Andrea Yates Mother Or Monster - 2426 Words

Andrea Yates: Mother or Monster Mothers are nurturing caregivers. Caregivers who have always done and thought of what is best for their children. Nevertheless, what happens when the nurturing mother becomes the monster? What causes them to undergo such a drastic transformation? Let us look at Andrea Yates. In Houston, Texas Andrea Yates was born on July 2, 1964, and raised as a devout Roman Catholic. Montaldo (2016) reports that Andrea Yates graduated from Milby High School in 1982 with high honors. Yates was involved in extracurricular activities like being a captain of her swim team and an officer in the national honor society (p. 1). The mother turned monster then enrolled in the two-year pre-nursing program and graduated in 1986. From there Andrea Yates went to work as a registered nurse at the University of Texas M.D. Anderson Cancer (1986-1994). With a well-educated background and a well earning and respectable career, what was it that pushed Yates to do what she did? Was it her personal life or her marital life? Montaldo (2016) writes, â€Å"Andrea and her future husband, Rusty Yates met each other in their Houston apartment complex. Much of their time revolved around religious studies and prayers. They married on April 17, 1993. Andrea Yates gave birth to five children. The Yates couple’s first-born Noah was born on (2/26/1994), John (12/12/1995), Paul (9/13/1997), Luke (2/15/1999), and Mary (11/30/2000)† (p. 1). Any natural mother giving birth to theShow MoreRelatedAndrea Yates : Mother Or Monster Essay2418 Words   |  10 PagesAndrea Yates: Mother or Monster Mothers have always been thought of as nurturing care givers. Caregivers who have always done and thought of what is best for their children. But what happens when the nurturing mother becomes the monster? What causes them to undergo such a drastic change. Let’s take a look at Andrea Yates. In Houston, Texas Andrea Yates was born on July 2, 1964 and raised as a devout Roman Catholic. Montaldo (2016) reports that Andrea Yates graduated from Milby High SchoolRead MoreDangerous Women : Why Mothers, Daughters, And The Murderers1735 Words   |  7 PagesNuttiraporn Linaman Georgia Wheatley WMST 1080 N1 8 December 2014 Dangerous Women Larry A. Morris, a forensic psychologist with a private practice in Arizona, writes the book named Dangerous Women: Why Mothers, Daughters, and Sisters Become Stalkers, Molesters, and Murderers. This book is about exploring case studies on girls and women who committed violent crimes, including sexual crimes. The book is helping the readers to understand why girls and women commit violent crimes and to give informationRead MoreMedi Gender And Crime1771 Words   |  8 Pagesone, but two of her husbands that served as a red flag. Eventually in 2007 Sandra Avila was arrested in Mexico and extradited to the US years later. ​On the other side of the spectrum of crime there was Andrea Yates who was responsible for drowning five of her children. It was documented that Yates had been suffering from postpartum depression. She was suicidal and tried to kill herself on numerous occasion and she was admitted to the hospital where they prescribed her antidepressants and antipsychoticRead MoreThe Mind of a Serial Killer Essay2054 Words   |  9 Pageskillers are extremely rare. Most serial killers know right from wrong and are not considered insane. Even Jeffery Dahmer who dismembered his victims and ate their flesh was deemed sane by Dr. Park Elliot Dietz. (Frank, 2000) (Dr. Dietz also deemed Andrea Yates as sane.) People who murder for money or to escape detection such as gang-bangers or the mafias are not considered serial killers. I’m going to focus this paper on the majority (2/3) of serial killers who have been clinically in the DiagnosticRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagestitled â€Å"The Exit Revolution† and John Torpey, â€Å"Leaving: A Comparative View,† in Citizenship and Those Who Leave: The Politics of Emigration and Expatriation, ed. Nancy L. Green and Francois Weil (Urbana: University of Illinois Press, 2007). 18. Andreas Fahrmeir, Olivier Faron, and Patrick Weil, eds., Migration Control in the North Atlantic World: The Evolution of State Practices in Europe and the United States from the French Revolution to the Inter-War Period (New York: Berghahn Books, 2003);Read MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 Pagesof Texas at Dallas Chris Roberts, University of Massachusetts Amherst Sherry Robinson, Pennsylvania State University Hazleton Christopher Ann Robinson-Easley, Governors State University Joe Rode, Miami University Bob Roller, LeTourneau University Andrea Roofe, Florida International University Craig Russell, University of Oklahoma at Norman Manjula Salimath, University of North Texas Mary Saunders, Georgia Gwinnett College Andy Schaffer, North Georgia College and State University Elizabeth Scott,

Alzheimer A Disease Of The Brain And It Can Cause Dementia

In the United States, more than 5 million people are living with Alzheimer. Around 70 percent of these people are living at home. Women have more possibilities to develop Alzheimer. The cause of Alzheimer is unknown. The major risk to people have Alzheimer is genetic, but also there are other factors such as depression, head injuries, vascular diseases, obesity, diabetes and hypertension. Alzheimer is a disease of the brain and it can cause dementia. Alzheimer is a chronic neurodegenerative diseases that causes different problems with the memory, thinking and behavior. Alzheimer is one of the leading causes of dementia. Alzheimer represent the 60 to 80 percent of dementia cases. Dementia is a term use to describe a group of symptoms†¦show more content†¦Dementia’s symptoms include memory loss, thinking’s problems, language’s problems, and inability to perform daily activities. It occurs in 60 to 80% of dementia cases. Alzheimer is a disease that progres sively destroys the brain’s cells. People with Alzheimer have less brain tissue. Alzheimer can be not cured, but it cannot be reversed. The NIH Senior Health agrees the risk of developing Alzheimer increases with age. The time of life, varies according to age. Younger people could live 10 or more years, but people 80 years or older could have just 3 or 4 years of life, after being diagnosed. Stages of Alzheimer The Alzheimer Society Canada declares that Alzheimer’s disease follows four stages, each one occasioned changes, just not in the people that was suffering Alzheimer, also in their family. The symptoms and length of duration vary among the persons. The stages of Alzheimer are: early, middle, late stage and end of life. 1. Early Stage; in this stage, people have mild impairment that includes some symptoms like communication difficulties, forgetfulness, and changes their behavior and mood. In this stage people require less assistance because they maintain many cognitive capabilities. 2. Middle Stage; in this stage, people are losing their cognitive and functional abilities. Their memory continues to deteriorate. Some people can be conscience of their condition. At this stage, people need assistance with their daily tasks. People need support and care. 3.Show MoreRelatedAlzheimer s Disease : The Most Common Form Of Dementia1427 Words   |  6 PagesDementia, known as one of the world s current pandemics, is estimated to be the fourth most common cause of death in the developed country, second only to cardiovascular, cerebrovascular diseases and cancer. With the aging population, dementia has gradually become a serious threat to the health of the elderly people in Australia. Alzheimer s disease is the most common form of dementia. Alzheimer s disease usually occurs in a primary degenerative encephalopathy in senile and pre senior periodRead MoreSymptoms And Symptoms Of Alzheimer Disease1176 Words   |  5 PagesAlzheimer disease What is Alzheimer disease? Alzheimer disease is the most common form of dementia in the United States. It usually starts with recent memory loss – then progresses to forgetting where you are, familiar faces and names. Eventually, the disease continues to progress and patients develop impaired mobility, difficulty swallowing, and inability to care for themselves. Alzheimer disease is a major cause of disability and death in the United States. Due to the importance of this conditionRead MoreDementia And Alzheimer s Dementia995 Words   |  4 PagesDementia and Alzheimer s Dementia and Alzheimer’s was discovered by Dr. Alois Alzheimer. He discovered both of them, dementia is like Alzheimer’s just not as severe. Dementia has several different types, these include Alzheimer s disease, vascular dementia, Lewy body dementia and Front temporal dementia. The first changes you notice with dementia is Cognitive changes. These include memory loss, difficulty communicating or finding words, difficulty with complex tasks, difficulty with planningRead MoreAlzheimer s Disease Is The Most Common Form Of Dementia1086 Words   |  5 Pagesalzheimer’s disease is? Alzheimer’s disease is the most common form of dementia. It is the seventh leading cause of death in the United States, and the fifth leading cause of death in ages 65 and older. â€Å"2010 Alzheimer s Disease Facts and Figures. Rep. Vol. 6. Chicago: Alzheimer s Association, 2010. Print. Alzheimer s and Dementia.† This disease is the deterioration of the brain that can, and probably will lead to brain loss that cannot be reversed. It is a very slow decline that can last yearsRead MoreDementia Is The Only Cause Death That Does Not Have A Cure972 Words   |  4 PagesDementia is the only cause of death that does not have a cure and cannot be prevented. It is the loss of mental functions such as thinking, memory, and reasoning that is severe enough to interfere with a person s daily functioning. Dementia is not the name of a specific disease itself, but rather a group of symptoms that are caused by various diseases or conditions. This is referred to as an umbrella term, a phrase that covers a broad interval or set of functions or items that all fall under a singleRead MoreThe Effects Of Alzheimer s And Dementia Among Elderly Populations1709 Words   |  7 PagesAlarming statistics project that by the year 2050, an estimated 115 million people globally will be diagnosed with Alzheimer’s disease. In 2011, the cost of Alzheimer’s care in the United States exceeded $130 billion (Trivedi, Bijal, 2012). Approximately 90% of older nursing home residents are estimated to have a psychiatric disorder which includes Alzheimer s disease (Curlik, SM, et al, 1991). In 2003, the report on the President’s New Freedom Commission on Mental Health, Achieving the Promise:Read MoreDementia And It s Types Essay1429 Words   |  6 PagesDement ia and it s types Dementia is a syndrome caused by multiple progressive illnesses that affects memory, thinking, orientation, behaviour, comprehension, calculation, judgement, learning capacity, language, and loss of motivation and emotional control. The syndrome is characterized by Alzheimer’s disease, dementia with lewy bodies, vascular dementia, and frontotemporal dementia. Dementia mainly affects older people. Alzheimer disease is the most common form of dementia. Prevalence 44.4Read MoreDealing With Dementia Essay979 Words   |  4 Pagesissues were due to a disease. (Life with ALZ)† This disease causes the loss of brain function that occurs with certain diseases. Dementia, is one form of this disease that gradually gets worse over time. It affects memory, thinking, and behavior. (WebMD, 1995) â€Å"Changes that take place in the brains of people. These brain changes may cause the memory loss and decline in other mental abilities that occur with Alzheimers disease. Alzheimer’s generally affects the brain making the ability toRead MoreAlzheimer s Disease : A Progressive Disease1663 Words   |  7 Pages Alzheimer s disease is a progressive disease that destroys memory and other important mental functions. At first, someone with Alzheimer s disease may notice mild confusion and difficulty remembering. Eventually, people with the disease may even forget important people in their lives and undergo dramatic personality changes. Alzheimer s disease is the most common cause of dementia — a group of brain disorders that cause the loss of intellectual and social skills. In Alzheimer s disease, theRead MoreThe Disease Of Alzheimer s Disease1677 Words   |  7 Pagesone thing Alzheimer s cannot take away, and that is love. Love is not a memory - it s a feeling that resides in your heart and soul.† (Fade to Blank). The human brain is a remarkably complex organ that processes, stores, and recalls information. â€Å"Alzheimer s disease (AD) is a slowly progressive disease of the brain that is characterized by impairment of memory and eventually by disturbances in reasoning, planni ng, language, and perception. Many scientists believe that Alzheimer s disease results

New England and Chesapeake DBQ free essay sample

Chesapeake, the population consisted of young males who sought to make a living. According to records of ships list of emigrants bound for Virginia, most of the people were young males between the ages of eighteen and forty. Document C) Most of the people in he region were merchants who came from England looking got gold and built Joint- stock company. Unlike the Puritans, the merchants were not expecting to stay in the Chesapeake, they Just wanted money and then to leave. Although the merchants were Anglican, it was not their primary motivation in this area. Gold led the Chesapeake. In addition to the different people, New England and Chesapeake had different reasons for settlement. In New England, the Puritans travelled over to seek refuge in a different country. Puritans were seeking to separate from the Church of England nd flee to a place where they could practice their own religious exercises. We will write a custom essay sample on New England and Chesapeake DBQ or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page As a result, on the voyage over many men signed the Mayflower Compact. The Mayflower Compact established a set government for that area and all men signed to show agreement to this settlement. Leaders in this region such as John Winthrop believed that the New England colony was a city upon a hill. (Document A) Winthrop believed that other colonies were looking up to the New England colony as a model of Christian charity. The Puritans and Separatists wanted a more pure life. The reasons or settlement in New England were led by God as the puritans took a safe haven from the persecutions happening back in their mother country. In contrast, Chesapeake settlers were gold seekers and forced to stay; they wanted to return home but did not have the means to do so. (Document F) The Virginia Company of Maine. Starvation became common in the Chesapeake because supplies were too expensive to afford. Due to lack of many in this area because of the labor shortage in the area, hostility grew between the English and Native Americans. As a result, the English raided Indian food supplies during the starving time. While New England was a refuge for Puritans fleeing from England, Chesapeake was settled by merchants seeking to make a living. The difference in the ways of life in New England and Chesapeake was another cause of development for this area. As recorded, the population of New England consisted of Puritan families which meant that the population would be able to reproduce and increase in the future. In New England, they believed that there was a need for rich and poor in the society. Also, every inhabitant would receive a piece of and convenient for a house lot. Document D) While there were many people in the population, each person acquired a different skill. There were a variety of people with different skills meaning that there were a lot of opportunities for Jobs in this area. Being that this area was settled in the north, the people did not rely on agriculture, instead they were dependent on the sea and ship building. N ew England believed that they needed to regulate wages to make if more fair and to better serve God. (Document E) The settlements in this area were controlled and regulated by leaders lected by devoutist church members. However, since the Chesapeake population was made of mostly men, there were a limited number of women to marry which meant that it would be hard to procreate in the future. A lot of the young males came from rich families and did not expect to perform hard labor, so they were ultimately in debt and could not defend their ports of themselves against the Native Americans. (Document G) In the Chesapeake the people set up a headright system which stated that each Virginian would receive fifty acres for each person whose passage they paid. In addition, there was also the indenture system which promised freedom dues. The People of Chesapeake were not kept safe. The hostility between the Native Americans and English resulted in two Anglo-Powhatan wars. The poor were working hard while the rich were using up all the money. (Document H) There is a clear unbalance in the Chesapeake society as compared to New England. In final consideration, two distinct societies evolved due to the people who made up the population, the reasons for settlement, and the ways of life in the two regions. While New England consisted of puritans led by God, the Chesapeake consisted of erchants seeking gold. New England was formed as a refuge for puritans during the times of the persecution in England while on the other hand the Chesapeake settlement was established after merchants being forced to stay because of the lack of supplies. All in all, the New England settlement was established by order and ultimately led by supreme rulers, however the lifestyles in Chesapeake led to chaos and disorder. The evolution of New England and Chesapeake were due to many fundamental reasons, although both were very successful colonies, they were two distinct societies.

Politics And Society Essays - Campaign Finance In The United States

Politics and Society Media, money, and the First Amendment are three key influences in a successful political run. Media coverage is important to familiarize the public with the candidate and to show where he stands on certain issues. Money is needed to buy television and radio time. The First Amendment guarantees everyone the freedom of speech, but how can this be reasonably defined. One possible solution would be restrictions on the amount of money that individuals can donate to support their candidates. Modern media has influenced and possibly altered the history of politics. As stated by Washington Post reporter Dan Morgan, "The most valuable commodity in American politics today is advertising time on TV." The problem with this statement is that only the people with money have access to this option. Republican campaign chairman, Mark Hanna, was quoted saying, "There are two things that are important in politics. The first is money and I can't remember what the second is." In support of this quote, millions of dollars are spent on political campaigns in one week. One example of this problem is demonstrated by Ralph Nader, the candidate for the Green Party, who is not as well-known as George W. Bush or Al Gore. His popularity has lagged because he does not have the funds to buy as much television time as the other, more funded, candidates. When Nader, ran for Presidency in 1996, he only spent $5,000 of his own money and received only one percent of the votes. Also, on October 3, 2000, he was denied access into the third and final debate at Washington University, and as a result, he filed a lawsuit against the Commission of Presidential Debates. Even though all the necessary passes were presented, the CPD security still would not let him enter onto the Washington University campus, where he had a previously scheduled interview with the campus television station. In contrast, when multimillionaire Ross Perot ran for presidency as a third party in 1992, he received almost a fifth of the votes because he could communicate with the public through p aid media and debates. Unlike Ralph Nader however, Ross Perot was leading the race up until July, when he dropped out of the race because of negative media that his family was receiving. When he reentered in October he spent over $37 million of his own money for campaign ads and infomercials in the final month of campaign. Perot was allowed to participate in the presidential debates, a privilege that Nader was denied. The appearance of a candidate on public television is very important. If a person is able to identify the face of a politician and what he has said in campaigns, then that candidate has a better chance of winning. The physical appearance of a candidate can be a decisive subject in an election. During the election of 1960, Richard M. Nixon and John F. Kennedy were contrasted as two completely different people. Nixon was depicted as "Nixon-of-the-five-o'clock-shadow" and Kennedy was described as "handsome and youthful." The result: a new youthful president. Also, in 1984, Ronald Reagan appeared to be in a confused state of mind during a debate and the thoughts of old age affecting the candidate's ability to fully function as President seeped into the minds of many people. During the second debate, asked if he would be able to fully function in a foreign policy crisis, he responded by saying, "I will not make age an issue in this campaign. I am not going to exploit, for political purpos es, my opponent's youth and inexperience." This one statement allowed the candidate to survive the talk of the media about his age. Media is the only way most of the population of the United States finds out what happens in politics. Television is unique in the sense that it is "free" media because of the Communications Act of 1934, which was created to serve "the public interest, convenience and necessity." The media concentrates on making the most interesting stories, but instead, they should concentrate on informing the public about issues that are being discussed in debates and conventions because the majority of the general public does not know enough about politics to understand what is being

Battle of the Thames in the War of 1812

Battle of the Thames in the War of 1812 The Battle of the Thames was fought October 5, 1813, during the War of 1812 (1812-1815). In the wake of the American victory at the Battle of Lake Erie, Major General William Henry Harrisons army recaptured Detroit before crossing into Canada. Outnumbered, British commander Major General Henry Proctor elected to withdraw east with his Native American allies. On October 5, he turned his army and made a stand near Moraviantown. In the resulting battle, his army was routed and the famed Native American leader Tecumseh was killed. The victory secured the United States northwest frontier for the remainder of the war. Background ​Following the fall of Detroit to Major General Isaac Brock in August 1812, American forces in the Northwest endeavored to recapture the settlement. This was badly hampered due to British naval forces controlling Lake Erie. As a result, Major General William Henry Harrisons Army of the Northwest was forced to remain on the defensive while the U.S. Navy constructed a squadron at Presque Isle, PA. As these efforts progressed, American forces suffered a severe defeat at Frenchtown (River Raisin) as well as endured a siege at Fort Meigs. In August 1813, the American squadron, commanded by Master Commandant Oliver Hazard Perry emerged from Presque Isle. Outnumbered and out-gunned, Commander Robert H. Barclay withdrew his squadron to the British base at Amherstburg to await the completion of HMS Detroit (19 guns). Taking control Lake Erie, Perry was able to cut off the British supply lines to Amherstburg. With the logistical situation worsening, Barclay sailed out to challenge Perry in September. On September 10, the two clashed at the Battle of Lake Erie. After a bitter fought engagement, Perry captured the entire British squadron and sent a dispatch to Harrison stating, We have met the enemy and they are ours. With control of the lake firmly in American hands, Harrison embarked the bulk of his infantry aboard Perrys ships and sailed to recapture Detroit. His mounted forces advanced along the lake shore (Map). The British Retreat At Amherstburg, the British ground commander, Major General Henry Proctor, began planning to withdraw east to Burlington Heights at the western end of Lake Ontario. As part of his preparations, he quickly abandoned Detroit and nearby Fort Malden. Though these moves were opposed by the leader of his Native American forces, the famed Shawnee chief Tecumseh, Proctor proceeded as he was badly outnumbered and his supplies were dwindling. Detested by the Americans as he had allowed the Native Americans to butcher prisoners and wounded after the Battle of Frenchtown, Proctor began retreating up the Thames River on September 27. As the march progressed, the morale of his forces fell and his officers became increasingly dissatisfied with his leadership. Fast Facts: Battle of the Thames Conflict: War of 1812 (1812-1815)Dates: October 5, 1813Armies Commanders:United StatesMajor General William Henry Harrison3,760 menGreat Britain and Native AmericansMajor General Henry ProctorTecumseh1,300 menCasualties:United States: 10-27 killed, and 17-57 woundedGreat Britain 12-18 killed, 22-35 wounded, and 566-579 capturedNative Americans: 16-33 killed Harrison Pursues A veteran of Fallen Timbers and the victor of Tippecanoe, Harrison landed his men and re-occupied Detroit and Sandwich. After leaving garrisons at both locations, Harrison marched out with around 3,700 men on October 2 and began pursuing Proctor. Pushing hard, the Americans began to catch up to the tired British and numerous stragglers were captured along the road. Reaching a location near Moraviantown, a Christian Native American settlement, on October 4, Proctor turned and prepared to meet Harrisons approaching army. Deploying his 1,300 men, he placed his regulars, largely elements of the 41st Regiment of Foot, and one cannon on the left along the Thames while Tecumsehs Native Americans were formed on the right with their flank anchored on a swamp. Shawnee leader Tecumseh. Public Domain Proctors line was interrupted by a small swamp between his men and Tecumsehs Native Americans. To extend his position, Tecumseh lengthened his line into the large swamp and pushed it forward. This would allow it to strike the flank of any attacking force. Approaching the next day, Harrisons command consisted of elements of the U.S. 27th Infantry Regiment as well as a large corps of Kentucky volunteers led by Major General Isaac Shelby. A veteran of the American Revolution, Shelby had commanded troops at the Battle of Kings Mountain in 1780. Shelbys command consisted of five brigades of infantry as well as Colonel Richard Mentor Johnsons 3rd Regiment of Mounted Riflemen (Map). Proctor Routed Nearing the enemy position, Harrison placed Johnsons mounted forces along the river with his infantry inland. Though he initially intended to launch an assault with his infantry, Harrison changed his plan when he saw that the 41st Foot had deployed as skirmishers. Forming his infantry to cover his left flank from Native American attacks, Harrison instructed Johnson to attack the main enemy line. Splitting his regiment into two battalions, Johnson planned to lead one against the Native Americans above the small swamp, while his younger brother, Lieutenant Colonel James Johnson, led the other against the British below. Moving forward, the younger Johnsons men charged down the river road with Colonel George Paulls 27th Infantry in support. Battle of the Thames, October 5, 1813. Library of Congress Striking the British line, they quickly overwhelmed the defenders. In less than ten minutes of fighting, the Kentuckians and Paulls regulars drove off the British and captured Proctors one cannon. Among those who fled was Proctor. To the north, the elder Johnson attacked the Native American line. Led by a forlorn hope of twenty men, the Kentuckians soon became engaged in bitter battle with Tecumsehs warriors. Ordering his men to dismount, Johnson remained in the saddle urging his men forward. In the course of the fighting he was wounded five times. As the fighting raged, Tecumseh was killed. With Johnsons horsemen bogged down, Shelby directed some of his infantry to advance to their aid. As the infantry came up, the Native American resistance began to collapse as word of Tecumsehs death spread. Fleeing into the woods, the retreating warriors were pursued by cavalry led by Major David Thompson. Seeking to exploit the victory, American forces pressed on and burned Moraviantown despite the fact that its Christian Munsee inhabitants had played no role in the fighting. Having won a clear victory and destroyed Proctors army, Harrison elected to return to Detroit as the enlistments of many of his men were expiring. Aftermath In the fighting at the Battle of the Thames Harrisons army suffered 10-27 killed, and 17-57 wounded. British losses totaled 12-18 killed, 22-35 wounded, and 566-579 captured, while their Native American allies lost 16-33 killed. Among the Native American dead were Tecumseh and the Wyandot chief Roundhead. The exact circumstances regarding Tecumsehs death are not known though stories quickly circulated that Richard Mentor Johnson killed the Native American leader. Though he never personally claimed credit, he used the myth during later political campaigns. Credit has also been given to Private William Whitley. The victory at the Battle of the Thames saw American forces effectively take control of the Northwest frontier for the remainder of the war. With Tecumsehs death, much of the Native American threat in the region was eliminated and Harrison was able to conclude truces with many of the tribes. Though a skilled and popular commander, Harrison resigned the following summer after disagreements with Secretary of War John Armstrong.

Facts and Figures About Pikaia

Facts and Figures About Pikaia During the Cambrian period, over 500 million years ago, an evolutionary explosion took place, but most of the new life forms were strange-looking invertebrates  (mostly weirdly legged and antennaed crustaceans like Anomalocaris and Wiwaxia)  rather than creatures with spinal cords. One of the crucial exceptions was the slender, lancelet-like Pikaia, visually the least impressive of the three early fishlike creatures that have been found preserved from this span in the geologic record (the other two are the equally important Haikouichthys and Myllokunmingia, discovered in eastern Asia). Not Quite a Fish Its stretching things a bit to describe Pikaia as a prehistoric fish; rather, this inoffensive, two-inch-long, translucent creature may have been the first true chordate: an animal with a notochord nerve running down the length of its back, rather than a protective backbone, which was a later evolutionary development. But Pikaia did possess the basic body plan that stamped itself on the next 500 million years of vertebrate evolution: a head distinct from its tail, bilateral symmetry (i.e., the left side of its body matched up with the right side), and two forward-facing eyes, among other features. Chordate Versus Invertebrate However, not everyone agrees that Pikaia was a chordate rather than an invertebrate; theres evidence that this creature had two tentacles jutting out from its head, and some of its other characteristics (such as tiny feet that may have been gill appendages) fit awkwardly in the vertebrate family tree. However you interpret these anatomical features, though, its still likely that Pikaia lay very near the root of vertebrate evolution; if it wasnt the great-great (multiply by a trillion) grandmother of modern humans, it was certainly related somehow, albeit distantly. You may be surprised to learn that some fish alive today can be considered every bit as primitive as Pikaia, an object lesson in how evolution is not a strictly linear process. For example, the tiny, narrow lancelet Branchiostoma is technically a chordate, rather than a vertebrate, and clearly hasnt advanced very far from its Cambrian predecessors. The explanation for this is that, over the billions of years that life has existed on earth, only a tiny percentage of any given species population has actually been given the opportunity to evolve; thats the reason the world is still chock-full of bacteria, fish, and small, furry mammals.

Performance Engineering Essay Example | Topics and Well Written Essays - 1500 words

Performance Engineering - Essay Example As the user continues to value the performance of a given project so is the time that the user also needs to concentrate on the risks that might lead to the failure of the set project. In addition, there are quality requirements that the user will have to put into consideration. For instance, scalability and performance are two qualities of service requirements. In addition, manageability as well as security are among other quality of the service requirements. The user needs to put into consideration in order to reduce risks as well boost performance of the system at he same time. Furthermore, the user can employ the mechanism of reactive against reactive mechanism in order to ensure that there is improved performance of any given project at a given time(Rangaswami et al.). In most organizations performance level is not in developers consideration until the point where the customer lounges a complaint against the performance standards of that particularly given project. Meaning, for the production, to meet the client’s expectation. Then it has to be frequently evaluated. On the other hand, there are many problems to consider when it comes to the reactive approach (Woodward M). Performance downfalls enter from time to time just from an early stage of the designs and at the same time the design problems can be hard to fix through more efficient coding. In addition, installing architectural problems thereafter in a given cycle is sometimes hard to make. Furthermore, making it at a later stage is not only difficult and complicated but also very costly to t he user. Performance is a persistent quality of hardware systems; everything has an impact on it, ranging from software itself to the rest of the underlying layers, such as hardware, system, communications network and middleware. The process involves a performance engineering, which incorporates efforts

Ethics Essay Example | Topics and Well Written Essays - 500 words - 14

Ethics - Essay Example These ethical concerns can guide the actions of DWI in their official and unofficial position on any step taken by the FCC to allow the same company to control more media sources in a geographical location. The first ethical concern for DWI is to be utilitarian in its ethics to provide the best possible service to society. However, since society also includes the competitors of the company it would be difficult to apply utilitarian ethics to the company and ethical egoism appears to be a more realistic approach. In this approach the company has to do what it thinks will be the most beneficial course of action for the stakeholders of the company which includes the investors, the shareholders, the employees as well as the consumer. One method of doing that would be for the company to maximize its profits which can be done if it controls more of the media in a given location. Companies such as Viacom and Disney are doing exactly the same since it would be profitable for them to control a large share of a given market (Turner, 2004). If DWI is similar in size and market positioning to these companies it should take the same approach as taken by the other large firms and support the plans for allowing one company to control a greater share of the media business in a geographical area. However, since ethical egoism demands that DWI look out for its own best interest, if DWI does not have a media business as large as Disney or Viacom, it should seek to protect its business interests through going against the plans of the larger companies. In fact, the company should be quite vocal about smaller companies being pushed out of business with giants strong arming them and also talk to anyone who is willing to listen about the media situation. Further, to prevent the situation from developing, DWI could also bring the attention of the people to the fact that control

Feminist or Gender Discrimination Essay Example for Free

Feminist or Gender Discrimination Essay Yes, of course feminist thinking is a facilitator in the field of woman and development because feminism is a movement a set of beliefs , that problematize gender inequality . feminist believe that women have been subordinated through men’s greater power variously expressed in different areas. They value women’s lives and concerns and work to improve women’s status and development. Feminism that means feminist thinking is a facilitator as it begins with an acknowledgement of women’s inequality oppression , subordination and need to change the situation and improve the quality of women’s life . It is also a movement against hieranchy , which goes the liberation of a sex , it contains the possibility of equal relations not only between women and men , but between men and men , women and women ,and even between adults and children ,(rowbotham,1985:214) To the widen implication of feminist thought is that it would eradicated domination and transform society . as it marks a commitment to recognizing society so that self-development of people can take place . Feminism entails an ethical and political commitment provides a social theory through which to understand and explain women’s lives and experiences . Feminism is useful in the field of women and development if we take into account feminist perspectives . According to feminist view that it aims to change a male dominated against society furthen see women’s subordination as resulting to from gender norms ,rather than biological sex and aim to change these narms , they focus on equal opportunities for women and men . women’s inequality is resulting from their inferior education . Marxist feminist asserts that capitalism , the current form of class society ,perpetuates the subordination of women by enforcing their economical dependence on men . there for main tool of Marxist feminist is class straggle and revolution which will bring about new production relation and emancipation of women . Radical feminist insist that women’s subordination primarily depends on partriarchy subordination is rooted in their biology ,that is their reproductive physiology hithout changing basic biological features emancipation was not possible . his implied that only a revolution in bio –technology would change women’s condition . Eco-feminism is the social movement that regard the oppression of women and nature as interconnected . it focused on that the women are the victim of environment desaradation .feminist theorist have extended their analysis to consider the interconnections between sexism the domination of nature , and also racism and social inequality . consequently it is now better understand as a movement working against the interconnected oppression of gender, race , class, and nature. If we go further extention of whether feminist thinking is a fecilitation or roadblock to woman and development . then can take emphasize on feminist methodology too. feminist methodology 1 feminist seek a methodology that will do the work of â€Å"excavation â€Å" that is shifting the focus of standard practice from men’s concerns in order to reveal the location and perspective of all women . the aim of much feminist research has been to bring women in that is to find what has been ignored ,censored and suppressed and to reveal both the diversity of actual women’s lives . Feminist methodology have searched for practices that will minimize harm to women and limit negative consequences . this focuses not onl on women , welfare bt also practical research strategis drawing on the work of grass roots and professional women’s organization . 3 feminists seek a methodology that will supported research of value to women , leading to social change or action beneficial to women. At last , after above all discussion we have come to the point that feminist thinking is ethical as well as useful in the development of women as modifying women’s problem is the process of development.

The Queen Of Air And Darkness Essay -- essays research papers

The Queen of Air and Darkness   Ã‚  Ã‚  Ã‚  Ã‚  In the Queen of Air and Darkness Morgause raises four boys. She is not a good mother, and she does not give her boys a sense of right and wrong. She often ignores them for days at a time and beats them when they displease her. She acts as if they were pets rather than human beings, to be loved or not at her convenience . But despite this common maltreatment, the boys turn out very differently.   Ã‚  Ã‚  Ã‚  Ã‚  Gawaine is the oldest of the boys and in many ways the most normal. He becomes a knight in Arthur's court, fighting for him loyally. The way in which he is affected by his upbringing is his rages. When provoked Gawaine goes into a berserk rage in which he does things he would normally never do. When Gawaine and Agravaine are arguing over whether or not to write a letter to their father about the knights, Agravaine refuses to say he is wrong, so Gawaine goes berserk and attacks him. He does not simply beat him, but chokes him and slams his head against the floor until Gareth pulls him off. If Gareth had not been there, Gawaine very well might have killed his younger brother. Gawaine even kills a women when worked up to a rage. These rages are a product of the unhealthy childhood he endured.   Ã‚  Ã‚  Ã‚  Ã‚  The next child, Agravaine, is probably the least well adjusted of the four. He tends to be sadistic and self-centered. The children were told the tale of the King of Ireland by St...

Business: Communism and United States Essay

Julie Marshall’s first cousin, Jean-Paul, lives and works in Belgium. They have had long â€Å"discussions† via email about the benefits and drawbacks of living in the US, a capitalist system, versus living in Belgium, a socialist economic system. Jean-Paul defended Belgium’s system. What do you think Julie would say about the benefits of living in the US and the drawbacks of living in Belgium, and how would Jean-Paul respond? Explain Julie’s position and Jean-Paul’s response in an essay format that is at least 250 words in length. I would say that the U.S. benefits would be better because it’s more opportunity and you progress more into your career versus getting benefits outside the U.S. I mean Arnold Swarzenegger said it better on 106 and Park. He said that’s how his career had started and had taken off ever since he was 21 when he had won Mr. Universe. With the capitalist system in the U.S. you have the right to own private property, the right to own a business and keep all that business’s profits, the right to freedom of completion, and the right to freedom of choice. Under capitalism most factors of production and distribution are owned by individuals. The capitalist system is the foundation of the United States. With the socialist economic system the system should be owned by the government and is based on premise and other businesses. The major benefit for a socialist economic system is social equality because the government takes income no matter if you are rich or poor. Also education can be free through college, free health care, and free child care. If you are in a socialist country you get longer vacations, less hours, and more employee benefits, but capitalism prevails. A Marxist society would have no private property rights and goods produced in it. It would be distributed among the citizens. The U.S. is taking baby steps on controlling socialism. Socialism creates more equality than capitalism and it tends to result in fewer inventions. I would think Julie would like the benefits better in the United States and he would of responded with good intentions on the United States Benefits.

Writing Report: Sampling

2013 [ A Guide to Report Writing ] CONTENTS Page 1. 2 INTRODUCTION PREPARATION 2. 1 2. 2 2. 3 2. 4 3 1 2 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Purpose †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2 Planning †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 Research †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 CONTENTS OF A REPORT 3. 1 3. 2 3. 3 3. 4 3. 5 3. 6 3. 7 3. 8 3. 9 3. 10 3. 11 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 Title Page †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Contents Page †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 The Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ The Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 The Main Body of the Text †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 The Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Appendices †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Word Limits †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 Word/Page Guides †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 7 4 STRUCTURE AND CLARITY 4. 1 4. 2 4. 3 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Structure: Unity and Sequence †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Clarity: the use of signposts †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 5 STYLE 5. 1 5. 2 5. 3 5. 4 5. 5 5. 6 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Words and Sentences †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 Tense †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 11 Use of Tables and Diagrams †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 Presentation †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 How to improve your style †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦. 11 12 6 DATA PRESENTATION 6. 1 6. 2 6. 3 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 12 Tables or Figures? †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 12 The Use of Tables and figures in Reports †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 12 14 7 USE OF REFERENCES 7. 1 7. 2 7. 3 7. 4Introductionâ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Why Use References? †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 15 Citing References in the Text†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Listing of References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 16 16 REFERENCES 1 INTRODUCTION Effective written communication skills will be of great im portance to you both at College and in your career.The purpose of this document is to help you to develop these skills by acting as a handy reference during the Academic Development module and the rest of your course. Effective written communication depends on adapting your writing to the circumstances, to the nature of the message and, above all, to the requirements of the reader. For this reason, you will need to use many different forms of communication in your career. You may need to write business or technical reports, business letters, memos, instruction manuals and so on. This guide concentrates on only one of these, the technical or business report.However, the principles set out here apply to many other types of communication. The important elements in effective report writing are the planning and general organisation of the report, the structure of the content, the style of writing, the presentation of numerical and graphical data and the use of references. Each of these w ill be covered in the pages that follow. 1 2 2. 1 PREPARATION Introduction How do you set about writing your report? Before writing the report you must identify the purpose, plan the contents and research the material. 2. 2 Purpose Consider who the report is being written for.A college assignment for the module tutor will be read from cover to cover and will assess your understanding of the subject. However, in industry it is likely that some people won’t have time to read the full report so will only read the summary and conclusions. Therefore you need to assess who the report is written for and what they are going to do with it. Another key point to consider is why you are writing the report. A report should always have a clear objective. Before you start writing ask yourself: why do they want it; what is the purpose; what do they want it to cover; what do they not want it to cover? . 3 Planning Writing reports involves gathering facts. It is essential to start off by brain storming what you have been asked to do. A simple method of doing this is to write down, in the centre of a plain piece of paper, the most important word or short phrase, then write down any ideas that link to the purpose of the report. (See Mind Mapping Study Guide on Moodle) . 2. 4 Research (a) Preparing to do your research Before looking up references, sketch out the main things that you are looking for. This helps to make the research more purposeful, and can save you going off at a tangent or getting distracted.You will, of course, find out things which change your original outline. (b) Doing the research Take notes from as many different sources as you practically can – books, journals, magazines, internet documents, etc. Useful Tips (1) Write your notes on a separate piece of paper or card index card for each reference. This allows you to sort them out into a logical order later on to match the structure of the report. (2) For each reference, write down full details of author, title, chapter, date, etc. This can save lots of time when you come to write your reference list, as you won't have to go back to the original documents. Section 7 ) 2 3 3. 1 CONTENTS OF A REPORT Introduction Technical and business reports are normally divided into a series of sections which have distinct and well recognised functions. These sections, in order of presentation, are the summary, introduction, main body of the work, the discussion (or interpretation) and the conclusion. They may be followed by a list of references and appendices. The functions of each of these sections are described below. 3. 2 Title page The title page highlights the central theme of the report and ncludes the title, author’s name, date and, if necessary, the name of the person or organisation who commissioned the report. 3. 3 Contents Page The contents page is a list of all your chapters, sections, headings, sub headings, appendices and illustrations. All but the shortest of reports s hould have a contents page. 3. 4 Summary The purpose of the summary is to give a very brief outline of the rest of the report for people who do not want to read the whole of it, or who want to know what is in the report before reading it. The acid test is whether the content of the report is clear to someone who reads only the summary.The summary should, therefore, contain such information (from the introduction, main text, discussion and conclusion) that is needed to comprehend the contents fully. The summary should be: (a) written after the rest of the report; (b) presented at the start of the report; (c) factual, concise, and in an appropriate style. (see Section 5 in this guide) The summary should not be a re-statement of the conclusion 3. 5 Introduction The purpose of the introduction is to tell the reader what the aim of the work is and how you are going to tackle it (see also Section 4. 3).In other words, you must tell the reader: (a) what you are going to write about, (b) wh y you are going to write about it, (c) how you are going to deal with it. 3 The introduction should, therefore, include a brief general background to the topic or task, a statement of the purpose of the work and an indication of the structure of the rest of the report. It may also include a statement to indicate related areas that you are not going to deal with (â€Å"a consideration of x and y is outside the scope of this work†). The introduction should be: (a) brief (for a typical course assignment, ? 1 side), (b) clear and concise, (c) stimulating. 3. 6 Main Body of the Text (but don’t put this as a heading! ) Go back to Section 1 of the report: does this introduction satisfy these criteria? The main body of the text should be arranged under a series of headings according to the purpose of the work. For example, if the work is a scientific investigation, or a survey of some sort, the headings may be: Materials and Methods Results Discussion (See Useful Tip below) A similar structure can be adopted for a whole range of task-based reports.For example, if you had to report to the farm manager on the reorganisation of the farm office, you might use headings such as: Methods Used In The Investigation Findings Alternative Courses of Action On the other hand, you may simply be required to review a topic – say the sheep industry in the UK. In this case the text may be divided by headings such as: Organisation of The Sheep Industry Breeds Production Systems Marketing There is, of course, a whole range of other ways of organising the material, but however you do it, the importance of a clear logical system cannot be overemphasised.This is discussed further in Section 5. Useful Tips: Discussion (Have as a heading if separate section) The discussion is probably the most difficult section of a scientific report to write, but it is very important. In the discussion you should attempt to evaluate (comment critically) on the information presented in th e main text. If, for example, you have come across any inconsistencies in the information presented, you should weigh up the evidence for each argument within the discussion.If you have carried out your own research it is here you should compare your results with those of other published authors and, if the results differ, offer explanations for the differences. The good news is that once you have reached the end of the discussion, you should know exactly what your 4 conclusions are! 3. 7 Conclusion The purpose of the conclusion is to draw out the message from the work and to suggest what the consequences of that message are. It must be distinguished from the summary (which encapsulates the whole report) but should be included in it.In other words, the conclusion should say: (a) what the body of the work tells us; (b) what should be done about it (action, further research, etc. ). Thus, your conclusion on the reorganisation of the farm office might say, for example, that: â€Å"act ion x is the best alternative† and â€Å"this should be implemented in the next two months† Don’t be worried if your conclusion is short – provided you have discussed / interpreted the topic fully, a short conclusion helps the reader to understand. 3. 8 References References should be listed after the conclusion, but before the appendices.Correct presentation of references is important and is described in Section 7. 3. 9 Appendices Appendices are used to present material which is not necessary to an understanding of the report, but which may be helpful to the reader. By removing such inessential material (for example, extensive sets of data or supplementary information) from the body of the work, the communication is made simpler, shorter and clearer. 3. 10 Word / page limits Many assignment briefs have a word / page limit stated; if it is a word limit, you will need to include an accurate word count in your completed work.Please be aware that word / page limits are rigidly enforced so that any words / pages written after the limit has been reached will not be marked (or other penalties enforced as in the individual major project). 5 Count in Do not include Summary (text only) Reference list Introduction (text only) Appendices Main body (text only) Data in tables Discussion (if applicable – text Results in tables only) Any figures (graphs, charts, diagrams) Conclusion (text only) Text displayed in tables Subheadings (summary etc) Captions for tables and figuresNB You need to read the specific instructions for final year projects as these may vary slightly from the above 3. 11 Word / page guide Occasionally, an assessment task may contain a word or page guide. This is intended to help you judge the number of words / pages you may need to complete the task. There is no specific penalty for work that falls short of or exceeds a word / page guide. 6 4 4. 1 STRUCTURE AND CLARITY Introduction Your aim in technical or business report s should be to make your meaning clear to the reader.In order to do this you must ensure that your writing has a logical structure and that this structure is displayed to the reader by a whole series of signposts. These aspects are explained in this section. 4. 2 Structure: Unity and Sequence A logical structure requires two things: unity and sequence. The concept of unity is not an easy one to explain. To achieve unity, it is necessary to separate the various discrete elements of what you want to say into self-contained packages. One way of doing this is to create a mind map that identifies key areas and their relationships while helping you to plan the project.Start by writing the central theme in the middle of the paper, and working outwards. Figure 1 illustrates a way in which an assignment based on the Euro could be planned to achieve unity in this way: Participating EU countries Non-participating EU countries Countries Summary Key events Implementation Timetable Euro Facts Coi n and Note Denominations European integration and economic & monetary union The Road To The Euro The EURO Exchange Rate Government & European Institutions Organisations Pros & Cons Political Economic Business / Trade Consumers Pro-Euro Anti-Euro Figure 1 – Use of patterned notes 7Once you have identified the various topics in this way they can be organised into paragraphs, and paragraphs on related subjects can be organised into sections. It is then necessary to decide on a logical sequence for these sections and paragraphs. The sequence depends on the subject matter and the approach. For example it may be: in chronological order (e. g. description of the breeding cycle of sheep or a new product development process); in descending order of importance (e. g. factors affecting the yield of wheat or factors affecting food purchase); in ascending order of importance leading to a conclusion (e. . argument of a case). However, you should aim to present your ideas in an ordered sequ ence so that a reader will follow the line of reasoning without difficulty. Determining the best sequence is not always an easy task, especially when dealing with complex subjects. If in doubt discuss your plan with your personal or module tutor – they will be happy to help you think it out. 4. 3 Clarity: the use of signposts To make your writing easy to read it is important to provide frequent signposts that tell the reader where s/he is and where s/he is going. Some of the signposts you can use are listed below. a) Title Each piece of work should have a clear descriptive title that gives a guide to the content of the work. You should avoid â€Å"journalistic† titles that tell you little. Thus, â€Å"The Prevention and Control of Mastitis in the Dairy Herd† is preferable to â€Å"Getting to Grips with Mastitis†! Contents Page All but the shortest of reports should have a contents page. Introduction The introduction should tell the reader what you are goi ng to deal with and how. In longer reports you may use an introduction in each section. Headings Headings and sub-headings should be used freely in technical and business writing.You may have been told not to use heading in English essays, but this does not hold in technical and business reports where headings are very helpful in making your meaning clear. For this reason it is important that the heading system reflects the structure of the report. You should, therefore, adopt a system of headings and sub-headings that show the relationships of the various sections. (b) (c) (d) 8 Here, for example, is a diagram that shows the structure of a chapter in Burns and Bush (2000). The Nature of Marketing Research Marketing Marketing Research Defined The role of Marketing ResearchCharacteristics of Marketing Research Types of Marketing research Studies The Marketing Information system The Future of Market Research The Marketing Concept Marketing Strategy Etc. Etc. Etc. Etc. Components of an MIS Etc. Internal Reports Marketing Intelligence System Marketing Decision Support System Marketing Research System The heading system used in this case must be such that the reader knows, for example, that the section marked ‘Internal Reports’ is part of the section on ‘Components of an MIS’, which is part of the section on ‘The Marketing Information System’.To achieve this all headings at the same level of sub-division must be the same. We might therefore have a series of headings as follows: THE NATURE OF MARKETING RESEARCH The Marketing Information system Components of an MIS Internal Reports are defined†¦Ã¢â‚¬ ¦.. (Bold capitals) (Bold lower case) (Indented bold lower case) (Indented bold lower case on same line as text) (e) Notation If it is necessary to cross reference to other sections of the report then a method of easily identifying the sections may be desirable. The most straightforward and generally used method of notation is decimal numbering.It clearly shows the hierarchy of your thoughts. 1. 1. 6 THE NATURE OF MARKETING RESEARCH The Marketing Information system 1. 6. 1 Components of an MIS 1. 6. 1. 2 Internal Reports are defined†¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 (f) Topic Sentences When you are reading you may find topic sentences a helpful device. These are sentences often found at the beginning of a paragraph, which are used as a summary of what is to follow. That is, they are used to make a general statement about the topic which is then developed further in the rest of the paragraph. Useful Tips There is a range of different systems of headings and notation you can use.But remember whichever you use, always be consistent throughout the report. 5 5. 1 STYLE Introduction Do not be frightened by the use of the word â€Å"style†. Style simply means the way you use words and sentences in your writing. The style of effective reports is direct, simple and straightforward. This is easy to say but more difficult to achieve: as George Bernard Shaw once wrote: â€Å"I am sorry to have written such a long letter but I did not have time to write a short one. † Some rules to help you follow. 5. 2 Words and Sentences George Orwell wrote some helpful rules for scientists who write.He said: a) â€Å"never use two words when one word will do, b) never use a big word when a small one will do, c) never use a long sentence when a short one will do†. Some examples of word savings are shown in Table 1 Table 1 Superfluous words and alternatives Better English as to now when so that in college thus planning Superfluous words on account of the fact that in order to at the present time on the occasion of with the result that in the college environment it is apparent therefore forward planning 10 5. 3 Tense Reports are normally written in the past tense and impersonally. e. g.It is recommended that NOT I recommend that Never write â€Å"you†Ã¢â‚¬ ¦.. 5. 4 Use of Tables and Diagrams Never use words when you can put your message in numbers (use a table). Never use numbers when you can use a picture (a diagram or graph): pictures are clearer than numbers; numbers are clearer than prose and both save words. But always remember tables and diagrams do need some words of explanation. (Section 6) 5. 5 Presentation Be aware that poorly laid out work, which is badly sequenced with poor word processing or handwriting, frequent spelling mistakes and incorrect grammar will lose you marks. . 6 How to improve your style Remember anyone can improve their writing skills through hard work, constructive feedback and practice. Below are some key tips for improving your style. a) Work with a rough draft. Complete a rough draft and leave for a few days then re-read it or ask a friend to read it and make comments. This gives you time to reflect on your report. b) Avoid jargon. Never use jargon unless a) it saves words and b) your readers will understand it. c) Keep it clear and straightforward. A good style is one which is clear and concise so the reader can easily follow it.Useful Tips Always check your work. Before you hand in any work, be it an assignment or an exam script, check it for errors in accuracy such as spelling and punctuation, readability and flow and clarity of structure Avoid plagiarism. You know the penalties (see the plagiarism section in the Academic Development module on Moodle) A CHALLENGE: when you have written your draft copy go through it and see if you can remove 25% of the words without changing the meaning. 11 6 6. 1 DATA PRESENTATION Introduction We have already mentioned the value of tables and diagrams in saving words.They also help to make your message clear. However, they will only do this if the data is accurate and properly presented in the text. Some simple guidelines on this follow. 6. 2 Tables or Figures? â€Å"A picture is worth a thousand words† All material in your report that is not prose is called either a figure or a table (although photographs are known as plates). Figures include diagrams, graphs and charts. Figures are to be preferred to tables and prose, especially when complex relationships are involved. Tables are necessary when it is important to know exactly what the numbers are.Figures There are many different ways of presenting information as figures. Which one you choose depends on the purpose of the figures, and the nature of the data. Again, there are a number of important rules in presenting data in figures. Some ideas can be found in Figure 2. Tables There are different types of tables for different purposes. Usually tables in reports are intended to demonstrate or support a particular point being made in the text. They therefore need to be designed to fulfil this purpose. A few guidelines on the presentation of demonstration tables are given in Table X in Figure 3. . 3 The Use of Tables and Figures in Reports Numbering In technical reports tables and figures (Table 1–n and Figure 1-n) should be numbered in sequence to allow you to refer to them in the text. Captions All tables and figures must have full, clear and explicit captions telling the reader exactly what the numbers and units are. The golden rule is that the message of any table or figure must be clear in isolation from the text. Captions go above a table but below a figure. Reference in the text You must always refer to the table or figure in the text before you come to it.Do not repeat details of the table or figure, but summarise what it shows e. g. â€Å"Grain yield response to successive increments of applied nitrogen shows the law of diminishing returns (Figure 1 Table X)†. Source You must always give the source of the data depicted. Listing List tables and figures after the contents page. 12 50 (% of respondents) Components easy to see and compare All units clearly identified Key to explain bars 25 Axis starts from 0 0 Extremely Important Very Important Im portant Not at all Important 2000 2003 Reference clearly statedSource: HAUC Consumer Attitude Survey (2000 and 2003) Figure X Comparison of Consumer Attitudes in 2000 and 2003 to the importance of price as a factor when buying food (% of respondents) Numbered in sequence for ease of reference in text Clear, full and explicit title UNDERNEATH FIGURE Figure 2 Presentation of Figures (Example Data Only) 13 â€Å"Grain yield response to successive increments of applied nitrogen follows the law if diminishing returns (Table X)† Reference in text before table showing what the table shows Numbered in sequence for ease of reference in text All units clearly identifiedClear, full and explicit title AT THE TOP Units given as high in the table as possible to avoid repetition. If all units are the same they should be included in the title. Table X Grain yield response of wheat to successive increments of applied nitrogen Applied N (kg/ha) 0 25 50 75 100 125 150 Yield of wheat (t/ha) 2. 5 0 3. 50 4. 30 5. 00 5. 20 5. 20 5. 00 Responses to successive applications of 25kg of N (t/kg) +1. 00 +0. 80 +0. 70 +0. 20 0. 00 -0. 20 (Source: Bloggs, 2003) Numbers to be compared presented in columns, not rows Columns arranged in some natural order of sizeReference clearly stated Figure 3 Presentation of Tables NB If you are presenting data in a table that you have created yourself, show this by putting (Source: Author’s own) under the table. 14 7 7. 1 USE OF REFERENCES Introduction Technical writing sometimes includes a bibliography but always includes a list of references. They have different purposes. A bibliography is a systematic list of sources of information on a particular subject which have been consulted although specific facts from them have not been cited in the text.References are the sources of information which have been cited in the text as evidence for statements and assertions. This section provides an introduction to the purpose of using references and t he rules which govern their use. 7. 2 Why Use References? In higher education and research, unsupported assertions are not acceptable. In other words, you cannot simply say that something is so without providing supporting evidence. Evidence can be obtained or it can be provided by reference to writings of someone who has published such research or who is an acknowledged authority on the subject.Naturally, this does not apply when your assertion is something that is widely understood. It does, however, apply to anything that is new, little known or open to argument. If I said that Shropshire sheep have four legs I would not need to provide evidence. If I said that they have five legs there may be some who would doubt my word. In such a case I would need to provide evidence, either by doing research (counting the number of legs of randomised samples of the Shropshire sheep population), or by reference to the writing of an authority on this subject who had done such work. . 3 Citing R eferences in the Text In order to draw the reader’s attention to the supporting evidence you simply write the surname of the author and the date of publication of the paper or book in the text. This can be done in more than one way, thus: â€Å"It has recently been shown that Shropshire sheep have five legs (Smith, 2012). † or â€Å"Smith (2012) recently demonstrated that Shropshire sheep have five legs. † The reader now knows that you have an authority for your statement.

Dubstep and Classical Music essays

Dubstep and Classical Music essays Music is an ever changing and evolving source that will never cease to exist. Today I want to compare two music groups that are similar in many ways that people dont see. Dubstep and classical music are completely different in their own ways that we hear. If you listen closely to the two though, you can hear many similarities in the music without knowing it. When many people hear dubstep they say they hear a random assortments that include lots of bass added random into the electronic beats in the sound of the music. When people listen to classical music they say they hear the sympathy of the whole band within the piece of art. You can listen to them both closely though and can hear the similarities. A famous composer of the electronic based sound of dubstep is named Skrillex, and lets compares him with the famous composer Beethoven. I chose to relate these two because of the similarities between their music they write. When you listen to each piece of music, lyrics are not a big thing between the two. The reason behind Beethoven not having lyrics into his music is because at that time, music was not popular for having lyrics. The music was all about the composer himself. Skrillex has some lyrics in his music, but not much. Leaving his old band to expand out, he wanted to have credit for his own band and created new types of electron ic music that are becoming popular today. By doing this he has reduced the amount of lyrics in his songs so you can concentrate on the pieces he has created. When you listen to the two writers you hear mostly Beethovens piano in which he played live at shows that lasted for hours at a time. Listing to Skrillex you may not hear the same because it is based off electronic techno sounds that he plays are huge concerts events for a few hours as well. Taking his music from the electronic sound though, and place them on a piano instead, you will hear a classi...

Largest Capital Cities of the United States

Largest Capital Cities of the United States The​ United States of America is one of the worlds largest countries based on both population (over 300 million) and area. It is made up of 50 individual states and Washington, D.C., its national capital. Each of these states also has its own capital city and other very large and small cities. These state capitals, however, vary in size but all are important to politics in the states. Interestingly, though, some of the largest and most important cities in the U.S. like New York City, New York and Los Angeles, California are not the capitals of their states. There are many more capital cities in the U.S. that are very large when compared to other, small capital cities. The following is a list of the ten largest capital cities in the U.S. For reference, the state that they are in, along with the population of the states largest city (if it is not the capital) has also been included. All population numbers were obtained from City-data.com. The city population figures are estimates of 2016 populations.1. Phoenix Population: 1,513, 367 State: Arizona Largest City: Phoenix3. Austin Population: 885,400 State:  Texas Largest City: Houston (2,195,914)   3. Indianapolis Population: 852,506 State: Indiana Largest City: Indianapolis​4. Columbus Population: 822,553 State: Ohio Largest City: Columbus5. Boston Population: 645,996 State: Massachusetts Largest City: Boston6. Denver Population: 649,495   State: Colorado Largest City: Denver7.   Nashville Population: 660,393 State: Tennessee Largest City: Memphis (653,450)8. Oklahoma City Population: 638,311 State: Oklahoma Largest City: Oklahoma City 9. Sacramento Population: 479,686 State:  California Largest City: Los Angeles (3,884,307)​10. Atlanta Population: 446,841 State: Georgia Largest City: Atlanta

The Effect Of Advertising On Men As Consumers From 1880-1930 And Its Research Paper

The Effect Of Advertising On Men As Consumers From 1880-1930 And Its Impact On American Culture - Research Paper Example â€Å"Consumption has long been central to American identity, culture, economic development and politics† (Glickman 1), and it has been termed as the national pastime of the United States. Consumerism or the various ideologies and movements built around consumption forms the core of economics and politics. America is known as a ‘consumer society’, this concept includes material wealth, infrastructure, an economy dominated by mass production and mass consumption, political factors and the country’s national identity. It is essential to study the male consumer to break the association of consumerism and consumption with women and feminity which distorts history’s perspective of gendered consumerism. The Role of Men in Consumerism and Advertising Swiencicki (p.238) states that â€Å"American men consumed about twice as many recreational and leisure goods as women†, spending about 30 percent of the family’s income for this purpose. Further, male consumption and consumerism are neither marginal nor dependent on women. Late-Victorian, non-rural white men appear to have spent a great deal of free time consuming numerous goods and services. However, it would be inaccurate to consider either men or women as the primary consumers. Men are primary consumers of commercialized leisure, entertainment, and recreation; while women are primary consumers of domestic and family goods (Swiencicki 238). ... The Role of Men in Consumerism and Advertising Swiencicki (p.238) states that â€Å"American men consumed about twice as many recreational and leisure goods as women†, spending about 30 percent of the family’s income for this purpose. Further, male consumption and consumerism are neither marginal nor dependent on women. Late-Victorian, non-rural white men appear to have spent a great deal of free time consuming numerous goods and services. However, it would be inaccurate to consider either men or women as the primary consumers. Men are primary consumers of commercialized leisure, entertainment, and recreation; while women are primary consumers of domestic and family goods (Swiencicki 238). According to Heilmann & Beetham (pp.127-128), women are responsible for 75 percent of purchases, therefore advertising should be subtly modified to motivate women to buy. Women are understood as responsive to visual and emotional appeal. Hence advertisements aimed to offer a positive image of women which they would like to identify with. For example, using New Woman imagery, a series of advertisements for brandy run in BIZ in 1923 featured women several times larger than the men in the picture. These advertisements with an underlying flirtatiousness portrayed men as dependent on women who were stronger than them, and also appeared reassuring. While the woman is depicted as posing coquettishly, the tiny man pleads with her to allow him to have some of the brandy she holds in a bottle behind her back. Similarly, a robin in a top hat perches on a woman’s hand to drink the brandy she holds. On the other hand, Swiencicki (p.214) argues that â€Å"pre-Depression, white men consumed many commodities that were not purchased by women†. Many if not most men’s leisure and social

Fire Safety Legislations Essay Example | Topics and Well Written Essays - 1500 words

Fire Safety Legislations - Essay Example Many fire safety legislations have come into practice in recent decades and have reduced injury, death and calamity. Fire Precautions Act 1971 was the first exclusively fire devoted act and this was the result of the Report of the Holroyd Committee in 1970 which recommended that the law pertaining to fire safety should come under two branches: one that would apply to new and altered premises and other, to apply exclusively to premises that were already occupied. Committee found it so important that fire safety regulations should branch out to become more effective and understood by people, and this was necessary looking at the risk involved. In july 2002, the Office of the Deputy Prime Minister issued a Consolidation paper for further reforms on fire fighting legislation and amending wherever necessary, with a view to make it more understandable and less intimidating. New legislations are proposed to be introduced, dropping the certification which was made compulsory under the Fire P recautions Act 1971. Next major piece of regulation was The Fire Precautions (Workplace) (Amendment) Regulations 1999 to be followed by The Regulatory Reform (Fire Safety) Order 2005 and this Report tries to map the differences and similarities between them. "Houses occupied as single private dwellings are exempt, but the fire authority has powers to make it compulsory for some dwellings to be covered by a fire certificate" http://www.healthandsafety.co.uk/firep.htm Premises that require a fire certificate were many and for those premises, obtaining a certificate became mandatory. "The use of certain types of premises has been designated by the Secretary of State as requiring a fire certificate under the Fire Precautions Act 1971 (in Northern Ireland under the Fire Services (Northern Ireland) Order 1984 as amended). There are two designating orders in force in Great Britain - one relates to larger hotels and boarding houses; the other to those factories, offices, shops and railway premises in which people are employed to work" http://www.communities.gov.uk/index.aspid=1124874 Mainly these applied to non-domestic premises and the intention was reducing death and injury and damage. Provisions for reasonable means of escape, inspection were made and officers are entitled to take action to enforce the act. This was further fortified by Building Regulation Act of 1991 that limited internal fire spread including furniture and fittings by more regulations while considerable facilities for fire service was given including rules on fire warning and emergency lighting. Offices, shops, factories were covered according to number of workers. Guidance about storage of flammable materials, means for fighting fire, warning, training of employees, licensed premises, standards of fire precautions, inspection procedures, methods and types of inspection, escape related precautions, notifications of proposed changes were meticulously guided with extensive provisions. Some premises were exempted from fire certificate requirement and standards of exempted premises like factorie s and offices with only ground floor/basement/first floor power, not using explosive materials etc. had to be

The New BreatherSaver The Energy Mint Research Paper

The New BreatherSaver The Energy Mint - Research Paper Example Eventually, it became clearer that there are several ways to indulge the food industry in the manner production and marketing mint was adapting to. This has led to a new area of study in marketing strategy that the food industry so proudly presents to the world of corporate production and strategy formulation (Baldauf and Stair, 2010). In this discourse, the Hershey Company is applied as case study to explain the mint industry experiences in terms of product design overview, SWOT, marketing strategies, effectiveness and future performance predictions. Snack foods and chocolate business has had an all time high performance since the emergency of Hershey Chocolate Company that has since found a special market niche eventually renaming to the Hershey Company (Weaver and Weston, 2007). Continued evolution of the snacks market has not only witnessed competition among a number of market players but has also experienced diversification of products range. In the growing list of products is the market mint brand known as BreathSaver. Initially, it was exclusively produced and marketed by the Hershey Company but other food companies have joined in the production. Generally, the BreathSaver is a product that not only serves as an ordinary mint product for the market but is also enhanced to capture the market that needs breath fresheners. Neutrazin is a special additive to the mint product that makes the BreathSaver an exciting market hit. In terms of its design, the BreathSaver is an improved mint disc shaped into a cylindrical product made of mint to capture these two markets. Alternatively, there are a few other features that distinguish it from other mint products, mainly through the product design. One of such features is the embossment of the name BreathSaver on the product. In addition, there are various flavors and packaging designs which include a certain number of the mint rolls in a single packaging. Regarding the new product, BreathSaver

Principles of Marketing | Dissertation

Principles of Marketing | Dissertation Definition of Marketing Marketing is part of all of our lives and touches us in some way every day. Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities. In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution. Philip Kotler says, Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Broadly defined, marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others. Narrowly defined marketing involves building profitable, value-laden exchange relationships with customers. In short, it has been defined as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. The new definition given by American Marketing Association reads, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The marketing process Create value for customers and build customer relationships Capture value from customers in return In the first four steps, companies work to understand consumers, create customer value and build strong customer relationships. In the final step, companies reap the rewards of creating superior customer value. By creating value for customers, they in turn capture value from customers in the form of sales, profits and long term customer equity. Core concepts of marketing Target Markets and Segmentation A marketer can rarely satisfy everyone in a market. Everyone in the market has different taste, likeliness, income and spending habit. Not everyone likes the same soft drink, automobile, college, and movie. Therefore, marketers start with market segmentation. They identify and profile distinct groups of buyers who might prefer or require varying products and marketing mixes. Market segments can be identified by examining demographic, psychographic, and behavioral differences among buyers. The firm then decides which segments present the greatest opportunity—whose needs the firm can meet in a superior fashion. The lucrative segment/s are selected or targeted for offering/selling the product. For each chosen target market, the firm develops a market offering. The offering is positioned in the minds of the target buyers as delivering some central benefit(s). For example, Volvo develops its cars for the target market of buyers for whom auto- mobile safety is a major concern. Volvo , therefore, positions its car as the safest car a customer can buy. Customer Needs, Wants and Demands Needs are the basic human requirements. People need food, air, water, clothing, and shelter to survive. People also have strong needs for creation, education, and entertainment. The above needs become wants when they are directed to specific objects that might satisfy the need. An American needs food but may want a hamburger, French fries, and a soft drink. A person in Mauritius needs food but may want a mango, rice, lentils, and beans. Wants are shaped by ones society. Demands are wants for specific products backed by an ability to pay. Many people want a Mercedes; only a few are able to buy one. Companies must measure not only how many people want their product but also how many would actually be willing and able to buy it. Product or Offering Customers needs and wants are fulfilled through a marketing offer or product. A product is any offering that can satisfy a need or want, such as one of the 10 basic offerings of goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. A brand is an offering from a known source. A brand name such as McDonalds carries many associations in the minds of people: hamburgers, fun, children, fast food, and golden arches. These associations make up the brand image. All companies strive to build a strong, favorable brand image. Value and Satisfaction In terms of marketing, the product or offering will be successful if it delivers value and satisfaction to the target buyer. The buyer chooses between different offerings on the basis of which is perceived to deliver the most value. We define value as a ratio between what the customer gets and what he gives. The customer gets benefits and assumes costs, as shown in this equation: Based on this equation, the marketer can increase the value of the customer offering by (1) raising benefits, (2) reducing costs, (3) raising benefits and reducing costs, (4) raising benefits by more than the raise in costs, or (5) lowering benefits by less than the reduction in costs. Exchange and Transactions Exchange, the core of marketing, involves obtaining a desired product from someone by offering something in return. For exchange potential to exist, five conditions must be satisfied: There are at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to accept or reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party. Whether exchange actually takes place depends upon whether the two parties can agree on terms that will leave them both better off (or at least not worse off) than before. Exchange is a value-creating process because it normally leaves both parties better off. Marketing Mix Marketers use numerous tools to elicit the desired responses from their target markets. These tools constitute a marketing mix. Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. McCarthy classified these tools into four broad groups that he called the four Ps of marketing: Product, Price, Place, and Promotion. Robert Lauterborn suggested that the sellers four Ps correspond to the customers four Cs. Winning companies are those that meet customer needs economically and conveniently and with effective communication. Marketing Philosophies and Concepts There are five competing concepts under which organizations conduct marketing activities: produc- tion concept, product concept, selling concept, marketing concept, and societal mar- keting concept. The Production Concept The production concept, one of the oldest in business, holds that consumers prefer products that are widely available and inexpensive. Managers of production-oriented businesses concentrate on achieving high production efficiency, low costs, and mass distribution. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features. It is also used when a company wants to expand the market. Texas Instruments is a leading exponent of this concept. It concentrates on building production volume and upgrading technology in order to bring costs down, leading to lower prices and expansion of the market. This orientation has also been a key strategy of many Japanese companies. The Product Concept Other businesses are guided by the product concept, which holds that consumers favor those products that offer the most quality, performance, or innovative features. Managers in these organizations focus on making superior products and improving them over time, assuming that buyers can appraise quality and performance. Product-oriented companies often design their products with little or no customer input, trusting that their engineers can design exceptional products. A General Motors executive said years ago: How can the public know what kind of car they want until they see what is availablefi GM today asks customers what they value in a car and includes marketing people in the very beginning stages of design. The Selling Concept The selling concept, another common business orientation, holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organizations products. The organization must, therefore, undertake an aggressive selling and promotion effort. This concept assumes that consumers must be coaxed into buying, so the company has a battery of selling and promotion tools to stimulate buying. The selling concept is practiced most aggressively with unsought goods—goods that buyers normally do not think of buying, such as insurance and funeral plots. The selling concept is also practiced in the nonprofit area by fund-raisers, college admissions offices, and political parties. Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants. The Marketing Concept The marketing concept, in the mid-1950s, challenges the three business orientations we just discussed. The marketing concept holds that the key to achieving organizational goals consists of the company being more effective than its competitors in creating, delivering, and communicating customer value to its chosen target markets. The marketing concept focuses on the needs of the buyer. Marketing is preoccupied with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it. The marketing concept rests on four pillars: target market, customer needs, integrated marketing, and profitability. The marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, coordinates activities that affect customers, and produces profits by satisfying customers. The Societal Marketing Concept Some have questioned whether the marketing concept is an appropriate philosophy in an age of environmental deterioration, resource shortages, explosive population growth, world hunger and poverty, and neglected social services. Are companies that successfully satisfy consumer wants necessarily acting in the best, long-run interests of consumers and societyfi The marketing concept sidesteps the potential conflicts among consumer wants, consumer interests, and long-run societal welfare. Yet some firms and industries are criticized for satisfying consumer wants at societys expense. Such situations call for a new term that enlarges the marketing concept. We propose calling it the societal marketing concept, which holds that the organizations task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumers and the societys well-being. The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance and juggle the often confiicting criteria of company profits, consumer want satisfaction, and public interest. Yet a number of companies have achieved notable sales and profit gains by adopting and practicing the societal marketing concept. Marketing vs. Selling Oftentimes, marketing and sales are perceived interchangeably. But in actuality, these are two different things. Selling is a small portion of the entire marketing scheme. Selling is the transaction where a product is transferred from the business owner to a buyer for a price. In contrast, marketing is a process that involves several steps ranging from the generation of a product idea to the delivery of that product to the customer. Even after delivery of the product to the customer, the marketing process continues with direct communication with the customer to obtain feedback about the product. Profits from satisfied customers Theodore Levitt of Harvard drew a perceptive contrast between the selling and marketing concepts: Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the sellers need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it. The marketing concept rests on four pillars: target market, customer needs, integrated marketing, and profitability. The selling concept takes an inside-out perspective. It starts with the factory, focuses on existing products, and calls for heavy selling and promoting to produce profitable sales. The marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, coordinates activities that affect customers, and produces profits by satisfying customers. CHAPTER 2 MARKETING ENVIRONMENT In order to correctly identify opportunities and monitor threats, the company must begin with a thorough understanding of the marketing environment in which the firm operates. The marketing environment consists of all the actors and forces outside marketing that affect the marketing managements ability to develop and maintain successful relationships with target customers. A companys marketing environment consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers Importance: The marketing environment offers both opportunities and threats Changes in the marketing environment often occur at a rapid pace. Marketers tend to be trend trackers and opportunity seekers. The company must use its marketing research and marketing intelligence systems to monitor the changing environment. A systematic scan of the environment helps marketers to revise and adapt marketing strategies to meet new challenges and opportunities in the market place. The marketing environment is made up of a micro environmental and macro environment. The Companys Microenvironment The micro environment consists of six forces (actors) close to the company that affect its ability to serve its customers: The company itself (including various internal departments) Suppliers. Marketing channel firms (intermediaries) Customer markets. Competitors. Publics. The Company The first actor is the company itself and the role it plays in the microenvironment. Top management is responsible for setting the companys mission, objectives, broad strategies, and policies. Marketing managers must make decisions within the parameters established by top management. Marketing managers must also work closely with other company departments. Areas such as finance, R D, purchasing, manufacturing, and accounting all produce better results when aligned by common objectives and goals. All departments must think consumer if the firm is to be successful. Suppliers Suppliers are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services. They are an important link in the companys overall customer value delivery system. One consideration is to watch supply availability (such as supply shortages). Another point of concern is the monitoring of price trends of key inputs. Marketing Intermediaries Marketing intermediaries are firms that help the company to promote, sell, and distribute its goods to final buyers. Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Resellers often perform important functions more cheaply than the company can perform itself. Seeking and working with resellers, however, is not easy because of the power that some demand and use. Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Examples would be warehouses (that store and protect goods before they move to the next destination). Marketing services agencies (such as marketing research firms, advertising agencies, media firms, etc.) help the company target and promote its products to the right markets. Financial intermediaries (such as banks, credit companies, insurance companies, etc.) help finance transactions and insure against risks associated with buying and selling goods. Customers The company must study its customer markets closely because each market has its own special characteristics. These markets normally include: Consumer markets (individuals and households that buy goods and services for personal consumption). Business markets (buy goods and services for further processing or for use in their production process). Reseller markets (buy goods and services in order to resell them at a profit). Government markets (agencies that buy goods and services in order to produce public services or transfer them to those that need them). International markets (buyers of all types, including governments, in foreign countries). Competitors Every company faces a wide range of competitors. A company must secure a strategic advantage over competitors to be successful in the marketplace. No single competitive strategy is best for all companies . Publics A public is any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives. A company should prepare a marketing plan for all of its major publics as well as its customer markets. Generally, publics can be identified as being: Financial publics. Media publics. Government publics. Citizen-action publics. Local publics. General public. Internal publics. The Companys Macroenvironment The macroenvironment consists of the larger societal forces that affect the microenvironment: Demographic. Economic. Natural. Technological. Political. Cultural The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company. Major forces in the companys macroenvironment include: Demographic Environment Demography is the study of human populations in terms of size, density, location, age, sex, race, occupation, and other statistics. It is of major interest to marketers because it involves people, and people make up markets. Demographic trends are constantly changing. Some of the more interesting trends are: The worlds population (though not all countries) rate is growing at an explosive rate that will soon exceed food supply and ability to adequately service the population. The greatest danger is in the poorest countries where poverty contributes to the difficulties. The most important trend is the changing age structure of the population. Generational marketing is possible, however, caution must be used to avoid generational alienation. Changing family structure Geographic shifts in population will also alter demographics. Changing educational level : In general, the population is becoming better educated. The work force is becoming more white-collar. Products such as books and education services appeal to groups following this trend. Technical skills (such as in computers) will be a must in the future. The final demographic trend is the increasing ethnic and racial diversity . Economic Environment The economic environment includes those factors that affect consumer buying power and spending patterns. Major economic trends include: Changes in income—personal consumption (along with personal debt) has gone up (1980s) and the 1990s brought recession that has caused adjustments both personally and corporately in this country. In the 2000s, consumers are more careful shoppers. Value marketing (trying to offer the consumer greater value for their dollar) is a very serious strategy in the 2000s. Real income is on the rise again but is being carefully guarded by a value-conscious consumer. Income distribution is still very skewed in the United States and all classes have not shared in prosperity. In addition, spending patterns show that food, housing, and transportation still account for the majority of consumer dollars. It is also of note that distribution of income has created a two-tiered market where there are those that are affluent and less affluent. Classes of consumers include: Upper class—spending patterns are not affected by current economic events and who are a major market for luxury goods. Middle class—somewhat careful about its spending but can still afford the good life some of the time. Working class—must stick close to the basics of food, clothing, and shelter and must try hard to save. Under class—(persons on welfare and many retirees) must count their pennies when making even the most basic purchases. Changing consumer spending patterns: Consider Engles Laws where differences were noted over a century ago by Ernst Engle regarding how people shift their spending across food, housing, transportation, health care, and other goods and service categories as family income rises. Spending patterns have generally supported his ideas. Marketers must carefully monitor economic changes so they will be able to prosper with the trend, not suffer from it. Natural Environment The natural environment involves natural resources that are needed as inputs by marketers or that are affected by marketing activities. During the past two decades environmental concerns have steadily grown. Some trend analysts labeled the 1990s as the Earth Decade, where protection of the natural environment became a major worldwide issue facing business and the public. Specific areas of concern were: Shortages of raw materials. Staples such as air, water, and wood products have been seriously damaged and non-renewable such as oil, coal, and various minerals have been seriously depleted during industrial expansion. Increased pollution is a worldwide problem. Industrial damage to the environment is very serious. Far-sighted companies are becoming environmentally friendly and are producing environmentally safe and recyclable or biodegradable goods. The public response to these companies is encouraging. Government intervention in natural resource management has caused environmental concerns to be more practical and necessary in business and industry. Leadership, not punishment, seems to be the best policy for long term results. Instead of opposing regulation, marketers should help develop solutions to the material and energy problems facing the world. Concern for the natural environment has spawned the so-called green movement. Environmentally sustainable strategies and practices are being created. Companies are recognizing a link between a healthy economy and a healthy ecology. Technological Environment The technological environment includes forces that create new technologies, creating new product and market opportunities. Technology is perhaps the most dramatic force shaping our destiny. New technologies create new markets and opportunities. Every new technology, however, replaces an older technology. The challenge is not only technical but also commercial—to make practical, affordable versions of products. Political Environment The political environment includes laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. Business is regulated by various forms of legislation. Governments develop public policy to guide commerce—sets of laws and regulations limiting business for the good of society as a whole. Almost every marketing activity is subject to a wide range of laws and regulations. Some trends in the political environment include: Increasing legislation to: Protect companies from each other. Protecting consumers from unfair business practices. Protecting interests of society against unrestrained business behavior. Changing government agency enforcement. New laws and their enforcement will continue or increase. Increased emphasis on ethics and socially responsible actions. Socially responsible firms actively seek out ways to protect the long-run interests of their consumers and the environment. The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of ethics and social responsibility. The boom in e-commerce and Internet marketing has created a new set of social and ethical issues. Privacy issues are the primary concern. Another cyberspace concern is that of access by vulnerable or unauthorized groups. Cultural Environment The cultural environment is made up of institutions and other forces that affect societys basic values, perceptions, and behaviors. Certain cultural characteristics can affect marketing decision-making. Among the most dynamic cultural char- acterisitics are: Persistence of cultural values. Peoples core beliefs and values have a high degree of persistence. Core beliefs and values are passed on from parents to children and are reinforced by schools, churches, business, and government. Secondary beliefs and values are more open to change. Shifts in secondary cultural values. Because secondary cultural values and beliefs are open to change, marketers want to spot them and be able to capitalize on the change potential. The Yankelovich Monitor has identified eight major consumer themes: Paradox. Trust not. Go it alone. Smarts really count. No sacrifices. Stress hard to beat. Reciprocity is the way to go. Me 2. Societys major cultural views are expressed in: Peoples views of themselves. People vary in their emphasis on serving themselves versus serving others.. Peoples views of others. Observers have noted a shift from a me-society to a we-society. Consumers are spending more on products and services that will improve their lives rather than their image. Peoples views of organizations. People are willing to work for large organizations but expect them to become increasingly socially responsible. Many companies are linking themselves to worthwhile causes. Peoples views of society. This orientation influences consumption patterns. Buy American versus buying abroad is an issue that will continue into the next decade. Peoples view of nature. There is a growing trend toward peoples feeling of mastery over nature through technology and the belief that nature is bountiful. Nature, however, is finite. Love of nature and sports associated with nature are expected to be significant trends in the next several years. Peoples views of the universe. Studies of the origin of man, religion, and thought-provoking ad campaigns are on the rise. Spiritual individualism may be a new theme. Chapter 3 Marketing segmentation Market Segmentation It is the process of dividing a market into distinct group of buyers who have distinct needs, characteristics or behavior and who might require separate product or marketing mixes. Market segment A group of consumers who respond in a similar way to a given set of marketing efforts. For Example: In the car market, consumers who want the biggest, most comfortable car regardless of the price make up one market segment. Consumers who care mainly about price and operating economy make up another segment. Requirements of Market Segments In addition to having different needs, for segments to be practical they should be evaluated against the following criteria: Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified. Accessible: the segments must be reachable through communication and distribution channels. Substantial: the segments should be sufficiently large to justify the resources required to target them. Unique needs: to justify separate offerings, the segments must respond differently to the different marketing mixes. Durable: the segments should be relatively stable to minimize the cost of frequent changes. A good market segmentation will result in segment members that are internally homogenous and externally heterogeneous; that is, as similar as possible within the segment, and as different as possible between segments. Bases for Segmentation in Consumer Markets Consumer markets can be segmented on the following customer characteristics. Geographic Demographic Psychographic Behavioral Geographic Segmentation The following are some examples of geographic variables often used in segmentation. Region: by continent, country, state, or even neighborhood Size of metropolitan area: segmented according to size of population Population density: often classified as urban, suburban, or rural Climate: according to weather patterns common to certain geographic regions Demographic Segmentation Some demographic segmentation variables include: Age Gender Family size Family lifecycle Generation: baby-boomers, Generation X, etc. Income Occupation Education Ethnicity Nationality Religion Social class Many of these variables have standard categories for their values. For example, family lifecycle often is expressed as bachelor, married with no children (DINKS: Double Income, No Kids), full-nest, empty-nest, or solitary survivor. Some of these categories have several stages, for example, full-nest I, II, or III depending on the age of the c