The White Umbrella

The White Umbrella The narrator of The White Umbrella is ashamed of her mom because she works. Throughout the story, she begins to have a different perspective of her mom. In the end of The White Umbrella, she respects her mom and realizes that her mom likes to have a job. One of the things that helps her to realize that is she sees how much she loves working. Her mom says on page 332, â€Å"â€Å"A promotion already! † she said finally. † Her mom likes her job.The narrator learns that she loves her mom no matter what she does when they get in a wreck. The narrator says â€Å"†Mom! † I screamed. â€Å"Mom! Wake up! † Luckily, no one was hurt and she comes to realize that she does not care that her mom has a job. Back in the beginning, she is ashamed that her mom works even though she does not know where she is working. The narrator explains this when she is having a conversation with her mom; â€Å"†Lots of people’s mothers work. † â€Å"Those are American people,† I said. † In addition, she does not mention her mom’s job to her piano teacher because she is so ashamed and she and her sister have to walk to practice because of this. â€Å"â€Å"I don’t think so,† said Mona as we walked to our piano lesson after school. In the middle of the story, her mom tells her where she is working, but is even more disappointed. She still thinks it is like being poor. The narrator asks her mom to quit. Another reason why she does not want her to work is that the mom forgot them at practice. â€Å"† My mother’s almost here,† I said â€Å"she’s on her way. †Ã¢â‚¬ ¦Ã¢â‚¬Å"†¦You’ve been out here an hour already. †Ã¢â‚¬  She was ashamed of her mom working but now does not mind that her mother has a job as long as she is happy. The narrator of The White Umbrella reconsiders her mother working throughout the story.

Difficulty paper

Difficulty Paper: â€Å"Near Taurus† In many respects, â€Å"Near Taurus† was a mystery text that perplexed my thought process as I read this masterpiece. For me, as an average reader, I found this piece to be a very difficult to understand; so much so that I can say this is one of the most difficult works I have ever read. The grammar, the stylistic language, the lack of information made the story that much harder to comprehend. However as I read this text multiple times to understand what is being conveyed, I am still grasping new information by reading in a different perspective.Here is what I came to understand of this story. Let's take a look at the very first line of this piece, â€Å"After the rains had come and gone we went down the reservoir† (13). This first line gives us an indication that this is an outside scenery and is beautifully introduced to us readers. The author Jumps straight into the scene and it made me contemplate as to where this setting could be at. I then looked back at the title and it hit me that this was outdoors, maybe on a mountain and the characters where looking to the stars. Taurus†, one of the constellations of the zodiac, is the main topic of this story. There are two people who are looking to the sky and are looking for the Taurus, but see other ones like Orion (13). The Taurus is usually seen in the winter season and is established when the boy says â€Å"the body won't show until the winter† (13). Nevertheless, even though the story was very short, it has still a lot that is uncovered and many passages that left me discombobulated.Initially, the narrator starts to introduce the characters in this piece, stating â€Å"Our voices were high†his, mine; soft, bright† (13). Then, like it was a bad habit, drops the characters description and traits. Why? Is it not important for us readers to grasp who and what the characters are like? Even during the end of the text, the narrator st ates about the boy in the story, â€Å"l could tell you his name. I could and would not† (13).Perhaps, it is done this way because it leads us readers to look for the surroundings and the setting of the story to make our own interpretations. During the end of this story, the narrator after talking about an incident with the boy, who was most likely teenage lovers with the narrator at the time, Jumps to the future and says â€Å"He died, that boy. Light-years! Ages and ages. And here I am: a mother, witness, a raiser of a boy' (13). The style and grammar and even the word choice in this line was very intriguing and confused me.When the narrator said â€Å"light years† and then â€Å"ages and ages† was interesting because she Just mentioned that the boy passed away. I felt that she still had some feeling towards this person, and it even made believe that the boys was the father of the boy she mentioned in that line. I was also confused at when she said she was a â€Å"witness. † What was she referring too? Was it the Taurus or did she witness love? Love because I believe this story is a love story because of the word choices of the narrator and scenery depicted in this story.Nonetheless this word choice chosen by the narrator I believe is fascinating but can confuse us average readers. Unlike many books that I nave read over the years, I believe this piece was very difficult and interesting at the same time. Even though the was less than a page, less than 300 words, I believe it said so much without saying much, which is unbelievable! The word play, the stylistic language and the lack of information was the primary ause of the difficult understanding of the text when reading it the first couple of times.However as I continued to break this seemingly unbreakable text, I started to look at it in a different perspective. I then understood as to what this piece meant, and the title played a great role. Furthermore, the way the author cho se not to introduce any real information about the characters and left us, the readers, to determine as to what we understand about the scene and setting is fascinating to me. This piece unbolted my mind and made me become a better reader I believe.

Economic Term and Healthcare History Essay

During history, health care economics has changed considerably. The main reason that stimulus change in health care economic are technology and medical care, however a lot has to do with evolutionary changes that the U.S. endured from the beginning. It is very essential to comprehend health care cash flow system and economic history. Administrators use this data to help organize the future of the corporation. In this paper, I plan to use the terms to elaborate on the history and evolution of health care economics and the timeline of finance. Before the year of 1990, there was not a significant health care in America. American medical association was just starting, individual were using home remedy to treat illnesses, physician was making house call and trade service for good, clinic were just getting started, and there were no such thing as health insurance. However, among the age of 1901 and 1940 health care and treatment made some significant change. Clinic became more necessary An tibiotics were found, improvements were made in cleanliness, and individuals came up with ideas for employment benefit. Also, individuals came up with ideas for health insurance. In the year of 1960 social security has been carried out, Medicare & Medicaid contracted into law, and Health Insurance Company were coming up all over (PBS, 1960). In the year of 1970, HMO came in effect, and the cost of health care started going out of control and increasing. Since we place great value on health, health care end up costing a lot. Health is so important to us that it go beyond the staff we have. The number of year’s specialist applies in training the more money government uses on public health. Also, health insurance plans provide by establishment are result as the significance society put on health care. Most important, the fact that what physician provide is important to us, we are willing to spend a lot on their training. Health care cost continues to increase over the past 50 years. This causes a problem for the elderly and low income individual. For example, elderly and low income people relatives are not able to get health treatment. During  the last 10 years, government have pushed for a national health care system. On March 23, 2010 the Affordable Care Act become enact (HHS, 2010). This is to modernize the health care business, making sure individuals are able to get health insurance and service, reduce insurance scam, and reduce the cost of health care. In the year of 2014, this is thought to be complete. Economics, microeconomics (particular aspect economic related to firm), macroeconomics (general aspect economic related to firm), Supply, demand, Inelasticity, elasticity, and gross domestic product (total market value). When concerning with Economics, it is good to explore and test ways to organize and finance the system in order to improve patient care. At its most basic level, health care is a handful of financial transactions, in which patients are obtaining insurance, physicians and hospitals provide services, pharmacies provide medications, and insurance companies pay for those goods and services. So to understand health economics, you must follow the money. When tracing the flow of funds through the health care system, it’s important to be aware that the money trail is constantly shifting, changing direction and size. Most important, the goal is to improve the delivery of health services, fund innovative and cost-effective medical procedures, cut the costs of health insurance, improve the nation’s health through prevention and better nutrition, and eliminate graft and corruption in the health care industry while raising it to a level that’s steady with the rest of the world. When concerning with supply and demand, competitive markets use prices to allocate goods and services to customers who want them the most (in monetary terms) and to pay suppliers for producing those goods and services (Thomas E. Getzen, 2007). Most real markets and virtually all medical markets depart to some degree from the model of perfect competition. Nevertheless, it’s a useful starting point for evaluating the economic forces that shape human transactions, even when time, pain, risk, and tradition cause substantial deviations from the simple model. The demand curve has been discussed at length. But wh at about supply? Again, it’s vital to note that the economic concept of supply is always a supply curve. A supply curve is a graph (or schedule) that shows the total amount of a good that sellers wish to sell at each price. This curve emphasizes change, allowing us to focus on a range of replies indicating how firms will vary the amount supplied as the price increases or decreases. Just the demand  curve the marginal benefit curve showing how people the market willing pay for more unit good perfect competition the supply curve marginal cost curve showing how much paid induce the market provide more unit. Firms facing inelastic demand see that the total revenue goes down when they sell more units. Firms facing elastic demand find that profits increase when prices are reduced to sell more units. Firms facing unit elasticity see that total revenues remain unmoved. Most medical care is relatively inelastic. Pain, critical needs, fear of risk, and insurance tend to decrease the role of price in patient decision making. Note what happens to a firm that sells more of an inelastic good: Because increasing the quantity sold by 2 percent requires a substantial decline in value, perhaps 10 percent, the firm loses money. Most hospitals face very inelastic demand, especially for emergency services, yet they charge less than profit-maximizing prices. Why don’t they charge more if doing so would increase profits? The reasons are many, ranging from the desire to help the poor to administrative controls over allowable changes. Also, the sensitivity to price change today is significantly less than the ultimate response to a price change in the long run. Some medical goods—especially those for which consumers have several choices and enough information in advance of purchase, such as allergy medications—are price elastic. For these goods, total revenues would decline if prices were increased. Thus, it’s more likely that a medical provider facing elastic demand is behaving more like a standard profit-maximizing firm. However, price controls, informal norms about overcharging, and other deviations from perfect competition may still be significant, even in the more price-sensitive medical markets. In conclusion, history health care economics has changed considerably. The primary reason that stimulus change in health care economic are technology and medical care, however a lot has to do with evolutionary changes that the U.S. endured from the beginning. It is very essential to comprehend health care cash flow system and economic history. Administrators use this data to help organize the future of the corporation. Because change healthcare improve the delivery health services fund and medical procedures cut the costs health insurance improve the nation health prevention and better nutrition and elim inate graft and corruption the health care industry while raising it is steady the rest the world Most significant, in this paper I elaborated on the history and  evolution of health care economics and the timeline of finance using the term. References HHS. (2010, March). Key Features of the Affordable Care Act. Retrieved from U.S Department of Health & Human Services: http://www.hhs.gov/healthcare/facts/timeline/index.html PBS. (1960). Healthcare crisis History. Retrieved from http://www.pbs.org/healthcarecrisis/history.htm Thomas E. Getzen, J. M. (2007). The Flow of Funds Through the Health Care System. Retrieved from Wiley Pathways Health Care Economics: https://newclassroom3.phoenix.edu/Classroom/#/contextid/OSIRIS:42330586/context/co/view/activityDetails/activity/699329c0-2f30-4b04-b7f8-5fbcc80d8738/expanded/False

News Paper Economic issue Article Example | Topics and Well Written Essays - 500 words

News Paper Economic issue - Article Example While discussing the proposed payments and buying of the assets, the article also deals with how the government would like to have control over the banks at a scale â€Å"not seen since the great depression of the 1930’s†. This is significant as they have been questions over the way the government has been bailing out banks without asking for accountability in return. The article is disapproving of the way in which the government is silent on â€Å"specifics† on how and where the money from the stimulus package is going to be spent. From an economic point of view, the government is well within its rights to print more money and flood the economy with liquidity. However, it would be prudent to consider the inflationary effects of such a move. Further, the direct involvement of the government in the running of the banks may be a welcome sign in these times when reckless corporate greed and unethical behavior have undermined the credibility of financial institutions in the United States. The effect of such governmental intervention may not be exactly in the spirit of laissez faire economics but the current situation is that it would not be a bad idea if the rampant speculation and recklessness are reined in. This paper is in response to the article, â€Å"To Fix Detroit, Obama is said to drop plan for ‘Car Czar’â€Å"that appeared in the New York Times on Feb 15, 2009. The article discusses the cancellation of the appointment of an ombudsman to oversee the restructuring of the Big three automakers: GM, Ford and Chrysler. Instead, the article points out that the president himself would like to oversee the restructuring of the troubled automakers and thus there is no need for a â€Å"Car Czar†. The article is economic in nature as it pertains to the rescue of GM and Chrysler from near bankruptcy and their bailout under a federally guaranteed scheme. The article

Financial management Essay Example | Topics and Well Written Essays - 1000 words - 1

Financial management - Essay Example These ratios describe that how many current assets are required to fulfill the current liabilities. By using the data from each company’s financial statement we find out the current ratio of both companies. As in company A there is a large amount of assets to fullfill the liabilities of the company more efficiently as compared to the company B, so the current ratio of company A is 1 and a current ratio of company B is 0.4, the same situation is in the case of quick ratio. Quick ratio of company A is 1.02 and of the company B is 0.2. Quick ratio specifically measures the liquidity so the result shows that company A is more liquid as compared to the company B. (â€Å"HITSTELEC: Financial reports†) What do the accounts receivables turnover and inventory turnover of your company (Company (A)), compared with the other company, suggest about the company (A)’s ability to convert AR and Inventory accounts into cash? We compared account receivable turnover between company A and B, we know that account receivable turnover show that how many times companies receive payments from debtors. As the result show company A has the turnover of 8.8 times and company B has the turnover of 10.7 times, so it is clearly shown that company B has a high turnover as compared to company A. As we know inventory turnover means the cost of goods sold on an inventory recovered at a specific time. Again the company B has a high inventory turnover as compared to company A. Company A can convert account receivables into cash when it receives the debts from the debtors and this happen only when company issue debts on some specific terms and conditions or compensate the debtor that they can return their debt by their willingness. Company A can convert an inventory account into cash from the sale of inventory as possible as they can for this purpose it is necessary to reduce the cost of that inventory that every person can easily afford it. (â€Å"DU:

E-business Project Essay Example | Topics and Well Written Essays - 3000 words

E-business Project - Essay Example Viability - To date, no site offers online musical instrument lessons. This means that this will be a "one-of-a-kind" musical site. It will address many problems besetting people who want to take lessons on playing musical instruments but either they don't have the time to physically go to places where these lessons are held or they don't have in their possession the necessary instruments. Likewise, this online experience can answer the needs of physically handicapped people who are musically-inclined and who would like to learn to play an instrument but could not due to commuting problems posed by the individual's physical disability. E-Business Model - The business model for Music Teachers Online is produced to offer a premium site with products and services with minimum overhead. This model offers a simplified site that eliminates avoidable costs and focuses on the basics of an e-business. Designing the website could cost quite a bit, depending on the experience of the business owner. If the owner were able to design the site it would decrease costs significantly, because the design will be the main cost incurred. In this case, the business owner will need the assistance of a professional web designer. A professional designer can implement the necessary formats for adding a shopping cart, setting up bulletin boards and other complicated design issues. Depending on the experience of the designer, this could cost upwards of a $1,000. The site owner needs to have or maintain a credit card (of good standing) or any of the legitimate online pay schemes available where customers can channel their purchase payments. However, once the site is up and running, there are few maintenance fees. Revenue Model - Revenue from this site will come from various sources: online lessons as well sales of musical instruments and sheet music, plus ticket sales. Other Details - This is an efficient musical e-commerce site with exponential business expansion possibilities. It is a site that will be informative and easy to use for both the customers and musical groups. It is also an aesthetically pleasing site that considers the fact that many of its prospective customers/viewers are on dial-up and quick load

Self-Disclosure, Gender, and Communication Essay - 2

Self-Disclosure, Gender, and Communication - Essay Example This can be done verbally, writing and even sign language. As long as information has been conveyed from one person to another, this is considered communication (Derlega & Berg, 1987). The above defined terms are relevant to one if they are to use during interactions and relations to other individuals in the society. For example, close relationships existing between a man and woman will have fewer arguments if they communicate properly and open up to each other by expressing their emotions and thoughts. I have read the article, â€Å"Shared Talking Styles Herald New and Lasting Romance† and I admit that I was fascinated by the information presented. Each time I read the article, I understood it better. This article suggests that individuals who are conversationally aligned are most likely to pair up. In speed dating, pairs who had the same language style agreed to meet again afterwards. From the article, ‘Critique of shared talking styles’, experts suggests that a large portion of the message conveyed from one individual to another is not contained in the words used, but instead in the vocal elements. The vocal elements include tone of voice, accent, speed, volume and inflection. This has made me understand why I sometimes felt angry or sad after having a conversation with my girlfriend. At that time, I could not comprehend why I felt sad even though she did not say any offending word. After reading the article, I understood that non verbal communication is also noteworthy (Giri, 2004). I think the article gives detailed means of communication between two people. For example, it is true that women usually have an emotional tone and mannerism in a conversation that increases their chances of being liked. This information should be made available either as books or websites for other people to read. This will change the way people communicate and relate to either their friends or lovers (Bowers, 2010, p. 1). The writer also makes me

Logistics of Humanitarian Aid in Iraq and Afghanistan Essay

Logistics of Humanitarian Aid in Iraq and Afghanistan - Essay Example 2003, including $1.6 billion worth of oil industry spare parts and equipment.† (Office of the Iraq Programme  Oil-for-Food, 2003) â€Å"Afghanistan is in the midst of a profound humanitarian crisis resulting primarily from long†standing armed conflict, a devastating drought, and massive population migration. The economy, government, and health care system are in shambles. Currently, as many as 5 million Afghans are in camps either as refugees in neighbouring countries or as internally displaced persons within Afghanistan. â€Å"(Challenges and Opportunities for Humanitarian Relief in Afghanistan, 2002) Even though both countries have American supported governments now, the reconstructions work and humanitarian aid were marred by so many problems. The relief works were not coordinated well in these countries. The lack of organizing and centralized control over relief work made the things further complicated Looting and burglary is a common issue in both the countries. The humanitarian workers don’t have enough protection to execute their mission. The supply chain of the humanitarian aid Because of lack of funding most of the aid works are slowing down in these countries. Though humanitarian aids coming from both public and private organizations, because of the heavy damages caused by the fights, nothing seems to be enough for the affected people. Moreover the availability of relief workers to work in these countries is also less. Nobody wants to risk their lives in these countries. Most of the relief agencies offering special pay scale for the relief workers in order to make them work on these countries. â€Å"Currently, the United Nations (U.N.) and international aid organizations such as the International Committee of the Red Cross (ICRC), including nongovernmental organizations (NGOs), are coordinating and providing humanitarian assistance to the Iraqi people. (Coipuram, 2003) The logistic issues surrounding such large-scale humanitarian aid efforts in countries

Risk management and project quality Essay Example | Topics and Well Written Essays - 1000 words

Risk management and project quality - Essay Example User support seems to be equally high for upgraded software from all vendors, but Globalupgrades seems to have marginally higher support from users. Project risk is defined as an uncertain event or condition in a project, which has a positive or negative affect on at least one project objective. Uncertainties are present in all projects and can effect the time, cost, scope, or quality of a project (Project Management Institute [PMI], 2004, p.238). 2.1 The network infrastructure is weak in some areas of the state, and may not be able to support upgraded e-mail system at some selective locations. This presents an uncertainty which may not allow the project to be executed as per its original intent. This has a potential to affect the scope of the project and is therefore a negative risk. 2.2 Several of the vendors have proposed bundling of additional features like specialized e-mail address books and templates along with their upgraded products, if their product is selected. This is a positive opportunity as the vendor is proposing a value-added service, which can enhance the quality of the project. 2.3 There appears to be a problem with resource availability for the project; the resource is estimated to fall short by two network engineers and a business analyst who would be required for project documentation. This is a negative risk, and has the potential to affect the completion of the project documentation and therefore, the project quality. 2.4 There is a possibility that one of the vendors (Globalcom) will increase its license fee by 20%. Such increase is not budgeted and has a potential to cause a cost overrun. This is a negative risk as this has the potential to negatively affect the project cost of Globalcom is selected as the vendor. 2.5 All vendors seem to be ready to offer higher discounts with increase in number of users. Ohio Department of Taxation (ODT) is considering adopting a similar e-mail system, which can increase the overall number of users when considered together with ODHS. This is a positive opportunity as this has the potential to reduce the cost of the project by leveraging the combined number of users of ODT and ODHS. 3.0 Qualitative Risk Analysis Risk Probability and Impact Assessment is a tool used for Qualitative Risk Analysis. Risk Probability Assessment investigates the likelihood that each specific risk will occur, while Risk Impact Assessment investigates the potential effect on project time, cost, scope or quality. Risks are prioritized as low, moderate, and high priority based on their probability and impact. It is proposed that ODHS use a probability and impact matrix as detailed below for this purpose. Table 3-1 Probability and Im

Case Attrition Essay Example for Free

Case Attrition Essay Case attrition is the failure of arrests to come to trial; less than half of all felony arrests result in conviction (Meyer, J Grant, D. 2003). Basically, case attrition is when an arrest does not end in a trial conviction, which happens quite often in the court justice system. The effect case attrition has on the criminal justice system effects all levels of the criminal justice process, because an arrest or no arrest affects all aspects of the criminal justice process. Law enforcement officers can develop negative feelings about the justice system and feel that their work is not getting noticed. The high levels of case attrition in modern systems shows that the criminal law has very substantial limitations as a direct crime control such as, deterrence, incapacitation, and rehabilitation. Criminal convictions and penalties deserved punishment and reinforce important societal denunciation, but if these penal consequences are imposed according to procedure that are widely perceived as fair and just. Attrition can get rid of individuals in the over-worked justice system that were arrested that either had a problem with the legality of the arrest or it was the result of an overworked, or bad officer in a situation where an arrest was not necessary (Meyer, J Grant, D. 2003). When these cases are removed from the justice system, it is possible for attorneys and judges to be able to focus on more serious crimes. Reference Meyer, J Grant, D. (2003) The Courts in Our Criminal Justice System

Application of GIS Technology in Electrical Distribution

Application of GIS Technology in Electrical Distribution ABSTRACT Electric utilities have a need to keep a comprehensive and accurate inventory of their physical assets, both as a part of normal service provision (extending the network, undertaking maintenance, etc.) and as a part of their obligation to inform third parties about their facilities. Complexity of electrical distribution power system is a good reason for introducing new information technology GIS (Geographic Information System) that carries out complex power system analyses (e.g., fault analysis, optimization of networks, load forecasting) in acceptable amount of time. By using modern GIS, in conjunction with his own in-house developed software, in less time and more accurately, the utility engineer is able to design and to analyze electrical distribution network. This paper presents the idea of the project CADDiN © (Computer Aided Design of Distribution Network) currently under development at the Power Systems Department of the Faculty of Electrical Engineering, University of Zagr eb. INTRODUCTION Importance of Distribution Network in Energy Supply One of the primary contribution to the advancements and improvements in mans life-style over the years has been the ability to use and control energy. Mans use of energy can be seen in everyday operations such as mechanical motion and the production of heat and light. Large amounts of power are generated at power plants and sent to a network of high-voltage (400, 220 or 110 kV) transmission lines. These transmission lines supply power to medium voltage (e.g. 10 or 20 kV) distribution networks (distribution primary system), which supply power to still lower voltage (0.4 kV) distribution networks (distribution secondary system). Both distribution network lines supply power to customers directly. Thus, the total network is a complex grid of interconnected lines. This network has the function of transmitting power from the points of generation to the points of consumption. The distribution system is particularly important to an electrical utility for two reasons: its proximity to the ultimate customer and its high investment cost. The objective of distribution system planning is to ensure that the growing demand for electricity, with growing rates and high load densities, can be satisfied in an optimum way, mainly to achieve minimum of total cost of the distribution system expansion. Therefore, the distribution system planner partitions the total distribution system planning problem into a set of subproblems that can be handled by using available, usually heuristic methods and techniques [T.Gonen, 1986]. The design of electrical distribution networks is an everyday task for electric utility engineers, specially in RD department. Such design was carried out few years ago manually. This classical approach usually result in overdesign distribution system, which is now considered as a waste of capacity that can be used instead of investing in system expansion. Four years ago a PC program package (CADDiN ©) for optimal planning of distribution network was put in operation in Elektra Zagreb (Electric Utility of City of Zagreb). It is a result of joint RD of Power System Department of Faculty of Electrical Engineering and Elektra Zagreb. Based on the experience or PC-CADDiN ©, at the end or 1992. the prototype of new project CADDiN © was started conceptually organized as a part of the Geographic Information System. The role of GIS in Distribution Networks Database plays a central role in the operation of planning, where analysis programs form a part of the system supported by a database management system which stores, retrieves, and modifies various data on the distribution systems. The thing that distinguishes an electrical utility information system from an other information system such as those used in banking, stock control, or payroll systems is needed to record geographical information in the database. Electrical utility companies need two types of geographical information: details on the location of facilities, and information on the spatial interrelations between them. The integration of geographically referenced database, analytical tools and in-house developed software tools will allow the system to be designed more economically and to be operated much closer to its limits resulting in more efficient, low-cost power distribution systems. Additional benefits such as improved material management, inventory control, preventiv e maintenance and system performance can be accomplished in a systematic and cost-effective manner (Z.Sumic, et al, 1993). Before graphical workstations were developed, many electric utilities have built technical information systems based on relational database management systems (E.Jorum, et al, 1993.). Technical information system is designed to cover the requirements of power supply utilities considering network expansion and operation planning, maintenance management and system documentation. In advanced utilities all information systems are built around same RDBMS and constantly updated. Establishing links between these information systems and geographical information system is only in defining relationship between objects in the two systems. The problem that has risen is in a number of different information systems in the same utility (technical information system, customer information system, etc.) or even several overlapping technical information systems and some of these a re not updated. Objective The objective of the distribution network design process can be divided into three independent parts. These parts are: Load forecasting load growth of the geographical area served by substation; determination of load magnitude and its geographic location; customer load characteristics; Design of secondary system (low voltage distribution network) optimal substation allocation and transformer sizing; secondary circuitry routing and sizing; Design of primary system (medium voltage distribution network) optimal substation allocation; primary circuitry routing and sizing; To reduce a problem complexity each part of the design process is divided in functional subproblems. Each of these subproblems can be then much easier to manage. Although only independent some parts of design process interact, i.e. placement of substation will influence secondary routing which in turn will influence primary routing. The number of possible design solutions that might satisfy a given set of spatial, technical and economic constraints is quite numerous. Multiple, interdependent goals and constraints make conventional procedural optimization methods inappropriate for distribution network design. Due to the complexity of the design process, heuristic methods and AI techniques must be applied to find near optimal [S.Krajcar, 1988] or satisfying solutions [Z.Sumic, 1993]. The main reason for this simplification is regarding work-force and computer time for finding optimal solution that in high percentage could not be applicable in real situation. [End Page 1858] GENERAL DESCRIPTION OF GEOGRAPHIC INFORMATION SYSTEM OF PROJECT CADDIN Pilot-project CADDiN was started at the beginning of 1993 as a research project inside the main research project Research and Development of Electric Power System supported by the Ministry of Science and Technology of the Republic of Croatia. The development of optimization and design procedures of electric distribution network is a parallel process with building database by Cadastral Office of the City of Zagreb, and therefore some other available examples of basic map databases are used for research purposes (see Figure 1). The strategy employed emphasized only the data composed of basic map databases for technical applications (scales of 1:500 to 1:5000). There is no unique definition for Geographic Information System (GIS) but a commonly accepted one is that it is a system with computer hardware and software functions for the spatial data input, storage, analysis, and output [T. Bernhardsen 1992]. Many textbook definitions go further and identify analysis as the one activity which differentiates GIS from other computer-based systems for handling geographic data, such as automated cartography. Modern GIS, stores information on the geometry, attributes and topology of geographic features in one relational database management system. SYSTEM 9 used in the pilot-project CADDiN is a feature-oriented GIS which organizes geography-related information into a topology-structured, object-oriented, relational database system. A project is the highest level of data organization of GIS used in CADDiN [Computervision, 1992]. It represents the entire database that has been set up for a particular geographic area for example, a town, a municipality, or a service district. It comprises two components: a data store that contains all the geographic and attribute data relating to features; and a database definition that specifies the structure of the project through feature classes and themes. Theme definition determines which features and attributes are to be used and the ways in which are to be displayed. Independently stored geometry of a feature, and its graphic representation enables position and representational data to be changed without reference to each other. The link between the geometry and the representation is provided by the theme. It comprises a list of feature classes, feature class attributes, and a link to a separate list of graphic transforms. An important safety aspect of used GIS is that it does not allow users to make changes to the database at project level. A user may only query it. The database is created and updated by means of the next lower level of data structure: the partition. This is a copied, working subset, or portion of a project. It is at this level that a user interacts with the system to enter, edit, update and manipulate data. Partitions are extracted from a project based on the type of work to be done and the data that will be required to perform that work. When editing is completed, the partition is merged into the project database, effecting the update. Partitions are created by means of a partition definition that describes the spatial extent, the contents, and the representation. The system uses the partition definition to extract the required geometric and attribute data and then allocates them into the required partition. The merit of the partition structure is that it allows different department s within an organization to work safely on the data from the same project. All geometric features in the data model are built up from geometric primitives, referred to as nodes, lines, surfaces and spaghetti. A node is stored as a set of X, Y, and optionally Z coordinates in 3D database, and might be used to represent e.g. transformers, switchgears, MV LV buses, etc. A line primitive is a geometric element defined by two end-nodes (allowing intermediate points), and might be used to describe transmission lines, cables, etc. A surface consists of one or more line segments that together form a closed polygon. A forest, lakes, parks, a portion of network, or area covered by a lot of buildings could be described by this kind of polygon. Spaghetti enables to model features where no topological structure is required. Nodes are the only geometric primitives that have coordinate information directly associated with them. Lines are not defined in terms of geographic coordinates, but by pointers to their topological nodes. Surfaces are defined by pointers to the lin es surrounding the surface. All these pointers are created and maintained automatically. Geographic objects are stored as collections of nodes, lines, surfaces or spaghetti, but they can be referred to as geometric primitives as well as some group of objects which can be identified and named in the real world roads. cables, transformers, buildings, and so on. These categories are represented by `feature classes, and the individual instances of geographic objects as `features. Such features at last consist of one or more geometric primitives. All features within a particular feature class will have the same topological structure, and the same set of attributes. Feature classes could be also identified as objects in groupings of related objects that may be established on the basis of location, spatial relationships or common attributes. These logical groupings of features are called complex features. They are defined as features that contain other features. All complex features of particular type, comprise a complex feature class. A useful application of complex feature classification would be in forming logical groupings such as MV bus, transformer, LV bus, protection devices into substation. Complex features can also have attributes associated with them (for example name, number). It would eliminate duplicating of feature attributes which properly relate to the substation. Definition of complex feature is not restricted to include only simple features as constituent components. For example, distribution network could be defined as a complex feature containing a number of substations, cables, which are themselves complex features. A strength of this approach is that it can be used to minimize the level of data redundancy of both attribute and geometric information. Users interact with the database via an object handler, and they are assisted in that interaction by a structured query language that incorporates extended spatial and reference operators. Behind analytical tools available inside GIS environment, a set of standalone functions is available from UNIX shell. This set of functions is called Application Tool Box (ATB). ATB offers an environment in which data can be managed directly, without first having to extract meaning from map representations of those data. Under this approach a user can develop analytical models according to specific requirements by integration of ATB functions, in-house developed software (C and FORTRAN programs) and shell programming. To speed up complex analysis by Development Libraries of ATB new processing functions of ATB could be developed. Applications of project CADDiN are developing by ATB functions in conjunction with C and Corn shell programs. ATB data management and viewing comprise processing functions, dataflow management and graphics viewing system. Processing functions perform the actual analysis operations on sets of data called data flows, each of which corresponds to a relational table in the database. All manipulation of data flows takes place in a special temporary work area called a clipboard. Processing functions involve the following operations: information management (i.e. selecting information from database and placing it into a dataflow, communicating with external software packages), attribute processing (i.e. generating values for attributes based on classification rules or formula), geometry processing (spatial functions union, adjacent, etc.) and arithmetic processing (i.e. calculating the area of surface entities, or length of linear entities). Dataflow management is used to create, display and delete data flows and views. Graphic viewing system allows user to see the intermediate or final results and generate a plot of those results. Compatible to ATB functions are standalone functions of Network Trace Analysis module. By those functions network tracing can be carried out using the information on network connectivity and component characteristics that are already stored in database. Special function is used for network generation that is stored as dataflow on the clipboard. On this dataflow several networks tracing functions can be performed (path optimization, range finding, path finding) or can be used by external software. As a result of that analysis a dataflow is produced on the clipboard. Original and resultant networks can be queried simultaneously. The user can keep or delete resulting data flow on the clipboard or retrieved in database. OPTIMIZATION OF DISTRIBUTION NETWORKS IN GIS Optimal Location of TS x/0.4 kV in Secondary Distribution Network The procedure for finding optimal configuration of secondary system consists of two possible optimization steps: optimization of new area secondary system and optimal connection of the particular customer(s) to existing secondary system. Regarding urbanistic plans, ecological and esthetic constraints as well as previous load growth analyses possible locations of substations are known in advance. These assumptions make planning of secondary system more simple because only routing process must be applied for several locations of substations and fixed locations of customers. The first step of routing process begins by connecting customer to the nearest routing corridor. After that procedure, the secondary system network is generated by network module. On this network any path analysis is applied and as results of analysis there are all possible connections between substation and customers. These results are used as input for external, CADDiN module of optimization of radial structured networks. During this process of optimization the set of rules is used to satisfy standard practices employed by designers. The optimized network is then saved on clipboard in dataflow and can be graphically viewed. The cost for the secondary system is mainly the capital investment cost consisting of cable laying cost and cost of cables. For each location of substation optimization process must be repeated. Solution with minimal investment costs and satisfactory technical constraints is the best regarding secondary network. All solutions that are technically satisfied must be taken into account during the primary network optimization. It is necessary because the local optimum of secondary system does not imply the optimum of primary system, and global optimum of distribution network. The optimal connection of the particular customer to existing secondary system must fulfill next two technical as well as economical constraints: the shortest possible length of connection due to voltage drop that may be permitted; reserve in load capacity of substation due to customer load. The new customer must be connected to the nearest neighbor customer satisfying previously mentioned constraints. The few nearest customers are found in a buffer zone with new customer as a center of this zone. The shortest path between new customer and possible connection node is found in two steps: both nodes are connected to the nearest routing corridor, and after that by GIS network function find best path analysis shortest path between nodes is found. Optimal Structuring of Predefined Primary Distribution Network Configuration Due to the load characteristics, requested availability and quality of energy supply two main configurations of secondary system are used in optimal planning There is a ring structure (starting and ending node is the same HV/MV substation and routing nodes are MV/LV substations) and a link structure (starting node is one HV/MV substation routing nodes are MV/LV substations and ending node is other HV/MV substation). Regarding the usage of GIS technology the optimization procedure of these two network configurations is very similar. In optimization process three different problems are considered: optimization of the new primary system; reconfiguration of the existing primary system regarding predefined structure, and reinforcement of the existing primary system with defined structure by installing additional capacity in demand nodes or including the new MV/LV substation in the network. The first problem is similar to the problems in optimization of secondary system. There must be known all possible connections and distances between HV/LV substation (source node) and MV/LV substations (demand nodes) as well as themselves. Therefore, all network nodes must be connected to the nearest routing corridor. By any path analysis and heuristic algorithms (presently genetic algorithms are tested) initial solution or zero-iteration is generated. After that by the union of GIS network function find best path analysis and other heuristic methods optimal solution is found. The second problem is more complicated than the first one because existing connections in network must be considered in optimization procedure. Otherwise, same procedures are used as in the first problem. Example of this optimization procedure can be shown in the Figure 3. In the third problem, optimization procedure is similar to the procedure of adding the new customer to the second system. Slight differences are in a way of connecting new substation to the existing network. In the primary system, regarding the constraint of reliability of supply of energy to the customer, each MV/LV substation must have a possibility to be supplied from two sides. Therefore, the nearest existing cable between two substations must be found for the connection of the new station, or the nearest routing corridor by which the new station could be connected to the nearest substations that are found in a buffer zone around it. When a better type of connection is found, solution is tested on several technical constraints (voltage drop, cable and route load, investment costs, etc.). Load forecasting of TS x/0.4 kV Small area or spatial, forecasting is the prediction of both the amounts and locations of future electric load growth in a manner suitable for distribution planning which really means with geographic resolution adequate for planning a new distribution network or extensions to the existing one. The procedure is based on dividing a utility service area into a number of sufficiently small areas and projecting the future load in each one. This is usually accomplished by dividing a utility service area into either a grid of uniformly sized rectangular cells, or into equipment oriented areas corresponding to feeder or substation areas (H.L. Willis, 1983,1992). Methods for computerized small area load forecasting, regarding their data requirements and analysis methods, fall into three categories: trending multivariate (multivariable) simulation. Essentially these methods analyze past and present load growth to identify trends, patterns, or information about the process of load growth that is then used to project future load growth. Trending methods require minimal data (they work only with historical load data, usually annual peak load) and computer resources, and are relatively straightforward in use. Because of their simplicity and generally the lowest expenses, they were the most widely used techniques in the past. Multivariate methods require considerably more data (historical loads, geographic and demographic data on customers and usage) and much more extensive computer resources, but in return they generally provide more accurate forecasts. Simulation methods in addition to historical loads require extensive and comprehensive data that include land use type, geographic and demographic data on a small area basis, transportation and other diverse factors that may affect load growth. They also require considerable computer resources and work-force. On the other hand they offer advantages in accuracy and analysis of load growth under changing conditions. Because of their complexity and requirements simulation models have been beyond the scope of many electric utilities. So far one can see that the nature of small area forecasting requires heavy use of computerized analyses and manipulation of large quantity of data. With its possibilities GIS is an excellent mean for developing and applying simulation forecast models. Of course, there is no limitation to use GIS for trending methods, at least for some very fast qualitative review, or for short range (less than five years ahead) predictions. A service zone of a substation may be defined as a complex feature which comprises parcels, buildings on those parcels, electrical connections for every building or customer, existing interconnections between customers hookups and associated substation etc. Parcels, buildings and streets are modeled as polygons, and cadastral lot code is attached to them as one of the attributes. Statistical and census districts based on approximately equal number of inhabitants and cadastral districts are polygons, too. Second very important information is address, modeled as complex feature class comprising a street name and number. Polygonal analysis and polygon processing, which is possible in GIS, and address as a common link enables the planner to determine a substation service zone and calculate its area. Via features attributes all necessary customers data (annual electricity consumption, annual peak loads, type of customers, some special requests and interfering factors, etc.) are obtainable . In that way it is possible to track amounts and sort of energy used by individual customer, or substation service area or some other region. Upon these information load densities (kWh/m ²) or kWh sales per customer can be computed. Procedure with built-in clustering algorithm detects groups (classes, clusters) of customers with similar past energy consumption behavior. For distribution load forecasting K-means algorithm [Hartigan, 1986] is recommended, with a minimum of 6-year load history [H.L. Willis, 1983]. The K-means algorithm searches for a partition, that is, a set of clusters that minimizes the total difference between small areas and their assigned clusters (the error of the partition). It works by moving small areas from one cluster to another. The search ends when no such movements of small areas reduce the error value. CONCLUSION This paper presents the concept of the pilot project CADDiN for optimization of electric distribution networks based on GIS technology. The architecture of CADDiN consists of the heuristic methods implemented within GIS and procedural programs. In such a hybrid environment, the GIS principal task is to model real world, perform spatial analyses and ensure the high accuracy of optimization procedures. The first results obtained by the prototype database and developed procedures encourage that concepts and ideas established in this paper can be applied on the real problems that exist in the distribution system planning.

Luck Be a Lady: Ciroc Vodka Advertisement

Luck Be a Lady: Ciroc Vodka Advertisement LUCK BE A LADY: CIROC VODKA ADVERTISIMENT Stephen Astwood Luck Be a Lady Virtually every rapper today is citing British alcohol maker Diageo’s CIROC Ultra-Premium Vodka in their lyrics. The brand seems to have found an interesting niche, more specifically that of the premium liquor market. CIROC’s â€Å"Luck Be a Lady† advert, synonymous with the song of the same name made famous by Frank Sinatra, calls upon a all-star cast with public celebrities like hip-hop entrepreneur and investor in CIROC Sean ‘P. Diddy’ Combs, and a assortment of male actors and female models. The men are elegantly dressed in suits with Combs (2011) first statement suggesting the strategy of the campaign, â€Å"We have arrived.† He urges them to go out and amass millions of dollars, wanting the practice become a regular habit. Combs (2011) first full statement is, â€Å"Fellas, we have arrived†¦we gone win a couple million, break the bank out here, then we gone do it all over again.† The ads next scene is them disembarking a priv ate jet in Las Vegas, where there are beautiful women to greet them with actual shots of CIROC. (Jernigan, Ostroff Ross, 2005) says, â€Å"In modern alcohol markets, the advertising and promotion of alcohol are central to the product itself. Whereas in earlier eras, alcohol may have been marketed based on the quality, purity, and price of the product, now the identity of the brand is paramount† (p. 314). This campaign strives to tell the story that connects a life of luxury and leisure with the product itself. The commercial successfully fills the objective of the formerly mentioned narrative, and encapsulates the sensation of attainment one can appreciate with having consumed CIROC. However, the representation of this lifestyle associated with a brand can have false consequences when classism and consumption becomes more than the product itself (in this case CIROC), and more about trying to keep up with the exemplified way of life. It is of no surprise that the ad echoes th e culture of which Sean ‘P. Diddy’ Combs is a pioneer; that of hip-hop, which today is full of images purporting classism, consumerism and to put in urban vernacular, swag over substance. The campaign pays homage to Sinatra and his contemporaries the ‘Rat Pack’, with Combs (2011) telling Soul Culture Magazine that, The Rat Pack defined the art of celebrating in style. I cannot imagine a Spirit more suitable for commemorating life with family and friends than CIROC; a brand that has become synonymous with celebratory occasions.† Thorstein Veblen (1979) says that, â€Å"In order to gain and to hold the esteem of men it is not sufficient merely to possess wealth of power. The wealth or power must be put in evidence, for esteem is awarded only on evidence† (p. 24). As Combs (2011) declares, â€Å"We have arrived†, it not only takes into account the physical arrival at a private jet facility, but the arrival to a height of social status. The depiction of this status in the ad is realized through the collection of luxury products exhibited; from the Escalades, private jet, the many of beautiful women, and of course Las Vegas, which is symbolic for infamous gambling, one of many facets that endorse pleasure as a main motivation for using it as a location to film. Merchandise like this form the basis, or give confirmation to what Veblen (1979) notes as, â€Å"putting wealth and power in evidence† (p. 24). It is contrasted with the fact that they are just drinking a brand of vodka; it connects C IROC to these high-end products. Essentially, the ad is making the statement that CIROC is not just one of the many premium liquor brands, it exceeds the others’. Particular focus is given to excess—gambling in the casinos. While the characters mention that they are looking to â€Å"rake a couple million† and â€Å"break the bank†, inferences are that they are looking to spend a great amount of money. If they are talking about millions, expandable wealth is no object to them. Throughout the advertisement we are bombarded with messages that say if you are not a part of the wealthy class, then you are not worthy. Likewise, if you buy CIROC then you will become just as happy, attractive, and successful as the people portrayed in the commercial. It has been corporate practice that marketers feed—off the uncertainties of individuals who adopt a classist attitude, seeking to elevate themselves up the economic and social ladder. Debra Goldman (2002) state s, â€Å"New-luxury consumers account for a lot of this recession resistance. They are paying premium prices not just for material things (which the old mass market supplied very efficiently) but for emotional ones: comfort, adventure, identity, and esthetic pleasure.† The commercial advocate that anything less than CIROC means you are missing out on the true emotional significance of successes and all that entails. Sean ‘P. Diddy’ Combs in an interview with the publication Adweek (2011) was asked, â€Å"What do you think your brand stands for?† Combs (2011) responded by saying: â€Å"I think I stand for aspiration. [That] hard work pays off.  People from all walks of life and all over the world look at  me and know my humble beginnings and know that everything  I’ve done has been through hard work. People respect me as a  marketer and brand builder.† As mentioned beforehand, there are countless references of CIROC in hip-hop culture today, so much so that the brand epitomizes the approach to the music. Such adoration toward alcohol in music, and specifically in hip-hop is not unique to CIROC. For example, MOET and CRISTAL, rightly having been observed as premium brands, have been used in the lyrics of Combs protà ©gà © the late Notorious BIG (1994, 1997) in which he says, â€Å"The back of the club sipping ‘Moet’ is where you’ll find me† and â€Å"Take their spots, take their keys, make my faculty/Live happily ever after in laughter/Hah, never seen ‘Cristal’ pour faster/And to those bastards, knuckleheads squeeze lead.† Miller and Muir (2004) note that, â€Å"As a cultural and commercial force, hip-hop’s impact is formidable: Coke, Pepsi, Gucci, Bacardi, Burberry, Mercedes, Nike and McDonald’s are among the brands that have used hip hop to sell themselves† (p. 178). While hip-hop was shaped from much more serious questions than which bottle to ‘pop’ in the club, it is thanks to endorsements from rappers in various lyrics that certain brands have enjoyed a substantial boost in popularity. The campaign suggests another cultural perception, and that is how the women are represented. Amico (1998) says that, â€Å"Advertisements promoted the image of women as childlike and sexy† (p. 19). From the onset of the commercial, the women appear in a role that is subservient and playful, regarding them as another expression of the luxurious life. The women have one speaking part; following a trend in advertising that rarely do female characters have a voice in a commercial unless it is for something directly marketed to women. Wood (1999) notes, â€Å"To be feminine in the United States is to be attractive, differential, unaggressive, emotional, nurturing, and concerned with people and relationships† (as cited in Turow McAllister, 2009, p. 193). These concepts are depicted in the commercial and emphasize the historic belief about gender roles that women as the protagonist are expected to serve the male. Although the women are dressed in attire that suggests profess ionalism, as with many modern women, when they are portrayed this way, women are seen as having to work their â€Å"second job† when they arrive home. There is less evidence than usual to suggest this advert is working to undercut any progress made for women’s rights. However, the message sent to the viewers here is that the men is the one with authority—the one in control, and the womans role is to serve; and just because the women appear successful and having a good time, it is only on the condition that she still carries out her principal duties as hostess. The campaign, â€Å"Luck Be a Lady† debuted in mid-December 2011 on both US televisions as well as online. Diageo said that the ad will run on various channels that predominantly are dedicated to music and sports. The 30 second version of the ad campaign aired over the holiday season collection of NBA games; however the original format is that of a short film. CIROC (2011) has stated in their campaign marketing that, â€Å"Ciroc has taken the stance that their marketing video needed not backstory, narrative arc or a connection to reality. No one in a decision-making capacity on their marketing team thought to ask whether it mattered that, there’s no reason for these people to be hanging out, that nothing remotely interesting goes on outside of the visual, and that it’s just kind of weird.† The reason for this strategy forms the basis of advertising success. The intertextuality with the â€Å"Rat Pack† gives fundamental basis to what the commercial i s endorsing. Olsen et al. (2003, 1993, 1995, and 2004) notes that: â€Å"Advertisements have become an integrated part of popular  culture which they parody, and by drawing upon socially  situated codes, myths, cultural discourse, and national  ideologies to develop resonant associations for consumer  goods, advertisements both constitute prevailing ideologies  and construct new mythologies and ideologies for commodities  through these dialogical and intertextual relationships.† (as cited in Turow McAllister, 2009, p. 134) The references made to the ‘Rat Pack’ are deliberate because the target market is already familiar with them and what they symbolize as CIROC is used as a form of product placement. It isn’t a blatant use of it, but still generates links that are already drawn by the audience’s knowledge. Just as actors, musicians, artist and the like come to personify their brand, Sean ‘P. Diddy Combs has come to personify CIROC. There are very few places and very few songs nowadays that don’t associate the two. In ‘Luck Be a Lady’ a variety of roles become closely tied to the message of luxury and success. The image of the ‘Rat Pack’ according to Combs was considered because it sought to emphasize what Strasser (2009) says that, â€Å"Through advertising, leisure becomes a goal of modern living, not just an attribute used to sell a product† (as cited in Turow McAllister, 2009, p. 25). Having the resources to live life the way the campaign projects, is a desire of most western consumers. The commercials statement is made more striking knowing the success Combs has attained personally; that this could actually be a day in the life of Sean ‘P. Diddy’ Combs. The â€Å"match-up hypothesis† is described by Till Busler (20 13) as, â€Å"The differential impact that different types of endorsers, often celebrities, have on the endorsed brand† (p. 2). Diageo notes the business has had significant growth since they affiliated Sean â€Å"Diddy† Combs. Marketing and Research Company Symphony IRI says that, â€Å"Sales (of CIROC) jumped 41% to $6.8 million in the year ended Oct. 3 2007.† Initial brand management before Combs tended to focus on the grape according to MediaCom, CIROC’s media agency until January 2011. When Aegis’ Carat (2011) took over responsibilities they said, â€Å"That whole grape story just didn’t work, because nobody really cared. It didn’t carry around enough cachet.† Through the success of advertising campaign; â€Å"Lady Be Luck†, CIROC is now positioned as a brand amongst the most successful in the world with The Spirits Business (2012) reporting that, â€Å"The sale of 1.5m cases in 2011 has helped Ciroc to become the second largest ultra-premium vodka in the US.† Combs statement to Andrew Hampp (2007) in Ad Age, summed up his relevance to the brand and the brands success in the market. He said, â€Å"I’ve branded myself as the king of celebration, and that’s what this alliance is all about.† References Amico, E.B. (Ed.) (1998). Reader’s Guide to Women’s Studies. Chicago, IL: Fitzroy Dearborn. Combs, S. (2001). Luck Be a Lady (Starring Diddy, Eva Pigford More). Retrieved from http://www.youtube.com/watch?v=iVMjRJJrQqY. Frith, K., Ping, S., Cheng, H. (2009). The Construction of Beauty: A Cultural Analysis of  Women’s Magazine Advertising. In J. Turow M.P. McAllister (Eds.), The Advertising  and Consumer Culture Reader (p. 193). New York, NY: Routledge. Goldman, D. (2002). ADWEEK: Consumer Republic. Retrieved from  http://www.adweek.com/news/consumer-republic-59788. Goldman, H. (2011). The Reel Front: Deconstructing Diddy’s Latest Ciroc Branded Film,  Ã¢â‚¬Å"Ciroc Luck Be a Lady†. Retrieved from http://therealfront.tumblr.com/post/15053011045. Hampp, A. (2007) AdvertisingAge: Hes Gone by Puffy, Diddy and Now Brand Manager.  Retrived from http://adage.com/article/news/puffy-diddy-brand-manager/121489/. Jernigan, D., Ostroff., Ross, C. (2005). Alcohol Advertising and Youth: A Measured  Approach. Journal of Public Health Policy, 26, 312-325. doi:10.1057/palgrave.jphp.3200038 . Kelly, A., Lawlor K., O’Donohoe, S. (2009). Encoding Advertisements: The Creative Perspective. In J. Turow M.P. McAllister (Eds.), The Advertising and Consumer Culture Reader (p. 134). New York, NY: Routledge. Levine, D.M. (2011). ADWEEK: Fast Chat: Sean ‘Diddy’ Combs The rap mogul on the Rat Pack, his brand and building a better mousetrap. Retrieved from http://www.adweek.com/news/advertising-branding/fast-chat-sean-diddy-combs-137229. Miller, J. Muir. (2004). The Business of Brands. Hoboken, NJ: Wiley. Stresser, S. (2009). The Alien Past: Consumer Culture in Historical Perspective. In J. Turow M.P. McAllister (Eds.), The Advertising and Consumer Culture Reader (p. 25). New York, NY: Routledge. The Spirits Business: Vodka-Brand Champions 2012. (2012). Retrieved from http://www.thespiritsbusiness.com/2012/07/vodka-brand-champions-2012/. Till, B.D., Busler, M. (2002). The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 29 (3), 1-13. doi:10.1080/00913367.2000.10673613. Toney. (2011). Soul Culture: Diddy’s Luck Be a Lady Commercial. Retrieved from http://www.soulculture.co.uk/culture-2/film-tv/diddys-luck-be-a-lady-ciroc-commercial-extended-version-video/. Veblen, T. (1979). The Theory of the Leisure Class. New York, NY: Penguin Books. Wallace, C. (1994). Big Poppa. On Ready to Die [CD]. New York, New York: Universal Music Group. Wallace, C. (1997). You’re Nobody Till Somebody Kills You. On Life After Death [CD]. New York, New York: Universal Music Group. Types of business travel: An overview Types of business travel: An overview Types of business travel Travelling on business can take many forms. Individuals may be travelling to meetings, to exhibitions to make sales calls to customers. There are also a lot of occasions when high amount of groups of people travel individually, or together, to take part in a conference or corporate. Companies that organise business travel are operating in a different market to those who organise conferences and events and are often different companies. However, overlap does occur, for example Kuoni is a well known tour operator, yet has an arm of its company which specialises in event management. Incentive Travel The incentive travel is offered by the employer(company) to the employee which is like a entertainment gift for them as they are travelling for free. This will make the employee very happy as they can rest at the same time as well as having fun which overall it effects the work rate of the employee when they are back as it will make them much more motivated to work harder in the future as they may gain another reward. What effect incentive travel gives to the employee Facilitating communication and networking opportunities, especially in senior management cheering the companys socially Having a better company loyalty Creating eagerness for upcoming company period Strengthening the relationship between the employee and the company Advantages for employees Every employee will feel very special and be satisfied in their job as the company has given them an fantastic opportunity to go for an great holiday which they have gain the award. It automatically changes the employees feelings in work by making them feel successful and thinking they are the best in that work place because they were rewarded an incentive travel. That may also mean they had one of the best performance in the sales team for that business because they were rewarded as not many people experience this trip because its not often many people being offered an incentive travel by their company. Exhibitions and trade fairs There are exhibitions and trade fairs for just about every type of product. Business people attend trade fairs to keep up-to-date on the latest development in their industry which shows they are competing with each other as the find suppliers for products and services and to network with colleagues. There are two aspects of the organisation of fairs and exhibitions. Firstly, there are companies who organise the exhibitions and sell stands to exhibitors. An example is Reed Exhibitions. They have a division, Red Travel Exhibitions, who focus on travel events. Lastly, there are many of business to be gained in organising travel to exhibitions and accommodation for attendees. Conferences and meetings The meetings industry Association (MIA) is the largest association for meetings industry for the UK and Ireland, providing support for venues and suppliers in the meetings environment. A company who wants to organise a large meeting, or conference, could approach the MIA to find out about companies who can make the arrangements for them. Corporate events Corporate events and hospitality is a specialist industry within travel and tourism that focuses on providing events, hospitality and entertainment to business clients. It can be know as a an incentive to an consumer because they have place a business with a different employer or to persuade businesses that may have not yet customers to an arrangement with the business. It is also seen as a good way for a company to network and make new business contacts. Corporate events take many forms – from lavish events at Wimbledon or the Henley Regatta to the owner of a business inviting his or her bank manager for a meal in a local restaurant. Many corporate hospitality functions are centred on sports events, such as golf championships, cricket, tennis, rugby and football matches. There are many specialist companies that handle all the arrangements for corporate events, from sending our invitations and ‘meet and greet’ services to providing catering and entertainment. Business Agencies This section is the role of business travel agents and the different types of agents operating in the industry. Role Business travel is concerned with providing products and services for business people travelling to meetings, attending conferences and conventions, and taking part in trade fairs and exhibitions. It also includes incentive travel, where holidays, short breaks and other travel services are offered to members of staff as an incentive to reach work targets. big business travel agencies are regularly performing on behalf of two parties when they take on their job. They are providing help needed by their customer, referred to as the consumer, on whose behalf they are making the travel schedules. They are also an agent for the corporation that is supplying the product. These companies are recognized as ‘principals’ and comprise airlines, hotels and car hire companies. Business travel is an increasingly important industry, since it is often ‘high value tourism’, earning hoteliers, caterers, transport providers, travel agents and a host of other companies’ signià ¯Ã‚ ¬Ã‚ cant income. Business travel is considered a high value industry because: Clients often have to travel at short notice, meaning that they are not able to take advantage of discounted advance purchase rates; Business people often use high quality accommodation; Business travel invariably includes an element of entertaining business clients Travel is often in upgraded services, e.g. business class or à ¯Ã‚ ¬Ã‚ rst class. Business travel agencies can be divided into à ¯Ã‚ ¬Ã‚ ve distinct types: 1. Independent agencies 2. National agencies 3. Global agencies 4. Implant 5. E-agent. Each type has its own particular characteristics and products. Independent agencies Across the UK, there are many independent travel agents that offer business travel arrangements. They are not part of a national chain and are often managed by the owner and a small team of staff. They may be companies that deal exclusively with business travellers, but are more likely to deal with both leisure and business clients. Unlike national agents (see below), independent travel agents are free to offer their business clients travel services from a wide range of suppliers. Independent business travel agents trade on their ability to offer their clients a very personal service, relying on word-of-mouth recommendation from satisfied customers for extra business. As well as being members of ABTA – The Travel Association, many independent business agents join consortia such as Advantage Travel or World choice in order to benefit from supplier discounts, make useful business contacts and to have their voices heard. National Agencies These are UK-based companies that are part of a national chain of travel agencies, such as Thomas Cook, Co-op Travelcare and Thomson. These agencies deal primarily with holidays and other leisure travel products, but can meet the needs of business travellers as well. Agencies that are located in parts of the country with high concentrations of companies and a large business community often generate a sizeable proportion of their turnover from business clients. Organisations of all sizes and in all sectors of the economy often need their staff to travel on business. Sole traders, members of partnerships, company directors, public sector staff, junior and senior managers, all travel from time to time on business. This could be in their local area, elsewhere in the UK, to countries in continental Europe or further afield. Implants Implants are agents operating within a business premises, so that they are on hand to look after travel requirements as needed. The agent may often work alone and is employed by a business travel agency, not by the company in whose premises they are based. E-agents As in leisure travel, there is an expanding demand for online business travel services. Some of them may be familiar with the website offering travel services, Expedia. Expedia claims that is corporate travel business, launched in 2002, is the fifth largest by turnover worldwide. Products and services Business travel agents may be dealing with small companies sending individuals on business trips to corporate clients who want all of their business travel managed. Basic services will always include: Accommodation bookings Flight bookings – either scheduled or low-cost, business, first or even economy Transfer Cars hire or rail tickets Ancillary sales, such as car parking or insurance. The agency will book accommodation for a customer and that is to find where they will stay, arrange travel such as flight bookings on specific dates, transfers to the hotel etc. Ancillary services such as insurance and parking. Management of a customer’s travel expenditures This means analysing data so that a corporation knows exactly what is being spent on business travel and where. The travel management company manage the data and make it available to the customer 24-hours a day in a spreadsheet or database. Negotiation with suppliers The agent negotiates terms on the customer’s behalf with airlines, care hire companies and hotels for accommodation which this is for the agency to find the best deals for their consumers. Products and services provided by suppliers All hotels and airlines want to tap in to the lucrative business travel market and constantly bring out new products and services to entice business travellers. Hotels offer Wi-Fi and business centres as a matter. Business customers may choose executive rooms. Even cheaper hotels, such as the premier Inn chain, offer wireless internet and meeting rooms which is what the business customers expects to have. Is Blood Thicker Than Water? Is Blood Thicker Than Water? Literature Review Draft Is Blood is Thicker than Water? Blood is thicker than water, this idiom expresses the idea that family relationships are stronger and more durable than friendship ties. This idea is reinforced through customs, traditions, and laws that give familial relationships prerogative over non-familial ties and determine who may be defined as family (Muraco, 2006). In fact this theme is so pervasive in our society that, at times, it goes unrecognized for example; should a childs parents pass away all eyes look to the next of kin or closest living relative. It is the same if there was a collection of debts that need to be paid. In the case of hospitalization in an intensive care unit, often the rule is the admittance of immediate family only. In fact, according to the Uniform Probate Code of the United States section 2-103 in the event that one dies without a will, both children and the whole of their estate go to their family (source). Many find it intriguing that it is the conventional assumption within our society that in a time of crisis, it is the presence of those we are most concerned about in our lives our family- that is of most importance. The idea that familial relationships mean more than all other types of relationships, dates back almost 600 years to 1412 (source). The fact that this idea is still prevalent today, so many centuries later, leads the author to believe that there must be something fundamentally, or qualitatively different about the relationships we have with family (mother, father, sibling), and those we have with friends. If so, what is it? The aim of this paper examines these issues and as a result suggests further research that needs to be done. networks of family support tend to be denser than friendship networks (Wellman Wortley, 1989), creating a context in which responsibilities toward family members develop (Finch Mason, 1993); responsibility is further strengthened by norms within our (Himes Reidy, 2000; Stein et al., 1998). On one hand, family relationships are continued even if there is a degree of animosity and conflict (Allan, 1996). Friendship, on the other hand, can be seen as an independent relationship that tends to be based strongly on a sense of reciprocity (Buunk Prins, 1998). We therefore expect sibling relationships to be less strongly influenced than friendships by these mechanisms. With marriage being less stable, and with the number of children falling, peer relationships potentially become increasingly important. Friendship offers a way of inventing and re-inventing the self in an authentic way throughout ones life. As such it is particularly important to women whose idea of themselves is typically rooted in social relationships. (OConnor 1999: 118) By virtue of growing up in the same family, siblings know each other intimately and develop a body of shared knowledge that may facilitate a common basis for social understanding. In 2005 Schaf, Schulman and Spitz found that siblings provide emotional support for each other, resulting in reduced anxiety that can come with being an outcast with peers. The sibling relationship ahs been shown to be increasingly valuable being as it has been found associated with lower loneliness and depression and with higher self-esteem and overall life satisfaction. Also, sibling support has been found to compensate when there is an absence of not only parental support but friendship support aswell (Anderson, 2005).. In a study about social understanding and interpersonal relationships Clarke and Dunn found that the differences in the relationship between siblings and friends are based first on the fact that there is a choice involved. Children choose their friends however they do not choose their siblings and are typically faced with living with them. They also found that sibling relationships can have attributes like hostility and ambivalence which are rarely found in friendships (2005). Among the differences between these relationships are the expectations involved. In familial relationships the emphasis is not on equality, balance, and reciprocity as is the case in friendships (Mills, Clark, Ford, Johnson, 2004). However the sibling relationship, not unlike the friend relationship requires maintenance by regular positive interaction, its does not remain ready at all times to be activated whenever the need arises (Voorspstal, 2007). The general everyday understanding of what family entails is different from everyday understanding of what friendship entails. This does not mean that family and friend relationships have no commonality, nor does it mean that people never regard friends as family or family as friends. It does, however, suggest that different forms of unity and commitment usually differentiate the two sets of relationships; specifically, the demands that family and friends generally view as legitimate to expect of each other are usually patterned differe ntly, including the consequent effect on the emotional, practical, and material resources that they are prepared to give (Ueno Adams, 2006). In 2005 a study on the sibling relationship in emerging adulthood was conducted which included interviews as part of the method. One participant gave voice to what is a common cultural belief, he wrote, I dont like my siblingsthey dont like me. If we had a choice wed never see each other again. But a family is a group of people youre stuck with for life whether you like it or not.(Leh Ruppe, 2005). Other participants reported relying on their siblings for immediate help and for care in cases of sickness. Additionally, from the qualitative responses obtained, an overwhelming number of responses contained positive comments about sibling relationships. The shift from having a non-family closest friend to having a family member as closest friend is more likely to occur amongst women, older people, lower class and, interestingly, both by getting married or by being widow(ed). That these changes in marital status lead to a shift towards a family member as closest friend is an important finding. It is well established in the literature that those who are newly separated or divorced are more likely to look to non-family members as their closest friend. This is often to avoid the feeling of being judged by family specifically parents or siblings who may have developed a good relationship with their former spouse. In the case of the death of the partner, family members are more likely to provide sympathetic support and so it is less likely that the grieving person would be made to feel judged. In the longer term, however, those who remain widowed are likely to move on from having a relative as their closest friend to having someone outside the family as their closest friend. Importantly, at various phases within the lifespan, the particular structural circumstances of peoples lives may result in both a greater reliance on friends and a reduced involvement with family (Pahl Pevalin, 2005). For example, for some young adults who are establishing their independence from their family but not (yet) started their own, that is, involved in a committed partnerships or a parental phase of life, friends may be the main component of their emotional and practical support networks (Heath Cleaver, 2003). At this time, they may have relatively little involvement with their family relationships. Without necessarily rejecting these ties, their choice is to place more emphasis on friendships with others who may be in a similar situation like unto themselves (Allen, 2008).

Wind power and future of renewable energy Essay -- Clean Alternative E

Wind power and future of renewable energy Abstract: Due to the development of technology around the world, the need of energy is increasing every year. But, what would be the best way to produce energy without polluting the air, or depleting fossil fuels? Renewable energy would also be the best solution for this problem. Of the available sources of renewable energy, wind power shows much promise. Wind turbines have been used through many generations, and the technology continues to develop. Wind Energy provides a feasible energy alternative to traditional fossil fuels. Introduction: The need for alternative energy is a pressing issue for countries all over the world. One of the solutions this for problem is wind power, which has been in use for many thousands years. â€Å"About 5000 years ago, the ancient Egyptians used wind to sail ships on the Nile River. Later, people built windmill to grind wheat and other grains. American colonists used windmill to pump water, and cut wood at sawmill. In 1920s, they started to use it to generate electricity.† (Renewable energy trends, 2005). Besides the long known history, the ways electricity is generated through wind turbines are truly simple, too. â€Å"Turbines catch the wind's energy using blades which are mounted on a shaft. The shaft is connected, normally via a gearbox, to a generator which produces electricity. The blades and shaft are connected to the Wind power 3 nacelle, which contains the gearbox and other power mechanical components.† (Scottish executive, 2007). Wind turbines can be determined in two styles that based on the direction of the rotating shaft (axis). One is horizontal axis, and the other is vertical axis. (Figure 1). Figure 1: Wind Turbines: Horizontal & Vertical A... ...stration Available at: http://www.eia.doc.gov.html ï‚ · Scottish executive, 2007 Available at: http://www.scotland.gov.uk ï‚ · Martin J. Pasqualetti, Paul Gipe, and Robert W. Righter ,Wind power in view, 2002 , energy landscapes in a crowded world. ï‚ · Wind energy Available at: http://www1.eere.energy.gov ï‚ · Wind power- energy from the air Available at: http://www.darvill.clara.net ï‚ · Energy matters Available at: http://www.library.thinkquest.org ï‚ · Advantages and disadvantages of wind power Available at: http://www.technologystudent.com ï‚ · Five disadvantages of wind power Available at: http://www.associatedcontent.com ï‚ · Wind energy works for America Available at: http://www.awea.org ï‚ · Wind Power Basics Available at: http://www.pbs.org ï‚ · The Benefits of Wind Energy Available at: http://www.nationalwind.org ï‚ · Wind Turbine Available at: http:// www.madehow.com

Comparing The Lamb and The Tyger by William Blake Essay -- English Lit

Comparing The Lamb and The Tyger by William Blake In this essay I am going to analyse, compare and contrast two poems by William Blake. They are called 'The Lamb' and 'The Tyger'. I will be looking at how Blake uses imagery, structure and form to create effects and how the environment that Blake lived in affected the way he wrote his poems. In the late 18th century, the world was changing and developing into a new world quite fast. Blake was born in London, the third of five children. Because of the relatively lower middle class status of his fathers line of work, Blake was raised in a state of not quite poverty, but he saw what life could really be like if he was down on his luck, and this he would experience for the rest of his life. When he was nineteen the American Revolution happened and this caused great social unrest in the high and wealthy classes. Then, when he was 32, the French Revolution occurred which signalled the end of the monarchy and aristocracy in France. This, not surprisingly, caused the same area of society in Britain to fear that the same would happen in their back yard. Blake was still writing at the start of the Industrial Revolution, this time became the primary phase in which heavy machinery was used in factories and mines. This created a feeling of great political upheaval and paranoia, shown by the appearance of the Luddites. All these events affected the way Blake wrote, in the way that he spoke about how the power of God can influence us, the world being a beautiful place, but man not being in harmony with it all. Where he lived was an awful place, he lived next to a graveyard and a workhouse. People died in the street and he witnessed it all, but he was stil... ...bles as the one that preceded it. "By the stream & and o'er mead" the missing 'v' in over reduces the amount of syllables from two to one. This is so that the rhyming pattern will be even (6,6,7,7,7,7,7,7,6,6) instead of (6,6,7,8,7,7,7,7,6,6), also most of the rhymes in this poem are visual as well as oral this emphasizes the poems rhymes and thus allowing the message to get through clearer. The language used in 'the Tyger' is, in places, very similar to that of 'the lamb'. It uses alliteration in the phrase, "burning bright" to emphasize how striking the colour of this animals coat is. It also uses the old forms of address and it too has visual rhymes as well as oral ones. But what it has that 'the lamb' doesn't is, it repeats words one after the other in the phrase "Tyger, Tyger", this is used the same way alliteration is to stress the metaphor.

What is swatch

Marketing planning – Introduction Author: Jim Riley Last updated: Sunday 23 September, 2012 Introduction A plan is a way of achieving something. Your revision plan is a way of helping to achieve success in business studies exams. The Christmas present shopping list is a simpler example of a plan – a way of ensuring that no-one gets missed on 25 December. In business, It Is no different.If a business wants to achieve something, It Is more likely to do so with a well-constructed and realistic plan. What does planning involve? Planning involves: ? Setting objectives, quantifying targets for achievement, and communicating these targets to people responsible for achieving them Selecting strategies, tactics, programmes etc for achieving the objectives. The whole topic of planning brings with it some Important terminology that it is worth spending time getting to know well.You will come across these terms many times In your study of marketing (and business studies in general): Strategy Strategy is the method chosen to achieve goals and objectives Example: Our strategy is to grow sales and profits of our existing products and to broaden our business by ntroducing new products to our existing markets Tactics Tactics are the resources that are used in the agreed strategy Example: We will use our widespread distribution via UK supermarkets to Increase sales and existing products and Introduce new products Goals Goals concern what you are trying to achieve.Goals provide the â€Å"intention† that influence the chosen actions Marketing planning – values and vision Introduction to Values and Vision Values form the foundation of a business' management style. Values provide the Justlflcatlon of behaviour and, therefore, exert significant Influence on marketing decisions. hy are values Important in marketing? Many Japanese businesses have used the value system to provide the motivation to make them global market leaders.They have created an obsession about winning that is communicated at all levels of the business that has enabled them to take market share from competitors that appeared to be unassailable. For example, at the start of the 1970's Komatsu was less than one third the size of the market leader – Caterpillar – and relied on Just one line of smaller bulldozers for most of Its revenues. By the late 1980's it had passed Caterpillar as the world leader in earth-moving quipment.It had also adopted an aggressive diversification strategy that led it into markets such as industrial robots and semiconductors. If â€Å"values† shape the behaviour of a business, what is meant by â€Å"vision† and how does it relate to marketing planning? To succeed In the long term, businesses need a vision of how they will change and Improve In the future. The vlslon of the business gives It energy. strategy. What are the components of an effective business vision?Davidson identifies six requirements for success: â €“ Provides future direction – Expresses a consumer benefit – Is realistic – Is motivating Must be fully communicated – Consistently followed and measured Example: Our goal is to achieve market leadership in our existing markets Objectives Objectives are goals that can be quantified Examples: – We aim to achieve a market share of 20% in our existing markets – We aim to penetrate new markets by achieving a market share of at least 5% within 3 years – We aim to achieve sales of growth of 15% per annum with our existing products Aims Aims are goals that cannot be measured in a reliable way.However, they remain important as a means of providing direction and focus. Examples: We aim to delight ur customers Marketing Study Note Home I Latest Marketing Resources from the tutor2u Blog I Marketing Revision Quizzes Marketing Objectives Introduction to marketing objectives Let's face it. Of the four main functional areas ofa business, market ing has to be the most important! Marketing is at the heart of a business.Remember the definition of marketing: â€Å"The process of identifying, anticipating (predicting) and satisfying customer needs profitably' Almost every activity that a business undertakes can be linked back to this definition, whether it is: Raising finance to support an investment n new product development Introducing quality assurance and lean production to improve product profitability Training staff to improve customer service standards Ultimately, almost every functional activity or objective can be linked back to marketing.A similar picture emerges when you consider how corporate objectives link to the functional objectives for marketing. Typical corporate objectives might be to: Bea market leader within 5 years To grow market share by 5% in core markets To become the most trusted and recognised brand in our industry Each of these has a strong marketing element. Marketing objectives need to be seen as part of a hierarchy of objectives, in the sense that they are shaped and informed by the corporate objectives.A corporate objective influences a marketing objective, which in turn shapes the marketing strategies and marketing tactics employed: Marketing planning – the mission statement Mission A strategic marketing plan starts with a clearly defined business mission. Mintzberg defines a mission as follows: â€Å"A mission describes the organisation's basic function in society, in terms of the products and services it produces for its customers†. A clear business mission should ave each of the following elements: Taking each element of the above diagram in turn, what should a good mission contain? (1) A Purpose Why does the business exist?Is it to create wealth for shareholders? Does it exist to satisfy the needs of all stakeholders (including employees, and society at large? ) (2) A Strategy and Strategic Scope A mission statement provides the commercial logic for the business and so defines two things: – The products or services it offers (and therefore its competitive position) – The competences through which it tries to succeed and its method of competing A usiness' strategic scope defines the boundaries of its operations. These are set by management. For example, these boundaries may be set in terms of geography, market, business method, product etc.The decisions management make about strategic scope define the nature of the business. (3) Policies and Standards of Behaviour A mission needs to be translated into everyday actions. For example, if the business mission includes delivering â€Å"outstanding customer service†, then policies and standards should be created and monitored that test delivery. These might include onitoring the speed with which telephone calls are answered in the sales call centre, the number of complaints received from customers, or the extent of positive customer feedbackvia questionnaires. 4) Valu es and Culture The values of a business are the basic, often un-stated, beliefs of the people who work in the business. These would include: Business principles (e. g. social policy, commitments to customers) Loyalty and commitment (e. g. are employees inspired to sacrifice their personal goals for the good of the business as a whole? And does the usiness demonstrate a high level of commitment and loyalty to its staff? ) Guidance on expected behaviour – a strong sense of mission helps create a work environment where there is a common purpose What role does the mission statement play in marketing planning?In practice, a strong mission statement can help in three main ways: It provides an outline of how the marketing plan should seek to fulfil the mission It provides a means of evaluating and screening the marketing plan; are marketing decisions consistent with the mission? It provides an incentive to implement the marketing plan Marketing planning – the link with strate gy Businesses that succeed do so by creating and keeping customers. They do this by management constantly have to assess which customers they are trying to reach and how they can design products and services that provide better value (â€Å"competitive advantage†).The main problem with this process is that the â€Å"environment† in which businesses operate is constantly changing. So a business must adapt to reflect changes in the environment and make decisions about how to change the marketing mix in order to succeed. This process of adapting and decision-making is known as arketing planning. Where does marketing planning fit in with the overall strategic planning of a business? Strategic planning (which you will cover in your studies of â€Å"strategy' is concerned about the overall direction of the business.It is concerned with marketing, of course. But it also involves decision-making about production and operations, finance, human resource management and other bus iness issues. The objective of a strategic plan is to set the direction of a business and create its shape so that the products and services it provides meet the overall business objectives. Marketing has a key role to play in strategic planning, because it is the Job of marketing management to understand and manage the links between the business and the â€Å"environment†.Sometimes this is quite a straightforward task. For example, in many small businesses there is only one geographical market and a limited number of products (perhaps only one product! ). However, consider the challenge faced by marketing management in a multinational business, with hundreds of business units located around the globe, producing a wide range of products. How can such management keep control of marketing decision-making in such a complex ituation? This calls for well-organised marketing planning.What are the key issues that should be addressed in marketing planning? The following questions lie at the heart of any marketing (or indeed strategic) planning process: Where are we now? How did we get there? Where are we heading? Where would we like to be? How do we get there? Are we on course? Why is marketing planning essential? Businesses operate in hostile and increasingly complex environment. The ability of a business to achieve profitable sales is impacted by dozens of environmental factors, any of which are inter-connected.It makes sense to try to bring some order to this chaos by understanding the commercial environment and bringing some strategic sense to the process of marketing products and services. A marketing plan is useful to many people in a business. It can help to: Identify sources of competitive advantage Gain commitment to a strategy Get resources needed to invest in and build the business Inform stakeholders in the business Set objectives and strategies Measure performance justification of behaviour and, therefore, exert significant influence on marketing e cisions.Why are values important in marketing? Caterpillar – and relied on Just one line of smaller bulldozers for most of its revenues. markets such as industrial robots and semiconductors. If shape the marketing planning? To succeed in the long term, businesses need a vision of how they will change and improve in the future. The vision of the business gives it energy. It helps motivate employees. It helps set the direction of corporate and marketing providing better value for the customer than the competition. Marketing Marketing planning – values and vision