Coffee Shop Essay

The global spread of coffee growing and drinking all started with a curious goat and that’s what legends say. 9th century Ethiopian goat herder Kaldi drank a concoction made from the beans after seeing his energetic goats eat them. The Sufi monks of Yemen in the 15th century were said to drink it as well. During the 17th century when coffee was introduced to Europe, the popularity of cafes followed the same pattern as most coffee houses around the world. It quickly became a venue for people to congregate, exchange views, write poems, plays, and political testaments, conduct business transactions, participate in cultural exchange and often relax with a good book. The popularity of coffee shop had served as a mailing address, because many people were regulars. When you want to go to exchange news, share ideas and get advice, you go to a coffee shop. It has been that way for quite some time. Coffee shops had been places of learning; of making business deals; scientific, literary, political, philosophical, and economic discussions; and even the typical gossip. At the beginning of the nineteenth century nearly all coffee exported on the world market was produced by European colonies. Two-thirds came from French colonies. But despite the fact that the following century would witness what Eric Hobsbawm called â€Å"The Age of Empire† and Lance Davis termed â€Å"high imperialism†, colonialism would cease being important in coffee production. (Though colonies certainly continued to be vital to the production of tea and sugar. ) This occurred precisely at the same time that coffee consumption rose vertiginously in most European colonial powers. Coffee was treated differently than sugar and rubber in the nineteenth century Age of Empire because its low technological demands meant that an independent country richly endowed with the factors of production, Brazil, could begin producing on an unprecedented scale. Cheap fertile land and slave labor allowed coffee prices to plummet after 1820 and remain low until the last quarter of the century creating supply-induced demand. Brazil’s exports jumped 75 fold between independence in 1822 and 1899. World consumption grew more than 15 fold in the nineteenth century. Consumers were not very price conscious because they were long buffered from recognizing the price. If they drank in cafes, they were unaware of the type of coffee they were drinking. As the price of one sort rose, cafe owners often blended in cheaper substitute grades rather than raise their price. he same seems to have been true for grocers. Rather than risk losing their clientele, they competed on blends, not on price. They also sought to keep prices constant. Price rises were often not passed on to the consumer. Instead, cheaper blends were used or grocers reduced their profit margin. Moreover, as coffee sipping became customary and even habit-forming, it was transformed into a necessity for many. As a result, coffee in the twentieth century became price and income inelastic. Thus we are presented with the irony that the international coffee market at the turn of the twentieth century, one of the world’s largest commodity markets, was relatively price inelastic (within in a reasonably large range) at both the production and the consumption end, though profit-driven commercial and industrial intermediaries were extremely conscious of price. In other words, it was quite imperfect. The Philippine Coffee Company (PCC) says the first coffee tree was introduced in Lipa, Batangas, in 1740 by a Spanish Franciscan monk and soon spread to neighboring towns of Ibaan, Lemery, San Jose, Taal, and Tanauan. â€Å"Batangas owed much of its wealth to the coffee plantations in these areas and Lipa eventually became the coffee capital of the Philippines. We are one of the few countries that produces the four varieties of commercially viable coffee: Arabica, Liberica (Barako), Excelsa, and Robusta. This is attributed to the country’s climate and soil ranging from the lowlands of southern Luzon to the mountain ranges of the Cordillera and Mindanao. â€Å"In 1880, the Philippines was the fourth largest exporter of coffee beans, and when the coffee rust hit Brazil, Africa, and Java, it became the only source of coffee beans worldwide,† PCC says. Our glory days as one of the world’s coffee centers lasted until 1889 when coffee rust hit the Philippine shores, coupled with an insect infestation. Production plunged to 1/6th its original amount. By then, Brazil had regained its position as the world’s leading producer of coffee. A few of the surviving coffee seedlings were transferred from Batangas to Cavite, where they flourished. Our ranking fell because many of the coffee growing areas – like rice fields and salt beds of Las Pinas – were eaten by housing and commercial developments. Less area was allotted to coffee because farmers had shifted to other cash crops. Today’s Coffee is one of the world’s most popular beverages. Some claim it is the most widely consumed liquid in the world aside from water. Coffee’s success as a beverage undoubtedly owes both to the caffeine it harbors and to its sensory pleasure. Coffee lovers come to associate the energizing lift of the caffeine with the richness and aroma of the beverage that delivers it. In our culture, bookstores are also seen as social, intellectual and downright hip. Many bookstores are a place of community where people gather and know one another and talk. The atmosphere in a bookstore typically invites customers to relax and browse the shelves. The concept of a bookstore and coffee house is a good combination that will perfectly gives the bookworm persons and a coffee lover the opportunity to purchase their favorite titles and discover new books while relaxing and enjoying a cup of coffee. The Company is then formed because of the said conceptualized idea and inspiration. COMPANY PROFILE The name of the company will be CTB that stands for COFFEE, TABLE, BOOK. The company’s name was originated from the idea of coffee table book which means a hardcover book that is intended to sit on a coffee table or similar surface in an area where guests sit and are entertained, thus inspiring conversation or alleviating boredom. They tend to be oversized and of heavy construction, since there is no pressing need for portability. The Company CTB will be a combination of piles of books ready for reading and a comfortable cafe that provides place for bookworms to sip coffee and talk with their friends while enjoying their books. It is a modern type of library and a much more public place for reading with a twist for having a cafe in it. It is a very interesting place for a person who wants to meet new people who are also interested in reading, studying and exploring new things and ideas through books. The cafe is really just an addition to the whole idea. It gives new impression to reading. Reading with a cup of coffee or tea with you is a lot better than reading without anything to drink or eat. It’s a higher level of coming into a public place to look for interesting books and a cafe with it. TAGLINE â€Å"Cool your coffee and bring it closer to your heart and mind. † Our tagline represents our business in the most promising way. We decided to state it as cool your coffee, â€Å"cool† meaning call your coffee. Cool because we want it to be mind-teasing and catchy so that customers will notice the line and think. Call your coffee and order it in the CTB shop to relax while reading your favorite novels and bring it closer to your heart and mind. Customers will definitely bring it closer to their heart because the coffee goes to the heart and down to the veins of an individual. The heart and the mind as we all know, is really Like Coffee, Table, Books shop, customers will hold our business close to their hearts and mind, remembering every moment they’ve had with us. Every learning they will earn with what they have read, we are assuring them that they will treasure everything we have shared with them forever. LOCATION The CTB store is located in 1199 unit 5 ground flr. Lemon Square Building, Edsa, Munoz Quezon City with the size of 102. 50 square meters. There are adequate parking space and have reasonably priced per square meter. Rental payments as well additional payment will be stated within the leasing terms including the registration of utilities and amenities. BUSINESS DESCRIPTION VISION To become the foremost Coffee shop in the local and international industry providing the best products and high quality experience. MISSION. To create a unique, comfortable and relaxing environment while enjoying the best hot and cold coffee drinks at an affordable price making it perfect. GOALS AND OBJECTIVES †¢ To increase the frequency of customers’ visitations. †¢ To maintain positive sales growth and increase market share. †¢ Increase brand awareness †¢ To open new branches of stores nationwide every year. †¢ To ensure that equipments used for cold and hot coffee drinks are well-maintained and in good condition. †¢ Develop new products and innovate services yearly. †¢ Develop an increase in sales while achieving a status quo state and decrease in marketing expenses. †¢ To create a cozy and relaxing ambiance. †¢ To give seminars and trainings to employees and retain their Standard Operating Procedures. †¢ To improve promotional activities and advertisements quarterly †¢ To listen and implement feedbacks, suggestions and opinions of customers for the improvement and betterment of the business. COMPANY’S FORM OF ORGANIZATION The company CTB is a sole proprietor type of business because the owner’s primary purpose is to generate profit. A sole proprietorship is a business owned by a single individual. This sole owner is responsible for the entire business and accepts complete responsibility for the business’s liabilities, as well as its income. Unlike other legal structures, the sole proprietorship requires less paperwork and is subject to few business restrictions and regulations. ? Characteristics of Sole Proprietor Management and Control A sole proprietorship is operated by a single individual; thus, the sole proprietor has exclusive management and control of the business. Personal Liability A sole proprietor is personally liable for all obligations and debts of the business. Thus, the business assets and personal assets of the sole proprietor are subject to the risks of the business. Moreover, in California, if the owner is married, the martial community property is at risk and subject to attachment by creditors. If the business is conducted under a name which does not show the owner’s surname or implies the existence of additional owners, the owner is required to file a fictitious name certificate and publish a notice in the newspapers. Capitalization There are no rules governing capitalization of a sole proprietorship. Continuity of Existence The sole proprietorship continues as long as the sole proprietor desires to operate the business and is legally competent. If the business owner is adjudged legally incompetent, becomes incapacitated, or dies, the sole proprietorship ceases to exist. An owner may sell the business as he or she chooses. Taxation A sole proprietor is taxed on business income and may deduct allowable business expenses on his or her personal income tax return. ? Advantages of Sole Proprietor Easy formation: The formation of sole proprietorship business is very easy and simple. No legal formalities are involved for setting up the business excepting a license or permission in certain cases. The entrepreneur with initiative and certain amount of capital can set up such form of business. Direct motivation: The entrepreneur owns all and risks all. The entire profit goes to his pocket. This motivates the proprietor to put his heart and soul in the business to earn more profit. Thus, the direct relationship between effort and reward motivates the entrepreneur to manage the business more efficiently and effectively. Better control: The entrepreneur takes all decisions affecting the business. He chalks out the plan and executes the same. His eyes are on everything and everyone. There is no scope for laxity. This results in better control of the business and ultimately leads to efficiency. Promptness in decision-making: When the decision is to be taken by one person, it is sure to be quick. Thus, the entrepreneur as sole proprietor can arrive at quick decisions concerning the business by which he can take the advantage of any better opportunities. Secrecy: Each and every aspect of the business is looked after by the proprietor and the business secrets are known to him only. He has no legal obligation to publish his accounts. Thus, the maintenance of adequate secrecy leaves no scope to his competitors to be aware of the business secrets. Flexibility in operations: The sole proprietorship business is undertaken on a small scale. If any change is required in business operations, it is easy and quick to bring the changes. Scope for personal touch: There is scope for personal relationship with the entrepreneur and customers in sole proprietorship business. Since the scale of operations is small and the employees work under his direct supervision, the proprietor maintains a harmonious relationship with the employees. Similarly, the proprietor can know the tastes, likes and dislikes of the customers because of his personal rapport with the customers. Inexpensive formation and management: The cost of formation of a sole proprietorship is the minimum because no cost is involved in its formation excepting the license fee in certain cases. The management of the business is also inexpensive as no specialists are normally appointed in various functional areas of the business which is the added advantages. Free from Government control: Sole proprietorship is the least regulated form of business. Regulated laws are almost negligible in its formation, day-to-day operation and dissolution. Easy dissolution: Like that of formation, the dissolution of the sole proprietorship is also very easy. Since the proprietor is the supreme authority and no regulations are applicable for closure of the business he can dissolve his business any time he likes. Socially desirable: New and small entrepreneurs can take up business on small- scale basis. There will be no scope for concentration of wealth in few hands. Sole proprietorship continues its operation in almost each and every area of business activity and caters to the need of the society. Further, it provides ample opportunities for large-scale self-employment for rural and less skilled personnel. Thus, it is socially desirable. PRODUCTS AND SERVICES CTB will offer its customers the best tasting coffee beverages in the area. This will be achieved by using high-quality ingredients and strictly following preparation guidelines. The store layout, menu listings and marketing activities will be focused on maximizing the sales of higher margin espresso drinks. Along with the espresso drinks, brewed coffee, as well as some refreshment beverages will be sold in the coffee shop. CTB will also offer its clients, cookies, muffins, sandwiches and bread. On the other hand, the store offerings will be supplemented by small range of books, magazine and other references that customers can read while drinking coffee. PRODUCTS: COFFEE AND ESPRESSO Regular Coffee Americano Cappucino Macchiato *Caramel & Hazenut Caffe Latte Caffe Mocha ICED COFFEE Iced Americano Iced Cappucino Iced Macchiato *Caramel & Hazelnut Iced Latte Iced Mocha Latte NON COFFEE HOT DRINKS Hot Chocolate Hot Vanilla NON COFFEE FROZEN DRINKS Chocolate Mocha Vanilla Cookies and Cream Hazelnut BAKED GOODIES Sandwiches and Breads Muffins Cookies Croissants Donuts PRODUCT RESEARCH AND DEVELOPMENT The Product Research and Development Plan of CTB will provide a clear framework of challenging targets for the consumer over the next years. Strategic view of the needs and opportunities to achieve outcomes that meet the expectations of industry will be the key to the success of this plan. Within the next two years, the company was expected to branch out in different areas of Metro Manila and other provinces. As seasons change, CTB will be offering products that will enhance sales and satisfy its customers’ desires. During summer months, CTB will subsidize lower hot beverage sales with frozen coffee drinks, as well as soft drinks, and other cold beverages. CTB will also have special beverages during holiday seasons. The CTB will carry a variety of quality products that will enable to provide full service delivery to espresso stands and coffee houses that will be offered 1 year after the store was established. The company’s underlying philosophy in selecting products is to choose lines that will bring consistent quality, competitive prices, and product satisfaction to our customers. TARGET MARKET CHARACTERICTICS |CHARACTERISTICS |PRIMARY |SECONDARY | |LOCATION |Nearby school/offices and establishments |Nearby residents of District 1 and 2 of Quezon | | | |City | |AGE |16-35 |36-59 | |GENDER |Male and Female |Male and Female | |OCCUPATION |Students/ Company employees |Entrepreneurs | |STATUS |Middle Class |Upper Class | |TYPE OF BUSINESS ESTABLISHMENT |Schools/ Company offices |Commercial Buildings and Banks | SURVEY QUESTIONS 1. Age_________ Gender _________ Occupation _________ 2. How often do you visit a coffee shop within a month? o 1-2 o 3-4 o 5-6 o 7-more 3. How many cups of coffee do you consume in a day? | | |1 cup per day | |2-3 cups per day | |Greater than 3 cups per day (How many? ) | | | | | |4. What kind of coffee do you usually buy/order? | |Regular coffee | |Espresso | |Latte | |Iced Coffee | |Other____ (specify) | | | |5. Which snacks do you regular purchase? | |Donut | |Muffin | |Cookies | |Sandwiches | |Cake slices | |Pastries | |Other________(specify) | | | | | |6. How much do you spend in each month in coffee shop? | | | |Maximum 1000 | |Minimum 100 | |Average 350 | |Sum 1,400 | | | |7. What is the reason why do you want to go to a coffee shop? | |To release stress | |To study/read | |Social gathering | |Drinking habit | |Others_______(specify) | MARKET SIZE AND TRENDS Coffee is the drink of choice for many people across the world which is the reason why coffee shops are so popular. People love coffee, so many small business people capitalize on this by opening up coffee shops. Some coffee shops provide Internet access so that people can use their laptops while they enjoy their coffee. This is especially helpful for busy students on the go. The coffee shop trend continues because there is a huge demand for it. If you took a road trip across America, you would find coffee shops on just about every corner. While the biggest and most well-known chain is Starbucks, you will also see many mom-and-pop coffee shops or small coffee shop stands. Even gas stations sell coffee to truckers and other travelers on the road. Brazil has by far the most coffee drinkers worldwide, so you will certainly notice that the coffee shop trends are very popular in Brazil. Some people even say that they can smell the aroma of coffee in the air. Coffee with no sugar or added creamers has no calories, and coffee shops have come up with the trend of offering many coffee drinks and treats that are low-fat. Our generation grew up thinking of coffee as a morning pick-me-up and after dinner drink for adults only. The 18-24 year old group has a different view of coffee, thanks to the coffee shop culture. Where older generations gathered at the local soda shop, these kids made the local coffee shop their afternoon hangout. Starbucks and other local chains improved their coffees with flavors, sugar and many creams. This makes their coffee more appealing to the younger crowd. As those kids graduate from high school and move on to college, they’re finding that their love of coffee moves along with them. MARKETING STRATEGY CTB’s marketing strategy will be focused at getting new customers, retaining the existing customers, getting customers to spend more and come back more often. Establishing a loyal customer base is of a paramount importance since such customer core will not only generate most of the sales but also will provide favorable referrals. †¢ PRODUCT LINE. | | | | | |COFFEE |NON COFFEE HOT DRINKS |NON COFFEE FROZEN DRINKS |FOOD | |Iced Coffee |Hot Chocolate |Chocolate |Sandwiches and Breads | |Latte |Hot Vanilla |Mocha |Muffins | |Frap | |Vanilla |Cookies | |Espresso | |Cookies and Cream |Croissants | | | |Hazelnut |Donuts | †¢ POSITIONING The company will be positioned as a brand providing high quality products at reasonable prices for busy, mobile people whose time is already at a premium, but desires refreshing beverages in a welcoming space that fosters a warm, comfortable and professional environment. †¢ DISTRIBUTION CHANNEL Distribution channels move products and services from businesses to consumers and to other businesses. Given the importance of distribution channels along with the limited resources generally available to small businesses it is particularly important for entrepreneurs to make a careful assessment of their channel alternatives, because an effective channel of distribution strategy is also a major contributing factor for the success of any business entity to be established. Raw materials will be purchased from the suppliers and then delivered to the house of the sole proprietor for storage. The ingredients needed for the production of the final product are made available at the food stall processed into a final product to be served to the customers. The proposed business can offer and acquire sales directly from the market because it has the advantage of having the direct contact with the consumer. †¢ ADVERTISING AND PROMOTIONS We would adopt the following promotion strategies: o Loyalty Cards. o Coffee Feedback Cards o Refills only half the price o Coffee tasting event promotion o Seasonal product promotion o Meal-Focused Promotions o Provide Complementary Services and Products o Print Advertisements in different designated locations o Social Networking (engage fans in twitter, Facebook, Youtube and other photo sharing sites. ) MANAGEMENT PLAN Background and primary responsibilities of the management team In any business, employees have important roles in an organization towards achieving the business’s goal. The management aspect of COFFEE,TABLE,BOOK or CTB is composed of proposed techniques and strategies that will be used for the improvement of its employees. These can be done through proper hiring and training of workers. Every employee have their specific duties and responsibilities in building up a business. There will be a designated work and section for each of them in a period of time. The shuffling of assigned tasks are expected for the employees’ versatility and for them to be an effective, efficient and knowledgeable about their jobs. With proper utilization of its resources, it would be sure that the company will yield its expected return of income. The success of this project lies on the efficient and effective use of human resources in the following functions of management such as planning, organizing, directing and controlling. The top management of the business shall carry out its responsibilities by governing its employees and being responsible in taking in to actions the policies of the company. Also, they will be in charge of monitoring and supervising the trainees and former employees as well. It is very substantial to know the capacity and capability of the people working inside the organization and their manner of interrelationship with other employees as well as with the management. A manager will look after the employees and will assure that every employee are working and striving for the business standards. Overall, every person shall work effectively and contribute skills in order to achieve success of the organization. CTB Coffee,Table,Book [pic] by: Busita, Lorica R. Dionco, Criselda Marie A. Dumencel, Roshell B. Reyes, Jenny Lyn M. Rivera, Juvia Katte M.

THE MECHANICS OF BREATHING

General Goal: To depict how the conformity and opposition of the respiratory system influence take a breathing under normal conditions and how they may be altered by disease. Specific Aims: The pupil should be able to: define transpulmonary force per unit area, transthoracic force per unit area, and transmural respiratory system force per unit area and discourse how they relate to lung and chest wall kick force per unit area. describe 2 alone surface tenseness belongingss of wetting agent, depict how these belongingss affect lung conformity, and depict the physiological effects of unnatural surfactant production in IRDS. define â€Å" dependent lung † , discuss the mechanism underlying distribution of regional airing in assorted organic structure places. province whether the lung and chest wall will flinch inward or spring outward at RV, FRC, chest wall unstressed volume ( Vo ) and above 65 % TLC and to place the volume at which lung and thorax wall forces balance. list 2 major factors which will diminish airway quality and increase airway opposition. describe why flow is â€Å" attempt independent † during termination but non inspiration, and discourse the mechanism responsible for greater flow restriction at low lung volumes or in the presence of emphysema. Resources Reading: West, JB. Respiratory Physiology-The Essentials ( 4th Ed. ) , Chapter 7. Taylor, AE, K Rehder, RE Hyatt, JC Parker. Clinical Respiratory Physiology, Chapter 2, 6 and 7. Saunders, 1989.NORMAL BREATHINGInspiration is usually active. Termination is usually inactive. Muscles of respiration Inspiratory musculuss Diaphragm. Principle musculus of inspiration. External intercostals. Lift ribs during inspiration. Accessary musculuss. Include sternomastoids, scalene musculuss, and alae nasi. Expiratory musculuss Abdominal musculuss. Principle musculuss of termination. Internal intercostals. Pull ribs downward and inward. Pressures involved in respiration. Pbs = force per unit area at organic structure surface ( normally atmospheric ) PM = oral cavity force per unit area ( normally atmospheric ) PPl = intrapleural force per unit area PALV = alveolar force per unit area Figure 1 Airway force per unit area gradient PM – PALV. This is the force per unit area gradient driving air flow into the lungs. Transpulmonary force per unit area PTP = PALV – PPl. This transmural force per unit area across the lungs. Equal to ( i.e. balances ) elastic kick of lungs when there is no air flow. Additions and lessenings with lung volume. Transchest wall force per unit area PTC = PPl – Pbs. The transmural force per unit area across the thorax. Equal in magnitude to ( i.e. balances ) elastic kick of the chest when there ‘s no air flow. Additions and lessenings with chest volume. Transmural respiratory system force per unit area PRS = PALV – Pbs. The transmural force per unit area across the full respiratory system ( lungs + thorax ) . This is equal to the net inactive elastic kick force per unit area of the whole respiratory system when air flow is zero. Balance of forces Praseodymium+PMUS=PL+PCW PALV-Pbs+PMUS=PL+PCW inspiratory musculus contraction Lung elastic kick Chest wall elastic kick Outward Acting forces Inward playing forces when positive when positive Three ways to blow up the lungs Increase alveolar force per unit area. Done when utilizing external positive force per unit area inhalators. Decrease organic structure surface force per unit area. Done when utilizing the old Fe lungs. Activate inspiratory musculuss. The normal manner to breath. Inflation kineticss. Requires that transmural force per unit area development be sufficient to get the better of non merely elastic kick forces but besides airway opposition to flux. Figure 2ELASTIC CHARACTERISTICS OF THE LUNGLung conformity ( CL ) — step lung volume at assorted transpulmonary force per unit areas. The incline is lung conformity. Figure 3 Hysteresis. Lung volume at a given transpulmonary force per unit area is higher during deflation than during rising prices. The grounds for this are complex. Often, merely the deflation limb is shown on figures. Conformity lessenings ( the lung becomes stiffer ) at high lung volumes. Two major forces contribute to lung conformity: tissue elastic forces and surface tenseness forces. Saline rising prices eliminates gas-air interface. It takes less transpulmonary force per unit area to blow up the lung with saline. The lung becomes more compliant because merely tissue elastic forces remain. Surface tenseness in the lung. At every gas-liquid interface surface tenseness develops. Laplaces Law. It takes a certain rising prices force per unit area to back up the surface tenseness developed at an air-gas interface. T=tension ( dyne/cm ) P=transmural force per unit area ( dyne cm2 ) R = radius ( centimeter ) Wetting agent in the lung Secreted by Type II alveolar cells, surfactant lines the air sac at the gas-liquid interface and has dipalmitoyl lecithin, ( dipolmitoyl phosphotidyl choline=DPPC ) as a major component. Surfactant has 2 alone surface tenseness belongingss Figure 4 The mean surface tenseness is low. Surface tenseness varies with country. Surface tenseness rises as country gets bigger and falls as country gets smaller. Physiological importance of wetting agent Additions lung conformity because surface forces are reduced. Promotes alveolar stableness and prevents alveolar prostration. Decreased surface country lowers surface tenseness. Increased surface country additions surface tenseness. Small air sacs are prevented from acquiring smaller. Large air sacs are prevented from acquiring bigger. Promotes dry air sac. Alveolar prostration tends to â€Å" suck † fluid from pneumonic capillaries. Stabilizing air sac ( see B ) prevents transudate of fluid by forestalling prostration. Infant respiratory disease syndrome ( IRDS ) Surfactant ( DPPC ) production starts tardily in foetal life so premature babies are frequently unable to do surfactant properly. Babies with unnatural wetting agent have stiff, fluid-filled lungs with atelectatic countries ( alveolar prostration ) . Non-ventilated, collapsed air sac efficaciously do right to go forth shunting of blood. [ lecithin ] / [ sphingomyelin ] ratio can be analyzed in amnionic fluid to supply an index of gestational adulthood of surfactant production. Sphingomyelin production starts early and remains changeless during gestation and is therefore a marker of entire phospholipid concentration. Sphingomyelin has no surface active belongingss. Regional lung volume and regional airing Dependent lung-the lung in the lowest portion of the gravitative field, i.e. , the base when in the unsloped place ; the dorsal part when supine. Intrapleural force per unit area is higher ( i.e. , less negative ) around dependent parts of the lung because of the weight of the lung. Figure 5 Transpulmonary force per unit area ( PALV – PPl ) is greater at the vertex ( 0- ( -10 ) than at base ( 0- ( -2.5 ) in unsloped lung. Therefore, the vertex is more hyperbolic ( i.e. , has a higher volume ) at FRC. Ventilation is greater at the base than the vertex of the unsloped lung because the base is on a steeper part of the force per unit area volume curve. The vertex is on a flatter ( less compliant ) part. The base starts with less air but has greater airing ; the vertex starts with more air volume but has less airing. Summary. Ventilation is greater in dependent parts of a normal topic ‘s lungs. Time invariables for emptying. Important regional inhomogeneities in airing can besides be caused by factors which cause regional differences in airway oppositions or elastic features. High opposition and high conformity equal slow voidance. Specific conformity. Conformity divided by resting lung volume clinically FRC is used ) . This standardization must be done to analyze the elastic features of tissue and their alterations in disease. How would compliance differ in a kid and an grownup, both with normal lungs?INTERACTIONS BETWEEN LUNGS AND CHEST WALLThe lungs and chest wall operate in series and their conformities add in return to do entire conformity. The chest wall is like a spring which may be either compressed or distended. Figure 6 Transthoracic force per unit area is negative at RV and FRC intending the chest wall is smaller than its unstressed volume and its care to spring out. Normal tidal external respiration is wholly in the negative force per unit area scope. Transthoracic force per unit area is 0 at approximately 65 % of TLC intending the thorax is at its unstressed volume and has no inclination to prostration or expand. Transthoracic force per unit area is positive at volumes above approximately 65 % TLC. The chest tends to fall in above its unstressed volume. The lungs are like a spring which may merely be distended. Figure 7 The lungs are above their unstressed volume ( minimum volume ) even when the system is at residuary volume. The lungs still have some volume at their minimum volume. Transpulmonary force per unit area is positive from residuary volume to entire lung capacity so the lungs ever tend to prostration. Functional residuary capacity is the lung volume at which the inclination for the chest wall to jump outward is merely balanced by the inclination for the lungs to flinch inward. The transmural respiratory system force per unit area ( PRS = RALV – Pbs ) is zero at FRC if respiratory musculuss are relaxed. The secret plan of lung volume against transmural respiratory system force per unit area ( PRS = RALV – Pbs ) with represents the combined consequence of lung and chest wall kick. Figure 8 A pneumothorax causes lungs and chest wall to alter volume along their curve until their transmural force per unit area is zero. The lungs ever recoil inward. The chest wall springs outward unless it is inflated to beyond 65 % TLC in which instance it besides will flinch inward. Conformity alterations in disease Lungs become slightly more compliant with natural aging and go markedly more compliant with emphysema. Lungs become less compliant ( stiffer ) with pneumonic fibrosis or during hydropss caused by arthritic bosom disease. Chestwall becomes less compliant ( stiffer ) in status where the chest wall is deformed ( eg. kyphoscoliosis ) . It besides becomes functionally less compliant when abdominal pit alterations cause upward supplanting of the stop ( eg. gestation ) .AIRWAY RESISTANCEAir flow is chiefly laminal during quiet external respiration. Resistance is determined by Poiseuille ‘s Law and the force per unit area gradient required is relative to flux. When air flow additions, as in exercising, some turbulency and eddy flow develops in big air passages and at subdivision points. An excess force per unit area gradient proportional to flux rate squared is necessary. The major site of opposition is in the larger air passages specifically in the medium size bronchial tube. Merely approximately 20 % of entire air passage opposition is in little air passages ( less than 2 millimeter ) . Factors taking to cut down airway quality and increased airway opposition. Contraction of bronchial smooth musculus. Stimulations include: pneumogastric tone, histamine or reduced airway. is peculiarly of import for advancing homogenous airing. When it builds up in a ill ventilated part the air passages to that part tend to distend. Loss of elastic kick in lung ( i.e. , more compliant lungs ) . Radial grip on bronchial tubes usually helps keep them unfastened. Lower lung volumes are associated with less elastic kick and slower flow rates. Loss of elastic tissue in chronic clogging disease ( eg. emphysema ) lower elastic kick forces. Maximum forced termination consequences in Figure 9 – Expiratory flow-volume curves. May be plotted as volume vs. clip or flux vs. volume. Peak flow occurs early and flow falls as termination continues and lung volume lessenings. Effort independency. When the maximal flow-volume envelope is reached, flow falls with forced lung volume regardless of get downing volume or attempt. Mechanism of flow restriction at lower lung volumes during termination. Figure 10 – Collapse of the air passages during termination: The entire force per unit area in the air sac equals pleural force per unit area + the elastic force per unit area of the lungs. Flow in the air passage requires a force per unit area bead owing to the syrupy opposition of the gas. If the air flow is rapid plenty, or the airway opposition great plenty, this force per unit area bead will go equal to and so greater than the elastic force per unit area, the airway transmural force per unit area becomes zero or less and the air passages will be given to fall in. The point along the air passage where this occurs is called the â€Å" equal force per unit area point † . With a forced termination the equal force per unit area point moves closer to the air sac because as the flow rate additions so besides the syrupy force per unit area bead additions, but the elastic force per unit area remains the same. Cartilage in the big air passages helps to oppose the inclination to prostration during forced termination. Alveolar force per unit area = elastic kick force per unit area + intrapleural force per unit area. Mouth force per unit area = atmospheric force per unit area = 0. During expiration intrapleural force per unit area is positive ( greater than atmospheric ) . Equal force per unit area point ( EPP ) . Airway opposition causes a force per unit area bead from air sac to talk. At some point in the bronchial tube the force per unit area has dropped enough that it merely peers environing intrapleural force per unit area. This is the EPP. Since air passages are collapsable air flow will be relative to the difference between alveolar and EPP force per unit areas and reciprocally relative to the opposition of this section ( retrieve Starling Resistors ) . Increased attempt will do similar additions in alveolar force per unit area and force per unit area at the EPP. The force per unit area difference and therefore the flow will be unchanged. Flow restriction at assorted lung volumes during forced termination. High LUNG VOLUME MEDIUM LUNG VOLUME LOW LUNG VOLUME Figure 11 Flow restriction in chronic clogging disease ( emphysema ) . NORMAL LUNGS EMPHYSEMA Figure 12 Forced inspiration is non attempt independent because intrapleural force per unit area is negative and air passages are held unfastened. Figure 13 – A household of flow-volume cringles. Each of the four inspiratory and expiratory critical capacity manoeuvres is performed at a different degree of attempt. The manoeuvre with maximum attempt is designated by the figure â€Å" 4 † . Maneuvers â€Å" 3, 2, and 1 † are performed with increasingly less and less attempt.MECHANICS OF BREATHING STUDY QUESTIONSTrue or False. The abdominal and internal intercostal musculuss drive expiratory flow during normal external respiration. What relationship exists between the volume of an elastic construction and its transmural force per unit area? What transmural force per unit area difference equals the kick force per unit area of the lung? The chest wall? The whole respiratory system? What 2 forces contribute to lung conformity and must be overcome to blow up a lung? For each force, name a common lung upset in which it is altered? List two of import surface tenseness belongingss of wetting agent. List three physiologically important effects of holding surfactant nowadays. At FRC which part of the lung is most hyperbolic? During inspiration from FRC, which part of the lung is best ventilated? What is meant by unstressed volume? At what lung volume is the chest wall at its unstressed volume? At what lung volumes are the lungs at their unstressed volume? At what lung volume is the entire respiratory system at its unstressed volume? During forced termination flow becomes limited. What two force per unit areas add together to do alveolar force per unit area? What force per unit area determines force per unit areas at the equal force per unit area point? How does maximum forced expiratory flow alteration with lung volume? Why? How does maximal expiratory flow alteration with clogging disease? Why?

The Salient Issues In Understanding Islam And Christianity In The Essay

The Salient Issues In Understanding Islam And Christianity In The Twenty-First Century - Essay Example While in the past people used to turn to their religions to solve all their problems, today there is a mix of public attitudes towards religion. This difference in public attitudes is because very few presently properly understand the actual message conveyed by myriad religions. Majority is oblivious to what constitutes the bedrock of most important religions like Islam and Christianity. Some of the most salient reasons explaining what obstacles are encountered by people in thorough understanding of Islam and Christianity will be scrutinized in this essay. The purpose of the following discussion is to explore the major issues faced in the 21st century by both Muslims and Christians. Many misconceptions serve to extend the distance between Muslims and Christians due to which good understanding of these major religions is critically important. Understanding the true spirit of Islam is important. But, there is a variety of stereotypes associated with this religion which convey misleadin g information. These stereotypes need to be identified and corrected because they mislead both Muslims and Christians. The sacred book of Islam, the Qur’an, can help to solve many problems which are faced by Muslims today (Siddiqui 20). This is because many Muslims are religiously quite ignorant despite being highly literate in other areas. When they are approached by non-Muslims for clarification of disturbing and notorious ideas targeting Islam, they have no convincing explanation to offer. This reinforces the doubts and biases in the hearts of non-Muslims and contributes to uncertainty enveloping Islam. Unfortunately, the most influential media groups have decided to tarnish the reputation of Islam by glorifying a few incidents of terrorism and adamantly ignoring many peaceful efforts made by Islamic scholars. Muslims, at large, are portrayed as terrorists who pose potential threat to global peace. This lack of understanding has created many problems for millions of Muslim s living in the Western world. Muslim minorities living in the West are confronted with more disturbing issues compared to other Muslims living in Muslim countries. This is the kind of subject which has not become less grave over time, but continues to attract considerable attention throughout the world. It is worth mentioning here that Islam is one of the fastest growing religions in the world and the number of Muslims continues to drastically increase every year. A particularly high surge in the number of Muslims is noticed in the Western world presently. Still, Islam is one of the most poorly understood religions in the world. This is because the Western media has largely stuck to quite a prejudiced and controversial approach in portraying Muslims. This pattern proves to be very negative both for Islam and Muslims as it only serves to aggravate the already devastated conditions faced by giant masses of innocent Muslims living in the Western countries. In his book â€Å"Following Muhammad: Rethinking Islam in the Contemporary World†, Carl Ernst offers explanation for many issues faced by people today in understanding Islam. He not only explores myriad man-made misconceptions plaguing Islam, but also discusses the forces active behind these misconceptions to explicate how they operate, tarnish the bond connecting over one billion of Muslims with the West, and harm global peace. It is stressed that every stereotypical image of Islam promoted to reinforce negative feelings about this religion has political approval too due to which it is maintained that â€Å"

Marketing Myopia Essay Example | Topics and Well Written Essays - 1250 words

Marketing Myopia - Essay Example Petroleum industry was never been continuously a growth industry. When so ever products innovation took place industry has to face challenges. Customer Orientation: Most of the industries are still product oriented than customer oriented. They are preoccupied with their specific products and do not want to change their products or vary their products according to the wishes and need of the customers. Even best companies like Detriot or Ford who have adopted best practices in the industry are not customer oriented. Some of the companies like nylon and glass industry specifically E.I. du pont de nemours and Corning Glass Work are successful not due to technical competence and product orientation but due to throughout customer oriented policies. It is constant watchfulness for opportunities to apply their technical know - how to creation of customer satisfying uses that accounts for their prodigious output of successful new product. Myopic Vision: Industry failure attributed to their faulty, narrow, short term and temporary vision. Due to poor conceptualization companies may not be able to offer more value to their customers and become ineffective. Improperly defined purposes as in the case of railroads and Hollywood films prove fatal for the industry. This narrow vision always results in the stagnation of industries. Most of the industries that define its vision so narrowly, lack of imagination, lacking the will to survive, do not satisfy public inventiveness and skill results in premature demise. Product Innovation: industries which are pretty content with their growth moves into comfort zone and never been able to think imaginatively. They have never been able to develop new products and vary their product according to their customer needs. At times industries not bother to think about product innovation. Petroleum industry is the distressing example of how complacency and wrong headedness can stubbornly convert opportunities into disaster. Most of their product improvement came from outside of the industry. Research & Development: Industries, which are heavily dependent on research and development process and mass production, could not be able to pay more attention on customers need. The top management of the company is wholly transfixed by the profit possibilities of technical research and development. Company's top management heavy with scientist, researchers and technical people seldom knows the exact situation of the market and customer requirements. They are product oriented rather than customer oriented. Part-2 Now in the present situation where information flows across the globe and people are aware and connected with almost all parts of the World marketing management has taken newer dimensions. Marketing can simply be defined, as "meeting needs profitably". (Kotler). Management theorist Peter defined marketing, as "The aim of marketing is to make selling super flows. The aim of marketing is to know and understand the customer so well that the product or services fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy." (Drucker). "Marketing management is the process of planning and executing the conception, pricing, promotion and

CVS Company Assignment Example | Topics and Well Written Essays - 1250 words

CVS Company - Assignment Example CVS Company was started in 1963 by Stanley and Sidney Goldstein and Ralph Hoagland. By 1964, the company had 17 stores in the States. Initially, the company sold health and beauty products but in 1967 ventured into the pharmaceutical world with its first pharmacy in Rhode Island. Melville Corporation bought CVS in 1969 and by 1974, the company had made $100 million annual sales. 11 years later, the company reached a billion dollars in annual sales. In 1994 the company introduced PharmaCare, a health insurance cover for their employees. By 1997 CVS had more than 2500 stores all over the States. Having become one of the companies to complete the acquisition or Revco, the company was granted major drugstore locations in the Midwest and Southeast. Since then, the company has grown tremendously penetrating many of the States in the US. The firm pioneered the introduction of the loyalty card program, Extra Care Card for its customers. (CVS Caremark Company history 2012) CVS company move to stop selling tobacco products has led to another great loss in the companys sales as they stand to lose approximately 2 billion dollars every year amounting to a 3% loss. Quitting selling tobacco products is one of the reasons why CVS has been unable to provide its tobacco smoking customers with their usual products. The company argues that they are considering a healthy approach that benefits both them and their customers. But with this decision, many of the customers purchasing tobacco products are forced to find alternatives elsewhere or quit smoking altogether. (Paul 2014) In 2011, CVS had a shortage of several products from Johnson & Johnsons. Consumers were told of the shortages which included Motrin, Pepcid AC, Rolaids, Neutrogena skin care products, children’s Tylenol liquid and Tylenol drugs for adults. A department at Johnsons & Johnsons, the McNeil Consumer Healthcare, recalled millions of the J&J products following a quality control problem in its product lines. Some products were suspected of containing metal while others were reported of having a moldy smell within their bottles.

Unemployment in UK Assignment Example | Topics and Well Written Essays - 2250 words

Unemployment in UK - Assignment Example The history of unemployment in the UK tells that during Great Depression the rate of unemployment was very high in the country. It reached to the level of 25 percent but after that time, unemployment rate used to remain at a low level and with the help of different policies and strategies the government of the UK succeeded to attain more or less full employment level until the 1970s. However, after an oil prices fluctuation in the 1970s the unemployment rate was also badly affected and gradually it began to rise. The recent rise in the unemployment rate is highest during the last decade and the country is facing the worst situation with respect to unemployment crisis in the country (Pettinger, p2, 2009). The following table shows the United Kingdom unemployment rate during last three years and it is clearly seen in the table that unemployment rate is continuously increasing in the country with each passing year. The recent statistics also show that the unemployment is recorded at the highest rate in last eight years. The rate of unemployment is rising at an alarming pace due to which the year 2009 is also expected as a stagnant year for the economy of United Kingdom. (Monaghan, p1, 2008) The country while responding towards the global financial crisis is witnessing worst situation of unemployment and there is a high level of concerns and worries at all level regarding the rise of the unemployment rate. The following chart shows the current situation of unemployment in the country that is expected to rise even more. Unemployment is closely related with the economic development of a country. When an economy faces recessions, the rate of unemployment also increases. Thus, the economic recession is the major cause behind the high rate of unemployment in the UK and it is expected that if the UK will face deep economic recession in 2009 then the unemployment will also reach the level of 3 million.  

Sports Management Essay Example | Topics and Well Written Essays - 1250 words

Sports Management - Essay Example The growth of sports as an industry is well recognized today and a large number of business schools are offering specialized instructions in the subject. The vistas in sports management are also ever increasing ranging from management of facilities to sponsorships, media and event management. Sports management thus is a great career for today as well as tomorrow, which will prove to be an empowering and enabling experience for personal and professional growth. Sports management has evolved with the evolution of civilization. It is common knowledge that the first organized competitive sports were the Olympic Games in Greece in ancient times. English premier league football clubs as Manchester United founded in the late 19th Century have progressed as sporting institutions successfully by combining business acumen with sporting excellence over the years denoting the benefits of professional management in the field of sports. (http://www.manutd.com/supportersunited). Evolution of towns and cities is said to be the main factor influencing growth of organized sports industry the World over. (www.louisville.edu). Cities enabled rationalization and organization of sports as also developing specializations within. The career opportunities too came about with even relatively small cities as Louisville centrally located between larger cities as Indianapolis, Cincinnati, Nashville and St Louis abounding in opportunities for sports management. Over t he years, it is America which has led the way with recreational athletic pastimes contributing to development of sports as an industry. (www.louisville.edu). Professional governance of sports has also seen emergence of specialized business management courses in various American universities. Stanford, Wharton and Harvard and the alumni of these establishments join prestigious sports organizations as the National Football League (NFL). (Jeffrey : 2006) It is a common fallacy that mere expertise or interest in sports will enable charting a career in sports management. (Matt: 2006). Apart from the general areas of management, sports requires training in a number of diverse fields to include sports promotion, ticket sales management, public relations and media management, management of sports facilities, agency of professional athletes, directing sports institutes and also management of sports governing bodies. These skills have to supplement the traditional training identified with sports management that of managing events. (careers.cua.edu). Thus specialized coursed have been designed to provide a great career in the arena of sports management. (Alsop : 2005). While experience in sports will help, it is hard work and drive along with organization, management and people relationship which will provide the skills to excel in this field as per Jesse Krebs president and CEO of Minneapolis-based The Wrestling Mall, an online retailer of wrestling merchandise and equipment. Becky Heidesch, a veteran in the sports industry expressed similar views and highlighted the need for basic knowledge of business to include sales, marketing, sponsorship, licensing and so on for success in the long run. (Matt :2006). The spread of the sports industry is not only based in just a niche geographical area but is spread

EasyJet A No Frills Airline Assignment Example | Topics and Well Written Essays - 2000 words

EasyJet A No Frills Airline - Assignment Example Business level strategy means the vital decisions which are implemented by the company for a long period of time. It affects the business operational activities. These strategies help the company to gain competitive advantages in the market. Companies can focus on individual customers by implementing this strategy (Assael, 2005). EasyJet low cost business process provides many competitive advantages to the business. â€Å"No frills† strategy helps this airline company to earn a good amount of profit from its business. It attracts a large number of passengers, who contributes a lot in business growth of the company. A model of competitive advantage will show a clearer picture. The diagram below shows resources coupled with capabilities and competencies will lead to cost advantage which in turn paves the path of value creation. The competitive strategy used by EasyJet contributes a lot in its growth and success of the company. By this strategy the firm improves its performance and makes its performance better than its competitors. It helps the company to earn more profit. This competitive strategy of the firm creates high economic value which beats its competitors (Assael, 2005). EasyJet low cost strategy offer low fares service to its customer. In its generic strategy the company follows cost leadership process (Assael, 2005). The company believes in the thing that it can make money flying its aircraft three times a day by maintaining low cost (Baker and Hart, 2008). For this reason the firm operates its flight service approximately in 600 routes covering 30 countries. It operates its business in a limited market space. This competitive strategy contributes a lot in developing its business position in the market. EasyJet operates its business in a large scale. This helps the company to lower its business cost for economies of scale. The firm has expanded its market for globalizing its business operation. Its primary

The Dicode PPM (DiPPM) Essay Example | Topics and Well Written Essays - 500 words

The Dicode PPM (DiPPM) - Essay Example The results from the simulation tests have revealed that when the RS decoder is used it increases the transmission efficiency of the DiPPM to a large extent by decreasing the number of photons. In addition, the system using the RS code has also been shown to provide an improvement of 5.12 dB as compared to the systems which do not employ the RS code. Such an improvement is observed when the code functions at the optimum rate of (3/4) and at a code length.Further, the results have also shown that at this optimum code rate, the DiPPM system achieves maximum transmission efficiency. However, when the system is operated below this optimum level, there is an increase in the number of redundant symbols which in turn negatively affects the performance of the system. It is only above the optimum coding rate that the redundant symbols are found to decrease which implies that the amount of correcting symbols also decrease thereby reducing the transmission efficiency. From the results, it is al so evident that the DiPPM system while using the RS code required only about 14.3 x 103 photons per pulse when it is operated at a bandwidth equal to or above 0.9 times the PCM data rate. On a comparative basis when the DiPPM system uses the MLSD system it achieves a reduction in a number of photons per pulse when it is operated at a bandwidth of less than 1 normalization. From this, it is evident that the DiPPM system when using the RS code outperforms that of the MLSD system when it is operated at a high bandwidth.

The Character of Scrooge Essay Example for Free

The Character of Scrooge Essay Dickens suggests that Scrooge is missing out on the fun and games by saying, that the consequence of his taking a dislike to us and not making merry with us, is, as I think, that he loses some pleasant moments, which could do him no harm. This suggests that Scrooge starts to feel a bit of remorse, since he turned the invite down. Scrooge is forced to realise that he has missed a chance to be merry with the only family he has left in the world. Finally, the ghost shows Scrooge two personifications of the social situation in the form of two children: Ignorance (a boy) and Want (a girl), who symbolise mankinds downfall. Dickens uses this personification to emphasise the point of mankinds destruction, for instance the spirit says, Most of all beware this boy, for on his brow I see that written which Doom This signifies if people continue to ignore the poor, society will crumble. In this stave Scrooge feels new emotions such as regret for not paying his clerk Bob Cratchit enough money, since he lives in poverty with a huge family and a crippled son, and more regret for not attending the invite from Fred. Also, he feels a lot sadder and some happiness for Freds games and the laughter, Scrooges family had without him. The ghost of Christmas yet to come represents death and judgement, this ghost is also known as a phantom because it is wearing a black cloak which conceals its face and it doesnt say a word to add to the morbid atmosphere. They visited a house where there was one little knot of business men with a lady trying to sell some of Scrooges possessions, he sees nobody is upset by his death, but instead raiding his hose and selling off his property. I hope he didnt die of anything catching Eh? Dont you be afraid of that. This shows that people are joking over his death and no-one cares about his departure from the face of the earth. He is very upset that no-one cares about his death, all they can do is laugh and attempt to make a profit from his belongings. Scrooge asks the spirit If there is any person in the town, who feels emotion caused by this mans death Show that person to me, spirit They go to the Cratchits house, but The only emotion that the ghost could show him, caused by the event, was one of pleasure. This emphasises that no-one liked him and cared about him at all, so they were not sad to witness his death. After a while, they return to the Cratchits house where Bob has just returned from work. Dickens makes Scrooge feel miserable, regret and guilt that he did not offer his help to save Tiny Tim from dying, by making the Cratchit family more depressed, for instance, My little, little child! Cried Bob. My little child! He broke down all at once. This makes the reader feel sympathy for the Cratchits and anger towards Scrooge, as he did not help a poor family at need. Also, it makes Scrooge feel terrible and he realises that he must change his ways and become a better person, to stop these perceptions from happening. Stave four is a particularly religious section of the book, as it deals with Scrooges redemption and moral reformation. The language used by Dickens is similar to that used in a religious teaching, for example: Oh cold, cold, rigid, dreadful death, set up thine altar here. This biblical language is meant to make us aware that as readers we are being taught a moral lesson. All Christians believed strongly in heaven and hell; the thought of spending the rest of eternity in hell, frightened most Christians, so even the meanest of people would consider changing their ways to go to heaven. In stave five, Scrooge awakens on Christmas day as a changed man. He buys the largest turkey in town and donates it to the Cratchits. Ill send it to Bob Cratchits! This shows that Scrooge has finally reformed and he is now a better man, as he is being a lot more generous. Dickens shows that Scrooge has learnt his moral lessons and is not going back to his old ways, he does this by this continual joy, care and generosity, throughout the character of Scrooge in stave five, for example: Heres the turkey. Hallo! Whoop! How are you! Merry Christmas! This again emphasises that Scrooge has realised and acknowledged his faults and changed them; plus he donates lots of money to the poor, Scrooge says, not a farthing less This once more shows Scrooges generosity, the poor and the two gentlemen were very grateful. He also celebrates a lovely Christmas with his nephew; Dickens shows this by saying, Wonderful party, wonderful games, wonderful unanimity, won-der-ful happiness This stresses the changes Scrooge has made and that he is having a magnificent time with his family, at last. The next morning Scrooge was at his office ready to meet Bob Cratchit and give him a pay rise, he says Ill raise your salary, and endeavour to assist your struggling family And thats exactly what Scrooge did, he did not just raise Bobs salary, but he became like a second father to Tiny Tim, who did not die. There are many references to heaven in this stave such as: I am as happy as an angel, He went to church and God bless us, every one! in contrast to the references to hell when he was parsimonious, mean-spirited and had a cold heart, for instance, It is doomed to wander through the world, ages of incessant labour by immortal creatures, for this earth must pass eternity and dark master! This creates the impression that Scrooge was going to hell in stave one because he was stingy, cruel and uncharitable. Dickens teaches a social lesson to us, near the end of the book, so we remember it. He tells us not to worry if people laugh at the sudden change in you as long as you are doing good deeds that is all that matters, for instance, Some people laughed to see the alteration in him, but he let them laugh His own heart laughed: and that was quite enough for him. This puts emphasis on Scrooges reformation and confirms that Scrooge has changed for the better and for good. A Christmas Carol is an inverted tragedy, since it has five staves similar to the five acts of a Shakespeare play; but Scrooge begins a cold-hearted, cruel, spiteful and uncharitable and ends a loving, caring generous man with a stronger, warmer heart, especially to the poor and needy. Through the character of Scrooge, Dickens hoped to change the views of society by showing the rich people, who would have read the book that they were Scrooge (not sharing their wealth; being grumpy and cold-hearted). It reflects that money does not lead to happiness, but living a high-quality Christian, moral life does. As the book continues on, Scrooge becomes more and more enthusiastic to learn his moral lessons, for example: As I know your purpose is to do me good, and as I hope to live to be another man from what I was This shows his eagerness to gain knowledge of his moral and social lessons and his acceptance of his faults. Christianity was a vast issue in the 1840s, and the idea of burning in hell would have made a lot of people change their miserable, tight-fisted ways. This Christian theme is set throughout the book and if you repent your ways you will be saved (go to heaven). Dickens uses Christmas because it is an occasion when generosity, exuberance and affection should be in our hearts as a time to convey this message of charity.

Additional Elements Of The Extended Marketing Mix Marketing Essay

Additional Elements Of The Extended Marketing Mix Marketing Essay This essay looks at the main elements of both the original and the extended marketing mix. This includes an introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options and the promotion mix. Finally, the essay develops marketing mixes for Deans Leisure Centre to meet the needs of different target groups. Explain how products are developed to sustain competitive advantage. Sustainable competitive advantage is the focal point of a corporate strategy. It allows the maintenance and improvement of an enterprises competitive position in the market. It is an advantage that enables business to survive against its competition over a long period of time. A competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices see (Appendix 1). When a firm sustains profits that exceed the average for its industry, the firm is said to possess a competitive advantage over its rivals. The goal of much of business strategy is to achieve a sustainable competitive advantage. Porter identified two basic types of competitive advantage and cost advantage. See (Appendix 2) When an organisation introduces a product into a market they must consider: who is the product aimed at, what benefit will customers expect, how does the firm plan to position the product within the market and what differential advantage will the product offer over their competitors. Kotler suggested that a product should be viewed in three levels: Core Product, Actual Product and Augmented product. See Deans product levels in (Appendix 3). However, for a product to be able to sustain competitive advantage the term New Product Development has been developed. This has been invented to check and develop the viability of a product which is new to a market. Deans think about term of new product development in order to sustain or build a competitive advantage. To do this Deans follow (NPD) processes, see (Appendix 4). Deans is the market leader in providing different products like gym, spa and hydrotherapy pool as there are no competitors in this sector. There good image makes the organisation more strong. Deans is providing good quality products with qualified staff, good atmosphere and hygienic environment. Motivation level of staff is very high which make the organisation more prosperous. They have enough resources for operating different activities of the organisation. They have created good image in customers mind another big strength and even a competitive advantage is the fact that they have a full service gym; Deans can market too many different segments that other gym cannot do. For example, Deans is open to all staffs, students and community much easier than other fitness centres because most of the people are not good financially so they can attract by their low prices with good quality gym services. They are providing high range of products comparatively with low prices. Explain how distribution is arranged to provide customer convenience. Distribution really plays a very important role in enhancing the convenience of the customers therefore; distribution system of a company can appear as a major competency for the company. There are four elements of marketing mix including product, price, promotion and place. The distribution comes under the place category and the companies develop proper distribution system because accessibility of the customers enhances the potential sales for a company. Two types of channel of distribution methods are available. Indirect distribution involves distributing product by the use of an intermediary. Direct distribution involves distributing direct from a manufacturer to the consumer. For example, Deans already has its location so will therefore look at the need and wants of its customers in this area, with staff and students of the college. If Deans does not outsource its distribution services then customers may not willing to get them. They must distribute the product to the user at the right place at the right time. Deans consider on its overall marketing objectives to be efficient and effective. Explain how prices are set to reflect an organisations objectives and market conditions. One of the aspects in the marketing mix is pricing. This part of the 7 Ps are the one creating revenue and which is also why it is important that an organisation chooses the correct price. The price is determined by the discovery of what the customer finds reasonable and this is also why a lot of organisations chooses to do researches of the consumers opinions before the product goes to the markets. Pricing is difficult and must reflect supply and demand relationship. Pricing a product too high or too low could mean a loss of sales for the organisation. Pricing is one of the most important elements of the Dean Gym marketing mix, as it is the only mix, which generates a turnover for the Deans. The gym can adopt a number of pricing strategies. The pricing strategies are based much on what objectives the company has set itself to achieve, see below: Penetration pricing: Here the organisation sets a low price to increase sales and market share. Once market share has been captured the firm may well then increase their price Skimming pricing: The organisation sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer. Competition pricing: Setting a price in comparison with competitors. Really a firm has three options and these are to price lower, price the same or price higher. Discount pricing: This involve offering a reduced price of certain types and groups of customers. Variable pricing: An organisation can very price by customer types, level and quality of service, times and days, seasons and so on. Cost-plus pricing: Here the firm add a percentage to costs as profit margin to come to their final pricing decisions. Convincing consumers to try a new product or service is one of the biggest challenges small businesses face. Marketing can be especially difficult for membership like gyms because consumers may be wary of committing to a recurring fee. Dean Gym use pricing tactic to help build a base of customers. As there are such competitors of Deans gym which could compete with the quality of gym produced at Deans, therefore the pricing strategy adopted by Deans gym is discount pricing. Dean uses free trials because some people simply will not spend money on a gym membership unless they can try it out first, which is why they give two months free membership and it can give customers the opportunity to see if a facility suits their needs. They offering low introductory rates because it is another tactic that Dean Gym can use to attract new customers. For example, Dean has monthly membership, where members pay monthly straight out of their bank account and with no contract. They also has annual adva nce, with this option customers pay for their membership for the year up front, but they will give them two months free. Deans offer 10% discounts for families and children. Families and children often go to the gym together, which can make gym membership a group decision. However, pricing strategies can improve Deans customer loyalty and ultimately lead to better membership numbers. Illustrate how promotional activity is integrated to achieve marketing objectives. These activities are performed in order to awake and aware the consumers about the product. Promotion being a feature of marketing mix consists of communication among the consumer and supplier of that product. Promotional activities are important factor because it tells the consumer about the product from different regions and it becomes difficult in selling a product if they are not being anticipated in the market through different promotional activities. The promotional mix consists: Advertising: Presentation of the product which is wanted to be promoted- this can be done by for example bill boards, banners or posters. The advantages are: advertising can inform people about different products and services, their utilities, cost and other requirements. The disadvantage is cost because advertising is more expansive. Personal Selling: This can be done by a company by training their sales team to know all need to know about the product so it can be sold by a presentation. Personal selling is one of the ways to keep good customers relationships, but this method is expensive. Sales promotion: Here it is communicated in a time limited way to increase consumer demand by for example contests, samples or trade shows. The advantage is that sales promotion can help companies to provide right information to customers, also it encourage repeat purchases and customer loyalty, but the advantages are that it increase price sensitivity and it is generally for a short duration Public relations: This can be paid or non paid stimulations of a product. This can be a product represented in for example magazines, TV or radio etc. PR is inexpensiveness of the cost, but it is hard to predict about the responses and it increase the risk. Direct marketing: This aspect is a way to reach the consumers directly, such as fliers or street advertising. It allow to target specific customer and it can be measureable, but it is hard to get as immediate of an impact when using direct marketing and it can be quite expansive. For example, for the promotion Deans adopt advertisement, public relations and internet marketing. Analyse the additional elements of the extended marketing mix Marketing mix has three additional elements: People, Process and Physical Evidence People: This refers to the people who are in direct contact with the customer such as staff. One of the crucial parts in selling a product is the staff and its service as lot of people rely on a good service before buying a product. The employees should have the appropriate interpersonal skills, attitude and knowledge of the product. Some companies make sure to train their staff to ensure the service the customer is seeking for- this can be done by guidelines of selling or training schools in selling. For example, the employees in Dean Gym have a standard uniform and Dean specially focuses on friendly and prompt service to its customers from their employees. The employees are part time workers and full time workers. Process: This concerns the process of delivering a service. It is crucial that the company delivers as easy as possible and completing a sale without any unnecessary steps. Dean has a number of processes involved in making marketing effective in organisation e.g. processes for handling customer complaints, processes for identifying customer needs and requirements, processes for handling equipments. Physical evidence: This part of the mix is an essential part where consumers will base their decisions based on the service which is partly visible. This could be a members card, a friendly environment. Dean gym focuses on clean and hygienic interiors of its outlets and at the same time the interiors are attractive and the gym maintains a proper etiquette at its joints. The design, furnishing, layout and decoration of the gym chain as well as the appearance and attitudes of its employees will influence customer perceptions of the service quality and experiences. Plan marketing mixes for two different segments in consumer markets. Deans is focusing on target market; when it markets a product it mainly consider on demographic and physiographic segmentations; where demographic segment before it markets it identify the consumer groups in: age, sex, education, race, and occupation, and in physiographic it divides the market into different levels as: Lower class, middle class, and upper class to identify their customers, Where Deans has planned to market a new product for a different segmentation so it needs to identify the consumers. After the segmentation Deans consider on the marketing mix its also called as the 4ps. Deans gym 4Ps: Product: Deans gym offers a variety of fitness equipment for both strength training and cardio. The gym has a state of the art fitness suite equipped with the latest Technogym Visio Web cardiovascular equipment. This allows customer to browse the web, watch television, read articles or update social network account whilst working out. If you prefer a group exercise programme timetable is available. See (Appendix 5) Price: Deans offer two different price sections for the gym, one for students and staff of the college at a reduced rate but with limited hours, these hours are designed to work around students courses and another that student/staff of the college can use over more hours and use more of the facilities. The gym then offers a scheme to the public of Bronze/Silver/Gold/Platinum. See membership options and price list in (Appendix 6) Place: Deans Sport and leisure is located at Knights Building, Lincoln College. This is a prime location for Lincoln college students and staffs to be target as an expansion of their current market share as it is within the college. See (Appendix 7) Promotion: Deans is currently using public relations and internet marketing, where they advertise through radio, magazine, news paper, and social network like Facebook, Tweeter, and their official website. Deans spa 4Ps: Product: Deans Spa is part of membership, where they offer spa pool with loungers, sauna, steam room, tropical shower, ice shower, foot spa. Additional packages include: Spa packages, dermalogica facials, massage, body treatments, hands and feet, salon. See (Appendix 8) Price: Deans offer three different price sections for the spa: senior spa therapist, spa therapist and student therapist. See (Appendix 9) Place: Deans spa is located at Deans Building, Lincoln College. Same as Deans gym students and staffs are their target market. Promotion: same as the gym, Deans spa also use radio, magazine, news paper, and social network and their official website to advertise their products. Illustrate differences in marketing products and services to businesses rather than consumers There are some characteristics to a service such as: lack of ownership, tangibility, intangibility and inseparability. Each of these needs to be taken into account when marketing a service. Customers cannot own and store a service like they can store a product. Services are used for a period of time. For example Deans gym have membership option where customers pay for option to use monthly and annually. A product is something which is tangible where as a service is intangible. A product is much easier than the service because after marketing and selling a product there is something tangible to be seen by the customer for his/her satisfaction but in services he/she cannot because its intangible. For example, Deans gym provides a variety of products all related to the health, well being, and self-esteem of its members. Their tangible products include personal weight control, weight room, cardio, tanning, personal training, and a variety of drinks, supplements, and health items that all may be purchased at the Gym, but their intangible product is their services. Services cannot be separated from service providers. A product can be taken away from the producer but a service cannot be taken away as it involves the service provider. For example Deans provide group exercise such as strength training, cardio and dancing classes. On other hand, the marketer needs to analyse the major demand of customers in a specific market in order to find out a product that can respond the market demand. Firstly, marketers have to improve products to meet customers demand as much as possible. Secondly, the price is an important factor in product marketing because of the price must be set to match with the purchasing power of a target group. Thirdly, the place of product marketing refers to distribution channels to deliver and sell the product to customers. Lastly, the marketer also needs to create the promotion on the product in order to persuade customers and motivate the sale in a short term. Conclusion: For a company to be able to implement their marketing concept successfully the marketing mix is essential. After applying the three additional Ps it has enables the present service standard to be reached. This way a company will reach a bigger customer satisfaction as they reach their customers better in what they want and need to the easiest way for them to purchase the product. It is important when going into a different market that the companys marketing focuses on all of the different aspects in the tools of the marketing umbrella.

Huck :: essays papers

Naivety of Huckleberry Finn The dialect that Mark Twain used in "The Adventures of Huckleberry Finn" mocks the poor education and incompetence of the South in the late 1800's. As the narrator of the novel, Huck Finn, fits the exemplary part of a young and naive boy. He does not comprehend the immensity of the world but, rather the small portion that he sees. As Huck takes the reader through each episode of the book, he does not perceive any kind of humor in the word devices he uses. He takes them quite seriously and is portrayed as a naive character to the reader. Mr. Twain has purposely given the readers reason to believe he is mocking the characters in the book with this audacious comedy. Huck Finn says out of the ordinary things that most people would not have the slightest idea about. At the beginning of chapter one, the Widow Douglas tells him of Moses and the Bulrushers. He is eager to hear all about the stories of Moses until he finds out that Moses has been dead a "considerable long time." Huck tells the reader that he "don't take no stock in dead people." To him, there is no lesson in these stories unless the person is alive and is related to someone. The novel places realistic views and does not hold romantic value besides that of the character Tom Sawyer. Huck does not understand why Tom makes every task so complex yet, Huck is very admirable of Tom's ideas. Throughout the book Huck asks himself if Tom Sawyer would approve of the way he deals with certain matters. This shows dramatic irony because Tom would not be stuck in these situations that Huck is in, in turn adding to Huck's naivety. This brings the readers to the Dauphin and Duke, who take advantage of Huck because of his gullibility, tricking him into thinking they are of a royal class and deserve superior care. As readers, we see the entire picture, past the fraud's act. Huck goes along with the low life and cunning ways the Duke and King make money. A classic example of this is when the Duke and King, the scoundrels that they are, put on the stage production of "The Royal Nonesuch," making their own success from the foolish townspeople. Jim, the runaway slave displays a naive humor laced with superstition.

Is Copy Protection Cracking Ethical? Essay -- Technology Hackers Copyr

Is Copy Protection Cracking Ethical? Introduction There are many types of hackers in the world. One group of hackers focuses on breaking copy protection schemes. Copy protection schemes prevent the illegal copying of software, music, etc. By cracking these schemes, people are then able to use and copy the item without the copy protection preventing or hindering their use. This process is commonly known as cracking and the hackers involved in the process are known as crackers. Cracking is commonly viewed as an illegal act in many countries as it is typically used to steal copies of the copyrighted item. However, there are benefits to cracking. It can remove the inconveniences the copy protection scheme imposes on users and in some cases allow users to work around incompatibilities with the copy protection. So the question comes down to, is it ethical for someone to crack copy protection schemes? What is Copy Protection? Copy protection comes in many forms. Its primary purpose is to prevent a person from making a perfect copy of the original. Since the creation of CD burners this technology allows copyright owners to prevent someone from making copies of their intellectual property and either giving them away for free or selling them at a cheaper price without paying royalties to the copyright owner. One type of protection is used on software products. This protection comes in two pieces. The first piece prevents a user from copying the CD. This is usually done by having a portion of the CD unreadable by CD drives. The second portion of the protection requires that the user insert the CD in the drive in order to use the application. This check involves validating the CD as an original CD which would include look... ...f the property then it is unethical. References Stanford University, Stanford Copyright & Fair Use, 2003 http://fairuse.stanford.edu/ US Copyright Office, Digital Millennium Copyright Act of 1998 Summary, December 1998 http://www.copyright.gov/legislation/dmca.pdf World Intellectual Property Organization, The Collection of Laws for Electronic Access, http://clea.wipo.int/ Business Software Alliance, Global Piracy Study, 2002 http://global.bsa.org/globalstudy/ Game Copy World, 2004 http://www.gamecopyworld.com Business Software Alliance, BSA Logo, 2004 SecuROM, 2004 http://www.securom.com SafeDisc, 2004 http://www.safedisc.com Harvard Law School, DeCSS FAQ, 2000 http://cyber.law.harvard.edu/openlaw/DVD/dvd-discuss-faq.html Wired News, DVD-Cracking Teen Acquitted, January 2003 http://www.wired.com/news/politics/0,1283,57107,00.html

Oedipus :: essays research papers

In ancient Greece, the people believed that the gods ruled their lives and controlled their destiny. Their emphasis on fate was shown in their plays. This stands true to Oedipus, he could not c0ontrol his fate. Fate kept Oedipus alive through a murder attempt and to kill his father, and to marry his mother. When Oedipus was born his father was so afraid of the prophecy that he gave his son away to be killed. The will of the gods protected Oedipus and found two people to raise him. If the gods didn’t control the lives of these people, Oedipus would surely be dead. Fate kept him alive to fulfill his prophecy. Oedipus was put in a situation where he couldn’t protect himself, but was still able to overcome it. Oedipus is now older and leaves the people whom he thinks is his parents. While traveling he runs into a stranger. He gets into an argument with this stranger and kills him. The stranger turned out to be the king, and also his father. With the king away a sphinx shows up and causes mischief. Oedipus answers the riddle correctly and with it the sphinx leaves. Because of this Oedipus is given the throne. Fate has kept him alive and given him the chance to kill his father and overtake the thrown. Now that he is king, he meets the old queen and falls madly in love with her. He marries her and he has two children, who in all reality are actually his half sisters. Oedipus has no way of knowing that his wife is actually his mother. Just when it had seemed to Oedipus his life was becoming fulfilled, he runs into a blind prophet who explains why the city is having such problems. Slowly but surely Oedipus’ fate comes back to haunt him. It begins with the burning question of, why is the city is undergoing such terrible plagues? The whole town seems to be under a curse from the gods and Oedipus wants to know why.

Essay About Literature Essay

Literature is timeless, it endured all the changes of the past and is still is being appreciated till the present time and will still be as time goes by.  Literature exists in every country, in every language, and in every period but each has its own uniqueness that stands out for their styles. It exceeds time; literary works of famous people regardless of what period in time they came from is still being appreciated, if not more than when the period it is from. Literary works from the early periods had undergone different adaptations by the later periods to preserve the author’s great work, the ideas, and the creativity they instil in every words to make it live through time. There is a purpose for reading literary works – to entertain and educate its readers or audience. Reading, for example, a novel is just like watching a movie in a very slow pace; reading can make you cry, laugh, smile, get angry and whatnot just like watching a movie; reading lets us imagine the characters, the settings, and what happens in the story. As it entertains us, it also educates us and teaches us about life experiences that we might encounter, and the morals that we should possess. Other literary works inform us about happenings in daily life which also falls in educating the readers. There are different types of literary works, it doesn’t just end with reading materials, and it can also be in a form of a song and a play. It can be performed in front of people or just enjoyed by oneself; it has different genres to offer to different interests of people. Literature is everywhere and in any time and it knows no bounds.

Bush’s Environment Policy Essay

The bush’s environmental policy basically concentrates mainly on first improving the economic and military condition of the country and then tackling the problem of pollution and environment degradation. The United States of America under bush’s administration is a realist state. For a realist state, international security is one of the main aims. Therefore, his policies are more towards removing hurdles for military development. Plus, resources are scarce, and this is nothing hidden from anyone, and since America largely depends on these resources, Bush’s administrative polices are always up for projects for production of energy. I would not say that his policies are against the environment, they are just not for it. I, being an environmentalist at heart, strongly disagree with the current Bush’s administration policy. If the level of pollution emitted by industries does not go down, we have every reason to worry about our coming generations and our natural habitat. At the international level, environmental issues are what matter the most because if a country like America does not change its policies, it will become the strongest nation of the weakest world. The United States of America is one of the most influential countries globally and its decisions affect almost every other country in the world. The only solution for environmental protection is global governance. This means that a single individual or a single state cannot do anything about this issue if it wanted to. Because it is a universal problem and it affects the entire globe, every state must come together and do something about it. Economic growth and environment protection cannot go hand in hand and often are two aims that have conflicts. This is why every country must make a choice. If the most significant and dominant country does not make the ‘right’ choice of giving priority to environment over economic growth, we cannot expect any other country to cut down on its growth economically. A study carried out recently came to a conclusion, that at present, the United States of America is responsible for most of the pollution caused in the world today. According to a BBC report, it constitutes for 4 percent of the total world population and at the same time, it is responsible for 24 percent of the carbon dioxide emissions given out in the environment. (BBC News, 2002) Hence, it is no surprise to why the majority of opinions are against the bush’s administrative policies. As mentioned in the article, according to polls carried out in 2001 and 2002, even the majority of the American public does not want economic, resource and military growth if that means that their environment has to suffer. America also had to face large criticism for not being a part of Kyoto Protocol which could have been the closest solution to the problem of global warming. In conclusion, I would like to state, that Bush’s policies are not for people because the long term result of them is loss of environment that surrounds those people. It must realize the importance of the strong need for strict environment policies before it is too late. References BBC News, (2002) Q&A: The US and climate change from BBC News. Website: http://news. bbc. co. uk/2/hi/americas/1820523. stm

Ethics, Discretion and Professionalism in Policing Essay

Abstract: This paper is going to cover the unlawful behavior that led to harmful discretionary acts that had taken place in several different police departments; from the big cities of Los Angeles and Chicago to the small department of East Moline. This will cover, in detail, how these officers went down the wrong path to self-destruct their own departments. â€Å"Police discretion refers to the authority granted to a police officer that allows him to decide how best to deal with a certain situation. This is aimed at increasing the flexibility of the justice system as punishment may not always be the appropriate mode of dealing with crimes. Discretion may empower a police officer to overlook a minor offense giving the offender a warning† (Alec Korsmo). Police discretion has been observed to be common in domestic violence, drugs and traffic offences. In matters to do with domestic violence, the police have been on the. They have treated domestic violence as a private matter bet ter left for counseling, cooling off periods. Discretion is used especially when both parties are seen as equally involved in the violence and are either arrested or asked to separate for a few days or sometimes longer to dissipate the anger. Now In traffic, cops can allow a driver who has failed to stop at a red light to walk away as it is normal to sometimes make mistakes. The cops can also use discretion for the drivers caught driving drunk or high on drugs. The police officer will call a cab for the driver or take the civilian home and have the car towed away. All of these things are in the police officers discretion whether to arrest the suspect of try and show them that they got away with it this time and next time the officer will not be as nice. Drugs have been involved in police discretion for a long time. One of the main reasons behind why officers go corrupt is because the amount of money and opportunities that they see in the drug market. It is the officers’ discretion at this point whether to use his badge for corrupt reasons. One famous example of police discretion and drugs would be one in the mid nineteen eighty’s. The officers’ name is Joseph Miedezowski, also known  also known as the most corrupt Chicago police officer of all time. This man was on the payroll of the Latin kings while serving as a trusted officer and protector of the people of Chicago. Miedezowski sold the names and addresses of every gang tact officer to the kings in the midst of his unlawful discretion. He would also use his knowledge of the streets to shake down drug dealers and then turn around and sell the drugs to make own personal gains. His fellow officers later would turn and in two thousand one, he was convicted of ten counts of drug conspiracy and racketeering that landed him a sentence of life in prison. Most of the larger cities have a bad reputation for bad police discretion with Chicago, New York, Los Angeles and New Orleans being among the worst of them by far. This bad discretion and set of morals have left some departments with bad names that they will quiet never get off their backs. An example of this is Louis Eppilito and Steven Caracappa we on the New York police department organized crime investigating unit. The shocking part was that the people they were being paid to investigate was the very ones they had decided to turn their back and work for. Now these two officers had become moles in the department so they could get access to stuff nobody else could outside of the department. The officers soon were into deep and would have to kill whoever the mafia told them too just so they wouldn’t be killed. In two thousand six, both men were tried and convicted of racketeering, obstruction of justice, extortion, eight counts of murder, and conspiracy to commit murder. These charges stemmed from the nineteen eighties to the rarely nineteen ninety’s and the two thousands in Las Vegas they were sentenced to life in a federal prison The Los Angeles Police department continued their bad reputation for bad discretion leading into corruption in the nineteen ninety’s. Rafael Antonio â€Å"Ray† Perez was involved in seven hundred and twenty thousand dollar bank robbery where he shot and framed Javier Ovando. Perez was also accused of stealing at least eight hundred thousand dollars’ worth of cocaine from police lockup. The former officer was also a member of bloods, a violent street gang. Perez would shoot rival unarmed gang members and frame them to make it look like there was a fight and he was just defending himself. After he was caught, seventy other police officers were tried for corruption being that they were under the orders of Perez. In February of two thousand, the former trusted police officer pleaded guilty to stealing eight pounds of cocaine, which got him sentenced to five years in prison. Pà ©rez said this before hearing his sentencing â€Å"I cheated on my wife. I cheated on my employer, and I cheated on all of you, the people of Los Angeles.† A little over a year went by and he was released from prison on parole only to land back in court in December of two thousand one, this time one federal charges. Ray was now being charged with violating Ovando’s civil rights and having possession of a fire arm with serial numbers that had been manipulated. He would go on to serve five more years in federal prison with no chance for parole this time, because in federal prisons, parole is not an option. In August of two thousand five, New Orleans saw one of America’s worst natural disasters ever to occur. Hurricane Katrina had just ripped through the big easy, looters were running wild through stores and streets, and hundreds of homes were being broken into and their valuables being stolen. Local police officers were told that they could shoot the looters on site. Captain Lane Deacon stated â€Å"When I told the officers that I was in command of at that time to shoot or fire at threatening looters I did not think they would act so aggressively.† Three officers Robert Gisevius, Sergeant Kenneth Bowen, and Anthony Villavaso, were stationed on Danzinger Bridge when a young, black man by the name of James Brissett tried to cross. This is when the officers did not use the right discretion and turned down the wrong path. Brissett was unarmed with nothing but his wallet and keys. A confrontation broke out in which the three police officers jumped on the young man and continue d to beat him near death, finally just shooting and killing him. It turns out that Brissett was just looking for shelter. The three officers were then charged with falsifying reports, false prosecution, conspiracy to cover up murder, second degree murder. All three once creditable officers two of them being ranking now face the death penalty. These bad discretionary acts do not just occur in large cities. They happen right in our own small communities and towns. One example of this was recently when an East Moline police officer, Joey DeCap, was caught stealing  thirty thousand dollars from his mother in-law who suffers from various mental illnesses. DeCap and his wife were put in charge of the finances when she was declared incapable of doing so herself. They set up an account at bank of America branch in davenport, Iowa around January two thousand ten. DeCap made it possible for his mother-in-laws bills to be paid from that account while he was drawing out large sums of cash without permission from her or his wife. Along with this deliberate act of injustice, he made money off other peoples cars. DeCap was close friends with the towing company that was on contract with the city of East Moline. They would tow cars to their impound lot after accidents, DUIs, and other various dealings, and wait for the owners to come pick the car. If the car sat for too long they would illegally sell it to DeCap for cheap and he would then take it to be scrapped or sold. All of these crimes led him to be charges with five felony counts of official misconduct and one felony count of financial exploitation of the elderly or disabled. These five examples of how discretion can lead to unlawful acts and corruption have left their various departments with bad reputations. The various cities that they come from are known as having some of the most corrupt officers of all time. It does not matter the well discretionary acts by the policemen there now. Instead they will carry the names of those that have committed those acts in the past. These few rotten seeds have caused the larger cities to be labeled as having the worst policing, the departments are so big and vary in diversity that it would go unnoticed for the most part if there was such unlawful discretionary acts. The larger cities are slowly building their reputation back and b ecoming more community oriented. Although now we are seeing corruption in our small towns and it can’t go unseen. As bigger cities are making a turn for the better, small towns, like around here are making a turn for the worst. So, what causes bad discretionary acts? What makes these figures that are held so high in society turn against their peers, their city, and the people in it that they are supposed to protect? It really can be broken down into four categories based on a study done by T. Newburn. The first and obvious one being police discretion. If the officer has discretion and it is used wisely then the job should not be a problem and they will not take advantage of their position. Another one is the amount of low supervision. Nobody is there to catch all your mistakes and  you feel like you can get away with a lot more for a longer period of time. The next one is cops that are in constant contact with criminals. This gives an easy opportunity for unlawful acts. The last one is the environment surrounding the police officer. We see most of these bad discretionary acts that can lead to corruption happen where there is high population in drug activity and gang activity, where there is a lot of money flowing that can easily be uncounted for. Police also have a strong bond with their fellow officers so they feel secrecy is a part of the police culture, which means most of what happens that is illegal by other officers is sworn to secrecy. Statistically, bad discretionary acts by officers have gone down recently from the early two thousands when it was at an all-time high. Sixty-two percent of police officers are involved in some sort of police corruption. That means about three out of every five cops are, in some way, being unlawful. Record numbers of officers are being investigated, almost two hundred and forty five a month. With all of these crazy numbers you would think more of it would be in the public eye. But it’s the complete opposite most of the bad discretionary acts go unannounced to media so it doesn’t look like the cops are the bad guys. Having good police discretion is a must, because we need loyal law enforcement that can support the community through the good and bad. We can make sure these officers are properly trained in discretion by taking a look at their past and providing classes for the new incoming cadets. I believe the only way you can control corruption in a law enforcement society is teaching them these discretionary ways and the correct morals. Although you cannot change their morals, because they bring in their own set I believe you can show them what’s right and they can do it themselves. Police Ethics Police Discretion G Abstract: This paper is going to cover the unlawful behavior that led to harmful discretionary acts that had taken place in several different police departments; from the big cities of Los Angeles and Chicago to the small  department of East Moline. This will cover, in detail, how these officers went down the wrong path to self-destruct their own departments. â€Å"Police discretion refers to the authority granted to a police officer that allows him to decide how best to deal with a certain situation. This is aimed at increasing the flexibility of the justice system as punishment may not always be the appropriate mode of dealing with crimes. Discretion may empower a police officer to overlook a minor offense giving the offender a warning† (Alec Korsmo). Police discretion has been observed to be common in domestic violence, drugs and traffic offences. In matters to do with domestic violence, the police have been on the. They have treated domestic violence as a private matter better left for counseling, cooling off periods. Discretion is used especially when both parties are seen as equally involved in the violence and are either arrested or asked to separate for a few days or sometimes longer to dissipate the anger. Now In traffic, cops can allow a driver who has failed to stop at a red light to walk away as it is normal to sometimes make mistakes. The cops can also use discretion for the drivers caught driving drunk or high on drugs. The police officer will call a cab for the driver or take the civilian home and have the car towed away. All of these things are in the police officers discretion whether to arrest the suspect of try and show them that they got away with it this time and next time the officer will not be as nice. Drugs have been involved in police discretion for a long time. One of the main reasons behind why officers go corrupt is because the amount of money and opportunities that they see in the drug market. It is the officers’ discretion at this point whether to use his badge for corrupt reasons. One famous example of police discretion and drugs would be one in the mid nineteen eighty’s. The officers’ name is Joseph Miedezowski, also known also known as the most corrupt Chicago police officer of all time. This man was on the payroll of the Latin kings while serving as a trusted officer and protector of the people of Chicago. Miedezowski sold the names and addresses of every gang tact officer to the kings in the midst of his unlawful discretion. He would also use his knowledge of the streets to shake down drug dealers and then turn around and sell the drugs to make own personal gains. His fellow officers later would turn and in two thousand one, he was convicted of ten counts of drug conspiracy and racketeering that landed him  a sentence of life in prison. Most of the larger cities have a bad reputation for bad police discretion with Chicago, New York, Los Angeles and New Orleans being among the worst of them by far. This bad discretion and set of morals have left some departments with bad names that they will quiet never get off their backs. An example of this is Louis Eppilito and Steven Caracappa we on the New York police department organized crime investigating unit. The shocking part was that the people they were being paid to investigate was the very ones they had decided to turn their back and work for. Now these two officers had become moles in the department so they could get access to stuff nobody else could outside of the department. The officers soon were into deep and would have to kill whoever the mafia told them too just so they wouldn’t be killed. In two thousand six, both men were tried and convicted of racketeering, obstruction of justice, extortion, eight counts of murder, and conspiracy to commit murder. These charges stemmed from the nineteen eighties to the rarely nineteen ninety’s and the two thousands in Las Vegas they were sentenced to life in a federal prison The Los Angeles Police department continued their bad reputation for bad discretion leading into corruption in the nineteen ninety’s. Rafael Antonio â€Å"Ray† Perez was involved in seven hundred and twenty thousand dollar bank robbery where he shot and framed Javier Ovando. Perez was also accused of stealing at least eight hundred thousand dollars’ worth of cocaine from police lockup. The former officer was also a member of bloods, a violent street gang. Perez would shoot rival unarmed gang members and frame them to make it look like there was a fight and he was just defending himself. After he was caught, seventy other police officers were tried for corruption being that they were under the orders of Perez. In February of two thousand, the former trusted police officer pleaded guilty to stealing eight pounds of cocaine, which got him sentenced to five years in prison. Pà ©rez said this before hearing his sentencing â€Å"I cheated on my wife. I cheated on my employer, and I cheated on all of you, the people of Los Angeles.† A little over a year went by and he was released from prison on parole only to land back in court in December of two thousand one, this time one federal  charges. Ray was now being charged with violating Ovando’s civil rights and having possession of a fire arm with serial numbers that had been manipulated. He would go on to serve five more years in federal prison with no chance for parole this time, because in federal prisons, parole is not an option. In August of two thousand five, New Orleans saw one of America’s worst natural disasters ever to occur. Hurricane Katrina had just ripped through the big easy, looters were running wild through stores and streets, and hundreds of homes were being broken into and their valuables being stolen. Local police officers were told that they could shoot the looters on site. Captain Lane Deacon stated â€Å"When I told the officers that I was in command of at that time to shoot or fire at threatening looters I did not think they would act so aggressively.† Three officers Robert Gisevius, Sergeant Kenneth Bowen, and Anthony Villavaso, were stationed on Danzinger Bridge when a young, black man by the name of James Brissett tried to cross. This is when the officers did not use the right discretion and turned down the wrong path. Brissett was unarmed with nothing but his wallet and keys. A confrontation broke out in which the three police officers jumped on the young man and continue d to beat him near death, finally just shooting and killing him. It turns out that Brissett was just looking for shelter. The three officers were then charged with falsifying reports, false prosecution, conspiracy to cover up murder, second degree murder. All three once creditable officers two of them being ranking now face the death penalty. These bad discretionary acts do not just occur in large cities. They happen right in our own small communities and towns. One example of this was recently when an East Moline police officer, Joey DeCap, was caught stealing thirty thousand dollars from his mother in-law who suffers from various mental illnesses. DeCap and his wife were put in charge of the finances when she was declared incapable of doing so herself. They set up an account at bank of America branch in davenport, Iowa around January two thousand ten. DeCap made it possible for his mother-in-laws bills to be paid from that account while he was drawing out large sums of cash without permission from her or his wife. Along with this deliberate act of injustice, he made money off other peoples cars. DeCap was close friends with the towing  company that was on contract with the city of East Moline. They would tow cars to their impound lot after accidents, DUIs, and other various dealings, and wait for the owners to come pick the car. If the car sat for too long they would illegally sell it to DeCap for cheap and he would then take it to be scrapped or sold. All of these crimes led him to be charges with five felony counts of official misconduct and one felony count of financial exploitation of the elderly or disabled. These five examples of how discretion can lead to unlawful acts and corruption have left their various departments with bad reputations. The various cities that they come from are known as having some of the most corrupt officers of all time. It does not matter the well discretionary acts by the policemen there now. Instead they will carry the names of those that have committed those acts in the past. These few rotten seeds have caused the larger cities to be labeled as having the worst policing, the departments are so big and vary in diversity that it would go unnoticed for the most part if there was such unlawful discretionary acts. The larger cities are slowly building their reputation back and becoming more community oriented. Although now we are seeing corruption in our small towns and it can’t go unseen. As bigger cities are making a turn for the better, small towns, like around here are making a turn for the worst. So, what causes bad discretionary acts? What makes these figures that are held so high in society turn against their peers, their city, and the people in it that they are supposed to protect? It really can be broken down into four categories based on a study done by T. Newburn. The first and obvious one being police discretion. If the officer has discretion and it is used wisely then the job should not be a problem and they will not take advantage of their position. Another one is the amount of low supervision. Nobody is there to catch all your mistakes and you feel like you can get away with a lot more for a longer period of time. The next one is cops that are in constant contact with criminals. This gives an easy opportunity for unlawful acts. The last one is the environment surrounding the police officer. We see most of these bad discretionary acts that can lead to corruption happen where there is high population in drug activity and gang activity, where there is a lot of money flowing that can easily be uncounted for. Police also have a strong bond with their fellow officers so they feel secrecy is a part of the police  culture, which means most of what happens that is illegal by other officers is sworn to secrecy. Statistically, bad discretionary act s by officers have gone down recently from the early two thousands when it was at an all-time high. Sixty-two percent of police officers are involved in some sort of police corruption. That means about three out of every five cops are, in some way, being unlawful. Record numbers of officers are being investigated, almost two hundred and forty five a month. With all of these crazy numbers you would think more of it would be in the public eye. But it’s the complete opposite most of the bad discretionary acts go unannounced to media so it doesn’t look like the cops are the bad guys. Having good police discretion is a must, because we need loyal law enforcement that can support the community through the good and bad. We can make sure these officers are properly trained in discretion by taking a look at their past and providing classes for the new incoming cadets. I believe the only way you can control corruption in a law enforcement society is teaching them these discretionary ways and the correct morals. Although you cannot change their morals, because they bring in their own set I believe you can show them what’s right and they can do it themselves.