What is most valued in modern day society?

What does an American civilian think is more important; being their own person or fitting in with everyone else? It seems as if the modern day American residents want to fit into a criteria that â€Å"everybody else is doing it† you can tell based on the products they purchase, or the actions they take. We can tell Americans care about conformity more than being their own person because of the present day products. 7% percent f teenagers already have an ‘phone while 62% percent of teenagers say they are going to purchase an Apple ‘phone for their next phone. 51% said they already owned an apple product such as an pod, pad, or Mac. (philanderer. Com) If 47% of teens own an ‘phone that only leaves 53% to the other smartness. More people have an ‘phone than any other smartened. This is a perfect example of conformity in America, everyone wants the latest and greatest. Products do not stop at electronics, brand name clothing and accessories.Many of these pr oducts are Just as ell made as other non-brand name products but because of the label on the merchandise not only does the demand go up, but so does the price because there is knowledge that the brand name will bring in more customers. Products are not the only thing that proves that modern day Americans care more about conformity more than being an individual based on their actions. People in this country will change almost anything about themselves to â€Å"fit in† from their hair, their make up, their clothing to what they put into their bodies. Tobacco usage, for instance.Young people are more likely to smoke tobacco if their peers smoke or if they see tobacco usage as a social normality. â€Å"Each day in the United States, more than 3,200 people younger than 18 years of age smoke their first cigarette, and an estimated 2,100 youth and young adults who have been occasional smokers become daily cigarette smokers† (Youth and Tobacco Use) If there was no social influ ence on tobacco then why would people start smoking it? With all the knowledge we know today about how armful tobacco is to a person's body, why would someone go out of their way to spend money on cigarettes?Tobacco is a perfect example of conformity being valued more than individuality. All in all the products purchased and the actions taken by present day Americans clearly show that Americans value conformity more than individuality. Conformity is not always a bad thing, sometimes a person might enjoy fitting in' somewhere or feeling like they belong. It can be difficult sometimes to be an individual when it feels like the whole world has another idea of how things should be.

Humanism in Renaissance Art

The Renaissance, occurring between the fourteenth and seventeenth centuries, was a period of great rebirth. Humanism, an important part of the Renaissance, brought about more color, perspective, and realism within the artistic community. A few aspects of humanism include individualism and Greece-Roman influences. Humanist ideals manifested themselves in works of Renaissance art such as Michelangelo Sistine Chapel and his David sculpture, as well as Repeal's School of Athens. Individualism emerged in the works of Michelangelo along with numerous other Italian artists of the time.In Michelangelo Sistine Chapel painting, each of the over one hundred people depicted has its own distinct facial features. Prior to the Renaissance, artists would replicate the same prosaic face onto all of the people in a large group. However, Michelangelo preferred to distinguish every individual figure present. He also ventured so far as to include a depiction of God in the form of he paintings benefactor, Pope Julius II. The characteristics of individualism repeatedly appear in the works of Italian Renaissance artists. The prevalence of humanist ideals is also present through the inclusion of Greek and Roman themes.The statue of David by Michelangelo was a sculpture created between 1501 and 1504 featuring a nude male representing the biblical hero David. Davit's contrasts pose is the Renaissance interpretation of the common Greek theme of a casually standing heroic figure. Another ancient Greece-Roman theme represented in the statue is the idea of a biblical hero depicted as a supreme athletic embodiment. Additionally, Repeal's School of Athens, painted between 1 509 and 1 510, conveys classical Greek and Roman ideals. Aristotle and Plato, well known Greek philosophers, serve as the central focus of the scene.Furthermore, the building portrayed in the painting has the rounded appearance and incorporation of columns used commonly in Romanesque architecture. Also, there are two statue s visible in the background of the painting: one is of the Greek god Apollo, the god of light and cheery, and the second is of the Roman goddess Minerva, the goddess of wisdom. A myriad of Italian artists were influenced by the humanist ideals of the great thinkers. The likes of Michelangelo and Raphael used these principles of the great Renaissance humanists to advance their artwork. Humanism in Renaissance Art By illegible

7 Things You Should Be Doing For Every Image On Your WordPress Site

7 Things You Should Be Doing For Every Image On Your WordPress Site Adding an image to your website is not as simple as just uploading and clicking the publish button. Of course, that is an option – you can do it the lazy way – but if you want a perfectly optimized website and favored search results, there are a few things you need to do to make sure that the images are optimized before you publish them. You may find it tedious and annoying, and time consuming, but taking the time to do this right will be worth it when you see your A+ grade on Google and Bing Webmaster Tools and are rewarded with stellar search rankings. Editing Your Images: If you don’t own an Adobe Photoshop license, don’t worry, there are plenty of free online photo editing tools that can help you get the job done. Using high quality photos on your website is as important as using proper grammar.  These websites offer free tools that make it easy to crop, resize, and edit your images:  Ã‚  PicMonkey https://www.picmonkey.comFotor http://www.fotor.comPixlr https://pixlr.com Optimise and Compress Your Images: Large image files take up a lot of valuable space on your website and will slow down your site speed and hinder its performance considerably. Before you upload any image to your site, compress it or at as a minimum, make sure you have the Ewww Image Optimizer Plugin installed as advised by Kyle in the lessons.  In Adobe Photoshop, select â€Å"compress for web† before saving the file. You can also achieve similar results using some of the free image compression tools available online. Site speed is a ranking factor so the faster the better.  TinyPNG -https://tinypng.comPNGGaunlet http://pnggauntlet.comPunyPNG http://www.punypng.comResults vary, but in one test, Adobe Photoshop reduced a 236 KB image to 108.1KB, while TinyPNG reduced the same file from 236KB to 110.4KB. So, Adobe Photoshop does perform slightly better, but you can get pretty close using other programs. Consider Your File Names:  Once you have readied the image for uploading, make sure to name it properly. Search engines use file names to identify and index results so this is a really important step. If you name a file with a bunch of letters and numbers that doesn’t give search engines any information about what the image portrays. However, if the file has a specific name such as, â€Å"New York at Dawn† then it can be categorized and indexed, whereas naming the file something like, â€Å"New York† doesn’t describe the image very well. Use keywords in the file name to boost your search results. Be sure to use hyphens in the file name to separate words.    Image URLs: When you upload your edited, compressed, properly named image to your website, WordPress will show the attachment details in a box on the right side of the Insert Media page showing the automatically generated permalink URL based on the file name, this is essentially the web address of the image. You can’t change this once it’s uploaded so if you forgot to change the file name before uploading your file, you’ll have to delete the image and re-upload the newly named image. Image Title Attributes:  The image title box is right below the URL box. Here, you can name the image whatever you like. This title should complement the Alt Text Attribute, but not repeat it. Though, Google primarily uses the Alt Text Attribute to determine information about an image file, it’s helpful to add additional relevant information about the image in the Title box. Something short and specific will do. Your Image Captions:  Ã‚  Adding a caption is not necessary for SEO purposes, but may be helpful for user experience. The content in this box will display on the front end of the site while the Alt and Title Attributes will not.  The Alt Text Attribute  The â€Å"Alt† is short for alternative. Search engines refer to the alt text when trying to determine information about the image – a textual representation of the image content. The best use of an Alt Text box is to provide a word pairing for the image. Specificity helps here, too. This is a very important element for SEO because it provides a description that lends to search results. Don’t use the same content for the Alt Text and Title Text or Description fields. They each need to be unique. This is the content that will appear if a browser is unable to display the image. Your Image Descriptions:  The description information will be displayed on the attachment page of your image. In this field, you can be as descriptive as you like, such as telling the story behind the image or what kind of camera you used to take the photograph. You can add links in the description field. Again, don’t just copy and paste the information from the Title or Alt Attributes. Hopefully this gives you an idea of best practice when adding images to your website.

The influence film has had on violence Research Proposal

The influence film has had on violence - Research Proposal Example The video- tape of the beating, which was broadcasted repeatedly on a national news station, viewed by many, was an articulate capture of how a simple film clip can communicate a violent truth. But film is a powerful tool, even more powerful than the truth sometimes. When the police who took part in the King beating, were first bought to trial, their lawyers used the videotape to give a blow by blow account of the event, using slow motion, fast forward and rewind to prove their point: the police was using "escalation of force", which is justified by the law. The jury believed it and predisposed against the victim. This is just one example of how film actually influenced violence. It is a curious cultural clich that says pictures don't lie. But, it is even part of the greater clich that "seeing is believing". "Somehow, a thing seen directly, especially in motion or even through a visual representation like a painting, a photograph, or a film, brings us closer to some actual activity (Kolker 16)". Images, more so, in Technicolor and high definition entrance us because they provide a powerful illusion of owning a reality. "The moving image, that which is filled, was a vibrant, story- telling mechanism and meaning- generating medium (Kolker 24)". More than literature, painting or the photograph moving images express many, almost most, of people across economic and social classes. That is the catch of how film has become so appealing. The catch is a powerful tool once again. To be able to project such instances close to reality is to actually leave a greater imprint on reality itself. Films are very influential in such a way that they begrudgingly do not care what you think about it, it just plays, even if for some, it is too offensive or too violent. The choice is actually bestowed upon the readers if they would readily sit back, relax and enjoy the show or press stop, eject or off, or walk out of the movie theater. However, the bad, the ugly, the outrageous and the gory are actually more appealing to people nowadays. Violence in film has amplified, in such a way that discretion is hardly an understatement. The effect of film, to actual violence is the imprint it leads to the subconscious. The thirst for violence could actually be an addiction, more so cause viewer aggression. Short-term exposure increases the likelihood of physically and verbally aggressive behavior, aggressive thoughts, and aggressive emotions . Recent large-scale longitudinal studies provide converging evidence linking frequent exposure to violent media in childhood with aggression later in life, including physical assaults and spouse abuse. "Because extremely violent criminal behaviors (e.g., forcible rape, aggravated assault, homicide) are rare, new longitudinal studies with larger samples are needed to estimate accurately how much habitual childhood exposure to media violence increases the risk for extreme violence (Bailey 106)". It is hardly that the film is to be blame, it could be innately in the person to react as such, but the film is the medium by which the stimulus is incinerated. Well-supported theory delineates why and when exposure to media violence increases aggression and violence. Film violence produces short-term increases by priming

Immanuel Kants Universalizability Test Essay Example | Topics and Well Written Essays - 1250 words

Immanuel Kants Universalizability Test - Essay Example According to the research findings, it can, therefore, be said that the Universalizability test checks for the contradiction of the maxim in either concept or in will. Contradiction in concept involves the fact that the maxim is unable to meet the threshold of being regarded as a universal law without it presenting a contradiction while contradiction in will involves a situation where the maximum cannot be termed as universal law because its will contradicts itself. Perfect duty is the resultant from maxims that fails the test through the contradiction in concept whiles those that fail through the contradiction in will results to an imperfect duty. The universalizability test provides a ground for determining the moral acceptance of actions. It provides that an act that contradicts itself is not morally acceptable and maxims that can be universalized are morally good. The provisions of the test are based on the generality that individuals have the same moral obligations under the sam e moral situations. The universalizability test involves three basic steps. Firstly, a maxim has to be formulated in order for it to be tested, is then universalized and finally checked for consistency. The failure of universalizability of a maxim is demonstrated by lack of consistency and vice versa. Kant mentions that a maxim that cannot be universalized consistently is ‘practically irrational’. Therefore, the maxim that embarrassment can emanate from the incidence cannot be generalized whatsoever. It is apparent that actions are motivated by either morality or the person’s inclination; the issue of embarrassment does not fall in either of these. The ultimate result of such a situation is embarrassment since the individual will not be able to fulfill what they had promised; it will be unfair and irrational to universalize such an act. Another failure by the act is that it does not have a moral worth in the maxim it is based on, but instead its morality is based on its purpose (avoiding embarrassment). This means that the act of giving false promise is not morally acceptable because of its consequences; therefore the act cannot be translated to all individuals in the name of avoiding embarrassment. It is common sense that the action of giving false information is contrary to the expectations because it is contrary to duty. In addition, their actions are not motivated by duty but instead an opportunity to avoid duty. This is why the person goes ahead to give false promise, a strategy that according to them will help in avoiding the responsibility that comes with the task ahead of them. Kant’s argument demonstrate that the act cannot be whatsoever universalized, its motivations are misplaced hence cannot be done by people under similar conditions all over the world. The motivation behind giving false promise is the fact that a person is able to avoid embarrassment for the time being. In order to demonstrate the universalizability of a n act, the maxim thereof is universalized. It must be something that is sustainable and consistent, giving false promise in itself is inconsistent, and it is a matter of time before the truth is known.

State about your story Assignment Example | Topics and Well Written Essays - 500 words

State about your story - Assignment Example Unlike many other subjects, mathematics is among the subjects that find application in almost all areas of life. As a student interested in a career involving mathematics, I find it necessary to pursue mathematics major in country where mathematics is a flourishing field of research. The skills and knowledge one acquires by studying mathematics apply to all aspects of life, and are not just limited to the career chosen. I believe that by studying mathematics, I have the chance to grow into a competent individual who can contribute positively to the society. In addition, studying in the United States gives me an opportunity to interact with students from different backgrounds. This is important for my development not only as a mathematician but also as a social being. Given that I have an ambition to work in the insurance field, I believe that taking mathematics major will prepare me adequately to work in this sector. One of the skills acquired through the study of mathematics is data acquisition and analysis. This is an example of the skills that can be applied in the field of insurance and finance. By solving mathematics problems, I will develop analytical skills that help grow my mind and thinking processes. Mathematics will enhance my ability to pay attention to detail, and this will be important for my future career in the insurance field. As an analyst, the knowledge acquired through the study of mathematics will be critical. Analysts are required to analyze large volumes of data, and make conclusions and decisions based on this data. By studying mathematics, I will gain the necessary knowledge and skills to become an analyst in future. Mathematics is a subject that mainly involves numbers and figures, and understanding how they are applied. For example, as an analyst, I need skills such as linear regression in order to effectively analyze financial data. Mathematics major provides the necessary foundation for acquiring such skills and also

Position of Women who Married Out of India from 1900-1980s Essay

Position of Women who Married Out of India from 1900-1980s - Essay Example [Carol Williams,1999]. There had been growing disparity in the well-being of people, especialy women between indigenous poulations and other populations. Overall, the disparity in well-being between the matched reserve/non-reserve pairs was very similar to the disparity between the complete set of reserves and other Canadian communities. This appears to suggest that no significant portion of the disparity between reserves and other communities can be attributed to either location or population size. Once gross geography was taken into account, however, we noticed that reserve communities nearer urban areas were more similar to their non-reserve matched community than reserves in more isolated parts of the country. With few notable exceptions, the disparities between reserves and their non-reserve community matches increased with geographic isolation. [ White & Maxim, 2007] The Indian Act ("An Act respecting Indians"), R.S., 1985, c. I-5, is a Canadian statute that concerns registered Indians (that is, First Nations peoples of Canada), their bands, and the system of Indian reserves. The Indian Act was enacted in 1876 by the Parliament of Canada under the provisions of Section 91(24) of the Constitution Act, 1867, which provides Canada's federal government exclusive authority to legislate in relation to "Indians and Lands Reserved for Indians". The Indian Act is administered by the Minister of Indian Affairs and Northern Development.[ Report of the Royal Commission on Aboriginal Peoples, page 25] In 1876, the Canadian Parliament amended the Indian Act to establish patrilineality as the criterion for determining Indian status and all commensurate rights of Indian people to participate in band government, have access to band services and programs, and live on the reserves. [Barker, Joanne, 2006]. According to this Act, a woman marrying a non-Indian would lose her Indian status and rights.Often, she was ostracised by her own family and society. However, on the insistence of Women's Rights and Human Rights Acitivsts, there were many amendments in the Indian Act from 1983 to 1985.These amendments partially reversed the 1876 criteria for obtaining Indian status. Male-dominated band councils and Indian organizations protested vehemently against the women and their allies. They were accused of being complicit with a long history of colonization and racism that imposed, often violently, non-Indian principles and institutions on Indian peoples. [Barker, Joanne, 2006]. gc.ca. Of the various amendments have been brought about in The Indian Act, the most noteworthy is Bill C-31. This particular amandment changed the registration system so that entitlement was no longer based on sexually discriminatory rules [DIAND, 1995 ].However, two categories of persons were excluded from registration under the C-31 provisions: women who gained status only through marriage to a status Indian, and later lost it (e.g. through re-marriage to a non-Indian); and children whose mother gained Indian status through marriage and whose father is non-Indian. Krosenbrink-Gelissen& Lilianne E have discussed the role of Native Women's Association of Canada (NWAC) at length. They look into the scope of the challenges that the Constitution and the Canadian Charter of Rights and Freedoms raise for

Globalization Essay Example | Topics and Well Written Essays - 750 words - 5

Globalization - Essay Example The youth society exhibit the likelihood of being affected more by globalization because of the dynamic thinking that governs youth. Globalization has resulted to the formation of new youth cultures that were not perceived in the traditional setting. This paper will describe the effects of globalization on the emerging new cultures. Globalization serves to transform a society from a traditional setting to the level of a modern society. Culture determined the identity of many people in the traditional setting, as well as the kind of relationships developed by those people. However, globalization introduces new systems such as modern education, transport, and communication systems that have the potential of imparting change on the traditional communities. Evidently, the focus on the youth and the ways in which globalization transforms their lives reveal interesting patterns that can are of critical value in anthropological analysis. This paper will consider the emerging ideologies of i dentity exhibited by the by the youth, and how the marketing systems have focused on the youth as a target market for different products because of the modern consumerism patterns (Kjeldgaard and Askegaard, 2006). Globalization and globalization have altered the youth’s perception of the self. ... Globalization has presented the youth with an opportunity to experience this phase of life amidst a surging increase of media content. Many of these youths face the challenge of role models in from the older generations, and the increasing dynamics in the current trends serve to increase the uncertainty with which they approach life. The youth culture has plunged into a crisis of identity as globalization takes toll on societies. The cultural setting has affected the reception of the emerging trends, defining unique youth identities in each cultural unit (Kjeldgaard and Askegaard, 2006) Over time, the change in identity perception seems to be adopting an individualized manner, while in other cases; the change affects a certain cultural setting. Evidently, some youths have exhibited the capacity to define individual identity. In other cases, globalization motivates the youth of a certain culture to exhibit certain attributes in a collective manner. Globalization has given rise to incr eased media forms and a diverse range of media content targeting different people in any society (Alim, 2011). The media has been keen to supply the youth cultures with content that captures their attention. The media has altered the perception of identity among youth cultures because of its ever increasing influence. From different media forms, the youth become consumers of the new ideologies defining aspects such as dressing, and fun activities, factors that have affected self –perception and hence their identity (Kjeldgaard and Askegaard , 2006). There is evidence that the identity of youth cultures depends on the stage of post-colonial period that defines each society. The rate of modernization determines the extent of change of the ideologies that define

Historical research paper Example | Topics and Well Written Essays - 2500 words

Historical - Research Paper Example The main objective of the self-strengthening movement in China was to restore values, implied by the term strength, to the weakened country through the introduction of western learning and technology. Kim (2004) identified that students, both at home and abroad, acquire western languages, thoughts and science. Shipyards, arsenals and factories, were based on the western models. Indeed, self-strengthening movement influenced uniquely to the cultural, social, economic and political situation in China (Twitchett 129). The period between 1861 and 1895 is referred self-strengthening movement period of institutional reforms started during the late Qing Dynasty after a series of concessions and military defeat to foreign powers. Most of the ruling elites still subscribed to a conservative Confucian worldview. However, with China’s serious defeats in the first and second Opium Wars, officials debated on the way forward. Kim (2004) pointed out that the officials argued that in order to reinforce itself against the West, the adoption of western military armaments and technology was inevitable. They agreed that shipyards and arsenal shall be established and to hire foreign advisers to enlighten Chinese artisans to fabricate such wares in China (Fairbank 37). Kim (2004) divided the activities of the movement into three phases. The first phase, which lasted from 1861 to 1872, accentuated the adoption of western machines, scientific knowledge, firearms, training of diplomatic and technical personnel through the development of a diplomatic college and office. The second phase lasted from 1872 to 1885. This phase concentrated its attention on modernizing industries, agriculture and commerce as well as to the creation of wealth in an attempt to strengthen the economy (Pong 79). Finally, during the third phase, which occurred between 1885 and 1895, modernization

Managing Change in Contemporary Organization Essay

Managing Change in Contemporary Organization - Essay Example The environment, which engulfs an organisation, provides the resources and opportunities for the organizations existence. At the same time, the environment itself imposes sanctions determining what an organization can or cannot do. If an organization is to survive, grow and remain prosperous, if must adaft to the demands of the environment, since these demands are constantly changing, organizations must also change. The last decade has brought with it a time of totally unprecedented change. In every direction businesses are in turmoil, from computing to financial services, from telecommunications to health change is an accelerating and yet there is fundamental dilemma. People need time get used to change, but there is not anytime anymore. The pace of change is now so fast that business face constant market change and must respond very rapidly if they are to survive. Many don't make it. Evidence suggests that the average corporate life styles may be shrinking because of a mobility to change and adopt fast enough. For this reason managing change has now become a crucial part of competitive edge (Clarke, 2002). Organisational change is the alternation of work environment in the organisation. It implies a new equilibrium between different components of the organisation technology, structural arrangement, job design and people. Thus organisational change may have following features. 1. When change occurs is any part of the organization, it disturbs the old equilibrium necessitating the development of a new equilibrium depends on the degree of change and its impact on the organization. 2. Any change may affect the whole organization. Some parts of the organization may be affected more, others less; some parts are affected directly, others indirectly. 3. Organizational change is a continuous process. Newstrom and Davis (1997) have explained the impact of a change in any part of the organization of the total organization. They have illustrated it by comparing an organization to an air filled balloon. They have concluded that the whole organisation tends to be affected by the change in any part of it (Newstrom & Davis, 1997) However, the change in the organization does not occur purely on mechanical relationship. While managers as a change agent want to bring changes in the organization employees want to maintain a status quo. Factors in Organizational Change : Organizational changes are required to maintain equilibrium between various external and internal forces to achieve Organizational goals. Therefore,

Uses Of Laboratory Information Management Systems Essay Example for Free

Uses Of Laboratory Information Management Systems Essay An a scientific workplace many pieces of important data are being based around. The use of computers can now help by using specialist software called Laboratory Information Management Systems (LIMS). A LIMS system is like an electronic filing cabinet with advanced security. It can allow data in any form to be inputted and shared with company’s customisation. Depending on the LIMS it can be accessed via a personal or company handheld drive (smartphone/tablet). There are various types of software available for storing scientific data but the most commonly used ones in modern laboratories are the following: WinLIMS is Laboratory Information Management System. WinLims creates LIMS a realistic option for even the smallest of laboratories. The following screenshot below is of WinLIMS, where it is showing the implementation of the data. http://www. lims-software. com/images/1/16/WinLIMS. ASP-from-QSI. jpg Picture 1 * Labsoft LabSoft is well designed laboratory information management system (LIMS) that boasts built-in tools and the ability to collaborate with other digitised business systems (e. g. Order Processing, Data Historians). LabSoft is a comprehensive feature set empowers to build an integrated solution that fully exploits laboratory data yielding higher quality. The following screenshot below is of LabSoft, where it is showing the graphs after the implementation of the data. In a scientific workplace it is vital and necessary to be able to safely store (meaning people inside and out of company don’t get hold off information they shouldn’t know)and then retrieve scientific data generated by that workplace and also data from other sources (scientific literature, for example). Heads of department, deputies, and those working in the laboratories. Scientific apparatus Data such as date of purchase (for warranty and sell by dates), maintenance data (when a product was repaired of tested and the results of such test) and schedules for maintenance. Heads of department, deputies and those involved in the schedules. Waste disposal To show what and how much waste is produced and how it is disposed of. This can be used for health and safety reasons so that there aware were the staff are putting it making sure it can’t fall into the wrong hands or damaging the environment. Stores technicians and those involved in disposal; heads of department may need to authorise costs of disposal. Health safety checks To show that health and safety is being monitored and to hold accident reports if necessary. This protects the company so no false allegations can be made and if they are proof can be found to prove innocence. Heads of department, health and safety officers and possibly others who have special responsibility. Training records To know the level of training or qualification of members of staff, and to keep and maintain a record of training required and completed by staff. This allows outside members to check to see the level that employers are trained as well as allowing employees to check for them self’s. Training officer, heads of department, supervisors, human resource department and individual members of staff. Quality assurance To be able to show that quality procedures are being carried out (for audit purposes). This protects the company so no false allegations can be made and if they are proof can be found to prove it meet the standard. Head of department, quality officers and those with special responsibility. Report records Reports following tests for GPs or hospital records, or for use in developing new medicines, etc. This also allows you to search for past similar symptoms and treatment. Office support personnel will usually be responsible for recording results, with access needed by clinical staff (in a clinical environment); report records in this setting wouldn’t usually be subject to change by anyone.

Binge Drinking Essay Example for Free

Binge Drinking Essay Binge drinking usually refers to drinking lots of alcohol in a short space of time or drinking with the intention to get drunk. Researchers define binge drinking as consuming eight or more units in a single session for men and six or more for women. Due to the long-term effects of alcohol misuse, binge drinking is considered to be a major public health issue. Binge drinking has become more popular in several countries worldwide, and overlaps somewhat with social drinking since it is often done in groups. Many young people make binge drinking a habit due to them not having anything to do. Lots of young people buy cheap alcohol and drink to excess. They drink large amounts of alcohol to become extremely intoxicated over a short period of time. It is understood that student drinkers choose to engage in this behaviour as a means of fitting in with what is considered a social norm. The high levels of binge drinking among young people and the adverse consequences which includes increased risk of alcoholism as an adult and liver disease make binge drinking a major public health issue. Being associated with certain groups, especially in the college setting influences young adults and their decision to engage in binge drinking. Young people are confronted with social pressures involving binge drinking and if ignored, risk being isolated from others. The main cause of death among adolescents as a result of binge drinking is road traffic accidents; a third of all fatal road traffic accidents among 15-to 20-year-olds are associated with drinking alcohol. Violence and suicide are also common causes of death associated with binge drinking among adolescents. The suicide risk in adolescents is more than 4 times higher among binge drinkers than non-binge drinking adolescents. Binge drinking can also result in unwanted pregnancy in young people and a higher rate of sexually transmitted diseases. Female binge drinkers are three times more likely to be victims of sexual assault too; research shows that 50% of adolescent girls reporting sexual assault were under the influence o f alcohol or another psychotropic substance at the time. Culture as well as peer pressure play an important role in driving binge drinking. Reasons for binge drinking in young people include it being fun for the drinker, making the person feel more sociable, helping the person to feel happier and more relaxed and to forget their problems. While  it may seem like a fairly harmless pastime, binge drinking has health and well-being implications that make it far from safe. Binge drinking is more common in men than it is in women. Approximately 50% of men and 39% of women binge drink. Acute intoxication, such as binge drinking, and alcoholism are known huge factors for suicide. Binge drinking is also associated with an increased risk of unplanned sex, unprotected sex, unplanned pregnancies, and an increased risk of catching HIV. 10% of women and 19% of men have reported being assaulted as a result of alcohol. Males who drink more than 35 units of alcohol per week report being physically hurt as a result of alcohol, and 15% report physically h urting others as a result of their drinking. Almost 16% of binge drinkers report being taken advantage of sexually and 8% report taking advantage of another person sexually as a result of alcohol within a 1 year period. Heavy drinkers cause approximately 183,000 rapes and sexual assaults, 197,000 robberies, 661,000 aggravated assaults, and 1.7 million simple assaults each year. Binge drinking can also cause adverse effects on the body such as ischaemic heart disease. The most common risk of consuming massive quantities of alcohol in a short period of time is a dangerously high blood alcohol level. The result is called alcohol poisoning (overdose), which can be fatal. Choking on (or inhalation of) vomit is also a potential cause of death, as are injuries from falls, fights, etc†¦ Another common risk of alcohol is a blackout which makes the victim unable to create memories after the event which can cause shame, guilt and embarrassment. Binge drinking is also associated with strokes and sudden death. Binge drinking increases the risk of stroke by 10 times. In countries where binge drinking is commonplace, rates of sudden death on the weekend in young adults and middle aged people increase signific antly. The government are adding a minimum price of 45 pence for every unit of alcohol to prevent young people and adults from purchasing alcohol, although many have argued that this is not a good idea and will not make a difference to binge drinking because they believe that people with the intention of drinking a large amount of alcohol will do no matter the price. Some researchers believe that rising the legal drinking age and screening brief interventions by healthcare providers are the most effective means of reducing morbidity and mortality rates associated with binge drinking. The Centres for Disease Control and Prevention suggests that increasing the cost of alcohol or the excise taxes,  restricting the number of stores who may obtain a license to sell liquor (reducing outlet density), and implementing stricter law enforcement of underage drinking laws. There are also a number of individual counselling approaches, such as motivational interviewing and cognitive behavioural approac hes, which have been shown to reduce drinking among heavy drinking college students. Binge drinking costs the UK economy approximately  £20 billion a year; 17 million working days are estimated to be lost due to hangovers and drink-related illness each year. The cost of binge drinking to employers is estimated to be  £6.4 billion and the cost per year of alcohol harm is estimated to cost the National Health Service  £2.7 billion. Due to the risks especially in adolescents, of cognitive impairments and possible irreversible brain damage associated with binge drinking, urgent action has been recommended. There is some evidence that interventions by employers such as, health and life-style checks, psychosocial skills training and peer referral, can reduce the level of binge drinking. Increasing public information and awareness regarding the risks of binge drinking, conducting interviews in emergency departments of young people suspected of harmful drinking patterns and trying to persuade them to accept individual counselling in youth addiction counselling services are effective strategies for reducing the harm of binge drinking. Increasing public information and awareness regarding the risks of binge drinking, conducting interviews in emergency departments of young people suspected of harmful drinking patterns and trying to persuade them to accept individual counselling in youth addiction counselling services are effective strategies for reducing the harm of binge drinking.

IKEA SWOT, Porters 5 and PESTEL Analysis

IKEA SWOT, Porters 5 and PESTEL Analysis Jump to: SWOT, Porters 5  Forces, PESTEL INTRODUCTION IKEA has created its own brand name in the world of furnishing at an affordable price. IKEA strives to make a better life for many by offering wide variety of well-designed, practical home furnishing items at affordable prices. History IKEA was found in 1943 by Ingvar Kamprad in small village Agunnaryd , Sweden. Originally company sold the basic household goods at discount prices later kamprad start to sell the home furnishing and 10 year later IKEA opened its first showroom, clearly demonstrates the function and quality of its low-price products. In 1955 IKEA introduce its own Designing furniture and in 1956 flat packs and self-assembly were launch (which reduced production and transport costs) and in later year IKEA has opened 301 stores all over Europe and Asia which shows the success of company. Present In 2002, IKEA Group was worlds top furniture retailers. The total number of stores 301 operated by IKEA in 37 countries/territories. The IKEA Group itself owns 267 stores in 25 countries with 123,000 co-workers and generating annual sales of more than 21.5 billion euro (these facts are taken from IKEA website). There are wide range of products in IKEA stores from plants and living room furnishings to toys and whole kitchens. At IKEA their vision is to create a better everyday life for the many people what make IKEA as worlds top furniture retailers, matchless approaches of IKEA attract the customer whether its affordable price, portable furniture or the unique design in store, Swedish cafà © in the stores, child care facility in the stores SWOT Analysis of IKEA Strengths One of the strongest strengths of IKEA is their strong brand name: IKEA is widely known brand in Europe and some Asian countries. In 2002 IKEA was the worlds most famous furniture retailer. [  [1]  ] Unique selling point of IKEA is low prices and flat pack furniture which is economical for customer and easy to transport Exclusive furniture design catch the attention of the customer Cheap Prices of IKEA furniture offers value to Customer Exclusive furniture design catch the attention of the customer As published in Business Times Ikea catalogue is the third most printed book in the world after Bible and Harry Potter [2] Furniture are easy to assemble and easy to ship IKEA has Strong potential of Global sourcing Powerful advertising campaign IKEA has built its own brand name and consistently strives to maintain it   In mid- 1990s IKEA had launched a high profile advertising campaign in USA intending to raise awareness of the IKEA brand UK wide advertising campaign in September 2007 titled Home is the Most Important Place in the World using estate agent signs with the term Not for Sale written on them as part of the wider campaign Wallets for Oyster cards and tube map are sponsored by IKEA IKEA consciously runs advertising campaign to create brand awareness. IKEA maintain Long-term Relationship with suppliers IKEA has preserved long-term relationship with its suppliers. IKEA purchases products in high volume from suppliers which allows IKEA to keep their product prices low It has about 45 trading service offices in 31 countries. This enables them to develop close relationships with more than 1,350 suppliers in 50 countries Product improvement IKEA is actively taking initiatives in environment changes, they strongly cares about forest and support the suppliers to minimize the total impact on the climates by contributing in forest projects. Weakness Supplier dependencies One of the main weakness of the IKEA is that it is dependent on the supplier for its manufacturing their products By totally dependencies on suppliers IKEA convert its strength to IKEA does not manufacture anything itself and is heavily dependent on the supplier. By limiting the manufacturing facilities means more dependencies on the suppliers. Ikea furnitures need to assemble yourself may be its is unattractive to certain groups of consumers Store design can be confusing for those customer who need particular item Swedish design may not so appealing to other regions of world Major Reliability on European Markets 90% of IKEA stores are based in European regions and rest in America, Middle East and Asia , Ikea is limiting themselves to enter into the Competition can take benefit of IKEAs non existences in the other fast growing retails markets like America, Middle East and Asia by expanding their businesses. Quality and standards Its difficult to maintain high Quality and standards globally due to the size and scale of products People generally associate the low prices with bad quality of products and non durability Ikea furnitures not manufacture for lifetime Opportunities Expansion in untouched retails market IKEA should extent their business or stores from international to global market , by developing in other regions like Asia and Eastern Europe By expanding in fast growing retails markets IKEA can capture additional share in Asia and Eastern Europe Only 10% percentages of stores were in underdeveloped markets. Its an excellent opportunity for IKEA to expand and grow their businesses in the untouched markets Development in Ecommerce IKEA should enlarge their internet present in markets Fast growing virtual markets in the Internet revolution era gives an excellent opportunity to IKEA to enlarge their place in the online business all over the world like ebay , Amazon.com, Inc IKEA can expand their business by collaboration of local companies and suppliers. By developing E-commerce site and local company alliances gives an opportunity to achieve growth in existing business and can gain new acquisition In additional it will help to increase customer service satisfaction and customer feedback Also it can reduce the work pressure from store to certain level Design various type of Store It will be good opportunities for IKEA to try new outlay of store to easily find the particular products which will increase the growth sales and customer satisfaction Minimizing waste (IKEA and the new EU legislation on chemicals) IKEA avoids use of chemicals and materials that can be of any harm to people and the environment. All IKEA products for all markets, everywhere in the world will adhere to the chemical restrictions in the REACH legislation. Efficient use of materials IKEA strives to use fewest resources to make the best possible products, without having any negative effect on the functionality or the design or the look of the products. The main material used in the manufacturing of the products is wood, cotton, metal, plastic, glass and rattan and we work towards using as many renewable and recyclable materials as possible. Threats Impact of European economy As IKEA is predominantly present in European region, any adverse effects in this region will impact the business of IKEA. Major sales and purchasing are done is European markets. In order to avoid such situation, it needs to secure place in other retail market and increase awareness of the IKEA brand and products worldwide Competition Indirect threat of competition One of the fastest growing competitive retail market in Europe and other businesses regions of IKEA Difficult to preserve good quality and design at cheap prices when competition is increasing rapidly growing e.g. In USA Wal-Mart , room to go , kmart ,In Japan Nitori Co and MUJI Even average retailers are producing low cost values flat packed furniture, which can put tremendous impact on the IKEA. Advantages of competition Competition is aggressively offer similar product Most of retailers promising to serve on high quality of and service Educating customer on quality of woods, construction techniques and so on Competitions are offering free delivery of assembled furniture whereas IKEA is not giving any options to customer on the transportation Summary of IKEA SWOT ANALYSIS SWOT analysis describes IKEAs strengths and weakness, as well as encountering the threats with opportunities which will secure IKEAs place in the retail market Strength of IKEA group in the world of retail markets is their Vision IKEA strives to make a better life for many by offering wide variety of well-designed, practical home furnishing items at affordable prices which display their clear business idea.[3] IKEA buy massive from the suppliers and gain advantage of low cost product which is one of strongest strength of IKEA , as they can sale the finished goods in cheaper than competitors IKEA is good long term business relationship with the suppliers and weakness is the total dependencies on the supplier which can be the threat in their future business. Business Strategy of IKEA gives the Excellent opportunities to expand their services to the world widely and but by limiting their expansion only to the European and selected Asian countries can be biggest threats and can be advantage to the competitors due to the non-existences of IKEA Porters 5 forces analysis of IKEA Competition from Substitutes: HIGH The furniture retails market is on developing stage. Competition from Substitute it is high in the modern time people consider better products if it is costly. The switching costs are high and Substitute will be other brands supplier at high prices. Other options might be cheap furniture from local supplier. But IKEA can competitive advantage from low prices, unique design and flat pack furniture Bargaining power of buyers: LOW IKEA focuses on large segments and target individual customers young people aged around 20 to 40 years as in the modern world people prefers compact and foldable furniture so it is easy use and transport. IKEA products are affordable for everyone because of the low prices. There is high customer loyalty therefore low bargaining power of customers. One more reason of low bargaining power can the brand name of IKEA, consumer can buy the same furnitures from capitation but because of the IKEA trademark they prefer to buy. Furnitures Industry is growing tremendously, there is very high switching cost for the buyers and with the product differentiation is prime factors. Therefore Because of the brand and large collection of product the customer loyal and preference is IKEA Threat of New Entrants : LOW The Home Furnishings House wares Retail industry is developed markets and IKEA has its own reputation and experiences players in retail markets. It is very difficult to compete against with big players in the industry as to build to own status brand lots of resources such as unique design, technology, low cost products, infrastructure and human resources. IKEA having a very long experience in its field and it has established itself differently from competitors. IKEA stores and distinguished itself as a functional home products .In Retail industry, low cost and use new technology is very essential and IKEA spent years to establish this reputation .However for a new entrant it is difficult to get. Bargaining power of supplier: LOW IKEA deals with suppliers for Wood cotton, metal, plastic, glass and rattan. IKEA have more 1,300 direct suppliers and about 10,000 sub-suppliers in 60 countries and 28 distribution centres and 11 customer distribution centres in 16 countries. IKEA had set up its own code and conducts for the suppliers. Being a Multinational brand there is a competition among supplier for selling to IKEA. They purchase in huge volume of material from the suppliers at low cost IKEA buy massively from these suppliers to deliver in the European market The Bargaining power of suppliers is low as they can lose their one of biggest clients Rivalry among existing firms: HIGH IKEA competitors are mainly in the Home Furnishings House wares Retail industry and competition from Substitutes too high in the industry. Some competitors for IKEA such as Wal-Marts, TGT, kmart in Japan Nitori Co. Many manufacturers provide furniture with same functions and design. As published in Business Times we can take Example of TGT has recruited top designer Thomas OBrien to develop a range of low-priced furnishings and In Japan Nitori Co. has a lock on low-cost furniture.[4] Competition is putting a lot of resources to manufacture the same type of products Strategic Position of IKEA IKEA PESTLE analysis Political Factors Governments have put various taxes, duties and vat on IKEA products their constitutions in different countries. Changes in the government and trading policies can threat to IKEA For example Russian government has kept on hold all new investment and delaying unpredictability of the administrative processes for Mega-Samara mall sports in Russia because of the delay IKEA have to postponed the 30 new stores in the country[5] Awareness of political situation of every country where company is operating Important Many countries offers incentive to attract the foreign investment like Malaysia , china and Thailand IKEA has grown from a small company to largest home furniture retailer in the world, Political factors has direct impact and is interrelated on other aspect. Political factors can control the process of business and greatly impact on the operating industry. As IKEAs major business is on the European regions, it has to adopt the guidelines and policy formed by the EU. Economical Factors Interest rates and exchange rates have a direct impact on company. Some time foreign currency exchange fluctuation may be beneficial or un beneficial for IKEA Due to recession demand for home furniture declined as people dont have money to buy expenses products and customers go for cheap alternatives. Fluctuation in cost of raw material can be threat for the IKEA , as they dont produces on its own , but buy from whole seller Recession has impacted on all kind of industry more or less it has effected on IKEA In todays time global warming is important concern to every business should consider to reducing elements effect the environment Social Factors IKEA takes initiatives and founded a committed to invest in the social programmes on a global level which can give IKEA a recognized globally IKEA is proactively trying to fight against Child labour and give better life to children Everyone is trying to save and reduce the causes of global warming does IKEA is The IKEA contributed much in the society as they provide recyclable products and try to minimize the waste Technological Factors IKEA products are eco-friendly IKEA should consider natural resources like using solar power renewal energy usage and energy efficiencies One of Important aspect which should be take into account as a need of new trends in changing business styles and enhance the competitive advantage which development of E-commerce and entre the world of Online business (virtual markets) Legal Factors Governments may put a negative as well as positive impact on IKEA as it is operating all over the globe hence it may vary according to different countries. In 2004 Irish Government had implement law of restricting the maximum size of a retail outlet to 6,000 (units?) to save the small business but retails giant of home furnishing wants IKEAs plan to build stores in Dublin and usual size of IKEA stores is four time bigger caused the law be put up for debate. In Jan 2005 The Government has agreed to change the planning laws clearing the way for furniture stores such as Ikea to open in Ireland IKEA and the new EU legislation on chemicals IKEA avoids use of chemicals and materials that can be of any harm to people and the environment. All IKEA products for all markets, everywhere in the world will adhere to the chemical restrictions in the REACH legislation. Environmental Factors Product Development IKEA is proactively taking initiatives in climate change projects. As 50% of the raw material is from the forest, it strongly cares about forest. The effort is to leave minimum impact on environment. It contributes to many forestry projects and honour certification by the Forest Stewardship Council Erase the Waste IKEA believes in using Waste by-products generated due to manufacturing where possible. In 2006, IKEA implemented the EU directive on Waste Electrical and Electronic Equipment (WEEE) and IKEA stores now accept and recycle IKEA electrical produce and electronic devices. Customers can also return certain types of waste such as discarded packaging, spent batteries and low-energy bulbs for proper recycling and disposal. In 2006, IKEA stores and distribution centres handled 281,734 tons of waste, of which 81% was sorted for recycling reuse or energy recover. In the pursuit of recycling, as of October 1, 2008, IKEA USA no longer sells throwaway bags. IKEA products are recyclable and make minimum usage of polythene. Product Development IKEA is proactively taking initiatives in climate change projects. As 50% of the raw material is from the forest, it strongly cares about forest. The effort is to leave minimum impact on environment. It contributes to many forestry projects and honours certification by the Forest Stewardship Council Climate changing IKEA ensures that the products and resources are customized to reduce any negative impact on the environment. IKEA Group and WWF co-operate in projects at intended to reducing carbon dioxide emissions generated by IKEA operations.[6] Conclusion IKEA is well recognized brand for flat pack furniture and Swedish design in the world of furnishings, also they are leading retailers in globally. IKEA should explore their new opportunities into asian market as there is no major competition in flat pack furnishing and also due to over population in some asian countries flat pack can be eye catching for new customer as IKEA captured 90% of European . IKEA should seek to introduce new technologies to reduce use of wood.

Current Technology on Winding Linear Generators Essay -- Physics Elect

Current Technology on Winding Linear Generators Abstract This paper is an overview of the materials and winding technology that is currently used on today’s linear generators. It contains information on the types of wire used as well as the epoxy used to hold the coil windings in place. Furthermore, it contains information on the possible orientations that the coils can have with respect to the permanent magnets. Introduction Linear generators/motors have been around since the early 1900’s with one of the first written references being in regard to Birkeland’s Cannon, then described as a tubular motor but is more accurately described as a reluctance motor. 1 Today linear generators/motors have more widespread, not to mention less destructive, uses such as magnetically levitated trains, and renewable power generation. The Wire Magnet wire is the preferred type of wire used for the windings of linear generators and most other types of generators. This wire is made out of copper wire and insulated with a thin layer of enamel. The thickness of the insulation is much smaller than that of standard electrical wire. The reason for this is to allow for the wires to be packed in closer together while at the same time restricting the current from jumping between wires. Magnet wire comes in various sizes, like most wires, and also has an associated gauge that allows the engineer to determine its ampacity characteristics. Taihan Electric wire company gave the following definition of magnet wire on its website: â€Å"Magnet wire is wound in a form of coil around the core inside the electrical appliances and plays a role of converting mechanical energy into electric energy and vice versa. Magnet wire is widely used in alm... ... Conclusion The research involved in this paper has greatly enhanced our groups understanding of the technology involved in winding linear generators and will be a useful guide during the construction of our prototype. Works Cited 1. E.R. Laithwaite, Propulsion Without Wheels. Hart Publishing Company, Inc, 1968 2. Taihan, November 24, 2003, http://www.taihan.com/taihan_eng/prod/wire/magn_MAGN_m.asp?curMenu=wire 3. Rare Earth Magnets, November 24, 2003, http://www.rare-earth- magnets.com/magnet_university/magnets_electromagnetism.htm 4. Altana Electrical Insulation, November 24, 2003, http://www.epoxylite.com/motors.htm 5. Van Blarigan, Peter. â€Å"Advanced Internal Combustion Electrical Generator.† Sandia National Laboratories. Livermore, CA. 2001 6. Kunel, Heinrich. German Patent: # DE3024814, 01-28-1982

Propaganda and Its Effect on America Essay -- Advertising Advertisemen

Propaganda and Its Effect on America Thesis: Propaganda was a tool that leaders used to get people involved in wars of the past. Propaganda, a term that only reminds people of corruption and manipulation. Others, it reminds of advertising and raising American spirit. Well, they are both right. [â€Å"Propaganda† Pg. 1, sec.1]   Ã‚  Ã‚  Ã‚  Ã‚   Propaganda is a specific type of message presentation aimed at serving an agenda. At its root, propaganda is to propagate (spread around) a certain position or point of view, rather than just reporting the facts. Most propaganda is associated with politics or war time. It is used to help unite countries, especially the U.S. in the past. [Pg. 1, sec. 1] Most propaganda that people have heard of came from World War II in Nazi, Germany. They would be surprised to learn that the U.S. has done the same thing in the past. [Pg. 1, sec. 1]   Ã‚  Ã‚  Ã‚  Ã‚   Before World War I, uninterrupted public support was thought to be critical to all the wartime effort. In 1917, Wilson created the War Aims Committee on Public Information (CPI) to promote World War One Nationally, while advertising America overseas. Under the guidance of a journalist named Creel, the CPI gathered people from different aspects all over the world. The CPI mixed advertising techniques with a refined understanding of human psychology; its efforts represent the first time that a modern government distributed propaganda on such a large scale. It is intriguing that this occurrence, often linked with totalitarianism, emerged in a democratic state. [Pg. 1, sec. 14] Also, being that video was more popular than written propaganda, they begin to make videos. One propaganda video I came across was of an American citizen pretending to be a Japanese man in a very racially discriminating way. The man was obviously a fake Japanese man who was made to look Japanese by using stereotypes and donning a very obviously fake Japanese accent. [â€Å"My Japan† Pg. 2, sec. 2]   Ã‚  Ã‚  Ã‚  Ã‚   The video went on to try and convince Americans at home that Japan was to strong and formidable opponent in the war using Japanese newsreels. By using stereotypes and fear (see â€Å"Types of Propaganda†), America was trying to get America to accept their idea that the war was a good thing. [Pg. 2, sec. 2] Yet another example would be around Pearl Harbor. Right after Pearl Harbor, propaganda helped unite people in ... ...I. They were also a measure to manage inflation by removing money from the economy heated up by war efforts. [Pg. 1] By the end of WWII, over 85 million Americans had invested in war bonds, a number unmatched by any other country; and most of the credit can be given to propaganda. If a country had a mass of supporters it has a better chance of winning then a country that has to fight with only government funding and no supporters. Frankly, it would be a whole easier to strike fear into another country if you have more supporters to go along with a large army of well-trained soldiers. [Pg. 2]   Ã‚  Ã‚  Ã‚  Ã‚  To some people, the only reason we won any war was because of propaganda. They might also consider it sad that we had to manipulate America in order to get support, of course, that is their opinion. Maybe it wasn’t more of manipulation; maybe propaganda could be considered a â€Å"push† rather than a total brainwash. The U.S. is a democracy, and the survival of democracy depends on the ability of people to make decisions based on information; propaganda would be an easy and efficient way to get people this information and therefore give them the choice to support an idea or not. [ Rooij 2]

Character of Penelope in Homers Odyssey Essays -- Homer, Odyssey Essa

The Character of Penelope in The Odyssey "My lady, there is no man in the wide world who could find fault with you. For your fame has reached broad heaven itself, like that of some illustrious king."(Page 289,Book 19, The Odyssey) Penelope played one of the most vital roles in Homer's timeless classic ‘The Odyssey’, as both Odysseus's patient and loving wife and as the Queen of Ithaca. Her great love for Odysseus is most powerfully shown with her persistence in waiting nineteen years for her husband to return over the ‘wine dark sea’ rather than losing all hope and marrying another. Penelope has a strong and constant character, and her personality changes very little throughout ‘The Odyssey’. Since there are so few mortal women featured in The Odyssey, Penelope can be perhaps seen as an ideal figure to represent all noblewomen within the Greek world. Although women were to the most part seen as possessions they could still be highly respec... ...assical Greek Art," pp. 29-58. Richard Brilliant, "Kirke's Men: Swine and Sweethearts," pp. 165-73. Helene Foley, "Penelope as Moral Agent," in Beth Cohen, ed., The Distaff Side (Oxford 1995), pp. 93-115. Homer. The Odyssey. Trans. Robert Fitzgerald. New York: Vintage Books, 1989. Marilyn Arthur Katz, Penelope's Renown: Meaning and Indeterminacy in the Odyssey (Princeton 1991). Nancy Felson-Rubin, Regarding Penelope: From Courtship to Poetics (Princeton 1994). Â  

American Writers Essay

Ernest Hemingway’s writing is among the most recognizable and influential prose of the twentieth century. Many critics believe his style was influenced by his days as a cub reporter for the Kansas City Star, where he had to rely on short sentences and energetic English. Hemingway’s technique is uncomplicated, with plain grammar and easily accessible language. His hallmark is a clean style that eschews adjectives and uses short, rhythmic sentences that concentrate on action rather than reflection. Though his writing is often thought of as â€Å"simple,† this generalization could not be further from the truth. He was an obsessive reviser. His work is the result of a careful process of selecting only those elements essential to the story and pruning everything else away. He kept his prose direct and unadorned, employing a technique he termed the â€Å"iceberg principle. † In Death in the Afternoon he wrote, â€Å"If a writer of prose knows enough about what he is writing about he may omit things that he knows and the reader, if the writer is writing truly enough, will have a feeling of those things as strongly as though the writer had stated them. The dignity of movement of the iceberg is due to only one-eighth of it being above water. † Hemingway is also considered a master of dialogue. The conversations between his characters demonstrate not only communication but also its limits. The way Hemingway’s characters speak is sometimes more important than what they say, because what they choose to say (or leave unsaid) illuminates sources of inner conflict. Sometimes characters say only what they think another character will want to hear. In short, Hemingway captures the complexity of human interaction through subtlety and implication as well as direct discourse. The writers of Hemingway’s generation are often termed â€Å"Modernists. † Disillusioned by the large number of casualties in World War I, they turned away from the nineteenth-century, Victorian notions of morality and propriety and toward a more existential worldview. Many of the era’s most talented writers congregated in Paris. Ezra Pound, considered one of the most significant poets of the Modernist movement, promoted Hemingway’s early work, as did F.  Scott Fitzgerald, who wrote to his editor, Maxwell Perkins, on Hemingway’s behalf. The powerful impact of Hemingway’s writing on other authors continues to this day. Writers as diverse as Bret Easton Ellis, Chuck Palahniuk, Elmore Leonard, and Hunter S. Thompson have credited him with contributing to their styles. Direct, personal writing full of rich imagery was Hemingway’s goal. Nearly fifty years after his death, his distinctive prose is still recognizable by its economy and controlled understatement. 18 †¢ THE BIG READ National Endowment for the Arts.

Life of Pi Essay

During Life of Pi, and Castaway, characters in each experience disastrous deaths of loved ones which play with their will to survive. However, their hope and determination pull through and overcome this heart- wrenching event. For Pi, from Life of Pi, there are numerous deaths that have a huge toll on him. Pi’s whole family dies when the boat they are travelling on sinks. Growing up in an Indian culture, Pi was very close to his family, and a part of Pi also died that day. â€Å"Every single thing that I value in life gas been destroyed. And am I allowed no explanation? I am to suffer hell without any account from heaven? † [OR SHOULD I USE â€Å"To lose a brother is to lose someone with whom you can share the experience of growing old, who is supposed to bring you a sister-in-law and nieces and nephews, creatures who people the tree of your life and give it new branches. To lose your father is to lose the one whose guidance and help you seek, who supports you like a tree trunk supports its branches. To lose your mother, well, that is like losing the sun above you. It is like losing–I’m sorry, I would rather not go on. †] Although Pi is devastated he is determined to survive. Likewise in Castaway, the protagonist: Chuck Noland’s plane crashes and he washes up to shore. While isolated, Chuck makes himself a companion out of a volleyball who he names Wilson. This ball becomes important to Chuck because it is the only object he has contact with for four years while on the island. He talks to Wilson as if he was a person and when he loses Wilson, he becomes wounded. This is a hard time for Chuck because all he had that was keeping him sane leaves. Nevertheless Chuck perseveres through the hardships and keeps moving forward with hope and determination. Despite the battle of deaths these characters Pi and Chuck Noland were presented, they prove that with hope and determination to live it is possible to overcome their adversity if death, and any other difficulty that arose. Aside from the emotional destruction due to the deaths both protagonists endured, they also have to deal with the physical destruction as well. These events are what trigger both Pi and Chuck’s journey. In order to defeat the odds, characters must be courageous, obtain hope, and stay determined. In Life of Pi, Pi and his family are moving to Canada from India on boat. When the ship sinks, Pi is the only one from his family to make it to a life boat. â€Å"The ship was sinking. My mind could hardly conceive it. It was as unbelievable as the moon catching fire. † While this was happening, Pi is very optimistic. Although fear and negativity flowed through him, in the end Pi gains hope. Throughout the novel, Pi would constantly go through episodes of defeat and self-pity. However, Pi is determined to survive. It was through this determination and courageous acts that Pi beats the odds and lives through this destruction. Similarly to Pi, Chuck Noland from Castaway also had an unexpected change of events while travelling. Chuck was on his way to Russia when he mentions to Kelly, his love interest â€Å"I’ll be right back! † as he was boarding the plane. Little did Noland know that it was about to crash. This physical destruction is a gigantic catastrophe for Chuck, and after four years of being stranded on an island, decides to undertake the Atlantic Ocean back to civilization. To achieve this, after being isolated Chuck needed courage. Along with determination, and hope Chuck strives for salvation and saves himself. With the unfortunate events Pi and Chuck are faced with, each made their way home relatively safe- considering the circumstances. The characters proved that despite the expectations of failure that were set for them, if they had courage, hope, and determination they would survive any tragic event that came their way. There is no argument that both the novel Life of Pi, and the movie Castaway are both tragedies- a sinking ship and crashing plane are tragic events. However, protagonists in each stay hopeful and determined to have a happy ending. Pi, from Life of I is a very obedient, sensitive person. He follows his parent’s rules strictly. Pi was always very observant of his older brother, and strived to stay out of trouble. When Pi was stranded on the life boat alone, he lost life as he knew it. Pi experiences monstrous behavior, even going as far as to eat human flesh-cannibalism. Every rule Pi had been taught that human restraint has â€Å"gone out the window†. The way Pi viewed the world completely changed. Death is so real, so close to Pi, his views altered entirely. â€Å"By the next morning I had lost all fear of death, and I resolved to die. † (page 268) Pi also had very strict rules when it came to religion, spirituality and faith. Pi was a strict vegetarian due to his belief in God. While stranded, Pi had no other choice but to kill and eat animals. Because of this, he loses his innocence. â€Å"Lord, to think that I’m a strict vegetarian. To think that when I was a child I always shuddered when I snapped open a banana because it sounded to me like the breaking of an animal’s neck. I descended to a level of savagery I never imagined possible. † This proves how this tragedy made Pi lose hope in himself. He went against every standard he has ever believed in. Chuck from Castaway’s views on life and the world also changed drastically after the plane crash. Chuck Noland’s whole life revolved around time and work before the crash. Once chuck had witnessed how quickly life could turn for the worst, he had a complete change in attitude. At the beginning of the movie Chuck really did not care about other people’s feelings. As chuck gained hope to survive, and determination to do so, he even treated Wilson- a volleyball with respect. By the time Chuck returned home, he had a genuine concern for people around him. With both of these characters, it is clear that the tragic experiences altered their hearts, and outlook on life. Both the stories of Pi from Life of Pi by Yann Martel, and Chuck from Castaway are very similar. Each has experiences of death, destruction, and tragedy that take a great toll on both characters. However they resolve their adversities, and prove it is possible to beat the likelihood of failing by turning to hope and staying determined to survive. Each story ended with a new beginning for each character: the prize from the pain. The theme of hope continued to their future lives with Pi: through this wife, children, and new home, and new openings. In the same way, Chuck also had a chance to start over.

Of Mice and Men Paper

In John Steinbeck’s novel, â€Å"Of Mice and Men†, this ambiguous question arises on George’s decision. Did George make the right choice to kill Lenny at the end of the story? There are many reasons why George decided to kill Lennie in the end; however, if George does not take the responsibility to kill Lennie, he would die anyway. Since Lennie was young, he always struggled fitting in and socializing with others because of his disability. Consequently George kills Lennie because Lennie is George’s responsibility, Lennie is a danger to society, and George kills Lennie for selfish reasons.Therefore the decision that George made was the right thing to do. First, it is George responsibility to take care of Lennie. When Lennie’s aunt dies, George makes a promise to Aunt Clara to take care of Lennie. â€Å"I told his old lady I’d take care of him. † (Steinbeck 22) George feel that he should take care of Lennie’s mess, therefore When Lennie makes bad decision, George protect him. Next, George didn’t want anyone else to kill Lennie, just like how Candy said he wished he could have shot his dog instead of someone else.George probably wouldn’t have been able to live with himself if he allowed someone to kill Lennie out of hate or maybe torture. George put Lennie in his â€Å"happy place before he dies unlike Curley who would’ve tortured Lennie. George just couldn't turn Lennie over to the police. For example what happen in weed and when Lennie break Curley’s hand but George didn’t. Also George kill because he knew that Lennie would not be able to handle being separated from him. As portrayed George Kills Lennie to protect him. Second, George did kill Lennie for selfish Reasons, because Lennie always got in trouble.He got in trouble in weed. † ‘course he ain’t mean but he gets in trouble alla time because he’s so God damn dumb. † (Steinbeck 41)Georg e kills Lennie for job security. He wants to be in no trouble and just work and get his pay† if I was alone I could live so easy. I could go get a job an’ work, an’ no trouble. No mess at all, and when the end of the month comes I could take my fifty bucks and go into town and get whatever I want. † (Steinbeck 11) And other selfish reason that pushes George to kill Lennie is that he wants freedom to do his own things to live by his own.George think life would be easy for him to live without Lennie. He said â€Å"if I was alone I could live so easy. † â€Å"I could get a job an’ not have no mess† (Steinbeck 103) with Lennie dead George can work now in peace without getting in trouble by Lennie and get that little place he was dreaming about. Lastly, Lennie’s disability is dangerous for the society. Lennie is so strong â€Å"†¦But I say he’s God damn good worker. He can put up a four hundred pound bale. † (Steinb eck 22) Lennie is so strong and he kill thing accidently. He kills Curley’s wife by mistake and he break Culrey’s hand.Lennie is childlike he like to pet soft thing just like a child. He did not understand what a terrible thing that he did, he would have to answer for her death it isn't like the mice or the puppy that could just be replaced. Lennie forget things so quickly and George is the one is going to remind him everything every time. He forgot that he did not have the word He forgot things that George tells him. And George got to remind him all the time. â€Å"o you fort hat awready, did you? I gotta tell you again do I? † (Steinbeck 4) â€Å"I forgot†¦ I tried not got forget honest to God I did, George. (Steinbeck 4) Overall there are many reasons why George decided to kill Lennie. It is George responsibility to take care of Lennie, Lennie’s disability is dangerous for the society, and George did kill Lennie for selfish Reasons. George knew w hat the future held for Lennie. He also knew that Lennie would never be able to understand what that entailed. Whatever the consequences of Lennie’s actions, George new his actions were the lesser of two evils. And the other would not understand that and there are going to kill him no matter what. So he had no choice. Therefore the decision that George made at the end of the novel was well made.

Marketing Research for Costa Cafe Essay

Costa Coffee is one of the most famous coffee chains in the UK. It was founded in 1971 in Italy by two Italian brothers: Sergio and Bruno Costa. Costa company which introduced the first Costa coffee shops in the UK in the early 1980`s, had as a main objective to create and serve the finest authentic Italian coffee. Costa became part of Whitbread PLC in 1995 and has followed an expansion program, so to become recognized nationally. Despite that figures, Costa faces some problems, related to their competitors. A recent survey conducted by Allegra Strategies indicated that Starbucks Coffee (one of the main competitors of Costa), has the highest consumer brand recognition of all the chains, being recognized by a staggering 77% of coffee shop visitors followed by Costa Coffee with 72%. Naturally the management of Costa is very concerned. As Marketing research agency, we are about to conduct a marketing research to identify who are the typical customers of coffee outlets and ascertain their needs, expectations and buying behaviour. The decision problem that Costa Coffee management is facing is why Costa is losing customers from its main competitors. An appropriate research design has been conducted. Justifications will be given in order to prove why specific approaches were used. Background research in order to fully understand the problem at hand has also been conducted. Furthermore, a questionnaire has been designed so as to help us identify the typical customers of branded coffee shops and view their opinions and perceptions concerning the coffee market. In addition to the questionnaire, an observation technique has been followed in order to have a better perspective of customers’ buying behaviour and compare the efficiency of different coffee shops. Moreover, in order to fully address the components of the research a focus group has been conducted as well. Research findings are properly analysed in the form of tables and charts and the results of observation and focus group have been clearly presented. According to our analysis Costa coffee is the second favourite coffee shop after Starbucks. The needs, expectations and buying behaviour of the typical branded coffee shops have been identified and presented properly. Therefore Costa coffee management team can use this data in order to make several conclusions and implement new strategies that will satisfy the needs and expectations of typical coffee customers and become the leading UK coffee shop as to attract as many typical Costa prides itself on providing a genuine Italian real coffee experience, particularly as real espresso coffee originated in Italy. Italian brothers Sergio and Bruno Costa established Costa in 1971.At that time they first started importing and roasting beans, which was long before the current growth in coffee bars. The brothers began roasting and grinding coffee for wholesale to the catering market. From the very beginning, Sergio and Bruno Costa insisted on slow roasting beans in a traditional Italian drum roaster to give a quality of coffee that is recognized by their customers as superior to others. Costa samples, tests and selects beans which have the best flavor characteristics, and which are suitable for their authentic style of roasting, whether as a single variety, or as part of their selected blends. As real coffee experts they have created their reputation from the expert blending of Arabica and Robusta coffee, which they import from Indonesia and Brazil. Only by the right blending can the Arabica beans be correctly balanced by Robusta beans to create a coffee with great aroma, body and golden cream. This unique combination of beans is the original Costa blend and is why coffee lovers always visit Costa stores. The recipe, acclaimed for producing great tasting coffee with a distinctively rich fragrance and taste, is their most prized secret. Beans from 6 specially selected Arabica varieties are combined with those from a single Robusta to create just the right amount of ‘edge’ for the perfect espresso. Costa Coffee Store Espresso is the authentic Italian Pick-me-up and from listening to lovers of real coffee, they tend to agree! The four factors that influence the making of the perfect espresso at Costa (4 Ms) are:  ·Miscela: The coffee blend  ·Macinatura: The grinding of coffee  ·Macchina: The use of the correct machine and equipment  ·Mano: The hand skills of the barista In addition they only slow roast beans, this process takes at least 18 minutes-far longer than is the case for the majority of roasters. Slow roasting provides a fuller flavor and significantly reduces the presence of harsh and bitter acids. The wide appreciation of their secret coffee blend led to the opening of the first coffee UK Costa stores in the early 1980’s. This promoted the popularity of coffee bean sales and revitalized the trend towards drinking authentic Italian espresso, cappuccino and other espresso based drinks. Many coffee companies specialize in only one element of the coffee supply chain. For example: importing only, roasting only, wholesaling or retailing only. At Costa, the coffee production process starts from the stage of importing  the beans, to taking control of the whole process to ensure that standards are applied at all stages. They import beans to their specification, roast beans in their own roaster to the highest standard, they create their own unique blends of the finest coffees, they package and distribute to their outlets to ensure the highest quality and freshest product. The aim is to create and serve the finest authentic Italian real coffee experience every time. When entering a Costa Store, with its Continental ambience, a coffee lover will not just be able to consume the finest cup of real coffee around, but will be able to buy all the necessary equipment and coffee products required to repeat the Costa experience at home. Costa is expanding, opening stores in many locations such as high streets, airports, railway stations, shopping centers, office developments and leisure complexes. The Costa Wholesale division is also expanding nationwide, promoting sales of roasted coffee and coffee equipment in hotels, restaurants, multiple catering outlets and supermarkets. Now Costa can be experienced by a greater number of people in more ways than ever before. Costa became part of Whitbread Plc in 1995 and immediately established Whitbread as the market leader in the premium coffee shop sector. Before Whitbread acquired the company, thus between 1978-1994 there were 41 Costa outlets selling coffee as well as coffee beans. The first store being established in Victoria station in London-where it still runs successfully keeping up to the traditional coffee preparation methods. Since then, Costa has embarked on a major expansion programme in support of its Mission†¦Ã¢â‚¬ To become recognized nationally as the people to come to for the best Real Coffee Experience†. The company’s four values encompass everything they believe, how they should behave and act:  ·Cuore-(Kwor-reh)-sharing a love for coffee, making and serving the best coffee in the world. The roasting and blending knowledge, the coffee making skills and the dedication to service.  ·Onore-(On-or-reh)-Individual responsibility and sense of personal duty. People who take pride in what they do, in being able to achieve sales and profit targets, maximizing the potential of available resources and maintaining an excellent standard of guest and customer service.  ·Eccellenza-(Etch-el-n-zah)-Making the perfect coffee every time. Costa’s skilled Baristas are trained to create a coffee masterpiece in every cap they serve, within a strong retail merchandise environment. Its due to this focus in training that Costa has become well known throughout the UK for a perfect coffee every time, with a stylish and contemporary Italian ambience.  ·Audacia-(Aw-dah-chee-a)-Being challenging and innovative. Taking initiative, tackling tough issues and looking at the business with a critical eye. Costa offers thoroughly rewarding and stimulating environment for people who have the ability to make things happen. 4 At the heart of Whitbread’s strategy is the drive to provide experience, which its customers enjoy, appreciate and consider good value for money. It is this strategy, which has taken the company from brewing, into pubs, pub food, restaurants, hotels, and Leisure and also into high street retailing. Some of Whitbread’s businesses include Bella pasta, Pizza Hut (UK) Ltd, TGI Fridays, The Dome, Cafe Rouge and David Lloyd Leisure. Recently, Whitbread Plc is stepping up the overseas expansion of its Costa coffee brand with plans to open at least 55 new stores across Saudi Arabia, Oman, Qatar, and Bahrain5. At the time being, there are 265 stores worldwide including countries such as Dubai, Kuwait and Germany. Samuel Whitbread, a brewer, founded Whitbread Plc in 1742. It became a public company in 1948. Over the years, the company became a restaurateur, an hotelier and (in 1995) an operator of healthy and fitness clubs in addition to its original status of brewer and pub owner. At the turn of the millennium, Whitbread was the country’s leading restaurant operator, number one in budget hotels and sports, health and fitness, first in the pub  restaurant and a clear winner in high street coffee shops6. The UK is becoming a nation of coffee drinkers, with coffee overtaking tea as the most popular drink outside home.7 A decade or so ago an Englishman would have balked at the idea of sitting at a table in his free time with a coffee rather than a beer in his hand. Coffee was a work pick-me-up or a post-meal sober-me-up, its taste and aroma just trivial distractions.8 But times change. And as Britain has become more cosmopolitan, consumers have realised that coffee does get more sophisticated than a jar of Cafà © Hag and that sipping a cappuccino while chatting with friends does not make you weird. Or Italian.8 It is a fact that the UK branded coffee shop chain sector has evolved into a multi-million pound industry after experiencing explosive growth over the past 4-5 years.9 In March 2001 market research firm Mintel compiled Coffee Shops/ Bars, a snapshot of the branded coffee market.8 It estimated the market for branded coffee to be worth more than  £65million, a 16-fold increase on 1994.8 Moreover according to a management consultancy, Allegra Strategies, the branded coffee chain segment currently represents 20.5% of the total UK coffee shop market, and is forecasted to grow by a compound annual growth rate of 20.4%, from 1,532 units in June 2001 to 2,435 outlets by December 2003.9 High street coffee bars have sprung up with such voracity that there is now talk of over-saturation, particularly in the London area.8 With just one branded coffee bar per 65000 people the UK is still playing catch up with the US, where the penetration levels are one per 27000.10 Four operators who control 63% of the branded coffee shop market dominate the UK coffee scene.8 Whitbread-owned Costa Coffee with 300 sites and US giant Starbucks Coffee Company with 294 account for the lion’s share, outstripping Caffe Nero and Coffee Republic who have 107 and 85 outlets respectively.8 Furthermore, the fact that Starbucks now has sites in Sainsbury’s stores and Waterstones bookshops, while Costa Coffee can be found on Abbey National  premises, shows that the new coffee houses have been recognised by leading UK companies as adding value to the experience of visiting them.7 The competition is very high as coffee chains, like Costa coffee, Starbucks, Coffee Republic, Cafe Nero and Prà ªt a Manger struggle for the top. Costa coffee has been a victim of this hard competition and faces a number of problems. According to recent findings from a consumer research conducted by Allegra Strategies Ltd, Starbucks has the highest consumer brand recognition of all the chains, being recognized by a staggering 77% of coffee shop visitors followed by Costa Coffee with 72%.9 Naturally, the management of Costa Coffee is very concerned. Their decision problem is what must be done in order to serve more consumers with different segmentation criteria, so they can overcome their main competitors, and therefore become the number one branded coffee shop in the UK. 2.MARKETING RESEARCH QUESTION/ OBJECTIVE 2.1.Research Objective The main research objective is to identify who are the typical customers of coffee outlets and ascertain their needs, expectations and buying behaviour. 2.2.Component questions of this research:  ·What are the key demographics and psychographics of branded coffee shops customers in the major centres in UK?  ·What is customer’s opinion on various branded coffee shops? Has it changed throughout the years?  ·What are the main criteria people use to decide on which coffee shop to go?  ·What do customers look for and expect from a coffee shop?  ·Have customers habits changed towards coffee in the past and how? 2.3.Decision outcomes On completion of this research, Costa management will know the typical customers of coffee shops, their needs, expectations, buying behaviour and opinions towards various branded coffee shops. Based on the research findings Costa management can implement new strategies in order to gain more customers and therefore, overcome its competitors and take the lead of the branded coffee shop chain sector. 3.RESEARCH DESIGN The research project will be carried out in two main phases utilising both exploratory and descriptive research techniques. We will begin by using exploratory research techniques in order to conduct further background research, as well as gathering information for the research project as a whole. The key methods of exploratory research that we will use will be, conducting secondary research, observation and focus group. These techniques involve qualitative research methods as they rely on a great deal of interpretation by the researcher and also because they generally involve smaller non-representative samples. It is more the nature of how the research is gathered and interpreted than of size of the samples that make a study qualitative. The first phase of our research is exploratory in nature that will allow us to gain insights about the typical customers of coffee outlets, their needs, expectations and buying behaviour. This information will give us the opportunity to build a better questionnaire, one that respondents can understand. Secondary research will first be conducted to find background information from internal and external data in order to diagnose and understand more precisely the research problem and to formulate an appropriate research design. When the secondary sources of data fail to provide the information necessary to meet the research objectives, primary data is going to be gathered. Further an exploratory and qualitative research in the form of observation will be carried out. We want to understand coffee drinking behaviour and brand dynamics and the best thing to do is to get as close as possible to real behaviour as it happens. Observation will be carried out under normal conditions, in a controlled environment. Three or more different coffee shop chains will be subject to this technique. During this procedure we will observe coffee being ordered, served, consumed on its own with snacks or pastries, consumed in a group setting, with the mood and atmosphere changing, with different types of consumer drinking different brands. The queuing system, the hygiene of the coffee shop and employee’s actions will be also observed, so that we can get an overall picture of each coffee shop and point out its advantages and disadvantages. Within a full-scale project we would conduct three to six observations in different times of the day so an objective overall picture of each coffee shop will be formed instead of being judged by one observation only. In order to sufficiently address our component questions a focus group will also be conducted. The group will include a maximum of ten people excluding the moderator and observers. We feel that in a focus group â€Å"group members ‘feed’ off each other and creatively reveal ideas that the researcher may not have thought of or dared to tackle† . The focus group will be useful to us in finding out what the current customer’s attitudes and perceptions regarding coffee are, as well as their needs and expectations towards branded coffee shops in UK. Within a full-scale project we would used three  to five focus groups consisting of a maximum of ten people each simply because we would have no time restrictions, this would make the results from various focus groups a lot more reliable to interpret than having just one focus group to study. Once we have carried out exploratory research we will be in position to proceed with the descriptive research- using quantitative techniques-, which will help in formulating a decision for the research question. In order to get reliable information a survey questionnaire will be developed, † The questionnaire must motivate the respondent to cooperate, become involved, and provide complete, honest and accurate answers† . We will use questionnaires consisting of around eighteen questions each and will be given out to 30 coffee drinkers divided into 15 male and 15 female, who visit branded coffee shops in London. This research will be conducted outside Brent Cross shopping mall, Middlesex University and among friends, family and work colleagues. This form of quantitative research will give us a more refined response and allow us to make resource allocation decisions, because we talk to more people who represent a larger portion of the target population, making our research more reliable. This technique will also augment the observation and focus group results and provide primary information about the purposes of research. The population group for our research is defined as UK male and female coffee drinkers, who have been to coffee shop chains within the past three months. The element for this population will be men and women coffee drinkers aged between 17-75. The extent of the population will be all coffee shop customers within London. Finally the time frame will be within the past three months. For this research project we will use a non-probability sampling method as we do not have a complete list of our population, and therefore clearly understand that we risk not having a representative sample. The sampling  technique that we will use will be that of quota sampling, a non-probability sampling procedure that ensures that various subgroups of a population will be represented on pertinent characteristics to the exact extent that the investigator desires. Ideally our sample size should be determined statistically -probably 1000-, but our restrains will limit us to only 30 branded coffee shop customers . Within a full-scale project sample size should be determined by statistics, according to the market’s current situation. Even though we will carry out the research face to face the research administration method we would have used if this were a full scale survey would have been Mail surveys, simply because mail surveying remains a popular data collection technique in commercial marketing research. In fact, more and more people participate in mail surveys than any other type of survey research . On first consideration, mail appears to be an attractive way to collect data. There are no interviews to recruit, train, monitor and pay. The entire study can be sent out and administered from a single location. Hard to reach respondents can be easily surveyed and can fill out the questionnaires in their spare time and wherever they like, whether they are at work or in the comfort of their own home. Mail surveys appear to be convenient, efficient and inexpensive. Like self-administrated questionnaires, mail surveys encounter problems with not having an interviewer present. In particular, no one is there to probe responses to open-ended questions, a real constrain on the types of information that can be sought. However probing responses to open-ended questions will hopefully not be much of a problem for our questionnaire, as it only consists of one open- ended question. Response rates in mail surveys may run anywhere from less than 5% to more than 50%, depending on the length of the questionnaire, its content, the groups surveyed, the incentives employed, and other factors. Those who operate mail panels claim that response rate in the vicinity of 70%4. Response rates can be enhance by implementing strategies such as advance postcard or telephone call alerting respondent to survey, premiums such as  pencil, pen, key chain, coffee mugs etc, self-addresses stamped return envelope, personalised address and well written and personally signed cover letter, and drawings or prizes. Finally once we have gathered our data, we will then be in position to analyse the expectations, needs and buying behaviour of the typical coffee shop customers and make suitable recommendations to Costa Coffee management group as to how it can improve its outlets in order to gain a competitive advantage and become the number one branded coffee shop in the UK.