I will tell you later Essay Example | Topics and Well Written Essays - 2500 words

I will tell you later - Essay Example Secondly, the paper will focus on the relationship between food and water security and possible solutions to the security of the two. In the conclusion, there will be focus on the solution to safeguard food and water security in both developed countries and developing countries. Food-Water nexus Water and food are extremely connected; the impact of the quality and proper usage of the two is made necessary by the utilization of water resources and practice of good agricultural methods. Water is very essential in the food industry. In the primary production stage, it is used in irrigation, livestock watering and aquaculture. According to Krittasudthacheewa 3, agriculture consumes about 70% of all surface water supplies whereas domestic and industrial usage takes up the remaining percentage. It also performs a main role in the preparation and processing stage where it is used as a means of transport, as an ingredient for washing, pasteurizing, cooling and steam production. In order to p roduce, process and prepare food, a lot of energy is required. Energy is used in the transportation, treatment and production of food. Water enables the production for hydroelectric power which aids in the food production process by provision of energy. ... Poor agricultural practices have resulted to loss of soil due to run off water and had also caused water logging because of hard pans. The pollution of animal waste and water used in irrigation leads to the pollution of surface and ground water. Irrigation flows carry salts, nutrients and pesticides which contaminate the water sources and alter the eminence of the water. The pollution has negative impact on food production especially since the polluted water is to be reused in future. Utilization of polluted water in the food production chain results in low quality and insufficient agriculture produce. It also impacts on the cost of production that rises due to increased costs in the purchase of the necessary curatives needed for maximum production and protection of the impact of the infected produce. It is therefore necessary to practice good agricultural methods while at the same time regulating water usage. Protection of water sources from pollution and unnecessary use normally re sults in increased productivity. The relationship between water and food production should be well balanced to ensure the continued supply for food and likewise existence of suitable and non-polluted water. The disturbance of one has tremendous impacts on the other. The two depend on each other for maximum productivity which is essential to cater for the ever increasing human needs and wants. Impact of food production and water security Water security is the access to safe water for consumption and sanitation. Food security on the other hand is the availability of safe, sufficient and nutritious food to live a healthy life. Interdependence between water and food is the reason why agriculture is responsible for much water exploitation. During food production,

Self-management of patients with continuing care needs

Self-management of patients with continuing care needs In essence, patient self-management in relation to their health, encompasses a patients ability to handle an illness experience, to cope with undergoing treatment or make suitable lifestyle changes (Mulligan 2009). The concept was introduced to the health field by Kate Lorig who reached conclusions patients health and subsequently health service costs connected to them being an inpatient can be reduced by encouraging self-management (Lorig 2001). These ideas are utilized in the generic long-term conditions model which emphasizes patients are not happy to be in hospital unless it is completely essential (DOH 2010), (Appendix 1). Effective self-management is also widely thought to reduce the likelihood of hospital admission, and many argue patients prefer to be given access to the information necessary to facilitate a respected voice in decision making processes (Gibson et al 2004, Newman et al 2004). Linked to self-management is also the concept of self care described as a requirement for success in controlling many chronic illnesses including diabetes (Berg 2007), and asthma (Cortes 2004). Self care is also described holistically as essential to the well-being of those with chronic illnesses with continuing care needs in nursing homes (Bickerstaff et al 2003), in the community, (Sharkey 2005), in hospital, intermediate, or rehabilitative settings (Singleton 2000, Coleman 2004). Conversely, low self-esteem, low health literacy, and/or deprivation are barriers to utilization of self-management strategies (Williams et al 2011). Those most likely to participate in self-management are young, middle-class females (Coben 2005). Whilst those lacking literacy skills may not manage as well and family care-giving actions differ between ethnic and socio-economic groups (Larsen 2009). People who suffer a disproportionally high prevalence rate for chronic conditions are those with learning disabilities (Presho 2009) and ability to comprehend and enact management regimes might affect the efficacy of education initiatives with this population. The Expert Patient Program, a 6 week, lay-led course teaching self-care, is a prominent initiative expected to be more cost effective than usual care (NSF 2010, Richardson 2007). Although the EPPs effectiveness to enable improvements in patients self management ability regarding physical symptoms has been disputed (Gately 2007). Perhaps this is due to complex combinations of assorted medications, lifestyle adaptations, and bothersome side effects which are implicated as adversely affecting patients perseverance with management plans (Barlow 2002, Touchette 2008). GP business care plans developed in the UK propose introducing courses using self-management handbooks could reduce expenditure on asthma management (Appendix 4). Yet Cortes argues such asthma education programs neglect specific needs of older people identified as price of medication, problems undertaking management plans, poor quality of life, and troubles accessing health care (Cortes 2004). These opinions contradict the development of Lorigs ideas that self-management enables the best quality of life, but since healthcare information has the greatest effects on outcomes when it is goal orientated (Bodenheimer 2002, Barlow 2002, Kralik et al 2004), maybe older peoples self management goals need more attention. Concurrent with increased longevity and lifestyle factors like poor diet, obesity and related chronic disease is predicted to increase greatly in prevalence (Wang 2010, Mulligan 2009, Armstrong 2005, and Keen 2010). Diabetes has well recognized links between weight and illness progression (Patel 2003), and has also recently been blamed for advancing cognitive deterioration through vascular dementia (Luchsinger 2001). Therefore tightening diabetes control in early stages may vastly improve future health as illness limits mobility, and dementia/retinopathy hamper potential to access self-care resources (Sinclair 2000). Notably due to widespread sensitivity over weight, healthcare professionals should be non-judgmental towards patients with chronic conditions, especially considering psychological and psychosocial implications connected to adjustment to an illness, including guilt, fear, stigma, confidence loss, and isolation (Presho 2008). It was observed during a TIDE (Type 1 Diabetes Education) diabetes specialist nurse led session that those with busy manual working lives find it difficult to take time to self-manage by adjusting insulin to activity levels or establishing a routine of carbohydrate counting and insulin adjustment. Others find calculations following the DAFNE (Dose Adjustment for Normal Eating) structure, hard to understand. Several patients who had suffered previous traumatic hypoglycemic episodes felt anxious about reducing insulin intake, and reported differences in advice from GPs, and nurses as well as confusion over new insulin analogues and devices. This indicates understanding patients as unique individuals, timing and convenience of interventions are important. Furthermore providing clear, consistent advice appeared allied to development of positive attitudes towards nurses education interventions. Studies suggest structured education in type 1 diabetes has improved patients maintenance of glucose targets and a reduction in occurrences of hypoglycemia changed peoples attitudes to education (Heller 2009). Also those with greater understanding of and confidence in adjusting insulin appropriate to activity, with less anxiety over following a fixed regime to avoid hypoglycemia achieve top self-management in type 1 diabetes (Whitehead 2008). On a stroke rehabilitation unit, patients with multiple conditions, particularly diabetes, asthma, and Parkinsons had restricted motor function. Yet nurses could provide encouragement for patients to express concerns, to relieve some psychological distress or help empower patients with the required self-confidence to make decisions (Costello 2009). Patients expressed difficulty with waiting for physios to engage in movement improving circulation, but self-administered some medication and carers views and choices underpinned care planning as recommended in Essence of Care benchmarks, via regular carers group meetings (DOH 2010). Chronic disease is the leading cause of death worldwide (Larsen 2005) and literature establishes dependent peoples needs are equality, rehabilitation, and independence. Furthermore security and dignity are important to older peoples mental health (Presho 2008). On a local scale Manchesters operational plan illustrates emergency admissions for asthma is greatest in the North East and prevention is being addressed with annual health checks provision improving recently. Whilst the national continuing care framework commenced in 2007 promises to ensure national equity of access to NHS funding for continuing care (NHS 2010). Significantly Our Health and Wellbeing Today (DOH 2010) suggests national morbidity is greatest from circulatory disease, which is particularly high in lower socioeconomic groups. These groups also have the greatest prevalence of anxiety and depression and have increased likelihood of having chronic conditions such as diabetes, which has led enquiring researchers to suggest depression as a factor that precipitates and perpetuates chronic conditions (Chapman 2005). Socioeconomics is also reported to determine medication adherence in asthmatics (Kaptain 2009). Victim blame might occur if expectations patients follow structured management programs ignore social contexts of illnesses, (Lindsay 2009) so emphasis should be on developing realistic goals. The kings fund review of self-management highlights that patients perceptions of self management differ according to how they receive a diagnosis, and these attitudes can change over time. Differentiation was noted between diagnosis of asthma or diabetes, where it was felt greater clarity existed, than of Parkinsons disease for which diagnosis takes longer (Coben 2005). Disclosing a medical condition could also have implications for patients quality of life, and a study of anecdotes from Parkinsons patients demonstrated those with confidence to disclose their illness subsequently achieved greater measured anxiety reduction (Presho 2008). Notably research shows patients fret significantly about psychological consequences of physical disability (Miller 2006). Concealment could be due to perceived stigma and misconceptions about the disease or depression about associated decline, physical disability and being a burden (Moore Knowles 2006). Alternatively challenges of symptom management such as sleeping problems and fatigue, sexual dysfunction and cognitive impairment might lead to depression (Schrag, Jahanshahi, Quinn, 2001; Schreurs, De Ridder, Bensing, 2000). Similarly emotional responses to asthma can impact upon attitudes towards taking prevention medication which enables control, and alongside non-adherence patient stress increases leading to depression, anxiety or inability to cope (Kaptain 2009). Interventions aimed at managing pre-diabetes and mild asthma, that miss-managed, could contribute to the development of diabetes mellitus and chronic airway disease (Murphy 2007), are well developed and promoted by the charities Diabetes and Asthma UK (Appendix 3). It is especially important to promote good control since poor control negatively impacts on the affected persons quality of life and also their families (NICE 2008). Also individuals reportedly favor self-management because controlling their health affords greater sense of autonomy (Corben 2005). The EPP has incentives of providing greater knowledge about treatment decisions with the underlying expectancy patients have authentic understanding of their own conditions, and greater recognition of patients roles should give them self-confidence to protect future health (DOH 2001). Illness progression might be reduced by lifestyle changes, therefore nurses have a role in promoting patients independence, well-being, and in encouraging active ageing (NMC 2009). In 2005 the Kings fund report highlighted that major challenges to promoting self management were; developing professionals supportive skills, improving services and information available to facilitate patients self-management, and becoming more flexible to fit compatibly around patients other commitments (Rosen 2005). Dorothea Orem created a comprehensive model of nursing which can be applied to individuals to assess level of self-care ability (Appendix 2). Orem conceptualizes nursing as doing for a disabled person with a self-care deficit, or assisting them/family to do for their selves (Orem 2003). Further to this Orem formulated three systems of nursing to apply, of which partially compensatory nursing seems appropriate for stroke patients, whilst a supportive-educative role suits structured education sessions (i.e. TIDE). The effects of an education intervention delivering the DESMOND program (Appendix 5) for patients with type 2 diabetes to newly diagnosed patients over a period of 6 hours measuring cost effectiveness and quality adjusted years are reported by a randomized trial to have positive effects particularly on reducing patients weight and the amount they smoke (Gillett 2010). Issues of self-efficacy and self-management prominent features of the DESMOND that have been found to build patients confidence (Davies 2008, Skinner 2006) are key to developing a sense of well being in rehabilitation (Presho 2008). Nevertheless, concerns nurses might have include doubts about the patients being experts after what is actually a relatively short training period (Lindsay 2009). Moreover, there could be internal conflicts for nurses between applying structural protocols (i.e.) or professional ethics, and accepting a patients wish to continue a harmful behavior or health neglect. Farrell argued in 2004, active teaching on conditions and problem-solving to address medical issues better promotes self-efficacy than passivity (Farrell 2004). Yet it is important patients are equipped with enough knowledge to act as concordant partners and are supported with taking medications (Murphy 2007) (Appendix 7). Involving relatives in demonstrations of using metered dose inhalers is helpful with dependent asthmatic elders because direct patient observation by nurses supervising medication is often impossible once they have returned from hospital, (Schlenk 2004). Ability to encourage self-management requires nurses to listen, and respond to the concerns and preferences of people in their care (NMC Code), as well as sharing in a way people can understand, the information they want or need to know about their health (NMC code). This may include providing written supplementation to verbal information such as education leaflets or management diaries, and allowing adequate time for adjustment and decision making. Patients whose physical function has deteriorated significantly and continues to decline may be in a too highly dependent illness phase to benefit from strategies to return to normal function (Larsen 2009). Cochrane authors conclude evidence showing contracts improve patient adherence to health-promotion in adult asthma studies is limited (Bosch-Capblanch et al 2007), which suggests patients intentions when agreeing to follow advice is unreliable for predicting management outcomes. Patient self-reports are a simpler method of gleaning non-adherence information, are inexpensive, and possible in most settings (Schlenk 2004 cited by Ruppar 2008). Research observes patients with Parkinsons disease using Alexander Technique had a reduction in depression and improved capacity to manage their disability (Clark 2003). The essence of care is about getting to know and value people as individuals, (NMC Guidance for the care of Older People 2009) and nurses can recognize and respect peoples role in their own care. Evidence also suggests motivational interviewing can reduce depressive attitudes towards illness situations and to encourage positive action to improve health outcomes, therefore perhaps GPs and practice nurses should increase these services (Home and Carr 2009). Nurses can arrange social workers to speak to the patient, to engage with their family, find out their needs, compile appropriate packages of care and request doctors provide explanations of the mechanisms causing a stroke in dedicated wards which usually provide speech and language therapy, occupational, and physiotherapy. Dedicated stroke wards are shown by studies to improve outcomes after two years of patients who were independent prior to their stroke vis-à  -vis ADLs without lengthening stay (Glader 2001 and Cochrane Stroke Unit Trialists Collaboration 2007). It can be a stressful time for patients and family having to make continuing care decisions; therefore patients might seek support from others who have been in their situation (Help the Aged 2009). Gathering information allows patients to manage their illness alongside doctors, and sharing plans with friends and family, explaining their importance, can help them to follow them, there are purportedly around 6 million carers in the UK combining caring with paid employment, saving  £57 billion a year in care costs (Campling 2006, Costello 2009). Not every patient has supportive family members so professionals and expert patients, and charities can be significant. Especially interventions tailored to marginalized patients needs such as X-PERT education for type 2 diabetics undertaken in Urdu (Diabetes UK 2009). In critical phases of illness, which may be the point where a patients continuing care needs begin, patients relatives main needs are for information, support and proximity (Henneman 2002). In the case of Parkinsons disease conveying to patients families the hope that there are strategies for managing the condition, particularly in early stages, might reduce fear, negative impact and sense of stigma (Moore Knowles 2006). Managing pain and discomfort is often considered a challenging aspect of caring, and psychological aspects also cause pain. Total illness effects make it important for patients to have supportive family members to listen to them to find out potential causes/remedies (Costello 2009). Practitioners should be sensitive to needs of carers as well as patients, and evidence suggests nurse-led stroke carer sessions, responding to individuals concerns would be helpful (Smith 2004). A study using the stress and coping model (Lazarus and Folkman) to identify a relationship between sleep deprivation and depression in family care-givers found that individuals self-reports underestimated their problems (Carter 2003). People may feel that because they know their relative they are capable of best comprehending and providing for them, and this could lead to guilt about accepting assistance with care (Nolan 2000). Research into respite care suggests family carers expressed needs for information, skills training or education and emotional support (Hanson 2001). To decrease feelings of powerlessness and support independence for those with chronic conditions Larsen proposes five interventions to recommend to carers (Appendix 6) (Larsen 2009). Peak-flow monitoring, allergen avoidance, and the Buteyko method of symptoms control for mild asthma, based on correctly dosing steroids to maintain safe asthma control are found to be effective (McKeown 2003), as are diet, exercise, supplements and anti-diabetic medication as preventative strategies for type 2 diabetes, reducing heart attacks, microvascular disease, and death (Patel 2003). Though some studies suggest effectiveness reduces 1-3 months post intervention (Siminerio 2007). Subsequently insight into self-management adherence remains complex and under-researched, but supports identifying barriers to adherence and taking action to remove these (Touchette 2008). In liberating the NHS the symbiosis of adult social care, carers, and the NHS is recognized and promises are made to improve the convenience of services to patients (DOH 2010). To reiterate, according to the UK governments policy overall evidence suggests self-care results in beneficial outcomes and better service utilization, but this is largely based on primary studies as systematic reviews are reportedly too time consuming (DOH 2005-7). Systematic reviews also indicate clinical benefits for diabetic and hypertensive patients (Jordon and Osborne 2007). Although psychological benefits to patients appear widely well recognized (Lindsay 2009), patient self-determination requires more than medical management, (Greenhalgh 2009). Contrary to commissioners intentions studies show attendance at health services does not necessarily decrease following education sessions, although this may not indicate poor management as it could reflect success of techniques teaching patients confidence to converse with clinicians (Griffiths 2007). Since GPs are also accused of stalling EPP progress, dubious about its efficacy and under referring patients (Jordon Osborne 2007) it follows that nurses might take a key role in involving patients. The basis behind the EPP being best practice are aims to increase patient beliefs in health services efficacy, personal confidence, and ability to self manage (DOH 2010), therefore nurses are following policy implementing programs RCTs suggest achieve these outcomes (DOH 2005-7). Finally research highlights the importance of having clearer, comprehensive, shared definitions of self-management between health disciplines to reduce patient confusion and so professionals collaborate better (Godfrey 2011). References Armstrong, D. (2005) Chronic Illness: Epidemiological or social explosion, Chronic Illness, 1: 26-7 Barlow, J. H., Sturt, J., and Henshaw, H. (2002) Self-management interventions for people with chronic conditions in primary care: arthritis, asthma diabetes: Health Education Journal; Vol 61, issue 4, p 365-78 Barlow, J., Wright, C., Sheasby, J., Turner, A. and Hainsworth, J. (2002) Self-management approaches for people with chronic conditions: a review, Patient Education and Counseling, Vol 48, p 177-87 Berg, G.D., Wadhwa, S. (2007) Health Services outcomes for diabetes disease management program for the elderly: Disease Management; Volume 10, p 226-234 Bickerstaff, K. A., Grasser, C. M., McCabe, B. (2003) How elderly nursing home residents transcend losses of later life: Holistic Nursing Practice; Vol 17; Issue 3, p 159-165 Bodenheimer, T., Lorig, K., Holman, H., Grumbach, K. (2002) Patient Self-management of Chronic Disease in Primary Care: The Journal of the American Medical Association; Vol 288, Issue 19, p 2469-2475 Bosch Capblanch X, Abba K, Prictor M, Garner P (2007) Contracts between patients and healthcare practitioners for improving patients adherence to treatment, prevention and health promotion activities. Cochrane Database of Systematic Reviews (2): Art. No.: CD004808 BTS/SIGN (2008) British Guideline on the Management of Asthma: British Thoracic Society (21.02.11) http://www.britthoracic.org.uk/Portals/0/Clinical%20Information/Asthma/Guidelines/sign101%20revised%20June%2009.pdf Carter, P. (2003) Family Caregivers Sleep Loss and Depression Over Time: Cancer Nursing; Volume 26 Issue 4 p 253-259 Campling, F., and Sharpe, M. (2006) Living with a long-term illness: Oxford University Press Chapman, D. P., Perry, G. S, Strine, T. A., (2005) The Vital Link Between Chronic Disease Depressive Disorders: Preventing Chronic Disease, Public Health research, practice and policy; Volume 2, No 1 Clark, Chambers, C. (2003) Parkinsons disease: Self-Care Measures You Can Take: American Holistic Nurses Guide to Common Chronic Conditions: John Wiley Sons; New Jersey Cochrane (2011) Organised inpatient (stroke unit) care for stroke: Stroke Unit Trialists Collaboration; The Cochrane Database of Systematic Reviews, Issue 3 http://www2.cochrane.org/reviews/en/ab000197.html Corben, S., and Rosen, R. (2005) Self-management for Long-term Conditions, Patients perspectives of the way ahead; The Kings Fund: UK Cortes, T., Lee, A., Boal, J., Mion, L., Butler, A. (2004) Using focus groups to identify asthma self care and education issues for elderly urban-dwelling minority individuals: Journal of Applied Nursing Research; Volume 17, Issue 3, p 207-212 Costello, J. (2009) Caring for someone with a Long-term Illness: Manchester University Press; UK Davies. M. J., Heller, S., Skinner, T. C., Campbell, M. J., Carey, M. E., Cradock, S., Dallosso, H. M., Daly, H. Doherty, Y. Eaton, S. Fox, C., Oliver, L., Rantell, K., Rayman, G., Khunti, K. (2008) Effectiveness of the diabetes education and self management for ongoing and newly diagnosed (DESMOND) programme for people with newly diagnosed type 2 diabetes: cluster randomised controlled trial: British Medical Journal, Volume 336, No 7642 DOH (2010) BENCHMARKS FOR THE FUNDAMENTAL ASPECTS OF CARE: Benchmarks for Self Care; Essence of Care 2010 (Access 02.03.11) http://www.dh.gov.uk/prod_consum_dh/groups/dh_digitalassets/@dh/@en/@ps/documents/digitalasset/dh_119968.pdf DOH (2010) Equity and Excellence: Liberating the NHS; Her Majestys Stationary Office, UK DOH. (2010) Generic Long Term Conditions Model; (Accessed online 14/02/2011) http://www.dh.gov.uk/en/Healthcare/Longtermconditions/DH_120915 DOH (2005-7) RESEARCH EVIDENCE ON THE EFFECTIVENESS OF SELF CARE SUPPORT http://www.dh.gov.uk/prod_consum_dh/groups/dh_digitalassets/@dh/@en/documents/digitalasset/dh_081251.pdf DOH. (2010) Self Care Local Business Case Tool User Guide http://selfmanagement.co.uk/self-care-resources (Accessed Online 14/02/2011) DOH. (2010) Making the case for self care education: http://selfmanagement.co.uk/self-care-resources DOH (2001) The expert patient: a new approach to chronic disease management 21st century Gately, A., Rodgers, C., Sanders, A. (2007) Re-thinking the relationship between long term condition self-management education and the utilization of health services: Social science and Medicine; Volume 65, p 934-945 Farrell, K., Wicks, M, Martin, J. C. (2004) Chronic Disease Self-Management Improved with Enhanced Self-Efficacy: Journal of Clinical Nursing Research; Volume 13, No 4, p 289-308 http://cnr.sagepub.com/content/13/4/289.full.pdf+html (04.04.11) Gibson PG, Powell. H., Coughlan J., Wilson A. J., Abramson M., Haywood, P., Bauman, A, Hensley MJ, Walters, E. H. (2004) Self-management education and regular practitioner review for adults with asthma: The Cochrane Library Issue 2. Chichester: John Wiley Sons. Gillet M, Dallosso HM et al (2010) Delivering the diabetes education and self management for ongoing and newly diagnosed (DESMOND) programme for people with newly diagnosed type 2 diabetes: cost effectiveness analysis; British Medical Journal, Issue 341, p 4093 Glader, E. L., Stegmayr, E., Johansson, L., Wester, P. O. (2001) Differences in Long-Term Outcome Between Patients Treated in Stroke Units and in General Wards: Journal of Stroke; Volume 32, p 2124-2130 Godfrey, C. M., Harrison, C. M., Lysaght , R., lamb, M. (2011) Care of self care by other care of other: the meaning of self-care from research, practice, policy and industry perspectives: International Journal of Evidence Based Healthcare; Volume 9, Issue 1, p 3-2 Greenhalgh, T. (2007) Chronic Illness, beyond the expert patient: British Medical Journal; Vol 338, p629-31 Griffiths, C., Foster, G., Ramsay, J., Eldridge, S., Taylor, S. (2007) How effective are expert patient (lay led) education programs for chronic disease? British Medical Journal: Volume 334, p 1254-1256 Hanson, E. J., Tetley, J., Clarke, A. (2001) Respite care for frail older people and their family carers: concept analysis and user focus group findings of a pan-European nursing research project: Journal of Advanced Nursing; Volume 30, Issue 6, p1396-1407 Heller, S., Shearer, A. Bagust, D., Sanderson, A, and Roberts, S. (2004) Cost-effectiveness of flexible intensive insulin management to enable dietary freedom in people with Type 1 diabetes in the UK; Journal of Diabetic Medicine, issue 21, 460-467 Heller, R. S. (2009) Structured education in type 1 diabetes: British Journal of Diabetes Vascular Disease; Volume 9, no 6, p 269-272 http://dvd.sagepub.com/content/9/6/269.full.pdf+html (02.03.11) Help the Aged (2009) Common Assessment Framework for Adults proposals to improve information sharing around multi-disciplinary assessment and care planning Jordon, J., Osborn, R. (2007) Chronic disease self management education programs: Challenges ahead; Medical Journal of Australia, Volume 182, Issue 2, p 84-87 Keen, A., Hillson R. (2010) Six years on: delivering the Diabetes National Service Framework; Parliamentary Under State Secretary for health National Clinical Director for Diabetes; DOH (19.02.11) http://www.dh.gov.uk/prod_consum_dh/groups/dh_digitalassets/@dh/@en/@ps/documents/digitalasset/dh_112511.pdf Kaptein, A. A., Klok, T., Moss-Morris, R., Brand, L. P. B. (2010) Current Opinion in Allergy and Clinical Immunology: No 10, p 194-199 Kennedy, A., Reeves, D., et al (2007) The effectiveness and cost effectiveness of a national lay led self care support programme for patients with long-term conditions: a pragmatic randomised control trial J. Epidemiol. Community Health Issue 61; pages 254-261 Larsen, P., Lubkin, I. M. (2009) Chronic Illness: Impact and Intervention; 7th ed, Jones Bartlett, Canada Lindsay, S., Virjhoef, H. J. M. (2009) A sociological focus on expert patients: Health Sociology Review; Vol 18, Issue 2, p 139-144 http://www.atypon-link.com/EMP/doi/pdf/10.5555/hesr.18.2.139?cookieSet=1 Luchsinger, J. A., Tang, M., X., Stern, Y., Shea, S., Mayeux, R. (2001) Diabetes Mellitus and Risk of Alzheimers Disease and Dementia with Stroke in a Multiethnic Cohort: American Journal of Epidemiology; Volume 154, No 7, p 635-641 http://aje.oxfordjournals.org/content/154/7/635.full.pdf+html Michie S, Miles J, Weinmann J (2003). Patient centeredness in chronic conditions: what is it and does it matter? Patient Education and Counseling, vol 51, pp 197-206 Miller, N. (2000) Hard to swallow: Dysphagia in Parkinsons disease; Journal of Age and Ageing; Volume 35, issue 6, pages 614-618 Moore, S., Knowles, S. (2006) Beliefs and Knowledge about Parkinsons Disease: E-Journal of Applied Psychology: Clinical and Social Issues, Volume 2, Issue 1, p 15-21 Mulligan, K., Steed, L., Newman, S. (2009) Chronic Physical Illness: Self-Management and Behavioral Interventions; Open University Press, England Murphy, A. (2007) Asthma in Focus: Royal Pharmaceutical Society of Great Britain; Cornwall Newman S, Steed L, Mulligan K (2004) Self-management interventions for chronic illness Lancet, volume 364, pp 1523-37 NICE (2008) Inhaled corticosteroids for the treatment of chronic asthma in adults and in children aged 12 years and over; http://www.nice.org.uk/nicemedia/live/11945/40099/40099.pdf NHS (2004) NHS Continuing Care Report to the House of Commons Health Committee: Stationary Office; http://www.parliament.the-stationery-office.co.uk/pa/cm200405/cmselect/cmhealth/399/399i.pdf (27.03.11) Nolan, M., Delasegga, C. (2000) `I really feel Ive let him down: supporting family carers during long-term care placement for elders; Journal of Advanced Nursing, Volume 31, Issue 4 p 759-767 Orem., D. (2003) Self Care Theory in Nursing: Selected papers of Orem Springer Publishing Company Patel, A. (2003) Diabetes in Focus: Understanding inevitably leads to hope; Pharmaceutical Press, UK Rosen, R., Asaria, P., Dixon, A. (2007) Improving Chronic Disease Management, an Anglo-American Exchange: The commonwealth Fund Report; The Kings Fund Rosen, R., Corben, S. (2005) Self- Management for Long Term Conditions, Patients Perspectives on the way ahead: Managing Long Term Conditions; Working report, Kings Fund Ruppar, T. M., Conn, V. S., Russell, C. L. (2008) Medication adherence interventions for older adults: literature review: Journal of Research and Theory for Nursing Practice, Volume 22, Issue 2, p 114-147 Schlenk E. Dunbar, J., Engberg, S. (2004) Medication non-adherence among older adults: a review of strategies and interventions for improvement: Journal of Gerontological Nursing, Volume 30, Issue 2, p 46 Schrag, A., Jahanshahi, M., Quinn, N. P. 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Support of the Arts :: essays papers

Support of the Arts Researchers DiMaggio and Pettit (1999), report that the National Endowment for the Arts (NEA) has had trouble keeping support from the U.S. Congress. The House of Representatives has voted against the NEA, however, the Senate was still in favor of supporting it. The NEA has also been given a lot of trouble from Christian conservatives and Republicans who are highly against the NEA and working hard to end their federal support. Attitudes Toward the Arts DiMaggio and Pettit (1999) conducted a study by getting numerous people to complete different surveys, all having to do with support for the arts. The results were reported as fairly positive overall for attitudes toward art. There is a general agreement that the arts are beneficial and public funding for them is supported. However, there are significant differences between the opinions of people from differing backgrounds. Women are more supportive than men, younger people are more supportive than elder, African Americans are more supportive than whites, and people with more education or higher incomes are also more supportive than the less educated/lower income portion of the population (DiMaggio & Pettit, 1999). Overall, the researchers feel that examination conducted through surveys is very useful and necessary. From their survey results, they concluded that the arts have a respectable amount of support. James MacKenzie (1998) wrote a paper arguing that the arts are necessary for the full development of an individual and also to maintain culture. While some do feel that the arts are unnecessary, others still feel very strongly that without the arts, we as a society are basically committing ourselves to cultural suicide. The supporters of this theory believe that â€Å"the Arts are inherent to the existence of every soul† (MacKenzie, 1998). The fact that so many people believe this makes a strong argument for the support of the arts and fine arts education. That would clearly be beneficial to anyone in the field of art, whether teaching or creating. The article on DiMaggio and Pettit’s review (1999) and MacKenzie’s paper (1998), along with others included in this paper, contain findings that could be useful to argue that the arts are well supported and highly thought of. Therefore, the arts should be included in school curriculums and for after school clubs/activities. Attitudes Toward the Support of Art Education In his book, Schwartz (2000) argues that â€Å"art should be subsidized because it brings important educational benefits† (p.

Theories of Development

Theories of Development There are many branches of psychology. The field of human development is divided into five theory groups. The theory groups are Psychodynamic, Cognitive, Systems, Biological and Behavioral. Each theory group has many contributing theorists. Some theories overlap while others are independent. Often theories are credible whereas others cause skepticism. There are many contributors to the world of psychology with different views and beliefs about human development. Psychodynamic Theory Sigmund Freud was one of the most influential contributors to the field of psychology.Freud was born in 1856, in Moravia. In 1881, Freud received a doctorate in medicine. Freud’s main focus of study was neurology; this led him  to begin  concentrating his research on nervous disorders. Freud’s research brought him to his psychoanalytical theory. Freud’s theory suggests that an individual’s unconscious processes or thoughts contribute to one’s personality and influences one’s behavior. Freud’s theory included the concept that personality is composed of three elements: the id (pleasure seeker), the ego (deals with reality), and the superego (one’s sense of right and wrong).Freud also believed that human development consisted of five psychosexual stages: the oral stage (birth-18 months), anal stage (18 months-3 years), phallic stage (3-6 years), latency stage (6-12 years), and the genital stage (12 years and up). The theory included the belief that if one wants to develop a healthy personality, one has to complete all five psychosexual stages successfully. Another great contributor to the Psychodynamic field of psychology is Erik Erickson. Erickson was born in 1902, in Germany. Erickson travelled around Europe and attended the Vienna Psychoanalytic Institute.Erickson was intrigued by Freud’s theory, however Erickson believed that development occurred throughout one’s lifespan and that oneà ¢â‚¬â„¢s personality is shaped consciously from social interactions. Erickson developed the psychosocial theory of personality development. The theory includes eight stages of development: Trust vs. mistrust (birth-12 months), Autonomy vs. shame and doubt (12 months-3 years), Initiative vs. guilt (3-6 years), Industry vs. inferiority (6-12 years), Ego identity vs. ego diffusion (12-18 years or older), Intimacy vs. solation (18-40 years), Generativity vs. self-absorption (40-65 years), and Integrity vs. despair (65 years and older). According to Craig and Dunn (2010),   Erickson’s theory emphasizes social interactions and argues that a distinct part of each individual is based on the culture in which the individual is raised, depending heavily on the individual’s interactions with  caregivers  during infancy. Social forces continue to shape personality throughout the lifespan as the individual experiences relationships with others (p. 13). Cognitive TheoryThe cogn itive theory attempts to explain human behavior. This theory of psychology tries to understand the thought process behind one’s personality or behavior. Two of the main cognitive theorists are Jean Piaget and Lev Vygotsky. Both theorists have come a long way to help us understand the cognitive theory. The cognitive approach to psychology has shown a lot of advancement from the contributions made by Piaget and Vygotsky. They have set the foundation for other theorists to do more research. Vygotsky and Piaget had similar thoughts on how children learn.Both theorists believed that children learn and think differently than adults and that children learn actively, through hands-on experiences. Piaget suggested that children think differently than adults. He developed this belief from observations and his stage theory of development. He was one of the first theorists to state that children are actively gaining their own knowledge of the world. Piaget often referred to children as à ¢â‚¬Å"little scientists†. The reason behind the nickname is Piaget believed that children in free play were conducting their own â€Å"experiments† in the world to gain their own knowledge from it.One way that Piaget believed that children were learning object permanence, was by rolling a ball into the other room and then going to get it. This was the natural way for children to learn from their own â€Å"experiment†. Piaget developed a theory of cognitive development, known as the Development Stage Theory. Piaget’s theory is broken into four stages. Stage one is the sensorimotor stage, which occurs from birth to two years of age. Children use their five senses and movement to experience the world. Children are completely egocentric.Stage two, Preoperational Thought Stage, occurs from 2 years of age to seven years old. They must be able to organize their own thoughts and ideas. The third stage is Concrete operations stage, from seven years old to eleven ye ars old. This stage of thinking becomes organized on a mental plane. The fourth and final stage of Piaget’s theory is formal operations. This stage occurs from age eleven to adulthood. Thinking goes into the realm of purely abstract and hypothetical (Crain, 2011). Vygotsky was a psychologist; his interest was developmental psychology, child development and education.Vygotsky also studied children’s play. Vygotsky was a Marxist; a person that believes that we can understand humans only in the context of the social-historical environment (Crain, 2011, p. 224). Vygotsky presented the zone of proximal development (ZPD). The ZPD is the range in which a child can complete tasks on their own and tasks that they can complete with guidance from adults to assist. The ZPD captures a child’s cognitive level of maturation (Crain, 2011). This method is guidance assistance; the children gain new skills with minimal assistance.This method helps each child develop equally in the classroom. Biologicial Theory Biological Foundations of Human Development influence the course of development throughout an individual’s lifetime. Some developmental processes include growth during the prenatal period, the onset of puberty, and when a person gets their first grey hair. Most development through the lifespan is a result of successive interactions between biology and experience. (Craig & Dunn, 2010, p. 4)   There are factors of biological development that considers maturation, ethology, and attachment.Jean-Jacques Rousseau introduced several keys into developmental theory and proposed a biological timetable that included these components. Maturation, a theory created by Gesell, is the development of growth and aging over time and depends heavily on biological processes. The theory states that development has a preordained sequence, that the rates vary but the sequence does not, and depends heavily on the internal make up and the environment. The theory basica lly suggests that development begins in the womb. The theory continues on to measure the development of a child in the first few years of life.Maturation definitions include reciprocal intervening, functional asymmetry, self-regulation, individuality, proximodistal, ontogeny/phylogeny, patterning and others. Ethological theories have major influences on biological development. Ethology is the study of behavior within the evolutionary framework. It is the science of animal behavior and the study of human behavior and social organization from a biological standpoint. The theory states that how a person thinks is passed down genetically. Learning has a small role in this theory.Charles Darwin, who wrote the â€Å"Theory of Evolution†, is included in this theory. Though controversial, Darwin’s theory of survival of the fittest and natural selection shows that evolution is a major factor in a person’s development. Evolution is factual and gives people the genetics th at create skin color, height, etc. Konrad Lorenz wrote, â€Å"Modern Ethology† and discovered the idea of imprinting. He showed that this is a critical bonding period when animals are born. Animals bond with the first thing they see after they are born, be it their mother or any caregiver.Lorenz studied with Nikolaas Timbergen and they won a Nobel Prize for their work with animal patterns. Ethology includes naturalistic observation, instinctive behavior, and imprinting. Systems Theory Ludwig von Bertalanffy originally proposed general systems theory, in 1928. Bertalanffy was born and grew up in a little town near Vienna. He grew up in a wealthy family and had private tutors. After Bertalanffy’s parents divorced, he found a new example to follow, Paul Kemmerer, a famous biologist. Kemmerer was Bertalanffy’s neighbor. Kemmerer soon became an example for Bertalanffy.Bertalanffy attended the University of Vienna. At this time he had to choose between studying philos ophy and science. Bertalanffy chose to become a biologist. Bertalanffy was a professor at many universities. Many early theorists that studied about system’s theory aimed their work and research to find a general system’s theory that would explain all the systems in all of the fields of science. Bertalanffy developed the â€Å"Allgemeine Systemlehre†. The â€Å"Allgemeine Systemlehre† is a German term that means a system that can be applied in a number of fields. He did not like when it translated into â€Å"General Systems Theory†.His idea cut across what is known as the Weltanschauung, or worldview that entails Epistemological (study of nature), ontological (relating to existence), and ethical implications. Systems can be controlled or uncontrolled. Today researchers are still using the studies and findings from Bertalanffy. Other researchers of the system’s theory are Barker, â€Å"Behavior Settings† and Learner who did work on lif e expectancy and environment and wrote, â€Å"Developmental Systems Theory. † A most recent theory used in social development today is the use of the four stage model of development.It is a major model used in the measurement from birth to adulthood. The four stages are co-dependant (0-8 months), counter dependant (9-36 months), independent (3-6 years), and interdependent (6-29 years). The most current happenings in system’s research include how environmental factors and culture influence adolescent development. The five theory groups of human development have led to many breakthroughs  in psychology. There are many theorists that have contributed to the five theory groups. However, there are also theorists that are considered to be the founders of each group.All of the theories are relative and may help explain human development, including one’s personality or behavior. Works Cited Crain, W. (2011). Theories of development: Concepts and applications. (6th ed. ). Upper Saddle River, NJ: Pearson Education, Inc. Craig, G. J. , & Dunn, W. L. (2010). Understanding human development. (2nd ed. ). Upper Saddle River, NJ: Pearson Education, Inc. Mike Wade (October 18, 2005) Theories used in Research General System Theories http://www. istheory. yorku. ca/generalsystemstheory. htm   Walonick, David S. (1993) General Systems Theory. http://www. statpac. org/walonick/systems-theory. htm

Electronic Health Record Essay

Computer technology continues to make rapid advances in healthcare facilities. Many healthcare facilities have used computer programs for administrative functions such as payroll and billing. Electronic health record (EHR) systems have the potential to transform the health care system from a mostly paper-based industry to one that utilizes clinical and other pieces of information to assist providers in delivering higher quality of care to their patients. EHR (Electronic Health Record) is an information sharing system for both patients and doctors. Electronic Health Record or EMR is a computerized medical record of a patient in a digital form. It provides the opportunity for healthcare organizations to improve quality of care and patient safety. â€Å"The greatest challenge in the new world of integrated healthcare delivery is to provide comprehensive, reliable, relevant, accessible, and timely patient information to each member of the healthcare team whether in primary or secondary care and whether a doctor, nurse, allied health professional, or patient/consume† (Schloeffel et al. 2). EHRs are a longitudinal electronic record of patient health information generated by one or more encounters in any care delivery setting. Included in this information are patient demographics, progress notes, problems, medications, vital signs, past medical history, immunizations, laboratory data, and radiology reports†. Some of the basic benefits associated with EHRs include being able to easily access computerized records and the elimination of poor penmanship, which has historically plagued the handwritten medical chart. This technology can offer a more consistent method for open communication among physicians, nurses, labs and other clinical staff without relying on handwritten notes stored in a single-location, electronic health records can help with the time it takes to treat someone. Researchers have examined the benefits of EHRs by considering clinical, organizational, and societal outcomes. Clinical outcomes include improvements in the quality of care, a reduction in medical errors, and other improvements in patient-level measures that describe the appropriateness of care. Organizational outcomes, on the other hand, have included such items as financial and operational performance, as well as satisfaction among patients and clinicians who use EHRs. Lastly, societal outcomes include being better able to conduct research and achieving improved population health. Patient information can be accessed from multiple locations with password-protected security, and doctors’ orders can be queued in sequence to match the importance of the procedure to patient care. Electronic medical records contain a vast array of information that can be analyzed and monitored in digital form much more readily than paper records. Health care facility officials review the records regularly for compliance with all regulations and medical protocols, to monitor trends in resource usage and patient care patterns and to look for ways to improve patient care throughout the facility. People should be able to get better quality of care due to the amount of information on hand from every available and viable medical source. Give faster and more efficient diagnosis and treatments for patients. More convenient data trail; paperwork can often go uncompleted but electronically stored is faster and easier therefore it gets done effectively. When medical audits take place all information is readily available making workflow and procedures faster and smoother. The overall benefits that the electronic medical records provides doctors and patients worldwide. The system can Reduce and/ or eliminate the use of paper it can also allows all practitioners to see and update relevant patient data, reduces errors in transcription of paper records from one department to another and should speed the delivery of patient services. EMR technology can make storing and sharing information easier and more efficient not to mention convenient, it should help lessen and/or avoid duplication of testing, prescribing medicines that in combination might be dangerous or seems not to help, and the ability for anyone on the medical team to understand the approaches taken to a condition. Despite the growing literature on benefits of various EHR functionalities, some opponents have identified potential disadvantages associated with this technology. These include financial issues, changes in workflow, temporary loss of productivity associated with EHR adoption, privacy and security concerns, and several unintended consequences. Financial issues, including adoption and implementation costs, ongoing maintenance costs, loss of revenue associated with temporary loss of productivity, and declines in revenue, present a disincentive for hospitals and physicians to adopt and implement an EHR. EHR adoption and implementation costs include purchasing and installing hardware and software, converting paper charts to electronic ones, and training end-users. Training people to learn and use the new system and understand the capabilities of this technology. Making sure that the technology is integrated with widely used systems and computer software with ease. The maintenance cost of an EHR can also be costly. Hardware must be replaced and software must be upgraded on a regular basis. In addition, providers must have ongoing training and support for the end-users of an HER. There are some security matters, which include keeping the information safe from hackers. Privacy and confidentiality of records, such as who should and/or could have access to the important data. The risk of patient privacy violations, which is an increasing concern for patients due to the increasing amount of health information exchanged electronically. To relieve some of these concerns, policymakers have taken measures to ensure safety and privacy of patient data. For example, recent legislation has imposed regulations specifically relating to the electronic exchange of health information that strengthen existing Health Insurance Portability and Accountability Act (HIPAA) privacy and security policies. In this paper we discussed several advantages and disadvantages associated with an EHR adoption. Many of the benefits accrue to patients and society overall. Providers and other users are also expected to face technological and logistical obstacles on their quest to achieve meaningful use of EHRs. Electronic Medical Record provides easy access and improves quality of care and patient safety. We have the advantages and disadvantages to both paper medical record and electronic medical record. Healthcare providers must first obtain information and carefully review the positive and negative aspects of it. Through this technology today, EMR can transform healthcare delivery in the United States and worldwide. Nationwide implementation of EHRs is a necessary, although not sufficient, part in transforming the US health care system for the better. EHR adoption must be considered one of many approaches that diversify our focus on quality improvement and cost reduction. Works Cited Menachemi, N. , & Collum, T. Benefits and drawbacks of electronic health record systems. Retrieved from http://www. ncbi. nlm. nih. gov/pmc/articles/PMC3270933/ Schloeffel, Peter, et al. â€Å"Background and Overview of the Good Electronic Health Record. † May 2001. Retrieved from http://www. gehr. org/Documents/BackgroundOverview_of_GEHR. htm

Geographical Information System essays

Geographical Information System essays GIS Geographical Information System originated in the 1960s. During the early days of the technology the use was limited to a small group of practicioners. It is a information technology which analizes, stores, and displays both spatial and non-spatial data. It is used in many different specializations. It is also very useful for engineers, which will be shown in this presentation. In environmental engineering, GIS can be used for estimation of flooding risk and determining water quality, among others. The ability to calculate flood risk is a very important feature of GIS, largely responsible for the increase of its use. The 1990s have been affected by flooding around the world, especially in the United States. The Mississippi river floods were a great disaster, and some of the losses may have bee prevented had the areas at high risk not been urbanized. Milwaukee was also hit by flooding a few years ago, causing much property loss and distress. After these, and other unfortunate inst ances, GIS was essentially rediscovered as a useful tool for the calculating flood risk. The ability to calculate flood risk will help save future construction from destruction, and will steer urbanization and development to areas where it will be safe. ...

An Analysis of Emily Dickinson Essays

An Analysis of Emily Dickinson Essays An Analysis of Emily Dickinson Paper An Analysis of Emily Dickinson Paper Studying the poetry of Dickinson Is Like Journeying through the poets life. I spare no compliment and sympathy to compare Dickinson to a lost angel, who descended upon the world but was wounded by the foul realities. With philosophical monologue and lasting words, she left the world the charm of loneliness, wisdom, and desperate love. Emily the Belle of Amherst had an adored childhood in an idyllic town with her well- off family, Just like the beginning of many fairy tales. But her rebellious nature gradually manifested Itself through her refusal to attend church, resulting In a reawaken In her relationship with her parents. She gradually withdrew from society, closing the door to both her home and heart. Im nobody! Who are you? Are you-Nobody-Too? The soul selects her own society- Then-shut the door These two poems convey Dickinson value placed on solitude and her attitude towards fame. Publishing only nine of nearly eight hundred poems in her lifetime, Dickinson and her work were far from prominent in society at the time. It is unclear, however, whether this was a misfortune or a choice of her own accord. In her thirties, she fled social reality to lead a hermit life of reclusion. Her work The soul select her win society can be seen as a solemn ritual ceremonious of this transition. Since chat time, she refused to wear clothing of the slightest color but white, turning away most visitors and keeping herself locked for days. From the moment her Valves of her attention were shut down, she had already excluded most people from her consciousness, barring a certain chosen few. However, the transition didnt alleviate adversity in any sense. She witnessed the successive death of beloved friends and family from the sass to sass, which made her even more isolated. Her resulting search for companionship is painstakingly depicted in I died for beauty: He questioned softly Why I failed? For beauty, I replied- And I for Truth Themselves are One We Brethren, are, He Salad- She even recounts an intimate conversation between herself and a fictitious soul MAE Nine NJ and nights, until? can toners company an a were Immerse EAI In League Tort cays Until the moss had reached our lips- And covered up- our names- Scholars have debated whether the last stanza constitutes a calm, pleasing ending or an omen of her lifelong loneliness. The poet expresses her yearn for companionship romantically nowhere else could she find a real friend but in the tomb, implying hat she pinned her hopes of spiritual belonging to the afterlife. Clearly, Dickinson was in a state of tremendous loneliness, as the moss crept up to the two corpses, with both her voice (reached our lips) and identity (covered up our names) obliterated for good. Loneliness is nothing but a thirst for love. Love, for Dickinson, was an ultimate pursuit. She lived for love and died for love. This contrasts with Russell notion of love that it has the marvelous power to bring ecstasy and relieve loneliness . Rather, Dickinson found love to be ardent, desperate, but sober-minded. In If you were coming in the Fall, the plain, mild words conveyed her longing for her loved ones. Like an obedient little women, the persona would willingly wait for her fancy man with all her heart. She wound the months in balls and collected them carefully, in case the number fuse. One can even picture Dickinson silhouette seated beside her desk drawer, counting the dates and wondering when she could see him again. Such a bittersweet scene! But as the poem proceeds, anxiety and grievance are revealed in the stanza: But, now, uncertain of the length Of this, that is between, If goads me, like the Goblin Bee- That will not state-its sting. Not only could she not foresee her next meeting, but neither could she reveal who she was missing so badly. Scholars have assumed that her lover must have been Reverend Charles Headwords, one of the few visitors of the poet and an admired male friend. Whoever the he is, his absence is akin to a bee sting, inconspicuous but painful, bothersome and lasting. Dickinson shared the prickling pain and perturbed all her readers, Just as Goethe told the sorrow and let the world weep for him in . With growing age Dickinson tone became increasingly compelling. Unlike most female writers, she favored grotesque, even odd figures. My life had stood- a Loaded Gun- In corners- till a day I en owner passes- lea And carried Me away- though I than He- may longer live He longer must- than l- For I have but the power to kill, Without- the power to die. In love, Dickinson doesnt hesitate to be anything, even if a victories gun. She accompanied her master in each of his brave deeds on the battlefield; she witnessed his most glorious moment a heroic suicide, but she (the gun) takes on an existence without significance after her masters death. What makes the story more tragic was he fact that the gun couldnt even take its own life. In this thought-provoking poem, the poet reflects on the gender inequality inherent in relationships. The heroines love was ardent and selfless, but that doesnt change the fact that women are always affiliated to men. She hears the deafening sound of a gunshot echoing in the last stanza, followed by a desperate silence. Such kind of deep reflection showed that however avid and devoted she was, Dickinson had a rational understanding of love, rare amongst women of her time. With her insightful vision and profound thinking, Dickinson left many homilies on success and the self. As previously mentioned, she was immensely private and introverted, but her views were clear and insightful. Success is counted sweetest, By those who inner succeed. To comprehend a nectar Requires sorest need. This is an accurate portrayal of her state of being, Justifying how she could live her own reclusive life in a world where most people are obsessed with the pursuit of fame. In Im nobody! Who are you? , she challenged the social climbers by comparing them to a frogs croak. Through sarcasm, she silences these people with a bold, even cynical, rhetoric. Its a meaningful question to ask why Dickinson, a reclusive poet, rote so many aphorism. In my opinion, her poetry are far more than lonely monologues but means to universalism her personal feelings. She shared thoughts with her readers in the hope that they would understand her and effect change for the future. She has been remarkably successful in this endeavourer, with her literary prowess rendering her one of Americas greatest poets. Dickinson poetry embodies teachings on quintessential elements of the human condition on the power gained from loneliness, the ardent but rational love, as well as on identity and fame. It is this angelical beauty and treasures of wisdom that she leaves the world.

How to Study for an Exam in 2 to 4 Days

How to Study for an Exam in 2 to 4 Days Studying for an exam is a piece of cake, even if you only have a few days to prepare. Thats plenty of time, considering many people think studying for an exam involves cramming just minutes before the exam starts. By increasing the number of days you have to study, you decrease the actual studying time you have to put in per session, which is perfect if you have trouble staying focused when youre studying for an exam. Its entirely possible to study for an exam in just a handful of days. All you need is a solid plan. Step One: Ask, Organize, and Review In School: Ask your teacher what type of exam it will be. Multiple choice? Essay? The type of exam will make a huge difference in how you prepare because your level of content knowledge needs to be greater with an essay exam.Ask your teacher for a review sheet or test guide if he or  she has not already provided one. The review sheet will tell you all of the major things on which you will be tested. If you dont have this, you may end up studying for things you dont need to know for the test.Get a study partner set up for the night before the test, if possible. If you cant meet in person, you can still study via phone, FaceTime, or Skype. It helps to have someone on your team who can keep you motivated.Take home your notes, old quizzes, textbook, assignments, and handouts for the unit being tested. At Home: Organize your notes. Rewrite or type them up so you can actually read what youve written. Organize your handouts by date. Make note of anything youre missing (Wheres the vocabulary quiz from chapter 2?) and ask for a copy in class.Review the material. Thoroughly go over the review sheet to find out what youre supposed to know. Read through your quizzes, handouts, and notes, highlighting anything youll be tested on. Go through your books chapters, rereading sections that were confusing, unclear, or not memorable. Ask yourself the questions from the back of each chapter covered by the exam.If you dont already have them, make flashcards with a question, term, or vocabulary word on the front of the card, and the answer on the back.Stay focused! Step 2: Memorize and Quiz In School: Clarify anything you didnt totally understand with your teacher. Ask for missing items (for instance, that vocabulary quiz from chapter 2).Teachers often review the day before an exam, so if he or she is reviewing, pay close attention and write down anything confusing or unfamiliar. If the teacher mentions it today, its on the exam, guaranteed!Throughout the day, pull your flashcards out and ask yourself questions (when youre waiting for class to start, at lunch, during study hall, etc.).Confirm your study date with a friend for this evening. At Home: Set a timer for 45 minutes, and memorize everything on the review sheet that you dont already know using mnemonic devices like acronyms or singing a song. Take a five-minute break when the timer goes off, and get started again for another 45 minutes. Repeat until your study partner arrives.Quiz. When your study partner arrives (or your mom agrees to quiz you), take turns asking each other possible exam questions. Make sure each of you has a turn asking and answering because youll learn the material best by doing both. Have Extra Days to Study? If you have more than a day or two, you can stretch out and repeat Step 2 over the course of several days.

Individual Reflective Report 2 Essay Example | Topics and Well Written Essays - 1500 words

Individual Reflective Report 2 - Essay Example This game prepaid card would allow the gamers to enhance their gaming experience as by such prepaid card, the hurdles such as lag and delays would be eliminated. Along with such facility, the Chinese player could purchase this card in any foreign country. With such an interesting prepaid card, the Chinese gamer could enjoy a lot of advantages. One of such benefits is the purchase of cards in any foreign country. Since Chinese internet banking process requires a lot of legal formalities and the process requires high payment, this prepaid card could be purchased with the use of VISA card. Since this card would allow the gamers to enhance their online gaming experience without any delays and lags, it would attract lots of gamers to purchase such card. The most attracted gamers would be Chinese to such cards as these individuals are quite faithful to the game they play. The major concern for this company is its competitors in the market. Garena is one such competitor that allows the game rs to experience online gaming with the rest of the world. Garena has over hundreds and thousands of online gamers online. To differentiate Garena from its competitors in the market, the management has aimed to focus on the cost that the customers would pay. Acquiring gold membership at Garena requires high cost but once gold membership is purchased, prepaid cards are available at low cost as compared to others in the market and this would be the uniqueness of the company. With such a strategy to attract customers, honesty and reliability would be the core advantages upon which the customers would prefer such card system over other competitors in the market. In order to enhance the customer’s engagement, staff with knowledge about the games and its terminologies would be hired. This would allow the company to interact with the customers from time to time. The company would also focus on building relationship with the customers so that the customers remain loyal over the years . To further expand the business, the aim of the company would be on â€Å"click and mortar† type of business. By designing a website for the company, Garena would be able to bring in more gamers from all around the globe but the company would not just stop at designing a website, it will also have stores in the world to provide the gamers with prepaid gaming card. Supplier would not be a problem for the company as it has been observed that there are thousands of stores that provide the gamers with accessories throughout the world. By creating links with the suppliers in the world, the company would be able to sell game prepaid cards. Summary of Group’s Business Idea The group business idea is to provide the Chinese gamers with gaming prepaid card that would provide them with the access to unlimited online gaming without any jerks or delays. Since most of the gamers are quite loyal and faithful to the game they play, they want that game to be free from any delays or ti meouts. Strengths The strengths of this gaming card would be its low cost and availability. Since the company aims to design its own website along with an introduction of gaming store, the availability of the prepaid gaming card would be out of question. Since this would be the only available card that would require less time and documentation, it would rapidly sell in the market. Weakness The weakness of the business idea would be the lack of awareness level in gamers regarding the prepaid gaming card. Promotion and advertisement for the company’

Answer question Coursework Example | Topics and Well Written Essays - 250 words

Answer question - Coursework Example Poor cleaning of the reservoirs where the tuna, eggs, vegetable oil, and vinegar were stored could have been the source of pathogens in the tuna sandwich. Handling of food in unhygienic manner could have been a possible cause of the growth of the pathogens on the Tuna (Shiowshun 2012). The contamination of peanut butter could have occurred at the storage reservoirs where the peanut butter is stored before it is sold or at the packaging where there is a possibility of poor hygiene or improper procedures followed. Improper use of products used in processing could also have caused the growth of the pathogens. If it is the peanut butter, it is assumed that the problem is the manufacturer because during the processing stage if it was not well processed then it is likely to have pathogens. Poor safety during processing can lead to growth of pathogens on the peanut butter. Improper processing of foodstuff causes contamination of the food by pathogens. During processing if, the manufacturers are not careful with the processes and the substances they use, it could cause growth of pathogens (Nauta 2007). Manufacturers could have used methods that are not safe during processing thus causing the growth of

Paraphrasing Essay Example | Topics and Well Written Essays - 750 words - 4

Paraphrasing - Essay Example It was used because in order to make a solution more concentrated, absorption of more light is required. In order to measure the calculations in the form of a graph, Beer-Lambert Law was used after having done with the calculations. To conduct the experiment, four test tubes were used to collect four standard samples of . The measurements of concentration of the test tubes were 0.05M, 0.1M, 0.2M and 0.5M respectively. Along with this, four additional samples were also used. The measurement of concentration was different in each of the additional samples. To start the process, 8mL of water was added to the 0.5M concentrated sample for the purpose of producing a 0.2M solute. After this, 10mL of water was added to the sample for the purpose of producing the 0.1M solvent. After these two steps, 10mL of water was also added to the sample to produce the 0.05M solvent. As the next step in the process, a test tube that had distilled water present in it was placed in the Spec 20. The wavelength was also adjusted to know whether there is any problem in it or not. In the Spec 20, a 0.05M sample of was placed with the purpose of knowing its level of concentration, as well as percent transmittance. The process was repeated four times for the self-made solutions, as well as for the standard solutions after writing down the calculations. It was also repeated again for the last time for the unknown solution. The tables 1 and 2 show the values that were recorded from the screen. Having done with this, a graph was also developed to show the calculated absorption and concentration values. It is important to mention that the graph was developed on excel and it depended on concentration vs. absorbance (Graph 1). Using the excel graph and the Beer-Lambert Law, the equation generated for the given points is as follows: Table 6 was drawn to reflect the difference between the absorbance rate of standard and self-made solutions. The formula used for calculation of the percent

New Venture Creation Essay Example | Topics and Well Written Essays - 1500 words

New Venture Creation - Essay Example The creation was undertaken by employing a team effort for three years. Business and economic decisions were made throughout this period, with a successful financial position being achieved. By the end of the three years, the SimVenture Creation had accumulated a total profit of ?20191. The venture was making a sale of up to 60 units every month. The closing year therefore depicted a strong business portfolio for the venture. Financial Achievements The simulation started with a default start-up capital of ?10,000. Over the next three years, the running of the venture was to be done by all team members, and annual results filled at the end of every year. This process engaged numerous activities that when combined would determine the financial position of the SimVenture Creation. The underlying interest was to take advantage and exploit emerging business opportunities, while accounting for the welfare of the firm. The entrepreneurial position of the venture was highly dependent on the decisions made by the team members. All the members embraced the fact that a successful financial position is dependent on the firm’s culture. ... By the end of the second year, the venture had been fully operationalized. In the same period, financial stability had been realized as income levels surpassed business expenditures. In the final year of simulation, entrepreneurial opportunities had been fully exploited. Legal, social and economic factors in the operational environment had been accounted for in the two previous financial periods. Year one and two had fully integrated market research to determine the market loops that the venture sought to account for. Business-customer interaction had been enhanced in the process, aided by the strong relationship that the venture realized with its suppliers, advertisers, business contractors and creditors. Production and sales performance was matched with the outcome of market research undertaken by the entrepreneurial team. As a result, sales increased, subcontracting was alleviated, customers accessed sales on credit and operational costs were significantly cut. Cost cut was realiz ed through reduced hours of work and the fact that optimal experiments had been done. Cash flows remained dynamic, with debtors, creditors, sales, revenues and expenses being fully accounted for. Sales had hit highs of 60 units for a month and a profit of ?20191 was recorded by the close of business at the end of the third year. Key Decisions Made Management decisions The management is a critical functional organ of the SimVenture Creation. Since the running of the venture was undertaken by an entrepreneurial team, each team member was charged with a decision making responsibility that was subject to the approval of the team. The functional areas of the venture were the primary basis

Business Logistics Essay Example | Topics and Well Written Essays - 2500 words

Business Logistics - Essay Example Among its many achievements, the company boasts of being the largest employer in the industry it operates in besides being a leader in the area of research and development judging by the nature of investment it has made in the recent past. Moreover, Jaguar is also one of the leading exporters of manufactured vehicles from the United Kingdom with the company claiming an 80% stake in the country. Some of the major world destinations its brands have been exported to include China, the United States, Germany, Russia and Italy. The company has seen many changes and since the year 2008, it has come to be owned by Tata Motors Limited. Its strategic approach has been based on a sustainable development policy, which has meant that the company has to integrate its strategic decision making with the goal of remaining responsible and ethical to all stakeholders and the society as well as the environment affected by its operations. On the financial front, the company’s overall results have remained impressive with the group announcing a pre-tax profit of  £ 1,507 million in March 2012 (Jaguar Land Rover 2012). In the area of logistics, the company has been on a massive expansion and therefore the scope of its operations has diversified in the recent years. To sum up the extent of its operations, the automotive giant has three manufacturing plants in the United Kingdom in addition to its two product development sites. The company’s investment portfolio therefore requires that it is able to appropria tely manage its process flows and integrate modern logistic concepts in its day-to-day operations so that it remains to be a leader in the industry. To begin, it is important that we examine the existing operational flows in the company. With competition and technological advancement the key drivers, most manufacturing firms in the United Kingdom and elsewhere in the

Discuss the evidence for and against schachters theory of emotion Essay

Discuss the evidence for and against schachters theory of emotion - Essay Example Interestingly, and significantly, some theories complement or reinforce each other, while some negate or refute each other. One of the most cited and discussed about theories on emotions is the Two-Factor Theory of Emotions which Stanley Schachter, together with Jerome Singer, proposed in 1962. It posits that emotion has two components or factors, the physiological arousal and cognition. In simpler terms, this means that our environment as well as our thought processes influence the kind of emotions we have in certain situations. What the theory tells us is that our emotional response to any given situation is influenced by an interplay of factors. First, the environment arouses bodily response such as change in heartbeat, sweating, etc., and, sensing these bodily changes, the individual now appraises what emotion he/she is feeling in that particular situation. Appraisal would be based on past experiences of similar events. To further understand the theory, it would be helpful to picture this out: A man is left alone in a big house which is believed to be haunted. He hears some noise upstairs. He suddenly feels his heartbeat quicken, his sweating becomes excessive. Realizing that he is alone in that house which is believed to be haunted, he now concludes it is scary and so he feels scared or frightened. Several experiments and further scrutiny by other scholars and psychologists to prove or refute the theory were conducted. There were some that supported or reinforced his theory, but there were also others that refuted it. Schachter and Singer themselves conducted experiments to prove the validity of their theory. They conducted the â€Å"Suproxin† experiment among 184 male students of a university wherein they grouped the subjects into informed and uninformed groups in two emotional conditions, which were euphoria and anger. The environmental factors introduced were the adrenaline

Business Logistics Essay Example | Topics and Well Written Essays - 2500 words

Business Logistics - Essay Example Among its many achievements, the company boasts of being the largest employer in the industry it operates in besides being a leader in the area of research and development judging by the nature of investment it has made in the recent past. Moreover, Jaguar is also one of the leading exporters of manufactured vehicles from the United Kingdom with the company claiming an 80% stake in the country. Some of the major world destinations its brands have been exported to include China, the United States, Germany, Russia and Italy. The company has seen many changes and since the year 2008, it has come to be owned by Tata Motors Limited. Its strategic approach has been based on a sustainable development policy, which has meant that the company has to integrate its strategic decision making with the goal of remaining responsible and ethical to all stakeholders and the society as well as the environment affected by its operations. On the financial front, the company’s overall results have remained impressive with the group announcing a pre-tax profit of  £ 1,507 million in March 2012 (Jaguar Land Rover 2012). In the area of logistics, the company has been on a massive expansion and therefore the scope of its operations has diversified in the recent years. To sum up the extent of its operations, the automotive giant has three manufacturing plants in the United Kingdom in addition to its two product development sites. The company’s investment portfolio therefore requires that it is able to appropria tely manage its process flows and integrate modern logistic concepts in its day-to-day operations so that it remains to be a leader in the industry. To begin, it is important that we examine the existing operational flows in the company. With competition and technological advancement the key drivers, most manufacturing firms in the United Kingdom and elsewhere in the

The use of IFI replacing PRSP Essay Example | Topics and Well Written Essays - 1750 words

The use of IFI replacing PRSP - Essay Example It is a road map that leads the organizations involved in this process, to the making of the final PRSP. During the period in which the document is formulated, greater participation by the civil society is encouraged. The data that provides information on the nature of poverty and its distribution are collected and considered for statistical analysis. According to the IMF and the World Bank, the PRSP document must present an exclusive description of the participatory process for the making of the document, a comprehensive diagnosis of the problem of poverty, clear description of the social and economic priorities and transparent targets in accordance with the costs incurred by the society. The PRSP acts as an indicator of the monitoring system and helps in evaluating the process of progress (Christiansen and Hovland, â€Å"The PRSP Initiative: Multilateral Policy Change and the Role of Research†). ... This is because the process is highly context specific and the does not follow any pre determined critical pathway that would directly lead the government of the country to develop the PRSP (Christiansen and Hovland, â€Å"The PRSP Initiative: Multilateral Policy Change and the Role of Research†). The basic principle followed for the drafting of the interim PRSP is to follow the broad participation rate, engagement of the civil society as well as the private sector in deciding the structure of the expenditure and their priorities. Structural adjustment measures in Pakistan Pakistan has undergone a number of structural adjustment programs since the 1970s. The adjustment modification that was undertaken in the 1980s had brought improvement in the economic performance of the country and also made the common population capable of responding to the economic changes occurring in the economy of Pakistan. However, the focus of these structural adjustment lied solely on increasing effi ciency of economic activities in order to bring economic benefits, but, attention had not been given to the problem of rising income inequality. Incidence of poverty has grown over the years and at present there is huge inequality in distribution of income (James and Pyatt, â€Å"Three-Gap Analysis of Structural Adjustment in Pakistan†). These factors have necessitated the drafting of the Poverty Reduction Strategy Papers. The government (Finance Ministry of the Government) along with the civic bodies in the nation, individual participants and non-governmental organizations work in synchronization to develop the draft of the PRSP backed by the international financial institutions (IFI). The PRSP has been aimed at replacing the existing structural adjustment measures in the

Dyson Marketing Communications

Dyson Marketing Communications Dyson Appliances Limited is a UK based company which is a market leader in selling vacuum cleaners in UK, US, Australia, Japan and rest of Europe. It started marketing its vacuum cleaners in 1993 in UK. It has been branded the No.18 consumer superbrand for the year 2010 in UK. Dyson is not known as a manufacturer of electronic products but has been acquainted to the public as a technological innovative company. Innovation and invention is the heart of Dyson Ltd. It This private limited company was founded by James Dyson an industrial designer. To make the most effectively and world wide selling brand of vacuum cleaners is the mission statement of Dyson Ltd, with time Dyson has evolved into other products in the same home appliances category as the Washing machine, Bladeless fan and hand dryers. Being a private company all the details about the company are not available to the public, but the best of information has tried to be extracted from the available research papers, newspapers and websites. James Dyson attended Londons Byam Shaw art school and was specialising in painting. But painting beautiful objects wasnt enough to quell curiosity, he wanted to make, and then he joined the Royal College of Art, where James studied architecture, but instead of colonnades and cladding, robust marine engineering was the order of the day. He developed a flat-hulled high-speed landing craft and, with it, his passion for engineering. Pretty soon, hed also developed a new kind of wheelbarrow one with a big fat ball that didnt sink into mud and chunky feet for stability. All the while learning to take risks, make mistakes and use frustration as a fuel for creativity and solving problems. Dyson vacuums are exhibited in museums around the world, including the New York Museum  of Modern Art, the San Francisco Museum of Modern Art, the Science Museum in London,  Pariss Centre Georges Pompidou, and the Danish Design Centre in Copenhagen. New ideas are the lifeblood of Dyson. Making Mistakes, failure and home trials are guiding principles of Dyson which invests around 50% of its incomes for further development. Dyson Key Markets and Areas of operation Being started commercial operations in the year 1993 in UK. Dyson has now consolidated its position as the market leader in the vacuum cleaner section in UK. It has presence across all over the world. Based on the available information Dyson sold its products in more than 40 countries. What is Marketing Communication The word Marketing Communication is made of 2 words which can be interpreted in their individual capacity. Hence, the meaning of Marketing Communication is varied due to changing interpretation of the base words. Marketing Marketing may be defined as the process by which organizations create interest of customers in products or services they produce. Marketing implies selling and a goal of effective benefit for the communicator. (Marketing Communication and the Hierarchy of Effects- Michael L. Ray) In the global context, global marketing can be defined as the firms commitment to coordinate its marketing activities across national boundaries in order to find and satisfy global customer needs better than the competition. This implies that the firm is able to: Develop a global marketing strategy based on similarities and differences between markets; Exploit the knowledge of the headquarters through worldwide diffusion (learning) and adaptations; Transfer knowledge and best practices from any of its markets and use them in other international markets. (From Global Marketing- Svend Hollensen) Communication Communication is a process of interaction of messages among persons through a communication channel or a medium. Communication is the exchange and flow of information and ideas from one person to another; it involves a sender transmitting an idea, information, or feeling to a receiver (U.S. Army, 1983). Effective communication occurs only if the receiver understands the exact information or idea that the sender intended to transmit. Marketing Communication In the context of marketing, communication is the message communicated by the organization for its intended or prospective customer, to ignite the buying process by such a customer. Effective Marketing Communication is one which would effect the sale of a product or a service. Marketing Communication (Marcom) is a subfield of marketing which involves personal selling, advertising, publicity, public relations, reseller support- merchandising, product sampling and packaging. These are all communication tools and the subfield is really an attempt to bring together several diverse part of the marketing mix under one conceptual framework based on communication research and theory. Marketing Communications is a critical aspect of a companys overall marketing mission and a major determination of its success. The marketing communications components of the marketing mix have increased in the importance dramatically during the past decade. Indeed, it has been claimed that marketing in the 1990s is the communication and communication is marketing. The two are inseparable Shimp (2000) Marcom cannot be just used for marketing alone but Marcom techniques can be used for a variety of other purposes such as for a political campaign, improvement in health practices, changes in societal beliefs etc. Thus marcom applies for persuasive mass media campaigns of all types. (Marketing Communication and the Hierarchy of Effects- Michael L. Ray) Role of marketing Communications Marketing communications (marcom) represents all the consumer oriented materials such as leaflets, press releases, Web sites, and trade show presentations. The importance generated of marcom planning is due to the direct relation of such planning to the customer, which makes marcom planning an important activity for the company. Thoughtfully written marcom plans: Enables the company to handle a large number of products, areas and consumer interactions in one single tone. Creation of integrated communication channels by a varied team of people. Assist the messages to grow above the sphere of the marketplace and continuously reach the target audiences. Provides superior results in terms of efforts of time and money. Tools of Marketing Communication For any organisation, the tools of marketing communications includes distributing information, promoting brand, image and reputation, creating and stabilizing product and service demand, emphasizing features and benefits, providing competitive differentiation, generating sales leads, ensuring customer retention and loyalty, and motivating staff. Some tools are as follows: Advertising Advertising is defined as any form of communication made by a public or a private undertaking in connection with trade, industrial activity, business, craft or profession in order to promote, directly or indirectly: a) the commercialisation of any goods or services, b) any ideas or principles, initiatives or institutions. Advertising is an impersonal, mass medium form of communication, in which the person who wants to communicate the message incurs a monetary cost for transmitting the message through a selected medium. It reaches a large number of audiences in a discrete way. There are two main functions of advertising: Influencing the demand for commodities and Managing awareness and understanding of the entity in an entirety. The various types of media which could be used for advertising are: Print media advertising like in the newspapers, periodicals, directories etc. Broadcast media advertising in the form of television and radio for mass penetration at a relatively lower cost per person reached. Outdoor advertising like the billboards on roads, bus-stops etc. Enclosed advertising like a store displaying its name inside the store. Digital and other media like telephony advertising, cinema advertising, online and internet marketing. Sales promotion Sales promotion is offering to the consumers extra or additional value. Such an additional value may be created by offering say Buy One get One products, or Half Price products, free products/ samples, extra quantity of the same goods at no extra price, discounts and price reductions. Hence the main objective of sales promotion is to encourage certain behaviour of audience, often to effect sales for the organization. Such a tool attracts new customers and help retain existing base. Direct marketing Direct marketing is the total of activities by which products and services are offered to market segments in one or more media for informational purposes or to solicit a direct response from a present or prospective customer or contributor by mail, telephone or personal visit. (Onkvisit and Shaw 1993, p717). Direct marketing is concerned with the management of customer behaviour and is used to complement the strengths and weaknesses of the other communications disciplines used to communicate directly with individual customers and often carry a behavioural (call to action) message. Fill, C. (2009), Marketing Communications Interactivity, Communities and content. Thus we can understand by direct marketing as all the activities undertaken by seller which help to communicate directly with the buyers for the purpose of effecting an action by the buyer Public Relations PR or publicity is the marketing communications function or activity undertaken by the organisations which carries out programmes designed to earn public understanding an acceptance. (Svend Hollensen Global Marketing, Pg: 554). Being a component of society an entity has to protect the interest of itself as well as its stakeholders (society in general )and therefore has to have effective marcom for good public relations. It involves both internal as well as external communication Personal Selling Unlike Advertising, personal selling is a dual way or more than 2 persons involved communication process which enables instant feedback and is not disturbed much by the noise like in advertising. It is an intense communication process and requires skills for effective communication, but it also enjoys high flexibility. Market Segmentation Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product/service requirements. Targeting To determine which, if any, of the segments uncovered in the market segmentation should be targeted. Such segments are to be specifically targeted by the organization. Positioning The act of designing the companys offering and image so that they occupy a meaningful and distinct competitive position in the target customers minds. Integrated Marketing Communication The concept of IMC took birth in the US in the late 1980s. The Caywood, Schultz and Wang presented in 1991 the concept of IMC after a survey was conducted by Northwestern university with national goods advertisers in USA. Schultz defined IMC as, Broadly defined, IMC is a concept of marketing communication planning that recognizes the added value of using a comprehensive plan to evaluate the strategic roles of a variety of communication disciplines. It combines these disciplines to provide clarity, consistency and maximum communication impact. (Schultz et al, 1993). Proponents of IMC contend that it represents a logical first step in the transition from outbound product driven communication to the more interactive consumer and behaviour oriented approaches of the twenty first century. (Kitchen and Schultz, 1999). Thus we can understand from IMC that it is a process by which all forms of marketing communication are managed in such a way that the prospective customer or public are delivered a plain, constant and convincing message about the entity and its products. (An inside-out approach to integrated marketing communication-An international analysis by Gayle Kerr, Don Schultz, Charles Patti, Ilchul Kim) Among the differing definitions of IMC, Shimp has tried to find the unique features of IMC in 2000 as follows: The primary objective of IMC is to affect behaviour through directed communication. IMC process starts with the buyer or prospect and ends with the brand communicator. IMC uses all types of communication and all means and company contacts as message release channels For a stronger brand image synergy and coordination are utmost important. IMC entails marketing communication build lasting relationship between the brand and the buyer. Thus we can conclude that IMC is the planning, coordinating, controlling, integrating and managing the various communications which evolve from an organization towards its outside environment or external environment. Marketing Communications Strategies and Tactics employed by Dyson To understand the marketing communication strategy of Dyson, it is very important to know a brief history of the company which will help us understand the future course of marketing for the company. James Dyson had started working on his vacuum cleaner idea since 1978. His idea was to build a bagless, filterless vacuum cleaner. In the 1980s he approached Hoover Company which was the market leader of that time to take up his idea, but it was not accepted by Hoover. Undeterred by the Hoover snub, Dyson continued to work on his concept of vacuum cleaner. After 15 years of hard work, determination, toil and frustration and testing 5000 prototypes James finally launched the Dyson Cyclone DC01 Vacuum cleaner which was based on the effect of a tornado in 1993. The company for the next 12 years put almost 100 % of its profits for further RD expanding its team of scientists from a meagre 3 scientists to 350 scientists. In interview with a leading advertsing magazine, Dysons global marketing director, Clare Mullin, stressed the companys pledge to development, saying, Were an engineering-led company, not a marketing-led company. Thus the overall stress of the company can be found out to be technology, development, innovation and invention. This is a marked difference between a profit oriented commercial company and Duson. Dyson is an innovative, technology company not just any other company. This is the basis of marketing communication of Dyson that it is different. Context Analysis SWOT Analysis Strengths Technologically superior product offering Brand Image Loyal Customer base Financial Strength and higher profitability High Revenue generation Can earn premium on its product offerings Weakness Lower sales quantity than competitors Limited number of item offering in portfolio compared to larger competitors Limited resources Opportunities Qualitywise superior offering is always in demand everywhere. New untapped markets. Increasing sales by reducing prices. Threats Susceptible to cyclical changes as in recessionary conditions cheaper substitutes may be preferred. Branding as expensive products. Better product offerings by competitors at relatively lower prices. Strategic Mission and Objectives To build the most effective and efficient vacuum cleaners brand. Be a world leader in the vacuum cleaners brand To build world class cutting age electronic appliances for improving peoples lives To be technologically innovative To invest heavily in development for future sustenance of business Sr. No. UK markets US Markets To maintain the market leader position in the vacuum cleaner segment To maintain the market leader position in the vacuum cleaner segment Marketing Objectives To be a market leader in the vacuum cleaning and home appliances business. To market company as a technologically advanced company producing high quality products for improving daily lives. Sr. No. UK markets US Markets To maintain and consolidate the market leader position in the vacuum cleaner segment (2002) To rapidly enter into the market and capture the vacuum cleaning markets(2002) To increase sales by a certain percentage say 5% To increase sales by say 10% Marketing Communications Objectives Communications Impact- the objective of any marketing communication is too effectuate sales and promote the brand image of the organization. Credibility- It is the value attached by the customers Cost- These are the costs attached to the marketing communications. Control- The level of control which can be exercised on the marketing communication through different tools. The use of different tools entail acahievement of different objactives as may be predecided by the organization. Marketing Communication Message Objectives Differentiate- Dyson has tried to differentiate its products by stressing the superior technology of the product. Dont Lose the Suction Campaign very well pronounces the differentiation of Dyson products from its competitors product. Remind- This messages involve repeating the messages earlier delivered. This consolidates and Strengthens previous communication. Dyson states that his messages are boring, but still it shows the companys seriousness towards its business. Inform- This involves informing and educating the qualities of the product. Dysons product in US and UK do the same function of informing qualities to the customers. Persuade- This induces the customers to take action towards buying the product. In short, the marketing communication message objective should be to attract, maintain and inform consumers about the brand. Marketing Communication Strategies (3 Ps) The adoption of the strategy is based on the Product Life cycle and the particular marketing objectives: Pull Strategy Push strategy and Profile Strategy UK and Europe Markets Dyson believed in its products to be the advertising tools. For a technology enhanced quality product the word of mouth is the best form of advertising or marketing communication. In Europe Dyson enjoyed a huge word of mouth advertising, hence the need for specific high budgets or cost allocation to marketing communication was less. One more way of communication was through recommendation of store staffs. US market After tasting success on the European Continent, Dyson embarked on new voyages to the Unites States. The entry of the high priced, British made vacuum cleaner in US coincided with the recession and dwindling US Vacuum industry in 2002. But the creator of vacuum cleaner James Dyson also presiding Dyson Ltd was upbeat about the success of vacuum cleaner in US markets. Such an upbeat mood was due to the knowledge of placing a high technology product in the hands of customers creating value for the product. The tools of mouth to mouth marketing communication was not feasible in US as people were not so close and distances separated people. DOESNT LOSE SUCTION CAMPAIGN Fallon Worldwide, an ad agency won the advertising contact from Dyson and launched a campaign in USA in 2002 by the name Doesnt Lose Suction to showcase the superior technology of Dyson products in the vacuum cleaning business segment which needed an improvement and a change as per Dyson. Part Two For the selection of an organization, we have selected Apple Inc. as our organization. The company is to launch a Summer campaign for the launch of its Iphone-5 in the UK Markets. Launch date is on June 1 2011 Apple Inc. Objectives Based on the organizational motto of Think Differently, Apple Inc has its stated objectives of focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product. Brand Mission The Apple Iphone brand mission is to bring best mobile experience to everyone. Brand Vision The Iphone brand vision is to empower everyone with the latest cutting age mobile technology. Brand Objectives Producing a phone which caters to all the basic requirements of a mobile. Build strong brand orientation. To cater to the niche segment of the market. Introducing latest and innovative technology in mobile phone experience. To present an internet facilitating smartphone along with the Ipod and improved version of Iphone 3 and Iphone 4 Features Improved network connectivity than Iphone 4 Camera for photography and video needs for special moments, 8 MP Camera including a camera for video calls. Sleek and stylish features 64/128 GB Memory for extra storage needs One Touch email technology Upcoming 4G Networking technology. Inbuilt Apple GPS Navigation system. One push connectivity Highest resolution screen in the phone market. Touch screen with scratch proof technology Situational Analysis SWOT Analysis Strengths Higher price helps maintaining it as a mobile for niche people, hence demand is maintained. It is the most handy phone available in the market. Thousands of software applications are available specifically made for Apple on Istores. Upgradability is possible due to software upgradation. Brand Knowledge makes Apple products sell as hotcakes. It has best touch screen resolution in the market. Most suitable for entertainment purposes attracting young people towards Iphone. Weakness High price deters some customers Not much suitable for business purposes. Opportunities Relatively smaller segment of smartphone has scope for development. Branding as an innovator and revolutionizing products. IStore provides a continous stream of revenue even after sale of Iphones. Perceived luxury value to Iphone has result of increasing demand. Opportunities to tie up with many companies for creating Iphone applications. Threats Competitors coming up with better quality and better features for phone Apparent pressure for reducing prices. Target Customer profile Market Segmentation This involves identifying the similar groups of customers. For Iphone similar groups of customers maybe male/ female, amateurs/ professionals/ corporate persons, students etc. Target Market Iphone target market is the group of people who want smart phones as well as entertainment devices. The target may include cream class of people, who like to boost features. For business needs professionals, corporate personnel are to be targeted. The primary target would be the upper middle income persons. They would be targeted as the phone is build based on their requirements. The secondary target could be the university students, high school and college students who need a all-in one device. Corporate customers for large orders are also to be targeted. Positioning The Iphone 5 is to be positioned as a revolutionary product, differentiating from all the available phones in the market. It is to be marketed as an Apple brand, a symbol of quality. To be promoted as a computer which is a phone. Marketing Objective A high target has been set up for the first 2 years of launch in UK and USA: In the first year, 2 lacs of Iphone to be sold in UK based on our past performance of Iphone sales. In the 2nd year, an increase of 20% in the sales target over 1st year is contemplated. Marketing Strategy Product The Iphone has the great features as described above. Price The Iphone is competitively priced at  £450 in the UK markets. But in agreement with network providers like Vodafone, T- mobile, 3, Orange, O2 etc, competitive and best deals would be provided for the customers. Promotion As the target groups are found out, targeting the target group with the latest promotional media. Large scale TV advertisments. Regular advertisements for full 2 years period. Creative advertisement. Creation of hype around the phone. Place (Distribution) Large scale distribution of phones before the day of launch based on the past experinces of rush on the launch day and shortages within hours of launch. Message and Creative idea If you are not using Iphone5, you are missing out on something!!!. Have you tried your hand at the new Iphone. Iphone5, This changes everything again!!! Budget Based on the targeted sales of 2 lacs Iphone5 , the revenues turn out to be ( £450 * 200000) =  £90,000,000. We would work out the initial marketing communication expense at say 20% of revenues, then we have a total of  £18,000,000 for our marketing. Reference and Bibliography Svend Hollensen: Global Marketing- A decision oriented Approach, Fourth edition, Pearson- Prentice Hall http://www.jiffynotes.com/a_study_guides/book_notes_add/emmc_0000_0002_0/emmc_0000_0002_0_00096.html http://www.superbrands.uk.com/Pages/DocumentManager/ConsumerTop500_2010.pdf http://ristiuty.edublogs.org/files/2008/11/integrated-marketing-communication.pdf http://www.iphoners.com/threads/iphone-marketing-plan.141/ (Accessed on 17-1-2011) http://www.howtobeamarketer.com/articles/marketing-mix/4-promotion-marketing-communications/46-integrated-marketing-communications-templates-word-powerpoint-and-pdf (Accessed on 17-1-2011) Used for IMC Plan Diagram