Three Main Parts of a Plant and Differences between Eudicots and Coursework

Three Main Parts of a Plant and Differences between Eudicots and Monocots - Coursework Example Roots are responsible of providing the plant with water and other minerals contained by the soil. It also anchors the plants and holds the plant to ground. Stem has the responsibility to transport water minerals from roots to the leaves and branches and food and oxygen from leaves to other parts. Leaves carry the responsibility of making food for the plants through the process of photosynthesis. Plant can make its food by itself combining carbon-dioxide and sunlight by the process of photosynthesis. The vegetative parts of a plant are root, stem and leaves but flowers, fruits and seeds are its reproductive organs. Difference between Monocot and Eudicot Plants Flowering plants produce seeds of two basic types, monocots and eudicots. There are many differences between the Monocots and eudicots. In monocots there is only one cotyledon in the seed but in eudicot plants the seed has two cotyledons. In monocot plants the root xylem and phloem are distributed in a ring while in eudicots roo t phloem is the xylem. In monocots the vascular tissues are there in the stem in a scattered form but eudicots have its vascular tissues distinctly arranged. Leaves veins in monocot plants are formed in a parallel pattern while eudicots have a leave veins in a net shape.

Body Mass of Earthworms Essay Example for Free

Body Mass of Earthworms Essay Earthworms play an important role in the turnover of organic matter in soil and maintaining a good soil structure (Lavelle, 1988). Physical properties in soils improved by earthworms include improved aggregation, stability, and porosity. The soil biological and chemical properties of soils that may be modified include nutrient cycling (mainly nitrogen and phosphorus), organic matter decomposition rates, and chemical forms of nutrients in soil and their availability to plants. They also change the soil pH, organic matter dynamics in terms of quality and quantity, microbial and invertebrate activity, and diversity of the microflora and fauna (Lavelle et al. , 1998). Therefore, they are essential for plant growth especially in an extensive agricultural system, such as organic farming, which is based on nutrient release from turnover of organic matter. Earthworms can also be used as a source of protein for animal feed which had been reported to increase the growth of fish, chicken and piglets (Guerro, 1983; Jin-you et al., 1982; Edwards and Niederer, 1988). The mean amounts of essential amino acids recorded in earthworms are found to be very adequate for a good animal feed. Moreover, earthworm tissues contain a preponderance of long-chain fatty acids, many of which cannot be synthesized by non-ruminant animals and an adequate mineral content (Edwards and Niederer, 1988). Recently, the enzymes derived by the earthworms, lumbrokinase or earthworm fibrinolytic enzymes (EFE) which has anticoagulant (blood thinner) property is extensively being used in pharmaceutical and cosmetic industries. Following these valuable application of earthworms, the management of earthworm communities provides a promising field for innovation in agricultural practises. There are many factors affecting the growth and body mass of earthworms that need to be considered during cultivation of earthworms. The soil moisture obviously has an effect on the growth and activity of earthworms. Earthworms lose moisture through their cuticles, so they are very dependent on soil moisture. When soil moisture is optimum, earthworms increase in mass and in their activity if food sources are available (Lee, 1985; Edwards and Bohlen, 1996). Another important factor is the additions of organic matter in the form of farmyard manure which have been found to increase earthworm populations under favourable soil conditions (Lofs-Holmin, 1983a; Hansen, 1996). Several studies found that the mass of earthworms were the highest in manured soil compared to unfertilized and mineral fertilized soils (Hansen and Engelstad,1999; Marhan and Scheu, 2005). The purpose of this study is therefore, was to identify the optimum soil moisture and level of fertilizer that can be used to increase the body mass of earthworms, Pheretima sp. during cultivation. The worms of the genus Pheretima are indigenous to Southeast Asia (Edwards and Lofty, 1972), and widely distributed in tropical rainforests with strongly acid soils. There were two treatments being tested in this experiment. In the moisture content treatments, four different levels of moisture level in soil were compared. As for the fertilizer treatment, the goat manure was added at two different levels and was compared with an unfertilized control. Aim The aim of this experiment was to investigate the effects of moisture content and fertilizers on the body mass of earthworms, Pheretima sp. under laboratory conditions. Any observed difference in body mass may then indicate the optimum soil moisture and fertilizer content which can improve the mass rearing of this species for commercial use. Materials and Methods Study site The study was carried out in the Animal House which is located at Level 8 of Building 3, Monash University, Sunway Campus commencing from 19th April 2010 to 10th May 2010 (22 days). The rearing conditions for Pheretima sp during the study consisted of containers (paper cup) held in continuous darkness at room temperature (25oC). Experimental design The earthworms, Pheretima sp. were obtained from a shop in Klang Valley. Each test container (paper cup) was inoculated with a sample size of five worms (n=5). Before the experiment commences, the initial body mass (Mi) of the worms in each containers was weighed using an analytical balance. Then, each container was added with 500 g of clay-brown soil which was obtained from the Green House of Monash University. Treatments used in this experiment are combinations of two factors, the level of fertilizer application and water application. The treatments were within a Complete Randomized Design (CRD) with 3 replications. All replications of treatments are assigned completely at random to independent experimental subjects. The relationship between three different levels of fertilizer treatment and four different levels of moisture treatment as they relate to the changes in the body mass of earthworms was examined with a split-plot factorial ANOVA, where fertilizer was a between group factor, and moisture content was a within group factor. This resulted in 12 (4 treatment level x 3 replicates) moisture containers in each (three) groups of different level of fertilizer, which made a total of 36 experimental units.

Intervention to Increase Exercise Levels of Diabetes Patient

Intervention to Increase Exercise Levels of Diabetes Patient An intervention to increase the participation levels of Physical Activity in patients diagnosed with Type II diabetes Background Physical activity is an increasingly important health issue with physical inactivity being associated with many chronic diseases. Physical inactivity has been identified as the fourth biggest risk factor for mortality, accounting for 6% of deaths globally [1]. However, despite strong evidence in support of the health benefits of physical activity, few people actually meet the recommended guideline level [2]. In 2008, less than 20% of adults aged 65-74 met the recommended level of physical activity [3]. Diabetes is the fifth most common cause of death in the world [4] affecting around 250 million people worldwide, a figure expected to increase to over 336 million by 2030 [5]. Type II diabetes is widespread amongst 90% of diabetic patients, found to be more common in older adults [6]. Obesity accounts for 80-85% of Type II diabetics, making it the most potent risk factor [7]. Research has shown that regular physical activity has positive benefits for Type II diabetes in that it improves body’s sensitivity to insulin and helps manage blood glucose levels [8], as well as improving an individual’s physical and mental well-being. This Indicates that physical activity is vital in both preventing and treating Type II diabetes, as well as preventing further chronic health conditions. Literature Review Self-determination theory (SDT) [9] accounts for the processes that facilitate motivational development and how the social environment can enhance or diminish self-motivation. SDT is a popular social-cognitive theory, which maintains and has provided support for the proposition that all human beings have fundamental psychological needs: competence, autonomy, and relatedness. Satisfaction of these basic psychological needs (BPN) leads to intrinsic or extrinsic motivation which influences the level of self-determined motivation an individual possesses, whereas preventing these needs promotes controlled motivation or amotivation [10]. Motivational interviewing (MI) is a scientifically tested counselling method, viewed as a useful intervention strategy in the treatment of lifestyle problems and disease. The concept of MI evolved from the experience of treating alcoholism, first described by Miller in 1983 [11]. Miller and Rollnick defined MI as ‘a directive, client-centred counselling style for eliciting behaviour change, by helping clients to explore and resolve ambivalence’ [12]. MI is a particular way of helping clients recognise and do something about their current or potential problems. It is viewed as being particularly useful for clients who are reluctant or hesitant about changing their behaviour. A systematic review and meta-analysis [13] of 72 randomised controlled trials shows that MI in a scientific setting outperforms traditional advice giving in the treatment of a range of behavioural problems and diseases. It also shows that MI had a significant effect in approximately three out of four studies, with an equal effect on physiological (72%) and psychological (75%) diseases [13]. Large-scale studies are now needed to prove that it can be implemented into daily clinical work in primary and secondary health care. Research [14] has shown MI to be an effective intervention for weight loss and improving glycaemic control. Patients with Type II diabetes were randomly allocated to an MI group, a Cognitive Behavioural Group Training (CBGT) or a control group and tested before and after each intervention. The findings of this study showed that in MI and CBGT, mean Body Mass Index (BMI) was significantly lower than the control group, indicating MI and CBGT is a useful intervention in helping adults with type II diabetes lose weight [14]. MI has been criticised for lacking a coherent theoretical framework for understanding its process and efficacy. It is believed that SDT can offer such a framework [15]. MI and SDT are based on the assumption that humans have an innate tendency for personal growth toward psychological integration, and that MI provides the social–environmental facilitating factors suggested by SDT to promote this tendency [15]. Aim To evaluate the effectiveness of using motivational interviewing to increase the level of physical activity of older adults diagnosed with type II diabetes, through satisfying their basic psychological needs. Design A randomised control trial design will be used, to establish a cause and effect relationship between the intervention – MI, and the outcome – increase in physical activity. A control group will be used to compare against the intervention group, allowing the researcher to see if MI has a specific effect on the intended behaviour change (increase in physical activity). It also allows any potential ‘other factors’, away from the attention of the intervention which may contribute to an increase in physical activity to be identified. The participants, to prevent selection bias, will be randomly allocated to a group using a computer. Sample Participants need to be classified as physically inactive (participate in less than 30 minutes of moderate-intensity exercise, 3 times a week), diagnosed with Type II diabetes and aged 65+. Participants will be recruited through letters sent out via General Practitioners (GPs) to patients and through advertisements in health centres and doctors surgeries. Although currently classified as physically inactive the participant must be willing to engage in physical activity, and therefore must gain medical clearance, from their GP, to participate in the study. The recruitment of participants will be done throughout England in order to gain a large, reliable sample which can be generalised to the wider population. Intervention Miller and Rollnick [12] suggested that MI is based on the following principles: express empathy, develop discrepancy, avoid argumentation, roll with resistance, and support self-efficacy [12]. The strategies of MI are more persuasive than forced, more supportive than argumentative, and the overall goal is to increase the client’s intrinsic motivation so that change arises from within [15]. The practitioner should aim to produce a social environment satisfying participants BPN, which should promote their motivation to participate in physical activity. The structure provided by the practitioner, such as helping the client develop appropriate goals and providing positive feedback, targets the psychological need for competence. The provision of autonomy support by using client-centred strategies like rolling with resistance, exploring options, and letting the client make decisions, all support the need for autonomy. The involvement of the client by the practitioner in terms of ex pressing empathy, demonstrating an understanding and avoiding criticism support the need for relatedness [16]. To increase the likelihood of physical activity participants can chose whether their MI sessions are at their local leisure centre or hospital, or via telephone calls. The intervention program will last for 18months. In the first three months the participants will receive weekly sessions, then from month three to six they will have fortnightly sessions, and for the final 12months they will receive one session per month. A follow up study will also be completed 24months after the intervention started. It is important that practitioners provide the participants with knowledge, guidance and support to enable them to make decisions. The control group will have social phone calls and meetings like the intervention group but no MI in the sessions they will just be encouraged to maintain their current physical activity level. Assessment The outcome of the intervention will be measured at intervals: baseline, 3 months, 6 months, 12 months and 18 months. A follow up study will also be completed 24months after the intervention started. The study will adopt three measures. The first is a general questionnaire measure to obtain demographic information, such as participants’ age, sex and current physical activity levels. The second measure is the Physical Activity Scale for the Elderly (PASE) [17]. PASE is a valid, brief and easy scored survey designed specifically to assess physical activity in epidemiologic studies of persons age 65 years and older [17].The final measure used will be the Basic Need Satisfaction Scale [18]. This will assess the extent to which the participant felt their practitioner was satisfying their BPN. All these measures have been found to be valid and reliable. The same measures will be used at each interval to assess changes/improvements, as well as being used in the follow up to see if th eir behaviour change has been sustained. Limitations There are a few limitations to consider. Firstly, the study aims to recruit a large sample of participants for a long period of time; it will be hard for the researcher to keep all the participants for the duration, resulting in a high dropout rate, making the result unreliable and un-generalizable. Secondly, the intervention requires time, especially at the start when the participant is required to attend weekly meetings. If the participant(s) has a lack of time then they are not going to be able to attend weekly meetings as well as completing the physical activity. In term of the intervention used, MI is based on the idea that a client must be willing to work with a professional to change behaviours, a client in denial will be unaffected by MI questions and advice. Also, outside influences maybe stronger, meaning that in a clinical setting the participant is motivated to change but when they return home they may return back to original behaviour.

Ch. 10 project- Booker T. Washington :: essays research papers

Booker Taliaferro was born a mix slave in Franklin Country on 5th April, 1856. His father was a white man who and no one knew who he was and his mother the slave of James Burroughs. His mother married the slave Washington Ferguson. When Booker entered school he took the name of his stepfather and became known as Booker T. Washington. After emancipation, his family was so poor that he worked in factories and mines at the age of nine. When he was 16 his parents allowed him to quit work to go to school. They had no money to help him so he walked 200 miles to attend the Hampton Institute in Virginia and paid his tuition and board there by working as the janitor. The principal of the institute was Samuel Armstrong an who was against slavery and had been commander of African American troops during the Civil War. Armstrong believed that it was important that the freed slaves received an education. Armstrong was impressed with Washington and arranged for his tuition to be paid for by a wealthy white man. Booker T. Washington carried on this idea and later he would teach in his home town, then at the Hampton Institute, and then in 1881, he founded the Tuskegee Normal and Industrial Institute in Tuskegee, Alabama. As head of the Institute, he traveled the country unceasingly to raise funds from blacks and whites both; soon he became a well-known speaker. In 1895, Washington was asked to speak at the opening of the Cotton States Exposition, a good thing for an African American. His Atlanta Compromise speech explained his idea, that blacks could protect their rights through their own economic and moral progress rather than through legal and political changes. Although his calm stand angered some blacks who feared it would encourage the enemy of equal rights, whites approved of his views. His major achievement was to win over diverse elements among southern whites, without whose support the programs he thought and brought into being would have been impossible.

Business Strategy for Easyjet

Table of Contents 1. Introduction 2 2. Mission statement, Aim & Objectives 2 3. PESTEL Analysis 2 3. 1 Political 2 3. 2Economic 3 3. 3Social 3 3. 4Technological 3 3. 5Legal 3 3. Environmental 3 4. SWOT Analysis 4 4. 1 Internal Analysis 4 4. 2External Analysis 4 5. Porter’s five forces 4 6. Porter’s value chain 5 7. Stakeholders Mapping 6 8. Ansoff Matrix 7 9.BCG Matrix 7 10. Strategy position and selected strategy 8 11. Conclusion 11 12. Appendices 12 13. Reference 15 1. Introduction Easyjet Airline Company is a British airline headquartered at London Luton Airport which operating domestic and international scheduled services on 500 routes between 118 European, North African, and West Asian airports (Theairdb, 2005).The company was founded in 1995 by Stelios Haji-loannou. And currently the management of easyjet is formed by Andrew Harrison as CEO, Cor Vrieswijk as COO and Jeff Carr as CFO (Easyjet, 2009). Up to 2009, easyjet had nearly 7000 employees throughout Europe. Apart from low-cost tickets, easyjet has improved in network quality, lower cost deals with key suppliers and enhancements to easyjet. com and so on (Easyjet, 2009). 2. Mission statement, Aim & Objectives Mission statement of easyjet is â€Å"to provide customers with safe, good value, point-to-point air services.To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes† (Easyjet, 2002). The company will develop its people and establish lasting relationships with its suppliers. Vision| Easyjet’s vision of the future is built on developing its strength to be the largest and best low cost airline in Europe (Bized, 2002). | Value| 1. Safety 2. Teamwork 3. Pioneering 4. Passionate 5. Integrity (Easyjetcareers, 2010)| The aim & objectives of Easyjet are similar to its mission statement.The company underpins its long-term prospects matter its business with safety, customer satisfaction, future f inancial performance, people and environment (Easyjet, 2009). 3. PESTEL Analysis 3. 1 Political The political environment includes tax policy such as Air Passenger Duty and carbon tax. â€Å"APD tax is raised about ? 2. 4bn for government every year. The airline Easyjet also supported for a green tax on air travel based on carbon produced (BBC, 2007). Increasing tax is not effective for customers to pay more but â€Å"easyjet has realized it and apologized to customers† (Easyjet, 2007).Cheap first and expensive later is what Easyjet always does. According to appendix 1, more immigration coming to UK gives easyjet more marketing opportunity. However, national insurance puts employees wage up so that increases company’s costs (Telegraph, 2010). 3. 2 Economic According to appendix 2, â€Å"some experts predict that the UK interest rate will increase to 3% in 2010 and 2011† (Marketoracle, 2010). Customers may pay higher for tickets if they borrow money. Meantime, a ccording to appendix 3, it is bad for easyjet because â€Å"some experts assert that Euro may depreciate in the next 6 months from January, 2010† (Marketvector, 2010).People maybe fail to choose easyjet up to this viewpoint. Additionally, it gives a burden to the company as fuel price may go up year by year (see appendix 4). 3. 3 Social Attitude of customers impact on easyjet’s business. According to appendix 5, more customers prefer to travel by air these years and it hits 2000 million in 2004 (Grida, 2007). The phenomenon makes easyjet arrange more flights. Meantime, â€Å"nearly 28% people choose to search tickets information online everyday so that the company’s business online can be developed quickly† (Alexa, 2010). 3. 4 TechnologicalThere are nearly 200 airplanes in the company and easyjet is working closely wth all the relevant airframe and engine (Easyjet, 2009). The safety can be guaranteed. The company also offers online check-in system for bag gage with codes and buying tickets which is pretty convenient to customers (Azureholidays, 2009). 3. 5 Legal The company follows mostly European law such as safety law. But there is a piece of bad news recently that easyjet needs to pay 1. 4m euros in damages for violating French labour laws (BBC, 2010). It is not only negative to financial condition but also to reputation.At the same time, the company supports carbon law that cut carbon emissions. 3. 6 Environmental The global standards for aircraft that can lead to carbon emissions of aviations being cut by 40%, Easyjet seeks the legislation for cleaner aircrafts is demanded by his firm to stop the flight of old and inefficient planes (Gray, 2009). It is good for passengers’ health. Meantime, the average aircraft age is 2. 2 years which makes up the youngest, cleanest and quietest fleets in the world (Easyjet, 2009). 4. SWOT Analysis 4. 1 Internal Analysis Strengths| Weakness| Leading airline with low-cost flights which acr oss most big city in Europe such as Berlin, Milan, Paris and so on (Easyjet, 2008). * Being seen as an innovative and flexible organization and has a strong e-business which offers full and fast price plan to customers. * Image, differentiation on price and brand (Mayer, 2007). * Quick turnarounds at the airports with more flights, better productivity. * Internal job mobility (Kernchen, 2007). | * Low frequency of routes. * More outsourcing might affect customer satisfaction (Kernchen, 2007). Sometimes longer flights without frills might be hard to implement successfully like no food service (Fifield, 2007). | 4. 2 External analysis Opportunities: Low-cost airline industry has a promising future. If Easyjet can establish itself as the low-cost number 1 airline, Easyjet will continue its success with its strong position and prove takeover opportunities (Kernchen, 2007). Threats: Economic downturn may lead to a decrease in casual flyers (Businessteacher, 2006). Increased competition l eads to greater difficulties in demanding incentives from communities such as low fees Easyjet received at Luton (Mayer, 2007).To enter new markets like Germany and France, Easyjet also end to spend much money than in the UK (Kernchen, 2007). The cost is pretty higher. 5. Porter’s five forces The threat of substitutes = Low The threat of substitutes for easyjet comes from other transport tools such as trains, cars, boats and so on. Minimal threat from train and car on domestic routes (Mayer, 2007). Eastjet does not need to worry too much about other transports tools if easyjet improves online system continually. The threat of entry = low It is difficult for a new company to enter in the low-cost airline industry. Easyjet has quite a comfortable position in the UK low-cost market as the biggest operator. High capital requirements also negate threat to some extent for easyjet† (Mayer, 2007). The threat of buyers = Moderate Customers will often choose better price particul arly with the online tickets system (Capon, 2008). Customer loyalty is necessary so that easyjet must keep a regular check on prices all the time (Mayer, 2007). The threat of suppliers = High Easyjet have no power to alter the price of fuel as an individual company (Mayer, 2007).Without Boeing and Airbus, Easyjet lose planes so that Easyjet must keep good relationship with them. Sometimes, airports also easily raise charges to airline. The threat of competitive rivalry = Moderate It is pretty rivalrous with many competitors who also operate short-haul market in the European such as Palmair, Germanwings, Ryanair and so on (Which, 2010). A numbers of tour operators like Thomas Cook may threat the market by selling scheduled seats (Subiotto and Snelders, 2007). All in all, â€Å"the growth of individual airlines and the expectation that competition among low-cost airlines will intensify† (Chris, 2010). . Porter’s Value Chain As a low fare airline, Easyjet makes the most o f its assets and its competencies to develop advantages and create much value compared with other airlines Inbound Operation Outbound Marketing Sales Tickets sales online After-sales service Ticketless service Catering Internet Fuel Aircraft Baggage handling Maintenance Inbound * Easyjet uses outside catering supplier to offer in-flight service (Dfnionline, 2007). * Easyjet spent a great deal of money on fuel. * Easyjet buy or rent airplanes mainly from Boeing and Airbus (Easyjet, 2009). There is another company who is mainly responsible for respire easyjet’s airplanes (Viploan, 2005). Operations and Outound * With ticketless service, customers just need a code and bring it to airport for boarding number (Ciao, 2000). * Internet is more important for Easyjet than call centre. * Easyjet does well in online check-in facility with hold baggage (Easyjet, 2009). Marketing and Service Easyjet has its own marketing department to publicize the company. And the company mainly focuses on lost baggage and speedy boarding for customers (Easyjet, 2009). . Stakeholder Mapping Low Interest High Interest | Suppliers: Boeing and AirbusCustomersCommunity Groups| | InvestorsGovernment AgencyShareholders: Stelios Haji-Ioannou who owns 22% shares. | Low Power High Power It is obviously that Boeing and Airbus has lots of interest so that they cooperate with Easyjet frequently. Customers prefer to low-cost tickets and convenient online system. However, they have less power as Easyjet can buy or rent planes from other airline. The company also has founded its largest UK airline position.Investors are really into Easyjet’s service and its growth markets, and they also have powers to buy shares to make its share price up. For shareholders, Stelios Haji-Ioannou owns 22% of the whole company (Easyjet, 2009). He gets big power. 8. Ansoff Matrix Market Penetration: Easyjet can make the most of its existing products to achieve growth of market share such as â€Å"put ticket p rices to some domestic destination down continually and add more seats in planes† (Columbia, 2008). Market Development: Easyjet hopes to get growth by using its existing product to into new markets.The company is launching new flights to Australia, Romania and Germany which have been travel spotlights with its low-cost tickets and frequent flights (Easier, 2007). Product Development: Easyjet is adding flights and developing new flight routes to more places across the European even northern Africa (Easyjet 2009). Therefore, it develops the product range. Diversification: Easyjet is not only operates airline service but also does other related transportation service such as easycar, airport parking. Apart from transportation field, the company is also responsible for hotel booking, travel guide and so on.Diversification makes easyjet consolidate existing market and accmulaing experience for new fields. 9. BCG Matrix StarSpeedy Boarding| Question MarksBaggage terms| Cash CowsClub cards| DogsFood| Star: An enhanced version of its fast boarding service attracts more customers (Travel Trade Gazette, 2007). It is a high growth market. Question Marks: There is baggage allowance that Easyjet offers to speed its market up. Cash Cows: Customers get club cards of Easyjet so that they can get savings for credit purchasing of tickets (Travel Trade Gazette, 2007).Interest rate generally affects this so that there is not any growth. Dogs: Easyjet gets little money in catering according to the annual report (2009annualreport, 2009). 10. Strategic position and selected strategy The strategic position of Easyjet is similar to the aim & objectives. â€Å"Turn Europe Orange† that Easyjet expands its employer presence across Europe (2009annualreport, 2009). The company aims to cut more carbon emissions and add more seats in the planes so that improving quality of its service (2009annualreport, 2009).The objective has covered SMART because up to now Easyjet has been the largest airline in UK and the second largest airline in Europe 10. 1 Identify and evaluate alternative strategies * Easyjet can develop new routes from local airports in UK to Romania in 2011. This strategy meets Easyjet’s network position for refreshing new routes all the time. It covers suitability, feasibility and acceptability well. Suitability| The strategy conforms objectives of easyjet and makes the use of company’s resources on providing cheaper short-haul service within Europe (Pender, L. nd Sharpley, R. 2005). | Feasibility| It is achievable as Easyjet has been the second biggest airline around Europe so that passengers may choose because of its good reputation (Pender, L. and Sharpley, R. 2005). | Acceptability| Low-fare airports with cost-benefit and more marketing opportunities. | * Easyjet will offer British Airways Executive Gold card holders free speedy boarding plus (priority check-in and boarding) on the days that BA crew strike. Most passengers wish to use this free offer on that day (Easyjet, 2010).This strategy meets Easyjet customers proposition for building appeal to business travelers. By the way, it is also a kind of marketing campaign to offer more speedy boarding to customers. It covers suitability, feasibility and acceptability well. Suitability| It is profitable for the company to reduce check-in time and sell seats for leisure customers. Make the most of resources to earn money. | Feasibility| It is easily achievable that passengers who hold British Airways Executive Club Gold Card wish to accept this free offer (Easyjet, 2010). | Acceptability| | Easyjet is going to work closely with CAE which is a good flight school to use 5000 Series simulator for A320 pilots training at CAE’s Burgess Hill facility (Atwonline, 2008). The strategy meets Easyjet safety requirements to improve pilots training. It covers suitability, feasibility well but not acceptability. Suitability| Providing customers with well-trained pilo ts and good safety system. | Feasibility| CAE helps with qualified training simulators so that the quality and service can be guaranteed (Krishnan, A. 2008). | Acceptability| Easyjet spends money to make agreements with CAE.It may give additional strain on staff. | 10. 2 Select one strategy and describe the implementation & monitoring plans In my opinion, it is appropriate for Easyjet to develop new routes to Romania. There are only two routes which departure from Madrid and Milan to Romania (Easyjet, 2010). It is not enough. Firstly, Easyjet is the UK’s largest airline measured by the number of passengers flown (Easyjet, 2010). But in the Europe, there are several competitors such as Ryanair, BMI and so on. More people choose to go on holidays to Romania which known as the â€Å"Paris of the East† (Easyjet, 2009).Developing new routes gives rise to more marketing opportunities. Secondly, choosing low-fare airports such as Bucharest meets the organizational objectives. The company is able to make good use of its resources of new aircrafts and employees. Thirdly, developing new routes which departure from native airports in UK gives local people opportunities to go on holidays to Romania directly. Thus, it helps Easyjet to consolidate its UK largest airline. Implementation The route starts from UK airport such as Liverpool, Bristol, Stansted, it is necessary for Easyjet to make good deal with the airports.The company needs to pay a sum of money for airport fees which involves aircraft parking, administration fees and airport parking, airport lounges for passengers (Easyjet, 2007). The native airports in UK offer low cost parking such as ? 4 per day at Bristol. The airports in other European cities such as Milan, Paris will cost a little more for these fees (Easyjet, 2007). Then Easyjet may prepare how many flights will departure from each route with arranged pilots, in-flight staff and the first departure date. The company needs to publicize the n ew routes to passengers in time online with detailed ticket price include or exclude tax.For example, many people are attracted by the Bucharest’s architecture (Easyjet, 2009). The company can develop a route from Liverpool in summer vacation or winter vacation, 2011. Thus, there will be more customers who would like to have a view of Romania during holidays. Monitoring Plan In order to operate these new routes better, the company is able to monitor the routes carefully. To ensure every flight should be arrived to the airports on time, using global online service to anticipate weather-related delays at departure and destination airports (Metoffice, 2010).Work out optimizing schedules and scan customers’ feedback carefully so that if there is someone who feels bad for easyjet’s service, the company can improve immediately. If the new routes are operated well with lots of numbers of passengers and minimizing level of delays times, Easyjet can consider opening more new routes across Europe. It is appropriate for easyjet to operate 70 new routes in 2010 (Easyjet, 2010). The company can add more routes departure from different local airports such as Luton, Bristol to Romania and then add some routes which departure in other countries such as Paris to Romania.Therefore for customers at any places, there will be more choices. 11. Conclusion In order to become the largest low-cost airline in Europe, Easyjet also needs to enhance its online system and â€Å"fly outside Europe† strategy. This may give rise to more marketing opportunities. However, up to now, Easyjet operates successfully and gets profit up to 80 million pounds with 9% up of market shares in 2009 (2009annualreport, 2009). The company must be growing continually and has a promising future. 12. Appendices Appendix 1 Appendix 2 Appendix 3 | | Irish Pound to US Dollar Currency Exchange Rate Forecast|Appendix 4 Appendix 5 13. Reference Books Capon, C. (2008), Understanding Strategi c Management, Prentice Hall: Essex. Fifield, P. (2007), Marketing strategy: the difference between marketing and markets (3rd Edition), Elsevier: Oxford. Krishnan, A. (2008), War as business: technological change and military service contracting, Ashgate Publishing Limited: Hampshire. Kernchen, N. (2007), Marketing differences between traditional airlines and low-cost airlines in Europe, GRIN: Paris. Mayer, F. (2007), A Case Study of EasyJet and the Airline Industry, GRIN: Paris. Pender, L. nd Sharpley, R. (2005), The management of tourism, SAGE Publications Ltd. : London. Subiotto, R and Snelders, R. (2007), Antitrust Developments in Europe 2007, Kluwer Law International: Netherlands. Journals Chris, T. (2010), LOW-COST COMMODITY, Airline Business  Feb2010, Vol. 26 Issue 2, p28-30 Gray, C. (2009), Easyjet seeks carbon laws, Travel Trade Gazette UK & Ireland  12/4/2009, Issue 2892, p26-26 Travel Trade Gazette, (2007), Extra boost profits, 11/23/2007, Issue 2794, p14-14 Websites 2009annualreport, (2009), Annual report and accounts 2009, [Online] http://2009annualreport. asyjet. com/business-review/review-of-strategy/safety. html (13/04/2010). Atwonline, (2008), CAE to offer pilot training in India, earns Level D certification, win $53 million in FFS contracts, [Online] http://www. atwonline. com/channels/airlineprocurement/article. html? articleID=2265 (16/04/2010). Azureholidays, (2009), Easyjet launches online check-in for hold baggage, [Online] http://www. azureholidays. com/Article. aspx? ArticleID=19488267 (05/04/2010). Alexa, (2010), Daily research, [Online] http://www. alexa. com/siteinfo/easyjet. ch (04/04/2010).Automotivedigest, (2009), Fuel Price Forecast 2008 To 2011, [Online] http://www. automotivedigest. com/content/displayArticle. aspx? a=65572 (04/04/2010). Bized, (2002), what is the company’s vision for growth, [Online] http://www. bized. co. uk/compfact/easyjet/easyindex. htm (28/03/2010). BBC, (2007), Easyjet supports green air taxe s, [Online] http://news. bbc. co. uk/1/hi/uk/7000103. stm (02/04/2010). BBC, (2010), Easyjet in French court over labour laws, [Online] http://news. bbc. co. uk/1/hi/business/8475204. stm (08/04/2010). Ciao, (2000), Easyjet-great service, [Online] http://www. ciao. co. k/easyjet_com__Review_71098 (08/04/2010). Columbia, (2008), Deal or No Deal: Should Economy Airline Offer Last-minute Bargains? [Online] http://www4. gsb. columbia. edu/ideasatwork/feature/102579/Deal+or+no+deal:+Should+economy+airlines+offer+last-minute+bargains%3F (11/04/2010). Dfnionline, (2007), The company replaces Alpha Flight Services as the airline’s onboard retail and catering operator, [Online] http://www. dfnionline. com/article/Gate-Gourmet-wins-Easyjet-inflight-retail-contract-1462747. html (11/04/2010). Easier, (2007), Easyjet announces new flights to Austria and Romania, [Online] http://www. asier. com/50798-easyjet-announces-new-flights-to-austria-and-romania. html (13/04/2010). Easyjet, (2007), The government has made easyjet the tax collector, [Online] http://www. easyjet. com/en/book/airline_has_been_made_tax_collector. html (02/04/2010). Easyjetcareers, (2010), Our Vision & Values, [Online] http://www. easyjetcareers. com/about-us/vision-and-values. asp (28/03/2010). Easyjet, (2010), Route map, [Online] http://www. easyjet. com/en/routemap/ (16/04/2010). Easyjet, (2010), Easyjet to launch a further 70 new routes for 2010, [Online] http://corporate. easyjet. om/en/media/latest-news/news-year-2010/04-01-10en. aspx (19/04/2010). Easyjet, (2010), Free Speedy Boarding Plus for BA Gold card holders on strike days, [Online] http://corporate. easyjet. com/media/latest-news/news-year-2010/Free%20Speedy%2 0Boarding%20Plus%20for%20BA%20Gold%20card%20holders%20on%20strike%20days. aspx (14/04/2010). Easyjet, (2009), Cheap flights to Bucharest, [Online] http://www. easyjet. com/en/cheap-flights/Bucharest (16/04/2010). Easyjet, (2009), Annual report and accounts 2009, [Online] http:/ /2009annualreport. easyjet. com/files/pdf/easyJet_AR09. pdf (26/03/2010).Easyjet, (2009) The â€Å"easyjet ecojet†: to cut CO2 emissions by 50% by 2015, [Online] http://www. easyjet. com/en/news/easyjet_ecojet. html (05/04/2010). Easyjet, (2007) Airport Parking, [Online] http://parking. easyjet. com/ (19/04/2010). Easyjet, (2002), Easyjet Mission Statement, [Online] http://www. easyjet. com/en/about/ (26/03/2010). Grida, (2007), The boom in air travel, [Online] http://maps. grida. no/go/graphic/the-boom-in-air-travel (04/04/2010). Metoffice, (2010), Easyjet set for ClearFlight, [Online] http://www. metoffice. gov. uk/corporate/pressoffice/2010/pr20100201a. tml (19/04/2010). Marketoracle, (2010), UK Interest Rate Forecast 2010 and 2011, [Online] http://www. marketoracle. co. uk/Article16450. html (02/04/2010). Marketoracle, (2010), U. S. Dollar to Euro Currency Exchange Rate Forecast, [Online] http://www. marketvector. com/exchange-rate/euro. htm (02/04/2010). Telegraph, (2010 ), Election 2010: George Osborne says easyjet would be hit by ‘job tax’ on airport visit, [Online] http://www. telegraph. co. uk/news/election-2010/7560181/Election-2010-George-Osborne-says-easyJet-would-be-hit-by-jobs-tax-on-airport-visit. html Read also: My Ambition Is To Become a Collector

Healthcare Consent legislation Essay

Healthcare Consent legislation applies to everyone above the age of 18 (some places 16) and has the following rights (Ref 1) 1)The right to give or refuse consent 2)The right to choose a particular form of healthcare on any grounds including moral or religious grounds 3)The right to revoke consent 4)The right to expect that a decision to give, refuse or revoke consent will be respected 5) The right to be involved to the greatest degree possible in all case planning and decision making Mostly all nursing actions are an invasion of a person’s privacy and giving consent is carried out by going into the hospital or being treated at home. So one can say that consent is based on the principle of respect for a fellow human being. (Ref 1,2) This legislation tells me that all patients and clients have a right to receive information about their condition. As a nurse I should be sensitive to their needs and respect the wishes of those who refuse or are unable to receive such information. (Ref 1,2) For instance, there may be a language barrier and I should not just go about reading the consent form in English, rather I should arrange for a interpreter or find a nurse who speaks the clients language. I also respect their decision of autonomy-their decision to accept or decline any health intervention even if a refusal means loss of life, example Jehovah s witness refusing blood transfusion. The client will now have alternate options given by the Health Care Providers. Informed consent is obtained by a legally competent person, who voluntarily accepts or declines the consent after being informed of the treatment including side effects, adverse effects.(Ref 1,2) Many people are frightened by unfamiliar medical procedures and interventions and may thus want to back off from any treatment. This decision should be respected, and the client should not be forced into taking any of these medication or treatment. Rather the nurse can educate them to the best of her education and training if the client wants to know about it. Historically dating back to 1914, it was Justice Cardoza who changed the concept of research ethics involving human beings. The foundation of modern day informed consent is based on his statement â€Å"Every human being of adult years and sound mind has a right to determine what should be done with his (or her) own body.†(3) There were many historical events that lead to present day consent acts. Some of them were as follows (ref #3) 1) Tuskegee Study of Untreated Syphilis in Black  Men (1932-1973) 2) The Nuremberg Code as a result of the Nazi Medical Experiment during World War II (1947) 3) The Thalidomide experiment that resulted in birth defects (1950) 4) The declaration of Helsinki (1964) I feel these events all had a big role in shaping modern day HCCA and Consent legislature.Previously, a simple consent question would be â€Å"did the patient agree to surgery?† (Ref 2), which now has evolved into â€Å"Did the physician provide the patient with adequate amount of information for the patient to consent?† This newer version of the legislation allows the nurse to participate in proper advocacy so as to promote patient autonomy in self-determination. Initially informed consent meant saying â€Å"YES† to any treatment or intervention laid out by the physician and advocated by a nurse (Ref 1). Now informed consent means being able to say â€Å"NO† and this in itself is a part of exercising ones autonomy.(Ref2)Nurses should practice with the knowledge that clients must consent to be touched ,to have treatments administered , to undergo surgery, for bathing, positioning, taking vital signs, physical assessment ,changing dressings, venipuncture,wo und irrigation, catheter insertion just to name a few. If a patient or client is not capable of giving consent then besides the HCCA (1996) Ontario does have the Substitute Decision Act(1992) SDA . This act allows a substitute decision maker –a spouse, a relative, a parent and in the absence of these someone can be appointed by legal authority if the patient has not indicated otherwise. In emergencies where the priority is preservation of life, a nurse or HCP can provide care to the patient or client without their consent if they are incapacitated, provided it is demonstrated that this action was carried out in the best interest of the patient or client.(Ref 1) In conclusion, I can say that nurses are patient advocates and an essential member of the healthcare team contributing meaningfully to the informed consent process. There are many barriers to the HCCA especially in terms of informed consent, but the well informed and knowledgeable nurse is competent enough to have a thorough understanding of her clients’ needs. She being the clients best advocate will implement the informed consent procedure so as to maintain the clients’ autonomousity so that he or she can maintain their self-determination. This legislation has allowed nurses to be accountable for the best interest of the client and  carry out their role as a client advocate.

Writing College Papers Under Pressure How-Tos

Writing College Papers Under Pressure How-Tos Writing College Papers Under Pressure: How-To’s Any student knows how important it is to be able to properly manage time. With the ever-increasing amount of homework, academic assignments, projects, and other tasks routine for colleges and universities, 24 hours a day just isn’t enough for school and life. Besides, students aren’t robots, so huge workloads often lead to excessive stress. As a result, a typical student – a person most likely unable to manage stress (and even less likely to manage time) becomes a person with a chronic lack of time who’s constantly worried, disturbed, or stressed out. Therefore, to make students’ lives less stressful, we’ve prepared a short guide on the most popular time and stress management techniques. Using these techniques, you’ll be able to conquer your workload without straining your nervous system. So, first are the time management techniques: Use all kinds of lists and schedules. It might be a good idea to keep a record of things you need to do in separate lists, categorizing them by different criteria. For example, you could have lists titled â€Å"Things to do for biology class;† â€Å"To-do list for the next week;† â€Å"Most urgent stuff;† and so on. You can also estimate the approximate time needed to accomplish each of the tasks that you write down in these lists. Keep these lists where you can see them; this way you’ll never forget to do something important, and having them in front of your eyes all the time will help you allocate time more effectively. Don’t multitask. Focus your efforts! This may sound like unpopular advice, since the modern world values multitasking. However, it’s been proven that multitasking hinders performance. So, when starting to work on a task, you might want to focus all your efforts on it for a short period of time. Paraphrasing the famous saying: 80% of results are achieved during 20% of time spent working on a task. Eliminate distractions. It’s surprising how many things can actually distract us right at the moment when we need to focus on an important task. Students know that sometimes even cleaning up can be a huge distraction, especially when you need to prepare for an exam. So, make sure you block access to social networks for the time you’ll be studying (there are plenty of programs designed to do exactly that); turn your phone off; isolate yourself in a quiet room with no TV; and have only the needed textbooks and materials in your proximity. You’ll be astonished at how much time you have for actually studying when you eliminate all distractions! Maintaining a cheerful and healthy spirit is as important as being able to do everything on time. So, here are some relaxation and stress management techniques for you. Conscious breath. This is the basis of a huge number of meditation techniques, and for a good reason: breathing in such a way can significantly improve your overall psychological condition, help you relax and refresh. The technique is simple: you need to start breathing, paying full attention to the very process; feel how the air flows through your nose, how it fills your lungs. Notice a small pause between every inhale and exhale. It’s recommended that you breathe slowly, while being perfectly still. You must also do this exercise in silence. Physical exercises. It’s well-known that physical exercise after mental activity is a great way to relax. You don‘t necessarily need to go to a gym; instead, you can visit the nearest swimming pool. Swimming there for 45-50 minutes at least twice a week will positively affect not just your body, but your mind as well. Slowing down. Western society is fascinated with the idea that a person is worth something only when he/she is active, and has achieved something outstanding. This is the particular factor responsible for our crazy pace of life. Although it’s always good to accomplish something worthwhile, even more crucial is to maintain a balance between your mental health and your activities. At least once a week allow yourself to be slow. Don’t rush anywhere; don’t strain to do as much as you possibly can. You can afford being inactive. Take a slow walk in the park; ignore incoming messages, or at least do not reply them immediately; turn off your reminders and alarms; move slowly, think slowly. After a period of practicing this exercise, you’ll notice that you’ve become calmer. These are just some of the most popular techniques among hundreds of others. Feel free to find those that suit you the most, as there are no universal methods only those that work or don’t work personally for you. Good luck with writing! Additionally you may use professional custom writing service to buy college papers online.

Dual Career Couples and Career Development Essays

Dual Career Couples and Career Development Essays Dual Career Couples and Career Development Paper Dual Career Couples and Career Development Paper DUAL CAREER COUPLES AND CAREER DEVELOPMENT, FAMILY AND REALLOCATION ISSUES SERVICES PROVIDED BY LARGE CORPORATIONS AND SMALL COMPANIES ABSTRACT As the dual career couples phenomenal increase rapidly in the global economy, large and small companies need to provide reliable services in order to alleviate the work-life challenges to support dual career couples in the complex issues they often faced. This paper will focus in the family career and reallocation issues of dual career couples and what are the approaches from large and small companies towards them. CONTENT 1. INTRODUCTION 2. LITERATURE REVIEW 2. 1. FAMILY CAREER ISSUES 2. 2. REALLOCATION ISSUES 3. CONCLUSIONS 4. REFERENCES 1. Introduction: Dual career couple is a common term used for marriages who both wife and husband have careers and work outside home. The challenges faced by these couples has been purpose of study for HR managers, as they are more complex that those that traditional couples face. In the last 30 years the number of dual-career couples has growth at a phenomenal rate. In mostly all developed countries as well in some of the third world countries, women represent half of the work force. The traditional figure of a family that only the man was the primary breadwinner while the woman stay home to take care of the children and the house was much more common before 1970 than today. According to a recent study of the US bureau of labor statistics, dual career marriages, which both partners are managers or professional, represent more of 80% of the US couples. Women has experimented an era of liberation and today are thought to pursuit career success, financial independence, self-sufficiency and plan a life having higher impact outside home. Women that graduated from college have more knowledge about the existing possibilities in their society. The dogma of the traditional family simply does not work among career couples, women that are better educated occupied professional and executive positions not because they have to, but because they want to. The desire for individual and combine success lead couples to restructure their marital roles changing the structure in the modern families. As the wife does not stay at home to do the housework the division of the home responsibilities is a must. The ideology of equality in marital roles emerges as a necessity to the eager of find common opportunities. Dual-career couples have to cope with different dilemmas of how to support each other’s career development together with the common responsibilities like childcare, housekeeping, and their personal relationship. These couples often have greater demands from the organization that employed them and be able to respond to these needs become a necessary priority for many companies. This essay pretends to explain what the challenges of dual career couples are and how those challenges are handle in large and small companies around the world. 2. Literature review Due to the exceptional increase of career families over the past three decades, dual career couples are bringing HR managers attention today more than ever. The study of the challenges of dual career couples and career development is a common topic in almost any human resource book. For methodological purpose this essay will be focus in two main topics: Family career issues and relocation issues. Comparing what are the strategies and the services provide for large and small organizations. 2. 1. Family Career issues For dual career couples with children, family issues may conflict with career progression. The employees not only need to be efficient at work but they also need to be competent and responsible with their family roles. The current competitive environment in business requires a lot of time, effort and work for professionals to develop their career successfully; this cause a lot of personal stress that is usually transfer from one partner to the other. When both partners seek to maximize their career development the family can be in serious conflict and under a lot of stress that become even more complex in couples with children or other family responsibilities. The job stress is linked to psychological well-being and this not only affects the individual worker but also his family. The strategies used to escape from a difficult situation and reduce emotional and physical reactions to stress are usually not just an individual effort; these strategies require help from the organization and from the family. As noted, the welfare of a spouse depends in part on the actions of the other partner. The dual-career families require concessions and understanding of family and business, which means a psychological commitment of the couple, with their family and personal relations, their individual careers and the organization. This type of families tend to solve their issues keeping in mind what is best for the family, over what is best as an individual. With the increase of married women in the work force, more companies have recognized the stressful situation of dual career couples and they have decided to incorporated more flexibility in their policies and personal selection, and in career planning, placement and promotions. 2. 2. The relocation issue We lived in an era of multinational companies and a large proportion of large companies hold under their portfolios several branches in different cities and countries. The knowledge of professional employees is converted into in a valuable asset for these companies and the relocation of key individuals turns into a common exercise for these corporations. In case of a relocation, the welfare of the employee’s family obey as an organization’s concern about how to recruit and retain the best employees. In many cases the services provide from the organization as support to the relocation is a vital factor for many employees to decided to accept or not a relocation. Many studies show that the main concerns of an employee that face a reallocation is the impact on his partner’s career. Is fundamental in dual career couples that faced reallocation to expect that the trailing spouse would be able to find a job and to continue the development of his or her career. This includes topics as work permits, job hunting and reallocation services. Large corporations have actively engaged in providing their employees with relocation services, especially when recruiting senior executive as many of them are unwilling to reallocate unless the accompanying spouse receives suitable employment assistance. These corporations created departments that assist the accompanying partners to find the proper job and successfully continue their career in the new location. Certainly most small companies do not have the resources to provide these services and results in a traumatic experience for the accompanying spouse or partner in a dual career couple to find a job. What translate in extra stress in their employees and could even lead in resignation. 3. Conclusions and Recommendations It is important that career development problems in dual career couples are recognized in the early stages when is still possible to make the corrections and if is possible should involve both partners in the planning even when one is not employed by the company. Large companies developed organizational policies related to their employees’ family as a key support factor for career families to cope with their challenges. This support is translated in the development of specialized centers within the organization to study dual career couple, career development and women at work. As well other policy to increase and improve their support like family days, flexible schedule, telecommuting, day-care services for children, feedback on their performance and in general any activity that could generate value from the organization to their employees. These types of organizational policies and services are expensive and many small companies cannot afford them. Large corporations have more specialized HR department and can allocate more resources to these projects and services. Small companies with limited financial resources cannot provide services as large corporation do. Also large corporations have more specialized work division and can reduce work burden on an employee if is necessary, in small corporation professionals tend to have many roles and the temporal absence of any employee cannot be easily compensate. Nevertheless is a must for small corporations to develop policies to support dual career couples. Small companies could take advantage of their close relation between shareholders and management team, getting to know much closer the challenges faced by its team and providing more focus solutions to those problems. Additional today many consulting companies provide services oriented to these employees problems and giving the opportunity to small companies to outsources those services. 4. References Books ? Mathis, R. , Jackson, J. , (2010) Human Resource Management. 13th edition. Cengage Learning. ? Sweet, S. , Moen, P. , Meiksins P,. (2007) Dual Earners in Double Jeopardy: Preparing for Job Loss in the New Risk Economy. Emerald Group Publishing Limited ? ? ? Hardill, I. , (2002) Gender, migration and the dual career household. Routledge Bohlander, G. Snell, S. , (2009) Managing Human Resources. Cengage Learning, Wolf-Wendel L. , Twombly, S. , Rice, S. , (2003) The two-body problem: dual-careercouple hiring policies in higher education. JHU Press ? ? Weihrich, H. , (2007) Management. Tata McGraw-Hill Education. Harris, H. , Brewster, C. , Sparrow, P,. (2003) International Human Resources Management. CIPD Publishig. ? Gilley, J. , Eggland, S. , Gilley, A. , (2002) Principles of Human Resource De velopment. 2nd edition. Basic Books. Ivancevich, J. (2009) Human Resource Management, 11th Edition. ?

Strategic Choise Essay Example | Topics and Well Written Essays - 1250 words

Strategic Choise - Essay Example Porter's Generic Strategies model (Porter, 1985) illustrated that competitive scope is to be either, focused on the whole market, or a narrow segment of the available market. In addition, the model emphasised that only two effective marketing strategies existed: lowest product costs or high-perceived value by the customer (differentiation) (Macmillan & Tampoe, 2000). The model depicts three generic strategies: 1) cost leadership; 2) differentiation; and 3) focus on a target market. The least attractive strategy is one that takes the middle ground between two options. For example, British Airways (BA) uses a differentiation strategy (Johnson & Scholes, 1999). "The "BA Way" business strategy actively engages with employees, shareholders, customers and the community (Johnson & Scholes, 1999). During 2004-2005 BA experienced an increase of 3.3% in revenue. In contrast, Adria Airlines' Customer Relationship Management strategy focuses on quality and the personal touch, according to Porter 's model would be focusing on a target market (Adria Airways, 2004). In contrast to Porter's model Adria experienced an increase in production and administrative costs of 12% during 2003-2004 (Adria Airways, 2004). Both airlines are concerned with only a narrow segment of the airline market, yet neither benefited substantially from their strategic choice. Bowman's Strategy Clock model (Macmillan & Tampoe, 2000) is comparable to Porter's model in that he also categorised competitive strategy into cost leadership or degree of differentiation (Johnson & Scholes, 1999, Macmillan & Tampoe, 2000). However, Bowman's model extended Porter's by incorporating a "hybrid" strategy that represented an optimal balance between perceived customer value and price. This provides an organisation with three broad strategies that exist on a continuum: 1) low cost and low value as perceived by the customer (i.e., generic brands); 2) "good value" products that find balance between price and value; and 3) high cost and high perceived value items (i.e., luxury goods) (Macmillan & Tampoe, 2000). Bowman's model is much more reflective of the 21st century marketing environment, in that many organisations specialise in providing products and services that blend low cost and high differentiation (Macmillan & Tampoe, 2000). For example, British Airways could be co nsidered to be using the hybrid strategy of Bowman's, as its business strategy seeks to lower costs yet differentiate itself by way of increasing its engagement with stakeholders (British Airways, 2005). According to Porter's model, this would be a weak strategy as it combines two generic strategies (i.e., cost leadership and differentiation). Adria Airlines Customer Relationship Management strategy (Adria Airways, 2004), could be considered to be in Bowman's category of focused differentiation, due to its provision of seasonal charter services, and personal high quality services. So that the higher price of their product also has perceived added value for a select target market. This category reflects Porter's generic category of differentiated focus for a narrow competitive strat

Criminal Justice Essay Example | Topics and Well Written Essays - 250 words - 5

Criminal Justice - Essay Example In the correction, responsibilities of prison are the safekeeping of inmates, maintenance and improving welfare of inmates. Safekeeping requires that inmates are controlled; securely locked away, while giving them some moments for recreation, counseling, and education. Despite welfare efforts, inmates feel dehumanized and suffer condemnation and rejection by society and as a result breed ill feelings. When subjected to solitary confinement, which is one of prison’s recourse, psychological effects results to â€Å"dissatisfactions in life, delusions, panic feelings, claustrophobia, depression and madness†. Imprisonment is a host to other related psychological problems that results to trauma, mental and physical illnesses to some. As of 2006, the Bureau of Justice System estimated that there are about 705,000 jailed persons who are mentally ill, and that its growing number affects the correction policy of the government(Pollard, Anita, n.d.) Inmates receive health care while incarcerated, but the problem begins when they are released. Many of them, after spending years in prison are unemployed, have no means of livelihood, experience difficulties in reintegration to society, and lack health care insurance. As psychological problems become statewide occurrences, and reintegration to society even becomes more difficult upon their release from prison, the government is looking for possibilities that they be covered by Medicaid to access health care. Likewise, as a standard procedure, inmates go into various forms of counseling and physical activities while in prison. As trauma becomes a psychological problem by many of the inmates, researches have been done by medical practitioners on how to address psychological problems of inmates. Trauma, that has been tangled with experiences of mental illness, substance abuse, and behavioral problems often results to psychiatric disorder. (Wallace, B.C and

Quality Assurance in Banking Investment Essay Example | Topics and Well Written Essays - 2000 words

Quality Assurance in Banking Investment - Essay Example In view of the importance of quality assurance in the investment banks, the process is carried out to strengthen the procedure and standards at corporate level, promoting efficient utilization of available resources so that different functions are carried out in an expeditious and cost effective manner and make recommendations for enhanced customer satisfaction. As investment banking is a service oriented business with most of the profits coming through the investments in businesses and acting as consultant to many businesses, it is necessary that investment banking adopt suitable techniques, theories and principles related to quality assurance for customer satisfaction and retention. Banking Investment or investment banking is part of the financial services industry that offers wide variety of services to corporations and organizations all over the world. The range of products and services is increasing rapidly that has made it difficult to distinguish the most important services because investment banks offer their services in different forms (Turnbull and Moustakatos, 1996)1 The service is an area that helps companies in funds acquisition, advising for wide range of transactions for future businesses (www.wisegeek.com).2 As it is clear that the investment banking deals with providing financial assistance to the companies for business matters, it is essential to ensure quality service in the area. Therefore quality assurance is the main pillar of any business including profit and nonprofit organizations, government and nongovernmental organizations as it affects the level of success in the business. The quality assurance further helps in conducting other evalua tion processes like standards compliance evaluations, brand assurance evaluations, customer or guest experience evaluations, etc. which makes it essential and important in any business organization to maintain a dominant position in the industry market (www.totalqualityassuranceservices.com). In view of the importance of quality assurance, the present paper is intended to discuss the issues and importance related to banking sector particularly in investment banking. Investment Banking Investment banks have multilateral functions to execute in favor of various companies. The service mainly deals with companies like helping private and public corporations in issuing securities in the primary market, guarantee by standby underwriting or best efforts selling and foreign exchange management. (www.economywatch.com).3 Further it is committed towards providing assistance to capital markets as intermediary. These are the institutions that are regarded as counterparts of banks in the capital market in the function of intermediation in the process of resource allocation (Subramanyam, 2004, p.72)4 Need for Quality Assurance in Investment Banking Williamson (1988, p.55) stated that investment banking has been and will continue to be an increasingly intensively competitive business in order to strive in the market which is mainly dominated by the changes as part of strategy in the capital and securities industry. The changes in the market include emergence of institutional investors, internationalization, innovative technology enabling investment banks and their customers to organize and distribute

Sexuality in Islam Essay Example | Topics and Well Written Essays - 1250 words

Sexuality in Islam - Essay Example Allah has described very dreadful punishments both in this world and in the world hereafter for the people who practice homosexuality. Allah says in the Quran, â€Å"What! Of all creatures do ye come unto the males, and leave the wives your Lord created for you? Nay, but ye are forward folk† (Qur'an 26:165 cited in â€Å"Islam and Homosexuality†). The people of Hazrat Lut (P.B.U.H.) practiced homosexuality. They practiced it both indoor and in the public. Prophet Lut (P.B.U.H.) repeatedly told them to stop this practice, but they would not listen, thus inviting the wrath of Allah and one day, those people were all destroyed together by Allah. Islam condemns homosexuality because it has myriad evil consequences. Homosexuality distorts the family system and deprives people of their gender traits. Islam allows the man to marry no more than four women at one time. Polygamy has been practiced by a lot of prophets in the history of Islam. Prophet Abraham, Prophet Moses, Proph et Jacob, and the Prophet Solomon had three, two, four, and 700 wives respectively (â€Å"An Introduction to Polygamy†). Critics say that if man is allowed to keep four wives at one time, the woman should also be allowed to keep up to four husbands at one time. But polygamy is in no circumstances allowed for the women in Islam. This makes sense. When a man marries four women, the child any of the wives would bear would be certainly his. On the contrary, when a woman makes love with more than one man at a time, there is no certainty in the child’s belongingness to a particular man unless the child is genetically tested. In addition to that, women generally outnumber men. Thus, when a man marries more than once, more women are likely to get married in their life than otherwise. Although polygamy for men is allowed in Islam, yet it is not practiced equally in all Islamic countries. Polygamy is so well-practiced by the Muslims in the Arabia, that it has also become a cultu ral trait. Polygamy is so ingrained in the Arab culture that a man keeps all the wives in the same home but in different rooms. In many Muslim countries including India and Pakistan, women cannot stand another wife of their husband. They cannot share their husband’s love with another woman. This is the reason why practicing polygamy for a Muslim man in these counties exposes him to a lot of cultural and social issues, though he is religiously justified as long as he does justice to all of the wives. There is a very sheer population of Muslim men in India and Pakistan that have more than one wife at the same time. This is purely a cultural issue. In these countries, women cannot even bear a look of their husband’s wife, what to talk of living in the same home like the Arabian women do. It is noteworthy that while Islam allows the man to keep up to four wives at one time, Islam also obliges the man to do justice to each of the four. This essentially means that a man has to distribute equal amount of money, time and assets among the wives. If a man has two wives and he lives with one more than the other, he is doing injustice and will be held accountable for his actions on the doom’s day. There are no age restrictions in marriage in Islam. A man can get married to an elder woman and so can a woman. Prophet Muhammad (P.B.U.H.) was only 25 years old when he was proposed by Hazrat Khadija (P.B.U.H.) who was 40 years old at

A speech to persuade a philanthropical trust to fund a project for Essay

A speech to persuade a philanthropical trust to fund a project for saving dolphins in china - Essay Example statistics reveal that the species has a decreasing rate of 6.4%, and thus in 10-15, China will have lost a big share of its wealth (Davison, 2012, p.1). Certainly, China is famous for the rarest Yangtze River dolphin or Baiji. Year 1996 dolphins search by scientists on Yangtze River revealed the extent of depletion (â€Å"Petermaas,† 2011, p.1). Although the government has passed various regulations to reduce destruction of marine habitat, lack of proper follow up reduces its efficiency. For instance, electric fishing is strictly banned in Yangtze River but many still practice (Reeves et al, 2005, p.1). In addition, you agree with me that the wave of industrialization has resulted to bigger ships in the marine habitat. Bearing in mind that Baiji are almost blind animals they collide with ships leading to their death or are killed by ship propellers. The Yangtze River, the current habitation of Yangtze dolphin is unsecure and unreliable especially after the building of Three Gorge Dam. Therefore, the remaining dolphin requires a secure habitat. Let us remark that various initiatives have come up to protect our dolphin population. However, lack of proper funding has been the greatest drawback. We need to sensitize the public to stop electro fishing and using the wrong nets. We require funding to run sufficient advertising as we seek to sensitize all the stakeholders to put concerted efforts towards protection of dolphins. We, however, have a painstakingly uphill task considering that 30% of Yangtze River’s tributaries are seriously polluted. In fact, SEPA report calls the damage on this river as largely irreversible (Hance, 2012, p.1). Therefore, there is a need to get a conservation center where we can rescue the remaining porpoise dolphins. Previously, five porpoise dolphins introduced in the year 1990 in conservation prove this possible because they are forty in number as we speak (Davison, 2012, p.1). Therefore, I am kindly appealing to you for your kind

The Macro and Micro-Marketing of Counterfeit Goods Essay

The Macro and Micro-Marketing of Counterfeit Goods - Essay Example The act of branding can be traced back to the early 1800s when cowboys would brand their cattle before driving them across the central plains of the United States (Rozin 2002). In order to identify which cattle belonged to each ranch, a unique symbol was permanently burned onto the cow. These symbols, in addition to serving as a means of identification, provided a set of traditions and a social identity for the Cowboys. Today, companies use brands to distinguish themselves from their competition and to communicate unique qualities of their products (Aaker and Keller 1990; Low and Fullerton 1994). Once a brand is established, the brand name itself is thought to add value to the product in the minds of consumers. This added value is referred to as brand equity (Aaker 1991). Companies and designers often employ marketing strategies that capitalize on their brand equity and place a greater value on the shapes and labels of their products than the material from which they are made. Such companies provide buyers with what is conventionally called elite brands, defined by Silverstein and Fiske (2003) as those brands that possess higher levels of quality, taste and aspiration than other brands in the product category. These products are often justifiably priced higher than other brands in order to make their brand seem exclusive and more prestigious. For example, elite designers are able to transform a 10-pound t-shirt into a $200 sought after treasure (Chatpaiboon 2004). Recently, Hermes reported that customers were placed on a two-year waiting list for their most popular Birkin bag, which retails for $6000 (Branch 2004). On eBay, women engaged in bidding wars over a blue Birkin bag for which the winner ultimately paid over $13,000 (Rose 2003).

Sexuality in Islam Essay Example | Topics and Well Written Essays - 1250 words

Sexuality in Islam - Essay Example Allah has described very dreadful punishments both in this world and in the world hereafter for the people who practice homosexuality. Allah says in the Quran, â€Å"What! Of all creatures do ye come unto the males, and leave the wives your Lord created for you? Nay, but ye are forward folk† (Qur'an 26:165 cited in â€Å"Islam and Homosexuality†). The people of Hazrat Lut (P.B.U.H.) practiced homosexuality. They practiced it both indoor and in the public. Prophet Lut (P.B.U.H.) repeatedly told them to stop this practice, but they would not listen, thus inviting the wrath of Allah and one day, those people were all destroyed together by Allah. Islam condemns homosexuality because it has myriad evil consequences. Homosexuality distorts the family system and deprives people of their gender traits. Islam allows the man to marry no more than four women at one time. Polygamy has been practiced by a lot of prophets in the history of Islam. Prophet Abraham, Prophet Moses, Proph et Jacob, and the Prophet Solomon had three, two, four, and 700 wives respectively (â€Å"An Introduction to Polygamy†). Critics say that if man is allowed to keep four wives at one time, the woman should also be allowed to keep up to four husbands at one time. But polygamy is in no circumstances allowed for the women in Islam. This makes sense. When a man marries four women, the child any of the wives would bear would be certainly his. On the contrary, when a woman makes love with more than one man at a time, there is no certainty in the child’s belongingness to a particular man unless the child is genetically tested. In addition to that, women generally outnumber men. Thus, when a man marries more than once, more women are likely to get married in their life than otherwise. Although polygamy for men is allowed in Islam, yet it is not practiced equally in all Islamic countries. Polygamy is so well-practiced by the Muslims in the Arabia, that it has also become a cultu ral trait. Polygamy is so ingrained in the Arab culture that a man keeps all the wives in the same home but in different rooms. In many Muslim countries including India and Pakistan, women cannot stand another wife of their husband. They cannot share their husband’s love with another woman. This is the reason why practicing polygamy for a Muslim man in these counties exposes him to a lot of cultural and social issues, though he is religiously justified as long as he does justice to all of the wives. There is a very sheer population of Muslim men in India and Pakistan that have more than one wife at the same time. This is purely a cultural issue. In these countries, women cannot even bear a look of their husband’s wife, what to talk of living in the same home like the Arabian women do. It is noteworthy that while Islam allows the man to keep up to four wives at one time, Islam also obliges the man to do justice to each of the four. This essentially means that a man has to distribute equal amount of money, time and assets among the wives. If a man has two wives and he lives with one more than the other, he is doing injustice and will be held accountable for his actions on the doom’s day. There are no age restrictions in marriage in Islam. A man can get married to an elder woman and so can a woman. Prophet Muhammad (P.B.U.H.) was only 25 years old when he was proposed by Hazrat Khadija (P.B.U.H.) who was 40 years old at

The Macro and Micro-Marketing of Counterfeit Goods Essay

The Macro and Micro-Marketing of Counterfeit Goods - Essay Example The act of branding can be traced back to the early 1800s when cowboys would brand their cattle before driving them across the central plains of the United States (Rozin 2002). In order to identify which cattle belonged to each ranch, a unique symbol was permanently burned onto the cow. These symbols, in addition to serving as a means of identification, provided a set of traditions and a social identity for the Cowboys. Today, companies use brands to distinguish themselves from their competition and to communicate unique qualities of their products (Aaker and Keller 1990; Low and Fullerton 1994). Once a brand is established, the brand name itself is thought to add value to the product in the minds of consumers. This added value is referred to as brand equity (Aaker 1991). Companies and designers often employ marketing strategies that capitalize on their brand equity and place a greater value on the shapes and labels of their products than the material from which they are made. Such companies provide buyers with what is conventionally called elite brands, defined by Silverstein and Fiske (2003) as those brands that possess higher levels of quality, taste and aspiration than other brands in the product category. These products are often justifiably priced higher than other brands in order to make their brand seem exclusive and more prestigious. For example, elite designers are able to transform a 10-pound t-shirt into a $200 sought after treasure (Chatpaiboon 2004). Recently, Hermes reported that customers were placed on a two-year waiting list for their most popular Birkin bag, which retails for $6000 (Branch 2004). On eBay, women engaged in bidding wars over a blue Birkin bag for which the winner ultimately paid over $13,000 (Rose 2003).

Hypoactive sexual desire disorder in women Essay Example for Free

Hypoactive sexual desire disorder in women Essay Female hypoactive sexual desire disorder is a condition which affects the sexual desire and performance of females. The loss of sexual desire, for men or woman, may not be a welcome experience. For some women loss of sexual desire can present serious problems and therefore it is important to advance understanding of the possible causes of HSDD in order to develop effective solutions and treatment options. Description of Female HSDD Corona et al (2005) identify sexual motivation, sexual desire and libido as terms representative of the desire to engage in sexual activities. The makeup of the body makes it possible for humans, once all is in proper working order, to respond to internal and external sexual stimuli by feeling the urge and/or seeking to engage in sexual activities. The processes at work in creating sexual desire are quite complex. According to Corona et al (2005) the way a person responds to sexual stimulus is usually affected by biological, emotional, cognitive, neurological and physiological factors. The loss of sexual desire can prove to be a very depressing condition. The Wall Street Journal, in an empirical study, highlighted the close correlation between sex and happiness, suggesting that an unsatisfying and unhealthy sex life contributes to decreased happiness (as cited in Warnock, 2005, p. 45). Among women there are a range of sexual disorders that may arise as a result of various biological, environment, individual or physiological factors. General sexual disorders in women are termed female sexual dysfunction (FSD), the most prominent of which is hypoactive sexual desire disorder (HSDD). According to the Diagnostic and Statistical Manual of Mental Disorders (DSM-IV) female HSDD refers to the persistent or recurrent lack or absence of fantasies about or the desire to take part in sexual activities (as cited in Clayton et al, 2006, p. 116). This absence of sexual interest is considered a disorder when it proves to be problematic for the patient and their relationship or self concept. This clarification is extremely important since the mere absence of sexual desire is not considered dysfunctional if it is not perceived as such. Corona et al (2005) highlight, therefore, that â€Å"HSD is not always perceived as problematic† (p. 47). In fact some individuals may have little or no objection to the loss of sexual desire for any personal or ethical reason. On the other hand where continued sexual functioning is of considerable importance then the loss of sexual desire would pose serious issues. Another clarification that must be emphasized is that the condition must be recurrent and persistent, that is, it must be sustained over time, before it can be categorized as HSDD (Nappi, Wawra Schmitt, 2006, p. 320). It is only since the early 1980s that sexual disorders were given much attention and this may be as a result of the ethical issues that traditionally surrounded public discussions on sex and sexuality. It was only at this time that the American Psychiatric Association began including ‘inhibited sexual desire’ as a diagnostic category for disease (Corona et al, 2005). In females HSDD is usually demonstrated in a lack of arousal or problems with orgasm (Warnock, 2002, p. 747). Similarly it is not strange for HSDD to be presented along with or as a result of other sexual disorders. Clayton et al (2006) reports that about 40% of patients that develop HSDD also develop secondary sexual disorders such as arousal or orgasm disorders (p. 116). What becomes evident also is that the distress caused by the absence of sexual desire in women can be considerable and overwhelming and may result in the development of unrelated psychological conditions as a result of the distress that the condition may cause. According to Hurlbert et al (2005) women who present with HSDD tend to be more easily disposed to higher rates of psychological distress including depression, than other healthy females (p.25). Even though the presence of HSDD does not automatically presume depression, these women are at a greater risk. This is why proper and effective diagnosis and treatment should be provided promptly to sufficiently ease the condition to a satisfactory level. Prevalence Generally problems of sexual desire have been noted to be the most widespread sexual issues that clinicians have to deal with on a daily basis (Hurlbert et al, 2005, p. 16). Hurlbert et al (2005) points out that HSDD is the most prevalent sexual dysfunction that comes to the attention of physicians when dealing with couples (p.15). Estimates of the prevalence of HSDD are not very specific because of the very touchy nature of sexual dysfunction. Corona et al (2005) gives a rough estimate that the overall prevalence of HSDD in the general U. S. population for men is somewhere between 0% and 16% while for women this rate is between 1% and 46% (p. 48). It is quite evident that the disorder either affects considerably more women than men or that more women than men are willing to approach their physicians about sexual problems. Corona et al (2005) attempts to explain this variation by suggesting that sexual motivation is usually higher among men and therefore women are more likely to be at risk of developing HSDD. Whatever the factors that contribute to HSDD affecting women more unequally than men, it is important to consider the possible factors that may put a woman at risk of HSDD. Determining the causes or aggravators of HSDD is an important step in diagnosis and later treatment of the disorder.

Psychodynamic Theory and Trait Theory of Personality

Psychodynamic Theory and Trait Theory of Personality The purpose of this paper is to understand the behaviour exhibited in a specific case study using Freud’s psychodynamic theory and Allport’s trait theory of personality. Personality is defined as the thoughts, feelings and behaviour of an individual that perseveres over time and different situations (Perelberg Ebooks, 2008). Following a summary of the case study the paper will provide a brief overview of each theory and go into detail about how each theory explains the behaviour and personality of Judy, a mother who is the focus of the case study. Judy loves cleaning her house. She desires receiving compliments regarding her cleanliness. Judy spends every weekend cleaning. Whenever guests were invited over Judy would spend a lot of time and effort making sure her house was spotless. She would instruct the kids on acceptable conversation and organise frequent family meetings. Judy did not understand why other family members wouldn’t take cleaning seriously. A neighbour once accidently left grass clippings on her front lawn which resulted in Judy ignoring that neighbour for two years. Even though the family were not in any financial troubles Judy would force everyone to take extreme measures to save money. Judy would get mad when her friends didn’t invite her to dinner parties. She frequently criticises her friends and does not understand why someone would not want to be her friend. The first theory that will be discussed is Freud’s psychodynamic theory. Psychodynamic theory explains personality by focusing on the conscious and unconscious motivation behind human behaviour, feeling and emotion (Shelder, 2010). Freud stressed that the mind is not a single construct, but is in fact made up of separate components. These mental processes are fuelled by sexual and aggressive urges. These urges stem from instinctual and biological drives (Perelberg Ebooks, 2008). Some of these urges may be unacceptable on a conscious level and are repressed into the unconscious where they build up over time until they influence thoughts, feelings or behaviour. The mind is divided into three components that house these urges. The id is an unconscious component that seeks pleasure. The superego is constructed from internalised rules and expectations. The ego mediates between the unconscious urges of the id and the firm rules of the superego. The interactions between these components determine human personality and behaviour. This model on human behaviour is called Freud’s Structural Model (Freud, 1961). Freud proposed that adult human behaviour is influenced by childhood experiences (Freud Hall, 2014). Specifically he proposed a model where childhood sexual development would influence adulthood personality and behaviour. Inadequate development in a psychosexual stage would result in a fixation that would negatively influence behaviour and personality later on in life. In order to deal with these issues the mind can employ a range of defence mechanisms. Defence mechanisms are unconscious processes that distort reality to reduce unpleasant feelings and thoughts such as anxiety (Freud, 1992). These processes arise from the ego. Anxiety and other unpleasant feelings are a result of the id or superego becoming too demanding and causing distress. The second perspective that will be used is Allport’s Trait Theory. Allport’s theory suggests that human behaviour and personality is influenced by emotional, cognitive and behavioural tendencies called traits (Allport Allport, 1921). A trait can either be a predisposition to behave in a certain manner or it could be a personality characteristic. These traits can be used to obtain an understanding of a subject’s overall personality. Allport organised these traits into a hierarchical structure with three levels. Cardinal traits lie at the top of the hierarchy and are traits that govern an individual’s whole behaviour or personality (Allport, 1966). Most people don’t have cardinal traits but if they do they generally only have a singular trait that dictates their behaviour and personality. The next level of traits is called central traits. These consist of general characteristics of personality present in most individuals. These traits affect behaviour the most (Allport, 1937b). The last level of traits is secondary traits which are characteristics that are only apparent when in contact with specific external stimuli. These secondary traits can conflict with central traits when activated and account for uncommon displays of behaviour which may contradict overall personality. A major theme of Allport’s theory is that of functional autonomy, which states that adult behaviour and personality is not related to earlier experiences but behaviour first started as a drive for a separate motive which over time the desire for the drive outgrows the motive resulting in the drive being separate, or autonomous from the original drive (Allport, 1937a). Since the original motive for the behaviour is lost it is difficult to find the source or reasoning behind behavioural traits. Freud will be the first theorist that will be used to discuss Judy’s behaviours and personality. Freud explains Judy’s excessive cleanliness due to an inadequate development of the anal stage of psychosexual development in childhood (Freud Hall, 2014). In the anal stage, which lasts from 18 months to three years of age the child is learning to become toilet trained which is the first step in autonomy from parents. Properly developing this skill leads to a sense of accomplishment and independence. The outcome of this stage is dependent on the methods employed by the parents to teach bowl control (Freud Hall, 2014). If parents are too strict then the child may develop an anal-retentive personality which results in the child being orderly, rigid and obsessive. In this case study Judy is showing signs of an anal-retentive personality by her obsession on having a clean house and her strict rules on where items go in the kitchen. This behaviour is maintained by her superego which dominates her thoughts, feelings and behaviour (Freud, 1961). Judy’s strict rules on cleanliness and order may be the reason why she is so controlling in the family’s financial situation, due to her strict nature on cleanliness carrying over to other aspects of her life such as finance. Judy maintains order by frequently organising family meetings which are an outlet for her unconscious desires of order to manifest. Her feelings regarding her relationships with other people are repressed into her unconscious where they build up and come out via criticism to Sarah, her daughter or to the recipients face. Judy seeks approval from her guests. This approval is a major part of her id. Judy pursues approval for her id by using strict rules from her superego to gather compliments regarding her home. Judy’s quest for approval results in anxiety from keeping a clean house and frustration from guests not inviting her to dinner. Anxiety is a threat to the ego from impulses generated by the id (Freud, 1992). She uses defence mechanisms to reduce anxiety. Defence mechanisms are an unconscious process that distorts reality so that the threat impulses to the ego do not become conscious (Freud, 1992). Whenever someone does not want her friendship Judy uses denial to ignore any criticisms she may have said which resulted in her loss of friendship. She may repress any memories where she acted in a way that is not friendly. To gain more information a psychodynamic psychologist would use performance based measures such as a projective test or free association (MacCann, Matthews, Zeidner, Roberts, 2003). Performance based measures reveal underlying attitudes and implicit motivations due to their indirect nature. These tests do not provide information about what the subject is thinking or feeling. A specific measure that would be used to gather more information is free association (Oxburgh Dando, 2011). Free association is a psychoanalytic technique where the individual is allowed to talk about whatever thoughts come to mind. This is an indirect measure that can provide information on an individual’s thoughts and feelings. The therapist would listen and take notes to try and find any underlying unconscious motivation to gain a better understanding of the individual’s personality and behaviour. This method can reveal dispositions about personality and behaviour that an individual is not consciously aware of possessing. The second theorist that will be used is Allport. Judy is obsessive to the point that it is classed as a cardinal trait. Her obsessive trait affects nearly every other aspect of her personality and behaviour. Her main high central traits are authoritative, economical, cleanly and sociable, which are all affected by her cardinal trait. These trait names are from Allport’s list of trait names that best define personality (Allport Odbert, 1936). Judy’s authoritative trait is evident in the way she informs her children on proper conversation topics and when organising family meetings to discuss the proper procedure and location of items. Her economical trait is shown through her strict rules governing her family’s finances. This is a clear example of how her cardinal trait has affected a central trait to the extreme. The trait of cleanliness is clearly shown to be an important trait of her personality as evident by her passionate cleaning ritual. Her sociability has a secondary trait where she gets angry when someone disrupts her clean home, shown by the neighbour who she ignored for two years. Judy also gets frustrated when other family members don’t see the value in keeping the home organised and clean, further supporting her secondary trait. One method to gain more information on Judy’s personality and behaviour can be to administer a self-report inventory such as the California Personality Inventory (CPI). The CPI is an inventory that measures personality traits (Groth-Marnat Mullard, 2010). The questions on the CPI relate to normal behaviours, feelings and attitudes regarding family and social matters. Self-report inventories directly measure how a person thinks and feels (MacCann, et al., 2003). Due to this explicit method the inventory is a good way to identify personality states and other behavioural traits that they can recognize about themselves. The two different perspectives share many similarities in their assessment of Judy’s behaviour and personality. Both perspectives conclude that her obsessive reliance on strict rules is a major factor in her philosophy on financial matters. Both perspectives believe that a certain characteristic (obsessiveness/cleanliness), dominates her whole personality and its effect carries over into other aspects of her personality and behaviour. Lastly both perspectives agree that her frustration at not being invited out to dinner parties by her friends is social in nature. Although the two perspectives seem to come to similar conclusions regarding Judy’s behaviour there are a couple of major differences. Freud’s perspective believes that her obsession towards cleanliness is due to a childhood experience concerning toilet training while Allport believes that cardinal traits such as this are developed later on in life and due to functional autonomy it is not possible to find out the cause of this trait. Freud’s theory has many positive benefits. It is a theory that is based on experimental psychology and it explains characteristics of personality (Freud Hall, 2014). Unfortunately the theory has an overemphasis on the unconsciousness and relies too heavily on childhood experiences (Perelberg Ebooks, 2008). The theory is mainly backed by data gathered via case studies and clinical observations which are not reliable as data gathered from a wide range of sources. Allport’s theory is based on objective and statistical data (Allport, 1966). There are no biases compared to Freud whose relationship with his mother is said to have greatly influenced his work (Allport Allport, 1921). The theory can account for any behavioural or personality aspect with traits. The theory itself is easy to understand and can be used with many different assessment measures. There are a few negative connotations with Allport’s perspective. The theory is a poor predictor of future personality and behaviour since the theory does not explain how traits are maintained (Bertocci, 1940). The theory does not discuss how the traits themselves have developed nor does the theory explain how personality works due to functional autonomy. There is also some discrepancy on the consistency of traits although that is partially explained via secondary traits. Allport’s theory does not take into account ecological, social or situational factors that may affect behaviour or personality. The definition of trait is broad and includes attitudes, habit and other tendencies such as need under one classification which may decrease the validity of traits. Freud’s perspective states that Judy’s major behavioural and personality attributes are due to an inadequate development in her childhood anal psychosexual development stage which has caused Judy to exhibit an anal-retentive personality that affects her behaviour negatively. Her behaviour results in the production of anxiety and Judy uses ego defence mechanisms to reduce anxiety. More information about Judy’s personality and behaviour can be gathered via free association. Allport’s perspective suggests that Judy’s behaviour and personality is due to a cardinal trait of obsessiveness which affects every other aspect of her personality from keeping her house clean and organised to managing her family’s finances. More information about Judy’s personality can be gained by conducting a self-report inventory on personality. Both perspectives focused on different aspects of Judy’s personality. Freud’s theory focused on the unconscious motivation behind Judy’s actions while Allport looked at the actions in detail. They both came to similar conclusions in that Judy is obsessive and that this is negatively affecting her relationships. References Allport, F. H., Allport, G. W. (1921). Personality Traits: Their Classification and Measurement. The Journal of Abnormal Psychology and Social Psychology, 16(1), 6-40. Allport, G. W. (1937a). The Functional Autonomy of Motives. The American Journal of Psychology, 50(1/4), 141-156. Allport, G. W. (1937b). Personality: A psychological interpretation. Allport, G. W. (1966). Traits revisited. American psychologist, 21(1), 1. Allport, G. W., Odbert, H. S. (1936). Trait-names: A psycho-lexical study. Psychological Monographs, 47(1), i-171. Bertocci, P. A. (1940). A critique of G. W. Allports theory of motivation. Psychological Review, 47(6), 501-532. Freud, A. (1992). The Ego and the Mechanisms of Defence: Karnac Books. Freud, S. (1961). THE EGO AND THE ID. The American Journal of the Medical Sciences, 5(1), 656. doi:10.1097/00000441-196111000-00027 Freud, S., Hall, G. S. (2014). A General Introduction to Psychoanalysis. Auckland: The Floating Press. Groth-Marnat, G., Mullard, M. J. (2010). California Psychological Inventory. In The Corsini Encyclopedia of Psychology: John Wiley Sons, Inc. MacCann, C., Matthews, G., Zeidner, M., Roberts, R. D. (2003). PSYCHOLOGICAL ASSESSMENT OF EMOTIONAL INTELLIGENCE: A REVIEW OF SELF-REPORT AND PERFORMANCE-BASED TESTING. [Article]. International Journal of Organizational Analysis (2003), 11(3), 247-274. Oxburgh, G. E., Dando, C. J. (2011). Psychology and interviewing: what direction now in our quest for reliable information? The British Journal of Forensic Practice, 13(2), 135-144. doi:http://dx.doi.org/10.1108/14636641111134378 Perelberg, R. J., Ebooks, C. (2008). Freud: A Modern Reader. Hoboken: Wiley [Imprint]. Shelder, J. (2010). The Efficacy of Psychodynamic Psychotherapy. Psychotherapy in Australia, 16(3), 38-51.