Biltrite case Module I through X Essay

Module III: Control Testing – Sales Processing 1.The sampling plan in the design of controls does not provide tests about revenues and accounts receivables. The weakness that I could see is the fact that goods that were delivered to customers were not billed which result in bill of lading not being pre-numbered. Because of this, bills of lading do not count as an effective sampling unit. For a successful audit, auditors need to evaluate orders randomly and check to see if the goods were shipped and the customers received invoices prior to the receipt of the product, Therefore in this case, existence/occurrence is the course of action for the auditors. 2 and 3 are attached under â€Å"2009 attribu† 4. The sampling plan shows that there is an effective control of the company by the people in charge since the price of the products, the quantity of the footing and the credit limits offered to customers are not above the limitation. However the bills of ladings that were missing keep the auditors skeptical and make them look further for material information. Also, the other thing that looks suspicious is the inflated earnings showed. The analytical procedures and attribute testing performed will the auditors to look further in regards of the sales recorded during the year, the customer balanced and the accounts receivable. Therefore, I believe that aggregate materiality threshold shouldn’t be lowered since both accounts receivable and sales tests show earning’s inflation. Module IV: MUS Sampling- Factory Equipment Additions 1. The objective of performing this test is to test if the factory equipment accounts are materially overstated from the errors found in the capitalization of ordinary repairs. The sampling unit is the debit posting to the factory equipment account and the population is $12,600,000 which is the difference between the total debits of $89,860,000 and the equipment additions of $77,260,000 2. Find excel document â€Å"2009 MUS† for answers 3. In setting these parameters, Derick focused on his assessment of inherent risk and control in regards of the acquisition cycle and the level of the  overall audit risk. To explain the parameters further, because the risk of incorrect acceptance is 5% percent, this means that Derick is 95% sure about the results that he will get only 5% percent of errors in the population. Anticipated errors of $100,000 is usually based on previous year’s audit and the $640,000 of tolerable misstatement are errors Derick think exists in the population in regards of the factory equipment account. 4. Find excel document â€Å"2009 MUS† for the calculation of the Projected misstatement calculation 11.3B a.â€Å"Tainting percentage† appear on a column when the book value of a unit is less than the sampling interval of 160000. And its purpose is to develop a projected error for all the sampling interval. 5. And 6 can be found in the excel document â€Å"2009 MUS† for WP 11.3 C 7. a. Basic precision is the amount of uncertainty associated with testing only a part of the population and it is calculated by multiplying the sampling interval by the confidence factor to measure sampling errors. b. Incremental allowance for sampling error increases when there is an increase in the sampling error. c. Allowance for sampling risk is a factor used in planning statistical samples to keep sampling risk at the desired level. d. Upper misstatement limit is determined by adding the misstatement (basic precision) and incremental allowance for sampling error. It measures the maximum overstatement at the 95% confidence level set. 8. The sampling results do not support Derick’s concerns regarding possible material misstatement since the result of the upper misstatement limit is $3,720,833 which is more than the tolerable misstatement of $640,000. Also the proportion of the projected error is 85% which is calculated by dividing $2,503,060 by $2,936,338. These errors should bring the population within the bounds of acceptance. In my opinion this error represent the adjustment necessary that represent the $12,600,000 population of factory equipment. Module V: Accounts Receivable Aging Analysis 1. a.The proportion of the total dollar amount receivable I included in the confirmation request is in â€Å"Account Receivable Aging Analysis† by diving the total amount that is collectible â€Å"C† by the total amount of sales. The result is 82% ($9,803,430/$11,920,028) of the total dollar balance in accounts receivable. b.In the event of no reply to a request for positive  confirmation, as an auditor I need to ask for further requests, contact the manager and ask him to get a hold of the customer. In case of no response from the customer, I should examine the document I have in hand such as sales orders, sales invoices, shipping orders, and bills of lading. c.The purpose of analyzing subsequent collections because it a way to check and make sure that the existence of the action took place. Also checking subsequent collections allows the auditors to check the adequacy of the allowance for uncollectible accounts. This helps the auditor to better calculate the amount tha t is uncollectible from customers 2.I am not satisfied that I have sufficient evidence to evaluate the existence and valuation assertion because I wasn’t able to get a hold of some customers. Due to this inconvenience as auditors we should be suspicious about if those sales do in fact exist. Also, in terms valuation, additional audit needs to be performed because from the confirmed amount owed, it is not sure if it will be collected. 3.Reclassification entry can be found in excel document â€Å"2009 ar†. 4.A. In order to satisfy the account receivable write-offs, I would need to examine correspondence to and from customers, legal counsel and collection agencies involving the disposition of amount that were due in the past. b. The audit adjustment is $340,000 which make the allowance balance to be $560,000 which I think is adequate as adjustment. c. See attached excel document- â€Å"2009† ar. 5. The full document â€Å"2009 ar† is attached with the case. Module VI: Sales and Purchases Cutoff Tests 1. Inventory cut off errors: a. Vouchers 12458 and 12459 was received in 2009 as inventory but not recorded in the books until next year, 2010. Which resulted in overstatement of $854,154 as effect on net income b. Raw material inventory that was in transit. This action does not affect net income because it was exluded c. Sales 33003, 33004, 33006, 33007, and 33009 were performed in 2010 but they were reported in 2009 which resulted in overstatement of $3,760,330 in net income. I think that the misstatement listed above appear to be intentional in order to overstate net income and make it look higher that its value. This practice is one of the earning inflation devices that can be used to overstate net income. 2.See excel document â€Å"2009 cutoff† for audit  adjustments. Module VII: Search for unrecorded Liabilities 1.Comment on the adequacy for the procedures performed: Lucas was able to check if there was additional invoices that were received and recorded. He also checked if the company he is auditing included these charges in year-end adjustments for liabilities that are not recorded. On the other hand she did not check if invoices received in 2010 should be recorded in 2009 and therefore applicable to the 2009 audit and if they were part of year-end adjustment for the same year. The last thing that Lucas need to check is the liabilities from the previous, 2008 and to see if they apply to see if they need to be considered for 2009. 2.Audit Adjustment 6 can be found in excel document â€Å"2009 Liab†. 3.Audit Adjustment 6 can be found in excel document â€Å"2009 Liab†. Module VIII: Dallas Dollar bank Reconciliation 1. The â€Å"Bank Reconciliation- Dallas Dolalr Bank† does not reconcile for December mainly because the general ledger balance is less than the adjusted balance (Audit adjustment number 7). The amount that differ between the two balances is $9,000. Some of the causes in case of non-reconciliation are: – There might have been an error performed by the bank at the time of recording the deposit or check. – There might have been an error when the bank recorded the cash receipt of the action. 2. After I have made the correction, the account does reconcile. The adjustment is made in WP.1 in excel document â€Å"2009 Bank†. 3 and 4 : See excel document â€Å"2009 Bank part WP.1.B 5. The cutoff statement received directly from the bank support the existence, completeness and valuation objectives. This statement gives an auditor satisfaction regarding the amount of cash receipt at the end of the year and if they were recorded at the right time. If the cutoff statement covered the period 1/1/10 through 1/21/10 and the deposit in transit was credit in 1/12/10, as an auditor I should be concerned that a client was keeping cash receipts records open after the end of the year period and could have recorded 2010 cash receipts in 2009. To allay my concerns, I should apply remittance advices, cash listings in order to be able to check  the cash receipt at the end of the year that make up for the deposit in transit. Module IX: Analysis of Interbank Transfers 1. A. The purpose of analyzing inter-bank transfers for a short period before and after the balance sheet due in to check if there are any cash cutoff errors. B & C. the check 127332 showing $3,000,000 received from Lawton was in fact an interbank transfer from Bank Two to Dollar Bank. The Biltrite Company is in violation of one of the restrictive covenants in the Bank Two agreement because if the transaction was recorded correctly, it would show that the balance was below $10,000,000 compensating balance. 2 & 3. See Audit Reclassification entry at the bottom of WP 1.C 4. Yes the Record Reclassification does in fact place Biltrite in default because it decreases the compensating balance to below $10,000,000. Some of the audit procedure that can be applied is questioning management and legal counsel in regards of the examination of the agreement that was agreed upon with the bank since there is a default. Also, checking the balance after year end to see if the compensation balance has increased to its minimum balance of $10,000,000. 5. See excel document â€Å"2009 Bank†. Module X: Analysis of Marketable Securities 1. There are investments in common stock that resulted in realized loss of $198,000 in 2009. This support does not support McAfee goals of â€Å"maximizing returns while minimizing risk of loss†. Since there is a loss, it contradicts the statement. 2. In order for the securities to be classified as current on the balance sheet, the securities need to be readily marketable and acquired as temporary investments. 3. The auditor’s objective in the audit of marketable securities is to check: -The existence of the securities -The ownership of the securities, if the client owns them. – Are the values of the securities shown in the statement consistent with their real value – Are the losses and gains correctly reported – Interest and dividend correctly reported – Are the securities classified as current and noncurrent correctly The audit assertions for the auditor to examine are existence, valuation and the presentation and disclosure of the securities. The objectives that are not satisfied is the working paper that does not state if the securities are current or noncurrent. Answers to questions 4 through 8 can be found in excel document â€Å"2009 Security†. Biltrite Practice Case Module III: Control Testing – Sales Processing 1.The sampling plan in the design of controls does not provide tests about revenues and accounts receivables. The weakness that I could see is the fact that goods that were delivered to customers were not billed which result in bill of lading not being pre-numbered. Because of this, bills of lading do not count as an effective sampling unit. For a successful audit, auditors need to evaluate orders randomly and check to see if the goods were shipped and the customers received invoices prior to the receipt of the product, Therefore in this case, existence/occurrence is the course of action for the auditors. 2 and 3 are attached under â€Å"2009 attribu† 4. The sampling plan shows that there is an effective control of the company by the people in charge since the price of the products, the quantity of the footing and the credit limits offered to customers are not above the limitation. However the bills of ladings that were missing keep the auditors skeptical and make them look further for material information. Also, the other thing that looks suspicious is the inflated earnings showed. The analytical procedures and attribute testing performed will the auditors to look further in regards of the sales recorded during the year, the customer balanced and the accounts receivable. Therefore, I believe that aggregate materiality threshold shouldn’t be lowered since both accounts receivable and sales tests show earning’s inflation. Module IV: MUS Sampling- Factory Equipment Additions 1.The objective of performing this test is to test if the factory equipment accounts are materially overstated from the errors found in the capitalization of ordinary repairs. The sampling unit is the debit posting to the factory equipment account and the population is $12,600,000 which is the difference between the total debits of $89,860,000 and the equipment additions of $77,260,000 2.Find excel document â€Å"2009 MUS† for answers 3.In setting these parameters, Derick focused on his assessment of inherent risk and control in regards of the acquisition cycle and the level of the overall audit risk. To explain the parameters further, because the risk of incorrect acceptance is 5% percent, this means that Derick is 95% sure about the results that he will get only 5% percent of errors in the population. Anticipated errors of $100,000 is usually based on previous year’s audit and the $640,000 of tolerable misstatement are errors Derick think exists in the population in regards of the factory equipment account. 4.Find excel document â€Å"2009 MUS† for the calculation of the Projected misstatement calculation 11.3B a.â€Å"Tainting percentage† appear on a column when the book value of a unit is less than the sampling interval of 160000. And its purpose is to develop a projected error for all the sampling interval. 5. And 6 can be found in the excel document â€Å"2009 MUS† for WP 11.3 C 7 . a. Basic precision is the amount of uncertainty associated with testing only a part of the population and it is calculated by multiplying the sampling interval by the confidence factor to measure sampling errors. b. Incremental allowance for sampling error increases when there is an increase in the sampling error. c. Allowance for sampling risk is a factor used in planning statistical samples to keep sampling risk at the desired level. d. Upper misstatement limit is determined by adding the misstatement (basic precision) and incremental allowance for sampling error. It measures the maximum overstatement at the 95% confidence level set. 8. The sampling results do not support Derick’s concerns regarding possible material misstatement since the result of the upper misstatement limit is $3,720,833 which is more than the tolerable misstatement of $640,000. Also the proportion of the projected error is 85% which is calculated by dividing $2,503,060 by $2,936,338. These errors sho uld bring the population within the bounds of acceptance. In my opinion this error represent the adjustment necessary that represent the $12,600,000 population of factory equipment. Module V: Accounts Receivable Aging Analysis 1. a.The proportion of the total dollar amount receivable I included in the confirmation request is in â€Å"Account Receivable Aging Analysis† by diving the total amount that is collectible â€Å"C† by the total amount of sales. The result is 82% ($9,803,430/$11,920,028) of the total dollar balance in accounts receivable. b.In the event of no reply to a request for positive confirmation, as an auditor I need to ask for further requests, contact the manager and ask him to get a hold of the customer. In case of no response from the customer, I should examine the document I have in hand such as sales orders, sales invoices, shipping orders, and bills of lading. c.The purpose of analyzing subsequent collections because it a way to check and make sure that the existence of the action took place. Also checking subsequent collections allows the auditors to check the adequacy of the allowance for uncollectible accounts. This helps the auditor to better calculate the amount that i s uncollectible from customers 2.I am not satisfied that I have sufficient evidence to evaluate the existence and valuation assertion because I wasn’t able to get a hold of some customers. Due to this inconvenience as auditors we should be suspicious about if those sales do in fact exist. Also, in terms valuation, additional audit needs to be performed because from the confirmed amount owed, it is not sure if it will be collected. 3.Reclassification entry can be found in excel document â€Å"2009 ar†. 4.A. In order to satisfy the account receivable write-offs, I would need to examine correspondence to and from customers, legal counsel and collection agencies involving the disposition of amount that were due in the past. b. The audit adjustment is $340,000 which make the allowance balance to be $560,000 which I think is adequate as adjustment. c. See attached excel document- â€Å"2009† ar. 5. The full document â€Å"2009 ar† is attached with the case. Module VI: Sales and Purchases Cutoff Tests 1. Inventory cut off errors: a. Vouchers 12458 and 12459 was received in 2009 as inventory but not recorded in the books until next year, 2010. Which resulted in overstatement of $854,154 as effect on net income b. Raw material inventory that was in transit. This action does not affect net income because it was exluded c. Sales 33003, 33004, 33006, 33007, and 33009 were performed in 2010 but they were reported in 2009 which resulted in overstatement of $3,760,330 in net income. I think that the misstatement listed above appear to be intentional in order to overstate net income and make it look higher that its value. This practice is one of the earning inflation devices that can be used to overstate net income. 2.See excel document â€Å"2009 cutoff† for audit adjustments. Module VII: Search for unrecorded Liabilities 1.Comment on the adequacy for the procedures performed: Lucas was able to check if there was additional invoices that were received and recorded. He also checked if the company he is auditing included these charges in year-end adjustments for liabilities that are not recorded. On the other hand she did not check if invoices received in 2010 should be recorded in 2009 and therefore applicable to the 2009 audit and if they were part of year-end adjustment for the same year. The last thing that Lucas need to check is the liabilities from the previous, 2008 and to see if they apply to see if they need to be considered for 2009. 2.Audit Adjustment 6 can be found in excel document â€Å"2009 Liab†. 3.Audit Adjustment 6 can be found in excel document â€Å"2009 Liab†. Module VIII: Dallas Dollar bank Reconciliation 1. The â€Å"Bank Reconciliation- Dallas Dolalr Bank† does not reconcile for December mainly because the general ledger balance is less than the adjusted balance (Audit adjustment number 7). The amount that differ between the two balances is $9,000. Some of the causes in case of non-reconciliation are: – There might have been an error performed by the bank at the time of recording the deposit or check. – There might have been an error when the bank recorded the cash receipt of the action. 2. After I have made the correction, the account does reconcile. The adjustment is made in WP.1 in excel document â€Å"2009 Bank†. 3 and 4 : See excel document â€Å"2009 Bank part WP.1.B 5. The cutoff statement received directly from the bank support the existence, completeness and valuation objectives. This statement gives an auditor satisfaction regarding the amount of cash receipt at the end of the year and if they were recorded at the right time. If the cutoff statement  covered the period 1/1/10 through 1/21/10 and the deposit in transit was credit in 1/12/10, as an auditor I should be concerned that a client was keeping cash receipts records open after the end of the year period and could have recorded 2010 cash receipts in 2009. To allay my concerns, I should apply remittance advices, cash listings in order to be able to check the cash receipt at the end of the year that make up for the deposit in transit. Module IX: Analysis of Interbank Transfers 1. A. The purpose of analyzing inter-bank transfers for a short period before and after the balance sheet due in to check if there are any cash cutoff errors. B & C. the check 127332 showing $3,000,000 received from Lawton was in fact an interbank transfer from Bank Two to Dollar Bank. The Biltrite Company is in violation of one of the restrictive covenants in the Bank Two agreement because if the transaction was recorded correctly, it would show that the balance was below $10,000,000 compensating balance. 2 & 3. See Audit Reclassification entry at the bottom of WP 1.C 4. Yes the Record Reclassification does in fact place Biltrite in default because it decreases the compensating balance to below $10,000,000. Some of the audit procedure that can be applied is questioning management and legal counsel in regards of the examination of the agreement that was agreed upon with the bank since there is a default. Also, checking the balance after year end to see if the compensation balance has increased to its minimum balance of $10,000,000. 5. See excel document â€Å"2009 Bank†. Module X: Analysis of Marketable Securities 1. There are investments in common stock that resulted in realized loss of $198,000 in 2009. This support does not support McAfee goals of â€Å"maximizing returns while minimizing risk of loss†. Since there is a loss, it contradicts the statement. 2. In order for the securities to be classified as current on the balance sheet, the securities need to be readily marketable and acquired as temporary investments. 3. The auditor’s objective in the audit of marketable securities is to check: -The existence of the securities -The ownership of the securities, if the client owns them. – Are the values of the securities shown in the statement consistent with their real value – Are the losses and gains correctly reported – Interest and dividend correctly reported – Are the securities classified as current and noncurrent correctly The audit assertions for the auditor to examine are existence, valuation and the presentation and disclosure of the securities. The objectives that are not satisfied is the working paper that does not state if the securities are current or noncurrent. Answers to questions 4 through 8 can be found in excel document â€Å"2009 Security†.

Knowledge for Nursing Essay

This essay will explore Peplau’s concept of a nurse-patient relationship and how it narrates to the experience I had whilst on placement practice. My aim is to demonstrate my gained understanding of the nursing process, the domains of nursing, the nature of nursing models and their relationship to practice and Peplau’s model of nursing. The reason why the student has chosen this concept is because nursing is an interpersonal process which involves interaction between two or more people with a mutual goal, (George 2003). The essay will start by defining the word concept then describe the incident that I observed in placement practice. The essay will analyze how theories can be used to justify nursing interventions in practice. The conclusion summarises the main points of the essay and reflect on my learning experience. (Meleis 1991) defined concept as â€Å"a label used to describe a phenomenon or a group of phenomena† (McKenna 1997). (McKenna 1997) concludes that concepts are identified when a name is put to a phenomenon. â€Å"Therefore, a concept is a tool and not a real entity – it merely facilitates observation of a real phenomenon,† (McKenna 1997 p8). Chinn and Kramer (2008); Hage (1972); Reynolds (1971) were cited that concepts can be theoretical or tangible. Theoretical concepts are created mentally independent of a particular or interval location, whereas tangible concepts are experienced directly and relate to a specific interval or location (Alligood and Tomey, 2010). â€Å"Nursing is a significant, therapeutic, interpersonal process. It functions co-operatively with other human processes that make health possible for individuals in communities. In specific situations in which a professional health team offers health services, nurses participate in the organisation of conditions that facilitate natural on going tendencies in human organisations. Nursing is an educative instrument, a maturing force that aims to promote forward movement of personality in the direction of creative, constructive, productive, personal, and community living. † (Peplau 1988, p16) Peplau (1952) defined phases in the nurse-patient relationships that overlap and transpire during the relationship interval. George (2002) cited the three phases defined by Peplau are as follows; orientation, identification, working, and termination. Whilst on Placement I had the prospect to put theory into practice with the supervision of my mentor when Mrs. Ahmed aged 85 was admitted into the ward after having had a fall (false name and age due to confidentiality, Nursing and Midwifery Council 2003). During handover it was reported that Mrs. Ahmed was at times unresponsive and seemed uninterested when addressed to by the nurse on duty upon admission, leaving the nurse to rely on the information obtained from the ambulance crew as she was unaccompanied. Upon arrival Mrs. Ahmed had not been able to get up from the stretcher as she was not weight bearing after the fall and appeared to be confused with the new environment. It was hoped that more information would be obtained in the morning when she awoke. Orientation stage My mentor gave me an opportunity to work with Mrs. Ahmed whilst under her supervision and it was obvious that the information we had was not complete. To get further information we went to her bedside which was in a mixed ward were we were introduced to the new patient. The orientation phase is initiated when a health problem occurs thus resulting in a felt â€Å"felt need, and professional assistance is sought. † Peplau (1952, p. 8) Peplau (1952) further states that the nurse and patient meet as two strangers, by clarifying and defining the problem in the orienting stage the patient can direct the accumulated energy from her anxiety about unmet needs and begin working with the presenting problem. The nurse patient rapport is established and continues to be strengthened while concerns are being identified. The nurse assumes a roles as described by Peplau in the overlapping phases of the nurse client relationship. Lebby and Pepper (1998) sees the nurse in the role of a stranger therefore acceptance of the patient as an emotionally able person is required. It is at this early stage I noticed that Mrs. Ahmed was unresponsive and seemed distant when my mentor asked for her consent to be assisted by a trainee nurse under her supervision (Nursing and Midwifery Council Code 2008). After asking her more than once she eventually responded and accepted the request. xxxxx When my mentor spoke to Mrs. Ahmed was clear and slow, and asked closed questions. Ashworth et al (1981) suggest that the quality and quantity of nurse-patient communication in geriatrics is affected by the nurse as well s the patient although some of the traditional attitudes by nurses toward elderly patients posed barriers to communication. Orem (1991) viewed the relationship between a nurse and patient as being complementary and therefore a nurse has to understand the basis of her own behavior. I noticed that the patient had some hearing aids on her bedside and I then considered that she might be having hearing impairment and was either not keen on using her hearing aids or needed assistance putting them on. I asked her if she was happy putting the hearing aids on her own. She attempted to put them on but seemed unsteady with her hands. I gestured that I could help and she extended them to me. I then helped her to put them on. George (2002) sees the working phase as a time when the patient starts to respond selectively to individuals who can meet their needs. Peplau (1952/1988) identified three types of responses from patients; the patient may participate and be interdependent, or be autonomous and independent from the nurse or be passive and dependent on the nurse (George 2002). Peplau (1952/1988) states the patient utilises the relationship fully by making full use of the nurse (Leddy and Pepper 1998). Peplau (1952) describes six nursing roles within the phases of the nurse patient relationship which are; stranger, resource person, teacher, leader, surrogate and counseling. She further described four psychobiological experiences, in her book which are; needs, frustration, conflict and anxiety. Peplau (1952) saw these experiences as energy providers transforming into action and provides a basis for goal formation and nursing interventions. Mrs. Ahmed showed she was becoming more relaxed and became more trusting and cooperative. Arnold and Underman Boggs (1999) suggested that the dynamic nursing approach Peplau advocated is not that of passive observer but participant observers, nurses actively engaging with their clients. I initiated further verbal dialogue and realised that although she could hear me she was struggling to understand what I was saying to her. Her replies where brief and at times not relevant to the questions posed. It became obvious that since English was not her first language she was struggling to understand me and her conversational English skills were basic. I then slowed my rate of speech and emphasised with gestures where appropriate. That way she seemed to comprehend what I was saying better. Forchuk (1993) mentions two types of communication, verbal and non-verbal communication, verbal communication conveyed by words and non-verbal communication conveyed through empathic links, postures, gestures, and patterns (Forchuck 1993). Peplau (1952/1988) considers the use of verbal communication to be an essential component of the nurse-client relationship (Forchuk 1993). The general principle is that anything clients act out with nurses will most probably not be talked about, and that which is not discussed cannot be understood. † Peplau (1989a p. 197). Forchuk (1993) suggest that discussing issues and concerns presents the patient an option to work them out. Thus nursing knowledge enables nurses to justify actions or stop unsafe or poor practices (Nursing and Midwifery 2003, The Code). Mrs. Ahmed was reluctant to have me assist her with personal hygiene although it was obvious that she needed it and it was also documented in her notes that she was not independent in this respect. She said something about being used to doing things for herself and how it was expected in her culture to clean one’s own body, she then suggested to wash herself and would ask for help when in difficulty. After washing herself, I took the opportunity of getting more information about Mrs. Ahmed, her family and health Data collection is constant throughout Peplau’s phases. George (2002) state that in the nursing process, primary collection of data is the nursing assessment, and further collection of data becomes an integral part of reassessment. The need for Mrs. Ahmed ‘s relations to be present compliments George (2002) statement that the nurse, patient and relatives need to work together in order to simplify and explain the problem at hand. Peplau (1995) discusses the need for the nurse to not only support but health educate the patient’s relations thus decreasing the tension and anxiety connected with the felt need and fear of the unknown thus the avoidance of future problems arising from unresolved significant events(George 2002). Peplau (1952/1988) states the importance of clarity on both parties in the relationship as their past experiences will influence their expectations in this progression. I also made her aware of her condition and situation whilst being conscious not to give advice, but rather asking her questions which we needed answers for, to help resolve her care needs. Peplau (1988) stated that the exploitation phase is where the nurse assists the patient to seek out other health care services and personal strengths in resolving the issues for which the client initially sought treatment. She thanked me for having explained everything she needed to know and for my patience during my interaction with her on that day. Peplau (1952/1988) saw the termination phase as a liberating process wherein the client’s wishes for psychological dependency and maintaining relationships have been worked through to support the ability to mutually end the relationship with the nurse (Leddy and Pepper 1998). Peplau views this phase as problematic for nurses as the progression of letting go is focused upon (Simpson1991).

Animals Shouldnt Be Kept in Zoos Essay Example for Free

Animals Shouldn’t Be Kept in Zoos Essay The social network, Facebook is unnecessary worldwide for people under the age of 18 because there many people who are being exposed to atrocities through Facebook. If you are under the age of 18 you also have high risk of becoming prevalent to cyber bulling and many people under this age are not taking action when they are being bullied or when they view it; and a large percentage of people that use Facebook are under the legal age. Facebook is the worst social networking site for internet trolling, and bullying is now more prevalent online than anywhere else. Research has stated (daily mail. com, Damien Gayle, 2013) that 87 per cent of teenagers who reported cyber abuse said they were targeted on Facebook. Facebook is the worst social networking site for internet trolling, and bullying is now more online than anywhere else. Bullying on-line continues to be a serious problem for a huge number of teenagers and we cannot ignore its often devastating and tragic effects. When teenagers are bullied many of them try to hide it and decide not to tell anyone. Research states that this is mainly because they scared, nervous, don’t want to be teased or don’t want to act as if it is a problem. Emma-Jane Cross, CEO and founder of the charity BeatBullying, said many young people were suffering because of cyber bulling in silence. However, hundreds of young people are being cyber-bullied or trolled so badly that it can lead to depression, truancy, self-harm, or even force them to contemplate or attempt suicide. This is a real problem Around 7. 5 million (out of the 20 million on Facebook) are under the legal age of 13. Even more troubling, more than five million Facebook users were 10 years old or younger, and they were allowed to use Facebook largely without parental supervision leaving them vulnerable to threats ranging from malware to sexual predators. It is absolutely inconceivable that a pre-teen would have the ability or patience to go through the existing maze of settings to be able to make their Facebook account private enough to ensure protection from unwanted approaches, spam and exploitation of their personal pictures and content. In saying this, so many people are using Facebook and are posting private picture, addresses and birth date. A study shows Schools, teachers and cyber safety experts, are trying very hard to educate teens about their longer term digital identity and online behaviour. But again, as my previous post suggests, it appears that many parents are simply not taking responsibility for their children’s online behaviour. Some seem unaware of the potential online dangers that their children can face daily. This can be partly due to schools not publicizing the constant stream of incidents. Or maybe it’s because their own children are keeping quiet even when harassed for fear of being banned and ostracised by their peers. Animals Shouldn’t Be Kept in Zoos. (2016, Dec 12).

Pacific Rim and French influence Essay Example | Topics and Well Written Essays - 500 words

Pacific Rim and French influence - Essay Example For a time there were different empires: Dutch, Portuguese, Spanish, French, British, and the short-lived German and Italian empires in Africa and other regions. As such of the Southeast Asian Pacific Rim fell under the socio-political, economic influence of the French colonial power. In recent years, popular upheaval has sought to shake the chains of oppression. One such example is that of Vietnam. From the colonial period, France colonized Vietnam. After World War II, the Vietnamese began resisting the French rule with help of Communism. As France was losing its grip on the nation, the United States stepped in to try and halt the tide of communist advance in the region. This failing on the part of the French and subsequent American involvement culminated in the Vietnam War of the 1960s. During the 1900s, many of the traditional colonies of the European expansion won their independence from the West in terms of self-governing autonomy. This trend continues. The result of such changes in the Pacific Rim region is the south East Asian environment of today. To bring more political and economic strength, there has been recent progress towards the formation of an entity called the Asia-Pacific Economic Co-operation (APEC). It represents the beginning of a regional community of countries to cooperate through integrated trade and cultural relations. Even though these countries have severed their colonial ties, they sometimes still feel the yoke of subjugation. To the anger of many of the Pacific Rim countries, France continues to use the region for nuclear testing. Grassroots movements against the dumping of hazardous wastes in the Pacific or the transshipment of wastes or of plutonium have risen against these policies. It seems that although these are sovereign nations, they must still battle imperialism in the form of protecting the environment. Here, we studied French

Skill Application Evaluation Essay Example | Topics and Well Written Essays - 1000 words

Skill Application Evaluation - Essay Example The texts and phone calls always lead to disagreements with her. The messages have no significant meanings. Besides, anytime I humbly pass my positive intentions to her through the phone, I only receive negative odds; she misinterprets the intentions since she thinks that I am furious. I have chosen the activity to build a relationship by communicating supportively with my elder sister in order to heal our family relationship. I feel unreal associating positively with friends rather than my sister who is a family member. I am aware she does not intend to do anything to harm me. I am dedicated to give Kerry, my sister, a chance in my life. In addition, I intend to offer her an opportunity to be a sister who can listen and reason with me. Whenever our parents speak, they support and encourage us to be friends and solve our differences amicably. Consequently, our parents silence us to find lasting peace for us. Therefore, the activity I chose for building relationships by communicating supportively and engaging in supportive communication as problem-oriented and not person-oriented, assisted my sister and me, into knowing each other’s character and learning from one another. This skill application in problem solving has assisted me in gaining and learning human differences in terms of character and, hence building my relationships through effective supportive communication. When solving disagreements an individual experiences various problems. In settling conflicts between my sister and I, I experienced challenges from developments of different characters displayed by my sister, since most of the communication between my sister and I, were commanded and dictatorial. One of the characters was my sisters raised voice during the discussion period. Moreover, Life at home was unbearable between my elder sister and i. There were many miss-understandings on how we associate and interact daily. My daily experiences with her concentrated on arguments and

How have cell phones changed the human race socially on a global scale Research Paper

How have cell phones changed the human race socially on a global scale - Research Paper Example It analyses the changes in communication, the society, technology and foreign relations as a result of the widespread technology, giving appropriate recommendations. Introduction Referred to as cell phones by Americans, mobile phones in Africa, Australia, Asia and Europe and in many other ways globally, cell phones have been commercially available for about two and a half decades, enjoying staggering adoption rate as noted by Goggin (1). This has led to the existence of about 5 billion cell phones in the world as at end of 2010 with developing countries having more cell phones than developed countries (Hakoama and Hakoyama 2). China has been noted to be the largest wireless network in the world followed by India and America respectively. According to Prasad (38), the cell phone market in Africa is the fastest in growth globally, perhaps due to the sunset in the industry in the European market as observed by O’Brien. Klemens (2) evaluates the components that make up a cell phon e. Of course, cell phones are basically telephones, but they also serve as transmitters and radio receivers, which brings into perspective the understanding of antennas, radio waves and history of radio. The functions of a cell phone would be undertaken by microscopic circuits; the user’s interface would be provided by the liquid crystal display and a battery would be needed to power it. Whereas the distribution of cell phones could reveal much concentration and variation, it would be safe to appreciate that in merely two and half decades since its commercialization, cell phones have grown to be more than mere voice call devices. According to Goggin (2), cell phones have become a central cultural technology in their own right. Pros of Cell Phone Usage Just like many other technologies, cell phones come with its pros and cons. They help people keep in touch without the barrier of location as its mobility allows people to communicate no matter their location. The extra features that come with cell phones such as radio, free communication applications and even TVs save the user money that would have otherwise been used to acquire or subscribe to such services (Eapen, Kumar, and Bhat 138). Cell phones increase the feeling of safety as with the gadget in whatever place, one would feel closer to emergency services in case need be (Prasad 42). Cons of Cell Phone Usage On the other hand, being reachable anytime anywhere could serve as a disadvantage. It could cause one the inconveniences of for example being called back to work when its vacation time with family. Owning this gadget increases one’s expenses due to the cost involved in not only its acquisition but also subscription to the accompanying services such as voice calls and text messages. On safety, Banjo, Hu, and Sundar (128) cite the National Safety Council which estimates car accidents resulting from cell phone distractions at 28% of the total accidents. The associated radiation emission has b een linked to health risks including cancer, depression and high blood pressure (Eapen, Kumar, and Bhat 139; Kaplan 3). In schools, cell phones have been noted to propagate cheating and lack of concentration and distractions in classes. The materials making up cell phone printed circuit boards, liquid crystal displays, batteries and plastic casings contain toxic substances which

Warfare in the Napoleon era is similar to warfare practiced today Essay

Warfare in the Napoleon era is similar to warfare practiced today - Essay Example Indeed, weapon systems and technology have changed over the years with increased sophistication ; however, warlords of today still embrace and practice the fundamentals of warfare upon which the Napoleonic era thrived. The Napoleonic era inspired changes in warfare and created organizational changes in the army that increased their lethality and ignited military reform, tactics, and strategies that are currently being used today. Napoleon created corps and divisions in order to have unity of command for his large troops, which allowed him to have better command and control, and flexibility over his units; Napoleon gave his orders through established channels of command to each division. The organizational changes that were made to the French army increased their flexibility, lethality, and maneuverability in warfare, thus, making it possible for Napoleon to trounce his opponents in combat with ease. Additionally, the Army developed Brigade Combat Teams, which enhanced the organizations ability to be flexible, and agile in warfare, thus, being able to move swiftly into combat zones and taking on the opponents with remarkable success. Similarly, armies of this era are divided into divisions to facilitate unity of command and control of troops, in addition to, enhancing flexibility, lethality, and maneuverability in warfare; combat teams that are thoroughly grounded in tactics and weapon systems to undertake tec hnical missions exist today as well. Napoleon era warfare thrived on the skills and competence of the armies, thus, warlords like Napoleon ensured that their combat teams were well trained in warfare tactics and weapon technologies of their time. Additionally, warfare in this era involved logistics trains, and combined arms that were self-sustaining and dominated enemy forces throughout Europe. For instance, the 1809 Vienna campaigns was successful because the French used combined arms simultaneously, which allowed them to achieve greater impact than if each element was used separately. The French developed the logistics regiment and strictly dedicated it to supplying, and transporting equipment to units on the battlefield2, thus, ensuring the smooth undertaking of missions and operations. Armies today are highly trained in weapons and tactics of combat to be able to handle sophisticated artillery and to execute highly delicate operations with success, and warfare still relies on logistics carriages, which ensure a ste ady supply of equipment to armies in war zones, besides the simultaneous use of combined arms, like in the Napoleonic era. Napoleon’s strategy involved maintaining battles all over Europe in all the volatile areas, where enemy forces had dominated, and this ensured that the enemy forces had no time to regroup or reorganize themselves for counter attacks, thus, they were thoroughly paralyzed and defeated. Nonetheless, the French army fought on several fronts simultaneously, thereby maintaining the territory borders from all angles against the enemy forces; for instance, they fought Britain and Spain on the western front, but at the same time, they also fought Russia, Prussia, and Austria on the eastern front. In the same manner, countries today engage in and maintain battles in their enemy areas where their vulnerability lies in the attempt to neutralize enemy forces; in this regard, warfare still involves invasion and occupation of enemy territory, and such domination of

Head Start Essay Example | Topics and Well Written Essays - 1000 words

Head Start - Essay Example This then would create a Head Start pilot program for eight states, allowing them to design their own early childhood programs, funded with federal Head Start grants. The state programs would have to "meet or exceed" national quality standards, but would not have to follow the detailed federal regulations that apply to local Head Start centers. Democrats called the pilot program nothing more than a block grant, and said it signaled the eventual end of Head Start (http://www.pbs.org/newshour/bb/congress/july-dec03/headstart_07-25.html, 2003). This debate has reached even the most ordinary citizen of most states. There is an ongoing argument whether this Head Start program is really beneficial to underprivileged children. Moreover, there are now series of arguments whether Head Start program of benefiting the younger children should be continually implemented. Head Start program was specifically established to provide assistance and financial aid to low-income families with infants and toddlers and pregnant women which is called Early Head Start. The Early Head Start program address needs such as physical, social, emotional, and cognitive development requirements; knowledge of parents to be better caregivers and teachers to their children; and need for economic independence. More specifically, this program aims to (http://www.acf.hhs.gov/programs/hsb/programs/ehs/ehs.htm, 2002). Ensure quality by meeting the requirements in the Head Start Program Performance Standards and other applicable regulations; Provide early, individualized child development and parent education services to low-income infants and toddlers and their families according to a plan developed jointly by the parents and staff; Provide services through an appropriate mix of home visits, experiences at the Early Head Start center, and experiences in other settings such as family or center-based child care; Provide early opportunities for infants and toddlers with and without disabilities to grow and develop together in nurturing and inclusive settings; Ensure that the Early Head Start program is supportive and nurturing of families; Respond to the needs of families, including, where appropriate, the need for full-time child care for working families; Connect with other service providers at the local level to ensure that a comprehensive array of health, nutrition, and other services is provided to the program's pregnant women, very young children, and their families; Recruit, train, and supervise high quality staff to ensure the kind of warm and continuous relationships between caregivers and children that are crucial to learning and development for infants and toddlers; Ensure parent involvement in policy and decision making; and Coordinate with local Head Start and other child development programs in order to ensure continuity of services for these children and families. Why do we have to Continue Supporting Head Start Program Based on reports, Head Start has been a tremendous success. From the young children that have been subjected to the program, their level of I.Q. considerably developed, their reading, writing and math skills also improved. Moreover, the

Evidence-based effects of exercise on the body Research Paper

Evidence-based effects of exercise on the body - Research Paper Example There were thirty four participants, 18 females and 16 males who were divided into two groups, one group had to read for forty minutes every day for a span of two weeks, where as the other group had to exercise for forty minutes for the same time span of two weeks. The results showed there was a difference noticed in the people who were doing exercise than those who were reading. There was a significance difference noticed in the body image of participants, with no effect on body weight or shape. This study is very beneficial for exercise promotions as the findings of this research paper can help in forming a strategy in order to encourage exercise and workout programs. However, it is also argued that this study is very limited as it has not included or studied other moderators affecting forces that might affect the change in body image and/or weight. Therefore, the findings of this study has to be further studied and different outside forces have to be included and tested for the accuracy and reliability of this research (Appleton,

Decision-Making Process Essay Example for Free

Decision-Making Process Essay Decision-making is a part of everyday life. One must decide on a daily basis; which route to take to work, which has less traffic, coffee or breakfast, or if the morning routine is altered by unexpected situations, which way to continue with the day ahead? According to Bateman and Snell (2011), the ideal decision-making process includes six stages; (1) identify and diagnose the problem, (2) generate alternative solutions, (3) evaluate alternatives, (4) make the choice, (5) implement the decision, and (6) evaluate the decision (p. 89). The process does not have to be thoroughly explained to realize many of the decisions one takes goes through these stages or some of them. One of the types of decisions one must carefully think and analyze before irrationally taking the plunge would have to be the purchase of one’s home. This type of decision is a very long-term commitment and a bit expensive. However, if properly acquire the decision; it is very worth-while. Buying a house or home starts at stage 1; one starts with identifying the problem or in this case the â€Å"wanting† to buy something to call home. It then follows to stage 2: generating alternative decisions. Stage 2 one is able to question if the house is really necessary. There are many suitable apartments and housing options as well. In this stage one also gets to question and calculate if it is within budget or if not, what one will have to do to be able to purchase the house. Once the financial side of the situation is evaluated and one still would like to continue it rolls into stage 3. Stage 3 consists of evaluating alternatives. In this stage one can go through the process of seeking locations, areas and house plans to choose what best fits with the ideal perfect home. This stage also allows to pick and choose what is best suitable for your home and knowing if there will be an upgrade made and changing the original price of the house. Staying with two suitable options and deciding from them will glide one to the next stage. Yes or No, Stage 4 is the decision-making part of the process. Once it has been decided to buy the house, the decision is implemented, Stage 5. Starting the necessary contracts and paper work to make this house one’s new home. The last step of the decision-making process is to evaluate the decision. In Stage 6 consists of one finalizing the process and setting down the last signature on the paper work and/or putting the down payment out on the table. In this type of choice all the steps in the decision-making process were followed. Nothing could have made it easier. As one can see the purchase of a new home, car, changing jobs and/or even choosing what school to send children to takes a decision-making process. Not all the steps are needed in some cases but some steps are automatically done like choosing alternatives.

Mertons theory

Mertons theory Compare and contrast Mertons theory and the labelling theory of deviance. I. Introduction Your Essay Outline Write about Compare and contrast Mertons theory and the labelling theory of deviance in the first sentence. Summarize Mertons Theory in the second sentence. Summarize Labelling Theory of Deviance in the second sentence. Summarize Comparions contrast in the third sentence. Briefly summarize So in short, both theories try to explain crime from a social perspective but one explains why crime begins while the other one explains why crime continues. in the final sentence of the first paragraph. In second paragraph you need to expand on Mertons Theory. Write one sentence summarizing Mertons Theory. Then write two sentences expounding on Mertons Theory. Be sure to back up your argument for Mertons Theory. In the final sentence transition from Mertons Theory to Labelling Theory of Deviance In third paragraph you need to expand on Labelling Theory of Deviance. Write one sentence summarizing Labelling Theory of Deviance. Then write two sentences expounding on Labelling Theory of Deviance. Be sure to back up your argument for Labelling Theory of Deviance. In the final sentence transition from Labelling Theory of Deviance to Comparions contrast. In fourth paragraph you need to expand on Comparions contrast. Write one sentence summarizing Comparions contrast. Then write two sentences expounding on Comparions contrast. Be sure to back up your argument for Comparions contrast. In the final sentence transition from Comparions contrast to your So in short, both theories try to explain crime from a social perspective but one explains why crime begins while the other one explains why crime continues.. In the fifth and final paragraph, summarize Mertons Theory again. Summarize Labelling Theory of Deviance again. Summarize Comparions contrast again. Then write two sentences stating your So in short, both theories try to explain crime from a social perspective but one explains why crime begins while the other one explains why crime continues.. Outline and assess the structionalist themes of crime and deviance Structural theories of deviance are similar to Mertons theory. They explain the origins of deviance in terms of the position of individuals or groups in the social structure. In the 1930s Robert k Merton wrote an article entitled Social Structure and Anomie. It became one of the most influential explanations of crime and deviance. He offered a social rather than psychological or biological explanation. In particular, it was a structionalist theory as it saw the structure of society shaping peoples behaviour. According to Merton, American culture attaches great importance to success and success is measured in terms of money and material possessions. There are norms which define legitimate means for achieving success. These legitimate means include gaining skills and qualifications and career advancement. The American dream states that anybody can make it to the top if they try hard enough. So much emphasis is placed on material success that many people experience pressure to deviate from accepted norms and values. Deviance occurs when they reject the goals of success and/or the legitimate means of reaching that goal. For example, some people are tempted to use nay means of getting to the top-even if that involves criminal behaviour. Merton refers to this pressure as a strain to anomie. Anomie means normlessness it refers to a situation where norms no longer guide behaviour, where anything goes. Despite what the American dream says, not everybody has an equal chance at success. The social structure prevents equal opportunity. In particular, the strain to anomie is most strongly felt by those at the bottom of the class structure. They are less likely to acquire skills and qualifications needed to reach the top. As a result, they are more likely to seek alternative routes to success. Merton identifies five possible adaptations or responses to the strain to anomie in American society, conformity, innovation, ritualism, retreatism, rebellion. Conformity according to Merton, most people conform despite the strain to anomie. Even if they dont make it, they continue to strive for success and follow the normative means of getting there. Innovation, people who adopt the deviant adaptation accept the goals of success but, in Mertons words, they have little access to conventional and legitimate means to becoming successful. As a result, some innovate-they turn to legitimate means, to crime. The pressure to select this adaptation is greatest for those in the lower levels of the class system. Ritualism, people who follow this deviant route abandon the goal of success, but stick rigidly to the rules- for example, people in dead end, white collar occupations that follow their job descriptions to the letter. Retreatism, this deviant adaptation involves a rejection of both the goal of success and the normative means of achieving it. It applies to people who drop out- tramps, drug addicts and habitual drunkards. Rebellion, this involves a rejection of conventional goals and means and their replacement with alternatives. The revolutionary who seeks to change society illustrates this type of deviant adaptation. Mertons strain theory was an early attempt to explain crime and deviance in terms of culture and structure of society. It provided a sociological alternative to biological and psychological theories. In particular, it offered an explanation for working class crime. Whatever its weaknesses, Mertons work provided a spur for the development of further theories of crime and deviance. Mertons theory does raise a number of unanswered questions. First, why do people but not others adopt deviant adaptations? For example, why do some people in the lower levels of the class system turn to crime but others do not? Secondly, Mertons theory focuses on individuals rather than groups. Crime and deviance are often collective activities. How can this be explained in terms of strain theory? Thirdly, crime and deviance are not always motivated by a desire for monetary gain. How can activities such as vandalism and fighting between rival gangs be explained in terms of Mertons theory? In search for these answers subculural theory was formed. Subcultural theories explain deviance in terms of the subculture of a social group. They argue that certain groups develop norms and values which to some extent different from those held by other members of society. For example, some groups of criminals or delinquents might develop norms that encourage and reward criminal activity. Other members of society may regard such activities as immoral, and strongly disapprove of them. Subcultual theories claim that deviance is the result of individuals conforming to the norms and values of the social group to which they belong. Members of subcultures are not completely different from other members of society: they may speak the same language, wear similar clothes, and attach the same value to family life. However, their subculture is sufficiently different from the culture of society as a whole to lead to them committing acts that are generally regarded as deviant. Often, structural and sub cultural theories are combined, as in Albert Cohens analysis of delinquency. The development of subcultures is explained in terms of the position of groups and individuals in the social structure. Cohen was the first sociologist to develop a subcultual theory of working class crime and deviance. He examined delinquent gangs in low-income, inner city areas. Delinquency refers to the criminal and anti social acts of young people. Cohen agreed with Merton that the mainstream value of success creates problems for young working class males. Many do badly at school and fail to acquire the skills and qualifications needed for success. Employing Durkheims concept of anomie, Robert K Merton, an American sociologist, developed his theory of deviance by analysing the American reward system. Mertons argument is that in a well-regulated society, goals and the means of achieving these goals are integrated in that they are available to all in society. In some societies the accepted means of achieving these goals are not available to all, hence those who wish to achieve the goals, but are not able to do so through legitimate means, must adapt to the situation. Merton presented a typology describing the modes of adaptation. The important aspect of the typology is the relationship between the cultural goals and the institutionalised means of achieving them. I will describe the typology in the following paragraphs. Howard S. Beckers labelling theory of deviance asserts that deviance and conformity result, not so much from what people do, but from how others respond to those actions. It analyses how definitions for deviant behaviour are created by social groups. Merton then sets out a typology of modes of adaptation in terms of conformity, or non-conformity, to cultural goals and institutionalised means: 1. Innovation accepting cultural goals but employing illegitimate means, for example, property theft, cheats. 2. Ritualism adherence to means whilst ignoring the goals, for example, bureaucratic adherence to routine going through the motions. 3. Retreatism withdrawal, opting out of socially defined desirable behaviour, for example, alcoholics, addicts. 4. Rebellion not only rejection of goals and means, but a positive attempt to replace them with alternative values, for example, political revolutionaries, religious prophets. Mertons analysis suggests that deviant behaviour is functional. First, for the individuals involved, since it enables them to adapt to the circumstances in which they find themselves. And second, for society as a whole since modes of individual adaptation help to maintain the boundaries between acceptable and non-acceptable forms of behaviour. Criticisms 1. Non conformity, such as ritualism, is not really the same as deviance (indeed with ritualism you do the actions, but have the wrong thoughts its nearer blasphemy). It does not convey the same stigmatising quality as in the label deviant. 2. The assumption of cultural consensus is implicit in the idea of cultural goals, and ignores the possibility of sub-cultures and a pluralistic culture, where cultural goals might differ considerably. 3. It does not really provide a causal theory as to why some groups might adapt via rebellion and others by retreatism. Obviously some form of socialised commitment and differential associations becomes crucial for influencing perceptions of the alternatives to conformity. It does not explain movement into deviant careers. 4. It does not take into account that just as legitimate means to success are limited, that so too are the illegitimate opportunities. Not everyone has equal access to criminal sub-cultures. An analysis of the opportunities for deviant activity is required. However, Merton never claimed that his typology was a total theory of deviance and many of the criticisms of his work were picked up on and improvements attempted by sub-cultural theorists. Conclusion Mertons strain theory is basically an explanation of why people commit crime. His approach involves looking at how people accept reject or redefine our cultural goals according to the means available to them in accepting those goals. So for example, success is the goal, the appropriately accepted way to achieve success in America is through the belief that hard work will get us success. But many people work hard and are not successful. So one adjustment would be to reject the idea that hard work is how to become successful and replace that means of achieving success with an alternative method such as selling drugs. You achieve monetary success without hard work. Labeling theory is also an effort to explain crime from a sociological position. However labeling theory explains why a person continues committing a crime but does not explain why they committed a crime in the first place. So in short, both theories try to explain crime from a social perspective but one explains why crime begins while the other one explains why crime continues.

King Lear :: Literary Analysis, Shakespeare

â€Å"...the error of age is to believe that experience is a substitute for intelligence.† (Lyman Bryson) In the play King Lear by William Shakespeare, such an idea is explored. Lear is a King who is physically aged but as the play progresses, it becomes clear that he lacks the intelligence which usually accompanies it. The play is set in a time where the King was equal to God himself, he was set apart from the common man as somewhat of a transcended being. Shakespeare breaks this unspoken relationship through the events of his play. Lear’s rash decision to banish his loving daughter Cordelia and hand total power of his kingdom over to two his uncaring daughters, Goneril and Regan sets of a chain of events which send him on a downward spiral to become the basest of human beings. Shakespeare uses the characters of the Fool, Cordelia, Kent and Goneril as well as irony, foreshadowing, and diction to portray Lear as nothing more than an unseeing old human being. The Fool is a character in the play who is the embodiment of Lear’s conscience and through him, the audience is able to witness the folly of the King. His name bears quite a significant irony as throughout the play it is made apparent that it is the Fool who is the wiser. He states that, â€Å"this fellow banished two on’s daughters, and did the third a blessing against his will† (1,4,101-103) The Fool lays bare the folly Lear in not recognising the worth of a true daughter yet through his foolish act, he has done Cordelia good. In a way this irony of the Fool foreshows the future judgement of this judgemental monarch. In the play it is Cordelia who is banished and the other two who have blessings poured on them, but the Fool provides the audience with a different perspective on this matter; one, which is increasingly unapparent to the ailing King who is quick to continue his living in denial, stating that, â€Å"[All] This is nothing, Fool† (1,4 127) Shak espeare’s placement of the Fools as Lear’s conscience allows the audience to feel the emotions which the king should be experiencing. In the event of Cordelia’s banishing â€Å"the Fool hath much pinned away† (1,4,71-72) Shakespeare shows the Fool’s sadness to contrast with the apparent lack of some in the King. This also evokes audience empathy. Through the Fool Shakespeare is able to convey to the reader the apparent folly of a vain King and the enormity of his folly.

Centipedes :: essays research papers

Did you know that one species of centipede can be a foot long? Thankfully, this type only lives in South America. Centipedes are insect-like invertebrates. They are usually reddish-brown in color, but can range in color from yellow to dark brown. Depending on the species, are between 3 and 30 centimeters long. A centipede has one pair of legs on each of its body segments. The head is flattened, with a pair of long antennae. They have jaws containing poison glands on their first body segment, directly behind their head. Centipedes can live for around six years. Most centipedes have very poor eyesight and are almost blind. All centipedes have venom for paralyzing and killing prey. Small ones prey mainly on small arthropods but large ones can tackle small lizards and baby mice. These creatures will eat other centipedes, earthworms, insects, spiders, and, if they are big enough, small birds, toads, and reptiles. Some centipedes have only 30 legs, but others can have up to 350. Besides w alking, centipedes use their legs in some strange ways. They can use them to inject venom into their prey, to distract predators by dropping their legs off, or secrete chemicals which repel predators. This chemical enters predators when the centipede pierces the predator’s skin with its leg. A centipede’s last pair of legs can be used like antennae to feel their way along when they are walking backwards. Centipedes are classified in the kingdom Animalia, the phylum Arthropoda, the class Chilopoda, the order Lithobiomorpha, and the family Lithobiidae. Some specific kinds of centipedes include the Lithobius fortificatus (garden centipede), Hemiscolopendra marginata (Florida blue centipede), the Gigantea robusta (Peruvian giant), and the Heros castaneiceps (Red headed). Centipedes are found almost anywhere, except for deep deserts and Polar Regions. No centipedes live in the water, although they are closely related to crustaceans like crabs. Centipedes also like to live in human houses, where they will live in dark and moist areas like closets, basements, and bathrooms. In a way, centipedes are almost like birds because if you disturb centipede eggs the mother centipede will abandon, destroy, or even eat her own eggs! In the entire world, there are over 3,000 species of centipedes.

No Child Left Behind Act :: essays research papers

Proposal   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The No Child Left Behind Act, a federal social program that tries to encourages after school programs should be eliminated and the extra funds given to schools to decide where it goes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The NCLB Act, â€Å"was designed to improve education and achievement in America’s schools in four clearly defined ways: accountability for results, an emphasis on doing what works based on scientific research, expanded parental options and expanded local control flexibility.† Basically the Federal government funds schools for after-school programs to try to encourage school participation among students and reduce dropping out of school. Examples of after-school programs funded by the NCLB act are first and foremost tutoring, then extra-curricular activities such as sports, community service etc. Problems/need   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The NCLB Act is not effective because of the current situation of state governments calling certain schools â€Å"failures† because of their low exam scores, thereby reducing funding to the school. If the federal government is funding the NCLB Act for after school programs, it would seem that it was funding a non-effective program. I have broken down the consequences as follows.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  -Low test scores, school gets reduced funding and   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  put â€Å"under state review.†   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  -Teachers fired, less motive for students to stay   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  in school. School’s curriculum is ineffective.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  -Meaning more money would have to be spent on the   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  NCLB Act for it to compensate the loss of the   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  school’s own after-school programs.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  -So failing a school, based on government   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  standards, just to spend more on it? Digging   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  their own trap hole. Policy Proposals Based on my understanding of the education that I have received and the changes that I have witnessed, there are many alternatives to the NCLB Act, some of which I shall explain below. -Focus on strengthening the curriculum. Subjects should help student in the future. Introduction of GE courses in high school, instead of introducing GE courses in college.

The term ‘butcher of the Somme’ in the context of the Battle of the Somme

The term ‘butcher of the Somme' in the context of the Battle of the Somme, a significant battle means that Haig was responsible for, almost casually, sending thousands of British troops to their deaths, at the hands of the Germans, for no reason at all. The battle was meant to make the war mobile again, but it led to a longer stalemate. Douglas Haig (1861-1928) was the British commander on the western front during World War I. He was later promoted to full general. With him in charge the casualties were British and Imperial casualties between July 1 and November 19, 1916 totalled approximately 420,000. On July 1st. (British + Canadian) 08:30-09:30= 30,000 casualties, 12:00= 50,000, end of day= 67,000. There are many arguments for and against for the title given to Haig. There were many arguments for the title given to Haig. Many people, not historians say that he really did deserve it, mainly because there was no-one to blame except him for their ancestors' deaths. There were many reasons. For example Haig was stubborn in the sense that he kept using the same failing tactic until November. He had hardly any faith in his troops as he never used the Creeping Barrage with them as he predicted that he would kill his own men in it. Also his usage of favouritism led to the many unnecessary deaths as he used the inferior method of cavalry, which led to the deaths of troops and resources for transport. In conclusion there were a lot of arguments in favour of the title. The fact that Haig wasted lives of men in such a way agrees with the fact of him being the ‘butcher of the Somme' However, there are many arguments against that the title should be given to Haig. Some historians have found that many of his actions were caused due to poor communications and false reports, these led to his death-causing actions. For example, his ‘messengers' told him that the bombardment was going well and the barbed wire had been ‘ well cut', this was not true, due to this, Haig launched an infantry attack thinking that most Germans were dead and the wire had been destroyed, this led to the 30,000 casualties within the first hour. Also, he did make it clear that there would be a large no. of casualties and deaths so one cannot really blame him. Moreover, the manufacturers of the guns and artillery were mostly duds so it is their fault. Furthermore, many of the army were inexperienced. Additionally and most importantly, he got hardly any help from the French, it was meant to be a Franco-British attack, and he was under a lot of pressure from t he two governments. In conclusion, many of his moves were caused from poor and false communications as well as pressure from the governments. He also had to make do with inferior weapons. To sum up, on one hand, Haig didn't deserve the title as most of his actions were caused by false reports and low-grade weapons. On the other hand, even though he didn't know about the non-success, he did later on and he still kept using the same failed tactics, overall, I think he did deserve it, the continuous usage of failing attacks and therefore causing more deaths for no reason is inexcusable, he did deserve it. Did Haig really deserve the title ‘butcher of the Somme' or has history judged him wrong

Winterkill

Wintertime In wintertime the story starts of depressing and explaining how the narrator and Harley Reeves have both been laid off from their jobs. Then he goes to the bar and notices a girl who is there and his friend Troy Just has to pick up on her and uses a corny pickup line. Troy Is In a wheel chair due too smoke Jumper's Injury, The lady at the bar was named Nolan. As the conversation carried on and got a little more personal troy invited Nolan to go fishing with him and his friend. Nolan agreed to go fishing and then get dinner.They made their way out to the river and Less and Nolan began to talk about how cold It was and that led to Nolan telling him to warm her up. Just before they were going to warm each other up they heard a weird noise and It was Troy struggling while fishing for some reason. It turns out that troy has snagged a big fish and the tension slowly pulled him out of the chair and he was slowly being dragged on his chest down by the water. Troy was saying that h e caught the big one and he needed help.Troy pleaded with Less to help him catch the fish because he did not want to let it go. So Troy and Less struggled and pulled on the line as hard as they could for what seemed like minutes and they could not get it to budge. Less kept going farther out In the water until he got to where the line was snagged and he realized that It wasn't even a fish and Troy had gotten his line caught on a dead deer. This did not make Troy happy at all because he always thought fishing was his thing and he just got tricked by a dead animal that shouldn't have even been in the water.They all ended up going inside and having the chicken with wine and talked on throughout the night. Snagging the deer was a confidence killer for Troy. After that he watched Harley Reeves and his mother dance to end the night, he enjoyed seeing her happy. â€Å"And I thought about the matter of trust. That I would always lie if it would save someone an unhappiness. That was easy. A nd that I would rather a person mistrust me than dislike me†¦ † (pig. 169) I could relate to this quote because I understood what It meant. But I did not agree with it. Retry much this salsa that they would rather beat around the bush and lie instead of be straight up with a person and just tell hem the truth no matter what it is or what affect it will have on the person. I believe in being very blunt with people and It can never turn into a negative thing if you are honest Instead of passive and always trying to say the next thing to please someone. Movie Essay The first time I saw Friday Night Lights, I was impressed by the movie and also as a fellow athlete that was playing football at the time.Friday Night Lights is a movie that takes place in Texas at a high school called Permian in Odessa, Texas and it was indented to show the true intensity and stress of being a Texas high school football player and the pressure that is on them to succeed and not only win the state title but to earn a scholarship to play at a division 1 athlete. Instantly I understood and respected the passion that was portrayed by the actors. Not only was It socially correct, the director did not skip out on showing the work that goes in before the 1 OFF field.I appreciated the detail and excitement that was created during their Journey to the state championship and everything that happens in-between. A lot of people have said that Friday Night Lights is an extreme portrayal of a sports movie. As an athlete that has played multiple sports for 10+ years it could not be more accurate. The intensity and seriousness of high school football in Odessa Texas was a well kept secret to the majority of the public and this movie shed light on a lifestyle that most high school kids never knew existed.This movie shows the true passion of anyone who loves a sport and is willing to go through anything or anyone and sacrifice their body to achieve their ultimate goal and that is to win a ch ampionship. I think this is a movie that every athlete should watch no matter what their sport is because it portrays athletes that have heart, drive, commitment and a never ending passion for the sport that they love.This movie took place in the late ass and speaking from a sports point of view not much has changed. The main character of the movie is the star running back Booby Miles. He is a god gifted athlete who has an ego as big as his linemen. Throughout the Movie Booby's cockiness grows but with good reason because he has earned himself the title of the umber one running back in the state and is the motor that pushes his team's offense into the end zone every game.The only down fall for Booby Miles and the Permian Panthers is that they are severely undersized but are gifted with speed. I understood how this would affect the movie and the team because any athlete's goal while playing the sport is to become as big and strong as possible and sometimes it is a lot easier said tha n done but it is something you constantly work at and stress about. The social life of the teenagers in the movie was not shied away from. The Director wanted to give the viewer the full picture.Many times throughout this movie there will be scenes where these high school athletes are being confronted by people in the community asking for their autographs and being told that they are their wives favorite players. A lot of pressure is put on these young kids by the community while out in public and they are reminded all the time that the season will be a waste if they do not win the state championship and they are constantly reminded that they are severely undersized compared to the boys on the there side of Texas.I never experienced pressure this big from the community but I can relate because it seemed like every time I would have my baseball gear on from my high school or some football apparel I was always asked the same tired question â€Å"you guys going to get it done this yea r† or â€Å"those are some big boys with Del scholarships you think you can hang† these questions always added fuel to my fire that I kept deep down in my stomach because we were always portrayed as an underdog like Permian no matter how much we won.I did not mind that role but sometimes I think there was some recognition that was deserved but never received. Friday Night Lights was a great portrayal of how much an athlete will sacrifice Just to win a championship. Friday Night Lights showed the true hard work and dedication that it takes to be one of the best teams. When Booby Miles gets injured and cannot play for the rest of the season it made me realize that you should never take a play or game for granted because all it takes is 1 play for your whole career to be ended and oh can lose everything you have worked for your whole life.The roller coaster story I never thought of it as unrealistic one time during the move and that is rare because a lot of sports movies a re predictable and not realistic portrayals of an athlete's life. My whole life has consisted of playing sports and being an athlete and there are a lot of misconceptions and thoughts that every athlete's talent is god given. That is why Friday Night Lights is such a good movie to get the true perspective because it is based on a true story and actual events.Nothing is sugar coated nor is it over traumatized. Friday Night Lights does not have that story book ending where the underdog team puts in all the hard work and beats the best team. In the movie the Permian Panthers lose in the state championship. This was the most realistic part of the movie because it doesn't always end with you on top no matter how much work and heart you put into things. Minus the depressing ending Friday Night Lights is a attention grabbing story that will keep you guessing all the way until the end.

Brand and Dairy Milk

The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U. K. , but the journey with chocolate lovers in India began in 1948. Currently Cadbury India operates in five categories, which are Chocolate Confectionery, Milk Food Drinks, Candy, Gum and Snacks category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs, Celebrations, Temptations and Gems. Cadbury enjoys a value market share of over 70% – the highest Cadbury brand share in the world!Their flagship brand Cadbury Dairy Milk is considered the â€Å"gold standard† for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. Earlier Cadbury Dairy Milk had positioned itself as a chocolate for kids . Later it was repositioned as a chocolate meant for all age groups emphasizing on the children hidden in us. The model that we have used is Customer Based Brand Equity Model and with the help of this model we have analyzed that how Cadbury Dairy milk has evolved since years and its perception has changed in the minds of consumer overtime.Cadbury Dairy Milk has done this perception evolving process with the help of aggressive advertising and they have been very successful in achieving their target.COMPANY OVERVIEW HISTORY (CADBURY)In 1824, John Cadbury opened a shop in Birmingham. This one-man business, trading mainly in Tea & Coffee was to be the foundation of Cadbury Limited. For over 100 years Cadbury was a family business. In 1943 non family directors were appointed. In 1847, the enterprise had prospered to a large factory in Bridge Street, Birmingham. John Cadbury took his brother Benjamin into partnership and the family business became Cadbury Brothers Birmingham.The business moved to Bourneville after outgrowing the Bridge Street Factory. The Workforce had risen up to 200 after 32 years at Bridge Street. After the death of two brothers in 1899, the company was privatized. It entered the era of scientific management; it introduced new ideas for their department like: Advertisement & Cost Analytical Laboratories Sales Department Offices Education & Training for Works Committee Medical Department employees On 2nd February, Kraft Foods took over 71% shares of Cadbury. They acquired it totally. But still Cadbury was on top in the market.This acquisition did not changed people’s mind and their craze for Cadbury Dairy Milk. Cadbury began its operation in 1948 by importing chocolates and then re-packing them before distributing it in the Indian market. After 62 years, it is having five companies at Thane, Induri (Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal Pradesh) and 4 sales offices in (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai. The company’s main purpose is â€Å"Working together to create brands people love† capture the spirit of wh at we are trying to achieve as a business.We collaborate and work as team to convert products into brand. Simply, â€Å"we spread happiness†! Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% – the highest Cadbury brand share in the world! Cadbury is the â€Å"gold standard† for chocolates in India.The pure taste of CDM defines the chocolate taste for the Indian consumer. In the Milk Food drinks segment our main product is Bourn vita – the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. The Cadbury India Brand Strategy has received consistent support through simple but imaginative extensions to product categories and distribution. A good example of this is the development of Bytes. Crispy wafers filled with coca cream in the form of a bagged snack, Bytes is positioned as â€Å"The new concept of sweet snacking†.It delivers the taste of chocolate in the form of a light snack, and thus heralds the entry of Cadbury India into the growing bagged Snack Market, which has been dominated until now by Salted Bagged Snack Brands. Byte was first launched in South India in 2003. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, we have worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Our Cocoa team visits farmers and advises them on the cultivation aspects from planting to harvesting.We also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. Our efforts have increased cocoa productiv ity and touched the lives of thousands of farmers. Cadbury Milestones The Cadbury story is a fascinating study of industrial and social developments. From a one man business in 1824, Cadbury has grown to be one of the world's largest producers of chocolate. A small family business developed into an international company and the high standards of the Cadbury brothers were combined with the most sophisticated technology, skills and innovation.VisionThe governing objective for Cadbury India is to deliver Superior Shareholder value.Cadbury in every pocket.Sustain growth of Cadbury’s market through aggressive product development.Focusing on cost competitiveness & productivity in operations and innovative utilization of assets.Investing to develop people.Missionâ€Å"To provide customers with a tempting and exquisite taste† as enticing treats means a mouth watering treat which is simply irresistible.â€Å"Cadbury means quality† this is the promise of Cadbury. Its repu tation is to built upon quality.Its commitment to continuous improvement will ensure that promise.CADBURY PRODUCTSChocolateCadbury Dairy MilkCadbury CelebrationsBournville5 StarPerkGemsTobleroneBRAND ELEMENTSDairy Milk has been meticulously built around the world by Cadbury. It has been able to sustain a strong position in the market. There are many branding elements which have resulted into consistent result of its success. In India and across the world, the only chocolate wrapped in Purple with the logo of Cadbury written on it. Color of all other products of Cadbury like Gems which is so colorful.Packaging which introduces slight of milk splash shows the relation of milk with Cadbury. Insignia Logo which comes on the packaging in bold vintage Dairy font in white which also shows the relation of milk with the product. Logo Not only the above three, But there are many more elements due to which the consistent Branding of Dairy Milk is so very popular. Its different Advertisements, its punch lines etc†¦ It has always kept a strong association with Milk, with slogans such as â€Å"a glass and half of full cream milk in every half pound. And also advertisement which featured a glass of milk pouring out and forming the Dairy Milk bar.Also the ad campaigns are also the important element of Dairy Milk. It made chocolate an eating habit among the consumers, especially the adults. Long back it was a belief that chocolate is only for kids. But Dairy Milk changed this belief. Also they changed the trend of Sweets (Mithai) during the occasions like Diwali, New Year etc†¦ Dairy Milk brought a new trend that whether any occasion, Dairy Milk is best for all. Tolani It also gave some famous dialogues from the ads which people remember always.They were also the core brand elements of Dairy Milk. Let us see them below:The Real Taste of Life- A girl Dancing on Cricket FieldKhane walo ko Khane ka Bahana ChahiyeKuch Meetha Ho JayePappu Paas ho GayaAaj Pehli Tareekh Ha iShubh AarambhAll these above dialogues were form the very famous and popular ad’s of Dairy Milk. By this ad they wanted to covey to the people that for eating Dairy Milk they do not haveto wait for any occasion. They can just have it. Whether they are happy or Sad, But Dairy Milk can be taken in any of the mood.BRAND PORTFOLIOWorldwide In June 1905, Cadbury launched its first Dairy Milk bar, with a higher proportion of milk and it became the best selling product of the company by 1913. Fruit and Nut was introduced in 1928. In 2003, Cadbury made Dairy Milk into a family brand by taking the brands like Caramel, Whole Nut, and Wispa and marketed them as the sub-brands of Dairy Milk. By2006, there were 15 Dairy Milk sub-brands produced in UK including Shortcake Biscuit, Wafer, Orange Chips, Mint Chips, Crispies and Cream Egg. In following two years these brands were discontinued as they were not successful.Indian Market The Dairy Milk Brand alone accounts for approximately 33% o f total Cadbury’s sales. It has made Cadbury the number one confectionery brand in the market. Currently in India, Dairy Milk has following sub-brands under its name.BRAND POSITIONING AND REPOSITIONINGCadbury Dairy Milk has been the market leader in the chocolate category for years and has participated and been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market. In the early 90's, chocolates were seen as ‘meant for kids', usually a reward or a bribe for children.In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult and Cadbury Dairy Milk became the perfect expression of ‘spontaneity' and ‘shared good feelings'. The ‘Real Taste of Life' campaign had many memorable executions, which people still fondly rememb er. However, the one with the â€Å"girl dancing on the cricket field† has remained etched in everyone's memory, as the most spontaneous & uninhibited expression of happiness.This campaign went on to be awarded ‘The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards. In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the ‘Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments. More recently, the ‘Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase â€Å"Pappu Pass Ho Gaya† became part of street language.It has been adopted by consumers and today is used extensively to express joy in a moment of achievement and success. The interactive campaign for â€Å"Pappu Pass Ho Gaya† ba gged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for ‘Best use of internet and new media'. The idea involved a tie-up with Reliance India Mobile service and allowed students to check their exam results using their mobile service and encouraged those who passed their examinations to celebrate with Cadbury Dairy Milk.The ‘Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards.SOME INTERESTING FACTSCadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey. Cadbury Dairy Milk & Bournvita have been declared a â€Å"Consumer Superbrand† for 2006-7 by Superbrands India. During the First World War, Cadbury Dairy Milk supported the war effort.Over 2,000 male employees joined the armed forces and Cadbury sent bo oks, warm clothes and chocolates to the front.CHANGING PERCEPTIONDairy Milk has regular users. They do not have any particular occasion. They just have it. Children and youngsters play an important role Decision Roles in deciding when to have dairy milk. And now old age people also are slowly are in decision making. Dairy Milk has changed the scenario of having Occasions sweet sometimes. They say have it anytime including Diwali, Raksha bandhan, Weddings Dairy Milk have absolute loylaty status.Loyalty Status As we know that Dairy Milk is the only Brand who is the only one to promote chocolate as an important part of Festivals as well as it changed the mind sets of the people that chocolate is not only for kids but for all. The strategy to target adults was taken further with the help of a brand new positioning â€Å"Kuch Meetha Ho Jaye†. For Indians occasions and festivals have utmost importance and Dairy Milk rigorously focused on this point and set a new trend of having Dai ry Milk in place of â€Å"Mithai† during the occasions.CHANGING PERCEPTION OVERTIME THROUGH ADVERTISEMENTCadbury is a brand that all of us have literally grown up with. Though it has been immensely successful in its operations in the USA, UK, Australia, etc. from the 1800s, it entered the Indian market only in 1948. Since then, it has used a variety of strategies and a string of ad campaigns to reach out to the Indian consumer. Initially, Cadbury ads targeted children – they showed a loving father bringing chocolates home for the children as a surprise. The ads were formulated keeping in mind the Indian society then, where the children didn’t have money with themselves to buy sweets and chocolates.With this, Cadbury was able to capture a substantial part of its target segment – the kids. Next, it launched its famous ad where a teenage girl watches her friend play cricket and jumps into the cricket field, eating a Cadbury chocolate as soon as he hits a cen tury. Another advertisement showed a prospective bride with mehndi on her hands, prying open the wrapping of Cadbury chocolate with her elbows. It showed that teenagers too can enjoy the Cadbury chocolate. Girl in the cricket field Mehndi Next came the much talked about ad featuring Cyrus Broacha. It showed people from all age groups – a housewife in her 40s, a couple well into their 60s, and a teenager – enjoying the chocolate as Cyrus sang in the background â€Å"Khaane walon ko khaane ka bahaana chahiye†. In this way, Cadbury created inroads into all possible age groups. Post this, Cadbury changed its strategy. Having tapped all age-groups, it wanted to project Cadbury chocolates as a meetha – thereby trying to eat into the market of traditional Indian sweets.Advertisements were doled out showing Cadbury chocolate being enjoyed at every possible instance- before a good task (Shubh kaam ke aarambh se pehle), after dinner (Khaane ke baad meethe mein k ya hai), on payday (Khush hai zamaana aaj pehli taariq hai), after passing exams (Pappu pass ho gaya) or while just having a good day (Main khush hun aaj khamakha). Apart from this, Cadbury always comes out with special advertisements before important festivals like Diwali (toh iss Diwali aap kise khush karenge) and Rakshabandhan (Cadbury Celebrations- Pyar ka shagun).Cadbury was projected as the chocolate to eat on important as well as happy occasions. Kuch meetha ho jaaye Shubh Aarambh Khaane ke baad Khush hai zamana Pappu pass ho gaya Main khush hun Diwali Rakshabandhan It is because of such intelligent and innovative marketing strategies that Cadbury is the most successful chocolate brand in the India. Even now it posts a revenue growth of 30% annually, which is amazing.COMMUNICATION STRATEGYCadbury was the one having 70 % market shares in chocolate industry. Out of which 30% was the Dairy Milk alone. This is because of constant re-invention of the brand & bombarding comm unication towards the consumers consistently to maintain the top position in mind recall in confectionery segment.Dairy Milk was awarded as No. 1most trusted brand in Mumbai 2005 for the edition of Brand Equity’s most trusted Brand Survey. Dairy Milk targeted all the aspects as possible to get into the heart of all the people, ofall age groups. For this they communicated with people through different Ad’s &Campaigns. Let us see few of them below: Khane walo KO Khane ka Bahana Chahiye Pappu Paas Ho Gaya Shubh Aarambh was one of successful campaigns of Dairy Milk. This means Auspicious Beginning. With this campaign they said that for whatever you start, start it with Dairy Milk and it will be successful.For this they chose the best to advertise: Amitabh Bacchhan.TOOLS FOR COMMUNICATIONDairy Milk used different media options to communicate different campaigns and promote Dairy milk. They are: Outdoor Television Radio Internet TV Advertisements is the most popular method f or Dairy Milk to show their new campaigns to people so that they can more and more relate it with their personal lives. They also have ground promotions in different malls. They arrange some contests also to promote their brand.DISTRIBUTION STRATEGYAs we know that Dairy Milk holds 30% value share of chocolate market. The demand of chocolate is increasing day by day. And Dairy Milk is no. 1 in that race. Indian market &specifically where the penetration of chocolates is increasing, brings a need for efficiencyin logistics and distribution. There is stiff competition in the confectionery market due to large exposure of foreign currency rate risk, mainly on account of import of cocoa beans, cocoa butter. Cadbury Dairy Milk is easily available anywhere in the market. Cadbury’ success of proper distribution is their efficiency.PRICING STRATEGYDairy Milk is positioned towards age group of 4-50, and thus the price is accordingly kept affordable. Also it is easily accessible to all c ategories. Price range starts from Rs. 5to Rs. 20 in different sizes. Cadbury Dairy Milk fruit and nut starts from Rs. 30. Dairy Milk Silk is a premium brand and thus the price of it is little higher that is Rs. 50.MARKET SHARECadbury Dairy Milk has launched some very creative advertisements in India over the years. More than innovative, the ads have been very relevant to the Indian ethos.The ‘shubh aarambh’ ads which captured the Indian tradition of having something sweet before an important occasion or ‘kuch meetha ho jaye’ which associated Cadbury Dairy Milk with celebratory occasions. Recently, Cadbury Dairy Milk has been airing the ‘meethe mein kuch meetha ho jaye’ campaigns which have found a lot of favour with the audience. The ads, in typical Cadbury style, are very heartwarming and creative. If we look through the years, we can clearly see that Cadbury is doing everything possible to maintain a strong hold on the Indian chocolate marke t.While it remains a dominant leader with over 70% of the market share, this has eroded over the years as competitors like Nestle, Amul and CAMPCO have made strong forays. There was a time before and during the early 90s when Cadbury’s enjoyed an even higher market share. This was the time when chocolates were very clearly positioned for children. However, with the entry of global giant Nestle, two things happened. Firstly, there was a sudden spurt of competition for Cadbury. But more importantly, the market began to grow at a faster pace.Cadbury seized this opportunity and started creating advertisements that were targeted towards the ‘kids in all of us’. This was a very smart move as they already had the children’s segment all tied up. Moreover, the children of the 90s have now grown up, and Cadbury still offers them reasons to eat Dairy Milk. Hence, while their market share has eroded by a few points, Cadbury has significantly improved its revenues in a bsolute terms by evolving a long term advertising plan and one that is very relevant to the Indian context.With predominantly Indian themes, special moments (remember the girl dancing on the cricket field) and soulful music, Cadbury has really managed to connect with the audience. The recent ‘meethe mein kuch meetha ho jaye’ campaign is simply a continuation of this strategy to expand the market. In conclusion, Cadbury Dairy Milk has managed to take a simple chocolate bar and create numerous associations with it over the years. It has built up different audiences over the years, and to every audience it offers a different meaning but one that is very relevant.COMPETITOR’S ANALYSISIn Indian Market, the main players in the confectionery market are Cadbury, Nestle, Candico, ITC and Parle. Let us see the competitors of Cadbury Dairy Milk in detail below Company Founded in Brand Portfolio Kraft Foods 1903 Cadbury Dairy Milk & Variants, Éclairs, Bourn vita etc†¦Nestle 1860 Kitkat, Smarties Ferrero 1940 Rocher, Raffaelo, Nutella Amul 1945 Milk Chocolate, Fruit and Nut chocolate Candico 1997 Loco Poco Gum, Big Bubble ITC 2002(Confectionery Minto and Candy man Segment)Parle 1929 Melody, Mango Bite, Poppins, Kismi, Orange Candy.POINT OF PARITY (POP) & POINT OF DIFFERENCE (POD)POPs PODs Point of Parity Point of Difference Attributes or benefits Attributes which are which are strongly not unique but associate with somewhat same as competitive brand. compared to other They make the brand brands. something different from the other.POP’s & POD’s OF CADBURY DAIRY MILKPoint of Parity Point of Difference Chocolate manufacturing Legacy GoodwillVariants such as Fruit & Nut, Dark Emotional connect with customers Chocolate Constant innovation in ads Generic name in Indian chocolate market Good quality products Campaigns targeting from kids to adults Association with milk Excellent distribution systems 2 Layer packaging Dairy Milk is the on ly one chocolate which says that in occasions also it can be used as sweet.BRAND EXPLORATORYCustomer Knowledge Cadbury dairy Milk has been trying to get out of the image of† Just another chocolate† and become something special in the minds of the people.They have also been trying to position themselves as chocolates for all age groups and not just kids. The campaign has successfully created a picture in the mind of the customers that Cadbury is not just a chocolate but means of celebrations. Sources of Brand Equity There are two main sources of Brand Equity and they are: Brand Brand Image Awareness It is customers ability to It is consumers identify under different perception about the situations. brand. Brnad Image has three Two things form Brand main pillars: How Awareness: Brand strong it is, Is it Recognition and Brand Favourable and what Recall are the unique brand associations.BRAND AMBASSADORSAs we know that previously Dairy Milk was only considered as Chocolate, but their new campaign has changed this perception of consumers. As discussed above now Dairy Milk is considered as Traditional sweet of Indian culture(Mithai) which people give to their near and dear ones on the occasions and now they use Dairy Milk as sweet (Mithai). Brand Ambassador chosen for Dairy Milk is none other than Megastar Amitabh Bacchhan. He endorsed the brand so successfully that everyone loved the brand much more than they did.The endorsement has successfully captured the Indian festivals like Raksha bandhan, Diwali, Wedding, Birthdays etc†¦ Now people give Dairy Milk as token of love, care and affection to their friends and family.BRAND MANTRA OF DAIRY MILKDairy Milk also enjoys a great – Brand Recall value when comes to chocolates with Milk. Dairy Milk has huge command over – its distribution network spanning across India. Certain segment feel that price of innovations with crafted Dairy Milk is high and compared to communication campaign that Am ul Milk chocolate is preferred.It offers quality product with Dairy Milk is somewhat lacking in establish a clear and consistent other emerging markets. It has Brand Image over the years. Strong command over its brand image in India and Europe But other places it is lacking. Dairy Milk has been able to the recent acquisition of Cadbury which is a globally established by Kraft Foods may result in brand name known for its somewhat negative effect on the manufacturing competency and brand.CUSTOMER-BASED BRAND EQUITY PYRAMIDRationale of CBBE model:Basic premise: The power of a brand resides in the minds of the customers. The challenge is to ensure that the customers have the right kind of experiences with the products and services and their marketing program to create the right brand knowledge structures i. e. Thoughts Feelings Images Perception & Attitudes Building a strong brand involves a series of steps as part of a â€Å"branding ladder†. It is characterized by a logically c onstructed set of brand â€Å"building blocks†. We need to identify the areas of strength and weakness and to provide guidance to marketing activities.BRAND SALIENCEBrand Salience measures awareness of the brand, how often and how easily the brand is evoked under various situations or circumstances. It is the same as brand identity i. e. Who are you?DEPTH OF AWARENESSIt measures how likely it is for a brand element to come in mind i. e. ease of recognition and the ease with which it does so i. e. recall value. The Cadbury brand is associated with best tasting chocolate which includes from everything from solid blocks to chocolate filled bars and novelties. For many people , chocolate is Cadbury and no other brand will do.The core values of quality, taste and emotion supports the Cadbury brand. Consumers know that they can trust a chocolate bar that carries Cadbury branding. The swirling chocolate and „glass and a half? are powerful images. They both portray a desire for chocolate while the half full glass suggest core values of goodness and quality. The brand has been successful in establishing the link, in the mind of the consumer ,that Cadbury equals chocolate.BREADTH OF AWARENESSIt measures the range of purchase and usage situations in which the brand element comes to mind.Branded products command premium prices. Consumers are willing to pay the premium if they believe that the brand offers levels of quality and satisfaction that competing brands do not. Now Dairy Milk comes in Rs. 5 The campaigns of „Pappu pass ho gaya? and „Miss Palampur? aim to popularize Dairy Milk connecting it to various usage situations. Three consumer segments of „impulse? , „take home? and „gift? has been identified. Impulse purchases are usually products bought for immediate consumption. Take Home confectionary is generally bought in supermarket and is often driven by specific need.The specific need or usage can be an occasion. The consum ers make more rational decisions like brand influence, price/value relationship. These areas are further subdivided for e. g. the gift sector comprises special occasions (B?days or festivals) and token or spontaneous gift.BRAND PERFORMANCEIt describes how well the product meets customers? more functional needs. It transcends the product?s ingredients and features to include dimensions that differentiate the brand. The Cadbury brand name has been existence since 1824 when John Cadbury opened his shop in Birmingham, England.Over the years it has survived in a highly competitive market and developed its competitive advantage. It is successful in communicating the customers that it is still the ultimate in chocolate pleasure. It has shown the consistency in performance. The strength of the umbrella brand supports the brand value of each chocolate bar, thus implying how reliable the brand is. Cadbury’s packaging on the functional level, the pack was structurally sound to protect t he product quality in distribution and storage conditions, thus the consumers can acknowledge the durability of the product.The economic life of the product was mentioned in the product as per the respective food regulatory body. Cadbury’s world famous packaging is comprised of four key elements:1. Distinctive packaging design.2. The Cadbury corporate purple color.3. The glass and a half full of full cream milk logo.4. The Cadbury script logo.These elements convey to consumers the memorability, distinctiveness and high quality of Cadbury products. The attractiveness of packaging alone can be instrumental in stimulating a purchase specially impulse buyers.The brand also comes in various attractive packages for different occasion like „Diwali?, „Raksha Bandhan?, „Christmas? etc.BRAND IMAGERYIt depends on the extrinsic properties of the product including the ways in which the brand attempts to meet customer?s psychological or social needs. The intangible associ ation to Cadbury includes family experiences, childhood memories. The product could be bought from supermarket on the insistence of the child to its parents or from department store or specialty store through impulse buying or for little pleasures.The Cadbury as a person is able to create a feeling of warmth, the togetherness of family & friends on special occasions, to hold those relationships in life which are of prime importance and to savor the sweet success of winning. The core values of quality, taste and emotion are the pillars of the brand. The milk pouring on the chocolate bar, the icon represents the unique production process in Cadbury?s Dairy Milk chocolate which uses a glass and a half of full cream Irish milk in every half-pound, hence the unique taste of the chocolate.It serves to identify the product, its contents and the manufacturer. The heritage that has been passed down from the past.BRAND JUDGMENTSThese are customer’s personal opinions about and evaluatio ns of the brand, which consumers form by putting together all the different brand performance and imagery associations. Brand Quality: Consumers trust the brand because there is certain level of quality attached to it. The people buy chocolates during the auspicious occasion as a token of their love tells the level of trust that the people have.Brand Credibility: The brands like Five Star, Perk derive benefit from the Cadbury parentage including quality and taste credentials. The flagship chocolate brand, Cadbury Dairy Milk which is over 100 years old, is the third largest largest chocolate brand globally with retail sales of $2 billion. Its revenue grew by 5% in the year 2007 and by further 9% in the first half. Brand Consideration: The brand has been considered for possible purchase and use not only as a chocolate but it has become a substitute for sweet. The punchline „Kuch Meetha Ho Jaye? justifies this.The campaign has been highly successful with the brand endorsement of Amitabh Bachchan and consumers buy it for occasions like â€Å"Diwali† and â€Å"Raksha Bandhan† Brand Superiority: The unique taste of chocolate which comes in a pure form.BRAND FEELINGSThese are customers? special responses and reactions to the brand. The feelings that are evoked by the marketing program or by other means. Warmth The brand evokes a soothing type of feeling. As the chocolate melts inside our mouths, a similar soothing effect is felt inside our hearts.The commercial for the cricket match shows how sweet success of winning can be savored by the sweet taste of Cadbury. It also depicts fun and excitement. Passion It is reflected in the impulse buying nature of consumers. The commercial featuring a girl with „mehndi? put on her palms has a strong desire to have chocolates and she is adamant to have it. Bond of love & relationships The brand provides the consumers with an opportunity to express their love to their family and friends. It is a time to c elebrate and have few precious moments of togetherness.Enthusiasm The cricket match commercial also reflects the fun & the excitement. The brand makes the consumers feel excited.BRAND RESONANCEIt describes the nature of this relationship and the extent to which customers feel that they are â€Å"in sync† with the brand. It is characterized in terms of intensity, or the depth of psychological bond that customers have with the brand, also the level of activity engendered by this loyalty ( repeat purchase rates and extent to which customers seek out brand information). Attitudinal attachmentThe level of attachment can be judged by the fact that the consumers feel that is a perfect gift for special occasions. It could be used to express their token of love. The â€Å"little pleasures† that can be derived from the moments of family get-together. The moment consumers think about celebration they think about the brand. Sense of community The consumers feel a kinship or affili ation with other people associated with the brand. The commercial in which BigB and his childhood friend exchange their gifts they feel how much their choices resemble and automatically a feeling of kinship is developed.The sense of belongingness to that particular brand is generated. Behavioral loyalty The repeat purchases on various occasion be it Diwali, Christmas or to express their love or vote of thanks, only this brand comes to the consumers mind. This is the level of loyalty that the Cadbury brand shares with it consumers.RECOMMENDATIONSMaintain dominance in chocolate segment.Many new players are trying to enter Indian market so it should formulate new strategies so as not to lose market share.New channels such as gifting, child connectivity and value for money offering to be the key growth drives. Grow volume sales at least 20% p. a. over the next years.One new major product launch every year.FDI will bring in many new products and competitors so Cadbury will have to mainta in there strong market distribution channel so as not to lose market share.They need to maintain high standards and should be careful that there product remains sterile. And is not effected by insects.They should change packaging of Dairy Milk. Conclusion Will lose market share with globalization (a la Maruti) but will remain brand leader.Pest Analysis P: since the budget range is decontrolled, no political effects are envisaged.E:1) increasing per capita income resulting in higher Disposable income2) Growing middle class/urban population – increase in Demand3) Low cost of production – better penetrationS:1) Per capita consumption expected to increase – fashion2) Increasing gifts culture – increase in demand3) Lower cholesterol than â€Å"mithais† (sweet meat) – Substitute demandT: Will have to reinforce technology to international levels once India is a â€Å"free† economy .