Using Improvement Science Models to Promote Quality and Safety Term Paper

Using Improvement Science Models to Promote Quality and Safety - Term Paper Example 14). This paper offers an analysis of two improvement models and how they could foster a culture of quality and patient safety and facilitate changes in process that promote positive outcomes. Subsequently, this paper elucidates how one of the models could be used to address prolonger clinic wait times in Brookwood Medical Center and how it relates to one of the IOMs six aims for improving quality and safety. As an example of a quality improvement model, Plan-Do-Study-Act (PDSA) is a quick, chronological, and collective erudition model that presents significant information on factual results relating to the continuing efforts of the health care delivery team (Institute for Healthcare Improvement, 2012). In this model, an initiative for change is recognized in the planning stage, execution and quantification of the initiative conducted in the doing stage, and evaluation of the information to be quantified conducted in the study stage (Ernst et al, 2010). Based on the results of the assessment, a decision to either approve or discard the initiative is done in the acting stage. In other words, change processes are directed by a continuous process of compilation of information (Ernst et al, 2010). Therefore, quality processes that promote patient safety are adopted while strategies to improve on processes or systems resulting to substandard outcomes are initiated. In so doing, a culture of q uality and patient safety is promoted. The second model of improvement is the change acceleration process highlighted by Polk (2011), and is achieved through innovation and the lean six sigma. In the lean sigma method, the need for change must be defined, measured, and analyzed (Polk, 2011). Subsequently, a procedure for remedial actions must be formulated, and the achieved outcome quantified using relevant measures in order to ascertain whether the intended outcome has been achieved (Polk, 2011). This process,

Social Issues in the Criminal Justice Field Essay Example for Free

Social Issues in the Criminal Justice Field Essay All of society deals with social issues, either directly or indirectly. These can be problems or matters affecting all of society, usually in a negative manner. In the US, some predominant social issues include homelessness, domestic violence and gang violence. Criminal justice professionals face these types of issues daily. The criminal justice professional is always active and busy, dealing with countless amounts of criminal activity throughout the country. Every criminal justice professional has a job to do, to better their community and the society they work within. Homelessness is an unfortunate problem that will continue to grow if our society does not make it a national priority to address this issue in a systemic way. In the US more than 3.5 million people experience homelessness each year, which 20% of these families have children. (National Law Center on Homelessness and Poverty, 2014.) The combination of the high cost of living, low-wage jobs, and high unemployment rates only worsen these problems and force countless Americans to choose between food, housing, and other expenses. Homelessness can end, by tackling its root causes and improving support services, such as TANF, housing vouchers and health care. Another crucial issue for criminal justice professionals is domestic violence. Domestic violence is abuse that happens in a personal relationship. It affects men and woman of any ethnic group, race, or religion; gay or straight; rich or poor; teen, adult or elderly. But most of its victims are women. In fact, 1 out of 4 women will be a victim at some point in their life. (U.S. Department of Justice, Bureau of Justice Statistics, 2014.) Criminal justice professionals serve as a way out to victims of domestic violence; they help with counseling and can also support  the victim through shelter programs. They will also provide services to the perpetrators through voluntary and court mandated batterer intervention programs. As professionals committed to social justice, domestic violence is a social justice issue. One of the most difficult social issues we face as a country is gang violence. A gang is a group of people who claim a territory and use it to make money through illegal activities. Gangs are one of the leading factors for growth of violent crimes; gang violence has become increasingly deadly in the last several decades as a result of the introductions of automatic weapons and drive- by shootings. (Gang Violence and Gun Control, 2013.) Many gangs resort to violence, even homicide, to enforce loyalty and prevent members from leaving. Some criminal justice professionals specialize in gang violence and are only specifically assigned to gang violence crimes. Such specialized units are created in order to focus departmental resources, energy, and skills on specific community problems. The criminal justice system is a vital part of our society and we know that complete, effective, and fair operation of criminal justice system powers is crucial to ending violence, both for releasing individuals and for ending the worldwide epidemic of violence against one another in this human race. The public knows that the police cannot prevent every crime, nor arrest every criminal. However, they expect a criminal justice system, which is reliable, effective, and valued. It must deal with cases proficiently; fight crime in each state and each town in this country. Thus, the society needs criminal justice systems to protect, to discourage and to stop crime. Obviously, the idea of having a system is to ensure justice and equality throughout a social setting. It is a must that criminal justice professionals always stay active and busy, in order to keep up with the progressing crime rates and social issues. Every society has social issues, as these problems evolve, so do the jobs in the criminal justice profession. To remain a viable resource to the community and individuals, whether they are victims or perpetrators, criminal justice professionals must be willing to better the lives of the  people they touch. These social issues can end by tackling its root causes and improving support services. Criminal justice professionals are not the only ones that can help make a difference in these lives but also everyone in the society as a whole, when you come together, changes can happen. References Gang Violence and Gun Control, 2013 http://www.americanthinker.com/articles/2013/01/gang_violence_and_gun_control.html U.S. Department of Justice, Bureau of Justice Statistics, 2014 http://www.statisticbrain.com/domestic-violence-abuse-stats/ National Law Center on Homelessness and Poverty, 2014 http://www.nlchp.org/

The Emerging Challenges In Airport Management

The Emerging Challenges In Airport Management INTRODUCTION In order to understand where international air transportation may be heading to long-term, the factors which have driven the growth in air travel in the past and what will those forces look like in the future? The last quarter of the twentieth century has seen gigantic change in the transport sectors of many countries, imposing much dislocation on both people and companies engaged in the provision of transport services. An airport is comprised of a huge variety of facilities, systems, users, workers, rules and regulations. Also, just as cities flourish on trade and commerce with other cities, airports are successful in part by their ability to lucratively be the location where passengers and cargo travel to and from other airports. Moreover, just as cities find their place as part of its countys, states, and countrys economy, airports, too must operate effectively as part of the nations system of airports. Many other economic sectors have faced the need for vast adaptation to new trends in the growth of the world economy. These challenges faced by airports are enormous. Airports query in forward way and are described in gathered information. OVERVIEW: An assessment of abundant air travel forecasting models indicates the key drivers as GDP and income growth. In a replica an economic recovery will produce a set of world economies which will look much the same as what we saw in 2007-2008, then knowing the expected values and influences of old variables is what is important. Closely linked to these factors are trade growth, Security, congestion in airport and airspace, automation, ground access, CNS/ATM, Environmental constraints and foreign direct investment. Airlines are turning to bigger and larger aircraft, financial constraints, increasing consumer interests are some of the irritants. Simulation of passenger flow in an airport terminal is also a major problem in an airport. There have been policy changes, including the increasing liberalization of international aviation agreements, the changing business models of carriers, the expansion of alliances and the growth in long haul aircraft fleets. Influences to be considered in assessing the future of international passenger air travel are those things events, policies and economic and political environment which are new. New forces will be at work in the future that will have an impact on international air travel. IDENTIFIED CHALLENGES: AIRLINE MARKETING AND MANAGEMENT ECONOMIC IMPACT IN PRIVATIZATION AIRPORT AIRLINE RELATIONS ENVIRONMENTAL ISSUES AUTOMATION CARGO PROBLEMS AIR TRAFFIC CAPACITY CONSTRAINTS AIRPORT-AIRSPACE CONGESTION SAFETY NEW LARGE AIRCRAFT COMPACTING STRATEGIES: AIRLINE MARKETING AND MANAGEMENT This has been prepared against a backdrop of what is still an industry facing rapid change and continuing financial problems. We have also seen that in aviation it is a dangerous statement to say that, Things cant possibly get any worse. People were indeed saying this in 2003, when things did get worse with a rapid increase in the price of aviation fuel which has continued up to the present time. The industry has endured turbulent times before admittedly at a reduced scale compared with today and has come through them. The problem for traditional airlines will be that most of this traffic will be carried by the small number of giant global Integrators rather than by them. When coming to the property management airport shareholders and owners demands grow, non-aeronautical related income is becoming increasingly important for airports. The marketing environment of the airline industry will certainly remain volatile and difficult. The established trends towards deregulation and liberalization will continue, and, at least towards the end of a ten-year timescale, may encompass the long-overdue changes in ownership and control rules which will allow aviation to finally take its place amongst other global industries. Technology will also affect airlines. In the future, though the ability to build and maintain strong brands will be a necessary requirement for success. If it is, it will require marketing communication spending which is substantial, well-thought out and seen in a strategic, long-term way rather than as a tactical exercise which can be reduced or ditched as soon as times become difficult. This Airport module helps airports to manage their rental, lease, license and concession related interests. It provides the information you need to make important property related business decisions. An effective tool for quick resolution and management of airport activities. Simple tracking and escalation of tasks to the right people in the airport and Information is provided at the fingertips of the right people within the airport, enabling effective decision making in incident management also solves problem. AIRPORT PRIVATIZATION: Airports have been increasingly dependent on the private sector to provide services as a way to reduce costs and improve the quality and the range of services offered. Privatization refers to changing governmental functions and responsibilities, in complete or in part, to the private sector. Most services now performed at large commercial airports, such as airline ticketing, baggage handling, cleaning, retail concessions, and ground transportation, are provided by private firms. Even after privatization, the airports have remained subject to government regulation of airline access, airport charges to airlines, safety, security, and environmental protection. Privatization advocates believe that private firms would provide additional capital for development; privatized airports would be more profitable because the private sector would operate them more efficiently, and advocates believe that privatization would financially benefit all levels of government by reducing demand on public funds and increasing the tax base. However, the concepts that drive private enterprises toward competitive and efficient operations are becoming embraced by publicly owned and managed airports. As a result, more efficient executive structures and management responsibilities have resulted in more streamlined and efficient airport management organizational structures which can visualize solutions to future issues and problems and reach the goals. AIRPORT AIRLINE RELATIONS: Almost all are owned and operated by state Governments or subdivisions of state governments such as cities, counties, or airport authorities. Unlike railroads, motor freight carriers, and bus lines, which must own, their terminals, the airlines do not own the airports. This has the advantage of holding down the capital investment necessary to operate, but the disadvantage that the airlines must cope with the policies, practices, And charges of hundreds of separate airport-operating entities. The airlines, which are properly merely tenants at the airport, thus become enmeshed in the financial problems of the airport. Another matter of concern to the airlines is airport capacity. Deregulation, stimulated a trend toward smaller aircraft which increased the number of flights needed to serve a given number of passengers. Deregulation has also tended to encourage hub-and-spoke operations, as mentioned earlier, where a carrier selects an airport as a hub and tries to time a number of inbound flights to feed traffic to an outbound flight. Aggravating these factors, the long-term growth of traffic continues. The airline tends to blame the government for the problem of congestion and delays at the busiest airports, alleging that the air traffic control system, which is operated by the FAA, has lagged in introducing the most modern technology, and that there has been insufficient funding for needed airport improvements. As these factors will be seen from the foregoing, airport economics and airline economics are closely intertwined. As these problem areas demonstrate, airline economics is closely interrelated not only with other parts of the economic system but also very much with the social, technological, and political arenas. The problems are many and severe, but challenging. ENVIRONMENTAL ISSUES: Airplanes, a source of carbon dioxide emissions, are poised to become a major factor in global warming in the future, according to new predictions. These types of airport problem in which airlines are deeply involved come under the general heading of environmental interactions. An airport can cause noise, air, and water pollution, as well as automobile traffic congestion. Environmentalists will insist, with some logic, that the true costs of an airport should include the social costs of such pollution and congestion-that is, the losses to society in its quality of living. Noise problems due to aircraft operations are the most serious of the environmental charges against the airports and in many ways the hardest to resolve. In a few instances it has been possible to acquire huge tracts of land around the airport so that the aircraft flight paths are over airport property when they are at low levels. Proposals have been made to locate new airports at sea or, for Chicago and other lake ports, out in the lakes. So many large U.S. cities are located on the oceans or the Great Lakes that such projects are at least Conceivable for the next century, although they would present their own technological and environmental difficulties. The noise problem has also been tackled by finding ways to make aircraft engines quieter. AUTOMATION: Another important input that promotes the airport access is the automation. Advancement information communication technology (ICT) has eased much of the pressure from airport operations. As airport operations, you need to focus more on integrating the ICT applications to improve key functional departments and personnel within the airport to access critical airport information in support of resources management, engineering and maintenance, financial management, operations and all decision support activities. Managing an airports revenue stream can be a complex and difficult task. The Airport Billing Module is designed to vastly simplify the collation and billing of all your flight and non-flight related revenue. The system is completely flexible to your specific business requirements while maintaining billing integrity and ease of use. Its primary focus is on improved operational efficiency and charge flexibility makes it an affordable solution, minimizing your costs whilst maximizing your revenue options. Reporting is made simple with the ability to derive accurate financial, operational and executive Key Performance Indicators. Automation related incidents are common knowledge because of their increasing frequency of occurrence. Data- entry errors, monitoring failures, system workarounds and mode misapplication which fault rarely occur in isolation or without contributing factors. Some of the solutions for the issues are awareness, training, by standard operating procedure and crew coordination .in which mode awareness, situational awareness, system awareness, and increased heads-down time which are the conditions that may lead to unsafe conditions in advanced-technology air-craft. CARGO PROBLEMS: Certain problems in the air cargo field deserve special notice, such as inflation, multilateral cargo agreements, and the impact of trade agreements, fuel policy, hazardous cargo, and cargo alliances. These seem to be inherent in the air cargo business. Among these are directional imbalance, the absence of new dedicated freighter aircraft, airport noise regulations, and the dependence in many domestic markets on belly cargo and thus on schedules tailored to please passengers. Despite these chronic problems, air freight continues to grow, and small-package traffic continues to grow rapidly. AIR TRAFFIC: Most airports around the world today are facing a crisis due to an exponential increase in air traffic. The modeling software ARENA developed by Rockwell Automation is made use of in simulating the complete flow of passengers for typical mid-sized airport during the domestic arrival, departure, and also during international arrival and departure for a flight. Arena basically helps in streamlining and optimizing all the passenger related processes at the airport. It helps reducing passenger processing times, and the number of passengers who miss their flight due to lack of time. The four major controller classifications at control towers: Flight Data Controller, Clearance Delivery Controller Ground Controller and Local Controller which of these positions has specific duties. Not only airlines/airports contributions by way of passenger and freight activities, and the increasing number of aircraft movements are vital input to national economy. The need for change in the current CNS/ATM is due to two principal factors: Due to inherent limitations in the current system, it will not be able to cope-up with the growing demand of air traffic; and the need for global consistency in the providing air traffic services (ATS) while progressing towards a seamless CNS/ATM system. A Communications, Navigation, and Surveillance/ Air Traffic Management (CNS/ATM) master plan is a plan for a needs-driven, economically justified, evolutionary system and modernization. The Plan must: (1) sustain systems necessary to maintain existing level of service; introduce new operational procedures, technologies, and mechanization concepts necessary to meet user and operator needs; and introduce appropriate program management structures for successful accomplishment of the Plan Required Total System Performance (RTSP) concept, Required Communication Performance (RCP) concept, Required Navigation Performance (RNP) concept, Required Surveillance Performance (RSP) Concept, Free Flight/Autonomous are new emerging concepts may prove as performance measurement gauge for CNS /ATM in order to avoid any sort of problems in the systems. When air traffic vs. GDP the air transportation industry is therefore, highly susceptible to economic cycles and fluctuations in fuel prices. Globally, the share of raw material moving between regions has declined, while the Share of cross-moments has increased. As we are facing many challenges in order to meet the world trade amounting in which 35% of international trade moves by air as per report in 2008 ,40%of trade over some 3.5 $ trillion in value. Air transport, therefore, drives economic and social progress. In most developing countries, the demand for freight and passenger traffic is growing faster than population and GDP growth rate. CAPACITY CONSTRAINTS: Capacity constraints include not only limited physical infrastructure like Runways and terminals but also administrative limitations like night curfews, noise emission budgets or noise release limits, which all restrict the overall level of air travel demand an airport is potentially able to serve. However, airport choice varies considerably when travelers are faced with capacity constraints, and thus depends on the gap between demand potential of an airport and the demand at capacity level. Thus it would seem appropriate to incorporate the impact of capacity constraints in a systematic and coherent way when planning studies on future airport choice. Due to impact of the capacity constraints on airport choice the expansion by Redistribution of demand among neighboring airports restricted growth of local demand Airport capacity expansion takes place. Whether airport capacity is expandable or not within a comparatively Short time horizon depends on several factors, including geographical, Political, ecological and economical variables. These factors differ from Airport to airport. There will be a need for the state to strike the right balance between intended commitments and airport infrastructure. As air services agreements with multiple description and gradual removal of capacity restriction have enabled increases in number of air carries and air services, thereby putting supplementary pressure on existing airport capacity and it would continue to challenge the air ports. AIRPORT-AIRSPACE CONGESTION Congestion at airports effect air traffic in airports and strand passengers. The growing of congestion at international airport is a serious issue whose resolution is primarily a question of determination and is not a technical problem and the current situation is choking growth rates in the industry. As our inflexible India has been facing many issues in this congestion immediate action is required. Due to Increased airspace congestion, airport delays and noise are concerns. It has been suggested that a runaway should be built to ease congestion as well as to fend off competition in the airports and manage the runways in a proper way. The premise that some amount of congestion and delay is not inconsistent with efficient and within your means air transportation. Due to this airport congestion and fuel compel reasons, both Boeing and airbus aircraft manufactures companies are introducing new large aircrafts. SAFETY Safety has always been an integral part of an air carriers mission. One of the most significant issues facing airports in the early twenty-first century is that of airport security. Most users of commercial service airports are subjected to security infrastructure, policies, and procedures within the airport terminal area. By introducing some programs like BASIS program which is an excellent model of risk-management feedback. It was designed and developed by safety professionals to provide support in capturing, investigating, and analyzing safety data from incidents and accident. Global Safety Data Management, through its valuable sources of safety information (e.g. IOSA), IATA can: Break down silos in safety data Management and analysis and obtain a complete picture, determine prioritize safety concerns for the industry. And Develop solutions to address issues. At most commercial service airports, controlled access through doors that provide access to the AOA, secure areas, sterile areas, and other areas within the SIDA, as well as many employee-only restricted areas, is enforced by the use of control systems. These systems range from simple key locks to smart-access technologies, such as keypad entry systems requiring proper pass code. Sophisticated recognition verification technologies, including those that employ biometrics, are continuously being developed to enhance access control at airports. Various lighting systems , safeguards, fencing 10 to 20 feet inside the property line and barriers to preclude unauthorized access into the area, which may include Aircraft with unusual or unauthorized modifications can help in prospect. Further development of advanced biometric and information technologies, are expected to provide a contribution to enriching airport security, with the goal of proactively mitigating any future threats to the aviation system while preserving the efficiency of the system itself. Protecting against unknown future threats is an imperfect science, and as such, the future of airport security will always be an unknown entity. Concerns for the safe, secure, and efficient travel of passengers and cargo domestically and internationally will always be a top priority for the civil aviation system, and it can be assured that efforts to make the system as secure as possible will continue to be held in top priority, by all levels of government. NEW LARGE AIRCRAFT (NLA) Numerous key design and operational characteristics of proposed NLA which should need to be taken into contemplation before such aircraft are introduced into the current airport environment. It is anticipated that the development of NLA will continue in the future, bringing newer, larger transport aircraft. We face impact on airport design i.e. on air side and land side which may fall in to many issues in the airport. In an air side it might involve current landside design concepts. With their larger passenger capacity, NLA will affect numerous landside issues such as baggage handling, ticket counters, passenger lounges and cueing areas, parking, terminal design, airport capacity, gate compatibility, and various other items. Airports and their surrounding communities are expressing concerns about how the operations of NLA are going to affect the environment. Aircraft manufacturers are well aware of these concerns and are designing NLA to be compatible with todays noise and emission restrictions. Involving a NLA include the effects of jet blast, turning radius, and bypass taxiing capabilities and NLA should not obstruct other passing aircraft or cause delays in traffic flow. Specific elements of airport planning and design that may be affected by these changes in aircraft characteristics have been identified to assist airport planners and the FAA in preparing for the NLAs arrival which includes signs and marketings in the prospect. CONCLUSION: The problems are many and severe, but challenging. These studies have also investigated how such taxes or trading schemes may impact the structure of the networks and perhaps the industry itself. The future is unlikely to see greater stability in airline pricing structures. Other new forces will be technology, such as improved engine fuel economy, bio-fuels, improved air traffic control, country specific taxes, industry consolidation, and the influence all of these would have on fares and service as well as network reach and design. As these problem areas demonstrate, airline economics is closely interrelated not only with other parts of the economic system but also very much with the social, technological, and political arenas. All in all, the future will be an exciting and challenging one. It must continue to retain the courage of its convictions and pursue liberalization of international aviation market. Working in the airline industry will be stressful dealing with an accelerating pace of change always is but it will provide tremendous opportunities for those privileged to make their living from this still dynamic and fascinating industry.

The Hottest Workout: Bikram Yoga :: Exercise Health Fitness Papers

The Hottest Workout: Bikram Yoga Imagine a 240-pound professional football player stretching his sweat-drenched body to its limits in heat of more than 110 degrees. This scene doesn’t take place on a football field, but in a heated Bikram yoga studio where many athletes and everyday people are going to cure and prevent aches and pains. Yoga, as a way to achieve higher self-awareness, was around as early as 200 B.C. in India and has been gradually growing in popularity in the western world over the past four decades. Traditional styles of yoga, including Hatha yoga, which consists of thousands of poses, have long been studied as an effective form of complimentary or alternative medicine (CAM). The biggest yoga boom has occurred over the past decade according to statistics from the International Association of Yoga Therapists. The Association estimates there were 20 million Americans practicing some form of yoga in 2002 compared to 6 million in 1994. Increased awareness of yoga as a healing method along with high-profile celebrity endorsements have contributed to the growing numbers of yoga users recently. Madonna and Kareem Abdul-Jabbar are some famous yogis that have been students of Bikram Choudhury, who founded his own style of hot yoga in India. Dina Lancour, a Hatha yoga instructor from Agawam, Massachusetts, took a Bikram yoga class under Choudhury. â€Å"It reminded me of Indian sweat tents,† Lancour said. â€Å"It becomes very meditative and deep.† Proponents of Bikram yoga and medical specialists have noted the health benefits of hot yoga. Other yoga practitioners and teachers have expressed concerns about the safety of practicing yoga in a hot room and some ‘yoga purists’ question the motives of the founder, noting that his style is too outwardly focused. According to an article in the Charleston Gazette (March 24,2004) some yoga traditionalists believe the attention yoga has received in mainstream media and business is damaging to the ancient practice. Newer students of yoga are more concerned about how they look rather than the spiritual basis for yoga the article stated. Yoga purists believe focus on the outward image overlooks the true goals of yoga, which are more spiritually focused. Bikram yoga incorporates 26 of the Hatha poses and two breathing exercises in a â€Å"specific order to get the maximum benefit for the body,† said Megan Cooney, a certified Bikram instructor, who teaches at three studios in the Boston area. Choudhury developed the Bikram style after he suffered an knee injury from weight training. The Hottest Workout: Bikram Yoga :: Exercise Health Fitness Papers The Hottest Workout: Bikram Yoga Imagine a 240-pound professional football player stretching his sweat-drenched body to its limits in heat of more than 110 degrees. This scene doesn’t take place on a football field, but in a heated Bikram yoga studio where many athletes and everyday people are going to cure and prevent aches and pains. Yoga, as a way to achieve higher self-awareness, was around as early as 200 B.C. in India and has been gradually growing in popularity in the western world over the past four decades. Traditional styles of yoga, including Hatha yoga, which consists of thousands of poses, have long been studied as an effective form of complimentary or alternative medicine (CAM). The biggest yoga boom has occurred over the past decade according to statistics from the International Association of Yoga Therapists. The Association estimates there were 20 million Americans practicing some form of yoga in 2002 compared to 6 million in 1994. Increased awareness of yoga as a healing method along with high-profile celebrity endorsements have contributed to the growing numbers of yoga users recently. Madonna and Kareem Abdul-Jabbar are some famous yogis that have been students of Bikram Choudhury, who founded his own style of hot yoga in India. Dina Lancour, a Hatha yoga instructor from Agawam, Massachusetts, took a Bikram yoga class under Choudhury. â€Å"It reminded me of Indian sweat tents,† Lancour said. â€Å"It becomes very meditative and deep.† Proponents of Bikram yoga and medical specialists have noted the health benefits of hot yoga. Other yoga practitioners and teachers have expressed concerns about the safety of practicing yoga in a hot room and some ‘yoga purists’ question the motives of the founder, noting that his style is too outwardly focused. According to an article in the Charleston Gazette (March 24,2004) some yoga traditionalists believe the attention yoga has received in mainstream media and business is damaging to the ancient practice. Newer students of yoga are more concerned about how they look rather than the spiritual basis for yoga the article stated. Yoga purists believe focus on the outward image overlooks the true goals of yoga, which are more spiritually focused. Bikram yoga incorporates 26 of the Hatha poses and two breathing exercises in a â€Å"specific order to get the maximum benefit for the body,† said Megan Cooney, a certified Bikram instructor, who teaches at three studios in the Boston area. Choudhury developed the Bikram style after he suffered an knee injury from weight training.

Culture of India Essay

Indian culture can be compared to a rapid river, which takes source from a little well high in the Himalayas and flows down among blossomy valleys and thick forests, beautiful gardens and farms, small villages and big cities. Many tributaries join it, and the mainstream becomes stronger and more powerful. There is a great variety of ethnic groups and communities with their beliefs, languages and culture living in India. However, numerous aspects of exclusive traditional Indian culture can be easily spotted everywhere. For centuries, the country lived through a lot of changes, assimilated various elements of other cultures, but it successfully preserved its ancient traditions and legacy. The progression of Indian culture started from the early civilizations. Historical records of Hrappa and Brahmanic epochs (5000-800 B. C. ) prove that a great deal of traditions and cultural elements (such as Sanskrit, yoga, early Hinduism, etc. ) were practiced in those times. Buddhism and Jainism emerged in the 5th century B. C. The epoch of Mautya and Gupta Empires is called â€Å"Golden Age† of Indian culture. The Emperors of Gupta dynasty loved arts and favored the development of literature, music and early plastic arts, mostly dominated by religious motifs. As a result of European and Oriental colonization, Indian culture absorbed the elements of Greek, Roman, Chinese and other cultural traditions. Muslim conquests in the 11th-15th centuries had a great impact on Indian social and cultural life. In particular, Hinduism adopted many philosophical ideas of Sufism, and the influence of Islamic artistic traditions can be seen in Indian architecture (Gol Gumbaz, Taj Mahal), literature (the works of Amir Khusrau Dehlavi and Kabir) and music. In the 16th-18th centuries, Indian culture was again influenced by European domination that resulted in adoption of English educational system and other progressive social standards. Since Christian missionaries started changing religious and social awareness of Indian masses to a great extent, in the end of the 18th century a great reformatory movement for cultural and spiritual revival of the nation (known as Brahmo Samaj) was initiated (Henderson). Modern India has a complex ethnic composition and very diverse linguistic lines. Over 400 languages and 1,100 various dialects are spoken. Southern ethnic groups use Dravidian languages, including Tamil, Malayalam, Telugu and Kannada, which are among the 15 official languages of the country. Indo-Aryan languages, such as Hindi, Marathi, Gujatari, Bangali and others, are used in the northern regions. These languages take source from ancient Sanskrit and are used by almost one third of Indian population (Culturopedia). Indian social culture is one of the most conservative and rigid in the world. Such traditions as cast system or arranged marriages are still widely practiced. On the other hand, local social environment is connected with everything relaxing, joyful and colorful. Traditional Indian clothing (sari, Lungi, Dhoti, ect. ) has a plethora of styles and colors. Also, India is known as a land of celebrations, fairs and festivals (Diwali, Ganpati, etc. ), crowded ceremonies, communication, dancing and other social leisure activities. Religious practices are central in the life of every Indian and people spend a lot of time in Hindu temples, where they socialize, listen to music and dance. Indian cultural environment is a cradle of Buddhism, one of the most influential philosophical concepts and â€Å".. a seed bed for human rights† (Henderson 4). At the same time, Christianity, Islam, Sikhism, Zoroastrism and other world’s religions are quite popular in modern India as well. Indian visual arts have a great range of forms and motifs, starting from intricate architecture of Hindu shrines and ending with traditional decorated textiles. Such crafts as stone work, wood work, metal works and glass products are very popular in today’s India. Indian painting has been flourishing for centuries, and there are a number of traditional artistic schools (such as Pahari, Kalighat, Kangra, Tanjore, Rajput, etc. ). Modern Indian art is dominated by social, philosophic and humanitarian motifs. Cinema industry in India has more than 100 years of history and is extremely successful and lucrative. Indian movies are being watched in many countries of the world, and they have a tremendous influence on domestic economy and cultural life. The movies portray political and social aspects, and some are based on local folklore. Indian literature and poetry take source from ancient Sanskrit, Vedic and epic texts (Ramayana, the Mahabharata) and embrace a lot of schools (Bengali, Punjabi, Urdu, Manipuri, etc. ). R. Tagore is the most known Indian writer and poet, who got the Noble prize for literature in 1913 (UCLA). In modern Indian culture, music is mostly associated with cinema, because Indian movies are filled with songs and dancing. However, there are a lot of people who are fond of classic Indian music styles (Hindu devotional dhrupad, khayal or raga). Such music is played with traditional Indian folk instruments, such as sitar and surbahar, as well as with flute, violin, tabla, veena, etc. Indian dance culture is very diverse and unique. Its roots go back to ancient epochs and have clear spiritual, expressive and cosmic elements, symbolizing human emotions (9 rasas of emotions) and unity with Gods. The contribution of Indian culture and science to the world is unprecedented. Chess, the decimal system and the concept of â€Å"zero†, significant innovations in astronomy, new medical approaches and therapeutic techniques, the first university in the world are among the most valuable and precious gifts of the Indians to the humanity. India has a unique and rich cultural heritage, which can be characterized by unity and diversity, traditionalism and innovations. Taking into account all these numerous achievements of Indian nation, it is impossible to question the opinion of Will Durant, who wrote that â€Å"†¦ Mother India is in many ways the mother of us all† (Culturopedia). Works Cited: â€Å"Encyclopedia of Indian Culture. † Culturopedia. Treasure House of India’s Culture and Heritage. 2008. 19 Oct. 2008 . Henderson, Carol E. â€Å"Customs and Culture of India. † Westport, CT: Greenwood Publishing Group, 2002. â€Å"Manas: Culture of India. † UCLA. College of Letters and Science. 19 Oct. 2008 .

Beloved Character Analysis

â€Å"Anything dead coming back to life hurts† (Morrison 35). Does anyone have a firm grasp on who or what Beloved actually is? Beloved is the focal point of Toni Morrison’s novel Beloved, but she has also been the center of many debates. Morrison’s depiction of Beloved throughout the novel is unclear and much is left up for interpretation by the reader. Is Beloved the ghostly reincarnation of Sethe's murdered baby, a flesh and blood version of the spirit Paul D. drives from the house? Or is Beloved unquestionably a ghost? The uniformly accepted notion that Beloved is a ghost is interesting, given that evidence throughout the book suggests that she is a reincarnated being. As the reader recalls, Sethe killed her first daughter with the idea that doing so would free her daughter from slavery. As a result of Sethe’s â€Å"motherly† actions, Beloved, enslaves the rest of the family including Sethe’s daughter, Denver. The family becomes disconnected from and outcasted by the black community, as everyone fears approaching the residency â€Å"haunted† by the supernatural. As the novel progresses, the presence of an unknown girl at 124 intrudes, yet again, on the lifestyle of Denver and Sethe. This character, who is identified as Beloved is ambiguously portrayed and therefore her analysis is the topic of debate and discussion. The character that is recognized at the 124 residency is in fact the reincarnation of Sethe’s first daughter, Beloved. The idea of the reincarnated in this novel is well established. Although, to the reader the possibility of this seems unlikely, in the book there are several examples that point to this being true. For example, the reader witnesses Sethe overlook obvious signs showing that this girl actually could be the personification of her murdered baby daughter. Additionally, Beloved is approximately the same age that Sethe’s first born would have been if still alive, and more evidence lies in the fact that she shares the same name as the one engraved on the baby’s tombstone. It happens that these trails of evidence all occur in order in the same scene. One evening Denver, Sethe, and Beloved are all gathered around a fire, and Sethe comes to a realization about the aforementioned evidence about Beloved. â€Å"The click had clicked; things were where they ought to be or poised and ready to glide in,† (Morrison 207). Beloved hums a tune, one that Sethe immediately recognizes. The scene seems surreal as Sethe is taken aback by the occurrence. â€Å"I made that song up. I made it up and sang it to my children. Nobody knows that song but me and my children,† (Morrison 207). Additionally, Beloved’s demeanor is that of a typical two year old. Her thoughts and actions mimic those of a young child rather than a young adult. For example, Beloved deeply loves her mother, Sethe, and is attached to her just as a young child would be. Not only does Beloved share a passionate love for her mother, but feelings are mutual toward, Denver, her sister. Beloved is jealous of the relationship Denver and Sethe share. Once again, these all point to the childish characteristics Beloved possesses in her reincarnated form. In referring to Sethe Beloved states â€Å"I am Beloved and she is mine† (Morrison 248). â€Å"It was Beloved who made demands. Anything she wanted she got, and when Sethe ran out of things to give her, Beloved invented desire† (Morrison 240). â€Å"When once or twice when Sethe tried to assert herself, be the unquestioned mother whose word was law and who knew what was best – Beloved slammed things, wiped the table clean of plates, threw salt on the floor, and broke a windowpane† (Morrison 242). Taking all of these factors into account, many would find it hard to dispute against Beloved’s reincarnated state. There are many supporting details that point to Beloved’s true identity. Beloved’s portrayal is in fragments and the reader must pay close attention to give away details about this young woman identity. Unraveling the great mystery of this young woman lies within the text, but yet many different opinions of Beloved still exist.

Comparison of Henry V as Directed by Kenneth Branagh and as Directed by Laurence Olivier essays

Comparison of Henry V as Directed by Kenneth Branagh and as Directed by Laurence Olivier essays Kenneth Branagh and Laurence Olivier are often considered to be quite similar. This is based on obvious similarities such as the fact that they are both actors and directors and that they have both acted in and produced adaptations of Shakespeare's plays. One effective way to compare the two is to consider how both have approached the same film. This will now be completed by analyzing and comparing the film "Henry V." This will show that Branagh and Olivier are very different, with many of their differences related to the time in which they directed. The first difference that is seen in the two films is that Olivier's version seems more like a movie of a play, than a movie. This has several impacts on the way the film is viewed. The first is that is makes you more aware that you are watching a Shakespeare play. As a viewer, this changes expectations of what will be seen. In movies, you generally expect to see a realistic chain of events, where you follow those events. While you are being shown various scenes, there is a tendency to be drawn into the scenes and to experience them almost as if you were part of them. In this way, a good movie actually allows the viewer to forget that they are viewing a movie. This does not occur in Olivier's version because the play format makes the viewer aware that they are being told a story. In this way, the viewer actually becomes like part of the audience, almost as if they were sitting in the Globe Theater in London. It is difficult to decide whether this is a positive thing or a negative thing. In one way, Branagh's version is more effective because it is easier to get drawn into the scenes and journey with the characters. In another way, Olivier's version is effective because it allows you to watch the scenes as an outsider and question them. Overall, it is like the two versions result in two different ways to view ...

Psycology Coaches essays

Psycology Coaches essays At TherepyWorld.com there is an article dealing with therapy, well sort of. When most people think of therapy, they think of people who are having problems, people who don't know what to do, well in this article there is a new look on therapy. It's actually not even called therapy, it's called coaching. Coaches are therapists who want to work with highly motivated clients who are not fragile, and who want to make BIG changes in their life on their profession or business. In fact, the more coaches there are, the more quickly the public will find the effectiveness and convenience and benefits of having a personal coach. Psychologist turned coaches repeat that not only is coaching lucrative and professionally satisfying, it is delightful to help clients nationally and internationally (via tele-coaching) while sitting by the pool or on the deck in jeans or shorts. Many coaches themselves have coaches. Many coaches are trained just to be coaches and are not therapists to begin with , yet those who have psychological training have so much more of an edge. Just as APA is for psychologists, coaches have ICF, International Coach Federation that brings together all coaches as one professional body. The ICF has recently instituted a process to credential coaches in order to insure quality standards for anyone hiring a personal or professional coach. Life coaching is an evolutionary step beyond therapy, and therapists who have made the shift say it has revitalized their lives and helped them reclaim the spirit that attracted them to mental health training in the first place. The coaching relationship is as energizing to coach as it is to the client and for the therapist who sill enjoys working with challenging psychological disorders, this can be a nice balance to one's professional life. Coaches who are hired re usually hired for longer periods of time allowing clients to build stronger more trusting relationships. For some situatio...

The biological theories, which may explain Schizophrenia Essay

The biological theories, which may explain Schizophrenia - Essay Example These concern genetics, neurochemistry, brain structure and evolution. Biological factors of Schizophrenia can be explained using studies on twins and studies on family history. With twin studies, researchers want to establish the degree of concordance. This is the likelihood that if one twin has the disorder, the other twin will also have it. Gottesman (2000) summarised 40 twin studies and found that the concordance rate for MZ twins was 48% and the concordance rate for DZ twins was about 17%. Concordance rates were also studied by Cardano et al. (2001) using the Maudsley twin registers. They found concordance rates to be 40% for MZ twins and 17% for DZ twins. Although this is strong evidence for biological factors in Schizophrenia, concordance rates are not 100% and therefore there must be some environmental input. Loehlin and Nichols (2002) argued that the reason for the higher concordance rates in MZ rather than DZ twins was due to MZ twins being treated more similarly so producing a greater environmental similarity. However, there are two arguments against this view. MZ twins may produce more similar treatment from their parents than do DZ twins (Lytton, 2000). This therefore suggests that the higher biological similarity of MZ twins may be the cause, rather than the effect, of their more similar parental treatment. In addition, the Schizophrenia concordance rates for MZ twins who are brought up apart are similar to those of MZ twins who are brought up together (Sheilds, 2003). So presumably the high concordance rates of MZ's brought up apart is not due to environmental similarity. However, it has been suggested that some of the twins who had been brought up separately in Sheilds study had not always spent their whole childhood apart and some were raised by relatives and even went to the same school (e.g. Kamin, 2001). Family studies also aid to explain how biological factors influence Schizophrenia. Gottesman (2000) found that if you have a sibling with the disorder you have an 8% chance of being Schizophrenic, if you have one parent with the disorder you have a 16% chance of being Schizophrenic and if you have two parents with the disorder you have a 46% chance of being Schizophrenic. These concordance rates should all be compared to the 1% chance that a person randomly selected from the population would be Schizophrenic. Gottesman and Bertelsen (2001) also reported some convincing findings on the importance of genetics. The found that participants had a 17% chance of being Schizophrenic if they had a parent who was an identical twin and who had Schizophrenia. This could be due to heredity or environment. They also found that participants had a 17% chance of being Schizophrenic if they had a parent who was an identical twin and did not have Schizophrenia, but whose identical twin did. This therefore shows that the most important factor is genetics. The evidence reported by Gottesman is criticised because although it indicates that Schizophrenia runs in families and that concordance rates are much higher between relatives who have higher biological similarity, it does not account for the fact that family members who are more biologically similar are likely to spend more time together. This means that environmental factors are also indicated in this

The causes of the Korean War Essay Example | Topics and Well Written Essays - 3750 words

The causes of the Korean War - Essay Example On the other hand, South Korea was being led by Syngman Rhee, a nationalist and was receiving by members of the United Nations and the United States of America. Since the Korean War ended in a truce, there is a presence of the US soldiers in South Korea. This is because, officially, officially, North and South Korea are still at war and thus, there is need to ensure that the US soldiers can make timely military intervention, in the event that North Korea makes an invasion on South Korea. The same truce ensures that South and North Korea remain divided by the 38h parallel. In light of the gravity of the Korean War, the causes of the Korean War must have also been not only serious, but also cutting across socio-economic and political issues, as shall be seen in the discussion which ensues forthwith. There are scholars such as Brune1 who point out that the historical relationship of the two states also served as a strong run-up to the Korean War. As provisional governments, the North an d South divisions competed vigorously over the control of the Korean Peninsula. This always made the major surrounding players in international politics [Russia, China and Japan] to yield to the temptation of interfering with the political situation in the Korean Peninsula. ... Specifically, Kim II-Sung had made efforts to create a Stalinist empire which was built on communist ideals. This regime came complete, having a well established army known as the North Korean People’s Army (NKPA). NKPA was more than adequately stocked with Russian guns, tanks and artillery. On the other hand, South Korea had an unstable political situation. However, the political and economic situation in the United States began to change when the United States began to support Syngman Rhee as the head of the South Korean state. In the mind of the Soviet Republic, if America was going to continuously fund Rhee and South Korea, then it (Russia) was going to lose its grip on the North. This is because, with the large amount of money that the US had and was ready to spend on its allies, pressure would mount in the north to develop a friendlier outlook towards the United States. Thus, the Soviet Union sought to strengthen its hold on North Korea as hard as possible. This state of affairs continued to worsen the state of antagonism between the US and the Soviet Union over the affairs of the Korean peninsula. Later, tension and the competitive spirit between the Soviet Union and the US continued to mount when the political leaders who were being backed by the two political rivals ascended the seat of the head of the executive. On 10 May, 1948, the south held its general elections which saw Syngman Rhee become president. In response, the Soviet Union supported Kim II-Sung politically so that he was declared Prime Minister of the Democratic People’s Republic of Korea on 19 September, 1948. These events made it clear for the two political rivals that

Law for Non-Lawyers Summative Assignment Example | Topics and Well Written Essays - 2000 words

Law for Non-Lawyers Summative - Assignment Example The task of interpreting falls on the judge ruling on a particular case. The interpretation of the statute will be aimed at discovering the true intention that the legislature intended and put that into practice. Judges have been interpreting statutes for centuries now. In the past, though, the statutes were being drawn by very competitive legislature people and made the issue of interpretation almost non-existence, the same cannot be said of today. The task of interpretation of statutes has become very critical in the nineteenth, twentieth and twenty first centuries. The courts always find it necessary to interpret the statutes even though they have been drafted by experts. Some of the reasons that may be attributed to the inconsistencies, and therefore the need for interpretation, include the following. First, words are not necessarily the perfect symbols of communication. Depending on the context and the time the words were written or spoken different meanings can be derived from the same words. Secondly, some situations that were unforeseen at the time of making the legislation will also necessitate adequate interpretation to give consideration to the recent development. These developmen ts may include change of culture and or technologies which make the application of a particular statute difficult. The third reason may be the need to take care or give special treatment to special interest groups (Kim, 2008). In their duty of interpreting the statutes, the judges may use several instruments at their disposal; these include rules and canons or doctrines that guide interpretations. Some of the rules include the literal rule, the mischief rule, the golden rule and the purposive approach. The doctrines include ejusdem generis and noscitur a sociis among others. This paper examines a case of Tom allegedly in breach of the Prohibition of Unsolicited Parties (Fictitious) Act 2010 that prohibited the gathering of more than a hundred persons on a

Enlightenment and the French Revolution Essay Example | Topics and Well Written Essays - 1000 words

Enlightenment and the French Revolution - Essay Example Enlightenment promoted the ideas of natural law and progress in societal aspects as evident from the writings of Voltaire, Montesquieu and Rousseau. Themes from the enlightenment that contributed to the French revolution include; liberal government, constitutional monarchy, the monarchy, division of power, the Declaration of the Rights of Man, popular sovereignty, The Social Contract and Enlightened Absolutism1. The crumple of the previous establishment contributed to social unrest, economic problems and conflicting ambitions which led to the French Revolution. In the unfolding of the French revolution, the thoughts, ideas, and expressions rose from the enlightenment theorists. The themes of the enlightenment did not share a common idea, and it was not activated by a solitary revolutionary plan. Unlike the other revolutions, the French Revolution occurred in phases, with each amounting to a revolution in itself. The revolutionists repudiated one theme to pursue another. The initial p hase of the French Revolution occurred on the basis of the themes expressed by Montesquieu. This theme recognized a liberal constitutional monarchy as an elaborate government system for people who pursued freedom. This theme proposed the dividing of the sovereign state between many centers of power. This provided a balance from any center turning despotic. The English achieved this model by devolving sovereignty between the parliament, law courts and the Crown. Montesquieu suggested that the French should use their familiar estates such as the aristocratic courts, the crown, chartered cities, church and the landed nobility to advance these themes2. Montesquieu ideas gave a conspicuous share of the power to the aristocrats, a class he belonged to, both in courts and on land. The aristocrats actively took part in the revolution during the early stages. They identified themselves with the cause of national freedom and the interests of their estates. Louis the 16th took the revolution a s an enterprise for his privileged subjects to emulate what the English did by replacing an absolute ruler with a constitutional monarch3. The French Revolution had three main principles; fraternity, liberty and equity. The enlightenment advanced these principles by targeting aspects that did not include institutions such as the church, monarch and feudalism. The enlightenment gave people the power to rule, without, compulsion to operate within reason, interests or logic. This meant that citizens had acquired rights, powers and respect. The enlightenment themes of nationality, patriotism and absolute rights led to the achievement of the objectives of the French Revolution. The French national assembly has the same principles, and it represents the people and restores the nation to the citizens. This had a positive effect on the national assembly by supporting a democratic nation. The enlightenment gave people believe that they could control and comprehend the universe by empirical r esearch and reason. The natural law dominated the physical world, with the likelihood of the social world also dominating the physical world. The enlightenment emphasized the rejection of beliefs in traditional authority because they found the traditional institutions values as irrational. The enlightenment found the institutions as an obstacle for human development and growth. Their mission required them to

Strategic Analysis of Aston Martin Research Paper

Strategic Analysis of Aston Martin - Research Paper Example Considering this, our report will evaluate the future prospects for Aston Martin in seemingly difficult world economic conditions especially since the company has been facing takeovers a number of times in its history. Apart from these changes in consumers tastes and choices, At a global level, there has been a world wide recession whereby food inflation has increased by 14% in UK and prices generally have increased all over the world. The impact of these on automobile industry has been that US automobile industry has landed in financial trouble and is seeking the financial bail out promised by President Bush. The UK automobile industry is following the same track and the sales of cars started deteriorating in 2006 when UK was hit by a recession in the real estate sector. An article published in the Daily Telegraph describes the current situation as "The luxury car business is a ruinous place to be at present - which is unfortunate, given that these cars are a British specialty. Aston Martin, Bentley, Rolls-Royce and Jaguar Land Rover are all on short-time work, extending Christmas breaks and laying off staff. Last week, Aston Martin laid off 600 full- and part-time workers in Warwickshire"i Political: The car manufacturers of UK are currently meeting up ministers and seeking financial help in the down term times of the industry. According to Sunday Times, the Government was evaluating options to boost sales including loan guarantees for car firms, loans on easy terms, however, no firm measures have been taken as yet.iiConsidering this, the future of the automobile industry in UK depends to a large extent on short term financial help from the Government. Economic: The credit crunch has impacted the UK Automotive industry negatively and the automotive sector is facing smallest sales figures in 17 years an article in The Guardian has reported.iii Social: Due to the economic down turn, people in the luxury goods market are more concerned about the corporate social responsibility of the company or brands they like.iv Technological: Being the twelfth largest manufacturer of vehicles around the world, UK is known to be a design, process and technological innovation centre and due to this Ford and Nissan have also shifted their design studios to UK. However, will the R&D budgets remain the same or will they by slashed in view of the given economic downturn Environmental: The current trend is that consumers demand more fuel efficient vehicles both from a savings point of view as well as from a green living point of view. Considering this, the manufacturers have to make the difficult trade off choice between whether to have fuel efficient cars by compromising on horse power or have high house

The Slow Death of Slavery Essay Example | Topics and Well Written Essays - 500 words - 1

The Slow Death of Slavery - Essay Example Firstly, the consideration that babies presented the next generation was a strong factor which threatened southern whites. This reflection was based on the fact that babies, who in this case, were typical Americans, were presumed to at one point carry out a brutal Negro revenge. The viscosity presented by the whites through denying the black basic rights was ill registered by the growing children community (Burton, 43). The whites were monitoring any presumed big brains amongst the babies. Secondly, it is imperative to consider that slave trade was already disowned by the world. Therefore, there was a necessity to retain the available slaves by taking care of the young generation In this case, numbers mattered. Yes, they could have helped to identify runaway slaves for sale; firstly, it is appropriate to acknowledge that the print media was much established in 1844. Again, the description included in the newspaper did have names, plantation affiliation and in some cases images with the basic bibliography of slaves, strengths, weakness and disciplined attitude. These were appeared to be successful approaches towards identifying runaway slaves. However, this was not the case, since the runaway slaves’ campaign attracted criticism from the liberal ideologist communities. The newspaper ads were interested in communicating to the public about the will to buy or sell a slave. The general effort to end buying of slaves was spearheaded by several activists in the quest to establish equal presentation. The world by then was actively looking for methods to put an end to slave trade; thus, the newspaper ads were irrelevant. This paper has attempted to establish that slavery lost clout in the middle of 19th century in America.

Enlightenment and the French Revolution Essay Example | Topics and Well Written Essays - 1000 words

Enlightenment and the French Revolution - Essay Example Enlightenment promoted the ideas of natural law and progress in societal aspects as evident from the writings of Voltaire, Montesquieu and Rousseau. Themes from the enlightenment that contributed to the French revolution include; liberal government, constitutional monarchy, the monarchy, division of power, the Declaration of the Rights of Man, popular sovereignty, The Social Contract and Enlightened Absolutism1. The crumple of the previous establishment contributed to social unrest, economic problems and conflicting ambitions which led to the French Revolution. In the unfolding of the French revolution, the thoughts, ideas, and expressions rose from the enlightenment theorists. The themes of the enlightenment did not share a common idea, and it was not activated by a solitary revolutionary plan. Unlike the other revolutions, the French Revolution occurred in phases, with each amounting to a revolution in itself. The revolutionists repudiated one theme to pursue another. The initial p hase of the French Revolution occurred on the basis of the themes expressed by Montesquieu. This theme recognized a liberal constitutional monarchy as an elaborate government system for people who pursued freedom. This theme proposed the dividing of the sovereign state between many centers of power. This provided a balance from any center turning despotic. The English achieved this model by devolving sovereignty between the parliament, law courts and the Crown. Montesquieu suggested that the French should use their familiar estates such as the aristocratic courts, the crown, chartered cities, church and the landed nobility to advance these themes2. Montesquieu ideas gave a conspicuous share of the power to the aristocrats, a class he belonged to, both in courts and on land. The aristocrats actively took part in the revolution during the early stages. They identified themselves with the cause of national freedom and the interests of their estates. Louis the 16th took the revolution a s an enterprise for his privileged subjects to emulate what the English did by replacing an absolute ruler with a constitutional monarch3. The French Revolution had three main principles; fraternity, liberty and equity. The enlightenment advanced these principles by targeting aspects that did not include institutions such as the church, monarch and feudalism. The enlightenment gave people the power to rule, without, compulsion to operate within reason, interests or logic. This meant that citizens had acquired rights, powers and respect. The enlightenment themes of nationality, patriotism and absolute rights led to the achievement of the objectives of the French Revolution. The French national assembly has the same principles, and it represents the people and restores the nation to the citizens. This had a positive effect on the national assembly by supporting a democratic nation. The enlightenment gave people believe that they could control and comprehend the universe by empirical r esearch and reason. The natural law dominated the physical world, with the likelihood of the social world also dominating the physical world. The enlightenment emphasized the rejection of beliefs in traditional authority because they found the traditional institutions values as irrational. The enlightenment found the institutions as an obstacle for human development and growth. Their mission required them to

The Slow Death of Slavery Essay Example | Topics and Well Written Essays - 500 words - 1

The Slow Death of Slavery - Essay Example Firstly, the consideration that babies presented the next generation was a strong factor which threatened southern whites. This reflection was based on the fact that babies, who in this case, were typical Americans, were presumed to at one point carry out a brutal Negro revenge. The viscosity presented by the whites through denying the black basic rights was ill registered by the growing children community (Burton, 43). The whites were monitoring any presumed big brains amongst the babies. Secondly, it is imperative to consider that slave trade was already disowned by the world. Therefore, there was a necessity to retain the available slaves by taking care of the young generation In this case, numbers mattered. Yes, they could have helped to identify runaway slaves for sale; firstly, it is appropriate to acknowledge that the print media was much established in 1844. Again, the description included in the newspaper did have names, plantation affiliation and in some cases images with the basic bibliography of slaves, strengths, weakness and disciplined attitude. These were appeared to be successful approaches towards identifying runaway slaves. However, this was not the case, since the runaway slaves’ campaign attracted criticism from the liberal ideologist communities. The newspaper ads were interested in communicating to the public about the will to buy or sell a slave. The general effort to end buying of slaves was spearheaded by several activists in the quest to establish equal presentation. The world by then was actively looking for methods to put an end to slave trade; thus, the newspaper ads were irrelevant. This paper has attempted to establish that slavery lost clout in the middle of 19th century in America.

Nest Coffee Essay Example for Free

Nest Coffee Essay 1. Batch: 2011-2014 Course Code: 50121308Course Name: Marketing II Roll #601 Assignment #302 †¢ 2. Brand Name: Nescafe Parent Company: NestleYear of Establishment of Nestle: 1866 IntroductioNestle was established in Switzerland by Henri Nestle n Year of Entering the Indian Market: 1961 First Plant set up at Moga, Punjab Brief Overview: In 1930 the Brazilian governmentapproached Nestle to create a new instant coffee that would give the consumer another option and at the same time increase the dwindling coffee exports of Brazil. It took eight years but in 1938 Nestle introduced Nescafe. †¢ 3. Product Range (in India) †¢ 4. STP Analysis Targeting A target market is a set of buyers sharing common needs or characteristics that the company decides to serve. Positioning. Position is the act of designing the company image to occupy a distinctive place in the minds of the target markets. A product position is the way the product is defined by consumer attributes Segmentation Market segmentation means dividing a market into smaller group with distinct needs, characteristics, or behaviour who might require separate products or marketing mixes. †¢ 5. Segmentatio n Geographical Segmentation Nescafe has divided the country into four segments i.e. Southern, Northern, Eastern and Western. The Southern Segment consumes the most amount of Coffee and prefers hard and roasted coffee. Where was in Northern region, Nescafe instant coffee is consumed in higher quantities. Demographical SegmentationNescafe has tried to segment every age group, families, region, gender and different socio-economic. †¢ 6. Segmentatio Past n Nescafe was targeted to morning people PresentNescafe is now targeting the Youth According to Andrew Ward, worldwide account director ofNescafe has launched a $30 millionglobal campaign, specifically aimed at 16-24 years old. Use of Youth Icons like Purab Kohli, Vir Das and Deepika Padukone as According to McCann-Erickson Brand Ambassadors World Group, coffee is the most popular drink among the youth. †¢ 7. Examples NESCAFE CAPPUCCINO Targeted to †¢ Premium urban consumers †¢ Core audience aged 17-30 †¢ Concentrates on the theme of â€Å"The magic world of endless pleasure†. NESCAFE CLASSIC Targeted to †¢ The urban professional †¢ Core audience aged 20-30†¢ Concentrates on the classic taste of coffee with the tagline â€Å"Coffee at its Best† †¢ 8. Positioning Nescafe’s positioning is â€Å"1 coffee cup, 1 good feeling † The TVCs and all Promotional Messages focus on passing love between two person. Sharing a cup of coffee is shown as a symbol of sharing happiness. The Red Nescafe mug is another popular symbol which associates the Brand Nescafe with the concept sharing happiness. Nescafe Classic is positioned as â€Å"100% Pure Instant Coffee† Nescafe Cappuccino is being positioned as â€Å"A true Cafe† †¢ 9. Tvc and Print Ads They all focus on positioning the brand as a symbol of shared happiness.

Chips Food Industry: Marketing Analysis

Chips Food Industry: Marketing Analysis Integrated marketing communication program for CHIPS: Executive summary: Various CHIPS industry such as Lays, Uncle chips, and fun pop etc. design various integrated marketing program. Although common objective of all IMC program is increase brand awareness, sale and design a unique image in customers mind. In order to address and attract customer all chips industry launch various campaign. To communicate with public and customers they advertise their campaign on TV, magazine, online and radio. Through their advertisement they want to design their brand image in customer mind. Besides advertisement, they also carried out promotion activity, public relation, direct marketing etc. Direct marketing is although time consuming but most effective tool for communication. Various chips industry also organizes various events in order to communicate properly with customers, for example Lays company was planning to launch a new taste called â€Å"GIVE US YOUR DILLICIOUS FLAVOR† for their customers. Main purpose of this event is to increase the variety of chips . Before designing IMC program this company carried out market research in order to judge customers behaviors and taste toward chips. For research they design the strategy for chips event. During the event they decided to get feedback from customer who visits retail outlet so that appropriate primary data can be collected for designing IMC strategy for â€Å"The HUB†. Before designing integrated marketing communication program it is necessary to judge consumers behavior toward chips , it is necessary to known customers liking and disliking, these data provide various support during designing of IMC program. Although there are various media available for communicating but Print ads in magazine and news paper is seen most effective medium followed by television. After Research survey done by various chips company, it has been found that oldest peoples were less brand conscious than youths. There is no particular taste trend about chips among oldest peoples, but youths are more conscious towards chips market. â€Å"Tastes† and â€Å"varieties† are the major attributes considered by customer while buying chips. Marketing plan plan Situation Analysis: Every organization faces a lot of problem at present time so it became necessary for every organization that before setting any objective carried out situation analysis in order to recognize strength, weakness, opportunities and threat present in our organization. According to Sally and John, marketing plans are â€Å"the written document or blueprint for implementing and controlling an organizations marketing activities related to a particular marketing strategy†. A successful marketing plan is able to improve organizations profits and growth, uses in objective setting and monitors results. So to gain a successful market plan it is necessary to understand the current situation comprehensively and trends affecting the future of the organization. There are two major reasons to explain why situation analysis plays a vital role in developing marketing plan. Firstly, dynamic marketing environment will lead to uncertainty, threats and opportunities for marketers. Marketing managers who success to know changes in environment through situation analysis can lead their companies to capitalize on opportunities and cope with threats created by changes. Then, systematically analyzing situational environments in order to identify our customers and understand their needs and taste. There are certain opportunities in chips industry, such as increase people taste, increase market and market share through integrated PR, and advertisement and promotional campaign. Besides opportunities there is a lot of threat that create barrier for entry in chips industry. These threats are as follow: Too much competitors in the market Mainly prefer to old brand. High price and loyalty decrease loyalty toward brand Main objective behind situation analysis is to known analyze customer, competitor and there strategy. Marketing objective: After situation analysis we became able to known our organization strength, weakness, opportunities and threat present in environment. It provides a lot of support in setting of objective. There may be a lot of marketing objective, some are as follow: Increase market share To Launch new variety chips with new flavors. Increase sale by 50% in 6 month from the launch of public campaign Create awareness among target audience. Use excessive advertising especially using media preferred by the target market. Create product belonging and position among buyers mind Marketing strategies : To achieve these objective we implement various strategy. Target market: Urban personality: Affluent institutes Prosperous young professional Students and cosmopolitan Mainly for the youth Gender: male and female Age: 5 to 40 years Marketing Mix Strategies : Main aim of various chips industry to produce high quality chips in different-different ingredients such as SPICY, BUTTER, SALTED, LEMON. This is mostly done to capture youth attention. They produce chips in different ingredients to capture more market share. Must of chips brand such as lays, uncle chips, bingo, fun pop jump in to Indian market by producing high quality of chips. Form that alls lays captured very high share in the market. Pricing range from 3 to 40. Chips do not need too much promotion. It is done mostly by fair, E commerce and agent The distribution channels for chips industry are as follows. MANUFACTURER (COMPANY) WHOLESELLER CHIPS SEND TO RETAILER CUSTOMER Internal Process It is as follows. Import Potato Cutting Fried Wrapped flavors Withdraw wastage Finishing Dispatched to store Packing and containers Samples of Product; Implementation tactics : Launch a blind ad campaign on billboards and magazines in all A class areas of major cities and magazine. Heavy advertising on TV, newspapers and magazines Set displays in buses and major dealer outlets in all cities. Reduce number of billboards, television and magazines advertisements. Continue Advertising Evaluation, Monitoring and Control: Goal of marketing plan is to achieve market objective that are established before implementation of marketing plan. We evaluate and control our strategic tactic by comparing our result with standard established before setting of plan, by measuring customer satisfaction and brand loyalty. If result is less than our standard than there any is default in implementation and monitoring. The people who are responsible for the monitoring and control of the marketing plan involves, the Marketing Executives, Sales Managers, Media Managers, Market Research Departments, and the Production Managers. Some activities must be carried out for precisely and closely evaluating the effectiveness of the strategies and tactics for example the gathering and structuring of data regarding market, product, consumers and the pricing trends, then the generation of daily sales report should be maintained and then in the end continuous reconfirming of the marketing budget and activities by the managers of different divisions. The Integrated Marketing Communication Plan Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion) So Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Promotional activities include Advertising, sales promotion, and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. Situational analysis : First of all we carried out we carried out situation analysis in order to understood problem. In this we identify our competitors and their strategy for example Lays carried out competitor analysis and find out various strategy adopted by other chips companies e.g. lays, uncle chips, kurkure , Fun pop, oho yes . After situation analysis Lays company found that customer wants a new taste in chips and needed a change in strategic direction. Management responded to the increase its manufacturing plants offshore and by introducing a new taste of chips in the market. Under situation analysis we also analyze financial position of company. IMC objective : There are various IMC objective set by jeans company after situation analysis in order to accomplish their goal. Some of objective are as follow: To Increase sale by 50% in six month To Increase brand awareness To Increase customer loyalty To Increase desire of customer To Increase repeat purchase To measure customer satisfaction To create relationship with customer on personal level To control and observe public opinion To receive feedback from customer on regular basis Media objectives state the impact that you expect to have on an audience in terms of reach and frequency. Objectives must meet the following criteria: Measurability Quantifiability Realism time-specificity Budget determination: We need to establish what amount of money will be needed to achieve the IMC objectives.Although there is various methods present to determine what amount of money invest on IMC. These methods are as follow: Affordable Method Percentage of Sales Method Unit of Sales Method Zero Budgeting Method In affordable method we invest money on IMC as soon as we can afford. However in Percentage of Sales Method amount of money invest on IMC tool depend on what amount of sale we expect to achieve during course of year. These percentages are mostly adhoc and sometime based on judgment. In Unit of Sales Method Company allocate a certain proportion of cost of product to promotion. Thus say if ex factory cost of the product is say Rs 10/ the company will allot Rs.100/- toward promotion cost. Hence if company expects sale 30000 unit of the product, thus allocated IMC budget will be Rs.30,00,000/-. In Zero Budgeting Method, company determine what need to achieve in term of sale and then rework backward in term of what money will be needed to be allocate to deliver those customers. Thus if company believe that in order to achieve their sales, 30,000 customers need to purchase their chips once during the planning period than it will work out what number of prospective customers will needed to be targeted through ATL and BTL activity, in order to achieve that result. IMC Methodologies There are various component of integrated marketing communication that is as follow: Advertisement Advertisement is any paid form of non-personal presentation and promotion of ideas or products by an identified sponsor. Objective of any ads is to increase brand awareness. Objectives: There are mostly three objective of advertisement campaign, that are as follow: Inform Persuade Remind 1. Inform: Informative advertising, seeks to tell the market about the chips, explain the new quality added in chips, provide information on pricing, and build awareness of both the chips quality and the company. Such objectives are normally pursued at the launch of a new quality chips, or re-launch / up-date of an existing chips. 2. Persuade: Here objectives are to encourage the target audience to switch brands, make the purchase, and create a preference in the market for the chips as opposed to its competition. Advertising of this nature is required in highly competitive markets, where a ingredient of chips flavor competes directly with each other. In such circumstances businesses often seek to differentiate theirs chips through Comparison Advertising either directly or indirectly comparing its chips to that of its competitors. 3. Remind: Reminder Advertising, is used to maintain interest and awareness of a well established chips brand in the market, often in the latter stages of its product life cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand. Advertisement budget: Having identified advertising objectives, the advertising budget must be set. Determining exactly how much a business should spend on advertising to achieve the desired level of sales. Commonly, the decision is based on past experience of expenditure on advertising, and the sales subsequently achieved. There are however a number of factors that can be considered in setting the advertising budget Factors influencing the setting of advertising Budgets: Product life cycle stage: New products in the Launch stage of their Product Life Cycle, will normally require greater expenditure on advertising to create product awareness, and encourage consumers to trial the product. Whilst products that have reached Maturity in their product life cycle, will often require smaller advertising budgets to achieve the level of sales required. Competition: The number of competitors in the market, and their expenditure on advertising competing products, will influence a business to spend to a similar or higher degree. Product Differentiation: A product very similar to other products on the market may require greater expenditure on advertising to differentiate it from its competitors. Advertising Strategy: Developing an Advertising Strategy to achieve the objectives of a campaign, requires that consideration be given to both the ‘Message which will be communicated and the ‘Media through which it will be sent Advertising Message An advertising campaign, no matter how much money is spent, no matter what media is used, will only be successful if the Message appeals to the target audience. Given the level of advertising which bombards the average consumer, a successful advertising message must stand out amongst the advertising clutter. Thus marketing professionals are required to be creative, imaginative and innovative in developing the advertising message, both in terms of what is said, and How it is said? What is said This is often referred to as the ‘Big Idea, and will normally address the key benefits sought by the target audience, motivating the audience to pay attention. Given the constant search for new ways to appeal to target audiences, it is difficult to categories the content of advertising messages which a business may send.. How they say it During delivery of advertisement massage in customer mind take the taste symbol, and various flavors as consideration. In addition the tone of the advertisement will need to be established, which can be either positive or negative. The advert may therefore promote positive feelings of fun, contentment, and happiness or take on a more negative, somber, or even threatening tone. Selecting Advertising Media: In addition to deciding upon the content, style and tone of the advertising message, the media through which the message will be communicated to the target audience must also be selected. Mostly for chips advertisement we select media such as magazine, newspaper and outdoor. TV rarely used for advertisement of chips. In order to select the most appropriate media, consideration must should be given to various advantage and disadvantage of various media. Strengths and weakness of various media are as given below: Television : Strengths Dynamic attention getting media, combining visual, sound and animated stimulus. Strong potential Impact High market coverage Good at demonstrating products Weaknesses: Highly expensive Poor at communicating lengthy technical information Newspapers: Strengths: Targeting is possible through profiling readership Good level of market coverage Weaknesses: Static media, not suitable for product demonstration Potential for poor reproduction, sometimes limited to black and white print Short-life span, i.e. todays newspapers become tomorrows rubbish Magazines: Strengths: High quality reproduction, of color images Targeting is possible through specialist publications Good pass on readership Weaknesses: Static media, not suitable for product demonstration Lengthy lead-time between advert being placed and magazine being published Outdoor: Strengths: High repeat exposure to advert Relatively low cost Low levels of competition, in terms of advertising clutter Weaknesses: Limited audience selectivity / targeting possible Static media, not suitable for product demonstrations Difficult to monitor effectiveness Sale promotion: Sale promotion is collection of various consumers and trade promotional tool such as rebate, discount, gift, contest, coupons, price deal, contest game, sampling etc. to increase sale of products. There are certain objectives of sale promotion. However main objective is to increase immediate sale because Sales Managers are under great pressure to produce results quickly. Objective: There are certain objectives of sale promotion that are as follow: To increase immediate customer sale To increase support among the marketers sales force. To gain the support of the trade in marketing the product Reasons for Growth of Sales Promotion: There are number of reason for growth of company in sale promotion some are as follow: 1. Increasing Competition Due to increase in competition, companies are finding it increasingly difficult to compete on quality. They are therefore resorting to more innovative methods of sales promotion. In order to have a competitive advantage over its competitors like lays, uncle chips, kurkure, oho yes, fun pops once a year has a grand sale of up to 50%. 2. Customers Have Become More Price Sensitive: The increase price sensitivity is direct result of rampant inflation. Economic support this trend further, as a result customers and dealer became more sensitive toward price. If the customers believes in on lays then he definitely buy the new chips but customer buy it when our product provide high quality with cheap rates. 3. Sales Promotions Generally Create an Immediate Positive Impact on Sales: Advertising, personal selling and other methods of promotion produce slower impact on sales in compared to sales promotion. Sales promotions are mostly for short duration, for a specified period, leading to a sense of urgency in consumers to buy now. This creates an immediate positive impact on sales. 4. Products have become more standardized: In many product categories there is proliferation of brand or line extension and me too many brands. Most of brand perceived by consumer varies little in price. Due to this it became very difficult for advertiser to reposition their product in customers mind. Due to which they focus on more and more on sale promotion to get immediate result. 6. Advertising Has Become More Expensive and Less Effective: All the advertising media have become quite expensive. Audio-visual medium, which is considered as the most effective for short-duration ads, may cost in excess of Rs. 1 lakh for a 10 second exposure during prime time. In many cases, consumers have reached a point of boredom due to excessive advertising on TV. Firms with small budgets cannot compete with big companies, which spend huge sums of money on advertising. For these small budget firms, sales promotion is a more cost-effective promotion method to produce sales results. 7. Trade Has Become More Powerful: At present time Retailers and wholesalers have became more powerful and demand extra facility from company to promote their product. Company has no other alternative. Besides these there are also various kind reason such as Excess Stocks, Impulse Buying Is Increasing, Sales Promotions Maximize Profits etc. Promotion Strategies: Promotional strategy is mostly run to change consumers behavior, to increase brand image, to increase profit, to increase sale of various good. There are mostly two kind of sale promotion, one is directed toward consumer and other one is directed toward trade such as dealer, supplier, retailer etc. Consumer sale promotion tool: there are a lot of promotional tool used to increase sale. Consumer sale promotion is directed toward consumer. It stimulate consumer to purchase their product rapidly. There are a lot of tool that are as follow: Price deal: Price deal is temporary reduction in price of product. There are two type of deal: one is buy in bulk and second is extra quantity. Coupon: A coupon is typically a printed certificate giving the bearer a stated price reduction or special value on a specific product, generally for a specific period. Various company issue various kind of coupon that contain various discount price , customer get the advantage of this discount and get chips at free of cost. Offer: There are various kind of offers given by various chips industry. For example buy 2 chips and get 1 free. or buy 3 and pay for 2. That types of schemes provided by the chips industries. Premium: sometime various companies like Lays, kurkure etc. offer some gift inside the chips packet or at bargain price to encourage customer buying. Sampling: Some companies when launch a new taste of chips in the market, before the launching, sample of chips is to be taste in the market. If that sample is being liked by the peoples then it launch in the market. Advertising Specialities: Advertising specialities also call a promotional product. It mostly given to our loyal customers. It includes various card like birthday card, New Year card. It is mostly done to retain old customer. And this cards is provide to retailers for the customers. Trade sale promotion tool: Objectives of Trade Sales Promotion: Gain/maintain distribution Influence resellers to promote product Influence resellers to offer price discount Increase reseller inventory Defend against competitors Avoid reduction of normal prices There are various sale promotion tools that stimulate trade to promote company product. There are a lot of trade sale promotion tools some are as discussed below: Trade Allowances: Trade allowances are short-term special allowances, discounts, or deals granted to resellers to stimulate reseller to rapid purchase of their product. Point-of-Purchase Display: Point-of-purchase displays are generally used at the retail level to call customer attention to a featured product. In this company employees observe every retail shop and those retail shop that display more company product will be winner of special gift or prizes. Trade Shows: A trade show is periodic, semi periodic public event at which supplier displays their chips product and provides information about chips quality and price to buyers. After implementing these different techniques of sale promotion we monitor result and evaluate these by comparing with objective set before implementation of plan. Public relation Public relation is nothing but creating a favorable relation for organization and product which is done through used of various communication channel and tool. So public relation is mostly done to improve the image of company and build good image in customers mind. So public relation may be define as â€Å"Public Relations is a set of management, supervisory, and technical functions that foster an organizations ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values. Objective: like other aspect of marketing, public relation is also used to address several broad aspect of marketing like: Building Product Awareness When introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events. Creating Interest: Public Relation create public interest to used the product at least for once time. Providing Information: Through the Public relation we can provide a lot of information about company activity and their product feature and service provided by company. This information is delivered to public through newspaper, article website, collateral material; PR helps in delivering information that helps to public in understanding the product feature. Stimulating Demand: A positive article in a newspaper, on TV, news show or mentioned on the Internet, often results in a discernable increase in product sales. Reinforcing the Brand: In many companies like lays, kurkure company the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Direct Marketing Direct marketing is business of selling company product directly to customers through mail order, telephone, fax, e-mails, or web selling, rather than through retailers. Objective: There are mostly to objective for which direct marketing is carried out these are as follow: Convert not user to user. It is mostly done to obtain new client. The identification of new potential clients is very crucial when it comes to recruit new prospects and transformed them into your clients. The perpetual loyalty of customers. A loyal consumer cost less than new customers. Strategy: Various chips industry like Lays, kurkure involved in direct marketing to get more market share. These companies sent a mail-order catalog to approximately prospective customers. 100-page catalog, developed in-house, targets childrens, men and women and also contains 10 pages devoted to home products. There are various tools for direct marketing these are as : Direct mail, Telemarketing, Email Marketing ,faxing, Voicemail, Couponing, Direct response television marketing. Measuring and Evaluate the Planning process: Reason for measuring IMC performance: There are various reason, due to which it became more necessary to measure performance of IMC. These reasons are as follow: Since a lot of money is required for advertisement and promotion and other marketing activity. So it became necessary to evaluate whether such invest generate any return or not. After measuring the performance it became able to understand where I am. So it help in choosing the most effective alternative. We carried out IMC performance evaluation to eliminate unproductive strategy. It also helps in estimating whether objectives are achieved or not. Evaluation of IMC planning process: Evaluation of an IMC plan is not easy because often communications effects are difficult to measure. At times they may not even have a direct impact on sales or profitability; effects may be delayed, etc. Therefore it is important to set the objective or â€Å"standards for measuring performance† in specific, measurable terms to make the evaluation possible. After doing all these now its time to evaluate the performance, the performance is satisfactory as they have imagined because its quit difficult to enter into the chips industry but after this they have achieved their objectives and satisfy their customer by providing the new taste with reasonable price, different flavors, and ingredients. Manager has to measure the actual performance either through consumer surveys or sales figure. Sales have been increasing day by day. Their market share also increased. Brand image is increasing because their strategies are up to the mark so they got success to satisfy their customer towards their new product Manager got to know these outcomes by comparing actual performance with set standards of new product. These steps also helped out to take further decision or plans.