Career Plan Building Activity: Reasoning Aptitude

Completing the Career Plan Reasoning Aptitude Survey my profile shows that I could work well in careers where success comes from applying practical skills and where thinking is used mostly to solve practical problems. It also states that I am likely to be attracted to very practical jobs and careers. There are two tabs, Strengths and Opportunities for the results of the Reasoning Aptitude Survey. The first tab Strengths has five bars and out of five bars I received three for each of the six categories. The six category results show I focus on customer needs and satisfaction, sets high standards for both quality and quantity, works in an orderly way, and achieves project goals. I show an interest in new experiences, I am punctual, follows instruction, safety instructions and requirements of their role, adapts to changing circumstances, and I adapt interpersonal style to suit different people or situations. The next tab is opportunities and there are also 5 bars for score and six categories, on opportunities I received one bar out five and I am unable to get the results to these categories. My thinking style can help influence my approach to arguments by being more in tune with the different ways people understand and learn things and how I approach these methods of understanding. Consider how to best respond to others whether it is information for a meeting or another co worker and evaluate how each person will receive the information. By learning how to approach others and understand how each person learns will allow me to be able to communicate persuasively with others and build a rapport with others.

Piazza San Marco and the Architecture of Romance in Summertime Essay

The city of Venice and its monuments function, on the surface, as the framework and backdrop for the storyline in David Lean’s 1955 film, Summertime. The action itself advances as a video travelogue, immediately impressing us with the fundamental role the sea plays for this water community when â€Å"the bus† turns out to be a water taxi and a fire engine a boat. The camera brings us along the Grand Canal, awing us with â€Å"celluloid paintings† of such magnificent examples of lofty Venetian design and decoration as Longhena’s 17th-century Church of Santa Maria della Salute, Palladio’s 16th-century Church of San Giorgio Maggiore, and Antonio da Ponte’s late 16th-century Rialto Bridge in rapid succession. Abruptly, we are returned to the realities of ordinary Venetian life. Passing on foot down centuries-old streets to yet another waterway, we witness a Venetian tossing her household garbage unceremoniously into the canal to be carried away by the tides that perpetually cleanse the city, underscoring again the watery foundation that sustains life in Venice. Yet, Venice is more than a simple frame from which the storyline of the film is hung. Venice defines this love story, enabling the protagonists to escape the constraints of their disparate worlds to a magic place imbued with all the mystery and romance of her eclectic past. Venice is the sum total of ideas and design acquired from its primitive beginnings, through its period under Byzantine rule, its lucrative mercantile contact with the West and East, and its proximity to Rome, as evidenced in the many monumental churches, statues, columns, scuole, libraries, and palaces that were created by the most prominent architects and artists of the Middle Ages and Renaissance. As Spiro Kostof says in The City Shaped (1999), â€Å"The city is the ultimate memorial of our struggles and glories: it is where the pride of the past is set on display. † In the film, as in Venice itself, Piazza San Marco figures prominently. Often, the Piazza is more than a mere backdrop, at times it seems to become a character of its own right. One of the most prominent structures of the Piazza is the Campanile. Originally constructed in the 10th century, the tall brick Campanile with its bronze pyramidal spire seen in the Summertime is actually a 1912 reconstruction of the original as it looked when it collapsed in the early part of the 20th century (Kostof, 1995). Early on, as Jane wonders what she will do alone in Venice, the bells of the Campanile ring out, seeming to call to her, beckoning her to Piazza San Marco and her fateful encounter with Renato. In their last meeting, just as Jane utters the sentence â€Å"I don’t want to forget†¦a single moment† the Campanile begins to chime once more. Summertime is very much about the meeting of two very different cultures, and this theme is reflected in much of the architecture featured in the film. The most famous of all Piazza structures, St. Mark’s Basilica is an outstand example the marriage between the Oriental or Byzantine and Gothic building styles. The elaborate mosaics highlighted in the still travelogue shots, the basilica plan, and the five domes that crown the Basilica are clear manifestations of the Byzantine. The arches of the facade, rounded on the underside with pointed rooflines are an excellent example of the interweaving of the Byzantine love for domes and the pointed Gothic arch. Whereas the sculptural detail, rose windows, and trefoil arches present in the Basilica are part of the building’s Gothic heritage. Such Gothic elements also figure prominently in Doges Palace and the Sansovino Library. Finally, St. Marks’ Basilica, Doges Palace and the Sansovino Library all give nods to the classical orders in terms or proportions, but whereas the Basilica boasts obviously Byzantine capitals, Doges’ are a more convex Byzantine Corinthian hybrid, and the Library capitals are Ionic and Corinthian. The beautiful coexistence of two different traditions so expertly managed in Piazza San Marco allows for the viewer and the lovers themselves to imagine, at least momentarily, that despite the obvious problems (she being only a tourist and he being married), a fairytale-like union might be possible for them as well. Venice has been referred to by contemporaries as â€Å"a theme park on water. † In the film Summertime, the integration of the characteristics derived from Byzantine, Gothic, Renaissance and Baroque styles combine to produce a whimsical wonderland within which fantasies can be lived. To highlight this, the camera returns repeatedly to Mauro Coducci’s 15th century clock tower in Piazza San Marco focusing on its playful mechanical Moor figures, bright blue and gold of the Lion of St. Mark to add a truly whimsical and theme-park-like air to the Piazza. This sense of fun and freedom further adds to the romance of the couples’ time together by establishing it as a separate and safe â€Å"play† space, setting it apart from Jane’s Ohio reality. Both spatially and chronologically, Piazza San Marcos literally frames the romance between Jane (Katharine Hepburn) and Renato (Rossano Brazzi) as they meet in the Piazza and ultimately their last encounter begins there. Significantly, Jane makes Renato take her outside the Piazza to tell him she is leaving. The film goes to great lengths to establish Venice as a fairytale setting, and when Jane explains her reasons for departing so abruptly they echo this notion. Jane says she fears staying to long and ruining the perfect memory they have created. Essentially, though her fear is of the dream fading into reality. Thus, it is understandable that Renato begs her to stay—for him there is no difference because Venice is his reality. And having exited Piazza San Marcos for the final time, the spell is broken, at least enough that, like Wendy, she leaves her Peter Pan in his permanent dream and decides to depart the fairytale land and return to reality, maintaining Venice as a flawless Neverland that lives in her memory. However, unlike Wendy, she had a camera and can look back at her film of the buildings and remember her brief stint in the fairytale land of coexistence. References Kostof, S. (1995). A History of Architecture: Settings and Rituals. New York: Oxford. Kostof, S. (1995). The City Shaped. London: Thames & Hudson. Lopert, I. (Producer), & Lane, D. (Director). (1955). Summertime [Motion picture]. USA: Lopert Films.

analysis of klinefelters syndrome

analysis of klinefelters syndrome Many chromosomal abnormalities occur early in development and involve the sex chromosomes. Klinefelter’s Syndrome falls directly into this category. Klinefelter’s Syndrome is a genetic condition affecting the male population. The following information observes who discovered Klinefelter’s Syndrome and when it was first diagnosed. The etiology or genetic and environmental factors of the condition are discussed as well as complete description of the disability and the clear diagnostic criteria. The affects of Klinefelter’s Syndrome are more recognized in adulthood, when it is typically diagnosed. Many Klinefelter’s patients live out their entire lives without ever knowing they have the condition. Upon conclusion, there should be an adequate amount of information that will give you, the reader, valuable knowledge into the diagnosis and treatment of Klinefelter’s Syndrome. History Klinefelter’s Syndrome was first diagnosed in 1942 at the Massachusetts General Hospital in Boston Massachusetts (Schoenstadt, 2006). Dr. Harry Klinefelter was completing his fellowship at the Massachusetts General Hospital when he was assigned to work with Dr. Fuller Albright, also known as the father of endocrinology (Bock, 1993; â€Å"Klinefelter Syndrome,† 2006). Dr. Klinefelter came to examine nine adult men that had a common set of symptoms during the course of his fellowship (â€Å"Klinefelter Syndrome,† 2006). Dr. Klinefelter organized a case study that involved these nine men and their similarities and was encouraged by Dr. Albright to lead the study (â€Å"Klinefelter Synrome,† 2006). The Journal of Clinical Endocrinology was published in November of 1942 with the completed case study of these nine men’s similar qualities, which Dr. Klinefelter identified as Klinefelter’s Syndrome (â€Å"Klinefelter Syndrome,† 2006). The report written by Dr. Klinefelter on these men described them as hav ing testicular dysgenesis, elevated urinary gonadotropins, eunuchoidism, azoospermia, and gynecomastia, all of which have an effect on the underdeveloped size of the testes, the lack of the amount of testosterone produced by the testes, and infertility (Schoenstadt, 2006; Visootsak Schoenstadt, 2006). With the advanced experimental methodology available, Dr. Joe Hin Tjio and Dr. Albert Lavan found that humans had 23 pairs of chromosomes, confirming 46 chromosomes, which prior to this time there was thought to be 48 chromosomes (Bock, 1993; â€Å"Klinefelter Syndrome,† 2006). This clarification by Dr. Tjio and Dr. Lavan is the basic foundation for modern cytogenetics, the study of chromosomes and diseases originating from

Texts Essay Example | Topics and Well Written Essays - 2250 words

Texts - Essay Example This illustrates direct effect on the performance of the training and education sector (Baum, 2001) The Barnett learning triangle is very significant. It enables the analysis of three main concepts. The concepts are; the society, higher education and knowledge. The influences of the three terms are interconnected. In the present society, they are constitutive partially. The level of tourism programs delivery according to the vocational aspects directed at promotional literatures and also the validation documents may b easily challenged. Undergraduate tourism course have been greatly publicized in recent years, through the internet and the prospectuses, as employment preparation in the tourism and service related sectors, as shown by the 1997 Airey and Johnson study. But, the study illustrated that many tourism lecturers seem to be following the liberal vocationalism approach (Silver and Brennan, 1988). The approach of course delivery that integrates the academic and vocational perspectives, as illustrated by Raffe (1994), illustrates aggressive education approach, in spite of the illustrated aims that enhance the employment preparation perspective. The flexible perspective to directing the vocational programs in HE towards the general work preparation, instead of illustrating explicit tourism jobs has been shown through the introduction of the undergraduate tourism courses. The tourism courses are simultaneously illustrated as providing both education for and about, as shown by Business Studies (Macfarlane, 1994). Tourism lecturers explain that tourism development is determined by two issues. Firstly, concentrating on the knowledge and skills enhancement of the subject; and secondly, on the generation of transferable academic competencies. Jafari (1997) illustrated the development of three classification of tourism in HE. The classes are; tourism, hotel and also hospitality. The classification focuses

Decision Making at General Motors Essay Example | Topics and Well Written Essays - 500 words - 1

Decision Making at General Motors - Essay Example It also acquired poor performing automobile companies like Cadillac, Pontiac, and GMC. The GM extended its acquisition process to Europe where it successfully acquired the Opel (Germany), Holden (Austraila), and Vauxhall (England). The primary reason behind these mergers and acquisitions was to gain market dominance and wage off completion. To markets their car brands, the GM heavily invested in marketing by decentralizing its operations, with each of its founders heading different divisions within the company (Kettering 56). The introducing of price differentiation marketing policy by Sloan marked another milestone for the GM. The pricing policy has taken into account the differences in income of potential customers, thereby ensuring that irrespective of their income levels, clients could afford to buy the GM car brands. Sloan was also responsible for the institutionalization and coordination of proper decentralization systems of the company structure. This move proved effective in ensuring the GM’s central administration body had firm control over its divisional operations, but emphasizing on divisions’ operational independence in line with the goals of the company (Barrar and Roxane 41). The divisions further got divided into sub-groups headed by executives, who are answerable to the GM’s management committee and the CEO. The company also set up policy groups charged with the responsibility of formulating and setting required standards for the GM’s day-to-day managerial oper ations. It is these strategies that made the company very successful. Some of the major challenges in managing multinational and multicultural organizations like the GM entail differences in national orientations and cultural values. For instance, some processes such as manufacturing, engineering, design, human resource, among others were naturally domestic-oriented, therefore varied across the world.  

Changes in National Security Policy with Iran in the Bush and Obama Research Paper

Changes in National Security Policy with Iran in the Bush and Obama Administration - Research Paper Example The US government has changed the foreign policy after the incident of 9/11 2001. Before 9/11 the US policy aimed at creating a protective shield for the prevention of terror attacks on the US soil or people by organized terror groups such as al-Qaeda which has been notorious for being a creation of the CIA and other mass propagandized organizations having origins in the Middle East. After 9/11 the US has changed its foreign policy aiming for active pre emptive military intervention in the targeted nations and pursued a war having no end. The war on terror drama is now set to targeting Iran on the accusation, yet to be proven, that the Theocracy has nuclear ambitions despite the assurances given by Tehran that the country has no ambitions to possess nuclear weapons and only pursues nuclear power for productive purposes. Iran has been considered a hostile state by the US since the last three decades. Ever since the Islamic revolution took place in Iran in 1979 the foreign and national security policies issued by all the presidents of the US till today contained plans and strategies for tackling with Iran as threat to the security of the USA. The security policy of the US government of Iran has been more or less consistent for the last ten years and continues to be so. The national security policy under Bush administration and Obama administration is reviewed in this article and analyzed to reach a reliable conclusion indicating clearly the intent and plan of action of the US government towards Iran which is subject to international sanctions and pressure from the international community including the political and economic powers of modern day. The audience for this work of research includes students of politics, international relations, and other related fields of study along with many other individuals who happen to have interest in

An Empirical Project on The Effect of Variable A on Variable B Research Paper

An Empirical Project on The Effect of Variable A on Variable B - Research Paper Example In this research, the two variables in the investigation is the price of a pair of shoe and its demand in the market. To achieve this, several tools would be in place to determine whether there is indeed a relationship between the price and demand of a commodity. The tool used in this research is the price of elasticity of demand. In calculating the price elasticity of demand, the tool exploits the use of other several factors which have a role in determining demand and price of a commodity. The price of a single type of shoe can influence the demand for that pair in a number of ways. Price is in different stimuli that affect demand. To come up with the right conclusion on the effect of price on demand, certain price factors to be considered include the average price, nominal price, real price, nominal price, price levels and price changes (Landsburg 18). To explore such dimensions of price, it would depend on the data available. The price level refers to the price that is set on a c ommodity in a certain region. To approximate the price level, it is important to use the price index. The nominal value is the value of the commodity in terms of real currency. The real value is a measure of the market purchasing power after some period of time. In determining the estimates for the price elasticity of demand, the following model was in use; wGi= aGi + bGln xi + qGHln pH + †¢ zi + uGi. ... This formula could manipulate the amount of data that would be used to determine the price elasticity of demand for a pair of shoe in the market. An important tool to determine the relationship between price and demand is the study of the price elasticity of demand. The price elasticity of demand is an economic tool that shows the change that exists when there is a change in quantity demanded, on the price of the commodity. In addition, the price elasticity of demand could give a percentage change in the quantity in demand, when the price of the commodity changes by a single percentage. Most of the goods in the market would have a negative price elasticity, thus a negative price elasticity of demand. In many cases, the sign is not that important when analyzing the data. With a price elasticity of demand that is less than one absolute value, the demand is inelastic. This is interpreted as the change that occur at the price have little effect on the quantity that the market would deman d of the good. When the price elasticity of demand is more than one percent, the demand for the commodity is elastic, that is, a slight change in the price of the commodity would result to great change on the good’s quantity demanded (Landsburg 478). The above diagram shows a perfect inelastic price elasticity of demand. (Landsburg 489) The above diagram shows a perfect elasticity. The price elasticity of demand for a pair of shoes would depend on the following factors; if the substitute good is available, the percentage of income, necessity and other factors. As stated above, the price elasticity of demand for a good relates the price of a commodity to its demand. Therefore, when calculating the price elasticity of demand for a pair of shoe

Council of Graduate Students Assignment Example | Topics and Well Written Essays - 500 words

Council of Graduate Students - Assignment Example There is no additional hierarchy amongst the general members. The group is egalitarian in its scope and all the members do have an important role in it. Each general member is expected to selflessly serve the new arrivals at the college and to acquaint them with the institution’s culture and values. In the case of any ambiguity or doubt, the general members can approach any of the five members of the governing body to seek help and advice. Under special circumstances, the governing body may assign special roles and responsibilities to a select group of general members. However, such groups happen to be task oriented and usually temporary and membership of such a group does in no way makes any general member superior to other members. As the membership of this group is open to all the college students and is voluntary in its scope and perspective, hence this group is very close-knit, bound by the common altruistic aspirations to help, guide and inform the new arrivals at the college. No specific norms tend to govern the group activities. However, the group members are strictly expected to not to succumb to any racial, ethnic, religious, or political considerations while serving the new students. In case it is found that any member has gone contrary to such aspirations, strict action is immediately taken, which usually comprises of a strong warning. A repetitive breach of the group policy may invite a tough action like a suspension from the group membership.

Write a management report Assignment Example | Topics and Well Written Essays - 1250 words

Write a management report - Assignment Example a key factor to the growth of the resort and thus it was recommended of creating an environmental friendly ecosystem which was further enhanced by usage of wind to generate more energy to pump to the power grid. Jiminy peak, a snowboarding and skiing resort found in the Berkshire Mountains of the western parts of Massachusetts is the largest resort of its kind in the states of southern New England. Founded in 1948, its offers skiing and snowboarding, outdoor activities such as Mountain bike riding and many more sporting activities. It gained four season resort status in the year 2005 symbolizing its growth. It is strategically placed between some of the biggest cities around, for example, it is just three hours away from Boston and New York City and about an hour’s drive from other major cities such as Springfield, Massachusetts and Albany. Jiminy Peak has grown to become one of the most important ski destinations due to some key factors that play to its favor such as its strategic location between such vast cities, the good managerial decisions being undertaken within this organization leading to its much deserved development. Another factor that makes Jiminy Peak to be a key attraction is the fact that it is very vast, purely because of the developments that have taken place leading to so many activities being incorporated in these 170 acres. The number of snowboarding and ski trails totals to forty five, has three terrain parks six person chairlifts of high speed and nine lifts. Much of the success of this resort is attributed to the marketing teams, who have been able to market the resort and make it accommodate high numbers of sport activity lovers even in the summer. For this purpose, the resort has set up a mountain coaster, the first resort to do so in the whole of the East Coast, they have also managed to put up more summer sport devices such as alpine super slides, gigantic swings and more activities such as bungee jumping, rock climbing, scenic

Conceptual Framework Essay Example for Free

Conceptual Framework Essay The crossing of genders has been a hurdle that society has stumbled to accept since the beginning of time. Early hypotheses about the so-called cause of homosexuality originated from the psychodynamic perspective that men became gay because of a dysfunctional family system in which they were emotionally enmeshed with their mothers and had a distant relationship with their father. As a result, the thought of changing one’s sex immediately becomes a staple of criticism, despite the psychological effect it could have on the individual. Yet, Imani, a man who lives life as a woman, successfully copes with work, intimate relationships, family and peer relationships, and has developed a positive assessment of self. Imani is a resilient, creative, and resourceful individual, who has overcome societal myths that a transgender cannot function normally in society. Thus, this essay will attempt to outline Imani’s life journey and compare it to Hutchinson’s (2008) common risk and protective factors, while revealing how she copes with personal and professional relationships according to Werner and Smith (2001) ratings of the quality of adult adaptation and what she attributes her success. Six Criteria of Coping Understanding and coping with cultural differences becomes crucial when attempting to come out about gender or sexual identity. Social constructionist perspective suggests that â€Å"sexual orientation unfolds within a context of environmental or social influences† (Morrow Messinger, 2006, pp. 61). Growing up poverty stricken, Imani learned to cope at an early age. The eldest of six, Imani grew up without a positive male role model and poor, while dealing with sexual desires for the same sex. â€Å"I use to pretend like I was attracted to girls because that was the normal thing, but since I was twelve, I had sexual desires for other boys† (Imani, personal communication, February 6 2009). Therefore, recognizing her gender identity at an early age, but able to cope with the stigmas of society involved Imani’s ability to reconcile competing demands from the dominant society. In addition, feelings for the opposite sex thwarted Imani from forming peer groups at an early stage in her life. â€Å"Many gay men do not accomplish normal development tasks of adolescence, such as forming a peer group†¦therefore, when experiencing some of the emotionality of teenagers as adults in their twenties or older, there is dissonance between chronological age and developmental tasks they may be struggling with† (Mallon, 2008, pp. 150). Normally, this would have had an unfavorable effect, but, it had a favorable effect on Imani’s life. For example, Imani is a leader in the lesbian, gay, bisexual and transgender (LGBT) community. She mentors young individuals that are dealing with gender identity issues. Imani has also been in a long term intimate relationship for fifteen years; which induces her happiness. â€Å"When I was growing up, being gay was taboo, but, today you can speak out about who you are and feel comfortable, so I’m taking full advantage of every opportunity and helping others who may feel isolated as well† (Imani, personal communication, February 6, 2009). Even in analyzing her relationship with her siblings, Imani is respected and accepted wholeheartedly by her entire family. This could be attributed to two major reasons. Firstly, Imani was a defiant child, but, she also helped rear her brothers and sisters, which established a sense of respect from them early on. She also was defiant and never conformed to the norm when instructed to complete a task. For example, if her mother instructed her to go right, she would go left. Secondly, unlike people in a cohort group born in the eighties, which are more adept to come out sooner rather than later, Imani made her decision to transform at age thirty-eight. â€Å"Coming out is a critical issue in the process of identifying, some people do not go through this process early in life† (Kane-DeMaios Bullough, 2006, pp. 10). For this reason, when Imani revealed her decision to become a woman, she perhaps displayed a defiant attitude, not to mention that her mother was supportive of her decision, likely instilled strength, support and understanding from her siblings as well. As a result, Imani shares a strong and supportive bond with her brother and sisters. Although Imani has been resilient in gaining acceptance from peers and family, her professional success is equally astonishing. Imani’s was employed with Phillip Morris, Inc, when she decided to transform. However, her employers were not accepting of her identity change, so, they increased her workload and refused to give her a stable schedule. To combat this deliberate injustice, she filed a grievance, several weeks later she was laid off. Werner and Smith (2001) noted that one of the main qualities of adult adaptation is work. â€Å"The individual is employed and satisfied with work† (pp. 36). â€Å"My former job was horrible at accepting me for who I was, so I decided to make a move and find employment elsewhere; where the people would make me feel comfortable and I would enjoy what I was doing. (Imani, personal communication, February 6, 2009). Imani is now gainfully employed as a supervisor with a prominent Medicaid service provider. Imani states, â€Å"There’s good energy at work. My colleagues respect me to the upmost and I enjoy helping clients. † Clearly, Imani’s ability to get past the ridicule of a former employee and successfully find employment without becoming discouraged about her gender identity is another emphasis of her resiliency. However, Imani contributes her success to having the courage to live as a transgender to education. Enrolling in VCU’s fine art program during the 70’s broadened my mindset about the world around me and myself, which has helped me become who I am today† (Imani, personal communication, February 6, 2009). Without question, academia can enhance an individual’s perception about the world around them, but, â€Å"the concept of accommodation is an important one in understanding the adaptation of transgender people† (American, 2009,  ¶ 3). Consequently, with Imani having the accommodation of a close knit, supportive family and long term partner has definitely added to her success. Therefore, it is should be pointed out that some risk and protective factors are inherent in the nature of resilient people. Risk and Protective Factors Werner and Smith (2001) noted that even in infancy there was something different about the high-risk children who never developed serious problems. They were active, affectionate, good-natured infants, alert and autonomous toddlers. One protective factor associated with Imani’s success was her development of advanced self help skills, which she acquired early in her life course. For instance, Imani learned early to cope with gender identity issues, despite being reared during a time when homosexuality and cross dressing were deemed taboo. In addition, coping with putting her childhood on hold while helping her mother take care of her siblings, Imani developed an identity of a leader. Evidently, this created strength of mind, which more than likely had an influence on the way Imani set out to accomplish goals or agendas. People who are heterosexual in orientation do not have to ponder on how to develop a heterosexual identity. In contrast, transgender people have as their task the â€Å"development of an identity that runs counter to the heterocentric culture in which they are socialized. † They must â€Å"come to terms with having a sexual orientation that is socially ridiculed, and they must formulate a sense of identity as a transgender person† (Morrow Messinger 2006, pp. 85). Although Imani’s early development of advanced self-help skills has played a pivotal role in her success during her life course, she still faced the risk factor of growing up in poverty. Coincidentally, this did not have a negative effect on her schooling or personal accomplishments. Hutchison (2008) suggest, â€Å" poverty alone is much less of a risk than extended poverty. Imani’s life serves as a perfect example for this suggestion. For example, Imani did not continue the family trend of living in poverty. Determined to set the pace for the rest f her siblings, she rose above the line of poverty in her early twenties. She graduated from high school and successfully obtained a college degree. One could raise the question, if her role as the older sibling, which induced a sense of responsibility, while trying to understand her identity issues, kept her from being vulnerable to the risk of falling off track, because she was preoccupied with the task of taking care of her brother and sisters, rather than the poverty situation in front of her. Undoubtedly, it is apparent that Imani’s deprivations growing up did not lead to a trajectory of failure. Hutchison (2008) points out that positive impact of historical events can reverse disadvantages in a person’s life trajectories. Therefore, being torn between the role of patriarch and matriarch at an early age, clearly, had a positive effect on Imani’s life. Conclusively, Imani’s life has been filled with many extenuating effects of internal oppression at an early age, which she was able to overcome at a later stage in her life cycle. The major turning point in her life was enrolling in college; which has made her a resilient, creative, and resourceful individual who possess much strength. Yet, born during a time when social reform was at its peak, Imani serves as a perfect example of resiliency, success and normalcy.

Direct Marketing Summary

Direct Marketing Summary DIRECT MARKETING Direct marketing is a type of marketing that set sights on establishing and maintaining long term, structural, direct relationships between a supplier and its customers (Hoekstra and Zwart, 1993; Raaijmaakers et al., 1992). A relationship builds up through regular interaction, in which both parties react to one anothers actions. Direct marketing may be adopted at many levels in the distribution chain: producers, wholesalers as well as retailers may choose for direct marketing (e.g. Marshall and Vredenburg, 1988; Voorhees and Coppett, 1983). Developments in information technology, individualization tendencies, rising distribution costs and the increase of dual-income households have been known as the responsible factors for the increased confidence on direct marketing (Pettit, 1987). Direct marketing is escalating at two times the rate of traditional retailing methods (May, 1989). A Time magazine cover story anticipated the number of Americans responding to direct marketing solicitations to be 92 million in 1989 and the dollar amount of purchases to be $183 billion (Time, 1990). According to Statistical Fact Book (1993-1994), the percentage of adults spending $200 or more per year on products ordered through direct marketing rose from 16% to 21% in 1992. As a matter of fact, more money is currently spent on direct marketing programs and solicitations than on magazine or television advertising (Direct Marketing, 1994; Marketing News, 1992). Particularly, direct mail embraces the third largest percentage of all advertising expenditure, increasing from 16% in 1982 to 19% in 1992 (Statistical Fact Book, 1993-1994). In addition, a growing number of firms are now members of the Direct Marketing Association (DMA), including Fortune 500 firms and leading advertising agen cies (Direct Marketing-Annual Survey, 1984; Statistical Fact Book, 1993-1994). The following media can be used to communicate directly with specific individuals and/or households in order to transmit direct marketing offers and solicitations:  § direct mail: an addressed, written, commercial message that is delivered at the addressees by a postal service;  § telephone; and  § interactive devices like interactive TV and Internet. As a result of the growth of direct marketing, the use of direct media, in particular direct mail, increases continually (Direct Marketing Associations Statistical Factbook, 1993). The increase of the use of direct mail also stems from heavier reliance on the medium, both by previous users as well as by new users. DIRECT MAIL Unlike earlier years, when the direct marketing industry was subjugated by small, morn-and-pop businesses, many large firms are now members of the direct marketing industry, including Sears, Montgomery Ward, AARP, L. L. Bean, and Lands End. This has steered an increased level of competition among firms in the industry. The increased level of competition, sequentially, has led to the surplus of consumers with direct mail solicitations, predominantly that of catalogues (Business Week, 1993a; Miller, 1994; Schwadel, 1988; Storholm and Friedman, 1989; Tixier, 1987). Over 64 billion direct mail pieces finished up in consumers mailboxes in 1989 (Time, 1990). In the literature attention has been primarily focused on the selection of households. In contrast, little attention has been given to the optimization of the design of the mailing, although direct mail practitioners often apply the manipulation of characteristics (Hoekstraand Vriens, 1995). Two studies have been concerned with the elements of the direct mail package. Akaah and Korgaonkar (1988) studied the relative importance of risk relievers in a direct marketing offer. They found that direct marketers can enhance the effectiveness by offering money-back-guarantees rather than free trials/samples, by using established manufacturer names rather than unknown manufacturer names, and that both new and established products can be sold by means of direct marketing. James and Li (1993) studied the importance of the design characteristics of the mailing, by interviewing both consumers and managers through a direct questioning procedure asking about the attractiveness of a number of separa te design characteristics of the mailing. However, letting respondents self-explicate the importance of the various design characteristics of a mailing may not constitute an appropriate task for the respondents, and may produce invalid results (e.g. Green and Srinivasan, 1990). Communicating with target audiences through direct mail is an elegant alternative to total reliance upon broadcast and newspaper mass media. Sending information by direct mail gives an opportunity to make contact with target audience in their homes. The payoff of direct mail fit in the potential for reaching larger target audiences competently, the low cost as compared to many other modes of communication, and perhaps most prominently, its flexibility (Murray, et al., 1988). Direct mail has many advantages over other media. For instance, direct mail can engage in precision targeting to a greater degree than other media, it offers the opportunity to personalize to any desired degree, and there is a large flexibility with regard to formats, timing and testing. However, the relative high cost per potential customer, compared to alternative media, requires sufficient response rates to ensure profitable implementation. So, it is important to develop ways to improve the effectiveness of direct mail campaigns. Vriens, et al. (1998) proposed a method to improve the effectiveness of direct mail by determining the optimal mailing design. They proposed two approaches, based on conjoint methodology, to determine optimal mailing characteristics efficiently. First approach presented a model of the consumer response process and second discussed the mechanism to influence the consumer response process. Another approach for improving the effectiveness of direct mail concerns manipulating the characteristics of the offer and the design of the mailing (e.g. Akaah and Korgaonkar, 1988; Fraser-Robinson, 1989; Roberts and Berger, 1989; Throckmorton, 1992; Và ¶gele, 1992). Characteristics that are essential to the design of the mailing relate to its form (size of the envelope, use of graphics etc.) and to some aspects of the contents (style of writing, use of testimonials etc.). In order to be able to manipulate the characteristics of the offer and the design characteristics of the mailing, the direct marketing manager needs to know exactly to what extent the various characteristics of the offer and the mailing influence the behavioral components of the response process. Milne et al., (1993) conceptualize direct mail as an implied social contract between marketers and consumers. Four attributes constitute the direct mail social contract: volume, targeting, compensation, and permission. An examination of public opinion polls [Equifax 1990, 1991; Hume 1991; United States Postal Service 1992] and proposals to change the direct mail environment [Baker 1986; DiTalamo 1991; DMA 1990; Jones 1991; Miller 1991; Westin 1990] suggest that these four attributes are critical to consumer decisions to participate in direct mail social contracts: Targeting— there seems to be universal agreement that the targeting of direct mail needs to be improved, enabling consumers to receive information of interest to them, but not that which they perceive to be too personal or perhaps even offensive. Volume— most consumers have strong opinions about the volume of mail they receive, and the majority of proposals influence mail quantity in some way. Volume varies more than targeting in terms of preferences. Some people would like more mail, whereas others would like less [United States Postal Service 1992]. Permission— the third criteria used to decide whether to enter a social contract relates to how the information provided to complete a transaction is used subsequently. For example, once an organization obtains information about consumers, that information could be considered their property to do with what they wish, including selling it to other organizations. Alternatively, the information could remain the property of the consumer, and no organization would be permitted to use it for any other purpose without the permission of the consumer. Once again, there is disagreement concerning which option is best. Compensation— a final consideration included in the evaluation of the attributes of a direct mail contract is compensation. Some have suggested that consumers receive compensation (e.g., coupons, rebates, special offers) for providing personal information that is used for direct mail purposes [DMA 1990; Westin 1990]. Others have charged consumers a fee to place them on the mailing lists of their choice [Miller 1991]. Milne measured the trade-offs consumers make among these attributes. The results suggest consumers want improved targeting efficiency and lower mail volume, and they are not willing to pay for these improvements. These findings suggest that consumers consider several attributes in their evaluation of direct mail social contracts. Mentioning name on the envelops of direct mail solicitations yield very positive results in terms of consumers response. Dignan Bahnson (1994) carried out an experiment to investigate causes of influence on the effectiveness of direct mail advertising. Direct mail has exposed promise as a method for getting to target audiences that are complex to reach with other mass media advertising approaches. A randomized experiment was performed to estimate the influence of form of postage and address upon the response rate to direct mail. Results specified that there was no considerable advantage from use of first class over bulk rate postage, but the payoff was significantly larger when the envelope bore a name rather than resident or occupant. With direct mail, artistically built-up educational materials can draw the receivers attention towards the solicitation in a manner where there are less competing solicitations than in TV, radio, or newspapers. For audiences with restricted access to mass media, direct mail can be an imperative means of outreach. For example, those people with limited transportation may not come across billboards, posters, and other identical mass media, but they are more likely to obtain regular mail delivery. Additionally, unlike television and radio solicitations, educational materials, sent by direct mail, can be kept for future reference (Gillespie and coworkers, 1983). After all, direct mail put forward an opportunity to expand two-way communication with the target audiences because the mail can be used to encourage the recipient to act in response to the programs information as well. Gerber and Green (2000) conducted an experiment to study the effects of canvassing, telephone calls and direct mail on voter turnout. The experimental tradition harks back to Gosnells (1927) studies in Chicago, which assigned certain city blocks to receive nonpartisan mail reminders to register and vote. Gosnell found that turnout increased by 1% in the presidential election of 1924 and 9% in the municipal election of 1925. Furthermore, the principal experiment to examine the effects of personal canvassing in conjunction with mailings that used varying types of nonpartisan appeals was conducted by Eldersveld (1956; Eldersveld and Dodge 1954) in two Ann Arbor, Michigan, municipal elections. In both cases the effects of canvassing and mail were statistically significant. Gerber launched a series of turnout experiments in which randomly selected households were exposed to mailings, telephone calls, or personal appeals before the general election. The study was designed to measure the ef fect of personal canvassing, telephone calls, and direct mail appeals on voter turnout. To study the impact of direct mail, an experiment was intended to measure the turnout effect of both the number of mailings received and the message conveyed. To gauge the first effect, the treatment group was divided into three subgroups and sent one, two, or three mailings, respectively. The mailings were sent out at three intervals: 15 days, 13 days, and 8 days before the election. The subgroup that received two mailings was sent mail on the two dates closest to the election, and the single mailing was sent 8 days before the election. The findings indicate that personal canvassing is highly effective, much more so than the direct mail and telemarketing campaigns that have come to displace it. Personal canvassing had a far greater influence on voter participation than three pieces of professionally crafted mail delivered within two weeks of Election Day. Less effective than direct mail were cal ls from professional phone banks. Commercial marketers have been the most fruitful client of direct mail (Dillman, D. A., 1978). For them, response rates vary usually depending on the type of good or service promoted and the complexity of the advertisement. Response rates range from 2-3 percent for a simple direct mail advertising of consumer products to 20 percent for mailings that put forward free products as enticement for future orders (Kanuk, L., and Berenson, C., 1975). Direct mail can be executed efficiently by using commercially prepared lists of recipients mailing addresses (Kanuk, L., and Berenson, C., 1975). Such lists are organized from utility company records, telephone directories, voting records, and further sources. Direct mail also gains importance in not-for-profit organizations. These firms define direct mail in their own perspective as â€Å"Direct mail† is the term used to depict the letters forwarded by philanthropic organizations in an endeavor to raise funds for support. In several respects, these letters are not dissimilar from the promotional direct mail sales letters sent out by businesses (Abelen, Redeker, and Thompson, 1993; Bhatia, 1998). Direct mail is a massive business in the U.S., and there are a few not-for-profit organizations that do not use the direct mail advertising medium in one way or another (Torre and Bedixen, 1988). As Abelen, Redeker, and Thompson (1993) indicated, the direct mail letter is the â€Å"most important instrument for communicating the ‘good cause of a nonprofit organization to a wide range of prospective donors† (p. 325). It is in this solicitation that the prospective donor has to be swayed to give money. In a small scale study, com paring Dutch and American direct mail letters, Abelen et al (1993) reveal that direct mail letters do follow general persuasive strategies which can differ from culture to culture. Besides that, direct mail is considered as one of the imperative marketing tools in arousing the significance of health and dietary practices. Direct mail advertising has been used with extensive success by community-based health learning programs. The Minnesota Heart Health Program deployed a form of direct mail as a strategy to stimulate action by community residents at risk for hypertension (Murray, et al., 1988). In his study, 28.2 percent of the community residents who received a single direct mail letter recalled receiving the message encouraging them to focus attention on screening for hypertension by discussing their blood pressure with a physician. Of the 28.2 percent, 12 percent reported taking action and having their blood pressure checked. Moreover, Gillespie and coworkers (1983) conducted a research to study the effectiveness of using direct mail to improve dietary practices. Of 621 eligible families, 24.5 percent were enlisted for the direct mail nutrition education pro gram. Results portrayed that those completing the program improved productive family interactions about nutrition. Race is a leading communicator cue in taking buying decisions from the medium of direct marketing. This may be primarily relevant in the case of industrial direct mail advertising where straight rebuy and modified rebuy purchasing decisions are inclined to be low rather than high involvement (Hutt and Speh 1998). In such instances, peripheral cues (race) have been found to be an imperative factor in attitude formation and change (Petty, Caioppo and Schumann 1983). In exploring the black consumer market, it has been found that the use of black models in print media might determine, to a great notch, who gets the black segment of the buyer market. In the consumer direct mail advertising medium, Wilson and Biswas (1995) found that the depiction of black modals in consumer specialty catalogs was about 4 percent. Each of these studies concluded that the percentages of blacks in consumer studies trailed their representation in society. Stevenson and Swayne (1999) studied the portrayal of blacks in industrial advertising into a new medium, business-to-business direct mail, and endeavor to determine if the representation of African-Americans in this medium is consistent with that found in other print media. Results showed that the percentage of ads portraying blacks was quite close to the presence of blacks employed in the business world. Moreover, it was found that the qualitative portrayals employed in business-to-business direct mail differed from those found in other industrial media. Thus, it appears that business-to-business direct mail advertisers are responsive to the increasing presence of African-Americans in the buying center. On the other side, some researchers contend that very large volume of such mail is acknowledged to cause consumer annoyance (Schwadel, 1988). Also, it adds to consumer concern about invasion of privacy (Williams, 1991). Thus, the consumers who are concerned about too much catalogue or direct mail solicitations are likely to evince negative attitudes toward direct mailing. This emergent perception regarding direct mailing results in the invasion of consumer privacy which has led to limit marketing practices. These restrictions on practices could be evaded if direct marketers segment their markets based on their consumers attitudes toward direct marketing practices. Milne Gordon (1994) form segments that measured consumers attitudes toward privacy and direct marketing. Data was used from a conjoint study that evaluated 151 consumers attitudes toward diverse direct mail environment scenarios (Milne, et al., 1993). Each scenario was explained using four attributes: targeting efficiency, quantity of mail received by the consumer, com ­pensation, and permission. These attributes and levels were selected because each had been included in at least some of the proposals for re ­stricting direct mail practices (DMA (1990), Di Talamo, Nichoias (1991), Dickson, Roger, and Hollander, Stanley (1986), Miller, Annetta (1991), Westin, Alan F. (1990)). Results of the study suggest that consumers differ in their atti ­tudes toward direct mail, and therefore, in what they consider acceptable in terms of direct mail practices. Principally, the Demanding Middle segment is against paying for mail solicitation. In addition, the Demanding Middle seg ­ment reports a high utility for better targeted mail. The Prospective Lobbyists reported they are sent too much mail. Lastly, The New Right group was comfortable with the status quo. As the youngest of the segments, it may be the most contented with the computer age and feel that direct mail is an acceptable way of doing business. This group had the highest rating of direct mail across all three segments. The governing body of the European Community has proposed a far more restrictive direct mail environment. The proposed regulations would prohibit the use of information about consumers without their permission and require that companies notify consumers when and for what purpose this information is forwarded to another party. The regulations would provide for compensation if information about a consumer is misused. While these regulations apply to direct mail in Europe, they have implications for direct mail in the United States as well. This is because they would prohibit the transfer of data outside the European Community unless the receiving country could assure that the previously described measures would be followed (Di Talamo, Nichoias, 1991). Moreover, several researches find out the fact that potential consumer most often experience risk while purchasing through direct mail. Homer E. et al., (1970) determined whether or not consumers perceive greater risk in the act of buying by mail than in buying from a store or a salesman. For 20 products studied, consumers perceived more risk in the mail-order situation than in the store/salesman situation. ATTITUDE Attitudes are favorable or unfavorable dispositions toward social objects, such as people, places, and policies. Attempts to establish the validity of the attitude construct have most often sought to demonstrate positive correlations between measured attitudes and the favorable-unfavorable aspect of observed behavior toward their objects. The frequently weak correlations observed in these attempts define the predictive validity problem for attitudes (documented especially by Wicker, 1969; see also Festinger, 1964, and LaPiere, 1934). A notable accomplishment of modern research on attitudes has been the solution of this predictive validity problem. That is, conditions under which attitudes strongly correlate with behavior have now been well identified (especially by Ajzen Fishbein, 1980; Fazio, 1986, 1990b; Fazio Zanna, 1981; Fishbein Ajzen, 1974; Zanna Fazio, 1982). Myers (1990) summarized these and related programs of research as showing that our attitudes predict our actions. . .if, as we act, we are conscious of our attitudes (Myers, 1990, p. 40, emphasis added). Similarly, in the description of attitude-behavior relations in their recent treatise on the attitude construct, Eagly and Chaiken (1993, pp. 208-211) referred to the importance of attitudes [coming] to mind and the perceived relevance of attitude to action. Although the modern synthesis achieved by the Fishbein-Ajzen (1974) and Fazio-Zanna (1981) research programs is now well established, it is difficult to avoid concluding that the attitude construct lost scope in the process. For those who can remember it, there might be justifiable nostalgia for an era in which Allport (1935) was able to proclaim that attitude was social psychologys most indispensable concept. The following list gives several definitions that have been influential in guiding scholarly and empirical treatments of attitudes, as indicated by their frequent citation in other works. Although the list may appear dated (the most recent entry is from 1962), it nevertheless remains current. Recent works (e.g., Eagly Chaiken, 1993; Fazio, 1986; McGuire, 1985; Petty Cacioppo, 1981; Zanna Rempel, 1988) continue to draw on them and remain within their boundaries. Attitude is the affect for or against a psychological object. (Thurstone, 1931, p. 261) An attitude is a mental and neural state of readiness, organized through experience, exerting a directive or dynamic influence upon the individuals response to all objects and situations with which it is related. (Allport, 1935, p. 810) Attitude is . . .an implicit, drive-producing response considered socially significant in the individuals society. (Doob, 1947, p. 136) An attitude is a predisposition to experience, to be motivated by, and to act toward, a class of objects in a predictable manner. (M. B. Smith, Bruner, White, 1956, p. 33) [Attitudes] are predispositions to respond, but are distinguished from other such states of readiness in that they predispose toward an evaluative response. (Osgood, Suci, Tannenbaum, 1957, p. 189) [An attitude is] a disposition to react favorably or unfavorably to a class of objects (Sarnoff, 1960, p. 261). Attitudes [are] enduring systems of positive or negative evaluations, emotional feelings, and pro or con action tendencies with respect to social objects. (Krech, Crutchfield, Ballachey, 1962, p. 139) The lack of mention of consciousness in this collection of attitude definitions accurately reflects a long scholarly tradition of nonconcern with the distinction between conscious and unconscious operation of attitudes. At the same time, nothing in this scholarly tradition actively opposes either the possibility or the importance of unconscious operation of attitudes. Standing starkly in the above list as suggesting unconscious operation is Doobs (1947) definition, which labels attitude as an implicit, drive-producing response. In spite of Doobs association with a behaviorist theory (Hull, 1943) that had no use for conceptions of either conscious or unconscious cognition, it is clear that Doob did conceive attitude as operating unconsciously (May Doob, 1937, p. 13). Lately, Doob commented, before World War II we all were impressed by psychoanalysis in addition to behaviorism, suggesting that, even though it may have gone unmentioned in many published treatments, the idea that attitudes operated unconsciously was quite acceptable in the 1940s and earlier. That conclusion is supported also by several passing references to the possibly unconscious nature of attitudes in Allports (1935) review chapter. Recent work has established that attitudes are activated outside of conscious attention, by showing both that activation occurs more rapidly than can be mediated by conscious activity (Bargh, Chaiken, Govender, Pratto, 1992; Fazio, Sanbonmatsu, Powell, Kardes, 1986) and that activation is initiated by (subliminal) stimuli, the presence of which is unreportable (Greenwald, Klinger, Liu, 1989). The present analysis of implicit attitudes extends work on automatic activation to explain how the attitude activated by one object can be (mis)attributed to another. An implicit attitude can be thought of as an existing attitude projected onto a novel object. The interpretation of several important existing findings as implicit attitude effects substantially expands the predictive and construct validity of social psychologys attitude construct. It also prompts the empirical search for further members of the potentially large class of implicit attitude effects. In the domain of attitude chang e, two recent theoretical analyses (Chaiken, 1987; Petty Cacioppo, 1986) have distinguished relatively thoughtful (central or systematic) from relatively thoughtless (peripheral or heuristic) roles of cognition in persuasion. The implicit processes conceived in the present analysis are, in part, subsumed by the notions of peripheral or heuristic processing, but also involve processes operating even further from the range of conscious thought than conceived in these analyses. Several researches on the attitude of people towards direct mail revealed that people evinced positive attitude towards direct mail. Implied social contract provides a basis for evaluating attitudes toward direct mail and temporal changes in attitudes. On the attitudinal questions a four-component solution revealed the following dimensions: (1) favorability towards direct mail, (2) direct mail seen as a resource, (3) list management concerns, and (4) environmental concerns. Respondents concerned about list management and the environmental impact of direct mail. Report a somewhat favorable attitude toward direct mail on average, but do not strongly view it as a resource. (Milne Gordon, 1993) Although it is appealing to infer consumer attitudes by directly observing behavior (e.g., patronage/non-patronage of direct marketing products), it is often difficult and subjective to draw conclusions about attitudes from behavior. A consumer observed purchasing a given product might have done so to take advantage of a special deal on price rather than because he/she particularly liked the product. Moreover, the relationship between attitude and intention lends itself more readily to cross-sectional research than the relationship between attitude and future behavior. Indeed, the viability of patronage intention as a surrogate measure of future behavior is well established in the literature (Darden and Lush, 1983). Furthermore, the theory of reasoned action (as noted previously) suggests that consumer behavior is influenced by intention to engage in the given behavior. Intention, in turn, is influenced by consumer attitudes toward the stimulus (Ajzen and Fishbein, 1980). The results of the study by Bagozzi (1982) suggest that attitudes influence behavior but through intention. Additional support for this direction of linkage is provided by Bagozzi (1992) and Korgaonkar, Lund, and Price (1985). However, the linkage from intention to attitudes remains to be empirically established. Articulation of the norms that govern the direct mail social contract is useful in understanding why attitudes toward direct mail are changing and how they might evolve in the future. Norms have played an increasingly important role in shaping the direct mail environment and can be expected to do so to an even greater extent in the future. Illustrations of this are the growing percentage of customers who are aware of how information obtained through transactions is used by organizations [Equifax 1991], calls for consumers to receive compensation for their information [Westin 1990], and the practice of businesses charging a fee to provide certain types of offers (i.e., mail order catalogs). Because different types of individuals operate using different sets of norms, they will evaluate the attributes of the direct mail environment differently. Norms guiding the behavior of the majority of individuals and those who are most vocal in their opinions regarding direct mail can be expected to guide the evolution of the direct mail environment. However, researchers strived to identify the dimensions that derive knowledge of consumers attitudes toward direct marketing and the factors that underlie their attitudes but most of them have neglected the domains that determine the attitude of people towards direct mail. The significance of such knowledge lies in the fact that attitudes influence most aspects of consumption behavior (Ajzen and Fishbein, 1980; Sheppard, Hartwick, and Warshaw, 1988). As such, knowledge of consumer attitudes and their determinants is vital to the proper identification and implementation of corrective measures. This notwithstanding, not much empirical research has been conducted on the topic- exceptions being the studies by Jolson (1970) and Lumpkin, Caballero, and Chonko (1989). Moreover, neither of the two studies focused directly on the determinants of consumers attitudes toward direct marketing. Ishmael R Akaah et al., (1995) explored empirically the influence of shopping orientation factors as determinants of consumers attitudes toward direct marketing and the linkage between their attitudes and intention to patronize direct marketing offerings. The study results indicate that four of the five shopping orientation factors examined significantly underlie consumers attitudes toward direct marketing, i.e., too much direct mail, like to examine product before purchase, retail people are pushy and past direct marketing experience. The results also suggest that consumers attitudes toward direct marketing significantly influence their intention to patronize direct marketing offerings but not vice versa. Fishbein and his associates attitude model have received the greatest amount of attention (Ajzen and Fishbein, 1980; Fishbein and Ajzen, 1975). Accordingly, the framework adopted here is Fishbeins attitude towards object model (Fishbein, 1963; Fishbein and Ajzen, 1967). Concerning direct marketing, Fishbeins attitude-toward object model would suggest that consumer attitudes are a function of how positively or negatively its various attributes are evaluated. Thus, consumers overall attitudes toward direct marketing would be positive if they relate positively to direct marketing attributes and negative if vice versa (Ajze

Wuthering Heights Summary Essay -- essays research papers

Set in the wild, rugged country of Yorkshire in northern England during the late eighteenth century, Emily Bronte's masterpiece novel, Wuthering Heights, clearly illustrates the conflict between the 'principles of storm and calm';. The reoccurring theme of this story is captured by the intense, almost inhuman love between Catherine and Heathcliff and the numerous barriers preventing their union. The fascinating tale of Wuthering Heights is told mainly through the eyes of Nelly Dean, the former servant to the two great estates, to Mr. Lockwood, the current tenant of the Grange. The tale of Wuthering Heights begins with the respectable Earnshaw family. After a his trip to Liverpool, old Mr. Earnshaw returns home to Wuthering Heights with 'a dirty, ragged, black-haired child'; named Heathcliff. As he grows older, Heathcliff, to the dismay of Hindley Earnshaw, usurps the affections of not only Hindley's father, but also that of his younger sister Catherine. Thereafter, in part due to his jealous behavior, Hindley is sent away to school. Years later due to old Mr. Earnshaw's death, a married Hindley returns, now the master of Wuthering Heights. Intent on revenge, Hindley treats Heathcliff as a servant and frequently attempts to break Heathcliff and Catherine's unique bond. Before Hindley can do more harm though, Fate seems to step in. Due to a leg injury, Catherine is forced to stay at Thrushcross Grange, the neighboring estate of Wuthering Heights, where she consequently meets...

Walker Percys The Moviegoer Essay -- Walker Percy Moviegoer Essays

Walker Percy's The Moviegoer Walker Percy is the author of The Moviegoer, which is written about a young man named John Binkerson Bolling otherwise known as Binx. He is the main character who grows up in New Orleans. He is a moviegoer who is on a search but the object of his search is not clear. The people he encounters help him along the way, especially his stepbrother Lonnie and an African American man. The Moviegoer takes place during Mardi Gras when Binx discovers that something more is needed in his life. The story begins with Binx receiving a letter from his Aunt Emily saying that they need to have a talk. This talk is about his cousin Kate who Aunt Emily is worried about. She has been â€Å"moping around the house† ever since her fiancà ©Ã¢â‚¬â„¢s death and Aunt Emily wants Binx to cheer her up (28). She wants him to treat Kate as he did before and joke around with her to make her laugh and smile. She has been staying inside and has not interacted with people in a while. On Binx’s way to his aunt’s house, â€Å"the idea of a search occurs to† him (13). â€Å"The search is what anyone would undertake if he were not sunk in the everydayness of his own life. To become aware of the possibility of the search is to be onto something† (13). But what exactly is Binx onto? Binx doesn’t know and doesn’t reveal the purpose of his search because he fears â€Å"exposing (his) own ignorance† (14). Is this search about God? Binx â€Å"hesitates to answer, since all other Americans have settled the matter for themselves and to give such an answer would amount to setting himself a goal which everyone else has reached – and therefore raising a question in which no one has the slightest interest. For, as everyone knows, the polls report that 98% of Americans believe in God and the remaining 2% are atheists and agnostics – which leaves not a single percentage point for a seeker† (13, 14). Binx’s search continues through his attraction to the movies that â€Å"are onto the search, but throw him further from the truth. The search always ends in despair† (13). The movies are a way for him to fill the emptiness in his life. They give him incite into others lives and into his own life. â€Å"Before I see a movie it is necessary for me to learn about something about the theater or the people who operate it, to touch base before going inside† (74). This helps him learn more about how others live and lear... ... wants with his life. He does not need to be as religious as Lonnie but he has choices. Lonnie is willing to fast even though he is very sick and this gives Binx faith that anything is possible if you put your mind to it. Even on Lonnie’s deathbed, he is content. After his â€Å"half-brother Lonnie Smith died of a massive virus infection which was never positively identified,† he is asked what will happen to Lonnie (237). The children ask Binx, â€Å"When Our Lord raises us up on the last day, will Lonnie still be in a wheelchair or will he be like us?† and he responds with, â€Å"he’ll be like you† (240). This he may not act in a religious way but at least he does not deny the Lord. So even though he is not all religious, he has taken the faith of Lonnie and directed it into his life. Lonnie’s belief in the long run affects Binx and helps him so many times in his search. He started as a moviegoer, living his life through the movies and now he realizes he can live his life through his actions. He was inspired by one he knew very well and by others everyday actions. He was inspired for the better and hopefully his new profession and wife will fill the void that he’s been feeling for so long.

Icarus and the Myth of Deconstruction :: Essays Papers

Icarus and the Myth of Deconstruction In all three texts, it is the act of analysis which seems to occupy the center of the discursive stage, and the act of analysis of the act of analysis which in some way disrupts that centrality. In the resulting asymmetrical, abyssal structure, no analysis -- including this one -- can intervene without transforming and repeating other elements in the sequence, which is not a stable sequence. Barbara Johnson "The Frame of Reference" The Critical Difference 1. Introduction Among its detractors, literary theory has a reputation for sinful ignorance of both literature and the outside world; literary critics either overemphasize the word at the expense of context (as in formalistic criticisms) or overemphasize context at the expense of the word (as in political and historical criticisms). However, deconstruction holds a particularly tenuous position among literary theories as a school that apparently commits both sins; while formalistically focusing on the words on the page, deconstruction subjects those words to unnatural abuse. Thus, deconstruction seems locked in the ivory tower, in the company of resentful New-Critical neighbors. Such charges have received insufficient response from deconstruction's top theorists who, though they define and redefine the basic tenets of their approach, fail to justify such an approach in the world. They have explained their purpose, but not their motivation. With this desperate need in mind, then, embarking on any new piece of deconstruction poses a twofold demand: to not only seek to unfold new facets of a text (or texts) through a deconstructive lens, but to aim that lens outside of literature and show its implications in society, away from any ivory tower. Ovid, Pieter Brueghel and W. H. Auden have (inadvertently) created a lineage convenient to these demands. In Ovid's myth "Concerning the Fall of Icarus" from Metamorphoses[i], he created a character that has become an icon, several millennia later. Pieter Brueghel adopted the icon in the sixteenth century for his painting Landscape with the Fall of Icarus, which then received famous treatment in the twentieth century by W. H. Auden in his poem "Musà ©e Des Beaux Arts." These three works provide a beautiful, laboratory-quality arena in which to apply various deconstructive ideas: Jacques Derrida's theories of translation and the "dangerous supplement" and Roland Barthes' conception of the myth as language. However, such an inheritance necessarily extends to include the critical work that draws it together.

Case Study of H.B. Fuller Essay

Question No 1: Is H.B.Fuller responsible for the addiction of street children to its Resistol products? Do you agree or disagree with the statement that the social conditions in Honduras and Guatemala are ultimately responsible for misuse of H.B. Fuller products and that neither the product nor the company is to blame? Do you agree or disagree that a parent company is not responsible for the activities of its subsidiaries? Explain your answers full. a) I don’t think that H.B.Fuller is responsible. Because the thing is that they’re just doing their business and nothing else. It’s their right to do whatever business they want. It is just like that when you go to the well, if the dog fell into the well so what we can do then? The company is just concerned with the business of producing glue. To maintain the status of the company, they need to use best chemicals out of best. It is the duty of the company to maintain the quality. If there isn’t any substitute o f that glue then they’re helpless. They can’t hang their company. b) If we talk about the children who were affected by the habit of sniffing the glue, children can understand what is right and what is wrong if they’re the part of the company. If they’re sniffing the glue, it is up to them. Company never said about that. To sniff the glue is their action why the company should be blame? c) Of course! I’m agreeing with the statement that H.B.Fuller is not responsible for the activities of its subsidiary. To let the children know about the duties and precaution is the responsibility of the company. If the children are habitual of this thing, then I just want to say that it’s very hard to get rid of any type addiction. One more thing that I want to discuss is that when I’m drinker then what’s the problem with you? I know about the side effects of this thing. So in this case, company is parent it is right but they’re not taking work from the children for the sake of Allah. Company is paying for what they are doing for the business. Question No 2: In your judgment did H.B.Fuller conduct itself in a morally appropriate manner? Explain your answer. In my point of view, It’s I think a good step which the company taken that they stopped selling of that glue in small jars. If the glue is available in small jars, children have the maximum chance to buy that glue because it is affordable for them. When the company is selling that glue in large size of containers, it becomes much easier to protect the children from using the glue. Because large size of containers must not be in reach of children. We’ll not go for utilitarianism because life is the only thing which is priceless. Company should care about the health of children. They did a good job but it costs the company very much. After all they are running their business in a very large scale having revenue more than $1 Billion (1995). They have found the safe way to protect themselves from winding up the company. Question No 3: What, if anything, should the company have done that it did not do? After considering the whole case, we have got something which is not done by the company but the company should do. The company should advice the children about the use of this glue and also aware the government about this product. I think, after advising the children there might be less chances of spreading disease. Children could be protected from the harmful outcomes. There are some more points which should be taken into the account by the company: †¢ Company should mention the precautions on their product about the usage of the product. †¢ Company should start the campaign regarding the usage of the product. †¢ Company should advice the children time to time about the usage and drawbacks of the product.

Copyright Law Case Study

Music Business Music Technology & Production Year 3 K00121700 Case Study Ronan Mitchell Abstract Copyright Law is an important entity within the music industry. It protects the owner of authorship from infringement. Infringement arises when the copyright owner’s work is used without their consent. Although sounds cannot be copyrighted, some cases have shown that the argument of copyrighting one’s voice can sometimes hold weight in a court of law. Singer Tom Waits sued snack manufacturer Frito Lay for hiring a singer to impersonate him in an advert.Mr. Waits felt that his artistic copyright had been infringed upon. Frito Lay’s defense argued that a voice cannot be protected by copyright law as it is a sound and not a musical piece of work. They referred to a similar case involving Bette Midler in which she sued Ford motors for using an impersonator in a commercial to imitate her voice. Although Midler lost the case, it created ambiguity over the issue of an artist ’s right their voice, if they believe it to be distinctive. Tom Waits, unlike Bette Midler, won the lawsuit and earned him $2. 6 million.This case served to highlight the complexities involved with advertising agencies using, not only an artist’s work, but also their identity. Introduction The music industry is notoriously rife with legal disputes. Many of these are due to infringement of copyright. A grey area arises, however, when it comes to advertising. In a lot of cases, an artist will gladly accept royalties and/or remuneration to have their song featured in an advertisement. But in certain instances, artists will have strong opinions about having their music feature in an advertisement.When this happens, advertising companies who use this artist’s work can find themselves in the middle of an ugly legal dispute. This case study endeavors to discuss some of the legal complexities involved when advertising companies use an artist’s musical work. Sever al cases exist in the United States where advertising agencies ran into legal disputes over music featured in an ad, even when not infringing upon standard copyright laws. I have chosen two cases to cross examine to highlight certain legal problems that certain advertising companies face.The first case examined for this study is Tom Waits Vs Frito-Lay, Inc. In this case Tom Waits sued the Frito-Lay snack manufacturer and their advertising agency for voice misappropriation and false endorsement. Despite not infringing on any copyright laws, Waits won the case and was awarded $2. 6 million in compensatory damages, punitive damages and attorney’s fees. (Roesler, 1992). The second case examined in this study will look at is Bette Midler Vs Ford Motor Co. This case, which preceded Waits lawsuit, is almost identical in that Ford’s advertising agency, Young & Rubicam, Inc. hired an unknown singer to impersonate Midler on a version of her track â€Å"Do You Want To Dance†. (Lurie, 1994) Midler took legal action and sued Ford for $10 million, also citing voice misappropriation. Unlike Tom Waits case, US District Judge A. Wallace Tashima ruled against Midler, stating that the evidence presented wasn’t sufficient and that a voice is not a copyrightable entity (Los Angeles Times, 1989) Study To better understand the legalities that face companies in these instances, we must first develop a better understanding of what copyright law entails. In short, Copyright is a property right.It is a set of laws and regulations set in place to protect to form of expression of ideas. The ideas themselves cannot be protected by such laws. The idea must take on some tangible form, such as a recorded piece of music, a produced film, piece of art, etc. The owners of these rights are protected by copyright law from anyone who would copy their work and reproduce it for their own monetary gain without the owner’s express permission. It is the owner of the co pyright who may authorize the use of their work by another party, but only they only reserve the right to do this at their discretion. Neff, 2012) Naturally, as there are many different mediums for expressing ideas, copyright law is divided into many different subsections. This is to cover all vessels for creative expression. On a simple scale, copyright subsists in four sections; Music, Film and Broadcast, Literary Publication and Original Databases. The music subset consists of Musical, Literary, Dramatic or Artistic Works. The musical copyright covers works of music that do not contain words. How notes are arranged to form melodies, song structures and chord progressions are protected by this copyright.Certain musical elements are not protected by this. If a guitarist has particularly unique guitar tone, he cannot have this protect by a copyright. A specific tone is not a tangible musical work and therefore cannot be protected. However, if the same guitarist recorded an original piece of music with that guitar tone, this recording is now a tangible body of work and can be protected by musical copyright. It is the music itself that is protected. Not the sound. (Neff, 2012) This is a particularly interesting element of Tom Waits lawsuit against Frito-Lay.The defendants argued that the â€Å"voice misappropriation† case was invalid as one cannot own the rights to certain style of singing. (UMKC School of Law, n. d. ) Tom Waits is an American singer, songwriter, composer and actor. Almost as much for his music, he is renowned for his unique gravelly, guttural singing voice. His voice has been described as sounding like â€Å"like it was soaked in a vat of bourbon, left hanging in the smokehouse for a few months, and then taken outside and run over with a car. † (Graff, G & Durchholz, D 1998).Tracy-Locke, Frito Lay’s advertising agent, approached Tom Waits about using is his song â€Å"Step Right Up† in an advert for RioSalsa Doritos. They put together a version of the song which featured new lyrics relevant to the product and played this for Waits. Tom Waits refused outright as he is vehemently opposed using his music to sell products. It was interesting that they chose that particular song, as the lyrics are a satirical indictment of advertising. The song features advertising slogans used sarcastically to describe a product that supposedly does everything from â€Å"shine your car† to â€Å"make you six foot five, blonde and beautiful†. Jacobs, 2000) When he refused, the Tracy-Locke company then hired a singer to impersonate Tom Waits style of sing over a song that bared a lot of similarities the Waits â€Å"Step Right Up†. Tom Waits took legal action and sued for voice misappropriation and false endorsement. (Roesler, 1992) As the lyrics for the song were altered to suit the ad, Waits literary copyright was unaffected. The literary copyright pertains to a work of words which are written, spoken or sung. This work does not specifically need to be written down for the copyright to apply. A recording of such work holds he same right as literary work that is written or printed. Written musical notation also falls under this subsection regardless if it is written down, printed or recorded. (Neff, 2012) As for the musical rights to the song, it transpired that Tom Waits, despite having written the piece, did not have authorship of the copyright for â€Å"Step Right Up†. In normal circumstances, authorship of the copyright to a sound recording is held by the produce of said recording. In this case, the authorship fell to Fifth Floor Music run by Herb, Martin and Evan Cohen.Frito Lay had in fact obtained the synchronisation license from Fifth Floor Music. This licence enabled them to reproduce a new song extremely similar, albeit not identical, to â€Å"Step Right Up† to which the new jingle lyrics were added. Tom Waits was unaware of this so was unable to ste p in and terminate the dealings. Although, having no authorship of the copyright, it is questionable as to whether or not this would have had any sway in the proceedings at all. (Jacobs, 2000) Similarly, in Bette Midler’s case, like Waits, Midler was not the owner of the copyright.She did not write the song nor did she pen the lyrics. Ford Co. bought the rights the song â€Å"Do You Want To Dance† from the publishing company that had ownership over the copyright. This meant that Ford had no obligation to contact Bette Midler with regards to their intentions to use the song for their commercial. (Lurie, 1994) Since Midler had no ownership rights, the defense argued that her â€Å"voice misappropriation† was preempted by the copyright act. However, this was rejected as they found that copyright cannot be preempted if the subject matter â€Å"does not come within the subject matter of copyright†¦.. ncluding works or authorship not fixed in any tangible medium of expression. † (UMKC School of Law, n. d. ) It was decided that, since it was not possible to copyright a particular sound (like that of the guitar tone), the voice was not suitable copyright subject matter. Thus, copyright preemption did not apply. (UMKC School of Law, n. d. ) Although the court ruled in favor of the defendant, Midler’s case of â€Å"voice misappropriation† raised the question of a celebrity’s right to control over their identity, with respect to commercial use. This ambiguity was vital to the outcome of Waits lawsuit only three years later. Lurie, 1994) The copyright preemption issue in Midler’s case was referred to in Waits Vs Frito Lay. The defense requested that, since Tom Waits was not the lawful owner of the music copyright, the preemption of copyright law did not apply in this instance as it had with Midler. Waits case was not for infringement of a tangible copyrightable piece of work, but for infringement of voice. Again , voices are merely sounds; and sounds are not protected by copyright law. (UMKC School of Law, n. d. ) Despite this, the defense argued that, even though they had copied Waits musical style, they did not imitate his voice.This was found to be untrue, however. It transpired that Tracy-Locke’s executive producer was quite concerned with the legal implications of their singer’s striking similarity to Waits’ voice. He requested that they record another version of the jingle asking the singer to sing less like Waits. Unhappy with the result, Frito Lay insisted they use first version. (UMKC School of Law, n. d. ) On the day that the commercial was due to air, Tracy Locke’s managing vice president spoke with their attorney regarding what legal issues they might encounter.He was advised that there was a strong possibility of legal ramification due to recent case law that recognized a distinctive voice as protectable. However, as style was not protectable, their attorney informed them that the case might hold no merit. (UMKC School of Law, n. d. ) Despite the warning, Frito Lay chose the version that imitated Tom Waits’ distinctive voice. It was proposed that the jury be given a proposed instruction on the distinction between voice and style which read, â€Å"In contemporary music, there are a great many styles or â€Å"sounds,†Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Style is not subject to ownership.No singer can appropriate for himself any style and exclude others from performing in the same style. Any singer is free to sing in the same style. † (UMKC School of Law, n. d. ) This instruction was rejected by the district court. Given that there were a lot of similarities between this case and Midler’s â€Å"voice-misappropriation† case, the jury was asked to decide whether or not they found Waits’ style to be distinctive. The defense argued that the omitted instruction was an error in judgment as this then left the jury unc lear as to what the distinction was between voice and style. (UMKC School of Law, n. d. Waits argued that although no copyright infringement had occurred, he felt his artistic integrity had been compromised. It was put forth that anyone had heard the advertisement would automatically assume that it was Waits singing. Waits has strongly spoken out about artists taking money to allow their music to be used to sell product. He felt that, as the Doritos advertisement jingle sounded identical to his voice and musical style, that his fans would assume he participated in the advertisement and had willing endorsed the product. This, he asserted, was damaging to his reputation and his career as an artist. UMKC School of Law, n. d. ) The jury then listened to several of Tom Waits songs to determine both his musical and vocal style. The court then played them the Doritos advertisement in question for comparison. To convince them further, Waits attorneys had them hear testimonies from people wh o had in fact thought that it was Waits in the advertisement. (Roesler, 1992) This argument was persuasive enough to sway the jury. They were convinced when they heard to advertisement and the testimonies that, despite the fact that no copyrightable material had been infringed upon, Waits’ artistic integrity had been compromised.The jury found that the defendants had â€Å"acted with oppression, fraud or malice† (Roesler, 1992, p. 15). Tom Waits was awarded 2. 6 million dollars in compensatory damages and attorney’s fees. Conclusion In conclusion, we can see from the above cases that copyright is a bastion for musical artists. They help to protect an artist’s right to their work and a right to their form of expression from being exploited by large companies and advertising agencies who can sometimes try to profit from their work.Although, as they are vital to protecting an artist’s creative work, we can also seen from the cases studied that they ca n protect much more than that. Technically, in the eyes of the law, only a tangible body of work can by protected by these rights. However, as this study has shown, in certain rare cases, these rights can be manipulated to encompass, not only an artist’s work, but their identity, persona and artistic integrity when exploited.As made evident by the unusual Tom Waits lawsuit, it seems that advertising companies in particular must wade carefully when wishing to use unlicensed music for commercials. As their sole intention is for making money, they can be looked at very callously by court jury. Thus, certain unscrupulous can land in a lot of trouble despite not infringing on a copyrighted piece of work. Although situations such as this are quite unusual, they highlight the importance of copyright law within the music industry. References Graff, G & Durchholz, D 1998, Musichound Rock: The Essential Album Guide. Visible Ink, Detroit * Jacobs, J. A 2000, â€Å"Copyright: Tom waits Vs Frito Lay†, viewed 04 January 2013, < www. tomwaitsfan. com/tom%20waits%20library/www. tomwaitslibrary. com/copyright-fritolay. html> * Los Angeles Times (1989), Bette Midler Loses Ford Sound-Alike Lawsuit : Celebrity: $10-million suit over TV car commercial is dismissed but action against the ad agency is allowed to stand, viewed 06 January 2013, http://articles. atimes. com/1989-10-27/business/fi-901_1_bette-midler * Lurie, K. (1994) Waits v. Frito-Lay: The Song Remains the Same.. Cardozo Arts & Ent. LJ, 13, 187. , Available at: http://heinonline. org/HOL/LandingPage? collection=journals&handle=hein. journals/caelj13&div=26&id=&page= [Accessed: 6th January 2013]. * Neff, F. 2012, â€Å"Copyright and Related Rights Act 2000; Introduction to Copyright Overview And Originality in Copyright†, * Neff, F. 012, â€Å"Authorship and Ownership of Copyright; Copyright and Related Acts 2000 Sections 21 to 23†, * Roesler, M. (1992) Waits v. Frito Lay,. 978 F. 2d 1093 (9 th Cir. 1992), Available at: http://www. markroesler. com/pdf/caselaw/Waits%20v. %20Frito-Lay%20Inc. %20_1992_. pdf [Accessed: 6th January 2013] * University of Missouri Kanas City School of Law (1992) Waits v. Frito Lay, Inc. United States Court Of Appeals For The Ninth Circuit, Available at: http://law2. umkc. edu/faculty/projects/ftrials/communications/waits. html [Accessed: 4th January 2013].

The Sustainabile Production Of Palm Oil Environmental Sciences Essay

This undertaking is centered on how the sustainability construction can be used to aline the environmental friendly patterns of palm oil production. It gathers together the fiscal and economic, environmental and societal dimensions of the concern. The methodological analysis consists of a straightforward analysis of the sustainability construct that includes three indispensable facets. The foremost one is the high income program of humanising the fiscal, economic and societal benefits and diminishing the environmental effects of the activities of oil thenar agribusiness over both the short- and long-terms. Second, in beef uping relationships and partnerships by familiarising and working with the employees, investors and stakeholders to talk about their demands and those of the industry in increasing the production of high quality merchandises from palm oil and its merchandises. The 3rd one is by meaning the dependability and committedness in continuing the high ethical motives of the industry in its daily procedures by bring forthing zero waste by full usage of its byproducts thereby diminishing pollution. It is our belief that industries are making the right thing by doing sustainability a portion of its twenty-four hours to twenty-four hours activity and it is besides our strong belief that the policies identified in the sustainability model are for the healthier growing of the industry in the twenty-first century.Work-packagesAt the clip this undertaking proposal was made, the word packaging is associated with the aim of this undertaking. They include To truly understand the value usage of the thenar oil To happen out other economic values of the oil thenar To place the by -products of oil thenar after treating and ways to better on the waste that is been generated. To truly understand the utility of a thenar tree. It is truly of import to understand that every portion of a thenar tree is significantly utile The procedures involved in the production of a thenar tree. To foreground ways in which palm oil production could be made more feasible in the production concatenation. To measure the possible part of clean ( er ) engineering to increase the environmental public presentation of the rough palm oil industry To analyze application barriers for cleaner production in rough palm oil industry To bring forth constructs for traveling the palm oil industry towards sustainabilityExpected ResultsIt is expected that this undertaking will demo assorted procedures involved in the production of palm oil. It will besides foreground countries that require betterment in footings of electricity coevals which could be used at the factory, watercourse production which is used in the sterilisation procedure utilizing the waste that is been generated from the factory. This undertaking will travel a long manner in doing us to understand the assorted merchandises which could be produced from the waste generated from the factory like the empty fruit brunch which could be in the production of soap and detergents, other merchandises which could be made from nonedible palm oil like Candles, Printing inks, Biodiesel, acids to lubricate fibres in the fabric industry, Cosmetics.Technical hazard anticipatedThis undertaking will non be expecting any proficient hazard. This is because the undertaking would be based on the research and audience from relevant thenar oil factory.Resources needSome of import resources will be needed for this undertaking. These resources will include: Internet information Information from oil factory Library informationBeneficiaries of the workThis undertaking will learn me some of import utilizations of palm oil and besides others uses that could be obtained from the waste that is been generated from the factory. I will besides larn some environmental issues that will be associated with the production of palm oil. This undertaking will be good to industries that produce palm oil for the efficient and feasible ways of palm oil production.IntroductionHistorical development of the universe thenar oilThe beginning of palm oil started in the rain wood of West Africa, where it was used as a footing of oil and vitamins. Its ingestion has been for more than 5,000 old ages. ( Chavalparit, 2006 ) Presently the oil thenar tree can be seen in many tropical states in Asia, Africa and Latin America. The most critical countries of oil thenar agribusiness is in South East Asia. States like Malaysia, Indonesia and Thailand produce about 80 % of the universe ‘s palm oil ( Gopal, 2001 ) . Oil thenar seeds were introduced to Indonesia and Malaysia in 1848 and 1875 severally and the first industrial oil thenar plantation was introduced in Malaysia in 1917. ( Chavalparit, 2006 ) The autumn in monetary value gum elastic in the late 1920s exhilarated the agribusiness of oil thenar in Malaysia at that clip ; Nig eria and Zaire were the prima thenar oil manufacturers in the universe. From 1960-1995, the palm oil industry in Malaysia displayed a really fast development and of all time since it has been the universe ‘s prima exporter of thenar oil since 1966 replacing Nigeria, which had been the major maker and exporter since the debut of palm oil into the universe market. ( Chavalparit, 2006 ) More late, sustainability has received inordinate consideration with battles to integrate it into the palm oil concern scheme. In the sustainability model, the environmental, economic and societal characteristics are studied for their influences in both the short-run and long-terms. The three pronged policy of high income, value add-on and nothing waste are examined as portion of the journey towards corporate sustainability. Making so has one time once more revealed the benefits of the harvest in supplying oil to the universe. Oil thenar ( Elaeis guineensis ) was originated in the tropical rain forest part of West Africa and is one of the taking commercial oil harvests in that part. ( FAO ) The agribusiness of oil thenar serves as a agency of income for several people and truly the agrarian civilization of 1000000s of people in West Africa. The mention to oil thenar as a harvest of several values underlines its pecuniary importance. It consist of critical constituents which includes ; the fronds, the foliages, the bole and the roots which are used for legion intents which ranges from palm oil, thenar meat oil, thenar vino, broom, and palm meats cake. Review on the sustainable agribusiness is critical due to the planetary involvement on how palm oil plantations have evolved and a set of principles/ guidelines are necessary for the production of palm oil. Many indispensable advantages are antecedently within the oil thenar system of works physiology of high productiveness and effectual C assimilation. Oil th enar is ascribed with its great oil output per unit country. It yields two types of oils from the same fruit. They are palm meats oil from the seed or kernel inside the hard-shell mesocarp and palm oil from the flesh or meso carp. ( Y. Basiron, 2007 ) The thenar meat besides produces a left over merchandise which is known as thenar meat repast, which could be used to feed animate beings. These oils are taken out by cautious split-up at different phases of the milling procedure. The production of Palm meat is about 10 % of the sum of palm oil produced. Both oils have dissimilar utilizations and market mercantile establishments. The oil from the flesh or mesocarp ( palm oil ) is used mostly for nutrient, while the oil from the meat goes largely into the oleochemical industry for the production of soaps, detergents and toilet articles merchandises. Numerous biomass merchandises produced from the oil thenar are non used up efficaciously. Production workss or handle oil Millss often prod uce big sums of fibre-type merchandises which are in the signifier of empty fruit Bunches and fruit mesocarp fibers, which are besides used back in the plantation for mulching and other agricultural intents. Fruits fiber and the meat shell are used to bring forth electricity and steam for the factory by firing them inside the boiler. The easiness to entree energy at the factory helps to cut down the cost of palm oil production in relation to the energy required to pull out the meat and the oil. The oil been produced from the thenar histories for approximately 10 % of the entire dry biomass while the other 90 % shows a important beginning of fibre cellulosic stuff which awaits commercial use. It could be anticipated that upcoming biofuel will be centered on the alteration of cellulosic fiber or biomass into liquid fuel. This makes the oil thenar truly attractive as a approaching beginning of renewable energy from the biomass which, if decently harnessed sagely, will heighten the sust ainable production of palm oil. In the bio-based economic system, the handiness of biomass as feedstock for energy and merchandises will reasonably depend on the remains obtained from the agro-food concatenation. In this survey, the thought of increasing the sustainability of the thenar oil value concatenation will be expounded with the purpose to reap a verifiable sustainable biomass. It is made known that a common usage of both the valued comestible oil and biomass remains will ensue in a more sustainable value concatenation. In other words, it should be environmentally sound, economically feasible and socially acceptable. Palm oil production produces big measures of biomass byproduct which is five times the oil production and they are non utilised efficaciously to add value to the production concatenation. The present thenar oil production agreement is largely seen as unsustainable because of negative effects on biodiversity such as harm of virgin woods and nursery gas emanations related with bing waste dumping methods. The ingestion of byproducts for energy and green chemicals provides positions for be aftering a â€Å" certified † sustainable nutrient oil production concatenation that will accommodate good in the development of a bio-based economic system. The chief subjects for treatment of sustainable palm oil production so far, has focused on the jobs of plague and H2O direction, rain forest loss, biodiversity, dirt birthrate and reproduction and the emanation of nursery gasses. Exploiting the gettable energy that could be obtained from the biomass byproducts has been known and in most instances remains from oil production are used to present the energy necessary to run the works operation. This survey will concentrate at chances to work the bountifully gettable biomass wastes ( fiber, imperativeness bar, thenar foreparts, empty fruit Bunches, shells, etc. ) as renewable resources for fresh merchandises and energy that develop the sustainability of the palm oil production.ApproachFirst the possible usage of palm oil byproducts as a sustainable biomass beginning would be assessed by researching the gross handiness of byproducts, so factors to be considered in finding the possible net biomass handiness. The ensuing stairss will be tak en: The entire production of end-products and byproducts will be enumerated by giving a gross biomass production image. Then the bing concrete and jutting utilizations of the byproducts will be made available, in add-on, a belief treatment on the operation rate and efficiency of the usage, possible restraints will be reported to do byproducts available for energy and other usage. A short treatment will be given on the possibility of increasing the sustainability of the palm oil production by optimum byproduct use for energy and other intentsMerchandises and byproducts in the palm oil production concatenationBelow is the list of merchandises and by merchandises in the palm oil production concatenation at the field and at the factory. Palm meats cake PKC Crude palm oil CPO Kernel oil KO Oil thenar fronds OPF Empty fruit clump EFB Palm oil factory effluent POME Rootss Trucks Fiber Shell Some of these merchandises and by merchandises contains some foods which include N, K, P, Mg, Ca and besides H2O. Form this, it is seen that the sum of biomass is really big both in the field and at the factory. For illustration in Malaysia and Indonesia, which accounts about 50 % and 1/3 of universe thenar oil production severally, figures shows that the sum of biomass at the factory is estimated at 30 to 50 million dozenss and 70 to 80 dozenss at the field. These figures are conservative dry weight estimations.Practical and proposed utilizations of palm oil byproductsBelow are the list of practical and some proposed utilizations of palm oil by- merchandise Merchandises composing current/ possible usage Remark OPF Crude fiber, protein Mulch, mush, fiber, provender Distributed over plantation Root Mulch Excessively much available at one time, deracinating disturbs the dirt Short pantss Mulch, fibre board Excessively much available at one time, frequently at distant site of plantation EFB Cellulose, hemicelluloses, lignin Mulch, fuel, clump ash, fibre board, mush, paper EFB less good suited as fuel than fiber or shell and does roll up frequently Fiber Lignin Fuel for factory, fibre board Shell Fuel for factory, activated C briquette, atom board Silicate signifiers scale when burned Pome Suspended solids Methane production, fertiliser, provender, soap Methane emanation, river pollution are a job when non managed decently. PKC Oil, petroleum fiber, protein Feed, fertiliser Feed possible non to the full used. From the tabular array above, it shows that at present, most byproducts are used or disposed of within the system for agricultural intent like mulching or fertiliser and for energy production at the factory. Soon merely a part of the entire byproducts are utilised as fuel feedstock in works operations. Particularly, the EFB is barely used and this creates debatable consequence for its disposal since unfastened field/pile combustion is frequently no longer allowed. Effluent from the Palm oil factory is besides hardly used and this creates a job at the oil production Millss. This shows clearly that biomass use is non enhanced and that there is a demand for other utilizations. It is hard to acquire computed informations on the present usage of byproducts and peculiarly on the efficiency of such usage. In the undermentioned paragraphs I would wish discourse the issue of current use rate and efficiency of such utilizations.Use rate:Malaysia has rather a high use for field byproducts ( 80 to 95 % ) as mulch and for shells and fiber as fuel for the Millss ( 90 % ) . For POME and EFB the use rates are much lower ( 35 to 65 % ) ( Gurmit, 1999 ) Apparently the stuff is non easy used for energy production and benefits of returning the stuff to the field as mulch / fertiliser are considered excessively low to countervail the cost. Consequently literature indicates that these merchandises frequently form environmental jobs bring forthing methane and polluting waterways. A big figure of enterprises are afoot to happen ways of extenuating this job. In Yeoh ( 2004 ) it is estimated that in Malaysia methane emanation from unfastened of POME pools sum to 225.000 dozenss ( 1999 ) , which is tantamount to 5,17 million dozenss of CO2, or 3.6 % of the estimated entire emanations in Malaysia. Empty fruit Bunches are less attractive as a boiler fuel and are hence by and large non used for energy. For other states utilization rates should be lower than in Malaysia which has the most advanced thenar oil production system.Efficiency of use:Again, it is difficult to happen quantified informations here. It was discovered that the palm oil industry is one of those uncommon industries where really small effort is made to salvage energy. ( Husain et al, 2003 ) . The energy balance in a typical thenar oil factory is far from premier and there is significant possibility for betterment. Soon most Millss maps on low force per unit area boilers bring forthing steam for operating. In Malaysia, high force per unit area boiler systems are used to bring forth electricity and steam for operation at the factory and supply to the grid. It was predicted that signifier 1999 the annual thenar oil factory remains will ensue to 18 million dozenss of biomass big plenty to bring forthing 3197 GWh and 31.5 million dozenss of POME with a coevals potency of for 1587 GWh. Hashim ( 2005 ) This postulation was low compared to Yeoh ( 2004 ) who predicted that 2250 GWh electricity can be produced from POME through biogas. ( for 1999 informations ) . Based on the figures from Hashim ( 2005 ) the complete electricity bring forthing capacity from factory remains was given as 5000 GWh. Field remains amounted to twice the measure of biomass at factory. This excluded the roots. From the figures given above it shows that in Malaysia, the electricity supply potency is about15000 GWh. Malaysia histories for 50 % of the universe thenar oil production nationally, 30000 GWh of electricity can be produced from Palm oil remains. Menon ( hypertext transfer protocol: //www.ptm.org.my/biogen ) associated the additions from utilizing EFB as mulch in Fieldss ( alimentary value subtraction logistics costs ) and the net income when used for electricity production. It was discovered that the returns for electricity production was 3.5 times higher. Indeed, there are a figure of creativenesss which are present in Malaysia for the production of electricity from the by-product of thenar oil which are delivered to the grid. It must be observed that electricity coevals through combustion green goodss ash which encloses largely P and K and other foods which could still be reused in the plantation. The above illustration was based on electricity production to the grid. But still, several Millss are excessively unaccessible to bring forth electricity to the grid and other by-product mercantile establishments should besides be considered such as wood coal, pyrolysis oil, HTU oil, paper mush, fibre board, etc. In under developed or developing states, Millss will be excessively little to justify investings in the transition system and small informations and factory remains for efficiency and reuse of field could be found. Obviously recycling of POME and EFB is really limited.Discussion and decisionsIn the Palm Oil value concatenation there is an overall excess of byproducts and the use rate of these byproducts is low, as is particularly the instance for wastewater and empty fruit Bunches. For other mill by- merchandises the efficiency of the application can clearly be increased. For field residues, the chief use now is disposal as mulch and fertilizer. The efficiency and effectivit y of this application could non be determined here. Still this will depend on local conditions and it should be possible to give indicants of what recycling or valorisation system will be optimum here. By-products are considered at best as a nuisance which may take to environmental jobs. As the bio based economic system develops and markets for C impersonal merchandises grow those byproducts should be seen as resource. The first effects are going clear with bringing of sustainable thenar oil waste electricity to the grid in Malaysia. The primary benefit of external demand for byproducts is the resolution of jobs refering fouling byproducts and increasing the profitableness of the production by: aˆ? balanced recycling foods and C at the field, aˆ? increasing the efficiency of boiler fuel use at the factory aˆ? supplies of excess energy to local electricity cyberspace fresh economic activity and coevals of local employment by transition of biomass residues in value added merchandises. The increased food recycling will increase dirt birthrate and increase sustainability of palm oil production. Systems that minimise the remotion of foods and C from the system should be preferred. Still non all C and foods have to be re-cycled. What the optimum is between bio mass use and recycling varies harmonizing to dirt and clime. In the instance that external demand for byproducts of palm oil production materialises, larger sums of byproducts will go available. The palm oil industry will hold to weigh the ain demand for fuel and the demand for recycling of foods and dirt C against the cost of fertilizer and the net incomes of biomass transition. It is of import to cognize what are the optimal conditions here in order to plan sustainable systems that besides produce big measures of biomass for energy and merchandises. A really unsmooth conjecture is that 25 to 50 % of the byproducts may be available for energy export ( matching approximately to 30-60 million dozenss dry weight biomass ) . It would be a good development if the byproducts from Palm oil production were considered as a possible resource for CO2 impersonal energy and merchandises alternatively of a waste. A much more elaborate survey into the net mass balance and possible biomass production from the palm oil concatenation and the possibilities of happening added value for these merchandises in a biobased economic system is indispensable for developing economically, socially and environmentally sustainable palm oil systems. The acknowledgment that using byproducts for added value is good to the sustainability of palm oil production is indispensable for attesting the sustainability of the palm oil biomass energy and merchandises. Multi-stakeholder engagement is required for turn toing the sustainability of the nutrient oil supply concatenation. This would besides include foreigner ( non-food ) industries involved in energy and fiber merchandises selling. More information is needed to find how much biomass is needed at the factory for works operations and how efficient this usage is, how much foods can be removed from the system without impacting sustainability ( alimentary and C recycling ) , rating of the competitory potency of supplies to the market of energy, merchandises and C arrested development. More quantified information is needed on states outside Malaysia that have similar thenar oil waste disposal jobs and potencies to use these merchandises as a resource.