Barriers to Literacy Essay Example | Topics and Well Written Essays - 1500 words

Barriers to Literacy - Essay Example Over the years different legislations have been passed by government to facilitate the literacy and learning environment but at times these laws become a barrier as laws are difficult to understand and implement. Also, there could be administrative barriers at school, college, university, and district and state levels. Multicultural environments pose barriers to learning and literacy as students seek companionship with the people of same background and language. Interactions among classmates who are from vastly diverse linguistic backgrounds are different from the students with mainly same ethnic or linguistic background. â€Å"Traditionally, some of the factors that restrict access to full literacy for language-minority students have included (a) xenophobic English-only movements (Donahue, 1995); (b) limited resources and personnel within ESL (August & Hakuta, 1997); (c) controversy about bilingual education (Faltis & Hudelson, 1998; Krashen, 1996); (d) differences about the durati on and type of language services children should receive (Collier, 1987); and (e) cultural and linguistic deficit models (Luke, 1986)† (Grant & Wong, 2003). Motivation of individuals for stirring the process of literacy and human development is considered one of the main barriers to learning. â€Å"For adult learners, however, learning is not usually an externally imposed, secondary role, but one that they freely choose. Adults learn to achieve both intrinsic (Bruner, 1966) and extrinsic rewards† (Dinmore, 1997).

HIMS650 Article Critique Assignment Example | Topics and Well Written Essays - 250 words

HIMS650 Article Critique - Assignment Example It is focused on figuring out the reasons for following problems in order to dive deeper. Qualitative research includes participations, observations, interviews and group discussions. Quantitative research is focused at the quantification of the data. With the help of quantitative research, different variables such as behaviors, opinions and attitudes can be assessed. Mixed research on the other hand is a mixture of both methods. The authors performed a quantitative research in the method. There are many advantages as well as disadvantages for selecting this method. Using the quantitative research helped the authors to evaluate the actual percentage of informed people in their area. They used statistics to reach their result and collected fast outcomes with the help of statistically valid random models. However, the disadvantage of this method is the limited ability of acquiring answers. For example, in the research, they focused on the survey collection of health workers at eight hospitals. It excluded out all the other departments which might have improved their research. The research could be carried out better with a mixed research method. It would help the authors evaluate why they received their results as provided. If they found that the results were lower than expected, a mixed research method could have helped them figure out the reason why the findings were lower than their expectations. Albano, L., Matuozzo, A., Marinelli, P., & Di Giuseppe, G. (2014). Knowledge, attitudes and behaviour of hospital health-care workers regarding influenza A/H1N1: A cross sectional survey. BMC Infectious Diseases, 14(1), 1-13.

Re-write this thesis as a research paper, instruction in assignment Paper - 1

Re-write this thesis as a , instruction in assignment criteria - Research Paper Example Sustainability tools require integration of resources, which are noticeably absent on practical research, and studies, which are conducted on individual tools. However, Leasing and Service Models provide examples of sustainability with regard to environmental benefits (Roy, 2000). This research paper aims to provide an understanding of sustainability in terms of technologies through tools and business models. Few suggestions and recommendations will be sought for Veolia and environmental technology in which they carry out their operations. Leasing and Service Models provide sustainable outcomes and benefits that are required by companies to establish themselves in commercial settings. It is seen that Leasing is on the increase (FLA (Finance & Leasing Association), 2013) due to current economic condition and benefits that the management has to offer in exchange (Lifset & Lindhqvist, 1999). These leasing businesses have grown over a period of time. They have gained popularity providing sustainability outcomes, though more research is required as most of the information is outdated. Service Models have also grown, previously there was a traditional product purchase system and now through advancement of technologies service based models are established (Kindstrà ¶m, 2010). The Research design involves data research of Veolia and Imperial experts, which are applied on each other in order to evaluate and form a framework. The main agenda behind the study generates ideas through telephonic conversations with Veolia, which will help in analyzing the research. Moreover, the roles of Imperial experts in the form of supervisor and CEP Veolia Team will provide a conceptual framework to conduct analysis and study. Research is also undertaken from case studies, literature review etc. Literature Review provides an understanding of strengths, weaknesses and critical examination of the relevant literature, which are not just providing the academic research

Tata Docomo Essay Example for Free

Tata Docomo Essay EXECUTIVE SUMMARY TATA DOCOMO is Tata Teleservices Limiteds TTSL telecom service on the GSMplatform arising out of the Tata Groups strategic alliance with Japanese telecom majorNTT DOCOMO in November 2008. Tata Teleservices has received a pan-India licenseto operate GSM telecom services, under the brand TATA DOCOMO and has also beenallotted spectrum in 18 telecom Circles. TTSL and has already rolled out its services in various circles.India is the fastest growing major mobile market in the world.Building on leadingposition in the market,TTSL. Aims to capitalize on the growth potential to significantlyincrease the subscriber base and market share. The telecom sector is increasing dayby day and the competition is getting more and tougher. Initially Tataservice was providing CDMA and after tieup with DOCOMO they come up in . OBJECTIVES OF THE PROJECT The objectives of this study/project as follows: * To identify the strategies Tata Docomo is following to grab the Indian market. * To study the schemes and services provided by TataDocomo. * To study thevarious tariffs charged by TataDocomo. * To study the unique features and services offered by TataDocomo. * To perform a SWOT analysis of TATADocomo. * To know the impact of promotional activities on the purchasing behavior of the buyer. * To study the Customer satisfaction level regarding the services provided by TataDocomo. INTRODUCTION TATADOCOMO is Tata Teleservices Limiteds TTSL telecom service on the GSM platform arising out of the Tata Groups strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India license to operate GSM telecom services, under the brand TATADOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and has already rolled out its services in various circles. The launch of the TATADOCOMO brand marks a significant milestone Indian telecom landscape, as it stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the worlds leading mobile operators-in the Japanese market, the company is clearly the preferred mobile phone service provider with a50 percent market share. NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its development of cutting-edge technologies and services. Over the years, technologists at DOCOMO have defined industry benchmarks like 3G technologies, as also products and services like the i-mode TM, mobile payment and a plethora of lifestyle-enhancing applications. Today, while most of the rest of the industry is only beginning to talk of LTE technology and its possible applications, DOCOMO has already started conducting LTE trials in physical geographies, not just inside laboratories! DOCOMO is also a global leader in the VAS (Value Added Services) space, both in terms of services and handset designs, particularly integrating services at the platform stage. The Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian market under the TATADOCOMO brand. TATADOCOMO has also set up a Business and Technology Cooperation Committee, comprising of senior personnel from both companies. The committee is responsible for identification of the key areas where the two companies will work together. DOCOMO, the world’s leading mobile operator will work closely with Tata Teleservices Limited management and provide know- how on helping the company develop its GSM business. Despite being a late entrant, TataIndicom, TTSLs CDMA brand, has already established its presence and is the fastest-growing pan-India operator. Incorporated in 1996, Tata Teleservices Limited is the pioneer of the CDMA 1x technology platform in India. Today Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Ltd, serves over 37 million customers in more than 320,000 towns and villages across the country offering a wide range of telephony services including Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wire line Services. HISTORY Tata Teleservices Limited now also has a presence in the GSM space, through its joint venture with NTT DOCOMO of Japan, and offers differentiated products and services under the TATADOCOMO brand name. TATADOCOMOarises out of the Tata Group’s strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. TATADOCOMO has received a pan-India license to  operate GSM telecom services and has also been allotted spectrum in 18 telecom Circles. The company has rolled out GSM services in 14 of India’s 22 telecom Circles in a quick span of under six months. The company plans to launch pan-India operations by the end of FY 2009-10.TATADOCOMO marks a significant milestone in the Indian telecom landscape, and has already redefined the very face of telecoms in India, being the first to pioneer the per- second tariff option-part of its ‘Pay for What You Use’ pricing paradigm. Tokyo-based NTT DOCOMO is one of the world’s leading mobile operators-in the Japanese market, the company is the clear market leader, used by over 50% of the country’s mobile phone users. Corporate Philosophy With the aim of creating a new world of communications culture, we NTT DOCOMO will devote all the skills, know-how and energy towards the establishment of more personal communication with our customers that contribute to their heartfelt satisfaction. A New World of Communications Culture More personal communication * Reliable access * Real time access * E-communicationOne-to-one â€Å"personal * This gives birth to a new world of communications culture * Freedom to enjoy communications anytime, anywhere with anyone * Opening of endless lifestyle horizons  To achieve this In order to create a world of more innovative and enriched communications, we will improve service quality, aggressively move forward with the development of various services. We will also research and develop a more advanced user-friendly communications interface, and at the same time we will provide these services and technologies to an ever expanding area. Customer Satisfaction: * Communications those are always ready when needed. * Capability to contact whomever, from wherever and whenever the customer desires. * Happiness that comes from heart-to-heart communications. * Bringing customers another step closer to realizing their dreams. * Responding to every customer with consideration, courtesy and thoroughness. * Providing products that give customers easy and convenient access to cutting-edge functionality. To achieve this * First and foremost, we will fulfill expectations of customers by fulfilling our response to their needs through improved service quality, building original networks, enriching functionality and expanding the service area. In addition, by providing an expanding and ever-improving selection of services at inexpensive rates, we will deliver satisfaction to a growing diversity of customers. * Making the most of the talents of each individual in our company. * Respect for the individuality and sense of values that are unique to each person. * Enable internal corporate communication to flow free from vertical and horizontal organizational barriers. * Make the most of the ideas of each individual. * Foster a corporate culture that is not restricted by conventional thinking and systems. * Create a creative office environment that supports the fulfillment of the individual. * Fostering an open corporate culture that welcomes the ideas and views of the individual. * Evaluate personnel based on their merits. * Build a company that overflows with a challenging spirit. To achieve this  By improving our system and programs for the enhancement of human resources and unifying our human resource development, we will empower each individual to exert their skills to the utmost of their capabilities and discover new potential. At the same time, we will strive to create a workplace that motivates individuals through measures such as improvement of the working environment and labor conditions and enhancement of health and welfare benefits. VISION We will leverage our strength in executing complex global scale projects to make leading edge information and communication services affordable by all individual consumers and business in India. We will offer unparalleled value  to create customer delight and enhance business productivity. We will also generate value for our capabilities beyond Indian borders while enabling millions of India’s knowledge workers to deliver their services globally. STATISTICS * Third largest telecom network in the world. * Error! Hyperlink reference not valid.Largest operator in INDIA is BSNL. * INDIA’S mobile market is the fastest growing market in the world. * World’s leading Japan based Telecom Company. * Over the years technologies of DOCOMO has defined industry bench marks like 3G technology. * It is the global leader in value added services. * TATA telecom Incorporated in 1996. * Tata Teleservices is the pioneer of the CDMA 1x technology platform in India. Deep involvement in the launch of 3G has inspired us to create an infrastructure that will allow people and all kinds of objects to communicate a wealth of information. Extended systems will link the home, the office and any number of other locations to bring greater convenience to all aspects of everyday life. For the future, it is our aim to incorporate information gathered by all five senses to achieve an array of services far beyond anything envisaged to date. * NTT DOCOMO is already making rapid progress in such areas through a wide range of innovative research, building expertise and techniques as we move forward towards exciting new business opportunities. * Innovating dreams * Our goal is to create a broad array of exciting new services. Services that will bring undreamed-of convenience to people everywhere. * In addition to Audio Barcodes and 3D Display System introduced in this website, cutting edge technologies beyond the imagination are already under development. These include a system that makes distant objects feel like an extension of the human body for ultra realistic experiences, and advanced chips that will allow items such as household appliances to communicate. Whats more, we are actively realizing 4G technology such as MIMO (Multiple-Input-Multiple-Output) multiplexing technology and a wireless access communications system, as well as contributing to the establishment  of specifications for global standardization. * Researchers at NTT DOCOMO have a clear vision of the future. A future that will unite all of the above advances and many more, to create a world where people can communicate at a higher level, regardless of time and space * Telecom industry in India is dominated by major companies like Airtel, Vodafone in GSM services. * Competition is very intense due to low differentiation. * India ended March this year with 391.76 million mobile lines and teledensity is around 36.98. * Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has 7.2% of market share respectively. * PRICE * It having attractive tariff plan:TATADOCOMO having 1paisa /sec it is applicable for both prepaid and postpaid. Disruptive Innovation in the Indian Telecom Industry by TataDocomo Wikipedia defines disruptive innovation as an innovation that improves a product or service in ways that the market does not expect, typically by being lower priced or designed for a different set of consumers. Indian Telecom space was â€Å"Disrupted† by TataDocomo when they came out with a ‘1 paisa per second’ tariff. We have earlier seen how Reliance India Mobile changed the mobile industry by coming up with the lowest tariff in the beginning of this decade. The call charges were around Rs 2-3 per minute and because of Reliance this was brought down to around Re 1 per minute. TataDocomo was the next one to employ disruptive innovation in the Indian mobile industry. Currently the game is not played on the price front but Value added services front, which is evident from the advertisements of Airtel (Madhavan and VidyaBalan) and Vodafone (Zoozoos) in the past. If Aircel is redefining how telecom operators approach value added services and GPRS in India, TataDocomo is doing its bit to change billing practices. The joint venture between Tata Teleservices and Japanese telecom major NTT Docomo officially began rollouts with a plan to invest $2 billion for its pan-India GSM services. Customer Satisfaction The 21 century belongs to the service sector. The customer of yesteryear was a silent person who uncomplainingly purchased the goods from the market place. There is a new customer emerging today. Customer satisfaction can be  defined as, customer satisfaction is the feeling derived by the consumer when he compares the actual performance of the product’s with the performance that he expects of it. The measurement of the customer satisfaction typically begging when a company realizes that their customer s is the people, who provide the revenues that, hopeful, will cover expenses. Most companies start by establishing a customer satisfaction baseline. Then they target year by year improvement. Understanding customer requirement and delivering superior quality goods and services to achieve composer satisfaction lead to the retention and growth of the customer. General Idea about the satisfied customer: Satisfaction is a persona’s feeling of the pleasure or disappointment. It is resulting from comparing a product’s perceived performance with his or her expectations from it. Satisfaction is more of an emotional concept. Today organization are aiming at high satisfaction rather than at customer delight because customers who are just satisfied still find it easy to switch over when a batter offers comes along. Those who are highly satisfied are much less ready to switch over. High satisfaction or delight creates an emotional bound with the brand and customer starts looking at an offering emotionally and just rationally. The aim of marketing is to meet and satisfy target customers needs and wants but knowing customer is never simple. Customer may state their needs and wants but act otherwise. They may not be in touch with their deeper motivations. They may respond to influential to change their mind at the last minute. Some of today’s most successful companies are raising expectation and delivering performances to match. These companies are aiming at TCS- Total customer Satisfaction. Increasing competition (whether for-profit or nonprofit) is forcing businesses to pay much more attention to satisfying customers. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Customer Loyalty: * These four factors will greatly affect your ability to build a loyal customer base: * Products that are highly differentiated from those of the competition. * Higher end products where price is not the primary buying factor. * Products with a high service component. * Multiple products for the same customer. * Loyal Customers and Loyal Workforces Building customer loyalty will be a lot easier if you have a loyal workforce not at all a given these days. It is especially important to retain those employees who interact with customers such as sales people, technical support, and customer-service people. Many companies give a lot of attention to retaining sales people but little to support people. The increasing trend today is to send customer service and technical support calls into queue for the next available person. This builds no personal loyalty and probably less loyalty for the firm. Before going this route, be sure this is what your customers prefer. Instant Feedback: Recently, many organizations have implemented feedback loops that allow them to capture feedback at the point of experience. For example, National Express, one of the UKs leading travel companies invites passengers to send text messages whilst riding the bus. This has been shown to be useful as it allows companies to improve their customer service before the customer defects, thus making it far more likely that the customer will return next time. Listen to your customers: Is there anything more exasperating than telling someone what you want or what your problem is and then discovering that that person hasn’t been paying attention and needs to have it explained again? From a customer’s point of view, I doubt it. Can the sales pitches and the product babble. Let the customer talk and show them that you are listening by making the appropriate responses, such as suggesting how to solve the problem. MARKETING STRATEGY TataDocomo appears to be banking heavily on its tariff plans the company is offering a 1 second pulse instead of the usual 1 minute pulse that other telecom operators are offering. This means that consumers are charged on a per second basis, instead of a per minute basis, and end up saving money on unused seconds. A nifty little application â€Å"How much can you really save† on  Docomo’s website explains how this works. Rs. 0.01/second is a marked change from the Re 1/min and Rs. 0.49/min charges that usually applies. MARKETING MIX 4P’S OF MARKETING MIX: * Product * Price * Place * Promotion. PRODUCT: TATADOCOMO having good range of services.TataDocomo provides both postpaid and prepaid services. TataDocomo having good quality network which provides clarity in voice. PRICE:It having attractive tariff plan: TATADOCOMO having 1paisa /sec it is applicable for both prepaid and postpaid. PLACE:It is having good range of channels of distribution: As Tata already exist in this field of telecommunications as TataIndicom. It has wide range of channels of distribution to sell TATADOCOMO services. PROMOTION:Advertising: TATADOCOMO following different style of advertising pattern in TV ‘and newspapers. Due to that reason it was reaching public very fast. TATADOCOMO PRICING STRATEGY TataDocomo appears to be banking heavily on its tariff plans the company offers a 1 second pulse instead of the usual 1 minute pulse that other telecom operators were offering. This means that consumers are charged on a per second basis, instead of a per minute basis, and end up saving money on unused seconds. A fifty little application â€Å"How much can you really save† on Docomo’s website explains how this works. Rs. 0.01/second is a marked change from the Re 1/min and Rs. 0.49/min charges that usually apply. Now while this plan might sound unique, it isn’t that it hasn’t been tried before back in 2004, TataIndicom had launched 1 second pulse plans, which going by their current plans, appears to have been shelved. At present, TataDocomo has launched voice portals, 24-hour music, cricket commentary and voice chat, apart from offering free Missed Call Alerts and VoiceMail. Interestingly, voice based services are also being priced with a per-second-pulse: 24 hour music and voice chat are priced at Rs. 0.02/second. Caller Tune search service ‘Genie’ is also being priced at Rs. 0.02/second. This is a marked change, again, from the per minute pricing, and can offer consumers cheaper options. Mobile pricing innovation – TataDocomo now charges per website for Mobile Browsing! This is surely a first world over – TataDocomo have gone ahead and launched an innovative mobile Internet offering which allows users unlimited usage of their favorite websites on mobile for a fixed cost. TataDocomo has been forefront in coming up with various attractive pricing schemes, especially, in the pay-per-use paradigm. They were first to introduce pay per second billing on calls, which now is followed by every mobile service provider. They followed it with pay-per-minute and pay-per-call pricing plans as well which has made them one of the fastest growing Mobile companies in India. The new pay-per-website offering however, takes it to a complete different level and unheard of pricing strategy. This is a very thoughtful strategy and something which has potential to growth rapidly. TataDocomo pricing strategy. Pay per site offer two combination: * Those only interested in single websites need to pay Rs 10 per site * Those with multiple site browsing needs can opt for a combo pack at just Rs 25 per month. Customers have a bundle of options within various categories of social networking sites (Facebook, Twitter, and Linked In, Orkut), mail options (Gmail, Yahoo, Rediff) and chat messengers (GTalk, Yahoo! Messenger, Nimbuzz). Having said this, there is also a caveat – If you thought it was valid for unlimited use†¦it is not. TataDocomo pay per site plan categorizes each service under 2 different genres – Social Networking Site and Emailing Instant Messaging. Each site under this genre is priced at Rs. 10/- bundled with 200 MB free data usage valid for 30 days, post which customers will be charged at 1p/kb. There are also 2 Combo options SNS Combo Pack and Emailing Combo Pack and each Combo Pack is priced at Rs. 25/- bundled with 500 MB free data usage post which the customers will be charged 1p/kb. We have b een quite impressed the way TataDocomo have gone about their innovative pricing models as well as marketing strategies. â€Å"Per Character† SMS Pricing On 8th September 2009, the GSM branch of the Indian carrier Tata introduced a novel pricing strategy for text messaging. Under the brand â€Å"Diet-SMSâ€Å", Tata-DOCOMO bills its customers â€Å"by-the-character†, rather than on a per message basis. It is a very attractive marketing scheme, since many wireless subscribers, almost by habit, tend to pepper their text messages with abbreviations and acronyms. Under the new plan, Tata-Docomo charges â€Å"one paisa per character†. For example, a text which reads â€Å"tnx† (for â€Å"thank-you†) is charged at 3paise instead of the normal sms charge. The Impact TataDocomo has gathered significant market share, owing to its pricing strategies. Existing mobile operators are matching the price and the clear winners are the subscribers since all the competition is sending the prices downhill. ADVERTISING MEDIA CHANNELS India TataDocomo, the youngest among telecom players in India to offer GSM, is Presently banking on its services to garner visibility and a share in the telecom pie. The launch of TataDocomo also announced the intention of the brand to associate with the thought do. TataDocomo, for the first time in the country, offered pay-per-second billing; though other telecom providers have followed suit since. The company has carried out a few adverts that highlight the brands unique features and some other topical advertising during Ganesh Chaturthi and Diwali. The latest from the GSM provider is the Friendship Express TVC. The ad opens inside train, where everyone is doing their own thing. A couple of the travelers dont like the solemn mood and start humming the Docomo tune. Slowly and steadily, others pitch in and soon most of the train is singing along.   The ad ends with the super, Why walk alone when we can dance together.Cutting through the clutter that the Indian telecom landscape fin ds itself in with customers forced to jostle with confusing and complicated products, services and tariff plans Tata DOCOMO is ‘Doing the New’ again, with the launch of its new brand campaign,  aptly titled ‘Keep It Simple’. Tata DOCOMO’s unique Keep It Simple Campaign is in a form of a stand-up comedy show with many episodes, which will be aired during the course of this IPL season. It focuses largely on how Tata DOCOMO simplifies the telecom experience, and hence the consumer’s life, by providing differentiated products and services. Each individual advertisement starts by illustrating a complexity in the category, and presents the Tata DOCOMO product and/or service as a means of simplifying things. This campaign is simple, captures the various moods of Ranbirdepicting those of Tata DOCOMO Advertisement strategy TataDOCOMO ropes in RanbirKapoor as brand ambassador NEW DELHI: TataDocomo, the GSM brand of Tata Teleservices (TTSL), today appointed Bollywood star RanbirKapoor as its brand ambassador. The company has inked a two-year contract with Kapoor and will roll out various televisions, print and outdoor campaigns with the actor, starting with the upcoming Indian Premier League (IPL) tournament. We think TataDocomo is an inspirational brand and so is the charm and personality of RanbirKapoor, so it is a great match. We will leverage him in various campaigns to build the brand further, TTSL Head Corporate Marketing Gurinder Singh Sandhu told PTI. TataDOCOMO will undertake various marketing initiatives with RanbirKapoor, including television commercials, print campaigns, outdoors and retail front displays, he added. The company will introduce its new campaign during the IPL tournament, which kicks off on April According to media analysts, TataDocomo is expected to spend in excess of Rs 50 crore for the 360-degree campaign during the IPL season. Other telecom operators like BhartiAirtel, Idea Cellular and Reliance Communications have also appointed Bollywood stars as their brand ambassadors. While Airtel has worked with Shahrukh Khan, Saif Ali Khan and KareenaKapoor, Idea Cellular has AbhishekBachchan as its ambassador. Reliance Communications has worked with HrithikRoshan. Vodafone, on the other hand, has found success with its Zoozoos, the egg shaped cartoon characters featured in its ad campaign. Market Competitors of TataDocomo: * Airtel * Reliance Communication * BSNL * Idea * Aircel * Vodafone * SERVICES NETWORK AVAILABLE * Currently, TataDocomo mobile services available in these following circles: * Bihar Jharkhand * Tamil Nadu * Orissa * Andhra Pradesh * Karnataka * Kerala * Kolkata * Maharashtra Goa * Madhya Pradesh * Chhattisgarh * Haryana * Chennai * Eastern Uttar Pradesh * Western Uttar Pradesh * Punjab * Rajasthan ,Recently LaunchedAandRest of West Bengal, Recently Launched. PLANS Tata DOCOMO Daily Plans. When every day is different, why have a fixed plan? A brand new day calls for a brand new plan. Choose from Daily plans on local, STD, Night calling, GPRS Music and make your own Daily Plan. Benefits: * Anytime purchase * Minimal cost * Ease of process How to subscribe: Dial *141# and choose from Daily plans on local, STD, Night calling, GPRS Music. Product options:- Daily Rental Packs (Rs.2) * All local at 1p/2sec * STD at 3p/4sec * Local Night On-net at 1p/10sec * Local On-net at 1p/6sec * USA/Canada UK(F) at 3p/sec * Gulf at 11p/sec * All local National SMS at 1p | Weekly Rental Packs (Rs.10) * All local at 1p/2sec * STD at 3p/4sec * Local Night On-net at 1p/10sec * Local On-net at 1p/6sec * USA/Canada UK(F) at 3p/sec * Gulf at 11p/sec * All local National SMS at 1p | Talk More * 30 local minutes @ Rs.5 onTata DOCOMO Network. * 30 local minutes @ Rs.12 across Networks. * 30 local/National minutes @ Rs.14 * 10 Local/National minutes @ Rs.5 | Night Talk * Now converse through the night. 60 Free Local Night minutes onTata DOCOMO Network. * 30 Free local On-net minutes @ Rs.3 * 20 Free local minutes @ Rs.5 | | a. GPRS10MB Free Browsing @ Rs.5 only.| World Calling * 10 minutes to USA/Canada @ Rs.20 * 5 minutes to USA/Canada @ Rs.10| a. Entertainment15 minutes FREE music @ Rs.5| a. CricketCricket Alerts @ Rs.5/day| Terms and Conditions: * Daily implies active till 12 midnight on the same day of pack activation. Ex: A subscriber activated the pack on 25th Feb10 then the pack with daily validity will expire at midnight of 25th Feburary10#. * In case on night packs the expiry of the pack will be 7 am of the next day of activation of the pack. Ex: A subscriber activated the night pack on 25th Feb10 then the pack with daily validity will expire at 7 am of 26th Feburary10#. * The pack will get activated maximum within 2 hrs of request receipt on the system. You will get an automated confirmation SMS once the same is configured on our systems. * You can activate multiple packs in a day. Competitor Analysis The competition has intensified the past few months with new players and schemes coming in. There has never been a better time for the customer to get a mobile phone connection There are at least six if not more operators to choose from in ever circle. In June 09, TATA DOCOMO broke the old system of tariff by introducing per second billing system. As soon as they did this, the other followed suit with price cuts everywhere. Suddenly the idea of calls being free was not so outrageous. The prices were reduced to such an extent that the viability of the business was in questions. The competitive environment of TATA DOCOMO can be looked at from the following perspectives Airtel v/s TataDocomo * The equal competitors are coming up with their new tariffs, plans, special packs and their varying services to prove themselves to be much competitive and trying to anchor them firmly in this mobile sector. * Currently the TataDocomo came up with its services with an all new tariff scheme of pay per second which has brought out a massive revolution in the market. * On 30th Oct the leading mobile service provider BhartiAirtel launched their much awaited â€Å"Pay per Second† tariff all throughout India. The tariff comparison with Airtel and TATADocomo is as follows, * Airtel with its inception on 2001 renders number of customers but their tariff, call rates to different network makes confusion and remains unstable. But Docomo’s 1p/sec throughout India makes consumers to keep track of their account and controls expenses. Airtel has kept different SMS charges even in their Pay Per Second plan with local sms being charged at Re.1 and National sms at Rs.1.50, whereas Docomo introduced SMS charges based on the number of characters. No recharges are needed to opt for per second calling after one year. * Package activation of Airtel ranges from Rs.64 to Rs.99 and varies from circle to circle. Docomo’s does not charge anything extra for activating the per second pack since the tariff plan by default is on per second basis. * The Airtel tariff calculation is hard ranging from 1p/sec to 1.2p/sec , but 20% higher to other operators whereas A2A calls are kept at 1p/sec and that to other operators are charged at 1.2p/sec. But TataDocomo is offering a limited period offer of STD calls at 1p/sec. But Airtel is older than Docomo so it has compact network links than Docomo , so this is the place where Docomo has to establish itself. Meanwhile it is found that Docomo with both GSM and CDMA network added over ‘4 million’ subscribers in September, beating market leader BhartiAirtel yet again. Airtel had 2.5 million new users in September. SWOT ANALYSIS * STRENGTH * WEAKNESS * OPPORTUNITIES * THREATS STRENGTHS: * First to introduce seconds’ tariff plan (seconds pulse) * Good brand image of Tata services * Having large variety of plans * Plans are affordable by any common person. WEAKNESS: * Signal strength. * Postpaid connections are not available as of now. * Customer services are not satisfactory. * Concentrating only on rural areas. OPPORTUNITIES: * Have a great opportunity to expand its services. * To introduce any new plans for internet users. * Introduce 3G compatible services. * To introduce new combined plans like, SMS, Internet, Calling integrated offers. THREATS: * If signal strength is not increased it may lead to change in the network service by the customers. * Tata has to clarify whether this 1ps/sec will continue till its lifecycle. * Heavy competition from all other network providers. INTERNAL ENVIRONMENTAL ANALYSIS OF TATA DOCOMO Brand Image of Tata and Docomo This is another important factor which proves as a major strong point for Tata Docomo. Tata DOCOMO is Tata Teleservices Limiteds (TTSL) telecom service on the GSM platform-arising out of the Tata Groups strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Both of these are Big brand names in their respective countries; viz. Tata in India and NTT Docomo in Japan. Tokyo-based NTT DOCOMO is one of the worlds leading mobile operators-in the Japanese market, the company is clearly the preferred mobile phone service provider in Japan with a 50 per cent market share. Variety of plans on offer Tata Docomo focuses not only on the price but also makes sure that the variety of services offered is not compromised. There are a number of tariff plans for post pay customers as well as for prepay customers. WEAKNESSES OF TATA DOCOMO One major weakness of this organization would be the lack of adequate infrastructure to service the subscribers that it may initially achieve owing to the low prices. The key issue would be network coverage, where the customers would prefer that a call go through, or not be disconnected, than save Rs. 0.5-Re.1 on a call. At the same time, since operators have so far been focused on the â€Å"land-grab† MORALE OF EMPLOYEES IN AN ORGANISATION Good Morale Morale is a way of describing how people feel about their jobs, employers and companies, and those feelings are tied to the behaviors and attitudes that employees exhibit in the workplace. When employees have good morale, they feel committed to their employers, loyal to their jobs and motivated to be productive. They work harder, produce more, meet deadlines and give it their all. Low Morale According to BNET, a website that offers business management advice, low morale takes a toll on employee performance and productivity. Employees become less motivated to work, less committed to their employers, exhibit an attitude of indifference and are absent more often. Companies pay the consequences of low morale, as less work gets done and time and money are wasted. Such characteristics may not always indicate low morale. Be sure  that you dont misdiagnose employees as having low morale when they may just be having a bad day. Low morale is indicated by a pattern of these behaviors and attitudes over time. MANAGEMENT SYSTEM OF TATA DOCOMO The goal of the Management System and OrganisationOptimisation is to introduce a new organisation and management system at the level of a selected company or a group of companies (holding), as the case may be. The solutions standard subject matter is the conceptual preparation of the clients new organization and the implementation thereof, which is broken down into detailed organisational and functional patterns including job structure and category. Other steps include a preparation of the companys (holding) management rules, setting the basic functions, competencies, powers and responsibilities for individual management levels of a company (holding), and the preparation of a companys (holding) basic internal policies. ORGANISATIONAL CULTURE OF TATA DOCOMO In TATA DOCOMO the organizational culture is the workplace environment formulated from the interaction of the employees in the workplace. Organizational culture is defined by all of the life experiences, strengths, weaknesses, education, upbringing, and so forth of the employees. While executive leaders play a large role in defining organizational culture by their actions and leadership, all employees contribute to the organizational culture. EXTERNAL ENVIRONMENTAL ANALYSIS- Political- †¢ Not favourable in terms of Recent spectrum allocation {2G-scam}. †¢ Political lobbying is prevalent and many companies are taking advantage of it.It has become ubiquotious and creates lots of hassels for the firms. †¢ Due to 2G Scamtherre will be tighter control and auditing system. †¢ Also UPA will bring some new changes as the social pressure is so high{Anna hazaremovemenet}.Some new guidelines are coming up. †¢ TATA may get truly  benefitted by their inherent policy of no form of corruption.TATADocomo should be ready for a patient game so that this political uncertainity gets settled. ECONOMICAL- †¢ Teledensity has improved from under 4% in March 2001 to 53% by the end of March 2010.Cellular telephony has emerged as the fastest moving business segment. †¢ Due to high growth rate,hgherteledensity and sustainable domestic demand cellular telephony will surely reamain in the pink of health in India. †¢ Unexplored rural market.Usage may be low but volume can be high. †¢ Due to immense competition and lowest call rates in the world there are wafer thin margins as well. SOCIAL †¢ Youth population is increasing,adoption to new technologies has become daily routine,more litracy rate and more purchasing power of Domestic consumers makes this industry more than attractive. †¢ Youth will control the economy within next 10 years and companies need to meet their ever changing and newest deamands. †¢ Plans and tariffs need to be updated according to current demand and social habbits. †¢ Devolopment of new apps and cool value added services are in demand. TECHNOLOGY- †¢ Tata Docomo is enjoying the distinct advantage of the backing up of NTT Docomo which proven innovative technology.It is first in Inidia to roll out 3G services in India resulted a growth of 30%-40% in VAS and also planning to bring in 3G enabled mobile phones at an affordable price. †¢ It should try to capitalize the capabilities of Wimaxtechnologies,a high speed data connection,which is supposed to have 12 million subscribers by 2012. †¢ As 3G technologies has made in roads in India there is a growing emphasis on speed and coverage. ENVIRONMENTAL- †¢ People have growing concern about the kind of damage cellular wave do to the brain and other parts of the body. †¢ TATA Docomo should be the first to acknowledge the concern of the people by innovating ways that that can make the waves less harmfull. LEGAL- †¢ Recently due to alligations and speculations surrounding the 2G Spectrum sale many service providers are in legal doldrums and have to face wrath of CBI and judiciary. †¢ Whereas TATA Docomo has benefitted from his fare policies,it should par its back for this and march on with the progress it has seen with full vigour, Recommendations * The availability of recharge voucher should be made available when required by the customers. As this give the good impression about the company. * The network coverage is another asset for the company’s image, which needs to be preserved in future. * The overall image of the customer care services was found to be good but with some loopholes related to delays in problem solving. * The company should be more prompt in handling the queries and problem of the customer, which is vary essential for the prepaid card so as to retain the customers with the company in future. * The customer care executives should be more efficient in handling the customer and also more friendly and polite their conversation, while dealing with the customer. * After sales service is required to be maintained properly, which is not up to the mark * Call rates is affordable so it should be maintained at this level. * Many people are using mobile, but majority of them are not aware of the technology they are using. Manytines it happens that a person doesn’t know which technology satisfied his need. Hence awareness should be created among them regarding advantages and differences in the technology. * Supplementary facilities like call wait, call forward, call hold, call divert, call conference should be made more effective to attract customers. CONCLUSION After analysis and interpretation of the data it can be concluded that TataDocomo is providing a broad range of various schemes ranging from international calling to hello tunes. This is the critical factor to attract  various customers. Wide range of schemes is also leading to increase in number of customers with rapid pace for TaTA Tariff charges introduced by the TataDocomo are found to be cheaper than other services. TataDocomo has emerged as a giant killer due to their tariff plans and heading towards the position of dominator. TataDocomo is providing some unique features and services like pay per second, SMS per character, pay per site plans that are making them being different from their competitors. Awareness of the TataDocomo is spreading widely among people due to their promotional activities. Buyers are now insisting for cheaper plans or threatening to opt out. Majority of the customers are satisfied with the services of the Tata Docomo and they are not ready to switch on to other service providers.

Cloning :: essays research papers fc

Cloning   Ã‚  Ã‚  Ã‚  Ã‚  Twenty-five years ago, scientists thought that cloning was virtually impossible. In the last five years, the science of cloning, has come to realization. What is a clone? A clone is a duplicate - much like a photocopy is a duplicate, or copy, of a document (Kolate, 238). A good example of copies that occur in nature are identical twins, which are duplicates of each other. On a daily basis, molecular geneticists and other scientists use cloning techniques to replicate various genetic materials such as gene segments and cells (Kolate, 238). Recently the cloning of a living life form was brought from the realms of science fiction to reality with the cloning of a sheep named Dolly (Kolate 236). Imagine meeting an exact replica of somebody or yourself seven to ten years from now (Kaku 6). They look alike, and even have the same genetic makeup. This is the new world of cloning. As with every new science, there are those who believe in it, and those who oppose it. So many questions arise. What if some one like Hitler had access to this technology? Would people want two identical copies of a child or a relative? What are the chances of people illegally obtaining blood samples of, for example, Albert Einstein, Bill Clinton, or even Lee Harvey Oswald for sale on the black market? Is there a way we can possibly outlaw and enforce cloning? Could this development actually be used for a benefit, such as bringing back endangered or extinct animals? The instantaneous reaction of the world has been mixed. However, the overall benefits appear to out weigh the other factors. This new technological development can not be passed off. It has the potential of enormous benefits to society. The new technology of cloning should be utilized because it could bring back extinct organisms, help infertile couples to have children, and potentially save many lives. Cloning could bring back extinct animals (Kaku 227). Over millions of years, thousands of different species have gone extinct. Most were due to natural selection, while several others were due to human intervention. Approximately two-thirds of all the native bird species (Kendall n/a) and one-fifth of the native plants (Kendall n/a) originally found on the Hawaiian Islands have gone extinct recently. Predators, competitors, or diseases introduced by humans from continental areas are responsible for many of the extinctions. Also, many remaining species on other oceanic islands are threatened or endangered. Cloning :: essays research papers fc Cloning   Ã‚  Ã‚  Ã‚  Ã‚  Twenty-five years ago, scientists thought that cloning was virtually impossible. In the last five years, the science of cloning, has come to realization. What is a clone? A clone is a duplicate - much like a photocopy is a duplicate, or copy, of a document (Kolate, 238). A good example of copies that occur in nature are identical twins, which are duplicates of each other. On a daily basis, molecular geneticists and other scientists use cloning techniques to replicate various genetic materials such as gene segments and cells (Kolate, 238). Recently the cloning of a living life form was brought from the realms of science fiction to reality with the cloning of a sheep named Dolly (Kolate 236). Imagine meeting an exact replica of somebody or yourself seven to ten years from now (Kaku 6). They look alike, and even have the same genetic makeup. This is the new world of cloning. As with every new science, there are those who believe in it, and those who oppose it. So many questions arise. What if some one like Hitler had access to this technology? Would people want two identical copies of a child or a relative? What are the chances of people illegally obtaining blood samples of, for example, Albert Einstein, Bill Clinton, or even Lee Harvey Oswald for sale on the black market? Is there a way we can possibly outlaw and enforce cloning? Could this development actually be used for a benefit, such as bringing back endangered or extinct animals? The instantaneous reaction of the world has been mixed. However, the overall benefits appear to out weigh the other factors. This new technological development can not be passed off. It has the potential of enormous benefits to society. The new technology of cloning should be utilized because it could bring back extinct organisms, help infertile couples to have children, and potentially save many lives. Cloning could bring back extinct animals (Kaku 227). Over millions of years, thousands of different species have gone extinct. Most were due to natural selection, while several others were due to human intervention. Approximately two-thirds of all the native bird species (Kendall n/a) and one-fifth of the native plants (Kendall n/a) originally found on the Hawaiian Islands have gone extinct recently. Predators, competitors, or diseases introduced by humans from continental areas are responsible for many of the extinctions. Also, many remaining species on other oceanic islands are threatened or endangered.

Psychology in the News Essay

Adolescent has always been considered a period of experimentation and risk taking. It is a time when teenagers become extremely aware of themselves and their bodies, leading to problems with regard to body image, self-esteem and negative emotions in general. One disturbing trend in the American society is adolescent suicide. In June 2009, news item published in the San Jose Mercury news website (www. mercurynews. com) tackled the harsh reality of this grave problem surrounding the tumultuous years of the adolescent Americans. Fisher started with an account of teen suicide (Fisher 2009). After two consecutive student suicides at Gunn High School, a community forum was held to give assistance to teens bombarded with problems and in the process, avoid committing suicide (2009). During the forum held at Cubberly Community Center, the Palo Alto community tried to find the answers on how to avoid teen suicide and at the very least, find reasoning on the school’s successive suicides. Citing figures from the National Institute of Mental Health, Fisher expressed that teen suicide poses a â€Å"greater threat† to children than swine flu (Fisher 2009). She also noted the result of a one survey which estimates that 1 in 12 students had taken a shot (no pun intended) at suicide in the past year (2009). While the figures are alarming most especially to the parents, Fisher argued that no significant solutions have been placed. Community forums and counselling are the usual steps laid to alleviate this problem (2009). While there are warning signs that parents and teachers may detect, such as alcohol and drug abuse and changes in attitudes towards schools and other relationships, Fisher remarked that such signs may sometimes be hard to detect or overlooked upon, thus making it harder to prevent suicide (2009). Fisher ended by voicing out concerns over when the community would start getting serious about teen depression and suicide (2009). The news item is indeed, as the author opined, a ‘wake-up call’ on the gravity of teen depression and suicide. As a future parent, it is a cause for alarm for this author. If the current situation cannot be changed, if the number of teen depression and suicide continue to soar, it will be harder for future parents and children to get to the bottom of it. Now, the statistics are already startling, what more ten years from now? Everyone should remember that the youth is the future generation but if the future generation is constantly plagued with depression and suicide, how will they lead the nation? It is something that everyone should take seriously. The news item related to psychology on two things: first, it covers a period in the life span development of individuals, that of the adolescent. It is a time when an individual undergoes physical changes as well as personality and social development. It is a transition phase when the individual is no longer a child but not yet an adult. It covers human development, which falls under developmental psychology, the study of changes in people from birth through old age. . Second, the news item relates adolescence with a common developmental problem, which is suicide. It has been known that suicidal behavior among adolescents is linked to psychological problems such as depression, drug abuse and disruptive behavior. As such, they are directly related to the field of psychology. As aforementioned, depression is a leading cause of suicidal behavior and depression, as everyone knows, is a common mood disorder. It is important to bring to light the issue of teen depression and suicide, not only to treat it but to prevent it in the first place. As the author of the news item said, it does not take two or more suicidal incidents to take the problem seriously. Work Cited Fisher, Patty. â€Å"Teen suicide needs Attention†. San Jose Mercury News. June 2009. 3 August 2009 < http://www. mercurynews. com/ci_12523782? nclick_check=1>

Chrysanthemums Literary Review – the Antagonist

Stephens 1 Jeff Stephens Kathleen Roddy ENGL 1102-208 7-20-2011 The Antagonist is Not Who You Would Think In â€Å"The Chrysanthemums† by John Steinbeck, the character’s conflicts are very obscure. The main character, Elisa, is in constant conflict with herself, which she projects onto her husband and the tinker. Though Elisa appears to be dissatisfied with her life, she has no way to change it, and she becomes increasingly crass as the story progresses. Although she appears to be the victim, she is the story’s antagonist.Steinbeck describes different moods in relation to the fog and rain through the use of simile and metaphors. A specific use of this is when he writes about how the fog stretches across the roof of the valley, essentially closing it off like an iron kettle. He conveys, through the fog, that Elisa feels trapped and that only the rain can set her free, â€Å"fog and rain do not go together† (347). In his article, Gregory Palmerino takes note that the plowed fields represent Elisa’s fertile womanhood while the lack of rain would represent Henry’s sterile manhood.He points out that while Elisa’s character is well pronounced throughout; Henry’s character is â€Å"altogether absent† (165). Elisa’s feeling of being trapped and unattended is a predominant trait throughout the story. Henry seems to be a lot like myself, and I identify with him through his steering clear of confrontations by using compliments and jokes. Palmerino states that â€Å"The initial dialogue between Henry and Elisa sets the tone for subsequent encounters and reveals the couple’s fundamental problem: they do not know how to fight† (165).Steinbeck shows that Henry is avoiding getting into an argument with his wife when he says, â€Å"Well, it sure works with flowers† Stephens 2 after â€Å"her eyes sharpened† (348). Even though there is no way to know, I could feel a pause there- an uncomfortable silence- even if it was brief. Henry and Elisa seemed to know that continuing this particular conversation would lead to a fight, so she changed the subject. Immediately, it felt as if the mood had lightened and that they were on good terms again, but there was always something lingering behind their words.Elisa appears to be the instigator, by default, even though she also seems to want to avoid confrontation. During her interaction with the tinker, Elisa flirts with the man, trying to get his attentions. Palmerino points out that Elisa is trying to cause a confrontation by â€Å"sexually and inadequately prostrating herself in front of an implausible paramour† (166). The tinker is a poor man, he says so himself, and knows full well that he cannot get himself into the kind of situation that she intends.Elisa’s actions are impulsive and the sign of someone who is starved for the attentions of a lover. When Elisa practically throws herself at him, he immed iately switches back to his business manner and says, pitifully, â€Å"It’s nice, just like you say. Only when you don’t have no dinner, it aint† (Steinbeck 351). She immediately switched gears and offered him some work, but she knew that what she had done was wrong. She felt dirty, not just from the soil in her garden, but also from her actions. Unfortunately, Henry seems to be a fairly dense individual.While he can tell when a situation is going south, he doesn’t seem to be capable of understanding why the situation is worsening. Elisa constantly takes advantage of the fact that he is so thick-headed. She pokes and prods him at every turn, whether boasting about her planting skills or demanding to know what is meant by â€Å"nice† or â€Å"strong† (Steinbeck 352-353). Henry manages to worsen the situation by Stephens 3 joking about what he means, but Elisa breaks her composure at the idea that she would â€Å"break a calf over [her] knee, happy enough to eat it like a watermelon† (Steinbeck 353).Both Henry’s choice of words and his demeanor manage to make Elisa angry, because what she really wants is for him to tell her that she is beautiful. Henry, however, is embarrassed. When he gets embarrassed or feels like there is a fight coming, he resorts to humor. Elisa is already feeling apprehensive from everything that happened at the farm, but on their way into town, she sees the chrysanthemums that she gave to the tinker and notices that while he had no use for the flowers, he kept the pot.Palmerino writes that â€Å"Elisa cannot bring herself to acknowledge, much less confront, the reality of her situation; and instead of verbally or nonverbally expressing her outrage at the tinker’s insensitivity†¦she turns her back and avoids the overarching truth† (166). Palmerino is dead on in his description of her emotions at that moment. She is definitely outraged, but just like Henry, she is co nstantly avoiding confrontation. Her apprehension turns to sadness as she realizes that she is stuck in an unending loop of an unambiguous, non-committal, non-progressive, and non-confrontational (basically dead) relationship of a marriage.The development of the story leads me to believe that Henry tries to lighten the mood by joking around or complimenting her, but Elisa always seems to negate his efforts. Steinbeck describes a painfully awkward few moments in this story, where Elisa misinterprets the actions of others. In Japan, this kind of character is called a tsundere. (Tsun means to turn away in disgust and dere means to become lovey-dovey. ) Elisa is constantly acting like a tsundere when her husband compliments or pokes fun at her. She could confront Henry, but her non-committalStephens 4 attitude would result in nothing changing. She would probably just change the subject like she did at the beginning of the story. She, basically, is the root of the problem. Stephens 5 Wor ks Cited Palmerino, Gregory J. â€Å"Steinbeck's The Chrysanthemums. † Explicator 62. 3 (2004): 164-167. Academic Search Complete. EBSCO. Web. 6 July 2011. Steinbeck, John. â€Å"The Chrysanthemums† Literature: An Introduction to Reading and Writing, 4th Compact Edition. Edgar V. Roberts, ed. Upper Saddle River, New Jersey: Pearson Education. 2008: 347-353.

How to Write a Fight Scene 5 Simple Steps To Action-Filled Fights

How to Write a Fight Scene 5 Simple Steps To Action-Filled Fights How to Write a Fight Scene When tensions are high, honor is questioned, and lives may even be at stake, you know what time it is: time for a killer showdown. You’ve been building toward this explosive moment for pages, maybe your entire book, but now you come to a screeching halt - you have no idea how to write a fight scene!Fortunately, it’s not as complicated as you might think. Follow these 5 simple steps to write a fight scene that releases story tension, solves inter-character conflict, and satisfies the anxious expectations of your reader all at once. How to create a breath-stealing fight scene in just 5 steps Step 1. Motivate your playersWhen was the last time you saw someone start throwing punches out of nowhere? Probably never. Whether it’s over a lifelong grudge or a few heated words at a bar, people need believable motivation to start a fight in both real life and in fiction.Here are a few ideas to motivate your characters’ confrontations. Whichever you choose, use it as the catalyst for your fight scene, as well as to add the necessary layers of depth and complexity.SurvivalSurvival is an important motivation for any character, but especially for protagonists in horror and dystopian novels. For instance, Katniss in The Hunger Games has no choice but to attack and kill her fellow adolescent opponents if she wants to survive. However, this need to survive can escalate any physical fight, such as the gang rumbles in The Outsiders, where someone could pull out a knife at any moment. Just remember: for survival to be a credible character motivation, the situation has to be a bsolutely dire. Have you ever written a fight scene before? How did you do it? Comment below to add your own unique tips!

Battle of Rourkes Drift - The Battle of Rourkes Drift Zulu War

Battle of Rourkes Drift - The Battle of Rourkes Drift Zulu War Battle of Rourkes Drift -Conflict: The Battle of Rourkes Drift was fought during the Anglo-Zulu War (1879). Armies Commanders: British Lieutenant John ChardLieutenant Gonville Bromhead139 men Zulus Dabulamanzi kaMpande4,000-5,000 men Date: The stand at Rourkes Drift lasted from January 22 to January 23, 1879. Battle of Rourkes Drift -Background: In response to the death of several colonists at the hands of the Zulus, South African authorities issued an ultimatum to the Zulu king Cetshwayo requiring that the perpetrators be turned over for punishment. After Cetshwayo refused, Lord Chelmsford assembled an army to strike at the Zulus. Dividing his army, Chelmsford sent one column along the coast, another from the northwest, and personally traveled with his Centre Column which moved through Rourkes Drift to attack the Zulu capital at Ulundi. Arriving at Rourkes Drift, near the Tugela River, on January 9, 1879, Chelmsford detailed Company B of the 24th Regiment of Foot (2nd Warwickshire), under Major Henry Spalding, to garrison the mission station. Belonging to Otto Witt, the mission station was converted into a hospital and storehouse. Pressing on to Isandlwana on January 20, Chelmsford reinforced Rourkes Drift with a company of Natal Native Contigent (NNC) troops under Captain William Stephenson. The following day, Colonel Anthony Durnfords column passed through en route to Isandlwana. Late that evening, Lieutenant John Chard arrived with an engineer detachment and orders to repair pontoons. Riding ahead to Isandlwana to clarify his orders, he returned to the drift early on the 22nd with orderes to fortify the position. As this work began, the Zulu army attacked and destroyed a sizable British force at the Battle of Isandlwana. Around noon, Spalding left Rourkes Drift to ascertain the location of reinforcements that were supposed to be arriving from Helpmekaar. Prior to leaving, he transferred command to Lieutenant Gonville Bromhead. Battle of Rourkes Drift - Preparing the Station: Shortly after Spaldings departure, Lieutenant James Adendorff arrived at the station with news of the defeat at Isandlwana and the approach of 4,000-5,000 Zulus under Prince Dabulamanzi kaMpande. Stunned by this news, the leadership at the station met to decide their course of action. After discussions, Chard, Bromhead, and Acting Assistant Commissary James Dalton decided to stay and fight as they believed that the Zulus would overtake them in open country. Moving quickly, they dispatched a small group of Natal Native Horse (NNH) to serve as pickets and began fortifying the mission station. Constructing a perimeter of mealie bags that connected the stations hospital, storehouse, and kraal, Chard, Bromhead, and Dalton were alerted to the Zulus approach around 4:00 PM by Witt and Chaplain George Smith who had climbed the nearby Oscarberg hill. Shortly thereafter, the NNH fled the field and was quickly followed by Stephensons NNC troops. Reduced to 139 men, Chard ordered a new line of biscuit boxes built across the middle of the compound in an effort to shorten the perimeter. As this progressed, 600 Zulus emerged from behind the Oscarberg and launched an attack. Battle of Rourkes Drift - A Desperate Defense: Opening fire at 500 yards, the defenders began inflicting casualties on the Zulus as they swept around the wall and either sought cover or moved onto the Oscarberg to fire on the British. Others attacked the hospital and northwest wall where Bromhead and Dalton aided in throwing them back. By 6:00 PM, with his men taking fire from the hill, Chard realized that they could not hold the entire perimeter and began pulling back, abandoning part of the hospital in the process. Showing incredible heroism, Privates John Williams and Henry Hook succeeded in evacuating most of the wounded from the hospital before it fell. Fighting hand-to-hand, the one of the men cut through wall to the next room while the other held off the enemy. Their work was made more frantic after the Zulus set the hospitals roof on fire. Finally escaping, Williams and Hook succeeded in reaching the new box line. Throughout the evening, attacks continued with the British Martini-Henry rifles exacting a heavy toll against the Zulus older muskets and spears. Refocusing their efforts against the kraal, the Zulus finally compelled Chard and Bromhead to abandon it around 10:00 PM and consolidate their line around the storehouse. By 2:00 AM, most of the attacks had ceased, but the Zulus did maintain a steady harassing fire. In the compound, most of the defenders were injured to some degree and only 900 rounds of ammunition remained. As dawn broke, the defenders were surprised to find that the Zulus had departed. A Zulu force was spotted around 7:00 AM, but it did not attack. An hour later, the tired defenders were roused again, however the approaching men proved to be a relief column sent by Chelmsford. Battle of Rourkes Drift -Aftermath: The heroic defense of Rourkes Drift cost the British 17 killed and 14 wounded. Among the wounded was Dalton whose contributions to the defense won him the Victoria Cross. All told, eleven Victoria Crosses were awarded, including seven to the men of the 24th, making it the highest number given to one unit for a single action. Among the recipients were Chard and Bromhead, both of whom were promoted to major. Precise Zulu losses are not known, however they are thought to number around 350-500 killed. The defense of Rourkes Drift quickly earned a place in British lore and helped to offset the disaster at Isandlwana. Selected Sources British Battles: Battle of Rourkes DriftRourkes Drift VC: The BattleBattle of Rourkes Drift

Animal Adjectives

Animal Adjectives Animal Adjectives Animal Adjectives By Maeve Maddox Most writers are familiar with the animal adjectives canine and feline used to refer to dogs and cats, but they may not be aware of numerous others they could use in writing about both animals and people. Here are some examples that use leonine, taurine, bovine, and feline: Concluding with remarks about Toscanini’s technique, Saminsky again contrasted his â€Å"leonine manner† with Nikisch’s â€Å"carefully restrained movements† Toscanini in Britain, Christopher Dyment, p. 18. Porta asserts, that such men resemble bulls in anger, as is expressed by the wide nostrils; and, in the strength expressed by the dense neck. I have seen many stout athletic men with taurine aspects, and have always observed such to have taurine dispositions likewise. â€Å"History of Physiognomy,† The Gentleman’s Magazine, and Historical Chronicle, Vol. 69, Part 1, 1799. He was a plump little guy with thinning gray hair over a pink scalp, big brown bovine eyes and dewlaps hanging on either side of his chin. Peril is My Pay, Stephen Marlowe. Although it was rare for Bat to be clearly depicted in painting or sculpture, some notable artifacts [] include depictions of the goddess in bovine form. †Bat (goddess),† Wikipedia. eartha kitt: the feline femme fatale headline, Marie Claire, online magazine. (The original headline is all in lowercase.) Here’s a list of animals with their corresponding adjectives. ant: formicine ass: asinine bear: ursine bird: avian bull: taurine crow: corvine dog: canine dove: columbine elephant: elephantine fish: piscine fox: vulpine hornet/wasp: vespine horse: equine lion: leonine peacock: pavonine pig: porcine seal: phocine serpent: serpentine sheep: ovine swan: cygnine tiger: tigrine tortoise: testudine wolf: lupine viper: viperine In addition to using animal adjectives literally and figuratively to describe animals and people, writers can build character names from them. For example, one of the characters in the novel Quo Vadis by Henryk Sienkiewicz is a huge, bearlike servant named Ursus. A character called Corvin could have something to do with death; Pavonna could suggest beauty and pride, and Vespicia could be a sharp-tongued woman. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:Wether, Weather, WhetherOne Fell SwoopGlimpse and Glance: Same or Different?

Old Men Pitching Horeshoes by X.J. Kennedy Essay

Old Men Pitching Horeshoes by X.J. Kennedy - Essay Example The four old men in the poem heavily employ the ditch as a field in which they can perform their activities -- in this case, pitching horseshoes. The images of the old men and the ditch itself are quite interesting for they speak of something deeper. In practice, however, the ditch as a human invention is mainly used for controlling flood water. This implies that the ditch, as described in the poem, becomes a world in itself rather than a mere tool for civilized men -- particularly young men. The old men fundamentally alter the norm prevalent in their time and place. In doing so, they create their own universe even â€Å"[d]own the worn path of earth.† Perhaps the â€Å"real† world or civilization that the characters are immersed into seems to neglect the old men’s dignity. To subvert this disrespect marked in an industrialized society, these four men play their game in the ditch as they â€Å"considered dignity behooves.† Moreover, the metaphor of Kennedy ’s poetry can also be seen in the peg imagery. As a marker that defines score or location, the peg as a metaphor represents a system of defined boundaries of roles and all. Society such as a civilized one has its conventional rules and laws that govern the people’s thoughts and actions. In the context of the poem, these rules include the exclusion of the old men in terms of active participation in the social life.

Scholarly database search Essay Example | Topics and Well Written Essays - 500 words

Scholarly database search - Essay Example Furthermore, JSTOR (short for â€Å"journal storage†) in a non- profit service especially dedicated to offer a trusted digital archive with scholarly content to researchers, students, and professionals. The inclusion of articles in its database collections are developed through the participation of many publishers and other organizations. There is also a free access to most of the articles, which makes it advantageous to student users. The incidence rate of device- associated infection (VAP and CAUTI) is recorded lower in nine Colombian hospitals than other hospital ICUs in Latin American countries, based on the records of the National Nosocomial Surveillance System (NNIS). However, this rate is still comparably higher than that in the US ICUs. Thus, this finding necessitates policy improvements on infection control in Colombia (Moreno et al., 2006). In one recent active DAI surveillance study in two ICUs in Cuba (Rosenthal et al., 2010), rates of VAP, CLAB, and CAUTI, were carefully analyzed against CDC- National Healthcare Safety Network (NHSN) and International Nosocomial Infection Control Consortium (INICC) rates. Related information on microorganism profile, bacterial resistance, extended length of stay, and extra mortality were also considered. Results showed that VAP, CLAB, and CAUTI rates are lower than INICC rates. Compared to NHSN rates, VAP rate scored higher, while CLAB rates lower, and CAUTI rates similar. Lastly, there was a significant direct correlation between VAP increase and the LOS and mortality rate. Moreno,  C. à ., Rosenthal, V.  D.,   Olarte,  N.,   Gomez,  W. V.  , Sussmann,  O., Agudelo, J.  G., †¦ Henrà ­quez,  D. (2006). Device†associated infection rate and mortality in Intensive Care Units of 9 Colombian hospitals: Findings of the International Nosocomial Infection Control Consortium. Infection Control and Hospital Epidemiology, 27 (4), 349-356. doi:

Term paper Example | Topics and Well Written Essays - 1750 words

Term Paper Example It is thus a subjective psychological conditioning that ties goods and services as symbols of status. Status consumption, as originally defined by Thorstein Veblen in his â€Å"Theory of the Leisure Class,† refers to purchasing and the subsequent displays of unnecessary, expensive items in a manner that suggest or rather attract attention to an individual's wealth (39). Veblen though did use the term â€Å"conspicuous consumption,† and since then, the idea of inspirational consumption as a means of outward demonstration of wealth has been a hot topic examined not only in the field of Economics but also in a range of other discipline including marketing, psychology, sociology, to name but a few. Indeed, status consumption has permeated the modern setting, especially in the western world, where spending is not only away of determined by the amount of wealth owned but a unique way of trying to fit within a given social class. According to the theory of consumption, consume r buying behavior is conditioned partly by the intrinsic utility value placed on them, which in effect exceeds the attached price on a given product (Pepall, Richards and Norman 24-25). This description, however, was but a narrow perspective that fell short of accounting for the status that the product may hitherto confer to the bearer. Instinctively, behavioral consumption is a much more complex concept influenced by a myriad of factors far beyond utility maximization. This paper critically examines Status Consumption as an important factor in the theory of market demand. Background For a good or service to qualify as a status brand, two preconditions must hold: a sense of belonging [the â€Å"degree of commonality† concerning relative desirability of association with certain products or brands] and an open, social display of consumption of such products (Duensberry 11). Consumers have the incentives to amplify their consumption with the intention of gaining a position in so cial settings. For those that engage in some kind of self-reporting, a personal concern with status is but a factor that has been identified to motivate such actions. Indeed, the everyday observation of consumption patterns suggests a strong affinity to a direction of superior association with a given product; a fact that finds evidence in the concentration of households spending into furnishing living and dining rooms compared to private rooms such bedrooms. Such self-reporting intentions purposefully aimed at gaining social standing more often results from observed consumption patterns. Individuals often require alibis (reasons) that validate their purchases. Quite a huge chunk of college students’ product buying, for instance, is influenced by the advertising kind of contacts with colleagues. While needs play a fundamental role in the behavioral buying tendencies of consumers, the reality is that majority of products acquired are actually non-necessities in terms of surviv al. In the words of social anthropologist Edmund Leach, individual actions are shaped one way or another by learned behaviors from others within the immediate or observable surroundings (Jones 74). Clearly, if a person do not have adequate information, or simply does not value what being in possession of a Mercedes Benz signals to others in the

To critique a research paper Essay Example | Topics and Well Written Essays - 3000 words

To critique a research paper - Essay Example Mostly nurses provide care to the patients under the orders or supervision of the physicians and this traditional role has given nurses an image of care providers. However, most of the jurisdictions have permitted the nurses to work independently depending on the settings of their training level. But during the postwar period, the nursing education has been diversified towards advanced and specialized credentials, and this has brought change in many traditional regulations and roles of the care providers (Cornwell and Goodrich, 2009). Being a profession, the main motive of the nursing community in all over the world is to ensure the best care for all, while maintaining their credentials, standards, code of ethics, competencies and continuity of their professional education. There are many educational paths which lead to a professional nurse. However, it is pertinent to mention here that the nursing courses are different in overall the world; it involves extensive study about the theo ry of nursing and practice as well as training in the clinics. A professional nurse cares for people of all age groups and cultural backgrounds who are healthy and ill in a specific manner based on the person’s physical, emotional, psychological, mental, social and spiritual needs. This profession combines physical science, nursing theory and requisite technology required in caring the patients. Moreover, the transition from a student to a professional nurse is exigent due to various elements include: lack of practical experience, extraordinary expectations of the hospital and insufficient staffing in a hospital. Introduction The objectives and aim of the research paper titled â€Å"Care and compassion: the experiences of newly qualified staff nurses† written by Dorothy Horsburgh and Janis Ross (2012) is to review existing procedures being utilized by the nurses in the provision of care to the patients. Moreover, the awareness of the newly appointed nurses regarding th e compassionate care and utilization of factors facilitates achieving the objective of the nurses. In order to achieve the objective of the research paper, the authors have utilized qualitative approach and in this regard, a group of forty two (42) newly recruited nurses was selected. Diverse trends, themes and codes were detected and observed, after a though analysis on the data gained from the selected nurses. It was identified by the authors that the newly recruited staff nurses have diverse and miscellaneous rather systematic views, opinions and concepts. And ultimately, the authors realized an apprehension between the individual’s (nurse) ability to act and the working environment (cultural, communal, physical, managerial, and social) at which the nurses provide care to the patients (Horsburgh, and Ross, 2013). Moreover, it was derived by the authors that the supportive working environment influences the efficiency and performance of the nurses in a positive manner for d elivering compassionate care (Lombardo and Eyre, 2011). This document provides a thorough review of the above introduced research paper and the background of the nursing profession. Moreover, a framework utilized for qualitatively critiquing the research paper is presented by the Frances Ryan, Michael Coughlan and Patricia Cronin (2007). The research paper highlights certain questions which are required to be answered have been

Socio-cultural Influences on Consumption Japan Speech or Presentation

Socio-cultural Influences on Consumption Japan - Speech or Presentation Example Shintoism and Buddhism are the major religions in Japan. Some people practice both, as the religions complement each other in many ways. Coming to the language, Japanese is official and widely used, even in case of business communication. Interpreters do the translation in case of language-handicap experienced with overseas business clientele. They expect their language to be valued, even while using it for business, promotional or packaging purposes. People are respected by age and the ancestors are worshipped in Japan. Extended families consisting of uncles, aunts and grandparents were of common occurrence until recent years, when the hike in real estate prices made nuclear families more feasible. However, all the relatives meet up during festivals. Thus, the consumption pattern of the consumers have changed based on the variations in the family structure. Food is an essential part of Japanese culture. The head or the eldest or the most important person is allowed to start the meal first. Soup is an accompaniment, rather than being a starter and slurping noodles even in formal meetings is usual. Japanese remain communicate less while eating, because mealtime is meant for enjoying food. Their food philosophy is of total well-being, termed as Shokuiku. Brief cereal breakfasts, packed or bought lunches and detailed dinners with family are common (International Markets Bureau, 2010). Japanese consumers hold certain taboos, which need consideration in understanding their behavior. Saying ‘no’ is not of common practice in Japan. Pointing anything with chopsticks; usage of number ‘4’; white shirt, black trousers and black suit; exchanging food with chopsticks, etc., remind them of death and funeral and thus, these gestures must be avoided (kwintessential, 2004). Harmony and cooperation are the values that are promot ed in Japan. Education, home and business settings revolve around working with others, being polite even in case of disagreement and learning to live in collaboration. Thus, the societal norms in Japan are community oriented. Diligence and empathy are part and parcel of their behavior, which places the thoughts and feelings of others, before one’s own (Kogler, 2006). People assist others who need their help, by putting aside their own job at hand and they feel embarrassed when they are not in a condition to do the needful. This again reflects the emphasis on consumer service orientation and apt response to command and authority of the employees in the nation (kwintessential, 2004). The code of conduct for businesses in Japan essentially emphasizes courtesy, compassion and consideration. Maintaining a business card in Japanese, exchanging it on important occasions and treasuring those extended by the others form a part of this protocol of reverence. While attending a business gathering, everyone is expected to look well-groomed, formal and be punctual (kwintessential, 2004). Establishing long-term business relations is preferred to immediate

To critique a research paper Essay Example | Topics and Well Written Essays - 3000 words

To critique a research paper - Essay Example Mostly nurses provide care to the patients under the orders or supervision of the physicians and this traditional role has given nurses an image of care providers. However, most of the jurisdictions have permitted the nurses to work independently depending on the settings of their training level. But during the postwar period, the nursing education has been diversified towards advanced and specialized credentials, and this has brought change in many traditional regulations and roles of the care providers (Cornwell and Goodrich, 2009). Being a profession, the main motive of the nursing community in all over the world is to ensure the best care for all, while maintaining their credentials, standards, code of ethics, competencies and continuity of their professional education. There are many educational paths which lead to a professional nurse. However, it is pertinent to mention here that the nursing courses are different in overall the world; it involves extensive study about the theo ry of nursing and practice as well as training in the clinics. A professional nurse cares for people of all age groups and cultural backgrounds who are healthy and ill in a specific manner based on the person’s physical, emotional, psychological, mental, social and spiritual needs. This profession combines physical science, nursing theory and requisite technology required in caring the patients. Moreover, the transition from a student to a professional nurse is exigent due to various elements include: lack of practical experience, extraordinary expectations of the hospital and insufficient staffing in a hospital. Introduction The objectives and aim of the research paper titled â€Å"Care and compassion: the experiences of newly qualified staff nurses† written by Dorothy Horsburgh and Janis Ross (2012) is to review existing procedures being utilized by the nurses in the provision of care to the patients. Moreover, the awareness of the newly appointed nurses regarding th e compassionate care and utilization of factors facilitates achieving the objective of the nurses. In order to achieve the objective of the research paper, the authors have utilized qualitative approach and in this regard, a group of forty two (42) newly recruited nurses was selected. Diverse trends, themes and codes were detected and observed, after a though analysis on the data gained from the selected nurses. It was identified by the authors that the newly recruited staff nurses have diverse and miscellaneous rather systematic views, opinions and concepts. And ultimately, the authors realized an apprehension between the individual’s (nurse) ability to act and the working environment (cultural, communal, physical, managerial, and social) at which the nurses provide care to the patients (Horsburgh, and Ross, 2013). Moreover, it was derived by the authors that the supportive working environment influences the efficiency and performance of the nurses in a positive manner for d elivering compassionate care (Lombardo and Eyre, 2011). This document provides a thorough review of the above introduced research paper and the background of the nursing profession. Moreover, a framework utilized for qualitatively critiquing the research paper is presented by the Frances Ryan, Michael Coughlan and Patricia Cronin (2007). The research paper highlights certain questions which are required to be answered have been

Compare and contrast some aspects of classification, using at least Essay

Compare and contrast some aspects of classification, using at least three examples of different approaches and their strengths and weaknesses - Essay Example Soumen et al (2009) agree that data quantity surrounding us is humongous and the amount of information bombarding us is increasing. Making sense of this increasing data volume requires data mining skills and techniques that have evolved with increase in computing power. An allied discipline is Competitive intelligence which is a discipline used for improving market standing, improving strategic thinking – seeing through morass of disinformation and market disruptions and interpreting events without getting emotionally swayed with â€Å"pregnant† data. It is about analyzing an opportunity or threat before it has materialized (Reviews 2007). Finding patterns in data is a common way of analysis. Scientists want to discover the pattern and use the patterns for developing theories that can be extended beyond the concerned data in allied fields. This helps the scientists predict what will happen in newer situations. Intelligence is thus about using the available information in an efficient manner based on picture which may or may not be perfectly clear and exploiting the gleaned intelligence for making strategic decisions. Data mining calls for electronic data storage and using of specified search for pattern identification. Global data doubles by in every 20 months, and increased availability of machines that can digest and process such data have increased opportunities for data mining. Intelligently analyzed data may our only redemption in making sense of the growing data volume. Bits and pieces of information lead to understanding of the big picture. Data mining is using the existing data to solve problems and discoverin g patterns in data. Consumer shopping data might help in eliciting likely reason for customer loyalty and churn. Also data analysis on same database may identify the reason why customer may be attracted to other product or service thus allowing development of special

A Message Without Words Essay Example for Free

A Message Without Words Essay Select one (1) of the picture ads from the Benetton advertisement images document, located in the online course shell. Assume you are the project lead at Benetton. You and your team are tasked with revitalizing a social conscious campaign to address a world issue Benetton wants to draw attention to. Craft a message for this image and its appeal to the public on behalf of Benetton. The message selected for revitalizing a social conscious campaign to address a world issue that Benetton wants to draw attention to is, adoption and racial tolerance. Benetton wants people to realize that many children go without a real home or parents to love them and never get a real chance at childhood. They may have to live in orphanages, group homes or even worst, be placed from home to home in foster homes, because they never get adopted. The message is that love has no color, it is colorblind. It does not matter, what color the parents or the child are or what part of the world they come from, anyone can give the gift of love, by giving a child a home of their own. Define the goal of this campaign and the targeted audience with supporting rationale. The goal of Benettons communication and advertising is to target the global consumer and create a brand image and lifestyle. In past campaigns, Benetton has sought to create both a global dialogue about specific issues and make this part of its corporate culture. Benetton has used its advertising to champion social causes. Therefore, the goal of this campaign is to make people aware of the need for adoptions, the ease of adoption, bring attention to the beauty of adoption while combining racial tolerance, to promote colorless adoption. We want to shine the light on the colorblindness of adoption and that race, culture or creed should not matter, it is all about giving love. TARGET AUDIENCE The target audience will be global consumers, men and women between the ages of 18 and 44, because according to J. Jones, PhD. with the National Center of Health Statistics, â€Å"†¦ about 2 percent of the adult population aged 18-44, or nearly 2 million persons, [have] adopted children (4). More than twice the percentage of men (2.3) had adopted a child compared with women (1.1). These percentages represent approximately 1.3 million men and 613,000 women. Higher percentages of people over age 30, who are currently or formerly married, who have given birth or fathered a child, or who have ever used infertility services have adopted children compared with people who are aged 18-29, never married, without biological children, or who have never used infertility services†. This audience was chosen because it represents the majority of the American adopting population and also follows the demographic of Benetton shoppers. Develop a model for the advertisement strategy you will use and briefly discuss each stage of the model. â€Å"Most adoption companies use an advertisement strategy that employs marketing techniques like advertising in local or national magazines. They may write articles, place personal ads or use advertorials in magazines† (Adoption Marketing, n.d.). â€Å"An advertorial is an advertisement in the form of an editorial† (Merriam-Webster Dictionary, n.d.). This method is used because when used in printed publications, the advertisement is usually written in the form of an objective article and designed to look like a legitimate and independent news story. This method has gotten much attention for adoptions, but can be very costly. Other methods that are generally used for marketing adoption are running ads in newspapers or in the Yellow Pages. Because most adoption agencies are non-profit, a non-profit business cannot spend a whole lot of money on marketing. Even though some of these methods are inexpensive, these traditional methods are not very effective and really cost adoption agencies more money than the results, they receive. The reason for such poor results if the fact that newspaper and telephone book use are in decline. Personal ads though, are still somewhat effective. For these reasons, Benetton has decided to support this cause and use their bold, controversial ad campaign and social media network tools, to draw attention to such a worthy cause. Benetton also likes to stir controversy and believes that through this campaign they can address that adoption should be colorblind. This is the reason for this particular image to be used. It is strong and quite an attention getter. We want to use marketing techniques to reach single, young men and women, as well as, couples. The marketing campaign will need to work well and be effective enough to reach singles and couples, who want a baby and are unable to have one or want to add to their existing families. Because this campaign is for a nonprofit, instead of selling a product, we will be trying to get people to take action. We must translate the concepts of for-profit marketing for financial reward to nonprofit marketing or â€Å"social marketing†. â€Å"Social marketing is defined as using marketing concepts and techniques to achieve specific behavioral goals for social good† (Miller, 2010). This researcher believes that a marketing plan really is a set of questions that once answered reveal the actual integrated marketing communications package. The marketing plan is a made up of topics and then the questions to address each topic. The elements of our marketing plan are as follows: 1. Marketing Goals – in this phase we define what we need to do or want to accomplish. As stated above, through Benetton’s bold ads and their existing social media network, our goal is to bring awareness to adoption and that giving love is colorblind and we will do this by targeting the global shopper. We need to make people aware of the ease of adoption and how adoption makes the world better for all parties involved. We have to examine our existing advertising network, to determine if this message a proper fit for our current methods of advertising. Will this message work in our in the current magazines, billboard network (buildings, Times Square, etc., in transit stations, on trains and buses), in our stores and within our established social media network, already in place; which has been used in our other social cause promotions? Should this campaign be just domestic or global and include our international advertisi ng? 2. Environmental Analysis – the conditions under which we will operate. During this stage, a SWOT analysis will be performed, to determine the strengths, weaknesses, opportunities and threats associated with matching adoption and the Benetton corporate image. Because we are operating within the framework of a retailer promoting their stores and products, as well as, this social cause, we will address each of the following conditions: a) What are the internal and external conditions under which this marketing program must operate? Internally, what is Benetton’s corporate governance policy and how have they handled their promotion of social causes in the past? Because much of Benetton’s social promotion has been so controversial, we will need to investigate this question carefully, because adoption involves children and is not strictly an adult issue. Also, are there any adverse corporate public relations issues of record which could arise, that would relate to the company supporting and endorsing adoption? Since Benetton is a global organization where will this promotion appear, in the United States, only or in international markets? Throughout our global market, what are the legal regulations and cultural differences regarding adoption,? Finally, what resources are available to promote this cause within the organization? Does Benetton already have resources in place to promote adoption or will there be the need for partnerships with others? If partnerships are necessary, which ones should be selected. b) What skills will we need to promote this cause and what ones do we have on staff now? c) What systems do we need in place for this IMC plan to succeed? Do we have the proper exposure and audience in place, to make the social media elements of the promotion successful? 3. Audience and Segmentation – Who must we reach and convince and what are their interests and values. (see Target Audience, p. 3 of this document). 4. Messaging – the specific message that will move the audience to action. The message is simple: Adopt!!! Love Is Colorblind. By showing the hand of a child of one race and the adult hand of another race, we wish to communicate that adopting any child is a great gift of love and race should not matter, racial tolerance. The message’s goal is to show that we can all love and share love with any child and make the world a better place, trough racial tolerance and coexistence. 5. Marketing Tactics – how will we deliver the messages? Because of the demographic of the Benetton shopper and the company’s past advertising for social causes, this researcher believes that that they have in place the distribution channels for this message. The methods selected are photographic ads in their current magazine relationships, open air billboards; and billboards in transit stations, on buses and trains and in their retail outlets. Benetton’s existing social media network channels will also be used as a part of this IMC mix. This will include the company website, an email banner and Twitter. 6. Budget and Staffing – the resources to implement the plan. In this phase, we outline the financial and staffing resources required to implement the plan. Questions that must be answered include: What will be the budget for this promotion? Do we have the skills, time, and talent on staff to produce this promotion? For this IMC program to succeed, do we have adequate knowledge about adoption, in house or do we need the support of partner? 7. Strategy Metrics – how will we measure progress against our goals? In a for-profit IMC program this is an extremely important step, but in promoting a social cause, this step is very different and very difficult to measure. Although we want more people to adopt, this is tangible. Getting people to look at others through colorblind eyes, becoming more loving and caring toward others and to increase racial tolerance, is not. Therefore, promoting this message and stirring up publicity and social consciousness about adoption, race issues and tolerance, are one way to measure the success of this social cause IMC program. Formulate an integrated marketing communications plan that communicates the message to the targeted groups. Within this plan, be sure to address: The technologies used along with expected benefits of each. How the message and goals will be promoted. The process of marketing occurs in five steps: Understanding the market and the company’s marketing strengths and weaknesses, developing a marketing strategy, building a marketing plan, implementing the plan, and monitoring the success of the plan. Now that we have formulated our integrated marketing communications plan, and identified our targeted group, we will address the technologies we intend to implement, as part of this IMC program. The technological methods we will use, will be the company website, an email banner and Twitter. The Internet offers innovative and cost effective methods for adoption marketing. Using the Benetton website, we will be able to focus on reaching more people, telling people what adopting means, to a child and to society as a whole. We will take the mystery out of the adoption process. An excellent method of using the website for social cause internet marketing is having a website blog chronicling true stories of happy events surrounding adoptio n, and the fact that this can be interactive and done in a matter of moments, will give Benetton an opportunity to gather consumer data. A good use of the email banner is pay-per-click advertising, this will lower the overall cost and give interested consumers a way to contact an actual adoption agency. It will give the agencies more traffic to their websites and help increase greater awareness. The use of Twitter to promote this cause, is an excellent choice, because the Benetton customer is young, international and upwardly mobile. Benetton has a reputation for being modern, young and on the edge, so this is a perfect fit. Twitter is mobile and â€Å"gives [the user] the ability to share 140-character thoughts in a split second, [Benetton] can easily share links to PR releases, [adoption success stories, positive race messages] and stories about [their] business†¦Ã¢â‚¬  (Lacey, 2010). Twitter can also be used to branch out into other social causes, keeping an eye on trending topics and using it to tweet, about more than just Benetton business. â€Å"Twitter gives [Benetton] the ability to take a single thought [or cause] and share it with millions of people. And [their] customer evangelists can spread [their] message, as well as their opinions about [the] company’s greatness to as many people as possible† (Lacy, 2010). Since Benetton has such a reputation for their involvement in social causes, this element of the IMC, is a perfect fit for the company and the cause. In fact, all three of these technologies fit perfectly with the Benetton consumer demographic and the company’s corporate image and culture. They will be effective, not only to bring attention to this campaign on adoption, but will work well with future social cause promotions. These internet marketing methods will even include search engine optimization, viral marketing and article marketing as well. Decipher and select at least two (2) types of individuals, groups, companies, etc., that you reach out to gain support for the campaign. Be sure to discuss the expected benefits that accompany each external partner you identified. Benetton wants to enhance its reputation and drive sales; and the nonprofit cause wishes to generate awareness of their mission. In this promotion we are drawing awareness to the Benetton brand, adoption and race tolerance. The first group that we will reach out to partner with and gain support for the campaign; will be adoption agencies and orphanages. Benetton has the brand name and the reputation that will get the public’s attention. They want to use and share this with the cause to promote adoption. This a great combination but, the company lacks the knowledge on adoption regulations, laws and the process. Adoption agencies and orphanages have this expertise. An adoption agency or orphanage must be well-versed in laws and regulations regarding adoption, because this industry is so strongly regulated. Each country and even within a country, each state may have a different set of rules, regulation and laws to follow. Adoption agencies and orphanages are also heavily licensed. Because of the stringent regulating and the involvement of children it is necessary to have a partner with this knowledge, to be successful in promoting this cause. For this reason, these organizations are obvious choices to be major partners in this ad campaign. To support the â€Å"colorblindness†/racial tolerance piece of this campaign, Benetton will partner with The Southern Poverty Law Center. This partner was selected because this organization â€Å"is a nonprofit civil rights organization dedicated to fighting hate and bigotry, and to seeking justice for the most vulnerable members of society†(Who We Are, 2012). The Southern Poverty Law Center was founded by civil rights lawyers Morris Dees and Joseph Levin Jr. and is internationally known for tracking and exposing the activities of hate groups. This partnership was selected because of the organization’s international reputation and their dedication to fighting race bigotry. Also, their attention to seeking justice for the most vulnerable members of society, one of which is children. They were also selected because they have a specific program aimed toward children of the world, which distributes, free of charge, documentary films, books, lesson plans and other mat erials that promote racial tolerance and respect. Once this IMC plan is implemented with these partners, Benetton will not only have a successful campaign on adoption and racial tolerance but, this IMC foundation can be used for future social cause promotions. References Adoption Marketing | Advertising Strategies for Agencies Childrens Homes. (n.d.). Search Engine Positioning | Advertising, Marketing Optimization. Retrieved December 9, 2012, from http://www.customermagnetism.com/adoption-marketing/ Advertorial Definition and More from the Free Merriam-Webster Dictionary. (n.d.). Dictionary and Thesaurus Merriam-Webster Online. Retrieved December 10, 2012, from http://www.merriam-webster.com/dictionary/advertorial Jones J. (2009). Who adopts? Characteristics of women and men who have adopted children. NCHS data brief, no 12. Hyattsville, MD: National Center for Health Statistics. Lacy, K. (2011). Twitter marketing. (2nd ed.). Hoboken, NJ: Wiley Pub.. Miller, K. (2010). The nonprofit marketing guide: high-impact, low-cost ways to build support for your good cause. San Francisco, CA: Jossey-Bass. Who We Are | Southern Poverty Law Center. (n.d.). Southern Poverty Law Center. Retrieved December 17, 2012, from http://www.splcenter.org/who-we-are