Commonly Confused Words Diagnosis and Prognosis

The words  diagnosis and prognosis are commonly (though not exclusively) used in the medical field. Both terms contain the root word gnosis, which means knowledge. But  diagnosis and prognosis refer to different kinds of knowledge or information. Definitions The noun diagnosis refers to the process of analyzing information to understand or explain something. The plural of diagnosis is diagnoses. The adjective form is diagnostic. The noun prognosis means a forecast or prediction--a judgment about what is likely to occur in the future. The plural of prognosis is prognoses. In the medical field, diagnosis relates to identifying and understanding the nature of a disease or disorder, while a prognosis  is a prediction of the probable outcome of a disease or disorder. Examples Medical researchers are examining strategies for the early diagnosis of Alzheimers disease.A simple 15-minute brain scan could help doctors diagnose people* with  autism  by identifying structural differences in their brains. Scientists say the scans would speed up what is currently a long and emotional diagnostic procedure and allow the identification of at-risk children more rapidly.​(Alok Jha, Autism Can Be Diagnosed With Brain Scan--Study. The Guardian [UK], August 10, 2010)* See usage notes below.  The prognosis for continued and sustainable improvements in human well-being on a transformed planet Earth is, at best, guarded.​(W.C. Clark et al., Science for Global Sustainability.  Earth System Analysis for Sustainability, ed. by Hans-Joachim Schellnhuber et al. MIT Press, 2004)Our task was to  learn all that was known  about the natural history of disease so that we could make an accurate diagnosis and a reasonably probabilistic prognosis.  That done, our function as doctors  would be to enlist the best possible nursing care, explain matters to the patient and family, and stand by.​(Lewis Thomas, The Fragile Species. Touchstone, 1996) Usage Notes The distinguishing  difference between diagnosis and prognosis  is that prognosis implies the prediction of a future state. Thus, to accomplish prognosis requires both diagnostic and predictive tools, the former to sense the current state of damage and the latter to predict the future state based on projected usage and applicable life-prediction routines.​(Materials Damage Prognosis, ed. by James M. Larsen et al., 2005)  The disease, not the patient, is diagnosed. Do not write She was diagnosed with cancer. But also avoid stilted constructions like this: She was given a diagnosis of cancer. Consider simpler alternatives: She learned she had cancer. Tests showed she had cancer. Her doctor told her she had cancer.(Allan M. Siegal and William G. Connolly, The New York Times Manual of Style and Usage, 5th ed. Three Rivers Press, 2015)Lurie 1927 disapproves of using the verb diagnose with a person as its object, even though there is often no other way of avoiding a stilted se ntence. . . . [W]e believe that it is more frequently found in speech than in writing. However, the usefulness of this sense of diagnose is manifest, and its use in writing may well increase.(Merriam-Websters Dictionary of English Usage, 1994) Practice (a) When the ships engine wouldnt start, the chief engineer offered a _____ of the problem.(b) The gloomy _____ for jobs and incomes in the coming year sent stock prices falling. Answers to Practice Exercises (a) When the ships engine wouldnt start, the chief engineer offered a  diagnosis  of the problem.(b) The gloomy  prognosis  for jobs and incomes in the coming year sent stock prices falling.

Critical Analysis On Spanish Horror Films - 1852 Words

Shannon Stone 12-11-14 FEA 460 Spanish Cinema Final Paper Critical Analysis on Spanish Horror Films From the late 1960’s to the early 1970’s Spain rose as one of the leading countries to dominate the horror film genre. Struggling under a brutal and confining dictatorship for much of the 20th century, the horror genre of Spanish cinema took awhile to come together. During the difficult and challenging days of General Franco’s regime a limited series of horror films were produced, mainly for the English market. In the later years under Franco, hundreds of horror films were released. All were identified for their violence, eroticism, and unrestrained cinematography. Recently, 21st century Spanish horror films, such as The Devil’s Backbone and The Others, tell chilling ghost stories that go beyond horror genre and successfully mix suspense, horror, and coming of age techniques, during the harsh wartime, using sound, lighting, editing, and innovative camera work. After General Franco’s regime fell, a new wave of young directors such as Bigas Luna and Pedro Almodovar basked in their newfound freedom of expression to produce films that were unrestricted and independent. In the 21st century, a more mature Spanish film industry had returned to the horror genre in a big way. There have been many box office horror film hits produced outside of Spain with Spanish talent behind the camera, such as The Others. Spanish horror films had been designed to appeal to international marketsShow MoreRelated Columbus and the New World Discovery Essay4487 Words   |  18 Pagesvandalism, extermination, and ecological desolation. The revisionist reaction, it must be said, has been under way for a while. As far back as the quadricentennial Justin Winsor, a historian and bibliographer of early America, published a soberly critical biography, arguing that Columbus had left the New World a legacy of devastation and crime. George Santayana soon wrote of Columbus, in one of his Odes, He gave the world another world, and ruin Brought upon blameless, river-lov- ing nationsRead MoreMacbeth9435 Words   |  38 Pagescenturies, the play has attracted some of the most renowned actors to the roles of Macbeth and Lady Macbeth. It has been adapted to film, television,  opera, novels, comic books, and other media. Contents   Ã‚  [hide]   * 1  Characters * 2  Plot * 3  Sources * 4  Date and text * 5  Themes and motifs * 5.1  Ambition * 5.2  Masculinity * 6  Analysis * 6.1  As a tragedy of character * 6.2  As a tragedy of moral order * 6.3  As a poetic tragedy * 6.4  WitchcraftRead MoreGeorge Orwell23689 Words   |  95 Pagesthat, as Europeans go, the English are not intellectual. They have a horror of abstract thought, they feel no need for any philosophy or systematic ‘world-view’. Nor is this because they are ‘practical’, as they are so fond of claiming for themselves. 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We analyze the consumption stories of 30 museum goers in order to understand how people move through museum spaces and feel, touch, hear, smell, and taste art. Further, through an analysis of metaphors and the use of conceptual blending, we tap into the participants’ unconscious minds, gleaning important embodiment processes that shape their reasoning. Solvitur ambulando (Solve it by walking) (roman proverb) I n the twenty-ï ¬ rstRead MoreArt as an Embodied Imagination22095 Words   |  89 Pagesmechanisms inform their processes of abstract thought and reasoning. We analyze the consumption stories of 30 museum goers in order to understand how people move through museum spaces and feel, touch, hear, smell, and taste art. Further, through an analysis of metaphors and the use of conceptual blending, we tap into the participants’ unconscious minds, gleaning important embodiment processes that shape their reasoning. Solvitur ambulando (Solve it by walking) (roman proverb) I n the twenty-ï ¬ rstRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 PagesE SSAYS ON TWENTIETH-C ENTURY H ISTORY In the series Critical Perspectives on the Past, edited by Susan Porter Benson, Stephen Brier, and Roy Rosenzweig Also in this series: Paula Hamilton and Linda Shopes, eds., Oral History and Public Memories Tiffany Ruby Patterson, Zora Neale Hurston and a History of Southern Life Lisa M. Fine, The Story of Reo Joe: Work, Kin, and Community in Autotown, U.S.A. Van Gosse and Richard Moser, eds., The World the Sixties Made: Politics and CultureRead MoreExploring Corporate Strategy - Case164366 Words   |  658 Pagesmain issues inï ¬â€šuencing the competitive position of a number of organisations in the same industry with a relatively short case. 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Socrates On the Unexamined Mind Free Essays

James Perkins Liberty University (Philosophy) â€Å"Unexamined Life is not worth Living† Socrates believed that people do not think for themselves he also believe that if an individual cannot â€Å"think† that person is not open for others to question his/hers thoughts. The outcome of this dilemma in Socrates mind is â€Å"life is not worth living†. According to our presentational lectures â€Å"Philosophy† is a critical examination of our thoughts â€Å"Critical thinking†. We will write a custom essay sample on Socrates On the Unexamined Mind or any similar topic only for you Order Now If we cannot think our way through life, then life has no meaning, and it is not worth living. I believe Socrates quote is true, what purpose are we pursuing in life? If any at all, Socrates carefully chooses the word â€Å"unexamined† our lecture teaches us that philosophy is a critical examination of our basic beliefs concerning reality. In my opinion reality is life; therefore we must ask ourselves the question, what is life? Speaking from a philosophical point of view, I believe life has no meaning, if we do not know who we are or what our purpose in life is. In our culture today many people want to exclude their past and forget what they have gone through in life. I believe as Socrates did in his time, to examine your past and the outcome of your future will lie before you. Again, I strongly believe Socrates famous quote is true, not only is it true, this quote has â€Å"step on the toes† of many people for many years. Why? In our current culture today we the people have issues on just using basic common sense. I believe common sense is a gift from God, therefore it is a natural gift. How to cite Socrates On the Unexamined Mind, Papers

Green Revolution free essay sample

Interaction between humans and the environment has always had a great importance in the development of humankind; according to Marx, what differentiates humans from other animals is the fact that humans can transform their surroundings to suit their needs, through labor. The Green Revolution is not the exception to that. In times of need the human being manipulated its environment to be suitable for its development, however, the question lingers, how efficient was it, how positive? The Green Revolution, from 1945 to the present, was motivated by the need to increase the production of food to supply for the increasing demand as population grew, to promote national self-sustainability in terms of food. However, during that period the effect of the Revolution have been detrimental to the environment and society: they have damaged agricultural diversity and heritage, damaged the lands, and put at risk food security; also, they have widened the gap between the very rich and the very poor, monopolizing the food industry. The Green Revolution originated after an urgent need to promote food security with a growing trend in global population, as a way to promote self-sustainability and independence. As it is clear in the report given by the Food and Agriculture Organization (DOC 2), in the period ranging from around 1929 (great depression) and 1945 (end of World War II) the global food supply index was below the world population. What this means is that there was literally not enough food being produced world wide to feed the world population. This struggle of human kind to stay afloat in supplying the minimum needs for survival meant that a change needed to occur. The answer, as Dr. Norman Borlaug stated in his Nobel Lecture (DOC 4) was not simply planting more in the developing nations, since the lands in those areas were â€Å"tired, worn out, depleted of plant nutrients†¦Ã¢â‚¬  Clearly, what the document refers is that a new, more effective way of growing food had to be developed. In fact, Dr.Borlaug states that the priority of the developments of the green revolution concentrated in the millions that were lurked by hunger, a large problematic that clearly was under the spotlight. As a proof that the world was prioritizing the deficient food supply is the statement given by President Harry Truman (DOC 3). President Truman was the leader of the most powerful nation in the world at the time, the one with the largest technological developments, and his word was the one that would set the course of the world. This particular speech is vital, since it is the inaugural speech, where he was to set the priorities of the government and address the world with what the United States had as a course for the future. In this speech, he clearly refers to the shocking figure that â€Å"more than half the people of the world are living in conditions approaching misery† and says that the United States will help provide â€Å"technical knowledge†¦ to produce more food† In the speech President Truman refers often to liberty, thus meaning that self-sustainability will provide freedom. This speech is the perfect example, the jewel of the trend that the world was seeing with regard to prioritizing food. The mention of â€Å"technical knowledge† is vital in the construction of the green revolution as a response to the lack of food, with technological developments in the agricultural field. Some have said that the Green Revolution has been a success in improving the food industry, and improving living conditions for everyone; nevertheless the numbers today reflect a mediocre success. Indian minister for food and agriculture (1964-1967) states in an interview (DOC 5) that the farmers of the state of Punjab competed to use the technology that was introduced by the green revolution the best. It is stated with a positive connotation, as to refer to the great feats of Punjab. This seems very positive, however, the most likely reason for this to have occurred is the fact that multinational corporations were kicking them out of the market and they were forced into utilizing the technology that those same corporations were imposing on them. If this were true, which it most likely is, as it has happened in many places around the world, it would discredit the great success that the Green Revolution supposedly is. Furthermore, the claim is that the Green Revolution has brought prosperity, however, to whom, to the ones that were rich already? A perfect example of this negative impact of the Green Revolution is the conversation between Mrs. Dula and the United Nations official (DOC 6), which gives a not very realistic perspective of the impact of the green Revolution and is concentrated exclusively in the sector of the very rich. This document is indeed quite revealing, as the speaker is an aristocratic woman of Mexico, probably a housewife who sees the world through the optic of his husband, a man who earns a salary if the revolution which he works for is successful; in fact, she is most likely part of one of the clubs she talks about herself. The occasion of this statement is a simple conversation with a UN official, probably at some sort of a social event, where the high class is all joined together, with perfectly slanted people who are not really analyzing the global impact of the Green Revolution. This document gives a crystal clear proof of how much the Green Revolution has made the â€Å"rich Mexican farmers† richer probably at the expense of making the poor laborers, poorer, however, this document presents only one, very bright point of view to sell the revolution. With regards to India once again, socially, they sell the idea of improvement, like in the report of the State of Punjab (DOC 9) where it says that the Green Revolution has seen with it the â€Å"emergence of middle and rich peasants† a very undesirable euphemism to conceal the actual situation. This document seems to give a perspective of social growth and development, of a population going for education, yet once again, it seems very idealistic in its tone, when in reality India has totally different conditions. With regards to that, India has one of the largest Gini index’s in the world, meaning a huge social inequality, and has one of the smallest middle classes in the world, which has diminished even more throughout the years, meaning that in reality, India may have had a somewhat positive year, but the general trend is of a very pronounced downturn in social progress, all related to the Green Revolution which is destroying the small farmers. The Green Revolution, in truth has brought more ill than it has brought good, in the environmental and social aspects. Regarding environmental harm, the FAO Wheat Yield report (DOC 1) is very good in demonstrating the introduction of massive scale crops that the Green Revolution brings forth with it. The introduction of these crops damages the lands since they are not prone to such production. The graphs show that in both Mexico and India the crop yields were extremely irregular, and as time passed they have become even more, this is due to the fact that they are not proper to those areas and its planting is something totally synthetic and with complete disrespect towards the natural balance. The article by Dr. Vandana Shiva (DOC 8) reveals how much damage the crops, especially Genetically Modified Organisms; do to the land they are planted in. The â€Å"reduced genetic diversity, increased vulnerability to pests, soil erosion, water shortages†¦Ã¢â‚¬  are effect that will leave marked the land for a long time, as Dr. Shiva states, and are a threat to future generations, which will have totally barren land where it will be impossible to plant food. Dr. Shiva also refers to the social problematic that the Green Revolution is planting alongside its seeds. For instance the fight for water to provide irrigation, previously not needed in India, has lead to â€Å"conflict and violence† and as it has become a worldwide trend, the career for water dominance is â€Å"leading to both local and interstate water conflicts. † This clearly shows how disadvantageous the spread of the Green Revolution has been, since it has brought unmeasured changes that have not been made responsibly, but rather abruptly, causing enormous damage. Dr. Shiva is an Indian Physicist, and being from India she probably has had a very direct contact with the Green Revolution, considering that one of its birthplaces was in fact the State of Punjab. In this occasion she is writing for the Ecologist magazine, a publication read by people with primary interest in the environmental issues, including organization leaders and maybe politicians who will probably get concerned, especially due to the tone of annoyance and hatred that she employs in the article. Expanding on social implications, the Guatemalan National Coordinating Committee of Indigenous peasants (DOC 10) gives a different perspective. Although it may sound somewhat as mysticism from indigenous people, saying that they have contaminated the seeds is not a joke, considering the hormones that can be found in GMO plantations. This also acknowledges a vital issue, the loss of diversity and heritage that society is killing with the systematic Green Revolution trends, like the Mayan traditions, which have been present for â€Å"five thousand years. Furthermore, the social disaster does not stop there, but stumbles over women, which according to the FAO Newsletter (DOC 7) have been forced to change their job. In this case the implications have made woman, traditionally in other roles, have even less opportunities to succeed, as the increased need for cash income made the woman be forced to work. This implies a social catastrophe since it denies the right of woman to equal opportunities, which are stripped off with the Green Revolution, which makes them simply one more laborer forced to work. Additional to the information presented in the documents it would be vital to contain the point of view of a small scale male farmer that has to compete with the multinational corporations, which have been installed after the start of the Green Revolution circa 1945. This would be important since it would show the first hand effects of the monopolies that the Green Revolution has brought, with regards to the social impact it has made, and whether that impact is positive or negative. As discussed throughout the essay, the Green Revolution, which has lasted from 1945 until the present day, was originated with a need to secure food production in a starving world. However its effects were not so positive, since today many starve, and the Green Revolution has damaged the environment and widened the gap between the social classes. The setup of crops that have give no benefit to the places in which they are grown, with complete disregard to the ecological balance that was being destroyed have caused issues ranging from soil erosion to water shortages and crops with pest vulnerability. The Green Revolution has also made the rich farmers richer at the cost of the poor being poorer, since the costs of the new technologies are not easily accessible, but the yields that they provide take the small farmers out of business. In general, although certain governments sponsor the Green Revolution and make it seem positive, it has brought about large changes in the way humans interact with the environment, with a generalized destruction of it to get short-term solutions to the problem of food shortages.

Rose For Emily Essays (1252 words) - A Rose For Emily, Fiction

Rose For Emily The use of conflict, foreshadowing, and flashbacks throughout the story form the plot along with its characters. The plot's stages can be traced throughout the story. The start and end of the exposition, climax, and resolution can be identified. There is also a protagonist and a few antagonists in this story. The story is based on the life of a southern woman and the outcome of probably her one and only relationship with a man. I will in the following paragraphs illustrate the use of the previously mentioned tools in the story. The story opens with the death of Miss Emily Grierson, the subject of the story. The fact that the story begins in medias res or in the midst of the story is an example of manipulation of the chronological order of the story (Kirszner and Mandell 65). This tool used by authors enhances the way a story is told. Another form of manipulating the order of when events are exposed is through the use of flashbacks. Faulkner relies on this to describe the events leading up to Emily's death. Throughout the story the narrator goes back to different events to introduce characters such as her father, her Negro servant, Homer Barron, and the Board of Aldermen. An example of this would be when the narrator states, "We did not even know she was sick; we had long since given up on getting any information from the Negro." (86) Within these flashbacks, the author inserts examples of foreshadowing. When an author uses foreshadowing they are trying to give the reader an insight to the events about to unfold later on in the story (68). Palomo 2 One example of this would be when the aldermen go to visit Emily to serve her with a notice of the taxes she owes. The author writes, "So she vanquished them, horse and foot, just as she had vanquished their fathers thirty years before about the smell." ( 82) This statement was an example of foreshadowing in that it evoked the reader to ask him/herself "what smell?". The smell would be the rotting corpse of her dead lover Homer Barron, which was revealed at the end of the story. The cause of his death was also foreshadowed in the text. Emily had gone to the drugstore and asked for arsenic. When the druggist informed her that by law he was obligated to ask her the purpose for the arsenic, she looked at him "eye to eye, until he looked away and got the arsenic and wrapped it up." (84) The use of flash backs and foreshadowing by the author help him establish the storyline and introduce the conflicts that the protagonist must face. The conflicts that Emily had with some of the characters and herself shaped her in the eyes of the reader. Emily was a woman that had been raised around the time of the Civil War in a prominent family. This fact kept her from having a normal life. Her father never felt any man was worthy of courting her. After he died, she searched for that happiness she felt she deserved, but always maintained the noblesse oblige whenever in public. The denial she exhibited at her father's passing was the same denial she felt when she realized that Homer could one day leave her, too. The culmination of her father's death and no big inheritance made her feel as if though her life was spinning out of control. She could not bear the thought of being without Homer and alone with nothing. This is why she killed him and still slept by him all those years. His death created a conflict with her moral character, which is why she became a recluse. Palomo 3 Aside from this struggle, Emily had now also become an old lady surrounded by a new generation of towns people and leaders. She had become kind of a burden to the town because of Colonel Sartoris' promise to void her from paying taxes. The text alludes to this when it states, "When the next generation, with its more modern ideas, became mayors and alderman, this arrangement created some little dissatisfaction." (81) The new generation saw Emily as a reminder of the older ways of life in that town. All the conflicts that Miss Emily Grierson faced were what established her character in the story. Emily is seen as the protagonist of the story. She is the one that battles with her father's ruling hand and his death, her

The Freedom of the Press is abused in America essays

The Freedom of the Press is abused in America essays In todays day and time, information is the key. Its all about who knows what, and who knew it first. The problem with this is when inside leaks occur. When the press provides potentially confidential or secret information, this provides the perfect opportunity for foreign countries to flip on their TV and find out this information. This is why the freedom of the press is abused in America. During war coverage, the press must rely on the military for their safety because reporters are generally not soldiers. This can also cause problems with releasing military position, secret information, ect. ect. But the press is better off with us then by themselves, if for no other reason then that the military and ultimately the nation must take responsibility for the actions our press takes during these war times, for if reporters are taken captive, they may be used as bargaining tokens. But even if all restrictions are taken off, it doesnt guarantee that the press will perceive or deliver their reports honestly. Which makes you want to pick and choose what press companies you will allow with you; for when false information is given to the general public, it can be confusing or misleading and may leave the nation not backing the war. You must also question the content of information the press releases. For instant, during the September 11th attack when people were shown jumpin g to their death from the top of the towers; this was unnecessary. Another thing you want to hold dear is your privacy. Imagine yourself waking up and flipping on the TV to watch the morning news when the car accident you were involved in yesterday becomes the topic. The newscasters talk about how you caused the accident because you were allegedly under stress and that this stress could have been caused by the affair you are involved in with your wife and how you have been married 6 times. You feel violated with everyone knowing about your private...

Consolidated Life Essay Example | Topics and Well Written Essays - 500 words - 1

Consolidated Life - Essay Example Trying to attempt the behavior of Jack was not a smart thing to do; Mike would have been better served to try to get Jack onside rather than making an enemy out of him. Although his plans would have had to of changed, at least with Jack as an ally Mike could have made the Supervisors Forum work better. If I was Mike then I would have sat down for an informal one-on-one meeting with Jack Greely right at the very start to deal with any problems that may exist between the pair. It is better to sort out differences before starting to work together, so this could have avoided crashing later on. It does not have to be Mike or Jack; in fact, it could be a win-win situation where both of them got what they wanted. Mike would describe the organizational culture at Consolidated Life very different to how he left it when he temporarily moved away. Before there is a carefree approach present in the workplace environment, but now with Jack Greely in charge there is much more structure and organization to the firm. Due to Mike laidback personality, he finds it difficult to thrive in an environment that appears to be so stifling to him. However, this is the way that Jack works so there is little point in complaining about it. Going to Rick to express some concerns would be a waste of time because it seems like Rick sees something in Jack that he likes. Mike needs to realize that the game has changed and he has to be the one to adapt and fit it; not the other way around. Every employee has a huge responsibility to read a firms culture and adjust to it. This is something that every employee should look to focus on when they first enter a workplace. Organizational success comes directly from the team culture that is established.  

Maryland Department of Public Safety and Correctional Services Assignment

Maryland Department of Public Safety and Correctional Services - Assignment Example The body is also responsible for upholding the activities of ‘Maryland’s Criminal Justice Information Repository’, ‘Criminal Injuries Compensation Board’ and the ‘Maryland Police and Correctional Training Commissions’ along with many other criminal related functions. The human resources play a considerable role in the operational procedure of this agency as well. The main mission of the body is to protect the public, its employees and control offenders under its supervision. The main vision of the legal body is to establish itself as the most recognized body in the nation which believes that their employees are the biggest strength and can stop any form of illegal activities. The leadership quality of DPSCS is well known all over the state for maintaining a strict form of leadership quality which helps in maintaining law and order in the country. Within the periphery of DPSCS, The Maryland Public Safety Education and Training Center (MPSE TC) is located in Sykesville in Maryland. It functions beneath the Maryland Police and Correctional Training Commissions which is a division of DPSCS (Maryland Department of Public Safety and Correctional Services, n.d.). ... It is a general overview of the operational and the basic safety measure of firearms, as applicable for the purchase, rental or transfer of regulated firearms. It does not allow students to pursue this training course as the law does not permit it. The institute includes staff office, class room for training the applicant, an armory for storing the firearms used during the training, weapon cleaning areas with solvent storage and a computerized shooting stimulation station. Though the institute provides no indoor range for practice however the FTF building consists of 4 pistols and one riffle range all with self-contained bullet traps (Maryland Department of Public Safety and Correctional Services, n.d.). Drivers Training Facility (DTF): Another facility provided by the DPSCS is the facility of training drivers. The facility mainly deals in training new drivers the different rules and regulations which should be considered while driving. The institute is co-located and approximately 2 miles from the academic related institute of the agency. The institute consists of training vehicles, classrooms, fuel, automobile supplies and a DTF repair garage. The enrollment procedure for drivers training can be done online in the official website of DPSCS (Maryland Department of Public Safety and Correctional Services, n.d.). Academic and Administrative Complex (AAC): Academic and Administrative complex controls all the administrative and most academic and training centers in this complex. The Public Safety Education and Training Center is located in the ground of Maryland Springfield State Hospital. The main aim of this department is to improve local infrastructure along with reducing the expenditure by establishing legal bodies such as Police

Assignment 2 Essay Example | Topics and Well Written Essays - 1000 words - 1

Assignment 2 - Essay Example Right from the time of birth up to maturity, people anticipate to have some sense of love and belonging. Relationships make people to feel in place. Relationships make people happy and appreciate their life worth living. However, it is the same relationships that cause stress for most people. Relationships are major and common causes of stress for many individuals, especially when the relationships turn sour. People frequently undergo relationship problems such as, but not limited to infidelity. Relationships between spouses, peers, friends, employees and any other form of social systems, are usually characterized by conflicts. Despite the fact that relationship problems are the most prevalent, many people are oblivious of the causes of the problems. It is this lack of comprehensive understanding of the causes and nature of conflicts in relationships that causes stress for many individuals. In most occasions, problems in relationships are associated with concealed conversations and c onduct patterns buried deep within individuals. Most often, people fail to recognize their roles in relationships. Further, many people are always perplexed about what they are supposed to do in order to establish and sustain blissful, triumphant and long-lasting relationships. As they mull over how to make their relationships perfect, most people end up stressed. However, in many incidents, break ups in relationships and lack of understanding are usually what result into stress for many individuals. Relatively few people can manage their stress levels after break-ups. Instead of focusing on positive ways of dealing with their predicaments, many people are often engulfed in sulking and crying over spilt milk, which worsen their situation all together. What stresses one person may not be a problem to the other. According to mental health experts, personality contributes hugely to the manner in which people handle their relationships and stress. According to mental health professional s, individuals with â€Å"Type A† personalities are usually impatient, determined, time-conscious and driven. These personalities if not controlled properly may lead to stress-related ill health. On the other hand, people with â€Å"Type B† traits tend to be relaxed, not overly time-conscious, determined. As such, people with â€Å"Type B† traits often perceive things adaptively. Unlike individuals with â€Å"Type A† traits, they can think constructively and figure out how they can resolve their situations. Generally, individuals with â€Å"Type B† personalities tend to be less vulnerable to stress compared to people with â€Å"Type A† traits (Pejuskovic et al 389). It is often noticed that women and men usually respond to stress differently. One of the reasons that have been attributed to this is hormonal influence (Rai 52). Three hormones are believed to play a significant role in how women and men react to stress. These include cortisol, epinephrine, and oxytocin. In the event of stress, cortisol and epinephrine hormones are released, which increases blood pressure and also increase blood sugar level of an individual. Cortisol also reduces the efficiency of an individual’s immune system (Rai 52). In women, cortisol and epinephrine hormones are released into the bloodstream during a stressful event; oxytocin hormone is released from the brain to counter the release of cortisol and epinephrine hormones. Oxytocin also plays a role in nurturing and calming emotions.

Analysis of using controlled slow cooling

Analysis of using controlled slow cooling To get the reproducible outcomes in biomedical research, genetic stability is essential and it is achieved via cryopreservation technique. Technique of cryopreservation involves the preservation of viable cells, living tissues, gametes, embryos, organs and also some organisms on cooling at low sub-zero temperatures, characteristically at -196Â °C for a prolonged time to implement the applications of these biological materials over biomedicine, conservation and animal reproduction (Mazur., 1970). Long time storage is achieved by using this technique (Pereira and Marques., 2008).The cryopreservation technique is carried out in two different ways: Vitrification and 2. Controlled slow cooling (Frederickson., 2000). To proceed with these two protocols, several steps need to be taken and also we must look its advantages and limitations. Alteration in temperature induces main two damages Freezing injury and chilling injury and these injuries are reduced greatly by using the cryoprotectant. Detailed analysis of these and its role in both vitrification and slow cooling techniques is described below (Fuller et al., 2004). TWO APPROACHES OF CRYOPRESERVATION: VITRIFICATION: Preservation of biological materials under hypothermic condition with devoid of freezing is called as vitrification (Rall, W. F. and Fahy., 1985). Vitrification induce glassy formation instead of formation of ice crystal, thus it is not causing essential damage to the living system (Fuller et al., 2004). SLOW COOLING: Preserving cells from room temperature upto the temperature of liquid nitrogen is called as slow cooling. Damage associated with this are reduced using cryoprotectant (Gao and Critse., 2004 and Guan et al., 2008). MAJOR DAMAGES ASSOCIATED WITH THIS TECHNIQUE: During cryopreservation, major injury that induces damage to the cell survival is: Freezing injury Chilling injury. (Gao and Critser., (2000). FREEZING INJURY: with the significant preservation at hypothermic temperature, water becomes solidify and it causes the cell damage, even to unviability. (Fuller et al., 2004). Freezing injury TZ p3 This diagram is reproduced from the material belongs to (Ashwood-Smith and Farrant., 1980). At high rate of freezing, ice nucleation provokes. Most cells has thermodynamic freezing point above -0.5Â °C. But the freezing of cell developed only after reaching 5Â °C. Unfrozen state of cell and its environment occurs due to the protective solutes super cooling and freezing point depression. External medium impulsively induce ice seeding formation between 5Â °C and 15Â °C, but composition of cell persist in a super cooled and unfrozen state. Extracellular solution remains in unfrozen fraction and that influences the ice formation in external medium. Concentration of solute in extracellular solution rises in respect to the decrease in temperature. So, ice formation developed and encourages probable imbalance between the cell and external solution. Water present inside the cell is in super cooled state than extracellular region; due to the potential imbalance, water migrates to extra cellular region and freezes. Entire event of cell relays over the cooling. Decrease in cool ing induces the dehydration of cell and the intracellular freezing is prohibited. Rapid cooling induces intracellular ice formation as a result of rapid decrease in extra cellular solution than the water diffusing out from the cell. Ice formation inside the cell is certainly lethal (Fuller et al., 2004). INTRACELLULAR ICE NUCLEATION: Homogenous nucleation, seeding by extracellular ice and heterogeneous nucleation are the possible ways IIF. When the rate of cooling decreases, electrolytes concentration on freezing relate to unfrozen section of water. It is classified into intra and extracellular electrolytes. CELL VOLUME DECREASE: Volume decrease whilst freezing induces injury to cells by minor tonicity solution. Decrease in cell volume whilst freezing concerns cell damage. DEHYDRATION THEORIES (Meryman): Inability of cell to shrink osmotically below perspective level whilst it tries to reaches osmotic equilibrium. This is called as minimum volume hypothesis over damage of slow-freezing. CHILLING INJURY: Different cell type reaches damage upon cooling around 0 Â °C without freezing, i.e without ice formation. Damage occurs irreversibly on chilling temperature. If this happens in sperm cells, it is termed as temperature shock. Direct and indirect chilling injuries are the major two categories of chilling injury. These injuries are expressed upon lower temperature and it is termed as cold shock. It depends over the rate of cooling. Indirect chilling injury occurs on exposure to reduced temperature for a prolonged time and it is independent of rate of cooling. It is sometimes difficult to distinguish cold shock and indirect chilling injury (Fuller et al., 2004). TZ p2 The above plot is reproduced from the material belongs to (Muldrew et al., 2004). COLD SHOCK: Cells become sensitive to cold shock as it rapidly cooled at low temperature for long time. Viability of cell and its severity of injury are relays over the rapid or slow cooling. Also this cold shock s not depends on warming rate but it depends on rate and duration of cooling (Tsai et al., 2009). Membrane permeability is injured upon rapid cooling and chance of reversibility is available for some cases. Addition of specific compounds and cell former cooling condition influences the response of cell. Thermotropic activity of lipid membrane is suspected to identify the injury due to cold shock. Lipid phase transitions of cell membrane influence the injury of cold shock in many species. INDIRECT CHILLING INJURY: Long exposure of biological materials at low temperature causes indirect chilling injury and this injury is cooling rate independent. Lipids and proteins are changed by means of its activity and structure. Eg: changes in enzyme activity and protein denaturation. Also the metabolic pathway and enzyme linked reactions face some alterations as the co-ordination is decreased according to the decrease in temperature rate (Fuller et al., 2004). ROLE OF CRYOPROTECTANT: Cryoprotectant enhances the dehydration process formerly formation of external ice. The activity of water is greatly reduced during the lack of water loss. By reducing the effect of salts, it acts as a protective influence on structure of the cell. Freezing protocol progression needs consistent method to detect the cell viability (Fuller et al., 2004). Cryopretectant may be a chemical additive that is added to the solution before freezing to ensure the high survival rate after post thawing. Role of cryoprotectant is to support and protect the survival of biological material upon cooling to hypothermic temperature for long duration of time. Property of an effective cryoprotectant is high solubility with decreased toxicity. Cryoprotectant can be classified according to chemical class and mode of action. Each categorized cryoprotectant plays a vital role upon thawing and cooling. Freezing point depression is promoted by permeating cryoprotectant due to the presence of electrolytes. Non-permeating cryoprotectant promotes decreased formation of ice crystal upon freezing by prior dehydration of biological material. Reduced deviation of volumes and solutes damage concentration is enhanced by the cryoprotectant. Eg: DMSO (Fuller et al., 2004). Cell protection is also achieved by fluctuating formation of ice crystal into harmless shape and size during thawing and freezing. It is necessary to look the toxicity of cryoprotectant over cells and its permeability. High concentration of cryoprotectant itself injured. Direct exposure of cryoprotectant with membranes and proteins induce ionic pumps disruption over trans membrane and also causes enzyme inactivation. But more amount of cryoprotectant in vitrification ensures viscous and amorphous medium. The possible approach to overcome this problem is achieved by using mixture of cryoprotectant at definite concentration (Tsai et al., 2008 and Fuller et al., 2004). SIMILARITY AND DIFFERENCES OF VITRFICATION AND CONTROLLED SLOW COOLING: -ADVANTAGES AND DISADVANTEGES: Effective vitrification demands enormous sample cooling and solute with high concentration with combination of cryoprotectant (Bielanski, and Lalonde., 2009). Successful vitrification was enhanced in 1985 to cryopreserve the mouse embryo and this technique is also effectively applied to preserve the blood cells, tissues, embryo and oocyte of Drosophila melanogaster, Asparagus officinalis plant as well as embryos of numerous mammalians. Cryopreservation of mammalian system report entails the success achieved through the technique of controlled freezing. However in the case of fruit fly, vitrification occupies a success where the controlled freezing failed. Efficient vitrification technique relays on an optimization of some specific steps that includes appropriate composition and concentration of provided vitrification solution with specific cooling/warming environments. Also this technique induces equilibration of living cells present and to dilute the cells present in the vitrification solution (Fuller et al., 2004). A series course of freezing and warming of bovine in-vitro matured, fertilized and cultured blastocysts using electron microscope (EM) grids (A-F) ( Reproduced from park et al., 1999) The use of slow cooling includes several ranges of rates of cooling when we compared vitrification with rapid and ultra rapid cooling. The ultimate goal of both techniques is to produce a glass like state of cells to prevent the damage caused by formation of ice crystal upon cooling (El-Danasouri, and Selman., 2005). At first, vitrification procedure involves lengthy pre-equilibrium procedure. Currently, combination of penetrating and non-penetrating solutes is used with non-toxic property with several ranges of cooling rates. Both the technique result in successful cryopreservation of embryos and oocytes of humans (Borini, and Coticchio., 2009). Even these procedures resulted good, slow cooling technique applied for cryopreservation of oocytes shows very less successive rates when compared to vitrification. Vitrification acts as a promising technique in many areas in reproductive technology, even though its positive rates need to establish further. Vitrification is an easy procedure and that consumes less time duration. Also this vitrification technique is safer and cheaper when compared to control slow cooling. ( Kuleshova, L.L. and Lopata, A., 2002). Cryopreservation of cell faces relative damage due to cooling and thawing. Mostly damage occurs whilst storing the cells at hypothermic conditions. Maintaining healthier cells for further use are very essential and we need to prevent it from genetic drift and contamination. To stop the biological action of the cell and to maintain that in its preserved state is the role of cryostorage. In fluid system, molecular motion is achieved via temperature (Fuller et al., 2004). The molecular motion get reduce according to the decrease in temperature. Biological species are designed to be viable and active at maximal temperature but it lost its activity at hypothermic condition. At that instance, lipid phase transition, structural and enzymatic damage and de-polymerization occurs (Kiefer et al., 2005). Major damaging phenomenon upon cooling are: Intracellular ice crystallisation and osmotic damage. Chilling sensitivity or cold shock leads the cell to death at the temperature below 0Â °C. These effects differ from one cell type to another. Bacteria and some viruses can sustain in 60 degree but the holding temperature for most of the biological sample is below -130Â °C (Fuller et al., 2004). Conventional cryopreservation method is established to overcome the formation of ice whilst cooling. Formation of ice crystals are avoided by vitrification via its usage of concentrated solution and rapid cooling. This vitrification method contains a potential advantage as it is rapid and this technique does not require rate cooling equipment. Vitrification results in good survival rate of preserved oocytes and embryos. Cryopreservation widely applicable to retain genetic resources and protect the endemic species (Tsai et al., 2010). Vitrification acts as an alternative method to slow cooling. This provides higher survival of pregnancy range and embryo viability. This vitrification acts as a suitable procedure in infertility clinics. In this, cryopreservation of numerous embryos is maintained within short period and thus it acts as a simple method. Still, less number of controlled studies and childbirths are concerned over vitrification technique. Multiple pregnancy risk associated w ith freezing using controlled slow cooling is restricted using vitrification. Also it works with high efficacy (Kuc et al., 2010 and Trounson and Mohr.,1983). Vitrification acts as an attractive cryopreservation method when compared with controlled slow cooling technique. In contrast to slow cooling method, this vitrification technique is precise and in this each and every step is visualized. Vitrification reduces the time duration of exposure to sub-physiological environments. It requires only less than 10 minutes carrying out while slow cooling takes nearly two hours. Vitrification is simpler and it does not need costly programmable freezing equipment. In some cases, chilling injury also prevented by vitrification (Fuller et al., 2004). Needle immersed vitrification requires less concentrated and minimum volume of vtrification solution. Maximize cooling rate, reduce toxicity of vitrification solution with low volume of less concentration cryopreservation. In vitrification, upon freezing, only numerous ice crystals are formed and so less mechanical disruption results by ice crystal (Wang et al., 2008). Vitrification technique is accompanied without the withdrawal of more amount of water. So, less chemical damage only exist. But the chemical damage due to cryoprotectant is a complicated matter. ( long). Common variation held between vitrification and controlled slow freezing is due to the numerous additions of cryoprotectants. Implementation of maximum equilibration condition and dilution are expected from the vitrification media. It is necessary to use low toxic agents in the vitrification solution. To achieve an efficient vitrification, formulation of 2 things over the vitrification technique are essential. 1. physicochemical properties : Concentrated vitrification solution induce glassy solid formation and it helps to devoid of crystallization whilst cooling. 2. cyoprotectant: using low toxic cryoprotectant with an intrinsic permeability. Vitrification protects the cell from ice formation while cryopreservation.Both the vitrification and slow cooling are used to preserve human oocytes (Fuller et al., 2004). In case of human ES cell cryopreservation, improved efficiency is noted in vitrification than in traditional cryopreservation (Zhou et al. 2004 and Peng-Fei et al., 2006). Analysis of colonies after vitrification yields rapid growth and differentiation when compared with slow freezing technique. Vitrification acts as a promising approach to cryopreserve the multi cellular tissue. Even, vitrification achieved certain merits; it is associated with several problems. In the state of vitrified, glass is susceptible to cracking. Care is essential on warming to neglect the formation of ice. Heat transfer rate occurring during vitrification process may vary depends on device.Vitrification include the rapid cooling protocol and it is difficult to maintain at certain temperature with the available equipment. Very rapid and even rewarming requires avoid of devitrification. During slow cooling, increase solute concentration to glass transition needs while prevent by cooling slow enough to allow the cells to dehydrate to protect intracellular supercooling (Youssry et al., 2008). Vitrification requires higher and potentially cytotoxic concentration of cryoprotective agents for one hour before its immersion into liquid nitrogen at specific temperature. To reduce its toxicity, pre equilibrium performed at 4Â °C. It allows the direct visualizaton of cell by the operator (El-Danasouri, and Selman., 2005) Eventhough this vitrification entails with meritful approaches, this technique still been experimental. Also, it requires more additives to reach and it is potentially cytotoxic. This technique highly depends on operator. Timing takes to cover all the steps and it is critical. In contrast to slow freezing, this vitrification needs enough level of training. If the vitrified solution stars to devitrify, (crystalise into ice), viability will be lost. This happens when thawing or extended time of storage persists (Fuller et al., 2004). Viability of vitrified samples is not certain for lengthy period of time but in case of slow cooling, preserved cells can be viable for many years, even to thousands of years. Direct exposure of cryogen can be achieved by fast cooling. As it is so, this process may carry possible contamination of organism from the liquid nitrogen. So, this process cannot be applicable for therapeutic cells. Vitrification technique is applied only to cooled cell suspensions in minor quantities. This method is not projected to apply in large quantities like cryovials, matrix tubes, bags, microtitre plates etc. Quality control measurement via this vitrification technique is made to be impossible as we need to take experiments for all straws. (Fahy et al., 2004) Usually the slow cooling procedure is used in infertility centers. But it is associated with documented limitations. Also sometimes, it damages sensitive parts of the cell ( eg- zona pellucida) and it induce biological changes. Because of these changes, we will get a depleted outcomes. To overcome this, Modifying cryopreservation procedure is attained- freezing and thawing by polymers. This also enhanced with changing the time duration of the cooling protocol and it is looked as same as the path to simplify and fast up cryobanking procedures to get beneficial results. As the vitrification technique connected with some problems, it acts as a challenging technique for reproductive medicine. The slow freezing technique serves as an effective method for humans too (Mandelbaum, J., 2000). An alternative method for cryopreservation was developed and it is called as vitrification. Comparative study has been taken between controlled slow cooling and vitrification techniques with patients undertaking controlled ovarian stimulation in GnRH agonist to determine efficacy. The rate of pregnancy after vitrification reveals more than higher successive rate than result achieved via slow cooling. Efficacy of vitrification yields (50.4%), and slow cooling results in (25.9%) successive rates.Human ovarian tissue also cryopreserved (Noriko et al 2009) Both cryopreservation as well as cryostorage contains budding advantages, especially in invitro fertilization. Ultimate goal of cryopreservation is to achieve maximum persistence rate and sustainability of biological system after thawing. In slow cooling procedure, clinically satisfactory result has not been attained. Slow cooling procedure needs costly equipment and also it is time consuming. One of a significant advantage of vitrification process is its tendency to form any ice crystals during both cooling and warming. In contrast, its limitation held in toxic effects due to addition of cryoprotectants and contamination via liquid nitrogen. In slow cooling technique, toxicity of cryoprotectant is relatively less. But many research outcomes supports the vitrification process rather than slow cooling in fertility treatment(Tsai et al., 2010). Blastocyst cells can be preserved by both the cryopreservation techniques. Among these, vitrification promotes increasing chance for future development. A reliable advancement is needed for vitrification to enhance the preservation of supernumerary blastocysts. Unsatisfactory results have been produced for the blastocyst preservation through slow freezing method. Vitrification acts as an alternative principle which is allied with capability of inducing more pregnancy rate and increased survival of embryo upon cryopreservation (Trounson and Mohr ., 1983 and Fuller et al., 2004). CONCLUSION: Approach taken by Kolibianakis et al results in the comparative analysis of both vitrification and controlled slow cooling. And its outcome provides similar results are given by both of these techniques. But comparatively, post thawing survival frequency is better in vitrification than slow cooling. Finally, they suggested that the there is no link between the vitrification process in giving high rate of pregnancy but it displays the successful post thawing survival both in the cleavage stage and in the blastocyst stage (Youssry et al., 2008 and Porcu et al 2000). According to Balaban et al survival rate of human 3 day embryo preservation reported the percentage of survival rate by vitrication as 94.8% whereas slow cooling provides 88.7%. (Kuc et al., 2010). Vitrification study over the embryo in cleavage stage testified 80% of survival rate and 22-35% of pregnancy rate. These results are more significant than the slow cooling procedure. Although the two main approaches of cryopreser vation contains signficant results, Vitrification gains more positive outcomes. Even in both the cases, limitations persist. All of its limitations can be always overcome by its positive side.

Translations Essay -- Literary Analysis, Brian Friel

Shakespeare once wrote, â€Å"What’s in a name? That which we call a rose / By any other name would smell as sweet.† I would have to disagree with Juliet’s assertion that a name is a meaningless convention, and I think Brian Friel would as well. It is a concept addressed in his play Translations, set at a time of change for his native Ireland, when the country itself is on the cusp of submission to the imperialism of England. Two significant colonial events are taking place: the implementation of the National School System which replaced locally-run hedge schools like the one in which the play is set, as well as the remapping of Ireland and anglicising of place names by the British. To translate something means to change it from one condition to another, or adapt it from one system or language into another; indeed this metaphor can be applied to this play but also to Irish history. In this paper I will discuss this play as an examination of language as a defining characteristic of a particular culture and its consequent power as a colonizing tool, the way language and communication can manifest themselves as positive or negative influences and how Friel exposes the violence, figurative and literal, suffered by the Irish people as a result of these translations. The English colonizers are using language in a negative capacity, as a vehicle to exert their power over Ireland. They claim that the renaming of places is being done â€Å"to advance the interests of Ireland,† (31), when in fact it is a step to eradicating the Gaelic language. While the English may not be enslaving the Irish or moving them all to reservations, as in the case of Canadian and American First Nations peoples, this is an example of a more subtle, but equally as damagin... ...slating a story (and struggling with the translation of it) that celebrates the triumphs of the Roman Empire, and written in Latin, the language of the conquering Romans. The irony of this final scene is that Translations is a play written by an Irish playwright, but written and performed in English, the language of Ireland’s conquerors. The message of Translations is simple: language is something much bigger than a way to communicate. Language is at the cornerstone of identity, whether it personal identity or that of an entire nation. To attempt to eradicate the language of a particular place is a crime against its character and legacy. Given Ireland’s unique colonial history and the challenges it still faces today in regards to the preservation of its culture and language, it is easy to see why this play has become such an important piece of Irish culture.

AltaPointe Health Systems Company Essay

Define a value chain and the significance of the center of gravity. Please also provide an example of a value chain from your place of work or from a company that you have researched. A value chain is a set of activities that are associated together that start with raw materials from suppliers, then goes to a set of activities in which are involved in marketing a certain product, and then ends with providers developing the final properties to the vital purchaser. Value chains can usually be split into two parts: upstream and downstream. The upstream deals where the company begins, how it develops, and what it produces. Then, downstream starts with where the goods, for example, are being transported and how it distributes to suppliers. A company’s center of gravity is the most important part of the company and what the essential proficiencies are. It is usually where the company began, according to Galbraith. It is also where the company stands the strongest. In other words, whatever may be there strongest suit is what the company’s center of gravity is. My company that I work for, AltaPointe Health Systems, can be used as an example of a value chain. AltaPointe Health Systems is a community based company that provides services of mental health to consumers that are struggling mentally and/or patients that are struggling with substance abuse issues. We have two hospital facilities (for adults and children), many residential homes, and also outpatient services. Since the primary focus of a value chain is to study the company of value-creating events, AltaPointe’s surfaces around one primary vision and that is psychiatry. Our value chain starts with having patients who come in (voluntary or involuntary) who are mentally ill or abusing substances. They tell us what is going on and our psychiatrists make an analysis based on their assumption of the patient’s sickness. They decide whether or not our facility is right for them (especially if they come in voluntary). Our doctors and nurses have daily activities with them; whether it is group sessions or one-on-one with the  social worker and doctor, decide what is causing their problems, and make a decision on what is the best way to treat them. The patients then stay for however long it takes to get the patient stable and on the correct medications, and then send them onto our outpatient facilities where they will see a doctor once a month. In this case, our materials that we need to carry on our facilities would be: beds, medications, and supplies for nurses and staff. Activities that are involved in keeping our services are: having mentally ill patients that need psychiatric help and pay to come see us. Without them, we would not be a company. As far as distributors getting the final goods: in our case, it would be our patients getting better and having our name talked about in an extremely good way to the community and other communities near us. If we have happy patients, we will have a successful business that keeps running. Our CEO also works with Bryce Hospital in Tuscaloosa, which is another psychiatric inpatient facility. Businesses like these, are what helps us to stay open and help one another out. In what ways may a corporation’s structure and culture be internal strengths or weaknesses? Look at your organization, and analyze its structural and cultural strengths and weaknesses. How can the weaknesses be improved? There are three basic types of organizational structures. They are simple structures, functional structures, and divisional structures. Simple structures don’t have any product categories and is designed for small organizations. Functional structures are for medium-sized companies that have several products. Lastly, divisional structures are for large companies that have many product lines in different industries. A corporation’s structure can be a company’s strength and/or their weakness. If the correct structure is developed correctly, then the business can grow and thrive like it should. If the wrong structure is built, then the company could have problems operating correctly. A corporation’s structure has to get its strength from the foundation, because without the foundation you don’t have anything to build on. Based on these three structures is how you want to choose your foundation for the company/business. However, if you do choose the wrong structure, then the business could fall apart because people will not know what their accurate role is within the organization. It is almost  as if everyone would get confused on what they should be doing. Corporate culture is where the beliefs, expectations of a company, and values come together within members of the organization and is passed on from one group of employees to another. A strength of culture could be the organization’s ability to relate with one another and able to get along and be civil with other employees. It is also to have the respect of values that the CEO and other leadership members have for the company. Weaknesses would be the exact opposite. If employees do not understand what the culture is for the company or do not show respect to it, it could make a company fall really fast. Employees are a huge part of a company and without them, you have absolutely nothing. They have to have the ability and want to have respect for others and the management team. For the company I work for, our organizational structure would be a simple structure, because it is a small organization. Our internal strengths would include having the right management. I believe we have top workers that are our chief officers and are able to make excellent decisions. They are always on top of the issues that need to be worked out and help manage the Board of Directors meetings. Our foundation has always been a good one and they keep our company running in good condition at all times. Our biggest structural weakness is our employees not knowing where they stand within the company. Our top managers have difficulty with relating to our other employees whom are not in top management. We have so many employees that work within the hospitals that include: nurses, behavioral aides, security, etc., and our chief officers or hospital administrators do not take the time to try to see if they have any needs or concerns within the company. This is where our company starts making mistakes. This could be an easy fix by making sure our managers take the time to speak with them. They need to start having meetings with other employees and ask what their ideas are and what needs to be improved. As far as cultural strengths, ours is following expectations. Our employees might not like it sometimes, but they know what our CEO expects out of them. They know they cannot call in sick every time something goes wrong and they know their number one priority is the patients’ needs. Our cultural weakness is definitely communication and feedback. If something  goes wrong within one of our hospitals, it is because there was a lack of communication or someone did not speak up when they needed to. This is when the patients start getting ill and irritated. It is completely unnecessary. If our employees would care a little more about what maybe could go wrong, and communicate more than what they are doing, everything would be a lot different.

Operational Excellence Essay Example

Operational Excellence Essay Example Operational Excellence Essay Operational Excellence Essay So to achieve customer satisfaction Eurest at Sainsburys have to identify their clients and customers, then research their needs, then set targets on how to improve their satisfaction, carry these targets and finally they should talk about this action and make sure it is supported by the management. This is a good method of obtaining customer satisfaction, it explains in detail a professional method of achieving this. They have chosen this method because it involves finding out the customers needs and wants, this means that they know exactly what the customers need. Then declaring improvement targets means that they have found, through research, new and efficient ways of satisfying the customers. Finally, prioritising the targets and making sure that the targets are supported by the management is a way off ensuring that the targets are safe and that they are going to be a success. They have chosen this over other targets because off how efficient it is and that they know from experience that it is the best target. For example Eurest at Sainsburys could have decided that to achieve customer satisfaction they should serve good quality meals at a cheap price. This would be a good method, but although it would please some customers, it would also displease other customers because Eurest at Sainsburys would spend a lot of their time sticking to this target and not to the other needs of the customers. Eurest at Sainsburys has achieved this objective in most areas. The company researches what the customers want and tries to adapt to this in all situations. For example Eurest at Sainsburys regularly use a questionnaire scheme, this involves giving the customers a voluntary questionnaire that included various questions on what they want from the staff canteen service. Eurest at Sainsburys the review the questionnaires and introduce schemes like the meal deal scheme. This scheme involves giving the customers a chance to buy a meal deal, a variety of foods for a certain price. This scheme has been a great success and now it is used in all of the Eurest at Sainsburys units. Obviously it is hard for Eurest at Sainsburys to achieve complete customer satisfaction as you simply cannot please everyone, but in this area they have done what they can to achieve this goal. Over the years they have recorded a lot of research on customer satisfaction, it is just a matter of getting the balance rig ht. Establish our position as the market leader in foodservice worldwide. We will continue our focus on the needs of our market places through our use of brands driven and facilitated by New Famous Foods and foodservice brands, and by marketing our operating brands. This means that they want to establish and keep their position as market leader. They want to do this by gaining a well know image for their food and to publicise their brand names. Eurest at Sainsburys use the Eurest and Compass brand names on all of their meals and packaged foods. These brand names are widely known and to achieve this objective Eurest at Sainsburys must keep these brand names successful and research new ways to promote them. They have chosen this objective over others because it aims high and they believe it is achievable. Compass have already achieved market leadership, so what they want for Eurest at Sainsburys is for them to retain their leadership and to make it even better. Eurest at Sainsburys are definitely achieving this objective as we know they are already part of the market leaders. Their brands are the most well known in the contract catering industry they are in the process of creating new market brands. For example if you go into any service station on the motorway, about 85% of these will have a restaurant that has the Eurest or Compass trademark. Also Compass is in the process of creating the compass sandwich range, which has been tested in 10% of the units. The idea is that these sandwiches are of the highest quality and they are made with quality ingredients. Compass wants their employees to be exceptionally good workers, thats why they have given Eurest at Sainsburys this objective. If carried out correctly the staff would have been carefully employed, trained and then to be developed. This is a good objective in theory but this isnt Eurest at Sainsburys strongest area. They have chosen this objective because if carried out correctly, it will have an excellent affect on the staff and business. An alternative to this could be, using a training first objec tive where he staff are heavily trained before doing any work. This should work out to be a good method but Compass have decided on their objective from experience in the industry. Eurest at Sainsburys recently havent been very successful in achieving this objective. At the moment they are having a lot of short-staffing problems, this is due to not carrying out this objective efficiently. For example at the moment Eurest at Sainsburys are moving a lot of permanent, fixed workers from their unit to other units across the country, this is due to short staffing. This is not good for the business as fixed worker are usually fixed to there units and if you move them to other units they may not know the procedures and how to work in that unit. Also many employees are employed without filling in the application form. This means that in some cases almost anyone can get a job working for Eurest at Sainsburys. So as we have learned, this is definitely an area for improvement for Eurest at Sainsburys.

Multicultural Education In America Essays - Educational Psychology

Multicultural Education In America Essays - Educational Psychology Multicultural Education in America America has long been called "The Melting Pot" due to the fact that it is made up of a varied mix of races, cultures, and ethnicities. As more and more immigrants come to America searching for a better life, the population naturally becomes more diverse. This has, in turn, spun a great debate over multiculturalism. Some of the issues under fire are who is benefiting from the education, and how to present the material in a way so as to offend the least amount of people. There are many variations on these themes as will be discussed later in this paper. In the 1930's several educators called for programs of cultural diversity that encouraged ethnic and minority students to study their respective heritages. This is not a simple feat due to the fact that there is much diversity within individual cultures. A look at a 1990 census shows that the American population has changed more noticeably in the last ten years than in any other time in the twentieth century, with one out of every four Americans identifying themselves as black, Hispanic, Asian, Pacific Islander, or American Indian (Gould 198). The number of foreign born residents also reached an all time high of twenty million, easily passing the 1980 record of fourteen million. Most people, from educators to philosophers, agree that an important first step in successfully joining multiple cultures is to develop an underezding of each others background. However, the similarities stop there. One problem is in defining the term "multiculturalism". When it is looked at simply as meaning the existence of a culturally integrated society, many people have no problems. However, when you go beyond that and try to suggest a different way of arriving at that culturally integrated society, Everyone seems to have a different opinion on what will work. Since education is at the root of the problem, it might be appropriate to use an example in that context. Although the debate at Stanford University ran much deeper than I can hope to touch in this paper, the root of the problem was as follows: In 1980, Stanford University came up with a program - later known as the "Stanford-style multicultural curriculum" which aimed to familiarize students with traditions, philosophy, literature, and history of the West. The program consisted of 15 required books by writers such as Plato, Aristotle, Homer, Aquinas, Marx, and Freud. By 1987, a group called the Rainbow Coalition argued the fact that the books were all written by DWEM's or Dead White European Males. They felt that this type of teaching denied students the knowledge of contributions by people of color, women, and other oppressed groups. In 1987, the faculty voted 39 to 4 to change the curriculum and do away with the fifteen book requirement and the term "Western" for the study of at least one non-European culture and proper attention to be given to the issues of race and gender (Gould 199). This debate was very important because its publicity provided the grounds for the argument that America is a pluralistic society and to study only one people would not accurately portray what really makes up this country. Proponents of multicultural education argue that it offers students a balanced appreciation and critique of other cultures as well as our own (Stotsky 64). While it is common sense that one could not have a true underezding of a subject by only possessing knowledge of one side of it, this brings up the fact that there would never be enough time in our current school year to equally cover the contributions of each individual nationality. This leaves teachers with two options. The first would be to lengthen the school year, which is highly unlikely because of the political aspects of the situation. The other choice is to modify the curriculum to only include what the instructor (or school) feels are the most important contributions, which again leaves them open to criticism from groups that feel they are not being equally treated. A national ezdard is out of the question because of the fact that different parts of the country contain certain concentrations of nationalities. An example of this is the high concentration of Cubans

Discuss the role of the laboratory in the diagnosis, classification Essay

Discuss the role of the laboratory in the diagnosis, classification and monitoring of the Myelodysplastic syndromes - Essay Example The main pathophysiology in this condition is that the hematopoietic stem cells do not mature in a proper fashion to healthy erythrocytes, leukocytes and platelets resulting in low counts of mature cells and abnormal morphology. Thus there are many immature cells which do not function in a proper manner leading to several complications. MDS an be primary or secondary. Secondary MDS can occur due to several causes like exposure to radiotherapy or cytotoxic chemotherapy for another cancer, intensive pretreatment for patients with autologous bone marrow transplants, viral infection, genetic predisposition or exposure to chemicals like benzene (Emmanuel and Woermann, 2009, Nguyen, 2009). Exposure to heavy metals like lead and mercury can also result in this condition (National Cancer Institute, 2010). 80-90 percent of cases occur in those who are above 60 years of age (American Cancer Society, 2010). The incidence is men in at least 2 times more than in women (Emmanuel and Woermann, 2009). The condition is found worldwide and affects all races and ethnic groups (Emmanuel and Woermann, 2009). The condition is associated with significant morbidity and mortality. More than 30 percent cases of MDS transform in acute leukemia (National Cancer Institute, 2010). Survival following the diagnosis of MDS is variable and dependent on the prognostic factors (Stone, 2009). The survival can occur from months to years (National Cancer Institute, 2010). In children, the course of the disease is more aggressive and the mean survival is less than 10 months (Tilak et al, 2008). In many patients, MDS is often detected late due to absence of early symptoms. In some others, routine hematological examination may reveal the condition. Those who have advanced disease present with signs and symptoms related to the cytopenias like shortness of breath, pallor, easy fatigability, easy bruising, uncontrollable bleeding, frequent petechiae, fever and frequent infections (National Cancer

Paracetamol plus ibuprofen Research Paper Example | Topics and Well Written Essays - 1500 words

Paracetamol plus ibuprofen - Research Paper Example The CASP or the Critical Appraisal Skills Program uses a range of tools in order to assess various studies and reviews (Ingram, 2007). The Sonama State University uses the critical research tools recommended by Polit, Beck, and Hungler in order to evaluate research studies and assess their applicability to the actual clinical practice (Ingram, 2007). This paper seeks to evaluate whether paracetamol plus ibuprofen are superior to each drug given alone for longer time without fever and for the relief of fever with discomfort among febrile children being managed at home. It was carried out as a randomized controlled trial covering children with fever aged 6 months to 6 years. This journal was published in the UK and information from this journal will affect my decision on the use of ibuprofen and/or paracetamol for febrile children. Since this is a peer-reviewed journal and ranks high in the evidence ranking, I would be convinced to apply its recommendations in my clinical practice. Two of the researchers are involved in the Academe, lecturing in primary health research, one is involved in children’s nursing, another lectures in health economics, one is a professor in primary care health services research, and two are trial coordinators. They are all experts in the field based on their academic and research qualifications as indicated in the research. The University of Bristol is considered a public research university and has been long considered in the world’s top 30 based on the QS World University Ranking. The information about the authors will affect my decision in considering the application of this research in practice lending credibility to the results and their recommendations for the practice. A good title is specific, concise, and informative (Center for Research of Writing Resources, 2006). The study was identified as a quantitative research from the title itself where the author

Private Finance Initiative and UKs Construction Industry Essay

Private Finance Initiative and UKs Construction Industry - Essay Example Private Finance Initiative (PFI) is a device employed by United Kingdom’s government to arguably to make the construction industry more competitive and more profitable. This does not come as a surprise since the UK construction industry provides a tenth of the UK's gross domestic product, employs 1.4 million people and is worth around  £65 billion per annum. With an output of  £81.9bn in 2006, the UK construction industry is ranked in the global top ten. Thus, it is only then logical to support the industry. PFI is a way of funding major new public building projects such as hospitals, schools, prisons and roads. Private consortiums, usually involving large construction firms, are contracted to both design and build a new project, and also to manage it. The contracts typically last for 30 years. The building is not publicly owned but leased by a public authority, such as a council or health trust, from the private consortium. The private consortium raises the cash to build the project. It is then paid back with interest by the government through regular payments over the period of the contract. PFI projects could be viewed as a means of enabling government services to be "outsourced" to private sector suppliers. PFI is not the same as privatization as the Government retains ultimate responsibility to the public for the service concerned. Outside the UK, PFI is more commonly known as Public Private Partnerships (PPP). The policy has not been without its critics. As with any form of hire purchase, buying something on tick is more expensive than paying for it up front. The Edinburgh Royal Infirmary is often cited as an example of how expensive the PFI can be. It cost  £180m to build and will cost  £900m to pay for. ... Use of PFI in the Construction Industry Since the advent of PFI, the construction industry has found itself on much more stable ground. Between 2001 and 2002, its output is estimated to have increased by 9.7%. According to the Major Contractors Group (MCG), a major construction trade association which represents UK firms such as Carillion (formerly part of Tarmac), Costain and Amec, construction companies engaged in the private finance initiative expect to make between three and ten times as much money as they do on traditional contracts. (Research and Markets Online, 2003) Bill Tallis, the director of MCG, said construction firms traditionally received rates of return of 1.5% to 2% on contracts but were now expecting margins of 7.5% to 15% on PFI building schemes. The high profit available to investors in PFI schemes explains why John Laing PLC has sold off its basic construction company and bought up stakes held in such projects by hard-pressed Amey PLC. (Macalister, 2003) This strategy is reinforced by figures from the European Construction Industry Federation (ECIF), which show that the UK construction sector grew by over 8% last year while its counterpart in Germany and France slumped by 2.5% and 0.7% respectively. (UK DTI Online, 2007) The UK government defends PFI by its use of something called the 'public sector comparator'. This shows whether or not privately financed schemes offer better value for money than conventional funding. The main problem with this is that the government has provided an accounting device called 'risk costing' which has meant that private firms generally emerge as winners. When a consortium of private companies agrees to build something for a public

Biodiesel Is Good For Our Country Essay Example for Free

Biodiesel Is Good For Our Country Essay While world population, technology and civilization continues to advance, the pressure on the Earth’s resources is rapidly advancing as well. Humankind has set his environmental footprint deeper and deeper into the planet’s renewable and non-renewable resource. But there’s not turning back to caveman days. Scientists and researchers have not ceased to continually find sources of fuel that will help mankind survive in an environmentally sustainable manner. Using renewable energy has been invented a long time ago. â€Å"Biomass in the form of firewood still represents the main fuel source for many of the world’s people and conventional large-scale hydroelectric generation is a major existing use of a renewable energy source. However, wood fuel is becoming increasingly scarce and given the high capital cost of large hydro projects and, in some cases, major environmental impacts of such schemes, there has been growing interest in smaller scale hydro plants around the world. † (Elliot, 1997. P. 103) Interest in developing biodiesel as an alternative source for engine power has increased. Biodiesel’s growing popularity stems from the fact that its source is available in many parts of the country. Its easy availability helps the country be less dependent on countries that supply oil. For biodiesel consumers, the National Biodiesel Board has a complete listing of registered biodiesel suppliers. â€Å"Biodiesel, which is made from agricultural products such as recycled cooking oil or soybeans, can be used in its pure form known as biodiesel B100 or mixed in any percentage with conventional diesel fuel. The most typical commercial blend involves 80 percent diesel oil to 20 percent biodiesel or biodiesel B20. † (Qualters, 2003) Quality biodiesel is nontoxic. Since most of the raw materials used in biodiesel is made from organic material, it is generally biodegradable as well. The bio fuel emits lesser carcinogens as compared to the regular diesel fuel. In the US alone, an estimated 10 million miles has been driven by biodiesel and biodiesel blends. Clean Cities programs have many success stories on using biodiesel. â€Å"In 2000, biodiesel became the only alternative fuel in the country to have successfully completed the EPA-required Tier I and Tier II health effects testing under the Clean Air Act. These independent tests conclusively demonstrated biodiesel’s significant reduction of virtually all regulated emissions, and showed biodiesel does not pose a threat to human health. † (Biodiesel Board, 2006) Some skeptics fear using biodiesel fuel and its blends because there is need of engine modifications. Studies and use of biodiesel has proven that the usual engine designs are fully compatible with biodiesel. Maintenance costs are just as comparable to conventional diesel vehicles. â€Å"In older vehicles, high-percentage blends of biodiesel (greater than 20%) can affect fuel hoses and pump seals made from certain elastomers. The effect is lessened with lower percentage blends. Elastomers (found in hoses and gaskets) that are biodiesel-compatible are required for use with B100 and high-percentage biodiesel blends. All diesel fuels require special measures for use in cold temperatures. Biodiesel has a higher cloud point than conventional diesel. † (EERE, 2006) Using biodiesel is good for the country because of its political, economic and social benefits. Since it is domestically produced, the country would not have to be forever negotiating with world crude oil prices. Each time the oil rich countries change their prices, domestic consumption is affected. An example of this effect is when the country had to maximize daylight to save fuel consumption. â€Å"Brawny diesel engines have helped drive the world economy for more than a century. From an economic and operational perspective, theres little reason to expect that will change anytime soon. Diesels big draws are power, durability, and an inherent advantage over gasoline: higher energy content and resulting fuel efficiency. † (Weinhold, 2002. P 1) Economic benefits may not be readily seen in the short term but in the long term, as more people use biodiesel, the cost of biodiesel will be more competititive due to the economies of scale. Advancing technology research on biodiesel blends will be able to further develop biodiesel blends that have even better chemical statistics such as: unburned hydrocarbons 20% reduction, carbon monoxide – 12 % reduction, and particulate matter – 12 % reduction. Even lubricity is made better with the use of biodiesel compared to the conventional fuel. Another benefit that can be derived from using this type of alternative fuel is the comparable performance that the consumer gets from it. â€Å"Horsepower, torque, acceleration, cruising speed, and fuel economy are similar to those for diesel fuel. The energy content of B100 is 10%-12% lower than conventional diesel. This leads to roughly 2% lower energy content in B20 blends. The cetane number for biodiesel is significantly higher than that of conventional diesel fuel. † (EERE, 2006) Where average consumers look into the bottomline of fuels as the amount of power they can deliver, studies has continued to support the quality power that biodiesel can deliver as proven in the table and explanation below. â€Å"The values below represent those of energy content of average No. 2 diesel fuel and average biodiesel in the US. 2 While BTU changes of 1-2% can be picked up in lab tests for horsepower, torque, and fuel economy, in practice it is difficult to detect any differences with a 1-2% change in fuel BTU content outside normal variability experienced from day to day operations, even in closely monitored fleets. † (USEP, 2002) Average Density and Heating Value of Biodiesel and Diesel Fuel Net Heating Value % Difference vs. Fuel Density, g/cm3 Avg. , Btu/gal. No. 2 Diesel Avg. No. 2 Diesel 0. 850 129,500 Biodiesel (B100) 0. 880 , 296 8. 65 % B20 Blend (B20) 0. 856* 127,259* 1. 73 %* B2 Blend (B2) 0. 851* 129,276* 0. 17 %* * Calculated Values from those of No. 2 Diesel and Biodiesel (B100) The discovery of biodiesel was driven by the need to source fuel that is more compatible with the environment. This need was realized as petroleum prices increased, population demand on energy advanced and environmental degradation on the Earth’s resource was felt on largescale observations such as global warming. There will come a time when man will be able to run their technology on more organic and renewable forms of energy. The benefits that consumers get from biodiesel are essential in helping the country invest on other organic and more renewable and more available forms of energy. At best, if the country adopts using biodiesel on a larger percent consumption, political disputes may lessen its impact on social relationships between nations of the world. The 911 catastrophe and wars historically recalled have been the consequence of conflict between nations due to need to control scarce resource such as oil. For all its worth, it is imperative that consumers and the country invest on biodiesel because it is good for the consumers health as much as the country’s well being in the short term and the long run. References EERE, 2006. Using Biodiesel in Vehicles. http://www. eere. energy. gov/afdc/afv/bio_vehicles. html Elliot, David. 1997. Energy, Society, and Environment: Technology for a Sustainable Future. Routledge Qualters, Sheri. 2003. Area firms start to take a shine to biodiesel as an alternative fuel. Boston Business Journal February 10, 2003 http://boston. bizjournals. com/boston/stories/2003/02/10/focus1. html USEP, 2002. â€Å"A Comprehensive Analysis of Biodiesel Impacts on Exhaust Emissions†, US Environmental Protection Agency, EPA420-P-02-001, October 2002. Weinhold, Bob. 2002. Fuel for the Long Haul? Diesel in America. Journal; Environmental Health Perspectives, Vol. 110, 2002

Product Life Cycle Of Cadbury Dairy Milk

Product Life Cycle Of Cadbury Dairy Milk Cadbury chocolates was started in Birmingham in 1824 by John Cadbury. Chocolate in those days was a very elitist product. Cadbury Dairy Milk came up with the mix of milk and chocolate tray which is pretty much how the product still is. There has been no drastic change in the recipe of the product but the packaging and the representation and prominence of the glass and half of milk logo has changed over a period of time. Cadbury India began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. Today, Cadbury has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). Its corporate office is in Mumbai.Worldwide, (http://www.iloveindia.com/economy-of-india/top-50-companies/cadbury-india.html) A Timeline: 1904   A new recipe is perfected by George Cadbury for milk chocolate. 1905   Cadbury launches Dairy Milk onto the market a new milk chocolate that contains far more milk than anything previously tasted and with a unique creamy taste. 1913   Dairy Milk becomes Cadburys best selling line. Mid 1920s   Dairy Milk becomes UK brand leader a position it still enjoys today. 1928   Fruit Nut is introduced as a variation of Dairy Milk. The glass and a half advertising slogan is introduced. 1933   WholeNut is added to the Dairy Milk family. 1948   Cadbury Dairy Milk is sold in India 1998   Dairy Milk is re-launched with the new and modern pack design, but its recipe and unique taste are still very similar to the original recipe. 2005   Cadbury Dairy Milk celebrates its 100th birthday. (http://www.innovation.cadbury.com/allaboutus/ourbrands/featurebrands/Pages/CadburyDairyMilk2.aspx?TabIndex=1) Brand Identity : Kapferers model Stage in the Product Life Cycle Cadbury Dairy Milk is in the maturity stage of the product Life cycle. It currently has a market share of 70% in the chocolate market and is way ahead of its competitors. There is a high degree of brand awareness. The colour purple and the glass and half full logo is amongst the most recognised logos and the association of the two with Cadbury Dairy Milk is synonymous. Market Scenario/Challenges According to AC Nielson study of 2007: Facts Figures The Indian Chocolate market is estimated to beat around 1500crores. It is growing at the rate of 18-20% per annum With 72% of the market share in India, Cadbury is the market leader. Companies The 2 main competitors in the Indian market that Cadbury faces any competition from are Nestle and Amul. There are several new and local brands like Candico, Sweet World etc. which are trying to make its presence felt. Consumer Trends The Mithaai or sweet has been the tradition in India so far. Chocolates are noow trying to break into that league and hence faces stiff competition more from this product category than its immediate competitors. Chocolates are more of an impulse buy. Consumers are preferring chocolates to Mithaai because of proper packaging, longer shelf life, mid-range pricing and convenience. Consumers have started showing interest in not just milk chocolates but other varieties like Dark Chocolate etc. One of the major challenges that Cadbury Dairy Milk faces is a decline in sales due to new variants being introduced in the market by other brands which could result in the product moving from maturity to decline stage. Another major challenge comes from a different product category altogether which is the Indian Sweets or Mithaai. Steps taken by brand at each stage- at a communication and product level Introduction Cadbury Dairy Milk advertising has always depicted a rich tapestry of human emotions and relationships. In the 1980s, it was positioned as the perfect expression of love, captured in memorable copy: sometimes Cadbury can say it better than words. During the early1990s, Cadbury Dairy Milk emphasised its international identity, communicating that it was the real taste of chocolate. In 1994 came the path-breaking real taste of life campaign. The ad featuring a woman running on the cricket field celebrating the victory is still strongly etched in our mind even today. This campaign created a dramatic shift in the way chocolates were perceived. Cadbury Dairy Milk has increasingly become trapped as a reward or bribe for children and this campaign unshackled the brand by re-positioning it to the free-child in every adult. Cadbury Dairy Milk redefined itself as the perfect expression of spontaneous, shared good feelings, providing the real taste of life experience. The strategy paid off: Bran d Cadbury grew by over 50% in sales volumes. (Super brands) Growth Then in 1998, the next stage of growth for the brand dealt with popularising consumption in a social context, especially in more traditional settings like weddings. With the campaign Khaanein waallon ko khaanein ka bahana chahiye featuring Cyrus Broacha, Cadbury Dairy Milk aimed to substantially increase penetration levels. The campaign was launched in tandem with the award winning Kuchh khaas haicampaign and the media strategy was to let the two co-exist towards a common vision: A Cadbury in every pocket. The brand penetrated into smaller towns and sales volumes grew by 40% (Source: Internal Sales Data). (Super brands) Crisis Management The worm controversy resulted in Cadburys brand image taking a beating. They had to recall a batch of chocolates. Instead of taking any short term measures, Cadbury used this opportunity to take action and rebuild the trust of people. They launched a project Vishwas which educated retailers and wholesalers on storage and other aspects apart from educating consumers. The other major step was to change the packaging. The companys repackaging exercise, which used a combination of packaging technologies, was unprecedented in the category. With the redesigned packaging in place, the company decided to communicate the measures it had taken to safeguard quality standards. To add credibility to its pitch, Cadbury took recourse to Amitabh Bachchans deep baritone. This was the first time that a celebrity was used to endorse Cadbury Dairy Milk. The commercial did wonders to consumer confidence. A series of ads with Bachchan including Pappu Paas ho Gaya to Miss Palampur brought back the lost credibility of the people. With Bachchan they also launched their new positioning of Kuch Meetha Ho Jaaye bringing in the tradition of celebrating a joyous occasion in India with sweets and now Cadbury Dairy Milk in particular. Maturity The focus for a period shifted to taking the concept of Kuch Meetha Ho Jaaye further. The Pehli Tareekh Hai campaigns talked about the importance of having Dairy Milk and celebrating on getting your pay on pay-day. The ads had a very retro-feel to it and did click with the audience. But, it is the recent string of Shubh Aarambh ads that have brought back the old charm of Cadbury Dairy Milk with its very interesting insight of mixing the traditional with the new age. Summary Cadbury Dairy Milk has adapted itself to the Indian market quite impressively. From making a sweet eating nation to switch to chocolates to becoming the market leader, Cadbury Dairy Milk has done it all because of the emotional connect it established with the consumers. Its communication also always focused on the emotional aspects and feelings of life apart from spontaneity. Its communication has always showcased its values and personality. In my opinion, the Kuch Meetha Ho Jaaye concept is a goldmine which can be used in a variety of ways in a country like India.