ten blocks and other manipulative can be used to help students understand the certain concepts within the standards. In this essay four different activities are described.In this particular game each student begins with 20 fish out of water. Each player rolls a die and counts out that many fish to return to the fish bowl. The first player to return all 20 of his/her fish to the bowl wins the game. The materials used are foam fish cutouts and a plastic bowl for a more realistic version of the game or download the directions, game mat and center icons for Fish out of Water.This game is designed especially for t he pre-kindergarten kids who are very new to numbers and help children understand basic number concepts thus helping them to develop the number sense of basic counting. Also, the activity enhances the kid's ability to recognize the numbers better and remember them for a longer period of time.The set of instructions given for this game are very simple and easy to comprehend for the kids who are just learning to recognize the numbers. For example the instructor can show a video of the activity and then play with the help of the instructor and finally let them play on their own. The second activity is called Addition Top-It: This game can be played by two to three players and the materials required are: a set of number cards with four cards each of the numbers 0-10, a penny which is optional in the game. A player shuffles the cards and places the deck number-side down on the playing surface. Each player turns over two cards and calls out their sum. The player with the highest sum wins the round and takes all the cards. In the case of a tie, each player turns over two more cards and calls out their sum. The player with the highest sum then takes all the cards from both plays. Play ends when not enough cards are left for each player to have another turn. The player with the most cards wins the game. There is an option available with the game which allows the children to toss a penny to determine whether the player with the most or the fewest cards wins. The other variations are also available with this game are as follows: 1. Use a set of double-nine dominoes instead of a set of number cards to generate addition problems then place the dominoes facedown on the playing surface. Each player turns over a domino and calls out the sum of the dots on the two halves. The winner of a round takes all the dominoes then in play. 2. To practice addition with three addends, use three cards and play the same as described above. This game is suited for the students in grade one where they begin to learn the basic concept of addition, subtraction, multiplication etc. The number sense that the player is the addition of numbers which is the second step after the children can recognize the basic numbers and are ready to do more complex activities with the numbers. Also, by practicing these kind of exercises skills like calculator skills, money exchange and shopping skills, logic, geometric intuition, and intuition about probability and chance because many games involve numbers that are generated randomly are reinforced within the children. The instructions given at this level are easy and simple and also less as compared to the instructions given for the first activity as the understanding of the children increase. For example the teacher can display the video of the game and then allow them to take drills of the activity according to the comfort of the students like practicing it during breaks or

COSTCO Essay Example | Topics and Well Written Essays - 750 words

COSTCO - Essay Example It deals with diverse people in various regions, and the need of workforce diversity is essential in the company to promote efficiency. Meanwhile, the company is concern with the quality of its products and services in that it values management training in order to improve the skills and understanding of employees. The Leadership styles are extremely essential in the management of the company because enhance the performance of the company. Thus, the paper will evaluate the management training, workforce diversity and the Leadership styles of the Costco in its operations. Management of training and workforce diversity Workforce diversifies in Costco deals with the adjustment of labor force and the way employee relate to each other at the workforce. The company promotes management of workforce diversity efficiently by creating an environment that evaluates unique qualities of each worker that help the company to achieve its goals and vision (Barak, 2010). Meanwhile, it involves in work force diversity training that introduces the knowledge and essential skills in the organization. The company provides a forum that assist participants to enhance their understandings in their fields. The management of training of Costco focuses on increasing understanding to all employees regardless of the status, gender and race, and make sure all human differences were respected. Costco is trying it best to create awareness and put emphasis on the need of training because it builds skills and examines the behavior that influence how employees interact (Lussier, 2011). Management training of the Costco focus on disseminating information that ensures employees is familiar and understands the law that governs fair employment practices. Similarly, it involves discussing human cognitive processes that are essential in promoting the performance of the organizations. The management training involves introducing courses and workshops that make sure managers are equipped with skills that h elp them to face challenges that may arise in supervising and managing projects (Lussier, 2011). Costco provide management training via offering seminars and sending management personnel to conferences. The management training includes courses that recognize the significant of effective communication and discussion that motivate employees (Barak, 2010). Meanwhile, the company training equips employee with qualities on how to handle performances reviews and problem solving in the work force diversity. Management training of the Costco addresses the diversity and emotional intelligence that help managers to manage their new responsibilities effectively. Management training of the company involves time management that will be useful for learning how to achieve goals and avoid doing work at the last minute. Bolman and Deal (2003) indicate that workforce diversity in Costco involves implementing policies and practices that involve people within the workforce that are different from those in the prevailing workforce. The workforce diversity in Costco integrates corporate responsibility that allows individuals to earn a living and meet their visions.. Meanwhile, workforce diversity of the company avoids issues of discriminatory preferences and practices in delegating their jobs and promotions that help in attracting the best accessible talent within the pool. Leadership style The leadership style provides direction, the method to implement plans and involve in motivating individuals, in organizations. There are three types of leadership styles that include authoritarian, democratic and free reign, and are implemented depending on the vision and goals of the organizati

Environmental ocean hcom Essay Example | Topics and Well Written Essays - 250 words

Environmental ocean hcom - Essay Example In result, these pollutants indirectly affect humans and other animals that depend on marine resources (â€Å"Ocean Pollution†). One manifestation of an indirect effect of pollutants to humans is beach closings. Beaches that have unsafe levels of bacteria and chemicals are mandated to be closed due to health and environmental concerns (â€Å"Beach Closings). As reported by the Natural Resources Defense Council‘s (NRDC) 2009 annual survey, it has reached a massive amount of 18,000 reports of beach closings (â€Å"Beach Closings†). The causes of beach pollution includes Urban water run-offs, Boat wastes, Beach goers, Leaking sewage pipes and Malfunctioning sewage treatment plants, Wildlife and Pet Wastes, and Agricultural Discharges and Runoffs (â€Å"Beach Closings†). According to Marinelife.about.com, marine pollution affects not just the fishes that shelter in the ocean but also the creatures that feed on these animals. When there are less marine animals for the predators to eat, then there will be more competition for food within that species affecting all organisms in the food chain (à ¢â‚¬Å"Marine Life†). Another effect of marine pollution is the climate change. It largely affects the agricultural croplands and food production making the prices of food to rise. Food crisis is a possibility if this continues (â€Å"Climate Change: Food

Read the assigned readings and answer questions regarding gram stain Essay

Read the assigned readings and answer questions regarding gram stain and lab safety - Essay Example Clothes on fire should be dropped or the person should roll to smother the flames. At the eye wash station your partner should your eyes wide open on a running water. I will incorporate the above safety precautions in my laboratory by ensuring that their posters with guidelines and instruction at every working area in the laboratory. I may also take some time to address my lab mates on safety precautions. A technician may use   physical state  , chemical composition, and purpose, functional type as made to differentiate different bacteria. Physical state media involve the use of non reactive physical substances such as water to nature the bacterias. Chemical reagents may also be used as in the case of chemical media. Microbiologists have many types of media at their disposal. The purpose / functional type may be employed as in a complex bacteria case. One should always have a protective gear, should wear proper clothes, one should care about his hygiene by not bringing food into the room, one should always consider all the materials he or is handling to be harmful. They should also know fire exits and fire drill procedures so that in case of fire the escape, be familiar with all lab process before carrying out any exercise this because some processes are too dangerous, lastly they should keep the working area clutter free and clean to enable easy access to all equipments hey need and also to avoid more injuries in case of an accident. One is not supposed to smell, touch or taste chemicals they may have negative effects on the persons health, youre not supposed to do experiments on your own because a mixture of chemicals may be explosive, never eat in the lab because the food may get contaminated with the chemicals and never add water into an acid this is because it will react explosively. The gram stain procedure distinguishes between gram positive and gram negative groups by coloring the cells red or

Proven Practices for Securing Your Website against Distributed Denial Research Paper

Proven Practices for Securing Your Website against Distributed Denial of Service Attacks - DDoS - Research Paper Example It was identified that an Internet bulletin board called as 4chan initiated the attack by utilizing readers of the Internet bulletin board who participated to a campaign called as ‘payback’ to initiate a DDOS attack (McGARVEY, 2013). Likewise, the Motion picture association was apparently stimulated an Indian organization called as Aiplex for carrying out in contradiction of piratebay.com that is a file sharing website. As a result, Motion picture association was not available for more than a day and got attention of the media such as Reuters, British Broadcasting Company, London telegraph etc. One of the security research expert or advisors, Mr Sean Paul spoke on media about this incident and named it as ‘the future of cyber protests’. Likewise, he predicted that this is a part of a protest. Later, the assumptions made by the security expert were true, as again same type of attack was organized and time was the target was a credit card industry. The major p layers targeted in this attack were PayPal, MasterCard, Swiss banks and many others, as the objective was to impose penalty to these organizations for not providing services associated with whistleblowing site Wikileaks (Mansfield-Devine, 2014). Conversely, Wikileaks reported an incident i.e. DDOS attack soon after publishing highly confidential United State diplomatic cables. Later on, all the servers were moved to Amazon cloud seeking protection from these attacks (Crosman, 2014). Another DDOS attack targeted Russia’s most popular newspaper website more than one time within the last 24 months. The attacks were disabled for a week but Sokolov, who is executive editor in chief, is still seeking a cyber-criminal behind these attacks. Likewise, he suspects a government funded agency ‘Kremlin Youth’ is behind these attacks, as no support was given by the local authorities within the country. It is eminent that these DDOS attacks are now considered

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

Discussion Topic - Essay Example The rise in technological advancement and the sophistication of the war crimes simply means that some of the principles of war adapted in the ancient warfare will certainly become obsolete. Thus, principle 4: Economy of force is one of the principles of war that is likely to change. This is because, this principle was formulated based on the ancient conditions of warfare which emphasized more on combat than unconventional warfare, thus requiring that minimum essential combat power should be allocated to secondary efforts (Paret, et al., 1986). However, owing to the technological changes and the sophistication of the networking of the enemy, there is a need to allocate more resources and combat power on the secondary efforts. This would become an effective deterrence strategy, which will serve the current warfare situation better than the battlefront confrontations with the enemy. Thus, new principles could appear that are aligned to the technological sophistication of the modern warf are. However, it is never possible that war will become obsolete since social conflict is a constant occurrence through

Gene Manipulation Essay Example | Topics and Well Written Essays - 2250 words

Gene Manipulation - Essay Example James Watson discovered the double helix structure of DNA. Due to which currently we have knowledge of our genes and thus makes it easier to manipulate them. Scientists already have made wonderful discoveries regarding how genes are related to diseases. Discovering the genes for cystic fibrosis as well as Huntington's disease are without a doubt important achievements, even though new treatments for both the disorders have not been discovered as yet. The discovery of the BRCA1 and BRCA2 genes of breast cancer were extraordinary accomplishments, even though they are responsible for less than 10 %of all kinds of breast cancer. Scientists will discover significant genetic associations with diseases in the next few years, some of which may eventuate in preventions or treatments that may reduce human suffering. whilst the identifying of for behavior genes are not quite understandable, there is little suspicion that scientific reports regarding new genetic tendencies or basis of behaviors will be a common occurrence in the up coming years . Furthermore, different kinds of genetic "alternative," from selection of sex to the traits of personalit y to better abilities might become obtainable by means of "gene therapy," which are also known as gene manipulation such as technologies or genetic reproductive or human cloning. This is only the beginning of the age of genetics. Genetic engineering means the human, and hence "artificial" (as in the sense of nature doesn't do this without our help), manipulation of genes. This may involve, as in the case of genetically modified foods, manipulating genes in individual organisms, one at a time. Of course, scientists do not sit there and place new genes by hand into every single potato. There are ways to do this in large batches at a time. But the expectation is that someday not too long from now we will place genes by hand, one at a time, into human fetuses or individual patients to correct deficiencies or replace "bad" genes that cause particular diseases. This sort of individual manipulation is what many people imagine when they hear the term genetic engineering. Genetic engineering is also commonly known as the manipulation of the gene pool, or the entire genes of every the individual in a population. New techniques have recently allowed fertility clinics to determine with a high statistical probability of success whether a fertilized egg is likely to be male or female. If a couple wants only females, perhaps because the parents carry genes that cause disease only in male offspring, then the clinic can pick out the females and implant only those in the mother. This is genetic engineering, the engineering of the genetic outcome of reproduction. Imagine that a clinic allows parents to choose the eggs or sperm that carry the "smartest" or "prettiest" or "strongest" genes and throw away the others. That is also genetic engineering. And it raises additional questions. What we tend to forget is that genetics is not everything. Genetics alone is not destiny, because development and the environment make a great difference in how genes are expressed. Parents of children with Down syndrome (also known as trisomy 21), for example, remind us that children with traits deemed to be a

Site research assignment Paper Example | Topics and Well Written Essays - 1000 words

Site assignment - Research Paper Example There are a lot of trees, of various shapes, sizes and colors. Most of them are dark brown in color and are dried because of cold weather. The sun is setting and behind the cloudy atmosphere there is a bright orange-yellow light including a little purplish shade. I see here a lot of colors, the ones which are part of this place, like the pale green grass, brown tress, gray pebbles and the white sides of the jogging track, a small fountain and a pond with a few birds and ducks. There are a lot of people around. People here are wearing warm and neutral colors like red, yellow, grey and black. However, a pink and purple stroller catches my attention. It might be referred to the most colorful sight in the park. The park is full of people and kids around. This must be the busiest time, I guess. There are number of people who are using the park for a walk, others for playing and the rest for feeding the birds and the ducks. I see a group of three women, one of them is carrying her baby in stroller. Fragrance of the place is that of soil, the moist air and a very strong feeling of dryness is experienced. Date: November 21, 2013 Time: 7:00 PM Observation: As this observation requires a walk ignoring surroundings therefore I came at a time when it was quiet here. The space was filled with moisture. The grass was getting wet and there were no birds that could be seen except for a couple of ducks. The pebbles were glazing the dew drops and it was getting cold. I see the grey sky with slight orange shade (of the city lights). The thing that caught my attention was the small house built for ducks and a watch man who probably was there before to take care of the ducks. I could see a couple of ducks outside and I had been wondering since then that where did the rest go. Now I know where they managed to escape. Date: November 22, 2013 Time: 6:00 AM Observation: Today I decided to go for a morning walk at the park. The reason I chose an early timing for the observation was to c omplete the requirements. The sounds I could hear were of the birds chirping and looking for food, I could hear the water coming out of the fountain, I could hear the ducks screaming for bread as laughter could also be heard (of the people around who were feeding the ducks, I think). I could hear the jogging footsteps. The far away sounds were that of two men talking very loudly, a racing car and a cycle bell. Date: November 22, 2013 Observation through memory: It was dawn at 6:00 AM; the sky had beautiful yellowish and orange lights. The park was quiet. There was a lot of dew in the grass and the pebbles on the side of the jogging track were having dew drops upon them. Sight of hues of dawn, pebbles, soil, dew, trees and grasses have a soothing effect. Anyone could have slipped if he/she had tried to run on the grass. The air was cold and wet. There were some people who were jogging on the track while a few were feeding the ducks who were making a lot of noise. The trees were givin g a view of the haunted path with no leaves upon the branches. Their dark brown color was even darker. The ambience was very soothing and relaxing. The wind was blowing and one could feel the coldness in it. I could smell hot coffee and moisture in the air. Variety of Hues Fog, winters and Silence Fragrance of Coffee and moisture Date: November 23, 2013 Time: 10:00 AM Observation: The following day, I went to the park at 10:00 am in the morning. The reality was not at all this. There was fog and the wind was cold. The grass was all wet with dew. There

Data-collection in Qualitative Research Essay Example for Free

Data-collection in Qualitative Research Essay This Chapter is about methods and techniques in data-collection during a qualitative research. We mentioned earlier that qualitative research is eclectic. That is, the choice of techniques is dependent on the needs of the research. Although this should be true for almost all social research, it is particularly so with qualitative research in that the appropriate method or techniques is often identified and adopted during the research. Qualitative research is also multi-modal. The researcher may adopt a variety of research techniques, or a combination of such, as long as they are justified by the needs. The discussion below is therefore not to identify a set of techniques unique to qualitative research, but rather, to introduce the methods and techniques most commonly used in qualitative research, and the issues related to such use. We shall introduce the methods and techniques in three broad categories: observations, interviews and study of documents. These are also the basic methods used in cultural anthropology (Bernard, 1988:62). Indeed, the discussions about qualitative research in education can be viewed as a particular case in cultural anthropology. Observations Observation usually means the researchers act to find out what people do (Bernard, 1988:62). It is different from other methods in that data occur not necessarily in response to the researchers stimulus. Observation may be obtrusive or unobtrusive. A researcher may simply sit in the corner of a school playground and observe how students behave during breaks. He may also stand by the school gate and observe how students behave at the school gate. Such cases of observation may be seen as unobtrusive. In other cases, the researchers may not apply any stimuli, but their presence per se may have some influence on the scene. The most common example in this category is classroom observation. Although the researcher may just sit quietly at the corner of a classroom, the presence of the researcher may  change the classroom climate. It is, nonetheless, still observation. Observation is a basic technique used in almost all qualitative research. Even if other methods or techniques are used, the researcher remains the most essential sensor or instrument and hence observation always counts (McCracken, 1988:18-20). For example, when interviewing is used, a qualitative researcher also takes into account the tonic or facial expressions of the informant, because they help interpret the verbal responses. Such expressions are only sensed by observation. If the interview is done in the field, then the surroundings of the interview site also provide meaningful data for the research. The surroundings can only be depicted through observation. Hence observation is indispensable in almost all occasions of qualitative research. However, the term observation may sometimes go beyond what is seen. It also pertains to what is heard, and even sometimes what is smelled. Case 4.1 provides one of such examples. Case 4.1: Classroom Observation Scheme In the IIEP project on basic education, Leung designed for the Chinese research a scheme for classroom observation. Classroom was taken as one of the environmental factors affecting students learning. The scheme was designed after Leung stayed in local schools for two days. The scheme did not confine itself to the performance of the teacher, although that was a part. The figure on the next page shows one of the six sections of the scheme. Different writers have different ways of classifying observations. Without running into juggling of definitions, we shall briefly introduce observations as participant observations and non-participant observations. More detailed classification of observations can be found in Bernard (1988), Goetz and LeCompte (1984) and Patton (1990). Participant Observation Participant observation is perhaps the most typical of qualitative research.  Some authors even use participant observation as a synonym for ethnographic research. Different writers may have slightly different definitions of participant observation. The following description by Fetterman is perhaps the most agreeable to most researchers. Participant observation is immersion in a culture. Ideally, the ethnographer lives and works in the community for six months to a year or more, learning the language and seeing patterns of behaviour over time. Long-term residence helps the researcher internalize the basic beliefs, fears, hopes and expectations of the people under study. (1989:45) Immersion of the participant can either be continuous or noncontinuous. The three classical cases we quoted in Chapter 1 all include participation in the continuous mode. Lis study of classroom sociology (Cases 3.8 and 3.9) involved one years continuous residence. In the second and third year she went to the school three days a week. She combined continuous with noncontinuous participant observations. Fetterman used noncontinuous participation when he was doing qualitative evaluation of educational programmes. Case 4.2: Noncontinuous Visits In two ethnographic studies, of dropouts and of gifted children, Fetterman visited the programmes for only a few weeks every couple of months over a three-year period. The visits were intensive. They included classroom observation, informal interviews, occasional substitute teaching,interaction with community members, and the use of various other research techniques, including long-distance phone-calls, dinner with students families, and time spent hanging out in the hallways and parking lot with students cutting classes. (Fetterman, 1989:46-7) II. Environment of the classroom 1. The classroom is on the _____ floor of the school building. 2. The classroom is near ( ) residential area ( ) factories ( ) road(s) ( ) field ( ) marketplace ( ) others _______________________________________ 3. The number of windows which provide lighting and ventilation to the classroom: ( ) satisfies the required standard ( ) is below the required standard 4. The main artificial lighting facility in the classroom is: ( ) florescent tubes total no.__________________ ( ) light bulbs total no.__________________ 5. Condition of lighting during the lesson : ( ) bright ( ) dim ( ) dark 6. Ventilation in the classroom: ( ) well ventilated ( ) stuffy ( ) suffocating 7. Quality of air in the classroom: ( ) refreshing ( ) a bit smelly ( ) stingy 8. Environments for listening: ( ) very quiet ( ) occasional noise ( ) noisy 9. Classrooms floor structure: ( ) concrete ( ) log ( ) mud ( ) carpet 10. Classrooms floor condition: ( ) clean ( ) some litter ( ) full of rubbish 11. Classrooms wall conditions: ( ) smooth clean ( ) some stains ( ) dirty damaged 12. Classrooms area: _____________m2; area/person: _____ m2. 13. Space use in classroom: ( ) looks spatial ( ) fairly crowded ( ) very crowded 14. Furniture and other article arrangements in the classroom: ( ) orderly and tidy ( ) messy 1Figure 1 Classroom Observation Scheme (Designed by Leung Yat-ming) Whytes experience in the Italian slum (Case 2) is perhaps the nearest to ideal in participant observation. He stayed in the community for two years. He experienced the life of a member of the Italian slum. In Whytes case, native membership allows the researcher the highest level of participant observation. Most researchers are denied such an opportunity, often because of constraints in time and resources, as we have discussed at length in Chapter 3. Under all sorts of constraints, at best the researcher lives as much as possible with and in the same manner as the individuals under investigation (Goetz and LeCompte, 1984: 109). In these circumstances, the researchers may not claim that they was doing ethnography, but it is legitimate to apply ethnographic approach and techniques to the study (Fetterman, 1989:47). Participant observation in its broad sense therefore tolerates different lengths of time and different degrees of depth. There is a full range of possible modes of participant observation, what Wolcott calls ethnographer sans[1] ethnography (Wolcott, 1984: 177). The most frequent case in education is that a researcher may stay in a school and become a teacher in that school. The researcher identity may or may not be disguised. The researcher may then, as a participant, observe teachers behaviours in teaching, in meetings, in conversations, and so forth. Sometimes, the researcher is readily a member of the community (say, a school) and may still carry out research as a participant observer. However, in this case, the researcher should be aware of his/her knowledge of the community and should be cautious that such knowledge would not lead to preoccupations about the school under research. In cases where the researchers have successfully gained membership (as Whyte did in the Italian  slum), the distinction between a native member and the researcher-as-participant begins to blur. This insider-outsider dialectics will be further discussed later. Nonparticipant Observation Strictly speaking, nonparticipant observation involves merely watching what is happening and recording events on the spot. In the qualitative orientation, because of the non-intervention principle, strict nonparticipant observation should involve no interaction between the observer and the observed. Goetz and LeCompte assert that in the strict sense nonparticipant observation exists only where interactions are viewed through hidden camera and recorder or through one-way mirror (1984: 143). Dabbs (1982:41), for example, used hidden camera in Atlanta at a plaza in Georgia State University, and studied an informal group that frequently gathered during the morning break. There are examples of using hidden video-cameras in school toilets to study drug problem among students, or to use unnoticed audio recording device to study student interactions. The use of audio or video recording device often invites concern in ethnical considerations. Such problems are similar to those arising in using one-way mirrors in interviews or psychological experiments. Such cases are rare in policy-related research. Another case of nonparticipant observation with ethical problem is disguised observation, or covert observation. A typical example is Humphreys (1975) study on homosexual activities. He did not participate in such activities, but offered to act as watch queen, warning his informants when someone approached the toilet. Another famous example is Van Maanens covert study of police. He became practically a police recruit. Over more than a decade, he slipped in and out of the police in various research roles (Van Maanen, 1982). Covert observations are again rare in research which is related to educational decision-making. Hidden camera or recorder and covert observation occur only exceptionally.  Most author would accept the watching of audience behaviour during a basketball game (Fetterman, 1989:47) or the watching of pedestrian behaviour over a street as acceptable examples of nonparticipant observations. Interaction between the researcher and the social community under study is often unavoidable. We have again discussed this at length in Chapter 3 under the notion of researcher intervention. If we perceive the problem of intervention as a matter of degrees, then the distinction between participant observation and nonparticipant observation begins to blur. The general principle across the board is that the researchers should minimize their interactions with the informants and focus attention unobtrusively on the stream of events (Goetz and LeCompte, 1984:143). Wolcotts study of school principal (Case 3) was perhaps the most intensive type of nonparticipant observation that one could find in the realm of education. (He also used other supplementary methods as mentioned in Case 3). He did live with the school for two years, but he did not participate as a school principal which was his subject of study. He saw his role as one of participant-as-observer (Wolcott, 1984:7). So was Lis study (Case 3.8) of classroom sociology in her first year. She did stay with the school as a teacher but she never became a student which was her subject of study. The following two years of her study, however, was not nonparticipant observation because she applied experimental measures. During the UNICEF research in Liaoning, the basic method I used was interviewing and not nonparticipant observation, but I did have, at times, nonparticipant observation when debates occurred between the local planners and the provincial planners (Case 3.7), or when planners chat among themselves about their past experience in the field. The most frequently employed nonparticipant observation which is relevant to educational decision-making is perhaps observation at meetings. Typically, the researcher attends a meeting as an observer. The researcher tries to be as unobtrusive as possible and records everything that happens during the meeting. When Wolcott did his study on the school principal, he was present at all meetings unless he was told otherwise (Wolcott, 1984:4). The following was my experience of a non-participant observation in China. Case 4.3: A Validation Seminar I realized during the UNICEF research in Liaoning (Case 4) that one essential step in the planning for basic education in China was validation. When drafting of an education plan was complete, the draft plan had to undergo scrutiny in what is known as a validation seminar. In essence, all those related to the plan, including leaders at all levels, representatives of all relevant government departments, experts from all areas are invited to discuss. Relevant documents are sent to the participants well in advance. They are then asked to comment on the plan during the validation exercise. Only validated plans are submitted to relevant machinery for legislation. The validation seminar for Liaoning was unfortunately held before the UNICEF research. I got an opportunity, however, a year after in 1988, when the Shanghai educational plan was to undergo validation. The host of the meeting agreed to send me an invitation. I attended the meeting in the name of an external expert, although I made clear to the host that my major task was not to contribute. They agreed. During the meeting, I was able to observe the roles of the various actors during the meeting. I was also able to talk to individual participants during tea breaks and meals to understand their background and their general views about educational planning. I was able to do a number of things over the two-day meeting: (a) to classify the over 40 participants into technocrats, bureaucrats, policy-makers and academics; (b) to understand the different extents in which the participants contributed to the modification of the plan; (c) the disparity in capacity among participants in terms of information and expertise; (d) the inter-relations between the different categories of actors and (e) the function of the validation exercise. In the end, I concluded that validation was a way of legitim ation, which employed both technical (expert judgement) and political (participation) means to increase the acceptability of the plan before it went for legal endorsement. The political aspect came to me as a surprise. It indicated a change in the notion of rationality among Chinese planners and policy-makers. Interviewing Interviewing is widely used in qualitative research. Compared with observation, it is more economical in time, but may achieve less in understanding the culture. The economy in time, however, makes ethnographic interviewing almost the most widely used technique in policy-related research. Interviewing is trying to understand what people think through their speech. There are different types of interviews, often classified by the degrees of control over the interview. Along this line, we shall briefly introduce three types of interviewing: informal interviewing, unstructured interviewing, semi-structured interviewing, and formally structured interviewing. We shall also briefly introduce key-informant interviewing and focus groups which are specific types of ethnographic interviewing. Qualitative research of course has no monopoly over interviewing. Interviewing is also frequently used in research of other traditions. The difference between ethnographic interviewing and interviewing in other traditions lies mainly in two areas: the interviewer-interviewee relationship and the aims of interviews. Ethnographic interviewees, or informants, are teachers rather than subjects to the researcher, they are leaders rather than followers in the interview. The major aim of the interview should not be seeking responses to specific questions, but initiating the informant to unfold data. Readers may find more detailed discussions about ethnographic interviewing in Spradley (1979) who provides perhaps the most insightful account of the subject. In-depth discussions about ethnographic interviewing can also be found in Bernard (1988), Patton (1990), Fetterman (1989) and Powney and Watts (1987). Informal Interviewing Informal interviewing entails no control. It is usually conversations that the researcher recall after staying in the field. It is different from  observation in that it is interactive. That is, the informant speaks to the researcher. By its own nature, informal interviewing is the most ethnographic in the sense that it is not responding to any formal question. It is part of the self-unfolding process.

Cadbury Company An Analysis of Financial Statements

Cadbury Company An Analysis of Financial Statements This analysis is to examine the performance of Cadbury in 2007 and 2008 from their financial statements which are shown below. There is a significant improvement in Cadburys confection revenues which increased 15% to  £5.4bn. Cadbury increased their price in their selling in 2008 for balancing the rise of their input cost and besides increased the price of their product, Cadbury also sleek their cost base, by decreasing in sales, to save their cost from labours, raw materials, and electricity, also Cadbury reduced their general and administration cost and in central overhead. Because of this movement, from the table of income statement and balance sheet, there is a significant change in their operating margin which is 278 million pounds in 2007 and it increased to 388 million pounds in 2008. There is also a big increase in discontinued operation from 2007 to 2008, which Cadbury made profit 258 million pounds in 2007 but loss 4 million pounds in 2008, this was happened because in 2008, Cadbury got a transaction cost of separation of the Americas Beverages business, in this year, Cadbury completed the demerger of its American Beverages business and sell the Australia Beverages business. From the table data that we had from Cadbury website, here are calculations to know about performance of Cadbury that each calculation has its own purpose. Mainly ratios have three important functions which are: From ratios, it is easier for us to make a conclusion than from a financial statement itself, because sometimes financial statement is very complex, and it is hard for us to draw a conclusion from that. Ratios provide a good benchmark that makes us easier to compare from one company to another. Here are some ratios about performance of Cadbury which all calculation is in million pounds. From this ratio, we compare 3 years financial statements and the ratios are: Profitability Efficiency Investment ratios PROFITABILITY Return on ordinary shareholders funds (ROSF) In 2007 Average shareholders fund = (3696+4173):2 = 3934.5 ROSF = (407 : 3934.5) x 100 = 10.344% In 2008 Average shareholders fund = (4173+3534):2= 3853.5 ROSF = (366 : 3853.5 ) x 100 = 9.5% Return on Capital employed (ROCE) In 2007 Average total assets less current liabilities = ( 6855 + 6724 ) : 2 = 6789.5 ROCE = (278 : 6789.5) x 100 = 4.095% In 2008 Average total assets less current liabilities = (6724 + 5507) : 2 = 6115.5 ROCE = (388 : 6115.5) x 100 = 6.345% Operating Profit Margin In 2007 Operating profit = 278 Operating profit margin = 278 : 4699 x 100 = 5.92% In 2008 Operating profit = 388 Operating profit margin = 388 : 5384 x 100 = 7.21% Gross Profit Margin In 2007 Gross profit margin = (2195 : 4669) x 100 = 47.01% In 2008 Gross profit margin = (2514 : 5384) x 100 = 46.69% EFFICIENCY Inventory days In 2007 Ratio = (821 : 2504) x 365 = 119.67 days (120 days) In 2008 Ratio = (767 : 2870) x 365 = 97.54 days (98 days) Total asset turnover In 2007 2006 = Fixed assets + current asset = 7815 + 2396 + 22 = 10233 2007 = Fixed assets + current asset = 8667 + 2600 + 71 = 11338 Average = (10233 + 11338) : 2 = 10785.5 Ratio = 4699 : 10785.5 = 0.448 In 2008 2007 = Fixed assets + current asset = 8667 + 2600 + 71 = 11338 2008 = Fixed assets + current asset = 5990 + 2635 + 270 = 8895 Average = (11338 + 8895) : 2 = 10116.5 Ratio = 5384 : 10116.5 = 0.532 Net asset turnover In 2007 Average total assets less current liabilities = ( 6855 + 6724 ) : 2 = 6789.5 Ratio = 4699 : 6789.5 = 0.688 In 2008 Average total assets less current liabilities = (6724 + 5507) : 2 = 6115.5 Ratio = 5384 : 6115.5 = 0.88 INVESTMENT RATIOS Dividend cover In 2007 Profit available for dividend = 149 + 258 = 407 Ratio = 407 : 311 = 1.31 In 2008 Profit available for dividend = 370 + (-4) = 366 Ratio = (366 : 295) = 1.24 Dividend Payment Ratio In 2007 Profit available for dividend = 149 + 258 = 407 Ratio = (311 : 407) x 100% = 76% In 2008 Profit available for dividend = 370 + (-4) = 366 Ratio = (295 : 366) x 100% = 81% Summary Based on calculation above, we can summarise a few things. There is a relation between profitability and efficiency, which is ROCE = operating profit margin x asset turnover In 2007 ( 278 : 6789.5 ) = ( 278 : 4699 ) x ( 4699 : 6789.5 ) In 2008 ( 388 : 6115.5 ) = ( 388 : 5384 ) x ( 5384 : 6115.5 ) It means that to improve ROCE, Cadbury has to improve their operating margins, from this Cadbury has increased their sales (increase their price of their product and reduce their cost), this method is effective, that we can see from their turn over which had increased from 4.7 billion pounds to 5.4 billion pounds in 2008. Return on ordinary shareholders funds (ROSF) ROSF means to compares the profit that available for shareholders with their investment in business. ROSF uses average investment in the business, from the calculation of ROSF, we can see that the profit for shareholders had decreased from 2007 to 2008 which was 10.344% in 2007 and 9.5% in 2008, this was happened because in 2008 there was loss because discontinued operation which has explained from above. Gross Profit Margin and Operating Profit Margin Gross profit margin calculates about the difference between cost of manufacturing and the selling price, from that we have calculated on above, there is a slightly decrease from 2007 to 2008 which was 47.01% in 2007 and it was decreased to 46.69%. for operating margin, it calculates about operating profit that Cadbury received in every 100 pounds of sales, in Cadburys financial statement, we can see that there is an increase from 5.92 in 2007 to 7.21 in 2008, which means that in 2007 Cadbury received 5.92% as operating profit and 94.08% going in cost, and also in 2008. Inventory days From this calculation, it calculated about planning how much inventory level that can cover for the sales, it means to calculate how many days that left before you run out your inventory and there will be nothing for your customers to buy. from the calculation, we can see that there was a decrease from 2007 to 2008 in inventory days, which was 120 days in 2007 and 98 days in 2008, it means that Cadbury in 2007 Cadbury had 120 days left to cover their selling so in that time if Cadbury did not produce their product, then they had 120 days to cover before they run out, and it had decreased in 2008 to 98 days. Total asset turnover and Net asset turnover Total asset turnover of Cadbury PLC in 2007 and 2008 were 0.448 and 0.532, whereas their net asset turnover in 2007 and 2008 were 0.688 and 0.88. Total asset turnover is based on total assets while net asset turnover is based on total assets less current liabilities. According to data in 2008, it showed that Cadbury got  £ 0.532 for every  £ 1 of their assets and got  £ 0.88 for every  £ 1 of their net assets. This situation indicated that Cadbury had loss  £ 0.468 per  £ 1 of their assets and had loss  £ 0.12 per  £ 1 of their net assets. Dividend cover and Dividend payment ratio Both of those ratios have same purpose which is to know how much money that the shareholders received from the profit of the company. In 2007, the dividend cover and dividend payment ratio were 1.31 and 76% while the dividend cover and dividend payment ratio in 2008 were 1.24 and 81%. It expressed that Cadbury got some profit which is  £ 1.31 per  £ 1 that Cadbury paid out as dividend in 2007 and they got  £ 1.24 in 2008. Those percentages expressed the amount of profit that is allocated to pay the shareholders as dividend, so 76% and 81% of their profit has been paid out as dividend. The Analysis of Financial Statements of Cadbury Competitor Cadbury has several competitors in confectionary business which are Nestle, Mars, etc. In this case, we would like to compare Cadbury with Nestle because Nestle is the largest food and beverage company in the world. Nestle also produces chocolate, gum, and candy same as Cadbury. The tables of financial statements of Nestle are shown below. According to table that is shown above, we can analyze the financial statements of Nestle. There are several ratios that we can calculate which are: Profitability Return on ordinary shareholders funds (ROSF) In 2007 = 20.79% In 2008 = 37.92% Return on capital employed (ROCE) In 2007 = 20.08% In 2008 = 34.58% Operating profit margin In 2007 = 13.42% In 2008 = 20.91% Gross profit margin In 2007 = 58.13% In 2008 = 56.93% Efficiency Inventory days In 2007 = 75.14 days In 2008 = 72.03 days Total assets turnover In 2007 = 0.98 In 2008 = 1.09 Net assets turnover In 2007 = 1.50 In 2008 = 1.65 Efficiency Acid test ratio In 2007 = 0.61 In 2008 = 0.71 Investment ratios Dividend cover In 2007 = 2.49 times In 2008 = 3.72 times In 2008, turnover of Cadbury and Nestle were  £ 5,384 millions and  £ 55,174.6988 millions, whereas the net profit of Cadbury and Nestle were  £366 millions and  £ 9,563.75502 millions. From those data, we can compare both of their performance in 2008. Cadbury = = 0.068 = 6.8% Nestle = = 0.173 = 17.3% Based on those results, it looks Nestle has a better performance than Cadbury. Nestle has a lot of variety of products that they have sold and Nestle company is also has wider market than Cadbury. The categories of Nestle products are baby foods, breakfast cereals, chocolate and confectionery, beverages, bottled water, dairy products, ice cream, prepared foods, foodservice, and pet care. (ANSWERS.COM http://www.answers.com/topic/nestl-sa). That reason is the one of many reasons that is causing Nestle performance is better than Cadbury. However, if we observe in one category such as chocolate and confectionary, Cadbury has a good market rather than Nestle. Cadbury is the second largest candy factory in the world after Mars and the second largest gum factory in the world after Wrigley.

Virtual era- new features in marketing

Virtual era- new features in marketing Virtual Era- New Features In Marketing Cap Virtual market Forty nine of the Worlds leading food, beverages, and consumer products companies have joined hands to form the largest business to business e-Market place Transora.com. The new company is the first of its kind owned by the consumer products industry. Transora will help consumer products companies across the world to streamline business transactions with their buyers, suppliers and distributors through the internet. Transoras services will span the entire supply chain-from suppliers to manufactures to retailers-and provide procurement, vendor, and product catalogues, online order management, supply chain collaboration, and financial services. The companies have committed nearly us $ 250 million for funding Transora (CBI News Bulletin, July/august 2000) The buzz word viral marketing and coral advertising and virtual marketing refers to marketing techniques that use pre-existing social networks produce increase in brand awareness or to achieve other marketing objectives (such as product sales) through self replicating viral processes, analogues to the spread of pathological and computer viruses. It can be word of mouth delivered or enhanced by the network effects of the internet. Viral promotions may take the form of video clips, interactive flash games, Adver games, EBooks, brand able software, images, or even text messages. The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high social networking potential and create viral messages that appeal to this segment of the population and have a high probability of being taken by another competitor. The term viral marketing or virtual marketing has been also used pejoratively to refer to stealth marketing campaigns- the unscrupulous use of astroturfing on line combined with under market advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm. Internet marketing Internet marketing also referred to as marketing, web marketing, online marketing or eMarketing is the marketing of products or services over the internet. The internet has brought media to a global audience. The interactive nature of internet marketing in terms of providing instant response and eliciting responses is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it only refers to the internet, email, and wireless media, but it includes management of digital customer data and electronic Customer Relationship Management (CRM) system. Internet marketing ties together creative and technical aspects of the internet, including design, development, advertising, and sales. Internet marketing also refers to the placement of media along with different stages of the Customer Engagement Cycle through search engine Marketing(SEM), Search Engine Optimization(SEO), banner ads on specific websites, email marketing, and web 2.0 strategies. In 2008 the New York Times, working with co score, published an initial estimate to quantify the user data collected by large internet based companies. Counting four types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found the potential for collecting data upward of 2500 times on average per user per month. E-Marketing EMarketing is a subset of e business that utilize electronic medium to perform marketing activities and achieve desired marketing objectives for an organization. Internet marketing, interactive marketing, and mobile marketing for example, are all the form of e marketing. E-Business EBusiness means utilizing electronic medium in everyday business activities. There are several levels of involvement in when it comes to EBusiness. For example where one organization relies completely on e business the second one way chooses a mixed presence and means of doing business. Difference Difference Between E-Business, E-Commerce, And E-Marketing eBusiness is a very broad entity dealing with the entire complex system that comprises a business that uses electronic medium to perform or assist its overall or specialized business activities. eCommerce is best described in a transactional context. So for example an electronic transition of funds, information, or entertainment falls under the category handled by principles of eCommerce. Technically e commerce is a part of e business eMarketing is also a part of e business that involves electronic medium to achieve marketing objectives. E marketing is set on a strategic level in addition to traditional marketing and business strategy. Difference Between E Marketing And Interactive Marketing eMarketing is a broader term that describes any marketing activity performed via electronic medium. Interactive marketing is generally a sub of eMarketing that involves a certain level of interaction. Difference Between E-Markeitng And Internet Or Web Marketing: There is no real difference between eMarketing and internet or web marketing. However, with the arrival of mobile technologies such as PDAs and 3G mobile phones, as well as interactive television, both terms would see eMarketing and internet or web marketing as subtly different, for example chaffy; Internet {or web} marketing is achieving marketing objectives through applying digital technologies. eMarketing is achieving marketing objectives through use of electronic communications technology. Whilst this distinction is wholly acceptable, it is difficult to see where the distinction lies between digital technologies and electronic communications technologies, especially with the convergence of technologies such as mobile devices. Advantages Of E-Marketing Following are some of the advantages of e marketing: Reduction in costs through automation and use of electronic media. Faster response to both marketers and the end user. Increased ability to measure and collect data. Opens the possibility to a market of one through personalization. Increased interactivity. Disadvantages Of E-Marketing Following are some disadvantages of eMarketing: lack of personal approach , Defensibility on technology, Security, privacy issues, Maintenance costs due to a constantly evolving environment, Higher transparency of pricing and increased price promotion, Worldwide competition through globalization. E-Marketing Plan eMarketing plan is a strategic document developed through analysis and research and is aimed at achieving marketing objectives via electronic media. eMarketing plan represents a sub set of organizations overall marketing plans supports the general business strategy. Every good eMarketing plan must be developed in line with the organizations overall marketing plan. In a broad sense e marketers generally start by analyzing the current micro- and macro economic situation of the organization. eMarketers must observe both internal and external factors when developing an e marketing plan as trends in both micro environment elements are: pricing, suppliers, customers. Examples or macro environment are: socio economic, political, demographics and legal factors. In order to reduce a viable e marketing solution, e marketers must first understand the current situation of the company and its environment, profile, segment the target market and then strategically position the products as to achieve optimal response with the target market. This is generally achieved through SWOT analysis. By assessing organizations strengths and weaknesses and looking at current opportunities and threats one can devise an e marketing strategy that can improve the organizations bottom line. E-Marketing(In Brief) eMarketing is essentially a part of marketing. But What is the difference between eMarketing and internet or web marketing? What are the eMarketing tools? And how do marketers plan for eMarketing? The American marketing association definition 2004 is as follows: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Therefore e marketing by its very nature is one aspect of an organizational function and a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. As such an aspect, eMarketing has its own approaches and tools that contribute to the achievement of marketing goals and objectives. This also helps us to differentiate between eMarkeitng and eCommerce, since eCommerce is simply buying and selling online: What Are The E-Marketing Tools? The internet has a number of tools to offer to the marketer. A company can distribute via the internet e.g. amazon.com, A company can use the internet as a way of building and maintaining a customer relationship e.g. Dell.com, The money collection part of a transaction could be done online e.g. electricity and telephone bills, Leads can be generated by attracting potential customers to sign up for short periods of time, before signing up for the long-term e.g. which.co.uk, The internet could be used for advertising e.g. Google Adwords, Finally, the web can be used as a way of collecting direct responses e.g. as part of a voting system for a game show. How Do Marketers Plan For E-Marketing? There are two ways to looking it; An existing organization may embark upon some eMarkeitng as part of their marketing plan. An organization trades solely on the internet and so their marketing plan focuses purely on eMarketing. The marketing plan in either case is the next step, whether focused upon eMarketing or all, marketing. The next lessons focus upon a tailor-made eMarketing plan which conforms to the Acronym AOSTC {from our generic marketing planning session} Situation Analysis For VIRTUAL Marketing The situation analysis for eMarketing bridges the internal audit and competitor research. It answers the question where are we now in terms of our marketing (internal v/s external perspective)? The analysis literally considers your eMarkeitng situation by considering the fit between internal and external factors. There are similarities with traditional concepts and techniques, but you need to focus upon digital commerce. Here we consider the 5ss of internet marketing, the customer life cycle, and the application of SWOT analysis. The Customer Life Cycle (CLC) The customer life cycle is a tool that creation and delivery of lifetime value to customers i.e. CLC looks at products and services that customers need throughout their lives. It is market oriented rather than product oriented. Key stages of the customer relationship are considered. SWOT Analysis-Ranked And Weighted SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Some of the problems that you may encounter with SWOT are as a result of one of its key benefits i.e. its flexibility. Since SWOT analysis can be used in a variety of scenarios, it has to be flexible. To overcome these issues, one should employ a power SWOT. SWOT Analysis-Power SWOT SWOT analysis is a marketing audit that considers an organizations strengths, weaknesses opportunities and threats. Our introductory lesson gives you the basics of how to compete your SWOT as you begin to learn about marketing tools. As you learn more about SWOT analysis, you will become aware of a number of potential limitations with this popular tool. This lesson aims to help you overcome potential pitfalls. Some of the problems that you may encounter with SWOT are as a result of one of its key benefits i.e. flexibility since SWOT analysis can be used in a variety of scenarios, it has to be flexible. However this can lead to a number of anomalies. Problems with basis SWOT analysis can be addressed using a more critical power SWOT. Power is an acronym for personal experience, order, weighting, emphasizing detail, and rank priorities. This is how it works. How do you the marketing manager fit in relation with the SWOT analysis? You bring your experiences, skills, knowledge, attitudes, and beliefs to the audit. Your perception or simple gut feeling will impact the SWOT. Often marketing managers will in adversely reverse opportunities and strengths, and threats and weaknesses. This is because the line between internal strengths and weaknesses, and external opportunities and threats is sometimes difficult to spot. For example, in relation to global warming and climate change, one could mistake environmentalism as a threat rather than a potential opportunity. Too often elements of a SWOT analysis are not weighted. Naturally some points will be more controversial than others, so weight the factors. One way would be to use percentages e.g. threat a=10%, threat b=70%, and threat =20 %{ they total 100%} Detail, reasoning, and justification are often omitted from the SWOT analysis. Where one tends to find is that the analysis contains lists of single words. For example, under opportunities one might find the term technology. This stage word does not tell a reader very much. What is really meant is: Technology enables marketers to communicate via mobile devices close to the point of purchase. This provides the opportunity of a distinct competitive advantage for our company. This will greatly assist you when deciding upon best to score and weight each element. Once detail has been added, and factors have been revived for weighting, you can then progress to give the SWOT analysis some strategic meaning i.e. you can begin to select those factors that will most greatly influence your marketing strategy albeit a mix of strengths, weaknesses, opportunities and threatens. Essentially you rank them highest to lowest, and then prioritize those with the highest rank e.g. where opportunity c= 60% opportunity a= 25% and opportunity b = 10% you marketing plan would address opportunity c first, and opportunity b last. It is important to address opportunities primarily since your business should be market oriented. Then match strengths to opportunities and look for a fit. Address any gaps between current strengths and future opportunities. Finally attempt to rephrase threats as opportunities (as with global warming and climate change above), and address weaknesses so that they become strengths, Gap analysis would be bridge the gap between them. Competitor Research For Virtual Marketing (External Perspective) As you plan for eMarketing and during the plans implementation, one needs to play careful attention to the activities of competitors, so competitors research for eMarketing is essential when attempting to answer the question where are we now (external perspective). There are a number of approaches that can be employed, with the emphasis on each approach shifting depending upon the nature of our e business and market. Here are some key tools of competitor research for eMarketing. Use search engines. General topics such as Google, yahoo And msn Type names of competitors Type industry, product or term Search ‘down in to a directory structure e.g. yahoo Search a competitors web site Product information , press released, job opportunities Pricing information Distribution information such as where to buy. Hunt for trade associations Search for personal pages or blogs Different perspective e.g. fans, ex-employees. e.g. www. blogger. com , Â  www. myspace. com, Â  www. youtube. Com. Ask your target market. Send question to named personnel, newsgroups, personal pages, mailing lists. Conduct a survey using. Buy secondary reports e.g. data monitors, mintel. Newsgroups and post queries, newsgroups on bulletin boards or forums Deja. com(Google) Read online financial information research public companies iii.co.uk ample up ft.com up Read online competitive information. e.g. hoovers.com paid for, inus Study demographic reports statistics.gov.uk/ census in up census.gov inus Original source material Business source elite, newspapers, Kellys compass. Monitor special interest material Business source elite, newspaper, Kellys, compass. Monitor special interest material. E.g. marketing week (BSE), campaign (BSE), marketing (BSE). Use a professional researcher EMarketing Mix The eMarketing mix is essentially the same as the marketing mix. it is simply the adaption of price, place product, and promotion to the eMarketing context. Of course one could also include physical evidence, people, and process when marketing planning for an online service. Below are a series of lessons that consider how markets can apply the eMarketing mix to their organizations own product, service, brand, or solution. E marketing Price The eMarketing mix is simply an adaptation of the traditional marketing mix and ‘P for price. However, the internet has influenced how online businesses price in a number of ways. E Marketing Place {Place Tactics As Part Of The E-Marketing Mix.) The e marketing space consists of new internet companies that have emerged as the internet has developed, as well as those pre-existing companies that new employ eMarketing approaches as part of their overall marketing plan. For some companies the internet is an additional channel that enhances or replaces their traditional channel of place. Pre Existing companies that have adopted eMarketing These are traditional companies that trade on the internet, Banking and financial services e.g. HSBC bank. Banks and financial services have benefited tremendously from the popularity of internet usage. There is a mixture of new online banks and traditional banks, both offering online banking services. Essentially banks no longer need to invest in high cost, high street selling unit i.e. old fashioned town-based banks. Labor costs have also been reduced since much of the traditional banking bureaucracy is done using it and the use of overseas call centers has meant that salaries are much lower. Software also means that customers can be retained by using Customer Relationship Management (CRM) eMarketing approaches. E marketing Product Considered product as part of the marketing mix. Two previous tools for product decision-making have been introduced- Product Life Cycle (PLC) and the three levels of a product. Both of these tools and equally applicable to the context of e marketing and can be easily applied to include e marketing and product. For example a product marketed solely online will go through a life cycle in the same unpredictable way as a product marketed through any traditional channel (PLC). Products marketed online will have a core benefit tot eh customer, be an actual tangible product, with augmentation that ads value such as insurance, warranties and so on three levels of a product). Although tools actually specify the term ‘product, they can be easily adapted to include brands. Services or solutions. E marketing product/business matrix (depicted below should be used in conjunction with Product Life Cycle (PLC) and the three levels of a product. It represents additional tools for audit that bridges existing businesses and new online start-us, and existing products and new products. It allows marketers to categories those marketing on the internet as an online extender, an online alternative, an online innovator (existing business), and Oran online innovator (online start-up). Let us look at it in more detail; A- Online Extender An on line extender is an existing business that has a strategy whereby it extends its marketing activities to the internet. It could be any traditional, terrestrial organization that has historically grown through using traditional channels of distribution to get existing products, brands, services, or solutions to market. B- Online Alternatives The online alternative is a new start-up that uses the internet as an original channel of distribution to get products, brands, services or solutions, currently available elsewhere, to, arekt. Some segments may be better targeted with this online alternative for example remote or fragmented markets. C And D- Online Innovators Online innovators come in two forms; C- Online innovators are existing businesses that see a benefit to launching new and innovative products, brands, services or solutions online by leveraging new technology. Existing businesses have a wealth of knowledges and learning that underpin their moves onto the web. Remember, the internet is not a business paradigm shift (at last not yet) and so current business approaches are often adapted for the internet. Existing businesses have experience. D- Online innovators are start-ups that seize the opportunities to launch new and innovative products, brands, services, or solutions online. Deposit not having as much knowledge and learning as some of their competitors, they are flexible and can move much more quickly. Start-ups often experience. We have already considered product as part of the marketing mix. Two previous tools for product decision- making have been introduced product life cycle and the three level of a product. E Marketing Promotion It looks at ways of increasing the popularity of your website by looking at the internal optimization of the website itself. It considers many important ways of building your traffic, including Search Engine Optimization (SEO) approaches. It looks at ways of increasing the popularity of your website by looking at external sources of internet advertising. Lesson internet marketing and promotion: internet advertising. This lesson looks at ways of increasing the popularity of your website by looking at external sources of internet advertising. Pay per click advertising Google ad words. Google ad words are a Cost per Click (CPC) online advertising program. Identically that means that you decide upon key word that relates closely to your product or service. Using Googles tools, you price how much it would cost your per click for your chosen keyword- this could be lucent, $1.50 or more, depending on the popularity of the keyword. So the keyword marketing would be more expensive than the keyword marketing cheese china because of its level of popularity. You then allocate a budget, and pay Google by credit card. You can control the length of your campaign, or end it as soon as the money in PPC management (Pay per Click Management) or recruit a verified Google awards professional. Adverts appear alongside Google search results- so go to Google and search for marketing. The ads appearing alongside the main search results are cps. Ads also appear on selected content websites-such as www.chichesteuk.com-look at the adverts along the top, and down the right hand column- this is where ads based upon the keyword chic ester would appear. You only pay for adverts that get clicked- not for page views- so you pay nothing if your advert is simply viewed. There is also an opportunity for ‘Smart pricing whereby you pay more for the advert if a sale is guaranteed e.g. you have a website based upon fishing- you write a review of a new type of fishing rod, the visitor then sees an ad for the same rod in an ad words text ad running on the same page then clicks on it and buys from the advertiser. Adwords is a very targeted and controllable way of online advertising hence the huge rises in income and profit for Google over recent times. EMarketing Price (Pricing Tactics As Part Of The E-Marketing Mix.) The eMarketing mix is simply an adaption of the traditional marketing mix and ‘P for price. However the internet has influenced how online businesses price in a number of ways. International pricing and competition give consumers access to the lowest price for any generic good. For example, British consumers benefit when buying products from the United States since there is almost two dollar to the pound. Conversely this makes British goods more expensive to the American consumer. So it is cheap to buy spectacles from a us website and then to import them into the UK (even including transport costs and import taxes) Online auctions are a popular and innovative way of pricing, for example ebay. Here you register with the online auction company as a seller and/or a buyer. You can place an item into auction where buyers bid against each other. The highest bidder wins. The auction websites takes a commission. The commission is factored into the price you pay. Greater access to pricing information, more quickly and in a format that makes pricing comparable and transparent. There are a number of sites that will compare and contrast prices for the same or similar goods and services e.g. prices on car insurance. Pricing could also include the cost of an online advertising medium such as Google ad words. Here an online supplier would buy a keyword located in a text or image based advert onto Googles own search engine or onto a website belonging to a Google publisher. For example you search term hair straightness on Google and you are directed to a site about hair dressing. On this site is plenty of information about hair straightening, placed next to some contextual adverts. You click on the advert and you are taken to a site selling hair dressing supplies. You buy the hair straightness and your supplier pay a small ‘Pay-Per-Click fee which is split between Google and their publisher. This is factored into the price you pay. Traditional Pricing Tactics Used In E-Marketing Of course the internet marketers still has a whole selection of the more traditional pricing approaches to choose from that can be adapted to eMarketing scenarios: Premium Pricing E.g. Selling Music Via ITunes. Penetration pricing e.g. giving away free subscription to land grab market share for new start ups such as youtube.com and myspace.com. Economy pricing e.g. selling basic products and services online likes basic design or paperclips. Price skimming e.g. new product launches online such as albums or games. Psychological pricing e.g. products and services sold at 99p or $99.99 (price point perspective). Product line pricing e.g. subscription 1 @ free, subscription 2 @ $10.00(with added value) and subscription 3 @ $49.99 for 10 year. Pricing variations e.g. budget airlines selling tickets online where the first tickets bought are the cheapest, and the last ones bought tend to be more expensive. Optional product pricing e.g. selling a holiday online with travel insurance. Captive product pricing e.g. once you buy virus software from one brand, your updates must also come from them. Product bundle pricing e.g. buying internet access which comes with free online phone calls. Promotional pricing e.g. betting incentives, such as free dollars to gambles online for current customers that gamble on football games to tempt them to play online pocker, or vouchers with codes sent by email as rewards e.g. Amazon.com. Geographical Pricing e.g. Microsoft pricing in different currencies in different international markets. Search Marketing {Overture And Yahoo} Overture is the yahoo equivalent of Googles ad words. Now known as yahoo Search marketing, overture has a series of sub-products that make up its internet marketing program. Here some examples: 1) Sponsored search: Displays your advert at the top of the search engine results. So your potential customers search for a ‘keyword and your advert appears at the top of the results page. Again, as this ad words, the advertisers bid against each other to obtain the position that will generate the most convertible traffic to their site. Popular keywords will cost more-obviously. 2) Local advertising: Gets your business listed in yahoos business directory. So if you wish to promote products in specific regions next to specific search keywords, this is a much targeted geographical services. Overture has many other similar services such as search submit, product submit, travel submit and director submit that could be considered. Affiliate Marketing Affiliate Marketing is where an organization offers and incentive to other web based organizations to market the products or services that it offers. So a company selling surfboards could have affiliate destinations. The affiliate program is supplied by one organization whereas the affiliate is the website that promotes on behalf of the supplying organization. Put simply affiliate marketing is a basic agency arrangement. There is rarely and pay per click cash, but affiliates tend to take a commission on any goods sold as a result of the click. What does it look like? Affiliate marketing sees a banners advert or a text advert placed upon an affiliates website. When the advert attracts a click, the visitor is taken through to the site that originated the affiliated program. No cash changes hands until there is a sale, but affiliate rewards tend to be higher than regular pay per click. Commission Junction (CJ) is a well known example of an affiliate marketing company. CJ acts as an intermediary between affiliate programs. Suppliers of all types and sizes. So if you have a successful website, that does well in the search engines and is popular with visitors, you such old register with CJ and place affiliate add on to your site. Offline promotions strategies. Of course to promote website you should also consider offline promotion strategies such as those used by non internet businesses. Our lesson store contains lessons on promotion (as part of the marketing mix) and also marketing communication (and its own mix) here selection of other suitable approaches to offline promotion: Create a media release or announce a media conference regarding yo