With Reference to Alternative Research, Critically Assess Bennett-Levy and Marteau’s Research

There is much research to support the idea of preparedness in the acquisition of phobias, just like Bennett-levy and Marteau have done, however many studies use non-human animals, and use experimental research methods. Cook & Mineka (1989) found that rhesus monkeys could acquire fear through social learning to fear relevant stimuli (toy snakes and crocodiles) but not of fear-irrelevant stimuli (flowers and a toy rabbit). Subsequently, Cook & Mineka (1990), again using rhesus monkeys, showed them edited videotapes of models reacting fearfully to toy snakes and non-fearfully to artificial flowers or vice versa.The observers only acquired a fear in the former condition, i. e. when they watched a monkey responding with fear to a snake. However, there is experimental research that shows that humans can show preparedness. Ohman and Soares (1998) showed that participants could be conditioned more quickly when associated with fear-relevant material, e. g. pictures of snakes or spiders, than when paired with fear-irrelevant material, e. g. picture of flowers or mushrooms. Again showing that fear is more readily associated with some things but not others.Bennett-Levy and Marteau deliberately removed the idea that the animals were harmful; however is this not a reason to fear an animal? One biological imperative for fear is risk of disease. Matchett & Davey (1991) and Ware et al (1994) looked at the relationship between animal fears relating to contamination and to likelihood of attack. They investigated fear of predatory animals and other fear-relevant animals. Both groups of animals elicited fear but only the animals carrying a risk of disease also elicited disgust.Those participants with the greatest fear of the ‘disgusting’ animals also scored highly on scales such as fear of illness and obsessive washing. Further support for this idea comes from Davey et al (1998) who conducted a cross-cultural study into animal fears. They found that, although cultures share fear for animals which are fierce, the greatest similarity was in those eliciting disgust; again indicating a link between phobias and animal-borne disease. The distinction between fear of fierce and infection-risk animals is demonstrated by experimental evidence from Davey et al (2003).They found that people will tend to become classically conditioned to pain responses associated with predatory animals (i. e. fierce ones). Disgustrelated unconditioned stimuli, however, were more readily associated with lowpredation animals (i. e. ones with a disease risk) than with safe ones. There does seem to be reasons for fearing animals, but in the modern comfortable existence that many enjoy, there are few natural things that will damage us and we have little reason to fear, but phobias are one of the commonest disorders in our society.

East-Midland English

A project in theoretical phonetics of English Shcherbakova Natalia, group 01 Contents: 1. Introduction 2. English in East Midlands 1. Vowels 2. Consonants 3. Word Stress 4. Sentence rhythm and intonation 3. Conclusion 4. List of references Introduction East Midlands, general facts The East Midlands, in its broadest sense, is the eastern part of central England (and therefore part of the United Kingdom as well).The East Midlands covers three major landscape areas: The relatively flat coastal plain of Lincolnshire, the river valley of the Trent, the third largest (and longest) river in England, and the southern end of the Pennine range of hills in Derbyshire. The second of these contains several large cities: Nottingham, Leicester, Derby and Doncaster, historically centres based around coal mining and heavy industry. This is one of the drier regions of England. ?The East-Midland dialect is very interesting. The northern parts of its dialect area were also an area of heavy Scandinavian settlement, so that northern East-Midland Middle English shows the same kinds of rapid development as its Northern neighbor. But the subdialect boundaries within East-Midland were far from static: the more northerly variety spread steadily southward, extending the influence of Scandinavianized English long after the Scandinavian population had been totally assimilated.In the 13th century this part of England, especially Norfolk and Suffolk, began to outstrip the rest of the country in prosperity and population because of the excellence of its agriculture, and — crucially — increasing numbers of well-to-do speakers of East-Midland began to move to London, bringing their dialect with them. ? By the second half of the 14th century the dialect of London and the area immediately to the northeast, which had once been Kentish, was thoroughly East-Midland, and a rather Scandinavianized East Midland at that.Since the London dialect steadily gained in prestige from that time on and began to develop into a literary standard, the northern, Scandinavianized variety of East-Midland became the basis of standard Modern English. For that reason, East-Midland is by far the most important dialect of Middle English for the subsequent development of the language. ? ? ? ? ? ? ? The English written and spoken today owes its origins to a mix of the East Midlands and London dialects. The East Midlands dialect was important because it came from the centre of the country and was intelligible to most people.Great numbers of traders, pilgrims and others passed through towns such as Leicester and Nottingham. During the 13th and 14th centuries, large numbers of East Midlanders migrated to London, in turn influencing the standard form of English The East Midlands dialect was a mixture of English and Scandinavian, with a smattering of French. The impact of the Vikings can still be seen today in our version of English that was born on the borders of Mercia and Danelaw. As Dr Elai ne Treharne from Leicester University points out, â€Å"It is fair to say that the Queen's English has its roots in the towns of the Midlands as much as the palaces of Whitehall! 1) Fading of old traditions and huge shiftsin how we. communicate globally. Much of the dialect developed in rural communities and in the industrial heartlands of the region. Mining communities in Derbyshire, Nottinghamshire and Leicestershire were renowned for their use of dialect. At a time when regions are losing some of their traditional dialect, the East Midlands is keen to retain its cultural identity and linguistic style. Although some words are dying out, East Midlanders are keen to celebrate their local language 2) 3) ? ? Examples of pronunciation: ? ? ? ? In Leicester, words with short vowels such as up and last have a northern pronunciation, whereas words with vowels such as down and road sound rather more like a south-eastern accent. The vowel sound at the end of words like border (and the name of the city) is also a distinctive feature. [ In north Nottinghamshire ee found in short words is pronounced as two syllables, for example feet being , sounding like â€Å"fee-yut† (and also in this case ending with a glottal stop). Lincolnshire also has a marked north south split in terms of accent.The north shares many features with Yorkshire, such as the open a sound in â€Å"car† and â€Å"park† or the replacement of take and make with tek and mek. The south of Lincolnshire is close to Received Pronunciation, although it still has a short Northern a in words such as bath. In Northamptonshire, crossed by the North-South isogloss, residents of the north of the county have an accent similar to that of Leicestershire and those in the south an accent similar to rural Oxfordshire. The town of Corby in northern Northamptonshire has an accent with some originally Scottish features, apparently due to immigration of Scottish steelworkers.It is common in Corby for the GOAT set of words to be pronounced with . This pronunciation is used across Scotland and most of Northern England, but Corby is alone in the Midlands in using it ? East Midlands accents are generally non-rhotic, instead drawing out their vowels, resulting in the Midlands Drawl, which can to non-natives be mistaken for dry sarcasm. Old and cold may be pronounced as â€Å"owd† and â€Å"cowd† (rhyming with â€Å"loud† in the West Midlands and â€Å"ode† in the East Midlands), and in the northern Midlands home can become â€Å"wom†.The West Midlands accent is often described as having a pronounced nasal quality, the East Midlands accent much less so. ? ? Next ? As in the North, Midlands accents generally do not use a broad A, so that cast is pronounced rather than the pronunciation of most southern accents. The northern limit of the in many words crosses England from mid-Shropshire to The Wash, passing just south of Birmingham. ? Midlands speech also generally uses the northern short U, so putt is pronounced the same as put.The southern limit of this pronunciation also crosses from mid-Shropshire to the Wash, but dipping further south to the northern part of Oxfordshire. Next Other features of Derbyshire dialect are: 1) the use of words like â€Å"thee† and â€Å"thou†Ã¢â‚¬Ëœ 2) the shortening of words for more economical speech 3) the use of very unusual words like â€Å"scratin'† (crying) deriving from old Norse or Viking The dialect of the East Midlands has been investigated in notable texts such as the affectionately titled Ey Up Mi Duck series of books by Richard Scollins and John Titford.These books were originally intended as a study of Derbyshire Dialect, particularly the distinctive speech of Ilkeston and the Erewash valley, but later editions acknowledge similarities in vocabulary and grammar which unite the East Midlands dialects and broadened their appeal to the region as a whole. â€Å"Ey Upâ €  (often spelt ayup / eyup) is a greeting thought to be of Old Norse origin (se upp) used widely throughout the North Midlands and South Yorkshire, and â€Å"Mi Duck† is thought to be derived from a respectful Anglo Saxon form of address, â€Å"Duka† (Literally â€Å"Duke†), and is unrelated to waterfowl.Nonnatives of the East Midlands are often surprised to hear men greet each other as ‘Mi Duck. ‘ I, the man with the red scarf, Will give thee what I have, this last week's earnings. Take them and buy thee a silver ring And wed me, to ease my yearnings. For the rest when thou art wedded I'll wet my brow for thee With sweat, I'll enter a house for thy sake, Thou shalt shut doors on me. ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Ay (or ey) up mi duck – hello there! Aya gorra weeya? – is the wife with you?It's black uvver Bill's mother's – it looks like rain Coggie – swimming costume Croaker – doctor Duck's necks – bottle of lemonade Gorra bag on – in a bad mood Laropped – drunk Nesh – cold Old cock – friend or mate Page owl – single woman out alone at night Skants – pants The rally – the railway line Thiz summat up wee im – I think he may be ill Who's mashing? – who's making the cups of tea CONCLUSION East Midlands English is a dialect traditionally spoken in Derbyshire, Leicestershire, Lincolnshire, Nottinghamshire, Rutland and Northamptonshire.It came from the centre of the country and was intelligible to most people. It includes special pronunciation, grammatical rules and has variations within the political region. East Midlands takes great pride in its distinctive dialect. In Lincolnshire local people are going back to the classroom to reclaim their linguistic roots. The English written and spoken today owes its origins to a mix of the East Midlands and London dialects. They have a lot of common and it is really hard to distinctive one dialect from another without knowing peculiarities of both dialects.LIST OF REFERENCES & EXTERNAL LINKS Wiki Travel (2012) – England, East Midlands (http://wikitravel. org/en/East_Midlands) Penn Department of Linguistics – Dialects of Middle English (http://www. ling. upenn. edu/) Peter Gill (2009) – Dialect Poems (http://dspace. dial. pipex. com/) BBC Inside Out (2005) – Dialects and accents (http://www. bbc. co. uk/) Bell M. (1996). Teaching pronunciation and intonation to E. F. L. learners in Korea. Retrieved on 14 October, 2004. – p. 255 Tutorgipedia – English language in England (http://www. tutorgigpedia. com)

Han China/Imperial Rome CCOT

Han China was one of the longest dynasties in Chinese history, however, the Imperial Roman empire lasted even longer. Han China and Imperial Rome share many similarities as well as many differences. Although Han China and Imperial Rome had many similarities (patriarchy, expansion), the differences (recruitment, system of who is in authority) in methods of political control outweigh the similarities because of they had little interaction with each other. The first similarity between Han China and Imperial Rome is found when comparing their patriarchal societies.Both in Han China and Imperial Rome they were extremely patriarchal. In each society the man of the house could arrange marriages for their children, decided whether or not to keep the offspring born to their wives, and decided how to punish wives if they commit a wrongdoing. In Han China, for example they tried to strengthen patriarchal authority by emphasizing importance of filial piety and women’s subordination to men . Imperial Rome was also patriarchal, for example, because husbands would have multiple children with their wives in hope of birthing a strong, healthy son to carry on the family name and legacy.The main job given to women in Rome was to birth sons. The women had no say in the number of children they had or in keeping the children they gave birth to. If the women couldn’t fulfill this expectation of having sons, the husband would divorce the woman, have children with another woman, or simply kill his wife and find another one. The next similarity between Han China and Imperial Rome is the expansion of both their governments. Both societies sought to expand the borders of their empires through imperial expansion.They perceived threats to security led to wars and conquests, which increased the length of borders and led to more perceived threats. In vein of the Qin dynasty before the second empire, the primary goal of the Han dynasty was to unite all of China. To accomplish this , Han China invaded and brought the territories of Korea, Vietnam, and parts of modern Kyrgyzstan into Chinese society. Likewise, Imperial Rome conquered all of the Mediterranean basin and oversaw affairs from Anatolia and Palestine in the east to Spain and Morocco in the west.Both societies also had vast armies to control their new territories. Han China and Imperial Rome differed, firstly, in their forms of recruitment. In Han China, they needed educated officials to take positions in the society. To accomplish this, they created a university and civil service exams. The university they established was based on Confucianism for its curriculum and was used to prepare men for government service. The men also had to take civil service exams, which people rarely passed, to become a government official.The recruitment for Imperial Rome was simpler. A typical recruit for the Roman army would appear at an interview with a letter of introduction, often written by the family patron. Next, they had to have a medical examination. The examination consisted of checking for a minimum height which was demanded and making sure the soldiers had all their fingers, toes, and limbs. After this was over, the men were given advanced pay and would be posted to a unit. Han China and Imperial Rome are different, secondly, because of who is in control of their government.Han China’s political system was known for a centralized unit, that was ruled by an emperor through the Mandate of Heaven. Rome, however, had a centralized, interwoven structure that was ruled by a Roman monarch, who controlled their complex structure. Furthermore, Han China was divided into administrative districts that were governed by officials, selected by the emperor. Though in contrast, Imperial Rome created a monarchy, disguised as a republic, so that the emperor could have complete control, but the citizens would feel like they were contributing to the government.Han China and Imperial Rome were two ve ry influential societies in history. They shared many similarities as well as many differences with each other. Han China and Imperial Rome had several differences, like recruitment and their systems of who is in authority, but they also had many similarities, such as being patriarchal and expansion, however their differences outweigh their similarities because they had little interaction with each other so they didn’t share ideas or concepts.

Food Marketing 'ethics' play in food marketing Assignment

Food Marketing 'ethics' play in food marketing - Assignment Example There is need for socially responsible business to strike a fine balance between its profit making goals as well as the need to protect the long term interests of their consumers and the environment. The concept of ethics usually involves conflicting interests whereby people can disagree about the right course of action in a given situation. Marketers are therefore re-examining their connections with social values and responsibilities for the social and environmental impact of their actions. Corporate ethics and social responsibility have become hot topics for every business and only a few misguided companies can ignore these issues. As such, this essay seeks to critically analyse the role played by ethics in the process of marketing food. This essay is divided into three sections and the first part is concerned with outlining what is considered to be the most important ethical issues currently facing the food retail industry while the second section is concerned with describing how Tesco is tackling the issue of ethics in food marketing. The third part will look at economic and social trends within the European Union (EU) which may pose a conflict to the consumers with regards to ethics in marketing of food. Section A In recent years, it can be noted that the concept of ‘ethics’ has played an increasing role in food marketing. ... n be described as the â€Å"essential and enduring tenets† that help define the company and are â€Å"not to be compromised for financial gain or short term expediency,† (DesJardins, 2006, p.5). Values are obtained from a cultural environment which is made up of institutions and other forces that affect the society’s basic values, perceptions, preferences and behaviour these beliefs incline us to act in one way rather than the other (Kotler & Armstrong, 2004). There are many types of values which include financial, political, historical as well as religious among others. In as far as marketing of food is concerned, ethics may relate to a number of areas, for example, the healthiness of food, the effect of the food chain on the environment, and social effects of the food chain such as worker employment conditions. There are many factors as going to be outlined below that are considered to be the most important ethical issues currently facing the food retail indust ry. It is the responsibility of the organisation to ensure that the food they sale does not endanger the health of consumers or others. There is need to ensure that the organisation observes the health needs of the targeted consumers in order for it to remain viable. Whilst companies are not charity organisations, they need to safeguard the interests of the consumers with regards to their health concerns. For instance, genetically modified organisms (GMO) can be used to make food. However, these have come under criticism as a result of their side effects on the consumers’ health. This is an issue of ethical concern given that the organisation in question will need to take the health interests of the people into consideration of which failure to do that will result in negative publicity of the organisation

Swax watch Essay Example | Topics and Well Written Essays - 250 words

Swax watch - Essay Example In addition, SWAX Watch has been completely differentiated in the packaging and prices. This will make the product quit conspicuous. The entire market coverage will be divided into various sections where as the demand of each segment is addressed. The first segment will target the youth. The product will be designed to appeal to the young people through coloration and scent. We shall address the concern raised by the young in the market research. Similarly, some product will be manufactured to meet the need of the poor in the society. This product will be designed to be relatively cheaper and within their reach. SWAX Watch will be presented in the best ways that appeal to a large number of audiences. In this case, popular media will be used as advertising platform. Similarly, peak periods of the day will be chosen so as a large number of audience are reached. The best possible method will be used to obtain the largest number of clients. As it has been stated, SWAX watch is targeting the youth. In this case, all its features are identified with the youth. The packaging and distribution is intended to reach to the youths in the society. In some cases, the product is designed to attain expected level of current trends. This is because the youths are attracted to trendy

Capital Punishment should be abolish Essay Example | Topics and Well Written Essays - 500 words

Capital Punishment should be abolish - Essay Example Capital punishment is exercised on mentally ill individuals, it also causes emotional suffering for their families and is applied without taking into consideration the convict's case and situation. Thus, death penalty should be abolished. The Universal Declaration of Human Rights (1948) says: No one shall be subjected to torture or to cruel, inhuman or degrading treatment or punishment (Article 5)." So how can we explain that each year death penalty is performed throughout the world not observing the individual human rights Moreover, "Everyone has the right to recognition everywhere as a person before the law (Article 6)." Does capital punishment treat offenders as human beings Rather not, I reckon. Instead, the state chooses to punish the villain citizen by killing him. One of the incontrovertible arguments against the capital punishment is that criminals are also real, human beings like us, who have their lives and families. Many of the serial killers have deep psychological problems and instead of being killed should be put into mental institutions and asylums. We have to wisely consider how we will look at criminals, especially murderers - as evil or sick. This is another very important issue and it seems that society hardly ever reacts reasonably on this.

Puerto Rico Research Paper Example | Topics and Well Written Essays - 2500 words

Puerto Rico - Research Paper Example ploring the island of Puerto Rico in detail to suggest an effective and implementable judicial system after thorough research on the judicial systems prevalent in other similar states, or other states of the U.S in particular. Thus, a general conclusive view will aim at suggesting the inclusion of a four tiered court system, i.e. municipal courts, major trial courts, appellate courts and a highest state court, all of which will be addressed separately in the paper. Initiating with an introductory phase, it is crucial to shed light on the geography, economy and government of the state. Generally, Puerto Rico is an island which consists of the main island with other similar small islands, i.e. Culebra, Desecheo, Vieques, Mona and Caja de Muertos, out of which only two are the ones with inhabitants who belong to these areas while other consists of migrants usually. Connected to these main islands are other various small islands as well, for instance, the island of Old Sans Juan also the island of Puerta De Tuerra. Generally, Puerto Rico takes up about 14,000 square kilometers of land, thus being a small island overall, and can be compared to the size of Cuba in terms that it consists of about 8% of the land which Cuba takes. The latest census which took place in the Commonwealth of Puerto Rico in 2011 indicated its population to be 3,706, 690, with many immigrants from the America`s especially Cuba, Venezuela and even other Caribbean Islands, whe reas the general population of Puerto Rico consists of Irish, Scotts, usually whites and even the African Americans in general. Spanish, French and English are the main languages spoken in this state. In the beginning of the 20th century Puerto Rico was an agrarian economy, however with time it started moving towards being an industrial one, and eventually with MNC`s being dominant in the world economy, many American corporations took over the Puerto Rico`s economy. Resultantly, the debt of the state has been increased

Face Negotiation Theory Essay Example | Topics and Well Written Essays - 2500 words

Face Negotiation Theory - Essay Example To begin with, the research will administer a number of questionnaires to several participants in various different national cultures asking them to give a description of interpersonal conflict. After administering the questionnaires, the major findings of the this study came as follows; cultural individualism collectivism revealed direct and indirect effects on conflict styles, self-face and other-face related positively with independent self construal. Additionally, self-face related positively with conflict styles that are dominant and other-face related positively with integrating and avoiding styles, and finally, face accounted for all of the total variance explained (Littlejohn and Foss 172). However, it is worth noting that, face dominated and avoided some of the variances explained when considering face concerns, cultural individualism- collectivism, and self-construal. According to Stella, conflict earns the meaning, a perceived and actual incompatibility of values, processes, expectations, and outcomes between two or more parties over relational or substantive matters. In this research, a number of investigations make maximum use of the face negotiation theory. With reference to face negotiation theory, the author argues that face is an explanatory mechanism for management different styles of conflict within different cultural groups. Face is a representation of a claimed sense of a positive image of an individual in the context of social interaction. The general tendencies of patterned responses to conflict in a variety of antagonistic interactive situations refer to styles of managing conflicts. Face negotiation theory has strength whereby, it provides an explanatory and organized framework for behavior conflicts (Littlejohn and Foss 175). Nevertheless, the underlying assumption that face is an explanatory mechanism for conflict behavior has no previous tests. Prior investigations did not measure face directly but rather used face post hoc in explaining the relationship between conflicts and variables of culture. Hence, this research sought to incorporate testing the assumption that face is the explanatory mechanism for the relationship between culture and conflict management style as well. Research findings shows that, face negotiation theory provides a decisive framework of explanation for describing differences and similarities in face and face work during times of conflict. Concisely, the face negotiation theory argues that, in all cultures, people try to maintain and negotiate face in all communication situations. In addition, the concept of face becomes problematic especially in situations where there is uncertainty such as conflict or embarrassment circumstances (Littlejohn and Foss 191). This happens when situated identities of communication respond to questioning. Individual level variables, variability of culture , as well as variables of situation influence

Is It Right to Act in One's Own Best Interest, Or to Obey the State Essay

Is It Right to Act in One's Own Best Interest, Or to Obey the State - Essay Example Socrates’ understanding of the legal obligations is based on the personal morality analogies. He argues that there are two key reasons why people are obliged to obey the law; the reasons are gratitude and contract. In gratitude, the law plays a role for us just like the role played by individuals whom we are mandated to be grateful. In contract, Socrates decided to obey all the laws (Green 1). Socrates applies the general moral principle or rule, which he and Crito (his friend) accept as valid after deep reflection. They agree that we are not supposed to harm others, we are supposed to honor our promises, and that we are supposed to respect or obey our teachers and parents. Socrates uses the principle in his case and argues that if he escapes he will do harm to the society, fail to honor a promise, and he will be disobeying or disrespecting his parents and teachers. He then concludes that it is his moral obligation to obey all the city’s laws despite the fact that the s entence and the conviction were wrong (Frankena 1). ... Therefore, if the law was part of the contract or the agreement, then based on the general theory, he was obliged to obey it (D’Amato 10). The moral commitment of Socrates to obey the laws necessarily entails giving a portion of his own ethical standards to the tribunal. However, his teachings taught that each individual was supposed to think for himself and discover what is morally right and what the truth is. Socrates was of the opinion that there are some immutable standards of wrong and right discoverable through the process of logical thinking. He further believed that no individual is supposed to follow (without careful consideration) the teachings of another individual even if everyone else accepted his teachings in the universe. Thus, one may argue that Socrates was inconsistent in submitting to the presentation of the law by the court of law. Socrates was not lured by the urgings of his friends to escape. His decision was based on his own path of behavior because he t hought it to be right. However, the path he chose to follow consisted of delegation of his part of his own set of ethics to Athens’ lawmaking authorities, such that they, and not him, decided that that the law sentencing him to death was morally just and right (D’Amato 12). Socrates Being Obliged to Follow the Law by the State The difference between justice and truth is a confusing concept that perhaps surrounds the manner in which Socrates’ sentencing proceeded. On one hand, following the law demands that the state is built on principles of justice in an attempt to introduce order in the society. Justice in law entails dedicating the interests of the society and its perceptions of the right

The Economic Downturn Effects on I.T Projects in Singapore Case Study - 1

The Economic Downturn Effects on I.T Projects in Singapore - Case Study Example Beginning November 2008, global demand and investments in trade had been paralyzed and in turn had an adverse impact on several economic sectors in Singapore such as wholesale, retail, transport, and storage sectors. For instance, the manufacturing sector is estimated to have contracted by 3.7% in 2008 and is a bit better than the 5.8% contraction for the year 2007 (Bradley 2009). The services and construction sectors also registered a slower rate of growth by as much as 5.3% (the figures were an incredible 17.3% in 2007) (Bradley 2009). Laying a primary emphasis on mitigating job losses, the government of Singapore responded to the crisis by adopting several measures. Amongst them, one of the most significant initiatives implemented included a job-retraining program aimed at improving the professional skills of workers and to reduce the burden on businesses by paying for related expenses incurred over job training. In several other cases, the government also closed down several proj ects or instructed business to do so if it felt that they were to resource intensive or hampering the reversal of the crisis (include author). A broad review of related literature and news reports (include authors) suggests that the IT industry was generally favored and supported by the government during this period of economic recession and restructuring. For example, a tender to provide passive fiber grid for the next generation of the national broadband network in Singapore was awarded in September 2008. Decisions like these clearly indicate a high level of trust and commitment on the part of the Singapore government to support the IT sector and use of IT services despite and signifies the relevance of IT as an instrument for emerging out of the crisis. Further, a passive ICT infrastructure was to be implemented in Singapore by Netcom OpenNet to deliver speeds of 1Gbps and beyond. The government committed itself towards extending a grant of S$750 million to the contracted company so as to support the network implementation (James 2009) in the hope of opening up several opportunities along the way for many other I.T proj ects.

Pharmaceutical Industry Essay Example | Topics and Well Written Essays - 500 words

Pharmaceutical Industry - Essay Example This is to ensure the safety of administering a new drug to health volunteers and patients (Novartis 2004). Prior to the therapeutic trials in patients, which is the Phase 1 trials, the pharmaceutical company will need to have: the preclinical testing data and findings from the laboratory studies, the manufacturing information, clinical protocols and investigator information in the form of an Investigator's Brochure which will contain all the information about the study drug (MHRA 2006). This information will be required by the licensing authority, which in the UK is the Medicines and Healthcare products Regulatory Agency as part of the application for a Clinical Trials Authorisation which would enable a trial to be conducted in humans. In addition to this Authorisation, the pharmaceutical company will need to obtain a favourable ethical opinion and approval from the site where this drug will be tested. Once all required approvals are in place, the drug can be tested in a Phase 1 trial in healthy subjects. If the results of this trial are positive and no serious adverse events or suspected unexpected serious adverse events occur, then this progresses to a Phase 2 trial in subjects with the disease or medical condition. The key issues that

Electric and Music industries limited Essay Example for Free

Electric and Music industries limited Essay â€Å"EMI† or Electric and Music industries limited is a British music company founded in 1931 as a result of a giant merger of two companies namely the UK Columbia Graphophone company and Gramophone company. Initially it was involved in manufacture of recording and playback equipment and provision of music to play in its machines. EMI Group Plc comprises two major companies i. e. EMI music based in Kensington, London England and EMI publishing based in New York. EMI is one of the four music companies in the world. The other three are Sony BMG, Warner group, and Universal music group. As we shall see Terra Firma, capital partners now own EMI since august 2007. This change of ownership was because of drastic decline in sales and a huge loss to the tune of 2000 million pounds in 2006/20007 financial year (http://www. businessweek. com/magazine/content/03_06/b3819058. htm? chan=search). This transition saw several artists walk out of EMI including Radio head, Sir Paul McCartney among others. The takeover also saw Guyhands, the new owner bring in new restructuring policies to reduce the labor costs by two hundred pounds. This was to be achieved by cutting up to two hundred workers out of the 5000 plus EMI labor force (http://www. cornerc. com/emi. htm). Initially EMI majored in the manufacture of gramophones, which went on successfully for a period of 40 years. However, during and after the world war two they ventured in the manufacture of radar equipment and guided missiles. They later began to manufacture broadcasting equipments with BBC being their main customers. They employed skilled engineers an example such was Godfreys Hounsefield who came up with the first scanning machine, used in medical imaging. EMI’s strategic choices Although EMI was established along time ago, an indicator that it had cut itself a niche in the music production industry, it had to come up with regular strategies to maintain its position in the market. This was also necessary to stay in level with its business rival e. g. Warner music group and others. In any business, it is mandatory that to acquire a large market share a manufacturer must produce quality products. This aspect of quality is what customers look for and therefore EMI embarked on producing quality and efficient products through the employment of skilled work force such as engineers. For instance the re skilled and able engineers who made sure that quality and efficiency was not compromised. Another very important tool EMI used to edge out its competitors was by signing contracts with popular artists. It roster of artists included both local and international artists who releases new albums every now and then. These regular releases helped EMI to offer its customers a wide rage of music choices. Emi continued investing heavily in the very best song writing standards across the world. Local artists included the Beetle Boys, Nora Jones. Lenny Krawtz, among others while artists from other regions included Japan’s Noriyoku Matiara, Latin American’s Marissa Monte, continental Europe’s Raffael, Diam among many others. These best talents enabled EMI to maximize all potential revenue opportunities. Due to hypercompetitive nature of the music industry, EMI has always been on the look out to remain executive in the industry. This, they have achieved by making systematic decisions, monitoring the decision effects, and adjusting where necessary. EMI’s fast, efficient and flexible business intelligence team draws these strategies. Through this intelligence team, EMI was able to embark on facilitating a new architecture for selling its products. They engaged an IT firm, Avanade who successfully designed a web services solution. This new architecture helped EMI to take advantage of unique interactive marketing opportunities, which offered a competitive advantage when signing new artists. EMI has also labored tirelessly in creation of new products, formats, channels, and new partnerships as a real competitive tool over its rivals. For instance, EMI diversified its distribution channels by introducing digital online selling. This has supplemented the physical selling method. As expected, this online selling has helped to cut the costs of shipping, and offered value to its customers’ dollars. Another competitive advantage of this method is that it’s dynamic, secure, and it’s flexible for easy extension to new E-commerce business technology initiative (http://www. avanade. com/customers/casestudy. aspx? id=39). EMI has also focused on creating of very attractive music content and making it available where consumers want it, when they need it, and in the format, they want it. This has helped them to maximize the demands for its artist works. Of more importance is the diversification of its product range, which has been a routine exercise as part of their business products. New corporate partnerships have been created and therefore making EMI’s music available in more than 56 countries. However, this market diversification has posed a greater challenge due to sprouting of both physical and digital piracy. However, through a series of successful legal suits the company has made progress in combating unscrupulous pirates. Another tool EMI continues to use in order to broaden its international market is by establishing right relationships on the right terms. This has made them to be in the fore front of the music industry and there fore exploiting new products and possibilities that digital technologies brings e. g. this innovative digital approach, saw EMI music produce the first ever album available on i-tunes. An indicator of how EMI music is exploiting new opportunities that digital technologies brings (http://billboard. blogs. com/billboardpostplay/2005/06/sales_and_marke. html) . Through these digital innovations, EMI music has therefore ventured in a wide geographical region with ventures in N. America, Japan, Continental Europe, Latin America, Australia, and in S. East Asia. In all this regions EMI music has entered into joint ventures with local companies, making its products to be widely accepted by the locals, a phenomenon, which could have been the other way if EMI music decided to go on its own. These international ventures have been successful because British had many colonies across the globe. Therefore, it has been easy to market EM products in the common wealth countries (http://www. ybase. com/detail? id=1025595). EMI limited is now one of the four leading companies after Universal music group, Warner music group and Sony BMG. Therefore, measures to protect it and make it sustainable strong in the music industry market have to be arrived at. His measures are not only purely for protection but also for building the company further. An example of such measure was EMI’s bold proposal move to buy its music rival Warner group. EMI argued that this move will not only cut down the cost of unnecessary competition but also will add value to the company share value in the London stock exchange market. Warner on its side did not take the proposal positively. EMI has also invested hugely on intensive marketing and promotion through collaboration with mobile phone manufacturers e. g. T-mobile which uses EMI music as its ring tunes. In addition, EMI music has entered into contracts with advertisers and media houses as a way of diversifying its revenue opportunities. Another milestone EMI has achieved in protecting its market share is by proper use of copyrights and hence reducing piracy. Critical success factors In order to achieve all the above strategies and objectives, EMI had to come up with a series of practices. These practices, which are in other words referred to as critical success factors, included the following; developing a distinctive approach towards its list of artists, which are its main assets. Also making consistence investment in artists with long-term carrier potential and maximizing its local and global sales. Another factor was getting in partnership with willing music companies across the world. This approach was seen as the only way EMI products would be readily accepted by customers globally. From EMI’s financial and performance data, it is evident that to some extend they achieved these success strategies. This is clearly shown by the number of business ventures it entered into the globe e. g. in Asia, Australia, North and South America among many other places. In addition, the roster of artists affiliated to EMI speaks volumes about this. It s evident then that EMI’s strategies and objectives were very much appropriate initially. This is the reason as to why EMI has been successful for a very long period. The strategies were in line with its resources and capabilities. EMI’s recourses and capabilities It is evident that the long term EMI’s success did not just come on a silver platter, it was occasioned by; intensive investment of capital, intensive marketing and promotion, tireless efforts by its skilled and able workers, regular releasing of albums by its long roster of artists, and lastly prevailing peace and stability in many countries it ventured into. To begin with, the main asset towards the support of EMI’s strategies was their large numbers of artists who were blessed with immense real musical talent. These artists released new hits every now and then and therefore this made EMI to be constantly in business, hence its expansion to overseas market. EMI being a company that started back before the start of the world war two stands a better chance in terms of competitive advantage from its rivals. This is so because its long time presence in music production industry makes it to have built a reputation with new and old artists. Long time presence in music industry makes it to be popular with its customers and therefore its volume of sales have always been high until lately when it started making losses. To satisfy its customer s demand as we saw earlier EMI achieved this by investing heavily in new technology whereby new brands of products were released every now and then. This new technology was achieved through EMI’s large workforce of able and skilled technicians. EMI group have two branches i. e. EMI music, and EMI publishing though they are very much separate from one another as its normal in music industry. These two branches have contributed a lot in making EMI what it is today. This is so because they supplement one another in that, the publisher branch publishes and records musical tracks while the music branch offers distribution and marketing services and thus EMI managed to sail successfully in its business endeavors. Its variety of branches also gave its customers a wide choice of products. These brands included music packaged in physical devices like disks and music digitally delivered to customers online. The above recourses and capabilities and many more others are what made EMI to be strategically capable in edging out its rivals, business wise. An evaluation of EMI’s current strategies Today the company being under the ownership of Terra Firma it has to make new strategies as one of the core actions in its efforts of regaining its lost glory. An example of these strategies is the labor force down sizing which its new owner, Mr. Guy Hands, brought in. Literally, this strategy will mean that a quite number of workers will face the axe. Its suitability therefore is wanting, because it will be contracting the company’s initial policies since quite a number of sectors of production will remain understaffed. All the same, it is worthy the cause since in the end expenses will shoot down and the saved funds channeled towards the main objective of reviving the once renowned music powerhouse (http://helium. com. tm/494190/music-industry-dying-painful). By looking at EMI’s business environment it not clear whether it will regain its lost market share. This is because the take over by terra firma was worsened by the walking away of some of it’s of long time artists therefore it will be difficult to win the back. It can also be argued that Mr. Guy Hands strategy was not in good faith because may be his main intention was to come up with a plan that will see him recover his money he paid for the takeover deal (http:www. whatmakesagoodleader. com/Porters-five-forces. html). In terms of feasibility, which is concerned with whether the strategy is implemental it can be said that cutting the labor force although easy to implement can be of no consequence when it comes to regaining its lost market share. This so because when some of EMI’s artists left, they obviously signed contracts with other music companies, which are probably its three major rivals and therefore increasing the level of competition. Basing this argument on competition, cutting the number of employees will not bring down the level of competition. Again, EMI badly needs the services of some of its experienced workers to turn around the situation facing it. For instance, EMI needs the services of IT technicians to bring new and fresh technological ideas to gain that competitive advantage over its three main rivals. It is in order that the money which were to be paid to the retrenched workers will be invested in researching for more technology, but in real sense new technologies mean more labor force to work on it (http://www1. ximb. ac. in/users/fac/dpdash/dpdash. nsf/pages/BP_Evaluation). On acceptability of this strategy, it remains to be seen because now EMI has been faced with financial constraints and hence it’s subsequent change of ownership. This change of ownership saw EMI being delisted from the London stock market, and mass walkouts of long time loyal artists. This is a phenomenon, which means that its volume of sales went down considerably, and consequently making EMI to find its self in a financial quagmire. This also affected the capital structure of the company with the shareholders being forced to sell their shares to the new owner. This policy also affected the functions of different departments in the organization. Some departments were merged, while others were scraped all together. The company’s reputation also went down especially its customers, suppliers lost faith in it, and therefore it can be said the general acceptability of this strategy was relatively poor. In conclusion it can be deduced that it will take some time for the company to fully regain its lost glory this so because in the music a single flop can lead to long time consequences. Music production is unique in that it involves the signing of long-term co tracts with artists, suppliers and stakeholders and therefore breaching such contracts is not a common thing. Unless during abnormal occurrences like in the case of the take-over of EMI by Terra Firma. However, EMI can build on from its other range of products to regain its popularity and market share.

Market Analysis of Coca Cola

Market Analysis of Coca Cola Jump to: PEST Analysis | SWOT Analysis Coca-Cola, corporation nourishing the global community with worlds largest selling soft drink since 1886. Its nations top soft drink brand, with the best bottling network. It is the largest marketer of non-alcoholic beverages in the world. In India, Coca Cola was the leading soft drink till 1977 when govt. policies necessitated its departure. It returned to India in 1993 after a 16 year hiatus and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. In the minds of worlds consumers the brand has assumed an iconic status. Coca Cola was initially advertised as a remedy for headache and exhaustion. It has been advertising on television for 50 years. COCA COLA INDIA (CCI) Leading player in the Indian beverage market A fortune 500 company in India (73rd position) Coca Cola India with PepsiCo forms Duopoly Includes 24 company-owned bottling operations Came back in 1993 and acquired local brands (Ibef, 2010) (Coca Cola India, 2010) 2. COMPANY BACKGROUND Marketing Coca Cola in India-The post-liberalization period in India saw the comeback of Coca Cola but Pepsi had already beaten Coca-Cola to the punch, by creatively entering the market in the 1980s period by way of a joint venture. In a way Pepsi benefited the Coca Cola by developing the Indian soft drink market in the early years of liberalization .The only disadvantage was that CCI in 1993 applied the American way of life approach in selling its product on the contrary, Pepsi targeted the youth. (Coca Cola India, 2010) 3. The Marketing tools: The Marketing Environment 3.1-The Macro Environment- PEST Analysis of Coca Cola (P)OLITICAL ANALYSIS- Political variables have very little effect on the CCIs selling and production behavior. There are few exceptional things like the environmental protection laws they somewhat effect the industry of coca cola. The state government of Kerala released a report on March 22, 2010 holding Coca Cola responsible for causing pollution and water depletion in a state of Kerala and made it liable for Indian rupees 216 corer for damaged caused as a result of the companys bottling operations. To deal with this problem the company has made proper adjustments in plant and applied the proper way of wastage management. The companys production also gets effected by the elections and military take over because in the day of election any countries production in any field is declined. (E)CONOMICAL ANALYSIS- Inflation in any country is not good from its production point of view. So, coca cola is no exception. Its impact on coca cola is highly negative. In a country like India where there is a high rate of unemployment, CCI directly employs approximately 6,000 people and indirectly creates employment for more than 1,25,000 people in related industries. Its among the countries top investors having invested more than US$ 1 billion in India in the first decade and further pledged another US$ 100 million in 2003 for its operations. (S)OCIAL ANALYSIS- CCI in partnership with the NGO, Bharat Integrated Social Welfare Agency (BISWA) has launched a program to build awareness on micro-nutrient malnutrition (or Hidden Hunger) in the bottom of the socio economic pyramid population in India. They are constantly working to keep their product environmentally and socially beneficial to the communities they serve. Their community water programs are designed to support healthy watersheds and sustainable programs to balance the water used throughout their production process. CCI has been awarded the Social and Corporate Governance Award for Best Practices in Corporate Social Responsibility in 2009. All India Division COBOs are now ISO 14001 certified. (T)ECHNICAL ANALYSIS- The CCI uses the more advanced technology in its production process. Computers have become the basic needs these days and it is giving the way of other industries to come to new technologies and into a new world of business. Computers can increase the efficiency of its business and the latest coke vending machine will now employ the use of (user friendly) touch screen technology. SWOT ANALYSIS OF COCA COLA (S)TRENGTHS Brand Ambassadors-focused target marketing by launching appropriate brand ambassador for the target market. Diverse Product Portfolio. Extremely Recognizable Brand. Improved Quality Control. Heavy Investment. Bottling System. (W)EAKNESSESS Reduced Consumer Purchasing Power. Issues for Health Care. Environmental Destruction. (O)PPORTUNITIES To serve a large geographic diverse area Brand recognition Sponsorships (T)HREATS Substitutes Heath Consciousness Consumer preferences Stiff Competition 3.2-The Micro Environment The micro environment represents those elements over which the marketing firm has full control in order to reach its target market i.e. the 4 Ps, which it can use in order to gain information that will better help it in its marketing operation. MAJOR COMPETITORS Coca cola major competitors is Pepsi as its portfolio includes- PEPSI 7UP NIMBOOZ MIRINDA SLICE MOUNTAIN DEW After CCI it covers the 2nd largest market share % of the soft drink industry in India (Pepsi Co India, 2010) Consumer Behavior- The two factors that dictate the Consumers decision-making process are involvement and perceived risk. The consumer will follow the habitual decision making steps while purchasing coca cola. Habitual Decision Making Product Coca Cola Level of Involvement Low ( unimportant decision ) Perceived Risk Low ( simple , low-cost product ) Information Processing Respond to environmental cues ( shop signage or displays ) Learning Model Behavioral learning ( ad shows product in beautiful setting , creating positive attitude ) Needed Marketing Action Provide environmental cues at point of purchase , such as product display Fig 4.2 extended problem solving versus habitual decision making (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg151) In India the perception of the people regarding coca cola is that, they consider it as a drink which can quench their thirst as well as creates a sense of belongingness. Indias physical environment is suitable for the sale of soft drinks moreover during festive time sales are doubled. Thus the need of buying a soft drink falls in the first and third level of Maslows Hierarchy of Needs (Exhibit 1.) Situational Influences Physical environment Time Internal Influences Perception Motivation Learning Attitudes Personality Age groups Decision ProcessLifestyle PURCHASE Social Influences Culture Subculture Social class Group memberships Fig 4.4 Influences on Consumer Decision Making (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg151) SOCIAL MEDIA NETWORKS- Different aspects of social media, which CCI uses in order to communicate with its consumers. This in turn will increase Brand awareness Positive image for the brand 4 THE ORGANISATION MARKETING MIX- 4.1-PRODUCT- http://www.coca-colaindia.com/media/images/brand_logos_all.gif Major Brands of Coca Cola- Coca Cola Diet coke Thumbs Up Sprite Fanta Limca Minute Maid Pulpi Orange Maaza Kinley Minute Maid Nimbu Fresh Georgia Burn http://cdn.i.haymarket.net.au/Utils/ImageResizer.ashx?n=http%3A%2F%2Fi.haymarket.net.au%2FNews%2FCoca-Cola+India.jpegw=460 The product strategy includes decisions such as product design, packaging, branding, etc. Coca Cola brand consists of different packs and flavor. They promote all brands available in brand pack under their product strategy. 4.1.1-Packing Strategy Coca Cola products are available in different packing, in order to capture each and every segment. GLASS PET CAN FOUNTAIN 200ml, 300ml, 500ml,1000ml 500 ml, 1.5 L, 2 L ,2.25 L, 300 ml + 100 ml 330 ml Various Sizes 4.1.2 -THE STRATEGY PLANNING PRODUCT EMPHASIS EXISTING PRODUCTS NEW PRODUCT Existing MarketMarket penetration strategy (Coca Cola) Market EmphasisSeek to increase sales of existing products to existing markets Product development strategy (New Launches e.g. Burn) Create growth by selling new products in existing markets NEW MARKETS Market development strategy Introduce existing products to new markets Diversification strategy Emphasize both new products and new markets to achieve growth Fig 2.4The Growth Strategies (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg 70) New Launch- CCI launches Burn, Minute Maid Nimbu Fresh and Maaza Milky Delite http://popsop.com/wp-content/uploads/maaza_milky_delite_01.jpg https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4f3HA1cUANXEcOFaqsdAKByONZNcLkJSE7i13hc-66ndajCL2pkq3tdWc4iuHJJ4Wr4r8DEZmObo_T72yrm4_tblJYUJAEAhYQCggt0OrdQfqTEZLltKUB2uGtVT2CVHpjmy2gGJQEcUn/s1600/burn.jpg http://www.tribuneindia.com/2010/20100409/ls15.jpg 4.2- PRICE- Firms Pricing Strategies should be based on costs, demand or the prices of competing products. CCI, some time back, had initiated the first cola price war by launching small 200ml packs priced at Rs 5. On the other hand its competitor Pepsi India also reduced its prices of 300ml pack from Rs.8 to Rs. 6. CCI was able to reduce its price from Rs 7 to Rs 5 because it acquired a big glass bottle manufacturing facility which enabled it to offer small bottles at reduced process. PRICE STRATEGY- DIFFERENT PRICE IN DIFFERENT SEASON India is a country with diverse season, summer season is supposed to be a good season for beverage industry. During winters they reduce their prices to maintain their sales and profit. They usually reduce the prices of their pet bottles or 1 litter glass bottle. Even during festivals they offer different price schemes. 4.3-PLACE- 4.3.1DISTRIBUTION STRATEGY- Events- Cricket Matches, FIFA World Cup, World Cup Hockey, Common Wealth Youth Games, Cultural Festivals, Concerts etc. Urban Distribution Network Consumer Retailer Spoke Hubs Bottling Plant Rural Distribution Network 4.3.3-CCI KEY LOCATIONS (Coca Cola India, 2010) 4.4:- PROMOTION CCI follows the Pull Promotion strategy Coca Cola is the official beverage partner of the Common Wealth Games 2010 (CWG), because of which it enjoys exclusive marketing and supply rights for the beverage across its portfolio. CCI has undertaken the largest ever free product sampling program called Delhi celebrates a cultural fiesta where 5000 artists will perform. The companies association with the commonwealth games will provide the opportunity to enhance its brand value. These games will help consumers in connecting with the brand. When product is seen more in the market, they have good sales too because according to the experts the product which is seen more in the market sell more too. Types of Media which CCI uses Print Media Posters and Stickers Material TV Commercials (TVCs) Billboards Holdings Banners Celebrities Getting shelves Sales promotion Placing the product at an eye catching position in the shops UTC scheme (Under the crown scheme) To keep the products in nice condition, company provides-Freezers, display racks, etc Facebook, Twitter, MySpace, YouTube, etc- CCI have their own and separate brands account on these social networking sites, where they directly gets the opinion of todays generation about the existing and new products. http://htmlimg2.scribdassets.com/7lva67i2vf9rsu8/images/19-f744e60085/000.jpg (Google, 2010) 5. THE SEGMENTATION, TARGETTING AND POSITIONING STRATEGY- 5.1-SEGMENTING STRATEGY CCI focuses on Demographic segmentation 1. Generational marketing CCI targets the youth of the country. Coca Cola started using Indian themes in order to appeal the Indian customers. They wanted to communicate with the youth. Considering that the Indian youth respected traditional Indian values coca cola created advertisements showing college students valuing their culture. This connection helped coca cola in creating its own personality with which Indian youth could relate itself and it resulted in the suitable positioning of the brand. 2.Gender- CCI have different product range for different genders like for males there is Coca Cola, Thumps up, for females they have Fanta, for kids they have Maaza. 3. Rural Market- The majority of Indian population i.e. (74%) lives in numerous villages scattered throughout the country. Estimates show that rural India accounts for 58% of Indian rural disposable income and 41% of middle class. 5.2-TARGETING STRATEGY Coca Cola commercials basically target on young generations, because they want to represent Coca Cola with the youth and energy. Rural Market is also a very attractive target- In order to reach to the rural India, CCI had also launched television commercials targeting at rural population. This market covers 80% of Indias new coke drinkers. 5.3 -POSITIONING STRATEGY CCIs Initiative in Indian Market- 5.3.1- Urban India- In order to target the metropolitan areas and large town audience, CCI captured the theme of Celebration and Joy of peoples, they showcases increasing social and economic status of the people in their television commercial (TVCs). This theme they applied for positioning their brand in urban market. Life ho toh aise (life as it should be) was very popular and successful tagline. 5.3.2.-Rural India- Under it they have tapped the local entertainment like fairs and local festivals They increased their TVCs on Doordarshan (the local channel), designed to target rural customers. Its all rural marketing initiatives were well supported by TVCs. In 2002 CCI launched Chota Coke (Mini Coke) at Rs 5considering the pocket size of rural consumers. CCI communicated this price cut message with the help of TVC featuring leading Hindi movies star Amir Khan in rural settings to enable proper brand association because large number of people inspire to emulate these celebrities. It will help in creating the right identity for the brand. Its tagline gained a lot of popularity Thanda Matlab Coca Cola (Cold Means Coca Cola) (You Tube, 2010) http://www.thaindian.com/images/stories/aamircoke.jpg Exhibit: Thanda Matlab Coca-Cola Advertising Campaign 6.-RECOMMENDATIONS- New Strategy- Rural market (MARKET IS CREATED AND NOT BORN) Rural consumers are inclined more towards the home made drinks like Lassi, lemonade etc. So, we need to target them when they are out of their home and will need something to quench their thirst. Rural India with the average income of Rs 100/day, consider coca cola whose average price comes around Rs 10, as a luxury product .Moreover soft drinks categories are undifferentiated in the minds of rural consumers. The good news is that the rural consumer market which grew 25% in 2008 is expected to reach US$ 425 billion in 2010-11 with 720-790 million customers. 1. As this market is not fully utilized, there lays a huge scope to reposition the brand in a more effective way to prove that CCI is the suitable brand meant for rural customers and there is a need to shift it from luxury item category to every day product category. 2. An appropriate marketing strategy is required, which is only possible by listening to consumers needs and requirements. Advertising Strategy- Looking at the tough competitors there is a need for aggressive marketing campaign. Announce a new campaign for CCI. In order to connect with the rural population, CCI should increase social welfare activities. Prior creating the ad ,following points should be kept in mind- Selecting an appropriate brand ambassador with which the rural population could relate itself with. Brand promotion by targeting folk and traditional culture. To think local we have to act local. Distribution Strategy- There is a need to extend CCIs distribution channel especially in rural sector. Creating an Extended Distribution channel available all over India, it will provide support to TV commercials. Branding Strategy- There is a need to restructure the communication channel, which will bring open and honest views of the people (public, media, employees, suppliers, state and national government, channels). It is the only solution to resolve the issues in a way that it benefits the Indian consumers as well as CCI.

Classroom Management: An introduction

Classroom Management: An introduction 1.0 Introduction Classroom management is a term used by the teacher to ensure the class run smoothly through the whole lesson. According to Moskowitz Hayman (1976), once a teacher loses control of their classroom, it becomes more difficult for them to regain back the control (Moskowitz Hayman, 1976, p. 283)). Other than that, a research from Berliner (1988) and Brophy Good (1986) shows that the time that teacher has to take to correct misbehavior caused by poor classroom management skills results in a lower rate of academic engagement in the classroom (Berliner, 1988, p. 310; Brophy Good, 1986, p. 335). Several aspects such as classroom layout, classroom language and classroom climate can be looked into in order to ensure the class run smoothly through the lesson. 2.0 Classroom layout Desk orientation, bulletin board display, classroom decoration and classroom peripheral are several things that are considered as classroom layout. Around the world, there are several layout that have been seen such as traditional, restaurant, islands, horseshoe, seminar, laboratory, looking out, circle, story, chevrons and semi-circle (Wright 2005). However, among all of the classroom layout listed, restaurant and island layout two are widely use. For restaurant layout, the desks are arranged in random. It is often permanent or semi-permanent. Restaurant layout are useful for a class that doing a lot of small group activities. Island layout is a layout of regular grouping. It can be created by modifying benches so that the students on odd number can fit in. this layout are more or less the same as the restaurant layout but island layout are more carefully arranged (see appendix B (classroom layout)). The way of the student desks being organized shows the teachers teaching style. Whe n the students walk in the class, the students will immediately knows whether they will be working as a group with other student or they are required to do the work individually. In a class, different grade level of student may result in a different desk arrangement but, the traditional layout of rows of individual desks may not provide the best learning environment for the students. In order to promote the collaboration, restaurant or island layout is the best choice since the layout group the students together. By grouping the students together, the student can shared learning experience, group discussion and small group activities. To promote the sense of unity of the whole class, arrange the class to circle layout, story layout or semi-circle layout. The displays around the class will tell the student the things that they have learned during the previous class. By displaying the students effort on the bulletin boards will inspire student and increase their motivation to learn. B esides, it will also promote learning to the students. Other than that, displaying a lot of books at the students level, a comfortable carpet and providing a reading space will encourage the students to read more often. Providing a clearly marked area for the students to place their homework will make the class more organize. It is important to create an environment that make the student feel loved, safe and excited to learn. 3.0 Classroom Language Classroom languages are used throughout the lesson in the class. From the beginning of the class until the end of the class, every teacher use classroom language to talk to the students. Classroom language is the kind of language used to communicate in the class without using the mother tongue. There are a few ways of presenting classroom language. It can be presented from the student, from the teacher, from the reading material and the real situation in class. The words used by the student such as May I come in? are one example of the classroom language. Another example is Excuse me. The language by the students ought to be more polite if they talk to the teachers. It is not the same when they talk to their peers. In the real situation in class, the teacher might face the misbehavior student in the class. The choice of word from the teacher is a part of the language in the class. For example, if a student making off-task noise in the class and the teacher want him or her to stay qui et. Instead of saying shut up, the teacher will say could you please be quiet. This way, the students are more prompt to follow the order of the teacher. The classroom language also applied when the teacher giving instruction about the task, monitoring the work of students, asking permission and also when the students ask questions to the teacher. The reason for getting the student to communicating is because it represents a necessary stage in transfer the classroom learning to the outside world. When the students are communicating to each other, they are actually enhanced the learning. The arguments between peers are making them to go through the process of sharing their idea and improve the understanding of the certain topic. 4.0 Classroom climate Maintaining a good classroom climate is importance in order to have a better learning atmosphere and maintain the focus of the student towards lesson in the class. Classroom climate is referred to learning environment, as well as the atmosphere, ambience and ecology. (Adelman Taylor 2005). In short, classroom climate can be said as the setting of the class. The setting of the class is related to the classroom behavior and learning. A research also suggests the significant relationships between classroom climate and student engagement in class, behavior, achievement, social and emotional development, and overall quality of school life (Fraser 1998; Freiberg 1999). In order to enhance the classroom climate, there are some approaches that can be taken. This includes enhancing the quality of life of the students and the staff in class. A good relationship between the teacher and students are helpful to enhance the good classroom climate. At Comptom Primary School, they have a system cal led as home schooling. It is a system where a teacher is in charge for a class. This means that, the teacher the students really well such as their names and background. This kind of relationship also helps in the participation of the staff that is the teacher and the students in decision making. They can actually discuss about what they feel and what they want thus help in enhancing the classroom climate. Maintaining and enhancing the positive classroom climate is the main focus of all staff in the school. Having the teacher assistance in the school can increase the teacher ability in the class. In addition, teacher assistance can work with the teacher to improve classroom climate by enhancing and maintaining a positive classroom climate that promote well being and deal with barrier in teaching and learning (Adelman Taylor 1997). A class consists of students that come with different abilities and it is hard for a teacher to deal with all the students alone. The students with lower ability will sometimes create problems in class thus will result in disrupting the climate of the class. When this happen, teacher assistance will assist the student and help the teacher to deal with the problem. At the same time, this will restore the positive classroom climate. From my visit to the All Saints Academy Plymouth, the teacher have difficulties in controlling the class when a few problematic students and eventually disrupted the climate of the class. There is no assistance that helps the teacher to deal with and respond to the all of the students. Classroom climate can also be controlled by the physical aspect of the class. The ideal classroom will have a good lighting for the class. This is refers to clean and tidy classroom. A classroom with the positive climate should be attractive, comfortable and well-lighted. Which means the class is not too bright and not too dark (see appendix A (pictures)). This physical aspect such as temperature and noise that are likely af fect the student concentration and focus in the class are also effect the classroom climate. The arrangement of the internal feature of the class such as desks and chair is also importance. Maybe the teacher has no control about the size of the class, but the teacher can control the arrangement of the chair and desk inside the class. A good classroom climate in term of space is where the space in the class has been adjusted so that an active interaction may occur in the class. It also permitted the student to see the board clearly and allow the teacher to be close to the student. Classroom climate can also be improved by displaying the students work on the wall. This can encourage student in their own work and motivate them. However, all the students should have the same opportunity for their work to be displayed on the wall. Was Post-War Britain Tolerant and Multicultural? Was Post-War Britain Tolerant and Multicultural? Post-war Britain is best described as a tolerant and multicultural nation. Discuss. In discussing this proposition, it is necessary to define tolerant and multicultural to intentionally confine the parameters of the discussion. Within this essay tolerant will be defined as an attitude of mind that implies non-judgemental acceptance of different lifestyles or beliefs, and multicultural as a society that contains several and distinct cultural or ethnic groups. Generally speaking, a nation has to show willingness to accept other social and ethnic groups within its society. Much literature has explored how migration shaped Britain since World War II, including both the outlooks of Authority, Establishment and the British People towards immigrants. It is widely accepted there have been four development phases since 1948: the first wave of pioneers from the Caribbean and the Asian subcontinent, who were mainly single men both skilled and semi-skilled, next came an unskilled labour force, followed by their wives and children, and ultimately the British-born generation. Thi s chain migration clearly affected the demographics of Britain and it is likely the indigenous population was not expecting such a large influx of migrants, and the resultant pressure and increasing competition for limited resources in housing, employment and social services. It is possible that the rowdy behaviour of the immigrant population caused frictions between distinct communities. This essay will also address the question of ethnic groups within the general Commonwealth migration that came to be targets of racism, due to the fact they were non-white and stood out in a generally white population. From the 1948 British Nationality Act, government practised a laizzez-faire approach to migration, and only following increasing public opposition did they institute controls on immigration from 1962. British identity came to be identified as tolerant, this mind-set emanated from Victorian and Imperialist values of honour, respect, justice and fair play. This was further embedded in the minds of the British population with the experiences of World War II. Nevertheless, according to Chris Waters, Britains sense of national unity started to disintegrate after 1945.[1] A possible explanation for this disintegration might be the introduction of the 1948 British Nationality Act, this created a new immigration system without restrictions: every person born within the United Kingdom and Colonies à ¢Ã¢â€š ¬Ã‚ ¦ shall be a citizen of the United Kingdom and Colonies by birth à ¢Ã¢â€š ¬Ã‚ ¦ or descent.[2] The resultant effect of this legislation led directly to the sailing the Empire Windrush in 1948 from Jamaica to London carrying 492 non-white passengers, and increased migration generally from the Caribbean and the Asian subcontinent. These workers flocked to the mother country to fill l abour vacancies, especially in the transport and health services. The labour government, 1945-1951, initially believed that by sharing out the new arrivals across the country they would assimilate and integrate into British society, adopting British values. However, this approach became impracticable for two likely reasons. Firstly, society at large perceived the migrants as contrary to British values,[3] and a threat to national cohesion. Secondly, the migrants wanted to stick together in the same locale. Inner cities became predominantly inhabited by immigrants who brought new religions, cultures, languages and dress. Moreover, immigration statistics highlighted the increasing impact new immigrants placed on housing and employment. It has been estimated, by the mid-1950s, persons of colour entering Britain rose to about 20,000 per year.[4] There may have been a divergence in attitude between general populace and governments policies that had an approach of non-intervention, with t he Establishment perhaps believing the problems would just go away. The 1948 Act did not distinguish immigration from any parts of the Commonwealth, and it may be the case that members of the Cabinet were unwilling to enact legislation that differentiated between white and non-white migrants. In the 1950s there was increasing hostility towards non-white immigrants culminating in the Notting Hill riots of 1958. These riots are often cited as a catalyst that led to immigration control, however, it does appear that the racial aspect was not recognised at the time. Successive legislations in 1962, 1968 and 1971 restricted immigration to the UK, and this was further constrained in 1981 when Britain closed its doors to the Commonwealth. In 1968 Enoch Powell warned of what he saw as the consequences of unregulated immigration. His incendiary Rivers of Blood[5] speech still enflames emotions. In this speech, he highlighted the dangers of unchecked immigration and advocated the cessation of immigration to Britain. In addition, he urged a policy of repatriation for all those immigrants already settled in the UK. It is interesting to note that the 1971 Act, curbing immigration, subsequently followed. Some historians argue that successive government legislations, at this time, both d efined the British National identity as white and circumscribed racist sentiments, convincing the public by stressing the dangers of uncontrolled colonial migration,[6] especially the one produced by a large-scale family reunion. This opinion is further underpinned by both Labours and Conservatives who believed that civil unrest would be avoided by imposing strict migration controls. A different stance is taken by Randall Hensen when he asserts that the State did not promote racism, on the contrary, it accepted the transformation of the UK into a multicultural society, and that it had begun in the 1950s.[7] Succeeding governments promoted anti-discriminatory legislations in the forms of the Race Relations Acts of 1965 and 1968, gradually reducing injustice relative to housing and employment. It is thus evident that these acts were aimed at avoiding discriminations based on race and colour. It is then reasonable to assume that racism had been politically recognised for the first time . The first serious discussion and analysis of multiculturalism in Britain emerged from Bhikhu Parekhs study. His interpretation is that a multicultural society consists of several cultures that have an open and equal dialogue between them, which in turn should foster a strong sense of unity and respect amongst its citizens,[8] ultimately, minorities are less likely to assimilate if assimilation is imposed from above. To sum up, the idea of multiculturalism is tied to a concept of national identity and culture. The impact of race anti-discrimination legislation sought to modify the populations behaviour stating clearly what was, and what was not, acceptable in public life. However, it cannot be asserted that a nation is truly multicultural when it is only conforming to legislation. By the 1970s, many of the migrants had now British-born children, and there was an exponential rise in the number of births from migrants originating from the Indian subcontinent. This effect caused relocation in other parts of the United Kingdom known as spatial development[9]. It is recognised that these groups were tied closely to a distinct set of mores, often emanating from a religious context. Thus, the British community, in receipt of this translocation, may have felt a resentment towards an unfamiliar community, often not recognising an alien culture. Goulbourne asserts that to fully participate in society a person needs access to housing, jobs and education, and it is in these three areas that migrants experienced the most problems and resistance.[10] Clearly, increased competition for limited resources created an obstacle to integration and discriminatory practices started to emerge in both housing, education and the working environment. Similar discrimination occurred with in the black community whereby the police were accused of both violence and bullying. These accusations led directly to the Brixton Riots of 1981. For Nairns, racism derives from nationalism, the one that has been instilled in the minds of the British people by the right-wing politicians eager to preserve the Whites as the true bearers of the national identity. On the other hand, Anderson claims that racism stems from the ideologies of class,[11] in this case between the white working men and the migrants being excluded, to seize the available resources. Within this last construct, race could be described as only fictional.[12] Nevertheless, not all Blacks and Asians were targeted, and the State promoted a series of legislations to avoid a collision, introducing laws aiming at discouraging intolerant practices in the work place and the education environment. It can be therefore stated that, whoever showed a positive commitment to Britain, and to the English way of life, received app reciation from the local and national communities: it was a two-way relationship. On these grounds, it is likely that multiculturalism was not a failure, rather it was implemented, by the means of the Race Relations Acts, and was a positive influence for Britain promoting equality. Whilst this essay supports the premise that post-war Britain is best described as a tolerant and multicultural nation, there have been many different events that have happened since the free-for-all in 1948 British Nationality Act. The laissez-faire approach of various governments to immigration from 1948 stoked intolerant attitudes to non-white immigrants, which resulted in the Rivers of Blood speech and the 1981 Brixton Riots, that eventually led to the effective closing the doors as legislated in the 1981 Immigration Act. The failure to support immigrants to assimilate and integrate into British society, combined with legislation to prohibit acts of racism, led to the 1965 and 1968 Race Relations Acts that forced a more multicultural approach to diversity. Hence, the State has been instrumental to protect racial ethnic diversity and to promote difference. On the other hand, it has also been demonstrated that British society was less inclined to accept minority groups due to the pr ejudice that they would taint the very essence of their identity. This was at a time when the loss of the Imperial pre-eminence and the experiences of the WWII were being nostalgically reconstructed, making still further frictions between white and non-white communities. Competition for resources, i.e. housing, jobs and education, exacerbated public sentiment leading to further tensions. At the same time, propaganda from various right-wing politicians juxtaposed Britishness as being white, hence these ideologies might have played an important part in shaping peoples attitudes towards those of a different race. Thereby, the argument shifted, in the late 1950s, towards race relations with some parts of British society campaigning against racial discrimination and migration controls. With regards to multiculturalism, this paper has also attempted to show that both British and newcomers were not willing to accept each other customs. For the former it was an aggression to their values, a nd for the latter a feeling of social exclusion in terms of low pay, unemployment and bad housing. Tolerance and multiculturalism in Britain have received much attention in the past fifty years, but as Paul Gilroy claims, there is still no understanding why Britain was unable to come to terms with its minority groups,[13] and many questions remain unanswered. Eventually, in response to Gilroys challenge, it could be alleged that if the State had implemented clear integration policies sooner, then tolerance and multiculturalism would have been a constant since 1948 due to the self-declared openness of the British society. In conclusion, it can be suggested that multiculturalism was implemented not via assimilation, but by the means of legislation and that they are still at the core of a tolerant and multicultural Britain in the twenty-first century. [1] Chris, Waters, Dark Strangers in our midst: discourses of race and nation in Britain, 1947-1963, Journal of British Studies, vol. 36, No. 2, Twentieth British studies, (April, 1997), p.208 [2] British Nationality Act 1948, Part II, sections 4 and 5, [accessed 9th March 1017] [3] Chris, Waters, Dark Strangers, p.217 [4] Ibid., p.209 [5] Enoch Powells Rivers Of Blood Speech, [accessed 9th March 2017] [6] Paul Kathleen cited in Randall, Hansen, Citizenship and immigration in Post-War Britain : the institutional origins of a multicultural nation, (Oxford University Press, 2000), p.13 [7] Randall, Hansen, Citizenship and immigration, p.17 [8] Parekh, Bhikhu, C., Rethinking multiculturalism: cultural diversity and political theory, (Palgrave, 2000), pp. 13, 196-197 [9] Colin, Holmes, A tolerant country?: immigrants, refugees, and minorities in Britain, (London, 1991), p.4 [10] Goulbourne, Harry, Race relations in Britain since 1945, (Palgrave, 1998), p.76 [11] Nairns and Anderson cited in Paul, Gilroy, There aint no black in the Union Jack the cultural politics of race and nation, (New ed. London, 2002), p.43 [12] Stuart, Hall, Race, Articulation, and Societies Structured in Dominance Sociological Theories: Race and Colonialism, (Paris: UNESCO, 1980), p.338 [13] Gilroy, Paul, There aint no black in the Union Jack the cultural politics of race and nation, (New ed. London, 2002), p.37

Essay --

Isaac Newton: The Mathematician Sir Isaac Newton was born on January 4, 1643, in Woolsthorpe, England. Isaac Newton was the most famous scientist in history. He was one of the most revolutionary, established, and influential physicist, philosopher and mathematician ever known. He was credited as one of the most brilliant minds of the 17th century scientific revolution. As Newton discoveries such as optics, motion and mathematics all together newton developed the principles of modern science. Born to a prosperous local farmer, also named Isaac Newton, who died three months after Newton was born. Newton was born as a premature baby who was feeble and weak and was told that he would not survive. At the age of 12, Newton attended Kings School in Grantham, where he stayed with a local apothecary and was then that newton was introduced into the fascinating world of chemistry. His mother pulled Newton out of school to become a farmer and not only Newton disliked being a farmer but he was also bad at being a farmer. He went back to Kings School to finish school. Once he finished, his u... Essay -- Isaac Newton: The Mathematician Sir Isaac Newton was born on January 4, 1643, in Woolsthorpe, England. Isaac Newton was the most famous scientist in history. He was one of the most revolutionary, established, and influential physicist, philosopher and mathematician ever known. He was credited as one of the most brilliant minds of the 17th century scientific revolution. As Newton discoveries such as optics, motion and mathematics all together newton developed the principles of modern science. Born to a prosperous local farmer, also named Isaac Newton, who died three months after Newton was born. Newton was born as a premature baby who was feeble and weak and was told that he would not survive. At the age of 12, Newton attended Kings School in Grantham, where he stayed with a local apothecary and was then that newton was introduced into the fascinating world of chemistry. His mother pulled Newton out of school to become a farmer and not only Newton disliked being a farmer but he was also bad at being a farmer. He went back to Kings School to finish school. Once he finished, his u...

American Jefferson Essay -- essays research papers

â€Å"American Sphinx: The character of Thomas Jefferson† A book by Joseph J. Ellis. Copyright 1997 Vintage.   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Joseph J. Ellis, a historian who was educated at the College of William and Mary and Yale, is a Ford Foundation Professor of History at Mount Holyoke University. He has written four books on historical topics, centered on the time Jefferson was alive, dealing with issues and personalities Jefferson dealt with firsthand. After authoring a book on a politician such as John Adams, Ellis seems to have felt a need or want to focus on Jefferson, presumably because of his status as founding father and main contributor to the constitution.   Ã‚  Ã‚  Ã‚  Ã‚  Ellis’s thesis in American Sphinx can be summed up by the quote in the prologue by James Parton: â€Å"If Jefferson was wrong, America is wrong. If America is right, Jefferson is right.† However, Ellis gave the impression that he was brought reluctantly to the task of researching and writing so extensively on Jefferson. Perhaps he was spurred on by the rebirth of interest in the Jefferson legacy. In recent years, the exposure of Jefferson’s affair and subsequent illegitimate children to a mulatto slave named Sally Hemings, and Ellis’s own experience of watching another scholar of Jefferson imitate him to near perfection probably inspired Ellis to add a few more notches to his authoring resume.   Ã‚  Ã‚  Ã‚  Ã‚  The influence Jefferson has over Ellis is apparent. He began college at a school founded by Jefferson, and is fond of a statue conspicuously facing the women’s dorms on campus. His professional research and scholarship always involved some indirect influence by Jefferson.   Ã‚  Ã‚  Ã‚  Ã‚  Even so, in writing this book, Joseph Ellis has taken an unbiased approach to Jefferson, never smoothing over points and incidents in which Thomas had definitely misjudged. Ellis realizes that in reality, no politician or leading figure can ever amount to the ideal of perfection attributed to some, (i.e. Jesus Christ) but stands by Jefferson in the face of heavy critics who would defame Jefferson’s name and work based on issues and or mistakes that happened in life outside the political world. I have also noticed that Ellis, when quoting other Jeffersonian authors, will contradict the reference he quoted, but will not dispu... ...wn errors, which will never be intentional; and your support against the errors of others, who may condemn what they would not if seen in all it’s parts.† (Pg. 214) Quite profound in comparison to the speeches often heard today by Presidents who would never admit to any wrongdoing. (I did not have sexual relations with THAT woman)   Ã‚  Ã‚  Ã‚  Ã‚  After his term of office was over, Jefferson led an active life in American ideals and politics. However, his life was never the same after his wife died, and many of the current criticisms of Jefferson stem from this post presidential period. It is my firm belief that Jefferson deserved no reprimand for his actions then, or now. To conclude, Jefferson has been turned into a hero to me by Ellis, and probably without Ellis intending to do so. A scholar such as Joseph warrants literary acclaim when he creates a biography that so wonderfully illustrates the life of a man to whom this nation owes so much. It is my intention to reread this book, and perhaps others he has read. Based on the fact that this is a book review, I will jump into Bill Cosby’s shoes, pretend I’m on Reading Rainbow, and sing a little song about this book.

Arctic National Wildlife Refuge Dispute

Arctic National Wildlife Refuge, or ANWR, is a refuge geared toward preserving national wildlife in northeastern Alaska. ANWR is about 19 million acres, in space, and contains a potential drilling spot for oil and petroleum. The potential drilling spot is a small area known as the 10-02 Area. It is only 1. 5 million acres, or 8%, of ANWR, would even be considered for development (What is ANWR). The controversy surrounding ANWR is whether to drill or not to drill into the 10-02 area. Some people want to preserve the wilderness and to find more fuel-efficient technologies.Others want to lower gas prices and to create more job opportunities. If the government decides to drill for oil, it could possibly lead to about 17 billion barrels of oil, to last the United States for the next 20 years. According to the official ANWR website, Prudhoe Bay is located 60 miles west of ANWR and has produced about 10 billion barrels of oil in the past 20 years. It is currently producing about 1. 4 millio n barrels a day, but is slowly declining; this induces the need for a new source. The northeastern part of ANWR is America’s best opportunity in finding another oil and gas field the size of Prudhoe Bay.The coastal plain of ANWR could produce up to 1. 5 million barrels of oil a day and would save the U. S. $14 billion a year in imports (Making the Case). 75% of Alaskans want to drill in the designated ANWR area, 10-02. They feel that it could possibly relieve Americans of their foreign dependency for imported oil and petroleum. The United States currently spends up to $330 billion on foreign oil imports, not including the money used to protect and acquire it. The total area of area10-02 only amounts to 8% of ANWR’s total area, which is 1. million acres. Out of the 1. 5 million acres considered for development, only 2,000 acres of the Coastal Plain would actually be affected, which is less than half of one percent (Top Ten). Drilling in ANWR would also create anywhere f rom 250,000 to 750,000 job opportunities, as well as an opportunity to better the economy. Drilling in ANWR also has no impact on wildlife. This can be proven by the fact that the Central Arctic Caribou Herd that migrates through Prudhoe Bay has grown from 3,000 to its current population of about 32,000 healthy caribou.The total amount of oil that is expected from ANWR estimates from 9 to 16 billion barrels (Making the Case). There is also an underside to drilling in ANWR. Although it would considerably lower gas prices, it would take approximately ten years for the oil to actually reach the marketplace. Clara Tsang argues that instead of drilling in ANWR, the government should produce more energy-efficient technologies. She also states that during the peak of drilling, only 876,000 barrels of oil will be produced a day. That is not enough oil to significantly reduce world oil prices.She states that the 2000 acres designated for drilling, Area 10-02, only accounts for where the actu al equipment will be, not including the areas of the oil reservoirs. Lastly, Tsang argues the destruction of moral and spiritual grounds for conserving a place for meditation and inspiration (Tsang). On the official website for the Defenders of Wildlife, it states that we shouldn’t industrialize a natural treasure (Arctic National). It also states that if drilling became imminent that destroy the coastal plain of the Beaufort Sea, the most sensitive area of the entire refuge.They believe in preserving the national wildlife’s habitat, instead of tampering with an arctic, subarctic and boreal ecosystem (Wildlife Impacts). According to the ANWR official website, Louisiana can be greatly affected by drilling in ANWR. It would create approximately 14,800 jobs in module and facility construction, exploration, and production engineering. It also states that Louisiana has already been greatly affected by Prudhoe Bay. Since 1980, Louisiana has spent almost $400 million in Prudh oe Bay. Also, over 850 Louisiana vendors are doing business in Alaskan oil fields.An example is the Prudhoe Bay gas expansion module GHX-2, produced in New Iberia, in 1994 (What Development). Drilling in ANWR could greatly benefit the United States. It could boost the economy, decrease foreign oil trade, lower oil prices worldwide and create about 750,000 jobs, throughout the United States. On the other hand it could ruin ecosystems and tamper with wildlife’s habitats, for a less than significant amount of oil. Either way a decision has to be made. Prudhoe Bay is steadily declining. The question is whether the government wants to ontinue paying the high price of foreign imports or drill at ANWR and potentially ruin fragile and ecologically sensitive ecosystems.Works Cited â€Å"Arctic National Wildlife Refuge. † Defenders. org. 2008. Defenders of Wildlife. 19 Oct. 2008. . â€Å"Making the Case for ANWR†. ANWR. org 2008. Frontier Communications. 19 Oct. 2008. < ; http://www. anwr. org/Background/Making-the-Case-for-ANWR. php>. â€Å"Top Ten Reasons to Support ANWR Development. † ANWR. org 2008. Frontier Communications. 19 Oct. 2008. < http://www. anwr. rg/ANWR-Basics/Top-ten-reasons-to-support-ANWR-development. php>. Tsang, Clara. â€Å"Arguments Against Drilling in ANWR. † 19 Oct. 2008. . â€Å"What Development of Alaska’s Arctic Coastal Plain Means to Louisiana. † ANWR. org 2008. Frontier Communications. 19 Oct. 2008. . â€Å"What is ANWR and Where is it? † ANWR. org 2008. Frontier Communications. 19 Oct. 2008. < http://www. anwr. org/ANWR-Basics/What-is-ANWR-and-where-is-it. php>. â€Å"Wildlife Impacts from Oil Drilling in the Refuge. † Defenders. org. 2008. Defenders of Wildlife. 19 Oct. 2008. .