Case Study The Emergency Room With Dka And New Onset...

Pharmacology Case Study of Mr. Z This paper will explore the history and hospital course of Mr. Z., a 23 year old Caucasian male who was admitted on October 11, 2016 to Massachusetts General Hospital for treatment of diabetic ketoacidosis (DKA) and new onset type 1 diabetes mellitus. DKA is an emergency situation that results in 100,000 hospitalizations in the US yearly, a 9% mortality rate, and treatments of reportedly 1 billion dollars per year (Katsilambros, Kanaka-Gantenbein, Liatis, Makrilakis, Tentolouris, 2011). Presenting to the emergency room with DKA is the first manifestation of type 1 diabetes in 30% of cases (Katsilambros et al., 2011). This paper will examine Mr. Z.’s case presentation, pertinent medical history, diagnosis formulation, hospital management, intensive review of his medications, and discussion. Case Presentation Mr. Z. is a pleasant, 23 year old Caucasian male who presented to Massachusetts General Hospital emergency room on October 11, 2016. Mr. Z had initial symptoms of headache for 3 weeks and difficulty concentrating in school. Over the last two weeks he developed extreme blurred vision, polydipsia, polyphagia, and polyuria which was increasing in severity. He also had an unintentional weight loss of 10 pounds over the last three months. He was home for Yom Kippur when his father noticed after fours of fasting that Mr. Z. was diaphoretic, short of breath, dizzy, pale, and was confused. 911 was called and he was brought to the

Mandatory Drug Testing for Welfare Recipients and Public...

Have you ever questioned the tax taken out of your hard-earned money? Questions similar to that are where the money is going and if it is being used properly. In the U.S. news recently those questions have been on a great deal of State’s minds; reaching back to 2003, this issue has been brought up time and time again. The main topic of tax money is the use of assistance money and are the recipients really using the money for the right reasons. There are many problems with the assistance program but the one that comes to mind the most is that many people abuse the money given to buy the essentials and provide, for their family for illegal drugs. The solution that many state representatives have come up with is drug testing as a requirement†¦show more content†¦This determination comes about as many more people are turning to the protection that financial aid provides to get them through the recession. â€Å"Poverty and civil liberties advocates fear the strategy could backfire, discouraging some people from seeking financial aid and making already desperate situations worse† (â€Å"States† FoxNews.com 1). Temporary Assistance for Needy Families, known as TANF, is a program that provides monthly cash benefits to families with the intention of moving adults into employment in two years, max. Each state has the right to set eligibility limits and benefit levels. On average, a single parent family of three receives about $200 a month. TANF recipients in Arizona includes 84,000 people in 38,500 households the majority of that being children. The state’s Joint Legislative Budget Committee has found that the cost of drug testing for one year would charge 3.4 million dollars. This amount does not comprise the cost of treatment for the users (â€Å"States† Alcoholism 6). Barbara Hoberock states: In Oklahoma, recipients use debit like cards, electronic-benefit transfer cards. They are given a certain amount monthly for their mon thly benefit coverage; they cannot withdraw more than they are given. In 2009, 39,145 people were getting assistance through TANF. (1) Even though this just seems to be about saving money, it does have the underlying purpose of seeking those who need assistance with the drug abuse problem. EveryShow MoreRelatedMandatory Drug Testing Should Be Banned1365 Words   |  6 PagesIntroduction Mandatory drug testing has been and ongoing controversial issue over the most recent years. Mandatory drug testing has been subjected to students, athletes, and employees all over the country. However a lot of speculation has been made whether or not welfare recipients in particular should be subjected to mandatory drug testing. According to Besonen, programs such as welfare were created in the 1930s to temporarily aid struggling Americans to help get them back up on their feet. (BesonenRead MoreShould Drug Testing Welfare Recipients? Essay1707 Words   |  7 Pagesuse of drugs is an immense problem in today’s society. The big question is, is it a problem within the welfare system? Drug use isn’t just a problem of poverty; it’s found among all groups and classes. As said in Jamelle Bouies article, The Myth of Drug Use and Welfare, â€Å"The myth of welfare recipients spending their benefits on drugs is just that—a myth. And indeed, in Utah, only 12 peo ple out of 466—or 2.5 percent—showed evidence of drug use after a mandatory screening.† Drug testing welfare recipientsRead MoreDrug Testing : A Controversial Issue Right Now1439 Words   |  6 PagesRUNNING HEAD: Mandatorily Drug Testing Welfare Recipients Does More Harm Than Good Mandatorily Drug Testing Welfare Recipients Does More Harm Than Good Clare M. Pitlik Marist High School Author Note First paragraph: Introduction to history of drug testing welfare recipients Second paragraph: Explains why drug testing welfare recipients is unconstitutional Third paragraph: Explains why drug testing welfare recipients is costly Fourth paragraph: Rebuttals Fifth paragraph:Read MoreDrug Testing Essay1200 Words   |  5 PagesThere is a big question floating in the air around a lot of people today, â€Å"Is drug testing the welfare constitutional or not?† When dealing with this we come to many road blocks. We should know and understand the difference in a drug use problem and a psychiatric disorder. Also understanding the difference in substance abuse and substance dependence. Confusing the two could be an issue. When you decide to drug test the welfare there is much more that needs to go into it than just the test to determineRead MoreMandatory Drug Testing For Welfare Recipients1526 Words   |  7 PagesBreez Arann Ms. Holiday English 12 11/04/15 Mandatory Drug Testing for Welfare Recipients When the United States’ welfare program was created during the Great Depression, it was meant to temporarily relieve the burdens of the one-fourth of American families who were unemployed, and struggling financially. President Franklin D. Roosevelt created the Social Security Act in 1935, then amended it in 1939 to create programs to assist families with unemployment compensation, and to create government agenciesRead MoreArgumentative Essay On Homelessness1674 Words   |  7 Pagesindividual that has no primary daytime or nighttime residence. Its residence is where it is not designated for human beings like us to sleep in such as public places or private. Some places may be buses, parks, benches, abandoned cars, transportation stations, trains, etc.†¦ Knowing the life situation they go through should homeless people be alcohol and drug tested before getting any federal help? Scott Walker is a guy who stand out in the crowded field to strive individuals with tough life situation andRead MoreDrug Testing the Less Fortunate 1023 Words   |  4 PagesShould drug testing be a necessity for all state and federal aid programs? Drug testing welfare recipients have been a major issue across the United States for a few years now. Many indicate that if working class people are subject to a test prior to hire or randomly during the duration of employment, why should those that don’t have to work for money not have the same treatment? The government estimated that random annual drug testing for welfare recipients would cost each taxpayer an additionalRead MoreWelfare Reform : Social Welfare Policy1257 Words   |  6 Pages Social Welfare Policy Social Welfare Policy Analysis Eric Dean University of Arkansas Introduction Several states have recently begun to enact legislation that requires welfare recipients to submit to drug tests before they are eligible to receive any public assistance. The purpose of mandatory drug testing is to prevent the potential abuse of taxpayer money, help individuals with drug problems, and ensure that public money is not subsidizing drug habits (Wincup, 2014). WhileRead MoreDrug Testing1837 Words   |  8 PagesMandatory Drug Testing for Welfare Recipients Introduction Mandatory drug testing for welfare recipients is a controversial issue. Should the government hold people accepting government entitlement’s accountable for illegal drug use or would this type of action cross the boundary of civil liberties into an invasion of privacy? The government has a vested interest in getting welfare recipients back into the working population. Holding welfare recipients accountable for illicit drug use onlyRead MoreEssay about Drug Testing For Missouri Welfare Recipients907 Words   |  4 PagesRepresentatives passed a bill and sent it to the senate that would require drug testing for those receiving state Temporary Assistance for Needy Family (TANF) funds. Funding from food stamps, medicare, and public housing would not be affected by this bill (Keller – House). According to Columbia Tribune reporter Rudi Keller, the bill is very similar to the Arizona law which is the only other state that tests welfare recipients. Missouri and Arizona woul d use a questionare and interview which would determine

The Return Midnight Chapter 28 Free Essays

string(152) " could he be so kind, so caring, when anyone in their right mind would know she’d gone mad with jealousy\? Bonnie didn’t understand either\." Elena was nodding slowly. â€Å"It would work with what happened to me. At first I was alone out of my body, but then I saw Bonnie beside me. We will write a custom essay sample on The Return: Midnight Chapter 28 or any similar topic only for you Order Now † Bonnie bit her lip. â€Å"Well †¦the first thing I saw was Elena and we were both flying. I was a little behind her. But Stefan, why do you think I fel asleep and dreamed a whole story? Why can’t my version just be true?† â€Å"Because I think the first thing you’d have done would be to turn the light on – if you real y were lying there awake. Otherwise, you might well have picked up a soap opera – so boring!† Bonnie’s forehead smoothed at last. â€Å"That would explain why nobody believed me even when I told them exactly where the story was! But why didn’t I tel Elena about the treasure?† â€Å"I don’t know. But sometimes when you wake up – and I think you did wake up to have the out-of-body experience – you forget the dream if something interesting is going on. But then you might remember it later if something reminds you of it.† Bonnie stared into a middle distance, thinking. Stefan was silent, knowing that only she could unravel the riddle for herself. At last Bonnie nodded. â€Å"It could be that way! I woke up and the first thing I thought of was the sweetshop. And after that I never gave another thought to the treasure dream until somebody asked for stories. And it just popped into my head.† Elena pushed the deep blue-green velvet coverlet one way to make it green, then the other way to smooth it into blueness. â€Å"I was going to forbid Bonnie to go on the expedition,†she said: this slave who didn’t have a gem on her body except Stefan’s pendant which hung from a fine chain around her neck, and was Stillin the simplest kind of after-bath robe. â€Å"But if it’s something we have to do, I’d better talk to Lady Ulma. It sounds as if time is precious.† â€Å"Remember – time runs differently here than back on Earth. But we’re supposed to leave in the morning,†Bonnie said. â€Å"Then I definitely need to talk to her – right now.† Bonnie jumped up, excited. â€Å"I’l help!† â€Å"Wait.†Stefan put a gentle hand on Bonnie’s arm. â€Å"I have to say this. I think you’re a miracle, Bonnie!†Stefan knew his eyes must be shining in a way that showed he could hardly rein in his excitement. In spite of the danger – in spite of the Guardians – in spite of everything†¦the largest star bal – ful of Power! He gave Bonnie a sudden impetuous hug, sweeping her off the bed and whirling her before putting her down again. â€Å"You and your precognitions!† â€Å"Oooh†¦Ã¢â‚¬ Bonnie said dizzily, gazing up at him. â€Å"Damon was excited, too, when I told him about the Gateway of the Seven Treasures.† â€Å"You know why, Bonnie? It’s because everybody has heard about those seven treasures – but no one had any idea where they are†¦until you dreamed it. You do know exactly where they are?† â€Å"Yes, if the precognition was true.†Bonnie was flushed with pleasure. â€Å"And you agree that that giant star bal wil save Fel ‘s Church?† â€Å"I’d bet my life on it!† â€Å"Woo-hoo!†cried Bonnie, pumping a fist. â€Å"Let’s go!† â€Å"So you see,†Elena was saying, â€Å"it’l mean twice as much of everything. I don’t see how we can start tomorrow.† â€Å"Now, now, Elena. As we discovered, oh, eleven months ago when you left, any job can be done quickly if we summon enough hands. I am now the regular employer of al those women we used to cal in to make your bal gowns.†As Lady Ulma spoke she quickly and graceful y took Elena’s measurements – why do only one thing when you can do two at once? She glanced at her measuring tape. â€Å"Stillexactly the same as when I last saw you. You must lead a very healthy life, Elena.† Elena laughed. â€Å"Remember, for us it’s only been a few days.† â€Å"Oh, yes.†Lady Ulma laughed, too, and Lakshmi, who was seated on a stool amusing the baby, made what Elena knew was one last appeal. â€Å"I could go with you,†she said earnestly, looking at Elena. â€Å"I can do al sorts of helpful things. And I’m tough – â€Å" â€Å"Lakshmi,†Lady Ulma said gently, but in a voice that wore the hat of authority. â€Å"We’re already doubling the size of the wardrobe needed to accommodate Elena and Stefan. You wouldn’t want to take Elena’s place, would you?† â€Å"Oh, no, no,†the young girl said hastily. â€Å"Oh, Well,†she said, â€Å"I’l take such good care of little Adara that she’s no bother to you while you supervise Elena’s and Stefan’s clothes.† â€Å"Thank you, Lakshmi,†Elena said from her heart, noting that Adara now seemed to be the baby’s official name. â€Å"Well, we can’t let out any of Bonnie’s things to fit you, but we can cal in reinforcements and have a ful set of garments ready for you and Stefan by the morning. It’s just a matter of leather and fur to keep you warm. We use the pelts of the animals up north.† â€Å"They’re not nice, cuddly baby animals, either,†Bonnie said. â€Å"They’re vicious nasty things that are used for training, or they might come up from the dimension below and attack al the people on the northern fringes here. And when they final y get kil ed, the bounty hunters sel the leather and fur to Lady Ulma.† â€Å"Oh, well †¦good,†Elena said, deciding not to make an animAll rights speech just now. The truth was that she was Stillvery shaken by her actions – her reactions – toward Damon. Why had she acted that way? Was it just to let off pressure? She Stillfelt as if she could smack him a good one for taking poor Bonnie away, and then leaving her alone. And†¦and†¦for taking poor Bonnie – and not taking her! Damon must hate her now, she thought, and suddenly the world developed a sickening, out-of-control motion, as if she were trying to balance on a seesaw. And Stefan – what else could he think but that she was a woman scorned, the kind that Hel had no fury like? How could he be so kind, so caring, when anyone in their right mind would know she’d gone mad with jealousy? Bonnie didn’t understand either. Bonnie was a child, not a woman. Although, although, she’d grown somehow – in goodness, in understanding. She was wil ful y blind, like Stefan. But – didn’t that take maturity? Could Bonnie be more of a woman than she, Elena, was? â€Å"I’l have a private supper sent up to your rooms,†Lady Ulma was saying, as she quickly and deftly used the measuring tape on Stefan. â€Å"You get a good night’s sleep; the thurgs – and your wardrobes – wil be waiting tomorrow.†She beamed at allof them. â€Å"Could I have – I mean, is there any Black Magic at all?†Elena stumbled. â€Å"The excitement†¦I’m going to sleep in my room alone. I want to get a good night’s rest. We’re going on a quest, you know?†Al the truth. Al a lie. â€Å"Of course, I’l have a bottle sent to – â€Å"Lady Ulma hesitated and then quickly recovered. â€Å"To your room, but why don’t we al have a nightcap now? It looks just the same outside,†she added to Stefan, the newcomer, â€Å"but it’s real y rather late.† Elena drank her first glass in one draft. The attendant had to refil it immediately. And again a moment later. After that her nerves seemed to relax a bit. But the seesaw feeling never entirely left, and though she slept alone in her room, Damon didn’t visit to quarrel with her, mock her, or kil her – and certainly not to kiss. Thurgs, Elena discovered, were something like two elephants stitched together. Each had two side-by-side trunks and four wicked-looking tusks. Each also had a high, wide, long ridged tail, like a reptile. Their smal yel ow eyes were placed al around their domelike heads, so that they could see 360 degrees around, looking for predators. Predators that could take down a thurg! Elena imagined a sort of saber-toothed cat, enormous, with a milk-white pelt big enough to line several garments of hers and Stefan’s. She was pleased with her new outfits. Each one was essential y a tunic and breeches, soft, pliable, rain-shedding leather on the outside; and warm, luxurious fur on the inside. But they wouldn’t be genuine Lady Ulma creations if that was al there were to them. The inner bodysuit of white fur was reversible and removable so you could change depending on the weather. There were triple-thick wind-around col ars, which trailed behind or could be turned into scarves that wrapped a face up to the eyes. The white pelts spil ed out of the leather at the wrists to make mittens you couldn’t lose. The guys had straight leather tunics that just met at the breeches, and fastened with buttons. The girls’tunics were longer and flared out a bit. They were neatly fringed, but not stained or dyed except for Damon’s, which, of course, were black with sable fur. One thurg would carry the travelers and their baggage. A second, larger and wilder looking, would carry heating stones to help cook human food and al the food (it looked like red hay) that the two thurgs would eat on the way to the Nether World. Pelat showed them how to move the giant creatures, with the lightest of taps of a very long stick, which could scratch a thurg behind its hippo-like ears or give it a ferocious tap at that sensitive spot, signaling it to hasten forward. that sensitive spot, signaling it to hasten forward. â€Å"Is it safe, having Biratz carry al the thurg food? I thought you said she was unpredictable,†Bonnie asked Pelat. â€Å"Now, miss, I wouldn’t give her to you if she wasn’t safe. She’l be roped to Dazar so al she has to do is fol ow,†Pelat replied. â€Å"We ride these?†Stefan said, craning his neck to get a look at the smal , enclosed palanquin on top of the very large animal. â€Å"We have to,†Damon said flatly. â€Å"We can hardly walk al the way. We’re not al owed to use magic like that fancy Master Key you used to get here. No magic but telepathy works up at the very top of the Dark Dimension. These dimensions are flat like plates, and according to Bonnie, there’s a fracture, just at the far north of this one – not too far from here, in other words. The crack is smal by dimensional standards, but big enough for us to get through. If we want to reach the Gatehouse of the Seven Treasures we start on thurgs.† Stefan shrugged. â€Å"All right. We’re doing it your way.† Pelat was putting a ladder up. Lady Ulma, Bonnie, and Elena were weeping and laughing over the baby together. They were Stilllaughing as they left on their way. The first week or so was boring. They sat in the palanquin on the back of the thurg named Dazar, with a compass from Elena’s backpack dangling from the roof. They general y kept al the sides of the palanquin’s curtains rol ed up, except the one facing west, where the bloated, bloody red sun – too bright to look at in the higher, cleaner air outside the city – constantly loomed on the horizon. The view al around them was dreadful y monotonous – mind-bendingly so, with few trees and many miles of dried brown grassy hil s. Nothing interesting to a non-hunter ever showed up. The only thing that changed was as they traveled farther north, it got colder. It was difficult for al of them, living in such close quarters. Damon and Elena had reached an equilibrium – or at least a pretense – of ignoring each other, something Elena would never have imagined could be possible. Damon made it easier by working on a different sleep cycle than the others – which helped to guard them as the thurgs trudged onward, day and night. If he was awake when Elena was, he would ride outside the palanquin, on the thurg’s enormous neck. They both had such stiff necks, Elena thought. Neither of them wanted to be the first to bend. Meanwhile those inside the palanquin began to play little games, like picking the long dried grasses from the side of the road and trying to weave them into dol s, fly whisks, hats, whips. Stefan proved to be the one who made the tightest weave, and he made fly whisks and broad fans for each of them. They also played various card games, using stiff little place cards (had Lady Ulma thought they might give a dinner party on the way?) as playing cards, after careful y marking them with the four suits. And of course, the vampires hunted. Sometimes this took quite a long time, since game was scarce. The Black Magic Lady Ulma had stocked helped them stretch the time between hunts. When Damon visited the palanquin, it was as if he were crashing a private party and thumbing his nose at the hosts. Final y Elena couldn’t stand it any longer, and had Stefan float her up the side of the thurg (looking down or climbing up were definitely not options) while flying magic Stillworked. She sat down on the saddle beside Damon and gathered her courage. â€Å"Damon, I know you have a right to be angry with me. But don’t take it out on the others. Especial y Bonnie.† â€Å"Another lecture?†Damon asked, giving her a look that would freeze a flame. â€Å"No, just a – a request.†She couldn’t bring herself to say â€Å"a plea.† When he didn’t answer and the silence became unbearable, she said, â€Å"Damon, for us – we’re not going on a quest for treasure out of greed or adventure or any normal reason. We’re going because we need to save our town.† â€Å"From Midnight,†a voice just behind her said. â€Å"From the Last Midnight.† Elena whirled to stare. She expected to see Stefan holding Bonnie clasped to him hard. But it was only Bonnie at her head level, hanging on to the thurg ladder. Elena forgot she was afraid of heights. She stood up on the swaying thurg, ready to climb down on the sun side if there wasn’t enough room for Bonnie to sit down fast in the driver’s saddle. But Bonnie had the slimmest hips in town and there was just room for al three of them. â€Å"The Last Midnight is coming,†Bonnie repeated. Elena knew that monotonous voice, knew the chalk-white cheeks, the blank eyes. Bonnie was in trance – and moving. It must be urgent. â€Å"Damon,†Elena whispered. â€Å"If I speak to her, she’l break trance. Can you ask her telepathical y what she means?† A moment later she heard Damon’s projection. What is the Last Midnight? What’s going to happen then? â€Å"That’s when it starts. And it’s over in less than an hour. So†¦ no more midnights.† I beg your pardon? No more midnights? â€Å"Not in Fel ‘s Church. No one left to see them.† And when is this going to happen? â€Å"Tonight. The children are final y ready.† The children? Bonnie simply nodded, her eyes far away. Something’s going to happen to all the children? Bonnie’s eyelids drooped to half mast. She didn’t seem to hear the question. Elena needed to hold on to something. And suddenly she was. Damon had reached across Bonnie’s lap and taken her hand. Bonnie, are the children going to do something at midnight? he asked. Bonnie’s eyes fil ed and she bowed her head. â€Å"We’ve got to go back. We have to go to Fel ‘s Church,†Elena said, and scarcely knowing what she was doing, unclasped Damon’s hand and climbed down the ladder. The bloated red sun looked different – smal er. She tugged at the curtain and almost bumped heads with Stefan as he rol ed it up to let her in. â€Å"Stefan, Bonnie’s in trance and she said – â€Å" â€Å"I know. I was eavesdropping. I couldn’t even catch her on the way up. She jumped onto the ladder and climbed like a squirrel. What do you think she means?† â€Å"You remember in the out-of-body experience she and I had? A little spying on Alaric? That’s what’s going to happen in Fel ‘s Church. Al the children, al at once, just at midnight – that’s why we have to get back – â€Å" â€Å"Easy. Easy, love. Remember what Lady Ulma said? Nearly a year here came out to be only days in our world.† Elena hesitated. It was true; she couldn’t deny it. Still, she felt so cold†¦ Physical y cold, she realized suddenly, as a blast of frigid air swirled around her, cutting through her leather like a machete. â€Å"We need our inner furs,†Elena gasped. â€Å"We must be getting near the fracture.† They yanked down the palanquin covers and secured them and then hastily rummaged through the neat cabinet that was set on the rump of the thurg. The furs were so sleek that Elena could fit two under her leather easily. They were disturbed by Damon coming inside with Bonnie in his arms. â€Å"She stopped talking,†he said, and added, â€Å"Whenever you’re warm enough, I suggest that you come out.† Elena laid Bonnie down on one of the two benches inside the palanquin and piled blanket after blanket over her, tucking them in around her. Then Elena made herself climb back up. For a moment she felt blinded. Not by the surly red sun – they had left that behind some mountains, which it turned a pink sapphire color – but by a world of white. Seemingly endless, flat, featureless whiteness stretched out before her until a bank of fog obscured whatever was behind it. â€Å"According to legend, we should be headed toward the Silver Lake of Death,†Damon’s voice said from behind Elena. And, oddly, throughout al this chil , his voice was warm – almost friendly. â€Å"Also known as Lake Mirror. But I can’t change into a crow to scout ahead. Something’s hindering me. And that fog in front of us is impenetrable to psychic probing.† Elena instinctively glanced around her. Stefan was Stillinside the palanquin, obviously Stilltending to Bonnie. â€Å"You’re looking for the lake? What’s it like? I mean, I can guess why it might be cal ed Silver and Lake Mirror,†she said. â€Å"But what’s the Death bit?† â€Å"Water dragons. At least that’s what people say – but who has been there to bring back the story?†Damon looked at her. He took care of Bonnie while she was in trance, Elena thought. And he’s talking to me at last. â€Å"Water†¦dragons?†she asked him and she made her voice friendly, too. As if they’d just met. They were starting over. â€Å"I’ve always suspected kronosaurus, myself,†Damon said. He was right behind her now; she could feel him blocking the icy wind – no, more than that. He was generating an envelope of heat for her to stand in. Elena’s shivering stopped. She felt for the first time that she could unwrap her arms from clutching herself. Then she felt a pair of strong arms folding around her, and the heat abruptly got quite intense. Damon was standing behind her, holding her, and al at once she was very warm indeed. â€Å"Damon,†she began, not very steadily, â€Å"we can’t just – â€Å" â€Å"There’s a rock outcropping over there. No one could see us,†the vampire behind her offered – to Elena’s absolute shock. A week of not speaking at all – and now this. â€Å"Damon, the guy in the palanquin just below us is my – â€Å" â€Å"Prince? Don’t you need a knight, then?†Damon breathed this directly into her ear. Elena stood like a statue. But what he said next rocked her entire universe. â€Å"You like the story of Camelot, don’t you? Only here you’re the queen, princess. You married your not-quite-fairy-tale prince, but along came a knight who knew even more of your secrets, and he cal ed to you†¦Ã¢â‚¬  â€Å"He forced me,†Elena said, turning to meet Damon’s dark eyes straight on, even as her brain screamed for her to let it go. â€Å"He didn’t wait for me to hear his cal . He just†¦took what he wanted. Like the slavers do. I didn’t know how to fight – then.† â€Å"Oh, no. You fought and fought. I’ve never seen a human fight so hard. But even when you fought, you felt the cal of my heart to yours. Try to deny that.† â€Å"Damon – why now – al of a sudden†¦?† Damon made a move as if to turn away, then turned back. â€Å"Because by tomorrow we may be dead,†he said flatly. â€Å"I wanted you to know how I felt about you before I died – or you did.† â€Å"But you haven’t told me a word about how you feel about me. Only about what you think I feel about you. And I’m sorry that I slapped you the first day I was here, but – â€Å" â€Å"You were magnificent,†Damon said outrageously. â€Å"Forget it now. As for how I feel – maybe I’l get a chance to real y show it to you someday.† Something sparked inside Elena – they were back to fencing with words, as they had been when they’d first met. â€Å"Someday? Sounds convenient. And why not now?† â€Å"Do you mean that?† â€Å"Do I habitual y say things I don’t mean?† She was waiting for some kind of apology, some words spoken as simply and sincerely as she had been speaking to him. Instead, with the utmost gentleness, and without glancing around to see if anyone was watching them, Damon cupped Elena’s scarf-bound cheeks with his bare hands, pul ed the scarf just below her lips with his thumbs, and kissed her softly. Softly – but not briefly, and something in Elena kept whispering to her that of course she had heard his cal from the moment she first saw him, first felt his aura cal to her. She hadn’t known that it was an aura then; she hadn’t believed in auras. She hadn’t believed in vampires. She’d been an ignorant little idiot†¦ Stefan! A voice like crystal sounded off two notes in her brain, and suddenly she was able to step back from Damon’s embrace and look at the palanquin again. No sign of motion there. â€Å"I have to go back,†she told Damon brusquely. â€Å"I have to know what’s going on with Bonnie.† â€Å"You mean to see what’s going on with Stefan,†he said. â€Å"You needn’t worry. He’s fast asleep, and so is our little girl.† Elena tensed. â€Å"You Influenced them? Without seeing them?†It was a wild guess, but one side of Damon’s mouth crooked up, as if congratulating her. â€Å"How dare you?†she said. â€Å"To be honest, I don’t know how I dare.†Damon leaned in close again, but Elena turned her cheek, thinking, Stefan! He can’t hear you. He’s dreaming about you. Elena was surprised at her own reaction to that. Damon had caught and held her eyes again. Something inside her melted in the intensity of his steady black gaze. â€Å"I’m not Influencing you; I give you my word† – in a whisper. â€Å"But you can’t deny what happened between us the last time we were in this dimension.†His breath was on her lips now – and Elena didn’t turn aside. She trembled. â€Å"Please, Damon. Show some respect. I’m – oh, God! God! â€Å" â€Å"Elena? Elena! Elena! What’s wrong? â€Å" Hurts – that was al Elena could think. A terrible agony had lanced through her chest on the left side. As if she’d been stabbed through the heart. She stifled a scream. Elena, talk to me! If you can’t send your thoughts, speak! Through numb lips, Elena said, â€Å"Pain – heart attack – â€Å" â€Å"You’re too young and healthy for that. Let me check.†Damon was unfastening her top. Elena let him. She could do nothing for herself, except gasp, â€Å"Oh God! It hurts!† Damon’s warm hand was inside her leather and furs. His hand came to rest slightly to the left of center, with only her camisole between his probing fingers and her flesh. Elena, I’m going to take the pain away now. Trust me. Even as he spoke, the stabbing anguish drained. Damon’s eyes narrowed, and Elena knew he’d taken the pain into himself, to analyze it. â€Å"It’s not a heart attack,†he said a moment later. â€Å"I’m as sure as I can be. It’s more as if – Well, as if you’d been staked. But that’s sil y. Hmm†¦it’s gone now.† For Elena it had been gone since he’d taken it, protecting her. â€Å"Thank you,†she breathed, suddenly realizing that she had been clinging to him, in utter terror that she was dying. Or that he was. He gave her a rare, ful , genuine smile. â€Å"We’re both fine. It must have been a cramp.†His gaze had dropped to her lips. â€Å"Do I deserve a kiss?† â€Å"I†¦Ã¢â‚¬ He had comforted her; he had taken the terrible pain away. How could she sanely say no? â€Å"Just one,†she whispered. A hand under her chin. Her eyelids wanted to melt closed, but she widened her eyes and wouldn’t let them. As his lips touched hers, his arm around her†¦changed somehow. It was no longer trying to restrain her. It seemed to be wanting to comfort her. And when his other hand stroked her hair softly at the very ends, crushing the waves gently, and just as gently smoothing them out, Elena felt a rush of shivering warmth. Damon wasn’t deliberately trying to batter her with the strength of his aura, which at the moment was fil ed with nothing but his feelings for her. The simple fact, though, was that although he was a new-made vampire, he was exceptional y strong and he knew al the tricks of an experienced one. Elena felt as if she had stepped into clear calm water, only to find herself caught in a fierce undertow that there was no resisting; no bargaining with; and certainly no possibility of reaching by reason. She had no choice but to surrender to it and hope that it was taking her, eventual y, to a place she could breathe and live. Otherwise, she would drown†¦but even that possibility didn’t seem so dire, now that she could see the tide was made of a chain of little moments strung like pearls. In each one of them was a tiny sparkle of admiration that Damon had for her: pearls for her courage, for her intel igence, for her beauty. It seemed that there was no slightest motion she had made, no briefest word that she had said, that he had not noticed and locked in his heart as a treasure. But we were fighting then, Elena thought to him, seeing in the undertow a sparkling moment when she had cursed him. Yes – I said you were magnificent when you were angry. Like a goddess come to put the world to rights. I do want to put the world to rights. No, two worlds: the Dark Dimension and my home. But I’m no goddess. Suddenly she felt that keenly. She was a schoolgirl who hadn’t even finished high school – and it was in part because of the person who was kissing her wildly now. Oh, think of what you’re learning on this trip! Things that no one else in the universe knows, Damon said in her mind. Now pay attention to what you’re doing! Elena paid attention, not because Damon wanted her to, but because she couldn’t help it. Her eyes drifted shut. She realized that the way to calm this maelstrom was to become part of it, neither giving in nor forcing Damon to, but by meeting the passion in the undertow with what was inside her own heart. As soon as she did, the undertow became wind, and she was flying and not drowning. No, it was better than flying, better than dancing, it was what her heart always yearned for. A high Stillplace where nothing could ever harm them or disturb them. And then, when she was most vulnerable, the pain came again, dril ing through her chest, a little to the left. This time Damon was so mindlocked with her that he felt it from the beginning. And she could hear clearly a phrase in Damon’s mind: staking is just as effective on humans as it is on vampires, and his sudden fear that this was a precognition. In the swaying little room, Stefan was asleep holding Bonnie by his side, with the sparkling of Power engulfing them both. Elena, who had a good grip on the palanquin’s ladder, vaulted the rest of the way inside. She put a hand on Stefan’s shoulder and he woke. â€Å"What is this? Is something wrong with her?†she asked, with a third question: â€Å"Do you know?†buzzing around in her head. But when Stefan lifted his green eyes to her, they were simply worried. Clearly he was not invading her thoughts. He was focused entirely on Bonnie. Thank God, he’s such a gentleman, Elena thought for the thousandth time. â€Å"I’m trying to get her warm,†Stefan said. â€Å"After she came out of trance, she was shivering. Then she stopped shivering, but when I took her hand, it was colder than ever. Now I’ve put an envelope of heat around her. I guess I dozed off for a little while after that.†He added, â€Å"Did you find anything?† I found Damon’s lips, Elena thought wildly, but she forced herself to blank out the memory. â€Å"We’re looking for Lake Silver Death Mirror,†she said. â€Å"But al I could see was white. The snow and the fog seem to go on forever.† Stefan nodded. Then he careful y went through the motions of plucking apart two layers of air and slid in a hand to touch Bonnie’s cheek. â€Å"She’s warming up,†he said, and smiled. It took a long while before Stefan was satisfied that Bonnie was warm. When he did, he gently unwrapped her from the heated air that had formed the â€Å"envelope†and lay her on one bench, coming to sit with Elena on the other. Eventual y Bonnie sighed, blinked, and opened her eyes. â€Å"I had a nap,†she said, obviously aware that she had lost time. â€Å"Not exactly,†Elena said, keeping her voice gentle and reassuring. Let’s see, how did Meredith do this? â€Å"You went into trance, Bonnie. Do you remember anything about it?† Bonnie said, â€Å"About the treasure?† â€Å"About what the treasure is for,†Stefan said quietly. â€Å"No†¦No†¦Ã¢â‚¬  â€Å"You said that this was the Last Midnight,†Elena said. As far as she could remember, Meredith was pretty direct. â€Å"But we think you were talking about back at home,†she added hastily, seeing terror leap in Bonnie’s eyes. â€Å"The Last Midnight – and no morning afterward,†Bonnie said. â€Å"I think – I heard someone saying those words. But no more.† She was as skittish as a wild colt. Elena reminded her about time running differently between the two worlds but it didn’t seem to comfort her. Final y, Elena just sat by her and held her. Her head was spinning with thoughts of Damon. He’d forgiven her. That was good, even though he’d taken his own time about it. But the real message was that he was wil ing to share her. Or at least wil ing to say he would to get in her good graces. If she knew him at all, if she ever agreed – oh, God, he might murder Stefan. Again. After al , that was what he had done when Katherine had had the same sentiment. Elena could never think of him without longing. She could never think of him without thinking of Stefan. She had no idea what to do. She was in trouble. How to cite The Return: Midnight Chapter 28, Essay examples

Social Cues in Virtual Community-Free-Samples-Myassignmenthelp.com

Question: Are Virtual Communities Real? Answer: Can Virtual Community be regarded a real community? A community is comprised of people who remained bonded together via beliefs, characteristics of location which make them have a feeling of acceptance and heard. This remains true for both face to face and virtual (online) community. Nevertheless, some differences exist in dynamics of both, and this is able to affect the quality of friendships we build and attempt to sustain with a community. Considering the dynamics and benefits of face to face community, as opposed to a virtual community, we observe that virtual community falls short in ways which make people query whether, indeed it is a real community or not (Reuter, Heger and Pipek 2013). People currently depend on virtual community because of convenience of socialization at any time or place in the course of our busy lives. In virtual community, communication remains restricted as people only relies on the other individuals words on Facebook, Twitter and Snapchats to mention a few. In writing, however, we are only able to put across our thoughts but not attitudes alongside tone of voice that remain as vital behind the written words. Building effective relationship is limited by lack of social cues in virtual community. People give a false sense of pride in life which is self-edited and really not the one they really are living making virtual to be a deceiving platform (Liao, To and Hsu 2013). A face-to-face community enjoy various qualities which are missing in virtual community. For example, the ability to get to know individuals one is interacting with, not merely who they seem to be as in virtual community. Communication remains clear with utilization of tone of voice and body language (Kunz and Seshadri 2015). Moreover, physically being there with an individual makes a great difference. We can build memories as well as strengthen our relationships with individuals we are getting together with in a community and sharing a meal. However, in virtual community, we are unable to enjoy many events like birthday parties, beach barbecues and weddings in a manner we do in a real context like face-to-face community. The ill-fated reality stays that people are a culture deprived of a real community. Even currently with all of the means to remain connected virtually, people are still never getting enough real community. People are continually seeking to fill the gap of experiencing a culture which emerges from spending time as well as partaking in life with family and friends in a face-to-face community. This remains unfortunate since as human beings, people crave real interactions with others and albeit the virtual communities are providing the increased accessible means to remain in touch with family and friends, virtual communities are never providing people the desired real human interaction. Having weighed real and virtual communities against each other, it remains essential to conclude and determine whether virtual communities can hence become real. In fact, the primary distinction between virtual and real communities lies in common place of living as well as communication face to face. Real community members see one another daily, inhabit same territory, and hence their communication stays sort of unavoidable. Things appear difference with virtual communities as member never meet, yet might own same close relationships (Grabher and Ibert 2013). From my viewpoint, virtual community cannot become real absolutely, since individuals can fathom nature of one another solely when they see one another and communicate face-to-face. Nevertheless, contemporary virtual communities have made some advances at this juncture via the use of web cameras, microphones amongst other gadgets permitting them to develop close relationships. References Grabher, G. and Ibert, O., 2013. Distance as asset? Knowledge collaboration in hybrid virtual communities. Journal of Economic Geography, 14(1), pp.97-123. Kunz, W. and Seshadri, S., 2015. From virtual travelers to real friends: Relationship-building insights from an online travel community. Journal of business research, 68(9), pp.1822-1828. Liao, C., To, P.L. and Hsu, F.C., 2013. Exploring knowledge sharing in virtual communities. Online Information Review, 37(6), pp.891-909. Reuter, C., Heger, O. and Pipek, V., 2013, May. Combining real and virtual volunteers through social media. In ISCRAM

Appeasement Policy- Failure free essay sample

French prime ministers in 1930s towards Germany. The aim of which was to settle international quarrels by satisfying Germany’s grievances, thereby avoid the resort to war which in other words, maintain peace. There are several reasons to why the appeasement policy was adopted. Such as, Britain and France were both suffering from economic depression and thus felt that they could not afford to spend a large expenditure on arms to combat Germany. Besides, there was a feeling that the treaty of Versailles was too harsh towards Germany and it was reasonable to reduce the policies. The appeasement policy was based on the idea that what Hitler wanted was reasonable and when his reasonable demands had been satisfied, he would stop. However it gave Hitler the confidence to demand more land, such as taking over Czechoslovakia, another step towards the Greater Germany. Later on Hitler demanded the Polish Corridor and Danzig in August 1939, which eventually resulted in war. We will write a custom essay sample on Appeasement Policy- Failure or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The appeasement policy fueled Hitlers actions to further devalue the Treaty of Versailles. Hitler broke the treaty of Versailles by sending troops to Rhineland, in addition to that Germany united with Austria which was originally banned in the Treaty of Versailles. At the same time, Germany gained time to build up their armed force and gain more military power. The policy aggravated Hitler’s ambitions and aggressions; he decided that Britain and France were unlikely ever to oppose him by force. Germany attacked Poland which at last led to WWII. If France and Britain had stood up to Germany then Hitler would not have been so bold in what he was doing. If they did not adopt the appeasement policy, they might be able to force him to back down without a fight or defeated Germany in a much shorter, less destructive war. Instead they kept giving Hitler what he wanted, hoping to appease him, which ended up Germany getting stronger and stronger until defeating her required a catastrophic war. In conclusion, the appeasement policy was not effective in maintaining peace; instead it aggravated Hitler’s confidence and aggression which in the end led to WWII.

Free Essays on Japanese Interiors

Japanese Interiors I have always been intrigued by Japanese interiors, but never knew much about the actual meaning and function of these spaces until enrolling in this class. Not only am I personally interested; I know that many future clients will share the same interest. Therefore, I wanted to study this topic more in depth so I could use this design in client’s homes in the future. When studying these interiors, not only did I get to learn about traditional furniture pieces, table presentation, and use of space, but also the means in which they are used. For example, while learning about ceramic ware, I also got to learn about the tea ceremonies in which they are used. Before this class I had an illusion of Japan. I imagined little Japanese people dressed in their colorful kimonos in their perfect and tidy little rooms in their lovely towns. This of course is only a fantasy. In reality, Japan has to not only deal with the lack of physical space, but just like the Westerners, they deal with the clutter that we see as so necessary. Vacuums, television and stereo equipment make creating a beautiful space challenging. Understanding this, it made me appreciate the way the Japanese find beauty in unexpected places. In my opinion, they have mastered the art of seeing past the unappealing and bringing out the beauty. They seek out the subtleties rather than the obvious and are enchanted by shadows. Their sense of order and their eye for shape, texture and color in affect made me pay more attention to these details in my own environment. In class we learned about â€Å"green houses† and how shoji screens, although literally paper-thin and even somewhat transparent, was a major source of privacy. We (the west) are accustomed to solid barriers. It amazing me how a simple screen can serve so many purposes. Not only do they provide privacy, they also create space. Simply placing a few shoji screens together may create an entirely ... Free Essays on Japanese Interiors Free Essays on Japanese Interiors Japanese Interiors I have always been intrigued by Japanese interiors, but never knew much about the actual meaning and function of these spaces until enrolling in this class. Not only am I personally interested; I know that many future clients will share the same interest. Therefore, I wanted to study this topic more in depth so I could use this design in client’s homes in the future. When studying these interiors, not only did I get to learn about traditional furniture pieces, table presentation, and use of space, but also the means in which they are used. For example, while learning about ceramic ware, I also got to learn about the tea ceremonies in which they are used. Before this class I had an illusion of Japan. I imagined little Japanese people dressed in their colorful kimonos in their perfect and tidy little rooms in their lovely towns. This of course is only a fantasy. In reality, Japan has to not only deal with the lack of physical space, but just like the Westerners, they deal with the clutter that we see as so necessary. Vacuums, television and stereo equipment make creating a beautiful space challenging. Understanding this, it made me appreciate the way the Japanese find beauty in unexpected places. In my opinion, they have mastered the art of seeing past the unappealing and bringing out the beauty. They seek out the subtleties rather than the obvious and are enchanted by shadows. Their sense of order and their eye for shape, texture and color in affect made me pay more attention to these details in my own environment. In class we learned about â€Å"green houses† and how shoji screens, although literally paper-thin and even somewhat transparent, was a major source of privacy. We (the west) are accustomed to solid barriers. It amazing me how a simple screen can serve so many purposes. Not only do they provide privacy, they also create space. Simply placing a few shoji screens together may create an entirely ...

Marketing Essay Example | Topics and Well Written Essays - 2500 words - 4

Marketing - Essay Example Here several different aspects of the company like, marketing tools used by the company, the issues faced in terms of the customers, control system issues faced by the company and several other elements will be discussed. Overview of Company The Hong Kong and Shanghai Banking Corporation Limited (HSBC) group is one of the most global banks and the company has been able to reach out to a wide range of markets. Most of the principal companies of the group opened over a century ago and the companies have had a wide range of achievements and also provide excellent variety. The company has differentiated its brand name and image and is recognised by the slogan of ‘The World’s Local Bank’ (HSBC, 2011). The bank is headquartered in London and is among the largest banking and financial services organisation. The company has over 8000 offices across 87 different countries and is listed on the London, Hong Kong, Paris, Bermuda and New York stock exchanges. The company cater s to a wide range of customers and serves as many as 100 million customers across the globe based on four of its main services, i.e. Performance financial services, commercial banking, Private banking and also the global banking (HSBC, 2011). Reasons for Choice The main reason to choose this bank is the international nature of the bank. Also, HSBC is among the very few banks equally famous in Europe, America as well as Africa and Asia. The company’s brand name and image that it has created allows it to become a name for every home. Also, HSBC has been extremely successful in marketing itself over the years and the bank has developed a strong brand image across the globe. Hence this is worth studying. SWOT Analysis of HSBC The table below provides a gist of the SWOT of HSBC. A detailed analysis has been included below the table Strengths Weaknesses * Strong Brand Image * Well Capitalized * Strong Market Presence * Global Presence * Excellent Marketing Strategies * Strong Perfo rmance During the economic slowdown as well * Strong use of Information Systems * Excellent Online Systems * Strong ability to stay in track with market need * Focus on different target markets * Strong and well developed marketing strategies at a global level * Although the company has performed well during the economic slowdown, higher risks and compromise of activities has been present * Large losses due to the Sub Prime Crisis * High Mortgage rates, without considering the external fall in rates * Employee Issues * Lacking strong customer care * Brand Image * Loss of the global marketing director Peter Stringham led to various confusions and chaos Opportunities Threats * The strong capitalization of the company opens various options to acquire better assets * Available capital for take over * HSBC has a strong position in the market and this can be used effectively to outperform other banks * Trusted Bank across the globe thereby giving it higher chances for better recognition w orld wide * Issues like the Sub Prime *Falling property rates leads to higher defaults from the home owners there by leaving the bank with high bad debts * Recent financial losses has impacted the customers as well as the stakeholders thereby leading to reduced trust in the bank HSBC has created a business and brand image which has been constant across the world. The company has been able to make a number of acquisitions across the globe and HSBC has been gained great success in terms of the corporate

STRATEGY ANALYSIS AND EVALUATION Essay Example | Topics and Well Written Essays - 2250 words

STRATEGY ANALYSIS AND EVALUATION - Essay Example A company can gain a competitive advantage by optimizing the coordination of the value chain to create value for services and products, which are more than what it would cost to perform value activities. Thus, a company could create additional value without necessarily having to increase costs or amount of producing these products or services. The customers then pay for the added value. Starbuck’s strategy will also be analyzed and evaluated using Porter’s generic strategy, which involve focus, differentiation, and cost leadership. Cost leadership involves pursuing reduction of costs through a firm control of overheads, sacrificing R&D, and avoiding less profitable and marginal customers. Differentiation involves coming up with a unique product in the market that could be customer service, dealer networks, and brand image. Focus involves targeting a specific group, segment, or geographic market of a product line. Starbucks today would seem to be pursuing differentiation as a generic strategy, although when it started out, its generic strategy was more the strategy of focus emphasizing more on differentiation in a specific segment of the target consumer. In this case, Porter’s generic model will analyze and evaluate the strategies that Starbucks uses in gaining a competitive advantage while Porter’s generic strategies will examine how they utilize these competitive advantages. Analysis and Evaluation of Starbuck’s Using Generic Strategy Model On top of an established strategy based on competence, which is a major contributor to the success enjoyed by Starbuck’s, the company utilizes other strategies so as to maintain a competitive advantage over its main competitors (Thompson & Arsel, 2009: p238). According to Porter, a company has at its disposal three basic strategies that it can use as leverage in its industry. These include focus, differentiation, and cost leadership. Cost leadership is a strategy that aims to produc e low cost products that are of high quality while also reducing the firm’s operational costs. However, Starbucks does not utilize this strategy since its products are high cost. A company can also use the strategy of differentiation that entails the creation of services and products that are unique. The firm’s clients then perceive these services or products as unique and an addition of value, which allows the company to charge premium prices on the services and products. Meanwhile, the focus generic strategy involves specific sections or segments of consumers and can be combined with the cost leadership or differentiation strategies (Thompson & Arsel, 2009: p239). Starbucks pursues the focus on generic strategy within their specific target client segment with added emphasis in and the combination of differentiation generic strategy. Starbucks utilizes the generic strategy of focus with a target base of consumers that is composed of educated and wealthy drinkers of co ffee that are willing to part with more money for quality customer service and products (Smith, 2011: p505). Starbucks aims at a specific and narrow portion of the coffee industry’s consumers. Therefore, Starbucks’ strategy lays focus on the segment with its services and products being especially designed to meet the wants and needs of this segment of consumer. In terms of integrating the differentiation strategy with that of focus, the firm’s brand is presented with various characteristics that are diverse. Other

Discussion- ch9 Coursework Example | Topics and Well Written Essays - 500 words

Discussion- ch9 - Coursework Example Motivation process begins with the identification of desired need. The employee, through the support of the management, engages in appropriate actions that are directing towards achieving the desired need. Realizing the need results into feelings of satisfaction and achievement hence motivation (Farrell, Geoffrey & Linda 27). The theory was formulated by Abraham Maslow in the 1943 academic paper titled A Theory of Human Motivation. The theory is illustrated in a pyramidal hierarchy model. The theory is greatly applied in employee relations and management. The physiological needs are the most important, because they ensure human survival. They include; water, clothing, food, and also shelter (Farrell, Geoffrey & Linda 21). Employees work so that they can get financial resources that will be used to achieve the physiological needs. Many employers provide housing allowance to the employees, to enable them get appropriate shelter. The security needs protect individuals from economic and also physical harm. At the workplace, economic stability is provided in form of job security and also pension plans. Employees value jobs which are stable and predication, due to the reliable remuneration. Also employers, who have an effective retirement pension plan, are favored by both current and potential employees. The e mployees will also work properly if their physical security has been adequately met. The social needs include companionship and love. Employees desire approval and also acceptance by other individuals. Employees need to engage each other at the workplace, through teams, so as to realize work goals together. This shows companionship at the workplace. The employees also have families; therefore, the family members provide adequate companionship and also a sense of belonging to the staff members. Esteem needs illustrates the desire for respect. At the workplace, the managers should respect the opinions of the employees, so as to enhance work

The Internet And Effects On Higher Education

The Internet And Effects On Higher Education The effects of internet and information technology on higher education have produced significant of reaching change in the way how university deliver education. It has become a very indispensable part of our education. We can also get any kind of information related to subject as well as learning new words and meanings. Today our education is incomplete without internet and information technology. Technology plays a very vital role in all levels of education today. Technology has made education more colourful and entertaining. In today`s world everyone needs to be able to understand and use a computer. Almost every job requires the use of some form of technology. Therefore a teacher should be using and teaching technology in every class and every subject. Many years education has been provided in classroom or on campers worldwide but there has been a change to the conventional method of classroom learning with the advancements in technology. Technology is a huge step for the education of today`s student. We can take admission in all professional courses by the internet. Internet is an immense source of information of every kind and it can be useful for us in all different studies. It has become a very useful tool in assisting many students in their education. It is a great impact on the teaching method of today and a teacher can also get a lot of information about their subjec t as well as various techniques in the teaching via the internet. It is faster and helps us in our work without any error. Over the past few years, computers have become a vastly popular house hold item. It used only for emailing, news and check for weather by via internet. In todays age internet is used in every aspect of life. Distant education is possible by the technology. Lectures and trainings can be now given through by video lectures and even technology has resulted in information of sophisticated labs through which practical education is now made possible. For example video conferencing technology is helping to make quality education accessible to rural communities and provide alternative learning environment to those who have not found success in traditional schooling. It is not important to get any study visa because by internet we can complete our study and get a foreign degree. The internet provides the opportunity for people who live anywhere in the world to get access to quality educational services from the comfort of their home. Distance learning education takes place when the teacher and students are separated from one another due to their physical location and technology is used to communicate between teachers and students. They can submit any assignment and also communicate with other cou ntries students. There are other advantages too for students to complete home studies for example fulltime working parents who need to work for a living and still can further their education from home via the internet. Also some students take a break from studying and later on in life can also complete their higher education via internet education. The internet allows you to have got to educational opportunity on your schedule and time. Online courses usually do not require particular text books because it can provide many sort of visual materials via internet. In fact text books are very expensive for students and by taking online courses it might be more cost efficient than taking conventional courses. Furthermore online education gives great opportunity those who cannot attend ordinary classes because of physical problems. Moreover online study is better when class is large. In large class interaction between the students and teacher is really rare, where teacher cannot give proper one to one attention on the students. Today many school and universities have internet on their computers to support their activities and some of them have their own websites to make the communication between students with their schools to become easier. School, collages and university can how share information which can lead to higher standards i n education and resources. Now online education is fairly new and research on it is up to date. The internet is a wonderful new tool for current generation of students. We can gain wealth of information in one place rather than the need to visit various libraries. It has become a very useful tool in assisting many students in their education. We can find lots of information related our study subjects from different websites like google, yahoo. We can use new vocalbary words in our studies. For example there is a unique chance to establish efficient and up to date system of education and training relying on the new achievement of information technology. Moreover the emerging of the global market of education is giving to materials and delivery systems. The Internet is an accessible and convenient source of information, which can be used for all types of education. Almost everywhere where a computer and a communication line we can have an Internet connection and be in touch with different source of information. In addition, the distance from the college or university cannot be an obstacle. Moreover, by Internet we would be able to learn at any time we want. In a lecture if we miss a part we can go back and review the missing part of any lecture. The Internet provides up-to-date information on a variety of classroom-related topics unavailable from other sources. The content of textbook, library, and teacher knowledge is enhanced by this new medium. We can do every research related to our study to help of the internet. We can gather all required like data. For example any student of history they do not need to go different places for his or her research while help of internet they can easily complete their research just sit one place. Use of different virtual graphics or animations in Internet can provide us an easier way to understand some complicated processes, example for what is happening in the centre of the earth, earthquake or how a protein can be synthesized inside of earth. The Down side of technology is that it can be very distracting even though students say they can multi task, which very few people can actually do their brain is not working on its full potential on the work or task at hand. Sometimes information that is provided on the internet can be false or bias and often students believe the information. The effects of internet on three major fields in life are, it has an effect on health especially psychological. It can also affect our work and education because we cannot concentrate on equally either our work or study. It can separate an individual from his real life. There are lots of features in Internet that can help us an effective and better way of learning. There is a gap for certain people and the reason for this is not everyone has easy access to the internet compared to others who live in the other parts of the world. There is a situation in certain developing countries as not all people are able to use internet or afford to use the internet due to the lack of their income level and lack of technological infrastructure. The other downside to internet study is that we cannot discuss any points face to face as interactions with other peers and the teacher are only based in classes. Sometimes students desire the immediate feedback from the teacher which they will not be able to get online whereas in class a simple homework and test problems can be resolved one by one easily with the teacher however online that option is not available. If students wish to complete online education then they dont get the opportunity enjoy the student life. A disadvantage for educators may consider this to be an information overload on the internet, With a ll of the information available to students, they may find it difficult to choose which information is most important to a topic and also when to stop looking. In addition, the validity of Internet sources varies considerably from website to website, which means students can very easily acquire inaccurate or out-dated information online. So the conclusion all this is that the internet is very accessible and convenient than our traditional style of education, as there are allot more possibilities to learn anywhere at any time and any place. Moreover, there are lots of features in Internet that can help us to develop a better understanding of different materials in which we can study. In addition, by minimising the physical distance the Internet can help other people to have opportunity for a better education and higher quality of life, no matter where. The use of internet education can ensure that anyone can at any age complete their studies or continue with the higher education without there being a barrier in life to stop them. Which would then not only better a students life moving forward but also securing their future and their familys future to?

The Role of Communication in the Animal Industry :: Animal Sciences Essays

The Role of Communication in the Animal Industry The animal industry is a growing field of interest, and in this growing field lies the value of communication. Communication plays a crucial role in Animal Science through written, oral, visual, and electronic communication. These types of communication are also useful when it comes to job searching. Dr. Brad Skaar shared with me his views on the value of communication in the discipline of Animal Science. Animal Science places a great value on communication. Dr. Skaar shared that he felt communication was very important, and since technology in the field of Animal Science is rapidly expanding he feels that an even greater emphasis is put on communication. Skaar provided the example of professionals being able to communicate the important technological lingo to users or stakeholders. In this sense I feel communicating with others in Animal Science, as well as those throughout the agricultural division is a crucial part of our lives today as technology increases. Different types of communication are used to relay messages to others throughout the field. These types of communication include written, oral, visual, and electronic styles. Dr. Skaar expressed that when it comes to means of communication, it really is dependant upon the target audience. He felt that visual communication was dramatically critical, and that most times this form of communication was left up to the advertisers. He conveyed that oral communication as well as written, are used mostly in teaching. Althoug! h they are used to explain, justify and clarify, thus being a vital part of the Animal Science discipline. Skaar did express that electronic communication was no less important than the rest, and it was becoming a bigger part in the industry. I agree with Dr. Skaar’s views on these areas of communication, and I feel that as technology evolves, a bigger emphasis will be placed upon electronic communication. When it comes to finding a job in the field of animal science, there are three main ways to go about searching. These three ways are networking, websites, and professional journals. These three methods of communicating position openings are all very different. Dr. Skaar made the remark that the primary way to locate a job would be through networking. He goes on to say, â€Å"It’s who you know.† Experience, as well as internships, are helpful and well worth the time and effort. Dr. Skaar al! so stated that websites and professional journals are currently not the most reliable sources of job finding.

Analysis of 3m Command

Executive Summary 3M Singapore controls many market leading brands in their various markets, such as Post-It ®, Scotch ® Tapes, Scotch-Brite ® and Commandâ„ ¢. In this report, we will be focusing on the brand – Commandâ„ ¢. We aim to address the problem of the erosion of Commandâ„ ¢Ã¢â‚¬â„¢s competitive advantage in its increasingly competitive industry by providing improved/new BTL strategies which Command can undertake. Based on our survey, there are 2 interesting findings which we aim to tackle through our recommendations. The first of which is that consumers could not differentiate Commandâ„ ¢ from 3M. In other words, they viewed Commandâ„ ¢Ã¢â‚¬â„¢s products as â€Å"3M hooks† rather than â€Å"Commandâ„ ¢ hooks†. This could lead to a brand dilution of 3M in the long run which is not ideal. The next is that Command’s value proposition of easy and clean removal is not fully understood by consumers. To aid Commandâ„ ¢ in targeting its consumers effectively so as to anchor its footing as the market leader, we aim to address the problem and the misconceptions consumers have. We first investigated the factors behind motivating consumers’ consumption for products in the DIY-Mounting and Fastening Industry, followed by an analysis of the effectiveness of its current BTL strategies. From our results and findings, we have divided Commandâ„ ¢Ã¢â‚¬â„¢s consumers into 2 main groups: â€Å"The Innovalist† – Creative individuals who are motivated to purchase based on aesthetics appeal, and â€Å"The Functionalist† – Individuals who are more concerned with durability than other factors. All in all, we aim to help Commandâ„ ¢ differentiate itself from its competitors so as to anchor its position as the market leader. Table of Contents 1. 0 Introduction4 1. 1 Market description4 1. 2 Products review4 1. 3 Competitive environment analysis5 2. 0 The Problem, The Issues, Our Objectives5 2. 1 Issues5 2. 2 Problem6 2. 3 Objectives6 3. 0 Methodology6 4. 0 Results & Findings8 4. 1 Problems8 4. 2 Opportunities9 4. 3 Categorisation of consumers11 4. 4 Effectiveness of current BTL strategies12 4. 4. 1 Primary Space13 4. 4. 2 Secondary space14 4. 2. 3 Print Ads14 4. 2. 4 Promoters15 4. 2. 5 POSM15 5. 0 Recommendations15 5. 1 Primary Space16 5. Secondary Space17 5. 2. 1 â€Å"The Road to Commandâ„ ¢ing Success† Project17 5. 2. 2 â€Å"Is this your room? Start Living! † or â€Å"Tidy Room, Long Living†19 5. 3 Print Ads20 5. 3. 1 â€Å"Visuality Is Key†20 5. 4 Future Plans21 6. 0 Controls & Limitations22 Appendix24 1. 0 Introduction Commandâ„ ¢, one of the brands under 3M’s consumer and office business segment, positions itself as an innovative solution for consumersâ₠¬â„¢ mounting and fastening needs and the gateway through which they are able to transform their space quickly and easily. It has successfully carved a credible name for itself by being true to its brand promise of delivering damage-free, strong hanging solutions which can be removed cleanly and also as an innovative brand through the development of its USP: Stretch Release Technology (USPT). 1. 1 Market description Commandâ„ ¢ is in the mounting and fastening industry. Its target audience is aged 25-45, with a monthly household income above S$4000. The age group comprises of young adults who would most likely be working in their first job and adults who have reached certain milestones in their careers. . 2 Products review Commandâ„ ¢ has a wide range of products under its line, ranging from the general hooks of different sizes to various types of organization products to bathroom accessories. Although products are priced at a premium, it offers consumers damage-free, strong hanging solutions which can be removed cleanly. The main differentiating factor lies in Commandâ„ ¢ Adhesive the revolutio nary USPT that combines a reusable hook with removable, water-resistant adhesive that comes completely off with the pull of a tab and does no damage to the surface in the process. . 3 Competitive Environment Analysis With the rapid advancements in technology, the cost of technology is decreasing steadily, lowering the cost of entry into the industry. Hence, Commandâ„ ¢ face increasingly level of competition from less established brands such as Shunmei, Magic Mounts ® and LEC which positions itself as cheaper alternatives of Commandâ„ ¢ products. These competitors offer consumers products similar to Commandâ„ ¢- able removes cleanly and easily-. Their imitations of Commandâ„ ¢Ã¢â‚¬â„¢s USPT and competitive pricing strategies have been eroding Commandâ„ ¢Ã¢â‚¬â„¢s competitive advantage; compromising Commandâ„ ¢Ã¢â‚¬â„¢s standing as the market leader. 2. 0 The Problem, The Issues, Our Objectives 2. 1 Issues With the new entrants and less established competitors competing head-on with Commandâ„ ¢Ã¢â‚¬â„¢s core competency-positioning themselves the in a similar way as Commandâ„ ¢ but charging at a lower price-, it will erode Commandâ„ ¢Ã¢â‚¬â„¢s competitive advantage and possibly alter consumer’s perception of Commandâ„ ¢. Figure 1 illustrates the current positioning by Commandâ„ ¢Ã¢â‚¬â„¢s close competitors. Price Quality Command Competitors Price Quality Command Competitors Figure 1 Consumers' Perception 2. 2 Problem These issues pose a problem to Commandâ„ ¢ if left unresolved – Commandâ„ ¢Ã¢â‚¬â„¢s standing as the market leader and the prestige that it enjoys will be eroded. As competitors mimic Commandâ„ ¢Ã¢â‚¬â„¢s products, it is imperative to differentiate itself further and convey to consumers about the premium product it offers. 2. 3 Objectives To ensure Commandâ„ ¢Ã¢â‚¬â„¢s continued success and position as the market leader, it is crucial to discover consumers’ motivation in purchasing wall mounting and fastening products. We would thus assess the issues and the potential problem which threatens Commandâ„ ¢Ã¢â‚¬â„¢s legacy in the industry, and tailored a marketing plan that consists of a range of innovative recommendations to aid Commandâ„ ¢ in differentiating itself and to achieve its 3 goals of informing, raising awareness and increasing adoption rate by its target group. We start by investigating the factors that motivate consumers to purchase wall mounting and fastening products. Then, we analyse the effectiveness of Commandâ„ ¢Ã¢â‚¬â„¢s current below-the-line (BTL) strategies, propose changes and recommend new BTL strategies so that we can better target the consumers. These efforts are aimed to help Commandâ„ ¢ secure its position as the market leader, making it consumers’ preferred choice and proclaiming that â€Å"Commandâ„ ¢ is different, Commandâ„ ¢ is better†. 3. 0 Methodology A combination of primary and secondary research is undertaken to understand consumers’ motivation behind purchasing wall mounting and fastening products and assessing the effectiveness of Commandâ„ ¢Ã¢â‚¬â„¢s current BTL strategies. Our primary research consists of three parts. Firstly, a survey designed to help us understand the consumers and the factors that motivate or influence them to purchase wall mounting and fastening products. This survey is aimed at Commandâ„ ¢Ã¢â‚¬â„¢s target segment of consumers. The survey is conducted via the online platform to 100 consumers using Google docs, an online tool that enables collecting and analyzing data. Secondly, in-store observations of consumers purchasing wall mounting and fastening products is used to substantiate the analysis derived from our survey. The observation last between 30 minutes to 1 hour and took place in three different locations: the central and the heartland. We use a common set of questions to guide us when we are doing these observations, helping us to better understand the processes that consumers go through and identify the motivation consumers have when making their purchase decision. The effectiveness of current BTL strategies can be inferred through observing the influence it has on consumers’ purchase behaviour. Lastly, we did a focused group interview with 2 different groups of consumers; both are couples in the mid 20s. Pair A was a couple who works as an architect and a banker, while Pair B was a couple who are an engineer and an accountant. Our secondary research includes industry reports and literature reviews to assist us in generating a marketing plan tailored to Commandâ„ ¢Ã¢â‚¬â„¢s needs. Literature reviews help us to see how current BTL strategies can be improved for it to become more effective. The industry reports will provide us with a better understanding of the recent market conditions and the competitive outlook. 4. 0 Results ; Findings . 1 Problems A) Based on our survey results, we identified that consumers are unable to relate Commandâ„ ¢Ã¢â‚¬â„¢s main characteristics to the Commandâ„ ¢ brand. Only 7% thought of Commandâ„ ¢ when â€Å"adhesive strips† and â€Å"removes cleanly† were used to describe a particular brand of hook. A significant percentage (76%) of the respondents felt that the description was on 3M. This shows that consumers are not able to dif ferentiate between 3M and the Commandâ„ ¢ brand. In fact, more than half of this 76% answered that they have never heard of Commandâ„ ¢. While this shows that 3M has been successful in establishing its credibility in the mounting and fastening market, this situation is not ideal. If there are negative reviews on any of 3M’s Fast Moving Consumer Goods (FMCG) brands, the sales of Commandâ„ ¢ would be affected as well. A good example of successful differentiation would be that of 3M Post-It ®. Consumers see the brand name as â€Å"Post-It ®Ã¢â‚¬  by 3M not â€Å"3M stickers†. B) From our observations done at DIY stores in Singapore, we have also found out that Commandâ„ ¢ shelves are not sufficiently strategically placed to capture consumers’ attention. Commandâ„ ¢ hooks are not the first hooks that consumers see when they step into the store. This is a problem as consumers tend to be more experimental towards low-involvement product, switching between brands, as the costs and risks involved are low. 4. 2 Opportunities From our analysis, we will explore the opportunities Commandâ„ ¢ can tap into. Also, we will attempt to better characterize the characteristics of the 2 groups in order to target them more effectively in our recommendations. Table 1 Consumer's Willingness to purchase Command hooks | Hook users| Non Hook Users| Willing to pay for Commandâ„ ¢| 9 (12%)| 24 (86%)| Not willing to pay| 65 (88%)| 4 (14%)| Our question posed to respondents includes listing out the various attributes of Commandâ„ ¢ hooks and asked respondents to indicate their willingness to purchase such a hook. From the table above, we infer that hook users are not willing to pay a premium price for â€Å"Commandâ„ ¢Ã¢â‚¬  hooks, while non-users are willing to. This is an ideal group for Commandâ„ ¢ to target, with the aim to convince non-hook users to start using hooks, by creating a perceived need for using hooks. Hooks are low-involvement function-based product; people are only motivated to purchase them when there is a need to. Hence, in order to increase usage of Commandâ„ ¢ products, Commandâ„ ¢ would have to introduce to consumers the various ways one can do with hooks, creating a perceived need in consumers to purchase hooks. Non-users of hooks have the misconception that hooks in general would leave stains when removed. When targeting the non-users of hooks, Commandâ„ ¢ would need to address their concerns about hooks leaving ugly stains on the wall or peals the paint off. This shows that convenience is the main attribute consumers consider when they purchase adhesive removable hooks. However, the ideal attributes consumers have in mind for hooks in general are durability and the design of the hooks- both the aesthetic aspect and the shape of the hooks-. This indicates that there is a misalignment between consumer’s ideal hook and that marketed by Commandâ„ ¢. Commandâ„ ¢ could focus on promoting its hooks based on the top 2 attributes consumer’s go for when purchasing hooks, thus positioning itself as consumer’s ideal hook. From the above graph, we identified that most people use hooks in bathrooms and kitchens. Commandâ„ ¢ has focus on conveying to consumers the use of its products in these areas, and it’s substantiated by the display seen in HomeFix at Marina Square elaborated on later. From the graph, a significant number of respondents use hooks in the living room. Commandâ„ ¢ could explore how it can further encourage the greater use of hooks in this area to increase household penetration of its products. Commandâ„ ¢ could also explore the idea of bundling Commandâ„ ¢ hooks with the successful 3M â€Å"Post-It ®Ã¢â‚¬â„¢s† to reach out to office users. In summary, the misconceptions consumers have towards mounting and fastening needs can be translated into problems to address or opportunities for Commandâ„ ¢ to tap into. 4. 3 Categorisation of consumers There are 2 main attributes- design and durability- which consumers look for in their ideal hook and this play a role in motivating their purchase of hooks. Hence, we would divide consumers into 2 main groups: Innovalist and Functionalist. Innovalist: Consumers who are looking for design and creativity when they purchase products. They desire to be different from the rest. They tend to go for products that stand out and they are willing to try new things. This group of consumers will tend to be more price inelastic. Functionalist: Consumers who are concerned about functionality when they purchase products. They are not concerned about design, but more on durability of hooks. For them, hooks are mainly used to hang things and do not serve any other purpose. This group of consumers will tend to be more price elastic. 4. 4 Effectiveness of current BTL strategies BTL strategies serve to complement the above-the-line (ATL) strategies used by Commandâ„ ¢. BTL strategies are designed to target more specifically to the target audience and to get consumers to purchase our product. The BTL strategies play a significantly crucial role in differentiating Commandâ„ ¢ from others. From our primary research, the results obtained shed light on the effectiveness of Commandâ„ ¢Ã¢â‚¬â„¢s current BTL strategies. This chart shows that Commandâ„ ¢Ã¢â‚¬â„¢s in store advertising is effective, as 74% respondents know about Commandâ„ ¢ through newspapers, magazine and whilst shopping. However, this is not a significant number and more can be done to increase the impact BTL strategies have on the target group. This chart shows that Commandâ„ ¢Ã¢â‚¬â„¢s in store advertising is effective, as 74% respondents know about Commandâ„ ¢ through newspapers, magazine and whilst shopping. However, this is not a significant number and more can be done to increase the impact BTL strategies have on the target group. Non-users of hooks are less aware of Commandâ„ ¢ compared to users of hooks. This shows that Commandâ„ ¢ is one of the top brands associated with hooks, but more can be done to increase non-user’s awareness of Commandâ„ ¢ hooks; to establish their presence in non-user’s evoked set. Non-users of hooks are less aware of Commandâ„ ¢ compared to users of hooks. This shows that Commandâ„ ¢ is one of the top brands associated with hooks, but more can be done to increase non-user’s awareness of Commandâ„ ¢ hooks; to establish their presence in non-user’s evoked set. 4. 4. 1 Primary Space For majority of the DIY stores patronized, Commandâ„ ¢ products have a whole shelf space dedicated to it and could easily be distinguished from the rest of the brands. This offers Commandâ„ ¢ a certain level of publicity when shoppers are in the store. When Commandâ„ ¢ products are placed together as a whole it is very striking and distinguishable, attracting shoppers’ attention easily. At the other stores including DIY stores, Commandâ„ ¢ products are placed at the left column, hence may not attract much of consumers’ attention in comparison to products place in the center column. General hooks classified according to different colours and shapes Different sizes: small, medium, big Bathroom accessories, kitchen General hooks classified according to different colours and shapes Different izes: small, medium, big Bathroom accessories, kitchen In stores where a shelf is not fully dedicated to Commandâ„ ¢ products, the brands were divided into the respective rows and organised accordingly in a columns as shown in the figure below. Figure 9 Figure 9 Also Commandâ„ ¢ has made use of temporary cardboard shelves, which are placed near the mounting and fastening section, as seen in HomeFix Compass Point. However, these shelves are tucked at a corner, facing into the store and can only be viewed when one is at the corner where Commandâ„ ¢ hooks are. It is not strategically placed and thus the full potential of the effectiveness of such temporary shelves are not fully maximized, thereby losing the opportunity it have in influencing consumer’s purchase decision. We took into consideration the possible space constraints faced in the store as a possible limitation of its effectiveness. 4. 4. 2 Secondary space It is observed that a more interactive advertising was used in HomeFix at Marina Square – display of a glass cabinet which illustrates how of Commandâ„ ¢ bathroom accessories can be used in the bathroom- . This cabinet is effective as it is prominent, interactive and engaging, teasing consumer out of their boundaries when purchasing a low-involvement product. Shoppers’ attention is attracted and they are more inclined to go closer to the display. Furthermore, it acts as a visual aid, creating imagery in shopper’s mind. Shoppers are encouraged to visualize themselves using Commandâ„ ¢ products at home, leading to them forming a positive bias, as they can clearly picture how Commandâ„ ¢ products can play a part in their life. When they anticipated satisfaction in using the products, the vivid imagery they had earlier would sway consumers’ in their formation of preference, influencing their purchase decision. 4. 2. 3 Print Ads During our primary research, we were not able to find many local print advertisements solely on Commandâ„ ¢. We managed to find an image of 3M’s advertisement on the front page of a â€Å"Today† newspaper and another advertisement, which had â€Å"3M† in huge font, while â€Å"Commandâ„ ¢Ã¢â‚¬  was just a small logo in the bottom right corner. In consistencies in advertisements like these have led to consumers’ confusion and the inability to differentiate between Commandâ„ ¢ hooks and ‘3M hooks’. Our recommendation would be based on overseas print advertisements by Commandâ„ ¢ and the advertisements we found on 3M and Commandâ„ ¢. 4. 2. 4 Promoters We did not notice any promoters when we conduct our primary research. Based on our secondary research, we found pictures of Commandâ„ ¢ promoters. The promoters did not have a noticeable dress code which allows them to be easily identified in the store. Promoters play an important role in creating public interest and increase product demand. They are the source of information shoppers can turn to when in doubt, helping in shopper’s decision making process. We are not able to analyze this aspect of BTL in depth due to the lack of primary research available. 4. 2. 5 POSM The use of the well known local celebrity Bryan Wong has been effective in reaching out to consumers and possibly encouraging them to be more innovative in the area of home decor. This is can be attributed to his influence in the well-received programme, the â€Å"Home Decor Survivor†, which he has co-host for the past 4 seasons. He is known for his creativity and knack for being innovative. His good reputation, and the high level of reliability and credibility he established throughout the seasons, was a convincing factor for consumers who trust his advice and choice. Furthermore, the use of his pictures on Commandâ„ ¢ in-store advertisements has influenced consumers and serves to remind them that Commandâ„ ¢ products are the best in the market. 5. 0 Recommendations These recommendations are specifically designed to target the 2 categories of consumers we have identified earlier. Using the insight gained from our results and findings about the gist of the associative networks- the linkages between the various concepts- consumers have, our recommendations are proposed with the aim to form the linkages which we want consumers to have when Commandâ„ ¢ comes to mind. We propose 3 different BTL strategies that Commandâ„ ¢ can focus on to inform, raise awareness and increase adoption rate. Table 2 Overview of 5 BTL Strategies Consumer/BTL| Primary Space| Secondary Space| POSM| Print Ad| Promoters| â€Å"Innovalist†| â€Å"Strategising Space Allocation†| â€Å"The Road To Commanding Success†| | â€Å"Visuality Is Key†| | â€Å"Functionalist†| | | | | | . 1 Primary Space Commandâ„ ¢ should occupy shelves at eye levels in outlets where it does not occupy the full shelf as research has shown that products placed at the eye levels get the most attention from shoppers though it does not help in improving the evaluation of the b rand (Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. Young 2009). In addition, securing a larger shelf space is helpful in â€Å"increasing brand sales even when the price and location of the products remain unchanged† (Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. Young 2009). 5. 1. â€Å"Strategizing Space Allocation† Initiative Commandâ„ ¢ should use words or attributes which Functionalists look out for in their purchases and include it in their in-store advertisements in order to capture their attention and spur them to purchase. Furthermore, Commandâ„ ¢ can explore using the temporary displays more efficiently, by strategically placing them in a manner that would attract the most attention from shoppers. Also, the design of posters found at the top of the temporary shelves can be change as consumers are currently unable to associate them with Commandâ„ ¢ when they view the posters from afar. A sample of this poster is attached in the appendix. We propose that Commandâ„ ¢ expand their shelf space, especially utilizing the eye level ranks and to craft and place its temporary shelves strategically within the space constraints faced in stores, in order to enhance its visual appeal and brand recognition among its consumers. 5. 2 Secondary Space 5. 2. 1 â€Å"The Road to Commandâ„ ¢ing Success† Project This is an interactive road show to increase level of brand awareness and engage consumers in understanding Commandâ„ ¢Ã¢â‚¬â„¢s range of products and how the USPT works. The road show targets both the Innovalists and the Functionalists through 4 activities at 2 different locations. A brief overview of the project is shown in the table below. Table 3 Overview of â€Å"The Road To Commanding Success† Project â€Å"The Road To Commandâ„ ¢ing Success†| | A| B| Venue| Central: * Outside Ngee Ann City * Inside CityLink| Heartland: * Pasir Ris * Tampines * Bedok| When| January 2011 (Before Chinese New Year); 2 weekends; 11am-9pm| Type| Stationary| Mobile (Moves from 1 location to the next)| Others| Media invited to cover event at different venues| Activities| * â€Å"What can you hang? Contest – Ongoing * â€Å"Come and organize! † Contest – Every hour * â€Å"Sketch your idea! † Contest – Ongoing * Live Advertisement (CityLink only) – Ongoing| 5. 2. 1. 1 â€Å"What can you hang? † Contest Participants will be invited onto stage to give a creative answer on what can be hang on Commandâ„ ¢ ’s hooks. Answers will be projected onto a screen on the stage. Viewers can vote for the idea they find most creative and the top 10 winners of the day will walk away with a Commandâ„ ¢ hamper (a full range of Commandâ„ ¢ hooks) either at the road show or at 3M’s office at Yishun. This aims to engage the consumers by involving them in brainstorming about what Commandâ„ ¢ hooks can offer them. In addition, this contest enables Commandâ„ ¢ to get inspirations for future design and improvements to be made to their products by finding out how consumers wish to use Commandâ„ ¢ products. 5. 2. 1. 2 â€Å"Come and organize! † contest Participants will be given a range of common household items (umbrella, keys, towel etc) and Commandâ„ ¢ hooks. They will be tasked to organize all these using Commandâ„ ¢ hooks within 5 minutes, during that time; they are allowed to make changes to the position of the hooks. Viewers will vote for the most creative organizer who will walk away with a mini Commandâ„ ¢ hamper (3 sets of different types of Commandâ„ ¢ hooks). This activity aims to instill in consumers how they can use Commandâ„ ¢Ã¢â‚¬â„¢s hooks and to demonstrate and justify Commandâ„ ¢Ã¢â‚¬â„¢s claim that its hooks can be removed easily and cleanly. 5. 2. 1. 3 â€Å"Sketch your idea! † contest Participants are invited to sketch a creative design of a hook and these designs will be updated on Commandâ„ ¢Ã¢â‚¬â„¢s website and the voting period would last 1 week following the road show. Voting would be done online and the top 10 winners will receive a Commandâ„ ¢ hamper (a full range of Commandâ„ ¢ hooks). This allow Commandâ„ ¢ to understand what the Innovalists want in terms of the aesthetics of hooks which could be a stepping stone for Commandâ„ ¢ to create hooks with new designs. More elaboration is under Future Plans. 5. 2. 1. 4. Live advertisement Commandâ„ ¢ can use the many glass casings along the walkway of CityLink and hire models to stay in the glass casings and act out their lifestyle through using hooks. For example, the actor dresses up as a student and mounts Commandâ„ ¢Ã¢â‚¬â„¢s hooks on the wall, hangs an item, removes the hook and places it at another spot etc. Commandâ„ ¢ can have 3 sets of actors and act out household, office, bathroom scenes which demonstrate how the different types of product can be used in each setting. This would be attention grabbing and interactive, serving to tease consumers about their traditional notion of a road show and at the same time enable them to form a vivid image of how the various Commandâ„ ¢ products can be used conventionally and creatively, creating the perceived need in consumers to purchase hooks. This road show project is effective as it can 1) boost product and brand recognition by 15 times compared to other forms of advertising and 2) achieves a 97% recall rate. 5. 2. 2 â€Å"Is this your room? Start Living! † or â€Å"Tidy Room, Long Living† We propose that Commandâ„ ¢ explore the use of more glass/clear display cabinets similar to that found in HomeFix at Marina Square, bringing the living room environment into the store and showing shoppers how the hooks can be used in the living room. The display would be located in a variety of places, from DIY stores to supermarkets in order to cater to the different consumer profiles who patronize the stores. This would be an effective way to influence shoppers unconsciously and introduce to them how the various Commandâ„ ¢ products can play an important part in the various areas of their homes. The use of the tagline would differ depending on which target consumers Commandâ„ ¢ is targeting. The tagline â€Å"Is this your room? Start Living! † is for Innovalists while â€Å"Tidy Room, Long Living† is for Functionalist. The design of the living room in the display cabinet would be simple, one that encapsulates the essence of a living room. The proposed layout of the display is attached in the appendices. 5. 3 Print Ads 5. 3. 1 â€Å"Visuality Is Key† Instead of using the conventional style of being information oriented, Commandâ„ ¢ should create ads that are more visually appealing by replacing words with graphics. In addition, the choice of words used is critical in distinguishing Commandâ„ ¢ from competitors’ ads. The ads should be structured in a manner that caters to the preferences of our 2 categories of consumers. Specifically words or phrases like â€Å"durable† and â€Å"ability to hold a certain weight† appeals to Functionalists. Innovalist would be attracted to products which appeals to their creativity. Thus, phrases such as â€Å"infinite possibilities† and â€Å"anything; anywhere† appeals to them. Furthermore, the size of the ads should be larger than the current ones and have a high frequency of repetition, for this would increase the level of positive attitude to the brand and the purchase intention (Chanthika Pornpitakpan 2004). However, in order to achieve effectiveness, Commandâ„ ¢ has to vary the ads in order to reinforce its position in consumers’ memory. The ads would be shown approximately every 1-2 months in order to achieve a positive reaction from readers. We have designed different ads to illustrate our point and they are included in the appendix. The location of the various advertisements is shown below. Table 4 Consumer Type| Strategy| â€Å"Innovalist†| Place ads at â€Å"arts centres† eg. Esplanade| â€Å"Functionalist†| Place ads at â€Å"populated places† eg. Bus stops, train stations| 5. 4 Future Plans Our recommendations are designed to educate consumers that Commandâ„ ¢ is superior to its competitors despite their claims to provide the same quality, using the same technology and cheaper offering. To anchor its position as the preferred choice, Commandâ„ ¢ needs to continue developing new innovative products and convey it to consumers in creative means. For the future, we propose that Commandâ„ ¢ introduce its current line of adhesive hooks in an innovative way – having varied shapes and designs and occasion specific designs-. Examples of the shapes Commandâ„ ¢ can explore are shown in the pictures below. Doing so would further differentiate Commandâ„ ¢ from its competitors and boosts its innovative brand image; it also helps to transform the need of buying hooks to a want to buy hooks. Table 4 Examples of Innovatie Hook Designs Pumpkin hooks design for Halloween| Balloon hooks design for Birthdays| â€Å"Ang Bao† hooks design for Chinese New Year| Table 5 Examples of Innovative Hook Designs Table 5 Examples of Innovative Hook Designs 6. 0 Controls & Limitations In the event of a wet weather, the road show may lose some of its attractiveness as shoppers tend to be more reserved in their participation during such situations. The road show would thus not be able to garner the attention it aims to achieve. Singapore being a tropical country, this will be unavoidable as our weather forecast may not be 100% accurate either. The risk could be limited by organizing less road show during the monsoon seasons. In print ads, we are not able to control the environment under which consumers view it. While we may have an advertisement on Commandâ„ ¢, depending on how they peruse the magazine or medium, readers may not be exposed to the ad. Hence, Commandâ„ ¢ might not be able to control the frequency at which one is exposed to its ads. Therefore, print ads will be a long-term rather than a short-term strategy. Commandâ„ ¢ must ensure that they do not waste resources by having aggressive ad campaigns, but stick to an ad every 1-2 months as stated in our recommendation. References 1. Chanthika Pornpitakpan (2004), â€Å"Cross-cultural Differences in the effect of Ad Repetition and Ad Size: Experiments with Americans, Germans and Singaporeans† Journal of Euromarketing 13(2/3), 49-83 2. Company info: http://www. wikinvest. com/stock/3M_Company_(MMM) 3. Creative hook designs: http://wildammo. com/2009/08/07/crazy-and-creative-wall-hooks/; http://freshome. com/2010/05/11/25-of-the-most-creative-wall-hook-designs/ 4. Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. Young (2009), â€Å"Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase†, Journal of Marketing, 73, 1-17 5. JULIE A. EDELL and RICHARD STAELIN (1983), â€Å"The Information Processing of Pictures in Print Advertisements†, JOURNAL OF CONSUMER RESEARCH, 10, 45-61 6. Kuus Oberecker, Lea M. Wakolbinger and Michaela Denk (2009) â€Å"The Effectiveness of Combining Online and Print Advertisements Is the Whole Better than the Individual Parts? †, Journal of Advertising Research, 360-372 7. LEC : http://www. lecinc. co. jp/english/pr/index. tml 8. Magic Mounts : http://www. magicmounts. com/page4. htm 9. Roadshow Information: http://www. roadshowadvertising. com Appendix Figure 11. The entire shelf space dedicated to CommandTM in HomeFix at Compass Point, SengKang Figure 11. The entire shelf space dedicated to CommandTM in HomeFix at Compass Point, SengKang Figure 12. The shelf with competitor’s products in HomeFix at Compass Point, SengKang Figure 12. The shelf with competitor’s products in HomeFix at Compass Point, SengKang Figure 14. Temporary shelf B in HomeFix at Compasss Point, SengKang Figure 14. Temporary shelf B in HomeFix at Compasss Point, SengKang Figure 13. Temporary shelf A in HomeFix at Compass Point, SengKang Figure 13. Temporary shelf A in HomeFix at Compass Point, SengKang Figure 15. The display cabinet seen in HomeFix Marina Square Figure 15. The display cabinet seen in HomeFix Marina Square Figure 16. The 3M advertisement-collaboration with Giant hypermarts- in Today newspaper Figure 16. The 3M advertisement-collaboration with Giant hypermarts- in Today newspaper Figure 17. The advertisement with 3M in huge font and Commandâ„ ¢ in smaller font. Such advertisements may confuse consumers further, especially when a significant number of consumers are not aware of Commandâ„ ¢ Figure 17. The advertisement with 3M in huge font and Commandâ„ ¢ in smaller font. Such advertisements may confuse consumers further, especially when a significant number of consumers are not aware of Commandâ„ ¢ Venues for â€Å"The Road To Commandâ„ ¢ing Success† Project Figure 18. The 3 locations of â€Å"The Road to Commanding Success† Project Figure 18. The 3 locations of â€Å"The Road to Commanding Success† Project Figure 19. The open space area outside Ngee Ann City where â€Å"The Road to Commanding Success† Project will be held Figure 19. The open space area outside Ngee Ann City where â€Å"The Road to Commanding Success† Project will be held | Item| Cost| Miscellaneous| Ngee Ann City Space Rental| $3,900| | CityLink Space Rental| $1,140| | Equipment/Logistics/Transportation| $4,600| â€Å"What can you hang? †| Prizes @ $150/set| $3,000| â€Å"Come and organize! †| Prizes @ $15/set| $300| â€Å"Sketch your idea! †| Prizes @ $150/set| $1,500| Live Advertisement| Labour @ $6/hour| $360| Total| | $14, 800| Table 6. Estimated Cost for the â€Å"The Road to Commanding Success† Project Table 6. Estimated Cost for the â€Å"The Road to Commanding Success† Project Figure 21. Example of proposed print ad A Figure 21. Example of proposed print ad A Figure 20. Example of proposed print ad B Figure 20. Example of proposed print ad B Figure 22. Transportation of road show materials for Heartlands Figure 22. Transportation of road show materials for Heartlands Our Observations The questions we used to guide us in our observations to ensure a certain level of uniformity among all the observations 1. The estimated age of the consumer. 2. Consumer’s actions in the deciding process : * Which products they picked up * What kind of hooks does the shopper intends/ considering to purchase? What did they do with the product picked- flipped it over to read the details etc- * What products were they looking at? * Was the shopper influenced by any BTL strategies used by Commandâ„ ¢? 3. How long the deciding process takes 4. Shop’s staff actions during this process, if any. 5. Observe the BTL strategies employed by Commandâ„ ¢, if any. Observation #1. L ocation: HomeFix Compass Point Date: Done on the 25th September 2010 Time spent: 1 hour Observed an approximately 30 year old Chinese lady. She went to the Commandâ„ ¢ products first and spent a reasonable amount of time there (about 10 minutes). She took up the hooks for kids, which has Walt Disney designs, at the bottom shelf and the general hooks. She walked away to the shelf displaying competitor’s products, took up the metal hook by Sellery which cost $1. 60 and kept on holding onto it while she glance at the other hooks on display. She took up the wooden hook by LEC-which requires glue for installation- and cost $2. 90. It can carry a maximum load of 3kg. She flipped to the back of the packaging to read the instructions and lingered for a while before placing the LEC back. She also took up the concrete hook by Double-G. In the end, she bought the Sellery hook. She missed the temporary display by Command 3M as her back was facing it when she was viewing the products in the shelf dedicated to Command products. No sign of metal hooks by command Observation #2. Location: Selffix D. I. Y Store, Jurong Point Date: Done on 30th September 2010 Time spent: 45 mintues I noticed two customers interested in the mounting and fastening section. The first customer knew exactly what he wanted, picked up a cheap brand costing $1. 50 and left. The hooks he purchased where a small hook that came in a set of three and had a â€Å"peal to stick† sign on it. His product awareness either showed he had strong brand awareness or was a routine buyer of hooks. The second customer was more of a first time buyer. She spent her time comparing brands, reading the information on the packaging and in the end decided to purchase a pair of large hooks. The packaging contained 3 hooks each was worth $2. 50. The consumers’ behaviour indicated that the hooks were for a particular purpose and was after a brand that could support the weight of what she needed to hang. Observation #3. Location: Harbourfront Center Date: 23 September 2010 Time spent: 30 minutes There were a total of 5 customers who purchased hooks during the 30 minutes observation. 1 of them was a female, while the rest were males. They were all wearing office wear and looked in their mid 30s. The males seemed to be in a hurry as they simply came into the store, grabbed a hook and other DIY items before making payment. Out of the 4 males, only one decided to purchase a LEC hook instead of a Commandâ„ ¢ hook. The female customer spent a little more time deciding on her hook purchase. She compared between the large and small sized Commandâ„ ¢ hook. In the end, she decided on the larger one. Survey Questions Q1. Which age range are you in? a) 25-30 b) 31-35 c) 36-40 d) 41-45 Q2. Are you a a) Male? b) Female? Q3. What is the range of your monthly HOUSEHOLD INCOME? a) Less than $4000 b) $4000 – $6000 c) $6001 – $8000 d) $8001 – $10,000 e) More than $10,000 Q4. Do you currently use hooks? a) Yes (Move on the Q5) b) No (Move on to Q8) Q5. What type of hooks do you use and why? (Choose one which best describes your reason) | Design| Durability| Convenience (Ease of removal and setting up)| Re-Usable| Don’t use this hook| Nail-On| | | | | | Adhesive (Removable)| | | | | | Adhesive (Non-removable)| | | | | | Door Hanging| | | | | | Suction| | | | | | Q6. Where do you use the hooks? | Never (Area has NONE)| Sometimes (Area has some hooks)| Always (Area has the most hooks)| Bathroom| | | | Kitchen| | | | Bedroom| | | | Living Room| | | | Office| | | | Q7. What is your ideal hook? (Move on to Q12) | Not Important at all| Somewhat Important| Neutral| Very Important| Extremely Important| Design of hook (Aesthetic)| | | | | | Design of hook (Shape)| | | | | | Ease of Use| | | | | | Re-Usability| | | | | | Durability| | | | | | Brand (Reputation)| | | | | | Price (Affordable Price)| | | | | | Q8. Why don’t you use hooks? a) I make use of other instruments b) It is not part of my lifestyle (Never considered using hooks at all) c) I need to use it, but I have not gone to purchase it d) Others: ____________________________ Q9. Would you be interested in hooks with adhesive strips that can be REMOVED CLEANLY? a) Yes b) No Q10. An ordinary hook which is not easily removable would cost between $2-$3. Would you be willing to pay $4 for a hook with an adhesive strip that removes cleanly? a) Yes b) No Q11. Have you heard of hooks sold by Commandâ„ ¢? ) Yes (Move on to Q18) b) No (Move on to Q21) Q12. Have you heard of hooks sold by Commandâ„ ¢? a) Yes (Move on to Q18) b) No (Move on to Q13) Q13. Do you currently use hooks with adhesive strips? a) Yes (Move on to Q14) b) No (Move on to Q16) Q14. What brand of hooks do you currently use? a) 3M b) Shunmei c) First Choice d) LEC e) Magic Mounts f) Bostik g) IKEA h) Others: _____________ ________ Q15. After removal, rate the extent of damage on the surface. | I do not use this brand| Non-removable| Removes while damaging paint/wallpaper| Removes cleanly| Never tried removing before| 3M| | | | | | Shunmei| | | | | | First Choice| | | | | | LEC| | | | | | Magic Mounts| | | | | | Bostik| | | | | | IKEA| | | | | | Q16. Would you be interested in hooks with adhesive strips that can be REMOVED CLEANLY? a) Yes b) No Q17. An ordinary hook which is not easily removable would cost between $2-$3. Would you be willing to pay $4 for a hook with an adhesive strip that removes cleanly? a) Yes (Move on to Q21) b) No (Move on to Q21) Q18. How did you find out about hooks by Commandâ„ ¢? a) Newspaper b) Magazines c) Friends & Family d) Internet e) Television f) While shopping g) Others: _______________________ Q19. What kind of hooks do you think are sold by Commandâ„ ¢? a) Nail-on b) Adhesive (Removable) c) Adhesive (Non-removable) d) Door hanging (hooks that ledge onto the top of doors) e) Suction f) Others: ___________________ Q20. What other products do you think are sold by Commandâ„ ¢ as well? a) Bathroom accessories b) Door stoppers c) Cord organization d) Computer games e) Furniture f) Others: ___________________ Q21. Which brand of hooks first comes to mind when ADHESIVE STRIPS are mentioned? (Choose one) a) 3M b) Shunmei c) Commandâ„ ¢ d) First Choice e) LEC f) Magic Mounts g) Bostik h) IKEA Q22. Which of the following brands of hooks first come to mind when the description â€Å"REMOVES CLEANLY† is mentioned? (Choose one) a) 3M b) Shunmei c) Commandâ„ ¢ d) First Choice e) LEC f) Magic Mounts g) Bostik h) IKEA Layout Plans for â€Å"The Road To Commanding Success† Project Stage Screen for â€Å"What can you hang? † Contest Wall for â€Å"Come and organise! † Contest Booth for â€Å"Sketch you idea! † Contest Command Products Display Booth Command Products Display Booth Booth for Command Products Booth for Command Products Booth for Command Products Command Staff/ Promoter/ Emcee 25 Meter 30 Meter Stage Screen for â€Å"What can you hang? † Contest Wall for â€Å"Come and organise! † Contest Booth for â€Å"Sketch you idea! † Contest Command Products Display Booth Command Products Display Booth Booth for Command Products Booth for Command Products Booth for Command Products Command Staff/ Promoter/ Emcee 25 Meter 30 Meter Figure 2 General Layout for Central (excluding CityLink) and Heartlands Decorations such as fake flower garlands or drapes Fake Television Set Stereo Set (hung on the wall using CommandTM hooks) Curtains 1-sitter small sofa Pictures /paintings (hung using CommandTM hooks) Table displaying Command Products Table containing Command products and household items for person to set up in the â€Å"room† 2. 5 Meter 7 Meter Decorations such as fake flower garlands or drapes Fake Television Set Stereo Set (hung on the wall using CommandTM hooks) Curtains 1-sitter small sofa Pictures /paintings (hung using CommandTM hooks) Table displaying Command Products Table containing Command products and household items for person to set up in the â€Å"room† 2. 5 Meter 7 Meter Figure 3 General Layout for CityLink 1. 1 metre 1. 1 metre 1. 1 metre 1. 1 metre Figure 4 Layout of Display Cabinet in stores Figure 4 Layout of Display Cabinet in stores Layout plan for Instore Display ——————————————– [ 1 ]. The heartlands in the West and East side of Singapore. The outlets where these observations are done were at Selffix D. I. Y Store, Jurong Point; HomeFix, Sengkang and Harbour Front Centre [ 2 ]. The exact questions we used to guide us in our observations are in the Appendix [ 3 ]. Henceforth, we would refer to this hook as â€Å"Commandâ„ ¢Ã¢â‚¬  hooks, as we would hope to draw insights from respondents’ willingness to purchase hooks exhibiting the listed attributes which Commandâ„ ¢ hooks do. We do understand that in reality, the brand of the hooks may play a role in moderating this purchase intention. [ 4 ]. Advertisements are found in the appendices. [ 5 ]. 80% of consumers are outdoors during this period of time [ 6 ]. The models would include students, housewives and working adults. This is done so as to allow shoppers to be able to relate to them better and visualize how they can use Commandâ„ ¢ products in their lives. [ 7 ]. European Outdoor Advertising Association, Zurich, Switzerland [ 8 ]. Outdoor Advertising Magazine, July 2002