Exam practice question and answer Essay

Marketing can be defined as an organization function and a set of process foe creating, communicating and delivering value to the customer and for managing customer relationship in a way that it benefits the organization and its stakeholders. In order to understand the marketplace and customer needs and wants, marketers need to identify the needs of the consumer, which is defined as the state of felt deprivation, such as hunger and self-actualization needs. Next, it advanced into wants, which is defined as the form of human need that is shaped by culture and individual personality. To satisfy ones hunger, they may opt to eat either rice or noodles depending on their preference. Demand, the human wants that are backed by buying power indicates a person’s financial ability to buy their wants. Organizations need to identify its microenvironment and macroenvironment to identify forces or actors in the business environment that can have effect on the organization’s marketing and business activities. Microenvironment of a company is made up of the company itself, its competitors, the suppliers, customers, marketing intermediaries and the publics. The publics are those people or organization that affect the operations of the organization. There are seven publics in total, which is made up of financial publics, media publics, citizen-action publics, government publics, local publics, general publics and internal publics that affects the marketing operation of an organization. Financial publics are banks and insurance companies that affect the company success in obtaining loan. Macroenvironment is the larger societal force that affects the whole environment. In an organizations macroenvironment, it consist of demographic environment, economic environment, natural environment, technological environment, political environment and cultural environment. Demographic environment is mainly made up of the changing age structure in the population, the changing family, geographical shift in population, better educated and white collar population and increased in ethnic diversity. A changing age structure means that as a person’s age grows, their needs and wants for a certain product will change according to their life cycle. After identifying the environment, marketers will undergo marketing research process. The first step of marketing research process is to define the problem and research objectives, which contains of exploratory, descriptive and causal research objectives. Next, the process will be continued by the development of the research plan from secondary source and primary source. Then it will decide on the research approaches it will utilize whether it is observational, experimental, ethnographic or survey type of research. Then, it researcher will decide on the contact method through mail, telephone, personal and group interviews or online marketing research. Then it will proceed to sampling plan and research instruments like mechanical devices and questionnaire. The processes are completed by implementing the plan and report it to the management. After research, marketers need to identify the factors that influence a consumers purchasing behavior. The factors that determine the buyer decision are personal factors, social factors, psychological factors and cultural factors. Social factors consist of age and life cycle, reference groups and roles and status in the society. For example, according to the age and life cycle of everyone, the needs and wants of an individual differs as their age grows, an old man require a walking stick. In buying a product, consumer may display one of the four buying behavior, which consist of complex buying behavior, dissonance-reducing buying behavior, habitual buying behavior and variety-seeking buying behavior depending on the involvement and the perceived brand difference from the consumers. In buying an item, consumers may go through stages such as problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Then, marketers will move on to the next step of the marketing process of designing customer-driven marketing strategy. To create a marketing strategy, marketers need to identify the segments in a particular market. A market is a set of potential and actual buyers of a product. Market segmentation can be divided into four variables, which consist of geographical, demographic, psychographic and behaviorial. But then, there are some criteria in assessing the effectiveness of the segmentation by looking into the measurable, accessible, substantial, differentiable and actionable in the segmented groups. After segmentation, marketers will proceed to market targeting, defined by evaluating segment attractiveness and selecting one or more segments to enter. In evaluating market segments, marketers need to look into the segment size and growth, the structural attractiveness of the segment and the company’s objectives and resources. The companies can decide to use a range of market-coverage strategies such as differentiated marketing, undifferentiated marketing, concentrated marketing or micromarketing depending on the product they offers. After targeting, the company can differentiate their offering by giving superior value from several aspects, product, service, image or personnel differentiation. Customer value is the difference between the benefits gain from using and owning a product and cost of obtaining it. Thus consumer tend to purchase what they perceived as the highest value. Marketer will make their offering superior than of competitors by offer more value in its current offering to justify high price or lower price to compensate for low perceived value. Organizations need to have its own marketing offering in order to deliver value to customers. Marketing offering is a combination of product, service, information and experience that is offered to a market to satisfy a need or wants. Product is anything that can be offered into a market for attention, acquisition, use or consumption that might satisfy a need of wants. Products are classified into three different levels, which consist of core products, actual product and augmented products. Next, marketer will determine whether the product falls into the different categories of the consumer markets such as convenience goods, shopping goods, specialty goods and unsought goods. Or if it is industrial goods, the category of materials and parts, capital items and supplies and services. In service, its characteristic is intangible, inseparable, perishable and variable. Price is sum of value that the customer exchanges for the benefits from using or having a product or services. The internal factors that affect pricing are the marketing objectives, the marketing mix strategy, cost and organizational consideration while the external factors are market and demand, competitors price and offer and other factors such as economic conditions and government regulations. Some of the approaches in pricing are cost-based pricing, value-based pricing and competition-based pricing and price skimming and penetration for new innovative products. Promotion is an act that persuades the publics about the products or brands merits. In influencing the consumers to buy its products, marketers can utilize integrated marketing communication tools such as advertising, direct marketing, personal selling, sales promotion and public relation. For example, marketer can use sales promotion in the form of tools such as coupons, rebates and discounts that act as sort-term incentives to build add-in value to encourage people to buy it products. The next tool is place where it describes how the product is made available to customer. Marketer can examine the number of marketing intermediaries where it consists of intensive distribution, exclusive distribution and selective distribution. For example, the goods that run on intensive distributions are normally fast moving consumer goods that are stocked in as many outlets as possible. It is available anywhere and anytime. Process involves the process that is part of the service. For example, if a car owner who experience poor customer service during one of his regular service, then he or she will not recommend the company to others and is less likely to rebuy the brand. People in an organization determine the success of the organization’s process in delivering superior value and satisfaction. Example, a lack-trained employee may mislead a customer into buying the wrong needs. Physical evidence is the quality of services in physical feature the customer can see, such as brochures and facilities. Without the presence of lecture halls, one could doubt the presence of the university whether it is a place for academic learning. In building profitable customer relationship, one must look into the customer satisfaction, which is defined as customer evaluation of the product or service feature, or the product or service itself. Customer satisfaction prompt repeat purchase thus is important. Satisfaction is influenced by the customer’s past buying experience from the company or its competitors, the information given and promises by the company or its competitors and what the customer thinks of a fair value in the price they paid. Feedbacks, mystery shoppers and exit interviews set a platform to improve the customer satisfaction which then strengthens the bond between the company and the customer thus leading to higher customer loyalty. After accessing satisfaction, marketers need to concern by building and maintaining profitable customer relationship by delivering superior customer value and satisfaction. Retaining current customer relationship is cheaper than to attract new customer. In retaining customers, marketers can implement club and frequency marketing program to strengthen bonds with the customers. By building strong customer relationship, a company can capture value from customer in the form of loyalty, profits and the spread of word of mouth from them. When the company produces superior value to the customers, most likely it will generate high customer satisfaction. High satisfaction lead building long lasting relationship with the customer gaining the loyalty of these customers in a long period, profits will eventually grow. Companies aim to achieve lifetime customer value, share of customer and customer equity from the customers.. All in all, by creating, delivering superior value and developing a strong customer profitable relationship, one can achieve returns like profits and sales, a monetary return and brand loyalty from the loyal customers. Q3. The six forces in an organization’s macroenvironment is cultural environment, political environment, economic environment, technological environment, demographic environment and natural environment. Demographic environment is based on the utility of demography, which is defined as the study of human population in terms of size, religion, occupation, age, sex and education. The changing age structure of the population is one of the factors that affect the macroenvironment. People of different age have different wants and needs and will continue to change as their age varies. The increase in aging population because of low birth rates and higher life expectancy has change the demand for certain products in the market. For example, youths wants products that match their lifestyle of cool and adventurous like game consoles, skateboards and smartphones while those baby boomers typically in their 50s now wants products like vacation, massage chair and antique vase. Geographical shift in population is also one of the factors. It can be categorized into movement between states, movement from rural to urban areas and movement from city to suburbs and back again. For example, the need for air-conditioning is more likely to be in demand in the Northern Territory, which is very hot than the demand in Sydney, which is cooling. A better-educated and more white-collar population has trigger the demand for formal attires such as a suit and corporate skirt. Next, an increasing of ethnic diversity in Malaysia has trigger the rising demand for wasabi and rice from the Japanese population that migrated to Malaysia. Every group of people has their specific wants depending on their attitude, behavior and buying habits too. Q6. Consumer product is made up of convenience products, shopping products, specialty products and unsought products. Convenience products are consumer products and services that the customer usually buys frequently, immediately and with minimum comparison and buying effort. It can be relate to habitual buying behavior too when the purchase of a product is made without much consideration and it is cheap despite widely available. Examples are washing powder and broom. Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, price, quality and style. Consumers spend considerable amount of time and effort to access information about the products. It is classified as in complex buying behavior. Examples are television and laptops. Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase purpose. It is classified under the buying behavior of complex buying behavior and dissonance reducing buying behavior. This kind of product is purchase without much comparison with other brands. Examples are a Gucci handbag and a luxury car. Unsought goods are consumer products and services that the consumers either doesn’t know about it or knows but do not consider buying it. These products need intensive marketing such as promotions and advertising. Examples are funeral services and life insurance.

Positive and Negative Reinforcements

Positive and Negative Reinforcement Positive Reinforcement Positive and Negative Reinforcement What are Positive Reinforcement and Negative Reinforcemens? Positive and negative reinforcement are used in most of the three theories. Negative reinforcement is used in behaviorism, where it involves the removal of an unpleasant stimulus when a desired behavior occurs. Positive Reinforcement is a technique used to increase desired behavior and is used in operant conditioning.Positive reinforcement is offering of desirable effects or consequences for a behavior with the intention of increasing desired behavior. Positive and Negative reinforcement are used or used in the theories of learning whether it is innate or learned behavior (King 2010). Positive Reinforcement and Skinners experiment Skinner experimented using positive reinforcement, with a rat and came to the conclusion that with a stimulus or positive reinforcement a rat can learn to receive food by pressing a bar. With Skinners exp eriments with the rat he discovered law of effect.Skinners approach to operant conditioning involved the â€Å"Law of Effect† stating that behavior followed by positive outcomes is strengthened and that behaviors followed by negative outcomes are weakened. This means that positive outcomes for behaviors are strengthening to an individual and negative outcomes weaken the behavior of the individual, therefore receiving a positive reinforcement or reward will increase the likelihood of the behavior occurring (King, 2010). Shaping Shaping is one of the first steps of operant conditioning, which is rewarding approximations of a desired behavior.An example the book gives is a rat can be shaped or trained to press a bar to eat. It is not likely for the rat to receive food when being placed in the â€Å"Skinner box†. The experimenter began to give the rat food pellets when the rat is close to the bar. The rat begins to gain the reward and continues to press the bar, which is P ositive reinforcement. Later the experimenter only rewards the rat with a pellet when rat is 2inches from the bar. After rewarding for being within 2inches the rat will have to touch the bar for reward, leading to the rat, pressing he bar and receiving food. When the rat presses bar that’s where reinforcement comes in, which is the process by which a rewarding stimulus or event following a particular behavior increases the probability that the behavior will happen again, the rat now sees that if it presses the bar it receives food, therefore the rat continues to press the bar to receive food. The behavior continues to happen due to the stimulus of food, which is reinforcement (King, 2010). Positive and Negative Reinforcement There is positive and negative reinforcement within operant conditioning.Positive reinforcement is getting a positive result from the stimulus; in turn a negative reinforcement is a behavior of doing something due to a negative stimulus. There are two typ es of reinforcement primary and secondary reinforcement. Primary reinforcement is innate which is not learned or conditioned Secondary reinforcement (King, 2010). Generalization, Discrimination, and Extinction The next 3 key concept of classical conditioning is generalization, discrimination, and extinction. First is generalization which is performing a positive reinforced behavior in a different situation.An example of generalization is having three classes and deciding to study for one of the classes every night. Eventually an individual will begin to study every night in all three of their classes. The second discrimination is responding appropriately to stimuli that signal that a behavior will or will not be reinforced. The book gives an example of a restaurant that gives student discounts if the student shows there student identification card and how if someone who is not a student shows their identification card might get a puzzled look.The last is extinction, which is a decre ase in the frequency of a behavior when the behavior is no longer reinforced. Extinction is without the same stimuli and the reinforcement ceases to exist (King, 2010). Schedules of Positive and Negative Reinforcement The patterns that determine when a behavior will be reinforced positively or negatively are schedules of reinforcement, which can be negative and positive reinforcement. The four different types of schedules are; variable interval, fixed interval, variable ratio, and fixed ratio. Variable-interval is a timetable where behavior is reinforced after a certain amount of time has went by.A fixed interval applies to procrastination which is when the first behavior is reinforced after a fixed amount of time has passed. An example of fixed interval is a kindergartener that does not get a bad check mark all week receives candy at the end of the week. A fixed ratio reinforces a behavior after a set number of behaviors. Fixed ratio can be applied to the lottery, because you never know when you will win. The last is variable ratio that is when behaviors are rewarded an average number of times but on an unpredictable basis (King, 2010). Punishment Punishment is a consequence that decreases the likelihood that a behavior will occur.Operant Conditioning consists of two types of punishment positive and negative. Positive punishment is presentation of an unpleasant stimulus following a given behavior in order to decrease the frequency of that behavior. Yelling at your child until they clean their room would be an example of positive punishment, because if they clean their room the yelling will stop. Negative punishment is the opposite the removal of a positive stimulus following a given behavior in order to decrease the frequency of that behavior. Negative reinforcement can be telling your child if you don’t clean your room I will be taking your phone away.You will be removing the cell phone if they don’t clean their room, therefore it is more likel y for that child to clean their room. Both positive and negative reinforcement are used in punishment (King, 2010). Positive, Negative Reinforcement, and Timing Whether positive reinforcement or negative reinforcement timing is an important aspect in reinforcement and punishment. Immediate reinforcement is better than delayed reinforcement because delayed reinforcement means that an individual has to wait for their reward (reinforcement) and for young children that can be hard to comprehend.Immediate punishment is more effective with young children because if you delay their punishment the child is more likely to act that behavior again. The last type is immediate with delayed reinforcement and punishment. The book Experience Psychology gives an example of the three; â€Å"an individual putting off going to the dentist to avoid a punisher, such as pain, but waiting could contribute to greater pain later. Applied behavior analysis is applying operant conditioning to change human beh avior. This analysis looks for rewards that are creating bad behavior and enhances rewards to gain good behavior. King, 2010). † Three Theories Together Behaviorism, operant conditioning, and classical conditioning are different theories on how individuals learn and use positive or negative reinforcement. Behaviorism focuses on observable behavior solely, uses negative reinforcement and that is what makes it different from the other theories. Classical conditioning has two stimuli; (King, 2010) an example of classical conditioning is a child smelling a beautiful flower and is stung by a bee within the flower.Classical conditioning uses negative reinforcement, because it teaches the child that that flower caused the pain and they are more likely not to touch the flower again. The child associates the pain with the flower and is now fearful of the flower. Each theory has good and bad points, but my thought is behavior is learned with rewards, therefore human behavior is better w ith some sort of reward such as positive or negative (reinforcement) (King, 2010). Conclusion Positive and Negative Reinforcement Positive and negative reinforcement are used in behaviorism, classical conditioning, and operant conditioning.Many believe one works better than the other, but it depends on the situation whether negative or positive reinforcement will be used. I believe that Positive reinforcement is the best, because getting a reward makes an individual more likely to increase the desired behavior. Negative reinforcement to me can be stressful to an individual, because if they don’t do what they are supposed to do something could be taken from them (King, 2010). References King, L. (2010) Experience psychology: McGraw-Hill, Avenue of Americas. New York, NY 10020. (p. 167-177).

Investment and portfolio analysis Essay Example | Topics and Well Written Essays - 1500 words

Investment and portfolio analysis - Essay Example On the contrary, Sharpe ratio refers to a measure of risk adjustment measure that utilizes standard deviation when computing portfolio returns and inherent risk associated with a particular portfolio (Ctaff, 2012). Empirical research asserts that if Sharpe ratio is higher it implies returns are better. Therefore, by utilizing standard deviation, Sharp ratio assumes that the relevant risk is total risk unlike Treynor ratio which assumes that the relevant risk is systematic (Ctaff, 2012). Both Treyon and Sharpe ratios are similar; however, the two measures differ in terms of how they determine of risk volatility. Whereby, Treyon ration utilizes beta while Sharp ratio tend to utilize standard deviation (Anric, 2013). Information ratio measures the ability of corporate managers to utilize skills/ luck to generate excess returns beyond the established benchmark. This ratio utilizes alpha elements as well as standard deviation to measure volatilities associated with a particular portfolio (Reilly and Brown, 2012). Therefore, information ratio assumes that the relevant risk is total where both systematic and unsystematic risks are combined (Harkins, 2012). Jensen alpha refers to a measure of portfolio returns predicted using capital asset pricing model. In addition, Jensen’s alpha assumes that relevant risk is systematic (Bacon, 2013). On the other hand, Sortino ratio refers to a ratio that helps to determine the difference between good and bad risk in sharp ratio. This ratio tends to be similar with Sharp ratio. However, it utilizes downward deviation making it slight different from sharp ratio. This ratio measures return that can be derived during volatility whereby, standard deviation may be utilized. Therefore, Sortino ratio assumes that relevant risk it total (Feibel and Vincent, 2011). 2. Discuss whether the present value of cash flow approach and the relative valuation approach to security valuation can be considered to be competitive or complementary. T he present value approach may utilize discount rate to discount cash flows generated by a particular project to determine their value. Additionally, the present value approach may be utilized in making valuations of different assets such as shares, real estate properties and even bonds (Feibel & Vincent, 2011). Whereby, a negative net present value indicates that a project may not be profitable. In addition, a positive net present value implies that a project may be profitable and therefore, such project should not be undertaken because it will expose the company at a greater risk. On the other hand, relative valuation approach focuses at valuing company stocks with those of company own historical method of valuation. In addition, relative valuation tends to compare company’s stocks with the market value of other similar assets to determine whether they can be suitable for investments (Feibel and Vincent, 2011). This means that similar stocks of a particular company should be compared with those stocks of companies operating in the same market. However, relative valuation approaches have some limitations. For example, all companies may not utilize the same corporate strategies and hence, great discrepancies may exist between companies (Feibel and Vince

LoveDescribe how to adjust interactive instruction based on analysis Essay

LoveDescribe how to adjust interactive instruction based on analysis of student performance during the instruction - Essay Example Instructional strategies have played a vital role in the efficacy of high-quality readers. Five techniques common in monitoring performance of students include reviews (daily) and prerequisite checks, new concept presentation, guided practice, reviews (monthly and weekly) and independent practice. All of these techniques help in adjusting interactive instruction by basing the performance of students during instruction time. Daily reviews and checks (prerequisite) will enable students to gauge their understanding on a daily basis. This will enable them to monitor their reading habits and improve on them when need be. By presenting new concepts to students, this gives them a chance to widen their scope of investigation and engages them in further reading of literature. Teachers and parents also contribute immensely to this instructional strategy by guiding students when they are in a fix with their studies. Monthly and weekly reviews also come in handy and give students the ability to reflect on what they have read and conceptualize on taught areas. Guided practice as a form of instruction strategy is helpful in reaching those students with difficulty as well as, those with faster rates of progression. Teachers and parents guide the students by use of examples they are familiar with and interact with on a daily basis. Daily reviews and prerequisite checks will give learners a chance to air their views and reflect on issues discussed during instruction time. Average students are advised to use cognitive approaches in meeting their needs. This can be achieved by students through take noting processes, chart filling and question asking. By Average students are task oriented, hence, are encouraged to be active during interactive

Paper on The Collapse of the Soviet Union and Its Impact on Eurasia Essay

Paper on The Collapse of the Soviet Union and Its Impact on Eurasia - Essay Example The states themselves had also to grapple with the realities of being on their own, and stitching new alliances with their neighbors and the rest of the world. Many of them saw internal revolutions, while others were content to let the status quo continue for sometime. Today, many of them have vibrant democracies and thriving economies, but this cannot be said of them all. The Union of the Soviet Socialist Republics, or the USSR, was the world’s largest socialist state. When it was created in 1922, it comprised of Russia, Ukraine and Belarus, as well as Georgia, Armenia and Azerbaijan. By 1956, it comprised of Armenia, Azerbaijan, Belarus, Estonia, Georgia, Kazakhstan, Kyrgyzstan, Latvia, Lithuania, Moldova, Russia, Tajikistan, Turkmenistan, Ukraine, and Uzbekistan. Russia was the most powerful of these, and the one that controlled the union. Before the union was dissolved in 1991, it extended from the Arctic ocean to the Afghan border with a population of roughly 293 million. The Union of the Soviet Socialist Republics or the USSR comprised of fifteen republics that were made up of people of varied ethnicities and divergent nationalities. On the 25th. December 1991, the Union of the Soviet Socialist Republics was formally dissolved and the fifteen states that comprised the USSR became independent. This also marked the end of the cold war. Alth ough on the face of it, the downfall of the Soviet Union looked sudden, inexplicable and startling, some long term factors provided a slow and gradual decline in its power, while other short term factors provided the trigger that precipitated its collapse. By the 1980s the communist ideology was on the decline, and the idea of the state being "the leading and guiding force of Soviet life the nucleus of its political system, of all state organs and public organs," (Lewin, 1991) was being questioned. Vladimir Lenin’s revolutionary vision of a system

The Importance of Nursing Research in Clinical Practice Essay

The Importance of Nursing Research in Clinical Practice - Essay Example The importance of research in clinical practice is that it provides analysis used to guide nursing profession. Clinical nursing research is based on the problems arising from the practice. Nursing research is conducted on patients facing real problems and the analysis gives chances of solving the problems through the upgrading of nursing care. There are two types of research that is basic and applied research. The basic research is undertaken to enlarge the foundation of understanding in the profession, produce or improve a theory. On the other hand, the applied research seeks to find solutions to existing problems. The research develops and supports clinical practice through recognition, exploration, prediction, explanation, description, and control of problems in the nursing practice (Polit & Beck 2004:18). The nurses in practice are expected to have immense knowledge and apply research and base their practice on evidence-based research. The evidence-based practice is the applicati on of the best evidence from research carried out by other health professionals and nurses to make patient care decisions. The nursing decisions based on evidence-based analysis are clinically suitable, cost-effective and results to positive patient outcomes (Polit & Beck 2014:3).A qualitative research is a wide word that covers various techniques and thoughts hence its complex nature. It is an approach that permits the study of people’s encounters in depth, by employing a particular set of research techniques.

There should be restrictions on SNAP (foodstamps) benefits Essay

There should be restrictions on SNAP (foodstamps) benefits - Essay Example This important aspect of development serves a large population of the United States, who are in dire need. However, while some people are in support of the program for its usefulness, I feel that the benefits should be limited. A number of people enrolling for the program do not need it, which surges the national expenditure. This creates a proportional surge in taxes to cater for the program, which is a burden to other taxpayers. To begin with, some people feel that the Supplementary Nutrition Assistance Program is not of great help to the low-income people. For example, traditionally, there are three basic needs in a human life. These include food, clothing, and shelter. Apparently, people consider education as a basic need for human living. Consequentially, the government only provides foodstuff in the SNAP program, whereas it should also be providing other basic needs like education. Therefore, the government should be considerate to the low-income families, since they do not have the sufficient resources for the stated basic needs. Owing to this, the government should initiate another approach, where the situation can be corrected in the shortest time possible. It is stated that the life expectancy rate and standards of life improve when people have access to quality education, high quality healthcare and a low cost of living. Apparently, giving the low-income families SNAP is not enhancing their entire life as it is only solving part of their problems. As such, many of the low-income families do not afford education for their children. This leads to low literacy rates in the low-income families, which in turn leads to a large disparity between the rich and the poor people in the society. Therefore, the program is not of much help to the low-income families, especially when looking at the other basic needs. On the contrary, Supplementary Nutrition Assistance Program caters for

Domestic Partner Benefits for American Corporations Research Paper

Domestic Partner Benefits for American Corporations - Research Paper Example Despite that fact that this concept contribute positively towards creating a positive attitude on the labor force, this issue has led to numerous debates with many corporate stakeholders wondering whether benefits should be given to domestic partnerships or not. This paper will bring into perspective this issue by arguing for and against domestic partner benefits of employees and later provides its own opinion. The phrase domestic partner benefits could most probably be taken to refer to employee benefit programs offered to non-married couples the same or even similar benefits as those provided to the married couples. It is worth noting that domestic partner benefits can be categorised into two; same sex and opposite sex partners. According to Woodlink, 36) it is therefore upon the employer to decide which category to give the benefits. It has been observed that due to the escalating number of employers, majority of the corporations have extended the benefits to homosexuals, lesbians, bisexual as well as transgender employees and their families. It is imperative to define who domestic partners are. These are two individuals who have been in an intimate relationship for a long time and in addition to this, are financially and emotionally interdependent. However, the employers are at liberty to define who a domestic partner is. Additionally, employers wishing to implement a domestic partner plan need to create an accurate definition of what a suitable domestic partner should have. To mention but a few of these element: the partners must have attained the age of eighteen years, neither of the partner should be related by blood closer than permitted by state for marriage. In addition to this, the partners must share an intimate relationship and the relationship must be exclusive. It is worth noting that documentation of proof of a domestic partner relationship may take a number of forms. It is left to the liberty of the employer to determine what is most suitable. Some get contented with their domestic partners signing a written statement of their relationship while others just require a proof of some financial relationship for instance a joint lease or mortgage. Village Voice newspaper is said to be the first private company to provide domestic partnership benefits in 1982. By 1985, the cities of Berkeley, West Hollywood and California State followed suit. And since then, both private and public corporations have embraced this program. As a matter of fact, it was said that by 2006, most of the Fortune 500 largest American corporation provide health insurance for domestic partners of their employees. The corporate employers offer a variety of domestic partner benefits in terms of packages. These packages are either soft or hard benefits also referred to as low-cost and high-cost benefits. Majority of the American corporations offer the low-cost benefits to their domestic partners. These may include among others; sick leave, access to a corporation facilities, permission to attend both company and personal functions and relocation expenses. Other than this there are the high-cost benefits that some corporate employers offer to their employees. This may include benefits such as health and medical insurance among others (Quizterson, 78-82). Federal Defense of Marriage Act

ASDA Essay Example | Topics and Well Written Essays - 750 words

ASDA - Essay Example Management, another problem, was too busy putting up stores and playing or having fun hiding themselves from the realities of the daily store activities. The buying department buys what it wants without asking what the marketing department and the store managers their inputs as to what to buy, when to buy and how many they will buy There are too many red tapes. What should Archie Norman do Archie Norman should talk (Elliott et al, 2002) with some key personnel of the company, from the top management down to the lowest ranking employees. He should also ask questions from walk in customers and passersby why the will or will buy or what they think of the company. Based on these facts, he will now come up with counter measures that will bring back the customers and the morale of the employees. The red tapes must be removed by reducing or terminating redundant top management people. He must help bring up the declining stock market price of ASDA shares (Exhibit 3) by institutionalizing major reforms in inter-departmental communication. What changes should Norman make, when, and in what order should be make them Archie Norman must institute many drastic changes NOW, not tomorrow, to improve the financial performance of ASDA. Most of its store outlets must lower their selling prices to bring back droves of its former loyal customers who could not afford the sudden increase in prices.The ASDA increased its upscale offerings to corner the rich client's market segment. The rich clients prefer to shop with upscale store which carried high end brands. A few branches of ASDA located near rich neighborhoods can still continue with its upscale offerings to continue serving its rich clients. Another change that Archie Norman will have to do is to call a general meeting of all its rank and file employees. The financial problem of the company will be brought out and each will submit before the meeting ends their comments, suggestions, and complaints.A select committee will be formed composed of the managers of each branch and other upper level management staff. They will now come up with projected (or forecasted) income statements and balance sheets. The forecast will be brainstormed by the different departments involved such as the finance department ( to give assurance that enough cash inflow will be available to pay its obligations when they become due), the buying department ( the buying department must only buy what the marketing department asks them to buy), marketing department ( the marketing department will make sales forecast based on its historical (past) sales trend and its new and more vigorous promotional ventures ( advertisements in the tri-media [ radio, t elevision, newspaper] to drum up sales), store managers ( each store is treated a cost center meaning they have to forecast their own sales and expenses and to explain why there is an increase or decrease in the assets, liabilities, capital, income and expenses for each month).Those top manager who have not performed well with no hope of improving will be retrenched after reviewing the results of the psychological tests given to them.All ASDA stores will now have a fast food corner. Since the customers have declined for the past few years ending 1991( Exibibit 4 sales per square foot of only 519), A fast food chain that will rival Mcdonalds inside an ASDA store will cater to

Effects of Ongoing Migration Issues in Greece Essay

Effects of Ongoing Migration Issues in Greece - Essay Example According to the report in the post World War II period, Greece was in a hard situation where two factions were competing for its control. This in effect initiated the Greek civil war that between the prodemocracy and procommunist movements. The prodemocracy faction ended up achieving victory and turning Greece in to west learning country of sort. This made Greece resistant to soviet War. The post World War II period has witnessed a huge migration out and in of Greece. Firstly, the country has witnessed emigration to other European countries with expanding industrial economies. However with the stabilizing of the economy of Greece after the World War II period, the immigration in to Greece turned in to a huge unmanageable phenomenon. Albeit being one of the less developed countries of the European Union, in the 1990s, Greece received comparably the highest number of immigrants in relation to the size of her labour force.This paper stresses that  Pakistan, India and Former Soviet Un ion were gaining entry in to Greece. Even more, people from Iraq, Afghanistan, Bangladesh and North Africa immigrated into Greece. The population increase that was witnessed in Greece between 1991 and 2001 was greatly impacted by the immigrants.  Among the European Union member states, Greece tops the list of the countries with the highest number of immigrants to national population ratio today.  The migratory phenomenon in Greece is rather engendered and ethnically distinct.

Salmonella in USA Essay Example for Free

Salmonella in USA Essay I want to educate the public, farmers and individuals that are at risk of contracting this deadly disease called Salmonella. At risk individuals such as the elderly, infants, and those with impaired immune systems are more prone to getting a severe illness such as salmonella. Objective and Goal The objective is to educate the general public, farmers, and consumers of grocery stores, owners of grocery stores, consumers of restaurants, owners of the restaurants, cooks, chefs, food handlers, and educational institutions about the health risks of the bacteria disease Salmonella. My goal for this public educational plan is that the public take the information and learn from it and take the precautions to avoid salmonella. Salmonella disease it’s transmitted to humans by contaminated food of animal origin or water. Salmonella disease affects the entire human population but the people at more risk are children because their immune systems are immature and the elder’s because their immune system are declining also people with immunocompromised diseases. People who leave in poor conditions are also in risk of contracting salmonella. After 12 to 72 hours of infection common symptoms of salmonella are fever, abdominal cramps and diarrhea; usually the illness lasts 4 to 7 days. However in some cases the diarrhea may be so severe that the patient needs to be hospitalized if the person it’s not hospitalized it can lead to death. (CDC) Historical Outbreaks Spanish- American war (1898) in all, 20,738 recruits contracted the disease  82% of all sick soldiers, 1590 died. A significant number of these deaths actually occurred at training area in the southeastern United States. (History of typhoid fever (salmonella)) South African war (1899-1902) outbreak in British camps- British troops lost 13,000 men to salmonella the outbreak was due to unsanitary towns and farms throughout Africa. (History of typhoid fever (salmonella)). In the early 1900’s in New York Mary Mallon was the first famous carrier of typhoid fever in the U.S. Mary Mallon was a chronic carrier of salmonella; she was hired as a cook at several private homes, she work for 7 different families 22 cases of salmonella where reported and one death. (History of typhoid fever (salmonella)) These early outbreaks can be attributed to unsanitary living conditions and the bacterial tainting of food and water supplies. 1985 Chicago United a Chicago dairy was involved in a salmonellosis outbreak involving 6 states with 16,000 confirmed cases.(CDC) More recently reported outbreaks in the U.S. involve different kinds of salmonella strains, predominantly S. Enteritidis and S. Typimurium. The center for disease control and prevention has a page with reports of selected salmonella outbreaks for this year it has at least 9 reports. Salmonella infections has increase by 10% in U.S. in the last 15 years it’s estimated that 2 to 4 million cases of salmonellosis occur in the U.S. annually reported and unreported. (CDC) On January 2011 a FDA Food safety modernization act was sing in to law; this act establish standards for safe produce, regulates food facilities, oversee imported foods and recalls of contaminated foods. (FDA) Also salmonella can be controlled by proper preparation of poultry and eggs and avoidance of contamination of other food with uncooked poultry products. Investigation and research studies by the government to mitigate the impact of salmonella Research 1- Inactivation of salmonella on tomato stem scars by acidic sanitizing solutions. Investigating stem scar sanitation may represent a worst case scenario model for inactivating salmonella from externally contaminated tomatoes. This study was conducted to investigate the efficacy of antimicrobial coating for inactivation of salmonella on the surface of tomato stem scars. (Agricultural Researc services) 2- Biofilm formation by salmonella SPP on cantaloupe surfaces The research demonstrates that cells of Salmonella do not exist as single, solitary organisms, but instead  organize together into biofilms. These biofilms form quickly on melon surfaces and are difficult to inactivate or remove. The formation of biofilms by cells of Salmonella is likely responsible for the limited efficacy of sanitizers. (Agricultural Researc services) 3- Microbial quality and safety of X-ray irradiation. The research shows that irradiation destroys at least 99% of common foodborne pathogen within approved dosage. These pathogens such as salmonella are associated with poultry, meat and fresh produce contamination. (Agricultural Researc services) The governments of many countries are playing their roles to mitigate the impact of salmonella. In United States the USDA (US Department of agriculture) and the FDA (Food and Drug Administration) has done coordinated efforts to address salmonella problems. They have given some recommendation for the safety of the consumers from salmonella. 1- Wash surface and hands often; 2- no cross contaminate; 3- cook to safe temperature 4- refrigerate immediately. President Obama signs the FSMA (Food safety modernization act) into law on January 2011. This act gives FDA new and improves authorities and mandates to protect consumers and promote public health. Responsibility for food safety is managed by a complex network of federal, state, local and territo rial agencies (Food safety) The Centers for Disease Control and Prevention (CDC) †¢ Oversees the country Salmonella infections frequency †¢ Supports the state and local health departments in outbreaks investigation and elaborates control measures. (Salmonella) The Food and Drug Administration (FDA) †¢ All foods imported are inspected †¢ Monitors inspections of all plants dedicated to milk pasteurization †¢ Recommends new techniques for better preparation of foods in food processing plants and restaurants †¢ Controls turtle’s sales. (Food safety) The US Department of Agriculture †¢ Overseas animal health issues †¢ Inspect all plant dedicated to pasteurization of eggs †¢ Is responsible for the quality of processed and slaughtered meat. (Foodborne Illness and disease) The US Environmental Protection Agency †¢ Monitors and regulates drinking water supplies safety. Data Collection Template Name of the disease: __Salmonella____ Etiological agent: __Salmonella_ Symptoms Mode of transmission Causes Contributing factors Age/gender/behaviors that may put individuals at risk Recent cases of outbreak Factors leading to recent outbreak Treatment Preventive measures *fever *abdominal cramps *diarrhea *chills *nausea *vomiting *muscle ache Water and food (animal food, vegetables, fruits) Uncooked chicken or unwashed fruits or vegetables Poor or unsanitary conditions Own a bird or reptile Entire human population more risk children and elders and people with immunocom promised diseases 10 reports during 2012 See below (2012 salmonella outbreak) Animal feces Growing conditions Antibiotics Good diet a lot of fluids and antimotilitydrugs Good hygiene practice Washing vegetable and fruits Adequate cooking of meats and eggs Salmonella enteric bacteria it’s a bacteria that causes diseases in the intestinal tract; the bacteria attacks the intestinal wall and inflammation occurs. The symptoms include nausea, chills, abdominal pain, vomiting, muscle aches and fever. Salmonella affects the body by three clinical forms of salmonellosis 1) gastroenteritis (S Typimurium) 2) septicemia (S. choleraesius) and enteric fevers. Clinical identification of salmonella it’s done by laboratory test such as biochemical and serological test a stool or blood specimens are planted on an agar media to determine the presence of salmonella also a phenol red test it’s used. Salmonella treatments are Antimotility drugs to stop the diarrhea and in case that it’s suspected that salmonella bacteria it’s in the blood antibiotics are prescribe to kill the bacteria. Also drinking a lot of fluids to prevent dehydration and eating a healthy diet. During this year (2012) the centers for diseases control and prevention has 10 reports of selected salmonella outbreak investigations a total of 1307 individuals are reported infected 264 are hospitalized and 5 deaths. Each of these cases had or still been investigated by CDC to find the origin cause of the salmonella outbreak I only going to mention the last 5 of the reports. Salmonella outbreaks 2012 1- Reported on August 29, 2012 Mangoes- salmonella braenderup In 16 states 105 persons infected 25 hospitalized 0 deaths Investigation: state public health officials are conducting interviews with ill persons; 70% of the ill persons reported eating mango during a week before getting ill. 2- Reported August 17, 2012 Cantaloupe-salmonella Typimurium In 21 states (Georgia state included) 178 persons infected 78 hospitalized 2 deaths (Kentucky) Investigations indicated the chamberlain farms produce, Inc. from Indiana it’s the source of this outbreak 3- Reported July 23, 2012 Ground Beef- salmonella Enteritidis In 8 states, 40 persons infected 11 hospitalized 0 deaths Investigations indicate that ground beef produced by Cargill meat solutions it’s responsible for this outbreak 4- Reported July,23, 2012 Live poultry salmonella hadar In 11 states 37 persons infected 8 hospitalized 0 deaths Investigation: results from laboratory test and trace back findings link a company from Idaho. 5- Reported June 21,2012 Live poultry-salmonella Montevideo In 22 states (Georgia state included) 76 persons infected 17 hospitalized 1 death Investigation: Estes Hatchery in Springfield, Missouri it’s responsible for this outbreak TyphoidalandNontyphoidalSalmonellaStages of SymptomsCauses to lead to outbreaksSymptoms of diseases Cause and EffectSalmonellaFeverChillsPet animals such as reptilesFood contaminated by animal fecesUnsanitaryleaving1-Fever, headache and cough2-High Fever 104 degrees, red spot on the chest diarrhea4-Symptoms start subsiding during this stageNauseaAbdominal painVomitingMuscle pain3-Symptoms become prominent (most dangerous stage) Causes of emergence and reemergence of salmonella 1- Globalization of food supply: (2000- 2002) Cantaloupe from Mexico was associated with a multistate outbreaks of S Ponna infection. 2- New geographic areas: unavoidable introduction of pathogens 3- Travelers, refugees and immigrants expose to unfamiliar foodborne hazards 4- Changes in microorganisms: evolution of new pathogens, development of antibiotic resistance, the capacity to survive in different environmental conditions. 5- Human population changes: population of highly susceptible people is expanding, more likely to succumb to bacterial infections. 6- Lifestyle: great amount of people eat prepared meals. In some countries, the food service establishments don’t follow the food safety and control regulations. (CDC) Recent outbreaks of salmonella infections suggest that the bacteria are not exclusive to poultry and have infiltrated other areas of the food industry. The most commonly reported serotypes, in history and present of salmonella are: S. typhi, S. enteritides an d S. typhimurium. Outbreaks in the past are largely due to unsanitary water and food supplies and unsanitary way of leaving. Since improvements in food handling, piped and filtered water supplies as was as water/sewage treatment have been made, enteric fever has become relatively rare in developed countries such as United States. Historically, chickens and their eggs are been associated with salmonella; in the mid to late 20th century, eggs where the main sources of salmonella enteritidis this is less common now because of the  high hygiene measures in production of eggs and laying hens are been vaccinated to prevent salmonella colonization. (CDC) The similarities between the past and present outbreaks of salmonella are from animal food sources such as meat, poultry and seafood also the unsanitary ways of preparing them. The symptoms are the same showing a step ladder pattern it begins with sudden onset of high grade fever, dry cough and headache and it keeps going to a second, third and fourth stage the most dangerous stage it’s the third stage where the symptoms become more prominent. A big difference now it’s that we have more effective treatments to control salmonella. Today three types of typhoid vaccines are available 1- inactivated whole-cell vaccine 2- ty21a 3- vi polysaccharide vaccine these vaccines have been shown be 70- 90% effective. (Salmonella symptoms) Salmonella are a group of bacteria that normally live in the intestinal tracts of animals and birds. The bacteria are usually transmitted to people when they eat foods contaminated with animal feces. Contaminated foods are often of animal origin, such as poultry, beef, eggs or milk. But all foods, including vegetables and fruits, can become contaminated. In order to reduce salmonellosis a food safety approach it’s necessary staring from the farms to the consumers table. Industry, farmers, retailers, food inspectors, food workers and consumers are critical links in the food safety chain. The center for disease control and prevention reported 11 cases of salmonella outbreak during this year 2012. 3 of those cases are from live poultry. ( Salmonella) Diseases control plan for poultry Farmer food safety plan (prevention, control and hygiene) 1- Salmonella control has to start at the farms. 2- Pest control sanitation, properly chlorinated water and biosecurity are crucial for controlling salmonella. A. Restricting access †¢ Vehicles †¢ People †¢ Animals B. Biosecurity †¢ Dedicated clothing and boots †¢ Disinfectant boot dip 3- Vaccination of hens used in breeding 4- Eggs should be collected and placed in clean or new disinfected trays. 5- Testing A. Dust sampling- collecting dust from dust on equipment in the poultry building B. Faecal sampling from poultry animals C. Sampling of boots that walk around the poultry building D. Frequency of testing before and after laying eggs its extremely important 6- Use good sanitation practice A. Enforce employee hygiene Salmonella continues to be an issue in poultry processing plants and farms. Each plant /farm is unique and must determine the best way to control salmonella in their operation. Salmonella testing should be done on a regular basis to validate control measures are working. (Controlling salmonella in poultry plants ) Preventions for consumers 1- Clean- wash hands and surface before handling any food 2- Avoid cross-contamination- separate raw poultry, meat and seafood from other foods 3- Poultry and eggs should be refrigerator 4- Cook- do not eat raw or undercooked meat, eggs or poultry (Salmonella questions and answers) The plan explains the measurements need to be taken by farms or plants by outlining procedures on how to avoid salmonella also prevention and control are monitored by Good agricultural practices and hazard analysis critical control point. By following the guidelines mention the farm and plants owners will reduce health risk to the consumers and prevent future outbreaks of salmonella. Consumers need to be aware of Salmonella reports and practice the prevention tips to avoid been contaminated with the diseases. Also this plan shows the public/consumer the precautions taken by the farms and plants to keep the poultry salmonella free. Feasibility report Salmonella it’s a diseases that can be prevented just by practicing good hygiene; the educational plan makes emphasis on the following subjects: all the historical outbreaks where due of unsanitary way of preparing food and way of leaving. The emergence and reemergence of salmonella it’s due to several factors including the growing of population and population lifestyle but today improvements of food handling and good sanitation makes harder for  the food to be contaminated with salmonella. (Salmonella) The government has done many different research to diminish the impact of salmonella in the country; food safety it’s managed by different agencies such as The center for disease control and prevention (CDC), The food and drug administration (FDA), the US department of agriculture, and the US environmental protection agency each of this agencies has a specific job to do. (Salmonella) The educational plan highlights the symptoms, how the disease it’s trans mitted, who its more at risk of contracting the disease; also the precautions that consumers need to take and also the treatments used by the health care department again this diseases. Consumer are inform of the different stages of the diseases and which stage it’s the more dangerous; the health care department has specific laboratory test to determine the presence of salmonella treatments are also mention such as antibiotics, a lot of fluids and antimotility drugs and now there are 3 types of vaccines for typhoid salmonella available for the consumer. (Salmonella symptoms) The disease control plan discusses strategies which are not economically expensive and easy to follow by the farm and consumers. The farm will benefit by following each strategy which will help to prevent salmonella and by having salmonella free poultry the farm will not suffer any economic loss; the consumer will gain social growth by reading the educational plan and practicing the preventions listed to avoid salmonella also by reading the many strategies used to prevent and control salmonella in poultry farms. The plan encourage consumers to practice safe preparation and cooking of food specially raw food such as poultry and eggs; by practicing the preventions the salmonella bacteria can be kill and stop from spreading. The farms are encouraged to maintain and practice good sanitation in all areas of the plant staring with their employees. In the farms the early interventions are done by following different testing methods and vaccination of hens. The plan presents prevention and control; if each farm follows and practices all the strategies this will reduce future salmonella outbreaks from poultry. (Controlling salmonella in poultry plants) Overall the plan presents a good detail safety plan for farmers to prevent salmonella by following this plan salmonella outbreaks will be avoid in the future. The consumers need to educated themselves in this type of diseases and practice the preventions to avoid been contaminated with this diseases call salmonella. Annotated  bibliography Davis, C. P. (n.d.). What is salmonella. Retrieved from medicinenet: www.medicinenet.com/salmonella/article.htm This article discuss everything about salmonella: what is salmonella? How is transmitted to humans, what are the symptoms, how its diagnose and what are the treatments and preventions. Multistate outbreak of salmonella braenderup infection associated with mangos. (2012, August 29). Retrieved from CDC: http://www.cdc.gov/salmonella/braenderup-08-12/index.html CDC investigation of multistate outbreak of human salmonella braenderup infection linked to mangos Multistate outbreak of salmonella typhimurium infection linked to cantaloupe. (2012, August 17). Retrieved from CDC: http://www.cdc.gov/salmonella/typhimurium-cantaloupe-08-12/index.html CDC investigation of multistate outbreak of typhimurium salmonella associated with cantaloupe Multistate outbreak of salmonella enteritidis infection linked to ground beef. (2012, July 23). Retrieved from center for disease control and pre vention: http://www.cdc.gov/salmonella/enteritidis-07-12/index.html Investigation of multistate outbreak of human salmonella enteritidis associated to ground beef Multistate outbreak of salmonella hadar infection linked to live poultry. (2012, July 23). Retrieved from center for disease control and prevention: http://www.cdc.gov/salmonella/hadar-live-poultry-07-12/index.html Investigation of multistate outbreak on hadar infection associated with live poultry. Multistate outbreak of salmonella montevideo infection linked to live poultry. (2012, June 21). Retrieved from center for disease control and prevention: http://www.cdc.gov/salmonella/montevideo-06-12/index.html Investigation of multistate outbreak on montevideo infection associated with live poultry. Report of selected salmonella outbreak investigations. (2012, August). Retrieved from center for disease control and prevention: http://www.cdc.gov/salmonella/outbreaks.html Investigation reports of specific outbreaks of salmonell a during this year. References: Agricultural Researc services. (n.d.). Retrieved from www.USDA.gov. CDC. (n.d.). Salmonella. Retrieved from www.cdc.gov. Controlling salmonella in poultry plants. (n.d.). Retrieved from USDA: www.fsis.usda.gov Davis, C. P. (n.d.). What is salmonella. Retrieved from medicinenet: www.medicinenet.com/salmonella/article.htm Food safety. (n.d.). Retrieved from www.FDA.gov. Foodborne Illness and disease. (n.d.). Retrieved from www.USDA.gov. FDA. (n.d.). The new FDA food safety modernization act. Retrieved from www.fda.gov. History of typhoid fever (salmonella). (n.d.). Retrieved from www.globalsecurity.org. Salmonella symptoms. (n.d.). Retrieved from www.salmonellatreatment.org. Salmonella questions and answers. (n.d.). Retrieved from USDA: www.fsis.usda.gov Salmonella. (n.d.). Retrieved from www.

Effects of Dementia

Effects of Dementia Unit standard 23920 Task 1: 1.1: 1.2: A, Dementia and delirium: B, Dementia and Depression: 1.3: A, Alzheimers disease: In the brain of client who has Alzheimers disease have large amount of plaques and tangles in the brain and nerve cells. Most of nerve cells are death The person who has Alzheimers disease get every easy to lost of memory, and also the way to think logically is reduced therefore they can not make a decision for themselves. From day to days the way to expressed behaviors of person who has Alzheimers disease are changed. Some client has Alzheimers disease regularly going to loss of language skill. From the beginning of Alzheimers disease until the end the personality of the client are changing very quickly and their emotion is unstable, up and down all the time. B, Vascular dementia: The person who has vascular dementia normally has a number of small stroke and the stroke damage the brain associated with learning, memory and language, and also in the brain of client regularly appear amounts of plaques and tangles. The communicated between the brain and another part of the body is not well anymore therefore the client may get very slowly and lethargy; sometime it can lead to lack of bladder control. Some clients may get depression and their emotion changing very quick. They always get confused and get problem with remember the memory; short term memory. Most of client who has vascular dementia feel very hard to walking because of unsteady and unstable. C, One type of dementia: Parkinsons disease: The brain of person who has Parkinsons disease appear amounts of plaques and tangles inside the brain and the nerve cells also, therefore can lead to loss of nerve cells. The patient have a slowly thinking process and in daily living activities also. The client has Parkinsons disease can feel quite difficult to concentrate in something. The client with Parkinson’s disease has poor judgments therefore they cannot make their own decision. The client has a poor motivation. 1.4: The most significant risk factor of dementia is age. The number of person who is over sixty-five is quite high, according to National Institute on Age information. The second risk factor is lifestyle specially the smoking and has alcohol intake person, researching shown that the people who has smoke and have much of alcohol intake are very easy to get atherosclerosis- one cause lead to dementia. The third one is cholesterol. In blood of human if have high levels of cholesterol can easier to get vascular dementia. 1.5: Cognitive effects at early dementia changes, the clients has difficulty with the short term memory. Therefore in daily living the client feel quite hard to following the conversation with others and regularly they feel lonely and depression, isolation. some of residents can feel quite hard to planning, organizing and making decision in their life. Therefore the client can feel confused because some of them cannot work of even make a decision for their life .They can feel lost and isolated. Functional effects : Some of client might have trouble with certain skills such as dressing, toileting, showering Because the communicated between the brain and some part of body is not good anymore therefore people become slower, some of clients may feel uselessness and worthlessness. Behavioral effects : The way to communicated and express of dementia client is quite strange therefore sometime the careers cannot understand of misunderstanding. The way of thinking of dementia client is also up normal, they just want to do the things they think it right, therefore sometime they can make other people feel embarrassed. Psychological effects: The person who has dementia can easily to anger and frustration, sometime they become over emotional, laughing and crying at the same time, therefore can make other people confused , misunderstanding. The client can easy to be depression, isolation with others, therefore in the daily living are quite hard to cooperate with the careers. Task 2: 2.1: Relationship: All of family members and friends should be encouraged to participate and share in leisure and social experiences. The relationship between staff, the family members and the person with dementia need to be developed and trusting, therefore its can bring some of benefit for dementia client such as the social, spiritual and emotional well being. With dementia client the environment around them are quite important, therefore some of social interaction between people with dementia and others resident can helpful. Communication: The way of communication of dementia resident is quite different from normal; therefore with the dementia client the best way to communicated is starting talking right in front of the client, not too close, using eye-contact and some of face expression. Otherwise , the speech and tone must be slow and gentle when talking with dementia client, do not shouting or screaming Dementia resident still can talk but the speech of talking is quite slow therefore the health care assistance need to be very patient and allow them to talk, give them the choice and independent. Individual: All of family members and health care assistance should treat the dementia resident with the individual and give them the respect. Dementia resident need to be encouraging and respect with the choice in their life. Some of dementia resident still can do some things independent such as washing face, eating, drinking, therefore the careers need to understand and give them independent as much as they can do. Feeling: The emotion of dementia client is always up and down, unstable anymore, therefore they can easier be sad and isolation. With this situation, the health care assistance need to spent time, be patient and encourage them to talk make them feeling better. The careers need to patient, encouraged the dementia talking and be listening , understanding and give them the advise with the respectful. Abilities retained: The careers always give the opportunities for people with dementia to respond appropriately and utilize their abilities. The careers need to known about care plan of the resident therefore they can know what sort of activities the clients love to do in the past and give them suggest some of the activities similar with their interested in the past. Needs of the person with dementia: Psychological need: the dementia resident need a person to understand and listening to them, therefore the careers need to have some knowledge about dementia resident and give some advice for them. Physical need: some of dementia resident’s motilities are quite week there for they need a support of motilities aids such as walking frame or hip protector. Moreover, others dementia client have a problem with the communication therefore they need some communication aid to support them communicated with other people. 2.2: Relationship: the relationship between the family, friends and the healthcare assistance with dementia resident is very important with dementia client. All the careers can be the stronger supporter for the dementia client. Feeling: The feeling is also very important with dementia resident. The careers always need to know how can make the resident feeling better and also make sure that they have knowledge their feeling. Needs: all the needs seem to be one of the significant important things with the dementia resident, its can make dementia resident feeling more securities and safe, more confident and happier. 2.3: The meaningful activities are quite important with dementia resident. Some of them may not doing these activities anymore because of some weakness side in the body but they still can remember the feeling when they was played this game and it is can make them feel better . In some how it can remind the client to the happy memories in the past with the games. Moreover the meaningful activities can make the dementia feeling happier when join activities with others resident therefore they will be more confident and their communication skill will be better. Task 3: 3.1: 1, Verbal communication: The way of communication of dementia resident is quite difficult to understand because dementia process can lead to the decrease of communication. When they talking might not make sense therefore can make other people confused. The speech of communicated also quite slow and might be stuck to finding some words or sentences. 2, Vocalization: Some of dementia resident who cannot talk may expressed their communication through noisy behavior such as screaming, moaning, singing. Some of them might repetitive speech, make some stranger noise, these mean they might need your attention. 3, Gestures: Some of dementia client might not have problem with vision and communication, they might using some of signal like tapping ,waving , pointing, shrugging, .etc to communicated. Some of them might try to touch you to get your attention. With different client have different culture may have some different gestures and have some different meaning. 4, Communication aids: With different client might using different communication aids like with person cannot talk, they can using communication card or picture book to communicated. Some of dementia resident might using talking mats to communicate or through music to express the communication 3.2: 1, Sensory losses: With the older ageing, some of the client may have a problem with the hearing but they did not have the hearing aid on therefore they cannot listen clearly or might misunderstanding when communicated. Some of them have a poor vision but they did not wear glasses so they cannot see the body languages of others people who want to communicated with them. Some of dementia resident cannot say properly and cannot listen properly also can be the barrier for them when communicated. 2, Communication partner: Some of dementia resident cannot talking therefore they need the communication partner to help them to express what they want, the communication partner may be their family, their friends, but sometime they are not available to communicated. 3, Heath status: Some of dementia resident have a short term memory or have memory loss therefore it is seemed to be quite hard to communicate. With some of dementia client who can have stroke or illness cannot have abilities to communicate with others. Some of disease can lead to a barrier in communicated of dementia client is UTI, depression and Parkinson. 4, Environment: The noisy, large environment might make the communicated of dementia resident become harder like they cannot speak louder or cannot hearing properly. Sometime the person who is communicated with the dementia resident may speaking too fast that will make dementia resident confused and misunderstands. 5, Culture: Some of resident who can speak other languages when they have dementia they might come back and speak in their own languages therefore the healthcare assistance cannot understand what they want to say. 6, Age: It is seem quite difficult when the dementia resident talking with younger person. Some of younger they speak quite fast or speak in younger expression therefore the dementia resident cannot understand what they want to say. Because of the orderly process, the dementia may feel quite difficult to find the words and their speech when speaking is quite slow. 7, Gender: There are a different in communicated between male resident and female resident. Normally the male resident may not likely to share the emotion or thinking to others than female. The way of expression in male resident might stronger and they might use different words than female resident. 8, Reverting to original languages: Some of resident they are from another country, they used to speak in another language but they have not using it for a long time. And then when they get dement, they might come back to speak in their own languages, these can made the careers and others be confused and misunderstanding. 9, Expressive and receptive communication problems: Some of client with dementia they cannot communicate and express their needs because they have a trouble to finding the words and sentences. Sometime the dementia client might not able to understand how to communicate in verbal or non-verbal. They might not able to understand the word form, reading and writing also. 3.3: 1, Communication partner: Some of the dementia client might get confused with the communication partner therefore you need to make sure the partner is introduced clearly to the client. Always make sure that the client is feeling comfortable with the communication partner. The communication partner and the ways of communication, the expression of the client need to be recorded. 2, Environment: The environment of communication need to be sure that the client can hearing properly and feeling comfortable during communicated. The familiar environment is recommendation to against the confusing and scaring during communication period. 3, Verbal and Non-verbal: The communicated person need to make sure that talking clearly, slowly, easy to understand. They can using the eye-contact and remember give them a time to understand and communicated. With non- verbally, they can using a body languages, touching in the hand and shoulder, using some picture to communicated. 4, Singing: The careers can using the song which one the client love to hear can make the client feeling better, happier. Moreover it is can help client remember the happy memory make them feeling more relaxed. The singing can be one of the ways of communication and also can help the client feeling happier. 5, Music: The careers may use the music to encourage communicated with dementia resident. The music might be a solution to make the dementia resident calm down and relaxed. 6, Activities: The activities might help dementia resident to communicate with others people to increase confident. Also the activities can help dementia resident more relaxation, made them more opened with others. 7, Communication aids: Some of the communication aids might help dementia resident who are not able to talk can communicated with others via picture book, picture, board, etc. Communication aids can make the resident more confidence to talking with others. Vijay Kumar

Stigma in Mental Illness: Causes and Impacts

Stigma in Mental Illness: Causes and Impacts This chapter will examine the term stigma and discuss the negative attitudes that the public hold towards mental health and mental illness and suggest why they may have adopted these views and attitudes. It will also address the medias role in portraying these views and sustaining these attitudes towards mental illness. An enormous number of individuals are affected by mental illness worldwide: the World Health Organization (WHO) (2001) has estimated that 1 in 5 persons will suffer from a mental illness each year. A question that could be asked if mental illness is a dominant and prevalent issue within society today why do people still hold these negative views and attitudes within society? Finally the chapter will conclude by making some recommendations for practice, ways that stigma can be reduced and how mental health and mental illness can be portrayed in a more positive light. To fully appreciate the views and attitudes towards mental illness it is important to understand the concept of stigma. Stigma is derived from the Greek for a mark branded on a slave or criminal (White, 1998). Goffmans (1963) seminal work on stigmatization has, over the years, stimulated a great variety of educational discussion on the nature, sources, and effects of stigma (Link and Phelan, 2001). According to Goffman (1963) stigma is a physical or psychological mark of disgrace that makes an individual stand out from society. Three types of stigmatizing marks identified by Goffman include, Abominations of the body, tribal stigma, and blemishes of individual character (Goffman, 1963, pg 14). People who encompass these physical or psychological marks are often devalued and dehumanised which consequently leads to their position within society being corrupted by the distressing effects of stigmatization (Goffman, 1963). A definition that can be seen to encompass all aspects alongside Goffman is offered by Miles (1981) cited in Brunton (1997) who says, Societal reaction which singles out certain attributes evaluates them as an undesirable and devalues the persons who possess them. (p. 892) The suffering and loss of opportunities that seems to always come hand in hand with a diagnosis of mental illness can be seen to be connected to the psychiatric symptoms that can be observed e.g. talking to voices, the decrease in daily functioning, and the dip in a persons social functioning in society (Corrigan and Wassel, 2008). However, the loss of opportunities and the person with a mental illness devaluing their own self worth take place for the reason of the stigma that surrounds mental illness (Corrigan and Kleinlein, 2005). For the purposes of this dissertation negative attitudes refers to discriminatory attitudes that are based on prejudice, stereotypes or inaccurate information. Stereotypes are firmly set judgements that are learnt throughout life and held firmly in our mind (Stier and Hinshaw, 2007). They are discriminating views or images related to members of particular groups (Corrigan and Wassel, 2008). Prejudice effects individuals in an emotional manner (Stier and Hinshaw, 2007) and occurs when people within society have the same opinion about a particular stereotype and affix this to a group of people making negative connotations towards that particular group (Corrigan and Wassel, 2008). Then again, Corrigan and Wassel (2008) state that discriminative behaviour can be seen as a direct result of prejudice. This involves a specific group being treated in a dissimilar way leading to that group not being able to access opportunities available to them or their rights being restricted (Stier and Hin shaw, 2007). Negative attitudes towards people with mental distress may be manifested by physical and verbal abuse, problems in the workplace or discrimination from people who provide services to people with a mental illness (Mind, 2010). Negative attitudes are partly constructed in the language we use to describe mental illness. People with mental distress are often being described in derogatory terms. For example, perpetrators of acts of violence are often described as Lunatics, mad person (Tudor, 1996), schizos, nutters, psychos, fiends, monsters and maniacs (Twomley, 2007). This makes a clear link between violence and mental distress, it must be acknowledged though that not everyone who is violent necessarily has a mental illness. Angermeyer and Schulze (2001) suggest the general public view people with mental illness as bizarre, fear-provoking, impulsive, violent and lack self-discipline. From this, therefore, it could be suggested that people who have a mental illness are deviants or have deviant behaviour. Becker (1963) defines deviance as any trait or behaviour that was abnormal when compared to the average population (pg. ). If mental illness is classed as deviant then how bad does someone have to act or behave to be classed as deviant. This demonstrates that social rules that are made allow people to judge others as different or in this case deviant (Becker, 1963). This is further supported by Baumann (2007) who suggest that the individuals picture of the world is created by comparatively constant norms, principles and expectations. Angermeyer and Matschinger (2005) suggests a diagnosis of schizophrenia has, particularly, been found to be stigmatizing and linked with negative stereotypes such as violence and dangerousness. This shows that by mental health being medicalised it is profoundly unhelpful due to the diagnostic terms such as psychosis which can shackle people to the mental health system (Watkins, 2007). In contrast Shepherd et al (2008) describe the recovery model   as taking ownership and responsibility for an illness and what can and cant be done, focusing on the strengths and issues rather than a diagnosis. This is a reliable source provided by the Sainsbury Centre for Mental Health. The recovery model will be discussed more in-depth in chapter three. There is no doubt that the media plays a part in reinforcing the attitudes towards mental health and mental illness. In everyday life the public come into contact with the media by newspapers, TV and radio on a daily basis. The way people with a mental illness are viewed as dangerous can be seen to be fuelled by tabloid media publicity about psycho-killers (Tudor, 1996). Examples of this are included in the appendix. The report, Screening for madness, by Byrne (2009) reveals that films representations of people with experience of mental health problems have become more harmful, he suggests that, Mental health stereotypes have not changed over a century of cinema. If anything, the comedy is crueler and the deranged psycho killer even more demonic. (pg. 4) One flew over the Cuckoos Nest can be seen as the film most remembered for depicting someone with a mental illness acting strangely or violently (reference). Even though this was released 35 years ago it shows the influence of movie stereotypes on attitudes and how these can last generations. This is also demonstrated with the recent film Batman-the Dark Knight depicting mental illness with violence which more or less is based around the mental illness schizophrenia (Byrne, 2009). This would suggest that ignorance and lack of understanding of mental illness are still very prominent in society today. It must be acknowledged there are some exceptions to this, of more recent films that have portrayed a less sensational and more insightful picture of mental illness. For instance, A Beautiful Mind, in 2002, depicted the true story of a maths genius who had a diagnosis of schizophrenia, while Shine, in 1996, was the story of a brilliant pianist who had a diagnosis of bipolar disorder. Nevertheless, the more positive portrayals can represent mental distress as exotic, dramatic or romantic in ways that bear little resemblance to real-life experiences (Lott, 2006). Likewise, media portrayals of mental health have been far from flattering and largely sensationalized. A survey undertaken in 2000 by MIND found that 73% of people with mental health problems felt that the reporting of mental health issues were unjust, biased and pessimistic (MIND, 2000 cited in Rethink, 2006). In addition a study by Chopra and Doody (1997) looked at 98 newspaper articles and found there was no significant difference in the portrayal of schizophrenia. They did find overall that 36.1% of articles were negative in tone, 56.7% were neutral and 7.2% were positive. The word schizophrenic is often used in tabloid stories in conjunction with violent events, somehow suggesting that the diagnosis can justify why the violence happened in the first place (Twomey, 2007). In reality, the person who happens to have a diagnosis of schizophrenia may have acted in such a way due to taking illegal drugs or may have a violent personality, we need to look at all aspect of what led to a violent situation happening and not just that someone was mentally ill. The media can often be seen to be responsible for stigmatizing stereotypes of mental illness (Byrne, 1997),however, if the media was used to its potential it can challenge prejudice, enlighten and instigate discussions, helping to reduce the stigma that is so often experienced by people with a mental illness (Salter and Byrne, 2000). It is still evident through reporting on mental health that a diagnosis of a mental illness is linked to violence. There is however, some evidence of positive change where The Sun newspaper was made to remove a headline of Bonkers Bruno locked up which was reporting on the sectioning of the boxer frank Bruno under the Mental Health Act (MIND, 2010). In 2006, the Press Complaints Commission (PCC) published a code of practice, which banned the use of stigmatising language around mental illness which reduced the use of the terms such as schizo and nutter (PCC, 2006). This gives an example of just how much the media has moved on over the years and that there are some strategies to prevent harm being done to people with mental health problems. Becker (1963) concludes that people who are mentally ill are blamed for things that happen in society therefore you would think they would be punished or persecuted. It must be acknowledged that there are extensive resources devoted to the benevolent care and support of those with an enduring mental illness. Even though this is an old source it is relevant even today and apparent how services are developing for people with mental health problems. Nevertheless, people suffering from a mental illness are still feared and excluded from society (Becker, 1963 and Watkins, 2007). When people have acute mental health problems they can appear to the public to be frightening and exhibit odd behaviours which can often lead to police involvement (Taylor, 2008). At such times they can commit criminal acts, often escaping prosecution due to their mental illness at the time (Bowers, 1998; Taylor, 2008). Therefore, it could be argued that the public hold these views due to such examples where peopl e are excused from their actions on the basis of some supposed illness. It could be suggested that they should be held accountable for their actions as anyone else would be (Bowers, 1998). It can be argued that these attitudes towards mental illness can be seen in a direct parallel to racism (Bowers, 1998). So why do people continue showing negative attitudes and views towards mental health as much work has been done in helping to combat racism, can the same not be done for people with mental illness. Negative attitudes towards individuals with mental illness is widespread and can be capable of creating a significant barrier to treatment (Piner and Kahle, 1984). It has been established that negative attitudes can be individually the most significant obstruction to integration of people with a mental illness in to society (Piner and Kahle, 1984). Negative attitudes towards mental health can influence the path and result of their mental illness (Bowers, 1998). This can also lead to self-stigma which occurs when an individual with a mental health illness internalizes the stigma and believes they are of less value (Halter, 2004; Corrigan, 2007). This may result in low self-worth, loss of dignity, and lead to feelings of hopelessness (Campbell and Deacon, 2006). People who experience a mental illness often see no potential for them to undertake full time employment due to internalizing these negative attitudes that are held about the psychiatric system (Watkins, 2007). If we dont help people recover from mental illnesses it is inevitable that it may become an enduring illness. An analogy given compares it to having a broken leg; if you dont rest it then it wont heal properly, the same could be said for the mind. Maybe if people were more positive towards mental health and mental illness then people with mental health problems would be encouraged to flourish in the community and not be seen as deviant. This is supported by Sayce (2000) who suggests that being part of the social foundations of the community is necessary for our psychological well being. Generally most people would like to think they are compassionate and have inclusive attitudes towards people who experience a breakdown in their mental health (Ross and Read, 2004). Except, discrimination is still communicated in everyday social situations in subtly distancing, condescending exchanges, flippant outlooks or obvious hostility leaving people feeling socially isolated (Watkins, 2007). This could be due to the fact that mental illness shows how fragile human nature is therefore peoples/societies anxieties and fears about mental health may be due to seeing the potential that any one of us could develop a mental health disorder (Becker, 1963). From my practice to date the following example really brought home to me the level of stigma and negative attitudes people have towards mental illness. When listening to an account from a service user it made me realise how public attitudes towards people with mental health difficulties is still a big issue and a real challenge for health care professionals. Mary explained that when taking a taxi to give a talk to students about living with mental illness she got talking to the taxi driver. At first he thought she was a lecturer but when she explained what she was going to do he became very quiet and stopped conversation with her. She found this a very ignorant and closed way of dealing with the situation and became quite upset about it. Having examined the concepts of stigma, discussed the negative attitudes that the public hold towards mental health and mental illness, suggested why they may have adopted these views and attitudes and addressed the medias role in portraying these views and sustaining these attitudes towards mental illness. It is now important to draw some recommendations and challenges that can help reduce the stigma of mental illness and promote a more positive picture to members of the public. These recommendations include education and public contact. Firstly, education of the public both at school and after (Murphy et al 1993; Penn et al 1994) about mental health and its prevalence among every one of us is really important. Education is widely approved for influencing prejudice and discrimination (Corrigan and Wassel, 2008). Corrigan and Wassel (2008) ask the important question, If people had the correct knowledge or effective problem solving skills, would they be able to give up public stigma and handle associated concerns more directly? (pg. 45) Education can generate small effects on attitudes; unfortunately, this kind of change in attitude is seen to not be maintained over time (Corrigan et al, 2001). This demonstrates the need to continually re-educate people to reinforce the message. Challenging the public is most effective when it targets people who frequently interact with individuals with mental illness: landlords, employers, GPs, police officers etc (Corrigan and Wassel, 2008). Secondly, most importantly the media needs to comply with their code of practice (2006). If something does appear in the media that appears stigmatising people should protest against it not accept it and reiterate that it wont be tolerated. As nurses we need to encourage that positive things surrounding mental health of mental health are promoted in the media. Lastly, the public need more contact with people who are experiencing mental health difficulties. This type of contact can provide the most healthy and positive findings toward changing public stigma (Penn et al,1994; Pettigrew and Tropp, 2000). It can be something as small as someone speaking about their mental illness in a group situation to co-workers learning of someone coping with a mental illness. The effectiveness of utilising contact can be improved when the person with a mental illness is seen by society as in the same social class as them (Gaertner et al, 1996). In Link and Cullens (1986) study they found people who had contact with someone who had a mental illness showed much lower anxiety around danger compared to those who had no contact. Murphy et als (1993) study contradicted this as they found having contact with someone with a mental illness did not impact on their attitude. However, they did establish that people who spoke of having knowledge of mental illness showe d a reduced anxiety and fear of mental illness. Finally, the prevalence of mental illness in society cannot be underestimated. As previously alluded to with 1 in 5 people suffering from a mental illness (WHO, 2001) we cannot afford to ignore the impact of stigma, all health care professionals especially nurses need to advocate for clients and work with others to promote and protect the health and wellbeing of those in their care, their families and carers, and the wider community (Nursing and Midwifery Council, 2008). Having discussed the views and attitudes that the public hold towards mental illness and those experiencing mental health difficulties it is now important, in the next chapter, to examine the views and attitudes of general nurses. Many will come into contact with people with mental health problems particularly in accident and emergency (a and e) and a medical setting.

Cable Television Essays -- Technology Media Papers

Cable Television The word technology has meant a number of different things throughout the span of time and culture. From the beginning of the stone tablet to the introduction of cyberspace there has been technology; something that has enhance our literacy and improved our detail of life and knowledge. The development of the personal computer seems to be somewhat elementary to all of use now. Technology has made its way into our homes and is continuing to make our lives interactive with those around the world. ?Before the advent of the PC, the television and satellites brought the world into the living rooms of many homes Pictures of life beyond the boundaries of one's own community or neighborhood were made accessible every night through local broadcasting and eventually cable television. Kubey and Csikszentmihalyi find that, "Today, the thing hundreds of millions of humans most have in common with one another, aside from their humanity, is television. It has become our culture’s dominant form of leisure and its most powerful means of mass communication. In four short decades it has become the primary channel for the information that we share as a nation and as a world" (24). The use of cable television is not something that seems that entirely revolutionary to us all now. It is the one thing that most Americans relax to every night and look to every morning to find out the weather for the day. It is said, "one third of waking time that is free, the single activity that clearly abs orbs the most time in modern societies is watching television (Kubey and Csikszentmihalyi 12). TARGET TECHNOLOGY : CABLE TELEVISION Description: ?This page will discuss and explore the implications of one of the greatest technologies ... ...EPRI_Journal/jan_feb97/telecom.html. MCM Telecom selects Lucent Technologies to Build Broadband Local Network in Mexico. Online. Internet. 12 Apr 1999. Available. http://wwwlucent.com/press/1098/981015.nsb.html. National Cable Television Association. Online. Internet. 12 Apr 1999. Available. http://www.ncta.com. Ragdoll. Online. Internet. 12 Apr 1999. Available. http://www.ragdoll.it/10fpen.htm. Segal, Sheryl. Telecommunications Act of 1996. 25 Sep 1998. Online. Internet. 12 Apr 1999.Available. http://www.fcc.gov/telecom.html. Schaeffer, Lee. Western Pennsylvania Television and Video Teachers Consortium. 1 Jan 1999. Online. Internet. 12 Apr 1999. Available. http://www.nb.net/~schaefer/tvt.html. Telewest and NCI Announce Plans For Interactive Cable Television. Online. Internet. 12 Apr 1999. Available. http://wwwnavio.com/news/releases/telewest.html.

The New Beetle Case Study Essay -- essays research papers

1.) What made the â€Å"Drivers Wanted† campaign so successful? What did the campaign try to motivate the consumer to do? What measures prove that the campaign was successful? What did it do to the consumer’s perception of the brand? Looking back, Volkswagen’s decision to switch advertising agencies—from DDB Needham to Arnold Communications (AC)—was a critical step in the company’s comeback bid. After all, AC was the one who came up with the â€Å"Drivers Wanted† campaign. As stated in the case study, after AC won the Volkswagen account, they did some in-depth research on consumer and dealer perceptions of Volkswagen. They discovered that—Volkswagen consumers are younger, slightly more affluent, and more educated than the average car purchaser; Volkswagen owners are creative/confident/adventurous individuals who enjoy a more active role in driving; and Volkswagen was perceived as its namesake, the â€Å"people’s car.† Other important information was also taken into consideration, including—the rational benefit of Volkswagen was that it was the only brand that offered German engineering at an affordable price. The emotional benefit of Volkswagen was that it represented a different way of driving (more connected to the road) and living (more connected to the world). With this information, AC began to craft an ad campaign that played to these strengths (consumer influences). The â€Å"Drivers Wanted† campaign was success ful because its message—which was based on AC’s in-depth research—clearly ta...