Chromatography

Student name: Amal Al-Hamdani Teacher name :Alia Alfi Group name: 2 Year: 2018 Chromatography  is  a physical method  used in lab  for  separation of  a mixture of chemical substances into its individual components, so that the individual components can be thoroughly analyzed.  it has numerous applications in  biological  and  chemical  fields.  it  is widely used in  biochemical  research for the separation and identification of  chemical compounds  of biological origin. Chromatography  consists of two  phase;  a  mobile phase  (a liquid or a gas)  , which  Ã‚  flows through  the  stationary  Ã‚  phase  , and a  stationary  Ã‚  phase  (a solid) .the stationary phase has certain physical and chemical characteristic that allow it to interact in various ways with different compound . A common types of  Ã‚  stationary  Ã‚  phase  Ã‚  are ;ion exchange chromatography, Affinity Chromatography, Gas Chromatography, liquid Chromatography†¦etc.Gas ChromatographyGas Chromatography  (GC)  or,  gas-liquid chromatography (GLC)  is a useful  tool  technique  that, allows us to separate and identify individual components in the mixture.  also, Gas Chromatography  can measure the concentration  of various components in the mixture for samples that have volatile  components  and,  separate mixture  by adherence to a surface. Method: 3590925369570000 A gas chromatograph uses a flow-through narrow tube known as the column, through which different chemical constituents of a sample pass in a gas stream (carrier gas, mobile phase) at different rates depending on their various chemical and physical properties and their interaction with a specific column filling, called the stationary phase. As the chemicals exit the end of the column, they are detected and identified electronically. The function of the stationary phase in the column is to separate different components, causing each one to exit the column at a different time (retention time). Other parameters that can be used to alter the order or time of retention are the carrier gas flow rate, For example, internal standards it is commonly used way in  Gas Chromatography to calculate  the  concentration of an analyte. for any particular detector, the relative response factor for the  analyte compared  to the  internal standards must be determined first. calibrating the linearity of the response factor for the  analyte compared  to the  internal standards requires making a series of the solutions with the same concentration of the standards, and a varying concentration of analyte. Plotting the response of the analyze relative to the standard (peak area of analyte/peak area of standards) versus the concentration of the analyte relative to the standard ([analyte]/ [ standard]) should produce a straight -line graph whose slope in the response factor.C+O2? CO2 +heatThis is a fast reaction and there a lot of physical method to slow down and stop fast reactions for example:Reducing the temperature at which a reaction occurs i.e. cool things down.adding a reagent which will react with the remaining reactantUsing reagents that have a small surface area i.e. the substance is in large lumps.Using a catalyst – the right catalyst can slow down the rate at which a chemical reaction occurs.The rate of reaction for a concentrated strong acid with a concentrated strong base is most affected by what three things the use of a catalyst, a change in temperature, a change in reactant concentration.We are going to use temperature temperature normally speed the reaction and i t also slow it down by lowering the it because the rate and the temperature has a Positive relationship so if temperature is high the reaction speed increase and if the temperature is low the reaction speed decrease and that is according to  van't Hoff's law,  an increase in temperature will cause an increase in the rate of an endothermic reaction. The effect of the temperature can be explained by the fact that increasing temperature will move the particles at higher speeds and the impact of the collisions leading to the interaction is large, which increases the speed of the reactionand also, at higher temperatures, higher percentages of collisions produce a chemical reaction because higher percentages of molecules have greater velocity, and enough energy is available to react. Explanatory examples tell the effect of temperature on the rate of chemical reaction rateIncreased temperature helps to speed the maturity of food.Increasing the pressure in the pressure vessels leads to an increase in temperature inside the so the food is cooked very quickly.Keeping food in the refrigerator help not to spoil it because the temperature of the refrigerator is low, and this leads to a decrease in the speed of geochemical reactions that cause food corruption.The temperature change in the chemical balanced reaction, leading to the interaction in the opposite direction, which cancels the effect of this change Interpretation In the case of heat-reactive reactionsI-Reduce the temperature The interaction is facilitated in the direction that reduces the effect of lowering the temperature (which reduces the effect of this effect), ie, the reaction in the direction that causes the increase in temperature is the random directionII-when raising the temperature. The interaction in the direction that reduces the effect of raising the temperature (which reduces the effect of this effect) is facilitated by the interaction in the direction that causes the temperature reduction and is the reverse direction So, in the reaction I did chose it is a exothermic so when we raising the temperature it will slow down the reaction because it is exothermic and when it dose slow down the molecules in the reaction will be slower in moving and the collisions and if it was endo thermic the opposite will happen. And we cannot calculate the rate law because it is experimentally calculated so we can only write the rate low for the reaction C+O2? CO2 +heat Rate low ReferencesPage 1^ â€Å"Gas Chromatography†. Linde AG. Archived from the original on 3 March 2012. Retrieved 11 March 2012.^ Jump up to: a b c d e f g h i j k l m n o p Harris, Daniel C. (1999).â€Å"24. Gas Chromatography†. Quantitative chemical analysis (Chapter) (Fifth ed.). W. H. Freeman and Company. pp.  675–712. ISBN  0-7167-2881-8.Page 2 Chromatography Search the web. Some interesting sites are listed below. Note that some of these sites go into much more depth than is reasonable for this course. http://en. wikipedia. org/wiki/Chromatography http://ull. chemistry. uakron. edu/analytical/Chromatography/ http://orgchem. colorado. edu/hndbksupport/TLC/TLC. html this is for TLC – similar to paper http://users. rcn. com/jkimball. ma. ultranet/BiologyPages/C/Chromatography_paper. html http://jchemed. chem. wisc. edu/JCESoft/Programs/CPL/Sample/modules/paprchrom/paprchromdesc. htm http://jchemed. chem. wisc. edu/JCESoft/Programs/CPL/Sample/modules/paprchrom/paprchromdesc. tm This site shows the colors of many of the food colorings and lakes http://www. dynemic. com/food%20colour. htm This site has colors and correct names for many of the colors. You can get the structures from the names with CRC or a good organic chemist. http://vm. cfsan. fda. gov/~lrd/colorfac. html this is a general site with information on food colorings â€⠀œ discusses difference between dyes and lakes Procedure – Extract the color from the candies 1. Label each of the beakers with one color of the candy. 2. Place one sample in each cup. 3. Put as few drops of water as possible (around 5) in each cup. 4. Stir carefully to extract as much color as possible without disturbing the white coating or the centre of the candy. 5. Remove the sample as soon as the white coating appears. 6. Add each sample in turn to its appropriate cup until as much color has been extracted as possible. Note: Repeat the steps for each kind of candy. Be sure to include the color and kind of candy on your label. Prepare chromatogram 1. Cut a piece of chromatography paper in half to form a rectangle with dimensions 10 cm x 20 cm. 2. Draw a line approximately 1 cm from the long edge of the paper with a pencil. 3. Mark dots along the pencil line approximately 1-1. cm apart and label as food dye colors yellow, green, blue, and red. Mark two additional dots for your choice of two different colored candies. 4. Using a toothpick, carefully wet the spots you have marked with the appropriate food color or the color extracted from your candy. As the spots dry, rewet them with more sample until you have a dark spot. (If yo u do not load enough sample onto the chromatographic paper it will be difficult to detect the spots. ) 5. Curl the paper into a cylinder with the short edges just touching and staple together. 6. Place the chromatogram into a beaker with approximately ? m of solvent on the bottom. Be sure that the entire lower edge of the chromatogram is touching the solvent, but the solvent does not reach above the pencil line. Allow the chromatogram to sit in the beaker until the solvent front is 1 cm from the top of the paper and remove. Draw a line at the solvent front with your pencil. 7. Repeat this process for any additional solvents you wish to use. Analysis of chromatogram. 1. Circle each spot that you see on the chromatogram. 2. measure the distance between the starting point and the center of the spot for each component on your chromatogram 3. easure the distance between the starting point and the solvent front on your chromatogram 4. Calculate the Rf value for each component. 5. Draw con clusions regarding the identity of each component in the chromatogram. 6. Propose reasons why different components had higher or lower Rf values based on the structures below and your knowledge of intermolecular forces. Colors ProductRedYellowGreenBlue Crown Colony KitBlue #1 Red #3 Red #40Yellow #5 Yellow #6Blue #1 Yellow #5Blue #1 Crown Colony SinglesRed #40Yellow #5 Red #40Blue #1— DurkeeBlue #1 Red #3 Red #40Yellow #5Blue #1 Yellow #5Blue #1 McCormickRed #3 Red #40Yellow #5 Yellow #40Blue#1 Yellow #5Blue #1 Red #40 FDA Certifiable colors: (name/common name) NameCommon nameComment FD&C Blue No. 1Brilliant Blue FCF FD&C Green No. 3Fast Green FCF FD&C Red No. 3Erythrosine FD&C Red No. 40Allura Red AC . It usually comes as a sodium salt, but can be also in the form of calcium and potassium salt. It is soluble in water. FD&C Yellow No. 5Tartrazine FD&C Yellow No. 6Sunset Yellow FCF Questions 1. Does the type of solvent used for paper chromatography affect the Rf values of the food dyes? 2. Which dye molecules were in your candy coating? 3. If the solvent front moved 112 mm and a component of a mixture moved 48 mm

Diversity in the Classroom Essay

INTRODUCTION Teachers are faced with the challenge of students bringing with them, vastly different experiences, cultures, interests and abilities. These characteristics can have a great impact on how students learn. Teaching to such a diverse group requires teachers to be more flexible and place a greater emphasis on the individual. Through the aid of variety and choice, teachers can differentiate presentation to motivate interest in the individual, and hence aid the student to become an independent learner. (Tomlinson, C. A., Brighton, C., Hertberg, H., Callahan, C. M., Moon, T. R., Brimijoin, K., Conover, L. A. and Reynolds, T. 2003) LEARNING STYLES While it is unfair to expect teachers to fully grasp the psychological & cognitive complexities that comprise learning, they should have a solid understanding that individual students have different preferences in the way they prefer to receive, perceive, interact and respond to information; known as their preferred â€Å"Learning style†. A widely used model of learning styles is based on Howard Gardner’s multiple intelligence theory, which suggests learners fall into seven distinct categories of learning intelligence. â€Å"Visual/Spatial† learners prefer pictures and images; â€Å"Aural† learners prefer sound and music; â€Å"Verbal/Linguistic† learners prefer words in writing and speech; â€Å"Physical/Kinesthetic† learners prefer the use of touch, movement & action, and â€Å"Logical† learners prefer reasoning and sequence. Aligned with these learning styles is also a preference by students toward â€Å"Social/Interpersonal† learning, in groups or â€Å"Solitary/Intrapersonal† learning where the student prefers to learn alone. (Howard Gardner, multiple intelligences and education. 2007) Most students have a preferred learning style, but are not solely dependent on one style. They can adapt to other styles and use them in combination with their preferred style. APPROACHES IN THE CLASSROOM Diversity in the classroom inevitably creates complexities for teachers in formulating learning and teaching models that suit their specific context, situation, and the students varying needs. (Rayner, S. 2007) Some researchers, agreeing that learning styles are important, suggest that teachers should match instruction to the content being taught rather than the preferred learning style of the student (Glenn, D. 2009). This seems plausible in light of research into brain plasticity, which suggests that the brain has the ability to transform, adapt and â€Å"increase its capacity to learn† (Walker, S. 2010). Other’s place greatest emphasis on â€Å"matching† instruction with the learning styles of the individual student, which the overwhelming literature suggests is the ideal approach for the benefit of the student. However, in practice, theory and expectation can often fall short of reality. CHALLENGES With class sizes often ranging from 20 to 25 students, trying to cater to every student’s individual learning preference can be very resource intensive. Very few teachers will have the knowledge and understanding of every form of diversity within their classroom. Teaching students with special needs is a prime example, often requiring assistance from specialist aids. This is all good and well in principle, however, additional assistance usually comes at a financial cost, where often schools are restricted by budgetary constraints. High stakes testing such as NAPLAN can also create conflicts between what is best for the students and what is best for the school. This may exacerbate the unwillingness of school hierarchy to deviate from traditional core curriculum/structures, as overall results can often be linked with a school’s reputation as well as government funding. (Tomlinson et al. 2003) LESSONS FROM JESUS Jesus was the epitome of what a teacher with a diverse student body needs to do. He taught in parables imbued with illustrations familiar to the daily lives of all the people in his audience, who had a diversity of experiences. By teaching through stories, of shepherds, fishermen, seasons of growth and harvest, rich men, servants, kings and slaves, he was able to impart the same message, to a diverse audience, so that all could relate to, and understand according to their own experiences. Teaching methods of old sought to adapt the student to the material being presented. Jesus’ methods aptly illustrate that today’s teachers need to be able to adapt to the learning capacity of the students. Jesus also differed in many ways to those around him but transformed the lives of others by the way he lived. By his example, he helped mold many into his own image (The Role of the Christian Teacher 2013). As teachers who are Christian, our aim should not be to directly preach about Christianity. This can be left to the local church priest or pastor, and the willingness of the individual to accept such a direct approach. In a diverse classroom there will be students with vastly different beliefs and experiences that contrast our own, and that impact on their learning capabilities. The goal would then be, like Jesus, to subtly portray our Christian understanding by our own actions, therefore becoming a role model to students. Jesus taught: â€Å"†¦everyone who is fully trained will be like his teacher† Luke 6:41 As role models, we should be aware that students may imitate and model their behaviour according to the way we as teachers act, speak and behave. Therefore, unless our behaviour is aligned with fundamental Christian principles, it can do more harm than good. It would be wise to follow the encouragement given by the apostle Paul: â€Å"Imitate me as I imitate Christ† 1 Corinthians 11:1 †¦by living out our faith, we show our students the essence of God through our own words and deeds. CONCLUSION In light of existing research and Christian philosophy, a meshing of theories is necessary which tends toward a balanced approach. Making sure all learning style preferences are addressed in some way; as students will need to garner at least some of the attributes of all learning styles, for future success. Also using experience and expertise in our own learning preferences, to bridge the divide between teacher and student and become that positive role model that developing student’s need. Employing a balanced approach is no easy task, but can be aided in a number of ways: Firstly, inclusive teaching, were students are not segregated or made to feel inferior due to differences in preferred learning styles or abilities. Aligned to this is the idea of flexible grouping where research shows that when students are put in small groups comprising varying learning preferences and abilities, weaker students attain better learning outcomes, without detriment to stronger students. (Tomlinson et al. 2003) Secondly, Scaffolding where teachers, peers or teaching aids; support, assist and guide the student, particularly those who have difficulty. This is a more personalized approach to the flexible grouping. Thirdly, Engagement with parents/carers and students enables the teacher to attain valuable information about the student, and engagement with colleagues can assist in gaining additional knowledge or formulating shared strategies. Finally, Methods of presentation is at the heart of catering to diverse array of learners. Using technology enables a teacher to present material in multiple styles at the same time. (Guidelines for responding to learner diversity in the classroom through curriculum and assessment policy statements 2011) Ultimately, we as teachers need to nurture students, and expose them to a variety of learning styles, despite our own preferences, enabling them to become independent learners. Children are less flexible and cannot easily adapt to unfamiliar learning styles, so it is incumbent upon the teacher, to adapt and modify teaching methods, activities and environments in order to create interest, thereby stimulate and motivate a student’s desire to learn. REFERENCES Cook, P. F. (1998). Teacher Reflection in learner-centred education. Journal for Education Reform in Namibia, v.8, 8p. Discover your Learning Styles – Graphically! (2013.) (n.p.) Available Internet http://learning-styles-online.com/ Glenn, D. (2009) (n.p.), Matching Teaching Style to Learning Style May Not Help Students, The Chronical of Higher education, Available Internet http://chronicle.com/article/Matching-Teaching-Style-to-/49497/ Guidelines for responding to learner diversity in the classroom through curriculum and assessment policy statements (2011), Directorate Inclusive Education, Department of Basic Education, preoria South Africa. 52p. Howard Gardner, multiple intelligences and education (2007) Regis University Available Internet http:// academic.regis.edu/ed205/gardner.pdf Humphrey, N., Bartolo, P., Ale, P., Calleja, C., Hofsaess, T., Janikova, Vera., Mol Lous, A., Vilkiene, V., and Westo, G. M. (2006). Enderstanding and responding to diversity in the primary classroom: an international sudy. European Journal of Teachr Education, 29(3), 305-318. Rayner, S (2007). A Teaching elixir, learning chimera or just fool’s gold? Do learning styles matter? Support for Learning, 22(1), 24-30. Teachers and their influence (2010) (n.p.) Covenant Christian School Sydney Available Internet http://www.whychristianschools.com.au/wcs/teachers-influence.html The Role of the Christian Teacher (2013) (n.p.) Transforming Lives. Available Internet http://m.transforminglives.org.uk/thinking-of-teaching/role-of-the-christian-teacher Tomlinson, C. A., Brighton, C., Hertberg, H., Callahan, C. M., Moon, T. R., Brimijoin, K., Conover, L. A. and Reynolds, T. (2003). Differentiating Instruction in Response to Student Readiness, Interest and Learning Profile in Academically Diverse Classroom: A review of Liteature. Journal for the Education of the Gifted, 27(2/3), 119-145. Walker, S. (2010) (n.p.), Lifelong Learning and the Plastic Brain, Scientific Learning Internet http://www.scilearn.com/blog/lifelong-learning-brain-plasticity.php

Professionals Paid To Much

Ever since contracts began in professional sports the price of athletes has continued to rise. So why are athletes worth so much? And where does all the money come from? It is all about the revenue, a team’srevenue determines how much they can pay their players. Athletes deserve their pay because they aresome of the hardest working people and are the cornerstone of a business that makes billions of dollars. ` ` Athletes are some of the highest people not only in the United States but possibly in the world. But it hasn’t always been that way.When contracts in professional sports first began athletes were barely making enough to pay for their meals. They were paid in the area of twenty dollars a week. Even though that was in the early 1900’s it still wasn’t much. And ever since the sports entertainment industry became popular around that time period salaries skyrocketed. For example, in the 1920’s legendary baseball player Babe Ruth earned more in one year than the president of the U. S. at the time. Since then athletes have been taking the money and running with it. ` ` Athletes are paid so much because they are the focal point of these multi-billion dollar industries.Their success determines the success of the wholeteam’sfranchise, and if the team doesn’t have any success they’ll be no money for anyone to make. Although it may not seem like it, professional athletes are some of the hardest working people around, not only physically but mentally as well. They put their bodies through vigorous training and deserve every penny they earn. Although anathlete’sseason is only a couple of months out of the year, they don’t just start getting ready a couple of weeks before the start of the season. They train year round to keep their bodies in shape. They work six to seven days a week for up to fifteen hours a day.Vacations are rare; they don’t get much time off, and they are always in the publi c eye, which can be quite stressful. They maintain their bodies so that they are able to compete at the highest level possible. They do this to ensure that when game time comes they are physically able to perform for the fans, which is their main goal besides winning, to keep ratings high and maintain their high priced salaries without question. ` ` Teams can afford to pay their players so much because the sports industry is a 90 billion dollar industry and athlete’s incomes are only five percent of that.This is so because as each team gains more and more success the value of that team goes up and when the team’s value is up, they attract more media attention which results in more fans. More fans means more money spent on tickets, team apparel, and concessions during the game. Sports are a form of entertainment, and when people are entertained they continue to be interested, and show their support by attending games or watching them on television or listening by radio: ` The beauty of it is that the service of sports can be consumed by more than one individual per unit time.Think about it, a stadium of people watching A-Rod consumes his service at the same time, which means his service is available to thousands of people in unison. Factor in television and you’ve got a service available to millions of people all at once (Reece). This is relevant becauseunlike athletes most jobs do not provide a service to millions of people so their not going to be paid as if they are. And since a team can provide a service to so many people they can pay their players as much as possible.` Unfortunately, sometimes teams do not always have the success they want from their players, and have to search for new ones to get the job done. So what can teams do to make them selves more likely to win? â€Å"Perhaps the primary way is to employbetter player talent† (Doc). Having better players improves your chances of winning, and winning leads to larger team r evenue, sothat better players can continue to be signed making the team much better. ` ` The effects of paying athletes too much can become an issue because athletes are realizing that they can earn more money than they ever thought could.Each time a player’scontract is up, they are either traded, released or renegotiate a new contract. Most of the time during negotiations athletes will demand more money than the team is willing to pay, because they know if they stick to what they want they will eventually get it. Players will go to extreme measures to obtain a sizeable contract, to the extent that they will holdout. Meaning they separate themselves from the team. Causing them to miss mandatory meetings, practices, and team functions, which are critical to a team’s success.Some holdouts even go into the sports season, causing them to miss games, all which the player is fined thousand of dollars for. When it goes as far as that, some players will start to criticize the team’s management in the media causing even more of a problem. These holdouts cause friction with team management, coaches, player’s and affect the team directly. This is why some believe that athletes are spoiled and undeserving of the money their paidand should not be looked up to. Anderson says that, â€Å"The off fieldbehavior of many athletes allegedly demonstrates that we should not be paying great sums of money to people who are not proper rolemodels for our children†. Anderson is one of many who feel that way about athletes, and will not be the last person to address the subject. ` Yes, professional athletes and actors are paid to much. Professional athletes and actors get paid a substantial amount of money for one game, or movie. While our men and women in the United States Military are struggling to feed their families.It is a sad commentary on our societal values that these entertainers are taking in seven million dollars a years or more. While teache rs, police officers, and firefighters make less than one percent of the income of some athletes and actors. Even if an athlete or actor is having a bad seaon they still recieve there contract ensured pay. Although some people would say, â€Å"There is a long and tough way towards becoming a great and the famous sports star or movie star. It not only requires persistent efforts but also talent. Few people on this field could accomplish great things like them.As a reward, they deserve a higher compensation. † On other hand, a Staff Sergeant (E6) in the United states Army makes an average of $28,285 a year. These are men and women on the front line difending our Country. They are not acting on a telivision show or playing a game. Professional athletes and actors should not be paid more than our men and women who fight for our Country. If a soldiers gets hurt his or her's pay is almost cut in half. If a professional athlete gets hurt they are still paid an overly substantial amou nt of money.When an actor gets sicks they will put the film they are making on hold. While the actor still is getting paid millions of dollars. The work professional athletes and actors do may be hard, but just for our entertainment it is not worth the price they a paid. The amount of money they make every year is ridiculous. Our soldiers do not get paid half of what an actor or a profession athlete do. In conclusion yes professional athletes and actors are paid to much. Now ill tell you why they should be payed so much. movie and sports stars certainly are under a great deal of pressure.The first pressure is that they are always at risk of injuries and also accidents. movie studios and sports teams get a large amount of money from their stars’s work. Filmmakers get money from the sale of movie tickets, while spectators have to pay money to watch a sports match. In fact, there is a high difference between the revenue of producer and the money that actors are paid. For example , Mission Impossible 4, a movie released in 2011, had grossed nearly $700,000,000 worldwide (Box Office Mojo Online). However, the main actor – Tom Cruise was paid only $12,000,000 (Statistic Brain Online, 2012).Not only that but also the star’s trademark brings a great deal of value to sponsors. Some stars become advertising tools of their teams or their companies, whereas some others share their royalty images with the owners. An example is that Cristiano Ronaldo, a soccer star, who gets $30 million each year in various endorsements, has to agree to a 6:4 split of this money with his club – Real Madrid (Jamie Sanderson, 2012). Therefore, if movie and sports stars thrust a lot of money on their managements, it will be not fair if they get paid less.

DNA repair mechanisms role in survival to nucleoside analogues Thesis

DNA repair mechanisms role in survival to nucleoside analogues treatment in S.pombe - Thesis Example Two methods of treatment where this is especially important to consider are topoisomerase inhibitors and nucleoside analogues. In both of these cases, DNA repair systems involve the use of the Mre11/Rad50/NBS1 complex. This project aims to examine how DNA repair mechanisms of Schizosaccharomyces pombe contribute to resistance to treatment with nucleoside analogues. This information should help to provide further insight into the way in which human cells are able to develop resistance to this form of treatment, and perhaps provide some indication of a method to prevent this. In everyday life, cells are exposed to external and internal agents that cause thousands of DNA mutations per day. These mutations range from being small, such as affecting a single nucleotide, to large mutations where accurate repair can be difficult. For the accurate propagation of the genetic information within cells, it is essential that the body has mechanisms of repairing damage in a reliable manner. However, while many methods for DNA repair exist, these are not always successful and mutations can accumulate, resulting in the development of cancer (Helleday et al., 2007). Understanding these processes, why they occur the way that they do and what can be done to influence these is crucial for knowing the way that cancer occurs, and determining methods of treating it effectively. In our modern society, cancer has remained one of the most well studied diseases and perhaps one of the least understood. The fundamental aspects of cancer are damage in the DNA of a cell that results in a lack of control over cell growth and replication, as well reducing the likelihood that cells will enter apoptosis. These cells are able to proliferate well beyond the normal constraints of the tissue that they are in (Loeb et al., 2003). With high levels of replication and low cell death, abnormal cells build up

Ask week4 m6 Essay Example | Topics and Well Written Essays - 250 words

Ask week4 m6 - Essay Example Appreciative inquiry is another modality that helps the researchers solves their problems. According to Raelin (2009), the main aim of this modality to focus on what already works in the system. In what ways is this knowledge important to you as a researcher? Clinical inquiry also forms the list of modalities used in action plan projects. Its major role is to consult in order to experience and reflect on insights that would help in making informed decisions (Raelin 2009). How is this helpful in research work? Co-operative inquiry also falls under the category of these modalities. It encourages working together on a project (Raelin 2009). What are the multiple stages that require co-operation in your research? Who are the key players in these stages? Some people may opt to disregard action plan modalities in their action plan projects. What are some of the consequences that may befall them and their research? How different would it be with you by using the modalities? Your solution selling dilemma may be solved by use of action plan research. However, according to Coghlan and Brannick (2010) there are various research action modalities that can be used in your research. Which are these modalities? As you initiate the inquiry, it is important to set up a platform on which your plan would be laid on. However, there are various ways through which such a plan can be introduced to your participants (Greenwood and Levin 2007). What are some of the consideration that you need to have while setting the platform? How would the mode of presenting your plan impact the process? As a sales leader, what are some of the qualities and characteristics would you require in order to facilitate your discussion with your participants? How would these traits and qualities help in facilitating your project? In the effort to finding the solution in the solution selling cycle, it is apparent that apart from cooperative enquiry, your research may require

States of consciousness Term Paper Example | Topics and Well Written Essays - 1750 words

States of consciousness - Term Paper Example Dr. Bell’s thesis is that, contrary to the usual psychiatric emphasis on states of consciousness and psychopathology, the ability to change one’s state of consciousness is useful as a survival skill, when faced with severe stress. Black culture is no stranger to stress and suffering, and in fact has developed sophisticated techniques to manage intrapsychic survival and to avoid survival fatigue. Bell argues that inner-city Blacks, in particular, deal with chronic trauma (family separation, rejection, illness and death of parents, severe illness and injuries throughout life, school and residence shifting, unemployment, divorce, pregnancy complications, war and disaster). Goals are frustrated and integrity threatened by loss (Bell, 1982, p. 1018). Surviving this kind of life is exhausting and the continuous onslaught of stressful events challenges a person’s ability to focus on the problem, analyze the situation, plan creative solutions, and remember their competen cy at doing so and their hope that this too can be survived. In responding to a stressful event, an individual needs to change or escape from the stressful environment, develop new skills for action, protect against overwhelming emotions with defense mechanisms, and recover from the event and its outcomes. Altering one’s states of consciousness furthers all four of these requirements (Bell, 1982, p. 1018), and is therefore a critical skill to develop. Traditional Black culture’s approach to healing involves altering consciousness to handle natural and supernatural persecution, central to cultural cosmology. It also involves divination and possession techniques to insure natural harmony with the universe. Black Christian culture uses prayer and testimony and being filled by the Holy Spirit in a similar way, expanding consciousness. Blacks use dancing and music and singing to alter consciousness, as well as physical exertion, masks, drugs, and fasting. Altering conscious ness is a tool for survival, establishing harmony, protection, creative solutions, and change. The article on psychotherapy is entitled, Dyadically Expanded States of Consciousness and the Process of Therapeutic Change. Tronick (1998) discusses the importance of emotional connection and inter-subjectivity, from infancy, and application to the therapeutic relationship. Without emotional connectedness, the mental health of the infant is severely damaged. Tonick (1998) introduces an hypothesis, to explain this, the Dyadic Expansion of Consciousness, Hypothesis, based on his Mutual Regulation Model (MRM) of infant-adult regulation. The MRM is a micro-regulatory social-emotional process of communication that generates dyadic states of consciousness. This infant-adult process is applicable to the client-therapist relationship, as well, and if the dyadic states of consciousness is generated successfully, therapeutic change will likely be forthcoming. Interpreting therapeutic material is no t enough. The infant must regulate to maintain balance, physically and emotionally. The adult is part of the infant’s regulatory system, as critical a part as any internal part. Maintaining homestatic balance is a dyadic collaborative process (Tronick, 1998, p. 293). For example, to regulate body temperature, the infant can kick off a blanket, change positions, become more or less active, or can use crying and other dyadic communication to be picked up and held comfortably by an adult. This

Gun control Essay Example | Topics and Well Written Essays - 500 words

Gun control - Essay Example The most important point here is how are the citizens going to ensure their safety when they are told to turn in their guns, according to Boylan (130). People wish to keep guns to enjoy their autonomy and guarantee their safety when they meet robbers, criminals and terrorists. Armed citizens feel their strength in protecting themselves and their families from physically stronger criminals. If guns are banned, the wrongdoers will still obtain guns and ammunition from whatever illegal sources. And who will be in loss? The common man. Owning guns in one of people’s constitutionally protected rights and when one has a right upon something, one does not have to validate the need for it. Banning guns will lead an individual to look for other dangerous things to create violence, and when there are so many other dangerous things one can think of then why only gun control is thought to be the only measure to improve safety? When a common man will intend to kill someone, he can do so in an automobile accident too. So, gun control seems to be outdated. Nothing is good or bad but its use makes it so. Guns are merely tools. What these guns will be used for is decided by the hands that hold them. Guns are evil, or more guns means more crime, are only myths. According to NRA’s America’s First Freedom (qtd.

Education Essay Example | Topics and Well Written Essays - 500 words - 29

Education - Essay Example The ratio of teachers to students is very unfair and the slow students needing specialized attention in classrooms find themselves with the greatest struggles (Vlachou, 87). We were around 60 children in one class with only one teacher who did not even know the names of all of us. In the private school were only twenty five and hence the teacher-student ratio was equal enabling the teachers to pay much closer attention to our education. This therefore means that increasing the number of teachers will bridge the existing gap hence enabling teachers to pay more attention to students (Nozaki, Luke & Openshaw 116). In terms of access to research and other educational material, institutions of education should seek institutional subscription which will then grant access to the materials to their students. As for the ratio of teachers to students, the state and federal government should put an effort to hire more teachers as the resources are available within each state. I struggled in my earlier educational years and these are the same struggles that most children in the public school system are undergoing to get quality education. If only I had gotten into a class with smaller number of students from the onset of my education, I would have performed much better and I would be in a better place or even in a better career than I am currently in. I would not have struggled so much with my education as a grown up as I have had to do. When I get quality education, I am bound to have more opportunities in life to choose from as I will be learned with various skills and increased knowledge within me. The higher the educational level I attain, the more skills I acquire and hence the more the job opportunities. Since I will have knowledge from getting quality education, I can even become self-employed as the skills to start my own business. Educational background means having a strong foundation in whatever area one wants to

Consumer Behavior Bachelor Essay Example | Topics and Well Written Essays - 3500 words

Consumer Behavior Bachelor - Essay Example This product-centric view of market segments has been long discarded as being inadequate for very logical and plausible reasons. For any given product or service, there are usually at least four or five different segments of prospective customers that may utilize that product to solve a particular problem or satisfy a specific need. Each one of these segments will have different needs and values. But companies with a product-centric view cannot even sight these differences not to approach the issue of comprehending them and using them to advantage in their marketing plans. They end up treating the various customers' segments with a one-size-fits-all, generic solution. This fixated view is virtually a chink in the armor which competitors are waiting to pounce upon. In fact such an approach works to leave entry gates to the various segments wide open to the competitor. The competitor quietly enters in, reads the consumer needs and behavior and positions his products attributes and qual ities with requisite differentiation to make up a most relevant product bundle to the most valuable segment and skim it happily. Therefore it is a prudent marketing stance to examine in depth not only one's own products and services but also the market of users for such products and services. ... Market Segmentation We have always stayed with a short menu of brands as a strategic focus. Some critical buyer behavior shifts, however, have defined new segments. Newer needs have emerged which help consumers acquire and reinforce newer images. Our products have to transform to address these needs. First our smokers had turned health conscious primarily as a result of robust state funded and persistent campaign against smoking highlighting its hazards. The macho image of Marlboro man was overcast by dark health awareness clouds. Then there was a distinct movement towards several other 'light' consumer goods the consumption of which defined an entirely new segment of consumers; movement was fuelled by both factors viz.health consciousness as well as to be a part of this new sophisticated 'light' segment. We found that this movement was particularly strong among the young, educated urban dweller in the developed world. This was a fairly strong external stimuli driving consumers to Lights. This was imme diately set as the Marlboro Light's target group. We further discovered that this breed of consumer ate low fat spread, drank light beers, used ozone friendly deodorant, drove a lead free car and had a distinct preference to smoke Marlboro Lights. To many smokers around the world, Marlboro Lights presented a product image of a definitive light cigarette. It was serving two internal consumer ambitions viz to be identified as a Macho Man without hurting health or being Macho in a 'clinical' manner. Marlboro Light was a big success with this segment cutting across demographic lines. Soon a gap was perceived by us when we found

Charles Dickens Great Expectations Essay Example for Free

Charles Dickens Great Expectations Essay The themes that are introduced and emphasised in Chapter 8 of Charles Dickens Great Expectations are a near complete summary of the themes of the novel as a whole and of the conditions in which the English people had to live with in the 1800s. This chapter epitomises the circumstances in which English people lived and the situations that they faced, and it looks at many different perspectives and takes into account many different factors. The Industrial Revolution was a period in time when everything in England changed rapidly, and Dickens made sure that he captured Englands huge transition in every light he could. Dickens himself lived in poverty for a number of years, and his main motive for writing books (such as Oliver Twist and Nicholas Nickleby) was his desire to see change. These books are based around injustice and the divide between wealth and poverty. Chapter 8 of Great Expectations clearly defines the issues that Dickens sought to deal with through writing. The very first thing that happens in Chapter 8 Pips uncomfortable breakfast with Mr Pumblechook. Pip states in his narrative that on politely bidding him Good morning, Pumblechook immediately asked him a mathematics question. The breakfast then proceeds to continues in this manner (before I had swallowed a morsel, he began a running sum that lasted throughout breakfast. ) This is a prime example of control. This is one of the themes that come to the fore as the novel progresses. Pip finds that he very rarely has a choice in matters, he is either forced to do something or it would be very foolish or insulting to decline making certain choices. His life his almost completely influenced by others, and he often has no control over it at all. In Chapter 8, he is controlled by Pumblechook (as afore mentioned), Estella (You are to wait here, boy. ) and Miss Havisham (Play! ). In particular, Miss Havisham manipulates the lives of Estella and Pip to suit her own twisted, selfish needs to the point where she is remorseful of her actions. Dickens stresses the point that, in this era, the wealthy people dictate the actions of the poorer people. The fact that Pip is sitting back and enjoying the ride, so to speak, is a result of the people around him ordering and demanding things of him. Pip rarely has a choice to make, and is manipulated and used by many people, some with good intentions (Magwitch), some with evil intentions (Miss Havisham and Compeyson). Control and the gulf between inferiority and superiority are perpetual forces in the novel.

Survey of Satisfaction with College Facilities

Survey of Satisfaction with College Facilities Assignment 1 1. Plan for collection of Primary data and secondary data Primary data is the data which is collected directly from the field, i.e., it is first hand data and the secondary data is collected from some other source, i.e. second hand data. In this given problem primary data can be collected through interview to the Students and Staffs of the college. A Questionnaire will be prepared which will be filled up on the response of these individuals. Based on the information provided by them the database will be prepared and thus the primary data will be collected. In case of secondary data, the data could be collected from any organization / department which collects the school/college data or from any journal or from any Researcher. 2. Present the survey methodology and sampling frame used There are different areas in the college which are simultaneously used both by the Students of the college as well as the Staffs of the college. Considering those area alongwith few other he questionnaire is prepared. The survey will be then conducted on the basis of that and a selected sample will be chosen randomly from the students and from the staffs. Here since one has to plan a survey methodology, first thing which has to be done is to identify the sample members. For this purpose a total number of 50 individuals may be selected form70 students and 30 staffs taking 50% from each group (that is 35+15=50). Now, the Interview method will be used here for collection of data. Data on satisfaction level of each individual will be collected on different variables. Once the sampling units is finalized, sampling frame needed to be done. Sampling frame is basically the area/ space from where the sampling is to be done. Here one has to see whether all the units in the population are avail able in the sample. List of students and staffs must be representative of all classes and segments of the college. The level of satisfaction will be coded as 5= very good, 4= good, 3= average, 2= bad, 1= very bad, in five categories, following Likert scaling. 3. Design a questionnaire to know the opinion of students and staff on the matter Gender†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Origin †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Age†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Very good Good Average Bad Very Bad How much satisfied are you on the overall infrastructure of the college? How much satisfied will you be if Laundry facilities are available? How much satisfied are you with the Hostel facilities of the college? How much satisfied are you with the gym? How much satisfied are you with the parking facility of the college? How much satisfied are you on the toilet facilities? How much satisfied are you on the structure of labs in the college? 4. Information for decision making by summarizing data using representative values The data collected from the after the survey is recoded as per Likert scaling and is as below: How much satisfied are you on the overall infrastructure of the college? How much satisfied will you be if Laundry facilities are available? How much satisfied are you with the Hostel facilities of the college? How much satisfied are you with the gym? How much satisfied are you with the parking facility of the college? How much satisfied are you on the toilet facilities? How much satisfied are you on the structure of labs in the college? 1 4 2 2 5 2 2 4 2 5 4 4 2 3 4 2 3 3 2 2 4 2 2 4 4 5 1 1 2 4 3 4 5 4 2 2 1 2 5 4 6 1 4 2 2 1 2 4 7 2 2 4 4 2 4 2 8 5 3 2 2 4 5 5 9 3 5 1 3 2 2 4 10 4 2 2 5 3 2 2 11 4 4 4 4 5 4 4 12 5 5 2 5 2 4 2 13 2 2 3 4 4 1 4 14 4 2 2 2 2 2 4 15 5 4 4 4 4 3 4 16 3 4 2 4 2 2 4 17 2 1 1 4 1 1 2 18 4 2 2 5 2 2 5 19 5 3 4 4 4 3 4 20 1 2 2 2 2 2 2 21 4 1 3 4 3 1 2 22 5 2 5 4 5 2 2 23 2 3 2 4 2 3 4 24 5 2 4 4 4 4 2 25 4 1 2 2 5 4 3 26 5 2 4 5 2 4 5 27 4 3 2 4 4 2 2 28 3 4 1 2 2 3 4 29 5 4 2 1 1 5 5 30 4 4 4 2 2 2 2 31 3 4 2 4 5 4 2 32 4 2 3 2 2 2 4 33 5 3 5 3 4 4 4 34 3 2 2 2 2 2 1 35 5 4 4 4 1 1 2 36 4 3 5 2 2 2 3 37 3 2 2 1 4 4 2 38 4 4 2 2 2 2 1 39 5 4 4 4 3 3 2 40 3 2 4 2 5 5 3 41 5 5 1 3 4 2 2 42 4 4 2 5 5 2 1 43 5 2 3 4 4 1 2 44 3 4 2 2 2 2 3 45 5 4 1 4 4 2 4 46 4 4 2 4 4 1 2 47 5 4 3 4 4 2 4 48 3 2 2 4 4 4 2 49 5 5 4 2 3 2 3 50 4 4 3 5 3 3 5 5. For Analytical; purpose the variables are denoting as below: How much satisfied are you on the overall infrastructure of the college? How much satisfied will you be if Laundry facilities are available? How much satisfied are you with the Hostel facilities of the college? How much satisfied are you with the gym? How much satisfied are you with the parking facility of the college? How much satisfied are you on the toilet facilities? How much satisfied are you on the structure of labs in the college? overall infrastructure Laundry facilities Hostel facilities gym parking facility toilet facilities structure of labs Mean overall infrastructure 3.88 Laundry facilities 3 Hostel facilities 2.66 gym 3.26 parking facility 3 toilet facilities 2.7 structure of labs 3.06 The average of the Overall infrastructure is 3.88 which indicated that on average people are recognizing the overall infrastructure as almost â€Å"GOOD†. When it was asked â€Å"How much satisfied will you be if Laundry facilities are available?†, the mean response is 3 which is Average. This is quite sensible because this facility is yet to be there in the college. Regarding â€Å"Hostel facilities†, the average response is below averages which indicate that there is some urgent need to repair this sector. Gym facility is slightly more than the â€Å"Average†. The condition is better than â€Å"Average† but less than â€Å"Good† In case of â€Å"parking facility† the satisfaction level is exactly â€Å"Average† which indicates that there is scope to improve the sector. Satisfaction level on â€Å"Toilet facilities† is below average which also requires urgent attention of the college authority. Structure of Labs also requires some kind of attention. 6. Drawing valid conclusions based on information derived from the survey Laundry The above diagram shows that 36% are saying good to Laundry facility and also 36% is recognizing it as Bad. Only 8% is saying it â€Å"very Good† and 8% is saying very Bad. Some kind of symmetrical situation is observed here. It seems that the service provider is paying good attention to selected individuals. Hostel facilities In case of Hostel 46% saying it â€Å"Bad† and this is a matter of concern. While discussing with Average values, the data indicates the same urgency. But at the same time it can be observed that 24% , which is in 2nd position as far as percentages in concern, is saying is good. It may indicate that some portion of the Hostel is having better situation than the rest. Also 6% feeling their accommodation as â€Å"Very Good†. Gym While discussing about Gym, which is yet to be established, 48% is in favour of this, out of which 42% saying it as a Good facility and 6% as â€Å"Very Good† facility. Parking The above diagram shows that 38% are saying â€Å"Bad† to Parking facility and also 30% is recognizing it as â€Å"Good†. Only 8% is saying it â€Å"very Bad† and 12% is saying â€Å"Very Good†. Toilet In case of Toilet 44% saying it â€Å"Bad† and this is also a matter of concern. While discussing with Average values, the data indicates the same urgency. But at the same time it can be observed that 22% is saying is good. It may indicate that there is also some better situation. Also 8% feeling as â€Å"Very Good†. Lab In case of Lab, which is more related to education, 46% is in favour of this, out of which 36% saying it as a Good facility and 10% as â€Å"Very Good† facility. 7. Trend lines Now as per the given question, the trend lines have to be created in the spreadsheet graph. For this purpose , here the intercept is considered as zero(0) and then the equation is shown alongwith the scatter plot and the trend line. Here the first variable â€Å"Overall infrastructure† is considered as the Dependent Variable and there are other six independent variable. Taking each Independent variables separately, the trend line along with the graph will be created. Case 1. Overall infrastructure and Satisfaction on Laundry: As shown in the graph, the required equation is Y=.732x Case 2. Overall infrastructure and Satisfaction on Hostel: The required equation is Y= .659X Case 3. Overall infrastructure and Satisfaction on Gym : The required equation is Y= .787X Case 4. Overall infrastructure and Satisfaction on Parking facility : The equation here is Y= .740X. Case 5. Overall infrastructure and Satisfaction on Toilet facility : Here the equation is Y=.656x Case 5.Overall infrastructure and Satisfaction on Toilet facility : Here the equation is Y= .735x 9.Business Report All the equations are formed considering the variables separately. In each equation, if value of x is given, the estimated value of Y will be obtained by solving the equation with simple calculation. The dependent variable is considered as â€Å"Overall infrastructure:† which actually says whether there is really any need of ‘refurbishing the whole college† or not. This dependent variable depends on several other issues/ factors as considered as Independent variable. So, taking care or giving attention on those areas actually help the project to take decision whether or not this could be done. The above analysis tells which area needs utmost attention and which area is somehow okay up to this. Based on the analysis, one could say that the two issues .i.e. Toilet and Hostel need to be addressed seriously. Assignment 2 Question No.1 X = scores of a market survey regarding the acceptability of a new product launch by a company Frequency Table with a class interval of 5 Class interval 5-10 10-15 15-20 20-25 25-30 30-35 35-40 40-45 45-50 frequency 2 0 1 1 6 2 10 8 2 Mean, variance and standard deviation. Mean () = ,where N = and Variance = ÏÆ'2= 2 Standard Deviation = Square root of variance. And Xi here will be the mid value of the class interval. The following table is being constructed for the required calculations. Class interval mid value(xi) frequency 5-10 7.5 2 10-15 12.5 0 15-20 17.5 1 20-25 22.5 1 25-30 27.5 6 30-35 32.5 2 35-40 37.5 10 40-45 42.5 8 45-50 47.5 2 247.5 = 32 Here mid value(xi) frequency 7.5 2 56.25 15 112.5 12.5 0 156.25 0 0 17.5 1 306.25 17.5 306.25 22.5 1 506.25 22.5 506.25 27.5 6 756.25 165 4537.5 32.5 2 1056.25 65 2112.5 37.5 10 1406.25 375 14062.5 42.5 8 1806.25 340 14450 47.5 2 2256.25 95 4512.5 247.5 = 32 = 8306.25 = 1095 = 40600 Mean = = 1095/32 = 34.22 Variance = ÏÆ'2= (40600/32) – (34.22)2 = 97.83 Standard Deviation = Square root of variance =9.90 Score corresponding to 50% percentile. 50% percentile is also the median. Here the data set has to be written in increasing order 8 8 18 25 26 26 27 27 29 30 32 35 36 37 38 39 39 39 40 40 40 40 41 41 42 43 44 44 45 45 48 49 There are 32 observations in all => There will be two middle values. The average of those two middle values will be the value corresponding to 50% percentile or the Median. Now since both are 39 implies the average is also 39. So, it could be said that the score 39 corresponds to 50% percentile. Calculate the location of third quartile. Rewriting the data set in increasing order: 8 8 18 25 26 26 27

Role of Cytokines in Schizophrenia

Role of Cytokines in Schizophrenia Introduction: Schizophrenia is a mental disorder. Over 1% of the world population is affected by this mental disorder (Bakhshi Chance, 2015). A cytokine hypothesis has been proposed, which elucidates the role of cytokines in this disease. Cytokines such as IL-6, TNF-ÃŽÂ ±, sIL-2R, and IL-1RA were found to be over-expressed by the peripheral blood mononuclear cells (Potvin et al., 2008; Goldsmith et al., 2016), in which interleukin-6 is considered to be the key player in schizophrenia. IL-6 has glycoprotein gp130 as a common membrane receptor and as a signal transducer, which can have both anti-inflammatory and pro-inflammatory effects (Scheller et al., 2011). The anti-inflammatory effects of interleukins present in the blood serum of patients with schizophrenia must be understood. Upcoming therapeutic research focuses on astrocytes due to their expression of class II MHC antigens and the production of pro and anti-inflammatory cytokines. The hypothesized outcome is that IL-6 also induces anti- inflammatory effects which help the astrocytes to maintain the homeostasis. This will enable the researchers to explore further the pathophysiology of schizophrenia based on the cytokine hypothesis. The effects of IL-6 on astrocytes will open the door to a new area of research and will help in exploring the effects. The impact of the research on Healthcare: According to the data and statistics from the community studies of the European Union (EU), 27% of the adult population experienced at least one mental disorder in the past year (World Health, 1992). In Ireland, both private healthcare sector and public healthcare sector exists to assist the people of Republic of Ireland during an illness (Book, 2007). The Irish legislations Health Act 2004 governs the public health care system which is responsible for the people living in Ireland (Pearson et al., 2012). In the year 2010, à ¢Ã¢â‚¬Å¡Ã‚ ¬2,862 Euros was spent on the health of a single individual residing in Ireland of which 79% was provided by the Irish government (Pearson et al., 2012). Looking the statistics, it is summarized that nearly seven people out of 100 spend the money for treating schizophrenia that would be approximately à ¢Ã¢â‚¬Å¡Ã‚ ¬20,900 Euros. Biomarkers are biological markers such as viral proteins, cytokine, hormones, etc. which can be used as a measurable indicato r of the biological state or condition (OConnell et al., 2014).   The main challenges in the biomarkers identification of schizophrenia are the unknown pathophysiology. However, biomarkers such as cytokines are considered due to the development of new hypotheses such as the cytokine hypothesis (Mansur et al., 2012). Understanding the roles of IL-6 in schizophrenia, can be used as a biomarker for the initial clinical diagnosis of schizophrenia patients, and to help create individualized treatment plans. The timescale for a product launch: If the research is proven successful, IL-6 based biomarker assays and treatments will be developed as a product from pharmaceutical companies. The developed products such as biomarker assays for IL-6 over or under expression detection and anti-IL-6 drugs will undergo the process of ethical approval and clinical trials which include four major stages. They are pre-clinical trials, clinical trials (Phase I, II and III), ethical approval and marketing (Phase IV) which would take a period of 20 to 30 years (DiMasi et al., 2003). There are anti-IL-6 drugs already in the market for the treatment of diseases which are related to Auto-immunity and other immune-based diseases which can cross the blood-brain barrier. These drugs may take a period of 8 -15 years to is the anticipated timescale for the proposed benefits to come into the market for the utilization of the schizophrenia patients. The importance of the product: The anti-inflammatory effects of IL-6 occur due to classical signaling pathway in which IL-6 binds to the membrane-bound cell surface receptor (IL-6R). Trans-signaling pathway provides the pro-inflammatory implications of the IL-6 (Scheller et al., 2011). Blocking the Trans-signaling pathway of the IL-6 is the target for the anti-IL-6 drugs. This might hold the capabilities for the treatment of Schizophrenia. The biomarker assays for IL-6 detection may help a person to identify whether the person is susceptive to schizophrenia shortly. This can help the doctor to give personalized treatment for the person based on the medical technologies available. The importance of the IL-6 product can be understood from the article Young people have the highest rate of psychiatric admissions which was published in Irish Times on 21 July 2016. The article discussed the young people (20 to 24) who are getting admitted to psychiatric hospitals for the 2015 (Edwards, 2016). The major diseases diagnosed for the admission are schizophrenia, depression, alcoholic disorders and mania which increases day by day (Edwards, 2016). Correlation with public, governmental and business sectors Public awareness campaigns and outreach to the doctors is the primary step in spreading the importance of the IL-6 as a biomarker for schizophrenia research. The second phase would be to use the primary media tools such as newspaper and radios so that the people does not expect from the research or get panic or distressed by the research. If the product is ethically permitted and the research becomes a success a contract between a pharmaceutical company or a medical diagnostic device company for establishing the result in the society. The completed biomarker assays for IL-6 detection product would be straightforward and easy to use similar to us such as a blood sugar and cholesterol test which can be utilized by the public without the doctors supervision. Biomarker assay kinds of products are advertised in the media such as television, newspaper, the internet, etc. for the maximum dissemination of the product. In the case of anti-IL-6 drugs, a patent is claimed by the pharma company which owns the contract, and a certain amount of percentage is given as royalty to the researcher. The patent is registered in a common government body, and the prize is sometimes fixed by the government of the country which accepts the drug. Conclusion: Schizophrenia is perhaps the most daunting psychiatric disorder, characterized by its life-altering symptoms, such as hallucinations and delusions. There is currently no precise explanation of its pathophysiology. Schizophrenia is explained as the biochemical imbalance in the brain which may exist due to many factors. Upcoming therapeutic research focuses on astrocytes due to its expression of class II MHC antigens and the production of pro and anti-inflammatory cytokines. By combining the Cytokine hypothesis and Neurodevelopmental hypothesis, it is possible to understand the pathophysiology of schizophrenia and the role of astrocytes in maintaining the homeostasis and cytoarchitecture of the brain. The cytokine IL-6 has been regarded as a pro-inflammatory cytokine, but it also has many anti-inflammatory and regenerative activities. Understanding the roles of IL-6 in schizophrenia can be used for the initial clinical diagnosis of schizophrenia patients, and to help create individuali zed treatment plans. Products such as biomarker assays for IL-6 and anti-IL-6 drugs can be developed for the treatment of schizophrenia from the research. The anticipated timescale for these drugs or assays to come into the market can take a period of 8 -15 years. A decade is not a big issue for the young people who are getting admitted to psychiatric hospitals diagnosed a schizophrenic patient. This can help the doctor to give personalized treatment for the person based on the medical technologies available. References: Bakhshi, K. Chance, S.A. (2015) The neuropathology of schizophrenia: A selective review of past studies and emerging themes in brain structure and cytoarchitecture. Neuroscience, 303, 82-102. Book, I.S. (2007) Irish Statute Book. DiMasi, J.A., Hansen, R.W. Grabowski, H.G. (2003) The price of innovation: new estimates of drug development costs. Journal of health economics, 22, 151-185. Edwards, E. (2016) Young people have highest rate of psychiatric admissions. In Secondary Edwards, E. (ed) Secondary Young people have highest rate of psychiatric admissions, pp. Pages, http://www.irishtimes.com/news/health/young-people-have-highest-rate-of-psychiatric-admissions-1.2729673 (February 24, 2017). Goldsmith, D.R., Rapaport, M.H. Miller, B.J. (2016) A meta-analysis of blood cytokine network alterations in psychiatric patients: comparisons between schizophrenia, bipolar disorder and depression. Mol Psychiatry, 21, 1696-1709. Mansur, R.B., Zugman, A., Asevedo, E.M., da Cunha, G.R., Bressan, R.A. Brietzke, E. (2012) Cytokines in schizophrenia: possible role of anti-inflammatory medications in clinical and preclinical stages. Psychiatry Clin Neurosci, 66, 247-260. OConnell, K.E., Thakore, J. Dev, K.K. (2014) Pro-inflammatory cytokine levels are raised in female schizophrenia patients treated with clozapine. Schizophr Res, 156, 1-8. Pearson, M., Lafortune, G. Vincent, F. (2012) Health spending in Europe falls for the first time in decades. In Secondary Pearson, M., Lafortune, G. Vincent, F. (eds) Secondary Health spending in Europe falls for the first time in decades, pp. Pages, http://www.oecd.org/newsroom/healthspendingineuropefallsforthefirsttimeindecades.htm (February 24, 2017). Potvin, S., Stip, E., Sepehry, A.A., Gendron, A., Bah, R. Kouassi, E. (2008) Inflammatory cytokine alterations in schizophrenia: a systematic quantitative review. Biol Psychiatry, 63, 801-808. Scheller, J., Chalaris, A., Schmidt-Arras, D. Rose-John, S. (2011) The pro- and anti-inflammatory properties of the cytokine interleukin-6. Biochim Biophys Acta, 1813, 878-888. World Health, O. (1992) The ICD-10 classification of mental and behavioural disorders : clinical descriptions and diagnostic guidelines. World Health Organization, Geneva.

Henrik Isbens A Dolls House :: A Dolls House Essays

The expectations imposed upon Nora were created by society and her husband. In the nineteenth century women had few alternatives to marriage; they were not expected to step beyond their roles as housewife and mother. Females were confined in every way imaginable. Women were limited by their identities as it relates to society and their husband’s expectations. On page 1571, Mrs. Linde says to Nora ‘A wife can’t borrow money without her husband’s consent.’ Mrs. Linde expects Nora has gotten the money through other means; either the lottery or other indiscreet means. It wasn’t expected that women with a little business know-how could derive ways to earn or borrow money. Torvald treats Nora like a doll. He calls her by all manner of names: squirrel, silly child, lark, songbird. The names he uses directly relates to how Torvald feels about her at the time. He tends to treat her views and opinions as less than important or trifling. Torvald doesn’t want Nora spending too much money at Christmas. Nora wants to borrow against his upcoming promotion and subsequent raise in salary. Torvald states on page 1565 ‘Are your scatterbrains off again? What if today I borrowed a thousand crowns, and you squandered them over Christmas week.’ On the rare occasion when Torvald gives her money, he is concerned tha t she will waste it on candy and pastry. Nora asks Torvald what her most sacred vows are and he responds ‘And I have to tell you that! Aren’t they duties to your husband and children?’ Later on he states Before all else, you’re a wife and mother. Torvald states that her sacrifice for him was nothing. He states on page 1611 ‘I’d gladly work day and night, Nora, and take on pain and deprivation. But there’s no one who gives up honor for love. Torvald reveals his true feelings, which put appearance, both social and physical, ahead of his wife, whom he says he loves. Nora states on page 1611 ‘you neither think nor talk like the man I could join myself to. When your big fright was over – and it wasn’t from any threat against me, only for what might damage you – when all the danger was past, for you it was as if nothing had happened. I was exactly the same, your little lark, your little doll that you’d have to handle with double care now that I’d turned out so brittle and frail.

The Excellence Of Women In Shakespearean Tragedy Essay -- William Shak

Excellence, from the root excellent, is the achievement of something extremely good in life. These achievements can be of a literary nature, or a cosmic nature, however the excellence that pertains to the coming essay, is that which is found within the female characters of Shakespearean tragedies. Despite the patriarchal ways of life during Shakespeare's age, he constantly conveys the ladies of his plays with nothing short of "excellent ... beauty, wit, and virtue." [Doran 135] Doran's article "The Idea of Excellence In Shakespeare" is a detailed work, which engages itself in the wide scope of Shakespearean sonnets and all his theatrical work concerning excellence. Doran says very frankly that due to Shakespeare?s representation of women, through his plays, it is very clear that he prides himself with excellence in general. Although Doran brings to our attention the importance, and possible disaster, of over emphasizing glorious attributes, the act of which is known as a hyperbole [134], Shakespearean females, even when denied fancy dialect and metaphors, still are able to expose their virtues of loyalty, honestly, love, and patience in most everything they do. Doran begins his detailed account of specific females with none other than Cordelia, but due to further argument I will pass over his analysis of Lear?s daughter and continue with his depiction of Desdemona. Doran introduces Desdemona by stating, ?[her] virtues are ? independence, honesty, loyal ty, and great generosity.? [147] Within a standard reading of Othello these characteristic are by no means shadowed, they are vividly portrayed in most, if not all, of her actions. Her independence is conveyed by her decision to marry Othello without the good grace of her ... ...ults are that of a divine member, a goddess. To conclude Shakespeare presents all his ladies as self-righteous, independent, loving women who deserve to be noticed. Each woman holds her own sense of excellence with regards to her virtues. In particular, Desdemona and Cordelia, especially rise up to the occasion. Both of these women know who they are, how they got to be who they are, what they want, and how to get what they want, nothing, I repeat nothing, explains the excellence of a women better than that. Work Cited Doran, Madeleine. ?The Idea of Excellence In Shakespeare.? Shakespeare Quarterly 27.2 (1976): 133-149. Greenfield, Thomas A. ?Excellent Things In Women: The Emergence Of Cordelia.? South Alantic Bulletin 24.1 (1977): 44-52. Harding, D.W. ?Women?s Fantasy of Manhood: A Shakespearean Theme.? Shakespeare Quarterly 20.3 (1969): 245-253.

Information Security Essay

Information Security is a fundamental function of any organization expecting to be competitive in the global market. As more and more developing countries make the leap into capitalism, competiveness will only become more essential. With Asian nations like China, Korea and India stepping up to make their presence noticed taking more of the market share than ever before other organizations must remain competitive which means keeping their piece of the pie safe and secure. Organizations’ proprietary information if left unsecure could mean loss of their competitive edge. In the IndustryWeek. com article by, â€Å"Manufacturers Must Think Virtually to Ensure Data is Protected† Chris Benco contends; â€Å"Data is what all manufacturers rely upon, and with the ever-increasing influx of it, companies need to ensure that it is protected in the event of a natural disaster, human error or other problems. With this heavy reliance on data to maintain day-to-day operations, manufacturers cannot afford to overlook data protection as it is the key in maintaining production, optimizing productivity and guaranteeing profit. Information security though takes on another aspect when you consider an often over looked key element of corporate information. We think of information security in terms of protecting what is on paper and in data bases, but knowledge is much harder to nail down. Knowledge, information that is stored in the minds of the organization’s personnel is just as important as any other data or product information and should be gathered and stored just the same. As we could see in the reading material for this case assignment there are many methods for obtaining, sharing, and storing knowledge information. Some such methods were discussed by Ann Field in her article â€Å"Locking Up What Your Employees Know†. The step according to Ms. Fields are to first Create a knowledge profile, then foster mentoring relationships, encourage communities of practice, ensure that passing knowledge on is rewarded, Protect people’s privacy, and decide whether you’re interested in recorded knowledge as well.

Management Techniques Used in Mcdonalds Stores

Management Techniques used in McDonalds Date: 17/12/2010 Contents: Pg 1 – Title page Pg 2 – Contents Pg 3 – Executive Summary Pg 4 – 1. 0 Terms of Reference 2. 0 Procedure 2. 1 Primary Research 2. 2 Secondary Research 3. 0 Findings 3. 1 Principles of scientific management Pg 5 – 3. 2 Principles of Taylorisms 3. 3 McDonaldization 3. 4 Individual Investigation Pg 6 – 3. 5 Motivation 4. 0 Conclusion Pg 7 – 5. 0 Recommendations 6. 0 Reference List 7. 0 Bibliography Executive Summary This report was produced to look at the management and motivation methods hat are used in McDonald’s fast food restaurants, and was requested by the Senior Executive of McDonalds. The main findings were that there are influences of the theories of F. W. Taylor and George Ritzer and was concluded that upon observation of the activities in McDonalds, there are evident uses of scientific management used in McDonalds restaurants, and that this does have a kn ock-on effect on the motivation of staff there. The recommendations of this report are that the managers need to engage the staff and try to ‘revamp’ the processes that they have in place, and give them a more direct motivation as to the rewards that they receive. 1. 0 – Terms of Reference This report is has been requested by the Senior Executive of McDonalds in September 2010, in response to a claim made by Wilson (2010). Wilson suggests that there are close links between the scientific management principles and the strict routines and procedures found in McDonald’s fast food restaurants. This report will look into scientific management principles and to see if they do actually have an effect on the management principles that are used McDonalds fast food restaurants and will briefly look at the motivation methods of McDonald’s employees, and will include observations of these methods. The basic problems found in the observation of staff, was that the observation was limited, and only observed the activities of the ‘front-line’ employees, serving the customer, and was not able to extend this to the ‘beginning’ of the process to where the food is made on the premises. This report has been compiled by an independent researcher, who will consider through observation and research whether Wilson’s suggestion does support the daily routines a customer would find when visiting such fast-food restaurants. 2. – Procedure The following procedures were undertaken in order to analyse the case study organisation. 2. 1 – Primary Research: The primary research undertaken was to observe the staff of various McDonalds restaurants, these were observed from September 2010 to December 2010 to try and obtain a more varied view of the procedures staff at McDonalds use. This is found under section 3. 4 – Individual Investigation. 2. 2 – Secondary Research: The secondary research undertaken was through websites, books and online articles. This research was used for the use of theorists used in the Findings section of the report. | 3. 0 – Findings 3. 1 Scientific management is a theory that was initially developed by Fredrick Winslow Taylor and this theory was published in 1911. In his publication, ‘The Principles of Scientific Management’, Taylor addresses the â€Å"importance of the larger question of increasing our national efficiency’ (Taylor, 1911). His theory sets out to ‘Prove that the best management is a true science, resting upon clearly defined laws, rules and principles as a foundation’ (Taylor, 1911). Taylor believed that workmen would do as little work as possible, and would produce one-third to one-half of their ability, and believed that this was universal, yet he wanted to counter this and increase the productivity of workers. Taylor suggests through his own research that many jobs, including skilled professions can be broken down into smaller tasks, meaning the less need for skilled craftsmen to complete jobs, and make their own decisions. He conducted this research in the steel industry with Time Studies; he observed worker’s sequence of motions to determine the best way for jobs to be performed. The drawbacks of this method, although it does increase productivity, are that it de-humanises the job role, and doesn’t allow for any thought of the worker to be involved. 3. 2 The four main principles of Taylor, also known as Taylorisms, are: 1. Replace ‘rule of thumb’ work methods with methods based on a scientific study of the tasks. 2. To scientifically select, train and develop each worker rather than leaving the workers to train themselves. 3. To co-operate with workers to ensure that the scientific developed methods are being followed. . To divide work nearly equally between management and workers, so managers apply the scientific management principles to planning and the work, and the worker to actually perform the tasks. (www. netmba. com) These principles were adopted mainly in factories and industrial settings, including Henry Ford’s car production factories. 3. 3 McDonaldization is a term that was created by George Ritzer based on the findings of Max Weber’s theories of bureaucracy, in his publication ‘The McDonaldization of Society’ (1995). George Ritzer explains that the fast food restaurant is an extreme example of rationalization process, where the main focus is that of efficiency and predictability. Ritzer’s four main principles of McDonaldization are: 1. Efficiency – The fastest method of completing a task. 2. Calculability – In terms of McDonald’s customers, this means to serve the customers a large amount of food in a short period of time, in terms of McDonalds staff, it is the quantity of work they do and not the quality in that they do it. 3. Predictability – Meaning whatever McDonalds restaurant a customer will go to, they would know what to expect, this applies to the product and the service that they receive. 4. Control – This is the control over the employees, everything is standardized and wherever possible, human interaction is replaced by technology. 3. 4 Individual Investigation- On conducting an investigation into what a customer would experience upon visiting McDonald’s restaurants, it was found that the experience does support the views of Ritzer, and Taylor’s scientific management principles can be applied. On being served, a customer is asked the same routine question, and the customers answer will be, again, another script-written question, i. e. What drink would you like with that, would you like to have a large meal? The employee that is serving will then either collect the order that the customer has placed, or there will be another member of staff there to carry out that particular task, so that the person ‘stationed’ at the till can go on to serve the next customer, whichever may be more efficient, with tasks being broken down. This experience alone can cover three of the four principles used by Ritzer, quite clearly; efficiency, fastest method of completing the task, calculability, serving customers with large amounts of food in a short time and also the quantity of work that they do. The third principle of Ritzer is supported by visiting a few various McDonalds restaurants, the customer will know what to expect, as stated earlier with the ‘script-written’ questions upon ordering food, to knowing the McDonald’s ‘menu’ and what you will get. The fourth principle of Ritzer’s, control, from going to McDonalds has been perceived from this observation that the managers will control the staff, ensuring that tasks are carried out correctly, as when observing the activity behind the counter, there is always a manager present, constantly going back and fourth between points, and ‘checking over employees shoulders’. 3. 5 Motivation – To look at the benefits that may motivate a McDonald’s employee, it has been researched on what promote the vacancies that are available in McDonalds. From accessing the McDonald’s website www. mcdonalds. co. k, the company advertises that the vacancies are not just short-term jobs, but the opportunity offers great training and development schemes from apprenticeships to foundation degrees, yet, they do not move away from the actual realization of the job. A very brief breakdown of a crew-members role is stated as, customer service – expected to provide customers with a quick and accurate service. The website also promotes the ‘rewards and benefits’ of being a McDonalds employee, these are; 28 days paid holidays, free private healthcare (after three years service), stakeholder pension scheme, an employee is able to exchange ? 10 directly from their pay to childcare vouchers, saving on National Insurance and Tax, and also appealing to possibly single parents, and also discount cards for large retailers, including HMV and Marks & Spenser’s. However, although all these rewards and benefits may seem appealing, there is also a short video clip on the website, titled ‘Think Again’. This is a short video, where a McDonalds employee has approached people ‘off the street’ to ask their views on people who work in McDonalds. Some answers given are that McDonalds employees are uneducated, people ‘filling in between real jobs’ and that a job at McDonalds is a last resort, however, the employee who was conducting the short ‘interviews’ was a university student, currently studying law, when this was told to the people who she was talking with, mostly all of them looked surprised, and afraid that they had offended her, but it further backed her point, of ‘think again’, not all McDonalds staff are what they appear to be, and the majority of them are studying in university for degrees. This video is a realistic view of what McDonald’s staff are considered to be, and McDonalds have tried to turn this in their favour, yet, it will be off-putting for some to apply for these jobs, and from visiting McDonald’s restaurants, the staff do not seem entirely enthusiastic and motivated, and seem to find it a struggle to offer ‘service with a smile’. 4. 0 Conclusion In conclusion, Wilson’s suggestion is a true statement of the management techniques and working procedures that are used in McDonalds. From researching the scientific management principles, and observing the activity in McDonalds, it can be seen that these principles do apply; the tasks are broken down into small tasks, to enable efficiency. All staff are trained on the job role that they are doing, and are trained to the method that fits best with the structure of the restaurant and environment that they will be working in, and managers are constantly overseeing what the employees are doing. The findings have also shown that Ritzer’s views of McDonaldization are again, quite true, and again from observation of staff working at McDonald’s, have fitted with the principles that Ritzer claim McDonald’s function on. 5. 0 Recommendations The recommendations that are found from the findings of this report are that there needs to be a more direct motivation for the staff at McDonalds. As said under the findings, the staff seem to lack an enthusiasm for the job that they are doing, even though the training and development opportunities and the rewards available are quite impressive. However, this lack of ‘awareness’ may be to the mundane and repetitive processes that the organisation have in place, and if so, McDonald’s managers need to look at this again. The processes that are in place do offer efficiency, which is essential for a fast-food restaurant, but they need to get their staff more engaged and offer more variety in the way that these processes are carried out, and while doing this, possibly include the staff that are carrying out these ‘processes’ to share their input into what they feel can be done etter, this will then have a ‘boost’ factor to the way that they feel they are valued in the organisation. 6. 0 Reference list * â€Å"importance of the larger question of increasing our national efficiency’ (Taylor, 1911, Introduction, The Principles of Scientific Management)* * â€Å"Prove that the best management is a true science, resting upon clearly defined laws, rules and principles as a foundati on† (Taylor, 1911, The Principles of Scientific Management, Pge 3)* *both accessed from forgottenbooks. org 7. 0 Bibliography * www. mcdonalds. co. uk (9/12/2010) * www. netmba. com (8-11/12/2010)

Murders in the Rue Morgue

Edgar Allen Poe is considered the father of the modern mystery novel as well as a premier short story writer and poet. While it may not be â€Å"CSI†, his novella â€Å"Murders in the Rue Morgue† also discussed rudimentary forensics with detectives discovering that hair left on the murder victims is not human. Not bad for a guy born almost 200 years ago. Poe was the son of an actress, born in Boston in 1809. He attended the University of Virginia after being raised by the Allen family after his mother dies.In his short life, Poe developed a drinking and drug habit (Wilson) and his love to disease. Poe lived only 40 years, but was prolific, writing some of the best-known horror short stories of all time. Most children grow up shivering to the tales of â€Å"The Tell-Tale Heart† and â€Å"The Pit and the Pendulum† and as adults, the equally chilling tales of â€Å"The Cask of Amontillado† and â€Å"Hop-Frog† inspire horror. His gothic writing s tyle created horror and love with a deep atmosphere, with poems like â€Å"Annabelle Lee†.And, stories like â€Å"The Masque of the Red Death† are both social and historical commentary on the plight of the plague victims. His poem â€Å"The Conqueror Worm† also talks about the struggle of good versus evil. Part of the appeal of the works of Poe is that he is so diverse. Though best known for the poem â€Å"The Raven†, stories like â€Å"The Murders in the Rue Morgue† show the diversity of his abilities. The ability to write mystery stories and horror is not a given and his works gave rise to ideas that would later become the industry standard.For example, the idea of hiding in plain sight developed out of the short story â€Å"The Purloined Letter†. The very concept of forensics was introduced in the â€Å"Rue Morgue† and Poe was also a major force in the development of the detective novel. Perhaps the most interesting aspect of Poeâ €™s life and works was that his life was marred by tragedy. His lover, a cousin, died within two years of their marriage and his mother died while he was young. His dark and tragic life is blamed and credited for his genius.Whether his poetry can be put down to the fleeting fantasy of laudanum induced hallucinations or the words of a tortured soul, no one can say. What we can say is that Poe is one of the first truly great American writers. WORKS CITED Girando, Robert. â€Å"Welcome to PoeStories. Com† http://www. poemuseum. org/, October 29, 2007. â€Å"Poe Museum† , October 29, 2007. Wilson, James Southall. â€Å"Poe’s Life† http://www. poemuseum. org/poes_life/index. html, October 29, 2007.

Swot Analysis: Pepsi

SWOT Analysis: PepsiCo Diversification Strategy in 2008 Name Course Instructor Name Date PepsiCo Diversification Strategy in 2008 PepsiCo History †¢ PepsiCo is the second largest snack and beverage company in the world. Established in 1965 when Pepsi-Cola and Frito-Lay shareholders merged their salty snack icon and soft drink giant. With revenues of $500 million with popular brands such as Pepsi-Cola, Mountain Dew, Fritos, Lay’s, Cheetos, and Ruffles, they have achieved growth and long-term value in its operational activities by creating competitive advantages through new product innovation and acquisitions. Its portfolio has grown year after year with its acquisition of Tropicana in 1998, two largest bottlers (Pepsi Bottling Group/PepsiAmericas) in 2010 and Wimm-Bill-Dann (dairy products) in 2011, and the merger with Quaker Oats in 2001. Profits generating $39. 5 billion in net revenues in 2007 leading to 19 products each generating $1 billion in worldwide retail revenues in 2010. Some of the most popular inclusions have been Quaker Oats, Gatorade G2, Tiger Woods signature sports drinks, Cap’n Crunch cereal, Aquafina, and Aunt Jamima pancake mix. In keeping up with consumer health and wellness concerns of reducing saturated fats, cholesterol, trans fats, and simple carbohydrates, PepsiCo created better-for-you and good-for-you products under the Power of One alliance strategy which focused on increasing customers tendency to purchase more than one PepsiCo product during each visit. A quite ingenious innovation! †¢ †¢ SWOT Analysis Strengths Branding Diversification Distribution Weaknesses Overdependence on Snacks & Non-carbonated drinks Large Size Low Productivity Opportunities Broadening of Product Base International Expansion Growing Snacks of new flavors and Bottled Water market in U. S. Threats Decline in Carbonated Drink Sales Potential Negative Impact of Government Regulations Intense Competition Potential Disruption Strengths Branding †¢ PepsiCo’s top brand is its most recognized brand in the world, Pepsi, followed by its 155 varieties of Frito-Lay, PepsiCo beverages, Tropicana, Gatorade, and Quaker Oats brands. Most PepsiCo brands reached number one or two positions in their respective categories and has â€Å"24 other global and local brands with annual retail sales ranging from $250 million to $1 billion, including Sobe, Naked, AMP Energy, Propel Zero, Sabritas, Gamesa, Lebedyansky, Aunt Jemima and Rice? A? Roni . † (PepsiCo website) In2008, Frito-Lay was the top selling chip brand in the U. S. and Propel Fitness Water was the leading brand of functional water; In 2007 it was Gatorade, propel, and Aquafina with a 76 percent market share. Three initiatives leading the industry were â€Å"convenience, a growing awareness of nutritional content of snack foods, and indulgent snacking. † (Gamble & Thompson, 2012, pg. 426) The strength of these brands is evident in PepsiCo’s presence in 200 countries and proven in it’s 2007 net revenues of $39. 5 billion globally and annualized revenues of $60 billion in 2010. (PepsiCo website) The company has the largest market share in the US beverage at 39%, and snack food market at 25%. Such brand dominance insures loyalty and repetitive sales. †¢ Diversification †¢ PepsiCo’s diversification not only integrates snacks (chips), ready-to-drink teas, juice drinks, flavored/bottled water, as well as breakfast cereals, cakes and cake mixes, but its brands are catered to its international franchise such Crujitos corn snacks, Fruko beverages, and Crueslic cereal sold in the UK, Europe, Asia, Middle East, and Africa. All the various products plus a multi-channel distribution system, and its 300,000 team of professionals that thrive on collaboration and respect were led by three CEOs (Enrico, Reinemund, Nooyi); all of which served to insulate PepsiCo position as the â€Å"world’s second largest food and beverage business†. (PepsiCo website) Distribution †¢ The company delivers its products through direct-store-delivery (DSD) from manufacturing plants and warehouses to customer warehouses and foodservice and vending distribution networks to retail stores. PepsiCo website) These delivery options allow maximum visibility and appeal (DSD), costs savings for fragile/perishables with lower turnover (customer warehouse), and the use of third party distribution services (foodservice/vending) to schools, stadiums and restaurants reducing stock-outs. All are based on â€Å"customer needs, product characteristics, and local trade practices†. (PepsiCo website) Weaknesses Overdependence on Snacks and Non-carbonated drinks †¢ PepsiCo failed to focus on its main brand, Pepsi. Although sales of carbonated drinks was considerable his, it was carried by it’s non-carbonated which increased revenues 5 percent; consequently, carbonated revenues dropped 3 percent the same year, 2007. †¢ The company focused on more healthy products by trying to develop new sweeteners and acquiring Izze lightly carbonated sparkling fruit drinks in 2007. It failed to strengthen its position in the U. S. to out beat Coca-Cola and lagged 10 percent in 2007; bumping PepsiCo to the number two position of nonalcoholic beverage producer. (Gamble & Thompson, 2012, pg. 430) Large Size †¢ Despite its international presence, 48 percent of its revenues originate in the US. (Gamble & Thompson, 2012, pg. 431) This leaves PepsiCo vulnerable to the impact of changing economic conditions. Large US customers could exploit PepsiCo’s lack of bargaining power and negatively impact revenues. Acquisition of Pizza Hut, Taco Bell, and KFC initially proved beneficial but continued growth in snack food and beverage acquisitions deemed its strategic-fit benefits existing between restaurants and its core beverage and snacks were difficult to capture. Benefits were offset by fast-food industries fierce price competition and low profit margins. (Gamble & Thompson, 2012, pg. 423) †¢ â€Å"Its value chain consists of 230 plants, 3,600 distribution systems, and 120,000 service routes around the world. (Gamble & Thompson, 2012, pg. 436) Low Productivity †¢ Low profit margins on PepsiCo’s international business demanded the need for a new organizational structure leading to the 2008 realignment creating a three division structure under one roof with six reporting segments: Frito-Lay North America, Quaker Foods North America, Latin American Foods, PepsiCo Americas Beverages, United Kingdom & Europe, and Middle East, Africa & Asia. (Gamble & Thompson, 2012, pg. 36) In an article from the Dow Jones & Company, dated 21 November 2012, it reports a disappointing year for Pepsi and the speculation that PepsiCo may be reconsidering its refusal to create separate global snacks and beverage companies. † (Proquest) Opportunities Broadening of Product Base †¢ PepsiCo seized opportunity of potential weaknesses by acquiring Mexico’s largest Pepsi bottler, Pepsi-Gemex SA de CV, for $1. 26 billion capitalizing Mexico’s number one producer of purified wa ter. (Gamble & Thompson, 2012, pg. 34) In addition, the two largest bottlers (Pepsi Bottling Group/PepsiAmericas) in 2010 and Wimm-Bill-Dann (dairy products) in 2011, and the merger with Quaker Oats in 2001. †¢ It continues to broaden its product base by introducing what consumers want most: Healthier snacks and drinks, convenient snack size portions, and introducing multiple flavors to the needs of various cultures. These initiatives will enable PepsiCo to adjust to the changing lifestyles of its consumers and appeal to its international customer base. International Expansion †¢ PepsiCo is focused on expanding Gatorade into 15 additional countries, Tropicana into 20 new markets, and Lipton into five international markets in 2012. (Gamble & Thompson, 2012, pg. 434) Its expansion into international markets and a lessening its dependence on US sales in addition to the company plans on major capital initiatives in China will increase their global customer base. Growing Snacks of new flavors and Bottled Water market in US †¢ Products such as Aquafina, and Propel are well established products and in a position to ride the upward crest. PepsiCo products such as, Doritos tortilla chips, Cheetos cheese flavored snacks, Tostitos tortilla chips, Ruffles potato chips, Sun Chips multigrain snacks, Rold Gold pretzels, benefit from a growing savory snack markets.. Threats Decline in Carbonated Drink Sales †¢ Soft drink sales have decline by as much as 2 percent from 2005 to 2007 due to a health conscience society. Fruit beverages went down slightly and others stayed relatively the same. The future state of the economy and additional emphasis on health could drive these numbers in the negative direction. Potential Negative Impact of Government Regulations †¢ Manufacturing, marketing, and distribution of food products may be altered as a result of state, federal or local dictates. In 2000, PepsiCo experienced FTC setbacks due to concerns over the merger of Gatorade and that it might give the company too much leverage in negotiations with convenience stores. The FTC stipulated that PepsiCo could not jointly distribute Gatorade with soft drinks for 10 years. (Gamble & Thompson, 2012, pg. 423) This could have set them so far ahead of their number one competitor to stay number one. There’s also been talk about the ingredient, acryl amide, suggesting it could cause cancer if consumed in significant amounts in rats. If the company has to comply with a related regulation or add warning labels, it could have negative impacts. Intense Competition †¢ The Coca-Cola Company is PepsiCo’s primary competitors. Intense competition may influence pricing, advertising, sales promotion initiatives undertaken by PepsiCo. Potential Disruption †¢ The economy is unstable and people are cutting back on spending. Although people want to eat and drink healthier products, the costs to eat healthier is more expensive so the changes to make healthier snacks need to stay reasonable. Another potential threat are the generic brands most stores sell that appeal to the penny pincher during hard times. Alternatives Smaller packaging †¢ PepsiCo could expound on making smaller portions to all their products that have high sale rates. Selling in bulk at cheaper prices is another option for the residential and business arena. Advertisements †¢ Promote their products through effective marketing strategies. Utilize internet, facebook and other resources that hit thousands at one time but isn’t expensive. Do funny advertisements like the Super Bowl ones more often. These are things people remember and talk about for long periods. Intense Competition †¢ The Coca-Cola Company is PepsiCo’s primary competitors. Intense competition may influence pricing, advertising, sales promotion initiatives undertaken by PepsiCo. The economy is unstable and people are cutting back on spending. Although people want to eat and drink healthier products, the costs to eat healthier is more expensive so the changes to make healthier snacks need to stay reasonable. Another potential threat are the generic brands most stores sell that appeal to the penny pincher during hard times Potential Disruption Due to Labor Unrest – †¢ Outsource jobs to other countries to benefit their needs but provide job opportunities to people in the U. S. This provides added growth at home and abroad while not jeopardizing at home support. Assessment †¢ PepsiCo has held their own for decades and have grown into the global market becoming diverse in the snack industry, carbonated and non-carbonated drinks, and incorporating new seasonings and spices to appeal to the local nationals. Pepsi has a large loyal group of customers that they need to stay attuned to and ensure they offer incentives for being so loyal. Offering discounts is a great way to not only keep customers, but it helps gain new customers. Overall, Pepsi has achieved success and stayed in the running. Although they were bumped down to number two, it seems as though the take great care in addressing lessons learned and are not fast to make a rash decision as they Dow recently reported that I mentioned above. They have cross-communication and rotate managers to keep them fresh on new initiatives and this puts fresh eyes on the situation to better capture new ideas and identify potential shortfalls. PepsiCo commitment is to deliver sustained growth. They offer a wide variety to meet the needs and preferences to satisfy fun to contributing to healthier lifestyles. It has a solid foundation and is only going to progress back to the number one position in the future. I think it needs to continue what it’s doing but not over extend themselves to where they lose focus on what started them in the first place, their number one product, the Pepsi. Which happens to be my favorite soda! †¢ †¢ †¢ References PepsiCo, (n. d. ). PepsiCo. Retrieved from http://www. pepsico. com/ on December 12, 2012 PepsiCo, (n. d. ). PepsiCo. Retrieved from http://www. pepsico. om/Download/PepsiCo_Quick_Facts. pdf on December 12, 2012 Bary, A. , (2011). Don't Rule Out a Pepsi Breakup Yet. Barron's, 91(47), 20. Retrieved from http://proquest. umi. com/pqdweb? index=0&did=2526832001&SrchMode=1&sid=9&Fmt=3&VInst=PROD&VType=PQD& RQT=309&VName=PQD&TS=1323732097&clientId=74379 on December 12, 2011, (Proquest Document ID: 2526832001). Gamble, J. E. , & Thompson, A. A. , (2011). Essentials of Strategic Management: The Quest for Competitive Advantage. (2nd ed. ). New York: McGraw-Hill