Video case report Essay Example | Topics and Well Written Essays - 1000 words

Video case report - Essay Example However on this day, to everyone’s amazement, calls, emails and letters started flooding in, with every customer expressing dissatisfaction on various areas such as: product dissatisfactions, service delivery, the speed of the response and attention offered to the customers towards their complaints. The results were drastically affecting every sector within the firm, such as reduction on the sales, disruption on our production and dismissal of various workers. To provide a permanent solution, the firm had to put various factors in to account by laying out strategic measures to curb that occurrence ever repeating itself again. According to (Meredith 2010), a customer makes the business run and there is no particular firm that can chase away customers willingly; but the simple mistakes that various firms normally make, may be acts that result in chasing away customers in disguise. In every firm as many business people always put it, the â€Å"customer is the king† but may be this is what our firm didn’t establish or didn’t have established. ... According to (Zairi 2000), â€Å"Customers are the main purpose for running a firm, plus rather than them depending on the firm, the firm depends on them†. This indicates the importance of a gentle attachment between the firm and the customers. For (Hansemark and Albinsson 2004), they defined satisfaction as â€Å"overall customer attitude towards a service provider or the emotional reaction on what customers anticipate in relation to what they receive on their desired needs†. According to (Anderson 2000), customer loyalty is actually the result of an organization creating an atmosphere conducive to customers becoming repeat shoppers so that they can maintain or increase sales. Customer loyalty can only be achieved by providing and delivering what the customers desire and expect. Also (Oliver 1997), termed customer loyalty as that deep commitment to re-purchase a certain preferred product or service consistently in the future despite changes or influences with possibili ty of causing a change in the marketing behavior. Hokanson {1995), explains various factors that affect the level of customer satisfaction. This includes: employees’ knowledge on the product, friendliness, courteous and helpful staff, competitive pricing, good value of the product, billing clarity, timeliness and accuracy and quick service delivery. The most affected area as depicted in our firm by the dissatisfaction of the customers was on the profitability. According to (Hoyer 2001), satisfied customers provide the foundation of every successful business organization as it leads to repeat purchases and loyalty on the brands supplemented by a positive word of mouth. According to various researchers’, dissatisfaction of customers leads to

Socrates Stand on Democracy Essay Example for Free

Socrates Stand on Democracy Essay Having emphasized upon me the advantages of democracy, I have always believed that it is the best system to implement in a country. Ignoring the flaws and weaknesses of this type of system, I thought that the benefits outweigh all costs. I assume that giving the power to the people is better than having one person rule the state. However, in Plato’s account on the life of his mentor Socrates, we are able to see both sides of the spectrum: the pros and cons of democracy which are accounted in Plato’s dialogues, the Apology and the Crito. Socrates, having been accused of impiety, is brought to trial in front of the jury of Athens. In his defense, he points out the flaws of a democratic system, but he has an underlying intention to improve it. Thus, despite his criticisms on the use of rhetoric, involvement in politics, and the opinions of the majority, Socrates generally takes a pro-democracy approach on his purpose of being in Athens, the importance of examining truth and life, and the significance of respecting the law. Socrates is known in Athens for his dialectic approach of questioning and examining the ideas of the people. He has unintentionally annoyed many Athenian citizens which has made him infamous. This has led other people, such as Meletus, to press charges against him. In his defense, Socrates sets himself apart from others who bring their family and friends as a kind of an appeal to the jurymen. Through tears and emotional plea, they beg to be acquitted. However, Socrates does not intend to present such acts as he places greater significance to his, the jury’s, and the city’s reputations. He considers it shameful to try to win approval through emotional appeal rather than the truth as it brings dishonor to the city (37). Socrates points out then that it is the role of a juryman not to acquit someone who seems favorable, but â€Å"to judge according to Reusi 2 law†¦ [which] he has sworn to do† (37). It is the jury’s responsibility to give verdict based on truth and logic. Through the oath that they have taken, the jurymen have pledged to accept this duty; therefore, to favor someone is against the law. Socrates criticizes how the public has taken advantage of the use of rhetoric to win arguments in any way possible; such as appealing to emotions which has dominated and influenced the community and its decisions. These statements highlight the nti-democratic notion of Socrates; he reproaches the majority of the citizens who have based their judgments on faulty premises. Moreover, he connotes that it is more important to listen to the persuasive arguments of â€Å"the one† that uses truth and logic, rather than the pathetic acts of â€Å"the many†. However, beneath the criticisms, Socrates tries to enlighten the members of the jury, who have a stake at public decisions, of their purposes as jurymen of the state. He reminds them of their sworn duties, and encourages them not to give in to emotional appeal, as this per se is an attack to democracy and to the law that makes the city. Additionally, Socrates explains to the jury why despite his continuous efforts to meddle on personal matters, he has never pursued on occupying political positions. This, he says, is due to the â€Å"spiritual† (34) voice that speaks to him only when he is about to do something he is not supposed to do. He believes that if he had taken part in politics, he would not have survived through the years, because he would debate against the authority or the public, and stop the unlawful actions in the state (34). Socrates upholds that â€Å"a man who really fights for justice must lead a private, not a public, life if he is to survive for even a short time† (34). He points out that in order to live a just and peaceful life, it is better for a man to stay away from â€Å"public† activities where unlawful events usually take place. It is more important to live a â€Å"private† life, â€Å"fight[ing] for justice† at its core by dealing in â€Å"private affairs† (34). Reusi 3 Socrates is considered as taking an anti-democratic stand when he has chosen not to get involved with the government, considering that the government is the people. Yet, he implies that the people would not favor anyone that opposes injustice which seems to be the common dealings in politics. He believes that he would â€Å"have died long ago† (34), although this is not his ultimate concern. What he truly cares about is â€Å"not to do anything unjust or impious† (32). Despite his criticisms on politics, Socrates is essentially reminding the people, especially those in authority, to serve a just and virtuous life. Outwardly stating the current situation of the government, he aims to provide the people a portrait of the shallow kind of democracy that they have come to maintain. Socrates seeks to prompt the majority to uphold the true sense of democracy, of fighting for justice and living life accordingly. Furthermore, Socrates uses his dialectical approach with his friend Crito in examining the contrast between the knowledge of â€Å"the one† and the pseudo-knowledge of â€Å"the many†. He uses an analogy of a man involved in physical activities, whom must listen to the advice of the true expert in his training, rather than the opinions thrown by other people who barely know anything about these activities. Anyone who places a higher regard to the thoughts of the majority, rather than to the knowledge of the one who possess it, puts himself on greater â€Å"harm† (47). Socrates adds that if we disobey the one who seeks to improve us, â€Å"we shall harm and corrupt that part of ourselves that is improved by just actions and destroyed by unjust actions† (48). This is antidemocratic in a way that it explicitly denotes the greater relevance of â€Å"the one† as opposed to the false opinions of â€Å"the many†. Democracy is based upon the judgment of the majority; however, if they collectively agree on faulty decisions, it brings destruction to the state and corruption to its citizens. As Socrates puts it, â€Å"we should not then think so much of what the majority will say about us, but what he will say who understands justice and injustice, the one, that is, and the truth Reusi 4 itself† (48). Despite his arguments, he suggests that the majority learns to listen to the one who possess true wisdom, so as to strengthen the grounds of democracy. The united opinions of the many can be given greater significance when it is based on the wisdom of the one who seeks â€Å"to improve† the city. In spite of the anti-democracy view of Socrates regarding rhetoric, politics, and the majority, he presents a pro-democratic stand on his true purpose of being in Athens. He addresses the jury that it would be a mistake to condemn him since he has been brought to the city of Athens according to the god’s will. He compares himself to a â€Å"gadfly† that tries to wake the â€Å"great and noble horse† that has become inactive and lazy (33). This, Socrates believes, is his purpose for being placed in the city by the god. He â€Å"never [ceases] to rouse each and every one† of the citizens, to convince and to criticize them all the time (33). In this passage, Socrates shows how much he cares for the city as he, a â€Å"gadfly†, tries to motivate the â€Å"noble† city of Athens to reach its full potential. By this, Socrates expresses a pro-democratic attitude as he believes that by his consistent approach to its citizens, he hopes to keep the city active, knowing that it has many capabilities that have not been fully developed. Moreover, Socrates states that he will continue to follow the god rather than the demands of the public for him to cease his quest of constant dialectic. He adds that with every Athenian he meets, Socrates would cross-examine him. He would denote that by being a citizen of the â€Å"noblest† city with high regards for both â€Å"wisdom and power†, it is a shameful thing to put such high importance on material possessions and status while disregarding â€Å"wisdom or truth, or the best possible state of [the] soul† (32). He would reprimand those who were proven to value superficial things instead of the more important ones. Socrates maintains that â€Å"the unexamined life is not worth living for men† (39). He motivates the citizens to examine the truth and virtue Reusi 5 as he affirms that â€Å"the most important thing is not life, but the good life† (48). This is very prodemocratic in a sense that the city aims to accomplish this highest form of living, which can be achieved only if each citizen is able to reflect upon himself, and realize his own way of living. He stresses the importance of not indulging oneself with material desires, but focusing only on the â€Å"best possible state of [the] soul† (32). Once every citizen is able to live a life worthy of the â€Å"noble† city of Athens can the city fully establish a strong democracy that highlights â€Å"wisdom†, justice, and â€Å"truth† (32). Lastly, in Crito’s attempt to persuade Socrates to escape the city and his death, Socrates has emphasized the significance of respecting the law. He imagines being faced by the law, ordering him that he must either convince his city according to what is just, or submit himself in any given circumstance in accord to the position assigned to him by his country (51). Therefore, it is wicked to bring harm to one’s own country even â€Å"after being wronged not by†¦ the law, but by men† (54). Socrates is sentenced to death because of the decision of the majority, but not of the law. He uses the law to represent the entire city, for the law makes and embodies the ideals of the state. His notion is pro-democratic as he expresses his respect for the decrees that ultimately establishes the democratic system of Athens. Despite being persecuted by men, he still considers the law as just and equitable. When we divert from the true purpose of a system, the costs are as significant as the benefits. Plato’s account of Socrates enables us to have a two-way view on democracy in considering both its advantages and disadvantages. Underlying his criticisms to certain aspects of this system is Socrates’ greater pursuit to improve and develop the state.

Daniel Clowes Ghost World: Argumentative Comparison Essay -- Ghost Wo

Pictured on the back cover of the comic book "Ghost World," by Daniel Clowes, are the two main characters of the book in full color. This strikingly significant image, surely shrugged off by most Clowes' readers, represents worlds of diversity within the frames of the book. Sporting pink spandex pants underneath her goldfinch yellow skirt and a blue t-shirt to match perfectly, Enid seems to live her life outside the bubble. She's a very dynamic girl, especially interested in her surroundings and people around her. On the other hand, Becky is dressed like a "typical" girl, with a long black skirt and a white blouse, thus representing her conforming presence in the world. Becky is much more passive than Enid, going with the flow of things just living life. The contrasting personalities of Enid and Becky come ironically, being best friends. However, it brings out their defining qualities in the comic book while quietly calling attention to the values of life, what is real an d what is not. The title page on the second page of the book can be analyzed to show how Enid lives a different life than those on the "inside." The illustration is colored in a light hue of blue, somewhat casting a bleak and lifeless feeling. The picture shows Enid walking down the street with her hands in her pockets, back turned. Nighttime falls as the luminous moon watches down on Ghost World at dusk, casting Enid's shadow down on the sidewalk behind her. To her right is a house with window and the phrase Ghost World scrawled on the side of building. Everything in the scene is shaded and colored in a robin's egg b... ...ple, or the adorable old man who bought the pathetic flowers from the grocery store to take home to his wife. Becky doesn't notice these minute details that Enid does, nor does she care very much. In any case, they are in different worlds. Whose world is real? There's no answer to that. If it's real to them, then that's what it will be. The characters are diverse in the comic book, and it helps for the reader to not only understand the plot and distinguish between the two characters, but to show that people are naturally different, immature or mature, conforming or nonconforming. Diversity makes the world what it is, and that's as real is it can get. Work Cited Clowes, Daniel. "Ghost World" Fantagraphics (April 1, 2001)

DNA Profiling and Ethics

DNA Profiling and Ethics Reflection Journal Vanshika Khemka 14th October 2012 â€Å"33 autorad off† On 10th September 1984, geneticist Alec Jeffrey’s wrote these three words in his red desk diary. This marked the completion of an experiment, which studied how inherited illnesses pass through families. The experiment failed entirely. (McKie, 2009) However, this led to the most profound discovery: the world’s first DNA fingerprint. Now, the smallest swab of blood or sweat can determine the identity of an individual.We will discuss this process of DNA profiling in this journal. After going into the in-depth analysis of DNA profiling, we will discuss its uses and the ethical and legal issues that swarm the subject. |What is DNA Profiling? | Formally, DNA profiling is the analysis of short, highly specific, tandem-repeated- or hypervariable- genomic sequences, minisatellites known as variable number of tandem repeats (VNTRs), to detect the degree of relatedness to ano ther sequence of oligonucleotides. Segan, 1992) It is a technique employed by  forensic scientists  to assist in the identification of individuals by their respective  DNA  profiles, which are encrypted sets of numbers that reflect a person's DNA makeup and can also be used as the person's identifier. |The Process | Deoxyribonucleic Acid (â€Å"DNA†) is a six-foot long molecule found in the nucleus of every cell in the body. With the exception of identical twins, each individual’s DNA is unique.Thus the first step in the profiling process is to obtain a sample of the individual’s DNA, which is usually done using a buccal swab (i. e. from the cheek). We could also use a sample of blood, semen or hair. This sample is then analyzed using different techniques; discussed below. |Techniques of DNA Profiling | |Restriction Fragment Length Polymorphism (RFLP) |It is a technique that exploits variations in homologous DNA sequences. It refers to a difference bet ween samples of homologous DNA molecules that come from differing locations of restriction enzyme sites, and to a related laboratory technique by which these segments can be illustrated. In this process, the DNA is first chemically extracted from the sample. It is then fragmented using restriction enzymes. These enzymes act like scissors and cut the DNA where a specific sequence occurs.By gel electrophoresis, the DNA fragments are placed in a gel through which an electric current is passed. Owing to the negative charge of the DNA, the fragments migrate toward the positively charged pole of the gel. The DNA is then denatured and Southern blotting transfers the DNA fragments to a nylon membrane. A buffer solution is pulled through the gel and membrane and absorbed in paper towels. Hybridization, brought about by radioactive probe, shows only those fragments of interest from the polymorphic area of the DNA.Autoradiography is carried out next where the blot is placed in contact with a p iece of x-ray film, where the radioactivity probe exposes the film and bands appear on the film where the probe has bound to the DNA. The results are then interpreted and in the case of a criminal investigation or civil case, it is matched against the suspect’s DNA profile, thus completing the process. (Hoeffel, 1990) This method is however very long-winded, cumbersome and the combination of all the above-mentioned steps could take about a month to complete.A large sample is required which makes it tougher. Hence other methods are adopted in recent times. |Polymerase Chain Reaction | With the invention of the polymerase chain reaction (PCR) technique, DNA profiling took huge strides forward in both discriminating power and the ability to recover information from very small (or degraded) starting samples. PCR greatly amplifies the amounts of a specific region of DNA.This process increases the number of copies of the allele, making enough DNA to allow the test to be performed on what may have originally been a DNA sample of insufficient molecular weight. Due to this technique the test can be conducted using a single hair strand. (Hoeffel, 1990) This process consists of a series of 20-40 repeated temperature changes, called cycles, with each cycle commonly consisting of 2-3 discrete temperature steps. The cycling is often preceded by a single temperature step (called  hold) at a high temperature (>90 °C), and followed by one hold at the end for final product extension or brief storage.The temperatures used and the length of time they are applied in each cycle depend on a variety of parameters. These include the enzyme used for DNA synthesis, the concentration of divalent ions and dNTPs in the reaction, and the melting temperature (Tm) of the primers. The rest of the process is similar to the RFLP method. The major breakthrough is the fact that now the smallest trace of evidence can be used for DNA profiling as opposed to the large samples needed in th e RFLP method. |Short Tandem Repeat Analysis |Also known as Microsatellites, short tandem repeats is used as an extension of the PCR Method. This method uses highly polymorphic regions that have short repeated sequences of DNA (the most common is 4 bases repeated, but there are other lengths in use, including 3 and 5 bases). (Hoeffel, 1990) Because unrelated people almost certainly have different numbers of repeat units, STRs can be used to discriminate between unrelated individuals. These STR  loci  (locations on a chromosome) are targeted with sequence-specific primers and amplified using  PCR.The DNA fragments that result are then separated and detected using  electrophoresis. |Amplified Fragment Length Polymorphism | This is another technique that is much faster than RFLP and uses PCR. It not only has higher reproducibility, resolution, and sensitivity at the whole genome level compared to other techniques, but it also has the capability to amplify between 50 and 100 fra gments at one time. In addition, no prior sequence information is needed for amplification (Meudt & Clarke 2007).As a result, AFLP has become extremely beneficial in the study of bacteria, fungi, and plants, where much is still unknown about the genomic makeup of various organisms. |Applications of DNA Profiling | DNA profiling is extensively used for paternity testing and forensic analysis for criminal investigations. Parental testing is the use of genetic fingerprinting to determine whether two individuals have a biological parent–child relationship.Comparing the DNA sequence of an individual to that of another individual can show whether one of them was derived from the other. Specific sequences are usually looked at to see whether they were copied verbatim from one of the individual's genome to the other. (Berry, 1991) As for forensic analysis, laboratories compare the molecular weights of fragments of DNA from the suspect sample and crime sample and decide whether the t wo fragments could have come from the same individual. There are major benefits from this technology: the potential to make speedy and robust suspected offender identi? ations through automated profile comparisons in centralized criminal justice databases; the ability to con? dently eliminate innocent suspects from investigations; the increased likelihood of generating reliable and persuasive evidence for use in court; a reduction in the cost of many investigations; the likely deterrent effect of DNA databasing on potential criminal offenders; and a possible increase in public con? dence in policing and in the wider judicial process. (Berry, 1991) We will explore the ramifications of this extensive use in the next section. Is it ethical? | Now that we know the widespread use of DNA profiling, we see the power that it has and the influence it can have when it comes to people’s lives and the verdict issued in criminal cases. But is this power justified on an ethical front? Is i t ethical to give so much power into the hands of the people responsible for carrying out these tests? Indeed, the development and application of DNA pro? ling has been widely described as the â€Å"greatest breakthrough in forensic science since ? ngerprinting. † However, the spread of forensic DNA pro? ing and databasing has also prompted a wide range of concerns about problems that may arise from the storage of tissue samples (especially those taken from individuals without consent) and the proliferating uses of genetic information by the police. (Williams & Johnson, 2006) One could say that DNA profiling violates basic ethical values. Based on the values of liberty, our rights are technically reduced by police powers, which have the right to take and retain fingerprints and DNA profiles and samples without consent. The Forensic Use of Bioinformation: Ethical Issues, 2007) â€Å"So act that you use humanity, whether in your own person or in the person of any other, always at the same time as an end, never merely as a means†; these words of wisdom imparted by Kant, also suggest that DNA profiling and the freedom to use that as evidence without explicit permission of the individual concerned would be using them as a means to an end and not an end in themselves. Therefore it can be argued that using DNA profiling takes away autonomy. The Forensic Use of Bioinformation: Ethical Issues, 2007) Spatial privacy is â€Å"a state of non-access to the individual’s physical or psychological self†. This is invaded by the nonconsensual taking of biological samples and fingerprints, and, to a lesser extent, by unwanted surveillance of the individual. And as can be inferred by the very nature of DNA profiling, informational privacy and anonymity is infringed upon by using samples obtained from databases and tests. (The Forensic Use of Bioinformation: Ethical Issues, 2007)Additional issues arise if identifiable samples or profiles on a forensic d atabase are used for research outside the narrow context of identification and police investigations. Using DNA profiling for paternity testing and for determining one’s lineage can be very harmful as it violates the privacy of the people concerned. It could cause potential moral and mental harm to the parents and the children concerned as entire families can be uprooted as a result of this. Past criminal cases which used paternity testing also prove that relatives and families can be affected mentally as well as physically.People in witness protection programs as well as people on the police databases can be negatively affected if a previously unknown family link is reestablished without their knowledge and consent. (Haimes, 2006) The list of legal and ethical concerns is endless. The question the arises that which side wins? Benefits of DNA profiling, or the issues concerning DNA profiling? |Which side is stronger? | Having seen the costs and benefits of DNA profiling and i ts usage, the benefits are debatable on moral and ethical grounds.However, in my personal opinion, it does not have to be black and white; good or bad. There can be a grey area, a middle ground, where DNA profiling is neither entirely correct nor entirely wrong. There have been cases where DNA evidence has saved many innocent lives and incriminated people who had been causing immense harm to others. Thus, we should pass legislations, which aim at curbing violations and encouraging true and just practices. In the cases where the DNA of individuals is being used as evidence or if parental testing is being done, their should be informed consent by the individuals.They should be aware of the sensitive nature of the information and should be expressly asked for consent to have the data published or used as evidence. The National DNA Database set up in the UK is an example of the dangers and benefits DNA profiling can hold. Personally, a national DNA database in all countries would be a v ery risky venture as a lot of personal information would be at stake and inter country rivalries could result. We have established the power of DNA profiling and the power that people who have access to this information have. So I would like to end with a quote.One’s interpretation of this quote can determine where they stand on the matter. â€Å"It is time for you to gather some idea of what power means. The first thing you must realize is that power is collective. The individual has power in so far as he ceases to be an individual†¦ The second thing for you to realize is that power is power over human beings. Over the body- but, above all, over the mind. Power over matter- external reality, as you would call it- is not important. Already our control over matter is absolute. † – George Orwell, Nineteen Eighty-Four Bibliography | Berry, D. A. (1991). Inferences Using DNA Profiling in Forensic Identification and Paternity Cases. Statistical Science , 6 (2), pp. 175-205. Haimes, E. (2006, June 1). Social and Ethical Issues in the Use of Familial Searching in Forensic Investigations: Insight from Family and Kinship Studies. Journal of Law, Medicine and Ethics , 263-276. Hoeffel, J. C. (1990, January). The Dar Side of DNA Profiling: Unreliable Scientific Evidence Meets the Criminal Defendant. Stanford Law Review , 42 (2), pp. 465-538.McKie, R. (2009, May 24). Eureka moment that led to the discovery of DNA fingerprinting. Retrieved October 10, 2012, from The Guardian: http://www. guardian. co. uk/science/2009/may/24/dna-fingerprinting-alec-jeffreys Segan, C. J. (1992, February 15). DNA Profiling. The Dictionary of Modern Medicine . The Forensic Use of Bioinformation: Ethical Issues. (2007, September). NuField Council on Bioethics . Williams, R. , & Johnson, P. (2006, June 1). Inclusiveness, Effectiveness and Intrusiveness: Issues in the Developing Uses of DNA Pro? ling in Support of Criminal Investigations. Journal of Law, Medicine and Et hics , 234-247. Wikipedia

Preventing Alzheimers Disease Health And Social Care Essay

Alzheimer ‘s disease is a disease named after Alois Alzheimer who foremost described it in 1906. It is besides known as Senile Dementia of the Alzheimer Type or Alzheimer ‘s and is the most common signifier of Dementia. It is an incurable, degenerative and terminal disease and is normally diagnosed in people of over 65 old ages of age, nevertheless, there are hints of its oncoming in much earlier ages ( Wegesin & A ; Stern, 2004, p.646 ) .The 2006 statistics indicated that 26.6 million people suffered from this disease universe. The common symptoms for this disease are thought to be age related concerns or emphasis manifestations. The disease is characterized by memory loss, such as trouble in retrieving late learned facts in earlier phases and confusion, temper swings, linguistic communication dislocation, crossness and aggression and general backdown in the advanced phases. The causal effects for this disease are still unknown with fingers indicating to plaques and tangles in the encephalon. Most interventions available for this disease offer diagnostic benefit but fail to turn to the hold or patterned advance of the disease. Since it ‘s incurable and degenerative, the direction of patients is indispensable. The disease is known to put a great load on health professionals who experience psychological, economic, societal and physical force per unit areas while taking attention of sick person ‘s of this disease. This disease is one of the most dearly-won diseases in the developed universe. GuideAge Study: Test of EGb 761 for bar of Alzheimer ‘s disease among the aged with memory ailments. The primary aim of the survey was to find the consequence of EGb761 in intervention on the rate of transition from memory ailments to Alzheimer ‘s disease utilizing survival analysis. The chief marks for this survey were ambulatory patients aged 70 old ages who exhibited memory ailments during a GP or memory centre audience. Those with nonsubjective memory damage or clinically relevant symptoms of anxiousness and depression were nevertheless excluded. Participants were so required to do one-year visits to a memory centre where a series of neuropsychological trials were conducted to measure the cognitive map and cognitive position. The functional position was evaluated with the Instrumental Activities of Daily Living Questionnaire ( Andrieu et. al. , 2008, p.406 ) . The survey recognized that primary and secondary bar schemes are desperately needed for Alzheimer ‘s disease as its prevalence continues to lift in industrialised states, with statistics demoing that it has presently affected over 24 million people worldwide. There is besides a high load associate with this disease. The schemes have ab initio proved to be effectual in cut downing mortality, morbidity, and wellness attention costs. Available interventions better cognitive symptoms and estrogen or satin related interventions are secondary bar schemes for Alzheimer ‘s disease ( Wegesin & A ; Stern, 2004, pp.647-648 ) . The basic scientific discipline and clinical informations indicate that estrogen therapy permeates healthy nerve cells with a survival advantage when challenged with a neuro-toxic agent. Greater benefit would hence be predicted if estrogen therapy is begun while nerve cells are still healthy and non biologically compromised ( p.650 ) . The estrogen advantage to healthy nerve cells provides plausible account for why estrogen can be good in forestalling neurodegenerative diseases such as Alzheimer ‘s ( Brinton, 2004, p.419 ) . In add-on, in the intervention of AD, randomized placebo-controlled surveies have provided grounds of efficaciousness. The survey was spread out in a five twelvemonth program, and the primary aim was to find the consequence of intervention with EGb 761 on the rate of transition from memory ailments to dementia of Alzheimer type utilizing survival analysis. The survey design: incorporated a web of doctors to enroll topics ; the eligibility standard was validated in one of 25 mention memory centres. Coordination was by the infirmary mention centre located in Toulouse France ( Andrieu et. al. , 2008, p.407 ) . Age, residential location of patients, mean socio-cultural and instruction degrees, and self-generated coverage of memory ailments were the chief considerations for patient eligibility. Ocular sharp-sightedness and presence of drusen, unnatural pigmentary epithelial tissue and vascularization were considered in the diagnostic standards for age related muscular devolution. Apolipoprotein E, a genotypic determiner for intervention response was taken from blood samples while urine samples were taken to find isoprostan, a possible biochemical alternate marker of result. Spontaneously reported inauspicious effects were recorded for safety rating intents ( p.407 ) . In the intervention procedure, topics were randomized at the proof visit by having EGb 761 or a duplicate placebo. Blinding was ensured by indistinguishable visual aspect of placebo and active drug while colour marker was ensured by utilizing a brown pigment. Behavioral appraisal was through the disposal of neuropsychological trials for appraisal of cognitive map ; the cognitive position was besides evaluated blending MMS and CDR ; Functional position was evaluated utilizing the Instrumental Activities of Daily Living Questionnaire. Other appraisals involved balance perturbations, assessed by finding one ‘s ability to stand on one leg, posturography and diagnostic standards for sarcopenia ( pp.407-409 ) . Outcome steps entailed independent adjudication by four clinicians non connected to the survey to determine unvarying instance consequences. Changes in CDR dementedness tonss and alterations in public presentation on neuropsychological trials were considered in the secondary result steps. The study described the cognitive map and disablement in a population composed of 2854 patients who complained of memory jobs. These patients were younger and better educated with high MMSE tonss and longer continuances of memory ailments. Primary attention was the chief context of the survey. Patients who exhibited dementedness, anxiousness and depression symptoms were besides excluded from the survey so as to enrich the survey sample in patients whose memory ailments were related to underlying cognitive troubles other than emotional influences. From the screened population, over 60 per centum scored 0.5 or more on the Clinical Dementia Rating Scale therefore a comparative grade of cognitive damage was recognized. This hence supported old findings where bulk of patients reported ailments in the general population therefore grounds of convergence between aged patients with subjective memory ailments and those with nonsubjective steps of cognitive damage ( p.410 ) . The consequences hence imply that many aged individuals with cognitive damage are undiagnosed within the community and that a pro active attitude from practicians would assist place such people and pave manner for proviso of appropriate attention. CDR would besides be concluded as a sensitive agencies of observing cognitive damage amongst the aged. TheGuideAge is an of import and advanced tool for bar of AD in Europe. A recent survey provided grounds of Gingko biloba infusion effectivity in forestalling cognitive diminution in aged individuals. To farther find the efficaciousness of Gingko biloba, the GuideAge survey provided the needed informations from a big figure of topics. It would besides be effectual analyzing the development of cognitive map and see hazard factors as forecasters of transition from memory ailments to AD in the population. From this analysis hence, it can be concluded that preventative steps for AD are executable owing to the ability to obtain informations every bit good as initiate drug usage in a big sample of the population. Preventing Alzheimer ‘s disease: fact or fiction The prevalence is Alzheimer ‘s disease is significantly increasing in the United States. Presently, the population of those with this disease stands at 4.5 million with an estimated addition of between 11 and 16 million in the following 50 old ages. In add-on, explosive alterations in engineering would ensue in a great challenge in reflecting the mildest signifiers of cognitive shortage. The starchlike plaque in the encephalon remains the trademark pathology of Alzheimer ‘s disease and the amyloid cascade, provides marks for intercessions. The chief purpose of the intercessions is to cut down harm ensuing from starchlike plaque load ( Grossman & A ; Dyk. , 2008, p.887 ) . Significant positive attacks have been made, polar to the designation of diagnostic intervention of Alzheimer ‘s disease and the designation of conditions associated with increased intervention hazards. The success of true bar is nevertheless considered every bit fabricated as there is less informations to back up the claim that the aforesaid hazards cut down the incidences of AD. Several advantages can be drawn from concentrating on the bar of the disease ; foremost, it would spread out the period of high quality of life in aging populations, a hold of oncoming of the disease by one twelvemonth would significantly cut down its prevalence rate, and costs associated with the disease would be minimized ( Grossman & A ; Dyk, 2008, p.888 ) . Despite advancement in the decrease of the disease, bar schemes are still in the grapevine. Medical intercessions for this disease are characterized as primary, secondary and third. Primary: focal point on disease bar ; secondary: on decrease in morbidity in preclinical persons: and third, on remedy, palliation and rehabilitation. Grossman & A ; Dyk ( 2008 ) acknowledge that current therapies for Alzheimer ‘s disease do be. Tacrine was approved in 1993 by the US FDA as the first intervention for AD. The bureau besides introduced donepezil, rivastigime and galantamine as other intervention drugs. They further discourse that primary bar refers to the bar of disease in an unselected population tests to this demand to inscribe a big figure of topics with few exclusion standards and infuse simple cheap ratings of results, with long observation and monitoring periods. The length of clip for bar tests and topics ‘ registration, consequence into high disbursals therefore a substi tution of the bar test, the ‘add on ‘ protocol permits the ratings of multiple spheres in a individual clinical test cohort ( p.900 ) . Both primary and secondary bar tests require careful attending to safety. The agents selected for bar surveies are often referred to as ‘neuroprotective. ‘ A term used to distinguish agents expected to cut down cognitive diminution instead than alleviation of symptoms. Preventive mechanisms purpose at cut downing starchlike plaque by changing metamorphosiss or protecting cells from starchlike toxicity. These mechanisms are largely proposed based on research lab and carnal surveies as few markers of biological mechanisms available in worlds exist. Several categories of agents with encouraging consequences have been tested. These are clearly discussed below. First of all, lipid-lowering medicines, the HMG-CoA reductase are known to impact greatly on knowledge, dementedness and Alzheimer ‘s disease by cut downing cholesterin degrees in the organic structure of worlds ( Sparks et. al. , 2008, p.418 ) . Second, tramiprosate, a 3-amino-1-propanasulfonic acid ab initio developed as a pharmaceutical intervention was examined in a two phased survey of 58 patients with mild to chair Alzheimer ‘s disease over three months. Patients having tramiprosate experienced a decrease in Alzheimer ‘s. Neurochem subsequently reported that tramiprosate would be used as a nutraceutical. Third, immunotherapy initiated by utilizing filaments for the development of Alzheimer ‘s vaccinum was addressed in Schenk ‘s 1999 study as an option for regressing starchlike plaque. There was grounds of a patient showing clearance of AI? hint sedimentations from their cerebral mantle, and a significant microglial response. It was further conclude d that supplanting of AI? , even when embedded in plaques, is possible in worlds when immunotherapeutic techniques are used. Third, is the usage of enzyme inhibitors. Amyloid plaque remains a trademark pathology for Alzheimer ‘s with the amyloid cascade supplying marks for intercessions to assail implicit in mechanisms. Therefore, intercessions to cut down the amyloid plaque load are widely proposed. Furthermore, the control of high blood pressure is grounds associated with decreased hazard of cognitive damage and dementedness, features of Alzheimer ‘s. Some surveies have shown that effectual control of high blood pressure is associated with cognitive benefit. Hormone replacing schemes are besides seen as good mechanisms for the bar of Alzheimer ‘s. There is an feeling that estrogen may be good in keeping cognitive map and detaining dementedness. The benefit of estrogen accrues from the fact that the endocrine acts as a neurotrophin in the pyramidal cells of the CAI part which is known to devolve in Alzheimer's.Astrogen protects the hippocampal nerve cells therefore reduces nervous AI? coevals. Antioxidative schemes on the other manus employ the fact that oxidative emphasis plays a important function in aging and Alzheimer ‘s disease. The usage of antioxidants such as Vitamin C and E is associated with the decrease of hazard of dementedness. Nutritional supplementation, considers that dietetic and nutritionary addendums have an consequence on the hazard of Alzheimer ‘s. From several surveies conducted, the usage of Ginkgo biloba, a herbal addendum indicated an betterment in knowledge. Another clinical test on Salvia officinalis was studied for its possible benefit on knowledge in patients diagnosed with Alzheimer ‘s. Significant benefits were discernible between the end point and baseline tonss on cognitive steps of the intervention group compared with the placebo group ( Doraiswamy, 2002, p.816 ) . Last, nonpharmacological intercessions such as physical exercising are observed as options to protect the aged from cognitive diminution. A Meta analysis conducted reported benefits from physical exercising on functional public presentation, behaviour and knowledge steps in patients with cognitive damage and dementedness. The execution of Cognitive Motor Interventions on 38 patients in one twelvemonth which involved cognitive exercising, societal and psychomotor activities indicated an betterment in temper and subsequent tonss against a control group ( Kreil et. al. , 2010, p.17 ) . Alzheimer ‘s disease is a common wellness concern amongst the aged. While effectual intervention is available, the bar mechanisms are non yet good understood. Cholesterol lowering, other cardiovascular hazard decrease, starchlike metamorphosis and antioxidant mechanisms every bit good as environmental sweetenings have proved as plausible bar options ( Doraiswamy, 2002, p.818 ) . Evidence-based Approaches to Preventing Alzheimer ‘s disease. Non modifiable hazard factors for Alzheimer ‘s include: Age ; this remains as the strongest hazard factor for dementedness, peculiarly for Alzheimer ‘s. The hazard doubles every five old ages in persons above 65 old ages. The hazard nevertheless increases by stopping point to 50 % after 85 old ages. Family history ; hints of Alzheimer ‘s in households ‘ histories for 5 % or less of instances. Hereditary or environmental factors related to households are major influences of this disease. Familial factors ; early Alzheimer happening before 65 old ages histories for 6-7 % of all Alzheimer's.13 % of these clearly exhibit autosomal dominant transmittal over more than one generation.30-70 % of mutants are in presenilin-1 cistron, 10-15 % are in the amyloid precursor protein cistron, and less than 5 % are in the presenilin-2 cistron ( Bassil & A ; Grossberg, 2009, p.30 ) . Modifiable hazard factors on the other manus include cardiovascular hazard factors such as high blood pressure, diabetes mellitus, lipemia, intoxicant, depression, metabolic syndrome, smoking among others ( Bassil & A ; Grossberg, 2009, p.31 ) . From surveies conducted, the consumption of lipid-lowering medicines indicated a decrease in dementedness ( Sparks, 2008, p.419 ) . Other possible helpful agents to forestall Alzheimer ‘s include: Antioxidant vitamins, the encephalons of Alzheimer ‘s patients contain lesions typically associated with free extremist exposure every bit good as elevated degrees of endogenous antioxidants. Antioxidants cut down the toxicity of AI? in encephalon surveies of Alzheimer patients. This therefore laid a footing for the appraisal of the function of antioxidants such as vitamins E and C and curcumin for the bar of Alzheimer ‘s. Curcumin has anti-inflammatory, anti- amyloid and antioxidant belongingss and is every bit a promising agent i n the bar of Alzheimer ‘s from the ascertained informations ( Bassil & A ; Grossberg, 2009, p.32 ) . Fish and Omega-3 fatty acids. Surveies have shown that consumption of concentrated fat, entire fat and entire cholesterin addition the hazard of dementedness. Reduced degree of Omega 3 fatty acids has been linked to increased hazard of dementedness therefore high fish ingestion would change by reversal the tendency in hazards related to dementia and cognitive diminution ( p.33 ) . Consequences form a community based survey affecting nondementaited persons indicated that attachment to a traditional Mediterranean diet was associated with important decrease in the hazard of incidents related to Alzheimer ‘s disease. Fruits and veggies are besides associated with improved cognitive public presentation in aged individuals. Fruits are particularly linked to decrease in dementedness. Some surveies have nevertheless associated high ingestion of veggies with decrease in cognitive diminution ( p.34 ) . Datas on intoxicant usage and cognitive map in the aged draws assorted consequences. The complexness in these consequences is brought approximately by the dose and type of intoxicant taken. The moderate ingestion of vino is associated with decreased hazard of dementedness and Alzheimer ‘s disease. On the other manus, high ingestion of intoxicant which consequences in alcohol addiction may take to cognitive diminution ( p.34 ) . A randomised controlled test late showed that moderate sums of intoxicant may detain age- associated cognitive diminution. Others include ; caffeine consumption, endocrine therapy, NonSteroid Anti-Inflammatory Drug ( NSAID ) therapy and homocysteine ( Ho et. al. , 2008, pp.86-88 ) . From this information it can be concluded that, dementedness is the consequence of a set of implicit in pathological procedures, some which are preventable. Familial factors, age and household history are disclosed as the major non-modified hazard factors while modified hazard factors range from alcohol addiction, high blood pressure, and diabetes mellitus to depression. All this contribute to the development of Alzheimer ‘s and plausible preventative solutions are hence obtained from these jobs. In add-on, familial exposure is seen to modify most of the hazards associated with Alzheimer ‘s. Although there is deficient grounds to cement primary bar recommendations on dementedness, doctors may recommend taking actions such as take downing cholesterin, blood force per unit area and homocysteine degrees and commanding diabetes. Three constituents of life style, that is, societal, mental and physical are associated with a brilliant decrease in the hazard of dementedness, and Alzheimer ‘s disease. Population based longitudinal surveies have supported the hypothesis that societal, cognitive and physical activity are reciprocally associated with the hazard of dementedness, Alzheimer ‘s disease and cognitive damage. Physical exercising has been thought to heighten encephalon neurtotrophic factors and modify programmed cell death. Dementia is lowered by continuing musculuss mass every bit good as forestalling falls and attendant caput injury ( Kreil et. al. , 2010, pp.18-19 ) . Evidence further shows that exercising can continue optimum cardiovascular map, better regional intellectual blood flow and deter shot and micro vascular disease. NSAID therapy involves the intervention of Alzheimer ‘s with anti-inflammatory agents which slow the patterned advance of dementedness and suppress its oncoming. NSAIDs portray increased possibilities of take downing degrees of amyloidogenic AI?42 protein ( Bassil & A ; Grossberg, 2009, p.35 ) . From the above information, it is deserving observing that Alzheimer ‘s disease can be prevented utilizing both pharmacological and non-pharmacological options. The integrating of dietetic options and physical exercising may besides be efficient in accomplishing the preventative end of Alzheimer ‘s disease.

Steps to Avoiding Plagiarism Essays

Steps to Avoiding Plagiarism Essays Steps to Avoiding Plagiarism Paper Steps to Avoiding Plagiarism Paper Nowadays, copying and pasting from somebody else’s works, thoughts, ideas is strictly prohibited without citing. It is called plagiarism. According to copyright law established in 1989, any works created after this year will automatically be protected. Neither individuals nor organizations can steal ideas from published works. In fact, there is a high percentage that college and high school students actually violates copyright rules by copying sentences from internet source without footnoting. Of course, there is a strong action prevents plagiarism in every institutions. George Mason University is not an exception. Mason students have to be completely honest and responsible when it comes to plagiarism; otherwise, that individual will receive a penalty upon their action. Before going deeper to the consequences, let’s compare George Mason University honor code with other online sources such as: 123helpme.com, plagiarism.org, etc. by defining plagiarism, how to prevent pla giarism in academic and last but not least, punishment of plagiarism. According to dictionary, plagiarism is copying another’s works, thoughts, and ideas. The definition sounds simple; however, there are several ways to approach this definition. George Mason’s honor code basically lists all the possible ways that you can do to be a plagiarist. For example: submit other’s work as your own, poor paraphrasing, lack of proper citations, copy from internet source without citing (Mason Honor Code). Plagiarism.org website describes more detail with the Honor Code about the definition of plagiarism the improper use, or failure to attribute, another persons writing or ideas (intellectual property). It can be as subtle as the inadvertent neglect to include quotes or references when citing another source or as blatantly unethical as knowingly copying an entire paper verbatim and claiming it as your own work.1 The last source 123helpme.com approaches plagiarism in the s

Darwin, Charles essays

Darwin, Charles essays In his 23rd year of life, Charles Robert Darwin set sail from England for an around the world journey that proved to be the biggest turning point in biology and genetics ever. The surveying ship H.M.S Beagles voyage would last five years, mainly concerning the South American coast. This trip would come across thousands of species and see animals yet discovered at the time. The expedition would provide the science community with the startling theories of evolution. Darwin was born in Shrewsbury England and grew up hearing his grandfathers theories of evolution. This being often confused, Darwin was not the first to propose that organisms evolve or change through time. He was the first, though, to come up with strong supporting evidence and an explanation unto how it worked. He studied medicine and theology before joining the Beagle, which both helped him on this tremendous journey. The expedition began in England in 1831 and arrived in Brazil three months later and then spent three and half years up and down the South American coast. The crew would stop at an island to survey the land and make inland expeditions. He was amazed at the variations among animals all along the vast coast. The birds and animals on one side of South America were completely different then those of the other. On these coasts, Darwin found fossils of extinct animals that seemed to resemble modern species. These small trips to the coast were informative, but almost all his theories were formed on the Galapagos Islands. It is hard to mention Darwin and his discoveries without bringing up the Galapagos Islands. These small barren islands off the coast of Ecuador fascinated Darwin to no end. These islands, named after the large tortoises (Galapagos in Spanish), had a unique affect on Darwin and all of biology for that matter. He took notes on the variations of the tortoises from island to island; all have a slightly different kind of tortoise. ...

Confusing I and Me

Confusing I and Me Picture this: Jesse Kasserman, a high school senior with a strong academic record and high hopes, walks into the office of Dr. James, an admission representative of XYZ University. â€Å"Thank you for inviting my mom and I to see the campus,† he says. The college representative cringes. Which is Correct? Jesse might have blown the interview already. Why? Jesse should have said â€Å"my mom and me.† Smart people everywhere agonize over the misuse of â€Å"I† and â€Å"me.† It’s one of the most common mistakes in word usage. People seem to fear the word â€Å"me†Ã‚  and  to many people, it sounds just as wrong to hear the sentence, â€Å"The secret is just between you and I.† But its correct.   â€Å"I† is a nominative pronoun and is used as a subject of a sentence or clause, while â€Å"me† is an objective pronoun and used as an object. Sound too technical? Then think of this: The trouble with â€Å"me† usually begins when speakers are stringing together two or more objects in a sentence. â€Å"I† is not an objective case word, but people try to plug it in as an object because it just sounds smarter. Examples All you have to do is leave out the second object. Look over these examples, and you’ll see it’s really simple. You might be tempted to say:WRONG: â€Å"Would you explain that to John and I?† But then, when you omit the other object, you’ll have:WRONG: â€Å"Would you explain that to I?† Now that just sounds silly. Try this: RIGHT: â€Å"Would you explain that to John and me?†RIGHT: â€Å"Would you explain that to me?† Practice Now practice with these: WRONG: Leave the decision to Laura and I.RIGHT: Leave the decision to me.RIGHT: Leave the decision to Laura and me. WRONG: Please join Glenna and I for lunch.RIGHT: Please join me for lunch.RIGHT: Please join Glenna and me for lunch. WRONG: It’s just between you and I.RIGHT: It’s just between you and me. WRONG: The group consists of Laura, Joe, and I.RIGHT: The group consists of Laura, Joe, and me. Dont forget, when composing an essay or any research paper, be sure to go back and proofread carefully.

Fundamentals And Applications Of Programmable Logic Controllers Research Paper

Fundamentals And Applications Of Programmable Logic Controllers - Research Paper Example The vast number of advantages offered by Programmable logic controllers in industrial automation has ensured their predominance over the last decades and some years to come. Programmable logic controllers are cost effective for the control of complex systems, flexible and can be easily reapplied to control other systems, simplified programming and reduced downtime given their troubleshooting aid, sophisticated control owing to their computational abilities and long-term operation capability without failure given their reliable components. (Evans, 2006) The central processing unit (CPU) is involved with the performance of logic and arithmetic functions of a PLC. It utilizes the program stored in memory to process the accepted input signal from the input modules into the desired output. It sends the desired output signal to the output modules which converts it into an appropriate actuator signal. In general, the CPU performs the functions of updating the input and output, logic and arithmetic functions and memory communication. The CPU is further divided into three major subsystems; Control Unit (CU), Arithmetic and Logic Unit (ALU) and the Registers. Instructions are fetched from a specified location and loaded into the registers then decoded by the Control Unit. The arithmetic and logic operations such as the subtraction, addition and basic logic operations such as OR/AND are done by the ALU. Control Unit directs the results into a special memory location for storage. Arithmetic and Logic Unit (ALU) is a logic gate collection with outputs, inputs and control bits for determining operation type.

The Promises and Perils of Nuclear Power Essay Example | Topics and Well Written Essays - 250 words

The Promises and Perils of Nuclear Power - Essay Example Fission being a dangerous process needs to have controlling rods or moderators, to control the energy release. Without the presence of these controls, the process may go out of hand leading to a nuclear explosion. These rods are made up of cadmium and hafnium which are elements that are neutron-absorbing in nature and help control the rate of reaction. The elements used for nuclear power production are radioactive in nature; these elements include Uraniumm-235, Plutonium-239 and Uranium-238. Nuclear power has certain advantages as well as disadvantages. Nuclear power production decreases pressure on fossil fuels. Though the initial costs of setting up a nuclear plant is more owing to the elemental costs, the cost of transportation is relatively less. The most significant disadvantage of nuclear power production is the production and elimination of nuclear waste which involves high costs too. The nuclear power reactor market in the United States after the early 1960s can be seen as th e tail end of an increasing returns process (Cowan, 1990) but it depreciated thereafter .Japan, is one of the leading countries that depends on nuclear power for electricity production.30% of Japan’s electricity comes from nuclear reactions. Compared to Japans skyrocketing use of nuclear power, U.S has decreased its use over time. While Japan keeps on building more plants the U.S government have stalled the construction of new plants. Since production of nuclear power is clean and economical, there is a race among many countries to increases their nuclear power (Mahaffey, 2012) and continue to produce their electricity using nuclear reactions. In the past, some extreme nuclear calamities have affected lives worldwide. Through these calamities we have learnt about the extreme nature of nuclear power and its dangerous capabilities. We have learnt to use modern generation II

Financial analysis of Zest Spa Essay Example | Topics and Well Written Essays - 2500 words

Financial analysis of Zest Spa - Essay Example This research will begin with the statement that Zest Spa is planning to provide express services at one or more of three chosen international airports in India. The process comprises a significant amount of fixed and variable investment on the part of the company and therefore it was considered necessary to evaluate the project from financial as well as non-financial aspect. In a business plan or a new venture, financial analysis and projection are considered as an essential aspect thereof. The success and controlling of the business significantly depend on financial projections of a firm as quantitative control is equally important for a firm besides qualitative control. The financial analysis primarily consists of important aspects such as budgeting, investment appraisal, profit and growth projection and ratio analysis. The other measures that are also considered as useful are a determination of weighted average cost of capital and comparing the same with return on investment and internal returns and sensitivity analysis. Profit and loss analysis is essential in a business so that for an accounting period (commonly a year), the profit or loss incurred by a company is determined. The Profit and loss statement is one of the essential financial statements that present profitability of a firm. Determination of profit or loss is necessary so that an estimate of costs and earnings can be determined. The statement is also useful for the calculation of various margins.

IT Strategy to open a new office store in Rio de Janeiro Essay

IT Strategy to open a new office store in Rio de Janeiro - Essay Example It aims to continue expanding its market from its regional Headquarters in Rio de Janeiro, Brazil. This information is the start off point in development of an Information Technology strategy that will enable the company to establish and operate at the regional office in Brazil. The technology strategy is a framework that helps in managing technology oriented businesses like Apple Inc. The Brazilian economy is reputed for better performances than that of other economies in the South American Countries. The economic stability of the country is improving in all aspects, having grown at the rate of 7.5% in 2010 (Baer 76). There is more investor confidence in the country and the sector of technology which fall under communication is also developing. The choice of Rio de Janeiro is attributed to the growth in the country economy and thus a growing market for Apples products. Rio is the second largest city in Brazil and it’s the capital of Brazil. With its population and its economi c viability, it is a perfect location for the new regional headquarters. The company’s customers will include the students, professionals and companies who are many in the country of Brazil. The country is also said to receive many visitors which will also ensure the company’s product has a larger market (Baer 78). ... It will conduct consumer education on its product on behalf of Apple in Brazil. It will also give the company, the feedback on its products and the market trends. The office will conduct research on the market in Brazil and provide a feedback to the main office. It will monitor the trends and respond accordingly when necessary. The regional office will work together with the management of the headquarters to discuss on how to improve the products with the results of the research conducted in the specific country. The regional office will also be charged with the responsibility of finding employees of the company The company’s mission, vision statement will also be in line with the company’s interest. It will also find ways to deal with the competitors in this specific market. The mission will be in line with the headquarters mission so as to ensure the retention of brand uniformity and identity. The mission statement will be to take innovation to a level that will incre ase the performance of human resource to improve on the system and structure stability. This particular mission statement is derived from the main mission statement mentioned in the company’s main office. The mission statement should be followed and executed to ensure the success of the company being developed. The regional office should also be reflected in the regional office in full. The vision statement refers to the aims of a company. It summarizes the goals of a company and it forms the basis of the establishment of the company and its continuity (Lynch 372). It is an illustration of the company’s commitment to provision of better products and services. The vision and mission statement shows the direction the company wants to take. By

Recycling Research Paper Example | Topics and Well Written Essays - 1250 words

Recycling - Research Paper Example Integrating recycling into K-12 educational system has become a goal for many educators. Usually it is integrated into science or social studies classrooms. This is due to its inclusion in the national education standards for both of these subject areas. Common areas that recycling is integrated into the curriculum include areas such as the study of natural resources, general environmental units, soil units, water units, community units, economic units, and geography units. Although interest is growing, major textbook publishers do not always include recycling in a textbook so teachers are left to supplement the textbooks with outside curriculum to meet the national standards. For example, in a unit about trees or natural resources teachers could include supplemental curriculum about recycling because in the textbook it is never explicitly covered. Non-profit organizations as well as governmental organizations have created supplemental curriculum for teachers to fill this void. Recycling involves processing used materials into new products to prevent waste of potentially useful materials, reduce the consumption of fresh raw materials, reduce energy usage, reduce air pollution (from incineration) and water pollution (from land filling) by reducing the need for "conventional" waste disposal, and lower greenhouse gas emissions as compared to virgin production. Recycling is a key component of modern waste reduction and is the third component of the "Reduce, Reuse, and Recycle" waste hierarchy. Recyclable materials include many kinds of glass, paper, metal, plastic, textiles, and electronics. Although similar in effect, the composting or other reuse of biodegradable waste - such as food or garden waste - is not typically considered recycling. Materials to be recycled are either brought to a collection center or picked up from the curbside, then sorted, cleaned, and reprocessed into new materials bound for manufacturing. Most people don't think twice about what they put in the garbage. The average American produces from 3-5 pounds of trash per day, which adds up to 50 tons per year. That means over 200 million tons of trash are produced by everyone in the U.S. every year! Up to 70% of this trash is buried in landfills. The scary thing about this is that even though landfills are getting tons of new trash every day, more and more are closing down because they are too expensive to maintain. This is becoming a widespread problem across the U.S. as states struggle to find alternative ways to reduce the amount of trash accumulation. Only about one-tenth of U.S. garbage actually gets recycled every year, when in reality over half of it can be recycled into new products. Recycling is one of the most important acts to follow in our daily lives because it can reduce the amount of waste in our landfills, sustain our natural resources and provide better air and water quality. On average, each person throws away eight dry-cell batteries each year. A dry cell battery is the type of batter used to power small household items like clocks and radios. Double and triple A batteries, C, D, and 9-vot batteries are all dry-cell batteries. Batteries are powered by heavy metals that interact with chemicals, so simply discarding batteries can cause a horrible impact on the environment, especially when old batteries leak and mixed with rain water pollute the soil and into

Questionnaire or Interview on Effects of Substance Abuse on Prisoners Assignment

Questionnaire or Interview on Effects of Substance Abuse on Prisoners in Austin, Texas - Assignment Example In doing this, the study focuses on establishing the reasons for the prevalence of substance abuse in Austin prisons as everything has its own cause. This is what will be used to determine the negative impacts on prisoners despite the existence of rehabilitation and treatment centers to take care of drug users. The questionnaire addresses all issues related to the effects of drug abuse on prisoners in Austin. Introduction Substance or drug abuse is a pattern of harmful and injurious use of drugs for purposes of altering one’s mood. According to Chang (2010), substance abuse refers to the consumption of illicit drugs for purposes that are meant to interfere with the normal mental condition of a person. Substance abuse is prevalent among many prisons in the modern world. There has been an increase in the rates of substance abuse in Austin prisons (Texas Statistical Report, 2012). This has been due to the fact that many prisoners want to forget their situation of being locked up in an institution with no freedom of movement. They, however, do not consider the long-term effects that substance abuse imposes on their lives as they are only focused on the short-term impacts, which in this case, is the altering of the normal condition. They do not consider the health and economic challenges that they incur later as a result of substance abuse. These conditions alter their social way of lives in one way or the other. Objectives of the study Specific objective I. To establish the effects of substance abuse on prisoners in Austin, Texas Other objectives I. To determine the prevalence of drug abuse in Austin prisons II. To determine the challenges faced by relatives of drug abusers in Austin Hypothesis I. Ho: there is no relationship between a weak criminal justice system and prevalence of substance use in prisons. H1: there is a relationship between a weak criminal justice system and prevalence of substance use in prisons. II. H: drug-related offenses influence dru g abuse in Austin prisons H1: drug-related offenses do not influence drug abuse in Austin prisons III. Ho: there is no relationship between negative effects on substance abusers and challenges to relatives of substance abusers H1: there is a relationship between negative effects on substance abusers and challenges to relatives of substance abusers A Questionnaire on Effects of substance abuse on prisoners in Austin, Texas SECTION A Personal Details 1. What is your name? (Optional) 2. What is your age? A. Below 18 years B. 18-30 years C. 31-40 years D. 41-50 E. Above 50 3. What is your education level? A. Primary B. Secondary C. Tertiary D. None 4. What is your religion? 5. What was the reason for your incarceration? Explain Possible answers to this question could be drug-related offenses or other offenses that may lead to incarceration. Jennifer et al. (2012), notes that drug abuse is implicated in three kinds of offenses related to drug. That is offenses related directly to drug ab use such as theft to get money for drugs, offenses defined by drug sale or possession, and offences related to a way of life that disposes an individual (substance abuser) to engage in unlawful activities. This may take the form of associating with other lawbreakers or with illegitimate markets. Therefore, most of the responses from interviewees on this question could be that they were imprisoned because of directly drug-related directly offenses.

Recycling Research Paper Example | Topics and Well Written Essays - 1250 words

Recycling - Research Paper Example Integrating recycling into K-12 educational system has become a goal for many educators. Usually it is integrated into science or social studies classrooms. This is due to its inclusion in the national education standards for both of these subject areas. Common areas that recycling is integrated into the curriculum include areas such as the study of natural resources, general environmental units, soil units, water units, community units, economic units, and geography units. Although interest is growing, major textbook publishers do not always include recycling in a textbook so teachers are left to supplement the textbooks with outside curriculum to meet the national standards. For example, in a unit about trees or natural resources teachers could include supplemental curriculum about recycling because in the textbook it is never explicitly covered. Non-profit organizations as well as governmental organizations have created supplemental curriculum for teachers to fill this void. Recycling involves processing used materials into new products to prevent waste of potentially useful materials, reduce the consumption of fresh raw materials, reduce energy usage, reduce air pollution (from incineration) and water pollution (from land filling) by reducing the need for "conventional" waste disposal, and lower greenhouse gas emissions as compared to virgin production. Recycling is a key component of modern waste reduction and is the third component of the "Reduce, Reuse, and Recycle" waste hierarchy. Recyclable materials include many kinds of glass, paper, metal, plastic, textiles, and electronics. Although similar in effect, the composting or other reuse of biodegradable waste - such as food or garden waste - is not typically considered recycling. Materials to be recycled are either brought to a collection center or picked up from the curbside, then sorted, cleaned, and reprocessed into new materials bound for manufacturing. Most people don't think twice about what they put in the garbage. The average American produces from 3-5 pounds of trash per day, which adds up to 50 tons per year. That means over 200 million tons of trash are produced by everyone in the U.S. every year! Up to 70% of this trash is buried in landfills. The scary thing about this is that even though landfills are getting tons of new trash every day, more and more are closing down because they are too expensive to maintain. This is becoming a widespread problem across the U.S. as states struggle to find alternative ways to reduce the amount of trash accumulation. Only about one-tenth of U.S. garbage actually gets recycled every year, when in reality over half of it can be recycled into new products. Recycling is one of the most important acts to follow in our daily lives because it can reduce the amount of waste in our landfills, sustain our natural resources and provide better air and water quality. On average, each person throws away eight dry-cell batteries each year. A dry cell battery is the type of batter used to power small household items like clocks and radios. Double and triple A batteries, C, D, and 9-vot batteries are all dry-cell batteries. Batteries are powered by heavy metals that interact with chemicals, so simply discarding batteries can cause a horrible impact on the environment, especially when old batteries leak and mixed with rain water pollute the soil and into

Islam in the modren world Essay Example | Topics and Well Written Essays - 1000 words

Islam in the modren world - Essay Example They are representative of a radical and extremist wing of fundamentalism, which is made up of Muslims who believe that an Islamic state needs to be imposed on the Muslims in their country. They believe that this Islamic state should be imposed on its people by violence if the situation demands it and should be imposed from above. Islam’s current passage into modernity has gone through three distinct stages. These are revivalism, reform that included nationalism, and finally fundamentalism (Lawrence 20). Each of these stages has emerged out of the failures of the previous ones. These failures include the inability to attain a self-sustaining scientific and economic infrastructure, an inability to attain true independence, and a realistic alternative to a worldwide system, which leads to the marginalization of Islam and their ignorance around the world. The fundamentalist movement is aided and fuelled by a combination of factors including economic, social, and religious stresso rs of countries practicing Islam. These involve high unemployment of the youth, poor human rights records by their governments, unelected and autocratic leadership, extreme poverty for the majority of Muslims compared to extreme wealth for the well-connected members, millions of displaced Palestinian refugees, and a lack of a democratic system of government (Lawrence 40). Probably the most significant stress factor of all has to do with the Palestinian-Israeli conflict, which has dragged on for the majority of the last six decades since the founding of the Israeli state in the 40s. This conflict has helped to fuel a lot of anger, hostility, distrust, unrest, instability, and wide spread feelings of victimization in the Middle East. The elusiveness of a peace process settlement, the status of the city of Jerusalem’s Muslim section, the status of Jerusalem’s Temple Mount’s Dome of the Rock- the third of the sacred sites of Islam, and the continued unchecked expans ion of settlement by the Jewish State act as major flash points (Lawrence 41). Another stress factor fuelling these movements is the American military in the Kingdom of Saudi Arabia, which is viewed by a majority of the radical wing of Islam fundamentalism as blatant desecration of holy ground. The formation and the emergence of Islamic fundamentalism for the Palestinians in the Diaspora, as well as within Palestine, and the emergence of various fundamentalist political groups within the occupied territory began in the later part of the 70s (Lawrence 49). Defeat by the Israelis had forced the Palestinian, and their Arab backers to acknowledge their weak points. Most fundamentalists will attribute their inherent weakness to the spread of secularism and the region’s failure to embrace the teachings of Islam and to apply its teachings. Two movements emerged, in this context, especially from the Palestinian side: the Islamic Jihad and Hamas. These movements are focused on the per petration of violent acts to show their resistance to occupation of their lands by the Israelis. However, in the aftermath of what were bloody suicide bomb attacks perpetrated by members of these two movements inside Israel, the Palestinian Authority was forced to subject the two movements to punitive measures. These included a blanket ban on the military wings of the movements, closure of various institutions used for their recruitment,

Comparative Study on Consumption Patterns of Soft Drinks and Fruit Juices Essay Example for Free

Comparative Study on Consumption Patterns of Soft Drinks and Fruit Juices Essay A drink, or beverage, is a liquid specifically prepared for human consumption. In addition to basic needs, beverages form part of the culture of human society. or any liquid suitable for drinking; may I take your beverage order? or A liquid to consume, usually excluding water; a drink. This may include tea, coffee, liquor, beer, milk, or soft drinks Types of beverage The various types of beverage are: †¢Alcoholic beverages †¢Non-Alcohol beverages †¢Soft drinks †¢Fruit juice †¢Hot beverages †¢Other 1. Alcoholic beverages. An alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although in chemistry the definition of an alcohol includes many other compounds. Alcoholic beverages, such as wine, beer, and liquor have been part of human culture and development for 8,000 years. 2. Non-alcohol beverages Non-alcoholic beverages are drinks that would normally contain alcohol, such as beer and wine but are made with less than . 5 percent alcohol by volume. The category includes drinks that have undergone an alcohol removal process such as non-alcoholic beers and de-alcohol zed wines. Non-alcoholic variants: †¢Low alcohol beer †¢Non-alcoholic wine †¢Sparkling cider 3. Soft drinks The name soft drink specifies a lack of alcohol by way of contrast to the term hard drink and the term drink, the latter of which is nominally neutral but often carries connotations of alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit are among the most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non-caloric sweeteners. 4. Fruit juice Juice is a liquid naturally contained in fruit or vegetable tissue. Juice is prepared by mechanically squeezing or macerating fresh fruits or vegetables without the application of heat or solvents. For example,orange juice is the liquid extract of the fruit of the orange tree. Juice may be prepared in the home from fresh fruits and vegetables using variety of hand or electric juicers. Many commercial juices are filtered to remove fiber or pulp, but high pulp fresh orange juice is a popular beverage. Juice may be marketed inconcentrate form, sometimes frozen, requiring the user to add water to reconstitute the liquid back to its original state 5. Hot beverages Hot beverages, including infusions. Sometimes drunk chilled. ?Coffee-based beverages ?Cappuccino ?Coffee ?Espresso ?Cafe au lait ?Frappe ?Flavored coffees (mocha etc. ) ?Latte ?Hot chocolate ?Hot cider ?Mulled cider ?Tea-based beverages ?Flavored teas (chai etc. ) ?Green tea? Pearl milk tea ?Tea ?Herbal teas ?Yerba Mate ?Roasted grain beverages ?Sanka 6. Other Some substances may either be called food or drink, and accordingly be eaten with a spoon or drunk, depending on solid ingredients in it and on how thick it is, and on preference: †¢Soup †¢Yogurt OVERVIEW OF THE INDUSTRY The beverage market is worth $55 billion worldwide. The tides are turning for many beverage categories. While the carbonated soft drink and beer categories are merely treading water with flat sales, the energy drink category is surging ahead like never before. Bottled water, ready-to-drink coffee, ready-to-drink tea and sports drinks follow close behind with substantial sales increase- drinks without added sugar, no beer, along with developments in juice drinks and dairy-based drinks, are helping to turn around sales in these categories. What follows is a category-by-category look at the state of the beverage industry, including the top brands, new products, innovations and future trendsetters. In order to be successful in the marketplace, one has to think in terms of health innovation, flavor innovation, ingredient innovation and specific age groups. These are the factors that will shape the future of the beverage industry. â€Å"Today’s consumers are concerned with overall health and wellness. As a result, there is significant impact on food and beverage purchases. Many studies have shown that consumers are as concerned with good health as they are about maintaining a high quality of life. † Do you know what type of new beverage consumers are most likely to try? Do you know where they are most likely to pick those products up? Do you know why? Beverage Industry wanted to know the answers to these questions and to delve deeper into the ever-increasing number of new product launches in the beverage market. â€Å"The soft drink industry is training people to seek out new products, even the big guys are coming out with limited-edition flavors, and consumers are beginning to see that there is more flavor activity going on in the category. Whether that really nets anybody any sales gains is another thing, but it is teaching consumers to seek out and try new products. It’s also trying to create some excitement there. † In spite of several challenges and restrictions faced by this industry, it is a ‘roll’ like never before. Customer preferences may have shifted, but they are still always on the look out for a can of ‘coke’ or a new ‘flavored’ drink to quench their thirst. INDIAN BEVERAGE MARKET The size of the Indian food processing industry is around $ 65. 6 billion, including $20. 6 billion of value added products. Of this, the health beverage industry is valued at $230 million; bread and biscuits at $1. 7 billion; chocolates at $73 million and ice creams at $188 million. The size of the semi-processed/ready-to-eat food segment is over $1. 1 billion. Large biscuits confectionery units, Soya processing units and starch/glucose/sorbitol producing units have also come up, catering to domestic and international markets. The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks. The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose form. Indian hot beverage market is a tea dominant market. Consumers in different parts of the country have heterogeneous tastes. Dust tea is popular in southern India, while loose tea in preferred in western India. The urban-rural split of the tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The size of the total packaged coffee market is 19,600 tones or $87 million. The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during off-season. The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4. 9 million crates, which increases to 5. 2 million during peak season. RECENT ISSUES 1. Xtazy, another energy drink for the Indian market The Indian market for energy drinks was estimated recently to have a size of Rs 500 crore, about 90 million Euros. The market which is so far dominated by Red Bull, is attracting various new players which want to get a share in a growing business. One of the aspirants is Xtazy, an energy drink from the US. â€Å"Xtazy is the forth largest energy drink inthe US†, says Rohan Malhotra, Managing Director of R. M. Indian Liquor Pvt. Ltd. , the exclusive importer for Xtazy. Malhotra has launched Xtazy already in Eastern India, and was looking now for a distributor in the Delhi area, when FII spoke to him during IFE fair in Delhi recently. In order to take on Red Bull and get a share of 20% from their business, Malhotra wants to offer better conditions to distributors. â€Å"We provide a margin of 6-8% to a distributor, who thus can earn about Rs 6 a can†, Malhotra says. â€Å" This is more than what Red Bull offers which is only about 2 – 3 Rs per can. † Xtazy is available in cans of 350 ml, thus more than the usual 250 ml of other energy drinks, and will be priced with a MRP of Rs 85. Four variants are offered, Cranberry Blast, Sugar Free Passion Fruit-Pineapple, Orange Blast and Lime Blast. Malhotra has planned several marketing measures to promote Xtazy, like PoS actions, coupons and direct marketing in a first round, and night parties in a second round. In marketing communication, he is highlighting not only the variants, but also health effects as the USPs of Xtazy, which are derived from ancient herbs used in the drink like gingko and guarana. The extract of gingko biloba leaf has been shown to dilate blood vessels and has the ability to increase peripheral blood circulation, especially to the brain, the company writes in a leaflet. Guarana from Brasil would serve to promote weight loss by increasing the metabolic rate and reducing the appetite. Besides the US, Malhotra says, Xtazy would be marketed also in Israel, Ukraine and in Turkey and would soon be launched in China. 2. Australia-based Aromas launches first coffee store in India. Australia-based Aromas, one of the leading coffee chain shops, launched its first cafe outlet in India at Hiranandani, Powai, and Mumbai. The company also tied up with Ideal Hospitality Private Ltd (IHPL), which would own the brand in the country and south-east Asia. Jayant Mahiskar, chairman and MD, IHPL, said, Aromas is being launched keeping in mind the true coffee connoisseurs. We aim at targeting the youth and corporate at our outlets and Powai with a mix of residential and office complexes was a natural choice. The coffee has been created from selection of the original beans and blended to suit all tastes. Aromas ensures freshness and fullness of flavor. According to the agreement with Aromas, IHPL will pay about 1. 5% of the gross revenue earned. Further, the company has decided to invest about Rs. 50-75 crore in the next three years to expand its footprint with 99 outlets in India. 3. China rejects Coke bid to take-over major juice maker China has rejected Coca-Colas $2. 5 billion bid to buy a major Chinese juice maker. The purchase of Huiyuan Juice Group Ltd would have been the biggest foreign acquisition of a Chinese company to date. The proposed purchase was rejected on anti-monopoly grounds, the Chinese commerce ministry announced on its website. Coca-Colas bid in September prompted an outcry by nationalists who urged the government to bar foreigners from acquiring one of Chinas most successful homegrown brands. Rival juice producers warned that the acquisition would give Coca-Cola too dominant a position in Chinas beverage market. A Coca-Cola spokesman in Hong Kong learned of the rejection of the sale had no immediate comment. Huiyuans founders and major shareholders already had endorsed the sale. If Coke were to take over Huiyuan, it will dominate the soft drinks market in China, which not only hurts consumers, but also other sector participants. Huiyuan controls more than a tenth of the Chinese fruit and vegetable juice market that grew 15% last year to $2 billion. Coca-Cola has a 9. 7% share and dominates in diluted juices. According to analysts Chinas ruling on Coke could cut both ways in that Chinese firms that have been making increasingly high profile acquisitions abroad may run into trouble of their own. 4. Pepsis Slice kicks off the new season with Aamsutra PepsiCos popular mango juice drink brand- Slice kicks off the 2009 season with its new Aamsutra concept. According to Homi Battiwalla, business head, juice juice drinks, PepsiCo India, Slice had seen powerful consumer momentum post the re-launch of 2008. The new winning formulation has been appreciated by consumers. Aamsutra has driven strong disruption in the juice and juice drink category. All of this has made Slice the fastest growing mango drink brand in the country. South India is the lead market for mango drinks in the country. Andhra Pradesh is the biggest mango market and also the fastest growing market for Slice and mango drinks in the country. Tamil Nadu is amongst the top three states and Slice is the market-leader in Tamil Nadu, he added Pepsi has now opted for a new brand ambassador, Katrina Kaif. The creative thought behind the new communication was to further enhance the Slice experience into dimensions of pleasure, sensuality and indulgence. Last years commercial was about enumerating the principles of Aamsutra or the art of experiencing pure mango pleasure with the new Slice. This year, the commercial portrays the next level to bring alive the mango indulgence, stated Hari Krishnan, Vice President, JWT. The company has now opted for a 360 multimedia campaigns involving digital, print, radio, impact outdoors and sampling in core markets. 5. Parle Agro launches lemon flavoured drink LMN Parle Agro, one of the leading food beverage companies in India, has launched a new fruit-based lemon drink LMN in the non-carbonated segment. The new brand is a natural lemon juice drink and the only brand in India with a taste closest to home made, fresh lime water (Nimbu pani). According to the company, LMN will offer consumers a healthy, refreshing drink with the goodness of vitamin C. Every summer, the Indian beverage market has seen cola majors battle it out. This summer, the launch of LMN will see the cola wars taking a back seat and the battle spilling over to the non-cola segment, to be more precise in the nimbu paani category. PepsiCo India last week launched a nimbu pani drink, Nimbooz, under the 7Up brand On the occasion of LMNs launch, Nadia Chauhan, joint managing director and CMO, Parle Agro, said, Nimbu pani has traditionally been Indias most commonly consumed cold beverage. In fact the idea of a branded lemon drink is so simple that you would wonder why nobody thought of it earlier. The challenge for us was packaging a natural product while retaining its fresh, original taste throughout its shelf life. LMN will be available in 110 ml Tetra, 200 ml Tetra and 500 ml PET packs priced at Rs 5, Rs 10 and Rs 23 respectively. The company aims to touch a turnover of Rs 3000-3500 crore by 2011. The company will target both (youth and adult) segments of consumers to turn them into branded consumers of nimbu pani. Besides this LMN will also target an emerging segment of consumers who are looking for a healthy and refreshing beverage in the country. For the last 20 years, Parle Agro has been the market leader in fruit based beverages, we have constantly worked keeping in mind Indian preferences while formulating products that cater to the Indian palate. It is without any doubt that only an Indian company can understand what real nimbu pani tastes like and what the Indian consumer wants in a packaged offering, Chauhan added. Further, the company claims that packaged nimbu pani will have tremendous growth potential, higher than other packaged drinks mainly because of a major shift in consumer behavior. Today, the beverage consumer is looking for hygiene, convenience, refreshing taste, affordability and year-round availability. The name LMN is derived from the SMS version of the word lemon. Parle Agro also owns other fruit drink brands like Frooti, Appy Fizz and packaged drinking water, Bailey. 6. PepsiCo launches Nimbooz, packaged lemon juice with no fizz and artificial flavours. PepsiCo India has launched its packaged nimbu paani, Nimbooz, under its 7Up brand. The home-made nimbu paani or lime juice has been specially created to suit Indian tastes. The lemon juice, no fizz and artificial flavours, is available in trendy, convenient packs. The drink offers great value to consumers in three packaging formats of 200 ml returnable glass bottles (RGB), 350 ml PET and 200 ml Tetra attractively priced at Rs 10, Rs 15 and Rs 10, respectively. According to Ms Punita Lal, Executive Director- Marketing, PepsiCo India, Nimbooz, is specially developed to suit Indian tastes and preferences. Nimbooz is an affordable offering for consumers on the go because of its ready-to-drink format that is both convenient and hygienic. The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect, stated Ms Alpana Titus, Executive VP-Flavours, PepsiCo India. PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will revolve around building awareness through multi-city launches and road shows, comprehensive 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors. Aggressive trial generation and sampling initiatives will also be taken forward across major cities of the country. A special Nimbooz Highway Gadi has been created that will visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education. 7. Coke launches fruit-flavoured Fanta Apple nationally After successfully introducing it in southern markets last year, Coca-Cola India has launched its fruit-flavoured soft drink Fanta Apple nationally. The product is available in 200 ml and 300 ml returnable glass bottles and also in 500 ml PET pack priced at Rs 8, Rs 10 and Rs 22 respectively. During the Fanta Apple launch in October 2008, Venkatesh Kini, marketing vice-president, Coca-Cola India, said that the company had planned to reach about 3. 5 lakh customers with sample apple flavoured drink to extend its market leadership in the fruit flavoured segment in Andhra Pradesh and Tamil Nadu. As per consumer research, we have found that after orange, apple is the most preferred fruit in the country and Fanta Apple has been developed specially for the Indian palate, Kini said on Monday. According to experts, the nationwide launch of Fanta Apple is a part of the companys $250 million business plan for the country. Fanta Apple is the second flavour after Fanta Orange under Fanta brand of the company. We have had an excellent response down south with a reused value to the drink and with the national launch of Fanta Apple, we are stepping stones to extend Coca Cola Indias market leadership in the fruit-flavoured sparkling drink segment, Kini added. The company has also announced Bollywood actress Genelia DSouza as the new brand ambassador of the Fanta brand. According to reports, the current expected Indian soft drink market is about Rs 6,000 crore, in which the company shares about 50% market with its various brands like Coke, 7 Up, Fanta, Sprite and Thums Up. STUDY OF GROWTH OF SOFT DRINK MARKET SOFT DRINKS Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi and coca-cola dominating the market. The entire part of the drin. †¢Cola products account for nearly 61-62% of the total soft drinks market. †¢Two global majors’ Pepsi and coke dominate the soft drink market. †¢NCAER survey says 91% of soft drink in the country is in the lower, lower middle and upper middle class people. †¢The market is worth around Rs. 5000 crores with growth rate of around 10-15%. †¢The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340 bottles in the U. S. †¢The production as soft drinks has increased from 5670 million bottles in 1998-99 to 6230 million bottles in 1999-2000 industry source. †¢Growth market this year is expected to be 10-15% in value terms and 20-22% in volume terms. However, the market for carbonated drinks is stagnating and not growing as expected. MAJOR PLAYERS IN SOFT DRINKS SEGMENT COCA COLA: thanda matlab coca cola!!! Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now become the flagship brand of largest manufacturer, distributor of non alcoholic beverages in the world. In India, coca cola was the leading soft drink till 1977 when govt. policies necessitated its departure. Coca cola has made its return to the country in 1993. and made significant investment to ensure that the beverage is available to more and more people in remote as well as inaccessible parts of the world. Coca cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong association with cricket, the thriving cinema industry, music etc. coca cola has been very strongly associated with cricket, sponsoring the world cup in 1996. In 2002, coca cola launched the campaign,†Thanda Matlab coca cola†. in 2003,coke was available for just rs,5 crores in the country. FANTA : GHOONTH BHAR SHARARAT KAR LEY!!! Fanta entered the Indian market in year 1996 under the coca cola brand . over the years, Fanta has occupied a strong market place and is identified as â€Å"the fun catalyst†. Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. LIMCA: LIME AND LEMONI!!! Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over three decades. The brand has been displaying healthy volume growing year on year and limca continues to be leading flavoring soft drinks in the country. Dive into the zingy refreshment of limca and walk away a new person. SPIRITE: SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!! World wide sprite ranked as no. 4 soft drink and is sold in more than 190 countries In India, sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks, leading clear lime category. Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a straight forward and honest attitude. Its clear crisp hingtaste encourages today’s youth to trust their instincts, influence them to be true who they are and to obey their thirst. THUMS UP: TASTE THE THUNDER!!! Strong cola taste, exciting personality. Thums up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, thums up was acquired by the coca cola company in 1993. Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the man from the boys. MAAZA: YAARI DOSTI TAAZA MAAZA!!! Maaza was launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza currently dominates the fruit drink category. Over the years, maaza has become synonymous with mango. â€Å"Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam†. consumers regard maaza as wholesome, natural, fun loving drink real experience of fruit. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in tagline, â€Å"yaari dosti, and taaza maaza†. PEPSI: YEH DIL MAANGE MORE!!! Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890’s in North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years. †¢Diet Pepsi †¢Crystal Pepsi †¢Pepsi twist †¢Pepsi max †¢Pepsi samba †¢Pepsi blue †¢Pepsi gold †¢Pepsi holiday spice †¢Pepsi jazz †¢Pepsi x(available in Finland brazil) †¢Pepsi next(available in Japan south Korea) STUDY OF GROWTH OF FRUIT DRINK MARKET FRUIT JUICES Branded fruit juice market in India holds an immense potential. Usually confused and considered synonymous with non-aerated drinks, fruit pulps, juices and squash are high sugar beverages, which are centrifuged and filtered to give a semi- clear appearance. In the past, this sector enjoyed an excise exemption, keeping cost at minimal. However the withdrawal of exemption has inflated costs and can affect growth, with dramatic change possible on reintroduction of excise exemption. MARKET †¢The organized fruit beverage market is estimated at Rs. 500 crores market. (Nectars, drinks and juices combined). †¢The market has grown at a 20% to 25% rate. †¢Of this, more expensive juices segment has grown at rate of 40%this year. It accounted for only 15% of the fruit beverage 3 years back. †¢In –home consumption of juices has gone up from 30%, three years back to 80%today. †¢Mango based drinks account for two thirds of fruit drinks industry. MAJOR PLAYERS IN THE FRUIT DRINK SEGMENT DABUR REAL Dabur’s flagship brand real fruit juice is a market leader in packaged fruit juice category. Real was launched in 1996 and the brand has carved a niche for itself by claiming to be the only fruit juice in packaged form . i. e. 100%preservative free. Real, with market share of 57% comes in nine flavors: †¢Orange †¢Mango †¢Pineapple †¢Mix fruit †¢Grape †¢Guava †¢Litchi †¢Tomato †¢Cranberry Real Active is 100%fruit juice with no added sugar and is available in following variants: †¢Orange †¢Apple †¢Orange- carrot GODREJ The food division of godrej industry produces and market fruit drinks, fruit nectar and sofit soymilk. Godrej’s brand JUMPIN comes in the following flavor: †¢Mango †¢Pineapple †¢Apple †¢Litchi †¢Orange Godrej’s x’s is a range of fruit nectar with more fruits. It’s available in following flavors: †¢Orange †¢Apple †¢Grape PEPSI’S TROPICANA. Tropicana brand fruit juice enjoys a market share of 25% and has registered a double digit growth and has outpaced the growth of fruit juice market in India. It is available in following flavors: †¢Orange †¢Apple †¢Grape †¢Cranberry LEH BERRY It is a product from Ladakh Foods. Its first fruit juice in Delhi and its selling it in the more affluent parts of town. It enjoys a market share of 4% and is available in a variety of flavors: †¢Pineapple †¢Apple †¢Mixed fruit †¢Orange †¢Blackcurrant †¢Mango †¢Guava PARLE’S FROOTI and APPY Frooti was launched back in 1985 and enjoys market dominance with 85% of market share. Parle’s Agro’s APPY, in 1996 had a market share of 5% in the fruit drink segment; in 2003 its new variant-APPY FIZZ was launched. RESEARCH METHODOLOGY METHODOLOGY Every project work is based on certain methodology, which is a way to systematically solve the problem or attain its objectives. It is a very important guideline and lead to completion of any project work through observation, data collection and data analysis. According to Clifford Woody, â€Å"Research Methodology comprises of defining redefining problems, collecting, organizing evaluating data, making deductions researching to conclusions. † Accordingly, the methodology used in the project is as follows: Defining the objectives of the study Framing of questionnaire keeping objectives in mind (considering the objectives) Feedback from the respondents Analysis of feedback Conclusion, findings and suggestions. PURPOSE OF THE STUDY The main aim of this research study is to analyze the preference of people (of different age groups) on consumption patterns of Soft Drinks and Fruit Juices. OBJECTIVE OF THE STUDY †¢To study the preferences of the people for soft drinks and fruit juices. †¢To find out the factor(s) that influences the consumer’s consumption of soft drinks and fruit juices. †¢To test the know-how of the consumers regarding the various existing brands of soft drinks and fruit juices. †¢To explore the next best beverage after soft drinks and fruit juices. †¢To find out how the beverage is positioned in the mind of the consumers. SCOPE OF THE STUDY †¢This study is confined to the North West Delhi region covering areas of Paschim Vihar, Pitam Pura, Rohini area, Punjabi Bagh. †¢Seasonal drinks are not considered in the study. †¢We are considering only canned juices. †¢We are not considering water alcoholic drinks. RESEARCH DESIGN A research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problem. On the basis of fundamental objectives of the research we can classify research design into two general types: EXPLORATORY RESEARCH CONCLUSIVE RESEARCH Exploratory research is one type of research design, which has its primary objective the provision of insights into, and comprehension of, the problem situation confronting the researcher. Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation. Conclusive research can be further divided into two types:- †¢Descriptive †¢Experimental The research design used in this project is a DESCRIPTIVE DESIGN. Descriptive study as the name implies is designed to describe something-for example the characteristics of users of a given product, the degree to which the product use the varies with income, age, etc. SAMPLING TECHNIQUE USED: This research has used convenience sampling technique. 1) Convenience sampling technique: Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. SELECTION OF SAMPLE SIZE: For the study, a sample size of 100 has been taken into consideration. SOURCES OF DATA COLLECTION: Research will be based on two sources: 1. Primary data 2. Secondary data 1) PRIMARY DATA: Questionnaire: Primary data was collected by preparing questionnaire and the people were randomly being requested to fill them. 2) SECONDARY DATA: Secondary data will consist of different literatures like books which are published, articles, internet and websites. In order to reach relevant conclusion, research work needed to be designed in a proper way. STATISTICAL TOOLS USED The main statistical tools used for the collection and analyses of data in this project are: †¢Questionnaire †¢Pie Charts †¢Bar Diagrams DATA ANALYSIS FINDINGS Q1. What do you prefer to drink? (Tick any 1) Particulars No. of RespondentsPercentage Soft Drinks5757% Fruit Juices4343% Total100100% Q2. Frequency of consumption of your preferred drink in a week? SOFT DRINKS Particulars No. of RespondentsPercentage. Daily2849% 2-6 times2340% Above 7611% Total57100% FRUIT JUICES Particulars No. of RespondentsPercentage Daily1023% 2-6 times3070% Above 737% Total43100% Q3. On what occasions, do you often consume the Soft Drinks? Particulars No. of RespondentsPercentage Feeling Thirsty1818% Parties / Celebrations4545% Without any reason (just like that)2525% Others1212% Total100100% Q4. On what occasions, do you often consume the Fruit Juices? Particulars No. of RespondentsPercentage Feeling Thirsty1717% Parties / Celebrations3232% Without any reason (just like that)2424% Others2727% Total100100% Q5. What induces you to buy Soft Drinks? Particulars No. of RespondentsPercentage Price with quantity3030% Health Drink 44% Status symbol 88% Taste3232% Variety2626% Total100100% Q6. What induces you to buy Fruit Juices? Particulars No. of RespondentsPercentage Price with quantity1313% Health Drink 4040% Status symbol 1515% Taste2222% Variety1010% Total100100% Q7. If not a Soft Drink or a Fruit juice, which other beverage (other than water) tops your mind? Particulars No. of RespondentsPercentage Coffee3030% Tea2525% Shakes(Milk/Ice cream/Fruit)88% Lassi1212% Sharbat2525% Total100100% Q8. How do you rate canned juices as compared to fresh juices? Particulars No. of RespondentsPercentage Equivalent to fresh juices 2424% Have artificial added flavor 3636% Healthy with preservatives 4040% Total100100% Q9. How do you view Soft Drinks? Particulars No. of RespondentsPercentage As a health drink44% As a status symbol88% As an aid to put off thirst5555% Any other3333% Total100100% Q10. How do you view Fruit Juices? Particulars No. of RespondentsPercentage As a health drink4040% As a status symbol1515% As an aid to put off thirst3232% Any other1313% Total100100% Q11. Do advertisements affect your purchases? Particulars No. of RespondentsPercentag.