Fishers narrative paradigm Essay Example for Free

Fishers narrative paradigm Essay One could argue, for instance, that the narrative of Translators without Borders ultimately sustains and justifies an ethics of consumerism through the commoditization of human grief. By blurring the boundaries between commercial and humanitarian agendas, the narrative accommodates itself to the established cosmetic use of good causes by big business to improve its image and deflect attention from its less savory practices. Finally, the Translators Without Borders story feeds into hegemonic cultural narratives of social responsibility that are ultimately designed to make the donors feel good about themselves rather than directly address the needs of the recipients. This is evident in Lori Thicke s article, published in Multilingual Computing and Technology, where she explains the attraction of the humanitarian exercise as follows: Giving away translations for Ð ° worthy cause is Ð ° win-win scenario. Eurotexte feels good about it. The translators feel good about it, and they see Eurotexte as an agency that really cares which we do. And last but not least, our customers consider this to be Ð ° point of distinction. (2oo3:4) In the final analysis, as Hinchman and Hinchman point out, we extend or withhold allegiance to communities depending on our rational judgments concerning the narratives on which they are based (1997:238) Fishers narrative paradigm, as І have tried to demonstrate with the narrative of Translators Without Borders, offers us Ð ° framework not only for making rational judgments but also for assessing narratives in terms of fidelity and, thus, their ethical import. Gumperz (1982) demonstrated that speakers in Ð ° conversation are engaged in an ongoing and immediate process of assessing others intentions and producing responses based on the assessment of those intentions. He calls this situated or context-bound process of interpreting meaning conversational inference and the meanings themselves are flexible and evolve as conversations proceed (Gumperz 1977). To talk back and forth-to speak as well as listen-entails both sending and receiving multiple levels of meaning. In numerous examples, he illustrates how meanings are conveyed from multiple levels of language consisting of, but not limited to, lexical or phonological choice, syntactic patterns, use of formulaic expressions, code-switching, prosodic cues (intonation and stress), and paralinguistic (e. g. , pitch, register, rhythm, and volume). Meaning is not only determined by features of language, but also, as Gumperz demonstrates, by background expectations, prior knowledge or relationships, roles, cultural knowledge, and other social knowledge. According to Gumperz, interpreting meaning is Ð ° process of contextualization in which Ð ° listener associates certain kinds of cues within the language, called contextualization cues, with information content on the one hand and with background expectations, or social knowledge, on the other ( Gumperz 1978; 1982). Contextualization cues refer to any aspect of the surface form of utterances that, when attached to message content, function as Ð ° way of signaling how to understand what is said. These cues signal to listeners when speakers have made their points, which information is foreground and which is background, what the relationship is between comments, how what is said should be heard (whether anger or joking is meant), and many other kinds of information. Adopting Ð ° cross-cultural perspective, Gumperz developed Ð ° method for investigating the process of contextualization cues by examining situations where they fail to work. When speakers share similar cultural backgrounds, then contextualization cues are also shared and speakers rarely misunderstand. However, when cues are not shared, misunderstandings prevail. Schiffrin ( 1994) interprets his main contribution as emanating from his studies of the way people within Ð ° larger culture, who are members of smaller, distinct cultures, may share grammatical knowledge of Ð ° common language (such as English) but may also contextualize what is said differently than Ð ° member of the larger culture. In this way, messages are produced that are understood perhaps partially, but not completely, such that people take away different interpretations of what was said and done. The following is Ð ° well known example from Gumperz (1982: 3o) cited by Schiffrin (1994: 7): Following an informal graduate seminar at Ð ° major university, Ð ° black student approached the instructor, who was about to leave the room accompanied by several other black and white students, and said: Could І talk to you for Ð ° minute? І am gonna apply for Ð ° fellowship and І was wondering if І could get Ð ° recommendation? The instructor replied: oK. Come along to the office and tell me what you want to do. As the instructor and the rest of the group left the room, the black student said, turning his head ever so slightly to the other students: Ahma git me Ð ° gig! (Rough gloss: І am going to get myself some support. ) Before exploring how different interpretations were made by listeners, this example can serve to illustrate what interactional sociolinguistic data is and how its analysis proceeds. First, Ð ° sociolinguist analyzes actual utterances that have been written down immediately or recorded on tape by an investigator. Significant to sociolinguistics is that these are not data generated from the analysts mind or experience but rather have been actually uttered by Ð ° human being in Ð ° natural context. Second, examples from data are always accompanied by Ð ° brief explanation of the contextthe physical setting, social roles, relationships of other participants, and other information. Any utterance can be the focus of analysis by asking, how was this utterance understood by the people who heard it, and how did these participants arrive at their interpretation? For the sociolinguist, this entails describing the grammatical knowledge of participants and the socio-cultural knowledge that listeners rely on to understand the messages conveyed. Specifically, such an analysis accounts for the way explicit linguistic signs, such as word choice, intonation, rhythm, stress, and lexical and phonetic choices indicate speaker intent and also how social knowledge influenced Ð ° listeners interpretation. When these cues are tacitly shared by speakers, interpretive processes tend to go un-remarked. However, when Ð ° listener does not react to Ð ° cue or is unaware of its function, interpretations vary, misunderstandings occur, and judgments are made.

Reflective Account Of A Student Placement Within The Community Setting Nursing Essay

Reflective Account Of A Student Placement Within The Community Setting Nursing Essay This assignment will provide a reflective account of a student placement within the community setting. The   reflective   model   Kolbs learning   cycle   (1984) is   often   referred   to   in   describing   experimental   learning   and   can   be   used   in   any   learning   situation.   Reflective practice is important to the development of Mentors as   professionals as   it   enables   us   to   learn   from   our   experiences   of  teaching   and   facilitating   student   learning. Dix and Hughes (2004) recognise that students and learners can benefit from reflective practise. Jasper (2003) also identifies that reflective practise is an essential tool for student nurses to make that very important link between theory and practise. It will also highlight the role of the mentor and look at how the learning outcomes of both the mentor and the student were achieved. According   to   the   Nursing   and   Midwifery   Council   (NMC   2008) the   term  Ã‚   mentor   is   used   to   highlight   the   role   of   a   registered  nurse   who   facilitates learning   and   supervises and   assesses   students   in   the   practice   place.  Ã‚   They   also   identify   the   eight   mandatory   standards   that   must   be  Ã‚   achieved   to   become   a   mentor,   and   within   the   assignment   I   shall   be  Ã‚   referring   to   the Standards   to   Support   Learning   and   Assessment   in  Ã‚   Practice; NMC   standards   for   mentors,   practice   teachers and   teachers,   and  Ã‚   identifying   the   standards   that   mentors require. I   am   a   staff   nurse   working as part of a busy district nursing team   within   the   community setting. I have 5   years   experience as a nurse,   as   I   me ntee   I   will   be   under   the   supervision   of   my   mentor   who   is also   a   staff   nurse   with   over 20 years experience. Who has over   7   years   experience   as a   mentor.    The   student   that   has   been   allocated   to   my   area   of   work   is a   26   year   old   women   who   is at   the   beginning   of   her   2nd   year,   she   has   previously   worked   with   the health   visitor   and   In   a   nursing   home   setting.   Before   starting   her   training   she   worked   as a   carer   in   a   nursing   home   setting   which   has   given   her   confidence   and   personal   experience   outside   her   nurse   training. I   will   be outlining   the   students   journey   whilst   on   their   placement   and   How   I,   with   the   suppo rt   of   my   mentor   provided a   constructive   and   nurturing   learning   environment   for   the   student   to   develop   and   meet   her   learning   outcomes.   To ensure the student has a positive learning experience it is important that the learning environment is supportive for the student and those who work in it . Clarke et al. (2003) makes reference that learning in the clinical environment is very highly valued and this places several demands on clinical areas and staff. The clinic in which I am based has a wealth of mentors and nurses with vast experience. It provides a positive and supportive learning experience to students who are placed with the district nurses. Although the clinic can be unpredictable clinically and tend to have heavy workloads. We have a resource room for students and the staff are always interested in and aware of the students experience whilst on placement.    Our   initial meeting   took   place   on   the   students   first   day   of   the   placement   I   issued her   the   clinics   student   nurse  Ã‚  orientation / resource   pack.   This   provided   her   with   all   the   basic   information  Ã‚   about   the   clinic   and   the   different   members   staff   within   the   team. Also   within   the   pack   was a   copy   of   the   NMC   guide   for   students   of   nursing   (2005) for   her   to   keep   referring   back   to, this   was   to  Ã‚   provide   a   good    introduction   into   the   learning   environment   that   she would   be   in   during   her   placement.   Cahill   (1996)   acknowledges   that   the   single   most   crucial   factor   in   creating   a   positive   learning   environment   is   the   relationship   between  Ã‚   staff   and   the   student   nurses.  Ã‚   She   also   discusses a   common   problem   which   arises   for   students   is   that   they   are   regularly   unable   to   work   with   their   mentor,   so   during   our   initial   meeting   we   discussed   and   planned   her   time table taking   into   account   any   study days she may have.  Ã‚   Kenworthy   and   Nicklin   (2000) comment   that   the   more   comfortable   and  Ã‚   welcome   a   student   feels   within   the   working   environment, the   more    likely   it   is   that  Ã‚   effective   learning   will   take   place   and   the   student   will   become  Ã‚   motivated   to   learn   which   is a   key   factor   in   successful   learning.   During   this   meeting   we   also   outlined   her   learning   needs and   establish   a   learning contract . A   learning   contract   is a   short   agreement   in   writing   between   the   mentor   and   their   student   used   to   ensure   learning   objectives and   module   outcomes are   identified   and   met   throughout   the   placement   (Lowry 1997). Downie and Basford (2003) believe that to identify the learning outcomes at the beginning for the placement is of great benefit to the students. In the learning contract the student outlined she would like to develop skills in the technique of administrating injections. She also expressed an interest in learning the role of a district nurse. It   was   important   for   me   to   know  Ã‚   where   in   her   training   the  Ã‚   student   nurse   was   so   I   could   plan   with   her   effectively   when   supporting   her   in   the   clinical   setting. A   frequently   used   taxonomy  Ã‚   in   nursing   is   the   framework   by   Benner   (2001)   in   which   are  Ã‚   five   levels;   novice, beginner,   competent,   proficient,   and   expert. According   to   Benners   stages   of   clinical   competence   which   shows   the   journey   of   a   novice   to   an   expert   my   student   appeared   to   be   an   advance   beginner   as she shows   understanding   of   the   NMC   code   of   professional   conduct   and has   some previous   work   experience   which   some   st udents   in   the   same   year   on   the   course   may   not   have. Honey and Mumford (1992) explore four different styles of learning which is a variation on kolbs model. It is thought whenever possible, it is essential to allow the students individual style of learning determine your choice of teaching. In seeking to explain kolbs model there are four different styles of learning they describe activists, pragmatists, theorists and reflectors. They also mention that although many people can be a mixture of the 4 styles they primarily had a preference for only one. When establishing the learning style of my student I became aware that she was an activist and also reflector. Preferring to observe and gain understanding of the theory and evidence based practise. Then showing a very hands on and experienced approach it became very apparent she preferred to be practical and experimental once she became comfortable with her surroundings. As outlined in her learnin g contract she was keen to meet her clinical outcome for administrating injections. The NMC standards for mentors (2008) states that students must spend forty percent of their placement with their mentor. This presented a problem as I had a numbers of annual study days which were mandatory and I had to attend. I discussed this with the student and explained other members of staff would oversee her learning outcomes whilst I was attending courses. This would be arranged well in advance so she knew who she would be placed with. She felt this arrangement was suitable as she would be given a chance to work with members of staff with differing experience and skill mix. This would also highlight the diversity in district nursing. I also felt this would enhance her experience within the team making her feel more comfortable with all the members of the team. Beskine (2009) suggests that starting off with a positive approach promotes the students experience as well as the quality of the plac ement. It was found by Pearcey and Elliot (2004) that students who have had negative experiences with their mentor and placements tend to leave the course before qualifying. Spoke placements with members of the multidisciplinary team were also discuss at this point and I gave her a list of recommend contact numbers and details.

Europes Software Patent Law Essay -- Patenting Economics Essays

Europe's Software Patent Law Today in Europe, the issue of software patentability is a heated and controversial topic amongst the software industry. Currently Europe’s software patent law is unclear and inconsistent. There has been a wide spread effort by major players in Europe’s software industry and governmental bodies to try to formalize and disambiguate the law on the patentability of software. But up to know there has been very little progress in the formalization of this law. What has resulted is an ongoing controversy amongst the Europeans. Proponents of software patenting have been calling for an extension of the scope of software patenting. However, its opponents have been calling for a drastic reduction of what should be patentable software. We begin our discussion with the roots of how patent law came to be in Europe and then focus our attention to the current law of software patentability. We then turn to a current controversial issue in Europe’s software industry and then get key ethical perspectives on this issue. We then finish up with my defense on particular position of a proposed ethical issue on the current software patent law. Established by the Convention on the Grant of European Patents (EPC) in 1973, the European Patent Organization was created to establish a uniform patent system in Europe. The European Patent Organization is an intergovernmental body setup by the EPC1, its members are made up of contracting states of the European Union (EU) including the United Kingdom, Germany, and France to name a few. The executive arm of the European Patent Organization is the European Patent Office (EPO) whose function is to grant European patents to each of its contracting states. The administrat... ...ww.wired.com/news/politics/0,1283,37721,00.html 3.Donald, James A.,"The American Revolution - an HTML project," Locke's Second Treatise (Chap V) On Property, 1997, http://cseserv.engr.scu.edu/NQuinn/COEN288/LockeOnProperty.pdf 4.Duke L. & Tech., SOFTWARE PATENT LAW: UNITED STATES AND EUROPE COMPARED, 2003, http://www.law.duke.edu/journals/dltr/articles/2003dltr0006.html 5.European Patent Office, The European Office, 2003, http://www.european-patent-office.org/index.htm 6.European Software Patent Horror Gallery, European Software Patent Horror Gallery, 2003 http://swpat.ffii.org/vreji/pikta/index.en.html> 7.Spinello, â€Å"Frameworks for Ethical Analysis,† Chapter 2 of Ethical Aspects of Information Technology, Prentice Hall, http://cseserv.engr.scu.edu/NQuinn/COEN288/framework.pdf 8.The Patent Office, The UK Patent Office, 2003, http://www.patent.gov.uk

Water Aerobics Essay -- Aquatic Fitness Routine

Water Aerobics Water aerobics has been a strong growing type of exercise for many age groups for years. Water aerobics is a combination of arm and leg movements done in water for beginners. This type of aerobic exercise is typically done for less than an hour. This includes the same type of program as land aerobics with warm up and cool down periods. Swimming exercise uses more of the overall muscle mass of the body than almost any other form of exercise. (Water aerobics, â€Å"What is water aerobics† section, para. 1) Doing water aerobics is good for the joints and helps create a wider range of motion in the joints during exercise. It also nearly eliminates injuries in the water because the body is so buoyant. Water aerobics also improves flexibility because it is not causing pressure on the joints. This is because the body is supported by the water. Most water aerobics are done in waist, chest or neck high deep water. The water is supporting from 85 percent to 90 percent of the body in chest deep water. (Water aerobics, â€Å"Who can participate?† section, para. 1) In an advanced water aerobics class you are doing more calisthenics exercises. An individual doing water aerobics can burn anywhere from 450 to 700 calories for an hour of exercise. (Water aerobics, â€Å"How many calories does it burn?† section, para. 1) There is less stress on the joints and a more efficient cardiovascular workout. This is because water aerobics does not put as much of a beating on your bones and jo...

Heineken

[Tapez le nom de la societe] 11 HEINEKEN [Tapez le sous-titre du document] poste Introduction I. The presentation of the company: HEINEKEN 1. A brief look at the history of Heineken 2. Brewing beer 3. Heineken product’s II. The presentation of market 1. Nature of marketing 2. Nature of applied research 3. Situation analysis of Heineken 4. Heineken and advertising III. My project 1. Product development strategy 2. Concept development and testing 3. Suggestions Conclusion Introduction: Heineken has wide international presence through a global network of distributors and breweries. Heineken owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in term of sales volume and profitability. I. The presentation of the company: HEINEKEN 1. A brief look at the history of Heineken: The Heineken family entered the beer business in 1864, when Gerard Adrian Heineken bought a brewery in the heart of Amsterdam. Over the past 140 years, three generations of the Heineken family have built and expanded the brand and the company in Europe and around the world. It is thanks to the leadership of Gerard, Henry and Alfred Heineken that Heineken is one of the world’s leading brewing groups. The Heineken company name stands for many things. It began as a family business; three generations of Heineken, each with their own approach to building the business. It became Europe`s favorite beer brand – successfully exporting to every corner of the world. The history of Heineken starts on December 16th  1863. It was Gerard Adrian Heineken who, in 1864, bought the Amsterdam brewery â€Å"The Haystack†, which dated from 1592. In doing so, he laid the foundation for the Heineken concern, which was to acquire widespread international fame as time went by. Within a few years Gerard Adrian Heineken succeeded in increasing sales so much that the brewery in Amsterdam soon became too small. In 1867 construction of a new brewery began just outside the old city. His legacy was a brewery which had grown into one of the biggest and most important in the Netherlands. At the end of the nineteenth century, the competition from other breweries increased. From the 1950s onwards under the leadership of Alfred Heineken, who was the chairman of the Executive Board of Heineken NV, Heineken expanded to become an International Company. He gave the Heineken label worldwide fame and gave it a unique image. It was Alfred Heineken who came to the conclusion that beer was not a local or regional product but that beer could travel. He laid the basis for the international structure and organization of the Heineken concern. Thanks to the initiative of the Heineken family and its response to the changes in the world beer market, Heineken has grown to become the world`s most international beer brand. In the old days deliveries would be made by horse-drawn cart, but nowadays lorries take care of this. Loaded into the huge container ships in the port of Rotterdam, Heineken beer finds its way across the whole world. The export of Heineken beer took off at an early date. In the period between the two world wars, Heineken was exported to Belgium, France, Britain, West Africa and Indonesia. In 1933 Heineken became the first foreign brewery to export beer to the United States after the prohibition. That turned out to be a great success. But there is more – apart from exporting beer, Heineken also acquired stakes in the local breweries all over the world. It has also built its own breweries. Today, Heineken is sold in around 170 countries in all parts of the world; the company also has ties with 116 productions units in 57 countries. Heineken has in recent years been drawing attention to the Heineken brand by making increasing use of sponsorship. Heineken has recently sponsored the Rugby World Cup in South Africa, the  US Open, the  Davis Cup Tennis Tournament, the  Heineken Classic Golf Tournament  and the  Saint Maarten Regatta  in the Caribbean. Sports sponsorship is only one of the ways that Heineken can contribute to the lives of their customers. The Heineken brand is also strongly associated with music. They sponsor –  The Montreux,  Puerto Rico  and Umbria Jazz Festivals. 2. Brewing beer: Brewing beer is a 100% natural process. Heineken got its start when its founder fundamentally improved the process by which beer was made in a brewery that had existed for 251 years. The basic recipe is still closely guarded, and the principles of its success have remained the same: quality ingredients and a perfectly controlled brewing process. Heineken ingredients Heineken beer is made from the purest ingredients. It use only water, malted barley,  hops and yeast. Barley Barley is the major raw material used in brewing beer. Before it can be used for brewing, the barley grain must be malted. Malting helps make the starch and protein (by its natural enzymes) in barley available for brewing by breaking down the natural ce ll wall that surrounds the starch. Starch will be converted to sugar, which will produce alcohol during fermentation. Malting also forms the colour and flavour that the barley will lend to the beer. Hops Hops is one of the flavour-makers of beer, and also contributes to its shelf life. The resin from the female hop flower cones is used to help balance the sweetness of the barley with a refreshing bitterness. Water Beer contains almost 95% water. Water plays an important part in giving beer its characteristic flavor, as different sources contribute to unique beer flavors. Clean, high quality water is essential not only to our beer, but also to life everywhere. We are actively working in the communities that we're a part of to protect clean water supplies. Yeast Yeast converts malt sugars into alcohol during fermentation. There are two types: bottom and top fermenting yeast. Beers fermented with bottom yeast are called lagers and those that use top-fermenting yeast are called ales. In 1886 in Amsterdam, Dr. Elion, a student of Dr. Louis Pasteur, discovered the famous Heineken A-yeast, a strain that is still used today only by Heineken. Gluten Beer contains gluten, which comes from the grain from which it is brewed. Only a fraction of the gluten that the grain contains gets into the beer. The proportion depends on the kind of grain that is used. The use of barley results only in traces of gluten in the beer whilst wheat contributes considerably more. It also depends on the brewing process. Generally speaking: the clearer and blonder the beer is, the less gluten it may contain. Some people are allergic to gluten and have to follow a diet that minimises or excludes their gluten intake. Whether beer can be part of such a diet or not, is dependent on the extent of the allergy and the beer type consumed. In many cases lager beers pose no problem for people who have a gluten allergy. However, it is up to the individual to assess his or her sensitivity. * How beer is made Heineken beers are brewed using solely water, barley, hops and yeast. The barley is malted (soaked to initiate a natural geminating process), ground, mixed with water and then heated. Step by step, the temperature increases so that the starch in the malted barley is converted into sugars. After the solids have been filtered out, the result is ‘wort' (malt sugars), which is then brought to the boil. During the boiling process the brewers add the hops. Using only the female flowers of the hops plant gives beer its characteristic bitter taste and improves its storability. After the wort has been boiled, the next step is fermentation. First, the wort has to be cooled down to 8 degrees Celsius. Yeast is added to the wort and the process of converting the sugars into alcohol and carbon dioxide can then begin. This takes place in special fermentation tanks, where the beer remains for 7 days. The result is ‘young beer' which, when cooled down to freezing point, is pumped into storage cellars for post-fermentation. One of the aims of this storage is to improve the beer's taste and clarity, and help it keep longer. Once storage is completed, the remaining step is filtration, after which a superb-tasting, bright and clear beer is filled into bottles, can or kegs. Filling and bottling are automatic processes to ensure completely hygienic conditions. 3. Heineken product’s The icon: Wherever we go, it’s always nice to see something we recognize; the green bottle, the red star and the smiling â€Å"e†, telling us instantly what’s inside: cold, fresh, quality Heineken enjoyed around the world since 1873. Aluminum bottle Heineken  launches aluminum bottle  reserved  to  the nightlife  and  trendy  bars. Designed  by  design studio  Ora  Ito,  this is  a  refined  vision  of the  Heineken  bottle,  which  transforms it  into a true  collector’s item. Heineken  Draught Keg Real  beer  now  invites itself  at home  or  outside  with  the  new keg  pressure  to  carry, easy  to share in  any occasion. Heineken  has created  the first  disposable pressure  was offering  a  true  quality beer  pressure  as well  as  the  ability to consume  beer  until  30 days  after opening. Convenient  and friendly, combining  proprietary technology  with  a  unique  and patented  integrated  pressure,  a  refined design,  the  Heineken was  to win  an Oscar  for  the  package. Heineken  15cl  small Heineken  dares  the 2006  launch of  the  15cl  bottle. Revolution in the  beer  department,  small  and practical,  its  mini size  target consumes  occasional  beer. It  is  ideal  as an aperitif  for  those  wishing to  enjoy  a  Heineken while  controlling their consumption. In  the  world  of  night,  four  years  after  the  success  of  the aluminum bottle,  its  designer,  Ora Ito  renews  its  collaboration with  Heineken. With  smoother  lines,  a  refined  and conical shape,  the  new  aluminum bottle  made the bottle very elegant. II. The presentation of market 1. Nature of Marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. To efficiently accomplish their goals, ? rms today have adopted the marketing concept, which requires * A consumer orientation, * A goal orientation, * A systems orientation. A consumer orientation means that ? ms strive to identify the people (or ? rms) most likely to buy their product (the target market) and to produce a good or offer a service that will meet the needs of target customers most effectively in the face of competition. The second tenet of the marketing concept is goal orientation; that is, a firm must be consumer-oriented only to the extent that it also accomplishes corporate goals. The goa ls of profit-making firms usually center on financial criteria, such as a 15 percent return on investment. The third component of the marketing concept is a systems orientation. A system is an organized whole—or a group of diverse units that form an integrated whole— functioning or operating in unison. It is one thing for a ? rm to say it is consumer oriented and another actually to be consumer oriented. First, systems must be established to ? nd out what consumers want and to identify market opportunities. Identifying target market needs and ? nding market opportunities are the tasks of marketing research. Next, this information must be fed back to the ? rm. Without feedback from the marketplace, a ? rm is not truly consumer oriented. 2. Nature of Applied Research Marketing research studies can be classi? ed into three broad categories: programmatic, selective, and evaluative. Programmatic research is conducted to develop marketing options through market segmentation, market opportunity analysis, or consumer attitude and product usage studies. Selective research is used to test decision alternatives. Some examples are testing concepts for new products, advertising copy testing, and test marketing. Evaluative research is done to assess program performance; it includes tracking advertising recall, doing organizational image studies, and examining customer attitudes on a ? m’s quality of service. Programmatic research arises from management’s need to obtain a market overview periodically. For example, product management may be concerned that the existing market information base is inadequate or outdated for present decision making, or marketing plans may call for the introduction of new products, ad campaigns, or packaging. Typical programmatic research questions include the following: Has its target market changed? How? Does the market exhibit any new segmentation opportunities? Do some segments appear to be more likely candidates than others for the ? m’s marketing efforts? What new product or service opportunities lie in the various segments? 3. Situation Analysis of Heineken: Heineken is well-know, renowned brewery with essential strengths (Appendix-1) to be a global brand. However, at this moment, brand perception is different across the countries. Though Heineken had consistently been marketed as a premium brand, in the  US  and Hong Kong market, a distinct image was established for special occasion rather than for daily consumption while in  Latin America, Heineken is viewed as a European imported beer among others. The brand's good taste image is built on 5 core brand values: taste, premiumness, tradition, winning spirit and friendship. Heineken strategy is based on relating friendships and important relations which are built based on enjoyable, joyful, personal, luxury social conditions such as meeting people, fancy meals, savoring, elegant parties, intimate moments and place. The friendship value would be presented in several social conditions through â€Å"true friends† and â€Å"consumers can count on Heineken as a friend† expressions. The taste would be built on 5 brand values: taste experience, balanced taste, foam, advertising and packaging. Appendix-1: Strength and Weakness of Heineken Strengths| Weaknesses| * Beer of highest quality (superior quality) * Special Taste * Original formula * Traditions * Brands availability * Premium brand * Lighter Beer * Attractive packaging * Most heavily advertised Premium beer in  Europe  and Worldwide and use TV commercials  heavily| * No production base in some area * Inconsistent brand image with brand communication * TV commercials are just aired in larger markets * Lack f integrated marketing campaign * Lack of worldwide advertising campaign| Detailed recommendation to achieve the global brand * Introduce a number of innovations across liquid, packaging and format that will serve to further endorse international leadership credentials because innovation is the lifeblood of brand domain. * Heineken has a strong brand tradition. In order to flourish its  brand repu tation  across the world, convince the consumers that the brand is some way superior. Develop a relationship with customers, build  affinity  between brand and customers by sponsoring international rugby tournaments, and world soccer tournament such as -( the Champions Leagues, the UEFA Champions League,  world's premier club) where target audience of men from all over the world gather in one place. * Building the brand  recognition  for long-term  to differentiate the brand Heineken and be sure to add value to the product in order to get the brand loyalty. * Profile Heineken is one of the world's leading brewers in terms of sales volume and profitability and it has the widest presence of all international brewers through a global network of distributors and breweries. In volume terms, it has the largest brewer and beverage distributor in Europe, where it realizes more than half of its sales. It balances a strong position in stable and profitable markets such as Europe and North America with a growing presence in rapidly expanding beer markets such as China and Russia. It employs more than 60,000 people. The Heineken brand, available in almost every country on the planet, is the world's most valuable international premium beer brand. In addition, it owns and manages one of the world's leading portfolios of beer brands comprising other international premium, local and specialty brands. * Goal and market strategy Heineken's goal is to grow the business in a sustainable and consistent manner, while constantly improving profitability. The strategy to achieve this has four elements: †¢ Strive to reach a leading position in attractive markets. Focus on capturing an ever-growing share of the premium and specialty beer market segments. †¢ Work to improve efficiency and cut costs in operations. †¢ Grow through selective acquisitions, so long as they create shareholder value. * Brands Heineken owns and manages one of the world's leading portfolios of beer brands. Its principal international brands are Heineken and Amstel. Heineken is positioned as a premium brand, except for its home market in the Netherlands, and its appeal is growing in many markets. Heineken is the leading beer brand in Europe and Amstel is the third largest. In Europe, Amstel is positioned in the Mid-priced mainstream segment, the largest segment of the market, and is available in more than 90 countries around the world. Heineken also owns and manages a strong portfolio of more than 120 top-selling brands that includes Cruzcampo, Z. ywiec, Birra Moretti, Murphy's and Star. It has a limited presence in the low-priced segment of the market and its international and local brands include lagers, specialty beers, light beers (low-calorie beers) and alcohol-free beers. * Distribution Heineken is the largest beer and beverage distributor in Western Europe. In every market where it is active, it strives for comprehensive coverage through alliances with independent distributors or via its own beverage wholesalers. * Innovation Heineken works to continually meet consumers' changing needs. This can be seen in the area of marketing communication, packaging and dispense systems, where it is a recognized leader. It also works to further improve the quality, safety and cost structure of processes and products. This includes innovation in brewing technology and supply chain management, which reinforces the competitiveness of its global brand portfolio. Sustainability Heineken is committed to conducting business responsibly and ethically. It continuously takes its initiatives to combat alcohol abuse, misuse and focused resources and energy on setting even higher standards in the social and environmental areas of its business. 4. HEINEKEN and advertising: Heineken beer is a famous brand name in around the world and Ads plays the important role in the dissemination of Heineken. At the beginning, Heineken has appeared on mass media with advertisements and promotion programs very attractive, unique; use the words easy to understand. Heineken is not only a beer; Heineken is the moment comes with the image and inspiration to everyone, anytime, and anywhere. The Heineken Ads actually attracts viewers to the world of Heineken – a strange world – World of the passion. Therefore, when mention to Heineken, people immediately think about a new lifestyle has been confirmed with the events has made the impressive, such as: Heineken & Music, Heineken & Sports and Heineken & Movies. Besides Sport and Music, Heineken also sponsored to release the series of action films of Hollywood. Indeed, there were many companies chose movie is the part of the marketing plan. So what is the difference in the way of Heineken? The biggest difference is the investment, has demonstrated a long-term strategy. Starting in 2005 with the movie â€Å"Mr. & Ms. Smith†, Heineken wanted to announce that Heineken will provide viewers the excellent films. Nextly, in the summer of 2008, audiences once again be watched â€Å"Wanted† with the high technique screen and very impressive, never seen in any movie at Hollywood. in 2006, Heineken sponsored to release: † Casino Royal â€Å". Heineken, bring the passion of peak quality, the investment to the distribution system and the media attractive, has confirmed the top brand name of beer in the world. Heineken is respectfully support all of customers, who always discover and enjoy the best of life III. My project: 1. Product Development strategy Given the rapid changes in consumer tastes technology arid competition companies must develop a steady stream of new products and services. When an organization introduces a product into a market they must ask themselves some questions. . Who is interested by this kind of product? 2. What profits will they expect? 3. How to introduce the product in the market? 4. What differential advantage will the product offer over their competitors? The product should be viewed in three levels: Level 1: Core Product. What is the core benefit of your product offers? Customers who purchase a camera are buying more : they are purchasing memories. Level 2 : Actual Product: All the camera cap tures memories. The aim is to ensure that your potential customers purchases for you one. The strategy at this level involves organizations branding, adding features and benefits to ensure that their product offers a differential advantage from their competitors. Level 3: Augmented product: What additional non-tangible benefits can you offer? Competition at this level is based around after sales service, guaranties, delivery and so on. John Lewis a retail departmental store offers for free five years of guarantee on purchases of their Television sets, this gives their `customers the additional benefit of peace of mind over the five years. As they will be quiet if their purchase develop a technical problem. . Concept development and testing An attractive idea must be developed into a product concept. It is important to distinguish between a product idea, a product concept, and a product image. A product idea is an idea for a possible product that the company can see itself offering to the market. A product concept is a detailed version of the idea stated in meaningful cons umer terms. A product image is the way consumers perceive an actual or potential product. Who is the target market and who is the decision maker in the purchasing process? What product features must the product incorporate? What benefits will the product provide? How will the consumers react to the product? What will it cost to produce it? 3. Suggestions: In  today's consumer society, competition  is  increasingly  fierce. Consumers  are less  loyal  to brands  than before. Therefore  they must  remain  in  continuous innovation  in order  to  avoid  routine  and weariness  of the consumer. For  these  reasons,  the  brands are trying  to  find  new  ideas  to maintain  their  sales  and maintain  their visibility  and  attraction. 1st idea: The  creation  of  a  packaging  event  is a solution  that  strengthens the brand’s image  and  market positioning. This  type  of  packaging, launched  in  small quantities,  can  maintain  a sense  of  scarcity  of  the product. Indeed, creating a limited edition is an opportunity to do something different and to test consumer loyalty to the brand and transform it to a collector which will increase the turnover of the company. Besides, a unique and limited packaging may give the company a luxurious image because it reflects his constant search for innovation and thus seduced 2nd idea: I think that is a great idea to cover the cans by a protective film, in order o keep them hygienic and protect them against all forms of pollution. This protects  consumers  from  germs  that  can  accumulate over  the can especially that they are  in direct contact  with the  mouth. 3rd idea: Here are some facts about women and beer: * The sale of beer to women is a growing market. * Women currently account for 25 percent of beer consumption in the USA. * Women between t he ages of 21 and 30 are drinking more beer than women in other age groups. * Beer drinking among women in the 50-plus age group is on the increase, a fact that has not gone unnoticed among beer advertisers worldwide. Women beer drinkers are a discerning bunch. They demand more of their beer: more flavor, more complexity, more fruitiness, fewer calories and lower carbs. Above all, women want beer with more style and character. So, I propose to this target: women who enjoy beer; a light beer with lower alcohol content. This beer will package into new bottle with an exceptional shape which attract feminist target. 4th idea: Conversely to the can of NESCAFE I suggest a new system: It is a refrigerated can which cools when it is opening. This ensures the beer’s conservation and quality. The concept of this product is to permit the end user to consume fresh beer of very high quality. It can be consume all the time and never having to access a kitchen, refrigerator or even having to rely on an external cooling source. * All  these  ideas  will  be  developed  in a  second  report. It  will  explain why the  choice  of each  idea,  and the techniques  of achievement Conclusion: Marketing strategy allows us to generate a specific response from targeted groups of customers. It can help us to achieve the following key objectives: * increasing sales to existing customers * building customer loyalty re-establishing lapsed customer relationships * generating new business At  a broader level marketing offers significant benefits to society. These benefits include: * Developing products that satisfy needs, including products that enhance society’s quality of life * Creating a competitive environment that helps lower product prices * Devel oping product distribution systems that offer access to products to a large number of customers and many geographic regions * Offering techniques that have the ability to convey messages that change societal behavior in a positive way.

The American Indian and the Problem of Culture Essay

The Native Americans are perhaps the most culturally storied and richly diversified culture in the America. Indeed, the historical narrations of the Indian culture, way of life and lifestyle are narrated as rich in strife, struggle as well as triumph. In fact, a majority of the modern ways of life and lifestyle in the United States are directly or indirectly inherited or borrowed from the ancient Indian cultures of centuries ago. Yet, most Americans take for granted the many familiar symbols that trace their origin from the Native Indian Americans. The purpose of this paper is to describe the culture of the American Indians. The American Indians used various symbols that interwove the tapestry of their lifestyle. Integral symbols such as the totem pole, the teepee, the moccasins and the peace pipe formed a special cultural trait of the American Indians life (Barrett, 2004). Native animals and plants as houses and weather had a special cultural relationship with the American Indians. For instance, the American Indians revered animals for spiritual believes and ties in spite of their hunting practices. Animal hides and skins made drums and clothes while the meat was preserved and never wasted to nourish the community. The American Indians believed that the spirit of the animals killed lived through the community by inhabiting the tribe’s minds. The American Indians cultivated and later harvested various plants for different reasons and seasons such as making blankets and dyes (Biolsi & Martin, 1989). Weather elements bore cultural meanings, attachments and endearments to the community, as well. For instance, the American Indians believed that the sun and the rain were supernatural powers and represented a change in the Indian’s seasons. Totem poles formed a special part of the America Indian’s culture (Hallowell, 1957). For instance, they believed that every person’s spirit in the community was attached to particular animal’s spirit. Therefore, the community believed that, at death, a person’s spirit was absorbed by his or her attached animal to live on or regenerate as another person at birth. As a tall and large wooden carving, the totem pole was framed to represent various animals with a certain animal representing a cherished but deceased member of the family. Today, it is easy to observe a dangling dream catcher hanged from rearview mirrors on cars driving in the United States’ roads. However, people rarely know or acknowledge the significance of the dream catchers. Indeed, this symbol traces back to the Lakota tribe’s legendary stories (Hallowell, 1957). It is a symbol of holding onto dearest things in a person’s life. In addition, the perforated holes in a dream catcher serve to filter ill feelings and thoughts. Another Interesting aspect of the American Indian’s culture is smoke signaling. The American Indians used smoke signals to send and relay messages over long distances and bore a proud heritage amongst the American Indians. The American Indians also believed in spirits and depended on them for the well being and nourishment of the society (Barrett, 2004). Spirits were tied to various outcomes in the society such as bumper harvest, natural disasters and tragedies and community health. As a result, the spirits were kept pleased to see to the survival and good harvest in the tribe. Sacrifices and offerings were made at sacred places to the spirits. For instance, the Pueblo tribes regarded various plants as sacred while the Aztecs offered human sacrifices to appease the spirits. References Barrett, C. A. (2004). American Indian culture. Pasadena, Calif.: Salem Press. Biolsi, T., & Martin, C. (1989). The American Indian and the Problem of Culture. American Indian Quarterly, 13(3), 261. Hallowell, A. I. (1957). The Impact of the American Indian on American Culture. American Anthropologist, 59(2), 201-217. Source document

Kinetic Molecular Theory of Gases

The kinetic theory of gases is a scientific model that explains the physical behavior of a gas as the motion of the molecular particles that compose the gas. In this model, the submicroscopic particles (atoms or molecules) that make up the gas are continually moving around in random motion, constantly colliding not only with each other but also with the sides of any container that the gas is within. It is this motion that results in physical properties of the gas such as heat and pressure. The kinetic theory of gases is also called just the kinetic theory, or the kinetic model,  or the kinetic-molecular model. It can also in many ways be applied to fluids as well as gas. (The example of Brownian motion, discussed below, applies the kinetic theory to fluids.) History of the Kinetic Theory The Greek philosopher Lucretius was a proponent of an early form of atomism, though this was largely discarded for several centuries in favor of a physical model of gases built upon the non-atomic work of Aristotle. Without a theory of matter as tiny particles, the kinetic theory did not get developed within this Aristotlean framework. The work of Daniel Bernoulli presented the kinetic theory to a European audience, with his 1738 publication of Hydrodynamica. At the time, even principles like the conservation of energy had not been established, and so a lot of his approaches were not widely adopted. Over the next century, the kinetic theory became more widely adopted among scientists, as part of a growing trend toward scientists adopting the modern view of matter as composed of atoms. One of the lynchpins in experimentally confirming the kinetic theory, and atomism is general, was related to Brownian motion. This is the motion of a tiny particle suspended in a liquid, which under a microscope appears to randomly jerk about. In an acclaimed 1905 paper, Albert Einstein explained Brownian motion in terms of random collisions with the particles that composed the liquid. This paper was the result of Einsteins doctoral thesis work, where he created a diffusion formula by applying statistical methods to the problem. A similar result was independently performed by the Polish physicist Marian Smoluchowski, who published his work in 1906. Together, these applications of kinetic theory went a long way to support the idea that liquids and gases (and, likely, also solids) are composed of tiny particles. Assumptions of the Kinetic Molecular Theory The kinetic theory involves a number of assumptions that focus on being able to talk about an ideal gas. Molecules are treated as point particles. Specifically, one implication of this is that their size is extremely small in comparison to the average distance between particles.The number of molecules (N) is very large, to the extent that tracking individual particle behaviors is not possible. Instead, statistical methods are applied to analyze the behavior of the system as a whole.Each molecule is treated as identical to any other molecule. They are interchangeable in terms of their various properties. This again helps support the idea that individual particles dont need to be kept track of, and that the statistical methods of the theory are sufficient to arrive at conclusions and predictions.Molecules are in constant, random motion. They obey Newtons laws of motion.Collisions between the particles, and between the particles and walls of a container for the gas, are perfectly elastic collisions.Walls of containers of gases are treated as perfectly rigid, do not move, and are infinitely massive (in comparison to the particles). The result of these assumptions is that you have a gas within a container that moves around randomly within the container. When particles of the gas collide with the side of the container, they bounce off the side of the container in a perfectly elastic collision, which means that if they strike at a 30-degree angle, theyll bounce off at a 30-degree angle. The component of their velocity perpendicular to the side of the container changes direction but retains the same magnitude. The Ideal Gas Law The kinetic theory of gases is significant, in that the set of assumptions above lead us to derive the ideal gas law, or ideal gas equation, that relates the pressure (p), volume (V), and temperature (T), in terms of the Boltzmann constant (k) and the number of molecules (N). The resulting ideal gas equation is: pV NkT

Using Gustar in Spanish to Say You Like Something

If you like something, it pleases you. The truth of that statement is obvious, but it nevertheless is important to know when expressing the thought of liking something when speaking Spanish. For in Spanish, the verb usually used when translating to like, gustar, doesnt mean to like at all. It more accurately means to please. Note the construction of the following sentences: English: I like the book. Spanish: Me gusta el libro. Literal word-for-word translation: Me (to me) — gusta (is pleasing) — el (the) — libro (book) Thus we can see that in English the subject of the sentence is the person doing the liking, while in Spanish the subject is the item being liked, and vice versa. Verbs that operate in the same way as gustar are sometimes known as defective verbs, or verbos defectivos, but that term also has other meanings, so it isnt used often. When used in this way, such verbs require an indirect object pronoun. The indirect object pronouns are me (to me), te (to you singular familiar), le (to him or her), nos (to us), os (to you, plural familiar, seldom used) and les (to them). Because the object being liked is the subject of the sentence, the verb must match it in number: Me gusta el libro. I like the book. (The book pleases me.) Me gustan los libros. I like the books. (The books please me.) Les gusta el libro. They like the book. (The book pleases them.) Les gustan los libros. They like the books. (The books please them.) The subject of such sentences does not need to be stated if it is understood: No me gusta. I dont like it. (It doesnt please me.)  ¿No te gusta? Dont you like it? (Doesnt it please you?) A prepositional phrase beginning with a can be added to the sentence for either clarification or emphasis, further indicating who is being pleased. Even when the prepositional phrase is used, gustar still needs the indirect object pronoun: A Kristi le gustà ³ la pelà ­cula. Kristi liked the film. (A Kristi was added for clarification.) Me gustà ³ la pelà ­cula. I liked the film. (No emphasis added.) A mà ­ me gustà ³ la pelà ­cula. I liked the film. (Emphasis added to I.) The subject of such sentences, the object being liked, can be an infinitive: Me gusta nadar. I like to swim. A Pedro le gustaba bailar. Pedro used to like to dance. Note that when there is more than one infinitive, the singular form of gustar is still used. Me gusta beber y comer. I like to eat and drink. You can also use a phrase as the subject, often beginning with que or como. In such cases, a singular form of gustar is used. Me gusta que los chicos respeten y adoren lo que tienen en su paà ­s. I like that the children respect and adore what they have in their country. A à ©l le gusta como bailas. He likes how you dance.