Best Buy Case Study Essay

After acquiring a stake in Five Star, a retailer of appliances and electronics in China, Best Buy’s VP John Noble is responsible for launching a dual brand strategy to China as he did in Canada back in 2002. The plan was to open three stores in less than two years in China while Five Star was planning on opening 25 additional stores. Entering China would prove to be much more difficult than neighboring Canada as a country with 1. 3 billion consumers which is a lot of people to please. China was chosen as the second international expansion market primarily due to the overall market opportunity, consumer fundamentals and macro-economic factors (Ivey, 2006). † In addition to the Chinese being very frugal, there was also the issue of the concept of credit, or lack there of in China. About four percent of households in China used credit cards, compared to 75 percent in the United States (Ivey, 2006). Best Buy quickly realized that branding in China was not what really attracted the consumers (Ivey, 2006). Best Buy Inc Best Buy had been interested in entering China since the 1990’s. By that time, China had been hosting many of the United States and Europe as far as different manufacturing products. The option of dual branding was what Best Buy was thinking in order to essentially join forces with Chinas retailer of electronics and appliances, Five Star. By coming together, Best Buy in United States thought that the two companies would be even stronger as one. This sort of dual branding worked very well in Canada and presumably would have the same success in China. Competitors Some of the main competitors of Best Buy are Wal-mart and Costco. The competitors were constantly increasing their CE retail market and in particular they increased the products that were less complex therefore easier to sell. Internet shopping and distributors such as Amazon or sites like that are another example of a competitor in the CE market. Also, home improvement stores such as Home Depot and Lowe’s were also venturing into unknown territory which was competition for Best Buy. â€Å"Lines were blurring as retailers of all kinds were widening their product assortments in pursuit of revenues and margins (Ivey, 2006). † Dual branding in Canada seemed like logical step in that Best Buy and Canada’s Future Shop, the main CE retailer there could join together and become stronger with all of the competition coming about (Ivey, 2006). Dual Branding Canada Canada was paid $363. 95 million dollars to acquire Future Shop. Among several reason why the dual branding took place, the number one reason and most important was that Future Shop was an established brand â€Å"with over 95 percent unaided brand awareness among Canadians (Ivey, 2006). † Though dual branding seemed like a great idea there were also some downsides. Cannibalization was the main problem of course due to the products of Future Store eating the profits of Best Buy and vice versa. There was also the immanent issue that the consumer would not know which brand was which. Despite these issues, by the first year of operations the dual branding strategy seemed to be working and cannibalization seemed minimal. It seemed only natural to give it a try in China (Ivey, 2006). Dual Branding China â€Å"China was chosen as the second international expansion market primarily due to the overall market opportunity, consumer fundamentals and macro-economic factors (Ivey, 2006). However the Chinese consumer was different than that of the United States or Canada. Also, consumers were not really concerned with branding as much as they were messages relating to functional features. Therefore, the preference of brand did not really translate into revenue. There was also the issue of land acquisition as there were often delays which would force a store to take up to 6 months to even open its doors. The Chinese also preferred to deal with people they knew and had previous relationships with so pricing had to be up to par due to the consumer not providing much slack for it. With all of these problems, a dual branding in China did not seem as seamless as it was in Canada (Ivey, 2006). Conclusion It is understandable why Best Buy would want to go global to maximize its profit and consumer base all over. Though things seemed to work out in Canada, it would prove to be a much tougher hill to climb in China just based off the consumers alone and the way things are done there and simply the way of life. It will be interesting to see if the places like Turkey and Mexico, other potential targets will have the same success rate as Canada, and not resemble China’s issues.

1st and 2nd Peter

1st and 2nd Peter The Christians around the time I Peter was written were undergoing some intense persecution. Socially they were shunned, abused, insulted and ridiculed, and Peter realized that the circumstances were getting worse. Nero was Emperor of Rome during the time I Peter was written. He oversaw the persecutions of Christians. Peter wrote this letter to offer encouragement to Christians suffering this persecution. (I Peter 2:18-20) As a result the church in Jerusalem was being scattered throughout Asia Minor.Some of the ways Christians were being persecution during Nero’s time were, being nailed to crosses or sewn up in the skins of wild beasts and left in the sun to die a horrible and painful death. They were used as torches to illumine Nero’s parties. Through this time it was Peter who reminded them that Jesus has set an example for everyone and that although there is much suffering on Earth, they are promised an imperishable inheritance in heaven. It states in I Peter 2:21-23 that â€Å"this suffering is all part of what God has called to you. Christ, who suffered for you, is your example.Follow in his steps. He never sinned, and he never deceived anyone. He did not retaliate when he was insulted. When he suffered, he did not threaten to get even. He left his case in the hands of God, who always judges fairly. † That is what the letter rejoices. Although the Christians wanted so bad to get even with Emperor Nero and his people, they stayed humble, and pulled through their suffering (I Peter 3:9). The author calls Christians to be holy as God is holy, for they are a royal priesthood, a holy nation, and God’s chosen people.In the Bible it does state that as a Christian you have decided to not go back to the evil desires such as immorality and lust, feasting and drinking and wild parties and worshipping other idols, but you will be anxious to do the will of God (I Peter 4:2-3). The Bible says that there will be people who ar e surprised that you don’t participate in their wicked ways and they will say evil things about you and torture you (I Peter 4:4-5). This is much like the Christians during the time of Nero.Nero didn’t understand why Christians didn’t believe and worshiped like his people did, therefore he completely rejected their ideas and put them through a lot of torment. One reason for their persecution was their life-style as aliens and foreigners in the heathen culture. Peter wanted Christians to know that, yes, we as Christians are aliens and foreigners not only to Rome but also to this world. We are only visitors here, and in our short time we have here we must live and glorify God in everyway possible (I Peter 1:17 & 1Peter2:11).Nero is described to be fair- haired, with weak blue eyes, a rather large neck, and a potbelly. He came off to have a very strange mixture of absurdity. Nero was artistic, weak, sensual, bi-sexual, aggressive, extravagant, and later in life rat her disturbed. Early on in his ruling, Nero came across as very a civilized person. He gave the senate more freedom and considered ending the murder of criminals and gladiators in the arenas, he made city wide reforms and was very upset that the law required him to put 300 slaves to death over the fact that their master, a powerful senator, was poisoned by them.Many historians report that he was very reluctant to do it. Later on in his ruling he became absolutely obsessed with the arts, recreation, and sexual desires. He had many affairs and began to go about his evil ways once his mother began spreading rumors. The main reason Nero persecuted the Christians was because of something that happened during the burning of his city. It was around 64 A. D. when the Great Fire of Rome took place. Rome had 14 different districts and only 4 of them remained untouched.The fire burned for a total of 6 days and 6 nights. At that time, people started a lot of rumors about Nero, saying that he â €Å"fiddled while Rome burned† and this rumor spread throughout Rome, creating other rumors. People believed that Nero was the one who started the fire so that he could totally wipe out Rome and start a new city named after him in its place, also that he could build a better palace. Nero didn’t like the fact that people were spreading rumors about him so he decided he needed a scapegoat to blame the fire on.He chose the Christians. Nero’s attempt to use them to take all of the blame off of him failed. Everyone turned against him after this tragic event and the senate decided that he should be flogged to death. But instead of going through this humiliation, he made the decision to commit suicide. He died in 68 A. D. and during his 14 years he managed to establish a bloody reign of terror and to the world he will always be remembered as an insane tyrant. The culture around the time of Nero was rather interesting.Much of the furniture they used was couches, not too many chairs, and they almost always reclined even at the dinner table. The most popular room was the lavatory were there were rows of toilets with arm rests were people would sit and talk for an hour or more. Baths were equivalent to that of a modern day athletic club. There were several rooms including the sweat room and the warm room where sweat was scraped off by slaves because soap was unknown.Foot races, boxing, and wrestling were minor sports in this era but chariot racing and gladiator contests where the most amusing to watch. These events tie in to the persecution theme of I Peter. When Emperor Nero decided to blame the Christians for the burning, he threw them in to the arena and made them face gladiators and wild animals, killing them. Peter says that we should expect ridicule, rejection and suffering and that persecution makes us stronger because it refines our faith (I Peter 2:21-25).Nero completely rejected the idea of family. After his stepfather adopted him, he was e ngaged to his stepsister Octavia, and after awhile he became involved with a woman named Acte. As he became even more lustful, he began having an affair with another woman and his mother got enraged and sided with Octavia. He then attempted to kill his mother, more than once it was said. He tried poisoning her 3 times, he also tried to murder her by loosening her ceiling on a boat and almost drowning her but she managed to escape.After his failing attempts, he then hired an assassin who clubbed and stabbed her to her death in 59 A. D. Peter truly encouraged the idea of family life in the fact that he urged all family members to treat other with sympathy, love, tenderness and humility (I Peter Chapter 3). Finally, the theme that is found mostly in II Peter is the false teachings. One of the reasons that Nero persecuted almost all the Christians was that fact that they didn’t conform to the heathen culture that he encouraged during his reign.Heathen culture emphasize the import ance of relationships with gods and goddesses, ancestors, spirits of the land, and other’s in the community. Since the Christians living in Rome at the time believed in the one true God they were mocked and tortured, but in no way did they give into the false teachings that were in their surroundings ( II Peter chapter 2) Works Cited Nosotro, Rit. â€Å"Nero. † 13. 05. 2007. 13. 05. 07 . Christian, Imanual. â€Å"bible. org. † I Peter: how should we live in a Pagan Culture. 13 May 2007 .

It has to be a article on english language learners Essay

It has to be a article on english language learners - Essay Example The article pointed to some literature about semantic processing between monolinguals and bilinguals and the assumption that bilinguals are as adept as monolinguals when it comes to conceptual processing of tasks such as picture naming. The study conducted an experiment by recruiting 31 English-speaking monolinguals and 31 Spanish English bilinguals from the University of San Diego. One hundred eighty pictures were shown to the participants to determine which group performed better at naming pictures. The method for interpreting the data used ANOVA analysis. The authors proposed that bilinguals primarily differ from monolinguals when they name pictures in their dominant language due to the â€Å"degree of experience that they have had with picture names particular to that language† ( p.8). Nevertheless, the study is not that conclusive since repetition and attenuation must be thoroughly considered in further experiments. In conclusion, the author’s ideas may be considered by early education teachers of the English language to bilingual students . This study can be helpful in understanding the learning needs of bilingual students specially those who belong to marginalized groups. There is no need for a change in policy but a better orientation for English teachers. I highly suggest that this study be a required reading for English teachers so that curriculum would be attuned to the needs of the learners. The second article is titled Assessing the Advantages of Bilingualism for the Children of Immigrants1 by Tanya Golash-Bolza. The article was published in the journal Internal Migration Review in 2005. The purpose of the study is to : â€Å" examine whether or not children of immigrants in the United States benefit from being bilingual. These analyses reveal whether there are costs to resisting linguistic assimilation or if it makes no difference at all so long as students attain English proficiency. More specifically, this study addresses whether

In what ways has the economy of Azerbaijan been affected by Assignment

In what ways has the economy of Azerbaijan been affected by globalisation - Assignment Example Accordingly, the capital and financial market interactions in terms of exchange rate, interest rate, inflation and unemployment etc are also altered. Globalization has enormous effects on the economy of Azerbaijan as well. Azerbaijan is the Contiguous Transcontinental Presidential Republic situated in Caucasus region (United Nations, 2003). The economy of this province is characterised by inefficient public administration, high inflation and unemployment rate. In this paper, how globalization affects the economic sectors of Azerbaijan such as energy, import and export, transportation as well as science and technology will be critically analysed. Azerbaijan gained independence in the year of 1991. Since independence, the economy of the country has been transformed from centrally planned economy to a free market economy. Overtime, the country started establishing diplomatic relationship with other countries. Presently Azerbaijan is having steady trade relationship with 160 countries of five continents (United Nations, 2003). Naturally, occurrences related to globalization largely impact the economic sectors of Azerbaijan. Initially, the economy encountered a lot of problems such as high inflation and unemployment rate, unstable currency and very low GDP growth (International Monetary Fund, 2012). After 1995, particularly after joining treaties with foreign enterprises for oil supplies, the country started experiencing rapid growth. Such economic growth facilitated the economy to privatise a number of state enterprises; the national currency Manat became stabilised (The Economists, 2015). As the economy approached towards stab ility, many foreign investors got attracted and companies started investing foreign capital in order to tap lucrative business opportunities lying in the economy (International Monetary Fund, 2012). Hence, import-export accelerated. Inclusion of foreign direct investment helped the Azerbaijan economy to gear up its

Discussion Questions #1 and #2 Personal Statement

Discussion Questions #1 and #2 - Personal Statement Example Scientific methods are often lengthy, time consuming and very cumbersome. For the analysis to come to completion, therefore, a lot of time, efforts and costs must be expended. The constraints of time and costs are very fundamental and may significantly limit this method a great deal. Furthermore, they must be conducted by well informed individuals who have adequate scientific skills. Where these are lacking, the method’s applicability is hindered. The human population is constantly increasing. Calculating this increase in population is very difficult for a number of reasons. First and foremost, some births are not registered and, therefore, it becomes difficult to know exactly how many children are born especially in developing countries. In addition to this, growth in human population is never uniform world over (Linkov & Ramadan, 2004, p. 67). In some countries or regions, there is unprecedented growth in this population while, in others, it is a bit low. Therefore, most methods used to calculate the population is bound to experience a great degree of

Leading Change through Integrated Product Development Assignment

Leading Change through Integrated Product Development - Assignment Example The success or failure of a product purely depends on the customers. A product would retain its market if only if it meets the expectations of the customer. This clearly reveals that a product’s lifetime is in the hands of the users. Some products fail, even if they are manufactured by considering the requirements of the customer. The reason is that it might not be usable for the specific user group to which it was intended to be. The target group must be decided well in advance to ensure that the product is developed particularly for that user group. The goal of a product manufacturing company must be to prepare products that are suitable for the intended user group. This goal can be achieved by implementing certain unique techniques which makes the process easier. These techniques, in turn, specify the ways in which a product can be developed to suit the target group. This will ensure that the product serves the intended purpose. Instead of changing the way in which a product is developed, the companies can implement these techniques after which they can be sure of achieving their mission. An organization generally creates and develops a product based on the customer’s requirements. Once the client’s requirements are received the product is developed. A product cannot be developed without a well-defined set of principles. (Rainey, 2005) This is accomplished using product management and its techniques. Product management is a complete set of techniques and principles that define the way in which a product should be developed. Implementing these principles eases the process of product development and marketing. These principles are implemented to manage initial requirements, costs of the product, allocation of resources and managing risks that may arise in the product development process. Management defines the way in which a product must be developed and proposes certain strategies and planning procedures.

McDonalds Case Study Example | Topics and Well Written Essays - 1250 words

McDonalds - Case Study Example The changing trends campaigning for a better understanding of one’s health is by far a key driver. It is clear that McDonalds came up with a Balanced Active lifestyle that in itself encouraged and promoted solutions to its customers to live a long and healthy life. In one instance, the Corporate Executive Vice President Mary Dillon said that her company cared about the health of its customers around the globe. By this, it had developed balanced, active lifestyles that McDonalds would incorporate into its daily activities to improve their health and lifestyles (Barnes, 2007). Most of the success that McDonald’s enjoys is deeply rooted in their product development strategy. The permanent innovation strategy deployed by McDonalds is to feature an array of products on their permanent menus that do not undergo any changes. A good example of this innovation strategy is where they include the Quarter Pounder and the Big Mac, their cheeseburger, and their basic hamburger. Upon their first development, the above items are left to stand on the menu for an extensive period without the inclusion of any significant changes. The above innovation strategy sees to it that the consumers do not miss on something that they are well familiar with on the menu (Clark, 2015). The other innovation strategy deployed by the major food chain is a temporary product strategy. This strategy entails the development of temporary products that are meant to supplement the permanent product offerings. An example of products that were formulated for short-term purposes are such as the Big Ocean burger. The importance of the temporary innovation strategy deployed by McDonalds is that it gives customers a new item to enjoy any time they pay a visit to the food chain (Adams, 2007). The third innovation strategy that is applied by McDonalds is the local product development strategy. With the continuing expansion of McDonalds all around the world, the company

Discuss, quoting examples from NRM2 and CESMM4, the differences in Assignment

Discuss, quoting examples from NRM2 and CESMM4, the differences in measuring building and civil engineering work and why these differences - Assignment Example The much-anticipated CESMM4 brings inline the method with changes in the trade practices and expands its applications in other new fields. However, the CESMM4 method does not need any changes or learning to the business practices. Similarly, the version has been modified to include modern technologies and initial neutral contract, can be applicable among different contract suites such as FIDIC, ICC, and NEC. In the absence of restrictions on the National Standards and form of contract, CESMM4 is the critical and accessible edition to date, crucial for the construction and civil engineering projects across the globe (Barnes 2002). The CESMM4 standard of measurement reflect various methods in the industry, not only in the nature of work, but the estimating conventions and the degree of detail in use by both the civil engineering and construction sectors. Therefore, it reflects different ways that civil engineering and building projects are carried out and organized. In general, New Rules of Measurement (NRM2) emphasizes a lot on details, whereas CESMM4 has an inclusive stance about the process of analysis. Construction work has different areas whereas civil engineering works have massive quantities of a relatively small range of issues. For example, while using NRM2 to measure hole, it is essential to separate working space and earthwork support. Nevertheless, while using CESMM4, all items should be in a single excavation item (Lee et al. 2011). It significant to acknowledge at this level that NRM2 is not a system of classification in itself; it refers to a collection of measurement rules. Similarly, among the NRM2 objectives is to map onto several classification systems, including Uniclass and CAWS. However, the rules of measurement will be the same in all cases. For example, the measurement of concrete work will remain in cubic meters, and the brick works measurement will still be in

Acquiring Business Communication Skills Necessary for Business Essay - 5

Acquiring Business Communication Skills Necessary for Business Graduates - Essay Example 112). However, when one delves on communication skills in the context of the business graduates, they need to realize that in the current time when the technology is poised to enhance the speed and urgency of business communication, business communication skills are expected to play a major role in influencing the career graphs of the future managers (Sigmar & Cooper 2011, p. S1). Thereby, this report intends to identify salient general communication skills and the form and scope they acquire in the arena of business communication, while proceeding to elaborate on the value of these communication skills and their role in the world of business. In the light of this analysis this report eventually facilitates recommendations aimed at helping the undergraduate students hone the specific business communication skills. The undergraduate students do need to bear in mind that the discipline of business communication happens to be a subset of the general communication, and hence, the proficiency that the business students acquire in business communication happens to be a great extent subservient to their expertise in the general communication skills. Thereby it will be pragmatic to consider the salient general communication skills, before proceeding to introduce the business communication skills. Verbal Communication- Verbal communication relies on the potency of the spoken word to convey meaning and content (Gallagher 2013, p. 58). They require the ability for using language in a clear, concise and straightforward manner Nonverbal Communication- It is a fact corroborated by many communication experts that nonverbal communication happens to be more important and complex aspect of communication (Gallagher 2013, p. 58). Nonverbal communication comprises of the use of body language and nonverbal cues in communication. Written Communication- Written communication is

Why texting while and driving should be forbidden Essay Example for Free

Why texting while and driving should be forbidden Essay How would you feel if someone that you held dear to your heart was severely injured or robbed of his or her life over a simple text message? What would be your choice of action if you received a text message while driving? Texting while driving is a dangerous habit that drivers have developed due to texting’s popularity and entertainment. However, the dangers of this unsafe habit should to be prevented by enforcing stronger laws. Texting while driving has taken numerous lives from innocent people while also causing a greater amount of injuries. Although many people over look the dangers of texting while driving due to their own personal reason, research has proven why we should take this habit more seriously. Â   Texting while driving should be forbidden because drivers will not stop on their own, lives are at risk, and statistics have shown how dangerous it is. Texting while driving should be enforced in a stronger law that forbids it because drivers will not ignore the temptation to reply. Many drivers feel that enforcing stronger laws referring to this situation will only make matters worse, which was discussed on debate.org. They feel that it will make matters worse due to their prediction of drivers lowering their phones than normal, which could lead to an increase of car accidents. Although that prediction is possibly an outcome of enforcing stronger laws, this habit cannot be left alone. That feeling and prediction alone does not justify why texting while driving laws should remain the same. We do need stronger laws to ban texting while driving because drivers are not acknowledging other informative approaches. For example, even with numerous articles and many broadcasting commercials on this dangerous habit, drivers continue to text while driving. So if the media, which has always held a strong influence towards its viewers, cannot change people’s mind about this habit, then the only action left to do is enforce stronger laws. Normally, it would take one horrific experience for each driver too fully understand, which is sad, but the majority of human beings learn better from hands on experiences. However, stronger laws should be placed to forbid texting while driving in order to prevent drivers, as well as passengers, from experiencing that horrific experience. Another reason why texting and driving should be forbidding is that there are many lives at risk. Debate.org (year) also discusses how many drivers feel that texting while driving is easy to do. It is disappointing knowing that drivers are not putting their safety first based off that opposing argument. According to Why Do We Still Text and Drive, an article by Cassie Shortsleeve (year), texting is a compulsive behavior. Instead of waiting to respond to a text until we are in a safe environment, we as human beings are so fascinated by information that we give into the temptation to respond to a text as soon as we receive one. Although we live in an era were texting is extremely popular, it should be illegal while driving. Texting while driving should also be forbidden because of statistical and obvious reasons. Texting is a huge distraction to all drivers. Numerous drivers do not take this life threatening habit seriously and try to argue that they are an exception to the rule. However, research has proven that no one is an exception to the rule, texting while driving is extremely dangerous. Statistics, which was provided by textinganddrivingsafety.com (year), states that the minimal amount of time that a driver’s attention is taken away from the road when they are texting while driving is about five seconds. In that short time frame or more, the National Safety Council has records of 1,600,000 car accidents that occur every year because of texting while driving. In that 1,600,000 car accidents, there are 330,000 injuries and 3,331 deaths according to Harvard Center for Risk Analysis Study. With statistics like that, something as simple as texting while driving should be forbidden without any complaints. Texting while driving is not worth the numerous lives that are taken and harmed every year from car accidents. Even though individually, each driver has their own personal reason why they text and drive, it should be forbidden due to its dangers. Drivers that text while driving need to be stopped because there are lives at risk, and statistics have shown how dangerous this habit is. Although it is a natural humanistic thought to think that we can successfully text and drive, there is no reason to justify why it should be legal. References (2011). Texting And Distracted Driving Infograaphic. Texting and Driving Safety Retrieved from http://www.textinganddrivingsafety.com/ Ferreira, Phillip Crystal (March 18, 2013) Should text messaging while driving be illegal? Debate.org. Retrieved from http://www.debate.org/opinions/should-text-messaging-while-driving-be-illegal Tsukayama, Hayley (March 28, 2013) Adults more likely to text and drive than teens, study says. Technology. Retrieved from http://articles.washingtonpost.com/2013-03-28/business/38093466_1_text-message-new-survey-teens

The Marketing Audits Lo1 Marketing Essay

The Marketing Audits Lo1 Marketing Essay a. There are two components of marketing environment micro and macro components some of these are uncontrollable and some of them are controllable. Political, economic, Social, Technological, Legal forces, and indirect competitors are macro components of this environment. These are also uncontrollable forces. Customers, direct competitors, distributors, suppliers, sources of finance and the public are the micro components of the environment. The audit is the means by which a company can understand how it is related and integrated to the environment in which it operates. Audit divided into two parts, which are external and internal audit. Market is subject to continuous change so marketing techniques adopted by a company needs to be dynamic and open to changes. If a company is not ready to embrace the new challenges and opportunities that a changing, developing market has to offer it is doom to diminish its activities. Therefore, like financial auditing marketing auditing is essential before introducing a new marketing plan. For instance, McDonalds did not pay attention to the changing needs of customers and altering market. McDonalds eventually changed its longer-term strategic marketing plan after gaining a dull understanding of the market. There are number of techniques and tools to assess organizational capabilities such as Value chain analysis, SWOT Analysis, TOWS Analysis, Porters Five Forces, and BCG Matrix. Lets assume that Starbucks is using Value Chain Analysis. It will go through these points to fully analyze it. Inbound Logistics: To acquire one of the highest quality beans available Starbucks collaborated with a little town to buy the entire stock of beans available. Operations: the beans that are bought are roasted in Starbucks own roaster and if the sample is not in the same quality with the other samples it is being discarded. Therefore, it is a pretty complex operations system. Marketing and Sales: TV advertisements are not Starbucks priority. Instead, it is using the most powerful tool; word of mouth marketing and conduct some promotions. Because, it claims to offer more than coffee, which is Starbucks experience, company are not offering so many promotions and advertisement. Human Resource Management: Training of all employees is extremely important. Employees are valued and there is a really low turnover rate. Administration: Starbucks is avoiding becoming a traditional organization. Therefore, it doesnt have a formal organizational chart. Macintosh HD:Users:sara:Desktop:Screen Shot 2012-06-25 at 5.04.08 PM.png As the above example shows, it is inevitable to say that even a quick analysis (internal/external) is a must when considering forming a marketing plan in this volatile market environment. b. For auditing the organization, we should look at the capabilities of a firm. Our goal is to identify the firms strengths as compared to requirements of the market. Following capabilities can be examined while auditing the organization. Corporate capabilities, Resource audit, Utilization of resources, financial measures, Comparative analysis There are number of techniques and tools to assess organizational capabilities such as Value chain analysis, SWOT Analysis and BCG Matrix. For Starbucks Ive chose to conduct SWOT Analysis. SWOT Analysis SWOT ANALYSIS is used for measuring the organizations internal assessment. Strengths: Starbucks offer quality coffee and an experience for customers, which increase brand loyalty and customer satisfaction. Starbucks has high brand equity. Starbucks is operating in 40 countries worldwide with offering same quality. Product diversification is high Very recognized logo and brand High visibility locations is a good way of attracting customers and staling share from the competitors Good relationship with suppliers Good working environment, happy employees lead to satisfied customers Weaknesses: Prices are higher compared to competitors. Operating costs are high. Profit of the business depends on coffee prices. Starbucks is so much focusing on expansion, internal focus is ignored Threats: Increasing number of competitors. Health conscious people decreasing the coffee consumption. US market saturation and increasing unemployment rate Coffee price extremely dependent on developing countries Opportunities: Entering India, Pakistan and other countries with high population Whole bean sales in supermarkets Adding new products Technological advances New distribution channels PEST Analysis PEST ANALYSIS is used for measuring the organizations goals against influences and demands of environment. It is a very efficient tool to assess external (uncontrollable) factors in the market. Political: Relationship between US and countries producing coffee beans The political stability of the countries in potential destinations The political stability of the countries, which provides raw materials to Starbucks Environmental regulations Industry-specific regulations Economic: Demand for food and beverages Customers purchasing power Exchange rate taxation Tariffs quotes Unemployment rates in potential destinations Social: Current trends in coffee shops around world Consumer Preferences Changes in lifestyle and occupation Education of employees and customers Technology: RD in manufacturing RD in biotech and agriculture RD in IT Following social media strategies Macintosh HD:Users:sara:Desktop:Screen Shot 2012-06-25 at 12.37.59 AM.png Task 2- Barriers to Marketing Planning LO2: a. McDonald defines 5 areas in marketing planning that may have problems, which are cultural, behavioral, cognitive, systems procedures and resources. Cultural- lack of belief in planning or need for change Behavioral- lack of top management support, lack of team coherence Cognitive- lack of knowledge and skill Systems procedures- lack of data Resources- lack of time, people and money More in depth the barriers are, 1. Confusion between marketing tactics and strategy, 2. Isolating the marketing function from operations, 3. Confusion between the marketing function and the marketing concept. 4. Organizational barriers -the tribal mentality, for example the failure to define strategic business units (SBUs) correctly. 5. Lack of in-depth analysis, 6. Confusion between process and output. 7. Lack of knowledge and skills. 8. Lack of a systematic approach to marketing planning, 9. Failure to prioritize objectives, 10. Hostile corporate cultures b. Ten S Framework In order to overcome the above barriers McDonalds Ten S Framework can be used. If they follow this circle strategically Macintosh HD:Users:sara:Desktop:Screen Shot 2012-06-25 at 2.43.09 AM.png According to Mc Donald, Principle I: Developing the strategic marketing plan. In this plan, the period should be between three and five years. Principle 2: Marketing function should be as close as possible to the consumers. Principle 3: Define clearly what is marketing. Principle 4: Company activities should be organized around customer groups and market segments. Principle 5: Scan the environment thoroughly (PEST analysis etc.) Principle 6: Scanning the internal environment (SWOT Analysis) Principle 7: Marketing personnel must have skills and technical knowledge for the job. Principle 8: Prepare written procedures, as it is a common and systematic format for marketing planning. Principle 9: Objectives should be prioritized according to allocation of resources, their urgency. Principle 10: Organization should make sure to have the active support and participation of culture leaders. Task 3- The Marketing Plan LO3: Starbucks needs to be innovative as the market is so harsh and it has lots of competitors. In addition to that, profit margins of Starbucks are low so it has to offer the same good quality. Also in order to keep and increase brand loyalty, Starbucks has to offer different ideas all the time. As people get bored easily of products and services offered. Starbucks is trying to find and embrace new ideas all the time, they have a website called My Starbucks Idea for people. Community shares their ideas in this platform and maybe Starbucks would apply some of them  [1]  . Developing meaningful products and services for long-term success. Innovative solutions are developed to improve peoples lives and to increase demand to the firm. Also, innovation makes businesses to think about why it wants to do something. It makes businesses to look ahead and think about the possible problems that could be solved. This can be achieved through thinking outside the box. New product development is an essential section of any company marketing strategy. There are some ways for new product development. For instance developing/creating products that are totally new to the world (Tablet computers), Product improvements (Panthene Shampoos with conditioner), product modifications (mobile phones), new brands. Starbucks can use these 4 ways to develop products. When we apply these techniques to Starbucks and its products; Products new to the world: Frozen Starbucks coffee cubes. Product improvements: Coffee mocha that makes you sleep better and tastes stronger. Product modifications: Coffee without any fat. Cappuccino with more skimming. New brands: Starbucks for juniors-Starkids. Pricing: There are several ways for pricing such as price making, price taking, niche marketing, cost-based pricing, market-oriented pricing, price skimming, and price penetration etc. Among these pricing techniques Starbucks can use price making for new products. Since, Starbucks is the market leader. It has the opportunity to dictate the market prices. Price makers can also manipulate the prices more easily to adjust market conditions. Therefore, the autonomy of control is much higher. Distribution: Manufacturers can sell directly to customers. Manufacturers can sell to retailers and then to customers or manufacturer can sell to wholesaler, wholesaler can sell to retailer and retailer can sell to customer. In this case, Starbucks is the manufacturer, wholesaler (selling to other retailers such as Krogers etc.) and the retailer. In addition to that, instead of traditional ways of distribution a company can use vertical marketing channel too. In this model, all three functions are integrated. Manufacturer is also in contact with the wholesaler and with the retailer. This includes sharing information, and know-how to ensure that the requirements of customers are always treated as the priority. This is an effective model for Starbucks as it is modern and suitable for Starbucks. In addition to distribution method, company also needs to decide on the distribution intensity of its products such as exclusive, selective and intensive distribution. When it comes to distribution intensity, intensive distribution method is appropriate for Starbucks. Macintosh HD:Users:sara:Desktop:Screen Shot 2012-06-25 at 9.20.43 PM.png Communicating: The communication tools are advertising, radio, magazines, television channels, direct marketing, personal selling, promotions, exhibitions, telemarketing, events, public relations, sponsorship, and merchandising. Marketing communications (promotion) mix for Starbucks. Advertising: If Starbucks opens new location reminder advertising should be done. If Starbucks wants to inform and emphasize the guaranteed satisfaction for consumers persuasive advertising should be done. If Starbucks creates a new flavor for a beverage informative advertising should be done. Public relations: This is an important strategy for Starbucks as it is an essential strategy for community relationship. In addition to that, celebrity endorsement can be a vital strategy to target younger consumers. Social Media Marketing: In todays world consumers are very connected and social. Therefore, it is extremely important for companies to stay connected with potential consumers. d. The new product for Starbucks is create your own Frappuccino. Firstly, we need a review of the environment (PEST and SWOT). Then we need to conduct 7P Analysis then we need a review of the marketing system. The next thing to do is clarifying goals and objectives. If our objectives and strategies are feasible in terms of the market share, sales, costs and profits we can continue with our plan, if not we should revise our company goals. Finally, we can establish targets and standards. Analysis stage Marketing audit, environmental and organizational analysis (see task 1 for SWOT and PEST) Planning stage Setting objectives is in this part. Customize your Frappuccino will earn 20% of the market share within 2 years is our new goal for the new product. Implementation stage Promotion mix: Informative TV and magazine advertisings for the new product should be done. Also, through Facebook and Twitter social media campaigns will be started. Pricing: As the leader of the market, we make the price. For a limited time Customized Frappuccinos are for 4 $ (additional fees may occur due to seasonal changes and excessive amount of selections). Distribution: Same strategy vertical marketing channel applies here too. In addition to these, we target people around 15- 45 who enjoy trying new things and have an independent personality. Monitoring stage The last stage in the marketing planning process is where we monitor the plans performance. This diagram can be used in order to assess and monitor the achievement of the plan. One of our short-term goals might be increasing the awareness of this product 30% by the end of two months in Berlin. What is happening? Are we close to achieve it? Why or why not? Macintosh HD:Users:sara:Desktop:Screen Shot 2012-06-26 at 1.19.05 AM.png Task 4- Ethical Issues LO4 : a. Some ethical issues in marketing are product recalls, product issues, product market research, pricing issues (price fixing, predatory pricing etc.). Considering these headings, Starbucks have couple of ethical issues, which are also taken into account by social media too. First of all, for years Starbucks claimed their cups are disposable/ green but consumers learnt that it wasnt recyclable. This is a product issue  [2]  . There is also another issue that Starbucks is making every other small coffee shops close their doors. Therefore, it is decreasing the competition by acquiring more and more places (to be more convenient), which can also be discussed whether it is ethical or not. Since, Starbucks is a very big company and has good relationship with the coffee beans suppliers, it is buying all of the premium coffee beans in a very small town, which is unfair to other competitors. b. Marketing Mix Ethical Issues: Because, Starbucks advertised its coffee cups as green it is false or misleading advertising. This may damage the reputation of the company and decrease brand loyalty. One of the major ethical problem and its implication on the distribution is the restrictions of supply. There is a small town, which produces high quality, premium coffee beans and their product is bought buy Starbucks only. Starbucks buy large quantities of coffee beans compared to its competitors throughout the world therefore it is inevitable to state that Starbucks both will have negative and positive image among consumers, competitors and media. Ethical issues will arise, the main success is diminishing and eliminating this ethical issues with sponsorship or good corporate relationships. Personal selling and counterfeiting (other ethical issues) dont apply to Starbucks case. c. Starbucks is the only coffee shop (comparing to Costa or Coffee Nero) that sells fair trade coffee. Fairtrade guarantees a minimum price that tracks slightly above market rates, the Rainforest Alliance label only guarantees that 30% of coffee beans in a product have been certified  [3]  . In my point of view, the main ethical issue Starbucks is their strategy of expanding. It ignores other smaller shops and other locally owned coffee shops go out of business and face bankruptcy. The Fairtrade Mark guarantees that Third World producers get a superior arrangement for the goods that they develop.

Rudolph Guilianis ÂLeadership :: Leader Leadership Management

Rudolph Guiliani's ‘Leadership Leadership style and behaviour are key determinants of effective organisational management. The leaders are "The people who co-ordinate and balance the interests of all who have a stake in the organisation, including- the executive team, all other managers and those in team leadership positions or with a subject leadership role" Witcher (2007) argues that POSIES gives us an impression of a sequence of tasks, top-down strategic planning idea. Leadership style depends on how strategic management is managed by top managers. There are different leadership styles and therefore there are different ways that leaders review strategic priorities. In Rudolph Guiliani's book ‘Leadership', his philosophy is to identify the core purpose of an organisation and align the resources and focus along with that purpose. He also believes strongly in organizing around a purpose. In order to develop an organisation structure Giuliani's first question is always "What's your mission?"- not a day to day but on a long term basis. Therefore he proposes to analyse the Purpose, Objective and Strategy of an organisation before setting the structure. Weber (1924) classifies types of leadership in relation to types of authority. These vary from a commanding leadership, where people must have obedience to orders, to an inspiring type. This inspiring type may also be related to John Seddon's ‘systems thinking'. He argues that leaders should work the work. They should manage how people do things, not what they do. Chester Barnard (1938) argues that Executives primary job was to facilitate co-operation and that authority should not be imposed. Leadership is sometimes associated with visionary and a personalised form of management. Witcher gives us the example of Ford who had a clear idea of his vision for his car company. His vision was creating simple model cars at low cost and this vision produced the Model-T car, the modern mass production assembly line that made it possible. However, Witcher argued that this form of leadership may encourage short term, individually based goal setting, rather than team work. Senge (1990) advocates a dispersed leadership for the learning organisation where progress is achieved through small steady changes. A great leader in his view is one who encourages others to say, "We did it ourselves". Collins (2002) mentions that the difference between good to great performers is a consistent system with clear constraints. Discipline is a very important aspect with vision and faith. Strategic understanding is necessary and he stresses on the idea of getting disciplined people who engage in disciplined thought and who then take disciplined action.

Passwords - Common Attacks And Possible Solutions :: Computer Security

Overview Making sure authorized users have access to either sensitive company information or their personal e-mail can be a daunting task, given the fact that an average user has to remember at least 4/5 passwords, a couple of which have to be changed on a monthly basis. The majority of users are frustrated when choosing or remembering a password, and are highly unaware of the consequences of their actions while handling accounting data. This article will provide you with an overview of how important, yet fragile, passwords security really is; you will be acquainted with different techniques for creating and maintaining passwords, and possible alternative methods for authentication, namely Passphrases, Biometrics and Public Key Infrastructure(PKI). Dangers posed by passwords While the majority of organizations and almost 99% of the home users still rely heavily on passwords as a basic form of authentication to sensitive and personal resources, the insecure maintenance, creation, and network transfer could open the front door of any organization or personal asset to a malicious attacker. Management staff with outdated mode of thinking still believe that passwords are the most essential, user-friendly way to identify a user on their network or database, while the fact is that users are frustrated with the fact that they need to change their password, that they need to create a "secure" password, or follow instructions on how to keep it as secret as possible. The results are a large number of crackable passwords, the same passwords on multiple systems, and "post it" notes with passwords even including login names. On any given system, certain users have privileges that the others don't and shouldn't even have. By identifying yourself on your computer or any given web site, you are granted with access to your work environment and personal data, data which you define as sensitive and data you wouldn't want to make public, the way a company doesn't want to give a competitor an access to its intranet, for instance. Abusive scenarios posed by exposing accounting data are: Identity theft- Identity theft might occur once your accounting data is somehow known to another person using it to impersonate you in order to get hold of you digital identity. This might result in both financial damages, as well as personal ones. Sensitive data exposure- The content of your e-mail correspondence, personal projects, documents and photos, could be exposed to a malicious hacker or someone targeting especially you as an individual. Company data exposure- Unethical intelligence by getting sensitive confidential internal information through a badly maintained and kept accounting data would have an enormous impact on the company you're working for.

Peace On Manor Farm :: Essays Papers

Peace On Manor Farm The animals lived in peace on the Manor Farm. The owner, Mr. Jones, took advantage of them but they did not know any better. Old Major was one pig that had a dream because he knew that they were getting taken advantage of. He tells the other animals of a life without Mr. Jones and how oppressive the humans are. The animals have this in their mind now but do not take any action really until one day when they are not fed. The men that work for Jones do not feed the animals for over a day. Starving, the animals break into the storage shed where food is kept and begin to eat. Mr. Jones and his men try to beat the animals back with whips. The animals become angry at this mistreatment and turn on the men and drive them off the farm. The animals lock the gate to prevent the human's return. They celebrate and gallop around the farm and they build a fire, which they throw the human's tools and possessions into the fire. They then paint out Manor on the farm sign and change it to say Animal Farm. Then on the barn they paint the Seven Commandments of Animalism. Though the whole incident the pigs lead them. The pigs were the most intelligent of all animals. From the beginning of the rebellion there are two pigs that stood out above the rest as leaders. Their names were Napoleon and Snowball. Snowball takes charge in running the farm. Every animal is equal and gets treated equally. Snowball introduces a plan to build a windmill. Napoleon disagrees with Snowball. During one of Snowball's speeches "Napoleon stood up and, casting a peculiar side long look at Snowball, uttered a high-pitched whimper of a kind no one had ever heard him utter before." (Orwell, page 57) Then nine enormous dogs rush into the barn and dashed straight for Snowball. They chased Snowball away. Up until this point the pigs are good and are equal with all the other animals. Napoleon takes control of the farm and things start to change. Napoleon wants absolute power and uses the dogs for his protection and other purposes. He says that Snowball is a traitor.

Career Paper : Accountant

Accountant Career Project: Report Business 101 ? Career Overview Accountants carry the primary responsibility for bookkeeping services such as payroll, bank reconciliations, general ledger posting, along with managing financial statement compilations and oversee efficient use of funds and related tasks. Correspondingly, they provide some Human Resource functions such as Employee Handbook compilation, and benefits management. Another responsibility of accountant’s is taxes: personal, corporate, estate, payroll, sales tax, and business property taxes.Educational Requirements For entry-level positions in Accounting, employers usually require a minimum of an Associate Degree in Accounting. Many larger businesses or corporations require applicants to have graduated from a Bachelor's or Master's Degree program in Accounting or Taxation (Board of Regents of the University of Wisconsin System, 2012). There is NO requirement for Accountants to get certified as a Certified Public Accoun tant CPA or a Certified Management Accountant CMA, but if they do they usually get an increase in pay and more responsibilities.There are certain skills Accountants need to make their day run smooth; all of these skills aren’t necessarily taught. For example, Accountants need analytical skills to analyze certain discrepancies on a balance sheet or income statements. Most Accountants are detail oriented, and also have the ability to compile a lot of information and then interpret the meaning. Most of the work will be performed on a computer so Accountants need computer and software skills. Obviously, good math skills are another skill that an Accountant will have to utilize daily.Furthermore, Accountants will need excellent communication skills both verbal and written, and one can never forget lots of patience (Richardson, 2009). Career Path The typical career path for accountants goes as follows bookkeeper, Accountant, CPA and CMA (if one chooses to go that far). Like I have stated before, if one wants to go into Accounting, they do not need their CPA or CMA, Accounting Firms are more than happy to hire Accountants with just a four year degree in Accounting. If one chooses, Accounting has two opportunities for advancement which received CPA or CMA certificate.The difference between a CPA and a CMA is that a CPA is licensed by the state of his/her residence to provide accounting services to the public, ranging from auditing, tax, litigation support, and other financial advisory services. A CMA mostly provides his/her services directly to his/her employers rather than the public. There is no extra or special training to become a CPA or CMA but there are vigorous tests for each CPA and CMA. With either of these certifications becomes more responsibilities.With the title of CPA, accountants are qualified to do a higher level of accounting services. For CMA, accountants can be mangers of companies or possibly run their own company if they choose. Industry an d Target Companies Accountants can work for almost every company! From Taco Bell to Waste Companies. If working for somebody else isn’t your style, some accountants are self-employed and have their own accounting business. Cecilia Capuzzi Simon with The New York Times writes an article â€Å"Top 10 List: Where the Jobs Are†, describing the job curve and its projections for the year to 2018.According to Simons the Top 10 list look like this : Biomedical Engineer, Network Systems and Data Communications Analyst, Home Health Aide, Personal and Home Care aide, Financial Examiner, Medical Scientist, Physician Assistant, Skin Care Specialist, Biochemist and Biophysicist, and last but not least Athletic Trainer. If you didn’t notice, eight of the fields in the top 10 categories are health care or wellness related. Those eight health care or wellness related careers need accountants to keep track of their financial matters. And that’s where I come in handy (Simon , 2011).Salary/Earnings Data provided by the Bureau of Labor Statistics, the salary range for Accounting & Finance begins around $36,780 and usually tops out around $102,380, with a mean in the neighborhood of $69,580. The national salary average for Accounting & Finance is $43,460, data provided by the Bureau of Labor Statistics. Along with excellent benefits such as paid vacation and sick leave, health insurance, profit sharing, and retirement plans (Careerexplore. net). Employment Outlook As of 2008, accountants and auditors occupied some 1. 3 million jobs. Out of these 1. million, 24% of these accountants and auditors were employed at â€Å"accounting, tax preparation, bookkeeping, and payroll services firms. † Additionally, eight percent were self-employed, and 68% worked for other entities such as government, corporations, and small businesses. – Data provided by the Bureau of Labor Statistics, It is estimated that during the 2008-2018 period, about 279,000 new a ccounting jobs will be created – an increase of 22% (Bhavsar, 2011). Learning’s & Reflection Accounting has been a career field I have been debating on going into for at least two years.After having a math class every semester of my schooling I have noticed I truly enjoy doing math homework and I am decently good at it. As there is to all career fields, Accounting has its ups and downs. I like the challenge of a difficult problem, but the idea of sitting behind a desk from 8 to 4, and doing almost the same thing everyday day doesn’t appeal to me. To help me get a better understanding of the Accounting Career I participated in two events. First, I enrolled in BUS 297, which is the VITA program, where I actually prepare peoples taxes every Saturday.Truthfully I don’t mind doing their taxes, its making the small that makes me kind of uncomfortable. I’ve probably done at least 25-30 tax returns; learning a little about taxes and such but there is also so much more I don’t know. Secondly, I went to the UWMC’s Business Club meeting where Thomas Krieg from WipFli Audit Accounting Firm was the guest speaker. Krieg got an Associate’s Degree in Accounting from UWMC, then moved onto UW Madison where he got a Bachelor’s in Accounting, and is now one of the youngest Partners at WipFli’s (Krieg, 2013).Both of these events were very beneficial because I now know so much more of the everyday Accountant life. I am very happy that I dug deeper into Accounting, but unfortunately I do not think I am interested in it as a career any more. Although I may be good at math and taxes, I don’t think Accounting is the correct career for me. ? Work Cited Bhavsar, D. (2011, January 11). Accounting degree job outlook. Retrieved from http://degreecentral. com/accounting-degree-job-outlook/ Board of Regents of the University of Wisconsin System (2012). Cake decorator: Education path. Retrieved from http://wiscareers. isc. edu/C_CVstuff/occinfo. asp? Area=edu Krieg Thomas, Partner, CPA †¢ Wipfli LLP. (2013, February 26). Interview by UW Marathon County Business Club [Personal Interview]. Business Club/ Accounting Speaker, Located in CCE Building. (n. d. ). Retrieved from http://www. careerexplorer. net/accounting-finance Richardson, M. ( 2009, April 10). voices. yahoo. com. Retrieved from http://voices. yahoo. com/skills-qualifications-needed-accountant-2987159. html Simon, C. (2011). Top 10 list-where jobs are. Retrieved from http://www. nytimes. com/2011/04/17/education/edlife/edl

American Federation of Teachers Essay

The continued drive to improve education and to support the legislation of the No Child Left Behind (NCLB) policy of the government has pushed the district of Georgia to create an effective framework of assessing and testing students of their proficiency in the different realms of education. By doing such, the district not only complies with the legislation and policies but at the same time ensures that the continued need of students in the facilitation of education is attained. Seeing the three documents notions of similarity can be seen. Looking closely these similarities have well in fact have to do with the standards set by the district of Georgia with the regards to proficiency standards. Also, there is a similarity in the objective and rationale that an improvement of such standards is necessary to achieve the optimum educational needs of students in the classroom. Lastly, there seems to be emphasis and importance on creating appropriate methods within the classroom scenario. This means both teachers and students are expected something to contribute for the overall facilitation of classrooms. On the other hand, the two documents have their own differences. One important difference that can be seen in the article are their relative scopes One article focuses on the general framework and ideas in Georgia concerning the improvement of standards that will enhance student education. On the other hand, the other article showcases an analysis of deeper sets of standards. This means that each point and objective is elaborated more clearly and brought down to per level category. This categorization helps readers understand the complexity and depth of such initiative. With this understanding, proper critiquing and arguments can arise which later can contribute to a better development of initiatives that can foster and administer change for students and teachers within the classroom. Creating standards are an integral part in the overall facilitation of learning within the classroom setup. This is because it enhances the level of knowledge imparted to students and at the same time. â€Å"Introducing standards in the classroom will augment the learning experience by pointing students to available design and marketing tools, and best industry practices. † (Schultz, 2005) Furthermore, the creation of standards enforces the actualization and realization of information of students within the classrooms. â€Å"By establishing standards for teacher competence in student assessment, the associations subscribe to the view that student assessment is an essential part of teaching and that good teaching cannot exist without good student assessment. † (American Federation of Teachers, 1990) By integrating these standards, it can create an integral part in the overall process of learning and facilitation of education. Enhancing student learning requires a thorough understanding of issues revolving around a particular topic. By doing so, it gives the teachers the necessary information that they need to sustain and develop methods adequate for students needs. First these documents serve as (1) an added tool for application. Seeing the development of literature gives options for teachers to apply proper schemes in classrooms. Second, it sketches approaches in the field of educational development of students. â€Å"Students cannot achieve high levels of performance without access to skilled professional teachers, adequate classroom time, a rich array of learning materials, accommodating work spaces, and the resources of the communities surrounding their schools. † (NSES, p. 1) Lastly, these documents promote equality in the classrooms in terms of addressing the needs of each actor. By realizing the importance of student and teacher’s needs, objectives can be calibrated to better suit the classroom. In the end, literature has shown that by creating standards, issues in education and student needs can be addressed. Properly applying these standards within the classroom needs to be done in order for students to avail of the proper amount of education they need to sustain their holistic development and endeavors. References American Federation of Teachers. (1990) Standards for Teacher Competence in Educational Assessment of Students. Retrieved April 24, 2008 from http://www. unl. edu/buros/bimm/html/article3. html National Science of Education Standards. National Science Education Standards: An Overview. Retrieved April 24, 2008 from http://www. nap. edu/readingroom/books/nses/overview. html Schultz, D. (2005) Standards in the Classroom in ASTM International. Retrieved April 24, 2008 from http://www. astm. org/SNEWS/JULY_2005/schultz_jul05. html

Dell Case Study

Running head: DELL COMPUTER CORPORATION Improving the Dell Computer Corporation Heather Mueller Corporate Communications Section One Improving the Dell Computer Corporation The key issues presented in the â€Å"Dell Computer Corporation† case study is that Dell needs to align its’ identity with its’ image, and stop relying heavily on technology (Dell Case Study P. 58). Increased dependence on technology, along with a gap between image and identity, can cause complications for a company if they are not attended to. AnalysisCorporate communication must be â€Å"closely linked to a company’s overall vision and strategy,† (Argenti, 2007, p. 12) and if not, it can cause constituencies to view the company negatively. The Chief Operating Officer of Sony â€Å"criticized Dell’s lack of spending on research and development,† therefore, Sony’s image of Dell does not align with Dell’s identity. A company’s image is the  "corporation as seen through the eyes of its constituencies, [and] an organization can have different images with different constituencies† (Argenti, 2007, p. 58).This differs from an identity, because an identity â€Å"consists of a company’s defining attributes,† and should not very from one constituency to another (Argenti, 2007, p. 58). Many of Dell’s constituencies view Dell in a very positive light, and see Dell as an excellent example of how a company should function and communicate with its constituencies. Dell has a well-founded identity called â€Å"The Soul of Dell† which is its’ corporate philosophy that â€Å"defines the kind of company it is and aspires to become† and shows Dell’s commitment to direct accountability (Argenti, 2007, p. 9). However, â€Å"identity building and maintenance requires the ability to conduct research,† and if Dell does not clearly communicate that ability with it’s constitue ncies, Sony will continue to be discontented with Dell’s identity (Argenti, 2007, p. 50). The founder of Dell Computers, Michael Dell, created an â€Å"e-mail based culture† at the company as the primary work environment (Argenti, 2007, p. 62). E-mail can be effective because it allows subordinates to easily communicate with senior management and is an efficient mean of communication across time zones (Argenti, 2007, p. 2). This is important because subordinates can â€Å"get the company’s strategy directly from those at the top of the organization† (Argenti, 2007, p. 12). E-mail also helps to create a productive climate in which â€Å"managers and employees communicate effectively and support each other† (O'Hair et al. , 2008, p. 181). However, Dell’s â€Å"increasing dependence on technology-mediated communication creates an environment that may discourage relational development† (O'Hair et al. , 2008, p. 179).Nearly all communicati on takes place digitally because â€Å"face-to-face communication has given way to a strictly electronic communication network. † (O'Hair et al. , 2008, p. 189). Without face-to-face communication, personal relationships within the company may begin to fail, which decreases productivity, and increases isolation and emotional detachment from the company’s identity as well as other employees. If the upper management at Dell does not improve the ways it communicates internally and externally, the company will not continue to grow, thrive or flourish in the changing corporate environment.If Dell can modify and adapt its’ behavior in a positive way, its constituencies will become aware of Dell’s excellent communications, and this well-built structure will transcend through the company so employees will learn to communicate efficiently as well. Solutions The upper management at Dell needs to make personal and public communication more important within their str ategy for maintaining their core identity as â€Å"The Soul of Dell. Dell already has a strong relations with constituencies because employees and management â€Å"allow for unique working relationships that transcend the ‘us and them’,† so the constituencies feel valued (Argenti, 2007, p. 62). However, a company can always improve its communication with constituencies because communication is an ongoing â€Å"process by which information is exchanged between individuals through a common system of symbols, signs, or behavior† (Communication, 2009, par. ). In order to improve its communications, the upper management at Dell can work more closely with the marketing communications department and create a stronger corporate mission. With today’s quick changing environment, â€Å"a clear-cut corporate mission can not only keep employees aligned with what the company is striving to be, but also can act as a source of stability for consumers weary of the constant change surrounding them. (Argenti, 2007, p. 12). The marketing communications department â€Å"coordinates and manages publicity relations to products and deals with activities relating to customers,† and could compose ways to strengthen the corporate mission (Argenti, 2007, p. 53). If more focus was put on marketing communications and a stronger corporate mission was created, then employees can better understand the fundamental reasons for the company’s existence.The employees would be able to clearly demonstrate and publicize each way they illustrate the company’s identity and pursue the continuing purpose of achieving the corporate mission. When a company gets more involved in â€Å"quasi-political activities with constituencies [that] claim to represent a firm’s customers,† the company would then be able to control how its constituencies view them, and how the company evaluates its’ identity compared to the constituencies perce ived image.The American Decency Association (ADA) successfully maintained and illustrated its identity involving the need to prevent images of violence and adult content from being promoted by family orientated companies and businesses (ADA, 2008, par. 1). They successfully â€Å"lobbied for companies including Kellogg’s, Lowe’s, Tyson Foods, and S. C. Johnson to stop buying additional advertising space on U. S. television shows† with unnecessary violence and adult content such as ABC’s Desperate Housewives and FX Nip/Tuck (Argenti, 2007, p. 53).The marketing communication team of the ADA ensured that family orientated products and brand promotions were sending the right messages to children. The company stayed true to its corporate mission and never strayed from its foundation of values and beliefs, so that its constituencies would not be anxious of the constantly changing environment that surrounded the media. E-mail constantly causes information overlo ad for employees in a company if it is the main source of communication, and this informal communication process often isolates employees and does not allow them to interact. Spending over 5 hours a day staring at a computer screen increases the risk of depression, insomnia and other mental health problems† as well (O'Hair et al. , 2008, p. 189). This can be solved with increased face-to-face communications through meetings, team building activities, and company outings. If the upper management put more of a emphasis on internal communications, then â€Å"the employees would be more engaged, productive, loyal,† and happy, and the strength of company relationships will increase (Argenti, 2007, p. 54). ConclusionThe course of actions that Dell should pursue is working closer with the marketing communications department to create a stronger corporate mission, and to increase face-to-face communications within the company. With increased and improved personal and public com munication, Dell will be able to align its image with its identity, and will be able to strengthen relationships to prove themselves as a successful company with a consistent strategy, in the endlessly changing work environment. References ADA. (2008, September 28). ABC/Disney's desperate housewives.In American decency association. Retrieved February 9, 2009, from http://www. americandecency. org/main. php? f=updates_new/2008/September/09. 28a. 08 Argenti, P. A. (2007). Corporate communication (4th ed. ). New York, NY: McGraw-Hill. Communication. (2009). In Merriam-Webster. Retrieved February 10, 2009, from http://www. merriam-webster. com/dictionary/communication O'Hair, D. , Friedrich, G. W. , & Dixon, L. D. (2008). Work relationships. In Strategic communication in businesses and the professions (6th ed. , pp. 178-205). Boston: Pearson education.

Value of Learning and the Number of Bucks

College is a time to broaden your education and develop your skills. Different people go to college for different reasons but mostly for an education. The National Athletic Association is meeting next year and will decide if it needs to change its policy of not paying college athletes. I do not understand why this should be an issue. The main reason people go to college is to learn. So the NCAA will be deciding whether the athletes should be paid for playing their sport of choice thus demeaning the reason they are at college in the first place. There are millions of students who go to college each year; some play sports, others are in student government, and some are in theater. Each group is equally important to the college and in some cases are treated the same. If the athletes start being paid for playing sports then what†s going to stop the other students from finding a way to be paid for what they do. Does this mean then that students in student government should be paid for what they do or that the theater students should be allowed to join an equity theater union and be paid for doing shows? Paying athletes will create a rivalry among the students, for why should one group be paid for going to college while the others are not. The other thing to look at is that most student athletes are receiving scholarship and grant support from their college. Majority of the money that athletics being in is given back to the students through grants and scholarships. At Notre Dame, for example, grants-in-aid to student-athletes are worth about $5 million annually. Add to that the millions spent on travel, housing, equipment, health care and other costs and pretty soon you're talking real money. So yes, while athletics does generate millions of dollars in revenue for universities, there also are millions of dollars in expenses, most of which directly or indirectly assist the student-athletes. Sometime scholarships and grants are not enough which is why the NCAA recently passed legislation allowing student-athletes to work year-round. In addition, Pell Grants are available to the truly needy, and general student loans are another alternative. With all these options available, there shouldn†t be a need to pay student athletes. What's awful about the persistent whine for money is, it's saying a college education is worthless. People are suggesting that the value of learning can only be measured by the almighty buck. Paying students will put; too much emphasizes on sports and not enough on education. An education is priceless, and student-athletes at American colleges and universities reap the benefits of the finest higher education system in the world. From their education, students can go on in life and do what they want because they have the drive and education to. Student-athletes entertain us with their special skills and, in compensation, receive: all expenses paid competition in the sports they love, education that is worth thousands of real dollars with the promise of thousands more in future earnings, and the lifetime benefits of wisdom and character that come with being educated men and women. If we decide to pay college athletes, the only thing we accomplish is to move the universities further away from their stated ideals by making them more businesslike and disrupting the main point of college — to learn.

The Increasing Scientific Interest on the Importance of Human Sleep Dissertation

The Increasing Scientific Interest on the Importance of Human Sleep - Dissertation Example Sleep is defined as an altered awareness wherein the human body or the body of the organism that sleeps is in a different physical and psychological state as when it is awake. This can be attributed to the variation of the electrophysiological activity during sleeping as well as during the waking hours.Sleep is one of the most interesting subject matter in the field of scientific and social research. The research had been undertaken to explore the different topics and issues about sleep and ultimately present and discuss the importance of sleep for the human body. Due to the fact that sleeping is part of the daily activity of the human body, it had been given great attention in the medical, scientific and social researchers in the past few years due to the important role that it holds specifically in the proper functioning and health of the body. The main aim of the research then is to explore the meaning and mechanism of sleep so as to have a clearer picture as to why sleep is impor tant in the human existence. The main objective of the study is to define and explore the different aspects of sleep and to present the new advances in the results of the researchers and studies related to the topic. Specifically, there are individual objectives that will serve as the guiding outline of the research which is as follows: 1.To define the meaning of sleep which includes the mechanism and the different stages of sleep 2.To define one of the products of sleeping which is the dream and to discuss the mechanism of how dream works.

Assessments for the English Language Learner Research Paper

Assessments for the English Language Learner - Research Paper Example â€Å"The present culture of testing has placed an increased amount of emphasis on the development of state standards, high-stakes testing, and the use of rigid curricular programs† (Brantley, 2007, p. 28). Therefore, an educational assessment is mandatory in today’s highly competitive world. There are three types of assessments; formal, alternative and informal. The purpose of implementing a classroom assessment system is to improve instruction and student achievement. The English language learners are rapidly growing in the population of the U.S classroom. As such, considerate amount of thoughts and training need to be implemented when designing and administering educational assessments. There are many factors that need to be kept in mind while selecting educational assessments for students. Language barriers and educational background factors are the main factors. In the first factors, language barrier factors, different issue like different linguistics background, L evels of proficiency in English, and levels of proficiency of native languages are the three main barriers that should be addressed in the assessment. In the educational background factors issues such as degrees of formal schooling in native languages, degrees of formal schoolings in English language, and exposure to standardized testing should be addressed in the assessment. While administering an educational assessment, it crucial for the classroom teacher to provide the English Language Learning students with fair and appropriate assessments while keeping in mind the various factors that could hamper their academic growth. It is pivotal for the teachers to be knowledgeable about the different assessment types as to provide adequate and fair assess of their students’ progress as well as achievements in the class. As mentioned before, there are three types of assessments; formal, alternative and informal. The formal assessment is mainly based in the results of the standardiz ed tests and other formal exams regulated under the test- taking guidelines. In Formal assessment students are assessed on the basis of their written document, test, quiz or essays. The student’s progress is determined based on the data collected on the student’s performance on the tests. Formal Tests are usually used to assess the overall achievement of the student and compare his/ her intelligence with other students as well as to find a student’s strength or weaknesses in a particular topic. The formal assessment test has its own purposes, advantages and disadvantages. Formal assessment is a good assessment to be implemented to the student to determine their strength and weaknesses. It also evaluates the student’s achievement by comparing their progress with other students. It is appropriate to use the formal assessment to indentify the student’s special needs and it can also improve learning at an individual level for young English language lea rners. Formal assessments are categorized into separate groups such as norm referenced tests and criterion referenced tests. The Norm references tests are characterized by strict rules and implementations. These types of tests are mainly used to compare one student to another, one group of students to another group as well as schools. When implementing a norm reference test teachers should implement the test under specific and similar circumstances.

Assignment Example | Topics and Well Written Essays - 250 words - 358

Assignment Example The counselor told him that if he obeyed the institutional rules he would go to school to get his GED and this would help him a lot. The kind of world the speaker has built in the text is the prison world because he describes where new cons are taken that is diagnostic center, he also explains the routine checkup that is four times a day in his prison world. The rules of this world are the prison rules like check up four times a day, their mode of dressing. Some people in this world are treated with respect others with fear example the guy who had cooked heroin was treated with respect. Those welcome are the punks as they can pay protection example we do was attacked with a toothbrush to pay for protection hence showing he was not welcome. Continuing themes are showing the author from different times of his life example his early life before he went to prison like how he used to help his grandmother with work and was happy, the new understanding being conveyed here is unity he had with his family. The exploration of these themes helps engage in complexity of humanity example ways of survival because in the passage he says you are on your own there as no one will help you not even family. According to the writer, only the heart helps them survive in prison as there is no past or future, it’s just the moment. Humanity is all about survival. Example the author’s father tries to quit drinking that shows some humanity in him and tries it for his wife, which shows survival or saving his marriage though still Cecilia the author’s mother still abandons him out of fear of his actions when he is

Describe and analyse the influence of the independant sector on health Essay

Describe and analyse the influence of the independant sector on health care provision in england - Essay Example They are formed and registered by the associated authority. In England, private medication is provided by private medical clubs, occupational medical services, work clubs, fee for service insurances, friendly societies, public medical clubs which was funded by subscription and medical fees paid on an adhoc basis, charities and voluntary hospitals. Doyle & Bull (2000: 122) state that private health care in England serves an important duty as it provides medication to very many people. For example, very many people were insured against health by insuring companies, friendly societies and cash plan companies in the year 1947.These group represents 77% of severe medical and psychiatric impatient and outpatient hospital treatment in the private sector. This is mostly when there is a problem concerning psychiatry, care of the elder, abortion (termination of pregnancy) and through waiting list initiatives. Most of the people in the United States of America do insure themselves with the private medical insurance. The elder and the social classes do insure against the same. Richer people chose to insure with private medical insurance to the extent of about 24% while the poor insures themselves relatively about 3% (Doyle & Bull, 2000:153). According to Shirom (2001: 17), employers are currently doing efforts to insure their employees so as to ensure a stable workforce. In this case there are some experts who practice to insure themselves privately. Some of insurers have established ways to converse and agree about the nature and quality of care offered to insured patients. Also the fact of using the medicine with proven evidence is now affecting the private sectors. The insurance companies notice that some of the procedures are not followed. A good example includes inserting grommets for glue ear and dilation, and curettage in younger woman. Private sectors usually are operated by the individuals and they may not be the government projects, they are in

Technological Innovation Research Paper Example | Topics and Well Written Essays - 500 words

Technological Innovation - Research Paper Example To lead in innovations, the concepts of realizing the need, finding people with the relevant technology and citing financial support are key to managing innovations. In addition to this, requirements for diffusion of technology like the knowledge, attitude, the decision to adopt or reject implementation and use and the confirmation of the decision, needs to be put into consideration for effective management (Clark, 2010). These will outline the measure and indicators of the innovation and its overall impact thus enabling decision making. Innovations are meant to bring institutional change through knowledge and application of ideas in relation to the existing products and operations. Innovations change institution’s insight into competitive advantage, new systems, processes and way of conducting business. They are manifested in organization structures of governance, production and marketing systems and employee structuring and specialization. To achieve this there is need to establish leadership to promote, execute and sustain these initiatives. In addition, effective predictions of market/ client trends, generation and evaluation of ideas and communicating the solutions will enhance team work and realization of targeted goals (Conti & Herron, 2006). Technology innovation has impacted the society positively through assurance of convenience, efficiency, comfort and expansion of opportunities. For instance, socially, advancements of telecommunication infrastructure through provision of reliable network and powerful gadgets like computers and smart phones, has integrated the people as they can share ideas and transact business. In the field of business and economics, convenience and efficiency have improved by construction of transport and communication networks which enhance efficient movement of goods, services and ideas

New Product on the Market Research Paper Example | Topics and Well Written Essays - 1000 words

New Product on the Market - Research Paper Example To come up with a new product, a company may consider optimizing the things their customers need and the various other resources they have, which can facilitate production without making losses. To succeed in the different areas of the business, the companies a company need to carry out a proper market research that will lead them to understand the customers to whom they intend to supply the new product. This process of production and presenting new products to a market needs to be planned so that each step can help raise the number of customers who show interest in them and buy them at any time in their lifetime (Wesley and Barczak 23). In producing a new product in the market, a company needs to implement a strategic plan that will put into consideration all the needs of the customers and weigh them against the potential of the company and the goals they have to develop a product that is preferred by customers. Through strategic planning, a company produces the products that fall w ithin the goals it has for the market and which attracts potential buyers, to whom it intend to sell its products. Strategic planning in a company aligns itself with its mission statement, which implies all things that company targets to achieve in their delivery of the services to customers. These goals of a company do not focus on their customers but it speaks of what the company is able to accomplish to any person in the society regardless of the choice they make concerning their products (Brooke and Mills 34). In producing some products, a company needs to have a consideration of the different interests that arise from the different social classification of the customers. The social classification characterizes the different things that different people do in the society as well as their behavior of buying different commodities in the market. For this reason, a company will be in a position to determine the different the sizes of the product they intend to produce so that they c an preserve the prestige of the people in specific social class. In this respect, social classes determines the quality, quantity and the variety of a product that should be presented to the market at any time as well as the population of the potential customers (Annacchino 127). This ensures that the company will implement a marketing strategy that will not only help customers to know the product but also the one that will conform to their needs and interests. Marketing can be done through different media so long as they ensure that all the intended people get the information they need to provoke their choices to buy a product a company has produced. In the current market, some of the most popular methods of communication and advertising in the social media network where different people can supply information that can reach many people within a short time. In communicating to different customers, a company aims to provide promotional sales that could be necessary to ensure that ma ny people are able to change their motives concerning what they need to purchase to meet their needs. Marketing offers sales promotion, which are the incentives that manipulate the different beliefs of customers and ensure that they purchase the products. The information that a company supplies to its clients to ensure that they change their perception about the quality of the new product it

With reference to theory and research, examine the view that women Essay

With reference to theory and research, examine the view that women need to demonstrate masculine qualities to succeed in organizations - Essay Example Women are always absent from top management levels simply because masculine transactional cultures act as obstacles to professional progress of the feminine gender. Apparently, masculine attitudes, cultural inclinations and organizational biases exclude women from occupying top professional levels (Francine 2010, p. 67). Basically, top professional within an organization like managing directors are traditionally expected to demonstrate traits such as decisiveness, aggressiveness, toughness, and intelligence. These traits are primarily associated with masculinity and not femininity; hence women are stereotypically viewed as being unable to act in ideal leadership manners (Gibling 2006, p. 03). In this regard, there is a popular view that women ought to demonstrate masculine attributes in order to proceed to top professional levels in organizations. Admittedly, traditional approaches like legislations and labor policies used to achieve gender equality in organizations have been instrumental in advancing the position of women within the corporate world. Unfortunately, these traditional approaches have fallen short of uplifting women past middle level management levels. Futility of legislations and labor policies in advancing women in the corporate world can be attributed to the organizational concept of glass ceiling (Gibling 2006, p. 04). In practical contexts, lack of female representation in boardrooms is an example of a glass ceiling that makes it hard for members of an organization to entertain the thoughts of working under female bosses. Also, family commitments and related reproductive issues act as barriers to advancement of women in workplaces. For example, women with the right academic and professional qualifications are eligible as candidates for top positions, but their ambitions and visions are cut short whenever th ey are forced to take maternity leaves and other family related commitments (Acker

Book Report on Dear America Series- Diary of Hattie Campbell Essay Example for Free

Book Report on Dear America Series- Diary of Hattie Campbell Essay This book, written by Kristiana Gregory, is about a thirteen year old girl from Pennsylvania, Hattie Campbell. On her birthday, she was given a diary by her mother and her Aunt June. In the first entry, she mentions her Uncle Milton’s death three days ago while fixing her family’s barn and his funeral the eve of her birthday. At the funeral, the coffin fell out of their cart and was washed into the nearby river. Her father tried to save it but was almost sucked into the paddles of a riverboat. As a sign of apology, the riverboat captain agreed to give Mr Campbell and his family free tickets on his riverboat to go anywhere they wanted. That night, he announced that the family would be heading to the untamed West, at that time occupied by the Indians who were known to be violent. Mrs Campbell was very angry and initiated a â€Å"cold war† with her husband. Two days later, she relents and agrees to head out West. On the way out West, the family met a young adult named Tall Joe, who eventually becomes the captain of their group. Throughout the long trip, they lost many partners as their oxen died or they were shot by Indians. One day, Hattie and her friend, Pepper, are out playing and happened to stumble across what they thought were wild carrots and parsnips. They took some back as it was their turn to cook for the group. Back at camp, they got around their chores and started cooking. A little girl, Cassia, looked longingly at the â€Å"carrots and parsnips† and takes two bites before running off to play. Later, as they were rolling out pastry, they heard screams. They went in the direction of the screams and were horrified to find Pepper’s twin brother, Wade, and some of his friends lying on the ground, jaws clenched so tightly that nobody could pour charcoal and water into their systems to absorb the poison. In the end all of them except Wade died. The women were able to pour charcoal into his mouth. Hattie’s father then went to the tent where the kitchen was. When he saw the â€Å"carrots and parsnips†, he asked Hattie to cut some for him. He put it on the edge of his tongue and spat it out immediately. He said that it was actually water hemlock, a poisonous plant which could kill a horse if it just ate one. A man would die from a bite. They immediately remembered Cassia. They found her limp body and buried her together with the boys. The priest prayed over their graves. The next day, they called all the children and drew on the dirt to show them the difference between water hemlock and wild carrots and parsnips. Eventually, after twenty six months on the road, they reach their destination, Oregon. Along the way the accompanying Aunt June gave birth to a daughter, River Ann Valentine. The family, Aunt June and her husband settled in Oregon and became one of the first pioneers to make it to their destinations.

The Dangers of Concussions in US Sports Essay Example for Free

The Dangers of Concussions in US Sports Essay Concussions in Sports Given the potential for life threatening brain injuries or career ending head shots, concussions have become a growing problem in sports around the world. A phrase all too common in sports today is, he got his bell rung. This is, of course, referring to a big hit or gruesome body check sustained in a football or hockey game. Currently, there is a lack of suitable evidence to support the recommendations for the management of traumatic cerebralor brain injuries. Recognizing and managing the effects of concussions is especially important to those involved in the health care of athletes (Sports Related Concussions). Head injuries are inherent risks that can occur in any sport, not just football and hockey. The question is, how can we prevent these grim and life threatening injuries from happening? I believe neurocognitive research and on the field testing are among the most vital ways to manage concussions as well as benefit the health care of athletes. Background: In the United States, you have a 19% chance of suffering a concussion while playing a contact sport; moreover, over 300,000 sports related concussions occur annually. Among college football players, 34% have reported at least one serious head injury during their career; additionally, 20% of these injured athletes have sustained multiple head traumas. Concussions often cause significant and sustained neuropsychological impairments in information-processing speed, problem solving, planning, and memory, and these impairments are worse with multiple concussions (Sports Related Concussions). Definition: The brain is made of soft tissue cushioned by spinal fluid, and is encased in the hard, protective skull. When a person gets a head injury, the brain moves around inside the skull and bangs against it. This can lead to bruising of the brain, tearing of blood vessels, and injury to the nerves (Quinn). A concussion of the brain results in transient loss of consciousness or memory in many cases (Dictionary.com). NeurocognitiveTesting: Concussions and brain injuries are among the most difficult to identify. Very few athletes actually lose consciousness, which is one of the most common symptoms. Many athletes are simply fervent to return to the field, which could cause even more harm. Returning to play too soon after a brain injury or concussion, may lead to serious life-threatening complications. A computerized neurocognitive test, combined with a thorough medical exam, may better assist a trained physician with the return-to-play decision (Computerized). One particular evaluation tool, the ImPACT test, has become renowned among all professional sports teams. Developed by Dr. Joseph Maroon, a Pittsburgh Steeler neurosurgeon, the ImPACT test utilizes a twenty minute quiz involving words, pictures, and colors. Medical doctors analyze the results and compare them to a baseline test taken in the beginning of the athletes season (Yahoo Sports). With the increase of attention to sports related head injuries, doctors are seeing more and more tests and products that claim to identify or prevent head injuries. According to Dr. Lovell, mouthpieces, ear pieces, and helmets are great for research purposes, but they cant tell if someone has been injured or if they should be playing (Yahoo Sports). On-Field or Sideline Evaluation: When an athlete is suspected of having a concussion, one of the best ways to detect a serious head injuryis through the evaluation of symptoms, neurocognitive functioning, and balance immediately after the injury occurs. The National Athletic Trainers Association suggests a checklist such as, the Graded Symptom Checklist, should be used when evaluatinga head injury. By checking off symptoms and watching the athlete over a period of 72 hours, you can greatly reduce any chance of reoccurrence. Another suggested method of evaluation is the Standardized Assessment of Concussion Exam; this test utilizes four graded sections, which include: orientation, immediate memory, concentration, and delayed recall. This 30 point test can be completed in about five minutes and is easily given right on the side line during a game. Another test, the Balance Error Scoring System, can easily be performed by a trainer of coach. The athlete stands in three different positions and is timed for 20 seconds each; ultimately, the less coordination the player shows, the higher the risk of a concussion is evident (kch.illinois.edu). How do Concussions occur? Concussions can happen in any sport, at any time. They can occur during drills in practice, as well as in games. In fact, injuries during practice can be just as serious as those that happen during a game. Although more prevalent in contact sports, they may result from a fall, or when a moving object strikes a persons head. A blow that twists the head is more likely to result in loss of consciousness (Familydoctor.org). Mechanism of Injury: Studies show the most common mechanism of a concussion is when an athlete is moving at a high rate of speed and collides with another object (Quinn). Immediately, the brain shifts inside the skull and strikes the bony surfaces. A direct impact to an athletes head causes shock waves to pass through the skull to the brain. This violent impact creates acceleration which may lead to shear, tensile and compression forces. On average, three to five percent of all sport and recreational injuries are head injuries (Quinn), Signs and Symptoms: The signs of a concussion do not always immediately appear. Headache, amnesia, and confusion, dizziness, slurred speech, and fatigue are the most common symptoms of concussions. In addition, the duration of time that symptoms are present is often indefinable, and depends on the extent of the injury (Mayoclinic.com). Even a minor blow to the head can result in a concussion; if left untreated, it can result in a life-threatening complication (Internationalbrain.org). Sidney Crosby, a National Hockey League super star for the Pittsburgh Penguins, is currently not playing this post season after a concussion he sustained on New Years Day. Unfortunately, he was cleared to play the very next game, and suffered another blow to the head. Sidney was symptom free after the first hit, and apparently, he did not show signs of concussions until the second hit. Had Crosby been given a better on-ice evaluation, he would not have been cleared to play, and could have evaded the second concussion all together. Additionally, the problem is just as prevalent in the National Football League. At the University of North Carolinas Center for the Study of Retired Athletes, studies of brain injuries were performed on more than 2,500 former N.F.L. players. These studies found that cognitive impairment, Alzheimers-like symptoms and depression rose proportionately with the number of concussions the former athletes had sustained (Quinn). N.F.L. player, Andre Waters committed suicide in November 2004, and an explanation for his death has remainedunknown for years. He left a suicide note stating he would like to leave his brain for science to further study the effects of concussions. A Pittsburgh neuropathologist, Dr. Bennet Omaluh, was given permission to perform such tests. The doctor concluded that Mr. Waters had sustained brain damage from playing football, and said this led to his depression and death. The doctor determined that Mr. Waterss brain tissue had degenerated into that of an 85 year-old man with similar characteristics as those of early stage Alzheimers victims. Dr. Omalu said he believed that the damage was caused by successive concussions (neurosurgery.pitt.edu). I believe there needs to be congressional help in combating this difficult issue of athletic concussions. Wearing a good quality helmet, a mouthpiece, and strengthening the neck muscles can help prevent concussions; however, much responsibility lies on the doctors, coaches, and surrounding medical staff. Also, although athletes may be eager to return to play, they need to be honest with the examiner, telling him or her exactly how they feel (EHow.com). On the field baseline neurocognitive test may be our best hope for the time being, that is, until more research on concussions and the equipment players use can be conducted.