War of 1812 - Fighting in 1813

War of 1812 - Fighting in 1813 1812: Surprises at Sea Ineptitude on Land | War of 1812: 101 | 1814: Advances in the North A Capital Burned Evaluating the Situation In the wake of the bombed crusades of 1812, recently reappointed President James Madison had to reevaluate the key circumstance along the Canadian fringe. In the Northwest, Major General William Henry Harrison had supplanted the disfavored Brigadier General William Hull and was entrusted with re-taking Detroit. Persistently preparing his men, Harrison was checked at the River Raisin and unfit to progress without American control of Lake Erie. Somewhere else, New England stayed hesitant to assume a functioning job in supporting the war exertion making a crusade against Quebec an improbable possibility. Therefore, it was chosen to concentrate American endeavors for 1813 on accomplishing triumph on Lake Ontario and the Niagara wilderness. Accomplishment on this front additionally required control of the lake. To this end, Captain Isaac Chauncey had been dispatched to Sackets Harbor, NY in 1812 to build an armada on Lake Ontario. It was accepted that triumph in and around Lake Ontario wo uld cut off Upper Canada and open the path for an assault on Montreal. The Tide Turns at Sea Having made staggering progress over the Royal Navy in a progression of boat to-dispatch activities in 1812, the little US Navy tried to proceed with its run of good structure by assaulting British dealer transports and staying in all out attack mode. To this end, the frigate USS Essex (46 weapons) under Captain David Porter, watched the South Atlantic gathering up prizes in late 1812, preceding adjusting Cape Horn in January 1813. Looking to strike the British whaling armada in the Pacific, Porter showed up at Valparaiso, Chile in March. For the rest of the year, Porter traveled with incredible achievement and caused overwhelming misfortunes on British transportation. Coming back to Valparaiso in January 1814, he was barred by the British frigate HMS Phoebe (36) and sloop of war HMS Cherub (18). Expecting that extra British boats were on the way, Porter endeavored to break out on March 28. As Essex left the harbor, it lost its fundamental topmast in an oddity gust. With his boat har med, Porter couldn't come back to port and before long brought to activity by the British. Remaining off Essex, which was to a great extent furnished with short-go carronades, the British beat Porters transport with their long weapons for more than two hours at last constraining him to give up. Among those caught on board was youthful Midshipman David G. Farragut who might later lead the Union Navy during the Civil War. While Porter was getting a charge out of achievement in the Pacific, the British barricade started to fix along the American coast keeping a large number of the US Navys overwhelming frigates in port. While the viability of the US Navy was hampered, several American privateers went after British delivery. Over the span of the war, they caught somewhere in the range of 1,175 and 1,554 British boats. One boat that was adrift right off the bat in 1813 was Master Commandant James Lawrences brig USS Hornet (20). On February 24, he drew in and caught the brig HMS Peacock (18) off the shoreline of South America. Getting back, Lawrence was elevated to commander and provided order of the frigate USS Chesapeake (50) at Boston. Finishing fixes to transport, Lawrence arranged to put to the ocean in late May. This was rushed by the way that just a single British boat, the frigate HMS Shannon (52), was barring the harbor. Directed by Captain Philip Broke, Shannon was a break transport with a profo undly prepared group. Anxious to connect with the American, Broke gave a test to Lawrence to meet him in fight. This demonstrated pointless as Chesapeake rose up out of the harbor on June 1. Having a bigger, however greener team, Lawrence tried to proceed with the US Navys dash of triumphs. Starting to shoot, the two boats battered each other before meeting up. Requesting his men to plan to board Shannon, Lawrence was mortally injured. Falling, his final words were supposedly, Dont surrender the Ship! Battle her till she sinks. In spite of this consolation, the crude American mariners were immediately overpowered by Shannons group and Chesapeake was before long caught. Taken to Halifax, it was fixed and saw administration in the Royal Navy until being sold in 1820. We Have Met the Enemy... As American maritime fortunes were turning adrift, a maritime structure race was in progress on the shores of Lake Erie. While trying to recover maritime prevalence on the lake, the US Navy started development of two 20-weapon brigs at Presque Isle, PA (Erie, PA). In March 1813, the new administrator of American maritime powers on Lake Erie, Master Commandant Oliver H. Perry, showed up at Presque Isle. Surveying his order, he found that there was a general deficiency of provisions and men. While determinedly regulating the development of the two brigs, named USS Lawrence and USS Niagara, Perry made a trip to Lake Ontario in May 1813, to make sure about extra sailors from Chauncey. While there, he gathered a few gunboats for use on Lake Erie. Withdrawing from Black Rock, he was about caught by the new British officer on Lake Erie, Commander Robert H. Barclay. A veteran of Trafalgar, Barclay had shown up at the British base of Amherstburg, Ontario on June 10. In spite of the fact that the two sides were hampered by flexibly gives they worked through the late spring to finish their armadas with Perry completing his two brigs and Barclay authorizing the 19-weapon transport HMS Detroit. Having increased maritime predominance, Perry had the option to slice the British gracefully lines to Amherstburg constraining Barclay to look for the fight to come. Withdrawing Put-in-Bay on September 10, Perry moved to draw in the British unit. Telling from Lawrence, Perry flew a huge fight banner decorated with his companions passing on order, Dont Give Up the Ship! In the subsequent Battle of Lake Erie, Perry won a dazzling triumph that saw severe battling and the American officer constrained to switch delivers halfway through the commitment. Catching the whole British group, Perry sent a concise dispatch to Harrison declaring, We have met the foe and they are our own. 1812: Surprises at Sea Ineptitude on Land | War of 1812: 101 | 1814: Advances in the North A Capital Burned 1812: Surprises at Sea Ineptitude on Land | War of 1812: 101 | 1814: Advances in the North A Capital Burned Triumph in the Northwest As Perry was developing his armada through the initial segment of 1813, Harrison was on edge in western Ohio. Developing a significant base at Fort Meigs, he repulsed an assault drove by Major General Henry Proctor and Tecumseh in May. A subsequent assault was turned around in July just as one against Fort Stephenson (August 1). Building his military, Harrison was all set in all out attack mode in September following Perrys triumph on the lake. Pushing ahead with his Army of the Northwest, Harrison sent 1,000 mounted soldiers overland to Detroit while the heft of his infantry was shipped there by Perrys armada. Perceiving the risk of his circumstance, Proctor relinquished Detroit, Fort Malden, and Amherstburg and started withdrawing east (Map). Retaking Detroit, Harrison started seeking after the withdrawing British. With Tecumseh contending against falling back, Proctor at long last went to hold fast along the Thames River close Moraviantown. Drawing nearer on October 5, Harrison attacked Proctors position during the Battle of the Thames. In the battling, the British position was broken and Tecumseh murdered. Overpowered, Proctor and a couple of his men fled while the dominant part were caught by Harrisons armed force. One of only a handful scarcely any obvious American triumphs of the contention, the Battle of the Thames successfully won the war in the Northwest for the United States. With Tecumseh dead, the danger of Native American assaults died down and Harrison finished up a cease-fire with a few clans at Detroit. Consuming a Capital In anticipation of the principle American push at Lake Ontario, Major General Henry Dearborn was requested to situate 3,000 men at Buffalo for a negative mark against Forts Erie and George just as 4,000 men at Sackets Harbor. This subsequent power was to assault Kingston at the upper outlet of the lake. Accomplishment on the two fronts would cut off the lake from Lake Erie and the St. Lawrence River. At Sackets Harbor, Chauncey had quickly developed an armada that had wrested maritime predominance away from his British partner, Captain Sir James Yeo. The two maritime officials would direct a structure war for the rest of the contention. In spite of the fact that few maritime commitment were battled, nor was eager to hazard their armada in an unequivocal activity. Meeting at Sackets Harbor, Dearborn and Chauncey started to have hesitations about the Kingston activity in spite of the way that the goal was just thirty miles away. While Chauncey worried about conceivable ice around Kings ton, Dearborn was worried about the size of the British battalion. Rather than striking at Kingston, the two officers rather chose for lead an assault against York, Ontario (present-day Toronto). In spite of the fact that of insignificant vital worth, York was the capital of Upper Canada and Chauncey had knowledge that two brigs were under development there. Withdrawing on April 25, Chaunceys ships conveyed Dearborns troops over the lake to York. Under the immediate control of Brigadier General Zebulon Pike, these soldiers arrived on April 27. Contradicted by powers under Major General Roger Sheaffe, Pike prevailing with regards to taking the town after a sharp battle. As the British withdrew, they exploded their powder magazine murdering various Americans including Pike. In the wake of the battling, American soldiers started plundering the town and consumed the Parliament Building. In the wake of involving the town for seven days, Chauncey and Dearborn pulled back. While a triumph, the assault on York did little to modify the key point of view towa rd the lake and conduct of the American powers would impact British activities the next year. Triu

Beta Method CAPM Model

Question: Depict about the Beta Method for CAPM Model? Answer: Beta Method Different portfolios have been shaped as trained with low beta, medium beta and high beta. These portfolios have been reflected in the joined exceed expectations. The imperative returns for the ideal time frame is demonstrated as follows. The above returns are not in accordance with the CAPM model and consequently bring up issues about its general adequacy. This is essentially in light of the fact that according to CAPM, the necessary profit for a given stock is straightforwardly relative to the fundamental beta that catches the hidden danger of the individual stock. Required return = Risk Free Rate + Beta*Market Risk Premium Subsequently, for the model to be powerful, for all the given referenced periods the best yield ought to have been watched for the high beta stocks while most reduced ought to have been watched for the low beta stocks which are nearly less unsafe since they are less unpredictable. Also, despite the fact that for brief periods there might be a deviation yet in the long haul, the profits ought to be straightforwardly relative to the hidden beta. In any case, the profits are not in accordance with the CAPM model since there is a high level of variety in the profits inferred and no reliable example can be acquired. Standard Deviation Method Different portfolios have been shaped dependent on standard deviation approach. Low standard deviation has been taken as deviation of profits lesser than 6% dad Medium standard deviation has been taken as deviation of profits in the scope of 6%-10% dad Elevated requirement deviation has been taken as deviation of profits in abundance of 10% dad The profits of different portfolios framed based on standard deviation approach are summed up in the table beneath. It is apparent from the over that the profits of portfolio containing stocks with elevated requirement deviation continually beat both those with low standard deviation and medium standard deviation. Further, arrangement of stocks with medium standard deviation will in general outflank the arrangement of stocks with low standard deviation on a continued premise. Consequently, it tends to be presumed that the profits on the portfolio is legitimately relative to the basic standard deviation of the constituent stocks. Additionally, it very well may be presumed that hidden hazard is by all accounts more sufficiently caught by standard deviation as opposed to the beta of the stock.

Senior Gift Kickoff

Senior Gift Kickoff Tonight was the kickoff event for the Class of 2007 Senior Gift campaign Our classs theme is the 5.0 Challenge to achieve at least 50% participation in donating. Sadly, I dont think our theme is as incredibly awesome as the theme for the Class of 2000 through the Class of 2005: The Fibonacci Challenge!! The Fibonacci Challenge begins with a $10 gift senior year, with the payment schedule following the Fibonacci series. First year out of MIT: Another $10. Second year:$10 + $10 = $20. Third year: $10 + $20 = $30. Fourth year: $20 + $30 = $50. The 5.0 Challenge isnt bad, though (thanks for thinking of it, Class of 2006). For those of you not familiar with MITs grading system, our GPAs are out of 5.0, not 4.0 like most other schools. (This could be where my inflation reference comes into play if you dont adjust for inflation, these amounts sum to less than $100 but wait, theres more.) MIT Alumni Association President Martin Tang GM 72 pledges to donate a generous sum of up to $25,000 toward our class project, but just how much he will give depends entirely upon our class participation. The more members of our class who give, the more Martin will give, so make your gift right away! It is pretty awesome to have the president of the Alumni Association serve as our alumni donor. Below is the grading scale for how well our class will do on this assignment. I find this hilarious, since correlates strongly with the grading scale in many of my classes. Not much Ivy -style grade inflation here. I voted for tshirt design B, with a simple athletic jersey style logo. Stay tuned for the exciting electoral results. We had all sorts of international food since our class gift is going to establish a grant for students who want to study abroad. Im not sure what the application details are, but at least the samosas were delicious. Here I am with Nicole 07 (Ryu from Street Fighter II, as chronicled by Sam 07) and Bryan 07 (Bryan 07 from MIT, as chronicled by Bryan 07) When life gives you puddles, jump over them.

Persuasive Essay On Volunteering - 756 Words

Volunteering sounds like the honorable responsible thing to do it provides benefits to both your mental and physical health. Be very realistic, you will likely not transform the world by volunteering. You need to be adaptable and willing to adjust your opportunities and plans. According to this week’s reading you shouldn’t be disappointed if all your brilliant plans of making a difference don’t move forward and work out like you had hoped. In all reality, you defiantly still affect the people you met, and your influence will probably be seen in years to come. An opportunity to give back, share your skills and knowledge and learn about other people and cultures are just a few of the reasons people choose to volunteer. There is a massive†¦show more content†¦While researching more on this topic I found that there has been an increase in the building of orphanages because of a promise of an improved ‘western’ life, parents in third world coun tries are willing to give up their children for better access to food, water and education. In a recent study, approximately 70% of children living in orphanages are not actually orphans, parents are led to believe they will have a better life but in all reality, it is just padding the pockets of the lucrative orphanage owner. It is excruciatingly apparent that the development of ‘voluntourism’ has led to the misuse of children for personal financial gains. Unless volunteers have the proper leadership and training they could very possibly be doing more harm than good. Volunteering is supposed to be a beneficial act of donating your time and knowledge to people who have less than you. These are a few of the ways I would ensure I avoided pitfalls and harms on my voluntourism trip. I would keep things positive, spending the time to complete projects properly with the right materials and following a project to completion. I would steer clear of volunteering at orphanages it leads to many more problems. Instead I could donate money, clothing or other items to families in need, so they can stay together as a family and improve their quality of life. Everyone has good intentions, know exactly who you are working with and what you will be doing. I would do myShow MoreRelatedEssay about Persuasive Speech: The Benefits of Volunteering1127 Words   |  5 PagesStatement: Volunteering in your local community will help those around you and help you feel like you have contributed something positive and it is easier than most people think. C. Speaker Credibility Statement: If we all did our part to help those in need, our community would be a better and safer place to live. By doing this, we can achieve a greater sense of accomplishment. I try and do five or six volunteer activities each month and can tell you of the personal benefits from volunteering that IRead MoreThe Power Of A Word Is Humongous1247 Words   |  5 Pagesknow how to use this weapon to make the world a better place. Persuasive writing is a form of writing the main purpose of which is to persuade readers that the writer’s opinion is correct. But how can you convince anybody through writing? What are the components of the persuasive writing? How is persuasive writing different from verbal persuasion? These are the questions that individuals need to understand in order to succeed in persuasive writing. An ability of human beings to convinceRead MoreSelf Perception Theory1700 Words   |  7 Pageswere told previously to act that way. These findings are consistent with the James-Lange theory of emotion. Evidence for the self-perception theory has also been seen in real life situations. After teenagers participated in repeated and sustained volunteering services, their attitudes were demonstrated to have shifted to be more caring and considerate towards others. Theories:- One useful application of the self-perception theory is in changing attitude, both therapeutically and in terms of persuasionRead MoreEssay about The Beginning of World War I1494 Words   |  6 PagesWWI Synthesis Essay Bruce Lee once said, â€Å"Mistakes are always forgivable, if one has the courage to admit them† (â€Å"Bruce Lee†). During World War I, the mistake of Serbia killing the archduke was neither admitted nor forgiven. A series of events brought together the European continent into a bloody and unprecedented war. WWI depicts that a small error or miscommunication leads to a bigger issue and suffering of people as portrayed through the aftereffects of the death of Archduke Franz Ferdinand. AtRead MoreMy Leadership Style3690 Words   |  15 Pagesmotivating people to achieve change (Class notes).A leader is a person who guides others toward a common goal, by example and showing that you are a good listener, focused, organized, decisive, and a confident person (http://www.essayforum.com/scholarship-essays-22/leadership-football-college-family-14721/). Introduction:- This case study is about an incident where I had to work as team leader of a group of six people. It’s about successful leadership in forming a team. It’s discussed that how you can achieveRead MoreNcfe Teaching Assistant Essay7227 Words   |  29 Pagesschool by carrying out a variety of tasks in order to create and maintain a safe, positive learning environment thus allowing teachers more time to focus on teaching. It is therefore paramount to remain flexible at all times. The purpose of this essay is to summarise the major learning points from the Teaching Assistant Diploma Course. I will address the nine subject areas separately. Supporting the teacher - Teachers are incredibly busy and the teaching assistant is a valued asset to ensureRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesCommunication 341 †¢ Nonverbal Communication 341 Organizational Communication 342 Formal Small-Group Networks 343 †¢ The Grapevine 343 †¢ Electronic Communications 345 †¢ Managing Information 349 Choice of Communication Channel 350 xiv CONTENTS Persuasive Communications 351 Automatic and Controlled Processing 351 †¢ Interest Level 352 †¢ Prior Knowledge 352 †¢ Personality 352 †¢ Message Characteristics 352 Barriers to Effective Communication 353 Filtering 353 †¢ Selective Perception 353 †¢ InformationRead MoreDeveloping Management Skills404131 Words   |  1617 Pagesalmost any worker to put forth more effort. 26. a. In the long run, people can improve this country’s economic strength through responsible action. b. The economic health of this country is largely beyond the control of individuals. 27. a. I am persuasive when I know I’m right. b. I can persuade most people even when I’m not sure I’m right. 28. a. I tend to plan ahead and generate steps to accomplish the goals that I have set. b. I seldom plan ahead because things generally turn out OK anyway. 29Read MoreLibrary Management204752 Words   |  820 Pagesfactors that make it more necessary than ever to sy stematically plan and develop library and information services? In thinking about the assignment, and before even reading articles and treatises on change, what are your initial reactions? Present a persuasive argument to the group as you break out into discussions on this theme. Such a dynamic environment provides new challenges and opportunities to revitalize and redefine organizations as well as reinvent information sources and services for both growth

Analysis of Marcus Brutus in Julius Caesar, by William...

In William Shakespeare’s tragic play Julius Caesar, the protagonist, Brutus, conspires against and successfully kills Caesar; to only find the city he loves in chaos and mutiny from his actions. Brutus in the eyes of many people was a noble and honorable man who loved and adored the city of Rome, and no person thought more of this than Caesar. To Caesar, Brutus was the son he never had, and his love of Brutus was known, therefore the thought of Brutus betraying him was absurd. However, imagine if not only Brutus did not love Caesar, but he hated him. If that was the situation in the Julius Caesar, the play would then change drastically, with almost every quote from Brutus changing. If this is the case, Brutus’ hatred of Caesar and love of†¦show more content†¦/ Let’s carve him as a dish fit for gods, / Not hew him as a carcass fit for hounds.† This meant that Brutus loved Caesar enough to respect his remains and not have the murder perceived as gr uesome but as essential for Rome to remain free, peaceful and have liberty. Brutus wanted his body to be in such pristine condition that it would be fit for the gods. He was keeping in mind that he was not killing Caesar out of his personal strife, but for greater well-being of Rome. This way of thinking would affect the murder from being seen as savage to humane, only doing what was necessary to kill him. However this would mind set would change if Brutus hated Caesar. Brutus would not care to respect a body of a man he hated, he would want to kill him wrathfully, and try to cause the most pain he possibly could. In the last paragraph, I explained how the murder of Caesar would be gruesome if Brutus actually did hate Caesar rather than in the actual play were he did love Caesar. Well after the conspirators stabbed Caesar to death in the street, Brutus announced to the other conspirators, â€Å"And let us bathe our hands in Caesar’s blood/ Up to the elbows, and besmear our s words.† Not only did the men kill Caesar in the streets of Rome, which symbolizes their boldness, they smeared Caesar’s own blood on their arms and their swords, which they then yelled and ran about Rome. This clearly shows the hatred Brutus hadShow MoreRelatedThe Power Of Words : Julius Caesar1218 Words   |  5 PagesThe Power of Words (Major Assignment: Julius Caesar Analysis) Initially, the thought of having at least a dynamic character with some sort of clemency to live from their mistakes would be conspicuous in most analogies, but â€Å"Julius Caesar,† written by William Shakespeare, is no exception. This tragedy took place in an era where mythological divinities were once believed; hence, this play settled across the capital of Rome, Italy. According to Aristotle, tragedy has six main elements: plot, characterRead MoreWilliam Shakespeare s Julius Caesar Essay1833 Words   |  8 Pages INTRODUCTION The seemingly straightforward simplicity of â€Å"Julius Caesar† has made it a perennial favourite for almost 400 years. Despite its simplicity, almost Roman in nature, the play is rich both dramatically and thematically, and every generation since Shakespeare’s time has been able to identify with some political aspect of the play. The Victorians found a stoic, sympathetic character in Brutus and found Caesar unforgivably weak and tyrannical. As we move into the twenty-first century, audiencesRead More Analysis of Shakespeares Antony and Cleopatra Essay5083 Words   |  21 PagesAnalysis of Shakespeares Antony and Cleopatra The most influential writer in all of English literature, William Shakespeare was born in 1564 to a successful middle-class glove maker in Stratford-upon-Avon, England. Shakespeare attended grammar school, but his formal education proceeded no further. In 1582 he married an older woman, Anne Hathaway, and had three children with her. Around 1590 he left his family behind and traveled to London to work as an actor and playwright. Public and critical

ANALYSIS OF RESULTS FROM AN EDUCATIONAL QUESTIONNAIRE Free Essays

The followers is a elaborate analysis of the responses to the two different questionnaires. The full questionnaires and replies are summarized in tabular arraies in the appendix ( delight see appendix E and appendix F ) . The response rates to both questionnaires were comparatively good. We will write a custom essay sample on ANALYSIS OF RESULTS FROM AN EDUCATIONAL QUESTIONNAIRE or any similar topic only for you Order Now From the parents, 6 out of 15 returned a completed questionnaire, giving a response rate of 40 % . From the instructors, healers and other school staff 13 out of 23 returned a completed questionnaire, giving a response rate of 56 % Background of parents and kids All 6 respondents to the parents ‘ questionnaire were the several female parents of the kids with autism ; no male parents, carers or other relations responded straight. The ages of their kids ranged between 9.2 and 10.7 old ages ( average = 9.9 ) and all except for one had merely one kid with particular demands. This peculiar female parent reported to hold another boy ( aged 13 old ages ) with autism and to boot terrible larning troubles every bit good as Attention Deficit Hyperactivity Disorder ( ADHD ) . The parents heard about the school with an ABA programme from different beginnings. Two of them were referred by friends ; two found out about it on the World Wide Web, one was referred by a physician and one by a charity called PEACH ( Parents for the early intercession of autism in kids ) . The motives of the parents to direct their kid to the school were besides different: for four parents it was peculiarly because of the school-based ABA programme – one of these four even followed an ABA-program at place before while another one wanted to exchange to an Applied Behaviour Analysis-based intercession as she did n’t experience that her autistic kid was doing any noticeable advancement at the Local Education Authority ( LEA ) school. Another parent had problem acquiring support for the coveted home-based ABA plan from her local council and so opted for a school-based attack ( which the local council agreed to fund ) , while the last respondent simply indicated that the school was â€Å" what she wanted † . The continuance of those 6 kids at school ranged from merely half a twelvemonth to over 5 old ages, giving an norm of 3.5 old ages and a median of 3.8 old ages. Teachers ‘ experience with and positions of ABA The 13 teachers/school staff who participated in the questionnaire had really different degrees of experience. Experience degrees measured in old ages ranged from merely under 1 twelvemonth to 11 old ages with a median of 3 old ages demoing a really broad scattering of the consequences. The mean experience of instructors ‘ was 4.3 old ages. 12 out of the 13 school staff were existent instructors, 1 indicated to be â€Å" other school staff † . Asked about the restrictions and hazards of Applied Behaviour Analysis, instructors replied that ABA might non be suited to all kids with autism and that the chief hazard is that kids can go â€Å" prompt dependent † or dependant on one-on-one support, which may curtail their societal accomplishments development in the hereafter. Teachers besides noted that Applied Behaviour Analysis is a really stiff and intensive manner of learning which can be difficult to follow, seting a batch of emphasis on the households, and if non applied properly it could be damaging to a kid ‘s advancement. Other instructors / healers besides mentioned the deficiency of secondary proviso after the kid leaves the peculiar school ( which is primary merely ) and that the plan is really expensive. Unfortunately, merely 11 of the 13 instructors replied to this inquiry. Parents ‘ cognition of, experience and engagement with ABA From the six parents reacting the questionnaire, 5 described their cognition as â€Å" really good † , while one felt that she had â€Å" some cognition † . Besides, 5 out of 6 had some old experience with Applied Behaviour Analysis rules, either through a home-based plan or another ABA-lead school. One parent besides applied different, more specialised signifiers of ABA before, such as â€Å" spring led † Applied Behaviour Analysis attack, independent Verbal Behaviour ( VB ) programme and Lovaas. Interestingly, the instructors ‘ responses to the inquiry sing parents ‘ cognition and experience is really different: instructors find that the cognition degree of parents varies a batch and on the border, parents have far excessively small apprehension of the ABA-approach. They see a direct relationship between the degree of involvement a parent shows to his or her degree of cognition and emphasis that the school is already offering a batch of information to parents in order to maintain them up to day of the month about their autistic kid ‘s behaviour programme. Teachers believe that the engagement of parents in their kid ‘s Applied Behaviour Analysis plan is really of import. The chief benefits in the eyes of the school staff are consistence and continuity in the manner the kid is worked with, particularly in the initial phases of the ABA-program execution. However, instructors complain that most parents are non involved plenty in their kid ‘s ABA pla n. Most suspect that the grounds for this are merely a deficiency of clip, involvement, cognition and in some instances besides their bad commandment of English. Some besides say that parents merely necessitate much more support. All of the parents have seen betterments in their autistic kid ‘s behavior since following the Applied Behaviour Analysis programme at school. Most parents saw betterments in the communicating of their kid, some to boot celebrated betterments in accomplishments, behavior and assurance. No troubles have been reported except for nail-biting in 2 out of the 6 instances. Use of ABA at place Teachers believe that utilizing Applied Behaviour Analysis outside of school ( e.g. at place ) has a figure of advantages for a kid with autism. Chiefly it reinforces what the kid has earned at school but more significantly it provides consistence to the kid, allows him to generalise behaviors and potentially larn more behaviors and accomplishments. One instructor thought that it is non possible to generalise the advantages for all kids, another one idea that its good to follow ABA rules when covering with behaviors of the kid, but non utile to utilize in all state of affairss at place. However, the 11 out of 13 instructors besides identified a figure of hazards with utilizing ABA outside school – 2 of the instructors thought there were no hazards at all. The chief hazard identified was that parents would necessitate to be decently trained in order to use ABA right and systematically with the manner it is done at school. Otherwise, kids could acquire confused, possibly unlearn some of the good behavior and accomplishments that they have acquired at school and perchance even acquire frustrated. Teachers besides mentioned that kids could go easy â€Å" prompt-dependant † , that Applied Behaviour Analysis is non a natural manner to educate or handle kids and if applied throughout would make an unrealistically structured universe for the kid with autism. One instructor besides mentioned that utilizing ABA both inside and outside school could be excessively much for kids, as the plan is really intensive. Of the six parents take parting in the questionnaire, 5 presently use ABA rules at place. However the strength varies a batch between the households. One female parent indicated she used it 80 % of the clip, two moths use it in the eventides or on Saturday forenoon, one mainly for lavatory preparation and the 5th female parent gave no clear indicant of how much she used it but said that she would utilize it â€Å" to generalise what is taught at school † . Asked about whether they would see utilizing ABA more at place, parents ‘ sentiments seem to be divided: three replied that they would non utilize it more, or merely if a new debatable behaviour would emerge, while two said that they would wish to utilize it more, e.g. during school vacations. One of these two said that she would necessitate more support and preparation. The 6th female parent gave no response at all to this inquiry. Teachers and healers believe that the chief grounds why parents do non utilize Applied Behaviour Analysis at place are linked to a deficiency of the necessary clip and cognition. Some instructors besides believe that other household committednesss, e.g. other kids and spouse, and a deficiency of support play a function in it. One instructor suspects that some parents may differ with ABA and that there might non be adequate communicating and trust between the parents and the school. Asked about how parents could be encouraged to utilize ABA more at place, instructors believe that both preparation and place visits would be most of import. Two instructors besides think that a better communicating between the school and the parents would assist, while some suggest that parents should see the school more frequently and, for illustration, attend workshops or merely detect their kid in schoolroom. One instructor besides believes that more support is needed to acquire parents more involved in Applied Behaviour Analysis programmes at place. Finally, parents were asked about any other intercession techniques they used to handle their autistic kids. Two of them answered that they were utilizing the Relationship Development Intervention ( RDI ) , one tried the Son-Rise Programme and yet another female parent uses a gluten casein free and OT free diet. The two staying parents indicated that they were non utilizing any other intercessions. How to cite ANALYSIS OF RESULTS FROM AN EDUCATIONAL QUESTIONNAIRE, Essay examples

Nestle for Coffee - Milkshakes and Child Food- myassignmenthelp

Question: Discuss about theNestle for Coffee, Milkshakes and Child Food. Answer: Background Nestle is a leading and renowned company of food and drink. It ranked number is 72 in 2014. It has more than 8000 brands and it came into force in 1866 by merger of two Swiss companies. Henry Nestle was a founder of nestle company who is a German pharmacist. It deals with nutrition, Health and wellness organization in countries. Company delivers their services in countries known as EMENA (Europe, Middle East, North Africa, and Asia Americas). It also linked with cereal and beverages partners. Nestle established 20 factories and branches in 1905. The foreign companies also developed trade linkage. It is recognized as a number one dairy company as the benefits are taken from the World War. It also extends in the field of cosmetics and pharmaceutical. The company used world health organization code on the substitute of breastfeeding and also started health initiatives. It increased the growth and now company is using shared value to be successful in terms of resources (Shrivastava, 2016 ). Nature It focuses on improving lives of all ages. Many products are produced like coffee, Milkshakes, child food, cereals, and soups. It also produces Milk products and pet foods. Maggie is the popular brand of nestle. Company gives knowledge about health diet tips and more related theories. It focuses on the theory that is Good Food, Good Life . They hire experienced chemist and personnel for the growth of organization. A bird has been presented on the logo of the company which is sitting in the nest and this has been used to define the family because nest has been termed as family in German language. It shows the female bird feeding her children to make a clear idea of their cereals for babies. The logo came into existence in 1868 .This logo is not in a modified form but it is used globally (Katz, 2015). Globalization:- Consumers across the globe wish to consume the Nestle products as per their quality. Some impacts are:- Merger and partnership:- Nestle is a worldwide company and has many issues and challenges that needs combined actions so company is merged with organization which are national, international and local. Nestle joined imperial college London in 2016 because of innovation and research. Nestle has introduce effective changes in their products to accomplish customers demands. Nestle also collaborated with federation of Red Cross which increased the development in water and sanitation. It also supported IFRC in calamity testimony. Initially, Nestle started serving the people across the country with water and sanitation facilities to develop durability. It also has joint venture with Belgium chocolate maker to setup good competitive image in chocolate market (Ocampo, 2010). Innovation: As the customer is increasing the demand is also changing country by country. So nestle researches to make change in taste of product according to taste to which they are providing services. Due to the great innovation Nestle achieved innovation award in France and continuously they are improvising their measures to improve quality of product. Nestle consider their customers feedback to manufacture adequate quality products (Tan, 2004). Growth of Income:- By innovating changes in the production nestle achieved growths in profitability. The income is high in 2006 as compared to 2002. Sale of dairy products are much high in America as compared to Europe. So it increased the profitability of company. It also gains profitability in field of confectionary, pet care and pharmaceutical (Kuznets, 2008). Sustainability Nestle has adapted effective technologies to develop the adequate qualitative products to match up the requirements of customers. They have also improved the techniques to serve economic, environmental and social factor (KuhlmanandFarrington, 2010). Environmental Water Efficiency:- For nestle water is an important part of the process because it is used in cleaning, cooling. Nestle use zero withdrawal system for prevention of water . The system uses vapor of milk instead of ground water. Nestle has also taken the challenge to give safe drinking water because it considered it as a basic human right. 90% success is achieved by nestle. It is a great initiative taken by nestle (Morelli, 2011). Social Sustainability:- Nestle Started many programs for their customers and employees. So, AAA provides high quality and sustainable farming. Under AAA nestle gives proper technical assistance to farmers. It improves their performance and also provide safe environment to farmers. This approach is for customers and for farmers by technical support farmers can produce effectively (vallance, 2011). Economic Sustainability:- Nestle face difficult situation in sales when it is affected by exchange rate. Nestle suffered loss in many regions. But it has also taken growth in other regions like America and Middle East because of increase sale of mineral water. In 2016 it has taken growth in different areas like health and science, Food, mineral water. Nestle has an advantage of quality and packaging of products because of this it attains good position in the market. By growth in economy of nestle it is able to expand their all industries. Third World Development:- Impact on Employment Formation Nestle has developed the great image in other parts of country in terms of production capacity, employment opportunities. In term of production nestle compete the local firms. So it employs those people who has the capability to work with the change pattern of nestle. When nestle become partner with fair labor association it eliminate child labor (Lewchuk, 2014). Transfer Pricing Nestle has many subsidiaries and it is also involved in transfer production in developing countries. It main production is of magi in India and it is of 10 rupees but in New Zealand the only combo is available. It has a great impact when there is transfer of money from one country to another (OlatunjiIsau, 2014). Dependency Many products are acceptable widely like coffee. So Nestle is taking charge of production in many countries and they are depending on Nestle for their economy. References: Shrivastava, A. (2016). Case Study on Nestle, Journal of Business and Management. pp. 86-87. Katz, D. (2015) .Nutrition, Journal of Science.vol 526, No. 7571, pp: 34 35 Ocampo, J. (2010) .Global Economic and Social Governance, Journal of Globalization and Development .vol.1, no.1, pp: 1 -27. Tan, B. (2004) .The Consequences of Innovation, The Innovation Journal: The Public Sector Innovation Journal. Vol.9, no.3, pp: 1-42 Kuznets, S. (2008). Economic growth and Income Inequality The American economic review. Vol.15, no.1, pp: 1 -28. Kuhlman, T., Farrington,J.(2010).Sustainability, Journal on sustainability.pp:3436-3448. Morelli, J. (2011).Environmental sustainability, Journal of environmental sustainability.Vol.1, No.1, pp: 1 -9 Vallance, S.(2011).Social sustainability, Journal on Social sustainability.pp:342-348. Lewchuk,W.(2014). Precarious Employment and social outcomes, Journal of Work and Society.Vol.22, pp: 46-50. OlatunjiIsau,A.(2014).Transfer Pricing, Journal of accounting and taxation.Vol.2,No.2,pp:23-38.

Learn to Write Outlines for 5-Paragraph Essays

How to Write an Outline for a Five-Paragraph Essay Have you ever cooked some fancy sophisticated dish without even seeing a recipe? If you were born a brilliant cook, you may make it. Otherwise, you likely won’t try to do it without knowing what ingredients to take, and how to mix them together. It’s enough to make one minor mistake, and the whole dish may turn into junk.Essay writing doesn’t differ much from cooking. It’s possible to write a good essay on the first try, but you have to be a great writer to do it. Not only need you to have an interesting idea to share it with your readers, but you also must maintain a logical flow, and present your arguments in a proper order. Without it, your readers may not appreciate even the most unique ideas.To make sure you do everything right, you must have a plan. Thus, most students usually write an outline before writing an essay itself. No matter what your project is, you can determine your key arguments first and draw up a structure of your essay.Sometimes itâ €™s easier to write a long essay than a 5-paragraph one because you need to be concise and informative as well. An outline can help you with it, and we decided to help you write it. Thus, let’s get to it.Define the Structure of Your EssayAs the name suggests, five-paragraph essays consist of five paragraphs. Every paragraph has its particular purpose.An introduction that begins with a hook and presents a thesis statement.First argument supported by evidence.Second argument supported by evidence.Third argument supported by evidence.A conclusion that restates the thesis statement and points to the significance of your arguments and the entire essay.You can draw up the structure of your essay in any way you like — it may be a diagram or a list. There are also some specific programs that allow you to create outlines using various pre-installed tools.Identify Your TopicFirst of all, you must decide what you’re going to write about.   You may get topic assigned by your instructor. In this case, you might also receive detailed instructions on how to write your 5-paragraph essay. If you have an opportunity to choose a topic yourself, we suggest selecting a subject that is really interesting for you, so you can demonstrate your creativity and knowledge.Define Your Point on the TopicYou must have a clear position regarding your topic. Otherwise, your essay will be meaningless. If you’re writing about some controversial issue, you may be either for or against it. No matter what your topic is, your thoughts and arguments must lead readers in a certain direction.A thesis statement is where you express your point. Make it clear and concise. Good thesis statements suggest a concrete solution or motivate readers to take some actions.Support Your PositionGiven that your 5-paragraph essay implies writing three body paragraphs, each of which is devoted to a certain argument, you need to make up three arguments. However, you can’t just sta te something and expect your readers to agree with you. If you want your readers to take your side, you need to support arguments with evidence — these may be facts or quotes from well-known experts.We suggest supporting every argument with three pieces of evidence so that each body paragraph of your essay will repeat the overall structure of the essay. Start each paragraph with an introduction to your argument, provide three pieces of evidence, and then end up with a conclusion, making a transition to the next paragraph.Develop Your HookA hook is the first phrase of your introduction. It should be catchy, grabbing readers’ attention and motivating them to keep reading the essay. We recommend that you get to this part after you wrote your thesis and arguments because otherwise, you won’t have a clear idea of what to introduce and what arguments are the most important for your readers to understand your thesis statement. Don’t forget that the hook should b e brief and intriguing — it may be a quote, an anecdote, or a provocative statement that will motivate your readers to find out what you’re talking about.Write a ConclusionThis part of work won’t cause any problems if you’ve successfully completed all the previous steps. First of all, restate your thesis statement in a different way than you did in the introduction. After this, quickly remind your readers the most important arguments, and point to the significance of your paper. We suggest considering your thesis statement in a broader context so that they will have something to think about after they read your paper.

What is a History Research Paper

What is a History Research Paper Whats the difference between a history essay and a history research paper? Read here to get the answer. What Is a History Research Paper? A history research paper differs from a common history essay by requiring greater effort while doing background research, organizing structure, reviewing the literature and so on. These factors are actually lying on the surface, but if you dig deeper, you will see at least a dozen other parameters that need to be taken into account. Unlike a simple history essay, which only requires proper structuring and language, research papers on history topics require a more substantial approach, which will be discussed further. Although the topics below are aimed to write a history essay on, they may serve you as good ideas for your research paper topic: 50 Ideas for History Essay Topics General Tips for Writing a History Research Paper 1. Select a topic  that is neither too broad nor too narrow. The pitfalls of either choice are obvious: if the topic is too narrow you will have nothing to research or write about. 2. Present an argument. Your research paper should be designed in such a way that it should give your opponents the chance to ask questions. Your role is substantiating your claim by referring to the background research. The quality of your argumentation will determine the overall success of your paper. 3. Rely on primary information. Your history project should rely on primary sources and thoroughly analyze secondary information. History projects require that you work with primary facts and then interpret them, showing your judgment and analysis. Again, dont forget to back up your claims with facts and research. 4. Think of a title. Think of a good eye-catching title for your paper, it will provoke readers interest in your paper, at least on initial stages. 5. Consider your opposition. You take into account the audience you are writing for and write having your specific audience in mind. 6. Use proper language. Research papers require a use of formal language, dont allow any slang, contractions and also demand that the overall voice of your research paper remains consistently objective throughout the text. Needless to say that your paper should be proofread for errors, should contain no mistyped words and flow nicely. 7. Dont forget formatting structure. The structure and format are generally dictated by the writing format. Depending on whether you have APA, MLA, Chicago or Harvard standards to follow, you should modify your paper accordingly. The writing standard will impact almost everything in your research paper, starting from your cover page and formatting to referencing and the bibliography page. Therefore format should be paid great attention to from the start. Bear in mind the above-mentioned tips to write your research paper on history. If this writing task is too complicated  for you, we are here to assist you. Visit our Order Page for details.

Kantianism and Utilitarianism Essay Example | Topics and Well Written Essays - 1250 words

Kantianism and Utilitarianism - Essay Example On the other hand, Kant postulated his theory, Kantianism that offers ethical guidelines that help people in making ethical decisions. This paper will focus on evaluating a euthanasia case of Brophy, using utilitarianism and Kantianism. Brophy is a patient in persistent vegetative state, whose wife expressed the intent of carrying out passive euthanasia. Using the views from the two philosophers, this paper will examine whether euthanasia is an ethically right choice. Kantianism Immanuel Kant described a deontological ethical philosophy titled as ‘Kantianism’. He made it evident that in his view, duty, good will, and moral worth were critical aspects in determining of the action taken. He opined that duty was the only reason that should motivate an ethical action (Abel 24). According to him, human beings are moral agents that should use reasoning while making ethical decisions. In his view, one could only settle on morally worth decisions when guided by goodwill and duty . Kant embarked on defining the universal laws that determine the duty of making morally worthy decisions. He formulated two different versions of the categorical imperative. The first version was the universal law that defined that humans must act in a manner that qualifies categorization as universal. The second version of the categorical imperative highlighted that it was critical for humans to consider humanity as the end and refrain from regarding it as merely a means (58). Kant describes certain maxims that were critical as guidelines for making ethical decisions. These principles were the product and reason and were namely duty, goodwill, and categorical imperative. Therefore, the will determining why an individual carries out a certain action cannot receive underestimation in deontology. He advanced his views to highlight that the only way in which an individual could exhibit good will was through taking action out of duty. In Kant’s definition, good will denotes the ability of human beings in taking decisions based on principles. Acting in fulfillment of duty refers to actions motivated by good will and not feelings, emotions or self-interest. Duty and good will are moral principles that complement each other. Kant also highlighted that actions motivated by duty exhibited moral worth. He placed emphasis on the need for actions to depict a sense of moral worth (49). Moreover, Kant explained the value of dignity towards human beings. He emphasized that it is critical for people to act in ways that exhibit the dignity for others. Utilitarianism This moral theory is the work of philosopher Mill. The central principle of the ethical view is that actions taken should produce happiness and pleasure to a large number of people (59). The moral theory emphasizes the value of making considerations of the potential consequences of actions. Mill opined that an ethical decision is one that translated to a measure of happiness and pleasure to people. If more people found pleasure and happiness in the decision, then he considered the specific action more ethical. According to this moral theory, decisions should have a basis on the benefits they can offer to the society (68). His philosophy encourages the compromise of individual interest while focusing on promoting a higher sense of ‘common good’ in the society. The central principle of this moral theory is the ‘greatest happiness principle’. This principle implies that judgment of actions occurs according to the measure and proportion that they cause happiness or its reverse state (84). Mill opined that highly ethical actions cause a high level of happiness

Crime and Law enforcement (Do the UK police discriminate against Essay

Crime and Law enforcement (Do the UK police discriminate against ethnic minority groups) - Essay Example belonging in ethnic minority groups would not be regarded as acceptable especially in countries, like the United Kingdom, where the protection of equality among all the people in the country is one of the governmental priorities. In order to understand and evaluate the behaviour of British police towards the ethnic minority groups, it would be necessary to refer primarily to the general context of these groups within the national territory (percentage of population, main activities and involvement in criminal actions and so on). The existing legislation related with these groups should be also mentioned ensuring that the principle of equality is applied on all the aspects of life of people with the particular origin. It should be noticed that a major problem regarding the evaluation of the British police practices towards the people of ethnic minority groups is the fact that no recent data are available in relation with the presence of these people in the British population. Probably because a long process is required for the retrieval of the relevant info, the last available data on the percentages of ethnic minority groups in various aspects of British life refer to 2004. A series of photos people of ethnic/ minority groups in Britain is presented in the Appendix section (Figures 2-4). The presence of ethnic minority groups can be characterized as limited. In fact, in accordance with the most recent evaluation of the origin of people living in UK (in 2001) it was estimated that ‘92.1 per cent of the UK population described themselves as white (though not necessarily British); the remaining 7 per cent  (4.6 million) belonged to non-white ethnic minority groups’ (ESRC, 2007, online report). However, in the years that followed it would be normally expected that this percentage has been differentiated – the percentage of ethnic minority groups in UK is expected to having been increased. In the percentage mentioned above the level of Asian people is rather

Factors Affecting Healing Capabilities of the Body

Factors Affecting Healing Capabilities of the Body Analyse Health Information James Rowe 1.3) Intracellular fluid makes up approximately 60-67% of total body fluid. With Intracellular fluid making up approximately 33-40% in both these compartments it is water making up a majority of the solvent in the different body compartments. The total body weight that the fluid makes up is about 60% in Men and about 55% in Women. This is lower due to the higher fat content. Fluid Physiology: 2.1 Fluid Compartments. 2014. Fluid Physiology: 2.1 Fluid Compartments. [ONLINE] Available at: http://www.anaesthesiamcq.com/FluidBook/fl2_1.php. [Accessed 13 February 2014]. An electrolyte is an electrically charged ion that can affect the amount of water in the body. It is also responsible for determining the acidity of the blood (alters PH). And is responsible for a change in muscle function. Sodium maintains the osmotic pressure and volume of the extracellular fluid within the body. Whereas the intracellular fluid is controlled by potassium. By effecting these the body can effect the amount of fluid being drawn into the ECF and ICF. 2.1) Dehydration is a danger because the body requires water to maintain homeostasis. Water is also a key ingredient in blood volume. The less water in the blood the thicker it becomes. The function of the skin have been impaired because the skin integrity itself is compromised. Depending on wound depth many problems can occur. 1st degree burns à ¯Ã†â€™Ã‚   Superficial skin 2nd degree burns à ¯Ã†â€™Ã‚   Some underlying skin damage 3rd degree burns à ¯Ã†â€™Ã‚   All skin layers damage After an area of the body has been burnt many things will happen. Including an increase in the amount of WBC that migrate to the area to help fight off infection and start repairing the body. Also the capillaries of the damaged area will be blocked off to prevent and blood loss. And to stop a possible entrance route for any blood infection. Factors affecting the healing capabilities of the body can be categorised into 2 category’s Internal and External. Internal à ¯Ã†â€™Ã‚   Health status (any other illness that may prevent healing) Age Lifestyle Nutritional status External à ¯Ã†â€™Ã‚   Mechanical damage Stress Temperature Debridement of a wound can happen through many different methods. Including surgically, chemically or even by the body’ defence itself. Debridement is where unhealthy tissue is removed from the wound to aid healing. The top 2 layers of the skin are used in a full thickness graft. These are the Dermus and EpiDermus. 3.1) OBS chart Neurovascular OBS Fluid balance chart Referral/Appointment 4.2) Hypertension is high blood pressure. This is where the blood in the artery is being forced around the body under a higher pressure than normal. Arteriosclerosis is the thickening and hardening of the artery walls. Meaning that there is a loss in the elasticity of the artery wall. Hypertension and Arteriosclerosis are often related. Due to the pressure hypertension puts on the arterial wall they lose their elasticity and become hard and thick (Arteriosclerosis) Hypertension is referred to as ‘the silent killer’ due to the fact so many people are unaware that they have the disease. The signs and symptoms of hypertension are very discreet and can go un-diagnosed for a lifetime. Cardiovascular disease and old age are often associated. This is because the development of the disease over time and the disease becoming worse with age. Some changes that can be to reduce the risk of developing the disease are improving diet, don’t live under stress for prolonged periods of time, tests for and hereditary factors. If there is an increased amount of platelets in the blood and therefore you have a very high clotting factor then you may be at risk of a blockage in a blood vessel. 5.2) A blue or purple colouration of the skin is referred to as cyanosis. Hypoxia is where an area of the body is deprived of adequate oxygen supply. Hypoxia can be generalized or local. Ischemia is the insufficient blood flow to a tissue Hypoxemic hypoxia is where the arterial content of O ² insufficient. This can be caused by a pulmonary embolus or a sudden change in the environment pressure (Diving) 5.3) A tracheostomy is a surgical incision into the next. Opening the airway straight through a hole in the trachea. Endotracheal is a type of tracheal tube inserted through the mouth or nose. Both are a type of tracheal tube that’s purpose is to act as a catheter to establish and maintain a airway. And to ensure enough oxygen gets into the body to allow adequate gas exchange. 5.4) Anaemia is a decrease in the number of RBC or less than normal amount of haemoglobin. This will cause the patient to complain of SOB due to lack of oxygen being supplied to the body due to the lack of haemoglobin. 5.5) The problems that Paul is experiencing with breathing can be due to the muscle spasm down the airway. And the swelling narrows the airway makes it difficult for Paul to breathe. An increase in the production of mucus also explains the wheeze in Pauls breathing. This is because the air being exhaled is being forced through mucus. 6.1) If left untreated then the appendix will rupture causing toxicity in the body. In some extreme cases this poisoning of the body can cause death. 6.2) Because without fibre in the diet stools become difficult to pass. Causing a higher pressure and stronger muscle contraction to be needed. Over a prolonged period this causes damage to the intestine. 6.3) Bile is required to breakdown and aid digestion. If the bile duct is blocked then this would hinder the digestion of some protein and fats. The is because of the bile not reaching the areas that it is meant to. This would mean the body would not be able to absorb essential nutrients during the digestive process meaning there would be a deficiency in the body. 6.4) Jaundice (Yellow skin) Pale colour stool. Dark Urine 8.2) BP increase amount of oxygen to muscles. Vasodilation aids this. Heart beat increase rate of blood pumps around the body and increases the amount of gas exchange occurring in the lungs to help the muscle fuel. Resp Rate increases to allow as much oxygen as possible into the body and to get rid of the CO2. This all allows muscles adequate energy for a fight or flight response. 9.1) When blood enters the kidney (Site of urine formation) it passes through juxtaglomerular that detect blood pressure and blood volume before entering the nephron. When in the Nephron blood needs to be under pressure to force out fluid and solutes (smaller than protein) After reabsorption occurs the remaining waste is urine. Without a suitable BP or BV this wouldn’t occur. 10.1) Concave lenses. This is because the positive diopetes of myopic eye. This will help her see things further away (Refrence Marieb) 10.2) Sensorineural deafness – Degeneration or damage to the nerve, neuron and receptor cell. The MP3 caused damage to the nerves in the ear and the neurons of the auditory cortex. This is more serious than conductive deafness as it effects the ability to hear both conduction routes (Air conduction and Bone conduction) Conduction deafness – Something interferes with sound vibration waves. This means that waves do not reach the inner ear fluid (Ear wax and Blockage)

Marketing Is Everything

HER JANUARY-FEBRUARY 1991 Marketing Is Everything by Regis McKenna he 1990s will belong to the customer. And that is great news for the marketer. Technology is transforming choice, and choice is transforming the marketplace. As a result, we are witnessing the emergence of a new marketing paradigm – not a â€Å"do more† marketing that simply turns up the volume on the sales spiels of the past but a knowledge- and experience-based marketing that represents tbe once-and-for-all death of the salesman. Marketing's transformation is driven by tbe enormous power and ubiquitous spread of tecbnology.So pervasive is technology today tbat it is virtually meaningless to make distinctions between technology and nontecbnology businesses and industries: tbere arc only tecbnology companies. Tecbnology has moved into products, the workplace, and the marketplace with astonishing speed and thorougbness. Seventy years after tbey were invented, fractional borsepower motors are in some IS to 20 bousebold products in tbe average American home today. In less than 20 years, the microprocessor has achieved a similar penetration. TWenty years ago, there Regis McKenna is chairman of Regis McKenna Inc. a Palo Alto-headquartered marketing consulting firm that advises some of America's leading high-tech companies. He is also a general partner of Kleiner Perkins Caufield &) Byers, a technology venture-capital company. He is the author of Who's Afraid of Big Blue? (Addison-Wesley, 1989) and The Regis Touch (Addison-Wesley, 1985]. DRAWING BY TIMOTHY BLECK T 65 MARKETING IS EVERYTHING were fewer than 50,000 computers in use,- today more than . 50,000 computers are purchased every day. The defining characteristic of this new technological push is programmahility.In a computer chip, programmability means the capability to alter a command, so that one chip can perform a variety of prescribed functions and produce a variety of prescribed outcomes. On the factory floor, programmability transforms the production operation, enabling one machine to produce a wide variety of models and products. More broadly, programmability is the new corporate capability to produce more and more varieties and choices for customers – even to offer each individual customer the chance to design and implement the â€Å"program† that will yield the precise product, service, or variety that is right for him or her.The technological promise of programmahility has exploded into the reality of almost unlimited choice. Take the world of drugstores and supermarkets. According to Gorman's New Product News, which tracks new product introductions in these two eonsumer-products arenas, between 1985 and 1989 the number of new products grew by an astonishing 60% to an all-time annual high of 12,055. As venerable a brand as Tide illustrates this multiplication of brand variety. In 1946, Procter & Gamble introduced the laundry detergent, the first ever. For 38 years, one version of Tide served the entire market.Then, in the mid-1980s, Procter & Gamble began to bring out a succession of new Tides: Unscented Tide and Liquid Tide in 1984, Tide with Bleach in 1988, and the concentrated Ultra Tide in 1990. To some marketers, the creation of almost unlimited customer choice represents a threat – particularly when choice is accompanied by new competitors. TVenty years ago, IBM had only 20 competitors,- today it faces more than 5,000, when you count any company that is in the â€Å"computer† business. Twenty years ago, there were fewer than 90 semiconductor companies; today there are almost 300 in the United States alone.And not only are the competitors new, bringing with them new products and new strategies, but the customers also are new: 90% of the people who used a computer in 1990 were not using one in 1980. These new customers don't know ahout the old rules, the old understandings, or the old ways of doing business – and they don't care. What the y do care about is a company that is willing to adapt its products or services to fit their strategies. This represents the evolution of marketing to the market-driven company. Several decades ago, there were sales-driven companies.These organizations focused their energies on changing customers' minds to fit the product – praeticing the â€Å"any color as long as it's black† school of marketing. As teehnology developed and competition increased, some companies shifted their approach and became eustomer driven. These companies expressed a new willingness to change their product to fit customers' requests – practicing the â€Å"tell us what color you want† school of marketing. In the 1990s, successful companies are becoming market driven, adapting their products to fit their customers' strategies.These companies will practice â€Å"let's figure out together whether and how color matters to your larger goal† marketing. It is marketing that is oriente d toward creating rather than controlling a market; it is 66 HARVARD BUSINESS REVIEW January-February 1991 based on developmental education, incicmcntul improvement, and ongoing process rather than on simple market-share tactics, raw sales, and one-time events. Most important, it draws on the base of knowledge and experience that exists in the organization. T ese two fundamentals, knowledge-based and experiencebased marketing, will increasingly define the capabilities of a successful marketing organization. They will supplant the old approach to marketing and new product development. The old approach – getting an idea, conducting traditional market research, developing a product, testing the market, and finally going to market – is slow, unresponsive, and turf-ridden. Moreover, given the fast-changing marketplace, there is less and less reason to believe that this traditional approach can keep up with real customer wishes and demands or with the rigors of competition.C onsider the mueh-publieized 1988 lawsuit that Beecham, the international consumer products group, filed against advertising giant Saatchi ; Saatchi. The suit, which sought more than $24 million in damages, argued that Yankelovich Clancy Shulman, at that time Saatchi's U. S. market-research subsidiary, had â€Å"vastly overstated† the projected market share of a new detergent that Beecham launched. Yankelovich forecast that Beecham's product, Delicare, a cold-water detergent, would win between 45. 4% and 52. 3% of the U. S. arket if Beecham backed it with $18 million of advertising. According to Beeeham, however, Delicare's highest market share was 25%; the product generally achieved a market share of between 15% and 20%. The lawsuit was settled out of court, with no clear winner or loser. Regardless of the outcome, however, the issue it illustrates is widespread and fundamental: forecasts, by their very nature, must be unreliable, particularly with technology, competitors, cu stomers, and markets all shifting ground so often, so rapidly, and so radically.The alternative to this old approach is know ledge-based and experience-based marketing. Knowledge-based marketing requires a company to master a scale of knowledge: of the technology in which it competes; of its competition; of its customers; of new sources of technology that can alter its competitive environment; and of its own organization, capabilities, plans, and way of doing business.Armed with this mastery, companies can put knowledge-based marketing to work in three essential ways: integrating tbe customer into tbe design process to guarantee a product tbat is tailored not only to the customers' needs and desires but also to the customers' strategies; generating nicbe thinking to use tbe company's knowledge of cbannels and markets to identify segments of tbe market tbe company can own; and developing the infrastructure of suppliers, vendors, partners, and users wbose relationships will help susta in and support tbe company's reputation and technological edge.The otber balf of this new marketing paradigm is experiencebased marketing, wbicb empbasizes interactivity, connectivity, and creativity. With tbis approacb, companies spend time with tbeir customers, constantly monitor tbeir competitors, and develop a feedback-analysis system tbat turns this information about the market and the competition into important new product intelligence. At the same time, tbese companies botb evaluate their own )anuary February 1991 HARVARD BUSINESS REVIEW 67 MARKETING IS EVERYTHING echnology to assess its currency and cooperate with other companies to create mutually advantageous systems and solutions. These close encounters – with customers, competitors, and internal and external technologies – give companies the firsthand experience they need to invest in market development and to take intelligent, calculated risks. In a time of exploding choice and unpredictable change, market ing – the new marketing – is the answer. With so much choice for customers, companies face the end of loyalty.To combat that threat, they can add sales and marketing people, throwing costly resources at the market as a way to retain customers. But the real solution, of course, is not more marketing but better marketing. And that means marketing that finds a way to integrate the customer into the company, to create and sustain a relationship between the company and the customer. The marketer must he the integrator, both internally – synthesizing technological capability with market needs – and externally bringing the customer into the company as a participant in the development and adaptation of goods and services.It is a fundamental shift in the role and purpose of marketing: from manipulation of the customer to genuine customer involvement; from telling and selling to communicating and sharing knowledge; from last-in-line function to corporate-credibilit y champion. Playing the integrator requires the marketer to command credibility. In a marketplace characterized by rapid change and potentially paralyzing choice, credibility becomes the company's sustaining value.The character of its management, the strength of its financials, the quality of its innovations, the congeniality of its customer references, the capabilities of its alliances – these are the measures of a company's credibility. They are measures that, in turn, directly affect its capacity to attract quality people, generate new ideas, and form quality relationships. The relationships are the key, the hasis of customer choice and company adaptation. After all, what is a successful brand hut a special relationship?And who hetter than a company's marketing people to create, sustain, and interpret the relationship between the company, its suppliers, and its customers? That is why, as the demands on the company have shifted from controlling costs to competing on product s to serving customers, the center of gravity in the company has shifted from finance to engineering-and now to marketing. In the 1990s, marketing will do more than sell. It will define the way a company does business. The old notion of marketing -was epitomized hy Marketing Is Everythins, and Everything T A/T / +' IS IViarKCting he ritual phone call from the CEO to the corporate headhunter saying, â€Å"Find me a good marketing per- ^†Ã¢â‚¬Ëœ^ ^† ‘^†^ ^^ marketing operation! † What the Q^Q wanted, of course, was someone who could take on a discrete set of textbook functions that were generally associated with run-of-the-mill marketing. That person would immediately go to Madison Avenue to hire an advertising agency, change the ad campaign, redesign the company logo, redo the brochures, train the sales force, retain a high-powered public relations firm, and alter or otherwise reposition the company's image.HARVARD BUSINESS REVTEW lanuary-February 1991 68 Behind the CEO's call for â€Å"a good marketing person† were a number of assumptions and attitudes about marketing: that it is a distinct function in the company, separate from and usually subordinate to the core functions; that its job is to identify groups of potential customers and find ways to convince them to buy the company's product or service; and that at the heart of it is image making – creating and projecting a false sense of the company and its offerings to lure the customer into the company's grasp.If those assumptions ever were warranted in the past, however, all three are totally unsupportable and obsolete today. Marketing today is not a function; it is a way of doing business. Marketing is not a new ad campaign or this month's promotion. Marketing has to be all-pervasive, part of everyone's job description, from the receptionists to the board of directors. Its job is neither to fool the customer nor to falsify the company's image. It is to integrate the customer into the design of the product and to design a ystematic process for interaction that will create substance in the relationship. To understand the difference between the old and tbe new marketing, compare how two bigb-tech medical instrument companies recently bandied similar customer telepbone calls requesting tbe repair and replacement of their equipment. Tbe first eompany – call it Gluco – delivered tbe replacement instrument to tbe customer witbin 24 hours of tbe request, no questions asked. Tbe box in wbich it arrived contained instructions for sending back tbe broken instrument, a mailing label, and even tape to reseal tbe box.Tbe pbone call and tbe excbange of instruments were handled conveniently, professionally, and witb maximum consideration for and minimum disruption to tbe customer. The second company – call it Pumpco – bandied tbings quite differently. Tbe person wbo took the customer's telepbone call bad never been asked about repairing a piece of equipment; sbe tbougbtlessly sent tbe customer into tbe limbo of bold. Finally, sbe came back on the line to say tbat tbe customer would have to pay for tbe equipment repair and tbat a temporary replacement would cost an additional $ 15.Several days later, tbe customer received tbe replacement witb no instructions, no information, no directions. Several weeks after the customer returned tbe broken equipment, it reappeared, repaired but witb no instructions concerning tbe temporary replacement. Finally, tbe customer got a demand letter from Pumpco, indicating tbat someone at Pumpco bad made the mistake of not sending tbe equipment C. O. D. To Pumpco, marketing means selling tbings and collecting money; to Gluco, marketing means building relationsbips witb its custotners.The way tbe two eompanies bandied two simple eustomer requests refleets tbe questions tbat customers increasingly ask in interactions witb all kinds of businesses, from airlines to software makers : Wbicb company is competent, responsive, and well organized? Wbicb company do I trust to get it rigbt- Wbicb company would I ratber do business witb? Successful companies realize tbat marketing is like quality integral to tbe organization. Like quality, marketing is an intangible tbat tbe customer must experience to appreciate.And like quality – wbicb in tbe United States bas developed from early ideas like HARVARD BUSINESS REVIEW )anuary-February 1991 69 MARKETING IS EVERYTHING planned obsolescence and inspecting quality in to more ambitious concepts like the systemization of quality in every aspect of tbe organization – marketing bas been evolutionary. Marketing bas shifted from tricking tbe customer to blaming the customer to satisfying the customer – and now to integrating tbe customer systematically.As its next move, marketing must permanently shed its reputation for hucksterism and image making and create an award for marketing much like tbe Malcolm Baldr ige National Quality Award. In fact, companies tbat continue to see marketing as a bag of tricks will lose out in sbort order to companies tbat stress substance and real performance. Marketing's ultimate assignment is to serve customers' real needs and to communicate tbe substance of tbe company – not to introduce tbe kinds of cosmetics tbat used to typify tbe auto industry's annual model cbanges.And because marketing in tbe 1990s is an expression of tbe company's cbaracter, it necessarily is a responsibility tbat belongs to the whole company. The Goal ofMarketing Is to Own the Market, Not fust U. S. companies typically make two kinds of mistakes. Some get caught up in the excitement and drive of making things, particularly new creto Sell the ations. Others become absorbed in the competiPwduct ^^^^  °^ selling things, particularly to increase their market share in a given product line. Both approaches could prove fatal to a business.Tbe problem witb tbe first is tbat it lea ds to an internal focus. Companies can become so fixated on pursuing tbeir R&D agendas that they forget about tbe customer, tbe market, tbe competition. They end up winning recognition as R&D pioneers but lack the more important capability – sustaining their performance and, sometimes, maintaining their independence. Genentech, for example, clearly emerged as the R&D pioneer in biotechnology, only to be acquired by Rocbe. Tbe problem with the second approach is that it leads to a market-sbare mentality, which inevitably translates into undershooting the market.A market-share mentality leads a company to think of its customers as â€Å"share points† and to use gimmicks, spiffs, and promotions to eke out a percentage-point gain. It pusbes a company to look for incremental, sometimes even minuscule, growtb out of existing products or to spend lavishly to launch a new product in a market where competitors enjoy a fat, dominant position. It turns marketing into an expensive fight over crumbs rather than a smart effort to own the whole pie. Tbe real goal of marketing is to own the market – not just to make or sell products. Smart marketing means defining what wbole pie is yours.It means thinking of your company, your technology, your product in a fresh way, a way that begins by defining what you can lead. Because in marketing, what you lead, you own. Leadership is ownership. When you own the market, you do different things and you do tbings differently, as do your suppliers and your customers. When you own tbe market, you develop your products to serve tbat market specifically; you define tbe standards in that market; you bring into your camp third parties who want to develop their own compatible products or offer you new features or add-ons to aug- 70 HARVARD BUSINESS REVIEW January-February 19yi ent your product; you get the first look at new ideas that others are testing in that market; you attract the most talented people because of your ack nowledged leadership position. Owning a market can become a self-reinforcing spiral. Beeause you own the market, you become the dominant force in the field; beeause you dominate the field, you deepen your ownership of the market. Ultimately, you deepen your relationship with your customers as well, as they attribute more and more leadership qualities to a company that exhibits such an integrated performance. To own the market, a eompany starts by thinking of a new way to define a market.Take, for instance, the case of Convex Computer. In 1984, Convex was looking to put a new computer on the market. Because of tbe existing market segmentation. Convex could have seen its only choice as competing for market sbare in the predefined markets: in supercomputers where Cray dominated or in minicomputers where Digital led. Determined to define a market it could own. Convex created the â€Å"mini-supercomputer† market by offering a product with a priee/performance ratio between Cray's $ 5 million to $15 million supercomputers and Digital's $300,000 to $750,000 minieomputers.Convex's product, priced between $500,000 and $800,000, offered teehnological performance less than that of a full supercomputer and more than that of a minicomputer. Within this new market. Convex established itself as the leader. Intel did the same thing with its microprocessor. The company defined its early products and market more as computers than semiconductors. Intel offered, in essence, a computer on a chip, creating a new category of products that it could own and lead. Sometimes owning a market means broadening it; other times, narrowing it. Apple has managed to do both in efforts to create and own a market.Apple first broadened the category of small computers to achieve a leadership position. The market definition started out as hobby computers and had many small players. The next step was the home computer – a market that was also crowded and limiting. Tb own a market, Apple i dentified the personal computer, which expanded the market concept and made Apple the undeniable market leader. In a later move, Apple did the opposite, redefining a market by narrowing its definition. Unquestionably, IBM owned the business market; for Apple, a market-share mentality in that arena would have been pointless.Instead, with technology alliances and marketing eorreetly defined, Apple created – and owned – a whole new market: desktop publishing. Once inside the corporate world with desktop publishing, Apple could deepen and broaden its relationships with the business customer. Paradoxically, two important outcomes of owning a market are substantial earnings, which can replenish the company's R&D coffers, and a powerful market position, a beachhead from wbich a company can grow additional market share by expanding both its teehnological capabilities and its definition of the market.The greatest praetitioners of this marketing approach are Japanese companies i n industries like autos, commercial electronics, semiconductors, and computers and communications. Their primary goal is ownership of certain target markets. The keiretsv industrial! structure allows them to use all of the market's infrastructure to achieve HARVARD BUSINESS REVIEW January-February 1991 * r ^ MARKETING IS EVERYTHING this; relationships in technology, information, politics, and distribution help tbe company assert its leadership. Tbe Japanese strategy is consistent.Tbese companies begin by using basic research from tbe United States to jump-start new product development. From 1950 to 1978, for example, Japanese companies entered into 32,000 licensing arrangements to acquire foreign technology at an estimated cost of $9 billion. But the United States spent at least 50 times tbat much to do the original R&D. Next, these Japanese companies pusb out a variety of products to engage the market and to learn and then focus on dominating tbe market to force foreign competitors to retreat – leaving them to barvest substantial returns.Tbese buge profits are recycled into a new spiral of R&J3, innovation, market creation, and market dominance. Tbat model of competing, which links R&D, technology, innovation, production, and finance – integrated through marketing's drive to own a market – is the approacb tbat all competitors will take to succeed in the 1990s. In a world of mass manufacturing, the counterpart was mass marketing. In a world of flexible Technolo2V n^^nufacturing, the counterpart is flexible market7-. 7 ine. The technology comes first, the ability to marJZ VUI Vt^Ci j^gj follows.The tecbnology embodies adaptability, programmability, and customizability; now comes marketing that delivers on those qualities. Today tecbnology has created tbe promise of â€Å"any thing, any way, any time. † Customers can have their own version of virtually any product, including one that appeals to mass identification rather than individu ality, if tbey so desire. Think of a product or an industry where customization is not predominant. The telephone? Originally, Bell Telephone's goal was to place a simple, all-black pbone in every home. Today there are more than 1,000 permutations and combinations available, ith options running the gamut from different colors and portahility to answering machines and programmability – as well as services. Tbere is the further promise of optical fiber and the convergence of computers and communications into a unified industry with even greater technological choice. How about a venerable product like the bicycle, which appeared originally as a sketch in Leonardo da Vinci's notebooks? According to a recent article in the Washington Post, tbe National Bicycle Industrial Company in Kokubu, Japan builds made-to-order bicycles on an assembly line.The bicycles, fitted to each customer's measurements, are delivered within two weeks of the order – and the company offers 11,231,8 62 variations on its models, at prices only 10% higher than ready-made models. Even newspapers tbat report on this technology-led move to customization are themselves increasingly customized. Faced witb stagnant circulation, the urban daily newspapers have begun to customize their news, advertising, and even editorial and sports pages to appeal to local suburban readers. The Los Angeles Times, for example, has seven zoned editions targeting each of tbe city's surrounding communities.What is at work here is the predominant matbematical formula of today's marketing: variety plus service equals customization. For 72 HARVARD BUSINESS REVIEW January-February all of its handying about as a marketing buzzword, customization is a remarkably direct concept – it is the capacity to deal with a customer in a unique way. Technology makes it increasingly possible to do that, but interestingly, marketing's version of the laws of physics makes it increasingly difficult. According to quantum physics, things act differently at the micro level Light is the classic example.When subjected to certain kinds of tests, light behaves like a wave, moving in much the way an ocean wave moves. But in other tests, light behaves more like a particle, moving as a single ball. So, scientists ask, is it a wave or a particle? And when is it which? Markets and customers operate like light and energy. In fact, like light, the customer is more than one thing at the same time. Sometimes consumers behave as part of a group, fitting neatly into social and psychographic classifications. Other times, the consumer breaks loose and is iconoclastic.Customers make and break patterns: the senior citizen market is filled with older people who intensely wish to act youthful, and the upscale market must contend with wealthy people who hide their money behind the most utilitarian purchases. Markets are subject to laws similar to those of quantum physics. Different markets have different levels of consumer energy, stages in the market's development where a product surges, is absorbed, dissipates, and dies. A fad, after all, is nothing more than a wave that dissipates and then becomes a particle.Take the much-discussed Yuppie market and its association with certain branded consumer products, like BMWs. After a stage of bigh customer energy and close identification, the wave has broken. Having been saturated and absorbed by the marketplace, the Yuppie association has faded, just as energy does in the physical world. Sensing the change, BMW no longer sells to the Yuppie lifestyle but now focuses on the technological capabilities of its machines. And Yuppies are no longer the wave they once were; as a market, they are more like particles as they look for more individualistic and personal expressions of their consumer energy.Of course, since particles can also behave like waves again, it is likely that smart marketers will tap some new energy source, such as values, to recoalesce the youn g, affluent market into a wave. And technology gives marketers the tools they need, such as database marketing, to discern waves and particles and even to design programs that combine enough particles to form a powerful wave. The lesson for marketers is much the same as that voiced by Buckminster Fuller for scientists: â€Å"Don't fight forces,- use them. Marketers who follow and use technology, rather than oppose it, will discover that it creates and leads directly to new market forms and opportunities. Take audiocassettes, tapes, and compact discs. For years, record and tape companies jealously guarded their property. Knowing that home hackers pirated tapes and created their own composite cassettes, the music companies steadfastly resisted the forces of technology – until the Personics System realized that technology was making a legitimate market for authorized, high-quality customized composite cassettes and CDs.Rather than treating the customer as a criminal, Personics saw a market. Today consumers can design personalized music tapes from the Personics System, a rewed-up jukebox with a library of HARVARD BUSINESS REVIEW (anuary R-bmary 1991 73 MARKETING IS EVERYTHING over 5,000 songs. For $1. 10 per song, consumers tell tbe macbine wbat to record. In about ten minutes, tbe system makes a customized tape and prints out a laser-quality label of tbe selections, complete witb tbe customer's name and a personalized title for tbe tape. Launcbed in 1988, tbe system bas already spread to more tban 250 stores.Smart marketers bave, once again, allowed tecbnology to create the customizing relationship witb tbe customer. We are witnessing tbe obsoleseence of advertisg-1^ tbe old model of marketing, it made sense as oveS fTOm ^^^ wbole formula: you sell mass-produced tn lU Q 3 j^ygg market tbrougb mass media. Marketing's job was to use advertising to deliver a message to tbe consumer in a one-way communication: â€Å"Buy tbis! † Tbat message no longer w orks, and advertising is sbowing tbe effects. In 1989, newspaper advertising grew only 4%, compared witb 6% in 1988and9% in 1987.According to a study by Syracuse University's Jobn Pbilip Jones, ad spending in tbe major media bas been stalled at 1. 5% of GNP since 1984. Ad agency staffing, researcb, and profitability bave been affected. Three related factors explain tbe decline of advertising. First, advertising overkill bas started to ricocbet back on advertising itself. Tbe proliferation of products has yielded a proliferation of messages: U. S. customers are hit witb up to 3,000 marketing messages a day. In an effort to bombard the customer with yet one more advertisement, marketers are squeezing as many voices as they can into tbe space allotted to tbem.In 1988, for example, 38% of primetime and 47% of weekday daytime television commercials were only 15 seconds in duration; in 1984, those figures were 6% and 11 % respeetively. As a result of the shift to 15-second commercials, th e number of television commercials bas skyrocketed; between 1984 and 1988, prime-time commercials increased by 25%, weekday daytime by 24%. Predictably, bowever, a greater number of voices translates into a smaller impact. Customers simply are unable to remember wbich advertisement pitcbes wbich product, much less wbat qualities or attributes might differentiate one product from anotber.Very simply, it's a jumble out tbere. Take tbe enormously clever and critically acclaimed series of advertisements for Eveready batteries, featuring a tireless marching rabbit. Tbe ad was so successful tbat a survey conducted by Video Storyboard Tests Inc. named it one of tbe top commercials in 1990 for Duracell, Eveready's top competitor. In fact, a full 40% of tbose wbo selected tbe ad as an outstanding commercial attributed it to Duracell. Partly as a consequence of tbis confusion, reports indicate that Duracell's market share has grown, while Eveready's may have sbrunk sligbtly.Batteries are not the only market in whicb more advertising succeeds in spreading more confusion. The same thing bas happened in markets like athletic footwear and soda pop, where competing companies have signed up so many celebrity sponsors that consumers can no longer keep straight who is pitcbing wbat for whom. In 1989, for example. Coke, Diet Coke, Pepsi, and Diet Pepsi used nearly three dozen movie stars, athletes, musicians, and television personalities to tell consumers to buy more cola. But wben tbe 74 HARVARD BUSINESS REVIEW January-February 1991 moke and mirrors bad cleared, most consumers couldn't remember wbetber foe Montana and Don Jobnson drank Coke or Pepsi – or botb. Or wby it really mattered. Tbe second development in advertising's decline is an outgrowth of the first: as advertising has proliferated and become more obnoxiously insistent, consumers bave gotten fed up. Tbe more advertising seeks to intrude, tbe more people try to shut it out. Last year, Disney won the applause of commercial-weary customers when the company announced tbat it would not screen its films in tbeaters that showed commercials before the feature.A Disney executive was quoted as saying, â€Å"Movie theaters should he preserved as environments where consumers can escape from the pervasive onslaught of advertising. † Buttressing its position, tbe company cited survey data obtained from moviegoers, 90% of wbom said tbey did not want commercials sbown in movie tbeaters and 95% of wbom said tbey did want to see previews of coming attractions. More recently, after a number of failed attempts, the U. S. Congress responded to the growing concerns of parents and educators over the eommercial content of children's television.A new law limits tbe number of minutes of commercials and directs tbe Federal Communications Commission botb to examine â€Å"programlength commercials† – cartoon shows linked to commercial product lines – and to make each television station' s contribution to cbildren's educational needs a condition for license renewal. Tbis concern over advertising is mirrored in a variety of arenas from public outcry over cigarette marketing plans targeted at blacks and women to calls for more environmentally sensitive packaging and products.The underlying reason bebind botb of these factors is advertising's dirty little secret: it serves no useful purpose. In today's market, advertising simply misses the fundamental point of marketing – adaptability, flexibility, and responsiveness. Tbe new marketing requires a feedback loop; it is tbis element tbat is missing from tbe monologue of advertising but that is built into the dialogue of marketing. Tbe feedback loop, connecting company and customer, is central to tbe operating definition of a truly market-driven company: a company that adapts in a timely way to the changing needs of tbe customer.Apple is one such company. Its Macintosh computer is regarded as a machine that launched a revolution. At its birth in 1984, industry analysts received it with praise and acclaim. But in retrospect, the first Macintosh had many weaknesses: it had limited, nonexpandable memory, virtually no applications software, and a blackand-wbite screen. For all tbose deficiencies, bowever, tbe Mac bad two strengtbs tbat more than compensated: it was incredibly easy to use, and it bad a user group tbat was prepared to praise Mac publicly at its launeb and to advise Apple privately on bow to improve it.In other words, it had a feedback loop. It was tbis feedback loop tbat brougbt about change in tbe Mac, wbicb ultimately became an open, adaptable, and colorful computer. And it was changing the Mac that saved it. Months before launebing tbe Mac, Apple gave a sample of tbe product to 100 influential Americans to use and comment on. It signed up 100 tbird-party software suppliers wbo began to envision applications that could take advantage of the Mac's simplicity. It HARVARD BUSINESS RE VIEW (anuary-February 1991 75MARKETING IS EVERYTHING trained over 4,000 dealer salespeople and gave full-day, hands-on demonstrations of the Mac to industry insiders and analysts. Apple got two benefits from this network: educated Mac supporters who could legitimately praise the product to the press and invested consumers who could tell the company what the Mac needed. The dialogue witb customers cmd media praise were worth more than any notice advertising could buy. Apple's approach represents the new marketing model, a shift from monologue to dialogue.It is accomplished through experience-based marketing, where companies create opportunities for customers and potential customers to sample their products and then provide feedback. It is accomplished through beta sites, where a company can install a prelaunch product and study its use and needed refinements. Experienced-based marketing allows a company to work closely with a client to change a product, to adapt the technology â€⠀œ recognizing that no product is perfect wben it comes from engineering. This interaction was precisely the approach taken by Xerox in developing its recently announced Docutech System.Seven months before launeh, Xerox established 25 beta sites. From its prelaunch eustomers, Xerox learned what adjustments it should make, what service and support it should supply, and what enhancements and related new products it might next introduce. The goal is adaptive marketing, marketing that stresses sensitivity, flexibility, and resiliency. Sensitivity comes from having a variety of modes and channels through which companies can read the environment, from user groups that offer live feedback to sophisticated consumer scanners that provide data on customer choice in real time.Flexibility comes from creating an organizational structure and operating style that permits the company to take advantage of new opportunities presented by customer feedback. Resiliency comes from learning from mistakes – marketing that listens and responds. The line between products and services is fast Marketing a Product d Service Is Is iVl(irK6tll2g Q. 1 rOuUCt gj-jjj ]viotors makes more money from lending its eroding, what once appeared to be a rigid polarity ^^^ ^^^ become a hybrid: the servicization of prod^^^^ ^^^ ^^ productization of services. When Gen- ustomers money to buy its cars than it makes from manufacturing the cars, is it marketing its products or its services? When IBM announces to all the world that it is now in the systems-integration business – the customer can buy any box from any vendor and IBM will supply the systems know-how to make the whole thing work together – is it marketing its products or its services? In fact, the computer business today is 75% services; it consists overwhelmingly of applications knowledge, systems analysis, systems engineering, systems integration, networking solutions, security, and maintenance.The point applies just as well to less grandiose eompanies and to less expensive consumer products. Take the large corner drugstore that stocks thousands of products, from cosmetics to wristwatches. The products are for sale, but the store is actually marketing a service – the convenience of having so much variety collected and arrayed in one location. Or take any of the ordinary products found in the home, from boxes of cereal to table lamps to VCRs. All of 76 HARVARD BUSINESS REVIEW January-February 1991 hem come with some form of information designed to perform a service: nutritional information to indicate tbe actual food value of the cereal to tbe health-conscious consumer; a United Laboratories label on tbe lamp as an assurance of testing; an operating manual to belp tbe nontecbnical VCR customer rig up tbe new unit. Tbere is ample room to improve tbe quality of this information – to make it more useful, more convenient, or even more entertaining – hut in almost every case, the service information is a critical component of the product.On the other side of tbe hybrid, service providers are acknowledging tbe productization of services. Service providers, such as banks, insurance companies, consulting firms, even airlines and radio stations, are creating tangible events, repetitive and predictable exercises, standard and customizable packages tbat are product services. A frequent-flier or a frequent-listener club is a product service, as are regular audits performed by consulting firms or new loan packages assembled by banks to respond to cbanging economic conditions.As products and services merge, it is critical for marketers to understand clearly what marketing the new hybrid is not. Tbe serviee component is not satisfied by repairing a product if it breaks. Nor is it satisfied by an 800 number, a warranty, or a customer survey form. Wbat customers want most from a product is often qualitative and intangible; it is tbe service tbat is integral to the product. Ser vice is not an event; it is the process of creating a customer environment of information, assurance, and comfort. Consider an experienee that by now must have become commonplace for all of us as consumers.You go to an electronics store and buy an expensive piece of audio or video equipment, say, a CD player, a VCR, or a video camera. You take it bome, and a few days later, you accidentally drop it. It breaks. It won't work. Now, as a customer, you have a decision to make. When you take it back to the store, do you say it was broken wben you took it out of the box? Or do you tell the truth? The answer, honestly, depends on how you think the store will respond. But just as honestly, most customers appreciate a store that encourages them to tell the truth by making good on all customer problems.Service is, ultimately, an environment that encourages honesty. The company that adopts a â€Å"we'll make good on it, no questions asked† policy in the face of adversity may win a custo mer for life. Marketers who ignore the service component of their products focus on competitive differentiation and tools to penetrate markets. Marketers who appreciate the importance of the product-service hybrid focus on building loyal customer relationships. Technology and marketing once may bave Technology looked like opposites.The cold, impersonal sameness of technology and the high-touch, human Technology uniqueness of marketing seemed eternally at odds, Computers would only make marketing less personal; marketing could never leam to appreciate the look and feel of computers, datahases, and the rest of the high-tech paraphernalia. On the grounds of cost, a truce was eventually arranged. Very simply, marketers discovered that real savings could be gained hy KARVAKD BUSINESS REVIEW lanuary-February 1991 Markets 77 MARKETING IS EVERYTHING using technology to do what previously had required expensive, intensive, and often risky, people-directed field operations.For example, market ers learned that by matching a database with a marketing plan to simulate a new product launch on a computer, they could accomplish in 90 days and for $50,000 what otherwise would take as long as a year and cost at least several hundred thousand dollars. But having moved beyond the simple automation-for-cost-saving stage, technology and marketing have now not only fused but also begun to feed hack to each other. The result is the transformation of both technology and the product and the reshaping of both the customer and tbe company.Technology permits information to flow in both directions between the customer and the company. It creates the feedback loop that integrates the customer into the company, allows tbe company to own a market, permits customization, creates a dialogue, and turns a product into a service and a service into a product. T he direction in which Genentech has moved in its use of laptop and hand-held computers illustrates the transforming power of technology as i t merges with marketing. Originally, the biotechnology company planned to have salespeople use laptops on their sales calls as a way to automate the sales function.Sales reps, working solely out of their homes, would use laptops to get and send electronic mail, file reports on computerized â€Å"templates,† place orders, and receive company press releases and information updates. In addition, the laptops would enable sales reps to keep databases that would track customers' buying histories and company performance. That was the initial level of expectations – very low. In fact, the technology-marketing marriage has dramatically altered the customer-company relationship and the joh of the sales rep. Sales reps have emerged as marketing consultants.Armed with technical information generated and gathered by Genentech, sales reps can provide a valuable educational service to their customers, who are primarily pharmacists and physicians. For example, analysis of the largest study of children with a disease called short stature is available only through Genentech and its representatives. With this analysis, which is hased on clinical studies of 6,000 patients between the ages of one month and 30 years, and with the help of an on-line â€Å"growth calculator,† doctors can better judge when to use the growth hormone Protropin.Genentecb's system also includes a general educational component. Sales reps can use their laptops to access the latest articles or technical reports from medical conferences to help doctors keep up to date. The laptops also make it possible for doctors to use sales reps as research associates: Genentech has a staff of medical specialists who can answer highly technical questions posed through an on-line question-and-answer template.When sales reps enter a question on the template, the e-mail function immediately routes it to the appropriate specialist. For relatively simple questions, online answers come back to the sales rep within a day. In the 1990s, Genentech's laptop system – and the hundreds of similar applications that sprang up in tbe 1980s to automate sales, marketing, service, and distribution – will seem like a rather obviHARVARD BUSINESS REVIEW January-February 1991 78 ous and primitive way to meld tecbnology and marketing.The marketer will bave available not only existing tecbnologies but also tbeir converging capabilities: personal computers, databases, CD-ROMs, grapbic displays, multimedia, color terminals, computer-video tecbnology, networking, a custom processor tbat can be built into anytbing anywhere to create intelligence on a countertop or a dasbboard, seanners that read text, and networks tbat instantaneously create and distribute vast reacbes of information. As design and manufacturing tecbnologies advance into â€Å"real time† processes, marketing will move to eliminate tbe gap between production and consumption.Tbe result will be marketing workstations †“ the marketers' counterpart to CAD/CAM systems for engineers and product designers. Tbe marketing workstation will draw on grapbic, video, audio, and numeric information from a network of databases. The marketer will be able to look tbrougb windows on tbe workstation and manipulate data, simulate markets and products, bounce concepts off otbers in distant cities, write production orders for product designs and packaging concepts, and obtain costs, timetables, and distribution scbedules.Just as computer-comfortable cbildren today tbink notbing of manipulating figures and playing fantastic games on tbe same color screens, marketers will use the workstation to play botb designer and eonsumer. Tbe workstation will allow marketers to integrate data on historic sales and cost figures, competitive trends, and consumer patterns. At tbe same time, marketers will be able to create and test advertisements and promotions, evaluate media options, and analyze viewer and readersbip data. And fi nally, marketers will be able to obtain instant feedbaek on concepts and plans and to move marketing plans rapidly into production.Tbe marriage of technology and marketing should bring witb it a renaissance of marketing RikD – a new capability to explore new ideas, to test tbem against tbe reactions of real eustomers in real time, and to advance to experience-based leaps of faith. It should be the vehicle for bringing tbe customer inside the company and for putting marketing in tbe eenter of tbe company. In tbe 1990s, tbe critical dimensions of tbe company – including all of tbe attributes tbat togetber define how the company does business – are ultimately tbe functions of marketing.That is wby marketing is everyone's job, wby marketing is everytbing and everytbing is marketing. ^ Reprint 91108 HARVARD BUSINESS REVIEW liinuary-February 1991 79 Harvard Business Review Notice of Use Restrictions, May 2009 Harvard Business Review and Harvard Business Publishing New sletter content on EBSCOhost is licensed for the private individual use of authorized EBSCOhost users. It is not intended for use as assigned course material in academic institutions nor as corporate learning or training materials in businesses.Academic licensees may not use this content in electronic reserves, electronic course packs, persistent linking from syllabi or by any other means of incorporating the content into course resources. 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