Animal Fable

And lastly, the Ilon Is Indeclslve and often regrets to his decision. Right after killing the bull, he realizes the bull's absence is huge and regrets about his decision. is anger giving way to softer feelings, he spoke aloud his sorrow at the death of Schanzabeh, whom he allowed to have been probably nnocent of the crimes laid to his charge, and to have fallen a victim to the calumnies and false accusations of his enemies† (p. 1 58) _ These three characteristics of the lion symbolize two aspects of leader Firstly, the lion symbolizes a big and strong leader. But more in-depth symbol is Caliph A1-Mansur, the leader at the time when this book was translated. Caliph A1-Mansur succeeded in revolution and seized power. With authority in his hands, he executed and assassinated many people for trivial reasons.Moreover, claiming to support an ideology of equality, he actually discriminated OF2 fable, was a Persian origin who naturalized as an Arabian and converted to Islam. Even thoug h he was an ‘Arabian' in a sense of a civilian, he was not a â€Å"pure Arabian† in a sense of ethnicity. Feeling more suppressed than Arab-Muslims, he had a strong dissatisfaction of the then authority. Thus, he compares the pure Arabians, who lived in a splendor of authorities obtained by coercive territorial expansion, to the lion, whose appearance is splendid but substance is in fact feeble.The animal fables are often used to educate young people. It is told to these days that Kalilah wa Dimna was used to teach lessons about morality and wisdom to even the princes of one kingdom. Although the fables are written with a purpose of giving lessons, more meanings, either literal or figurative, can be assigned when it is translated to another language. Kalilah wa Dimna shows figurative meanings hidden in the text as well, which shows public sentiments at the time. This is a valuable trait of literature since this shows something that cannot be achieved in another means.

Use a Diary System

Explain the purpose of using a diary systemThe purpose of using diary system is:†¢to be organized †¢remember about meetings and important task to do †¢keeping within the time frame †¢cooperation with colleague †¢ control deadline and setting newDescribe different types of diary systems (for example paper, electronic etc) My diary system:Electronic – outlook diary system where all meeting, task can be set up, amend and send by mail to everybody, easy to control by set up reminder, showing automatically if people with who we want meet are available in specific time.Sticky notes – quick and easy to record important information for example: task to do for today, kept on the desk visible.Wall board – share for days, notes with information are sticky for adequate day and throw away as soon as been completed. Always available for all relevant people if I’m not in the office.Describe the purpose of obtaining relevant information about requ ested diary entries and changes. The purpose of obtaining relevant information about diary entries and changes is so that all relevant people are aware of what the meeting/appointment is, and where it is. So they are able to ensure that they are available and in the correct place at the correct time. You also have to make sure that any requested changes do not have a knock on effect.Describe the types of information needed for diary entriesThe type of information required would be dates and times for the entry also any information relating to the entry, for example, if it is for a meeting  the place, what it is about and request of confirmation people attending. If it was a deadline for a task it is useful to have notes about what needs to have been done so this can be checked off.Explain how to prioritise requestsIt is best to priorities requests in chronological order so that the most recent are done first and then if there are any immediate changes the relevant people can be no tified in time. Explain the purpose of prioritising requestsExplain the purpose of trying to balance the needs of all those involved The purpose of trying to balance is necessary to complied all task in time frame suitable for all involved.Explain the purpose of communicating changes to those affected It would be a futile waste of others time and resources if they proceeded with a project that was now defunct because you had not advised them this was no longer an operating practice.It is good practice and beneficial to all if you are all singing from the same song sheet and all know the correct procedures and why such procedures are in place.Explain the purpose of keeping a diary system up to date†¢keep me up date and with all important appointment †¢help me control the time frame †¢can be helpful to set up deadline for a task †¢work out which task need to be completed before other can be startedDescribe the different types of problems that may occur when new req uests are made and solutions to these problems. Late delivery of product – the most important things is for who it is?†¢For factory – try to get delivery ASAP and keep an eye of everything what is coming to do not miss delivery what we waiting for. Inform reception about this in case that delivery will come first there then inform everybody what waiting asap to avoid possible delays  in production what also can affect despatch and transport work.†¢For reload – regular or just single transport then we have to find out how big is delay and that transport can wait or other need to be organize.Explain the purpose of following security and confidentiality procedures when using a diary system To avoid provide information to nobody that shouldn’t receive what can have bad effects. To help with it I need:†¢ Not allow computer screens to be seen by unauthorized people†¢ Ensure people can't see confidential documents that aren't meant for them †¢ Log off your computer if it is unattended†¢ Use computer passNow you need to give me some examples of when you have done the following, please try and use print screens of your work to show that you have done these:Show me how you have made diary entries accurately and clearly and explain how you obtained the information to make diary entries (for example was this from a job sheet, or did you receive a phone call advising of the change etc)†¢By entering all received information – phone calls, emails, †¢By receiving appointment alerts †¢printing and sticky to the boardInformation for all:Information just for me:How do you keep the diary up to date and store it securely? (for example if you are using an electronic system this could be by having to use passwords etc for security and data protection reasons) †¢recording all information straight away in calendar instead of recording on paper what is easy to lost †¢ print or write received info rmation†¢removing or delete as soon as been completed

Marketing Mix at Dell Inc

Marketing can be viewed as a set of functions that include product development, packaging, pricing, advertising, selling, distribution and customer service.  Marketing tactics are referred to as the â€Å"4Ps†: product,  place, promotion, and price. (Kotler, 2003). The marketing mix is probably the most famous phrase in marketing. It was James Culliton, who coined the expression Marketing Mix and it was Jerome McCarthy, who described the variables of marketing mix in terms of the four Ps. The product variables include: 1. Product line and range, 2. Design, quality, features, models, style, size and warranty, 3. Packaging, type, materials, label, 4. Branding and trade mark, 5. Service, pre-sale and after-sale, 6. New Products. The place variables are: 1. Channels of distributions, types of intermediaries, channel policy and design, location of outlets, channel remuneration, and dealer-principal relations, 2. Physical distribution, transportation, warehousing, inventory, order processing, etc. The price variables are: 1. Pricing policies, levels of prices, levels of margins, discounts and rebates, 2. Terms of delivery, payment terms, credit terms and installment facilities, 3. Resale price maintenance. Promotion variables are: 1. Personal selling, objectives, quality of sales force, cost level, level of motivation, and level of effort, 2. Advertising, media mix, budgets, allocations, and programs, 3. Sales promotional efforts, display, contests, trade promotions, 4. Publicity and public relations. The application of marketing mix in the case of Dell Inc. can be illustrated as follows: About Dell: Dell Inc. supplies PCs to business and domestic customers across the globe using direct marketing approach. In addition, Dell supplies a range of IT products and services to businesses, including powerful servers, storage, workstations, notebooks, and desktops. Dell employs approximately 47,800 people worldwide. Total sales currently exceed $43.5bn per annum. Product: Dell places product quality as one of the main criteria. Recently Dell voluntarily recalled certain Dell-branded batteries with cells manufactured by Sony and offered free replacements for these batteries.   This is because it has been found that under rare conditions, it is possible for these batteries to overheat, which could pose a risk of fire. This measure shows how much importance Dell places on product quality. The main part of Dell’s success is its strategy of offering consumers ‘choice and control’ when it comes to product purchase. Buyers can click through Dell and assemble computer system piece by piece, choosing components like hard drive size and processor speed based on their budgets and needs.   This direct contact with consumers gives Dell a competitive advantage. Dell's approach to innovation is customer driven. Moreover, Dell has returned to one year standard warranties on all its products. Dell builds computers on a just-in-time (JIT), build-to-order (BTO) basis. Therefore, if a new technology emerges it can be included immediately. Promotion: By catering to customers across nations from the internet and through regional centers, Dell has acquired the location strategy advantage. From 1999, Dell has engaged in extensive marketing campaigns. The â€Å"Be Direct† promotion campaign has changed the way consumer view Dell. The campaign focus on consumer benefits of new technology rather than comparing its products with other rival products or company. Dell advertises in the national newspapers, computer magazines, on the Internet and TV and by placing inserts in newspapers and magazines. Dell's advertising campaigns are designed with one central objective – to get a potential customer to ring up or go online and order a computer. Dell measures the impact of each individual marketing campaign by assessing the volume of calls to sales representatives and the number of clicks to the Dell website. The company also uses direct mail. Dell publishes various 24-page monthly catalogues, describing available product ranges. Different catalogues are geared to separate Dell markets – one for the small businesses and the other for domestic customers. This is sent to a selected group of customers who are on Dell's mailing lists. The Internet offers many advantages to a direct marketing company. Products can be shown and described in detail on a website. Customers can browse at their leisure without leaving their home or office (Business2000, 2005). Dell has long been using rebates and discounts as part of its promotion campaign. This helped it to survive competition in the industry. Dell often used to offer brief promotions such as extra memory or a free flat-panel display that might not have remained available if a consumer took a day or two to make a purchasing decision. Rebates have long been popular with electronics retailers, because they allow for higher list prices and because many customers never bother filling out the forms. Price: Dell is able to offer competitive pricing mainly because it uses the JIT – Just in time inventory model. The JIT/BTO approach means that Dell does not have to keep stocks of components or readymade computers. At Dell Inc. usually no component is in the factory for more than three days (Business2000, 2005). Stock, which is also called inventory, costs money. Dell does not have these costs and, therefore, can sell to the customer at a lower price. Further, by having regionalized production centers, Dell has diversified the risk of concentration of labor, production costs, and transportation costs. When production and transportation costs are cut down, the pricing can be competitive. For example basing plants in Xiamen, China Dell has been able to provide products and services at the local prices. By following a business model that allows a consumer to design his own computer cost of carrying inventory is minimized. This allows the company to offer its products at competitive rates. Place: The company manufactures its computer systems in six locations: Austin, Texas; Nashville, Tenn.; Winston-Salem, North Carolina; Eldorado do Sul, Brazil (Americas); Limerick, Ireland (Europe, Middle East and Africa); Penang, Malaysia (Asia Pacific and Japan) and Xiamen, China (China). Dell sells its products and services worldwide†¦ By catering to customers across nations from the internet and through regional centers, Dell has acquired the location strategy advantage. The company's strategy of selling over the Internet — with no retail outlets and no middleman — has been as discussed, admired and imitated as any e-commerce model.   Dell's e-commerce website, www.dell.com, is one of the busiest in the world. The site is distributed across 86 countries, using 28 languages or dialects and 29 different currencies (Business2000, 2005). On the website, customers can review, configure, and price computer systems for themselves. They can place an order online and then track the order from the manufacturing stage to actual delivery. This gives greater market reach to the company. Conclusion: Dell is one of the most successful companies in the world. Though we may study the marketing mix in order to understand the success of Dell Inc., it must be mentioned that the Dell combination of direct marketing and just-in-time, build-to-order manufacturing brings the benefits of low cost and high quality to each and every customer. It is this focus on customer value that is truly responsible for Dell's market leadership position. Bibliography: Annual Report, Dell Inc., 2005 Official Website, Dell Inc., 2006, http://www1.us.dell.com/content/topics/global.aspx/corp/background/en/facts?c=us&l=en&s=corp&~section=000 Philip Kotler, Marketing Management, 2003. Business2000 (2005). Dell- Directly from Dell to the Customer. http://www.business2000.ie/cases/cases_8th/case1.htm   

4th year sociology-Impact of Women's Experiences in Non-traditional Essay

4th year sociology-Impact of Women's Experiences in Non-traditional Occupations - Essay Example Mostly women filled jobs of teachers, nurses, doctors, baby sitters and social workers, but these were considered as traditional jobs. Gradually, women entered the non-traditional occupations. This essay will discuss why the Canadian women entered the labour market, which was the non-traditional occupations they ventured into, and the challenges they faced in the predominantly male-dominated occupations. A non-traditional job for women is one where they account for only 33% of the workforce. There has been a dramatic growth in the share of the women who are part of the paid work force. Women traditionally stayed at home but gradually, they realized that they did not even have common justice within the home, which is one of the strongest reasons why women ventured out of home. Women, with children at home contributed eleven hours of free labor every day with nothing to fall back upon. In the 1960s and 1970s, they became conscious of their rights and clamored for economic security. As they rose up to fight for their rights, they realized the discrimination they faced in the labor market. The women’s movement brought about dramatic rise in the women labor force. Women were subject to inequality and hardships. Apart from the expansion of the service sector, rising standards of consumption and decline in real wages, encouraged the employment of married women (Ch6, p 4). They start ed challenging the traditional gender divisions of labor and worked collectively to bring about changes in the education, attitudes, working practices and legislation. Women gradually moved into non-traditional occupations (NTO), those generally occupied by men. The NTO generally include engineering, veterinary practice, financial management, law and construction. This was due to changes in the education level and the changing social attitudes. Once they stepped into the non-traditional occupations, they enjoyed better oppurtunities

Should managers try to eliminate or to encourage the expression of Essay

Should managers try to eliminate or to encourage the expression of organisational conflict Explore your reasons - Essay Example A clever manager will encourage organisational conflict only if it is in the shape of a disagreement. A disagreement is a difference in opinion among two or more persons. It arises as a result of differing personal view points. Disagreements occur frequently between workers within an organisation, and as they do not affect organisational effectiveness, they are looked upon as healthy outlets of workers’ personal beliefs and opinions. Disagreements usually end up amicably, without needing intervention by third parties. The intelligent manager should monitor the progress of a disagreement carefully to ensure that it does not worsen to have direct effects on the workers’ behaviour and their capacity and zeal to work properly (Cram et al.). A shrewd manager should try and eliminate, or when not possible, address and resolve organisational conflicts quickly. If this is not done, the organisation stands to face many bad consequences. The first bad consequence is higher employee turnover. One of the disputing workers could resign, which will need the organisation pay termination costs, and also incur expenses to find and train a new replacement worker. The second bad consequence is that the organization’s working environment becomes tense and heavy with stress. Since the conflict matter is not discussed (let alone solved), an atmosphere heavy with lack of trust, anxiety and apprehension is created. Such an unpleasant atmosphere acts adversely on workers, causing them to develop passive-aggressive behaviour patterns. In addition, the manager who cannot solve conflicts swiftly and effectively fails to inspire trust and confidence in workers. Such a set of circumstances badly hits the reputation of the organisation, c ausing it to face business losses, and making it very hard to recruit new employees and prevent existing employees from leaving. The third and most serious consequence is a distinct loss

International perspectives Dissertation Example | Topics and Well Written Essays - 6000 words

International perspectives - Dissertation Example Some of the important models of inclusion education are described below (Anon., n.d.). Models of Inclusion Some of the important models of inclusion education are described below. The Teaming Model for Inclusion Education emphasises team work and has in place a special education teacher for every grade level team of teachers. This specialist teacher provides information, instruction strategies, revision ideas for tests and assignments, and strategies to promote acceptable behaviour in the class (Anon., n.d.). In the Co – Teaching Model for Inclusion Education, the special and general education teachers work together and teach the students by turns. This enables the learning experience to become important and tangible. This model prepares teachers, by means of student assessment, discipline, and instruction planning and delivery (Anon., n.d.). There are several obstacles to Inclusive Education; such as, negative attitudes, invisibility in the community and in school, cost, phys ical access to classrooms and facilities in the school, size of classes, impoverishment, discrimination on the basis of gender, and emergency and refugee situations (Anon., 2002). In the Adaptive Learning Environment Model (ALEM), special education students are integrated into the classroom. This model was propounded by Wang and is quite complicated. The objective of this model is to produce school learning environments that permit every student to acquire fundamental academic competency and enhance their confidence to address the intellectual and social requirements of school (Lazarus, 2010). In addition, this model is a blend of the following features. First, an exploratory learning component that includes an array of learning activities that are expected to enhance the capacity of the school to address the learning needs at the individual level. Second, a prescriptive learning component of hierarchically organised, highly structured learning activities (Leiding, 2009). Moreover, the ALEM model is characterised by instruction that is planned for the individual students. The pace of learning is adapted to the needs and capacities of the students. Classrooms in this model permit free movement and simultaneous activities. The learning content is sub – divided into small portions, in order to accommodate students with special needs. The students of this model have to plan and supervise their individual learning. In addition, they are made accountable for managing and completing their learning tasks in a timely manner (Lazarus, 2010). In general, inclusive education consists of isolating and discarding actual and latent sources of exclusion. This includes attaching importance to the opinion of stakeholders in the school community. It includes a philosophy of acceptance that respects and values all. The process of inclusion does not admit of culmination and it can be developed to gradually increasing degrees. Inclusion is the outcome of longstanding educati onal innovation and denotes improvement of schools at several levels for students (Gillies & Carrington, 2004). Inclusive education has to be viewed within the context of the policy relating to education. Undoubtedly, the UK Government adopts a qualified approach to inclusion, and this was disclosed by the Green Paper on Excellence for all Children (Department for Education and Employment, 1997).

Employee Benefits Essay Example | Topics and Well Written Essays - 500 words - 1

Employee Benefits - Essay Example An employee has the right to claim or file a court order upon denial of the enjoyment of such benefits (United States and United States, 2004). Many employees fail to understand whether their employee benefits package gives them the payback, they deserve in an increased employee appreciation and satisfaction. They may only understand and appreciate only a part of the employer’s cost of the benefits they receive. Employees should understand and claim for such benefits including: Health care benefits; All employees are entitled to health and care benefits. Organizations are called upon to initiate some wellness related programs that cover the health care of the employees. Employers should provide a safe working environment. Employees who have a full access to their benefits significantly play a great role towards the development of the organization. These may act motivating factors for employees who in turn work to achieve great success of the organization. Some successful organizations like the World Bank are found to have been in first place in administering services that offered the employee benefits. World Bank offer much employee benefits facilitated through such programs like the Medical Insurance Program, which is a comprehensive insurance policy run by the World Bank Group for the locally or internationally recruited employees (United States and United States, 2004).These among other benefits are vital in the sustenance of the employee and the company. The modern approach to employee benefit and compensation plans rewards and helps in the recognition of the best employees in an organization. Effective employee benefits plans raise and improve productivity and increase employee retention. Genera lly, the employee benefits plan has a positive impact on the organization’s bottom line. They should be offered as a right and benefit to both the

Tsunami Essay Example | Topics and Well Written Essays - 1750 words

Tsunami - Essay Example (Boork, 2005). a. Studies into the causes of tsunamis have revealed that there are actually many different factors that can lead to tsunami generation – including the already mentioned earthquake – but not every earthquake causes a tsunami and not every tsunami is caused by earthquake. b. Earthquakes can cause tsunamis. It is generally believed that earthquakes that move in a vertical direction are more likely to cause tsunami, but Dr. Tony Song from the NASA Jet Propulsion Laboratory has shown how â€Å"horizontal motions of continental slopes confer five times the energy of a vertical displacement.† (Mayer, 2006), indicating that movement of the continental margins should be the focus of tsunami detection. c. Landslides are another possible cause of tsunamis, whether they occur above or below the water level. Landslides that occur above water and slide into the water can cause tsunamis while underwater landslides can cause a high degree of water displacement. These landslides can be caused by excessive flooding or, more commonly as global warming continues, due to the melting of layers of permafrost. Sometimes underwater landslides work in combination with earthquakes to cause tsunami. â€Å"For example, submarine slope failures can be triggered by much smaller earthquakes which could not cause a tsunami by themselves.† (Lauterjung cited in Mayer, 2006). d. A third way in which tsunamis can be generated is with the eruption of volcanoes, again with equal devastating effect regardless of whether the volcano exists above or below the water level. â€Å"Tsunamis started by this process are uncommon, but present a real threat to residents of the lower Cook Inlet region, the Alaska Peninsula, and the Aleutian Islands.† (Haeussler, 2006). f. Characteristics of tsunamis caused by earthquakes and volcanoes are that they travel long distances from the earthquakes epicenter and strike coastlines thousands of miles from their

Questions&answers Assignment Example | Topics and Well Written Essays - 500 words

Questions&answers - Assignment Example The African Americans in the film are not differentiated from Asian characters as Sonya Valentine (Lexa Doig), Eduardo Kagame (Tony Amendola) and Mathew Kellog (Stephen Lobo) are also part of the villains. The protagonists consist of a Caucasian cast. Nonetheless, in most dramas characters are often differentiated in behavior based on race and social class (Characterization and Narrative 7). The female characters in the crime drama play to the stereotype of most character descriptions in crime drama (Canadian Crime Drama 3). Despite the difference in ethnic characters, all of them conform to the conventions of gender age and sexuality used in creating TV characters (Canadian Crime Drama 4). Rachel Nicholas plays the role of Kiera Cameron who is the lead star of the drama. While Kiera Cameron is a smart and physically capable woman, her character identity consists of vulnerability and sexuality, which is constantly highlighted by the attention she receives from three males in the drama. Jasmine is a psychopathic character in the drama; yet, even her sexuality is enhanced. Her strength and craziness are almost comparable to those of Clara Croft although she is the worst of the villains. Similarly, the Caucasian protagonist, the African-American, and the Asian antagonist male characters are all awarded a certain level of sexuality. There are no indigenous characters on daytime dramas. Apart from characters of Afro-Caribbean and Asian characters, most of the other characters are Caucasians or people of mixed races. Nonetheless, characters with different accents have continuously joined daytime TV and gained the support of individuals. British and Australian accents have become common on TV drama. For instance, most popular epic dramas like Games of Thrones, Merlin, and Salem have various dialects. Additionally, most indigenous characters are unavailable on TV dramas because each group makes its own TV dramas. For

The Cultural Impact of the Yan'an Talks on Chinese Film Assignment

The Cultural Impact of the Yan'an Talks on Chinese Film - Assignment Example When he came into power, he made this belief known to the people in his 1942 speech, popularly known as the Yan’an Talks on Literature and Art. The primary purpose of the Yan’an Talks was to lay out the guidelines for literature and art in Communist China. The Talks detailed what kind of subject matter was acceptable to produce, the themes that should be discussed, and the target audience to be reached. In Chairman Mao’s words, â€Å"through the creative labour of revolutionary writers and artists, the raw materials found in the life of the people are shaped into the ideological form of literature and art serving the masses of the people† (â€Å"Talks†). The ideas outlined in the Yan’an Talks heavily influenced all forms of literature and art that emerged from China from the 1940s onwards, as evidenced by three notable Chinese films: Red Sorghum, Farewell My Concubine, and To Live. Red Sorghum, which was released in 1987 by Xi’an Film Studio, is a story that takes place in Shandong, China during World War II. It is about the life and death of a widowed sorghum distillery owner named Jiu’er. ... After some time, Li Datou dies under suspicious circumstances, and Jiu’er inherits ownership of the distillery. She is reunited with her rescuer, who has become an alcoholic whose drunkenness causes him to commit shameful acts like urinating in the sorghum wine. The story of Red Sorghum takes a darker turn at this point, with Japanese Imperial troops arriving and taking over the town. They commit various heinous acts of violence, at one point forcing one of the villagers to skin someone else alive. Angered, the people of the village revolt by attempting an ambush, during which many people, among them Jiu’er, are killed. The film makes use of bright, vivid, and detailed imagery, particularly in the violent scenes, to bring home the themes of revolution and resistance to foreign power. The Imperial Japanese troops – whom Mao named as the enemy in the Yan’an Talks – are depicted as heartless and brutal, and in the end unable to defeat the strong resist ance spirit of the villagers. The movie was also filmed with a technique that gave the entire movie a reddish tint, symbolizing both the death and violence wrought by the Japanese as well as the crimson colour of the sorghum fields which at the end of the movie are slowly growing again. Farewell My Concubine is a 1993 epic-length film that tells the story of a fifty-year friendship between two orphan boys, Douzi and Shitou, as they rise to acclaim as actors in China’s Peking Opera during the time from World War II all the way to communist China’s Cultural Revolution. Douzi is trained into female roles and assumes the stage name Cheng Dieyi, while Shitou assumes masculine roles under the name Duan Xiaolou. Eventually Dieyi’s roles translate into real life

Current issue of media Research Paper Example | Topics and Well Written Essays - 1500 words

Current issue of media - Research Paper Example Traditional media is further divided into two: electronic and print media, where electronic media refers to television and radio and print refers to all print media like newspapers and magazines. Digital Media or New media includes the internet, cellphones and other mobile devices. Like every invention, the media too has its pros and cons. These give birth to our topic of discussion i.e. current issues in the media and their solutions. Since traditional media allows controlled communication of information, it serves as a source of promoting tradition and culture. The reason why traditional media holds such importance is because it targets to the masses. The positive aspect of this media is by far greater than that of new media, but, being a mass media it can play a significant role in shaping the minds of the people. Societal aggravations are greatly heated up with the wrong portrayal through the mass media. Thus, it can be said that this is the biggest flaw in the traditional media is the uncontrolled flow of information. This information needs to be monitored carefully as this kind of media ensures wide-spread coverage of the content. On a societal scale, the inappropriateness of the content is one issue that has been highlighted for decades now (Garry 215). The nature of programs, even cartoons for that matter, is deemed unhealthy owing to explicit subliminal messages and violent actions shown in them. However, this comes with a simple solution like selected viewership options, child-locks etc. Newspapers are by far the safest media as far as keeping the societal harmony and values intact is concerned. The content is highly filtered and relatively less aggravating as the other mediums. That being said, Advertising has seen a positive trend in the recent years. With the clutter of hundreds and thousands of brands, each trying to get their share in the market, there is an increase in the marketing clutter on the traditional mass media. Whether these brands ind ulge in ethical advertising is another debate altogether, but the media should be responsible to ensure that at least misleading product ads and infomercials are not given airtime, as it demonstrates false information which is against the ethics of a media aimed at targeting the masses. With the advent of technology, the birth of the internet, mobile devices etc. have brought about a change in the popularity of the mass traditional media. The importance and ‘mass coverage’ element is still intact, though there is a rapid shift of the people towards other media like e-papers, e-news, websites, social networking sites, blogs etc. Where these media stand for technological advancement, modernity and mobility, there are several issues attached to them as well. The basic change in media has been because of the introduction of two mediums, namely, the internet and the cellphones. The internet has brought about a positive change in the world through its endless benefits, some o f which are absolute connectivity, availability of information on almost every topic in the world, Job search and hiring, interactive Marketing Avenue for companies, readily available product review, online education opportunities, and video conferencing programs like Skype etc. But, like mentioned earlier, everything comes with its pros and cons, so does this highly beneficial media. People can

Descent of Inanna Essay Example for Free

Descent of Inanna Essay Throughout history women have had an enormous influence on the men of their times. The Descent of Inanna provides us with an example of the role women had during this era and the influence they had over creation stories. Women were very powerful and held in high esteem during this time, and it was not until after the introduction of monotheism that woman lost their position of power. The Descent of Inanna is a story full of irony about a goddess who is powerful yet weak, respected but disregarded, caring and concerned yet selfish and manipulative. The story begins with Inanna preparing to descend to the underworld to deliver a message to Ereshkigal, her sister, of her husband’s death. She gathered her me-garments and gave her servant Ninshubur very specific instructions what she should do should Inanna not make it back from the underworld. Although Inanna is very confident in herself, she is very uncertain about the journey ahead. She knows she may die, which is why she tells Ninshubur to go to the temple of the gods to beg for mercy on Inanna’s behalf. When Inanna reaches the underworld Neti, the gatekeeper, stops her and he goes to tell his queen and Inanna’s sister, Ereshkigal of the visitor. Ereshkigal knows that Inanna is shielding herself behind her me garments and without them she will be vulnerable. Ereshkigal instructs Neti to strip Inanna of her me at each gate and by the time Inanna enters the thrown room she is naked and vulnerable. It is only then that Ereshkigal is able to kill Inanna. After three days and nights of Inanna’s absence, Ninshubur did exactly as Inanna had instructed her to. Ninshubur had such a high respect for her goddess and was forever Inanna’s faithful servant. She set up lament for her by the ruins, tore at her eyes and mouth, and dressed in a single garment as a beggar. She went to the gods to plead for Inanna’s life. After she is refused help from Enlil and Nanna, Ninshubur goes to Enki. Enki is troubled and agrees to save Inanna from her fate. Enki creates two creatures to retrieve Inanna’s body from the underworld and gives them instruction on how to ask Ereshkigal for the corpse. The creatures do exactly as instructed and are able to retrieve Inanna’s body. They sprinkled the food and water of life over her body and Inanna rises. Just as Inanna was ready to ascend from the underworld, she is told that no one leaves and she must find someone to replace her. The galla were sent with her to bring back the person who would replace Inanna. When Ninshubur saw Inanna outside the palace gates, she immediately threw herself at her feet. When the gala tried to take Ninshubur, Inanna refused. It is obvious that Inanna cared deeply for Ninshubur and had a mutual respect toward her. Inanna knows that she owes her life to Ninshubur which is why she refused to allow her to be taken. If her servant had not followed her directions exactly, Inanna may have remained in the underworld for eternity. However, when they reached Inanna’s husband Dumuzi, he was dressed in his me-garments and sitting on his throne. He did not look as someone who was mourning over the loss of his wife, such as Ninshubur had. He did not even move as Inanna and the galla approached. His lack of respect and lack of mourning is why Inanna allowed the galla to take Dumuzi in her place. Inanna held higher regard towards her servant than she had towards her own husband! When the galla try to take Dumuzi, he prays to Utu, Inanna’s brother, to let his hand and feet be turned into snakes so that he may escape their grasp. His request is granted and for a moment, Dumuzi escapes. Inanna finds him and although she seems to try to console Dumuzi, it does not erase the fact that she is giving her husband up to take her place in the underworld. In what appears to be some sort of a compromise, she tells him that his sister will remain in the underworld for half a year, and he the other half. In the end, Dumuzi is handed over to Ereshkigal. Irony seems to be the common theme throughout this story. Inanna was a goddess who was powerful and protected with her me, however without them she was weak and vulnerable. Inanna was well respected by her faithful servant, but not even mourned over by her husband. And Inanna cared enough for her sons and Ninshubur not to allow the galla to take them, however she was selfish and manipulative enough to allow someone else to take her place in the underworld. Ironically enough, Inanna descends to the underworld to pay her respects to her sister, Ereshkigal, and to bring news of her husband’s death. However in the end, it is Inanna who sends her own husband to the underworld in order to take her place and pay her debt.

Bureau of Alcohol, Tobacco, Firearms and Explosives

Bureau of Alcohol, Tobacco, Firearms and Explosives Kareem Canty Introduction The Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) is an agency within the United States Department of Justice. The Bureau of Alcohol, Tobacco, Firearms and Explosives protects American citizens from dangerous and illegal activities involving, as its name suggest, alcohol, tobacco, firearms and explosives.â€Å" The mission of The Bureau of Alcohol, Tobacco, Firearms and Explosives is to conduct criminal investigations, regulate the firearms and explosives industries, and assist other law enforcement agencies. This work is undertaken to prevent terrorism, reduce violent crime and to protect the public in a manner that is faithful to the Constitution and the laws of the United States (The Bureau of Alcohol, Tobacco, Firearms and Explosives). Though The Bureau of Alcohol, Tobacco, Firearms and Explosives is a law enforcement agency one of the primary responsibilities is tax collection. The Bureau of Alcohol, Tobacco, Firearms and Explosives is responsible for taxes on alcoh ol, tobacco, ammunition, and firearms. The Bureau of Alcohol, Tobacco, Firearms and Explosives is an important agency protecting Americans. History of the Bureau of Alcohol, Tobacco, Firearms and Explosives The Bureau of Alcohol, Tobacco, Firearms and Explosives has been the sole agency responsible for regulation and taxation of the above mention categories since July 1st 1972. However, some of the duties of The Bureau of Alcohol, Tobacco, Firearms and Explosives have existed in some form in the United States since 1789. Initially, these activities were performed by the Department of Treasury. On July 1st 1862, the Office of Internal Revenue was founded. This new agency was now responsible for all taxes, including those on alcohol and tobacco. The Office of Internal Revenue included enforcement agents to pursue those who evaded taxes. In 1919, the Volstead Prohibition Enforcement Act and the Eighteenth Amendment to the Constitution made it illegal to produce or transport alcohol. Enforcement of these policies fell on the Office of Internal Revenue. In 1920, the Prohibition Unit was created. This agency was made up of the agents focusing on liquor laws. On April 1st, 1927 the Prohibition Unit officially became a bureau under the Treasury Department. Congress established a new Bureau of Prohibition under the Department of Justice in 1930. This new bureau was now responsible for enforcing Prohibition. Then, the Treasury Department was still responsible for the tax and regulations associated with Prohibition, under the new Bureau of Industrial Alcohol. In December 1933, the Twenty First Amendment to the Constitution ended Prohibition. Shortly after, President Roosevelt created, via executive order, the Federal Alcohol Control Administration to regulate the newly legal industry. This agency was replaced in less than two years by the Federal Alcohol Administration (FAA). The FAA was founded as part of the Treasury Department, who was again responsible for supervising the alcohol industry. In 1934 the Alcohol Tax Unit was founded as part of the Bureau Of Internal Revenue. The FAA combined with the Alcohol Tax Unit. Prohibition, though over, resulted in a lasting culture of organized crime. Due to the violence resulting from organized crime, the National Firearms Act was passed in 1934 and the Federal Firearms Act passed in 1938. These Acts regulated firearms, largely via taxes. In 1942, the enforcement capacity of firearm regulation was entrusted to the Alcohol Tax Unit. Around this time, the ATU became known as the Alcohol Tax Division until the 1968 Gun Control Act. With this act, the Bureau of Alcohol, Tobacco, Firearms and Explosives was now responsible for additional substances, including explosives. In July 1972, the Treasury Department Order NO.120-1 officially shifted all activities involving alcohol, tobacco, firearms, and explosives from the Internal Revenue Services to the Bureau of Alcohol, Tobacco, Firearms and Explosives After over one hundred years of restructuring, The Bureau of Alcohol, Tobacco, Firearms and Explosives has finally achieved stability in its structure and its dut ies. One major change the Bureau of Alcohol, Tobacco, Firearms and Explosives has undergone was its adoption of anti- arson enforcement. In 1982, congress amended the original legislation that outlines the duties of the Bureau of Alcohol, Tobacco, Firearms and Explosives to include arson. Since the 1970s the Bureau of Alcohol, Tobacco, Firearms and Explosives has grown both its budget and its staff. The Bureau of Alcohol, Tobacco, Firearms and Explosives has added over a thousand employee positions. Since 1973, the Bureau of Alcohol, Tobacco, Firearms and Explosives budget has increased from $74 million to $1.07 billion (The Bureau of Alcohol, Tobacco, Firearms and Explosives). Budget In 2013 the Bureau of Alcohol, Tobacco, Firearms and Explosives total budget was $1,153,345,000. This budget covers The Bureau of Alcohol, Tobacco, Firearms and Explosives staff, operations, and programs. Though the Bureau of Alcohol, Tobacco, Firearms and Explosives collects taxes, that money does not found The Bureau of Alcohol, Tobacco, Firearms and Explosives activities. From the years 2007-2011, the ATF collected over $112 million. This money is turned over to the Treasury Department General fund. The funding from The Bureau of Alcohol, Tobacco, Firearms and Explosives comes from federal government. Before each fiscal year, the Bureau of Alcohol, Tobacco, Firearms and Explosives submits a budget draft to congress. The draft includes information about the allocation and purposes of their requested funding. Congress edits and revises the budget as they see appropriate and then grants the funding to the Bureau of Alcohol, Tobacco, Firearms and Explosives. This budget includes salar ies of The Bureau of Alcohol, Tobacco, Firearms and Explosives 4,937 staff employees (The Bureau of Alcohol, Tobacco, Firearms and Explosives, 2012). International Partners Though The Bureau of Alcohol, Tobacco, Firearms and Explosives is responsible for enforcing laws in the United States, they also work along international organizations. The Bureau of Alcohol, Tobacco, Firearms and Explosives works international to investigate and prosecute international crime. Some examples of these organizations include the United Nations, Interpol, and the G8. The Bureau of Alcohol, Tobacco, Firearms and Explosives has field offices in several other countries. They work alongside law enforcement, government officials, and policy makers in these countries. For example, The Bureau of Alcohol, Tobacco, Firearms and Explosives has offices in Canada, Mexico, Europe, Colombia, El Salvador, and the Caribbean. The Bureau of Alcohol, Tobacco, Firearms and Explosives has the most offices in Mexico, with five field offices in the country. Domestic Partners Since its beginning, The Bureau of Alcohol, Tobacco, Firearms and Explosives has worked closely with multiple other governmental agencies. Early on, The Bureau of Alcohol, Tobacco, Firearms and Explosives worked with the Treasury Department and the now nonexistent Federal Alcohol Administration. Today the bureau works closely with state and local law enforcement. The Bureau of Alcohol, Tobacco, Firearms and Explosives works with state and local law enforcement to implement laws and regulations, as well as to locate and prosecute those who break these laws. Also, the ATF’S leaders work with Congress on evaluation and budgetary matters. In â€Å"The American System† by Morton Godzins, the American government is described as very chaotic. Godzins discusses how multiple branches and agencies of government often overlap in function. He writes that successful collaboration requires agencies to openly communicate. To describe the intermingled functions of government, Godzin uses the analogy of a marble cake. This image illustrates the mixing of government functions as chaotic and unordered (Shafritz and Hyde, 2011). THE BUREAU OF ALCOHOL, TOBACCO, FIREARMS AND EXPLOSIVES Today The Bureau of Alcohol, Tobacco, Firearms and Explosives today serves the same purposes as it did when it was founded. Their scope has grown to include numerous activities that are relevant to their purpose. The Bureau of Alcohol, Tobacco, Firearms and Explosives organizes its activities into ten core functions. These functions include original objectives, such as alcohol and tobacco, the criminal firearm usage and trafficking and regulation of the firearms industry. In the 1970s, the Bureau of Alcohol, Tobacco, Firearms and Explosives began including explosives, bombs, bombing, and the explosive industry in their responsibilities. As previously mentioned, the Bureau of Alcohol, Tobacco, Firearms and Explosives began to investigate Arson in the 1980s, adding it to their core functions. The three remaining functions are more recent additions. The first of these additions is a focus on criminal groups and gangs. This activity is closely a lined with the Bureau of Alcohol, Tobacco, Firea rms and Explosives’ mission and values as criminal activity often involves the usage, purchase, or trade of the materials regulated by the bureau. The final two functions involve management activities and are also included in the strategic goals of The Bureau of Alcohol, Tobacco, Firearms and Explosives. These functions involve the Bureau of Alcohol, Tobacco, Firearms and Explosives’ workforce and modernization. The Bureau of Alcohol, Tobacco, Firearms and Explosives is constantly seeking to maintain and build a highly skilled staff. The Bureau of Alcohol, Tobacco, Firearms and Explosives seeks a diverse and talented employee base. The final function, modernization, is a focus of many government agencies today. The Bureau of Alcohol, Tobacco, Firearms and Explosives aims to improve upon its technological skills in order to remain effective and relevant in todays world. Strategic Goals In 2010, The Bureau of Alcohol, Tobacco, Firearms and Explosives published its strategic goals for 2010-2016. Four of the six goals focused on activities relating to the mission of. The Bureau of Alcohol, Tobacco, Firearms and Explosives These goals involve illegal firearms trafficking, criminal groups and gangs, explosives and bombings, and fire and arson. The remaining goals involved management activities. Those goals relate to work force and modernization. Over the past four years the Bureau of Alcohol, Tobacco, Firearms and Explosives has implemented changes where needed in order to meet these goals. All of these goals contribute to The Bureau of Alcohol, Tobacco, Firearms and Explosives vision, â€Å"We protect America. We protect your community.†(The Bureau of Alcohol, Tobacco, Firearms and Explosives) The Bureau of Alcohol, Tobacco, Firearms and Explosives two management activities, modernization and work force seek to improve the internal operations of the Bureau of Alcohol, Tobacco, Firearms and Explosives. Their modernization goal consists of modernizing business activities. This goal also involves updating procedures for information sharing and knowledge management. Finally, this goal also seeks the implementation of more innovative technology. The second management goal of the Bureau of Alcohol, Tobacco, Firearms and Explosives attempts to improve its work force by attracting, developing, and retaining a strong work force. Both of these goals aim to keep the Bureau of Alcohol, Tobacco, Firearms and Explosives operating at its full potential. Victim/Witness Assistance Program Since the Bureau of Alcohol, Tobacco, Firearms and Explosives focuses on illegal activities, the agency frequently interacts with victims. In order to guarantee victims receive their rights as specified in the Crime Victim Rights section of Federal Law 18 United States Code, Section 3771, The Bureau of Alcohol, Tobacco, Firearms and Explosives established its Victim /Witness Assistance Program in 1999. This program enables the Bureau of Alcohol, Tobacco, Firearms and Explosives to provide victims with various types of support. The Victim/ Witness Assistance Program ensures victims’ safety, as well as providing them with other resources. These resources include, but are not limited to, on financial assistance, recovery of property, and referrals to other relevant support agencies. These support agencies can provide services such as emergency housing, counseling, and support groups. The Victim/Witness Assistance Program is implemented by twenty three Victim/Witness Coordinators. These officers can be found in each of the Bureau of Alcohol, Tobacco, Firearms and Explosives field divisions located the across the country. These coordinators work closely with the United States Attorney’s Office, which has its own Victim Witness Coordinators. The Victim/Witness Assistance Program also works with the previously mentioned support agencies. These agencies can be located at both state and local levels. The program Coordinators also worked closely with local law enforcement agencies, especially concerning the safety of victims. While I found no criticism of the Victim/Witness Program, I also found no praise of the program. There seems to be little information available from other sources about this program. This is most likely due to the fact that the program is largely confidential and is only experienced by those who truly need its services, victim irrelevant crime. Conclusion The Bureau of Alcohol, Tobacco, Firearms and Explosives exists in order to protect American citizens and to keep their activities in line with the law. The bureau enforces laws and regulations intended to keep Americans safe. They are responsible for regulating the manufacture and trade of weapons and explosives and for controlling and preventing drug trade. Without The Bureau of Alcohol, Tobacco, Firearms and Explosives, the United States government would have a very difficult time regulating these trades and enforcing these policies. Bibliography â€Å"Congressional Budget Submission: Fiscal Year 2013,† The Bureau of Alcohol, Tobacco, Firearms and Explosives, accessed October 20, 2014 https://www.atf.gov/sites/default/files/assets/budget/2013-atf â€Å"Fact Sheet: ATF Staffing and Budgeting,† The Bureau of Alcohol, Tobacco, Firearms and Explosives, accessed October 20, 2014 https://www.The Bureau of Alcohol, Tobacco, Firearms and Explosives.gov/publications/factsheets/factsheet-staffing-and-budget.html Shafritz, Jay M. and Albert C. Hyde. Classics Of Public Administration, Seventh Edition. (Boston: Cengage Learning, 2011). Shafritz, Jay M.,E.W. Russell, and Christopher P. Borick. Introducing Public Administration, Eight Edition. (Boston: Pearson Education, Inc., 2013). â€Å"2004-2009 Strategic Plan,† The Bureau of Alcohol, Tobacco, Firearms and Explosives, accessed October 15, 2014, https Explosives.gov/files/publications/download/sp/2004-2009/2004-2009-strategic-plan-vision-mission.pdf

Red bull strategies

Red bull strategies EXECUTIVE SUMMARY â€Å"Red Bull isnt a drink; its a way of life†, says Dietrich Mateschwitz, the co-founder of Red Bull GmbH (Kumar, 2004). In fact, for a product that didnt have any extraordinary quality, was made of repeatedly questioned ingredients, Red Bull holds a pretty significant 70% market share (Ingram, 2010). In 2007, according to company figures, 4.5bn cans of the drink were sold in over 130 counties with 3,903 employees generating over 2.6 billion euros in turnover (AFP, 2007). Its dominant position in the fastest-growing segment of the soft drink market is mainly attributed to the companys unconventional and innovative marketing strategies as well as its revolutionary operational and management approach. This paper study discusses the various strategies adopted by Red Bull, including the companys effective employment of buzz marketing, product branding, its sponsorship and unique distribution strategy. The paper also discusses the importance of individual skills and organizational toolbox that led to the companys success. The case concluded with a commentary on challenges the company faces as well as recommendations with regards to maintaining its current growth and market share. BACKGROUND Dietrich Mateschwitz experienced the stimulating qualities of a popular Thai energy drink, Krating Daeng (literally ‘red bull), while on a trip to Thailand. Shortly after, he started to work with a pharmaceutical company to adapt the Thai beverage for European market. Mateschitzs concept was to create a company selling its own energy drink worldwide at a premium price (Keller, 2004). In 1987, together with Chaleo Yoovidhya, the owner of Krating Daeng, he founded Red Bull GmbH. The partners agreed that Mateschitz would run the company, while the Chaleo and his son remained sleeping partners. Five years later, the drink entered neighbouring countries Hungary and Slovenia, followed by Germany and Switzerland. In 1997, Red Bull stormed the U.S. market. In less than three years, Red Bull solely expanded the sales of energy drinks from $12 million to $75 million in 1999 (Hein, 2001). Today, Red Bull is also Austrias most successful brand, worth more than â‚ ¬10.9 billion. In 2008, Forbes magazine listed both Chaleo and Mateschitz as being the 260th richest persons in the world with an estimated net worth of $4.0 billion. INNOVATIONS Red Bull is a great example of an ordinary product of doubtful worth that was transformed into a powerful brand through innovative marketing. In an interview, Mateschitz recalled: When we first started, we said there is no existing market for Red Bull. But Red Bull will create it. And this is what finally became true† (Dolan, 2005). Although the initial market research conducted by Mateschitz was quite devastating – unappetizing colour and disgusting taste (Johnson, 2002), he didnt give up but thrived in the end. How? By revolutionary approach to the product branding, well controlled and limited distribution, and unique ways of reaching out to the right customers. In general, the success of the company relied hugely on an original concept: a highly caffeinated and troublesome drink. But what makes Red Bull so unique is the companys revolutionary approach to classic marketing rules. The company claims the unique techniques were developed out of a demand. In terms of attracting new customers and enhancing consumer loyalty, Red Bull has a more effective branding campaign than Coke or Pepsi, says Nancy F. Koehn, professor of business administration at Harvard Business School (Rodgers, 2001). Red Bull is building a beverage brand without relying on the essential equipment of a mass-marketing campaign. Perhaps the indispensable tools of marketing arent so indispensable after all, she adds (Rogers, 2001). The main source of innovation in this case was pretty simple – as a self-funded start-up, the company could not afford a costly advertising. Additionally, Mateschitz has always believed in ‘functionality. They carefully select the sports they sponsor, the people they target and places they distribute their products to. The consumer promotions arent typical either. Red Bull invites consumers to creatively interact with the brand, by building their own ‘wings or sculptures. It makes Red Bull one of the very few brands that understands how precious a deep personal experience and â€Å"peers endorsement† is compared to a standard advertising campaign. Another great example of Red Bulls revolutionary approach to marketing is the fact that the company doesnt use print media, banners or billboards. Every promotion of the product needs to have a functional benefit. Even its TV spots are believed to be more amusable than educational or persuasive towards consumers. By avoiding the usual methods of marketing, the company concentrates more on what is called word-of-mouth or buzz marketing. The beauty of Red Bull is that its the antibrand brand, says Gobà ©. Red Bull doesnt have any of the commercial trappings of a traditional, off-the-shelf product. Its underground, even when its above ground, and that appeals to the young people who drink it , he adds (Rogers, 2001). Another remarkable thing about Red Bulls is its 8.3-ounce can and the fact that its the only size the company has ever offered. One size. One colour. One taste. Thats all. In such a competitive environment, its simply shocking to hear of a thriving company not keen on a constant brand extension. We are one of few companies around the world that can stay focused on one product, says Cortes in defence of Red Bulls narrow strategy. We do what we do best, he adds (Rogers, 2001). To sum up, Red Bulls revolutionary approach in contrast with ‘standard tactics has been details in the below table. Red Bull approach: Conventional approach: Positioning: Create a functional foundation; show how the drink fits into peoples way of life Create a socially aspiring image Advertising: Advertising airs only after the launch phase and plays a limited and specific role within the marketing mix Advertising launches the brand and stays the lead marketing tool Distribution: Create strong demand and limit the product availability Wild availability is used to create demand Sampling: Focus on quality and product experience Sampling is all about quantity Celebrity Sponsorship: Pursue those celebrities that are fans of Red Bull, but dont pay them Celebrity endorsement has a steep price, but gets publicity Merchandising: Controlled and limited Tchotchkes rule! Network Relationships: Treat all stakeholders as partners Vendors are lucky to work for us! Corporate Leadership: Patience and investment Clear annual volume and profit objectives and fast returns Table 1: Based on: â€Å"Speed in a can† by Alex Wippenfurth, 2003, PEOPLE BEHIND THE SUCCESS Mateschitz, Red Bulls co-founder and its managing director, is undoubtedly the man behind the steering wheel in the company. In addition to his natural talent for selling, he is also known for his creativity as well as determination. Having worked in a highly competitive environment before, and conducted the initial market research, he was the one to come up with the extraordinary ideas, which implemented by a joint effort of his dedicated team, brought the company straight to the top. There is no doubt that his natural skills, innovative approach, determination and optimism paid a significant role in the companys success. Moreover, Mateschitz thrives on resistance. He is always ready to push the limits and devise spectacular new strategies that get the customers herd to events where extreme sports athletes and daredevils perform street acts. In fact, Red Bulls unconventional tactics and persistence has been evident from the beginning. To begin with, having great difficulties to launch its product in Germany, the company smartly used the rumours regarding the products potential health hazards and mystic content, by building a myth strategy. In his article â€Å"Liquid Cocaine†, journalist Jeff Edwards concludes: â€Å"the more rumours of Red Bulls potentially dangerous, over stimulating effects spread, the more the drink sells† (Edwards, 2001). In addition to that, Mateschitz strongly believed in the importance of physical consumption of his product. Therefore, the marketing strategies have been always focused on sampling and event sponsorship that match and enhance the spirit of Red Bull. â€Å"We dont bring the product to the people; we bring people to the product. We make it available and those who love our style come to us†, claims Mateschitz (Gschwandtner, 2004). Red Bulls success is also partially attributed to its internal culture. Red Bulls team embodies energy and stimulation in everything their do. It seems to be the main ‘theme which to direct and lead the companys actions. Every employee is totally on board with the current goals and challenges of the company. Red Bull thrives on its unique business structure as well. Little hierarchy – ‘management by organized chaos – as Mateschitz describes it. A fully committed team hired primarily for their passion and non conformism is ready to overcome any challenge they face. Mateschitz himself ensures to only work 3 days a week, to live the life of extreme sports his brand endorses. The unusual, personality driven leadership is also evident between the company and agencies it employs. Johannes Kastner, for instance, the head of Red Bulls ad agency, represents the strongest business relationship in its field, with the ad agency being a reliable, long-standing partner rather than dispensable merchant. ELEMENTS OD RED BULLS STRATEGIES The emphasis Red Bull places on marketing has been always extreme high the company spends around 30 percent of its annual turnover on marketing, compared with the average of 10% being spent by most of the competitors (Dolan, 2005). But what is really interesting about Red Bulls strategies is the lack of aggressive in-your-face push campaigns, price-offs, and instant ubiquity. Instead, its marketing is designed for the subconscious. One of the attractive seduction tactics the company employs is exclusivity – Red Bull makes it initially hard for the market to experience the drink. When Red Bull enters a new market, they initially select a limited number of outlets that can sell the drink. The companys sales units are totally decentralised. Each unit is responsible for sales, marketing and distribution in its own area. Sales reps insist that Red Bull be distributed exclusively by a dedicated sales force. They have a selective sales strategy as well. They target â€Å"hot spots† in their area such as clubs and bars, shops near universities and gyms. Such a selective and individual approach has a great advantage of being fast and effective. Sampling also focuses on exclusive sub-communities and carefully selected groups. Moreover, instead of traditional advertising, Red Bull relies on a strategy of word-of-mouth or â€Å"buzz† marketing. Another extremely effective tactic with regards to product positioning and promotion happens on the streets. Red Bull makes sure its silver can is widely noticeable: * Consumer education teams drive eye-catching trucks as mobile displays, painted blue and silver with a giant can on top of the vehicle; to promote the brand as youthful and slightly ‘on the edge; * Free cans of Red Bull are also given out to people on the street who had been identified as being in need of energy. * Red Bull is also provided to DJs, empty cans would also be left on tables in hot spots such as popular clubs and pubs. But whats really intriguing and admirable about the marketing strategy is the fact that it takes place on the street, with people. Red Bull ensures that customers dont feel under pressure to experience its product in a certain way. During the sampling, for example, they always provide a full and closed can, so that the consumers can decide when and how much to try. Additionally, all Red Bulls promotions are participatory. Rather than sponsor concerts like everybody else, the company has gone much further – they created Red Bull Music Academy for aspiring DJs to participate in workshops with some top DJs in the world. The company is also strongly associated with extreme sports, more recently with prestigious F1, motorcycle racing and their own adventurous events. In that way consumers can get deeper experience of the product which keeps the brand relevant in terms of its stimulating mind, not just the body. Against the odds, Red Bull brand was directly marketed to Generation Y, the so-called millennial who were believed to be sceptical of traditional marketing strategies. Part of the strategy involved recruiting student brand managers who would be used to promote Red Bull on university campuses and then report back to the company, providing some useful market research data. What is also extremely fascinating about the company is the fact that the Red Bulls contents are not patented, and all ingredients are clearly listed on the can. Yet, Red Bull has had achieved a leading market position in over 100 countries worldwide. Many competitors have tried to employ similar marketing strategies and tactics in order to grab sales from the market leader. Not all have been successful, of course. THREATS TO FUTURE SUCCESS The main problem Red Bull needs to deal with is the ability to maintain its incredible sales growth. In the light of the brand becoming more and more mature and the market even more saturated, the company faces some of the most serous challenges ever: * The loss of its original consumer base, as the Generation Y becomes working adults; * Health concerns, associated with high intake of caffeine, that have emerged in several countries (ban imposed in Denmark and France; classified as a medication in Norway; until recently available only in pharmacies in Japan); * The energy drinks market has attracted some of the global biggest beverage companies, such as Coca Cola and Pepsi, seeking to win a competitive advantage over the current market leader; * Red Bull is well known for its revolutionary advertising however the product could be in danger of becoming stale; * Unlike their major competitors, Red Bull is limited to one product, leaving the company with no back up product to cover any potential loss; * The beverage market shows strong trends toward healthy options of soft drinks; FUTURE RECOMMENDATIONS Red Bull has gone through a lot in the past two decades. Starting on a practically non-existent marketplace, today it faces extreme diversity of similar products and a significant number of competitors. Taking into account the fact that Red Bulls brand is still very strong and his market leading position not yet threatened, the company should focus its market strategies on the following objectives: †¢ Maintain the leading position According to companys figures, the product is still widely recognized (over 60% of the under 30 year old Germans can easily distinguish the brand). In general, people are happy with the product. It is the image that needs to be enhanced. As far as the price is concerned, it is recommended that it should stay the same a high price will help keep the image of a high quality product. In addition to that, some new promotion campaigns can add further value to the image. As Red Bull is a utility drink, which means it is only bought occasionally. Therefore it may be worth considering to redirect the future marketing campaign to petrol stations, off-licences, convenience stores. †¢ Expand the product Red Bull should try to extend its product range by creating further consumer needs for some other Red Bull products such as: â€Å"White Bull† which could represent soft high quality mix drink of Vodka and Red Bull. Energy bars and â€Å"mini power-size† bottles of Red Bull that will be small enough to fit into pocket; aimed at those in constant hurry. A small selection of Red Bull extraordinary sports clothes. Since the company is widely acknowledged for its extreme sports sponsorship, they should provide its fans with unique outfits. It is a great opportunity to gain some extra returns as well as attract attention through people wearing the clothes. Taking into account the â€Å"healthy† trend in the soft drink category, as well as the actions taken by the closest competitors, Red Bull should also diversify its products into â€Å"organic energy drinks† and try to create a matching â€Å"lifestyle† in order to enter a new market for the â€Å"health-conscious consumer†. Another option for Red Bull is an expansion into new and developing countries, which may not only help to spread the name but also boost the sales. In that way, Red Bulls may again show the market hot to spread its wings†¦ REFERENCES: Energy Pumps up Soft Drinks Trade, Sunday Business Post (Ireland), 1999; Hein, K., (2001) [online] A Bulls Market Brandweek, available at , accessed 15 March 2010; Johnson, Branwell, Has the Energy Drinks Market Lost Its Fizz? Marketing Week, August 29, 2002; Potterton, L., Red Bull Gives Its Creator Financial Wings, Scotland on Sunday, 2000; Brandweek, (2001) [online] Red Bull Takes Extreme Sports by the Horns†, available at , accessed 15 March 2010; Dolan K., (2005) [online] â€Å"The Soda With Buzz†, available at , accessed 16 March 2010; Funding Universe, (2002) [online] Red Bull GmbH Company History, available at http://www.fundinguniverse.com/company-histories/Red-Bull-GmbH-Company-History.html, accessed 16 March 2010; History Of Red Bull Energy Drinks Soft Drink Marketing Beverages And Advertising [online], available at http://www.speedace.info/red_bull.htm, accessed 18 March 2010; Ingram F., [online] Red Bull GmbH, International Directory of Company Histories, available at http://findarticles.com/p/articles/mi_gx5202/is_1989/ai_n19121811/, accessed 15 March 2010; Forbes (2008), [online] The Worlds Billionaires, available at , accessed 16 March 2010; Gschwandtner, G., (2004) [online] â€Å"The Powerful Sales Strategy Behind RedBull Selling Power† available at http://www.redbull.com/images/historysection/ pdf/1/Selling_Power_DM_Sept.pdf, accessed 18 March 2010; Keller, K., (2004) [online] â€Å"Building brand equity in non-traditional ways†, available at , accessed 14 March 2010; Kumar, H.K., Linguri, L.S., Tavassoli, N.T., (2004) [online] â€Å"Red Bull The anti-brand†, London Business School, available at , accessed 10 March 2010; Rodgers A., (2001) [online] Its a (Red) Bull Market After All, Fast Company, available at , accessed 19 March 2010; Edwards J., (2001) [online] â€Å"Liquid cocaine†, available at , accessed 19 March 2010;

Beckett, Brecht and Endgame Essay -- Beckett Endgame Essays

Beckett, Brecht and Endgame      Ã‚  Ã‚  Ã‚  Ã‚   Irish playwright Samuel Beckett is often classified amongst Absurdist Theatre contemporaries Jean-Paul Sartre, Albert Camus, Jean Genet, and Eugene Ionesco (Brockett 392-395). However, Endgame, Beckett's second play, relates more closely to the theatrical ideology of German playwright Bertolt Brecht, father of epic theatre and the alienation effect. Through the use of formal stage conventions, theatrical terminology, and allusions to Shakespearean texts within Endgame, Beckett employs Brecht's alienation concept, distancing the audience empathetically from players of the game and instead focusing attention upon the game itself.    Bertolt Brecht, whose final work, Galileo, was last revised three years before Beckett published Endgame, was personally and professionally influenced by Marxist theory and the political events which plagued the middle of this century. According to drama anthologist Oscar G. Brockett, Brecht asserted that theatre must do more than simply entertain the passive spectator; theatre must recognize and incite change. Brecht suggested a system of "productive participation, in which the spectator actively judges and applies what he sees on stage to conditions outside the theatre" (365-366). Brecht's alienation effect was a direct means of evoking this participation-the audience is emotionally distanced from characters to allow objective observation. "The audience should never be allowed to confuse what it sees on the stage with reality. Rather the play must always be thought of as a comment upon life- something to be watched and judged critically" (Brockett 366).    Samuel Beckett distances the audience from his comment on life throug... ...tieth Century Interpretations of Endgame: A Collection of Critical Essays.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Englewood Cliffs, N.J.: Prentice-Hall, Inc., 1958. Cohn, Ruby. "Endgame." Chevigny 40-52. Easthope, Antony. "Hamm, Clov, and Dramatic Method in Endgame." Chivgny 61-70. Lell, Gordon. "Discussion of Value in Shakespeare's Hamlet" English 401X Lecture. Concordia College. 8 April   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1998. Shakespeare, William. "Hamlet." The Complete Works of Shakespeare. Ed. David Bevington. New York:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Longman, 1997. Shakespeare, William. "The Life of King Henry the Fifth." The Complete Works of Shakespeare. Ed. David   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Bevington. New York: Longman, 1997. Shakespeare, William. "The Tragedy of King Richard the Third." The Complete Works of Shakespeare. Ed. David   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Bevington. New York: Longman, 1997. Beckett, Brecht and Endgame Essay -- Beckett Endgame Essays Beckett, Brecht and Endgame      Ã‚  Ã‚  Ã‚  Ã‚   Irish playwright Samuel Beckett is often classified amongst Absurdist Theatre contemporaries Jean-Paul Sartre, Albert Camus, Jean Genet, and Eugene Ionesco (Brockett 392-395). However, Endgame, Beckett's second play, relates more closely to the theatrical ideology of German playwright Bertolt Brecht, father of epic theatre and the alienation effect. Through the use of formal stage conventions, theatrical terminology, and allusions to Shakespearean texts within Endgame, Beckett employs Brecht's alienation concept, distancing the audience empathetically from players of the game and instead focusing attention upon the game itself.    Bertolt Brecht, whose final work, Galileo, was last revised three years before Beckett published Endgame, was personally and professionally influenced by Marxist theory and the political events which plagued the middle of this century. According to drama anthologist Oscar G. Brockett, Brecht asserted that theatre must do more than simply entertain the passive spectator; theatre must recognize and incite change. Brecht suggested a system of "productive participation, in which the spectator actively judges and applies what he sees on stage to conditions outside the theatre" (365-366). Brecht's alienation effect was a direct means of evoking this participation-the audience is emotionally distanced from characters to allow objective observation. "The audience should never be allowed to confuse what it sees on the stage with reality. Rather the play must always be thought of as a comment upon life- something to be watched and judged critically" (Brockett 366).    Samuel Beckett distances the audience from his comment on life throug... ...tieth Century Interpretations of Endgame: A Collection of Critical Essays.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Englewood Cliffs, N.J.: Prentice-Hall, Inc., 1958. Cohn, Ruby. "Endgame." Chevigny 40-52. Easthope, Antony. "Hamm, Clov, and Dramatic Method in Endgame." Chivgny 61-70. Lell, Gordon. "Discussion of Value in Shakespeare's Hamlet" English 401X Lecture. Concordia College. 8 April   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1998. Shakespeare, William. "Hamlet." The Complete Works of Shakespeare. Ed. David Bevington. New York:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Longman, 1997. Shakespeare, William. "The Life of King Henry the Fifth." The Complete Works of Shakespeare. Ed. David   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Bevington. New York: Longman, 1997. Shakespeare, William. "The Tragedy of King Richard the Third." The Complete Works of Shakespeare. Ed. David   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Bevington. New York: Longman, 1997.

Andy Warhol :: Visual Arts Paintings Art

Andy Warhol "Paintings are too hard. The things I want to show are mechanical. Machines have less problems. I'd like to be a machine, wouldn't you?" Andy Warhol, 1963 Warhol was a modest artist and at time could be annoyingly blasà © towards his art. With a cheeky nature, Warhol is considered to be the most influential American artist of the second half of the 20th century. He has a signature style which he uses repeatedly in artworks, by using commercial silk-screening techniques to create identical, mass produced images on canvas then varying the color and tone to make each edition look different. Warhol was fascinated by Hollywood, fashion and style. He transferred this interest to his artwork, claiming not to see the difference between a museum and a department store. Blurring the distinction between art and life, he believed art could be fashion, decoration, and politics. Like his contemporaries Jasper Johns and Robert Rauschenberg, he borrowed images from popular culture for his artwork. He was also influenced by Marcel Duchamp, who took ordinary objects and displayed them as "readymade" works of art. His works also radically challenged high modernist ideas associated with the concept of originality and the role of the artist as an individual. Through this and through his obsession with money, fame, commercialism and mass culture he challenged high art, blurring the distinction between it and popular culture. He first applied his silk-screen techniques as a commercial artist in the 1950’s when a 5th avenue department store displayed his comic book superhero images. His initial entrance into Pop Art was in the early 60’s with his Coca-Cola Bottles and then sculpture of the brillo boxes which he replicated onto plywood boxes. By the completion of these 2 artworks one would establish that Warhol was challenging traditional notions of art by mechanically repeating a single image, mimicking the manufacturing industry and parodying mass consumption. Warhol’s subject matter went from one extreme to the other, one being a series titled: ‘Jews of the 20th century’, which is guess was Andy recognizing a repressed group and creating completely unassuming art about them. The other extreme being a series titled ‘Cowboys and Indians’ which yet again displays Andy’s childlike and innocent themes

Origins of Classic Rock

Origins of Classic Rock BY Dhank22 The Origins Of Classic Rock The Classic Rock format features music ranging from the late 1960s to the late 1980s with a primary focus on Hard Rock, Blues Rock, and Folk Rock popularized in the 1970s. The classic rock format evolved from AOR radio stations that played popular rock albums from the 60's and 70's to present date. One of the Original AOR stations which spawned Classic Rock as we know it today was â€Å"Cleveland's Classic Rock†. This Famous radio station mixed oldies and AOR station playlists to develop â€Å"TimelessRock†; which is what most of todays youth views Classic Rock as. The Definitive origin of the term Classic Rock is hard to pinpoint because the term evolved with the way it was used in social and entertainment settings. Therefore I believe the best way to describe how Classic Rock came to be is by providing the core principle of the Genre. The most telling aspect of the adjective â€Å"Classic† is define d as something about which the same opinion has stood over a long period of time.Thus, People listen to Classic Rock and feel the same way about it today as they did when it as first recorded. The geographical origins of Classic rock can be found in most of the major cities of the 60's and 70†² but the cities that stand out the most are Chicago Illinois, Cleveland Ohio, Kingston New York, and Houston Texas. I believe these cities are the true origins of Classic Rock because of their prominent radio stations that featured Classic Rock and oldies. The founding genres of Classic Rock are primarily Hard Rock, Blues Rock, and Folk Rock.The degree and specific effect of each genres contributions varies but remains onstant in its relation to the emotional response of the listener Hard Rocks main contribution to Classic Rock can be found in it's ability to cause listeners to feel motivated to act about the lyrical content of the song. Blues Rocks main contribution to Classic Rock can b e seen in it's tendency to focus on lyrical and musical empathy for common sorrows. Folk Rocks main contribution to Classic Rock is best shown by it's lyrical relation to social issues of the time and the effect of each person in society.

Surfing Practice Expository Essay

Practice Essay – Academic Writing Many people say surfing isn’t a sport, it’s a lifestyle – but, it’s more than that. From the moment you first step in the ocean to the day you die it is a part of you. It becomes the way you think and what plays across your mind when you are in that subconscious state between awake and asleep. It has an affair with your emotions and embeds itself in the depths of your heart. You cannot get rid of the ocean once it’s made its mark on you. It is unlike any other addiction on the planet. They say too much of anything can kill you, but, when it comes to surfing – you can never get enough.Surfing began in the islands of Hawaii, the first ever report written by Lieutenant James King of Captain James Cook’s ship Discovery. In this report he described the art of surfing over two pages in the narrative portion of Captain Cook’s journals. Surfing was an extremely spiritual and important part of Haw aiian life, so much so, that places were named after particular surfing incedents. When the Calvinistic Christian Missionaries arrived in Hawaii the number of surfers in the water declined rapidly as the missionaries claimed the sport, amongst others, was â€Å"Against the laws of God†.For years it was rare to see a surfer in the water, the surfing culture had almost died out. However, in 1907 Jack London a famous author took a vacation in Hawaii – staying in Waikiki – and was introduced to surfing by Alexander Hume Ford and George Freeth. Being an author, it was no surprise when Jack wrote of his surfing experience in his book entitled A Royal Sport: Surfing in Waikiki. This new publicity breathed life into the dying sport – and not long after – George Freeth was asked to put on a wave riding demonstration in California, bringing surfing to America.Now days, surfing is a huge sport. There are approximately 23 million surfers worldwide, a stark con trast to the late 1800’s in Hawaii. Surf companies are popping up all over the place – their main aim to provide surf equipment and apparel to the surf community and those who fancy the style. Surfing has grown, not only as a leisure sport, but also in competition. Currently, there are 34 men and 17 women competing on the WCT (World Championship Tour), and millions more taking to the water in small town events and larger professional or amateur competitions.Surfing is also making its way into the film industry, with surf photography and documentaries becoming increasingly popular. With all the hype and inflation of surfing, it will still remain a magical and adrenaline pumping experience. There are many surfers who surf for the pure joy of being out in the ocean, at one with rising and falling swells, no matter how far it is extracted from its humble, spiritual beginnings in Hawaii. These surfers are known as soul surfers – and it is these people that will conti nue to keep surfing alive for generations to come.

Chi-Square Test

Chi-Square Test Chi-square is a statistical test commonly used to compare observed data with data we would expect to obtain according to a specific hypothesis. For example, if, according to Mendel's laws, you expected 10 of 20 offspring from a cross to be male and the actual observed number was 8 males, then you might want to know about the â€Å"goodness to fit† between the observed and expected. Were the deviations (differences between observed and expected) the result of chance, or were they due to other factors.How much deviation can occur before you, the investigator, must conclude that something other than chance is at work, causing the observed to differ from the expected. The chi-square test is always testing what scientists call the null hypothesis, which states that there is no significant difference between the expected and observed result. The formula for calculating chi-square ( [pic]2) is: [pic]2= [pic](o-e)2/e That is, chi-square is the sum of the squared differ ence between observed (o) and the expected (e) data (or the deviation, d), divided by the expected data in all possible categories.For example, suppose that a cross between two pea plants yields a population of 880 plants, 639 with green seeds and 241 with yellow seeds. You are asked to propose the genotypes of the parents. Your hypothesis is that the allele for green is dominant to the allele for yellow and that the parent plants were both heterozygous for this trait. If your hypothesis is true, then the predicted ratio of offspring from this cross would be 3:1 (based on Mendel's laws) as predicted from the results of the Punnett square (Figure B. ). Figure B. 1 – Punnett Square. Predicted offspring from cross between green and yellow-seeded plants. Green (G) is dominant (3/4 green; 1/4 yellow). To calculate [pic]2 , first determine the number expected in each category. If the ratio is 3:1 and the total number of observed individuals is 880, then the expected numerical value s should be 660 green and 220 yellow. [pic] Chi-square requires that you use numerical values, not percentages or ratios. [pic] Then calculate [pic]2 using this formula, as shown in Table B. . Note that we get a value of 2. 668 for [pic]2. But what does this number mean? Here's how to interpret the [pic]2 value: 1. Determine degrees of freedom (df). Degrees of freedom can be calculated as the number of categories in the problem minus 1. In our example, there are two categories (green and yellow); therefore, there is I degree of freedom. 2. Determine a relative standard to serve as the basis for accepting or rejecting the hypothesis. The relative standard commonly used in biological research is p ; 0. 05.The p value is the probability that the deviation of the observed from that expected is due to chance alone (no other forces acting). In this case, using p ; 0. 05, you would expect any deviation to be due to chance alone 5% of the time or less. 3. Refer to a chi-square distribution table (Table B. 2). Using the appropriate degrees of ‘freedom, locate the value closest to your calculated chi-square in the table. Determine the closestp (probability) value associated with your chi-square and degrees of freedom. In this case ([pic]2=2. 68), the p value is about 0. 10, which means that there is a 10% probability that any deviation from expected results is due to chance only. Based on our standard p > 0. 05, this is within the range of acceptable deviation. In terms of your hypothesis for this example, the observed chi-squareis not significantly different from expected. The observed numbers are consistent with those expected under Mendel's law. Step-by-Step Procedure for Testing Your Hypothesis and Calculating Chi-Square 1. State the hypothesis being tested and the predicted results.Gather the data by conducting the proper experiment (or, if working genetics problems, use the data provided in the problem). 2. Determine the expected numbers for each observation al class. Remember to use numbers, not percentages. [pic] Chi-square should not be calculated if the expected value in any category is less than 5. [pic] 3. Calculate [pic]2 using the formula. Complete all calculations to three significant digits. Round off your answer to two significant digits. 4. Use the chi-square distribution table to determine significance of the value. . Determine degrees of freedom and locate the value in the appropriate column. b. Locate the value closest to your calculated [pic]2 on that degrees of freedom df row. c. Move up the column to determine the p value. 5. State your conclusion in terms of your hypothesis. a. If the p value for the calculated [pic]2 is p ; 0. 05, accept your hypothesis. ‘The deviation is small enough that chance alone accounts for it. A p value of 0. 6, for example, means that there is a 60% probability that any deviation from expected is due to chance only.This is within the range of acceptable deviation. b. If the p value fo r the calculated [pic]2 is p < 0. 05, reject your hypothesis, and conclude that some factor other than chance is operating for the deviation to be so great. For example, a p value of 0. 01 means that there is only a 1% chance that this deviation is due to chance alone. Therefore, other factors must be involved. The chi-square test will be used to test for the â€Å"goodness to fit† between observed and expected data from several laboratory investigations in this lab manual. Table B. 1 Calculating Chi-Square    |Green |Yellow | |Observed (o) |639 |241 | |Expected (e) |660 |220 | |Deviation (o – e) |-21 |21 | |Deviation2 (d2) |441 |441 | |d2/e |0. 68 |2 | |[pic]2 = [pic]d2/e = 2. 668 |. |. | Table B. 2 Chi-Square Distribution |Degrees of | | |Freedom |Probability (p) | |(df) | | |   |0. 95 |0. 90 | Source: R. A. Fisher and F. Yates, Statistical Tables for Biological Agricultural and Medical Research, 6th ed. , Table IV, Oliver & Boyd, Ltd. , Edinburgh, by permissi on of the authors and publishers.Main Page | Introduction and Objectives | Scientific Investigation | Experimental Procedures | Writing Procedures | Mendelian Inheritance |   Monohybrid and Dihybrid Exercises | Reference | Miscellaneous | Scientific Writing | Chi-Square Test | Graphing Techniques Chi-Square Test Chi-square is a statistical test commonly used to compare observed data with data we would expect to obtain according to a specific hypothesis. For example, if, according to Mendel's laws, you expected 10 of 20 offspring from a cross to be male and the actual observed number was 8 males, then you might want to know about the â€Å"goodness to fit† between the observed and expected. Were the deviations (differences between observed and expected) the result of chance, or were they due to other factors.How much deviation can occur before you, the investigator, must conclude that something other than chance is at work, causing the observed to differ from the expected. T he chi-square test is always testing what scientists call the null hypothesis, which states that there is no significant difference between the expected and observed result. The formula for calculating chi-square ( [pic]2) is: [pic]2= [pic](o-e)2/e That is, chi-square is the sum of the squared difference between observed (o) and the expected (e) data (or the deviation, d), divided by the expected data in all possible categories. For example, suppose that a cross between two pea plants yields a population of 880 plants, 639 with green seeds and 241 with yellow seeds. You are asked to propose the genotypes of the parents.Your hypothesis is that the allele for green is dominant to the allele for yellow and that the parent plants were both heterozygous for this trait. If your hypothesis is true, then the predicted ratio of offspring from this cross would be 3:1 (based on Mendel's laws) as predicted from the results of the Punnett square (Figure B. 1). Figure B. 1 – Punnett Square . Predicted offspring from cross between green and yellow-seeded plants. Green (G) is dominant (3/4 green; 1/4 yellow). To calculate [pic]2 , first determine the number expected in each category. If the ratio is 3:1 and the total number of observed individuals is 880, then the expected numerical values should be 660 green and 220 yellow. [pic]Chi-square requires that you use numerical values, not percentages or ratios. [pic] Then calculate [pic]2 using this formula, as shown in Table B. 1. Note that we get a value of 2. 668 for [pic]2. But what does this number mean? Here's how to interpret the [pic]2 value: 1. Determine degrees of freedom (df). Degrees of freedom can be calculated as the number of categories in the problem minus 1. In our example, there are two categories (green and yellow); therefore, there is I degree of freedom. 2. Determine a relative standard to serve as the basis for accepting or rejecting the hypothesis. The relative standard commonly used in biological rese arch is p ; 0. 05.The p value is the probability that the deviation of the observed from that expected is due to chance alone (no other forces acting). In this case, using p ; 0. 05, you would expect any deviation to be due to chance alone 5% of the time or less. 3. Refer to a chi-square distribution table (Table B. 2). Using the appropriate degrees of ‘freedom, locate the value closest to your calculated chi-square in the table. Determine the closestp (probability) value associated with your chi-square and degrees of freedom. In this case ([pic]2=2. 668), the p value is about 0. 10, which means that there is a 10% probability that any deviation from expected results is due to chance only. Based on our standard p > 0. 05, this is within the range of acceptable deviation.In terms of your hypothesis for this example, the observed chi-squareis not significantly different from expected. The observed numbers are consistent with those expected under Mendel's law. Step-by-Step Proced ure for Testing Your Hypothesis and Calculating Chi-Square 1. State the hypothesis being tested and the predicted results. Gather the data by conducting the proper experiment (or, if working genetics problems, use the data provided in the problem). 2. Determine the expected numbers for each observational class. Remember to use numbers, not percentages. [pic] Chi-square should not be calculated if the expected value in any category is less than 5. [pic] 3.Calculate [pic]2 using the formula. Complete all calculations to three significant digits. Round off your answer to two significant digits. 4. Use the chi-square distribution table to determine significance of the value. a. Determine degrees of freedom and locate the value in the appropriate column. b. Locate the value closest to your calculated [pic]2 on that degrees of freedom df row. c. Move up the column to determine the p value. 5. State your conclusion in terms of your hypothesis. a. If the p value for the calculated [pic]2 is p ; 0. 05, accept your hypothesis. ‘The deviation is small enough that chance alone accounts for it. A p value of 0. , for example, means that there is a 60% probability that any deviation from expected is due to chance only. This is within the range of acceptable deviation. b. If the p value for the calculated [pic]2 is p < 0. 05, reject your hypothesis, and conclude that some factor other than chance is operating for the deviation to be so great. For example, a p value of 0. 01 means that there is only a 1% chance that this deviation is due to chance alone. Therefore, other factors must be involved. The chi-square test will be used to test for the â€Å"goodness to fit† between observed and expected data from several laboratory investigations in this lab manual. Table B. 1 Calculating Chi-Square    |Green |Yellow | |Observed (o) |639 |241 | |Expected (e) |660 |220 | |Deviation (o – e) |-21 |21 | |Deviation2 (d2) |441 |441 | |d2/e |0. 68 |2 | |[pic]2 = [pic] d2/e = 2. 668 |. |. | Table B. 2 Chi-Square Distribution |Degrees of | | |Freedom |Probability (p) | |(df) | | |   |0. 95 |0. 90 | Frequency DistributionsOne important set of statistical tests allows us to test for deviations of observed frequencies from expected frequencies. To introduce these tests, we will start with a simple, non-biological example. We want to determine if a coin is fair. In other words, are the odds of flipping the coin heads-up the same as tails-up. We collect data by flipping the coin 200 times. The coin landed heads-up 108 times and tails-up 92 times. At first glance, we might suspect that the coin is biased because heads resulted more often than than tails. However, we have a more quantitative way to analyze our results, a chi-squared test. To perform a chi-square test (or any other statistical test), we first must establish our null hypothesis.In this example, our null hypothesis is that the coin should be equally likely to land head-up or tails-up ev ery time. The null hypothesis allows us to state expected frequencies. For 200 tosses, we would expect 100 heads and 100 tails. The next step is to prepare a table as follows. |   |Heads |Tails |Total | |Observed |108 |92 |200 | |Expected |100 |100 |200 | |Total |208 |192 |400 |The Observed values are those we gather ourselves. The expected values are the frequencies expected, based on our null hypothesis. We total the rows and columns as indicated. It's a good idea to make sure that the row totals equal the column totals (both total to 400 in this example). Using probability theory, statisticians have devised a way to determine if a frequency distribution differs from the expected distribution. To use this chi-square test, we first have to calculate chi-squared. Chi-squared = ? (observed-expected)2/(expected) We have two classes to consider in this example, heads and tails. Chi-squared = (100-108)2/100 + (100-92)2/100 = (-8)2/100 + (8)2/100 = 0. 4 + 0. 64 = 1. 28 Now we have to c onsult a table of critical values of the chi-squared distribution. Here is a portion of such a table. |df/prob. | Types of Data: There are basically two types of random variables and they yield two types of data: numerical and categorical. A chi square (X2) statistic is used to investigate whether distributions of categorical variables differ from one another. Basically categorical variable yield data in the categories and numerical variables yield data in numerical form. Responses to such questions as â€Å"What is your major? † or Do you own a car? † are categorical because they yield data such as â€Å"biology† or â€Å"no. In contrast, responses to such questions as â€Å"How tall are you? † or â€Å"What is your G. P. A.? † are numerical. Numerical data can be either discrete or continuous. The table below may help you see the differences between these two variables. |  Data Type |  Question Type |Possible Responses | |  Categorical |  What is your sex? |male or female | |  Numerical |Disrete- How many cars do you own? |two or three | |  Numerical |Continuous – How tall are you? |  72 inches | Notice that discrete data arise fom a counting process, while continuous data arise from a measuring process.The Chi Square statistic compares the tallies or counts of categorical responses between two (or more) independent groups. (note: Chi square tests can only be used on actual numbers and not on percentages, proportions, means, etc. ) 2 x 2 Contingency Table There are several types of chi square tests depending on the way the data was collected and the hypothesis being tested. We'll begin with the simplest case: a 2 x 2 contingency table. If we set the 2 x 2 table to the general notation shown below in Table 1, using the letters a, b, c, and d to denote the contents of the cells, then we would have the following table: Table 1. General notation for a 2 x 2 contingency table. Variable 1   Variable 2 |   Data type 1 |  Data type 2 |  Totals | |  Category 1 |  a |b |a + b | |  Category 2 |  c |d |c + d | |  Total |a + c |b + d |a + b + c + d = N | For a 2 x 2 contingency table the Chi Square statistic is calculated by the formula: [pic] Note: notice that the four components of the denominator are the four totals from the table columns and rows. Suppose you conducted a drug trial on a group of animals and you hypothesized that the animals receiving the drug would show increased heart rates compared to those that did not receive the drug.You conduct the study and collect the following data: Ho: The proportion of animals whose heart rate increased is independent of drug treatment. Ha: The proportion of animals whose heart rate increased is associated with drug treatment. Table 2. Hypothetical drug trial results. |   |  Heart  Rate |  No  Heart  Rate |Total | | |  Increased |  Increase | | |  Treated |  36 |  14 |  50 | |  Not treated |  30 |   25 |  55 | |  Total |  66 |  39 |  105 | Applying the formula above we get:Chi square = 105[(36)(25) – (14)(30)]2 / (50)(55)(39)(66) = 3. 418 Before we can proceed we eed to know how many degrees of freedom we have. When a comparison is made between one sample and another, a simple rule is that the degrees of freedom equal (number of columns minus one) x (number of rows minus one) not counting the totals for rows or columns. For our data this gives (2-1) x (2-1) = 1. We now have our chi square statistic (x2 = 3. 418), our predetermined alpha level of significance (0. 05), and our degrees of freedom (df  =  1). Entering the Chi square distribution table with 1 degree of freedom and reading along the row we find our value of x2 (3. 418) lies between 2. 706 and 3. 841.The corresponding probability is between the 0. 10 and 0. 05 probability levels. That means that the p-value is above 0. 05 (it is actually 0. 065). Since a p-value of 0. 65 is greater than the conven tionally accepted significance level of 0. 05 (i. e. p  >  0. 05) we fail to reject the null hypothesis. In other words, there is no statistically significant difference in the proportion of animals whose heart rate increased. What would happen if the number of control animals whose heart rate increased dropped to 29 instead of 30 and, consequently, the number of controls whose hear rate did not increase changed from 25 to 26? Try it. Notice that the new x2 value is 4. 25 and this value exceeds the table value of 3. 841 (at 1 degree of freedom and an alpha level of 0. 05). This means that p < 0. 05 (it is now0. 04) and we reject the null hypothesis in favor of the alternative hypothesis – the heart rate of animals is different between the treatment groups. When p < 0. 05 we generally refer to this as a significant difference. Table 3. Chi Square distribution table. probability level (alpha) |Df |0. 5 |0. 10 |0. 05 | |  A |  10 |  42 |  52 | |  a |  33 |  15 |  48 | |  Totals |  43 |  57 |  100 |The penotypic ratio 85 of the A type and 15 of the a-type (homozygous recessive). In a monohybrid cross between two heterozygotes, however, we would have predicted a 3:1 ratio of phenotypes. In other words, we would have expected to get 75 A-type and 25 a-type. Are or resuls different? [pic] Calculate the chi square statistic x2 by completing the following steps: 1. For each observed number in the table subtract the corresponding expected number (O — E). 2. Square the difference [ (O —E)2 ]. 3. Divide the squares obtained for each cell in the table by the expected number for that cell [ (O – E)2 / E ]. 4. Sum all the values for (O – E)2 / E. This is the chi square statistic. For our example, the calculation would be:    |Observed |Expected |(O — E) |(O — E)2 |(O — E)2/ E | |a-type |15 |25 |10 |100 |4. 0 | |Total |100 |100 |   |   | Suppose you have the following categorical data se t. Table . Incidence of three types of malaria in three tropical regions. |   |  Asia |Africa |South America |Totals | |  14 |  23. 04 |  9. 04 |81. 72 |3. 546 | |  45 |  36. 00 |  9. 00 |81. 00 |2. 5 | |  2 |  20. 64 |  18. 64 |347. 45 |16. 83 | |  5 |  15. 36 |  10. 36 |107. 33 |6. 99 | |  53 |  24. 00 |  29. 00 |841. 00 |35. 04 | |  53 |  34. 40 |  18. 60 |345. 96 |10. 06 | |  45 |  25. 60 |  19. 40 |376. 36 |14. 70 | |  2 |  40. 00 |  38. 00 |  1444. 00 |36. 10 | Chi Square = 125. 516 Degrees of Freedom = (c – 1)(r – 1) = 2(2) = 4 Table 3.Chi Square distribution table. probability level (alpha) Df |0. 5 |0. 10 |0. 05 |0. 02 |0. 01 |0. 001 | |1 |0. 455 |2. 706 |3. 841 |5. 412 |6. 635 |10. 827 | |2 |1. 386 |4. 605 |5. 991 |7. 824 |9. 210 |13. 815 | |3 |2. 366 |6. 251 |7. 815 |9. 837 |11. 345 |16. 268 | |4 |3. 357 |7. 779 |9. 488 |11. 668 |13. 277 |18. 465 | |5 |4. 351 |9. 236 |11. 070 |13. 388 |15. 086 |20. 517 | |Reject Ho because 125. 516 is greater than 9. 488 (for alpha ’ 0. 05) Thus, we would reject the null hypothesis that there is no relationship between location and type of malaria. Our data tell us there is a relationship between type of malaria and location, but that's all it says.Follow the link below to access a java-based program for calculating Chi Square statistics for contingency tables of up to 9 rows by 9 columns. Enter the number of row and colums in the spaces provided on the page and click the submit button. A new form will appear asking you to enter your actual data into the cells of the contingency table. When finished entering your data, click the â€Å"calculate now† button to see the results of your Chi Square analysis. You may wish to print this last page to keep as a record. Chi Square, This page was created as part of the Mathbeans Project. The java applets were created by David Eck and modified by Jim Ryan. The Mathbeans Project is funded by a gran t from the National Science Foundation DUE-9950473.