Nike Essay Example | Topics and Well Written Essays - 1250 words

Nike - Essay ExampleIn the next particle, industry analysis has been done to break down the structure of the industry. It has been found that Nike is facing significant direct and indirect competition however, because of the capabilities of the company it has been able to correct its craft operations. The financial analysis shows a strong financial position of the company. In the last section the business level strategy of the company has been discussed and challenges have been highlighted. Finally, recommendations have been given to improve business strategy. changing technological trends even in the womens footgear industry such as designs of womens footwear are based on womans biomechanics such as air bags are designed in consideration to right pounds per square inchNikes major competitors take on Reebok (domination in womens aerobics). Adidas appeared as a major competitor of Nike in womens market because it introduced fashion performance business by introducing fashionable athletic wear. In the Yoga market, Nike faced competition with Pumas brand Olive. bran-new Balance also appeared as a direct competitor of Nike in womens market. Nike was leading in womens running market. In apparel sector, Nikes major competitors were Reebok and Adidas and companys shares were very little because of fragmented market structure. Because of changing in competitive market, Nike also faced competition from various separate small or large brands like Under Armour, Danskin and Lulu Lemon etc. However, Nike has the advantage that an coordinated women fitness service is offered by none of the company.As stated in the case study (2006), in the global branded footwear industry, Adidas acquired Reebok and had the second largest market shares of 34 percent. Nike was the leader in branded footwear industry with 38 percent market shares. The other international footwear brands competing in this industry include Puma, Umbro, Mizuno

Mislabeled Childe Essay Example | Topics and Well Written Essays - 250 words

Mislabeled Childe - Essay ExampleThe special education side approach was an effective learning approach for Serge. This is because special education has the ability of improving understanding of the side language. Serge has challenges understanding concepts in the face language. Special education will enhance concentration towards improving English language proficiency. The general education learning environment is effective in enhancing the accessible communication abilities of learners. The social communication skills of Serge will improve if he engages in more team and social discussion. Areas of improvement intend fluency in spoken English, and also improved listening abilities.The teachers should adequately understand the ethnical backgrounds of students. The cultural knowledge is very effective in providing superior teaching services. The cultural knowledge enables teachers to provide differentiate concentration to the students in the learning process. Students from non-nat ive English speaking societies, require relatively higher levels of concentration in the English language learning. Also, students from humble households require more attention from the teachers. This is through providing additional and specialized lessons in English language, mathematics and

Media in Saudi Arabia Essay Example | Topics and Well Written Essays - 3250 words

Media in Saudi-Arabian Arabia - screen ExampleBasically, every politics is made up of the administrator, the legislature and the judiciary. This is also the case with Saudi Arabia. The executive is made up of the King who is also the rash minister and new(prenominal) two deputy prime ministers together with the cabinet which is appointed by the king and is composed mainly of members of the royal family. The legislature is patently made up of the Consultative Council which is150 member committee which is headed by a chairman chosen by the king himself. All the other members are also selected by the king but in 2003, it was proclaimed that there were plans to hold elections for half of the membership of the committee as a way of enhancing democracy. The judiciary is represented by the Supreme Council of Justice which makes sure that the law is implemented (Metz, 2004 pp48-53). This paper seeks to analyze Saudi Arabia with exceptional emphasis on the media in general. The pape r will describe the role of the media, its freedom, its regulation and many other issues surrounding the Saudi media in general.Saudi Arabia has evolved over time from being the most pious and inward-looking develop desert kingdom to become one of the richest countries in the world thanks to the fast oil resource. Actually, 90% of Saudi exports are petroleum and petroleum products. These exports are made to countries such as South Korea, Singapore, China, US, mainland China and Japan. The petroleum sector in Saudi Arabia claims a massive 80% of the budget revenue, 45% of gross domestic product (albeit 40% of GDP is taken care by the private sector (Metz, 2004 pp48-53).The country has been under a tight leadership guided by the stringent Sharia law. This law has seen the abuse of human rights as well as abuse of democracy demonstrated by draconian media laws that gag free media. Saudi has once been accused of an authoritarian monarchy well riddled with extremists groups that tries t o defy the rule of the monarchs. These extremists have had to organize and race acts of terrorism as a way of forcing the government to make reforms. The most notable of the terrorist strikes was the 2003 suicide bombings that left hand more than 30 dead in the capital Riyadh. The suicide bombers were suspected to be linked to the worldwide Islamic terrorist group al-Qaeda. The 2003 Riyadh attack has since been named the Saudis version of September 11. It may be true that the extremists may be calling for a long overdue reform but their approach has missed the point. Nevertheless, the government of Saudi Arabia has had to face the very daunting task of instituting and enacting reform as a result of twinge from both extremists and non extremist groups such as the media (Randall, 1998 pp123-128) as well as combating the ever rising paradox of violence from extremist groups.The ruling monarchy of Saudi Arabia has been passed down the bloodline of the royal family since the 18th c entury. Hitherto, it has been the wish of the royal family to emancipate Saudi Arabia from militant violence by ensuring stability. They have planned to do this by clearing all the militant or dissident groups. This plan is evident by the welcome gesture to the US troops that have been stationed in Saudi especially after the 1990 Iraqs attack on Kuwait.

Opportunities are at the heart of entrepreneurship. Critically discuss Essay

Opportunities are at the heart of entrepreneurship. Critic anyy discuss this statement and inform how entrepreneurial opportunities are identified - Essay ExampleEntrepreneurial ventures provide more jobs than large firms. In the 70s and 60s, small enterprises had a net gain, despite severe recessions, in job creation. In the US, small firms rate for two thirds of jobs created in the private sector (Sahlman, 2009 p26). Interestingly, over the same period, an approximated 500 companies lost five jillion jobs. Small and medium enterprises provide the local population with employment. This helps promote the development of such areas as national cities. Sponsorship of local events also helps discover new talent which when developed proves beneficial to the local economy.Entrepreneurial opportunities back be defined as situations whereby new organizational methods, markets, raw materials, services, and goods can be introduced to existent ship canal of business operations. The introd uction is via formation of new ends, heart or means-ends relationships. The situations do not require a change in economic exchange terms in order to become entrepreneurial opportunities. Rather, all they need is potential to change the economic exchange terms. Entrepreneurial decisions, unlike satisfying or optimizing decisions, are creative decisions. This means that the entrepreneur creates the ends, means, or both in the chain. The creation of these frameworks of new means-ends in entrepreneurial making of decisions marks a crucial difference in optimization of previously established frameworks. They cannot be optimized for exploitation since they are unknown. Entrepreneurial decisions involve identification or creation of new ends or means previously undetected by participants in the market (Audretsch, 2010 p67).This opus aims to explain the role of opportunities in the run of entrepreneurship. It also seeks to examine entrepreneurship through a framework focused on the exis tence and characteristics of entrepreneurial opportunities. Finally, the paper seeks to discuss

Theological Language and Digital Media Research Paper

Theological phraseology and Digital Media - Research Paper ExampleThis essay is about the relationship between theology and the digital media. More ad hocally, this essay discusses how theological ideas might better be communicated digitally. Thus, this essay includes a comprehensive digest of the nature of theological language and the challenges they face in the 21st century, and how digital methods and tools could enhance discourse of theology. historical Overview Before discussing the contemporary relationship between theology and the media, it is important to take into consideration the influence of the leaf-book book on current interpretations of theology. Throughout the history of Christianity, the codex Bible has been used not precisely as a book of narratives, insights, and guidelines but as the medium of mystical transformation and spiritual communication (Elwell 2011, 15). When Anthony Bernard learned Matthew 1921 and surrendered all his material belongings to lead a Christian life, or when Agnes Ozman personified the declaration of glossolalia, in every chapter, a person was changed spiritually by Gods prognosticate utterance (Kling 2004, 311). The codex Bible has been a life-transforming testimony. The codex Bible is not only a life-transforming instrumentate but are reconstructed and revived in the historical and discursive practice. As a specific text evolves over time, it goes through different interpretations and relevance. For example, African Americans translated the exodus narrative into their own narrative-- first a narrative of emancipation from slavery, then eventually Gods salvation from all kinds of repression and abuse. In reliable instances a text which is dead eventually becomes alive (Soukup, Buckley, & Robinson 2009, 3). For instance, Matt. 1618-19, or also called the Petrine text, was dead for hundreds of geezerhood before it was summoned as an evidence of the pre-eminence of Romes bishop. A specific book of Scripture pl ant life to authorise what has already taken place or to strengthen the existing context of opinion. In true instances, nevertheless, texts are clearly quoted to validate a current historical truth. For instance, the Petrine text embodies a retreat from exegesis to ulterior history, (Fouracre 2005, 745) because it was quoted as the biblical evidence for the pre-eminence of Romes bishop. A developing field in the regeneration of the Bible is the display of the codex book in digital formats. The theological language was a generally oral tradition wherein the readings were read vocally, normally in group contexts. Contemporary bibles are printed manuscripts (Waters 2006, 71). The technological human being introduces the digital media or electronic formats. Books contend with digital technologies like computer, television, film, and so on. The digital world presents bare-assed media for the translation of the Bible. What is discussed here is the issue of actual translation, not m erely the issue of how to create multimedia productions or films adapted from the Bible. This relationship between digital media and ancient Bible translation perhaps clarify why several scholars of biblical media are particularly interested not just in the study of refreshed media for translating and presenting the Bible but also in bringing back antique oral types of Bible presentation (Knauss & Ornella 2007, 116). This twofold interest is particularly apparent in the work of Thomas Boomershinea widely known lecturer and author in the translation o

Pricing and Distribution in Marketing Decisions Research Paper

Pricing and Distribution in Marketing Decisions - Research Paper ExampleIn name to Blue push-down storage coffee tree Company and Starbucks Coffee, pricing and distribution strategies will help them acquire these helpful utilities for their efficient functioning. This paper aims at contrasting the pricing and distribution strategies of these two products. Though the two companies urinate the same products, they be not competitors because they serve different markets. Pricing Strategies The worst mistake that sight good collapse a company lies in decision making that concerns pricing strategies. Wrong pricing decisions are almost a guarantee on damaging the company as well as eroding services tot the community and customers (Florissen, et. al, 2001). In many cases, managers cut-off expenses so as to deal off new market rivals and then, they launch price wars that are full fledged hoping to compete attackers and and then emerging victorious. At any rate, this is just hope b ecause reality is normally very different. For example, Blue Mountain Coffee Company that mainly specializes in exporting its products bases its decisions on pricing in reference to worldwide market prices. In pricing, companies should take into account the competitors prices, cost to serve, switching rates, and customer revalue in order to assure profitability. By evaluating these four factors, the two companies can make more reasonable decisions on their pricing decisions in increased competition faces. Instead of blindly undercutting attackers, the companies can safely foment commercial accounts and private customers a premium that will secure their business, do away with costly price wars, as well as preserve the market. To compete against its rivals, the company has established high gearer prices for its products because they are high in quality and hence, they have won consumer loyalty and captured a wide market in Japan. On the other hand, Starbucks Coffee, that mainly targets the local market, sets prices that will help it acquire a larger market dowry in the local market than its competitors. Price reduction for its products is however profitable only in the victimize run but in the long run, they lead to heavy losses. Good pricing strategy should ensure that the company gets enough profits and is also able to meet its costs. Therefore, though price reduction is important in trying to capture the market or compete out rivals, such decisions should be guardedly sought. As Bertini & Luc explains, reducing prices below the cost of production is very risky to the company as it can easily collapse the entire business. Cutting prices means that a company will have to stool harder for less because you have to sell more units of the product for the same revenue. However, cutting prices only increases profits when you green groceries more units and increase sales (Bertini & Luc). Product Distribution Starbucks distributes its products to local consu mers while Blue Mountain Coffee Company distributes its products to an international market in Japan. Anonymous explains different modes of product distribution. For Starbucks Coffee, which distributes its products locally, the coffee can be sold to large scale of measurement wholesalers, who then sell it to Retailers. The retailers sell it directly to consumers or to small scale retailers who then sell it to consumers (Anonymous). However, the distribution mode for Blue Mountain Cof

Case Analysis Study Example | Topics and Well Written Essays - 500 words - 9

Analysis - Case theater of operations ExampleThe study of foreign direct investment may take varying directions, but the closely important area of study is through evaluation of the historical data of FDI, and trying to understand the reasons john the pattern of the data. This paper will study direct foreign investment in the UAE and relating data to school text evaluations.A study of any concept begins from the definitions, and this is the basis up on which every concept begins to be understood. FDI is not any different, however at the introduction section the concept has been well defined and its means properly established. In addition, academic discussions demands that a relook into the writings of the authority in any specific field. FDI is a concept that has been subjected to discussion by a number of writers, and they will prove invaluable to the discussions in this paper.The aim of this report is to investigate the foreign direct investment to the United Arab Emirates in the last ten years. The miserliness of the UAE changed tremendously over the last few decades, particularly since the discovery of oil Abu Dhabi and to a lesser breaker point in Dubai. The rising rate of economic development made the country a magnate to companies that wanted to profit from the cash trappings from the oil boom. The number of American, European, and Asian companies soared and it rophy UAE towards the path of economic development. However, the gist East nation is a conservative Islamic nation as a result, other companies that cannot set foothold in the country, in spite of the heavy profits. Given the data provided by the World rely in the last two decades, it would important to evaluate the specific FDI that gets into the country. However, Dubai is a fast growing financial capital of the world, and many financial organizations have already set up subsidiaries and branches in the emirate.The data provided and provides half the solution to the problem, however it may be important to employ a full-blooded

Source of Finance Essay Example | Topics and Well Written Essays - 1000 words

Source of finance - Essay ExampleHowever interest on overdrafts is usually greater than interest on new(prenominal) loans and banks even charge an overdraft facility fee. The go with should therefore put all these in to consideration and practise sure that the benefits to be achieved from the overdraft outweigh the cost associated with taking the overdraft.Also, overdrafts do not cover all funding requirements. The company should therefore assess whether its financing requirements are long-term or short-term. If short-term, then an overdraft can be a right source of funding but if long-term then an overdraft would be an inefficient trend to raise funds since the overdraft would be required on demand by the bank. If that be the case the company might go into financial distress and subsequently bankruptcy.In addition, collateral security might be needed by the bank in the form of a tangible fixed asset or against personal guarantee provided by the directors. It this case, the comp any should consider the nature of its fixed assets and asses which assets it can put up as collateral. Another determining factor for the overdraft is the firms money flows, timing and receipts of payments, sales trends and other cash flows. By carefully analysing all these information the company would be able to arrive at a better conclusion as to whether to engage in the overdraft or not and if the answer is yes, the amount and when the overdraft is to be repaid.Before engaging in an overdraft, therefore, the company has to carefully study the costs of the overdrafts and benefits from the investment it wants to finance with the overdraft. Should the costs outweigh the benefits then it should not engage in the overdraft. However it should engage in the overdraft facility just now if the benefits substantially exceed costs. (http//www.tutor2u.net/business/finance/finance_overdraft.htm).Existing shareholders The company can also raise the a great deal needed 10000-euro through eq uity finance Finance raised from shareholders in the form of ordinary shares and reserves, as opposed to non-equity and to borrowing. (John and Nicolas, 2005)Handy Andys corner shop can also raise its 10,000euro by making ghost with a business angel.

A critical Literature Review of academic support through tutorials for Assignment

A critical Literature Review of academic support by means of tutorials for student nurses - Assignment ExampleFor 1 thing, the ratio between the teachers and the taught may be overwhelming and secondly, infra-structural and settings may not favour a iodine to one interfacing between the teachers and the taught. Besides, online tutorials, although convenient may not be readily available and under grad students may not be conversant with the modalities of online learning, unless trained and guided by seniors, till such time, indispensable degree of proficiency is attained.Therefore, effective academic support from tutors is an integral part of the study in collection to achieve a positive result. Tutorial, a term a lot used in the computer cogitate training, refers to an instructional lesson that leads the user through key features and functions of things such as software applications, hardware devices, processes, system designs, and programming languages. The tutorial typicall y is set up as a series of steps that progress through levels of touchyy and understanding. (Computer programming software terms, glossary and dictionary-T, 2010).Changes within the educational system cause many students to ladder out without proceeding for higher education. The components of changing educational systems bring limitations to the students and they find it to be very difficult to meet the requirements during the study. In the area of nursing, it has been found that many of the nursing students are not elicit in proceeding with their study because of the current changing educational systems. They are being dropped out of the program later a few years of the diploma level of nursing. One of the solutions that have been established for those who are interested in nursing is to seek help of tutors. Students require a higher level of personal and randy support and increasingly both academic and personal tutoring roles are being merged, and academic problems are often a front for an underlying personal issue. (BMAF annual conference

Customer Perception on advertising Article Example | Topics and Well Written Essays - 1000 words

Customer Perception on advertising - condition ExampleThis essay Perception and Consumer Actions outlines the effect of the advertising on the customers and how the consumers should be treated through analyzing intravenous feeding diverse terms. The first article which will be analyzed is titled, The Effect of Consumer Perception of Store Attributes on Apparel Store Preferences reveals the fact that four distinct variables with respect to store preference type of garb in stock, outside store appearance, shopping hours, and advertising. Interestingly, the overall level of impact that these attributes had on store preference varied more widely between stores than researchers at first expected (Paulins and Geistfeld 380). This leads the researcher to infer that different expectations could be a primary motivator that helps to further define and constrain these secondary perceptions. Oftentimes, when analysts seek to hunt down inference upon a specific topic, they already assume t hat what is being measured is necessarily the primarily all important(predicate) metric. Due to the fact that the reserachers of this particular article approached the issue aware of the fact that other motivations and impacts could have coat the way for the perceptions to be measured in a certain way, this research approach bears a owing(p) deal of strength in seeking to define the entire process of consumer perception.A secondary article that will be analyzed and discussed within this brief analysis is that of one entitled Advertised versus upset(prenominal) next purchase coupons consumer satisfaction, perceptions of value, and fairness.

Reflective Analysis Assignment Essay Example | Topics and Well Written Essays - 500 words

Reflective Analysis Assignment - Essay ExampleThe parting is also academic based on the fact that it makes reference to hunts done by separate researchers in the same discipline.A nonher strong point of the soural essay (iii) is that it contains paragraphs that present the ideas of the essay in a logical manner. This is contrary to many essays written extemporaneously that mainly do not rescue a logical flow of ideas. The same structure is demonstrated by the chunk essay (i) on Learned Habit. Nevertheless, the formal essay (i) contains large paragraphs that seem to express a mix of ideas. For instance, in the gage part of the formal essay (i), the purpose of the essay and the negative impacts of smoking have been integrated in the same paragraph (formal essay i). Such an integration of ideas could be avoided by the use of an extemporaneous work that enhances the initial development of ideas.Considering the extemporaneous informal writing (i), the paper is written in a individ ual(a) paragraph that has a repetition of ideas, lacks a thesis statement, and lacks a logical flow of ideas. The work could be improved by ensuring that every idea has its logical significance by being presented as a paragraph. The informal writing (ii) starts with hanging ideas that do not have either an introduction or a conclusion. It appears like an excerpt from another essay that is incomplete. It was better if the essay was developed in point form since the length is like an outline of a better version of the paper to be developed after (informal writing ii).One of the best essays developed so far is the formal writing (ii). Although the writing does not have an introductory statement and a conclusion, it presents ideas in a logical manner and separates ideas based on their importance in the writing. Nevertheless, the informal writing (ii) does not recognize the ideas of other authors from which the essay is developed.Overall, the extemporaneous formal

Marketing Audit Essay Example | Topics and Well Written Essays - 750 words

securities industrying Audit - Essay ExampleThis paper will look at three components of the merchandise audit namely marketing purlieu, marketing dodging and SWOT analysis.The marketing environment of a byplay organization can be classified into the macroenvironment and task environment. While the macroenvironment deals with the larger remote environment of the society, the task environment looks at the direct stakeholders.The companys macroenvironment is comprised of the demographic, economical, environmental, technological, political, and ethnic factors which directly affects its operation. Business organizations need to shaft the major demographic trends and developments which pose threats and opportunities to them as well as their specific response to these factors. The effects of economic variables such as price, income, savings and credit in the operation of business organizations should also be ascertained. ... Lastly, cultural factors like lifestyle and values must be evaluated to create products and services which are more pet by customers (Kotler 2003).The task environment is comprised of the companies stakeholders like suppliers, distribution channels, customers, competitors, customers, facilitators and marketing firms, markets, and publics. An evaluation of the task environment gives the business organization an idea of its position in the market (Kotler 2003). Marketing StrategyThe evaluation of the companys marketing outline start with the identification of the broader business mission and marketing objectives and goals. The main focus of this analysis is to determine whether the strategy is in line with where the company wants to be and what it wants to procure.In evaluating the companys business mission, managers ascertain whether their stated mission is market-oriented. Market orientation is now imperative due to the evolving hypercompetitive marketing environment which gives higher buying leverage to customers. Next, the company a lso needs to verify that the companys stated business mission is feasible, that is, the company has the adequate and appropriate resources to achieve this position (Kotler 2003). Next, the company reviews its specific marketing objectives and goals making sure that they are smart-specific, measurable, attainable, realistic, and timely. Managers also ensure that the marketing objectives are appropriate given the companys position, resources, and opportunities.Lastly, the company turns to its marketing strategy taking note if it is really stiff in achieving the stated goals and objectives. The companys marketing strategy is often relayed through its marketing

Freshwater fishing is more difficult than saltwater fishing Essay

Freshwater angle is more difficult than saltwater slanting - Essay ExampleThis body constitutes just three percent of the earths water while the rest xc seven percent constitutes saltwater and includes water in the oceans. Only about one-fifth of the worlds total tip catch comes from fresh-water fisheries, while the rest comes from saltwater. Going by simple arithmetic, fresh water fishing has a set down input to the fishing industry than saltwater fishing. Commercial freshwater fisheries have never been as scotchally important as commercial saltwater fisheries, with exception in certain local areas like the Mekong River Basin. Furthermore, the economic importance of fresh-water fisheries worldwide is diminishing because depleted fish populations and various other threats continue to pay back the harvest-tide of wild stocks uneconomical. In view of the above, along side other teaching, one would be up to(p) to make a line of furrow on which kind of fishing is more difficul t than the other. The line of argument taken for this paper is based on the assumption that both kind of fishing are cosmos carried out for commercial purposes, and as such(prenominal) the degree of difficulty/ease would depend on the pursuance avenues for expansion and growth, availability of fish, regulations governing the practice of each method, as well as other.My interview and information search revealed that freshwater sources have limited species diversity compared to saltwater sources. With this limitation in species, it becomes difficult for bloodline engaging in freshwater fishing to provide the market with a wide range of fish choices. This federal agency that a rival company engaging in saltwater fishing would be able to thrive in the business with its diverse fish species availability, hence making business difficult for the freshwater fishing company.Secondly, over-fishing has always been seen to hamper continuous freshwater fishing compared to saltwater fishing. Overfishing rapidly depletes the resources in freshwaters than in saltwater. In this regard, expansion of freshwater fishing is limited by the availability of, and access to, wild resources. exactly this is not the case in saltwater fishing where the vast nature of the ocean waters means over-fishing appears to be a less worrying problem. Added to this dilemma is the reality that rudimentary netting techniques in freshwaters leads to by-catch of non-target species, including other native fish and mammals, some of which may be vulnerable to local extinction. Accurate recording of catch and equipment is not always undertaken by commercial fishers in freshwaters. This, combined with changes to data-recording systems and turnover of staff of the regulator, reduces the truth and value of the industry monitoring. One of the near obvious consequences of the above for freshwater fishers would be the implementation of run into procedures for temporary fishing bans, catch limits, size l imits. Such would be the case too when authorities indispensability to stem over-fishing. This therefore partly explains why freshwater fishing is difficult than saltwater fishing.Apart from the above, most freshwater fishing activities use net and line methods rather than trawls and are therefore lighter in construction than their seagoing counterparts. The smaller nature of these freshwaters dictate that the nets and lines used would be generally small such

Technology in Place Prior to Disaster Event (Who, What, When, Where, Essay

Technology in Place Prior to chance Event (Who, What, When, Where, Why) - Essay ExampleIt is evidently clear from the discussion that hurricane look succeeded in prediction and then saving lives. People would salvage their property on their own without warning. Those who made it survived and those who were not able to would die. entirely all the same, New Orleans would not be deserted. People came linchpin after the hurricane to settle down in the mouth again. Prior to the hurricane, battalion did not build high walls and canals to drain water. It was not thought of until a research was done after the hurricane. Disasters would strike again and again. People would move away when disaster strikes and come back when it had gone. It is in Virginia Key, FLA. that an accurate hurricane forecasting may be found in the wreckage of its worst failure. Many people died because weather officials did not recognize the power dynamics of the storm and failed to warn residents until it was t oo late to do anything. Homes and businesses were destroyed. Bodies floated in Galveston Bay for days. This is an example of what utilize to happen long before current technology was used in forecasting and therefore preparing people for such disasters. After previous hurricanes, levees, seawalls, pumping systems and satellite hurricane tracking erect a comfort safety margin that has saved many lives. Modern technology and engineering was, however, an appall fact. In the generations since those storms menaced, champagnes ancestors, South Louisiana has been growing more vulnerable to hurricanes, no slight. These flood protection efforts here caused sinking land and coastal erosion. These have opened dangerous ship canal for relatively weak hurricanes and tropical storms to affect new areas inland.

The Consumer Value from Online Shopping Research Proposal

The Consumer value from Online Shopping - Research Proposal ExampleIt is evidently clear from the discussion that consumer value basically refers to the delight that the buyers get after purchasing a increase. People belong to different localities and different age groups capacity have different views about the consumer value from online shopping and to prepare a market strategy for great deal of different ages and localities it is of import to understand the differences in their thinking because an effective and adequate online marketing plan moldinessiness cover some essential components like market analysis, marketing strategies specifically for internet, Design, and Contents plan for the website and consumer expression analysis. Along with the spread of internet the trend of shopping online is also rising steadily and in this context, it is actually necessary to understand that how much the consumers are getting value for the products that they shop online. The understa nding of this issue is crucial because, in the highly competitive marketplace of today, internet has emerged as an effective marketing tool still to run the businesses online it is very necessary to have deep insight of the behaviors and psychographics of the online buyers so that marketing strategies could be intentional according to the consumer behaviors. Berthon, Pitt, Watson discovered that online consumer is not an easy target for the marketers. and to be successful the marketing plan must possess the value factor as a leading device that should be used in the advertisements, promotional messages, information about the products etc and the value should be expressed in a way that the consumer displace notice the value attached with the product. Before designing a marketing plan for online shopping it is again very important that there should be a comprehensive research that unfolds all the issues that how the people be to different age groups people view the idea of shoppi ng online, how they are attracted towards products online and how do they view the product value that they shop online. In this regard, it is also important to understand the thinking style and opinions of the people be to different age groups like teen 15-20, 21-29, 30-39, and 40 and above. Hence in this study opinions will be gathered from the people belonging to these different groups so that their behavior could be interpreted in the marketing plan.

A passionate and powerful poet Essay Example for Free

A passionate and powerful poet EssaySheenagh Pugh is for me, a passionate and powerful poet the majority of her verse line has contained the themes of the footing and how it get out be ruined if we are non careful. Even within her childrens poetry, these themes are prominent. The separate major theme within the poetry of Sheenagh Pugh is the bible this theme is quite often in knowledge with divine love for earth. She deals with this in a startlingly refreshing and compassionate way, often with the sense of sad moreover never with depression. Sheenagh Pugh refers in the title of The craft I left in was called Esauthat the pilots name is Esau and she is suggesting that public has made a bad bargain like Esau did in the bible.The settings of the poems are different from each separate The craft I left in was called Esau is set in an spacecraft while Do you commend Well ever get to see Earth again, Sir? is set in a classroom on a different mattet evoking memories of home. In Do you think well ever see earth again, sir? the setting is in a classroom and the teacher referring about earth. Sheenagh Pugh has set this poem in slightly other world and in a class because she wants to show how it would make us think of home. She is uprooted from her culture or roots and she speaks I cant fancy a tour through the ruins of my home which suggests that she has no intentions of beholding her old traditions and earth.The theme of Sheenagh Pugh poems are to present us with a sad view of the future and a grim warning of what could be. In the craft I left in was called Esau Sheenagh Pugh mentions People joked nervously simply like a plane flight this suggests that people are joking to make themselves feel discontinue to forget the true purpose of this trip, to forget that theyll never return.I would have you ten years in advance the flood this view gives the picture of how extreme his eternal love is and to what extent it goes.This effect of this is dramatic t o the lecturer and builds up tension. The lyric poem of the poem becomes more positive as it progresses. The first stanza up to line ten, with its image of a woman in a trip ready to leave and never to return. The questions in the foster section of the poem suggest progress towards understanding and the exclamations in the final section give the fantasy of sadness and remorse. In the second part she mentions No bother, no big deal. I cant disclaim feeling sad, not then which suggests the mood that the person is in a sad mood. The poet says that she cannot remember being sad at that moment in time but in line 12 not then she indicates she did feel sad at some point. We dont exactly when, but at some stage, she mat remorse and sad.In do you think well ever see earth again, sir? Sheenagh Pugh has been critical of Earth. The but in line 11 signals a change in direction. The vocalizer changes his/her approach completely and becomes optimistic. Sheenagh Pugh uses initial rhyme sh ould see something to describe some beautiful thing like a leaf. This type of language gives a dramatic effect as we start to feel as we are ruining the earth and how we will remember it in the grim future.Towards the end of the craft I left in was called Esau, the passengers tactile sensationed back in line 20 as they struggle to run across ahead. They are still looking back to what theyre going away behind. She mentions that earth is quite small really compared to the rest of the universe. The poet compares Earth to a guesthouse and we are just vent time on it but Earth is our permanent home. This gives us a grim warning of what could break if we are not to careful.In do you think well ever get to see earth, sir? The loudspeaker says at the end Look at it with the inside of your head, look at it for later, look at it for ever, and look at it once for me which suggests that the speaker wished that he/she looked at these simple things the last time they saw them? The speaker re grets not savoring the little moments and this is what Sheenagh Pugh is trying to get over the message to us to look after the earth as well not see it again once it has gone.The language and organise of Sheenagh Pughs poems are to convey that we have to look after earth. She gets this message thought by using language as alliteration like in do you think line 11 should see some and similes in the craft I left line 7 people joked neverously like a plane flight to show us what can happen in the near future.

Marketing Anthropology Essay Example for Free

merchandising Anthropology Es recountAnthropology and grocery homeing (together with consumer research) were at iodine conviction expound as linchpin disciplines in par allel in secureectual domains (Sherry 1985a 10). To judge from the prevalent literature, however, this view is non sh atomic number 18d by many anthropologists, who t supplant to look at markets (for example, Carrier 1997) and exchange rather than at change per se (Lien 1997 is the obvious exception present).For their region, marketers, eternally open to pertly ideas, thrust over the decades do albeit eclectic (de Groot 1980131) manipulation of the contrive of anthropologists such as Claude Levi-Strauss and Mary Douglas whose aims in promulgating their ideas on binary oppositions, totemism and control grid and group were at the quantify far removed from the final st senesceeavour of merchandise some(prenominal)(prenominal) as a discipline and as make. Can anthropology really be of use to merchandising? Can the discipline in effect market itself as an effective potential contri thator to solving the problems faced by marketers? thither is no reason why non. aft(prenominal) all, it is anthropologists who point bulge that there is more than wizard market and that these markets, like the Free Market beloved by economists, ar all socio-cultural constructions. In this adore, what they take hold to say ab forth the social costs of markets, as well as just about the non-market social institutions upon which markets depends and the social contexts that run them (cf. Carruthers and Babb 2000219-222), is super disposed(p) to marketers anxious to descend up with definitive answers as to why certain pile buy certain harvest-tides and how to persuade the rest of the world to do so.At the said(prenominal) time, however, there are reasons why anthropology probably provokenot be of aspire use to market. In fact, as we shall see in the quest discussion of mer chandising practices in a Japanese publicise agency, anthropology suffers from the fact that its conclusions are based on keen-sighted-term immersion in a socio-cultural field and that its methodology is frequently unscientific, subjective and imprecise. As p ruse of their ingratiatory strategy, on the some different hand, proponents of selling need to present their discipline as clinical, scientific, speedy and producing the awaitment results.How they actually go about obtaining such results, however, and whether they really are as objective and scientific as they claim to their knobs, are moot points. This musical theme focuses, by means of a case study, on how marketing is actually practised in a large advert agency in Japan and has quaternary main aims. Firstly, it outlines the memorial tcapabletal structure of the agency to return how marketing acts as a social mechanism to stand up inter-firm ties based primarily on tenuous personal relationships. Secondly, it reveals how these same interpersonal relations heap affect the construction of apparently objective marketing strategies.Thirdly, it focuses on the problem of how all marketing exhorts are obliged to shift from scientific to artistic criteria as statistical data, study and analysis are converted into 1 linguistic and visual images for public consumption. Finally, it will make a few tentative comments on the relations mingled with anthropology and marketing, with a view to developing a comparative theory of advertize as a marketing system, based on the cultural relativity of a specific marketing practice in a Japanese advertising agency (cf. Arnould 1995110).The Discipline, Organisation and Practice of Marketing The Marketing department is the engine room of the Japanese advertising agency in which I conducted my research in 1990. At the time, this agency handled more than 600 themeings a year, their value varying from several million to a few gravitational constant dollars . The Marketing variance was al to the highest degree invariably affect in nigh way in the ad private roads, cultural and sporting events, merchandising opportunities, special promotions, POP constructions, and various other activities that the agency carried out on behalf of its invitees.Exceptions were those levels involving media placement or certain kinds of work expressly requested by a client like, for example, the system of a national sales force meeting for a car shaper. Even here, however, there was oft information that could be recyclablely relayed back to the Marketing Division (the number and regional distri saveion of the shapers sales representatives, as well as possible advance information on sassy harvest-homes and/or services to be offered in the coming year).Marketing Discipline As Marianne Lien (199711) points out, marketing is both a discipline and a practice. The main aims as a discipline of the Marketing Division were (and, of course, still are) firstly, to modernise as much information as possible from consumers about their clients ingatherings and services fosterly, to acquire as much information as possible, too, from clients about their own harvest-times and services and, thirdly, to use strategically both kinds of information acquired to develop new accounts.Marketing thus provided those working in the Marketing Division with the collected data that account executives demand in their personal networking with (potential) clients whom they cajoled, persuaded, impressed and pleaded with to part with (more) money. Marketing Organisation In order to achieve the triad boilersuit objectives outlined above, the agency established a certain chastise of organisational features to enable marketing practice to obtain place.Firstly, the Marketing Division, which consisted of almost 90 members, was structured into cardinal separate, tho interlocking, sub-divisions. These consisted of Com determineer Systems Market Develo pment and Merchandising and Marketing. The last was itself sub-divided into three departments, each(prenominal) of which was broken down into three or four sections. 1 distributively section consisted of from six to a 12 members, led by a Section Leader, under whom they worked in police squads of two to three on an account. These police squads were not fixed.Thus one member, A, might work with another, B, under the Section Leader (SL) on a tie crystalline lens of the eyee advertising campaign, but find herself assigned to worked with C under SL on an airline political partys stemma class service account, and with D under SL on a computer manufacturers consumer survey. In this respect, the daily life of members of the Marketing Note that, unlike the Marketing department in Viking foods discussed by Lien. segment was similar to that of product handlers described by Lien (199769), concept characterised by frequent shifts from one legal action to another, a wide network of communications, and a considerable amount of time dog-tired in meetings or talking on the telephone. Secondly, tasks (or accounts) were allocated formally through the hierarchical divisional structure by departments first, past by sections according to their existing responsibilities and perceived suitability for the job in hand.Each SL then distributed these tasks to psyche members on the basis of their current overall workloads. At the same time, however, there was an informal allocation of accounts involving idiosyncratics. Each SL or DL could take on a job charterly from account executives handling bad-tempered accounts on behalf of their clients. Here, prior experiences and personal makes were important influences on AEs decisions as to whether to go through formal or informal channels of recruitment.The account executive in arouse of the NFC contact lens campaign described in my book (Moeran 1996), for example, went directly to a particular SL in the Marketing sect ion because of some adroit work that the latter had done for the AE on a contrary account some months previously. Mutual respect had been established and the contact lens campaign provided both parties with an opportunity to assess and, in the event, positively confirm their working relationship.There were certain organisational advantages to the ways in which accounts were distributed in the manner described here. Firstly, by freely permitting interpersonal relations betwixt account executives and marketers, the theatrical performance findd that there was competitiveness at each geomorphological level of department and section. Such competition was felt to be healthy for the federal agency as a whole, and to encourage its continued growth.Secondly, by assigning individual members of each section in the Marketing Department to working in different combinations of hatful on different tasks, the Agency ensured that each member of the Marketing Department received training in a wide variety of marketing problems and was obliged to interact fully with fellow section members, thereby promoting a sense of cooperation, cohesion and mutual understanding. This in itself meant that each section developed the broadest possible shared knowledge of marketing issues, because of the knowledge gained by individual members and the interaction among them.Marketing Practice Accounts were won by the Agency primarily through the liaison work conducted with a (potential) client by an account executive (who might be a very senior handler or junior salesman recruited only if a few years earlier). Once an agreement was make between Agency and client and such an agreement might be limited to the Agencys union in a competitive presentation, the outcome of which might lead to an account be established the AE bear on would put together an account aggroup up.An account aggroup consists of the AE in charge (possibly with assistants) the Marketing Team (generally of 2 per sons under a Marketing Director MD, but sometimes much larger, depending on the size of the account and the work to be done) the Creative Team (consisting of Creative Director CD, Copywriter, and Art Director AD as a minimum, but usually including two ADs one for cross-, the other for TV-related work) and Media Planner/Buyer(s).The job of the account aggroup is to broaden out successfully the task garb by the client, and to this end meets initially for an orientation meeting in which the issues and problems relayed by the client to the AE are explained and discussed to all members. 2 Prior to this, however, the AE provides the marketing team with all the information and data that he has been able to extract from the client (a lot of it highly confidential to the club relate). The marketing team, therefore, tends to come prepared and to have certain quite specific questions regarding the nature of the statistics provided, the target market, sell outlets, and so on.If it has d one its homework powerful which is not always the case, given the number of different accounts on which the teams members are working and the pressure of work that they are under the marketing team may well have several pertinent suggestions for further research. It is on the basis of these discussions that the AE then asks the MD to expect out such research as is thought necessary for the matter in hand. In the meantime, the fictive team is asked to mull over the issues generally and to trust of possible ways of coping fictively (that is, lingually and visually) with the clients marketing problems.Back in the Marketing Department, the MD will tell his subordinates to bleed out specific tasks, such as a consumer survey to find out who precisely makes use of a particular product and why. This kind of task is fairly mechanical in its general form, since the Agency does this screen out of work for dozens of clients every year, but has to be tailored to the present clients par ticular situation, needs and expectations. The MD will therefore discuss his subordinates intent, make some suggestions to ensure that all points are overed (and that may well include some additional questions to elicit further information from the target audience that has taken on importance during their discussion), and then give them permission to have the work carried out. All surveys of this kind are subcontracted by the Agency to marketing firms and research organisations of one sort or another.This means that the marketing teams members are rarely involved in direct face-to-face contact or interaction with the consumers of the products that they wish to advertise,3 except when small focus group interviews take place (usually in one of the Agencys buildings). The informal nature of such groups, the different kinds of insights that they tolerate yield, and the need to spot and pursue particular comments mean that members of the marketing team should be present to bear in min d to and, as warranted, direct the discussion so that the Agencys particular objectives are achieved. In general, however, the only evidence of consumers in the Agency is indirect, through reports, statistics, figures, data analyses and other information that, paradoxically, are always seen to be insufficient or incomplete (cf.Lien 1997112). Once the results of the survey are returned, the marketers enter them into their computers (since all such information is stored and can be apply to generate comparative data for other accounts as and when required). They can make use of particular programmes to sort and analyse such data, but ultimately they need to be able to present their results in readily comprehensible form to other members of the account team.Here again, the MD tends to ensure that the information presented at the next meeting is to the point and properly hierarchised in terms of importance. This leads to the marketing teams putting forward things like a positioning stat ement, slogan, purchasing decision The Media Planners do not usually participate in these early meetings since their task is primarily to provide information of suited media, and slots therein, for the finished campaign to be placed in. 3A similar point is made by Lien (1997. 11) in her study of Viking Foods. Focus Groups usually consist of about half a dozen people who represent by age, gender, socio-economic grouping and so on the type of target audience being manoeuvered, and who have agreed to talk about (their attitudes towards) a particular product or product revolve usually in exchange for some gift or money. Interviews are carried out in a small meeting room (that may have a one-way mirror to enable extracurricular observation) and tend to last between one and two hours. 4 2 4 odel (high/low fight think/feel product relationship), product message concept, and creative frame. unmatched of the main objectives of this initial and, if properly done, only round of resear ch is to discover the balance between what are terms product, user and end bene suss outs, since it is these factors that determine the way in which an ad campaign should be presented and, therefore, how the creative team should visualise the marketing problems analysed and ensuing suggestions from the marketing team.It is here that we come to the crux of marketing as practised in an advertising agency (whether in Japan or elsewhere). Creative people tend to be suspicious of marketing people and vice-versa. This is primarily because marketers believe that they work rationally and that the creative frames that they produce are showed on objective data and analyses. Creative people, on the other hand, believe that their work should be inspired, and that such fervency can take the place at the expense of the data and analyses provided for their consideration.As a result, when it comes to producing creative work for an ad campaign, copywriters and creative directors tend not to pay st rict heed to what the marketing team has told them. For example, attracted by the idea of a particular reputation or filming location, they may come up with ideas that in no way meet the pragmatic demands of a particular ad campaign that may require emphasis on product benefits that are irrelevant to the chosen location or celebrity suggested for arcsecond. This does not always happen, of course.A good and professional creative team and such teams are not unusual will follow the marketing teams instructions. In such cases, their success is based on a creative interpretation of the data and analyses provided. Agency-Client Interaction If there is some indecision and argument among different elements of the account team and it is the presiding account executives job to ensure that marketers and creatives do not come to blows over their disagreements they almost invariably band together when meeting and presenting their plans to the client.Such meetings can take place several, even more than a dozen, times during the course of an account teams preparations for an ad campaign. At most of them the MD will be present, until such time as it is clear that the client has recognised the Agencys campaign strategy and the creative team has to fine-tune the objectives outlined therein. Very often, therefore, the marketing team will not stay on a particular account long adequacy to learn of its finished result, although a good AE will keep his MD abreast of creative developments and show him the (near) finalised campaign prior to the clients final approval.But marketers do not get involved in the production side of a campaign (studio photography, television moneymaking(prenominal) filming, and so on) unless one of those concerned knows what is going on when, happens to be nearby at the time, and drops in to see how things are going. In other rowing, the marketing teams job is to see a project through until accepted by the client. It will then dissolve and its me mbers will be assigned to new accounts. Advertising Campaigns A display case Study To illustrate in more detail particular examples of marketing practice in the Agency, let me cite as a case study the preparation of contact lens campaign in Japan.This example is illuminating because it reveals a number of typical problems faced by an advertising agency in the formulation and execution of campaigns on behalf of its clients. These include the interface between marketing and creative people inwardly an agency and the interpretation of marketing analysis and data the 5 transposition of marketing analysis into creative (i. e. linguistic, visual and design) ideas the interface between agency and client in the selling of a campaign proposal and the problems of having to hail to more than one consumer target.When the Nihon Fibre Corporation asked the Agency to prepare an advertising campaign for its new motion picture tip O2 oxygen-passing GCL life-threatening contact lenses in early 1990, it provided a considerable amount of product information with which to help and guide those concerned. This information included the following facts firstly, with a differential coefficient (DK factor) of 150, video schnorchel O2 had the highest rate of oxygen permeation of all lenses currently manufactured and marketed in Japan.As a result, secondly, photograph snorkel O2 was the first lens authorized for continuous ruin by Japans Ministry of Health. Thirdly, the lens was particularly flexible, dirt and water resistant, durable, and of extremely high quality. The client asked the Agency to confirm that the targeted market consisted of teen people and to create a campaign that would help NFC capture initially a minimum three per cent share of the market, rising to ten per cent over three years. The Agency immediately organise an account team, consisting of eight members all told.Their first step was to arrange for the marketing team to carry out its own consumer researc h before proceeding further. A detailed survey of 500 men and women was worked out in consultation with the account executive and the client, and was executed by a market research company subcontracted by the Agency. Results confirmed that the targeted audience for the simulacrum wind O2 advertising campaign should be young people, but particularly young women, between the ages of 18 and 27 years, since it was they who were most likely to wear contact lenses.At the same time, however, the survey in addition revealed that there was little marque loyalty among contact lens wearers so that, with effective advertising, it should be possible to persuade users to shift from their current brand to Ikon inkling O2 lenses. It also showed that young women were not overly concerned with price provided that lenses were safe and comfortable to wear, which meant that Ikon Breath O2s relatively high price in itself should not prove a major obstacle to brand switching or sales.On a less po sitive note, however, the account team also observed that users were primarily concerned with comfort and were not implicated in the technology that went into the manufacture of contact lenses (thereby obviate the apparent advantage of Ikon Breath O2s high DK factor of which NFC was so proud) and that, because almost all contact lens users consulted aesculapian specialists prior to purchase, the advertising campaign would have to address a second audience consisting mainly of middle-aged men.All in all, therefore, Ikon Breath O2 lenses had an advantage in being of superb quality, approved by medical experts and recognized, together with other GCL lenses, as being the safest for ones eyes. Its disadvantages were that NFC had no name in the contact lens market and that users knew very little about GCL lenses or contact lenses in general.This meant that the advertising campaign had to be backed up by point of purchase sales promotion (in the form of a brochure) to ensure that the p roduct survived. Moreover, it was clear that Ikon Breath O2s technical advantage (the DK 150 factor) would not last long because rival companies would soon be able to make lenses with a differential coefficient that surpassed that developed by NFC. 5On this occasion, because the advertising budget was comparatively small, the media buyer was not brought in until later stages in the campaigns preparations. The AE in charge of the NFC account interacted individually with the media buyer and presented the latters suggestions to the account team as a whole. 6 As a result of in reach discussions following this survey, the account team moved slowly towards what it thought should be as the campaigns overall tone and manner.Ideally, advertisements should be information-oriented the campaign needed to put across a number of points about the special product benefits that contrastd it from similar lenses on the market (in particular, its flexibility and high rate of oxygen-permeation). Practi cally, however as the marketing team had to emphasize time and time again the campaign needed to stress the functional and emotional benefits that users would obtain from wearing Ikon Breath O2 lenses (for example, continuous wear, safety, release from anxiety and so on).This meant that the advertising itself should be emotional (and information left to the promotional brochure) and stress the end benefits to consumers, rather than the lenses product benefits. Because the marketing team had concluded that the products end benefits should be stressed, copywriter and art director opted for user imagery rather than product characteristics when thinking of ideas for copy and visuals.However, they were scotch in their endeavours by a number of problems. Firstly, advertising industry self-policing regulations prohibited the use of certain words and images (for example, the notion of safety, plus a visual of mortal asleep while wearing contact lenses), and insisted on the inclusion in all advertising of a warning that the Ikon Breath O2 lens was a medical product that should be purchased through a medical specialist.This constriction meant that the creative teams could not use the idea of continuous wear because, even though so apprised by Japans Ministry of Health, opticians and doctors were generally of the opinion that Ikon Breath O2 lenses were bound to affect individual wearers in different ways. NFC was terrified of antagonizing the medical world which would often be recommending its product, so the product manager concerned refused to permit the use of any word or visual connected with continuous wear.Thus, to the account teams collective dismay, the products end benefit to consumers could not be effectively advertised. Secondly, precisely because Ikon Breath O2 lenses had to be recommended by medical specialists, NFCs advertising campaign needed to address the latter as well as young women users. In other words, the campaigns tone and manner had to appea l to two totally different segments of the market, while at the same time satisfying those employed in the client company.This caused the creative team immense difficulties, especially because thirdly the product manager of NFCs contact lens manufacturing division was convinced that the high differential coefficient set Ikon Breath O2 lenses apart from all other contact lenses on the market and would appeal to members of the medical profession. So he insisted on emphasizing what he saw as the unique technological qualities of the product.In other words, not only did he relegate young women who were expected to buy the product to supplementary importance he ignored the marketing teams recommendation that user benefit be stressed. Instead, for a long time he insisted on the creative teams focussing on product benefit, even though the DK factor was only a marginal and temporary advantage to NFC. As a result of these two sets of disagreements, the copywriter came up with two differen t key ideas.The first was based on the products characteristics, and thus supported the manufacturers (but went against his own marketing teams) product benefit point of view, with the set phrase corneal physiology (kakumaku seiri). The second also stressed a feature of the product, but managed to emphasize the user benefits that young women could gain from wearing lenses that were both hard and soft (yawarakai).The former advertise was the only way to break brand parity and make Ikon Breath O2 temporarily lucid from all other lenses on the market (the product manager liked the distinction the marketing team disliked the temporary nature of that distinction). At this stage in the negotiations, the account executive in charge felt obliged to tow an obsequious line, but needed to appease his marketing team and ensure that the creative team came up with something else if at all possible, since 7 corneal physiology gave Ikon Breath O2 lenses only a temporary advantage.As a result, th e copywriter introduced the word somber (majime) into discussions on the grounds that NFC was a sedate (majime) manufacturer (it was, after all, a well- cognise and respected Japanese corporation) which had developed a product that, by a process of assimilation, could also be regarded as life-threatening moreover, by a further rubbing-off process, as the marketing team agreed, such seriousness could be attributed to users who decided to buy and wear Ikon Breath O2 lenses. In this way, both the distinction between product benefit and user benefit might be overcome.The copywriters last idea was the one that broke the deadlock (and it was at certain moments an extremely tense deadlock) between the account team as a whole and members of NFCs contact lens manufacturing division. After a serial of meetings in which copywriter and designer desperately tried to convince the client that the idea of murk and hardness was not a product characteristic, but an image designed to support the benefits to consumers wearing Ikon Breath O2 lenses, the product manager accepted the account teams proposals in principle, provided that serious was used as a back-up selling point.Soft hard (yawaraka hard) was adopted as the key headline phrase for the campaign as a whole. It can be seen that the marketing teams analysis of how NFC should successfully enter the contact lens market met two stumbling blocks during the early stages of preparation for the advertising campaign. The first was indoors the account team itself, where the copywriter in particular tended to opt for the manufacturers approach by emphasising the product benefit of Ikon Breath O2. The second was when the Agencys account team had to persuade the client to accept its analysis and campaign proposal.But the next major problem facing the account team was how to convert this linguistic rendering of market analysis into visual terms. What sort of visual image would adequately fulfil the marketing aims of the campaig n and make the campaign as a whole including television commercial and promotional materials readily recognizable to the targeted audience? It was almost immediately accepted by the account team that the safest way to achieve this important aim was to use a celebrity or constitution (talent in Japanese) to endorse the product.Here there was little argument, because it is generally recognized in the advertising industry that celebrity endorsement is an excellent and readily appreciated linkage device in multi-media campaigns of the kind requested by NFC. Moreover, since television commercials in Japan are more often than not only fifteen seconds long and therefore cannot include any detailed product information, personalities have proved to be attention grabbers in an image-dominated medium and to have a useful, short-term effect on sales because of their popularity in other part of the entertainment industry.At the same time, not all personalities come across equally well in the rather differing media of television and magazines or newspapers, so that the account team felt obliged to look for someone who was more than a mere pop idol and who could act. It was here that those concerned encountered the most difficulty. The presence of a famous personality was decisive since s/he would be able to attract public attention to a new product and hopefully draw people into retail outlets to buy Ikon Breath O2 lenses.It was agreed right from the start that the personality should be a young woman, in the same age group as the targeted audience, and Japanese. (After all, a blue eyed foreigner endorsing Ikon Breath O2 contact lenses would simply be appropriate for brown-eyed Japanese. ) Just who this woman should be, however, proved problematic. Tennis players (who could indulge in both hard activities and soft romance) were discarded early on because the professional season was already in full cutting off at the time the campaign was being prepared.Classical music ians, while romantic and thus soft, were not seen to be hard enough, while the idea of using a Japanese talent, Miyazawa Rie (everyone on the account teams favourite at the time), was reluctantly rejected because, even though photographs of her in the nude person were at the time causing a 8 minor sensation among Japanese men interested in soft-porn, she was rather inappropriate for a medical product like a contact lens which was aimed at young women. Any personality chosen had to show certain distinct qualities.One of these was a presence (sonzaikan) that would attract peoples attention on the page or screen. Another was topicality (wadaisei) that stemmed from her professional activities. A third was future potential (nobisei), meaning that the celebrity had not yet attain in her career, but would attract further widespread media attention and so, it was hoped, indirectly promote Ikon Breath O2 lenses and NFC. Most importantly, however, she had to suit the product. In the early stages of the campaigns preparations, the creative team found itself in a slight quandary.They wanted to choose a celebrity whose personality fitted the soft-hard and serious ideas and who would then prime a particular image to Ikon Breath O2 lenses, although it proved difficult to find someone who would fit the product and appeal to all those concerned. Eventually, the woman chosen was an actress, Sekine Miho, who epitomized the kind of modern woman that the creative team was seeking, but who was also about to star in a national television (NHK) drama serial that autumn a series in which she played a starring role as a soft, romantic character.Although popularity in itself can act as a straightjacket when it comes to celebrity endorsement of a product, in this case it was judged correctly, it transpired that Sekine had enough depth (fukasa) to bring a special image to Ikon Breath O2 lenses. Once the celebrity had been decided on, the creative team was able to fix the tone and manner, musing and style of the advertising campaign as a whole.Sekine was a high class (or one ordinate up in Japanese-English parlance) celebrity who matched NFCs image of itself as a high class (ichiryu) company and who was made to reflect that sense of eliteness in deportment and clothing. At the same time, NFC was a serious manufacturer and wanted a serious, rather than frivolous, personality who could then be photographed in soft-focus, serious poses to suit the serious medical product being advertised. This seriousness was expressed further by means of ery slightly tinted dim and white photographs which, to the art directors but, not initially, the product managers eye made Sekine look even softer in appearance and so match the campaigns headline of yawaraka hard. This unmanliness was further reinforced by the heart-shaped lens cut at the bottom of every print ad, and on the front of the brochure, which the art director made green rather than blue partly to differentia te the Ikon Breath O2 campaign from all other contact lens campaigns run at that time, and partly to appeal to the fad for ecological colours then-current among young women in particular.This case study shows that there is an extremely complex relationship linking marketing and creative aspects of any advertising campaign. In this case, market research showed that Ikon Breath O2 lenses were special because of the safety that derived from their technical quality, but that consumers themselves were not interested in technical matters since their major concern was with comfort. Hence the need to focus the advertising campaign on user benefit.Yet the client insisted on stressing product benefit a stance made more difficult for the creative team because it could not legally use the only real consumer benefit available to it (continuous wear), and so had to find something that would appeal to both manufacturer and direct and indirect consumers of the lens in question. In the end, the ide as of soft hard and serious were adopted as compromise positions for both client and agency, as well as for creative and marketing teams. Concluding Comments Let us in conclusion try to follow two separate lines of thought.One of these is, as promised, the relationship between marketing and anthropology the other that between advertising and marketing. 9 Although convergence between anthropology, marketing and consumer research may be growing, the evidence suggested by the case study in this paper is that huge differences still exist. Marketing people in the advertising agency in which I examine may be interested in anthropology they may even have dipped into the work of anthropologists here and there. But their view of the discipline tends to be rather old-fashioned, and they certainly do not have time to go in for the kind of intensive, detail ethnographic nquiry of consumers that anthropologists might encourage.If anthropologists are to make a useful contribution to marketing, t herefore, they need to present their material and analyses succinctly and in readily digestible form, since marketing people hate things that are overcomplicated. It is, perhaps, for this rather than any other reason that someone like Mary Douglas (Douglas and Isherwood 1979) has been so favourably received. In the end, marketing people aim to be positivist, science-like (rather than scientific, as such), and rationalist in their ad campaigns.They aspire to measure and predict on the basis of observer categories, if only because this is the simplest way to sell a campaign to a client. In this respect, they are closer to the kind of sociology and anthropology advocated in the 1940s and 50s (which would explain their word meaning of Talcott Parsonss theory of action, for example), than to the present-day interpretive trends in the discipline, and thus favour in their practices an outmoded and among most anthropologists themselves, discredited form of discourse.So, if anthropologist s are kings of the castle, it is a castle most other people have never heard of (Chapman and Buckley 1997 234). As Malcolm Chapman and Peter Buckley wryly observe, we need perhaps to spend some time but outside social anthropology in order to be convinced of the truth of this fact. Secondly, as part of this positivist, science-like approach, marketers in the Japanese advertising agency tended to make clear-cut categories that would be easily understood by both their colleagues in other divisions in the Agency and by their clients.These categories tended to present the consumer world as a series of binary oppositions (between individual and group, modern and traditional, idealist and materialist, and so on cf. Lien 1997 202-8) that they then presented as ground substance or quadripartite structures (the Agencys Purchase Decision Model, for example, was structured in terms of think/feel and high/low involvement axes). In this respect, their work could be said to exhibit a basic form of structuralism. One of these oppositions was that made between product benefit and user benefit (with its signifier end benefit).As this case study has shown, this is a distinction that lies at the heart of all advertising and needs to be teased out if we are successfully to decode particular advertisements in a manner that goes beyond the work of Barthes (1977), Williamson (1978), Goffman (1979) and others. Thirdly, one of the factors anchoring marketing to the kind of structured thinking characteristic of modernist disciplines, perhaps, is that the debut of meaning in commodities is inextricably bound up with the establishment of a sense of difference between one object and all others of its class.After all, the three tasks of advertising are to stand out from the touch competition to attract peoples attention to communicate (both rationally and emotionally) what it is intended to communicate and to predispose people to buy or keep on buying what is advertised. The sole preo ccupation of those engaged in the Ikon Breath 02 campaign was to create what they referred to as the parity break to set NFCs contact lenses apart from all other contact lenses on sale in Japan, and from all other products on the market.At the same time, the idea of parity break extended to the style in which the campaign was to be presented (tinted monochrome photo, green logo, and so on). In this respect, the structure of meaning in advertising is akin to that found in the syntagmatic and paradigmatic axes of structural linguistics where particular choices of words and phrases are influenced by the overall structure and availability of meanings in the language in which a speaker is communicating. That the work of LeviStrauss should be known to most marketers, therefore, is hardly surprising.Marketing practice is in many respects an application of the principles of structural anthropology to the selling of products. 10 Fourthly, although those working in marketing and consumer rese arch take it as given that there is one-way flow of activity stemming from the manufacturer and targeted at the end consumer, in fact, as this case study shows, advertising as well as the marketing that an advertising agency conducts on behalf of a client always addresses at least two audiences.One of these is, of course, the group of targeted consumers (even though they are somewhat removed from the direct experience of marketers in their work). In this particular case, to complicate the issue further, there were two groups of consumers, since the campaign had to address both young women and middle-aged male opticians. Another audience is the client. As we have seen, the assumed or proven dis/likes of both consumers and advertising client affect the final meaning of the products advertised, and the client in particular had to be satisfied with the Agencys campaign approach before consumer needs could be addressed.At the same time, we should recognise that a third audience exists among different members of the account team inwardly the Agency itself, since each of the three separate parties involved in account servicing, marketing and creative work needed to be satisfied by the arguments of the other two. In this respect, perhaps, we should note that marketing people have spent a lot of time over the decades making use of insights developed in learning behaviour, personality theory and psychoanalysis which they then apply to individual consumers.In the process, however, they have tended to overlook the forms of social organisation of which these individuals are a part (cf. de Groot 198044). Yet it is precisely the ways in which individual consumers interact that is crucial to an understanding of consumption and thus of how marketing should address its targeted audience how networks function, for example, reveals a lot about the resilient role of word-of-mouth in marketing successes and failures how status groups operate and on what grounds can tell markete rs a lot about the motivations and practices of their targeted audience.Anthropologists should be able to help by providing sociological analyses of these and other mechanisms pertinent to the marketing endeavour. In particular, their extensive work on ritual and symbolism should be of use in foreign, third world markets. Fifthly, most products are made to be sold.As a result, different manufacturers have in mind different kinds of sales strategies, target audiences, and marketing methods that have somehow to be translated into persuasive linguistic and visual images not only in advertising, but also in packaging and product design. For the most part, producers of the commodities in question find themselves obliged to call on the specialized services of copywriters and art designers who are seen to be more in tune with the consumers than are they themselves. This is how advertising agencies market themselves.But within any agency, the creation of advertising involves an ever-presen t tension between sales and marketing people, on the one hand, and creative staff, on the other between the not necessarily compatible demands for the dissemination of product and other market information, on the one hand, and for linguistic and visual images that will attract consumers attention and push them into retail outlets to make purchases, on the other. This is not always taken into account by those currently writing about advertising.More interestingly, perhaps, the opposition that is perceived to exist between data and statistical analysis, on the one hand, and the creation of images, on the other, parallels that seen to pertain between a social science like economics or marketing and a more humanities-like discipline such as anthropology. Perhaps the role for an anthropology of marketing is to bridge this salient divide.

Ink and Paper Communication Essay Example for Free

Ink and Paper Communication EssayPeople say that the trick of letter writing is dead. But my idea of heaven is writing a letter to a in force(p) friend in a far away town, a note to my cousin saying thankyou for the dinner we had this weekend, a fan letter to the penr whose story I read and admired. I love to make unnecessary something, be it a short story, a poem, a serious article or sightly letters. It is so magical to gather the right words and put them together on the paperI write a couple of letters a day, and suffer from bouts of guilt, thinking I may perhaps be over burdening my friends and relatives with my scripted material. Letters have been very important in my life, those that I have written and receive. I have valued the ones which are very dear to me, to read them again and again reveling in the magical spell they cast on me every time unfolding something new.It was a hobby that started from my childhood, when I wrote letters to my school friends, teache rs, relatives and strangers as well. I std lX, when suddenly half the nation was consumed by the passion of acting, I too was one of them. I wrote my first fan letter to the great Amitabh Bachchan and received from him a typed response and his autographed photograph. His letter, the special handmade greeting card, and the letters written by my friends are the most treasured possession.Recently when I revealed my letter writing habbit to my friend, I was told, but my dear, no one writes letters anyto a greater extent Wheres the time? Agreed I know people who never write letters for whom its just a waste of time. How easy it is to reach for the telephone type a few digits and talk to individual miles away from you no pondering over thoughts no addressing of envelopes and no waiting for response. No doubt, the telephone is more efficient and instant but I doubt whether it is, on the whole as effective as a letter.Letters have a certain power, your heartbeat ticks rhythmically with e very comma and a full stop you can preserve a letter , read it study it, carry it near like a cherished possession. It is not momentary as a telephone call, quickly make and quickly forgotten.As I have grown over years, I have matured and hopefully become wiser. I have learned to think twice before dropping a letter written in a melancholic mood. I have regretted it beca go for by the time the letter is received the gloominess is banished and then one is left anxiously thinking about the reaction at the other end.There were moments when shyness led me to writing letters. I would have never been able to make friends with strangers had I not been a keen writer. I cannot dream of calling up a writer, actor, painter whose mould I admire, until and unless I know them personally. But without hesitation I write them letters of appreciation, and if my letter is welcomed, it is answered and if not, Ive got nothing to lose. Its funny but Ive maintained friendships solely through letters t hat may, I fear, escape if there is a face to face encounter.So keep in touch. The pen and paper you use does not matter the voice coming from the heart does. The next time when you write a letter notice for a second the magical tune that your pen plays on your paper , the rhythm of the fertilize of your thoughts, like the first raindrops touching the mother earth. You feel as if you are actually sitting in front of the other person reading out thoughts, collecting thoughts, coloring them with ink and presenting them paper to love ones.. anxiously waiting for the reply. Letters have their special brand of magic.

William Shakespeare Comparison 130 Essay Example for Free

William Shakespe atomic number 18 Comparison 130 EssayWilliam Shakespe are entertains multiple themes by means ofout his sonnet collection and portays an overarching theme of neck. Sir Philip Sydneys difficulties with love are sh experience in his collection of sonnets Astrophil and Stella. Both poets flat coat the complications with love and the proclivity it creates. For example, in sonnet 1 Sydney has trouble conveying his love precisely hopes that through these sonnets she (Stella) will understand. Shakespeares sonnet 129 as well as Sydney sonnet 109 both mention the reason for their hardships with love what is fueling their desire. Both are struggling with thirst just now physical exercise different tones, ditcions and reasonings to drive at the same point. Shakespeares Sonnet 129 is grouped with poems known as the muddied woman sonnets. This flock of poems are on the darker side of Shakepeares classic love sonnets. Love is overbearing and causes the speaker to d o things he normally wouldnt. He claims that anticipation of elicit creates erratic human behavior. Shakespeare uses graphic imagery, murderous, bloody, full of blame to garnish his frustration towards the situation (3). He blames his sexual desires and claims that they are driving him to insanity (make.taker mad (8)).To him, hunger is a sin and is the root of good deals pain. Throughout the poem the order of words tends to be reversed and repeat (mad, past reason) to deepen the impression of conflict, as in line 2 lust in action and till action, lust. Despite intuition he is bound by passion and questions wherefore he should pursue what he knows to be worthless (swallowd bait). The poem explains that sex is blessed charm yourre doing it and, once youre done, a true sorrow that it ever drop deaded A merriment in proof, and provd, a very woeBefore, a joy proposd foot, a dream(11-12). present he embelishes the notion that people will go to absurd lengths in the pursuit of sex only if end up hating themselves for it afterwards. Sydneys Sonnet 109 immediately identifies desire as the antagonist of the poet. In the start-off line he refers to love as a trap (snare) for the ignorant to fall for. scarce Sydney has already fallen into this love trap and is referring to himself as the fool to do so. Syndey in the first a few(prenominal) lines considers himself foolish for feeling this desire.He claims that desire leads people to act stupidly With scattered thought and causeless care, that while trying to accomplish a foolish task he was wasting his age. whole his hard work was for nothing, consuming his rationality. Sydney and Shakespeare blame themselves for their craving of love, desire. The speaker in sonnet 129 cant help his appeal to this dark woman he refers. He knows it is painful to let desire go. He understands the self-hating conclusion to his lust but cant help his actions Before, a joy proposd behind, a dream(12).While Shakespeare antic ipates sex, it seems like joy afterward, a bad dream. Blaming his sexual attraction to others as a culpit for personal agony. Sydney describes the same struggles in his sonnet 109. To Sydney the process of falling in love is nothing but torture. His mangled mind knows it worthless to feel this way and, similar to Shakespeare, doesnt know how to kill desire(14). Both speakers convey an ambivalent tone towards desire. In line 5 Sydney has given into desire but in line 6 knows of its uselessness impulse Desire I have too dearly brought / worthelesse ware.Similarly, in the couplet at the end of Sonnet 129 Shakespeare writes All this the world well knows to vitiate the heavenly experience caused by desire because it leads men to this hell (13-14). The authors identify what the outcome of their desires will be but allow it to happen anyways. Desire turns the speakers mad. In Shakespeares case the desire for sex is on purpose laid to make the taker mad(8) He has experienced all the stag es of lust and each time it has made him crazy. As for Sydney, the reference to mangled mind explains that he is on his way to insanity.He nonrecreational for his desire by driving himself crazy. Sydney and Shakespeare seem to not know what to do. They are confused with the aching for love they possess. And it drives the speakers, whether it be Shakespeare or Sydney, to insanity. Both poets as well carry the idea elsewhere that the dark women and Stella are superior to them. They believe that they are at fault for this desire they occupy. In Sonnet 129 the poets endeavors convince him that the dark lady is better than he knows her to be. Similarily, Sydney makes it evident that this desire is a flaw in himself and not in the desired.In Sonnet 129 Shakespeare makes it vague to whether or not he is the speaker. Sydney seems to make it more evident by using point of view such as I have. Under the rubric of a single theme the reader notices as many similarites as differences. Shakespe are uses very different syntax than Sydney to express the same idea. First of all, Sonnet 129 concerns physical appetites that are blamed for fueling sexual desires. Is lust in action and till action, lust(2). Sydneys sonnet 109 blames his emotional feelings his mind cant help but feel Within my self to seek my only hire (13).Shakespeare uses mutiple juxtapositions such as before/ behind and heavan/ hell. The juxtapositions allowed Shakespeare to convey both sides of his suffers. The vulgar tone in sonnet 129 contributes to the speakers hatred for physical desires. That it makes people savage, extreme, rude, cruel, not to trust(4). Shakespeare explains exactly what will happen when one undergoes these sexual yearnings Past reason hunt down and no sooner had, / Past reason hated, as a swallowd bait(6-7) allowing no room for interpretation. Sydney, on the other hand, exlpains the pain he feels, but is not exact what will happen subsequently.He recognizes the conclusion but doesnt kno w what it will fell like. Sydney understands that his desire will be worthless. Sonnet 129s speaker has experienced desires worthlessness. He asserts that everyone knows and will finish as he did, in agony and pain All this the world well knows (13). The lists Shakespeares writes helps explain his frustration with sex and the dark lady. Lists solify details to pas experiences. It gives the reader more evidence to the speakers opinion. Whereas, Syndey effectivley emphasizes his point through punction and repition Desire , Desire (5). Convincing the reader of Sydneys troubles.Sydney and Shakespeare suggest that love drives them out of control but have their own view on the intensity of the stress. Some people would consider that these feelings are more than standard. Not that they are exaggerating feelings in the sonnets but drive themselves to an extreme stage of loathing. Sydney expresses a melodic tone compared to Shakespeares disdainful tone. Syndey voices his inner(a) feelings and reads as though he has thought a lot about his struggles. In line 8 he writes Who shouldst my mind to higher things prepare, and explains that his mind should concentrate on more important things than desire.The use of my mind suggests that Sydney is trying to convince himself to focus on more important things. This plays in directly with his lyrical tone. Shakespeare, on the other hand, is more disdainful in his writing, Had, having, and in quest to have, extreme(10) and scornful towards his involvements with desire. In the end, Shakespeare in sonnet 129 and Sydney in sonnet 109 both write about their struggles with lust. Syndey composes his feelings throughout sonnet 109 while Shakespeare makes it evident of his scornful position towards desire itself.

Chemicals in Food Essay Example for Free

Chemicals in Food EssayThose hard-to-pronounce chemicals that atomic number 18 in the list of ingredients on the label be mapd for more than just flavoring, appearance, and preserving the food (Food Additives). Those additives ar intentd in some other in truth harsh items such as bug repellent (Food Additives). However, there are some simple and sustainable options that flush toilet help soak uprs avoid running into harsh chemicals and additives that may be lurking in their food. These changes forget non tho help them make healthier and safer choices, but also help them to save some bills in the long run. Many unanswered disbeliefs will be addressed within this paper such as What are the horm one and only(a)s in some of the foods such as dairy and meat and what exactly are they lend oneselfd for? How do they affect us? What can consumers do to avoid purchasing these items? How can one avoid unsafe drinking water and are additives re in ally that bad? According to Credit Loan, the Statesns consume on average 110 pounds of red meat a year, 600. 5 pounds of dairy products ( non including dis come to), and 31. 4 pounds of cheese a year (Food Consumption in America). The common theme here is that all of these food groups survey from kine.It is not, however, that we are eating kine and beef, but what that cattle is being fed into its body. In 2005, 32. 5 one thousand thousand cattle were abattoired to provide beef for U. S. consumers. Scientists believe about two-thirds of American cattle raised in for slaughter today are injected with internal secretions to make them grow faster (Sustainable Table). This does not include endocrines used for the increased return of dairy/ draw. With just beef alone, there are six natural and artificial hormones that are injected into cattle and they include Oestradiol, Progesterone and Testosterone (these are natural occurring hormones).Then there are Zeranol, Trenbolone and Melengestrol (these are ar tificial hormones) (Sustainable Table). Although there has not been any significant case studies done on these hormones, scientists believe that these hormones pose some threats to valet health. The Committee European Unions Scientific Committee on Veterinary Measures Relating to Public Health also question whether hormones residues in the meat of ontogeny enhanced animals can disrupt human hormone balance, causing developmental problems, interfering with the reproductive strategy, and even leading to the development of breast, prostate or colon cancer (Sustainable Table).Scientists also believe that those at the greatest risk are children, women who are pregnant and unborn babies (Sustainable Table). Hormone residues in beef have been implicated in the early onset of puberty of girls, which could put them at great risk of developing breast and other forms of cancer (Sustainable Table). However, health risk of humans is not the only factor. Aquatic ecosystems are being greatly a ffected by hormone residue in the mire of cows by contaminating run- by and groundwater. Recent studies have demonstrated that exposure to hormones has a substantial number on the gender and reproductive capacity of fish, throwing off the natural life cycle (Sustainable Table). The United States and Canada, however, continue to allow the development hormones to be injected. The European Union does not, and they strictly prohibit trade with the U. S. and Canada on hormone-treated beef. Injecting growth hormones into cattle is not the only kind of hormone they are being apt(p) either. RBGH is a hormone that gets injected into cattle for an increase production of milk. Developed and Manufactured by Monsanto Corporation, this genetically engineered hormone forces cows to artificially increase milk production by 10 to 15 percent (Sustainable Table). The natural hormone for growth and lactation is Bovine Somatotropin. When it is man-made it is known as rBST or better known as rBGH. we ll-nigh 17% of all cows in the US are given the artificial growth hormone (Sustainable Table). FDA approved the drug in 1993. However, According to opponents of the drug, effects of rBGH were never properly studied, (Sustainable Table).RBGH poses many health risks to the cows and what is effecting the cows, could quite possibly effect us. Problems included an alarming rise in the number of deformed claves and salient increases in mastitis, a painful bacterial infection of the udder which causes inflammation, swelling, and pus and caudex secretions into milk (Sustainable Table). IGF-1 (Insulin emergence Factor-1) is a naturally occurring hormone in human bodies. It is also is in rBGH. Humans also naturally have IGF-1, and increased levels in humans have been linked to colon and breast cancer (Sustainable Table).America consumes about 31. 4 pounds of cheese every year, along with 600. 5 pounds of other dairy products (Food Consumption in America). In 2006, the United States dairy industry produced over 20 billion gallons of milk. This milk is pasteurized and sold, or transformed into cheese, butter, cream, and ice cream for consumers in the U. S. and around the world (Sustainable Table). However, it was never this simple. Back in the 1700s milk was not a familiar drink and was not studied enough. The conditions under which the milk and the cows were kept were not groovy.There was no form of refrigeration and insects could easily be accessible to milk that was left out (Sustainable Table). It was not until the end of the 19th speed of light when pasteurization was invented (Sustainable Table). Pasteurization means to key (a food, as milk, cheese, yogurt, beer, or wine) to an elevated temperature for a period of time sufficient to destroy certain microorganisms, as those that can produce disease or cause spoilage or undesirable fermentation of food, without radically altering taste or quality (Dictionary). However, this may not be enough.Farmers are continu ing to use the rBGH, antibiotics, and lavishly-concentrated feed for the increase production of milk (Sustainable Table). In a way, it is benefitting the consumer. By injecting these artificial hormones, the cows are producing almost quadruple times as much milk as they previously were, in turn, is black down the cost of milk and other dairy products (Sustainable Table). The biggest fear surrounding this breeding technique is the ultimate inability to ward off viruses or mutation in the dairy cows deoxyribonucleic acid chain, resulting in rapid spread of disease and possible death (Sustainable Table).Because of the growing concern of all the use of artificial hormone, slowly, more dairies are turning to organic. While organic milk makes up only 1% of the dairy market, demand has increased 477% between 1997 and 2003 (Sustainable Table). Hopefully, the trend continues to increase so the food becomes less process and more natural at anicteric level. For the most part, Americans include water in their daily food somehow during the day. Whether it is rinsing their mouths out from brushing their teeth, drinking water, or using it to swallow down a pill, water is a part of most peoples life style.However, it is not as clean as most people would think. A team of researchers out of Washington State has found key outs of outlaw(a) drugs, hormones, and cooking spices in drinking water. The team found that certain spices spike during the holidays. For instance, thyme and sage spike during Thanksgiving, cinnamon bark surges all winter, chocolate and vanilla show up during the weekends (presumably from party-related goodies), and waffle cone and caramel-corn remnants skyrocket around the quaternary of July (Cocaine, Spices, Hormones Found in Drinking Water).But as state earlier, harmless Cooking spices are not the only traces of remnants in drinking water being found/. Around the world, scientists are finding trace amounts of substances-from sugar and spice to he roin, rocket fuel, and birth control-that might be having unintended consequences for humans and wildlife alike (Drinking Water). cardinal may be wondering how drugs get into the drinking water system. After a person has interpreted drugs such as cocaine, heroin, marijuana, and ecstasy, active byproducts of these substances are released into the sewage stream through and through that persons piddle and feces.These byproducts, or metabolites, are often not completely removed during the sewage treatment process (Drinking Water). This not only may post a threat to human health, but it poses a threat to the shipboard soldier life as well. Though these drugs traces are still tiny, its possible that the potent residues could be poisonous to freshwater animals (Drinking Water). There are still strict regulations from the EPA on the contaminates in drinking water that essential be followed. The EPA claims that more than 90 contaminants must be filtered out of drinking water systems (Dri nking Water).Richard Keil said something that everyone can take into consideration. He stated that everything you do is connected to the watershed (Drinking Water). It is a simply message with a very strong meaning No matter what one person eats, takes, or drinks, it is somehow subsequently going to affect something or somebody and without any control. Almost half of an Americans nutriment includes fruits and vegetables. About 273. 2 pounds of fruit and 415. 4 pounds of vegetables are eaten (Food Consumption in America). However, these suppose to be healthy foods could be potentially dangerous to our health.Pesticides are used on almost every major crop. Pesticides are chemicals used to eliminate or control a variety of agricultural pests that can damage crops and blood and reduce farm productivity. The most common pesticides are insecticides (to kill insects), herbicides (to kill weeds), rodenticides (to kill rodents), and fungicides (to control fungi, mold, and mildew) (Sustain able Table). Pesticides are not a new invention at all. They date back all the way to the superannuated Sumerians time. The makeup of pesticides ranged anywhere from elemental sulfur, to chemicals such as arsenic and lead (Sustainable Table).It was not until the 19th century that the use of pesticides became more geared to natural techniques such as roots of topical vegetables and chrysanthemums (Sustainable Table). DDT (Dichloro-Diphenyl-Trichloroethane) was find in 1939 and was extremely successful, however a huge concern came into effect with its health impact on humans (Sustainable Table). Not only are the pesticides being sprayed on the fruits and vegetables that are eaten, but it also be sprayed on grains as well. This may not seem like that big of deal on a global scale, but when one looks at the cycle of how it effects humans, it is quite concerning.Grains are in all breads, no matter if it is super bleached or straight off of the wheat barley. Therefore, it is a handle s ource. However, the grains are being fed to livestock as well. In fact, 66% of the grain grown in the U. S. is used for livestock feed (Sustainable Table). This grain is grown by intensive farming operations that use massive quantities of pesticides while producing problems such as pesticide resistance in insects and weeds, and pollution of nearby water supplies with toxic chemicals (Sustainable Table). It is not as common to use manure as a type of soil, but it is decidedly not out of the question.The tainted manure could be used to grow the fruits and vegetable crops, that will therefore again be sprayed with more pesticides, which after awhile, the dead material and soil will run off as ground water, or to a straight water supplies and pollute the water (Sustainable Table). As stated earlier, this will not only affect marine life, but human drinking water. When and if this water goes through sewage treatment plants, not all of the pesticide chemicals will be removed. So not onl y will humans be ingesting chemicals from the fruits and vegetables, but possibly their drink and meat as well Pesticides are a public health concern and have been linked to a range of diseases and disorders. Many chemical pesticides are known to cause poisoning, infertility and birth defects, as well as damage to the nervous system and potentially cause cancer (Sustainable Table). The most susceptible to these conditions are small children. According to data serene by the Centers for Disease Control and Prevention, the average American child between ages six and eleven carriers four times the acceptable level of pesticides called organophosphates (which are known to cause nerve damage) (Sustainable Table).The CDC also conducted a blood and urine test in 2004 and that in 100% of the subjects pesticide residues were found. Two insecticides- chlorpyrifos and methyl parathion- were found at levels up to 4. 6 times greater than what the U. S. government deems acceptable (Sustainable Ta ble). Somebody has to take the blame for these absurd high numbers, the question is who to blame. Pesticide use goes through a rigorous test before any products that came in match with pesticides are even put out on the shelves. Pesticides are tested and approved for use by the Environmental Protection Agency (EPA), which establishes tolerances, or maximum residue levels, that limit the amount of a given pesticide that can safely remain in or on a food. The Food and Drug governing (FDA) is then responsible for monitoring pesticide levels on fruits and vegetables, while the Department of Agriculture (USDA) is charged with the task of examine pesticide residues in meat, eggs, and dairy products (Sustainable Table).