Intro to Marketing

Jaguar and Think Tank Jaguar is one of the largest secondary sectors in the world, they manufacture luxury cars and they operate in a 169 countries and have 1200 employees. Jaguar has four main site in the UK which include Castle Bromwich, Brown Lane, Gaydon and Whitely. As for think tank is now considered as part of the Birmingham museums and one of the largest museums in England.Think tank makes education for children thrilling and fun so they created a place for children to be educated while having fun. What is marketing? Marketing is about businesses that produce products or services to focus on satisfying the needs and want of a consumer, For Jaguar it is about the promotion, distribution and selling of a product or service, based on the needs and wants of customers which is quoted on their website presentation. Marketing objectivesMarketing objectives is when a business such as Jaguar set a goal to increase productivity and sales and for Jaguar to able to do that, it is importa nt that the Marketing, Sales and Customer service to work together as one, for example if Jaguar goal was to increase sales for the XF type, then the departments would have to set the SMART OBJECTIVE which is S-SPECIFIC the objective must be clearly stated and focused M-MEASURABLE for jaguar to see how it is performing against their objective by knowing the quantity of their performance A-ACHIEVABLE for the objective to be practical it needs to be something jaguar can achieve R-REALISTIC the goal has to be something that jaguar can actually do T-TIME RELATED the objective has to have a time limit otherwise the performance of the objective will be unreliable For Jaguar to do their smart objective it would be when they produce a new type of car to that is targeted at female consumers, for Jaguar to achieve this target they would have to set their objectives by promoting their new product to their existing customers by being specific about the car, whilst they are advertising the new p roduct by saying how it differs from previous types and their unique quality for example the new type of Jaguar is environmental friendly but it’s still fast and luxurious, then Jaguar also has to measure the speed to know it is achievable goal and has to be something real and not a made up fact, the fast car also has a time limit to show the public. As for Think Tank their objective could be to have a new target market such as students from college and universities, so they can make more profit to reinvest in their museum. To target those new market they would have be specific with their goal by calculating those already visiting the museum or try attracting colleges and universities by showing the business side of the museum, where they have an increase of reputation to help them grow and attract more customers.And for Think Tank to measure the their goal if succeeding they would have to monitor their profit to see how much growth they have had before they set the objective and those goals would have to be realistic cause if their objective would have been attract senior public it would have been impossible but senor public with children then that would have been a realistic goal for them to achieve. Branding Businesses use logo and slogan intending to indentify the goods and service they are selling and also differentiate from other goods and services. Branding is not about getting your targeted markets choose your competitors instead of you but it is about consumers seeing you as the only one who can solve their problems.Their mission statement is to create beautiful fast car and for people to drive them because it keep the business going. Jaguar quoted ‘if we don’t sell cars we won’t exist as a business’. For their Brand to be larger Jaguar works with partners that operate in the same area as them e. g. British Airways, Selfridge etc.. For Jaguar they are recognised for their name ‘Jaguar’ and the wild animal shape that is constantly used on everything they do or produce. Jaguar is a strong brand that they can able to charge thousand pound on their product, which means with the strength jaguar can enter a new market which they are previously doing by reinventing an existing type to new market, with less risk of failure.Jaguar brand essence is ‘racing heart’ what this does is encourage products that has brand value to differentiate from the rest of their competitors, it also directs jaguar to create rare communication that their essence ‘its heart’ for the cars to be exhilarating. Each time they advertise their cars they usually add a campaign tagline which is ‘this is the new Jaguar’ now what this does for their branding is demand active consumers to take a second look at the brand and proclaims the importance of the now Jaguar. As for Think Tank their brand is known for being colourful and smart to remind people of the time people did not have pro blems and they see themselves as a opular destination for tourist because the museum offer services to suit all taste and budgets from free parks and museums plus their wide indoor premises for any weather. If Think Tank were to create a new museum in a new country with new products it will be hard for them to get any customers or receive any recognition, So for them to be recognised for their achievement and work think tank would think of enhancing their brand fairness through advertisement and promotion such as supporting awareness and events sponsorships so when think tank would think of growing their business it will reduce the risk of failure. Growth Strategies Businesses need to regularly look for new products and markets for future growth.A useful way of looking at growth opportunities is the Ansoff Growth matrix which was developed by Igor Ansoff who identified four categories for growth is: Market penetration  Ã¢â‚¬â€œ Increase sales of an existing product in an existing market. At Jaguar they headquarter at the UK and most of the sales are from abroad since most UK citizens buy foreign cars because it is cheaper, so for Jaguar to increase sales at the UK they could do more advertisements and promotion and also have decrease the cost of the cars, But since Jaguar is a known brand that is recognised to be expensive and luxurious, then by decreasing cost it would reduce the quality of the car. So to increase sells Jaguar would have target their previous customer to spread the word about the car they own e. g. the XJ and other their friends, business partnerships and competitors.As for Think Tank they could increase a wider range of customers within Birmingham by inviting schools to learn new science technologies and college for students to learn and observe the business side to it and begin able to achieve that the museum would have connections with schools and colleges Product development  Ã¢â‚¬â€œ Improve present products and/or develop new produc ts for the current market: so if jaguar decides to develop a new product and sell it to their current customers it would be safe because Jaguar tries to have a relationship with the customers which results the customer to buy more new cars from them. For example developing a new car that is enhanced performances, bold design and reflects positive on the drive, then the current market would want the product because of the positive review it might have. As for think tank they would have to develop a product that could be more useful for young teens and adults such as the 4D screen cinema that everyone wants to try it.The 4D cinema is for people to enjoy watching films while looking realistic enough. This simply attracts all age groups Market development  Ã¢â‚¬â€œ Sell existing products into new markets since Jaguar is a wide world known brand it would be easier for them to sell anything in any country. For example selling the XJ in China would be bring profit to the business because china has recently improved their economy making China the third leading economy in the world and selling the XJ there would increase Jaguar chances of opening a manufacturing company and getting potential customers as well As for Think tank they are located in Birmingham so to move to a new market they would have to conduct a research to open their museum there.Diversification  Ã¢â‚¬â€œ Develop new products for new markets: if jaguar was developing a new brand for a new market such as the XF for female customer they would have the type match the new market taste by doing something different than the other types jaguar manufactured. But it could be a risk since people see jaguar as the company that design muscular cars for rich mans and result them to lose their clients. As for Think tank they could change their target market to the age range of teens and make the museum seem less childish and make the place seem more of science area museum so the teens can came and gain more kno wledge than they do it at school. Relationship Marketing Relationship marketing is where a business focuses in a long term value of a customer; the long term could be 5-25 years depending in the business existence.Jaguar sees themselves as developing a lasting relationship with their customers through outstanding performance by trying to meet the needs and expectation of their customers by anticipating everything before it comes to mind. This could attract more customers and have loyal customer who will be supporting the business. As for think tank they to have lasting relationship with their consumers they try to provide anything necessary such as a family group they designed a children playroom for the children to be left alone and made the place safe for the children and fun and the food is healthy and nourishes for people to enjoy them and they also created a quite place for people to read and enjoy the silence. The creation of think tank was to meet each and every needs and wan ts of the consumers Resubmission Market objective:-For Jaguar to do their smart objective it would be when they produce a new type of car to that is targeted at female consumers, for Jaguar to achieve this target they would have to set their objectives by promoting their new product to their existing customers and being specific about the car, whilst they are advertising the new product by saying how it differs from previous types and their unique quality for example the new type of Jaguar is environmental friendly but it’s still fast and luxurious. Then see if their performance of selling the car quantity is increasing e. g. sales revenue and customer percentage from previous project to the new one. Market penetration:-For Jaguar to increase sales at the UK they could do more advertisements and promotion and also have decrease the cost of the cars, But since Jaguar is a known brand that is recognised to be expensive and luxurious, then by decreasing cost it would reduce the quality of the car. So to increase sells Jaguar would have target their previous customer to spread the word about the car they own e. g. the XJ and other their friends, business partnerships and competitors. Product development:- For example developing a new car that is enhanced performances, bold design and reflects positive on the drive, then the current market would want the product because of the positive review it might have. Market development:-

The Host EPILOGUE. Continued

I was not the same. This was my first rebirth into a body of the same species. I found the transfer much more difficult than changing planets because I had so many expectations about being human already in place. Also, I'd inherited a lot of things from Petals Open to the Moon, and not all of them were pleasant. I'd inherited a great deal of grief for Cloud Spinner. I missed the mother I'd never known and mourned for her suffering now. Perhaps there could be no joy on this planet without an equal weight of pain to balance it out on some unknown scale. I'd inherited unexpected limitations. I was used to a body that was strong and fast and tall-a body that could run for miles, go without food and water, lift heavy weights, and reach high shelves. This body was weak-and not just physically. This body seized up with crippling shyness every time I was unsure of myself, which seemed to be often these days. I'd inherited a different role in the human community. People carried things for me now and let me pass first into a room. They gave me the easiest chores and then, half the time, took the work right out of my hands anyway. Worse than that, I needed the help. My muscles were soft and not used to labor. I tired easily, and my attempts to hide that fooled no one. I probably couldn't have run a mile without stopping. There was more to this easy treatment than just my physical weakness, though. I was used to a pretty face, but one that people were able to look at with fear, mistrust, even hatred. My new face defied such emotions. People touched my cheeks often, or put their fingers under my chin, holding my face up to see it better. I was frequently patted on my head (which was in easy reach, since I was shorter than everyone but the children), and my hair was stroked so regularly that I stopped noticing when it happened. Those who had never accepted me before did this as often as my friends. Even Lucina put up only a token resistance when her children began following me like two adoring puppies. Freedom, in particular, crawled onto my lap at every opportunity, burrowing his face in my hair. Isaiah was too big for such displays of affection, but he liked to hold my hand-just the same size as his-while chattering excitedly with me about Spiders and Dragons, soccer and raids. The children still wouldn't go anywhere near Melanie; their mother had frightened them too thoroughly before for her reassurances to change things now. Even Maggie and Sharon, though they still tried not to look at me, could not maintain their former rigidity in my presence. My body was not the only change. The monsoons came late to the desert, and I was glad. For one thing, I'd never smelled the rain on the creosotes before-I could only vaguely remember it from my memories of Melanie's memories, a very dim trail of recall indeed-and now the scent washed out the musty caves, left them smelling fresh and almost spicy. The scent clung to my hair and followed me everywhere. I smelled it in my dreams. Also, Petals Open to the Moon had lived in Seattle all her life, and the unbroken streak of blue skies and blistering heat was as bewildering-almost numbing-to my system as the dark press of heavy overcast skies would have been to any of these desert dwellers. The clouds were exciting, a change from the bland, featureless pale blue. They had depth and movement. They made pictures in the sky. There was a great deal of reshuffling to be done in Jeb's caves, and the move to the big game room-now the communal sleeping quarters-was good preparation for more permanent arrangements to follow. Every space was needed, so rooms could not remain vacant. Still, only the newcomers, Candy-who had remembered her correct name at last-and Lacey, could bear to take Wes's old space. I pitied Candy for her future roommate, but the Healer never betrayed any discontent at the prospect. When the rains ended, Jamie would move into a free corner in Brandt and Aaron's cave. Melanie and Jared had kicked Jamie out of their room and into Ian's before I'd been reborn in Pet's body; Jamie wasn't so young that they'd needed to give him any excuse. Kyle was working on widening the small crevice that had been Walter's sleeping space so that it would be ready when the desert was dry again. It really wasn't big enough for more than one, and Kyle would not be staying there alone. At night in the game room, Sunny slept curled into a ball against Kyle's chest, like a kitten who was friends with a big dog-a rottweiler whom she trusted implicitly. Sunny was always with Kyle. I couldn't remember ever seeing them unattached since I'd opened these silver gray eyes for the first time. Kyle seemed constantly bemused, too distracted by this impossible relationship he couldn't quite wrap his head around to pay attention to much else. He wasn't giving up on Jodi, but as Sunny clung to him, he held her to his side with gentle hands. Before the rain, every space was taken, so I stayed with Doc in the hospital that no longer frightened me. The cots were not comfortable, but it was a very interesting place to be. Candy remembered the details of Summer Song's life better than her own; the hospital was a place of miracles now. After the rain, Doc would not be sleeping in the hospital anymore. The first night in the game room, Sharon had dragged her mattress right next to Doc's without a word of explanation. Perhaps it was Doc's fascination with the Healer that motivated Sharon, though I doubted Doc had even noticed how pretty the older woman was; his fascination was with her phenomenal knowledge. Or maybe it was just that Sharon was ready to forgive and forget. I hoped that was the case. It would be nice to think that even Sharon and Maggie might be softened over time. I would not stay in the hospital anymore, either. The crucial conversation with Ian might never have taken place if not for Jamie. My mouth would go all dry and my palms would sweat whenever I so much as thought of bringing it up. What if those feelings in the hospital, those few perfect moments of certainty right after I'd awoken in this body, had been illusion? What if I remembered them wrong? I knew that nothing had changed for me, but how could I be certain Ian felt the same? The body he'd fallen in love with was still right here! I expected him to be unsettled-we all were. If it was difficult for me, a soul used to such changes, how hard must it be for the humans? I was working to put the last of the jealousy and the perplexing echoes of the love I still felt for Jared behind me. I didn't need or want them. Ian was the right partner for me. But sometimes I would catch myself staring at Jared and feel confused. I'd seen Melanie touch Ian's arm or hand and then jerk away as if she'd suddenly remembered who she was. Even Jared, who had the least reason for uncertainty, would occasionally meet my confused gaze with a searching one of his own. And Ian†¦ Of course it must have been hardest for him. I understood that. We were together nearly as much as Kyle and Sunny. Ian constantly touched my face and hair, was always holding my hands. But who did not respond to this body that way? And wasn't it platonic for everyone else? Why didn't he kiss me again, the way he had that first day? Maybe he could never love me inside this body, as appealing as it seemed to be to all the other humans here. That worry was heavy in my heart the night Ian had carried my cot-because it was too heavy for me-to the big, dark game room. It was raining for the first time in more than six months. There were both laughter and complaints as people shook out their damp bedding and arranged their places. I saw Sharon with Doc and smiled. â€Å"Over here, Wanda,† Jamie called, waving me toward where he'd just set his mattress next to Ian's. â€Å"There's room for all three of us now.† Jamie was the one person who treated me almost exactly the same as before. He did make allowances for my puny physique, but he never seemed surprised to see me enter a room or shocked when Wanderer's words came through these lips. â€Å"You don't really want that cot, do you, Wanda? I'll bet we could all fit okay on the mattresses if we shoved them together.† Jamie grinned at me while he kicked one mattress into the other without waiting for agreement. â€Å"You don't take up much space.† He took the cot from Ian and set it on its side, out of the way. Then Jamie stretched out on the very edge of the far mattress and turned his back to us. â€Å"Oh, hey, Ian,† he added without turning. â€Å"I talked to Brandt and Aaron, and I think I'm going to move in with them. Well, I'm beat. Night, guys.† I stared at Jamie's unmoving form for a long moment. Ian was just as motionless. He couldn't have been having a panic attack, too, though. Was he thinking of some way to extricate himself from the situation? â€Å"Lights out,† Jeb bellowed from across the room. â€Å"Everybody shut yer trap so I can get some shut-eye.† People laughed, but took him seriously as always. One by one, the four lamps were dimmed until the room was black. Ian's hand found mine; it was warm. Did he notice how cold and sweaty my skin was? He sank to his knees on the mattress, tugging me gently along. I followed and lay down on the seam between the beds. He kept my hand. â€Å"Is this okay?† Ian whispered. There were other hushed conversations going on around us, made indistinct by the rush of the sulfur spring. â€Å"Yes, thank you,† I answered. Jamie rolled over, shaking the mattress and knocking into me. â€Å"Oops, sorry, Wanda,† he murmured, and then I heard him yawn. Automatically, I shifted out of his way. Ian was closer than I'd thought. I gasped quietly when I ran into him, then tried to give him some room. His arm was suddenly around me, holding me to his body. It was the strangest feeling; having Ian's arm around me in this very nonplatonic way reminded me oddly of my first experience with No Pain. Like I'd been in agony without realizing it, and his touch had taken all the hurt away. That feeling erased my shyness. I rolled so that I was facing him, and he tightened his arm around me. â€Å"Is this okay?† I whispered, repeating his question. He kissed my forehead. â€Å"Better than okay.† We were silent for a few minutes. Most of the other conversations had died out. He bent down so that his lips were at my ear and whispered, quieter than before, â€Å"Wanda, do you think†¦?† He fell silent. â€Å"Yes?† â€Å"Well, it looks like I have a room all to myself now. That's not right.† â€Å"No. There's not enough space for you to be alone.† â€Å"I don't want to be alone. But†¦Ã¢â‚¬  Why wouldn't he ask? â€Å"But what?† â€Å"Have you had enough time to sort things out yet? I don't want to rush you. I know it's confusing†¦ with Jared†¦Ã¢â‚¬  It took me a moment to process what he was saying, but then I giggled quietly. Melanie wasn't much given to giggling, but Pet had been, and her body betrayed me at this most inopportune moment. â€Å"What?† he demanded. â€Å"I was giving you time to sort things out,† I explained in a whisper. â€Å"I didn't want to rush you-because I know it's confusing. With Melanie.† He jumped just a little in surprise. â€Å"You thought†¦? But Melanie isn't you. I was never confused.† I was smiling in the dark now. â€Å"And Jared isn't you.† His voice was tighter when he answered. â€Å"But he's still Jared. And you love him.† Ian was jealous again? I shouldn't have been pleased by negative emotions, but I had to admit this was encouraging. â€Å"Jared is my past, another life. You are my present.† He was quiet for a moment. When he spoke again, his voice was rough with emotion. â€Å"And your future, if you want that.† â€Å"Yes, please.† And then he kissed me in the most unplatonic way possible under the crowded circumstances, and I was thrilled to remember that I'd been smart enough to lie about my age. The rains would end, and when they did, Ian and I would be together, partners in the truest sense. This was a promise and an obligation I had never had in all my lives. Thinking of it made me feel joyful and anxious and shy and desperately impatient all at the same time-made me feel human. After all this had been settled, Ian and I were more inseparable than ever. So when it came time for me to test my new face on the other souls, of course he went with me. This raid was a relief for me after long weeks of frustration. It was bad enough that my new body was weak and nearly useless in the caves; I couldn't believe it when the others didn't want to let me use my body for the one thing it was perfect for. Jared had specifically approved of Jamie's choice because of this guileless, vulnerable face that no one could ever doubt, this delicate build that anyone would be motivated to protect, but even he had a hard time putting his theory into practice. I was sure raiding would be every bit as easy for me now as it had been before, but Jared, Jeb, Ian, and the others-everyone but Jamie and Mel-debated for days, trying to find a way around using me for that. It was ridiculous. I saw them eyeing Sunny, but she was still unproven, not trusted. On top of that, Sunny had absolutely no intention of setting one foot outside. The very word raid had her cowering in terror. Kyle would not go out with us; Sunny had gone hysterical the one time he'd mentioned it. In the end, practicality had won out. I was needed. It was good to be needed. Supplies had been dwindling; this would be a long, thorough trip. Jared was leading the raid, as usual, so it went without saying that Melanie was included. Aaron and Brandt volunteered, not that we really needed the muscle; they were tired of being cooped up. We were going far to the north, and I was excited to see the new places-to feel the cold again. Excitement got a bit out of hand in this body. I was bouncy and hyper the night we drove to the rock slide where the van and the big moving truck were hidden. Ian was laughing at me because I could hardly hold still as we loaded the clothes and sundries we would need into the van. He held my hand, he said, to tether me to the surface of the planet. Was I too loud? Too oblivious to my surroundings? No, of course that was not it. There was nothing I could have done. This was a trap, and it was too late for us the minute we arrived. We froze when the thin beams of light shot out of the darkness into Jared's and Melanie's faces. My face, my eyes, the ones that might have helped us, stayed obscured, hidden in the shadow made by Ian's wide back. My eyes were not blinded by the glare, and the moon was bright enough for me to clearly see the Seekers that outnumbered us, eight to our six. Bright enough for me to see the way they held their hands, to see the weapons that glinted in them, raised and pointed at us. Pointed at Jared and Mel, at Brandt and Aaron-our only gun still undrawn-and one centered dead on Ian's chest. Why had I let him come with me? Why did he have to die, too? Lily's bewildered questions echoed in my head: Why did life and love go on? What was the point? My fragile little heart shattered into a million pieces, and I fumbled for the pill in my pocket. â€Å"Steady, now, everybody just keep calm,† the man in the center of the group of Seekers called out. â€Å"Wait, wait, don't be swallowing anything! Jeez, get a grip! No, look!† The man turned the flashlight on his own face. His face was sun browned and craggy, like a rock that had been eroded by the wind. His hair was dark, with white at the temples, and it curled in a bushy mess around his ears. And his eyes-his eyes were dark brown. Just dark brown, nothing more. â€Å"See?† he said. â€Å"Okay, now, you don't shoot us, and we won't shoot you. See?† And he laid the gun he was carrying to the ground. â€Å"C'mon, guys,† he said, and the others slid their guns back into holsters-on their hips, their ankles, their backs†¦ so many weapons. â€Å"We found your cache here-clever, that; we were lucky to find it-and decided we'd hang out and make your acquaintance. It's not every day you find another rebel cell.† He laughed a delighted laugh that came from deep in his belly. â€Å"Look at your faces! What? Did you think you all were the only ones still kickin'?† He laughed again. None of us had moved an inch. â€Å"Think they're in shock, Nate,† another man said. â€Å"We scared them half to death,† a woman said. â€Å"What do you expect?† They waited, shuffling from foot to foot, while we stood frozen. Jared was the first to recover. â€Å"Who are you?† he whispered. The leader laughed again. â€Å"I'm Nate-nice to meet you, though you might not feel the same way just yet. This here's Rob, Evan, Blake, Tom, Kim, and Rachel along with me.† He gestured around the group as he spoke, and the humans nodded at their names. I noticed one man, a little to the back, whom Nate did not introduce. He had bright, crinkly ginger hair that stood out-especially because he was the tallest in the group. He alone seemed to be unarmed. He was also staring intently at me, so I looked away. â€Å"There's twenty-two of us altogether, though,† Nate continued. Nate held out his hand. Jared took a deep breath and then a step forward. When he moved, the rest of our little group silently exhaled all at once. â€Å"I'm Jared.† He shook Nate's hand, then started to smile. â€Å"This is Melanie, Aaron, Brandt, Ian, and Wanda. There are thirty-seven of us altogether.† When Jared spoke my name, Ian shifted his weight, trying to obscure me completely from the other humans' view. It was only then that I realized I was still in just as much danger as the others would have been in if these had been Seekers. Just like in the beginning. I tried to hold perfectly still. Nate blinked at Jared's revelation, and then his eyes widened. â€Å"Wow. That's the first time I've ever been one-upped on that one.† Now Jared blinked. â€Å"You've found others?† â€Å"There are three other cells separate from ours that we know of. Eleven with Gail, seven with Russell, and eighteen with Max. We keep in touch. Even trade now and then.† Again, the belly laugh. â€Å"Gail's little Ellen decided she wanted to keep company with my Evan here, and Carlos took up with Russell's Cindy. And, of course, everyone needs Burns now and then -† He stopped talking abruptly, glancing uneasily around him, as if he'd said something he shouldn't have. His eyes rested briefly on the tall redhead in the back, who was still staring at me. â€Å"Might as well get that out of the way,† the small dark man at Nate's elbow said. Nate shot a suspicious glance across our little line. â€Å"Okay. Rob's right. Let's get this out there.† He took a deep breath. â€Å"Now, you all just take it easy and hear us out. Calmly, please. This upsets people sometimes.† â€Å"Every time,† the one named Rob muttered. His hand drifted to the holster on his thigh. â€Å"What?† Jared asked in a flat voice. Nate sighed and then gestured to the tall man with the ginger red hair. The man stepped forward, a wry smile on his face. He had freckles, like me, only thousands more. They were scattered so thick across his face that he looked dark skinned, though he was fair. His eyes were dark-navy blue, maybe. â€Å"This here is Burns. Now, he's with us, so don't go crazy. He's my best friend-saved my life a hundred times. He's one of our family, and we don't take kindly to it when people try to kill him.† One of the women slowly pulled her gun out and held it pointed at the ground. The redhead spoke for the first time in a distinctly gentle tenor voice. â€Å"No, it's okay, Nate. See? They've got one of their own.† He pointed straight at me, and Ian tensed. â€Å"Looks like I'm not the only one who's gone native.† Burns grinned at me, then crossed the empty space, the no-man's-land between the two tribes, with his hand stretched out toward me. I stepped out from around Ian, ignoring his muttered warning, abruptly comfortable and sure. I liked the way Burns had phrased it. Gone native. Burns stopped in front of me, lowering his hand a bit to compensate for the considerable difference in our heights. I took his hand-it was hard and callused next to my delicate skin-and shook it. â€Å"Burns Living Flowers,† he introduced himself. My eyes widened at his name. Fire World-how unexpected. â€Å"Wanderer,† I told him. â€Å"It's†¦ extraordinary to meet you, Wanderer. And here I thought I was one of a kind.† â€Å"Not even close,† I said, thinking of Sunny back in the caves. Perhaps we were none of us as rare as we thought. He raised an eyebrow at my answer, intrigued. â€Å"Is that so?† he said. â€Å"Well, maybe there's some hope for this planet, after all.† â€Å"It's a strange world,† I murmured, more to myself than to the other native soul. â€Å"The strangest,† he agreed.

Comparism of an everyday text with a literary text Essay

Choose one every day and one literary text. Using at least two analytical techniques from E301, analyze and compare your two texts in terms of their creativity and literariness, drawing on material from both parts of the module. In this paper I will analyze and compare a literary text and an everyday text, in terms of their creativity and literariness. I chose Philip Larkin’s (1964) poem, ‘Self’s the man’ (see Appendix, Text 1), as the literary text for analysis because it is not only smooth and pleasing to the eye and mind that it seems effortless to read and contain within one’s self but also because it arouses so many emotions which makes it ideal for analysis. In ‘Self’s the man’ Larkin (1964), is being cynical towards relationships and through the satirization of marriage; he contrasts himself with a mythical other, Arnold, with a view of talking about who is more selfish, claiming that married people are as selfish as single ones, that is, for their own comfort as well as fear that they will be left alone for the rest of their lives, people jump into marriage. The everyday text that I have chosen to analyze and compare with the poem, is an advertisement by DEBEERS (see Appendix, Text 2), targeting men, persuading them to buy a diamond ring for their lady, since diamonds, just like marriage, are an investment. Diamonds are a symbol of eternal love and devotion and men are aware of this symbolism, hence, DE BEERS exploits that in the advertisement by ingraining in the minds of men that if they want to stop ‘a woman getting away’ (Larkin, 1964), they should make their ‘two months’ salary last forever’ (DE BEERS, 2004). Although at first glance the two texts seem completely different, they are seemingly connected by the same theme of ‘relationships’, however, from two different contrasting contexts, with Text 1, being a poem by Philip Larkin (1964), and Text 2, being an advertisement by DE BEERS (2004). In order to evaluate the creativity and literariness of a text, a thorough analysis of the language the writer has used is of supreme importance. However, before analyzing the texts, it is necessary to have a broad interpretation of creativity and literariness. According to Sternberg (1999:3), ‘Creativity is the ability to produce work that i s both novel (i.e. Original, unexpected) and appropriate (i.e. Adaptive concerning task constraints). Furthermore, Swann (2006: 7) asserts that ‘creativity is not restricted to literary texts but is a common aspect of our interactions with others’, which links closely to Papen’s and Tusting’s (2006:315) claim  that ‘all meaning making processes have a creative element’. Hence, it can be said that creativity can be found in all literacy practices, in the way that texts are constructed, read and interpreted. Creativity has textual, socio-cultural and cognitive aspects (Carter, 2004) and in this paper both chosen texts will be analyzed in terms of all three. Literariness, on the other hand, is defined by the Russian Formalists as a sum of special linguistic and formal ‘properties that could be located in literary texts’ (Maybin & Pearce, 2006:6). The Formalists elucidate the observable ‘devices’ by which literary texts, especially poems, foreground their own language, in rhyme, and other patterns of sound and repetition . Hence, literariness is to be perceived in terms of defamiliarization, as a series of deviations from ‘ordinary’ language, ‘in which our routine ways of seeing and thinking are disrupted; our perceptions freshened; and our awareness of the world heightened’ (Shklovsky, in Hawks, 1997:62). Cook (1994) asserts that literariness is based on the notion of schema disruption where the reader’s views and perspectives are challenged in some way. He proposes that literariness results when a text and linguistic deviation cause schema disruption, refreshment or even change, however, whether a text generates schema refreshment ultimately depends on the reader’s desire for it to happen. Therefore, who the reader is, how he approaches and perceives the text with distinct background knowledge and expectations, ultimately determines the literary value of a text. In my analysis, I will first apply Jakobson’s (1960) methodology, stylistics approach and Carter’s (1997) criteria of literariness to the two texts and then contrast them with illustrations in terms of interpretative schemata. My intention in doing so is to highlight some of the strengths and weaknesses of these approaches and also modes in which they interact to better comprehend the nature of cre ativity and literariness. On the graphological level, in Text 1, the noticeable attributes are the traditional lineation, stanza divisions of poetry, and the presence of standard punctuation. The poem has 8 stanzas in all and each stanza consists of 4 lines. This creates a set rhythmic pattern, particularly in conjunction with the rhyme scheme. Text 2, on the other hand, on a graphic level, uses full capitalization in order to emphasize every letter in the ad and make it  look trim and tidy. The headline uses larger, capital and bold letters to draw readers’ attention and make them curious about what the advertisement mainly has to say, leading them to continue on reading unconsciously by arousing their curiosity and desire to know more about the product and subsequently persuading them to buy it. Moreover, Text 2, illustrates graphological deviation, by using solid background colors, and a brilliant diamond ring to focus all the reader’s attention to. On the phonic level, Text 1 has little ir regularity. The rhyme scheme of the poem is AABB, CCDD, where lines 1 & 2 and 3 & 4, rhyme in every verse with an exception of half-rhyme in the 3rd (supper/paper) and 4th (houses/trousers; mother/summer) stanzas. The use of rhyme creates an ‘end stop’, whereby the reader pauses slightly, emphasizing the words that rhyme. In Jakobson’s methodology (1960), when phonemes rhyme in a text and/or alliteration is present together with other sound effects of verse, ‘it is at once both a deviation from the code and an imposition of order upon it’ (Cook, 1994:396). Presuming that rhyming of phonemes is unique, literary, and an attribute of text, it can be said that, Text 1, is both creative and literary. In Text 2, on the other hand, the nine-word headline also contains linguistic exploitation, in a way that highlights and depicts the message which makes it an interesting Carpe diem poem urging the reader to seize the day by making his two months’ salary last forev er. Although, Text 2 is an advertisement and attention of the reader is traditionally supposed to be on the meaning rather than the sound, it is interesting to see how the headline, ‘HOW CAN YOU MAKE TWO MONTHS’ SALARY LAST FOREVER?’ contains phonological parallelism with an inline-rhyme (You/Two: both words come from a paradigm of one syllable words containing the sound /uË /) which as mentioned above makes it, both, creative and literary. The lexis in Text 1 is ‘ordinary’ rather than ‘poetic’. Larkin’s (1964) deviation from Standard English by using colloquial lexis: ‘perk’, ‘nippers’, ‘kiddies’ clobber’; interests the reader and familiarizes them with the situation, which is effective in that it is easy to read if one can relate to the poet. Moreover, the constant use of the conjunction ‘and’, in the 2nd, 3rd and 7th stanzas highlights the bare, repetitive and boring lifestyle of Arnold which is reduced to mundane tasks. Text 2, on the other hand, exploits lexical ambiguity at the semantic level. Thus, the slogan â€Å"A Diamond Is Forever,†Ã‚  means both that ‘a diamond is a never-ending sign of love’ (that is, the diamond is not merely seen as a rock but rather as a sign of eternal love, hence, the diamond, in Text 2, is made to produce love and comes to mean ‘love’) and that ‘a diamond would always hold its value’. Additionally, affirmative and commendatory words and phrases (‘perfect’, ‘she’ll cherish’, ‘she’ll love’, ‘surprise her’, ‘diamond experts since 1888’) are widely used in, Text 2, to impress the potential customer of the quality of the diamond ring, to form positive image in their minds, win their trust and arouse their desire to buy it. Moreover, in Text 2, the use of second person addressee â€Å"you† tends to shorten the distance between the reader and the advertiser, making the advertisement more like a face-to-face conversation where the advertiser speaks to the readers in a tender tone, making sincere promises and honest recommendations. In so doing, the advertisement moves the reader to action since the reader feels he is being thought of and plays an important role for the manufacturer. Hence, it can be said that, Text 2, has an obvious conative function, since it is supposed to address and influence the reader to buy a product, unlike, Text 1, where the poetic function dominates, making it self-referential (Thornborrow, 2006). Turning to the grammatical characteristics of the texts, Text 1, just like its lexis, seems pointedly ‘unpoetic’. Apart from Short’s (1996) idea of cohesion which can be identified in the poem since it contains logical and clear links between sentences through the use of words such as ‘and’ (‘And when he finishes supper’), ‘but’ (‘But wait not too fast’) and in form of personal reference, that is, through the use of personal pronouns where Arnold is named at the beginning to introduce him as a topic and then onwards the pronouns ‘he’ and ‘his’ are employed anaphorically for subsequent reference , there are only a few glimpses of patterning or ‘poetic’ syntax. One grammatical deviance in Text 1 is found in line 18 (‘Makes me feel a swine’), where the writer’s omission of the word ‘like’ draws particular attention to itself by deviating from what is expected. Imagery, a stylistic device, is used in Text 1, in the 3rd and 4th stanzas, where the poet invites the readers to imagine Arnold wheeling the ‘nippers’†¦round the  houses’(L.13) as well as painting the hall ‘in his old trousers’ (L.14) obviously at the command of his wife. Furthermore, the stylistic device, diction, which is the choice of distinct words used in a text to not only communicate meaning but also emotions, is being cleverly used in Text 1. The diction of ‘Self’s the man’ is accurate, vivid, expressive and chosen wisely by the poet. For instance, in the following sentence, ‘She takes as her perk’ (L.6), the ‘speediness’ and ‘brusqueness’ of the verb ‘takes’ insinuates a sense of forced snatching possibly even before Arnold has counted his money. The noun ‘perk’ promotes a negative view of women, suggesting that Arnold’s wife is a gold digger who expects to be paid for being there. Moreover, Larkin’s use of the colloquial idiom, ‘having a read at†¦Ã¢â‚¬â„¢ instead of ‘read’, insinuates Arnold’s chronic fatigue, robbing him of the power of serious concentration. The phrase ‘Put a screw in this wall’ (L11) highlights how Arnold’s wife has the upper hand in the relationship, that she nags and controls him and ‘He has no time at all’ (L12), for he has given his life to marriage. Through his diction, one can perceive the poet’s sarcastic and cynical tone in Text 1, portraying Arnold as being trapped, unhappy and unfulfilled since he is enslaved, dominated and directed by his wife and children. The last stanza is an indecisive finishing statement that shows that the poet has reached the conclusion that he has a superior strategy in playing the game of life, however, by saying ‘Or – I suppose I can’ in Line 32, he lets the readers interpret and decide for themselves who i s more selfish. On the other hand, the grammatical style marker of significance in, Text 2, is the extensive use of present tense which demonstrates not only the positive features of the diamond ring, satisfying the consumer’s desire to know the present state of the product he wants but also makes the advertisement easier to comprehend without transferring to other tenses. But there is another aspect of the simple present in, Text 2, and that is its implication of universality and timelessness. Moreover, the use of interrogative sentences, in Text 2, such as, ‘How often will you give her something she’ll cherish for the rest of her life?’ and ‘How can you make two months’ salary last forever?’ arouses the reader’s attention since they are, both, captivating and thought provoking. Carter’s (1997) criteria of literariness, assists in confirming the general  opinion that both texts have a relatively high degree of literariness. The first criterion of Carter (1997) which is evident in, Text 1, is medium dependence. ‘Self’s the man’ creates a world of internal reference where the reader’s attention is ultimately ‘drawn into the text itself’ (Maybin & Pearce, 2006:16). Perceptibly, a lack of direct referential communication exists with the reader’s concerns, which results in an ‘enclosing effect’ proposed by Widdowson (1975) as being an attribute of literature. Carter (1997) asserts that such a text, which exclusively depends on itself, throws the reader’s expectations and emotions into turmoil, making them ‘feel insecure thus adding intensity to the meaning of the text’ (Carter, 1997:67). However, he elucidates that ‘no text can be so entirely autonomous that it refers only to itself nor so rich that a reader’s own experience†¦cannot extend the world it creates’ (Carter, 1997:82) which relates to Widdowson’s (1975:36) theory that ‘literary interpretation†¦is not concerned with what the writer meant by the text, but what the text means, or might mean, to the reader’. On the other hand, Text 2, points towards an external, verifiable reality which if required, could be reordered or reformed without altering the meaning. Moreover, Text 2, communicates with the reader in such a way that he/she is bound by cooperative conditions of conventional communication. It also relies on another medium, the employment of an image, to assist in reinforcing the promotional and persuasive effect, which when combined, shows aspects of literary creativity. The next criterion proposed by Carter (1997), genre mixing, is a type of deviation which demonstrates how all language can be employed to generate a literary effect by this process. Text 1 shows examples of deviation at the level of words and meaning as it includes colloquial words and phrases which stand out from the surrounding text (perk’, ‘nippers’, ‘kiddies’ clobber’, ‘having a read at’) while Text 2, exploits the language typically associated with advertising which could be subtly redeployed for literary purposes. Text 2, also employs graphological deviation, through the use of different layout, size and typeface. Polysemy, the use of words or phrases that have more than one meaning, is another criterion of Carter’s (1997) which can be seen in the following sentence in Text 2: ‘A Diamond is Forever’. These words as mentioned earlier carry the meaning that ‘a diamond  is a symbol of eternal loveâ₠¬â„¢ and that ‘a diamond would always remain valuable’. Moreover, the headline in Text 2, ‘How can you make two months’ salary last forever?’ is also polysemous, telling men that ‘they should invest their two months’ salary in buying a diamond ring for their lady which will make their love last forever’ and that ‘since diamonds are rare, a symbol of success and the most valuable possession, its value will only increase with time’, hence they are an ideal investment for their money. Carter’s (1997) criterion of text patterning expatiates on Jakobson’s (1960) concept of parallelism, nevertheless, on a much broader textual scale. Texts get their meaning from their context and what meaning the writer desires to establish depends to a larger extent on the reader. By looking at the structure of Text 1 and the way it is presented, one can say that it was written for no distinct purpose other than to entertain, whereas, Text 1 has a definite pragmatic function, for it is written f or a particular purpose which is to inform and persuade the reader to buy a diamond ring. So far, I have followed Jakobson (1960), Carter (1997) and the stylistics point of view, to analyze the formal features of the texts. However, in order for a text to serve as a coherent communicative act, certain schemata of the reader must be activated to make sense of what they read by applying the text to significant and authentic experiences. Text 1, activates the reader’s ‘married life’, ‘single life’ and ‘selfishness VS selflessness’ schema and as a result, judgments are made which go beyond the text. In Text 1, I interpret the relevant reader (depending on the reader) schemata to be as follows: Script: selfishness VS unselfishness of married and single people Script: marriage is an act of selflessness Script: married life has the bliss of being a husband and father Script: single people are inferior to married people Script: stay single since marriage is a form of entrapment Script: married people are as selfish as singles In Text 2, I interpret the relevant reader schemata (depending on the reader) as follows: Script: buy a diamond ring Plan: give a diamond ring Plan: show love and devotion Plan: impress the woman Goal: marry the woman Or Script: buy a diamond ring Goal: perfect investment for money since a diamond’s worth will increase with time No obvious mention of these schemata was made by the writers of the texts and I have only come to these cognitive conclusions with my own cultural background influencing my intuition. It can be said that, Text 1, ultimately results in schema reinforcement since it corroborates the stereotypical presumptions about people and the world. Text 2, also results in schema reinforcement since the advertisers assume that readers share and recognize their plans and are persuadable to the recommendation and will purchase a diamond ring. The analyses manifest how Jakobson’s and Carter’s methodology operates only at the linguistic level and not at the schematic and discoursal level. The literariness of both texts cannot be represented in simple Stylistics, Carter’s or Jakobson’s approach. Only with reference to the reader’s distinct schemata, can one argue for their literar iness or lack of it. In conclusion, the analyses demonstrate the weaknesses of Stylistics, Jakobson’s and Carter’s inherency approach in isolation, highlighting the importance of the reader’s unique interpretative schemata. However, one should not cast aside Jakobson’s, Stylistics and inherency approach but rather supplement them with the pivotal role of the reader. The significance of a reader to determine the literariness of a text was neglected by Jakobson, although, interestingly, his philosophy strongly insinuates the presence of the reader. In order for a text to have a poetic function, it has to have an effect on the person reading the text, which is, the reader. Stylistics and Carter’s inherency focus, on the other hand, are only beneficial in showing that ‘there are no sharp cut-offs between literary and non-literary texts and that prototypical literary texts, even if not poems, contain poetic elements’ (Thornborrow, 2006:65). Hence, Text 1, with its few glimpses of linguistic patterning and deviation, may still be regarded as literary by many readers, whereas, Text 2, with its density of patterning and deviation will hardly be regarded as being literary only because it is classified as an advertisement. This, however, depends upon individual  readers since point of views and approaches present in the texts will arouse particular judgments in particular readers. These judgments will differ according to the schemata of the reader, and the extent to which their valued expectations and emotions are thrown into turmoil. Moreover, it can be said that both texts are wide open to recategorization as readers change for different readers will categorize a text differently. REFERENCES Carter, R (1997) in Goodman, S & O’Halloran, K. (2006) The art of English: Literary creativity, Open University, Milton Keynes, pp. 60-89 Carter, R (2004) Language and Creativity: The Art of Common Talk, London, Routledge, Taylor and Francis Group, pp. 1-226. Cook, D. (1994) in in Goodman, S & O’Halloran, K. (2006) The art of English: Literary creativity, Open University, Milton Keynes, pp. 37-43, 396-413 DeBeers, (2004) ‘How Can You Make Two Months Salary Last Forever’, [online], http://lessisabore.com/main_files/writing/04_diamond.html (Accessed on 2 April 2012) Grice, P. (1975) in Goodman, S & O’Halloran, K. (2006) The art of English: Literary creativity, Open University, Milton Keynes Jakobson (1960) in Goodman, S & O’Halloran, K. (2006) The art of English: Literary creativity, Open University, Milton Keynes, pp. 6-24, 49-74 Larkin, P (1964), The Whitsun Weddings, Faber & Faber Ltd, London, UK, p. 26 Maybin, J. & Pearce, M. (2006) in Goodm an, S & O’Halloran, K. (2006) The art of English: Literary creativity, Open University, Milton Keynes, p.6 Papen, U. & Tusting, K. (2006), in Maybin, J & Swann, J. (2006) The art of English: everyday creativity, Open University, Milton Keynes, pp. 312-331 Short, M. (1996) Exploring the Language of Poems, Plays and Prose, Addison Wesley Longman Ltd., Essex, UK Sternberg, R.J. (1999) in Carter, R. (2004) Language and Creativity: The Art of Common Talk, London, Routledge, Taylor and Francis Group, p.47 Thornborrow, J. (2006) in Goodman, S & O’Halloran, K. (2006) The art of English: Literary creativity, Open University, Milton Keynes, pp.50-74 Widdowson, H. (2006) in Goodman, S & O’Halloran, K. (2006) The art of English: Literary creativity, Open University, Milton Keynes, pp. 30-37

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Mergers - Essay Example Ravenschaft and Scherer (1987) state that firms will merge because they think that this will result into an increase in efficiency in the new firm formed after merging. Efficiency is expected to rise after the increase in capital, sharing of expertise, elimination of duplicate processes in production and the realization of economies of scale. All these advantages associated with mergers will influence firms to merge, however according to Hughes (1989) mergers may not lead to the realization of efficiency and they may lead to even increased inefficiencies in the firm. Firms will merge in order to gain market power, market power increases where firms that merge are in the same industry and produce the same products in the market and when they merge they form a monopolistic firm which controls the prices and the quantity produced. The firms will also merge as a way to increase their competitive advantages over their rivals and this makes the new firm a market leader, however this may not be the case where government policies may restrict firms to form monopolistic market forms where the firms controls the prices and quantity produced. Firms have different levels of market share in the market, when the firms merge they form one big firm those market share is equal to the sum of both firms market share, as a result the market share increases and this acts as a motivating factor for firms to merge. The reason why a larger market share is preferred is because a firm will realize economies of scale, increase sales volume, increase sales revenue and therefore increase profits earned. Tax advantages: Firms will also merge in order to gain a tax advantage, all firms will pay tax to the government depending on the level of profits they have acquired, and firms will therefore merge with loss making firms as a way of reducing their tax burden. However in most countries this has been discouraged where policies have been put in place to limit the act of profit making firms shopping for loss making firms to gain tax advantages. Diversification: According to Henry (2000) firms will also merge as a way to smooth earnings, smooth earning results into a smooth stock price over time and therefore investors are attracted to invest in the companies stocks. When two firms merge their earnings and stock prices are more stable and this increases investor confidence and therefore realize increased capital base from investors equity. Increasing geographical coverage: Firms will merge as a way of increasing their geographical coverage, example two law firms namely the Battle and Booth company and the Mack and McLean company merged in order to increase their geographical coverage and therefore offer their services to a larger population, this is because when firms merge they form a larger com-any and the large company is able to invest more and diversify than a small company. Sharing of expertise and technological integration: Firms will gain expertise and gain from mergers, managers and other experts share ideas and this helps in improving the efficiency and also the productivity of a firm, this sharing is made possible when firms merge but this would not have been possible when the

Factors affecting the activity of enzymes Essay Example for Free

Factors affecting the activity of enzymes Essay Factors affecting the activity of enzymes Aim: to investigate the factors affecting the activity of enzymes. Factors: The factors that could possibly affect the activity of enzymes are: Temperature: rate of reaction increases as temperature increases. Concentration of enzyme: rate of reaction increases as concentration of enzyme increases. pH: extremes of pH denature enzymes. Surface area: rate of reaction increases as surface area increases. Inhibitors: if there are any impurities, then they will restrict the rate of the reaction. Key Factor: I will be using temperature as a variable, and keeping all other factors constant. Therefore, testing temperature as the key factor. Prediction: I believe, that as the temperature of the starch and amylase increases, as will the rate of the reaction. However, once the optimum temperature is reached, the amylase will stop working. Hypothesis: The reason I believe that as the temperature of the starch and amylase increases, as will the rate of the reaction, is because of the collision theory. The collision theory tells us, that the more the solution is heated, the more the particles inside vibrate. Therefore, if the different particles are vibrating a lot more, it means that they will collide a lot more, and so the reaction will occur a lot faster. So in the case of the experiment we will be doing; the higher the temperature of the starch and amylase, the more these particles will vibrate and collide, and so the faster the amylase will be broken down. I also believe, that once an optimum temperature is reached, the amylase will stop working. This is because, above a certain temperature, enzymes, being proteins are denatured (change shape), and so can no longer combine with the substances. Fair Test: In order to make this a fair test, the following things must be taken into account: Ensure that the volumes of amylase and starch are constant. Ensure that the pH levels of the starch and amylase are the same. Ensure that all the apparatus are totally clean, i. e. have no impurities. Ensure that the temperature of the solutions remain the same as planned. Ensure that the temperatures of the water baths and ice bath are kept as constant as possible. Ensure that the starch and amylase solution is kept in the water bath in between each 30-second gap, so as to ensure a constant temperature throughout. Method: Two test-tubes, one filled with 5mg of starch suspension, and one filled with 5mg of amylase solution, are both put into a tub of ice. Whilst these are left inside the tub to cool down, droplets of iodine solution are put in each cavity of the spotting tray. Once the temperatures of the starch and amylase solution have become constant, then they are mixed together, and a droplet of this solution is then added to the first cavity of iodine. The test-tube is then put back in the ice tub, and then every 30 seconds, another droplet of the solution is added to a different cavity of iodine, until the purple colour that should appear, has disappeared. The time taken for the purple colour to disappear, is then recorded. When the purple colour disappears, it means that the amylase has totally broken down the starch. The same process is then repeated, but in water baths, with temperatures of 30? C, 50? C, and one is also done in room temperature. Everything is then repeated once more, and the average times for each temperature are calculated. Diagram: Apparatus: The following apparatus will be used in the experiment: 3 water baths tub pipette 2 syringes 2 beakers 2 test-tubes spotting tray thermometer test-tube holder Results: Temperature (i C) 0i C 20i C 30i C 50i C Time Attempt 1 450secs 270secs 180secs 210secs taken for Attempt 2 480secs 300secs 180secs 210secs starch to Average 465secs 285secs 180secs 210secs disappear 1/T 1/465secs 1/285secs 1/180secs 1/210secs Graph: Conclusion: To a certain extent my hypothesis was correct, but there still were some unforeseen results. For example, I mentioned in my hypothesis that as the temperature of the starch and amylase increases, as will the rate of the reaction. As the graph shows, the rate of reaction did increase as the temperature increased, but only to a point; after 30? C, the rate of reaction began to decrease. However, in my hypothesis, I mentioned that once a high enough temperature is reached, the amylase would stop working. This of course was incorrect, because once it reached 30? C, the amylase did not stop working, it just became less efficient. One thing I noticed whilst looking at the results table, was that as the temperature increased by 10? C, the rate of reaction doubled. This would explain why the graph increases steadily at the beginning, and then starts to steeply increase. Errors and Improvements: Some of the results may have been inaccurate, due to the 30-second range in between each time another droplet is added to a cavity of iodine. This could have been improved upon, by making it only a 5-second range for example, because the exact time when the starch disappears would be closer to the time recorded than with a 30-second range. An example as to why a couple of the results may not have been proportional, is when the starch and amylase were put in the ice tub. It is very unlikely that the solutions would have reached 0? C and remained constant. This could have been improved upon, by putting the solutions in a freezer instead, because it would keep to the same temperature throughout. Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Patterns of Behaviour section.

Educational Memories Essay Example for Free

Educational Memories Essay I first came into Wakefield City High School on September 1994. I had to go to the hall for an assembly. I was nervous I didnt know anyone. There was no one else from my old school just me. I was sat down feeling nervous in the assembly just then the head of lower school called out my name. They decided which tutor group I should go to Mrs Elliss classroom. I made a few friends in my class Tariq, Ajmal, Safdar and Zulfiqar. At first we all used to have the same timetable and I would ask them which lessons we would have next and which room the lesson would be held. But then gradually we were put into different groups meaning different timetable. Most of the teachers didnt like us. In maths we would look in the back of textbooks for answers that would be in are maths work. In science we made a mess of all the experiments. I broke three beakers and two test tubes, once I squirted hydrochloric acid at the black board the mark is still there. My music teacher liked me because I was good at the essays and minor music tests. I scored a high mark in the music exam but I was awful at playing music. I blew up the keyboard adapter. We would throw water balloons at everyone in the winter and set of bangers at bonfire week. In food technology the teacher hated are cooking we never cleaned up after we had finished. In art we used to draw pictures on are art folders even though she told us not to draw on them. We would draw a picture of a liver floating in a swimming pool and write next to it Liver+pool FC. My art teacher was Austrian and she would were these big black German boots and walk very disciplined like a solider. I thought she was related Adolph Hitler. In D+T resistant materials we had a teacher called Mr Taylor. Mr Taylor was tall and was a very moody person. When he was drunk he was alright. But when he was sober he was on a short fuse. He would never repeat himself. If anyone in the class asked, sir what was the question I didnt understand it sir he would start shouting and tell you to just do your work. He was tall skinny and atleast 30 years old. He would wear a white shirt with black pants. His hair had a lot of gel on it and his sideburns were completely shaved of. He always thought he was cool so he always brushed the side of his hair back. He never use to send students to isolation but he sent me because I was outside the school uniform by wearing white trainers. Whenever he explained to the whole class the work, what we had to do. I always fell asleep. So I always washed my face before entering the classroom. If you did anything wrong he would give dirty look and make you look like an idiot as though you are stupid and not clever. In the last two years all the teachers started getting on with me. I started doing well in my science and D+T. I got a high score in my science modular tests and I was predicted a c in my final G. C. S. E exam. In D+T I got a c for my coursework in G. C. S. E project Table. In my final two years at school Mr Taylor would not talk about work in D+T because we know what we had to do finish the design work. Instead Mr Taylor what talk about general interests and all kinds of things that he heard on the news saw in the papers or saw on TV. Most of al this talk was irrelevant but it was just to keep us company while we were working in the workshop and in the classroom. He would even put the radio on in the workshop and we would often have debates. He would view us as engineers including himself, which he was and he viewed the common man as underpaid labourers. He told us about his last job that he would operate a machine. He would just set the material on the machine and program the machine, then he would let the labourer do all the moving and lifting basically the heavy work. He said all this with confidence thinking non-of us would become a labourer, he thought we would all do well with his help D+T. He developed a relationship, which went from student and teacher to colleagues, and everyone knew what to do. We developed confidence in the workshop. I would use the sander and go into the store cupboard looking for whatever I needed to assemble the project. I would use all the machines, tools and equipment in my surrounding. Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Mildred Taylor section.

Sudden Sensorineural Hearing Loss (SSNHL) Intervention

Sudden Sensorineural Hearing Loss (SSNHL) Intervention Henry Davis Hearing loss is not a common healthcare issue addressed by Nurse Practitioners (NP) and Sudden Sensorineural Hearing Loss (SSNHL) occurs even less frequently. Often the onset of hearing loss (related to aging or noise exposure) is insidious, often spanning months to years and is typically bilateral. Hearing loss that occurs with advanced age is routinely compensated for with the use of electronic devices that amplify sound and this type of hearing loss is typically not cured. SSNHL by contrast has a well-defined acute onset within 3 days and is characteristically unilateral hearing loss. Some cases of SSNHL could be cured if a diagnosis is made and treatment initiated within a short time from onset of the hearing loss (Raghunandhan et al., 2012). Nurse practitioners may often be the first healthcare provider the patient encounters. Because of the early patient contact, nurse practitioners are uniquely poised to initiate the first line treatment after consulting with neurology, but prior to referral for follow-up care and further evaluation. Recent research supports that patients who receive early medical treatment for SSNHL recover hearing more often than those, who received delayed care (Raghunandhan et al., 2012). Epidemiology Current research indicates the morbidity of SSNHL is 2-20/ 100,000 persons annually and the mean age of occurrence is 43-53 years old. Mortality as not reported other than a possible link between SSNHL and strokes. Gender does not appear to influence incidents. Risk factors for SSNHL include; advanced age, concurrent cardiovascular disease and the presence of a positive antinuclear antibody (Weber, 2014). One study indicated â€Å"†¦viral infection being the most common etiological factor† for SSNHL (Raghunandhan et al., 2012, p. 229). Etiology The cause of SSNHL is currently considered idiopathic, however the preponderance of current research is directed at the supposition that the etiology of SSNHL is due to edema of the eighth cranial and subsequent compression of the internal auditory artery to the cochlea and circular apparatus. The likely cause of the compression is edema of the auditory nerve within the confined space of the internal auditory meatus from a viral infection (Mom, Chazal, Gabrillargues, Gilain, Avan, 2005). There is minimal clearance for the nerves and vessels. If any edema occurs, compression of the associated structures can result. This would be similar in nature to the pathology associated with Bell’s palsy or compartment syndrome associated with a casted extremity. The surrounding tissue swells and compresses adjacent structures. Cause of SSNHL is currently identified as idiopathic but current treatment targets a viral infection as the causative agent. Early treatment with steroids and antiviral drugs demonstrated reduction in percentage of patients who experience total hearing loss. The nurse practitioner can begin treatment of the patient and ensure timely neurologic specialty follow-up and magnetic resonance imaging (MRI) to rule out acoustic neuroma (Chen, Halpin, Rauch, 2003). Pathogenesis Initially to understand SSNHL we first should examine the anatomy and function of the inner ear. The ear communicates with the brain via eighth cranial nerve. The eighth cranial nerve divides into two main branches, cochlear and vestibular nerves. The first cochlear nerve travels to the cochlea and the vestibular nerve travels to the semicircular ducts. The Cochlea is the portion of the inner ear responsible for the transformation of sound from a physical force, from the tympanic membrane via the malleus, incus and stapes into a nerve impulse conducted to the brain via the cranial nerve (Copstead Banasik, 2013). The vestibular nerve conducts impulses from the semicircular ducts. Semicircular ducts change the forces of air movement into fluid movement that in turn is changed into nerve impulses that allow for proprioception. Damage to this branch of the vestibular nerve can result in vertigo, nystagmus, vomiting and disruptions of proprioception (Copstead Banasik, 2013). The eighth cranial nerve passes through a relatively small opening, the internal auditory meatus, in the skull(Weber, 2014) (Kim Lee, 2009). This small opening also provides the arterial blood flow for the inner ear via the internal auditory artery (Kim Lee, 2009). Even a small amount of edema in the eighth cranial nerve can result in both compression of the nerve and occlusion of the arterial blood supply to the inner ear. The result of these Sequelae would be rapid hearing loss, nystagmus and vertigo (Weber, 2014). During the acute period, the first few hours, it would be possible to decrease the edema by administration of steroids thereby decompressing the nerve and re-establishing blood flow to the inner ear (Narozny et al., 2006). Delays in the reduction of this edema may result in tissue necrosis and clot formation due to stasis of blood in the internal auditory artery. Another less researched cause of SSNHL is vertebrobasilar ischemic stroke or a thrombi occlusion of the arterial supply to the inner ear (Kim Lee, 2009). The resultant Sequelae following the occlusion would mirror the presentation of SSNHL from edema however; the key difference would be the response to oral steroids is ineffective. Any negative effects of oral steroids, if an ischemic stroke were diagnosed would be minimal as the follow-up for MRI should be performed immediately after initial treatment. Clinical Manifestations Onset of SSNHL appears as idiopathic and not related to any trauma and patient denies current source of infection. The patient may report having a clogged ear or pressure in ear. There is an absence of signs and symptoms of infection such as fever, drainage and pain. The patient may find it difficult to impossible to determine the direction of the source of a sound, as both ears are needed to identify the direction of a source of a sound. The brain normally uses the auditory input from both ears identify source location of an auditory stimulus. The occlusion of blood flow to the cochlea on one side has resulted in complete hearing loss to that side. SSNHL may present with an acute onset of tinnitus in the affected ear. The patient may describe the sound as a ringing or roaring sound. Initial onset of tinnitus may cause difficulty in concentration. The pathology responsible for tinnitus remains unclear. The onset of SSNHL is rapid and unilateral, proceeding from normal hearing to complete absence of hearing of the effected ear in less than 3 hours(Weber, 2014). SSNHL is often accompanied by nystagmus, tinnitus and vertigo. This may be due to the compression of the internal auditory artery and the resultant occlusion of blood flow to the cochlea and semicircular apparatus. In addition, when we consider the functions of the central nervous system in the perception of proprioception, multiple stimuli typically confirm the position of the body such as the semicircular apparatus and visual stimuli. With the sudden cessation of blood flow to the inner ear, a mismatch of stimuli rapidly occurs. This mismatch of stimuli among various nerves results in the perception of vertigo and often nystagmus. The Performance of a Rinne test and Weber test enables the nurse practitioner to differentiate between bone conduction damage, as is the case with traumatic injury or nerve damage as is the case in both SSNHL and ischemic stroke (Tintinalli, 2010). Also important is the Dix-Hallpike test, to differentiate between central or peripheral vertigo (Furman Barton, 2014). Central vertigo would be those with a site of origin inside the brain, were as peripheral vertigo originates outside the brain. The Dix-Hallpike test differentiates between central and peripheral vertigo. A Dix-Hallpike test is positive if vertigo and nystagmus is elicited when the head is rotated. Dix-Hallpike test also identifies unilateral vertigo, as well as it differentiates between central and peripheral causes of vertigo and nystagmus. Benign positional nystagmus is also evaluated utilizing the Dix-Hallpike test. In (BPN) the result is a delay of onset of nystagmus of >20seconds, nystagmus slowly resolves if head h eld in the same position, and response decreases with repeated testing (Dix-Hallpike Test, 2014). A central cause of vertigo and nystagmus need to be evaluated if the Dix-Hallpike test yields atypical results of nystagmus that occurs without rotation of the head, begins without delay, and does not decrease with retesting(Dix-Hallpike Test, 2014). Treatment The recommended treatment of SSNHL is early administration of oral glucocorticoids (Raghunandhan et al., 2012)(Narozny et al., 2006). This intervention is well within the scope of practice of the Nurse Practitioner. Nurse Practitioners should be encouraged to take the lead in diagnosing and initiating treatment for SSNHL. The risk associated with early treatment of suspected SSNHL is minimal however if treatment is delayed hearing loss may be permanent. The indication for administration of steroids is to decrease edema of the eighth cranial nerve as this edema leads to loss of nerve conduction and ultimately nerve tissue death and possible arterial occlusion (Chen et al., 2003). The result of tissue death of the eighth cranial nerve is hearing loss, nystagmus, tinnitus and impaired balance (Copstead Banasik, 2013). Current treatment of SSNHL aims at the reduction of damage to the eighth cranial nerve. Other medications can be used to treat the after effects of SSNHL such as vertigo. Select antihistamines, which are also classified as vestibular suppressant, are often used to decrease the perception of vertigo. These drugs reduce â€Å"the activity in the vestibular nuclei and cerebellum.†(Denner, 2013, para. 6). This class of medication is used as needed for vertigo control. Vestibular suppressant antihistamines are first line medications for vertigo. If Vestibular suppressant antihistamines are not successful in controlling vertigo then an escalation to a low dose benzodiazepine most often resolves vertigo not controlled by first line medications. Benzodiazepines cause central nervous system depression and thereby decrease vertigo. The treatment of choice for chronic vertigo is vestibular rehabilitation. Vestibular Rehabilitation is an exercise-based therapy used to retrain the central nervous system (CNS). Often vestibular rehabilitation is sufficient to control symptoms of vertigo without the need for daily medications. The provider often refers the patient experiencing vertigo to physical therapy (PT) or occupational therapy (OT) for a course of progressive exercises with associated head/eye movements to retraining the CNS (Vestibular Rehabilitation Therapy (VRT), 2014). Vestibular rehabilitation can greatly reduce the need for medications to reduce symptoms of vertigo and improves the quality of life. Vestibular rehabilitation is only the first of many topics that should be addressed by the nurse practitioner to assist the patient in lessening symptoms and coping with functional loss. Patient education is targeted toward identification of limitation and practices to compensate for those limitations. Simple functions such as body position during sleep can cause functional problems for patients. An example would be if patient sleeps on the non-affected ear toward the pillow, they would not hear sounds such as alarm clocks, smoke alarms, or other auditory products. Specialized alarms are available which provide both auditory and tactile stimuli (a strong bed vibrating unit) to awaken non-hearing or limited hearing persons. Also, educate patient that stressful situations and loud environments can exacerbate the experience of tinnitus and vertigo. Family members of the patient would be educated on actions to compensate for patient’s hearing loss. Walking on the non-affected side and not speaking close to affected ear are two examples. Also explaining the emotional stressors for the patient and the family members as both learn to cope with the new limitations. The Nurse Practitioner can also provide a referral to an ear, nose and throat specialist to evaluate the patient for cochlear implant for complete unilateral hearing loss. Current implants consist of a base magnet implant into the mastoid bone on the affected side. An external device is worn over the magnet and conducts sound into the magnet and across to the functional ear via bone conduction. The delay between air and bone conduction allows the patient to regain the ability to directionalize sound stimuli. The negative impacts of this option are cost, some insurances do not cover this surgery or only cover a portion of the total cost and this is a surgical intervention and all invasive procedure have associated risk factors. Conclusion Nurse Practitioners should broaden the scope of examination and treatment when assessing patients with sudden hearing loss. In the face of a presumptive diagnosis of SSNHL, the provider may improve outcomes by beginning treatment prior to conclusive diagnosis. Increased early intervention for SSNHL by Nurse Practitioners and beginning steroid treatment within the first few hours after onset of hearing loss may decrease the incidence of permanent hearing loss. The Nurse Practitioner is able to discriminate between sensorineural and conductive hearing loss. A causative factor is then diagnosed to direct care. SSNHL is an infrequently occurring health problem that can be treated with an early presumptive diagnosis. If the initial diagnosis of SSNHL is delayed for MRI to rule out Acoustic Neuroma, it increases the chance that hearing loss will become irreversible. The initial treatment with oral steroid is relatively low risk, yet this option is often omitted despite the apparent benefit. Although the confirmation of SNNHL requires MRI to rule out a differential diagnosis of acoustic neuroma, steroid treatment could begin as a protective measure. If an Acoustic Neuroma is diagnosed the steroid therapy could be discontinued. The impact of steroid use associated with Acoustic Neuroma has not been examined in current research. Appendix Figure 1 (Arora, 2012, figure 5) Figure 2 (Kim Lee, 2009, figure 2) References Arora, R. (2012). Vestibular Rehabilitation: An Overview. Int J Otorhinolaryngol Clin, 4, 54-69. Retrieved from http://www.jaypeejournals.com/eJournals/ShowText.aspx?ID=3564Type=FREETYP=TOPIN=_eJournals/images/JPLOGO.gifIID=280isPDF=NO Chen, C., Halpin, C., Rauch, S. (2003). Oral Steroid Treatment of Sudden Sensorineural Hearing Loss: A Ten Year Retrospective Analysis. Otology Neurotology, 24, 728–733. Retrieved from http://www.researchgate.net/publication/9088236_Oral_steroid_treatment_of_sudden_sensorineural_hearing_loss_a_ten_year_retrospective_analysis/links/00b7d51c062542efbc000000 Copstead, L., Banasik, J. (2013). Pathophysiogology (5th ed.). St. Louis, MO: Elsevier. Denner, K. (2013). Meclizine – Does it help? Retrieved from http://vestibular.org/news/10-07-2013/meclizine-–-does-it-help Dix-Hallpike test – Quick guide. (2014). Retrieved from http://www.ncuh.nhs.uk/our-services/dix-hallpike-test-quick-guide.pdf FM Jr, B. (1984). Sudden hearing loss: eight years experience and suggested prognostic table. The Laryngoscope, 94, 647-61. Retrieved from http://ezproxy.okcu.edu:2192/ehost/detail/detail?vid=1[emailprotected]hid=4201bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==#db=mnhAN=6325838 Furman, J., Barton, J. (2014). Evaluation of the patient with vertigo. Retrieved from http://www.uptodate.com/contents/evaluation-of-the-patient-with-vertigo?source=machineLearningsearch=Dix-HallpikeselectedTitle=2~5sectionRank=5anchor=H29#H29 Hearing Loss: A Ten Year Retrospective Analysis. Otology Neurotology, 24, 728-733. Retrieved from http://www.tonybaino.com/otorhino/steroidsssnhl.pdf Kim, J., Lee, H. (2009). Inner Ear Dysfunction Due to Vertebrobasilar Ischemic Stroke. SEMINARS IN NEUROLOGY, 29, 534-540. http://dx.doi.org/10.1055/s-0029-1241037 Mom, T., Chazal, J., Gabrillargues, J., Gilain, L., Avan, P. (2005). Cochlear blood supply: an update on anatomy and function. French Ear, Nose Laryngology, 88, 81-88. Retrieved from http://xa.yimg.com/kq/groups/17470070/1437766444/name/KimJS2009 [Inner Ear Dysfunction Due VB Ischemic Stroke].pdf Our Experience. Association of Otolaryngologists of India, 65, 229-233. http://dx.doi.org/10.1007/s12070-012-0506-9 Our Experience and a Review of the Literature. Annals of Otology. Rhinology Laryngology, 115, 554-558. Retrieved from http://ezproxy.okcu.edu:2192/ehost/pdfviewer/[emailprotected]5vid=16hid=4104 Sensorineural Hearing Loss: Prospective Clinical Research. The Journal of Otolaryngology, 36, 32-37. Retrieved from http://ezproxy.okcu.edu:2192/ehost/pdfviewer/[emailprotected]3vid=1hid=4104 Tintinalli, J. (2010). Emergency Medicine: A Comprehensive Study Guide (7th ed.). New York, NY: Mc Graw Hill. Tintinalli, J. (2010). Tintinalli’s Emergency Medicine: A Comprehensive Study Guide (7th ed.). New York, NY: McGraw-Hill. Tintinalli, J. (2010). Tintinalli’s Emergency Medicine: A Comprehensive Study Guide (7th ed.). New York, NY: McGraw-Hill. Vestibular Rehabilitation Therapy (VRT). (2014). Retrieved November 15, 2014, from http://vestibular.org/understanding-vestibular-disorder/treatment/treatment-detail-page Weber, P. (2014). Sudden sensorineural hearing loss. Retrieved from http://www.uptodate.com/contents/sudden-sensorineural-hearing-loss?source=machineLearningsearch=SSNHLselectedTitle=1~6sectionRank=2anchor=H4#H12 Weber, P. (2014). Sudden sensorineural hearing loss. Retrieved from http://www.uptodate.com/contents/sudden-sensorineural-hearing-loss?source=previewsearch=SSNHLlanguage=en-USanchor=H2selectedTitle=1~6#H2 Yuan-Yuan, L., Zhe, J., Bu-Sheng, T., Jian-ming, Y., Ye-Hai, L., Maoli, D. (2008, January 8). A clinical study of microcirculatory disturbance in Chinese patients with sudden deafness. Acta Oto-Laryngologica, 128, 1168-1172. http://dx.doi.org/10.1080/00016480801901626