NanoGene Technologies Essay

NanoGene Technologies, Inc is a life sciences start-up based on nanotechnology. The firm was founded by an unusually large number of people; five employees of the Eastern Institute of Technologies Advanced Materials Sciences Lab (AMSL). The founders worked in different sections of AMSL, but they were working on a set of technologies that were linked in the human genome project. Together, the founders developed techniques and compounds that caused the genes to ‘stretch out and straighten up’ making it much easier for labs to do the cutting and manipulation that is required in diagnostic testing. NanoGene planned to use this technology, which is owned by the Eastern Institute of Technologies, to begin to sell the patented substrate material to diagnostic testing labs around the world. As the business model of NanoGene formed, the founders decided to equally split the equity among the five members and all of them would have the same salary of $120,000. Will Tompkins, one of the founders, was named the CEO. In the first year, NanoGene secured the required intellectual property to the technology by offering the Eastern Institute of Technologies 15% in equity and a 3% royalty on sales. Will Tompkins used one of his contacts, an active angel investor, to obtain the angel funding of $600,000 at $2.25 million post-money valuation. The value proposition, customer segment, and revenue streams are fairly straight forward. NanoGene’s technology offers their target customers, diagnostic testing labs around the world, an easier and faster way to complete diagnostic testing. The sales of the substrate material will provide NanoGene with its source of revenue. Currently, NanoGene is trying to recruit Paige Miller, a Havard Business School graduate who has been doing some consulting for NanoGene. Additionally, NanoGene is in their Series A funding. NanoGene is looking to raise $10 million which will be sufficient to fund them for 18 months, to prove their technology, and to get them to a pilot production. At a meeting with a venture capitalist, NanoGene learned about the issues VCs have with the firm. The first concern the VCs have involves the founding team. The founding team is quite large, five members, and all of the founders are pure scientists with little to no business experience. Generally, the VCs invest in technology based start-ups with a founding team of two to three members. Usually one of the founders has had experience driving the commercialization of technology, typically as a Chief Scientific Officer at an established  firm. The unique size of NanoGene’s founding team and their lack of experience is an area of worry for the VCs. The VCs are also concerned about the founding team’s decision to compensate all founders equally. The scientists are splitting the equity evenly and are receiving a salary of $120,000 which is, at a minimum, $30,000 more than the annual salary of their former jobs at AMSL. VCs believe the founders and future employees should be compensated based on their added value to the company; a strategy commonly practiced in the business world. Typically, biotech CEOs have a higher salary and will retain about 2.5 times as much equity as VP-level founders. The VCs think Will Tompkins should be compensated more and the rest of the founders should be compensated less. NanoGene needs to address the VCs concerns in order for NanoGene to be a viable company. Paige Miller, a consultant for NanoGene, should be part of the solution in eliminating the VCs concerns. The founders have little to no background in business and have not been very professional as a team. In business, team members communicate and are not afraid to disagree with each other. With NanoGene, the founders want to make everyone happy. The scientist agreed to compensate equally since it would have been disruptive in their opinion to try to determine equity share and compensation based on a more complicated set of principles. Members didn’t want to upset the rest of the team. Additionally, the founders are already having disputes about how to compensate future employees. NanoGene needs someone with business experience who can be professional and focus on the goal of the company.  Paige Miller has the business experience and personality NanoGene requires. The only complication is her compensation of $175,000 in salary and 3% of the company equity. Paige Miller can lead the company through the disagreements and difficult challenges they will face in the early stages of development. Will Tompkins does not have enough experience to lead the company and commercialize the technology. The CEO should instead be Paige Miller, who is more qualified than Tompkins. Instead of increasing Tompkins salary and share of equity, NanoGene can compensate Miller. Installing Miller as the CEO will help solve the CEO payment issue and the lack of business experience found at NanoGene. At present, the founders may not be happy about their smaller share of equity and potentially lower salaries, but in the long run, the action of making Miller CEO will pay off. Miller has valuable knowledge of in commercializing technology and running a business, and can guide discussions on the hiring process, the potential compensation policies, the company goals, and company culture. She will also bring the professional touch NanoGene needs. Miller is also one of the few people familiar with the technology and business ideas of NanoGene since she has worked with NanoGene in the past. Without Miller, NanoGene may not get the funding they need to continue as a company. Another top priority of NanoGene is proving the technology. This can’t be done if there is no funding for the VCs. In the future, NanoGene should conduct more market research on diagnostic tests. Currently, NanoGene has a simple value proposition with a very general customer segment. NanoGene needs to identify specific customer segments of high growth and low competition. Research in other value propositions such as cost and accuracy will help also NanoGene’s profitability.

Case Analysis-Strategic It Transformation at Accenture

Case analysis-Strategic IT Transformation at Accenture Accenture was separated from its parent company and rebranded as a new organization. They face a challenge of building a new IT infrastructure to support their business. Because the new Accenture’s organization structure is different from the Anderson Consulting, the Anderson’s IT is deficient in several ways. Based on the deficient aspects I have some own recommendations and then I will analyse what Accenture did to deal with the situation. First of all, the Anderson’s IT system did not interconnect readily each other.I suggest that in Accenture, they can build up a standard rules, and all the offices should follow such rules and use the standard information system to communicate each other. As we learned before, standardization is very important for an organization. It’s a good way to improve the efficiency of internal communication. Also, a standard information system is easy to manage the relations hip with customers or partners. It can enhance the relationship and improve the customers’ satisfaction. The second and third problem also can be solved by standardization.So choose a right platform to standardize data and exchange process is crucial for Accenture. As a new brand, Accenture should consider their strategic context carefully before they making the decision. And clarify the enterprise’s view of IT infrastructure. In this case they realized that they should run IT not a cost center but as a business within business. When they face three different types of platforms, they choose the single-vendor approach to minimize the cost of IT. Also they choose Microsoft and HP as their software and hardware suppliers. It’s a brilliant decision because these two companies have great reputation in such industry.It’s a valuable and stable relationship for Accenture to cooperate with Microsoft and HP. It can improve the efficiency both in software and hardwa re aspects. In the case, I notice that the Anderson’s information system is too complex and it cost too much on storage data. So it’s inefficient in data exchange and communication. Accenture should try to simplify the process and try to control the cost. Choosing the single-vendor approach can save the cost of IT. Also, they outsource their data storage service. To do so, I have some recommendations for Accenture to improve the information system management.They should put more attention on the relationship management between Accenture and outsourcing companies to make sure the efficient communication between each other. In the information era, the communication is very important. They can provide their partners the part of Accenture IT platform , to they can communicate internally. onsidering Accenture as a B2B company, I suggest that focus on converting conventional interactions to IT-enable data exchange to make sure their clients can get the data timely and accura tely. The globalization and becoming a public company is a new challenge for Accenture.Globalization is a great advantage of outsourcing, Accenture can outsource some service to low labor cost countries. It can reduce the IT cost. As I said before, how to manage the relationship between different suppliers and outsourcing companies is important for Accenture. In the case, it mentioned the (1) standard platform, (2) a single global â€Å"instance† of that platform. It tally well with my analysis before. In sum, Accenture has a successful IT transformation, and for its further growth I have given several suggestions according to the articles this week.

Fundamental Techniques In Handling People

He or she also does not want to let the unhappy result to be happened. Hence, the first part has taught me that prudence which is a value known as practical wisdom ought to be implemented by anyone of us. I have learned that someone has to think twice or thrice before he or she behaves and talks. This is because people will remember what we talked to them especially the complaint and praise. Criticism and blaming will make people feel very down, angry, and even to be discouraged.Besides, I learnt to think deliberately with unhurried manner in order to give out the most appropriate responses when dealing with different people under different situations. Prudence is the exact opposite of impulsiveness and rashness. If we do not think deeply before our every action or speech, we may hurt someone's fragile feeling as humans are creatures of emotion who have high self-esteem. Humans are always afraid of criticism, prejudices, and complaint. Most of us are not willing to face the imperfect side of us but always wish to hear good words from others. M trying not to blame others of their faults even the serious ones. However, I try to stand in their shoes and understand their difficulties by showing loving kindness. We should not expect any forgiveness from the God f we are not willing to forgive others' offenses. From this, have learned to forgive people without any criticism, complaint, and judgment. I learnt to speak good words of others instead of learning how to gossip about people and talk about their bad words. Like what Benjamin Franklin has mentioned about that he only speak all the good things he know of everybody and would not speak ill of anyone.I was so amazed by the way of Bob Hoover in giving response to the careless young man after the mechanic fueled in jet fuel rather than gasoline to propeller plane. This famous pilot, Bob Hoover gave a second chance to that young man in servicing his F-51 on the next day. Bob knew criticism and scolding only can prod uce futility and resentment. This will cause the person who is being criticized tends to just#y' himself or herself even lose their confidence when having daily performances in workplaces, at home, in school, and et. Tetra In other words, criticism may bring out unpleasant past experiences to some people, this may push them into a wrong route which involve in various illegal activities. I have realized anger can be aroused by criticism. Thus, people would be demoralized as anger sakes a bad situation to be worse. I will avoid criticizing people. On the other hand, honesty has to be shown in praising and appreciating others' effort. Never ignore the good deeds people have done to us. Showing our appreciation actually is a kind of gratitude.Sense of appreciation and thanks for people' generous acts are able to satisfy the desire to be important in human. The desire to be great is the strongest natural craving of everyone. Have learned to encourage my surrounding people with sincere ap preciation because the one who receives the encouragement and appreciation will keep n doing the right thing. If one does not get any attention from anyone after giving so much, that person will definitely feel very disappointed because all of their effort came out with nothing.Being sincere and not fake in praising people, this is also showing approval to a person. Flattering people to win friends is an act of doing harm to people. I learnt to understand people' feelings of not being acknowledged, so honest and sincere appreciation are like very important gifts to everyone. A great man should not be self-centered as he or she should always care about others. We need to care about others' needs and help people to solve their problem are the acts to arouse in the other person an eager want.By expressing our enthusiasm and passion to find out the root reason of causing someone's problem as well as their wants, we can be a friendly and helpful person. I also learnt to be thoughtful of people' point of view without mention and emphasize my own ideas only. I am trying to make my ideas to become others' inspiration in creating more great ideas. If we are really wanting and hoping to get the helping hands from others, we must know about what they ant at first. While confronting any disagreement, the wise action is keeping a cool-head which means to be rational in handling the particular situation.We need to calm down in order to think of the best way in coping with the difficult condition. To avoid any argument, I have learned that we have to give priority to the other party instead of ourselves. The author, Mr.. Dale Carnegie described his past experience of negotiating with a hotel manager. The manager increased his rent for the ballroom to 300 percent. Then, he communicated with the hotel manager in a polite way by stating out all the advantages and disadvantages that were going to accrue the manager.In the end, both parties gained what they wanted. Carnegie merel y discussed what the other person wanted and how he could get it without throw tantrum to the manager in office. Before persuading people, ones must clearly know the benefits and disadvantages of both parties. In brief, I am so sure that the several basic skills in handling people I have learned in this chapter will enable me to get a good job after graduated as the employers nowadays are searching for employees who are able to deal with people skillfully. (999 words)

Introduction about Salmonella Assignment Example | Topics and Well Written Essays - 1250 words

Introduction about Salmonella - Assignment Example In the early periods of the 19th century, typhoid was basically defined on the basis of its symptoms and clinical signs. Literally, every enteric fever was categorized as typhoid. During 1880s, Eberth became the first person to observe the typhoid bacillus in parts of the spleen as well as in the mesenteric lymph nodes from a person who had succumbed to typhoid (Todar, 2009). Robert Koch later confirmed Eberth’s discovery and cultivated the bacterium in 1881. In 1896, it was established that typhoid bacillus agglutinated the bacterial cells causing typhoid using the serum of animal blood. The same result replicated in patients suffering from typhoid and thus, serodiagnosis of typhoid became a possibility in 1896 (Todar, 2009). Proper development of complete genome ensures effective classification of disease-causing organisms (pathogens) and their hosts. The classification of the genus salmonella has undergone considerable changes over many years as the methods of identificatio n methods keep improving with time (Liu, 2011). In 1946, Kaufmann White developed a scheme that enabled distinguishing of Salmonella serovars based on their O, H as well as Vi antigens (Todar, 2009). According to Warrell et al. (2005), the genome of Salmonella enterica serovar Typhi (S. ... The impacts of Salmonella enterica serovarTyphi range from health to economic devastations. When an individual consumes contaminated water, the symptoms of typhoid fever are likely to manifest after a short while. Typhoid fever is usually connected with systemic fever, loss of appetite, nausea or vomiting, which is usually followed with diarrhea. If left untreated for a very long period of time, the disease could cause death in humans. Salmonella enterica serovar Typhi is most prevalent in developing nation where poor sanitation leads to contamination of water for drinking. As such Salmonella enterica serovarTyphi is one of the contributors to high health spending in different parts of the world. According to Crump, Luby and Mintz (2004), typhoid fever is a burden worldwide and causes about 16 million illnesses and more than 600, 000 fatalities every year. Introduction Closest Relatives of Salmonella Enterica Serovar Typhi and Their Features There is no clear understanding of the gen etic basis of the distinctions in host tropism that exist between serovars and wide host range. The genetic changes that come with evolutionary changes in the serovars include the build-up of mobile components and pseudogenes together with the arrangement of chromosomes and deletion that causes the reduction in the genome (Porwollik, 2011). One close relative of Salmonella enterica serovar Typhi is Salmonella enterica serovar Typhimurium. According to Todar (2009), Salmonella enterica serovar Typhimurium is â€Å"a Gram-negative facultative rod-shaped bacterium in the same proteobacterial family as Escherichia coli, the family Enterobacteriaceae, trivially known as "enteric" bacteria† (Todar,

A 300 words evaluation of the recommendations for American airlines Essay

A 300 words evaluation of the recommendations for American airlines - Essay Example We have found that acquiring Jet Blue is a good strategic option for American Airlines because cost of the project is $787 whereas; discounted cash flow is $848. The payback period is only 2.76 years and after this period; American Airlines will cover its costs and will incur positive cash flows. Moreover, ROCE is 0.3830 which means that after acquiring Jet Blue, the company may earn significant return on its total capital employed. Second, American Airlines should give more focus on hedging fuel prices because if fuel prices increase, it will incur a profit of $836 million and if fuel prices decline then it may incur a loss of $836 million. However, in consideration to previous fuel prices trend, a 10 percent increase in fuel prices is expected. Third, hiring a training company is a very good recommendation because company may improve its teamwork performance, crew coordinator, customer services and ultimately the revenues. Acquiring Jet Blue should be the first, hedging of fuel prices should be second and hiring a consultant should be third on priority list because company is already hedging prices and it needs to be get more aggressive in it and hiring a consultant does not incur that much efforts therefore, they are on second and third. We have assumed that Net worth of JetBlue is 12 percent3 of its assets which means that if its assets in 2009 were $6554 million then its net worth is $787 million. This will be the cost of the project for American Airlines. To project the net revenue, the growth rate of 1.68 has been used. It has been calculated by subtracting the net revenue of 2008 from net revenue of 2009 and dividing it by the net revenue of 2008. I have assumed that average revenue generate per year will be about $285 million, which has been calculated by (155+416)/2. In 2008 and 2009 the cost of fuel has increased by 10 percent. The current hedging fuel price of American Airlines is $2.48 per gallon

Brief Justification for Selecting Cantonese Cuisine Assignment

Brief Justification for Selecting Cantonese Cuisine - Assignment Example First, Cantonese cuisine dishes include a stilled whole fish, roast suckling pig. Additionally, crispy-skinned chicken and shark’s fin soup form part of Cantonese cuisine dishes. The hotel considers these ingredients special because of their indigenous nature and quality. As a result, these meals are popular in China and neighboring countries. The dishes are also unique given the Cantonese cuisine. This cuisine is applicable in this region because of the abundance of the ingredients of the dishes. In this respect, Canton is abundant of diverse animal and plant food sources. This port city has been a prime attraction of many foreign techniques of cooking and cooking materials. Second, the major focus of Cantonese cuisine is on the heating temperature applied in the course of cooking the dishes. Other cooking techniques originated from Europe in order to supplement the Cantonese cuisine. The foreign techniques improved the Cantonese cuisine. This is because the dishes prepared could fit all kinds’ races. The fact that even the hotel incorporates western cooking techniques into the Cantonese cuisine is proof that this dish accommodates preferences from multiple regions across the globe. This is why restaurants serve this cuisine across the world. Gillespie (2010) says customers associate Cantonese cuisine dishes with an intensive selection of materials. The Cantonese cuisine involves stir-frying, frying, stewing, and braising. Third, the hotel also considers food color, taste, and fragrance. This is because these qualities are the ones, which make any food appealing to clients. According to Ninemeier (2009), Cantonese cuisine focuses on a variety of food preparation methods in order to satisfy the desires of customers. One achieves diversity in this aspect because Ninemeier considers all races.  

Criminal Law 2 Essay Example | Topics and Well Written Essays - 1000 words

Criminal Law 2 - Essay Example A battery is when a person intentionally and recklessly applies unlawful force to another2. Section 39 assaults are dealt with as a summary offence and carry a maximum of six months imprisonment. This can include a fine of up to  £5,000 or the sentence can be replaced by a fine on its own. On some occasions a common assault can be counted as an indictment if the requirements laid down by section 40 of the Criminal Justice Act 1988 are met. If the courts are satisfied that the assault fits the criteria for a battery then the correct charge would be assault by beating3. The difference between a section 39 assault and a section 474 assault is in the degree of injury that results from the attack. In terms of sentencing the courts can issue higher sentences for a section 47 assault. The Code for Crown Prosecutors is aware that there will be factors that will influence the decision whether to charge at the highest level or whether a lesser charge is more appropriate. In general terms grazes, scratches, abrasions and minor bruising as well as swellings, reddening of the skin, superficial cuts and a black eye will fall under the remit of a section 39 assault. When the prosecutors are deciding on the charge they will consider the degree of injury first. There are also a few cases where the degree of injury would usually amount to a common assault but because there are aggravating features to the attack the more serious charge may be appropriate. Aggravating features can include the use of a weapon, biting, gouging or kicking of a victim whilst on the grou nd, or strangulation which is for more than a fleeting moment and which caused rea; fear to the victim. Other aggravating features can include the vulnerability of the victim such as the age of the victim or any disability the victim might have. The Domestic Violence, Crime and Disorder Act 2004 s11 makes common assault an alternative to more serious offences of assault even if the count has not been

BAE And EADS Essay Example | Topics and Well Written Essays - 2000 words

BAE And EADS - Essay Example On the flip side, the deal would lead to political among other complexities. This report will give an analysis of the issues surrounding the proposal for merger of the two companies. Strategy and motivation analysis Invesco criticized the proposed deal citing poor terms, state interference and lack of strategic underlying principle. The problems that BAE has raised includes the share buyback programme , possible deviation from its generous dividend payout as well as the doubts imposed by inviting Germany and French stakeholders in the deal. The sharp cut in the defense spending by the U.S. is a big blow for EADS and BAE, but BAE is likely to suffer most because it is deeply exposed to the U.S. defense market. Furthermore, BAE is experiencing a serious reduction in the demand for the equipment it supplies for the US military, which are currently preparing to pull out from Afghanistan. Additionally, the firm is likely to suffer a big blow following the down-turn of the demand for the E urofighter Typhoon fighter jet (Ranscombe, 2012). Figure 1: EADS DPS trend since 2007. As shown from figure 1 above, recently EADS has paid exceedingly high rate of dividends, which could be seen as a major motivation for BAE shareholders to enter the proposed merger (Le Figaro 2001). Stock market response analyses based on share movement and synergy multiples During the trading following the announcement on 12 September, the shares of BAE jumped by 10% to 336.1 pence ($5.41), as shown in figure 3 below. However, the shares of EADS plummeted by more than 10% following the announcement (shown in figure 2). Later, on 13 September, the shares of BAE fell back to just 2% above the level before the rumors emerged that the two companies were planning to merge (Norton-Taylor, 2012). Figure2: EADS share movement shortly before and shortly after the announcement Source: Thomson Reuters via FT Markets Data Figure 3: EADS share movement shortly before and shortly after the announcement Source: http://markets.ft.com When the reports hit news lines that there was a potential merger between the two companies, initially, the investors burst into a euphoria that affected the movement of the prices of the shares of the two companies. However, after uncertainty took shape, BAE’s shares drafted following a strong post-announcement rally, while the shares at EADS were moving lower (Petroff, 2012). On 12th September following the announcement, the shares of BAE were trading 1 percent lower at 338.90 pence, which was in line the decline in the wider market. As seen from figure 2 and 3 above, the investors’ reaction was swift, especially on Thursday when the shares of EADS fell by about 10 percent to â‚ ¬25.15, while those for BAE gained significantly on Wednesday following the news that the deal is simmering, going up to 337.10 pence in London. Synergy analysis The investors will have to ask themselves several questions in order to establish whether the merger is a good idea, including: (1) why is such a huge merger is the best means of solving the problems the individual companies are facing and also open opportunities for them? (2) Is BAE, which is a top US military contractor, the best company to help EAP achieve

Cat People (Jacques Tourneur, 1942) Essay Example | Topics and Well Written Essays - 1000 words

Cat People (Jacques Tourneur, 1942) - Essay Example The generic setting focuses on the historical discussion of cat people. Irena fears that sexual arousal will turn her into a leopard. Irena’s fears are confirmed when she turns into a leopard after her psychologist, Dr. Louis Judd, kisses her. The setting includes the usual wrong movie scene diagnosis by psychologists. The setting includes generic sad endings (death of Irena). The atmosphere or mood of the play is generic fear. Irena fears that she may turn into a leopard after being sexually aroused. Her rival, Alice Moore, fears that Irena will kill her in a fit of jealousy. Oliver fears Irena may kill both Oliver and Alice because they had betrayed Irena’s trust. One scene shows Alice running fast as she tries to escape someone or something following close behind. Another scene shows Alice shouting for help as she hears a leopard roar during one of her swimming activities (Manchel, 1990). In terms of generic cinematography, the camera is perfectly located. Perfect location ensures the black and white picture comes out very vividly and continuously throughout the year. The characters perfectly move from one scene to another in effortless manner. The cameras continually zoom in to show the facial expressions of the actors and actresses. The entire film is done in black and white colour (Manchel, 1990). Further, the lighting is magnificently done. The lighting enhances the story. The lighting vividly shows the facial expressions of the actors and actresses. The people have a better view of the surrounding movie scenes. The lighting increases the fear theme of the movie (Manchel, 1990). The color of the film is shown to have only generic two colors. One color is black. The other color is white. The two colors reduce the beauty of the film. Films with different colours are more pleasing to the eyes compared to black and white movies. The black and white film does not show the vibrant colours of the

Tools Used for Examining Frauds Term Paper Example | Topics and Well Written Essays - 2000 words

Tools Used for Examining Frauds - Term Paper Example They grab the attention of the clients by promising them quick money (Coderre, 2009). Detection of financial frauds required experienced forensic accountants. They are basically accountants, auditors, and investigators of financial and legal documents who are hired by the company to look into possible financial frauds taking place. There are different varieties of financial frauds. The range can spread from a simple theft to more complicated frauds and identity thefts. Some of the common types of financial frauds are; check fraud, banking/identity fraud directs theft, invoices and payments fraud. Four basic frauds that occur in a business are; Embezzlement, internal theft, payoffs and kickbacks and skimming (Imoniana, Antunes & Formigoni, 2013). Embezzlement which is also known as larceny occurs when the personnel who are appointed to control the funds, use them illegally for their personal gain (Petrucelli, 2013). Internal theft takes place when company assets such as company products or supplies are stolen by the employees. This causes inventories to shrink down. Pay-offs and kickbacks are kinds of bribery which are often reported by the companies. These occur when employees take money from the receipt and that transaction is not recorded. Other important frauds are Money laundering, Mortgage fraud, Racketeering/ RICO, Securities fraud, payroll-fraud, manipulation of sales figures, tax evasion, use of fictitious invoicing, stealing money from company accounts, duplicate billing, accounts receivable fraud, financial statement fraud, etc. Money Laundering is the process of movement of illicit money and other profits through legitimate channels with the purpose of disguising the illegal source of the money to prevent from tax officials (Wells, 2010).  

Blocking rehearsal time with an interference task Essay Example for Free

Blocking rehearsal time with an interference task Essay The theories of memory and how much, or how long we can remember things, and why, is a greatly studied area of Psychology as a science. Psychologists have created and recreated numerous tests and research methods in order to prove that their particular theory is correct. There are two main theories of memory: Levels of Processing (L.O.P.) and the Multi-store Model.  The L.O.P. approach was pioneered by two psychologist Craik and Lockhart (1972), who believed that the mind will remember things better if the information is processed on a deeper level, ie. thought about more, taking into account the amount of work that is put into processing the information received. From research they discovered that the deeper the processing required the longer and more durable the memory is likely to be. They also identified what they believed to be three levels of processing: Structural What something looks like.  Phonetic What something sounds like.  Semantic What something means.  From experiments and tests carried out, they found that the deepest level was semantic, and their reason for this, they argued, was because in order to extract the meaning from a word, and to consider its relevance in a sentence of words, requires a lot of processing. They decided that hearing a word and then trying to visualize it also requires some extensive cognitive processing, but not as much as semantic processing, and the least amount of mental work was required for structural processing, ie. what the letters look like. A test carried out by Craik and Tulving (1975), Depth of processing and retention of words in episodic memory supported their theory. Another model which is highly regarded as one of the most influential theories of memory is the Multi-store model, in particular the two-process model, designed and tested by Atkinson and Shiffrin (1968, 1971). Their theory was that information received by the senses is primarily stored in the sensory store for a very short period of time before it is transferred to the short term memory. Atkinson and Shiffrin believed that when the information is in the short term memory (STM), it could either be rehearsed for a certain amount of time and then stored in the long term memory (LTM), or alternatively lost. Figure 1.1 illustrates the theory in an easier to understand way. Perhaps this is also an example of how the L.O.P. theory is flawed as although the diagram is seen to be structural information, it will probably provoke strong visual imagery. Atkinson and Shiffrin believed that chunks of information received by the sensory store could be held in the STM for around 20 seconds, but only 5 to 9 (on average) chunks of info can be remembered without rehearsal. However, if rehearsed the chunks of information can be transferred into the long term memory and more items can be remembered. The theory of the rehearsal loop interests me, so I decided to look further into it and found that psychologists: Brown (1958) and Peterson and Peterson (1959) independently discovered a method for testing the existence of the rehearsal loop called the Brown-Peterson technique. This basically involves a list of trigrams (three letter words made up of consonants with no immediate meaning ie. BKD, as apposed to WHY) shown to subjects for 20 seconds, rehearsed for 25 seconds and then recorded in order by the subject as well as possible. The same list is then shown to another subject for the same amount of time, however this time the 25 seconds rehearsal time will be interrupted with an interference task ie. counting backwards in threes from the number 58. This is the technique I will use as a basis of my mini-cognitive research project. AIM:  To test the existence of the rehearsal loop by preventing it from its task with an interference task during the rehearsal time.  RATIONALE:  I will be re-creating the Brown-Peterson technique for testing the existence of the rehearsal loop, although my study will use slightly different trigrams, and obviously a different set of people. Im interested to check whether the results of my study will support the results found by Brown-Peterson or not. I will use a set word list for both groups of people studied and Im expecting the results of my study to support the results of previous tests, thus supporting the theory of existence of the rehearsal loop. HYPOTHESIS:  When asked to recall the list of trigrams in order after a period of 25 seconds rehearsal time, the subject will remember significantly more trigrams if the rehearsal time is not interrupted by an interference task.  NULL HYPOTHESIS:  Subjects taking part in the experiment will not recall a significantly greater number of words whether their rehearsal time is interrupted with an interference task or not. Any difference found is purely down to chance. METHOD:  The method I chose to use in order to obtain the clearest and most reliable data was the laboratory experiment. The reason for using this method is to reduce the amount of extraneous and possibly confounding variables which could interfere with the results; also it becomes very easy to repeat the same test over and over without change. I will use the independent groups design to ensure that different participants are used for each test in order to avoid the chances that the participants will skew the results through rehearsal. The first set of participants will be shown a list of 15 trigrams for 20 seconds, after which time they will be asked to rehearse these for a period of 25 seconds. After that time they will then be asked to write out as many as possible in the correct order (if the trigram is BHD then the participant must write BHD, no mark will be given for BDH). The results will then be recorded.  The same set of trigrams will then be shown to a different set of participants for the same amount of time. This time however during the 25 seconds rehearsal time, the participants will be asked to perform an interference task, which will be counting backwards in sets of 4 from the number 295. After the 25 seconds, they too will be asked to recall the trigram list and their results will also be recorded.

Race-Specific Schools in Ontario Essay Example for Free

Race-Specific Schools in Ontario Essay Throughout the years Ontario has become a very multicultural province, meaning all schools are multicultural. Recently the government of Ontario has thought about the idea of having schools that are race-specific. These schools would only be open for a specific race and base it on the abilities of that race. Could a school like this work in our multicultural society? There are many people today that would not agree with this decision for many reasons. Society believes that these schools will not prepare students for the real world; they are an old-fashion idea. The Canadian dream is to be multi-cultural but an inclusive place. This idea of race based schools is looked down upon in this society. People think that making schools for specific races will not prepare students when they enter the real world after finishing high school. Going to race-specific school students will only be taught about the culture, and history of their own country. Also, they will be taught about the history of their race in Canada, and what their people have done that has impacted our history. This is not right because they need to learn about what every race did that impacted our history. Since we are now living in a multicultural county. Zanana Akande, an Ontario Legislature speaks on black focussed schools and says The situation in which we live, work and raise our kids is not a segregated one, it is an integrated one. When these students finish high school they will be so use to dealing with people of their own kind, it will be difficult for them to interact with others. Therefore these schools will not prepare them for the future in for university/collage and in the workplace. In all these institutions people are of all races, and cultures, so they need to learn how to treat, and speak to these people. The idea of having race-specific schools is archaic. In a modern multi-cultural society this would be moving a step in the opposite direction. Ontario is trying to move up culturally, but this would just move the province back. In many institutions they have programs that speak against racism, and try to prove that everyone is equal, and is able bodied to intake the same amount of knowledge and information. Making these schools would bring back the racism into our country, and go against all these racism acts. This would bring us back into time, where racism was part of the norm. Students should be learning in an environment where they are surrounded by people of different race. Dalton Mcguinty speaks on black focused schools and says I think our shared responsibility is to look for ways to bring people together. (Toronto star). We should not be moving backwards, but rather move forward to a better system and society.

The role of testimonial advertising in Fmcg sector

The role of testimonial advertising in Fmcg sector In todays intensely competitive, rapidly changing and highly complex environment characterize by diminishing customer loyalty, the need to be market -focused and customer centric is more critical and is gaining importance than any other time in past. Testimonial advertising is usually very effective and is frequently used. It is basically a promotional  method  in which one or more  testimonials  from satisfied  customers  are used. The satisfied customers may be well know or famous personality or may be a common customer. The statement of men and women who are well and favourably known in society tend to influence others in the community to buy a particular product or article which others have used successfully. Hence, the main purpose of the study is to understand the effect of this type of adverstising on FMCG industry. 1.3 SIGNIFICANCE OF STUDY The study will help to understand the impact and the importance of testimonial advertising as a marketing tool in FMCG sector. CHAPTER 2 LITERATURE REVIEW 2.1 What is Advertising Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It is the business which draws the attention of public to goods and services. The product name is generally included in advertising. It also explains how that product could prove to be beneficial to the consumer. Advertising helps in persuading a target market to purchase or to consume a particular brand. It serves to communicate an idea to a large number of people. It attempts to convince a group a people to take some certain action. It is a type of communication who aims at informing potential customers about products and services. Commercial advertisers main aim is to increase the consumption of their  products and/or services. This can be done through branding. Branding includes the repetition of an image or product name in an effort to associate related qualities with the brand. Non-commercial advertisers spend money to advertise items other than a consumer product or service. These non commercial advertisers may include political parties, interest groups, religious organizations and governmental agencies.   With the rise of mass production , modern advertising came into existence. Mass media  can be defined as any media meant to reach a mass amount of people. To deliver the different and various types of messages, different types of media can be used. Traditional media such as newspapers, magazines, television, radio, outdoor; or  new media  like a websites and text messages can be used. 2.2 Advertising and its various modes Advertising is one of the important aspects which need to be considered in business. Advertising decides how much a product or service will be successful. Different mediums can be used for advertising purposes. Advertising promotes the product and services of a company and drive its sales. It also builds brand identity and also communicates changes of new product /services to the customers. Advertising has become an essential element. The reasons for advertising are ; New product introduced Sales increases Change in product line. Brand builing. There are various media which can be used for advertising based on the several reasons. Several b ranches of advertising can be made based on these criterias. The various categories or types of advertising are mentioned below: 2.2.1 Print Advertising The print advertising includes newspapers, magazines, brochures, fliers etc. The print media have always been a famous and popular way of advertising. It is the most convenient and the most commonly used way of advertising. Depending upon the area occupied by the advertisement and also the position of the advertisement like front page/ middle page etc, these newspapers and magazines sell the advertising space. It is also affected by the readership of the publications. Like for example the cost of giving an advertisement in a new and comparatively less popular newspaper will be less than the one which is more popular and has more readerships. The type of supplement also affects the price of the print ads. The advertisement in the glossy supplement costs much higher than normal paper. The problem of ads in newspapers and magazines is that they can only attract the readers eyes. It is not visible to a person who is not a reader. This problem can be solved by considering several factors: Use right-hand pages for newspaper adverts. The colour also plays an important role. The layout and the text are also very important parts of newspaper adverts. The layout may take the readers look at the main information, and the text is just to inform interested people. Print advertising is equally effective in creating an impact on the masses. But another problem that can arise is that it can address only the educated people. Even though there is a large section of people who indulge in reading newspapers or even simply browsing through the headlines and in the mean time they will take a look at the advertisement which will serve the purpose indeed.   2.2.2 Outdoor Advertising Another popular way of advertising is outdoor ads. It uses several different tools and techniques to attract the customers outdoor. The various types of outdoor advertising can be billboards, kiosks and several events organised by a company. The billboard advertising is the popular of all and grabs the maximum attention of the passers by. The kiosks promote the companys products. The companys can organize various events for publicising their product. 2.2.3 Broadcast advertising Broadcast advertising includes television, radio and the internet. Anything that can be broadcasted using digital means to a large mass comes under broadcast advertising. It is a very popular advertising medium. Television advertising has been popular since the time television came into existence. The duration and the time of the ads decides the cost of the ads. It helps when you want to give a very detailed information of the product. They have proved to have more stonger impact as compared to the others. The radio lost its importance to the new age media but it still remains the choice of the small sc ale advertisers. 2.2.4 Celebrity advertising The most effective way of influencing people is celebrity advertising Although a larger part of the audience has got immune to the varied claims made in a majority of advertisements, there is still a large part of costomers that still relies upon celebrities for advertising their products. 2.2.5 Public Service Advertising The advertising for social cause is called public service advertising. Public service advertising is a technique that uses ads to effectively communicate to the general public and make them aware about matters like illiteracy, poverty, AIDS, energy conservation deforestation etc. 2.3 Importance of advertising The main aim of any business is to maximize its sales resulting into a lot of revenue and profits for the company. Advertising helps in increasing the sales of any business. The second importance is that the product of a specific brand ends up becoming a household name. For example Coke or coca-cola is a house hold brand name. Same is the case of Pepsi. Such popular brand names have huge customer base that is loyal to the brand and continues to purchase the product for a prolonged time period. The craving to purchase and own a particular commodity only arises if people are aware about its existence. This can only happen if the product is advertised properly. 2.3.1 Importance of advertising in marketing Advertising helps in gaining a good loyal customer base. It not only markets the brand but also conveys the financial details about the brand to the customer. The details of pricing often tend to generate an interest in a persons mind. Discount offers often prove to be successful in advertising. Offers like buy 1 get 1 free prove to be quite instrumental for clearance sales etc and result into a spurt of sales. Hence, advertising plays a quite comprehensive role in marketing policies. 2.3.2 Importance of advertising in business Advertising not only just optimizes sales and product promotion but also creates goodwill of the specific brand which is an important asset. A very well known brand not only creates a good customer base but also a good ground to introduce new products under the same banner. The probability of people to buy the new product out of curiosity is very high. Once a good reputation is gained, it helps the business throughout the life time. The effect of one cause leads to the other. Advertising leads to awareness. When people are aware of the product they tend to pay attention to its newer advertisements and the probability that the person will buy the product will increase. Hence, we can say that advertising helps business gain loyal customers as well as a good platform in the entire market.   2.4 IMC Integrated Marketing Communications  (IMC) coordinates and integrates all marketing tools like avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. Marketing efforts incorporate marketing mix. The marketing mix consists of the four Ps of marketing viz product, place, price, promotion. Promotion activities can be done in a variety of ways like sales promotion, personal selling activities etc. It also includes internet marketing, direct marketing, database marketing and public relations. There are various levels of integration such as the horizontal, vertical, external, internal and data integration. They all help to strengthen integrated communications. Horizontal Integration occurs across the marketing mix and across business functions. On the other hand, External Integration,, requires external partners such as advertising and PR agencies to work closely together to deliver a single solution. Integrated marketing communications includes online and offline marketing channels. By online marketing channels we mean e-marketing campaigns, programs, podcast, internet radio, internet tv etc. Whereas, billboards, television traditional radio mail order, traditional print etc come under offline marketing channels. IMC is a data driven approach whose main focus is to identify consumer insights and to develop a strategy with the right combination of channels to build a strong brand consumer relationship 2.4.1 Importance of IMC IMC requires a lot of efforts to ultimately deliver many benefits. It saves money, boosts the profits and sales of the company and creates a competitive advantage. It improves communications with the customer and helps them to move through the different stages of the buying process. This Relationship Marketing creates a strong bond of loyalty with the customers and helps in protecting them from inevitable competition. Retaining a customer for life proves to be a powerful competitive advantage. Because of its increased effectiveness, IMC helps in increasing profits.   IMC can boost sales by stretching messages across several communications tools to create more avenues for customers to become aware, aroused, and ultimately, to make a purchase. Finally, IMC helps in eliminating duplication in graphics and photography, which can be used in advertising, exhibitions and sales literature and thus saves money. 2.5 Testimonial advertising Testimonial advertising can be defined as a promotional  method  in which one or more  testimonials  from satisfied  customers  are used. It is a very effective form of advertising. It involves statement of men and women who are well and favourably known in the society to influence other people to buy the particular product. This is usually done by speaking good and favourable things about the product to prove the handiness of the product in use. It can be done through any form of media like print, radio, television etc. However television proves to be most successful because it involves both audio and visual components. Seeing the person use the product makes us believe more than just reading or hearing about it. Very big companies use this type of advertising as a promotional method to increase their customer base and also their profits. A few examples to testimonial advertising which proved to be very successful in the recent past are- The lalitaji campaign used by Hindustan UniLiver, or the repositioning of lifebuoy, or the media strategy used by HLL for close-up, or the brand management strategy used by dabur for vatika, or horlicks by gsk, or the desh ka namak campaign for tata salt by HLL. 2.6 Importance of customer testimonials To achieve desired behavioural response, marketers use influential marketing methods like the word of mouth communications etc. Customer reviews and testimonials prove to be very powerful when it comes to advertising and especially in case of FMCG sector. They offer a sense of security in the minds of new customers and build credibility. The most challenging task is to get your customers provide you the review which you are expecting. A good review by the customer or a good testimonial is beneficial to the customer in many ways. 2.7 FMCG industry Fast Moving Consumer Goods (FMCG) goods are also known as consumer packaged goods. They range from soaps , detergents, household stuffs, accessories etc. The items are usually the ones which come in handy in regular basis.the consumption of these products is very high and is still increasing day by day. 2.7.1 What is FMCG FMCG products usually have a high turnover ratio. They are low to medium range products. It mainly deals with the marketing and distribution of consumer goods. They are required by the consumer on daily basis and hence leads to high sales. 2.7.2 Common FMCG products Some common FMCG product categories include food, glassware, paper , pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing and stationery, household products, photography, drinks etc. And also soaps, shampoos, cells etc. 2.7.3 Major companies in FMCG Hindustan Unilever Ltd ITC Dabur India Nestle India Cadbury India Procter and gamble Marico Industries Britannia CHAPTER 3 DATA COLLECTION This report will be totally focusing on the FMCG companies preferences towards testimonial advertising and the effect and influence of testimonial advertising on the FMCG sector. As the advertising techniques are used for the marketing of the product so the research will be done in the area of marketing. 3.1 Data sources One of the major challenges in any research is the data collection. It is not only important to collect data but also to know how to use it. There can be two types of data which can be used in any survey Primary data Secondary data Primary data is the information collected from original sources for the first time. Primary data is usually specific, relevant and is current. Its main disadvantage is its high cost and the amout of time takes. Secondary data is information that already exits which was collected by somebody for other purposes and is now available to the researcher as a secondary source of information. It gives an overview of the market. Secondary data does not take as much time as primary data and involves less cost. Secondary data is usually collected from the documents like published articles and the Internet. But internet lacks reliability. For this report I have taken secondary data sources as a data collection method. 3.1.1 Secondary Data Sources A) Literature Review To understand the general concept of advertising and how testimonial advertising is used in FMCG sector B) Internet: to gather information regarding various types of companies in FMCG Sector. C) Newspaper: it is a good medium for disseminating information to millions of people. In Newspapers, one can see the advertisement of various FMCG products. CHAPTER 4 ANALYSIS 4.1 SWOT analysis The SWOT-model ( strengths, weaknesses, opportunity, threats) gives the internal strength and weaknesses of the company It also reflects the external factors from the market . The SWOT analysis can be described as follows 4.1.1 Strengths Well known brands are present in FMCG sector. Distribution network is good Operational costs are low. 4.1.2 Weaknesses Scope of investing in technology is low. Duplication of products of well established brands. Export levels are low. 4.1.3 Opportunities High consumer goods spending Untapped market (rural). Domestic market is very large. Purchasing power of consumer is increasing. 4.1.4 Threats Import restrictions mite be removed from domestic brands 4.2 Case study 4.2.1 Lalitaji Hindustan unilever launched lalitaji in the year a 1959. She was used for the endorsement of surf. Soon after the launch of lalitaji, surf became a synonym of detergents and powders. It remained the largest selling detergent powder for long time. Then came the launch of Nirma by Karsanbhai patel. To respond to the low priced nirma, they came up with a memorable advertising strategy. It featured a middle class housewife Kavita Choudhary.soon the lalitaji could ne identified by the people even on the streets. Overnight it gained importance. She could be seen in almost every role. Like a daughter, wife, neighbour, daughter in-law, mother. It taught us the difference between sasti cheez ans asli cheez. HLLs main target was the middle class housewives. Lalitaji clearly portrayed a strong headed and strong willed character. An ironic twist occurred and soon the common lalitaji became larger than the brand itself. But later in 1980s Nirma also launced a similar figure called deepika ji. HLL later launced surf ultra with lalitaji. And then the famous ad dhoondh te reh jaoge came in the picture. Later in the 1990s HLL was backed by surf excel. The lalitaji was now a working modern women. May be a lawyer, journalist, or a business women. What was retained was her spotless white garb.the inevitable stains was reassured by those who looked at her shopping bag surf excel hai na. Lalitaji was gone but the brand clicked the segment et again. The campaign reflected the changing role of Indian women. Surf hence became generic and many people refer to detergent as surf. C:UserssonyDesktoplalitaji_surf ad.JPG Chapter 5 Conclusion 5.1 The future of FMCG FMCG is expected to grow to Rs 400,000-crore industry by 2020. The consumption pattern of people has evolved rapidly in the past few years. The consumers are curious to experience what they have not experienced till now. The quest for the new still continues. The needs are soon getting replaced by the wants. The FMCG sector witnessed robust year-on-year growth of approximately 11 per cent in the last decade, almost tripling in size from Rs 47,000 crore in 2000-01 to Rs 130,000 crore now. 5.2 Conclusion Since the FMCG sector is expected to grow several folds in the coming years, advertising in this sector will prove to be fruitful for any company. Sales are the lifeblood of any business. Without sales there would be no business. Therefore it is very important that if a business wants to succeed, it should have good sales. Advertising helps in increasing the sales of any product. Since testimonial advertising influences the people to a great extent and leaves an everlasting impression in the minds of the customer, it can prove to be a powerful tool for advertising. It is important to study the consumer behaviour and their choices especially in FMCG industry because there are several brands as options for the customer. Since the financial risk is very low in this segment the consumers do not mind switching from one brand to the other. Hence it is very important for the marketer to know the ways of marketing and advertising its products properly. Since, advertising forms such an important aspect of marketing, its study and understanding is very important. Testimonial advertising have also helped in contributing to the improvements of the advertising strategies to a great extent.

Grandparents House Essay -- Descriptive Writing Examples

Grandparents' House The car ride to my grandparents' house seemed to take half a day even though it was only a twenty-minute drive to Cedaredge. Although the back road over Redlands Mesa was a twisty tourney road, it drug on like a boring documentary. When the car finally pulled into the driveway of the long, white house with a neatly kept green lawn, I knew it was going to be a great day of fun, relaxation, and great food. As I walked around to the back door, my eyes took in the beauty of the grass swaying in the wind and the weathered barn off to the left of the pasture. Inside the barn I could see all sorts of different odds and ends hanging from the walls. When I opened the door to my grandparent's old house, a sweet, sensational smell of cooking food filled my nostrils and made my empty stomach growl. The aroma in the air was always a tease to my stomach and made me think my stomach was starting to eat away at itself. The normal activity of everyday life sends my family in a hundred different directions. My mom and dad both go to work, and my sisters and I go to school. After school, there are practices that all of us kids attend, and when we get home, we eat, do homework and go to bed. There is no time to sit down and play a game as a family or to just hang out together and talk about how the day went. Weekends and holidays are a time that we get to go to my grandparents' house as a family and have a day of fun visiting with family that I don't get to see very often. Their old house was to the west of the small town of Cedaredge, so there was not that many houses around it. When we went to my grandparents' house, we would ride our bikes around the neighborhood. My sisters and I would race on our bikes to see who ... ...d watch. Usually we were still playing on the Nintendo when it was time to leave, so it was a struggle to get everybody to stop right away. After my whole family was piled into the car, which as my sisters and I got bigger was a harder and harder task, we would wave goodbye to my grandparents and any other relatives that had come for the day. As we would pull out of the driveway, I would think back on the day and realize that I had to go back to the hustle and bustle of my everyday life. The trip home was not as long as the way over, but I could never wait until the next time we could go back to my grandparents' house in Cedaredge, for a relaxing day of spending time with my family and forgetting about our hectic life for at least a little while. Now, with both my sisters in college, the day when we go to my grandparents' house does not seem to come often enough.

A Town Like Alice: Discussion :: essays research papers

A Town Like Alice: Discussion †Even though cultures differ, people are basically the same.† This is a statement that depends a lot on what you mean with basically. I think people are pretty much the same all around the world but and they definitely could end up being almost the same if they was raised in exactly the same way and had the exact same possibilities in life. If the basic characteristics are those you have when you're new-borned then I think it's obvious that they are almost the same, some things are of course genetic but I believe that the main part depends on your way of living. It's not only the culture that matters but also the religion and the type of country you live in. These two naturally affects culture a lot and the culture affects them so there are no sharp limit between them. An example from the book is the Australians, whose culture is rather close to the English, but there are few Englishmen who would have liked the loneliness in the big country Australia, and even fewer Australians, (I think), would feel comfortable in the crowded England. Another example in the book that is more about religion and culture is the Japanese soldier who walked with the girls in Malaya when they got the stolen poultry from Joe. The soldier is abused by his captain and he finds it so humiliating that he looses his will to live. When he's infected by the fever he doesn't fight it and he dies. This is a mentality that is or maybe was very common in Japan. A person from the west would never feel so bad about loosing his face as a man from Japan. The differences between cultures can be something that maybe some of the persons would like to change if they got the possibilities but it has never occurred to them to do so because they are used to the way it is. In the book this is found amongst the Malayan women that has to work on the fields, look after the kids and sleep on the floor. I don't think that they would want to be repressed by the men , but they are too used to it change it. What I'm trying to say with this essay is that you can't tell if people are the A Town Like Alice: Discussion :: essays research papers A Town Like Alice: Discussion †Even though cultures differ, people are basically the same.† This is a statement that depends a lot on what you mean with basically. I think people are pretty much the same all around the world but and they definitely could end up being almost the same if they was raised in exactly the same way and had the exact same possibilities in life. If the basic characteristics are those you have when you're new-borned then I think it's obvious that they are almost the same, some things are of course genetic but I believe that the main part depends on your way of living. It's not only the culture that matters but also the religion and the type of country you live in. These two naturally affects culture a lot and the culture affects them so there are no sharp limit between them. An example from the book is the Australians, whose culture is rather close to the English, but there are few Englishmen who would have liked the loneliness in the big country Australia, and even fewer Australians, (I think), would feel comfortable in the crowded England. Another example in the book that is more about religion and culture is the Japanese soldier who walked with the girls in Malaya when they got the stolen poultry from Joe. The soldier is abused by his captain and he finds it so humiliating that he looses his will to live. When he's infected by the fever he doesn't fight it and he dies. This is a mentality that is or maybe was very common in Japan. A person from the west would never feel so bad about loosing his face as a man from Japan. The differences between cultures can be something that maybe some of the persons would like to change if they got the possibilities but it has never occurred to them to do so because they are used to the way it is. In the book this is found amongst the Malayan women that has to work on the fields, look after the kids and sleep on the floor. I don't think that they would want to be repressed by the men , but they are too used to it change it. What I'm trying to say with this essay is that you can't tell if people are the

Neural Networks Essay -- Artificial Intelligence Technology

Neural Networks Abstract This paper will provide an introductory level discussion of neural networks within the field of artificial intelligence. This discussion will briefly cover the history of the neural network as well as recent advances within this field. In addition, several real world applications of neural networks will be discussed. Introduction The primary goal in the field of artificial intelligence is to construct a machine with an intellect comparable to that of a human. This pursuit of an artificial intelligence has had a long history. Several different approaches have been attempted as a result of this goal. In particular, the study of neural networks has evolved from this pursuit for an intelligent machine. The field of neural networks involves a new approach to computing that uses mathematical structures with the ability to learn (Zsolutions). These methods were inspired by investigations into modeling nervous system learning (Zsolutions). For example, neurons in the human brain are used to transmit data back and forth to each other. Artificial neural networks use this same technique to process various kinds of information (Fu, p 4). There are a wide variety of applications in which neural networks can be utilized. Primarily, they should be used in areas where standard techniques fail to give satisfactory results (Zsolutions). Neural networks are applied best in situations where information needs to be determined faster and with more efficiency. In addition, neural networks outperform other artificial intelligence approaches in areas where more detail can be learned from inputted data (Zsolutions). Discussion The technology of neural networks has been in existence for approximately forty years ... ...dapt as more data is input into the network. The recent advances within the field of neural networks are just beginning of what may potentially become the solution to creating a truly intelligent machine. The success that neural networks have had in the few areas that have implemented it should be enough to make others realize the strength of a neural network. As neural networks grow in popularity, so too will the advancements in the field. In my opinion, neural networks will eventually be the driving force behind all artificial intelligence attempts. Bibliography 1. Fu, Limin. Neural Networks In Computer Intelligence. McGraw-Hill Inc. 1994. 2. http://www.cio.com/archive/cio_011596_neural_feature.html 3. http://www.inc.com/beyondthemag/between_the_pages/neural.html 4. http://www.merlin.com.au/brain_proj/neur_net.htm 5. http://www.zsolutions.com/

Luna Pen Case Writeup

Report on Luna Pen case PA major 0420830 Lee Joo-Hyun Q1. If you were in Erika’s position, what steps might give you the best chance of achieving your goals? First of all, I think it’s rather dangerous to prepare negotiation plan solely based on stereotype of specific race/nationality. But still it’s foolish to ignore cultural difference. Since negotiation counterpart Feng is not from mainland China but from Taiwan, I believe there would be little or no disadvantage of Erika being female.But in case DGG is planning a bigger picture (for example, sharing distribution system of Global Service in Asia region) than just resolving trademark right issue, I think it is better to consider the fact Taiwanese regard Guan-Xi (relationship) as important aspect in terms of long term, friendly relationship. Therefore it would probably be a good idea to prepare a male represent with similar position to Erika along with her. Secondly Erika needs to gather more information about the counterpart; Feng and Global Service.After all, negotiation process is to find compromise or creative option between my constraint conditions/needs and their constraint conditions/needs. I’ll discuss about it more in following Question #2. Thirdly, Erika needs to build up negotiation plan. She need to determine what DGG intend to/should earn and how far DGG can back down. After defining goals & constraints (or setting Maginot Line), assuming the worst case scenario is also important step.In this case, the worst case possible could be something like this; â€Å"Feng & Global Service refuses to negotiate, pointing out that DGG abandoned and stop making product under the name of Luna. Thus DGG is left with no other choice but to file an uncertain lawsuit which would be both time consuming and costly. † To prevent this from happening, it would be unwise to start the first contact with firm stand like writing Feng that his company must cease its unauthorized use of he L una name, and that DGG is prepared to file lawsuit if necessary. Instead, I think it’s better to mention that DGG is aware of the fact that Luna pen is selling well under the marketing and distribution power of Feng and Global Service and DGG is more than willing to negotiate about the usage of Luna name. Q2. What further information might you need before contacting Feng; and how might you realistically obtain it? First of all, DGG need to figure out brand value (or brand power) of Luna by doing brief market research.By doing so, DGG can tell how much the brand power affected the total sale of Feng’s Luna pen and use it as a sharable standard in negotiation. I believe this data can be obtained rather simply. All DGG have to do is to run series of survey to group of customers, asking their willingness to pay for given pen with/without brand name Luna. Secondly, it would be a good idea to find potential buyers that are willing to buy the trademark Luna. The information o f potential buyers could later be used as a mean to pressure Feng and Global Service if necessary.Since selling Luna brand would not harm DGG, by contacting company in pen making business, DGG can obtain information of potential buyers while spreading news that DGG is trying to sell Luna name as well. And as a last resort, DGG should investigate the legal position of DGG in this case. (Especially in terms of Taiwanese court) If DGG files a lawsuit, what are the odd of winning the case, how long will it take, and how much is the estimated cost of lawsuit?The answers to these questions are key factors to decide whether to file a lawsuit or not. If odds are against DGG, it will be more reasonable to approach this negotiation in more cooperative, soft stand. On the other hand, if the odds are in favor of DGG, DGG can use lawsuit both as leverage to pressure Feng and last resort to settle this matter. Such data can be obtained via corporate legal department.

City Life vs Country Life Essay

The difference between city life and country life is that if you live in the city, you have barely any privacy but, in the country life there can be woods all around your house and no one can see you. In the city there are lots of apartments not really houses and in the country you have your own houses that are bigger and the more people can come over. Lastly in the city you can’t hunt, you can’t grow your own garden, and you can’t walk your dogs were would they do their business, but in the country you can have your own farm, you just let your dog’s run free, you can have your own garden and you can shoot your gun if you have one. I think you country life is better for you. see more:city life vs country life When you think about living in the city you’re excited at first and say let’s throw a party. Well everything going as plan. Then the lady/man comes home to the apartment next door they hear the party going on and they can’t sleep because it’s too loud so they come to your door and ask if we can keep it down. We are respectful and say yes we can. Well as we are trying to keep it down things get out of hand and the man/ lady next door calls the cops. The end parties over, but if we were out in the country it would be no problem throwing a party cause we live out in the middle of nowhere. We can also have a bonfire for our party because there is room unlike the city. If you were to build a fire in the city people would probably call it a riot. When you have a family get together out in the country you can have as many people as you want because we can have the get together outside and inside. Cause on thanksgiving and Christmas my family goes outside and plays football. You try doing that out in the city and you’re probably going to get hit by a car. Also if you’re in an apartment in the city you can only invite 10 to 15 people over at the maximum or it will be really crowed. What if you’re having people come over for the super bowl where is everyone going to sit you’ll have some people on the floor, some people on the couch, and  some people sitting on the table. Where would all the food go if you have people sitting on the table? It would probably end up in everyone’s lap then if you jump up cause of a touch down then the foods most likely going on someone’s head. When living in the city you can’t walk your dogs, you can’t hunt, and you can’t grow your own garden. Well you can walk your dogs but they have to be on leashes and you would have to pick up their business wherever they go and they can’t run free. Also where would you plant a garden if you wanted one I don’t think you can? How in the world would you hunt for deer, turkey, rabbit, squirrel, bird or anything else in the city? There’s no way the animals would even go to the city anyway. Plus if you shot a gun while you were in the city you would most likely go to jail because somebody might think you’re shooting at them. Why would you even shoot a gun in the city? When you out in the country you can let your dog roam free, shoot your gun whenever you would like and garden whenever the weather would be okay to garden. Have a great time with family, pets, and friends whenever you would like and have no issues along the way. In my option I think it is way better to live in the country then in the city. I do live in the country and have lived in the city. I love it so much better in the country because it’s so peaceful and quite. We have a family get together all the time and have never had an issue. When I lived in the city people where always telling us to be quite because our music was too loud so I love it in the country. Like I said it’s up to you to make your own option about this. Well this is why I picked living in the country rather than living in the city.

Learning Styles Theory Essay

Learning styles theory originated in the 1970’s and is based around the idea that people have preferences about how they like to learn. Theorists believe that each individual has a particular learning style that is best suited to them and allows them to collect and process information successfully in order to learn. The principle idea is that these learning style differ from one individual to the next and theorists argue that school teachers should incorporate these learning styles into their lessons so that student is catered for and everyone can learn effectively. Many educationalists believe that differences in learning styles are responsible for some student difficulties, for example, if a student is taught in a style they do not prefer they may not learn as successfully as those students being taught in their preferred style. David Kolb is one of the main researchers who studied learning strategies and processes and put forward his idea of experimental learning. Kolb stated that; â€Å"Learning is the process whereby knowledge is created through the transformation of experience.† (David A Kolb, 1984) Kolb’s experimental learning model draws on the ‘Lewin Cycle of Adult learning’ and proposes that there are four stages which follow on from each other to complete the learning cycle. Kolb’s model suggests that in order for learning to be effective that an individual must include the four stages; Concrete Experience, Abstract Conceptualization, Reflective Observation and Active Experimentation, in their learning process. He believed that this would result in the individual finding that they had strengths and weaknesses in particular stages and their preferred learning style derived from this. Kolb stated that there are four instrumental learning styles which follow on from th e four previous stages, these are; the diverging learning style, the assimilating, the converging and the accommodating learning styles. Kolb’s theory was generally widely accepted however recent critics have found it unreliable. Two management development specialists named Peter Honey and Alan Mumford further developed Kolb’s theory and created a questionnaire designed to find out a person’s preferred learning style. The questionnaire asks a series of questions which help the individual to identify their preferred learning habits. The answers to these questions are scored and the person then falls into one of four categories which is the learning style best suited to them based on the answers they have given. Honey and Mumford put forward four main learning styles; Reflectors, theorists, pragmatists and activists, each with their own characteristics. Reflectors prefer to learn through activities which allow them to observe, think and review situations. They like to collect data and mind map. Theorists prefer to think problems through step by step using lectures, systems, case studies etc. Quite often they are perfectionists. Pragmatists enjoy applying new ideas and techniques to actual practise to test their use. They prefer learning through lab work, field work and observations rather than lectures or lengthy discussions. They are practical and like concepts which can be applied to their own jobs. Activists enjoy new things and like challenges. They prefer to learn through activities role-playing, problem sol ving and small group discussions. They are unlikely to prepare for their learning or to review it afterwards. This was Honey and Mumford’s interpretation of learning styles theory however other theorists have different opinions. Neil Fleming’s VAK model of learning styles is one of the most popular interpretations. Fleming developed an inventory designed to help students learn more about their individual learning preferences. Fleming’s VAK model identified three learning styles; Visual, Auditory and Kinaesthetic. According to this theory most people have a preferred learning style however some people may prefer to learn using a mixture of all three styles. As with the previous theories each style within the VAK model has individual characteristics based on their learning preferences. Visual learners learn best through seeing. They think in pictures and have intense mental images. They like to learn using maps, charts, pictures or videos. They tend to have visual skills in activities such as reading, writing, puzzle building, interpreting charts and graphs, and painting a nd have a good sense of direction. Auditory learners like to learn through listening. They tend to think in words rather than pictures and learn best through lectures, discussions, talking things through and hearing other people’s opinions. Auditory learners tend to have highly developed auditory skills and are generally good at speaking and presenting. They demonstrate these skills through speaking, listening, storytelling, explaining, understanding the syntax and meaning of words, remembering information and analysing language usage. Kinaesthetic learners learn best through moving, touching and doing. They find it hard to sit still for long periods of time although they have a good sense of balance and hand-eye co-ordination. They process and learn information through interacting with objects and materials. They demonstrate their kinaesthetic skills via physical co-ordination, athletic ability and hands on experimentation, body language, acting and building. A classroom is a good environment in which to put the learning styles theory into practise as there are a number of students in one place each with individual preferences on how they like to learn. There are various methods and activities for each learning style t hat can be used to help the student learn effectively in a way that is suited to their particular preference. For example, when tailoring a lesson to suit a visual learner graphics could be used to reinforce learning. Colour coding could be used to organise class note and highlight key points in the text. Encouraging the student to take notes would also help to embed the learning. Visual learners may also find it useful to illustrate ideas and use flow charts and diagrams when note taking. To cater for an auditory learner during a lesson it would be useful to put across ideas or points by reading them aloud to the class or by getting a student to read out passages etc. to the rest of the group. The teacher may also want to read out significant information which they want to be remembered. Verbal analogies and storytelling could also be used to further emphasize issues and points. The use of tunes and rhymes as mnemonic devices would also be helpful to auditory learners. For kinaesthetic learners to learn successfully they could be encouraged to make models or role-play in relation to the lesson in order to physically experience their learning. The student could translate the information they are being taught into diagrams, flow charts etc. in order to help them learn and remember the lesson more successfully or they could count out a list of items to be recalled on their fingers. Kinaesthetic learners should also be urged to skim through material for key points before reading it in detail. As kinaesthetic learners enjoy learning through movement they could be asked to memorize information whilst performing a physical task, for example, whilst running on the spot or hopping on one foot. All of these techniques could be used to help a student develop their visual, auditory or kinaesthetic learning strengths. The same principles could also be applied to the learning styles from the other models in the learning styles theory. To put this theory into practise I have chosen a subject and a topic from within that subject to teach to a group of my fellow students. I have chosen to look at social psychology and from that I am going to teach the topic of Conformity. I will deliver the lesson using various methods and techniques to cater for the visual, auditory and kinaesthetic learners in the group. The topic of conformity can be broken down and taught accordingly to each of the three styles. To deliver the lesson to the visual learners in the group I plan to teach key terms such as group norms, group pressure and majority influence by writing them and their meanings on the whiteboard at the front of the classroom where they can be clearly seen. I will then ask the student to take down what I have written. I want to teach the students about different research studies that have been conducted on conformity. I will use a projector screen to show a PowerPoint presentation with numerous pictures and graphics detailing the experiments carried out by Sherif (1935) and Asch (1951). To finish my lesson to the visual learners I will show them a documentary film on conformity called ‘The Power of the Situation’. These methods of delivery should help the visual learners of the group to learn to the best of their ability according to the VAK model. To teach conformity to the auditory learners I will again adopt methods which I believe are best suited to their learning preferences. This time instead of writing the key terms on the whiteboard I will state them verbally and then ask the students to have small group discussions on them where they can listen to each other’s opinions and views. After they have completed this I will ask each group to give me examples of majority influence, group pressure, conformity etc. aloud for all the class to hear. I then plan to move on to teach the research studies, I will give a talk on the studies conducted by Asch and Sherif and encourage the students to ask me questions throughout. To end the lesson I will talk about Kelman (1958) and his views on conformity. I am also going to give the class written notes on Kelman and ask the students to read out different sections of the text to the rest of the group. These techniques should ensure a successful learning experience to the auditory learners in the class. Again I will apply the principles of Fleming’s VAK model to teach the conformity lesson to the kinaesthet ic learners of the group. I will teach the key terms by talking about them and asking the students to take notes as I speak. I will then give the students a physical task to test their knowledge of the key terms by asking them to recall the terms and their meanings whilst jumping up and down. I believe this will be effective as kinaesthetic learners prefer to learn using movements. I may also ask them to do various role-plays depicting examples of situations where conformity has occurred. To teach the research studies to this group I will ask them to repeat the studies as closely as possible and record the results they find. To end the lesson to the kinaesthetic group I will ask them to go through their notes and highlight important points and facts. I believe teaching the topic this way will cover all three styles of the VAK model. Already we can see how the principles of the learning styles theory can be applied in the classroom but the question remains; do learning styles really exist and is it possible and realistic for teachers to teach students in this way? After some research I have found relatively little empirical evidence supporting the theory. On the other hand I have found many arguments which discredit the theory. I am now going to review some of the cases for and against the learning styles theory and try to draw a conclusion. According to the learning styles theory it has the ability to help learners identify their strengths and weaknesses and therefore enable them to develop a more efficient learning process. An extensive literally review of learning styles, cognitive styles, Howard Gardiners multiple intelligences and an information processing model from school psychology was undertaken by Dr Erica Warren and she put forward the idea that there are twelve different learning styles – visual, auditory, kinaesthetic, tactile, sequential, simultaneous, reflective, interactive, direct experience, indirect experience and rhythmic melodic learning. Dr Warren claims that there is no right or wrong way to learn and that all learning styles can easily be accommodated in the classroom without having to teach in twelve different ways. She states that some teaching methods are multi-sensory and meet the preferences of all the different types of learners. Although Dr Warren’s argument seems plausible and is well researched again there is little statistical evidence to substantiate it. This is the same case for the rest of the learning styles theories such as Kolb’s and Fleming’s. This may be because results on testing these theories have been largely based upon answers to questionnaires which rely on the participant’s ability to be precise and objective often leading to doubts regarding validity. Although the reliability of learning styles theory has been discredited to an extent in recent years it is widely acknowledged that people do gather and process information in diverse ways and that a greater understanding of these styles and preferences will help teachers employ a wider range of teaching techniques providing an effective learning experience for most students. Granted this idea may have some logic it is quite unrealistic to teach in a way that caters to all learning styles fully due to time and financial restraints within schooling systems. According to cognitive psychologist Daniel Willingham there is no scientific evidence whatsoever in support of learning style theory. He claims they do not exist. He argues several valid points about the theory claiming that something closely related to the theory is correct but not the actual theory itself. The theory asserts that students learn via methods such as visual, auditory or kinaesthetic etc. but Willingham points out th at this is incorrect. However memories are stored this way by the brain. Willingham also claims that it is not possible for an individual to learn exclusively by their preferred style. For example, a student may prefer to learn through auditory methods but if a teacher is trying to teach shapes it cannot be done via auditory methods as the shapes must be looked to gain a proper sense of them, therefore the student must be able to adopt a variety of different learning styles depending on what is being taught. This suggests that indeed it is not a good idea for teachers to teach relying solely on the learning styles theory. Willingham also talks about a useful experiment used to test out this theory carried out by many people. Two lists of words are given to one visual learner and one auditory learner. First the list is given to the learner via a visual slideshow presentation and then the list is played aloud through a speaker. If the learning styles theory were correct one would assume that the auditory learner would learn best from hearing the words and that the visual learner would learn best from the visual presentation however when put to the test this is not th e results that are found. This is because the learners only encode the visual and auditory characteristics to their visual or auditory memory stores without actually attaching meaning to it. Even though learning styles theory may seem logical and correct when studied in depth the fact is that there is very little empirical evidence to substantiate it. Overall it may be construed that although students may prefer to learn in a particular way they are fully capable of learning in other methods without their performance being adversely affected. 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(1997) How to manage your learning environment, Peter Honey Publications The Learning Styles Questionnaire: by Peter Honey and Alan Mumford, Maidenhead, 2001