Evolution Of Knowledge And Natural Selection - 1586 Words

Since we were born we are continuing to evolve, to adapt to become more efficient and improve our relationship skills. Darwin in 1859 finished his book where the term Darwinism was first introduced, in his book he talked about the natural selection, genetics and molecular biology. His theory where relatively simplistic but they set a huge milestone for biology and evolutionary sciences. The main idea that natural selection is that the simple structure of life transform to more complex ones with new characteristic, but we a good amount of heritage from the past generation. But how good does this metaphor describe the evolution of knowledge? Firstly, we have to state the fundament difference between knowledge and natural selection. Knowledge is dependent from human control; it need an intention to be change. We need to have the right motivation and passion to evolve, we have full control over it. Whilst natural selection happens almost at random and the change and therefore the evoluti on in natural selection, are often not influenced by the choices of men. The process of natural selection, and the succession of the mutation are very slow, and occurs over hundreds of years. Intellectual evolution, instead is much quicker. When ideas are evolving, they are transformed from existing knowledge and prejudices of the community, through the invention and the discoveries of individuals thanks to technological advances as well as the basis of already existing knowledge; ideas becomeShow MoreRelatedTheory Of Evolution By Natural Selection896 Words   |  4 PagesSummary Theory of Evolution by Natural Selection. According to history, Charles Darwin is the first scientist to frame the theory of evolution by natural selection. It was publish in his book title On the Origin of Species 1859†. 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In fact, it’s just â€Å"as likely, †¦ that we live in a sort of dreamRead MoreEvolution Can Be Scary, Important And Intimidating1618 Words   |  7 PagesConverse over Evolution BIO 4984-001, Dr. Liu Jacob Garver The topic of evolution can be scary, important and intimidating. This was definitely the case for me, as I interviewed my grandmother. When discussing who I intended on interviewing, I immediately thought of my grandma. I wanted to hear her thoughts on the subject as well as her misconceptions. By having a great pre-existing and open relationship, I knew I could count on her for an unbiased and â€Å"real† conversation. My 65 year old grandmaRead MoreThe Theory Of Natural Selection963 Words   |  4 Pages Life is evolution. Humans continuously try to keep up with the latest trends in an attempt to remain relevant in society. In the past ten years, humans have evolved immensely with the introduction, development, and integration of technology into their culture. Virtually everything can be found on the internet. Pictures and documents are being shared through cloud storage rather than being shared directly with a physical document, and doing homework online is now the norm. People have adapted toRead MoreThe Theory Of Science And Technology1454 Words   |  6 Pagesgeologist and naturalist, best known for his significant addition to the science of evolution. He had a theory that all species have inherited traits over time from common ancestors, and in a partnership with Alfred Russel Wallace introduced his scientific theory that this pattern of evolution resulted from an action that he called natural selection, in which the struggle for existence has a similar effect to the natural selection involved in selective breeding. Charles Darwin is important in the developmentRead MoreDr. Charles. Darwin s Theory Of Evolution1714 Words   |  7 Pageshis contributions to the theory of evolution. He stated that all species have descended over time from common ancestors. With his joint publication with Alfred Russell Wallace he introduced the process called natural selection. Darwin published his theory of evolution in 1859 with a book, On the Origin of Specie s; many people rejected his idea of natural selection and his theory of evolution. By the 1870’s the scientific community and the public now viewed evolution as a fact. Darwin’s theories andRead MoreEvolution vs. Creation Science1650 Words   |  7 Pagesdenying this truth, the world will not be able to develop. Evolution is verifiable in comparison to creation science because of the theories, evidence, and the increasing acceptance in today’s society. In order to discuss the irrefutable nature of evolution, one must be able to fully grasp the history of this groundbreaking knowledge. Evolution is often described as a change that has occurred over an extended period of time. The world evolution conjures several theories, â€Å"scientists generally describeRead MoreThe Scientific Theory Of Science And Technology1449 Words   |  6 Pagesgeologist and naturalist, best known for his significant addition to the science of evolution. He had a theory that all species have inherited traits over time from common ancestors, and in a partnership with Alfred Russel Wallace introduced his scientific theory that this pattern of evolution resulted from an action that he called natural selection, in which the struggle for existence has a similar effect to the natural selection involved in selective breeding. Charles Darwin is important in the developmentRead MoreThe Controversial Theory Of Evolution1312 Words   |  6 PagesThe controversial theory of evolution has been prevalent in the minds of scientists, religious leaders, and those who follow since Charles Darwin and Alfred Russel Wallace first made the ideas officially known in 1858. The theory they proposed was that the universe and all organisms within it is constantly changing and adapting to the world around them since the beginning of time. Since Darwin’s and Wallace’s theories were shared, there has been constant disagreement and debate between the scienceRead MoreEvolution Of Life On Earth1667 Words   |  7 Pagesformation 4.6 billion years ago. Life on earth began 3.5 billion years ago, evidence supporting this statement is that the earliest fossils were found from up to 3.5 billion years ago. The following steps are believed to be the major stages in the evolution of life on Earth: 1. The formation of organic molecules Complex organic molecules formed in water on the early Earth. 2. The formation of membranes A membrane developed to isolate and protect the system of large complex organic molecules which evolved

Business Analysis Business Analytics Essay - 1990 Words

Business Analytics is focused on the latest business intelligence tools, technology and trends for business executives who plan, build, and use business intelligence products and solutions. Today great business intelligence and analytic technologies are allowing big companies to go big, go fast, go deep, go cheap and go mobile with business data. Business Analytics is used to analyze large amounts of data by applying statistical tools and techniques in order to generate business insights. The key to this ability is this company’s closed loop of testing, learning, and acting on new opportunities. In this company, Analytics has become such a focus that all analytical people were recently combined into one organizational unit. Thus the extensive use of analytical and business performance has transformed their ability to compete on analytics into a key point of differentiation and lasting competitive advantage. This company had to come up with viability of potential customers in the market, product research, and marketing campaigns and lead generation. All the activities expected of Siemens Healthcare company were attained through the help of analytics. Analysis I had interned in other companies in the past, but none the companies had an elaborate analytical driven marketing campaigns that were result oriented. The very concept of market analytics was new to me. The process enabled the project managers to evaluate the success of the marketing implementation through theShow MoreRelatedBusiness Analysis : Business Analytics Essay944 Words   |  4 PagesBusiness Analytics Business Analytics, is a system that use various techniques and processes to gather information to used be used to make business decisions. The data is used to answer a question. Often this is used in marketing. It helps to take away some of the â€Å"guess work† out of who market will target. 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Change can happen in both your target market and in the industry your business or company belongs to, and for your business to survive and succeed despite these changes, proper business analysis must be conducted at the right time. In such a cutthroat business environment, business analysis is essential in order to maintain competitivenessRead MoreSample Resume : Business Information1244 Words   |  5 PagesUniversity. With the use of business information resources, the information revolution is here - It creates a competitive advantage by providing companies with new ways to outperform their competitors. Knowledge is power and business information companies provide that. The process of involving in t he consolidation, analysis and communication of business information to assist the business decision makings captivates me. Globalization is one of the toughest challenges faced by the business today. The problems

Confidentiality - Nursing Law free essay sample

Nurses must keep confident any information about patient from other parties(Mills 2002) Confidential information is defined as any private information understood not to be shared with a 3rd party(DM 2012) Confidential relationship builds trust, protects patient privacy and patient autonomy. ****Can bring in autonomy and beneficence here if appropriate Core element to all human relationships-basic to build trust, promise or bond, respect for autonomy/privacy, patient recognises own right to privacy. Importance to nursing: Patient more honest and open. Leads to better diagnosis and higher quality of care. Pt more likely to seek helpbetter contact with health services(especially in mental health) Therefore outcomes generally better in a respected confidential relationship. ****Doesn’t fit directly into any section within revision sheet on confidentiality but good to know. Professional and Legal Accountability in Confidentiality: Originally evident in Hippocratic Oath which stated that it was shameful to breach confidentiality. Florence Nightingale said every nurse should be capable of being a confidential nurse, no gossip or vain talker and should only answer to those who have a right to ask. We will write a custom essay sample on Confidentiality Nursing Law or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page IRISH Medical Council agree to above. Also that patients have a presumed right to confidentiality More contemporary codes(such as ABA) also acknowledge principle of confidentiality. Could also bring in here about importance of confidentiality as learning outcome for placement Legislation: Confidentiality protected by law in both court decisions and appeals. Irish courts recognise right to privacy and confidentiality. Irish Constitution-not guaranteed by constitution but acknowledges that privacy is a fundamental right to human life due to Christian and democratic nature of state,ensures dignity and freedom of individual. European Convction on Human Rights-everyone has right to respect for private and family life,his home and his correspondence. B)Qualifying principle of confidentiality Above legislation also stipulates that rights to privacy are excused in the interests of national security,public safety or economic wellbeing of a country. Also prevention of crime,protection of health and protection of others. Even though confidentiality principle holds an honoured place in professional codes and laws serious extenuating circumstances occasionally call for principle to be qualified in some way. Nurses must examine codes and laws,decide course of action to best fulfil obligation as carer professional and citizen(DM 2012) Disclosure with permission: Least controversial where info shared with mdt. This information is still confidential so care needs to be taken. ABA-Info regarding patient health,treatment and history is still private and confidential. Accepted that patient care is communicated but nurses must still exercise professional judgement and responsibility(ABA 2000) Disclosure without permission: More contentious and troubling 4 circumstances-law,interests of patient,in public interest and interest of other individuals. 1. Law Criminal investigations Legal actions-testify in court Infectious Diseases Regulations-obligation to notify public health authorities. 2. Protect Patient Patient with capacity-nurse and patient agree on best interest to disclose info may be in insurance purpose or legal actions where insanity is the defence. Where there is disagreement the nurse is torn between protecting patient from harm and maintaining trust. Evident in cases of neglect or abuse where patient is dependent on this trust. Not considered by Irish courts Patient lacking capacity-Share info with relatives in patients best interests. Pt may be made ward of court-one committee member who makes decision. Can only make minor decision regarding care. Serious decisions made by high court. Where there is evidence that patient did not want to have info shared this must be respected(British Medical Association) Irish Medical Council-Best interests of patient Freedom of Info Act-Info made available if request made my parent or guardian of someone up to age of 18 or is a person with mental incapacity where it is in the best interests of patient. 3. Protect Society Similar to autonomy in that others have the right to live autonomously and safely. Pt confidentiality limited by the legitimate interests of others. This outweighs when non-disclosure threatens the wellbeing of others. Examples-nurse who finds out bus driver has epilepsy or patient with murderous intentions. 4. Protect interest of other individuals ****Tarasoff case NB here Particularly important where the individual is identifiable. Court imposed limited duty to warn a presumed intended victim of a patients aggression(on psychotherapist) Facts of case: Poddar attending outpatient psychotherapy services Admitted violent fantasies regarding Tatiana Tarasoff Psychotherapist found out from another student that Poddar had purchased gun Tried to have Poddar admitted to hospital but this was unsuccessful Poddar then shot Tatiana Tarasoff Parents sued Regents of University of California Defendants claimed could not warn her as this would breach confidentiality Case dismissed but appealed several times Outcome-Once a therapist determines a serious threat to an identifiable person he bears duty to exercise reasonable care to protect Warn victim or tell someone who will Notify police Initiate steps reasonably necessary under circumstances to protect Interpretation by Irish Medical Council Disclosure must be justifiable Protection from death or serious harm Get consent if possible Think if patient kept anonymous will it give same result? Disclose info to appropriate person or body that understands it must be then kept confidential Minimal info Once disclosed inform patient of this C)Duty to warn Law and Professional Regulations clearly stipulate that there is duty to warn those at risk but uncertain whom,when,how,why and what. Who? -person must be identifiable. Risk must be serious danger. IMC state must be to appropriate person who understand info is confidential. When? Why? How? -Urgent circumstances to prevent injury or other damage(Data Protection Action 1988). Seriosu risk of death or serious harm(IMC) What? -Minimalist principle which is only tell a relevant 3rd party the minimum infor that is necessary to achieve end of disclosure(DM 2012) Keep anonymity if still achieves goal(IMC) Breach of confidentiality not done lightly. Serious care and consideration first. ****Question looked at duty to warn vs duty to protect patient confidentiality. Give reason for your answer. There are 2 examples in Dooley and McCarthy Book. If you want to say duty warn more important use the â€Å"Married with HIV† example. Talk about the minimalist principle. Tell necessary info. Mrs. Murphy is in more immediate danger than her husband. Nurse has duty to protect Mrs. Murphy even though she is not her patient. If you want to to say duty of confidentiality more important use â€Å"Living in fear with HIV† example. Congo woman called Chi Chi. She is more immediate danger of death and so are her children more than husbands danger from HIV. Cultural differences between Irish nurse and Chi Chi. Read both cases and decide which more compelling.

The limitations in Diagnosing Colorectal Cancer Essay Example

The limitations in Diagnosing Colorectal Cancer Essay Colon malignant neoplastic disease is the 2nd prima cause of malignant neoplastic disease decease. Most of the instances are sporadic but several familial familial syndromes account for around 5 % of all colorectal malignant neoplastic diseases ( CRC ) . The most common of these syndromes are familial adenomatous polyposis ( FAP ) and familial non-polyposis colon malignant neoplastic disease ( HNPCC ) which is besides known as Lynch syndrome. These make up 3 % of the familial syndromes. Other syndromes include Peutz-Jeghers syndrome and Juvenile polyposis syndrome. This essay will concentrate on the most common familial CRC s. The cistrons that are involved in FAP and HNPCC have been identified. Therefore familial testing can be offered to test for bearer position in these syndromes. Designation of persons who have a sensitivity to CRC is of import to be able to offer them adequate testing to observe tumors at an early phase. FAP FAP is dominantly inherited and is extremely acute demoing a perpendicular transmittal through a household lineage. Its classical phenotype involves the growing of 100s of adenomatous polyps along the colonic mucous membrane. If the polyps are non removed there is near a 100 % opportunity of colon malignant neoplastic disease. The mean age of polyp development and colon malignance is 16 and 39 old ages severally. FAP is found in ~1 per 7-10,000 births in the United States population and histories for less than 1 % of all CRC ( Davidson, 2007 ) . FAP is a monogenetic disease and is caused by the mutant or omission of the adenomatous polyposis coli ( APC ) cistron which is found on chromosome 5. 95 % of APC mutants that lead to FAP is either bunk ( 28 % ) or truncating frameshift ( 67 % ) ( Burt and Neklason, 2005 ) . The staying 5 % is caused by big omissions or rearrangements. The APC cistron is a tumour-suppressor cistron and the APC protein is portion of the Wnt-signalling tract, involved in cell growing control ( Burt and Neklason, 2005 ) . Mutants in the APC cistron hence cause activation of the Wnt-signalling tract and uncontrolled cell growing. There is another discrepancy of FAP known as Attenuated signifier of FAP ( AFAP ) , it has a ulterior age on oncoming ( gt ; 40 ) , less adenomatous polyps ( A ; lt ; 50 ) and a lower hazard of CRC. Some of these patients will hold a mutant in the extreme of the 3 or 5 terminal of the APC cistron compared to those who have extreme polyposis where mutants tend to be in the mid-portion of exon 15. It is of import to be able to separate between the types of FAP to cognize where to test for mutants and how to handle the status. It is besides of import to see a patient s nationality when they present to clinic. This can find their heritage hazard and aid to turn up the mutant. For illustration Ashkanazi Jews have a high prevalence of the I1307K mutant ensuing in a life-time hazard of CRC between 10-20 % . We will write a custom essay sample on The limitations in Diagnosing Colorectal Cancer specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The limitations in Diagnosing Colorectal Cancer specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The limitations in Diagnosing Colorectal Cancer specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Diagnosis Familial testing is of import in households who are at hazard of FAP due the dominant and high penetrance phenotype. As there is a classical phenotype, FAP is easier to name in clinic. In FAP about all mutants consist of shortnesss of the APC protein. This occurs by point mutants, doing either a frameshift by an interpolation or omission, or a nonsensical codon. Familial Testing for FAP is done by bespeaking the presence of a disease doing mutant by a Protein Truncation Test ( PTT ) . Then the location of the mutant on the APC cistron is found by Conformation-Specific Gel Electrophoresis ( CSGE ) , Single-Strand Conformation Polymorphism ( SSCP ) or Denaturing Gradient Gel Electrophoresis ( DGGE ) . Once the location of the mutant is localised the APC cistron is sequenced to place the disease-causing mutant. For those big omissions and rearrangements, Southern Blotting, Array CGH and MLPA can be used for designation. If all of these methods fail to place the mutant, linkage proving to the APC cistron can be done. As it has become cheaper to sequence the APC cistron late many clinics skip the procedure of turn uping the country of mutant and sequence the whole cistron. Deductions The APC cistron is big and the mutants spread along it. This can do it hard to turn up the mutant. As many households have alone mutants it may be hard to make up ones mind if the mutant found is really infective. In fact in patients showing with phenotypical classical FAP, known infective mutants are merely found in 85 % of them. The remainder, although they may hold alterations in the APC cistron it is unknown what these alterations mean. As this information is uninformative it is non possible to give patients a hazard of acquiring CRC or to test their households to be able to except those who are non at hazard. All of the molecular trials used for FAP have their advantages and disadvantages. PTT fails to observe shortnesss that occur at the very terminal or beginning of a cistron and big mutants. Additionally it can non observe missense mutants. However, if it does happen a mutant it is ever disease doing. CSGE does observe more than 90 % of mutants present. SSCP detect s between 60 % -95 % of mutants and DGGE can observe up to 90 % of sequence alterations. Array CGH will lose little omissions and MLPA can non observe balanced translocations and is sensitive to drosss. Therefore some mutants are being missed. Linkage analysis can be between 90 % -95 % effectual in households that have multiple members affected by the disease. The consequences of linkage give symptomless household members the hazard they have of transporting the mutant. However, if these hazards are non below 5 % or above 95 % they are non really utile in clinic. Furthermore non all households will hold multiple affected members to be able to transport out linkage. Additionally decreased protein look may give rise to disease but causative mutants can be really hard to happen because they may be in regulative countries ( Burt and Neklason, 2005 ) . If a patient presented to clinic with FAP phenotype but when tested no mutant could be found on the APC cistron it is deserving proving the MYH cistron for mutants. The phenotype of MYH-associated polyposis ( MAP ) is similar but less terrible than FAP and it is inherited recessively. It is of import to separate between these different types so that the mutants can be identified so other members of the household can be screened. It is besides of import to handle the patient accurately. 25 % of instances of FAP arise as self-generated APC mutants ( Davidson, 2007 ) . Merely kids of these patients would be at hazard of being a bearer of the mutant. However as these patients will hold no household history an inexperient clinician may non recognize the status as being FAP. HNPCC Persons with HNPCC have an increased hazard of developing CRC. It is the most common signifier of familial CRC accounting for between 3-5 % of all instances ( Davidson, 2007 ) . It is an autosomal dominant status and people who inherit the status have early oncoming of colon malignant neoplastic disease ( A ; lt ; 40years ) . Tumours develop chiefly in proximal colon and a individual affected often has household history of colon malignant neoplastic disease or other associated malignant neoplastic diseases such as endometrial, ovarian, encephalon, little intestinal, pancreatic and urinary piece of land ( Davidson, 2007 ) . However there is no typical signifier of phenotype for HNPCC. It is of import though, due to the higher life-time hazard of developing these malignant neoplastic diseases, to name households affected, so that preventive showing can be offered. Diagnosis The first measure to name HNPCC is when a patient nowadayss in clinic. A standard known as the Amsterdam standards was devised over 15 old ages ago which must be met for an person to be clinically diagnosed. This method has been criticised as being excessively stiff. There are now adopted versions of this standard, such as the Modified Amsterdam and Modified Bethesda. These other standards are more inclusive but less specific for HNPPC. When a household is identified as potentially holding HNPCC, they are eligible for diagnostic showing. HNPCC causes a higher hazard of CRC due to a germline mutant of a mismatch fix ( MMR ) cistron. The cell is so unable to treat DNA fix. Mutation bearers exhibit a characteristic phenotype termed microsatellite instability, characterised by enlargement or contraction of short repetition sequences of Deoxyribonucleic acid at multiple venue ( Syngal et al, 1999 ) . Pathogenic mutants have been found at four mismatch fix cistrons ( MSH2, MHL1, PMS2 and MSH6 ) , but so far most HNPCC instances are caused by mutants in either MLH1 or MSH2 ( Muller et al. , 2004 ) . High microsatellite instability is a signal that the MMR cistron is lacking. A tumor is considered MSI high or unstable if more than 40 % of the venue show instability ( Burt and Neklason, 2005 ) . If an MMR-high reading is found, a farther diagnostic trial, Immunohistochemical staining can be used to place which cistron is most likely to be mutated. This looks for the MMR proteins MSH2, MLH1 and MSH6 in the tumour tissue. In 50 % -70 % of instances, mutants in mismatch fix cistrons can be found by DNA sequencing and the larger omissions and rearrangements which tend to be common in HNPCC can be found by Southern Blotting. Southern Blotting will happen the mutant in a farther 10 % -20 % of people, where sequencing could non. Deductions In clinic a diagnosing is dependent on a patient s household history. If the household history fits the Amsterdam or any of the modified standards so they can be identified as potentially holding HNPPC. However this method of naming has possible defects. A elaborate household history may non be given by the patient as they may non be in contact with other household members or they may go forth out information that they do non believe is critical, such as endometrial malignant neoplastic disease. The sensitiveness of the Amsterdam standards is between 54 % -91 % and the specificity is between 62 % -84 % . This means that a significant figure of HNPCC households could be excluded from proving and testing. The sensitiveness of MSI trials are 62 % . Therefore excess cautiousness should be used when construing consequences, particularly negative consequences. In 15 % of sporadic instances of CRC, MSI can be detected. This occurs due to methylation of the 5CpG island in the boos ter part ( Muller et al. , 2004 ) . The consequence of this trial may take you to believe that the proband has HNPPC and therefore them and their households would be at higher hazard of developing CRC. However this is non caused by a heritable mutant in the germline. In add-on this phenomenon exposes a corresponding restriction in the usage of IHC because MLH1 protein look is lost in tumor every bit good ( Lynch et al. , 2007 ) Additionally, dependable consequences for MSI can merely be obtained if adequate cells are right amplified to look at the microsatellite venue. These trials do non pick up all instances of HNPCC as approximately 10 % of IHC trials will be falsely negative, i.e. protein discoloration is present even though the related cistron is mutationally inactivated ( Burt and Neklason, 2005 ) . This could take to the bar of early sensing. Diagnostic intervention can besides give false positive consequences ; this can take to people having testing that do non necessitat e it and this may take to unneeded psychological emphasis. MSI and IHC trials complement each other and therefore both should ever be taken into history. When the cistron is identified that is likely to be mutated, sequence analysis or Southern Blotting can be performed to place the mutant. However this consequence is non ever informative for households as it can be hard to clearly specify a infective mutant. This means that it is non possible to test other household members for a known mutant. Besides in up to 10 % of people a mutant may non be found. Finally when taking an index instance to look for the mutant, the youngest affected individual should be chose. The older a patient is the more likely their malignant neoplastic disease is sporadic. However in a household the youngest affected individual may non hold to be tested. This leaves it harder to accomplish the consequences wanted. Decision The most hard portion of proving for CRC is cognizing who to prove. In FAP there is a clear phenotype but there are discrepancies such as AFAP and MAP. These besides benefit from proving. HNCPP has no clear phenotype and is much harder to estimate who would profit from proving. There are standards set in topographic point to assist this procedure but as mentioned some people are over looked. For both conditions no individual trial is sufficient to place the mutant. Some mutants may non even be identified and therefore it is of import that a adviser non merely measure the patient on their trial consequences but besides on their clinical diagnosing. Trial consequences are non required for disease direction but are helpful for placing other household members who are at hazard. Mentions Burt, R. A ; Neklason, D. , W. ( 2005 ) . Familial Testing for Inherited Colon Cancer.Gastroenterology128: 1696-1716 Davidson, N. , O. ( 2007 ) . Familial testing in colorectal malignant neoplastic disease: who, when, how and why.Keio Journal of Medicine56 ( 1 ) : 14-20 Lynch, P. , M. ( 2007 ) . New Issues in Genetic Counseling of Hereditary Colon Cancer. Clinical Cancer Research 13: 6857s-6861s Muller, A. , Giuffre, G. , Edmonston, T. , B. , Heinmoller, E. , Brodegger, T. , Tuccari, G. , Mangold, E. , Buettner, R. , A ; Ruschoff, J. ( 2004 ) . Challenges and Pitfalls in HNPCC Screening by Microsatellite Analysis and Immunohistochemistry.Journal of Molecular Nosologies6 ( 4 ) : 308-315 Syngal, S. , Fox, E. , A. , Li, C. , Dovidio, M. , Eng, C. , Kolondner, R. , D. , A ; Garber, J. , E. ( 1999 ) . Interpretation of Familial Test Results for Hereditary Nonpolyposis Colorectal Cancer: Deductions for Clinical Predisposition Testing.Journel of the American Medical Association282 ( 3 ) : 247-253 Bibliography Boultwood, J. A ; Fidler, C. ( 2002 ) .Molecular Analysis of Cancer, Humana Press, New Jersey. Chen, S. , Watson, P. A ; Parmigiani, G. ( 2005 ) . Accuracy of MSI Testing in Predicting Germline mutants of MSH2 and MLH1: a instance survey in Bayesian meta-analysis of diagnostic trials without a god criterion.Biometricss6 ( 3 ) : 450-464 Kerr, D. , J. , Young, A. , M. A ; Hobbs, F. , D. , R. ( 2002 ) .ABC of Colorectal Cancer, BMJ, London. Taylor, I. , Garcia-Aguilar, J. A ; Goldberg, S. , M. ( 2002 ) .Colorectal Cancer 2nd edition, Health Press, London Tomlinson, I. , Ilyas, M. A ; Novelli, M. ( 1997 ) .Molecular Geneticss of Colon Cancer. Cancer and Metastasis Reviews 16: 67-69 Walther, A. , Johnstone, E. , Swanton, C. , Midgley, R. , Tomlison, I. and Kerr, D. ( 2009 ) . Familial Prognostic and Predictive Markers in Colorectal Cancer.Nature Reviews 9: 489-499

motorola essays

motorola essays Since it first entered the competitive electronic firm market, Motorola has continued to remain successfully as a world leader in mobile communication technology, ranking as the leading maker of cellular telephones, paging devices, automotive semi-conductors, and microchips that are used to operate devices other than computers. Although it has lost a few battles, Motorola has taken on the Japanese head to head, through these times of Japanese competition. In the 1980s Motorola controlled the emerging U.S, Market for cellular phones and pagers but they werent aggressively focused on competing with the Japanese, even though Japanese firms began to flood the U.S. market with low-priced, high-quality telephones and pagers, leaving Motorola pushed into the background. This is when Motorola heard the call to battle. Managers at first were not sure how they should respond, so they originally decided to abandon some business areas and even considered merging their own semiconductor operati ons with those of Toshiba. After a lot of searching they decided to fight back and regain the firms lost market position. This fight involved two main strategies: First learn from the Japanese, and then compete with them. To carry out these strategies, Motorola executives decided to to set a number of broad based goals that essentially committed the firm to lowering costs, improving quality, and regaining lost market share. Managers were then sent out on missions, mainly focused on Japan, to learn how to compete better. Some manager even observed Motorolas own Japanese operations to learn and understand how it fully functioned; while others focused more on how other successful Japanese firms operated. At the same time, the firm also drastically boosted its budget, R&D, and employee training worldwide. One important thing that executives learned from their trip to Japan after viewing a flag flying outside one of its plants...

What You Should Know About Kants Ethics in a Nutshell

What You Should Know About Kants Ethics in a Nutshell Immanuel Kant (1724-1804) is, by common consent, one of the most profound and original philosophers who ever lived. He is equally well known for his metaphysics–the subject of his Critique of Pure Reason-and for his moral philosophy which is set out in his Groundwork to the Metaphysics of Morals and the Critique of Practical Reason. Of these last two works, the Groundwork is by far the easier to understand. A Problem for the Enlightenment To understand Kant’s moral philosophy it is crucial first of all to understand the problem that he, like other thinkers of the time, was trying to deal with. From time immemorial, people’s moral beliefs and practices had been based on religion. Scriptures like the bible or the Koran laid out moral rules that were thought to be handed down from God: Don’t kill. Don’t steal. Don’t commit adultery, and so on. The fact that the rules came from God gave them their authority. They were not just somebody’s arbitrary opinion: they gave humanity an objectively valid code of conduct. Moreover, everyone had an incentive to obey them.  If you â€Å"walked in the ways of the Lord,† you would be rewarded, either in this life or the next. If you violated His commandments, you would be punished. So any sensible person would abide by the moral rules that religion taught. With the scientific revolution of the 16th and 17th centuries, and the great cultural movement known as the Enlightenment which followed, a problem arose for this way of thinking. Simply put, faith in God, scripture, and organized religion began to decline among the intelligentsia–that is, the educated elite. This is the development that Nietzsche famously described as â€Å"the death of God.† And it created a problem for moral philosophy. For if religion wasn’t the foundation that gave our moral beliefs their validity, what other foundation could there be? And if there is no God, and therefore no guarantee of cosmic justice ensuring that the good guys are rewarded and the bad guys are punished, why should anyone bother trying to be good? The Scottish moral philosopher Alisdair MacIntrye called this â€Å"the Enlightenment problem.† The problem is to come up with a secular–that is, a non-religious–account of what morality is and why we should be moral. Three Responses to the Enlightenment Problem 1.  Social Contract Theory One response was pioneered by the English philosopher Thomas Hobbes (1588-1679). He argued that morality was essentially a set of rules that human beings agreed upon among themselves in order to make living together possible. If we didn’t have these rules, many of which are laws enforced by the government, life would be absolutely horrible for everyone. 2.  Utilitarianism Another attempt give morality a non-religious foundation was pioneered by thinkers like David Hume (1711-1776) and Jeremy Bentham (1748-1742). This theory holds that pleasure and happiness have intrinsic value. They are what we all want and are the ultimate goals that all our actions aim at.  Something is good if it promotes happiness, and it is bad if it produces suffering. Our basic duty is to try to do things that add to the amount of happiness or reduce the amount of misery in the world.   3.  Kantian Ethics Kant had no time for utilitarianism.  He thought that in placing the emphasis on happiness it completely misunderstood the nature of morality.  In his view, the basis for our sense of what is good or bad, right or wrong, is our awareness that human beings are free, rational agents who should be given the respect appropriate to such beings.  Let’s see in closer detail what this means and what it entails. The Problem With Utilitarianism The basic problem with utilitarianism, in Kant’s view, is that it judges actions by their consequences.  If your action makes people happy, it’s good; if it does the reverse, it’s bad.  But this is actually contrary to what we might call moral common sense.  Consider this question.  Who do you think is the better person, the millionaire who gives $1,000 to charity in order to look good in front of his girlfriend, or the minimum wage worker who donates a day’s pay to charity because he thinks it is is duty to help the needy? If consequences are all that matter, then the millionaire’s action is better.  But that’s not what most people think.  Most of us judge actions more by their motives than by their consequences.  The reason is obvious: the consequences of our actions are often out of our control, just as the ball is out of the pitcher’s control once it has left his hand.  I could save a life at the risk of my own, and the person I save could turn out to be serial killer.  Or I could kill someone in the course of stealing from them, and in doing so might accidentally save the world from a terrible tyrant. The Good Will The first sentence of Kant’s Groundwork states: â€Å"the only thing that is unconditionally good is a good will.† Kant’s argument for this is quite plausible. Consider anything you think of as good: health, wealth, beauty, intelligence, etc. In every case, you can imagine a situation in which this good thing is not good after all. A person can be corrupted by their wealth. The robust health of a bully makes it easier for him to abuse his victims. A person’s beauty may lead them to become vain and fail to develop their talents. Even happiness is not good if it is the happiness of a sadist torturing his victims. A good will, by contrast, says Kant, is always good in all circumstances. But what, exactly, does he mean by a good will? The answer is fairly simple. A person acts from a good will when they do what they do because they think it is their duty: when they act from a sense of moral obligation. Duty v. Inclination Obviously, we don’t perform every little act we do out of a sense of obligation. Much of the time we are simply following our inclinations, acting out of self-interest. There is nothing wrong with this. But no-one deserves any credit for pursuing their own interests. That comes naturally to us, just as it comes naturally to every animal. What is remarkable about human beings, though, is that we can, and sometimes do, perform an action from purely moral motives. E.g. a soldier throws himself on a grenade, sacrificing his life to save the lives of others. Or less dramatically, I pay back a debt as I promised to do even though this will leave me short of money. In Kant’s eyes, when a person freely chooses to do the right thing just because it is the right thing to do, their action adds value to the world; it lights it up, so to speak, with a brief glow of moral goodness. Knowing What Your Duty Is Saying that people should do their duty from a sense of duty is easy. But how are we supposed to know what our duty is? Sometimes we may find ourselves facing moral dilemmas where it isn’t obvious which course of action is right. According to Kant, however, in most situations are duty is obvious. And if we are uncertain we can work it out by reflecting on a general principle that he calls the â€Å"Categorical Imperative.† This, he claims, is the fundamental principle of morality. All other rules and precepts can be deduced from it. He offers several different versions of this categorical imperative. One runs as follows: â€Å"Act only on that maxim that you can will as a universal law.† What this means, basically, is that we should only ask ourselves: how would it be if everyone acted the way I’m acting? Could I sincerely and consistently wish for a world in which everyone behaved this way? According to Kant, if our action is morally wrong we would not b able to do this. For instance, suppose I’m thinking of breaking a promise. Could I wish for a world in which everyone broke their promises when keeping them was inconvenient? Kant argues that I could not want this, not least because in such a world no-one would make promises since everyone would know that a promise meant nothing. The Ends Principle Another version of the Categorical Imperative that Kant offers states that one should â€Å"always treat people as ends in themselves, never merely as a means to one’s own ends. This is commonly referred to as the â€Å"ends principle.† But what does it mean, exactly?   The key to it is Kant’s belief that what makes us moral beings is the fact that we are free and rational. To treat someone as a means to your own ends or purposes is to not respect this fact about them. For instance, if I get you to agree to do something by making a false promise, I am manipulating you. Your decision to help me is based on false information (the idea that I’m going to keep my promise). In this way, I have undermined your rationality. This is even more obvious if I steal from you or kidnap you in order to claim a ransom. Treating someone as an end, by contrast, involves always respecting the fact that they are capable of free rational choices which may be  different from the choices you wish them to make. So if I want you to do something, the only moral course of action is to explain the situation, explain what I want, and let you make your own decision. Kant’s Concept of Enlightenment In a famous essay entitled â€Å"What is Enlightenment?† Kant defined enlightenment as â€Å"man’s emancipation from his self-imposed immaturity.† What does this mean? And what does it have to do with his ethics? The answer goes back to the issue of religion no longer providing a satisfactory foundation for morality. What Kant calls humanity’s â€Å"immaturity† is the period when people did not truly think for themselves.  They typically accepted moral rules handed down to them by religion, by tradition, or by authorities like the Bible, the church, or the king. Many people have lamented the fact that many have lost their faith in these authorities. The result is viewed as a spiritual crisis for Western civilization. If â€Å"God is dead,† how do we know what is true and what is right? Kant’s answer is that we have to work these things out for ourselves. But this is not something to lament.  Ultimately it is something to celebrate. Morality is not a matter of subjective whim. What he calls â€Å"the moral law† –the categorical imperative and everything it implies–can be discovered by reason. But it is a law that we, as rational beings, impose on ourselves. It is not imposed on us from without. This is why one of our deepest feelings is reverence for the moral law. And when we act as we do out of respect for it–in other words, from a sense of duty–we fulfill ourselves as rational beings.

Importance of Recruitment and Selection in the Public Sector Essay

Importance of Recruitment and Selection in the Public Sector - Essay Example Alternatively, the organization may outsource the recruiting services from a recruitment centre, which specializes in ensuring that the right workforce with the right skills receives employment at the right time from the organization. However, other HR practitioners has less involvement with recruitment and selection because these activities are delegated to line managers or outsourced, leaving the in-house practitioners limited to a few activities or overseeing the process (Tinzer, 2002:154). Recruitment and selection are the core roles of HR practitioners, although there are other activities that affect the policy of an organization and the external environment. These include business contraction or expansion, employment legislations, skills shortage and the general economic climate. Regardless of the economic climate, the process of workforce planning is not necessarily simple. Organizations must predict workforce requirements in line with future corporate objectives. Over the yea rs, the employment situation has shifted from a seller’s market to a buyer’s market and back again, especially in the public sector, thus the approach and time spent by HR practitioners need to anticipate and reflect this (Adams, 2007:97). This paper seeks to evaluate and analyze the context within which public sector recruitment occurs, as well as the factors affecting recruitment, the impact, and place of employment legislation. Additionally, the paper seeks to provide an overview on the recruitment and selection process in the public sector, considering both skills and activities (Saunders, and Thornhill, 2009:65). Demographics The impact of two factors is evident on the nature of the UK workforce, both with relation to recruitment and selection processes: demographic changes, and the adoption of traditional working patterns, which include significant growth in outsourcing. The workforce is set to diversify in terms of ethnic balance, age, and gender, drawing upon c hanges already occurred (Hyde et al., 2001:137). Concerning gender, there is a continuous trend of more women entering the labour market, raising important issue such as provision of childcare and equal pay. Concerning age, the greater longevity and falling birth rates mean that the about 46% of the UK population will be past 50, compared with only 33% in 2002. The changes in pension will also have significant impacts in this area, forcing many people to work longer. Concerning ethnicity, the government estimates that the net migration will by 2020 account for over 40% of the growth in the labour market (Caplin, and Dwyer, 2000:94). All the above issues are complex and important, thus public sector organizations need to take serious considerations during recruitment and other employment activities. Employers need to attract and retain a diverse workforce (Walliman, 2009:81). The complexity of these issues is evident from analyzing and evaluating one of the elements above: age. To ma ximize the participation of employees from different age groups as well as encourage generational diversity, the needs and expectations of each group will need consideration in designing the jobs, in induction and in recruitment activities into the organization. Although their expectations are not homogeneous, there are

Opening Excises Assignment Example | Topics and Well Written Essays - 750 words

Opening Excises - Assignment Example The teacher then can explain what the term means to the students. This way, the class is already introduced in the subject in a fun and engaging way. The game can be divided into two rounds. The first round is the easy round scoring only 1 point per guess. The second round will be the difficult round and the score is two points. Losing team/s will still have a chance to catch up in the difficult round. There is a catch however. In the difficult round, there are two boxes of papers that will be guessed. The words or phrases that will be guessed by the other team will instead be chosen by the other team/s to make it more difficult. As usual, the other competing teams can also steal the point by correctly guessing the word or phrases by one attempt. The game can also be modified depending on the subject. The words and phrases can be replaced by other words. It can even be used during parties, events and gatherings to break the ice among

Creating My Own School Essay Example for Free

Creating My Own School Essay The benefits of education on the individual person no doubt extend beyond economic effects. Jeremy Behrman and Nevzer Stacey cited that the effects of education â€Å"spread beyond direct economic effects (1). † As such is the case Behrman and Nevser adds, benefits â€Å"include a better way of taking care of ourselves and consequently creating a better society in which to live† (1). Based on this notion, it is important to make education available for everyone regardless of race, color, social status and gender or even physical condition. Education should be a right of everyone and no one should be denied of this right. However, the quality of education has been the focal point in the educational arguments. The report of the United States Government Accountability Office (GAO) cited that although teachers play an essential role in improving the students’ performance, the quality of education especially in areas where poverty is high, remains bad due to teachers’ lack of competency in the subject they teach (1). Thus it remains a burden of the government and of the society to establish schools that will cater to the increasing demand of a quality education. The No Child Left Behind Act was a response to this demand, yet it is clear that there is still a great demand for schools that would cater to the growing need of the society of a quality education for children. It is for this reason that I should like to introduce the Early College Communications (ECC) school which is designed to serve especially working class student and those with special cases. With highly competent teachers duly licensed by the states licensing board, the ECC provides quality education for grades 9-12 that would prepare students to college with a high level of competitiveness and a strong sense of achieving success in life. The school is deeply anchored on the government’s policy under No Child Left Behind Act (NCLBA) which emphasized on the qualification requirements for teachers. Under this act, the GAO report stated that states, districts, and schools are â€Å"responsible for ensuring that teacher meets these requirements† (1). The GAO also stated that the NCLBA â€Å"requires teachers of core academic subjects such as math and science be highly qualified†¦. † (1) The ECC proudly announces that it meets these requirements. The ECC’s philosophy of education is based on the principle that education is for everyone and that everyone deserves quality education. The ECC adopts a method of teaching based on Ramden’s (1992) distinctive ways of understanding teaching that is applicable to high school education wherein the teacher is seen as the organizer of student activity. Kate Ashcroft and Lorraine Foreman-Peck explained that in this method of teaching, the focus of the teaching and learning situation is on â€Å"what the student does† (69) and the role of the teacher is supervisory. In this case, as Ashcroft and Foreman-Peck pointed out, â€Å"the interest of teaching methods is now focused on ensuring that students learn† (69) and the teacher’s main concern is to motivate students â€Å"to be actively engaged† (69). With this method of teaching, the ECC management ensures that all students get quality education as we are implementing strict compliance for teachers to facilitate the student’s learning through motivating them to active and lively participation in the learning activities. As the school is committed to providing quality education, we have also implemented strict guidelines on the selection of teachers. Teachers were thoroughly screened if they have genuine interests in helping students learn regardless of their color, race, social status or physical condition. Thus, we are assuring everyone that the ECC is student friendly and we are very much concern all our student get quality education as they finished their term with us. For students with disabilities, that is, those belong to section two of the definition given by the Individuals with Disabilities Education act of 2004 (IDEA) cited by Roger Pierangelo and George Giuliani which held, (ii) Disorders not included. The term does not include learning problems that are primarily the result of visual, hearing, or motor disabilities, of mental retardation, of emotional disturbance, or of environmental, cultural, or economic disadvantage (1) Students with disabilities that do not include learning problems because of the reasons mentioned in the definition, we encourage them to enroll at ECC as we have highly competent teachers to handle this special class. However, we require students with disabilities to seek certification from the local educational agency whether they responds to scientific, research-based intervention as part of the evaluation procedures. With teachers’ genuine concerns on students with disabilities, their primary aim is to ensure that students with disabilities learn equally with other students. Furthermore, the school facilities are designed for the convenience of these special students. These teachers are licensed by the state to handle special classes and they are skilled in communicating with students with disabilities. Overall, the school is committed on preparing our students to become successful individual regardless of their color, race, social status, and physical condition. The student who could finish their term at ECC will have an early college credit because the school offers subjects that will provide them advantage when they go to college. Thus, with our commitment towards the future success in life of our students, and with efficient and highly qualified teachers we are confident we can lead our students to become competitive, success oriented and determined to achieve their dreams in life. For everyone out there, enroll now at Early Communication College and be assured of a quality education and of an exciting learning situation in the classroom. Work Cited Ashcroft, Kate Foreman-Peck, Lorraine Managing Teaching and Learning in Further and Higher Education Great Britain: Routledge, 1994 Behrman, Jere R. Stacey, Nevser The Social Benefits of Education USA: University of Michigan, 1997 â€Å"No Child Left Behind Act Improved Accessibility to Education’s Information† USA: The United States GAO, 2005 Pierangelo, Roger Guiliani, George A. Teaching Students with Learning Disabilities USA: Corwin Press, 2008

Business Law Antitirust :: GCSE Business Marketing Coursework

Because the field of Business Law is so great, this paper will examine a single aspect of Business Law, that of antitrust action. Specifically, as it is applied to Microsoft, antitrust litigation is raising eyebrows in both the legal and business worlds. There is a hue and cry that antitrust laws as they exist today have outlived their usefulness when applied to cyber commodities and artificial intelligence. This paper will present those opposing viewpoints and attempt to answer the question: are laws wrought in the industrial age applicable to today’s technology? And if so, is the antitrust challenge to Microsoft the tip of the iceberg in Business Law reformation? Antitrust Law Antitrust law attempts to ensure that market competition is protected from an organization or cartel with a monopoly on a given product. Much of antitrust enforcement tries to create a balance between the benefits of coordination and consolidation, such as efficiencies that reduce price or improve quality, and the detriments of market power that can lead to higher prices or reduced innovation. Corporate trusts grew rapidly in the US from 1880 to 1905, creating the atmosphere for President Theodore Roosevelt to launch his now famous trust busting campaigns. The era of antitrust legislation stems from the Sherman Act of 1890. The antitrust laws were based on the constitutional power of Congress to regulate interstate commerce. It declared illegal every contract, combination, or conspiracy in restraint of interstate and foreign trade. The Sherman Act makes monopolization illegal. The two elements of monopolization are: "(1) the possession of monopoly power in the relevant market and (2) the willful acquisition or maintenance of the power as distinguished from growth or development as a consequence of a superior product, business acumen, or historical accident." 1 The Sherman Act was designed to eliminate restraints on trade and competition. It is the main source of antitrust law. While the Sherman Act provided protection against monopolies, Congress determined that it wasn’t quite comprehensive in its’ self. It was supplemented in 1914 by the Clayton Antitrust Act, which prohibited exclusive sales contracts, inter-corporate stockholdings, and unfair price-cutting to freeze out competitors. The Clayton Act of Seal Straugh 1914 makes price discrimination illegal, forbids tying arrangements involving only goods and makes anti-competitive mergers and acquisitions illegal. The Sherman and Clayton Antitrust Acts were made to promote competition between companies making similar products.

My Favourite Book or the Book I Like Most Essay

I can unhesitatingly and boastfully claim that ‘my never- failing friends are they, with whom I converse day by day.’ And these friends, with whom I talk, converse and gossip as a matter of routine, are the BOOKS, that are stacked in our family-library. Their sweet, long company has made me a true book-lover in the real sense. Without any doubt or reservation, I can frankly say that blessed are those, who are in constant company of books. Books never desert us, when we fall prey to evil days, and they never flatter us, when fortune smiles on us. In my life so far, I have read many books including the titles on travels and adventures; biographies and auto ­biographies; love poems and nature poems; novels and stories and plays written by various authors of long standing and good repute. If I am asked to choose the book which I like most, I would go for the novel ‘the old man and the sea,’ written by the world-renowned novelist ‘Ernest Hemingway’ (1899-1961). Hemingway was a highly successful, prolific, U.S. writer of international fame and his novel in question was awarded the coveted Nobel Prize for Literature in 1954. ‘The Old Man and the Sea’, was, actually, brought out in 1952. Naturally and undisputedly, a masterpiece of Hemingway, ‘The Old Man and the Sea’ is a beautiful description of the changing phases in the life of a man. It brings to the mind how the behaviour of acquaintances, friends, Nations and co-workers of a man undergoes a sea change with the drifting of a phase in life. The main character in the novel is an old fisherman, facing the loss of his lost vigour with great patience and fortitude. An expert master fisherman in his hay days, the old man had, in his by-gone days, trained a number of aspiring young men in baiting and catching fish. They had all learnt venturing out into the sea and fight against the ebb and flow of tides under his expert guidance. They not only admired him for his great skill and courage; but heaped upon him praises for his daring nature and tact time and again. He had become a living legend for them. But the time changed in the autumn of his life. He was considered a spent-force and was not in a position to catch any fish on a regular basis even for his own survival. There were no admirers left and the one-time hero had become almost a forgotten story. There were times, when he had to survive on charity of others. However, the old man did not give up easily. He remained firm and unyielding and continued trying his luck with his not till the last moment. He proved himself a brave, struggling fighter. He accepted his fate not in despair but with courage and determination. One day he succeeded in catching a giant marlin; but was not in a position to pull it out. The result was that the catch was eaten by sharks. Besides the story and the over-all plot of the novel, the style of narration and the language are also highly impressive. Hemingway is nowhere bombastic or Johnsonian in the novel On the contrary, his style is greatly forceful with simple and easy-to-understand sentences, having few confusing adverbs or adjectives. This is why ‘The old man and the sea’ is the only book I have liked most.

O and Othello Comparison Essay

‘Othello is one of the brilliant plays written by William Shakespeare. It is the story of man named Othello and how his mind was twisted and manipulated by a man named Iago and how Iago made Othello think that his wife Desdemona was cheating on him with his lieutenant Michael Cassio, which results in many deaths. Tim Blake Nelson has creatively restructured ‘Othello’ into a film to appeal to a teenage audience. It still contains the same central ideas which are racism, jealousy and deception which will be analysed on how they are portrayed in ‘Othello’ and are creatively reshaped in ‘O’. Jealously is one of the main central ideas and is shown through many character but mainly Iago and Hugo and Othello and O. In act 4, scene 5 Othello goes into an eplileplsy fit after hearing the news that Cassio slept with Othello’s wife Desdemona and Othello has lost nearly all control of himself to his jealousy in the play. Nelson has recreated this scene into a Slam Dunk competition where Odin is high on cocaine and Hugo (Iago) has given him the misinformation that Desi (Desdemona) and Michael (Cassio) have been sleeping together. In the novel ‘Othello’, Othello strikes Desdemona in the company of Lodovico, a Venetian nobleman. This very action implies that Othello is so engrossed in his emotion that he simply does not care that other people can see his anger and subsequent violence towards his wife. In â€Å"O,† this concept has been magnified where Odin’s violent actions do not occur in front of one person, but instead in front of an entire crowd of people. Also when Lodovico’s see’s this he is surprised and Othello has to fix his actions â€Å"My lord, this would not be believed in Venice, / Though I should swear I saw’t. `Tis very much; / Make her amends – she weeps† (4. 1. 36) During â€Å"O,† when Odin destroys the backboard and pushes the ball boy down, the crowd simply boos at him. Both responses are appropriate to the contexts they take place in, but both express displeasure at Othello’s actions. To further prove the point that Othello holds no regard for anyone else’s opinion at this point, he ignores the responses in both contexts and continues harboring his jealously. In Shakespeare’s script, Othello continues to rant about how evil he believes Desdemona is: â€Å"If that the earth could teem with woman’s tears, / Each drop she falls would prove a crocodile† (IV. 1. 39-240), whereas in â€Å"O,† Odin remains silent and simply struts around the basketball court with his arms outstretched while the crowd boos him. Both actions hint at the more selfish aspect of Othello’s emotions; by ignoring his surroundings and clinging to his beliefs, he proves that he is thinking more about himself at this point than anything else. In ‘O’ when Odin shatters the backboard it is a visual metaphor for destroying Desi as basketball is something that defines Odin so therefore basketball could be interpreted as a symbol for the things Odin loves and enjoys in his life such asDesi. By having Odin destroy the backboard of the basketball hoop, Nelson illustrates the path that Odin and Othello decided to take, a path that will destroy everything they love, and ultimately themselves. Therefore the image foreshadows their death. Racism is also largely seen in both texts, Shakespeare makes it clear that Othello’s colour has a lot to do with Iago’s problems with him. â€Å"The term ‘Moor’ used to describe Othello at various points in the play. The term ‘Moor’ was widely used as a synonym for ‘Negro’ When Shakespeare describes the elopement of Desdemona and Othello, he makes it appear to be unnatural. He goes so far as to relate their elopement to bestiality. There can be no doubt that Othello’s blackness is a significant part of the play. In ‘Othello’ Desdemona call him the ‘Moor’ and she is his loving and faithful wife whereas when Iago says it, it is offensive. In the film ‘O’ there is a lot of racism, Odin and Desi jokingly discuss their different races. When she disapproves of his use of â€Å"nigga,† he tells her that he is allowed to say it but she cannot even think it. Despite his apparently shallow answer, Odin is â€Å"haunted†¦by a profound self-consciousness about his own blackness†. When Hugo tells Odin that Desi and Mike called him â€Å"the nigga,† This is extremely offensive to and he begins to act out his rage and self-loathing. In ‘Othello the word ‘Moor’ has been replaced by with a the word ‘nigga’ to appeal to younger audiences. Deception can also be seen throughout both texts and especially when Iago sets Cassio up to make Othello hear the Cassio has been sleeping with Desdemona. In ‘Othello’ this scene is set in a jail area whereas in ‘O’ it is set in Iago’s bedroom and Othello is hiding outside the room listening in on the conversation. Nelson has creatively reshaped this scene from early times to the 20th century. During this scene in ‘O’ Cassio talks about Desi as a floosy and talks badly of Odin calling the name Nigga, this in use of language from Michael is the language that teenagers use which is another way Nelson has creatively reshaped Othello. Overall, Nelson has creatively reshaped the central ideas jealousy, racism and deception into the modern film but still keeping the story line. In ‘O’ he has successfully done this by setting it in a high school and making Odin the star basketball player.

Jean Chretien essays

Jean Chretien essays Jean Chrtien's greatest asset as Canada's twentieth prime minister is his long years of experience in Parliament and Cabinet. In government or in opposition, he has served with six prime ministers, held twelve ministerial positions and sat in Parliament for a total of twenty-seven years. When it comes to the game of politics, no one knows better the players and the strategies. The eighteenth child of a paper mill machinist, Joseph Jacques Jean Chrtien was born in Shawinigan, Quebec in 1934, sharing with Canada's first prime minister, Sir John A. Macdonald, the same birthday of January 11. Although his academic achievements were modest, Chrtien's parents were determined to give him good education and he was sent to the classical college in Trois-Rivires. After graduating, he attended Laval University, where he studied law. He was called to the Bar in 1958 and set up his law practice in the working-class district of Shawinigan North. Chrtien had demonstrated an interest in p olitics from a young age. His father was a Liberal organizer and by the age of fifteen, Chrtien was helping to distribute pamphlets and attending political rallies. At Laval he joined the campus Liberal Club. Quebec Liberals were an endangered species in the 1950s; the Union Nationale had dominated Quebec politics for more than a decade, and in 1957, the Conservatives won federally. Nevertheless, Chrtien persevered, campaigning for Liberal candidates in both provincial and federal elections. By 1960, he was principal organizer for Jean Lesage, leader of the provincial Liberal party, in the election that made him Quebec Premier that year. In 1963, Chrtien was asked to run as the Liberal candidate for St-Maurice-Laflche in the federal election. The incumbent was a Crditiste who had won the previous election with a margin of 10 000 votes, nine months earlier. In a hard-fought campa...

Mount Vesuvius According to Pliny

Mount Vesuvius According to Pliny Mt. Vesuvius is an Italian volcano that erupted on August 24* A.D. 79 blanketing the towns and 1000s of residents of Pompeii, Stabiae, and Herculaneum. Pompeii was buried 10 deep, while Herculaneum was buried under 75 of ash. This volcanic eruption is the first to be described in detail. The letter-writing Pliny the Younger was stationed about 18 mi. away, in Misenum, from which vantage point he could see the eruption and feel the preceding earthquakes. His uncle, the naturalist Pliny the Elder, was in charge of area warships, but he turned his fleet to rescuing residents and died. Historical Importance In addition to Pliny recording the sights and sounds of the first volcano to be described in detail, the volcanic covering of Pompeii and Herculaneum provided an amazing opportunity for future historians: The ash preserved and protected a vibrant city against the elements until future archaeologists unearthed this snapshot in time. Eruptions Mt. Vesuvius had erupted before and continued to erupt about once a century until about A.D. 1037, at which point the volcano grew quiet for about 600 years. During this time, the area grew, and when the volcano erupted in 1631, it killed approximately 4000 people. During the rebuilding efforts, the ancient ruins of Pompeii were discovered on March 23, 1748. Todays population around Mt. Vesuvius is about 3 million, which is potentially catastrophic in the area of such a dangerous Plinian volcano. A Pine Tree in the Sky Prior to the eruption, there were earthquakes, including a substantial one in A.D. 62** that Pompeii was still recovering from in 79. There was another earthquake in 64, while Nero was performing in Naples. Earthquakes were seen as facts of life. However, in 79 springs and wells dried up, and in August, the earth cracked, the sea became turbulent, and the animals showed signs that something was coming. When the eruption of the 24th of August began, it looked like a pine tree in the sky, according to Pliny, spewing noxious fumes, ash, smoke, mud, stones, and flames. Plinian Eruption Named after the naturalist Pliny, the type of eruption of Mt. Vesuvius is referred to as Plinian. In such an eruption a column of various materials (called tephra) is ejected into the atmosphere, creating what looks like a mushroom cloud (or, perhaps, pine tree). Mt. Vesuvius column is projected to have reached about 66,000 in height. Ash and pumice spread by the winds rained for about 18 hours. Buildings started to collapse and people began to escape. Then came high-temperature, high-velocity gasses and dust, and more seismic activity. *In Pompeii Myth-Buster, Professor Andrew Wallace-Hadril argues that the event occurred in the fall. Translating Plinys Letter adjusts the date to September 2, to coincide with later calendar changes. This article also explains the dating to A.D. 79, the first year of Titus reign, a year not referred to in the relevant letter. ** In Pompeii Myth-Buster, Professor Andrew Wallace-Hadril argues that the event occurred in 63. Sources Volcanic Phenomena at Pompeii[formerly at www.mnsu.edu/emuseum/archaeology/sites/europe/pompeii.html Pompeii][formerly at volcano.und.edu/vwdocs/volc_images/img_vesuvius.html Vesuvius Italy][formerly at vulcan.fis.uniroma3.it/vesuvio/79_eruption.html The 79 AD Eruption of Vesuvius]

Marketing 521 - Discussion Assignment Example | Topics and Well Written Essays - 250 words

Marketing 521 - Discussion - Assignment Example Moreover, if the employees are made to perceive the organization positively, they become motivated to work in the organization increasing their productivity. The management of an organization may decide on the values and characteristics the organization wants the public to associate it with. When the desired values have been established, they should be translated in to appealing marketing language. The Public relation’s department should then popularize the values among the employees in the organization before publicizing it eternally. Ethics refer to the moral values and principles that guide a person in decision making (Brenkert, 2008). Several ethical issues exist in the field of marketing. Predatory pricing in developing countries by large corporations to drive out competition is an ethical issue. Through this pricing method, competitors are denied their livelihood by large organizations by being driven out of business. Price fixing is another illegal activity in marketing. This happens when traders conspire to regulate prices of commodities so as to remain at a particular level for their mutual benefits. They manipulate supply and demand so that prices favor their profitability. The consumers are left on the receiving side since they have no choice, but to buy commodities at the exaggerated

Network Security Annotated Bibliography Example | Topics and Well Written Essays - 4500 words

Network Security - Annotated Bibliography Example Jackson’s book takes a very specific approach to computer network security at all levels. It examines the importance of network security in organizations and the importance of protecting data. It further analyses the security requirements of an organization and how to meet the desired customer satisfaction by proving them with solutions that make economic sense and those that help protect their data. The classification of data into several states; confidential, normal priority and critical, gives more light to the importance of having secure networks. The book does for a fact live up to the state of being a comprehensive reference to all issues related to auditing and network security. It covers all key areas around network security and those relevant to information security. By and large this is a reliable source and a current source. It has been published in recent years, precisely 2010, and as such the content is still within the valid bounds. This is because the information technology sector changes so fast and if the book was written any earlier the content therein could be to a large extent obsolete. The book further examines and projects the future of networking and specifically security in networks which gives it an edge over the past publications. The book by Jackson is based on facts and reports directly about network security. The research put into the book is objective and for this reason the author has greatly minimized the personal accounts of the subject and opinion. It has well documented facts on security breaches from the world’s largest security devices manufacturers, for example, VeriSign. The author is highly certified person with specific certifications in CISCO equipment. He has a bachelor’s degree in business administration and has authored many whitepapers and initiate innovations of his own under CISCO systems. The source fits perfectly into the research and contains very relevant material to the course work. It is a specific source and does not explore the network security field as a general subject but rather squarely focuses on the nitty-gritty of securing computer networks. It helped narrow down my understanding of network security by providing me direction and grounds to be open minded and a lso recognize facts from fiction in network engineering. Harrington, Jan. Network security: A Practical approach. Massachusetts: Morgan Kaufmann Publishers, 2005. Print. Probably this is the most incisive and educative book about networking security that has been written. In this book Harrington tears a part skills based network security and provides practical examples of network scenarios with security breaches. The constant reference to past security threats to known multinational companies serves as a vivid image of how critical this field is. Harrington gets into the mind of network security professionals and brings out the important role and task of network professionals, in the process she outlines the routine maintenance tasks and schedules necessary and that are required for network administrators. The book is a comprehensive resource for anyone who implements or plans to dive into network security field, including the practitioners and managers. The dual perspective on secu rity: how you need to act in the network inside and how hackers and crackers view your network and want to get inside gives a solid understanding of the subject. Further, readers get hands-on technical advice they need to make it through the field without hustle. The Practical approach used in writing this book makes it a bit subjective since the author writes from his own experiences. However, these experiences have been supported by facts and history information on the subject of network security. The author is also a credible source and has been referenced in numerous books. Harrington has written more than 30 books and has been writing about computers since 1984. She has taught

Final exam - international law Essay Example | Topics and Well Written Essays - 1500 words

Final exam - international law - Essay Example This was in answer to a question certified by the UN General Assembly, "Is the threat or use of nuclear weapons in any circumstance permitted under international law?" The answer was No, nuclear warfare is not permitted. Nevertheless, the Court considers that it does not have sufficient elements to enable it to conclude with certainty that the use of nuclear weapons would necessarily be at variance with the principles and rules of law applicable in armed conflict in any circumstance (The world court and the bomb, n. d) Legally, the above ruling of International court of justice clearly prohibits country B from using nuclear weapons even if country A uses chemical weapons against them. The unique characteristics of nuclear weapons made it more dangerous than the chemical weapons. Chemical weapons have less after effects compared to that of the nuclear weapons. Nuclear weapons can create immense damage even after years of its use on a particular place. Hiroshima and Nagasaki are better examples of the long term damages nuclear weapons can cause not only to human generations, but also to the entire living organisms. At the same time, the question of how can country like Country B defend its sovereignty when countries like Country A uses chemical weapons. ... For example, Iraq was accused of possessing chemical weapons during the Saddam regime. Suppose, Iraq used their chemical weapons to kill Israeli people, how can Israel stay away from using nuclear weapons? That is why the international court of justice stayed away from completely banning the uses of nuclear weapons. A threat or use of nuclear weapons should also be compatible with the requirements of the international law applicable in armed conflict particularly those of the principles and rules of international humanitarian law, as well as with specific obligations under treaties and other undertakings which expressly deal with nuclear weapons (Legality of the threat or use of nuclear weapons, 1996) Â  The international court of justice is of the opinion that use of nuclear weapons result in violation of various international laws like Universal Declaration of Human Rights, Geneva Conventions, The Hague Conventions etc. it urged the countries to think in terms of rule of necessity , rule of proportionality, principle of neutrality etc before using nuclear weapon. In other words, only at unavoidable circumstances like when the country’s sovereignty is jeopardy, Country B can think of using nuclear weapons. Moreover, Country B should attempt to do so only to attain neutrality in the war; not for gaining supremacy. The principles of humanitarian law are applicable both to Country A and Country B. If United Nations failed to stop Country A from using chemical weapons against Country B, then Country B would have no other options left behind. The uses of biological and chemical weapons are prohibited just like the prohibition of nuclear weapons. Under such circumstances, Country B cannot remain silent when their civilian people

Market Segmentation Of Jeans Brand

Market Segmentation Of Jeans Brand The report developed here is a business report that can be used effectively by a company and its management to make their future business decisions. The purpose of this business report is to do market segmentation for a specific brand product that is jeans. This report entails all essential aspects of market segmentation and its process that can be used by a company to identify its potential group of consumers. This report and its results will render a company and its management with specific recommendations for targeting their selected market segment. This business report is an all-inclusive report and can be used effectively by a company to determine its market segmentation approach. The brand product selected for discussion in this report is jeans that can be marketed with core brand attributes like honest, contemporary, fashion, approachable, comfortable, universal, style and independent. The market segmentation of selected brand product is done with the help of different section in which first section includes introduction and information background that involves brand information and industry trends. The next section is about market segmentation and use of different segmentation bases for identifying potential group of consumers. As well, a segmentation table is also used. The next section involves positioning strategy for targeting new jeans brand. Next section involves internal and external influences on primary target market purchasing decision that is man and women. In the end, recommendation related to selection of attribute based positioning, differentiation strategy, persuasive advertising, appropriate channel of communications and selection of distinctive media channels is given so that identify target market audience can be targeted easily and effectively. The report entails all significant information about market segmentation of selected product brand jeans with vital recommendations. Introduction and Background Information The specific brand product selected for market segmentation is jeans that belong to denim jeans industry. The denim jeans industry is the most fragmented out of the total apparel industry. Previously, the premium denim brands were only served for mens and womens but now it has extended to kids racks that shows its demand. The most significant trend in the industry is of colored jeans. In present scenario jeans have become a necessity and every age group people like to wear it. By age factor, sales of jeans have increased substantially in the age groups of 13-17 and 25-34 (Recent Industry Trends and the Competitive Scenario of the US Denim Jeans Market, 2008). By volume, the male jeans shipment market in U.S. has grown significantly in comparison to the womens jeans shipments. Although in last some years, the apparel industry has been critically affected by the global economic downturn but the denim jeans industrys position is comparatively much better. The denim jeans industry is continuing to hold a beneficial position in comparison to other apparel categories and it is due to the longer life span of jeans in comparison to other apparel items. The market downturn situation is handled by jeans manufacturers by reducing their prices as now consumers are more price-conscious. In spite of downturn, the industry is highly competitive as several new brands are entering the market from last few years. Most of the new brands are focussed on premium denim. According to market researchers, it is believed that by 2014 the global Jeanswear market will rise by US$4.6 billion that evidences the potential of jeans industry (Future of the Global Jeans Industry, 2007). The core brand attributes of jeans are honest, contemporary, fashion, approachable, comfortable, universal, style and independent. On the basis of these attributes the selected brand jeans can be marketed easily in a way through which consumer feels that they are getting full value for their money (Recent Industry Trends and the Competitive Scenario of the US Denim Jeans Market, 2008). By marketing jeans on the attributes like independent and comfortable, the company can easily attract more female customers as in present they prefer to be independent. The industry is doing good from last several years and in future it is also about to extend significantly due to the positive trends towards denim from all age groups. In coming future, the industry may be affected by diverse social and environmental factors but it will not be affected too much by political factors (Future of the Global Jeans Industry, 2007). Nowadays political situation of most of the countries are quite stable and this will not make any substantial affect on jeans industry as it belongs to apparel industry that is highly affected by social and environmental factors. In future, the industry may grow due to increasing social preferences of different consumers towards wearing denim. The company if marketed effectively can attain a significant position in the industry and in the minds of its target customers. More and more new brands are entering and attaining significant place that can also be done by the company with specific and well-planned approach. By considering all these trends and a descriptive methodology, the selected product can be marketed effectively with well-planned market segmentation. Market Segmentation From last several years number of trends had keep coming and going but the denim trends are evergreen and perpetually remain in the fashion industry. Although there emerged numerous fashion brands in the apparel industry but the all time favourite brand is denim. The craze of wearing denim jeans is increasing day by day in all age groups and it is all due to the its distinctive attributes. The increasing craze of wearing denims is quite helpful for the company in segmenting its target market. With the help of appropriate segmentation bases the company can easily identify its potential group of consumers or market segments (Kotler, 2002). The ever increasing craze of wearing denim among people evidence that different types of consumers can be made interested in new jeans brand. Consumers from almost all age groups like to wear jeans whether they are males or females. In present consumers like wearing denim from different kinds of purposes like fun, adventure, casual formal approach etc. Every consumer find for different benefit at the time of purchasing jeans. By considering their needs and the benefits they are looking for market can be segmented easily. The most widely used approach of segmentation is geographic, psychographic and demographic segmentation. In addition to this, another significant approach that can be used to identify potential market segments is by looking at behavioural considerations like consumer responses to benefits, use occasions or brands. Afterwards a marketer can associate his product characteristics with consumers each response. By making use of these segmentation bases, it will become easy for the company to identify its potential market segments of its new jeans brand (Lancaster Raynolds, 2005). Among all the above discussed segmentation bases the most significant segmentation bases that can be used by the company to identify its potential market segments are as follows: Demographic Segmentation: For identifying potential market segments the market will be divided among segments on the basis of age, gender and income. With age factor different age groups will be determined that like to wear jeans mostly. In modern era, teens, youngsters and aged all like to wear denim that can be easily targeted by identifying a group. Another significant base is gender and income as new jeans brand can be targeted to males and females and all income groups like low, middle and high class with making variations in brand offering. The selection of demographic segmentation is quite appropriate to identify potential groups of consumers because demographic variables are often associated with consumer needs and wants. Consumer wants and abilities change with age and thus age and life cycle stages are significant variables to identify segments (Baker Hart, 2007). Men and women have different attitudes and they behave differently on the basis of their genetic makeup and socialization. Their shopping behaviour is different and by considering this it will become easy to target new jeans brand. The last basis of segmentation, income group is also quite substantial and is been in use from last several years. Every group of consumers have specific income and buying power and they prefer to buy things accordingly (Proctor, 2000) Behavioural Segmentation: Benefit Sought: Another important basis that can be used to segment market is behavioural segmentation in which potential group of consumers can be identified on the basis of benefits consumers are looking from a jeans brand (Kotler, 2002). The company can target consumers on the basis of benefits like fashion, approachable, comfortable, style and independent. Benefit sought segmentation is a significant approach as it will assist in identifying market opportunities and for determining the value propositions that can be offered to different group of consumers (Kurtz, MacKenzie Snow, 2009). Usage Rate: The next important basis of segmentation is usage rate as every group of consumers have different usage rates. The company can segments its markets into light, medium and heavy product users (Baker Hart, 2007). Like in denim industry heavy product users are youngsters whereas medium and lights users are teens and aged people. By providing special schemes and offers to heavy users of jeans, the company can earn a high profit. For identifying existing profit opportunities usage rate is the most suitable bases of segmentation that can be used by the company (Peter Donnelly, 2002). Potential Group of Market Segments: With the above discussed segmentation bases, the four potential groups of market segments that can be targeted by the company with its new jeans brand are as follows: Teens Consumers ages 12-17: One of the potential market segments that can be targeted are teens as the shopping trends of these group is increasing as never before. This group likes to wear casuals and love to wear ruff tuff jeans that are a symbol of fashionable and style. This group can be easily attracted towards new brand of jeans (Rusty, 2005). Men Women: Another potential market segment that can be targeted is all men and women as in modern era both are highly independent and live with equal approach towards life. In present both the men and women like to wear jeans as they feel it is comfortable and approachable. Both of men and women prefer jeans due to different benefits. High end consumers: The Company can also target its jeans to high end consumers who belong to high class as they prefer to wear premium brands of jeans. With high brand equity and recognition, this group of consumers can be targeted easily. Old age consumers: The next substantial group of customers that can be targeted is old age consumers as nowadays these people also like to wear trendy cloths and be a part of different advanced social circles. By offering light weight jeans, the company can easily target this potential group of customers. Segmentation Table (Jeans) Primary Target Audience: All Men Women One of the substantial primary target markets that can be used by the company is all men and women as nowadays every competitor is offering jeans for all age groups for men as well as for women. The companys brand is new so it also needs to offer basic product to everyone so that it can attain a significant market position and then can target specific market segments. By offering jeans for all men and women will give recognition to company brand that in turn can be targeted to specific market segments for generating high profits. Positioning Strategy The company can position its new jeans brand on the basis of its key attributes of comfortable and stylish wear. By offering jeans on these attributes will assist the company in creating differentiation among its own jeans brand and brand offered by its competitors like Acne Jeans, Diesel, Wrangler and Lee. By positioning on these two attributes will assist the company in attracting its target segments that usually prefer to buy jeans on the basis of these two benefits. By making use of these two attributes will assist the company in positioning its different image in the minds of men and women (Weitz Wensley, 2002). The benefits of attributes based positioning strategy can also be understood with the help of perceptual map that is as follows: Comfortable High New Jeans Brand Lee Diesel Acne Jeans WranglerStylish Wrangler Low High Low The new jeans brand positioning strategy attributes comfortable and stylish will enable us in preparing the attribute based perceptual map. In this perceptual map, it can be observed that the consumers will rate it high on both the defined dimensions in comparison to its other competitive brands (Pride Ferrell, 2004). The attribute-based perceptual map of new jeans brand evidences that it can attain a significant image in the minds of its potential consumers if offered with all essential features and aspects. Analysis of the Internal and External Characteristics of Target Audience Every company markets to different market segments and different group of consumers have different internal and external stimuli that affect their purchase decisions. Every purchase decision of consumers is highly influenced by diverse internal and external characteristics and similar is the situation with selected primary target market of men and women (Kim, Forsythe, Gu Moon, 2002). The selected primary target markets decision to purchase jeans is influenced by numerous internal and external factors that are as follows: Internal Influences An internal influence that may affect identified primary target audience is also known as personal influences. It pertains to the consumers ability to advantage directly from the product or service is going to purchase. These influences include motivation, learning and perception (Solomon, 2009). The identified primary target audience purchase decision of jeans is also affected by all these internal influences. The consumers motivation to purchase jeans is an internal factor, and it may depend on his desire to attain goals associated to other internal and external factors. Like a female may want to purchase jeans for becoming a fashion symbol or more independent through her clothing style. She may need it from her collage wearing purpose or party purpose (Kim, Forsythe, Gu Moon, 2002). On the other hand man may need to purchase it for comfort or becoming trendier. Teens may want to purchase it for becoming approachable and stylish. Every consumers purchase motivations are different that need to be identified before targeting selected primary audience (Ross, 2005). In this way, it can be said that consumer motivation plays a substantial role at the time of making a purchase decision. Every purchase of an individual is influenced by some motivation and nowadays all age groups males and females that buy jeans buy it with unique motive and need (Anderson Vincze, 2006). Another substantial internal characteristic that may influence primary target audience purchasing decision is their perception that appropriates them to rationalize their buying decision on the basis of the perceived outcomes. Like men can buy it by thinking about its use with their idol personality or some well known celebrity. When consumers believe that their role models or idol persons are showing it and making use of it they also prefer to buy those jeans so that they can also reflect similar kind of personality. This evidences that consumer personality also make a substantial affect on his purchasing decisions (Kurtz, MacKenzie Snow, 2009). As well, when consumers learn from others that they used something and found it quite good they also try to purchase that product (Loudon, 2001). The identified primary target market audience may learn about new jeans and is benefits from their friends, family members or colleagues and their social circles. This in turn will also encourage them to buy jeans. In this way, it can be said that the most significant internal characteristics that may influence identified primary target audience is motivation, perception and learning. External Influences: In addition to internal influences, other characteristics that may influence consumers purchase decisions are external influences that include social norms, family roles and cultural values. All these aspects make up external or social factors. All these external factors affecting consumers buying decisions are highly influenced by industry trends and environment (Kurtz, MacKenzie Snow, 2009). The identified primary target markets decision to purchase new brand jeans may also influenced by several external factors in which one significant factors that may influence is social norms. It refers to brand name, company recognitions, new trends in design and fashion etc. If company has well established brand name it may easily influence primary target market audience purchase decisions. Trends to wear jeans in fashion industry is increasing that may also influence target market audience to buy new jeans brand in comparison to available brands. As well, cultural values are another substantial factor that may influence target market audience purchasing decision. Advertising campaigns that boast American-made or trendy stylish products are quite common that are used to attract American consumers (Kotler, 2002). If company also make use of effective advertising that evidenced identified target audience cultural values, it can positively influence their jeans purchasing decisions. The increasing use of advertising for appealing consumers shows that it is most substantial factor that can be used to inspire companys target audience purchasing decisions. In concern to advertising another external factor that can be used to influence consumers purchasing decision is the demonstration of cultural values in the ownership of the product that can be done with the help of message framing (Kurtz, MacKenzie Snow, 2009). By framing a message that includes all aspects of product and its association with its use may effectively influence target audience purchasing decisions. A well-designed message may resolve all queries of consumers regarding their purchase decisions. It should include all benefits a new jeans brand will offer, its price in comparison to other brands and its core brand values. By delivering all these aspects in message, the primary target market audience purchase decision can be influenced significantly (Wang Siu Hui, 2004). Advertising and message framing are most substantial external factors that need to be managed significantly for positively affecting purchase decisions of identified primary target market audience. Recommendations With the help of above discussion and analysis of industry trends, it can be said that for targeting identified audience, it is essential that the company make use of diverse strategies and approaches. For successful targeting, it is essential that the company understand its potential market segment needs and factors that influence them substantially. In addition to this for successful approach to primary target market, the company need to adopt following recommendations: Attribute based Positioning: The company need to position its new jeans brand on the basis of its specific attributes and core brand values. With this only it will become easy for the company to appeal its target market audience in comparison to existing brands of jeans. With the help of attribute based positioning, the company can easily deliver all its benefits to its primary target audience (Kotler, 2002). Positioning through Differentiation Strategy: The Company should position its new jeans brand with the help of differentiation strategy. The most suitable differentiation strategy that can be used is image differentiation that can be done by involving some well-known celebrity or idol personality. This strategy will appeal primary target market consumers by influencing their own personality. Persuasive Advertising: In concern to attracting primary target market audience, it is essential that the company make use of right advertising appeal that should be persuasive advertising. With the help of this advertising appeal, the company can easily create liking, preference, conviction and purchase of its new jeans brand among its identified primary target market (Groucutt, Leadley Forsyth, 2004). Selection of Communication Channels: The next substantial strategy that the management of the company should adopt is related to the selection of appropriate communication channels. In communicating with its selected primary target market it is essential that the company make use of both the personal and non personal communication channels (Fiore, Lee Kunz, 2004). In this way, only it will become able in doing successful communication. Use of Advanced Media channels with Social Media: The company should communicate its brand and its core values to its target market with the help of advanced media channels like print media (newspapers magazines), broadcast media (radio and television), electronic media (web page), network media (telephone and wireless) and display media (signs and posters) (Kelley Jugenheimer, 2008). In addition to this, the company should also communicate its brand and its benefits with the help of social media tools as it is quite popular in present among youngsters and teen agers. By adopting all these, the company easily position its new jeans brand in the year 2011 that will have different significant changes in industry trends and consumers preferences.