Data Mining in a Nut Shell Essay example -- Essays Papers

data Mining in a Nut ShellIn todays business world, information close the customer is a necessity for a businesses trying to maximize its profits. A new, and important, tool in gaining this knowledge is Data Mining. Data Mining is a clothe of automated procedures used to find previously unknown patterns and relationships in data. These patterns and relationships, once extracted, can be used to make valid predictions about the behavior of the customer.Data Mining is generally used for four main tasks (1) to improve the process of making new customers and retaining customers (2) to reduce fraud (3) to identify internal wastefulness and jalopy with that wastefulness in operations, and (4) to chart unexplored atomic number 18as of the internet (Cavoukian). The fulfillment of these tasks can be enhanced if appropriate data has been collected and if that data is stored in a data w atomic number 18house. According to Stanford University, A Data W arhouse is a repository of integr ated information, available for queries and analysis. Data and information are extracted from heterogeneous sources as they are generated....This makes it much easier and more efficient to run queries over data that originally came from different sources. When data about an organizations practices is easier to access, it becomes more economical to mine. Without the pussycat of validated and scrubbed data that a data warehouse provides, the data mining process requires considerable additional effort to pre-process the data (SAS Institute).There are several different types of models and algorithms used to mine the data. These include, but are not limited to, neural networks, decision trees, rule induction, boosting, and genetic algorithms. Neural networks are physical cellular systems which can acquire, store, and utilize experiential knowledge (Zurada). Neural networks offer a way to efficiently model large and complex problems. Decision trees are diagrams used for mak ing decisions in business or computer programming. Branches are used to represent choices with associated risks, costs, results, or probabilities. Rule induction is a way of filiation a set of rules to classify cases (Two Crows). These set of rules differ from those in a decision tree in that they are independent from one another. Boosting is a technique in which multiple random samples of data are taken and a... ...networks, fuzzy logic and genetic algorithms.http//www.partek.com/. MITWINROSAWINROSA is a software tool which generates automatically Fuzzy If-Then Rules from your data. The generated data set can be run by most of the existing fuzzy tools like e.g. DataEngine, fuzzyTECH, and Matlab.http//www.mitgmbh.de/Attar SoftwareXpertRuleData Mining using laid-back performance parallel SQL technologyA Windows PC client being able to intelligently query the data source on the host server can bring home the bacon knowledge Induction. The speed of the process is therefore d ependant upon the server - not the speed of the client PC. This allows data mining to exploit the speed offered by MPP servers (Massive replicate Processors) and database architectures that are optimized for serving queries.http//www.attar.com/Works CitedCavoukian, Ann, Ph.D. Data Mining Staking a Claim on Your Privacy. Jan. 1998Pryke, Andy. The Data Mine. 23 Sep. 1998SAS Institute Inc. Data Mining. 12 Jan. 2000Two Crows Co. entry to Data Mining and Knowledge Discovery. 1999Zurada, J.M. (1992), Introduction To Artificial Neural Systems, Boston PWS Publishing Company, p. xv

Creation Myth :: essays research papers

Good vs. Evil In the beginning all was naughty. The universe stood still, just the likes of a huge boulder. God stood one day, above all, staring at this unmoving mass. A great waste of space, He thought, and with this thought still in mind He went into his great kitchen to bake glisten.The light was ready, finally for it took some(prenominal) years, light isnt very easy to create. Got took in and hurled it at a medium-size rock, which he because called the man. He decided that the land would be His main project, and until Earth was finished, He wouldnt work on anything else.God looked around the Earth, which was this instant longing brilliantly on one side but was still dark on the other side, for there was only enough light to light up half the Earth. God thought that the other side of Earth needed to restrain light too, because God believed in equality for everything and everyone, and with this thought, he gathered up the light and hung it in the sky. The light was bri ght and hot enough to light up, sill, only one side of the Earth so God took His powerful circulate and spun the Earth hard so it revolved around the light which he decided to call the sun. This way the whole planet would get light.God then realized that the Earth was now too hot to live on, so He blew in the air and created the atmosphere, fog and dew. He raised his hands and sight came the water, filling up everyone of Gods footprints and making all the oceans, seas, rivers and lakes. Then God found a ball of mud, just enough to fit into one of his great hands, and proceeded to reduce it in to the shape of a man. He cried one tear, and only one, on the mud, and almost immediately the mud had life stored inside it.After a a few(prenominal) years of the man being all alone on what was now called Earth, man spoke to God and said, God, I am grateful for you creating me but I am very alone down on Earth, and wish to have a partner down there. God agreed, took another handful of mu d and regulate it to look like a woman. He sent her down to Earth and together, the man and women created several more men and women.Creation Myth essays research written document Good vs. Evil In the beginning all was dark. The universe stood still, just like a huge boulder. God stood one day, above all, staring at this unmoving mass. A great waste of space, He thought, and with this thought still in mind He went into his great kitchen to bake light.The light was ready, finally for it took many years, light isnt very easy to create. Got took in and hurled it at a medium-size rock, which he then called the Earth. He decided that the Earth would be His main project, and until Earth was finished, He wouldnt work on anything else.God looked around the Earth, which was now glowing brilliantly on one side but was still dark on the other side, for there was only enough light to light up half the Earth. God thought that the other side of Earth needed to have light too, because God bel ieved in equality for everything and everyone, and with this thought, he gathered up the light and hung it in the sky. The light was bright and hot enough to light up, sill, only one side of the Earth so God took His powerful hand and spun the Earth hard so it revolved around the light which he decided to call the sun. This way the whole planet would get light.God then realized that the Earth was now too hot to live on, so He blew in the air and created the atmosphere, fog and dew. He raised his hands and down came the water, filling up everyone of Gods footprints and making all the oceans, seas, rivers and lakes. Then God found a ball of mud, just enough to fit into one of his great hands, and proceeded to squeeze it in to the shape of a man. He cried one tear, and only one, on the mud, and almost immediately the mud had life stored inside it.After a few years of the man being all alone on what was now called Earth, man spoke to God and said, God, I am grateful for you creating me but I am very alone down on Earth, and wish to have a partner down there. God agreed, took another handful of mud and shaped it to look like a woman. He sent her down to Earth and together, the man and women created several more men and women.

Biography of Edgar Allan Poe Essay -- Edgar Allan Poe Writers Literatu

Biography of Edgar Allan PoeEdgar Allan Poe is a man who is considered to be a true American necromancer of our time, and by many a(prenominal), the personification of death. His works have been collected and celebrated for over a hundred years from this day. He was a man whos inexorable horror tales captured and frightened the minds of millions. Poe differed from most other acclaimed writers though. The readers of his work do not revere him beca subroutine they fall in love with his characters or because his writing touches their hearts. On the contrary, his readers admire him becausehe managed to change reality for them. Edgar Allan Poes skill was developed in his subject matter of death and its horrid truths. Poes tales centered away from the animation of a man and towards the effects of death on a man, whether it be his own or that of another. Poe was adept at creating an atmosphere of suspense with the minimum use of words and dramatic effects1. Poes best known works includ e such masterpieces as Annabel Lee, The Raven, The Fall of the House of Usher, The Mask of the Red Death, The Murders of the Rue Morgue, and many others. Each and every one of these titles, among others, share one common trait that is more than evident, they all deal with death. When these tittles monopolize the attention, it is only natural that the central ashes of Poes work should seen to be a tissue of nightmares.2 How is it that a subject that is so repulsive to mankind can at the same time coax so many people? Perhaps it wasnt the subject, but the skill with which it was written that lured people to it. Fish are lured to a deadly hook, but the mock makes it beautiful. In this same manner, people are mesmerized by the beauty and genius of Poes work. The better question is, what is it that drove Poe to become so haunt with death? Why is it that he portrayed his genius through this topic? The only true way to answer these questions is through a deep digest of not only Poes wor ks, but his life and his mind. As stated earlier, one of his most acclaimed works is Annabel Lee. It is indeed a love tale. A verse form written for his beautiful Annabel Lee. It speaks of the strong and unbreakable love that existed between them. This appears to be a happy enough topic, except for one significant fact. This Annabel Lee is dead.3 match to Poe, her death was caused by the angels who were jealousof th... ...to make them afraid of sleep for fear of their nightmares. His talent was certainly not appreciated in his time. He gave us a great deal and received pathetically little in return, for he was all his life astarveling poet and a miserably paid writer for ephemeral magazines. It is a terminal irony that his letters and manuscripts have become the most valuable of all American writers.34Regardless of what caused his obsession with death, he managed to create tales that will remain on the earth for as long as man exists. Poe is the genius that young children are t aught of. He is an icon that America can always claim as her own. Whether Poe wrote of death because of depression, disease, personal losses, insanity, or simply because he may have been the only man bold enough to face the one thing that everyone fears, he interlaced it into his tales to provide us with horror, sorrow, and entertainment. Since his death, he has become appreciated and celebrated. His tales are taught in grade school. His works have been made for theater and film. His genius is preached to anyone who studies the side of meat language.35 From a sad life and a troubled mind flourished a name that will remain in history.

Quote Journal for House of the Spirits by Isabel Allende Essay

Quote Journal for House of the Spirits by Isabel Allende ? . . . it made no engagement if they studied medicine or had the right to vote, because they would non have the strength to do it, but she herself Nivea was not brave enough to be among the first to plant up the fashion.? (6, Ch 1) The women in this society are dependant on the dominant male figure to handle political and economical duties. This point of view is think to mimic the older generation of women ad pass a baseation for the growth of an enlightened generation. Allende uses this excerpt to present a foundation of structure to the fabrication by beginning with the extremes of opinion, which are followed in the novel through different generations. Alba for example, become a very outspoken activist by trying to observe the student protests and follow Miguel on his demonstrations, a sharp contrast to the indifference or shallowness found in her great grandmother.?It was the custom then for women and children not to attend funerals, which were considered a male province.? (34, Ch 1) Allende utilizes this quote to demonstrate a beginning of plot development by showing elements of a patriarchal society and present the past limitations of women as lower class members of this society. This point of view also is seen from a narrator that exists in the future and is reflecting on past customs and piece of music doing so insinuates that this class limitation will go through change and possible elimination during the course of the novel. It begins a structural approach of presenting to the reader a metamorphosis of women?s role in society through time. ?I would never find another woman Rosa with her green hair and underwater beauty.? (35, Ch 1) parking area is the colourize the ocean and a symbol of blossoming and awakening while water is pure and innocent. It has a middling quality and mediates among two extremes, or two political standpoints (Socialism and Conservatism). Life ascends from re d and blossoms in green, a feminine color of childbearing, as is seen through the many generations of green haired women. Green is a color of hope, strength and longevity, where Clara and Rosa?s hair help represent them as a very natural and bold feminine aspect of the book. Rosas blossom between green leaves and the symbolic name of Rosa sets the organic tone of femininity found within her sibling, Clara, also b... ...e people of his country can characterize him as a poor leader for the electorate of his country. Although he claims to be fighting for the betterment of the nation and its stability, what can he possibly know about its condition if he fails to recognize the struggles and problems of the underclass majority of the population??He realized that all he really cared about was losing his granddaughter, because she was his last link to life.? (399, Ch 13) The value he places on his granddaughter at this point in the story reflects that of the scenario found earlier when F erula was left to take care of his mother on her deathbed. The reversal in character is found in that his once ambitious and powerful carefree spirit is now left at the hands of his one caretaker. This is while his daughter, now ambitious as he was at that time, is take hostage by the rogue government which constructed itself underneath his nose, while he was supporting it, therefore, it can be seen that ironically, his political coercion with conservatism led to his own destruction of well being and power. Works CitedAllende, Isabel. Trans. Magda Bogin. The House of the Spirits. New York Bantam, 1986.

Police Brutality - Racism, Racial Profiling, Prejudice :: racism, prejudice, racial profiling

Over the years, this country has witnessed many cases of police brutality. It has become a controversial topic among communities that have seen police brutality take place in front of their homes. Officers are faced with many threatening situations everyday forcing them to make split second decisions and to expect the worst and hope for the best. Police officers are wedded the power to take any citizens rights away and even their lives. With that kind of power comes responsibility, thats one major concern with the amount of discretion officers have is when to lend oneself force or when to use lethal force. The use of exuberant force may or not be a large predicament plainly should be viewed by both the police and the community.Police brutality is hypocrisy as the police are meant to protect society from harm, not cause and damage and stress. Police should be trained properly so they do not resort to violence and abuse of power. Many cases of police brutality and not sanctioned a nd are undertaken by a group of police as a form of mob mentality. Police are placed on a pedestal of authority and compliancy by the rest of society. To maintain this image, rules and codes of ethics within the police force should be maintained at each possible times. If police are using brutality to resolve issues, it doesnt set much of an example of dispute resolution between individuals. Over the past hug drug police abuse remains one of the most serious human rights violation in the United States. Police officers are trusted and expected to respect society as a whole and enforce the law. There is a time a place for aggressive force if needed, apprehending a suspect, however the environment and situation might influence the moment thus resulting in the brutal and barbaric behavior from the cop. The important thing to do is to understand the circumstances when excessive force can be used and times where the use of force has to be abstained. Police officers follow a strict gui deline in how to cargo deck encounters from escalating into something much more serious. The use of excessive force, in this case police brutality brings liabilities that cannot be taken lightly with the department and the community. Usually the high disgust rates tend to revolve around low-income minority areas and officers tend to assume that minorities living in the areas are guilty. Police brutality that does exist is most probably result of emotional exhaustion.

Values-Based Leadership Essay -- Transformational Leaders

Leadership BackgroundValues-based leadership has a significant impact on the per regulateance and the functioning of an organization. Boje,(2000) cites tailors (1978) theoretical work on transformational leadership basing his argument on Kohlbergs moral development theory and Webers (1947) theory of leadership and authority. In his work, Boje, 2000 agrees with Burns that a moral value based leader, is the hotshot who emphasizes social exchange between leader and follower in the form of the psychological and mutual needs contract driven by charisma, individualized consideration, intellectual stimulation and inspirational motivation.(Homrig, 2001)The transcendent values of transformational leaders have with child(p) potential to promote instruction execution beyond expectations and to effect enormous change on how the organization operates since they seek liberty, justice, equality and collective well being. It therefore appears that a transformational leadership is that kind of leadership that seeks to exploit the full potential of individuals through satisfaction of collective needs.While Webers theory (1947) is cited by Boje, (2000) as having several forms of leadership like charismatic, bureaucratic and traditional aspects, all co-exist together and change from the other occurs gradually. Even though the two theorists Weber (1947) and Burns (1978) approaches leadership from different perspectives, Boje acknowledges that both of them share a similarity in their work in the sense that both see moral values as an important consideration in any form of leadership.( Boje, 2000).Transformational leaders inspire followers to achieve extraordinary outcomes by providing both meaning and understanding, questioning assumptions, refraining problems, and... ...e fantasy and mission of the company in order to align their goals with of the company. When Robert Eaton became the chairman in 1993 he involved company officers to develop the vision and the mission. Conse quently, better communications, continuous culture became part and puzzle of doing business in a new way. (Ashley, 1997)In conclusion, leadership is not only important to companies that operate on a globose scale but to domestic firms as well. Its clear that when a leader takes his or her rightful position as a leader change, performance and results manifest. Their values and beliefs become the guiding principles where ideas, imaginations and talents are shared by all. Such transformational leaders not only make their employees to follow them, but they help one another to grow, motivate raise the morale of achieving extraordinary outcomes with few resources.

Planned Parenthood and Teen Awareness Group (TGA) Essay

The Teen Awareness Group or TGA is an educational program that is sponsored by Planned birth in vitamin E Central Illinois. The aim of TGA is to mobilize specific age groups within the community to teach the younger population about teen pregnancy and other link issues. The ultimate mission or goal of the TGA is focused on a specific group of people, the youth, as a means to compartmentalize the services provided by Planned Parenthood and in the same way direct attention to vulnerable populations and ensure that specific needs or concerned posed by them are addressed.Another objective and motivation being utilized by Planned Parenthood is the consequences of being unguided throughout a young item-by-items life. The organization recognizes through its educational program that undesirable results, such as unwanted teen pregnancy, etc. , are results of un inform decision-making and an unguided life. done education, TGA aims to teach the youth to become more responsible and aware. T he program does not only benefit the youth in terms of being educated and guided.It as well empowers them to become socially conscious of their responsibilities in terms of helping other people within the same age group to face challenges by comely part time workers for the organization. Peer educators will be trained to be competent enough for the job requirements, and they should also be able to attend institute meetings as required. Individuals who are eligible to join the cause should be between fourteen to eighteen years of age. The schools they are attending should be within the Bloomington-Normal and domain areas only.Aside from peer educators, individuals who will be joining the program will also be able to communicate with adults who are more experienced in the area. Planned Parenthood operates for TGA by coordinating with schools within the areas mentioned. Peer educators and individuals who want to join the program are asked to communicate with representatives working in their schools to be informed of how to join the cause whether as the subject or the educator.The resources for the programs that are lined up for the TGA are funded by the Illinois Department of Human Services Teen gestation Prevention Program and the Cunningham Township/Urbana City Social Services Funds. Each institutions plays a major role in the production of resources that completes and realizes the purpose of Planned Parenthood through its educational problem facilitated by the TGA.

Signal Conditioning of Thermistor

Introduction Signal teach of thermistor Signal conditioning means manipulating an analogue signal in such a way that it meets the requirements of the next tier for further processing. Ope proportionalitynal amplifiers(op-amps) are comm whole employed to take out the amplification of the signal in the signal conditioning stage. The signal conditioning equipment may be required to do linear processes desire amplification, attenuation, integration, differentiation, adjunct and subtraction.They are also required to do non-linear processes like modulation, demodulation, sampling, filtering, clip dropg and clam duskg squaring, linealizing or multiplification by another function etc. the signal conditioning or selective in runation acquisition equipment in many a situation be an excitation and amplification system for passive transducer. It may be an amplification system for agile transducer. In both the applications, the transducer output is brought up to a sufficient level to make i t useful for conversion, processing, indicating and recording.Excitation is needed for passive transducers because these transducers do not generate their aver electric potential or up-to-date. Therefore passive transducers like strain gauges, potentiometers, resistance thermometers, inductive and capacitive transducers required excitation from external sources. The active transducers like techno generators, thermocouples, inductive pick ups and piezo-electric crystals. The thermistor constitute one arm or more than one arm of a wheatstone bridge which is excited by an isolated DC source. The bridge post be balanced by a potentiometer and can also be calibrated for unbalanced conditions.Thermistor is a concentration of the verge Thermal Resistor. It is essentially a semiconductor, which behaves as a resistor with a broad(prenominal) negatively charged temperature coefficient of resistance. That is, as the temperature of the thermistor increases, its resistance decreases. The temperature co-efficient is expressed in ohms per unit convert in degree Celsius ( C). thermistors with high temperature co-efficient of resistance are more sensitive to temperature change and are therefore well suited to temperature measuring stick and control.CONTENTS OBJECTIVE EXPLAINATION 1. WHEATSTONE BRIDGE 2. THERMISTOR 3. available AMPLIFIER 4. INSTRUMENTATION AMPLIFIER METHODOLOGY SCOPE 1. Wheatstone bridge Whetstone bridge is the most high-fidelity method available for measuring resistances and is ecumenical for laboratory use. The circuit diagram of typical Wheatstone bridge is given in figure Rx is the un cognize resistance to be measured R, R2 and R are resistors of known resistance and the resistance of R2 is adjustable.If the ratio of the twain resistances in the known leg (R2 / R) is equal to the ratio of the two in the unknown leg (Rx / R3), then the potency surrounded by the two midpoints (B and D) will be zero and no current will flow through the galvano meter Vg. R2 is varied until this condition is reached. The direction of the current indicates whether R2 is overly high or too low. Detecting zero current can be through to extremely high accuracy (see galvanometer). Therefore, if R, R2 and R3 are known to high precision, then Rx can be measured to high precision.Very small changes in Rx disrupt the balance and are readily acknowledgeed. At the point of balance, the ratio of R2 / R = Rx / R3 Therefore, Alternatively, if R, R2, and R3 are known, but R2 is not adjustable, the potentiality difference across or current flow through the meter can be utilize to auspicate the value of Rx, using Kirchoff s Circuit laws (also known as Kirchhoff s rules). This setup is frequently used in strain gauge and resistance thermometer measurements, as it is usually faster to read a voltage level off a meter than to adjust a resistance to zero the voltage.In practical Wheatstone bridge, at least one of the resistance is made adjustable, to permi t balancing. When the bridge is balanced, the unknown resistance (normally connected at Rx) may be determined from the setting of the adjustable resistor, which is called a standard resistor because it is a precision device having very small tolerance. Rx= (R2/R1). R3 APPLICATION OF WHEATSTONE BRIDGE A Wheatstone bridge may be used to measure the DC resistance of various types of wire, either for the purpose of quality control of the wire itself or of some assembly in which it is used.For example, the resistance of take winding, transformers, solenoids, relay coils and resistance of thermistor, RTD also can be measured. PRINCIPLE Resistance of thermistor changes with change in temperature. Resistance of thermistor decreases with increase in temperature age resistance of thermistor increases with decrease in temperature. It is a thermally sensitive resistor. FORMULA- Rti = Rt2Exp p (1 / T1 1 / T2) Where,RT= resistance of thermistor at absolute temp. Tlk RT2= resistance of thermis tor at absolute temp. T2k P= a constant depending upon the material of the thermistor (Typically between 3500k to 4500k)CONSTRUCTION- Thermistors are self-possessed of sintered mixture of metallic oxides such as Manganese, Nickel, Cobalt, Copper, Iron and Uranium. They are available in a variety of sizes and shapes. They may be in the form of beads, roads and discs. WORKING- A thermistor change in electrical resistance due to a corresponding temperature change is evident whether the thermistors body temperature is changes as result of conduction or radiation from the surrounding environment or due to self heating brought about by power dissipation inside the device. THEORY- .Thermistor is a concentration of the term Thermal Resistor. It is essentially a semiconductor which behaves as a resistor with a high negative temperature coefficient of resistance. That is, as the temperature of the thermistor increases, its resistance decreases. The temperature co-efficient is expressed in oh ms per unit change in degree celcius ( C). thermistors with high temperature co-efficient of resistance are more sensitive to temperature change and are therefore well suited to temperature measurement and control. Thermistors are available in a wide variety of shapes and sizes.However, thermistor beads sealed in the tips of glass rods are most commonly used because they are relatively easy to mount TYPES OF THERMISTOR- 1PTC 2NTC NTC (Negative Temperature Coefficient) It implies that the resistance of thermistor decreases with increases in its temperature. These thermistors can detect changes in temperature, which could not be observed with RTDs or Thermocouple circuits. NTC type thermistors mostly used in diligence. Resistance of thermistor is used in industry is 2. 2 k Q. for temperature 30C. Its cost near about Rs. 10-15 SPECIFICATION- *Range(? ) 50-300 *Accuracy 1 *Resolution 0. 01 ? C *Scale Non-Linear *Thermister Constant 4000? K OPERATIONAL AMPLIFIRES One type of amplifier, which finds its way into almost all points of measurement and instrumentation system, is the operating(a) amplifier. The word operational indicates that the amplifier can perform mathematical operations like inversion addition, subtraction, multiplication, division, integration and differentiation etc. Properties of ideal operational amplifier are 1. It should have an boundless stimulus impedance. 2. It should have zero output impedance. 3.It should have an infinite take up (gain of the order of 105 to 109) 4. It should have flat response over a wide frequency range. The operational amplifier consists of a very high gain amplifier with a negative feedback. The gain of operational amplifier with negative feedback is determined by feedback components and not by the internal amplifier circuitry. APPLICATIONS OF OPERATIONAL AMPLIFIER Some of the important applications of an op-amp are 1. Amplifiers 2. brisk filters 3. Arithmetic circuits 4. Log and antilog amplifiers 5. Voltage co mparators 6. Waveform generators 7.Precision rectifiers 8. Multipliers 9. Timers 10. Multivibrators 11. Regulated power supplies Operational amplifier characteristics 1. Input start voltage The input offset voltage is outlined as the voltage that must be applied to the input terminals to drive the output to zero. This is about 2mV for 741 amplifier. It should be understand thet the offset voltage changes with temperature. 2. Input offset current just as a voltage offset may be required across the input to make the output voltage zero, so a net current may be required between the inputs to zero the output voltage.This current is called input offset current. This is equal to the difference between the two input currents. 3. Input bias current It is defined as the mean of the two input currents required to make the output voltage zero. 4. corporation rate it is the highest rate at which the output can change, it is expressed in terms of v/jiS. 5. Unity gain frequency in many cases, specifications involve the frequency response including agreement gain frequency. This is the frequency at which the open loop gain of the amplifier becomes unity. The low frequency gain is about 20,000 and falls to unity at about 1MHz. he amplifier is said to have a 1 MHz gain bandwidth produt. 6. Common mode rejection ratio (CMMR) it is defined as the ratio of differential gain to common mode gain. CMRR is infinite for ideal op-amp. Thus the output voltage corresponding to the common mode noise is zero. IDEAL CHARACTERISTICS OF OP-AMP 1. clear is maximum. 2. Input impedence should be infinite. 3. Output impedence should be zero. 4. CMRR should be infinite. 5. Bandwidth should be infinite. TYPICAL VALUES OF OP- AMP 1. Input offset voltage 6mV. 2. Input offset current 200nAmp 3. Input bias current 7nAmp 4.Differential input resistance/impedence 2m CI 5. Input impedence for 741 (FET op-amp) 1000 G Q 6. Output impedence 75 Q. 7. Gain 2 lakhs 8. Output voltage swing 26Vpp 9. Supply current 2. 8 mAmp APPLICATIONS- 1. It is used in lab and medical purpose. 2. PTC type thermistors are used to protect the motor from overheating. 3. It gives very accurate reading at high temperature. 4. For measurement of level pressure, flow of the liquid, composition of gases, thermal conductivity and vaccum measurement. UA741 General-purpose champion operational amplifier UA741 General-purpose single operational amplifierFeatures * Large input voltage range * No latch-up * High gain * Short-circuit protection * No frequency compensation required * Same pin configuration as the UA709 Applications * Summing amplifiers * Voltage followers * Integrators * Active filters * Function generators Description The UA741 is a high performance monolithic operational amplifier constructed on a single silicon chip. It is intended for a wide range of analog applications. N DIP8 (plastic package) D SO-8 (plasticmicropackage) Pin connections (top view) 2 Inverting input 3 Non-inverting input 4 VCC- 5 Offset null 2 6 Output 7 -Vcc+ N. C. The high gain and wide range of operating voltages provide superior performances in integrator, summing amplifier and general feedback applications. The internal compensation network (6 dB/octave) ensures stability in closed- loop circuits. 1/11 www. st. com Schematic diagram 1 Schematic diagram UA741 direct 1. Schematic diagram Absolute maximum ratings and operating conditions 2 Absolute maximum ratings and operating conditions Table 1. Absolute maximum ratings Symbol Parameter economic value Unit Vcc Supply voltage 22 V Vid Differential input voltage 30 V Vi Input voltage 15 V Output short-circuit duration Infinite Rthja Thermal resistance join to ambient SO-8 DIP8 125 85 C/W Rthjc Thermal resistance junction to case SO-8 DIP8 40 41 C/W ESD HBM human body model(1) DIP package SO package 500 400 V MM machine model(2) 100 V CDM charged device model(3) 1. 5 kV Tstg Storage temperature range -65 to +150 C 1. Human body model a 10 0 pF capacitor is charged to the specified voltage, then discharged through a 1. 5kfl resistor between two pins of the device. This is done for all couples of connected pin combinations while the other pins are floating. . Machine model a 200 pF capacitor is charged to the specified voltage, then discharged directly between two pins of the device with no external series resistor (internal resistor 5 n). This is done for all couples of connected pin combinations while the other pins are floating. UA741 3. supercharged device model all pins and the package are charged together to the specified voltage and then discharged directly to the ground through only one pin. This is done for all pins. 4. 4. INSTRUMENTATION AMPLIFIER The low level signal output of electrical transducers often need to be mplified before further processing. This is done by the use of instrumentation amplifier. The important features of instrumentation amplifier are as follows. 1. Selectable gain with high gain a ccuracy and gain linearity. 2. Differential input potentiality with high gain common mode rejection. 3. High stability of gain with low temperature co-efficient. 4. low DC offset and drift errors referred to input. 5. low output impedance. The input amplifiers A and A2 act as input buffers with unity gain for common mode signals ecm and with a gain of (1+2R2/Ri) for differential signals.A high input impedance is ensured by the non-inverting configuration in which they operate. The common mode (cm) rejection is achieved by the following stage which is connected as a differential amplifier. The optimum common mode rejection can be obtained by adjusting R6 or R7 ensuring that Ei Ei R4 R6 The amplifier A3 can also be made to have some nominal gain for the whole amplifier by an appropriate endurance or R4, R5, R6 and R7. The drift errors of the second stage add to the product of the drift errors of the first amplifier and first stage gain.Hence, it is necessary that the gain in the fi rst stage be enough to prevent the overall drift performance from being significantly affected by the drift in the second stage. The drift chore of instrumentation amplifier can be improved if amplifiers Ai and A2 have offset voltages, which tends to track the temperature. The gain of an instrumentation amplifier can be varied by changing R alone. A high gain accuracy can be obtained by using precision metal film resistors for all the resistance. Figure shows a simplified differential instrumentation amplifier using a transducer bridge.A resistive transducer, thermistor, whose resistance changes as a function of some physical quantity such as temperature is connected in one arm of the bridge and is denoted by (Rr A R), where RT is the resistance of the thermistor and delta R is the change in the Generally, resistors Ra, Rb and Rc are selected so that they are equal in value to the transducer resistance RT at some indication condition. The bridge is balanced initially at a desire d reference condition. However, as the temperature changes, the resistance of the thermistor also changes causing the bridge to unbalance (Va 4- Vb).The output voltage of the bridge can be expressed as a function of the change in the resistance of the thermistor. Let the change in resistance of the thermistor be delta R. since Rb and Rc are fixed resistors, the voltage Vb is constant. However, voltage Va varies as a function of the change in thermistor resistance. Therefore The negative sign in this equation indicates that Va

How Information Flows Within An Organization Essay

Information Flow Must Be Relevant and SpecificAlthough there exists an age-old saying too much education is never enough, specific need must be established in order to disseminate tuition properly. Without specific guidelines, selective information flood inhibits the ability to tailor the data for use and brings up secretiveness issues, which must ultimately be addressed and mitigated. In the military, there exists a multitude of data and information that is passed on a daily basis. From supply and logistics information, medical and dental information, and tactical and technical information, the information needed to operate and maintain a small piece of the military is exponential. Without edify and structured guidelines on how that information is collected and used, our military would be faced with an inordinate amount of data, but with no real method of using the information.The information must also be stored at bottom systems that provide access to relevant information, a nd at the same time ensure that the contents of those systems are able to defend any and all attempts to circumnavigate the security measures within the system. Within the organization, there are a different types of information. oneness such type is personal information dealing with individuals. Sensitive information like medical history, dental history, and current prescriptions is information that must be limited to the service providers, while still maintaining the privacy and security of the individual. For that reason, systems are developed to run on an independent network that limits medical facilities and their providers with thisinformation. From the doctor or nurses input into the system, this information is maintained on databases and servers that are secured, allowing access only to those systems that have a vested interest in the patient.Departments such as pharmacy, appointment scheduling, and referrals will all be allowed close to access to an individuals informat ion. The delineating factor in providing this information is the ability to limit these different systems to only the information necessary to provide proper care. One example is a pharmacy knowing what type of medication a person needs without the entire medical history organism on pomp for all within the pharmacy to view. Another example is information about specific, day-to-day operations. Within an organization, even a secure facility, information that is discussed and passed does not cease slightly warrant access by everyone within the facility. That is why classifications exist, in order to minimize the access of information to only those who are authorized while retentivity records of where the information has been. With classified information, the method must also exist to transport the information using todays technologies.A secure, independent network exists within the military that provides a transport strictly for secure and classified information called The Secret In ternet Protocol Router Network (SIPRNet, or SIPR). Another system, used for less sensitive information, is called The Non-Classified Internet Protocol Router Network (NIPRNet, or NIPR). NIPR is divided internally in the organization through the use of different Virtual Local welkin Networks (VLANs) to allow different departments within the organization to communicate with each other without fear of overlapping their information with other agencies. NIPR is also widely known as the typical internet for the military since normal internet access is located within NIPR. Collectively, these two systems provide the military and its organizations to function and communicate on a daily basis, allowing the required departments and personnel access to relevant information without fear of privacy concerns.It can be argued that todays society is dependent on information and that too much information is never enough. Some would argue that with more information at its disposal, companies, produc ts and governments could provide better support and a high standard of living for all. However, it is inherent on organizations with desires of a multitude of information to limit their scope of to the necessary information, inorder to prohibit information from being used in a hurtful or destructive manner. Ultimately, information flow starts and ends with the individual. It is the individual that provides information, transports information, and ultimately accesses information. It is the individual that must be the one who ensures that information is being handled in methods that serves its purpose, but does not infringe on the privacy of others.

Ethical Audit Report of Tesco

1. 0 Introduction According to Mamoria (2010), affect ethics is delineate as the businessmans integrity so far as his conduct or behaviour is implicated in all fields of business as well as towards the society and other businesses. Thus, the conduct or behaviour by businessman towards the society or others whitethorn have some conflicts and contradictions. The end of this report is to highlight what and why the incidents happened. The incidents include the economic consumption of unembellishedlegal workers, price fixing, and poor product quality.All these incidents tend to spoil the corporeal image of the confederation and as well as bring harmful effect to the communities and other stakeholders. So, Tesco took action by compensating to the victims, restructured corporate management system for unwrap performances, and provided training programme and learning course for the employee. The honorable theories applicable to Tesco include ethics of Justice, Ethics of Duty, and Feminist Ethics, which lead also be discussed in this report.Related article How Tesco Communicates With CustomersIn addition, the organizations best practices and value such as corporate social responsibility and nurse the environment get out also be discussed for the close up of this report. 1. 1 Background of Tesco Tesco, one of the largest retailers in the world started its business in 1919. The Founder, Jack Cohen started a grocery stall in East End of London. He make a profit of ? 1 from gross sales of ? 4 on his first day. subsequently 5 age, in 1924. Mr. Cohen bought a shipment of tea from Mr. T. E. Stockwell where the Tesco brand first appearance.Tesco expanded its business to gaseous state station in 1974, and became the UKs largest independent petrol retailer. It generated a total sales topped ? 1bn and doubled up to ? 2bn in 1982. In order to overtake the UKs leading grocer in 1990, Tesco made an self-assertive marketing campaign to open more come inhouses to gain its businesses. In 2000, Tesco continued to expand its business by product range from c solidificationhes to electrical and personal finance products when Tesco. com was launched (www. telegraph. co. uk). For more detail on its corporate background, kindly refer to Appendix I. 2. 0 Ethical DilemmasEthics in general and ethics in business are very intimate to one another. Therefore ones personal ethics cannot be completely separated from ones business or organizational ethics. If you are a man of principles, accordingly you are more inclined to insist on high clean- alive standards in your business and organizations (Gavai, 2010). No matter how strong the corporate policy and system, ethical quandarys still exist as everyone is looking for their own interest. Tesco, one of the biggest retailers in worldwide also faces the same(p) problems such as illegitimate workers, price fixing and poor product quality. . 1 Illegal Workers Tesco was caught for hiring 30 illegal workers wh o were foreign students at one of its warehouses. These students were from 11 different nationalities mostly Bangladeshi and Indian origins were alleged for working up to 3? judgment of convictions longer than their allowed working hour in visa permit (www. visabureau. com). They worked as much as 50 hours extra than the allowed hours of 20 hours per week. This incident happened after the UK border Agency enforcement team visited their factory on July 2012 in Croydon (www. immigrationmatters. co. uk).The retailer took responsibilities by heavy(p) lot to the investigation as they insisted they did not condone illegal working (www. telegraph. co. uk). Anyhow, employees were considered the victims in this incident as they had not been protected by the companys employment rules, where they were forced to work for extra hours. They faced big losses such as inability to further education and having a work-life balance. Employer did not protect for employee welfare, they ab utilise emp loyee right to work extra which prompted to product high productivity, maximize the profit margin by saving cost of employee salary.Supplier played a key subroutine in this scenario, as it was the only party to transform information between the employers and the employee while in the process of recruitment. In fact, there was wrong information move either to the employer or the employee. 2. 2 Price Fixing Tesco was accused in the scandal of the pricing fixing on its dairy products such as quit and milk. The consumers from the Office of Fair Trading in UK reported that Tesco had charged them an additional of approximately ? 270M between years 2002-2003.The huge amount was accumulated from 3 pence extra for a pint of milk, 15 penny extra for each quarter-pound of butter and the same amount per half-pound of cheese for every single purchased together with another 8 firms were implicated in the secret approval (www. mundanemail. co. uk). They were caught by breaching the competitio n act in synchronising the gaind price with other competitors for certain dairy products. However, Tescos competitors had admitted and oft had been given discount on the fined amount as they had given cooperation in the investigation.When the corporations did not practice somewhat competition which comply with the competition law, consumers were the victims because they did not protect in fair trading. This is clearly a strong violation of consumers rights (www. savistamagazine. com). Shareholders in the corporations basically earned extra profits in this scenario. Whereas, this practices was not encouraged as they must obey the corporate law which was stated in the Corporate Governance. Government department plays a key role in this embarrass scenario their intention was to protect the consumers.Their penalty towards the corporations sent a clear signal to them not to violate consumers rights. In fact, families in UK suffering big loss of expensed extra for the daily ethicals i n unknowingly. They should be protected under the fair trading policy which ensured them to trade in worthiness. 2. 3 Poor Product Quality Tesco also acquire a punishment from the Bracknell Magistrate Court for interchange 127 outdated foods in the Martins Heron branch on May 2011. The foods include beef-burgers, ham and chocolate cheesecake. This incident happened when a girl fell sick after consuming chargrilled chicken pasta salad.This prompted Bracknell Forest Trading Standards officers to investigate the matter after receiving the complaint. The officers found that the foods had expired for 16 days during a visit to the store (www. getreading. co. uk). Trading Standards officers commented this matter as the worst case of out-of- date product that they had ever seen (www. mirror. co. uk). The irresponsible behavior acted by the management of Tesco was strongly pertained to the public health. It also brought suffer to the consumers from physically and mentality. The shareholde rs were also facing lost when the management was careless in managing the stocks.Besides the above, Tesco was discovered for selling 100 expired food products which included yoghurts, fruit smoothies, soup, gravy, vege hold over pakoras, packaged salad, pasta bowls, samosa and bhaji snack packs and guacomole dip. These items were past their sell-by-dated of between 1 to 17 days. The occurrence was in use(p) by a manager who had 20 years experience but his first time to manage the largest store chain, Tesco Extra. Shoppers had complaint about the poor problems to the proscription City Council and the trading standards officers had proven the issues after their raids at the branch in Gielgud Way, Walsgrave in November 2009 (www. oventrytelegraph. net) 3. 0 Actions interpreted to solve these dilemmas According to the Merriam Webster Dictionary, dilemmas are situations or problems where a person has to make a difficult choice an ethical dilemma is a problem where a person has to choose between a moral and an immoral act (smallbusiness. chron. com). Dilemma occurrences in the workplace are common and action taken to solve them is very important, whereas theory of ethics can be applied as guidelines which may bring the moral decision. 3. 1 Reinforce in recruitment and management system Tesco was fined for a total of ? 15,000 by UK gross profit Agency (UKBA) for 23 students, of various nationalities who had breached the visa working terms (www. telegraph. co. uk). UKBA was reflecting UK governments intention into act which has promised to overwhelm on visa abuse. The 23 individuals were not permitted to enter UK again (www. visabureau. com). The Britains biggest supermarket had ensured that the incident in this nature will never happen again. One of the executive had been laid off after the lacklustre performance (www. telegraph. co. uk). Tesco was a founder member of Ethical Trading Initiative (ETI).They searched employee with high standard by applying the ETI ba se code which included no ontogeny of child labour, working hours not exceeding (20 hours per week for foreign workers) and regular employment is provided (www. tesco. ie). However, the government had carried out a good job by fetching serious action against any employers who had breached the visa working terms. After the fined it brought a warning to the competitors and simultaneously as a reminder to them to have good ethical practice while in competition. Nobody is allowed to breach the rules in order to obtain success in competition.In addition, after UKBA taken action against the employer, the rest employees will enjoy the benefits which to work in regularly, fair treated, feel protected and concerned by the government. Employer was ensured that the management system been improved after laid off an employee who made mistake. Employer was informed to put employees welfares as priority. 3. 2 Defending the rights Tesco was slapped with the fined of ? 10m for price-fixing of its dairy products by the Office of Fair Trading ( frequently) in 2011 after seven years of investigation. However, they threatened to fight back by taking legal action against oftentimes to defend themselves.The company claimed they were surprised and dismayed with the fined and strongly denied with any collusion in changing pricing detail with each other via the dairy processors. Tesco stand at its point vigorously and throughout the court. However, it had urged the government to deprive OFT of its power to investigate and punish firms under the competition act (www. mirror. co. uk). The intention of OFT was to alert the industries that the competition laws was enforced in ensuring the shopper in a fair trade condition. Hence, after the punishments were sent, it was ensure that the competition was maintained under the competition laws.Furthermore, competitors were only able to divulge information to each other via dairy suppliers. Suppliers were also not been honest in this incident. Suppliers did not bear responsibility of providing high quality products with reasonable prices where the consumers are able enjoy the benefits. Thus, suppliers being fined by the OFT were considered reasonable. No matter how the employer wanted to fight back with OFT, they had to pay the fine and settled it in the fastest way where to stop any embarrassing matters to affect their sales figure.At the same time, the costly and time consuming case might affect the expense of both taxpayer and business as well. So the fine give has benefitted the consumers which bring fairness of their trading. 3. 3 Compensations After Tesco had admitted selling of outdated food, it was fined by the Bracknell Magistate Court for ? 12,000, and ? 15,000 in legal fees and a ? 15 victim surcharge. The Charges were related to 88 types of food which were put on shelves for sales. Tesco had to bear for the penalty as they knew that selling of out-date-food brought harm to the public health (www. tutorcare. o. uk). In order not to repeat their mistake, they were reinforce through staff training at the Bracknell store to ensure all the processes undergone strict quality control and the procedures were complied. Customers are the cause and purpose of every business. A business is supposed to serve them satisfactorily (Gavai, 2010). According to Tesco Corporate responsibility, they were running local anaesthetic supplier programme for the purpose of getting fresh and quality products. Therefore, the company had to enforce the programme to ensure it was running smoothly and the supplier complied with it.Employers had to bear the responsibility for the incident where there was serious problem in the management. The accused importantly spoiled the corporate image and reputation which cause the sales figure to drop. However, the employers had made a right decision for admitting the mistake and paid compensation. It significantly showed that Tesco was applying the Ethics of Justice. Accordi ng to Plato (2010), justice is an order and a beauty of the parts of a whole. Justice is effective coordination. It is an effective harmony of the whole.Ethics of justice can be defined as what is right and what is wrong in clear and precision. It was related to the notion of fairness. When a person is been treated unequally or deprived from what he deserved, then he was treated with injustice. Tesco realized that treating someone injustice was an immoral action, so they pledged guilty and paid fined which tend to bring fairness to the consumers as to shape this action on the criterion of rightness, which is one of the concepts in Ethics of Justice as well. Furthermore, Tesco was fined for ? 33,400 for 43 charges of selling 100 out-of-date foods at a hear in Coventry Magistrates Court and a further of 94 charges after considering their sentenced. However, some shareholders of Tesco were present in court to show their seriousness of this matter and their concern on the case. They pledged guilty on the charges and their managers were laid off and two other employees were being disciplined (www. lacors. gov. uk). Employees had the responsibility to carry out their job by following the corporate system. Some of the mistakes were not being tolerated and it has brought harm to the public health.The Coventry council was pleased with the results as the sentenced brought a warning to other competitors in the same industry that the government had stand at their point for the communities was appreciated. 4. 0 Best Practices and Values According to Donald, White and Bedner (2010), value is a concept of the desirable, an internalized criterion or standard of evaluation a person possesses. Such concepts and standards are relatively few and determine or guide an individuals evaluation of many objects encountered in universal life. Values are tinged with moral flavour involving an individuals judgement of what is good, right or desirable.Tesco has practiced several commun ities works as a return to the society and time-tested to deliver values to them. Corporate social responsibility is in the interest of business because, by contributing to social change, it can create a better environment for its own transactions, thereby developing business while being socially responsibly (Rendtorff and Dahl, 2009). 4. 1 Communities Works Tesco plays a vital role in the local communities by supporting them actively without preconditions. They wanted to have a good relationship with the communities in which they operated.The fundamental condition that Tesco can provide to the communities is providing good quality, affordable foods and goods, and offering job to the unemployment. Besides that, they are listening and responding to the local communities for their needs and values, carrying out the issues that matter to them positively, and improve the local area by providing unchanging contributions. They regularly set up a new store in the area where the retailers or businesses had been neglected. Tesco also launched a Regeneration Partnership Programs in UK where Tesco was imperial as this prompted to providing job opportunities to the long term unemployment.In May 2012, they had their first launched store under the regeneration program in Hungary at Debrecen. Hiring 100 unemployed and providing 42 with courses organized by Regional Labour Centre helped them to readjust in their routine of daily work. Tesco also gathered the local communities in a optic point for them to interact. In Turkey, Tesco Kipa Family Club offered Cooking class, Dancing class, chess and learning English Class to their 60,000 members. In addition, Tesco had over 100 schools of Extended Class in South Korea to let the customers and families to attend Arts and English Class.Presently, Tesco had over 750 communities champion working into the communities which communicated with the communities effectively. They were organizing activities such as Healthy Eating to the p rimary school and local school children, charity event by collection or bag packing, and also asking the staff and customers to join the events like Race for Life (www. tescoplc. com). Without doubt, values to the communities such as responsibility, accountability, concern and unity had contributed absolutely by Tesco. Value so understood is a very broad category.It includes all sorts of things, from personal liking like health or a sense of humor to social ideals like wealth or liberty (Weston, 2010). They are responsible to the communities by giving them quality product in affordable prices. In addition, they were giving values of accountability by organizing learning class for the communities to gain their knowledge and interests. Tesco is also concerned about the communities of the unemployment, giving priority to the unemployed for job opportunities which also gave them better future and better life.Unity of the communities is very important in local area, Tesco provided a pl an for the communities to communicate, interact and work together. They looked forward that every business and store were valued by the communities as they were trying hard to give interest to the communities. Tesco contributed a lot of times and fund to the community works. This demonstrates the application of Ethics of Duty. According to Kant (2010), a handicraft is obligatory and one has to do his duty regardless of any situation.Most of the time duty implies an action that one is expected to do as a part of society which may be neither for self-satisfaction nor for immediate happiness. Tesco knew what their summit duty to the communities was. Having a good thought is not enough but must in action. An action with potential concern showed their responsibility to the communities. 4. 2 protect Environment Protecting the environment is one of the important missions set by Tesco. The only way to deal with it was reducing the impact on the environment, including water and vital forc e usage.All the suppliers have to follow the program with Tesco by reducing carbon footprint on the product and manage the water usage in all the store chain. The mission to be achieved is to become a zero-carbon business by 2050. Achieving a mission is not only in planning but practice. Tesco has converted over 100 stores to natural refrigeration across the corporate. The project in Kenya for the Lake Naivasha water stewardship helped to reduce water pollution and raised the water levels, replace transportation from lorries to plain transport which saved 15,000 tonnes of CO2e per year.Tesco had also collaborated with Unilever to create awareness amongst customers of sustainable product choices more than 10,000 customers were advised to reduce their water footprint in Turkey. Tesco practiced by reducing in furtherance and minimizing waste in their dairy operation which helped to reduce the impact on the environment. Reducing waste was the priority plan for Tesco. They used a marke t-leading store ordering system which helped to predict what each store chain will sell, this minimized waste of food accurately before it reached their customers.The programmes of minimizing the stores operational waste started running since 2009 throughout the worlds store chain. They did not send any wastage from the UK store to the landfill. If the wasted were unable to cycle then it will be converted into other sources of energy. In China, cardboard and wasted oil in the stores had been fully recycled. In Poland, in order to increase the rate of recycling, they have conducted an audit of waste segregation in stores. In Malaysia, they encouraged the employees to recycle by launching a weekly league table to record who recycled the most.In US, they sent their waste food to the food bank for those who needed to reduce the wastage. And lastly in Slovakia, they donated the waste food the Hunters connexion for feeding animals. The materials used for product packing were the lightes t weight and sustainable and also gave opportunities for recycling. Since 2007, Tesco have reduced the packaging of own-brand product more than 15% in UK, which included cutting glass usage by 420 tonnes annually when producing their own label Champagne. They also changed traditional packaging of toys to new packaging decrement technique that brought 15% reduction.In UK, Tesco also has commitments with WRAPs Courtauld 2 (Waste and Resource Action Programme) to reduce the packaging waste by 2012. The commitments included the reduction of weight, recycled content of grocery packaging to be increased, rates of recycling to be increased, and carbon impact to be lowered by 10%, reduction of 4% for the UK household food and drink, and reduction of 5% for the products and packaging waste in the supply chains (www. tescoplc. com). Caring for the environment brings value of duty, love, hope, and comfort. Tesco has carried out their duty towards the society by committing on wastage reduction .All the resources taken from the earth and environment were fully utilized and the balances were recycled. This duty is belonging to everyone therefore Tesco has taken it into priority. Tesco also showed the values of love. In terms of kind the earth, loving the environment, and loving each others in the world by saving the resources such as water. Human being is unable to live without water. Tesco knew the seriousness so they ran several programmes on reducing the usage of water. Tesco is giving Hope to the society as well, saving resources in order to prevent resources shortage, and climate changing.Value of hope is generating with these practices to the people. Living in harmony and secure which may concern for the next generation as well. With the clean environment, the values of comfort arise and the people can feel that they are living in a peaceful world. This is the main objective achieved by Tesco. A comfort lifestyle may bring positive thinking to the people, staying wit h tolerance and forgiveness. Tesco has significantly practiced ethical theory of right for the programme. According to William Sbaw (2010), a right is an entitlement to act or have other acts in a certain way.Everyone has a right in doing certain action and simultaneously expecting others not to deprive its right. However, others also possess a right to disagree to the action, but they cannot dismiss it. Tesco promoted the protect environment programme and has prompted to let the communities knew that they had the right to live harmony. Right and Duty are correlated as that our prime duty is to protect the rights of people (Gavai, 2010). Tesco has the duty of giving fairness to the society and the communities have the right to enjoy the fair treatment. 5. Conclusion Business ethics is important for a corporate because it brings significant benefits and advantages. familiarity with good business ethics prompt to have good image and reputation in the market, which assist to create ma rket awareness and promote sales easily. Furthermore, a corporation best practice such as corporate social responsibility is also very crucial which to protect the employees and communities welfare, corporation may enjoy benefits for itself also because a good corporate social responsibility may create loyalty of an employee.A loyal and committted employee will stay with the corporation eternally and increase productivity, which can reduce labour turnover as well. Whereas, Tesco, as one of the biggest retailers in the world, which cover business internationally (refer Appendix II for supranational business Chart), they realize the importance of these and working hard to practice good ethical behavior, create value for the communities and providing moral decision to settle the ethical dilemma to ensure the stakeholder and communities can enjoy the benefits.

How Has Globalization Shaped Your Community Essay

The term globalization is a complex concept to define in a single, precise statement as one index find in a dictionary. Although the phenomenon has many facets, it is generally described as the trend whereby countries, on a global scale join socially, politically and economically. This motion is facilitated in many ways, like finished public and private sector decisions, education and by the ever increasing rate of information transfer via the net and social media, which has been a major catalyst in contemporary politics. An example of this would be the ways in which the social media has facilitated the Arab Spring revolutions, as individuals give ear themselves more and more as part of the extensiver picture as citizens in the global scheme. Globalization is said to bring people of all nations closer together, especially through a common medium like the net profit, and through the common mechanism of economics.Growing up in one of Brooklyns most iconic phantasmal communitie s, I drive home experienced the many changes to its population and commercialism as it has evolved due to globalization. I have seen the resistance to this change as well, which may be typical of aras where the majority ar conservative, spiritual men and women. However, as all communities eventually yield somewhat to the changing political and social landscape, I have noniced the ways in which Crown heights Brooklyn has also gave way to the phenomenon of globalization.From a lifelong perspective on my particular block, I have see the changes in the ways my neighbors and I shop, how we interact, and the effects of this change on the friendship. In particular, Ive notice mass merchants opening up around my neighborhood. Neighborhoods comprised of a dominant allele ethnicity or religious majority tend to favor the mom and pop version of food markets, pharmacies, as well as locally owned day cares, schools, banks and another(prenominal) institutions. It is therefore interesting to watch the process of globalization gradually change my community in similar ways it has changed other secular neighborhood. particularly notable is how the the local hardware store (where we went to buy our batteries and Walkmans) was replaced by a home depot, and the Jewish operated kosher markets give way to (still Kosher) super-centers. Additionally, in the generation of my youth prior to the technological revolution, the idea of a cell phone for every able bodied adult and teen was as foreign as the view of a flying car, Let alone the use of the Internet for recurrent ordering of good and service.Before everyone was on board with America Online and learning the ins-and-outs of the Internet in the 1900s, the community of Crown Heights had almost blatantly-defined boundaries, and consumers rarely, if ever traversed these invisible lines for their consumer needs- they had no need for Kosher food, or religious materials or traditional Jewish food. In one article, Mele makes a n analogy using the Lower east side of New York City to describe the visceral effects of globalization on the urban life (5), beg offing the ways vauntingly business has reinvented and marginalized the local character of these neighborhoods.When big companies seek to get bigger by opening chains in microscopical religious neighborhoods, the negatives are the same as when they open in secular locales, such as the Lower East side of the New York City- the negatives are blatant. The anti-globalization arguments are also the same region to region that is, the fear of mistreatment to workers and low wages for them to bring home (Clawson 1) among other things. With respect to my neighborhood, I can recall discussions by a few Rabbis about ways to slow or ameliorate such ills of the global market sprawl.But the sprawling of global reenforcement is inevitable, and as conservative a community may be, we should hold back for ways to live with the effects of globalization. We should striv e to maximize the advantages while minimizing the harms. I will not claim that this trend in my neighborhood has lacked any appeal or advantage. Price and convenience of products are changing for the better, as we are able to start out goods and services from the far r separatelyes of the world by a click of a hardlyton, a phone call or a trip to your mass retailer. These large businesses offer delivery, savings selection and convenience often not affordable to the mom and pop store.The local butcher, local grocers and authentic, traditional bakeries in my neighborhood were replaced by large supermarkets promoting deep discounts and convenience of one stop shopping. According to recent research, Zhu, Singh and Dukes argue that some stores located near these larger enterprises performed better than those located miles past or more (3). Still, one can not ignore that In a society which is fast paced, local community economies are suffering greatly. The handiness of goods and servi ces may be more prolific than ever, but the quality leaves much to be re outgrowthed, as I do from the time of my childhood. The citizens of Crown Heights have learned to adapt to change, yet they may be powerless after all.Globalization means you arent just competing against the store across the street, but rather someone in another town or other nation, one quite possibly with a lower labor rate, cheaper raw materials and cheaper overhead. In a world like this, how can the small guys survive? Actually, there have been many suggestions for local sustainability put forth by both the merchants and the consumer culture. The administration has attempted tariffs and legislations to promote local industry, and there are myriad anti-globalization organizations such as environmental groups like Greenpeace, and international groups like Oxfam (Globalization 1) However, experience from my community suggests that it is not government agenda, but community action that will bring forth the bes t long term changes.Studies often result in competing and/or mixed results and conclusions, but it is clear that Crown heights has changed for the worse in many ways due to globalization. For that reason it is logical to site academic studies to explain the causes and cures to this downside of global markets. Conventional wisdom and research may suggest that when large Wall-Marts open in a community, local businesses suffer for it. This model may also explain what is going on in Crown Heights- the total drawbacks of globalization outweigh any benefits.The negative impacts of the giant Wall-Mart is often used (perhaps correctly) to guess the ills of the globalization. One recent study analyzed them once again, making use of national data, finding that the opening of a Wall-Mart reduces local-level (county) retail employment by cl jobs. Because Wal-Mart stores employ an average of 360 workers, this suggests that for every new retail job created by Wal-Mart, 1.4 jobs are lost as exist ing businesses downsize or close. The study also plant that the arrival of a Wall-Mart store reduces total county-wide retail payroll by an average of about $1.2 million (Flandez 1)So it would seem that local ownership is zippy to the livelihood of a community, as well as the survival of the communitys traditions and to prevent global homogenization of consumer products and services. The obvious question for a member of a local community, concerns how to take back the consumer market.Perhaps local supermarkets can offer more comprehensive and effective promotional material or affix the scope of product being sold. A community member can do his or her part by buying from the local Farmers Market. This action has been be to help local economies, and it is also currently trendy to be a devout locavore in certain places in New York City. The fact that farmers are interchange direct to the most proximal residents means revenue stays within the community.Even if every need cannot be fulfilled from a local market, each local purchase has an incremental impact and, when applied by the masses, grows exponentially. By supporting local food, Tierney (1) points out some benefits to the local community one does not support shopping malls, chains, and the roads and infrastructure needed to nourish them. Instead, one supports farms, and the natural habitat that comes with them. This is a positive from a conservationist perspective. Lastly, but by far of least importance, is that locally grown food is fresher, and more flavorful.If the model of the farmers market can be applied to any other commercial product, it should and other forms of push-back by consumer behavior modification such as this should be used to enhance the benefits of local markets on their respective communities. The fact that these markets are growing independent of government influence is a sign that people do value their small community enterprises.Every aspiring entrepreneur has big dreams. Many ha ve small budgets, though, and globalization processes have led to the suppression and elimination of these entrepreneurial types to actualize their dreams and help the communities and maintain the cultures they were born into. Globalization has changed the look and feel of my community, as well as the very physical and social definition and boundaries of my community. A visitor in Crown Heights today, taking a stroll down the street intent on some consumer purchase, may have come from much further away compared to decades past.Hopefully, this consumer will consider the adjoin of his or her dollar on the local economy and chose wisely about where to spend it. Many times one will find that buying a product which is grown locally wont cost you more than the alternative and even if it it does, your purchase helps future generations of your community. Even in the slow-changing conservative religious community of my youth, commercial globalization takes a toll on the local economy and eve ntually effects traditional values, yet we still have filling as a community about where we shop. It is my hope that the small budget entrepreneur of todays market will make a replication in my neighborhoodSourcesClawson, Julie. Globalization and Consumerism. Onehandclapping incantations at the edge of uncertainty. Julie Clawson, 20 Nov 2008. Web. Web. 28 Feb 2013. Flandez, Raymund. What Can You Do to Fight Wall-Mart. Wall Street Journal. 20 Mar 2009 n. page. Web. 30 Jan. 2013. Marco Lauteri, et al. Combining Demographic And Land-Use Dynamics With Local Communities perceptions For Analyzing Socio-Ecological Systems A Case Study In A Mountain Area Of Italy. Iforest Biogeosciences & Forestry 5.3 (2012) 1-8. Academic Search Complete. Web. 23 Jan. 2013. Tierney, John. youthful and Direct From the Garden an Ocean Away. New York Times. 30 Aug 2011 n. page. Web. 30 Jan. 2013. Zhu, Ting, Vishal Singh, and Anthony Dukes. Local Competition, Entry, And Agglomeration. Quantitative Marketing & Economics 9.2 (2011) 129-154. Business Source Complete. Web.29 Jan. 2013.

Charles Dickens & Oliver Twist Essay

Oliver is mistreated by the Sowerberrys and after having a fight with Noah Claypole he runs away to the heartbreaking place London, no place for young orphans like Oliver. It was a dangerous place because young orphans had no chance of surviving in the large city. A stack of intoxicated men and drug addicts were out in the open lose to do as they pleased, Oliver could give also got molested. On ace of bullshit Dawkins travels also known as the Artful Doger an employee of Fagin he caught his eye on Oliver. He takes Oliver to meet one of the worst characters Fagin.Fagin takes in children who are homeless and trains them to dismantle pocket for him in his den which has other young children living there including the Artful Doger. The Dodgers description is that he had about him all the airs and manners of a man this suggests that he was not allowed to be a child. He has had to grow up fast, because of what has happened to him in his life. He has been on the streets and had to lea rn how to survive, which has led to him becoming one of Fagins boys and making money from other peoples possessions.Fagin is a criminal and bollockser of young children he teaches them to pick pock for him. The two main corrupt characters in the unused Oliver Twist are Fagin and measuring Sykes. Fagins Den isnt a very clean place and with the area his den is based in, has a lot of thieves and prostitutes roaming around in. This is not a place for young boys it has sick, twisted minded people like Fagin who is a prime example. He corrupts young children and shows them that stealing possessions from others isnt a crime. Fagin shows Oliver some tricks he uses to make money.Jack and another of Fagins boys demonstrates to Oliver how the job is done, they pretend to steal a handkerchief and spectacle case from Fagins pocket without him noticing. Fagin tells Oliver to, Make em your models. Fagin wants Oliver to be just like the other boys he asks Oliver Youd like to be able to make poc ket-handkerchiefs as easy as Charley Bates, wouldnt you, my dear? Not knowing the true meaning of what has been showed to him Oliver replies very much indeed, if youll teach me sir Dickens shows us the readers how innocent Oliver was and how corrupt he was too.Fagin tells Oliver his boys mustiness be Olivers role models. Bill Sikes is introduced to Oliver and Oliver is sent to do a job with him. Oliver gets caught when trying to break in the house his then shoot and Bill leaves Oliver alone to defend for himself. This is not fair Oliver shouldnt be treated like this for other peoples needs his treated like a slave. Bill Sikes is corrupt because he takes children to do his jobs for him he uses and abuses them just like Nancy the prostitute. This is unfair because Oliver is being pushed about and should be treated with respect.Bill isnt a committed someone towards the boys, his selfish, and inconsiderate he was only out for himself. Bill is a violent man and a murderer he has no fee lings for anyone. Oliver doesnt become debauch because he realizes what Fagin is doing is wrong and causes people to suffer have unbearable feelings. Corruption can happen to anyone especially if youre young and naive. We learn in this countersign how unfair and corrupt the participation was through Oliver because a young boy was submitted to torture and pain.Corruption is an evil and devious thing that causes abhorrence and misery. England showed this by critical laws being brought in the society, to make people aware of what they were doing was it right or wrong. People were treated as prisoners and they were prohibited to have healthy food and have a spectacular life. If they were filled with self-esteem they would want to carry on, be determined in life and enjoy it in todays society they would be very appreciative.

A Closer Look on Sir Gawain

For Literature lovers, Sir Gawain is best known as the nephew of King Arthur. He is the watchword of King Arthurs sister Morgaus and King Lot. He is a Knight of the Round Table. His brothers atomic number 18 Agravain, Gaheris, G atomic number 18th and Mordred. He is hardcore to his king and to his family. He is a magnificent warrior but has a temper. He is also a ladies man. There are some whole kit and boodle where his strength depends on the sun. Some stories claim that he is rattling strong during the afternoon when the sun shines at its best and is weak at night because the sun sets.There are two sides of Sir Gawain when it comes to his duties as a knight and as a family man. He balances both roles well. For example, he is fast(a) to King Arthur and obeys his commands. However, when Guinevere was slated to be burned at the stake and Sir Gawain was asked by King Arthur to stand post, the Knight nobly said no to the command. His respect for women outweighed his loyalty to his l iege. There was also a time when his loyalty to his takeoff rocket Lance potty was outweighed by his loyalty to his family.This was when his brothers (except for Mordred) were killed during the battle between Lancelot and King Arthur. But when Mordred overturned the kingdom of Camelot and Sir Gawain was breathing his last, he sought forgiveness from Lancelot and asked him to defeat Mordred in his stead. Sir Gawain is popular in a number of literary works all over Europe. He is often seen as the model of chivalry. Most protagonists are compared and contrasted to him. A lot of French romances portray Gawain in different ways. Some time he is the hero.There are other times, he is the loyal wingman of the hero. He is also popularly known as the knight who searched for the Grail. Here, he is seen at his best light. His intentions are pure. It is reminiscent to him stopping his brothers Agravain and Mordred in plotting the downfall of Lancelot and Guinevere by revealing their love affair . During the Post-Vulgate Cycle, Gawain was portrayed as a murderer. He was no longer the hero but the villain. This generic evil canceled out his records as the fearful knight when literature about him is discussed.Therefore, to the eyes of Literature lovers, Gawain is an honorable champion but has flaws. For the Literature in Britain and Scotland, Gawain is a respectable and admired hero. He is also the main man when it comes to romantic stories and lyrical poems. His genius is not tarnished because French Literature refuse to show Sir Gawain in a negative light. As a matter of fact, in Middle English Literature, he is the central character in a capital work Sir Gawain and the Green Knight. In Sir Gawain and the Green Knight, he is an excellent knight but has compassionate traits.He also has flaws. He may be witty, virtuous and respectful of women but there are times that he is also subdued to jealousy. In the end, his love for women frees his wife Dame Ragnelle from her curs e of ugliness. The depiction of Sir Gawain in glowing lights continued toward the Vulgate and the Post-Vulgate Cycle. The problem is that there were other literatures that stained his reputation, particular the negative characteristics that were attributed to him by doubting Thomas Malorys The Death of Arthur. Literary scholars compare and contrast the sides of Sir Gawain in every literature he appeared in. peradventure what makes Sir Gawain genuine is that readers have an idea of his shortcomings but see that he is eager to make up for them (as mentioned in the earlier paragraphs of this essay. ) Therefore, we balance the whole anatomy of Sir Gawain. Just like us, Sir Gawain can be a humankind and a brute. He can be loyal to his family and friends but turn his back on them the morsel his ethics and beliefs are attacked. In the end, its all about weighing the pros and the cons of the knight.

Health Records

When going to the doctors office, on that point was a beat when patients had to check out their aesculapian checkup records before seeing their doctor or dentist. They would also have to return the medical records before leaving the clinics or hospital. Now patients are adequate to(p) to skip those steps because of electronic medical records. But what exactly are manual medical records and electronic records? According to Merriam-Webster, medical records are a record of a patients medical information (as medical history, bid or treatments received, test results, diagnoses, and medications taken).Electronic medical records are digital medical records that either originates from an electronic format or is converted from root word or hard copy to an online version. This paper will give the reader brain wave on the pros and cons of both manual and electronic medical records, and will allow the reader to form an assessment on which is the better method of filing records. Medical records are used to maintain all of a patients medical files. These files and documents include, but are not limited to vitals, medication history, prior injuries, treatments, and appointments.The medical records come in two forms electronic and paper (manual). Both are essential to keeping treat of patients medical history. This is important for doctors to be able to continue appropriate treatment, and especially necessary for patients that have a team of physicians and therapists. Without medical records it would nearly impossible to give the proper care to a patient because there would be a lack of knowledge of past medical care and treatment. The question that usually arises approximately medical records is which are better, electronic or manual records?This is a very good question, but both methods are very beneficial. There are pros and cons to both of the methods. When comparing the two I like to try them based on storage, legibility, access, and pledge. These four points can help you determine which method is more reliable or efficient. Storage of medical records is an area in which electronic medical records seem to have the edge. Hospitals and medical providers practically have warehouses literally filled with paper records. Besides taking up space, paper records are not eco-friendly.Electronic records can be stored on computer drives that require much less space and fewer resources to produce. story records also naturally deteriorate over time in storage, regardless of how well their environment is controlled, and they extend to decay upon excessive handling. Computer records can in theory be stored and accessed forever, without the deterioration of record quality. firearm doctors may have a reputation for poor penmanship, few people in any concern can write as clearly as a computer sacred scripture processor can.Paper medical records can be difficult to decipher, particularly for those unfamiliar with medical terminology. One of the clear benefits of electronic records is that sheath is more or less standardized and clear across all records. This clarity saves time for the reader, and time can be critical in medical treatment. However, doctors or their assistants who are unfamiliar with the best practices of word processing technology may find it time-consuming to enter records electronicallyAccording to John Csiszar, whizz of the main benefits of electronic medical records is that they can be shared with other professionals almost instantaneously via electronic transmission or direct access to a storage system. For paper records to reach other implicated parties, they must either be mailed or converted to electronic format, such as via scan and emailing, before they can be accessed.Both paper and electronic record storage systems have some security vulnerabilities. Electronic records are susceptible to hackers and other unauthorized individuals who can gain access by time out down the electronic defenses of a s torage system. Electronic records can also be rendered inaccessible referable to system crashes or other electronic malfunctions. Paper records are generally safe unless someone physically breaks into a storage unit.Both types of records can be susceptible to natural disasters such as fires and floods however, a induction will typically have only one copy of a paper record, versus at least(prenominal) one backup copy of an electronic record. Both electronic records and manual records are beneficial. I personally think that they should be filed in conjunction with one another. I think that we should do them electronically, but instill copies for paper records as a backup system. Computer systems are not always reliable, so the paper records would be beneficial during those times.

Differences Between Associate Degree Nurse and Baccalaureate Degree Nurse

DIFFERENCES BETWEEN ASSOCIATE DEGREE NURSE AND BACCALAUREATE DEGREE NURSE at that place are several benefits of having a baccalaureate- course (BSN) over the associates degree (ADN). In this essay, I impart discuss how effective communication can be further developed when obtaining the BSN. Next, I bequeath chat about how a BSN can create a more highly qualified care for workforce. Lastly, it forget be explained that getting a BSN willing create make break-dance career and higher education opportunities.EFFECTIVE intercourseCommunication is central to hu homo interaction. Without it, people cannot relate to those around them, make their needs and concerns known or make sense of what is happening to them. unitary of the most basic goals for nursing staff is that their patients and clients and those who care for them visit effective communication, (W every last(predicate)is, 2011, p. 35). Effective communication can be further developed by obtaining a BSN and can ultimately lead you to be a better nurse, leader, and professional. Being a nurse of every take, you are communicating important nurture regarding the patient. If your report is not thorough, you may miss vital pieces of information pertaining to your patients care. It will build a more trusting relationship between your patients, co-workers and supervisors.HIGHLY QUALIFIED NURSING WORKFORCEBSN level nurses will provide a better program than the ADN level nurses with their increase level of critical view and using evidence based go for. The American Association of Colleges of Nursing (AACN), the national voice for baccalaureate and alumna nursing programs, believes that education has a significant impact on the knowledge and competencies of the nurse clinician, as it does for all healthcare providers (Fact Sheet, 2012, p. 1). The BSN increases knowledge in psychology, science, sociology, and perplexity. The BSN applies the knowledge that they have learned. With the increase of knowledge in management, they will be able to prioritize and organize the workload of the patients.With the increase of science they will have a better understanding of how the body works and use critical care judgements of the patient with evidence based practice. This will improve patient safety and the care of the patient. The BSN nurses will be more educated in the differences in patients culture and way of idea due totheir increase in psychology and sociology. BSN level will have better outcomes for the patient thus leading to lower mortality rates. In the October 2012 solvent of Medical Care, researchers from the University of Pennsylvania found that surgical patients in Magnet hospitals had 14% lower odds of inmate death within 30 days, and 12% lower odds of failure-to-rescue compared with patients cared for in non-Magnet hospitals.The study authors conclude that these better outcomes were attributed in large part to investments in highly qualified and educated nurses, including a higher symmetricalness of baccalaureate prepared nurses (Fact Sheet, 2012, p. 1). As an example of a patient care situation, two men came into the ER with gunshot wounds, one to the leg and the other to the abdomen. The ADN nurse went straight to the man with the abdomen gunshot, not noticing the man with a gunshot wound to the leg was not breathing. The bullet had hit his popliteal artery therefrom he had lost too much blood to survive. The nurse should have done her quick assessment correctly as evidence based practice has shown. This goes to show that using critical care thinking and evidence based theory not only end in better outcomes but similarly can saves patients lives.HIGHER EDUCATION OPPORTUNITIESA BSN degree is essential if you want to move to a leadership or management role. Leadership skills are essential when you are a charge nurse, on a committee or in administration. A BSN education will provide you with confidence to excel in these settings. The nations Magnet h ospitals, which are recognized for nursing excellence and superior patient outcomes, have moved to engage all nurse managers and nurse leaders to hold a baccalaureate or graduate degree in nursing by 2013. Settings applying for Magnet designation must also show what plans are in place to achieve the IOM recommendation of having an 80% baccalaureate prepared RN workforce by 2020 (Fact Sheet, 2012, p. 3). One more advantage of baccalaureate-degree program is that it is a bridge for masters degree level.CONCLUSIONBSN level nurses will provide a better program than the ADN level nurses. Critical thinking, communication, and leading are imperative to the nursing career. Professionalism, ethical decision making, accountability, critical thinking, and effective communication are emphasized. This is achievedthrough the application of liberal arts constructs, science, health and nursing theories, and the values of the Christian faith within the scope of nursing knowledge and evidence-based practice (Philosophy, p. 1). Education is the key for success and better outcome of patients.

Ray Ban Brand Audit

Following this powerful flow and the popularity kick the bucketed with the Aviator, during the undermenti iodined years they Introduced In the merchandise new versions of the classic model (this mime for shooting sports) with the sweat bar, and gradient lenses. Secondly, talking nigh lifestyle and tranquil, they introduced in 1952 an another(prenominal) classic, the lance of light- discharge focussingf atomic number 18r. This model became popular in Hollywood and has been routined by a lot of actors in several characterizations (I. E. Blues Brother), getting more and more the im out of date age of cool and trendy during these years.Several other models were do, but between ass and ass the callers masterpieces rebrinyed the Aviator and Wayfarer. Still directadays w chick we envisage more or less the score these are the two beginning models that come up in our minds. In 1999 the dishonor has been interchange to the Italian Ululation S. P. A for $million. Today dive rsify-Ban Is an Icon for young and cool pot. The patronage that connects old-school with the chip in models never changed and you fag end exempt find the high-quality that characterized the company for years and years.Their slogan is now (since 2007) neer hide, encouraging people to show themselves in the way they are, authentic all toldy and without being afraid close(predicate) away Judgments. History timeline The target- grocery has been set to focus on people between 18 and 34 years old. A huge gap with a lot of strong competitors. To lead the commercialise today quill-Ban eject lay out itself referring to its strong key-points Rich historical story and enduring legacy Design and style considered as unremitting 0 products never changed since 1937 Aviator and Wayfarer occupies a unique place in costumers mind genuine is Cool.Mental map Linked with the companys lieu on the market it is interesting and actually important for managers to get what people think ro ughly the dishonor. As said before, an easy and social functionful way to analyses that is to create a mental map. According to the results of the survey we made, hither our mental map Core instigant associations Going deeper with our smirch inspect, here we go for the most common famous association people link with barb-Ban thinking about the Hollywood World. set size up Nowadays, more than in the past, managers are so foc employ on market and soils. all(prenominal) roughly us there is a huge variety between products and services that are headspring-nigh the same and in the major(ip)ity of the efforts customers are driven towards a specific product. Instead we chose another set salutary beca expend of a good marketing campaign and because of the taint. The power of fire print is so way stronger than what we in reality think. According to the literature (Keller, 2013) for that reason companies are studying spot and spending lot of m wholenessy in marketing. Talk ing about accounting, if managers have to analyses ROI (return on investment) on the starting signal hand, on the second one now they to a fault have ROOM (return of marketing investment).As said before bet shafts are strictly connected deep down costumers and the market where the company is working in. But in which way managers evict analyses the overall situation to pull in what they have to do to be more effective and profit suitable? They have to focus first of all on a Brand audit. According to the literature (Chipper, 2010) and following the definition used in accounting, an audit is a systematic inspection by an outside accounting company including analyses, tests, sec.Even (Keller 2013), we can bound a Marketing Audit as a comprehensive, systematic, independent and periodic examination of a company, regarding strategies, objectives, marketing milieu problems and opportunities that can guarantee the company to come up with a plan of action able to tramp companys perfo rmance. Brand Audit is undeniable to understand where companies fall guy stands and what is the value perceived by costumers. When analyzing we have roughly steps to follow. On the first hand, inner Factors that are here again sub-divided into three-step procedure.From the bottom to the outdo we have here fixing goals and scope, then the data appealingness and the final step with the report and compendium on what studied. On the second hand external Factors, these are more united with costumers and the ways on how to improve set rightfulness. Mixing up internal and external featureors managers can understand the incorruptibles perspective and the costumers one (so what the company think about the stag and what really costumers think about it when they acquire it). These two perspectives should go up.In the table below you can see some of the most important elements from internal and external factors. Internal Positioning Brand Values Brand promise Voice Services lin ked with the product External Corporate identity Advertising Social Media Sponsor/member-ships Perceived health of the defect (Mildness. Com, Brand audit, Rob Williams, 3110112013) According to the literature (Keller, 2013), following these two typefaces managers can come up with two necessary elements they have to analyses Brand Inventory analyzing how products and services offered by the company are earned and marketed.The brand can in that way be catalogued with its defined profile. As well as you analyses your brand managers have to do the same with competitors. Profiling competitive brands is necessary to comprehend differences or common pints. Goal is to analyses costumers and reach detail information about what they actually think regarding the brand. According to the literature (Keller, 2013), two important outcomes can assistance marketing managers to analyses the brand are Mental maps and Core Brand Associations.Using mental maps enquire costumers When you think about that brand what comes up? You can understand what people think about your brand and what are the important points that are associated to it. Talking about Core Brand Associations, those are all the abstract associations costumers can ease up to the brand (I. E. When you think about Nikkei you think about Tiger Woods. And if some draw athletes use the brand you probably link that brand with quality and reliability). When making a brand audit, another important aspect to analyses is the brand positioning.Where and in which way we want to show the brand, the target-market we want to reach. And of course the companys hypothetical positioning has to bear on p with costumers brand perception. Linked with positioning is the Brand Portfolio. Here all the sub-family brands of the company are embroild, specifying the target- market where they are in and which product they serve. The brand portfolio must be clear and well defined, because costumers cannot be con planted when they have t o choose a product from the same company.In that chemise centralization problems can be reached in reality easily. Power grid Brand attributes Before digging deeper into the Brand attributes of give out Ban, we should be clear about the definition of Brand attributes. In general the brand attributes are the responses by a consumer to a brand (De Cornerstone & McDonald, 1998). Those responses depend according to Keller (1993) on their favorable or unfavorable sleep togetherledge about the brand, which results from their aim of awareness and the image they have about the brand. These two core components are the heart of any brand attributes.Brand awareness is the consumers ability to identify the brand with a specific product fellowship (De Cornerstone & McDonald, 1998). Brand awareness is most commonly measured trough the following ways Brand recognition- the consumers recognize the following brand? Brand recall- The ability of the consumer to think of the brand when only been given the product category. What brand comes first to your mind when thinking of sun glaze? Brand dominance- identifies the most important brand of one product category in the consumers mind. When purchasing your next pair of sunglasses, which brand would you go for?Brand knowledge- this identifies how the values that are linked with a particular brand are perceived by the consumer. Do you believe that the lenses of rotating shaft Ban sunglasses offer you a full protection of your eyes? The second core component is the brand image. There are many contrastive definitions on this term Kettle (Kettle , 1988)describes it as the set of beliefs held about a particular brand or a set of associations, usually organized in some significant way (Shaker, 1992) A brand image can be seen as a unique collection of attributes that are connected to a brand in the mind of a consumer.The image can be influenced by many diametric factors such as, word-of-mouth, marketing or communication campaign s, slogan, logo or the packaging of the product. All of those factors should be taken into account by the management team of a firm and remorsefully chosen to deflect a misunderstanding of the consumer by any chance. In this part we want to go deeper into the brand attributes that are connected with electron beam Ban in the mind of the consumers. We did not want to use second-hand research about this topic because the sources were not very reliable, that we could find on the internet.Because of this we decided to include one question into our survey that will tell us more about the attributes. We asked the participants of the questionnaire to write down what first comes to their minds when thinking of Ray Ban. In the following we would like to show the most common answers in biff points Figure The N of 34 participants is caused by the fact that not all people that took part in the survey filled out this question. The other answers that were given in the survey can be found in the appendix of this paper.As we can see from the results, two of the most founds attributes are actual products of Ray Ban, the Aviator and the Wayfarer. This can be seen as a huge advantage for the firm, because also the overall attributes make believed by the participants of our survey were positive. Brand portfolio Before taking a closer hang at Ray Bans brand portfolio it is important to understand hat a brand portfolio is in general, what it is used for and take a look at the main advantages and disadvantages of this tool.Keller(2012) define the brand portfolio as the set of disparate brands that a particular firm offers for sale to buyers in a particular category. The portfolio is a part of the brand architecture, that provides general guidelines about its stigmatisation strategy and which brand elements to apply across all the different products. There are many different opinions on the number of brands that should be included in the portfolio. According to Seafarer(1994) a large ND have it away synergies in the development and sharing of specialized brand management capabilities, such as brand equity tracking, market research and media buying.Seeker and Cravings(1990) state that it enables the firm to build greater market allot by smash satisfying heterogeneous customer needs. On the other hand there are authors that recommend Just the opposite to keep the number of brands rather small to assure the manageability. A larger number of brands could be inefficient because they lower manufacturing and distribution economies (Finked, Hogan, Knudsen, & Trandom, 1997). Overall it can be said that the size of the brand oratorio differs within the different industry. The firms should continuously analyses their portfolio and revise if necessary.The main advantage of having and using a brand portfolio is clear to see, it gives the managers a clear structured overview about the firms current brand situation and can be and useful tool when making brand regardin g decision I. E. Launch of a new brand or product line extension. The only disadvantage is that a good brand portfolio can be quite a time and cost consuming when first set up and regularly updated. After we now know what a Brand portfolio is let us take a closer look on the case of Ray Ban. Ray Ban offers four major products to the customers, Aviator, Schoolmaster, Jackie Ooh and the Wayfarer which then come in different instaurations.The Aviator line typically has dark and reflexive lenses and the characteristic very thin metal set with a double or triple bridge. This model was the first models invented by Abash& Lomb, the inventor company of Ray Ban, and branded as a Ray Ban. (www. Arabian. Com). In 1956 Ray Ban expended their product portfolio with the Wayfarer line. The new plastic design of the glasses frame was revolutionary at that time. The wayfarers had their highest point of popularity in the asses and asses and hen slowly faded away. A big re-launch and a new marketin g campaign brought them back to the clear in the asses.Since that time the sales have been constantly increasing. The third style of the ray ban is the so called Schoolmaster. It was brought on the marked in the late asses and was already a retro style at that time. It became in particular very famous in the Jazz scene in these days, due to the fact that it was worn by many of the musicians. Nowadays the Schoolmaster has its largest number of followers in the hipster scene, where it is considered as a trendy-retro style. All of the three models come in designs for men, women and unisex.But there is also one model in the portfolio that is exclusively made for women, the so called Jackie Ooh. They are a bold, distinct, modernized version of the classic feminine shape that will, according to ray Ban, bring lots of real estate to the face. (www. Arabian. Com) Brand Elements According to Kevin Keller on his book strategic Brand Management Brand elements or brand identities can be all t hose things that serve to identify and discover the brand. It can be the brand report, logo, package, etc. These things play a big role of building the brand awareness and make brand differentiation. Eye see a particular brand elements without anything else related to product, also brand elements are very important for building the brand equity. By looking on our brand Ray Ban, we can notes and analyze six different elements for it as the following Name The summon of the brand which is Ray Ban is one of the most important element of the brand, this name has a good encroachment on the customer feeling. By looking at the name we can see that the name is real and easy to say that people use these words often, also easy to remember.In addition this name meaningful that the meaning of it is to protect and prevent people eyes from sun says. Furthermore its easy to translate this name to other languages to get the meaning of it if thats necessary some time. URL The URL is the macrocos m names for the brand which is located on the web. Ray ban official web domain name s www. Ray-ban. Com this domain is really clear and easy to memorize because its linked directly to the brand name. In addition Ray ban give the ability for customer to add on the domain name the country name which make the website open in the country language.Logos The logo of the brand is the virtual element which has the picture at heart customer mind. For Ray Ban we can see that it has three logos with colors of red and whiten or black and white but in all of them we can Just see the name of the brand written in special way without have any pictures which has a benefit of shown the name of the brand everywhere that make people memorize and remember the brand all the time. Also the logo with Just name without pictures prevent the company in future if another company come an use a comparable picture.Slogan The brand slogan is a short phrase that communicates persuasive massage about the brand es pecially in advertising, which can play an important role of alluding the brand awareness and in marketing programs. Ray Ban has different slogan which change from time to time, in the past they used be cool or Style needs no introduction and now they use Never hide. These different slogans have in general the same massage but in different way which is this brand make you that person who is stylish and want to show off.We can also see the power of Ray Ban Company which all the time update his slogan depending on the market and which encourage people. Jingles Jingle is the special music for the brand which when people listened to this music it linked them with the brand. Although Jingle has a benefit of build the brand awareness and make customer remember the brand but Ray Ban doesnt have a Jingle, they use a classic music in advertising which still has the benefit of have a different kind of music to cover the different kind of customers. packaging Packaging is the activities of des igning and producing containers or wrappers of a product. Like other elements, packaging plays a role of building the brand awareness and gives the brand a specialty. Ray Ban has one package design for sun glasses with different colors, which has the advantage of build one package mage inside customer mind and makes them link this design with Ray ban. At the end all of these elements work together to build the brand awareness and the brand equity by delivering the same massage with the same ton of voice.Which all these elements talk with informal way because the big free radical of target market is young people, also they have the massage of giving the people who has a Ray Ban Competitor analyses Key competitors In the following we would like to take a closer look at the key competitors of Ray Ban. In order to survive in a market you have to know your competitors, as good as Seibel. A key competitor can be any person or business in the same industry, or a correspondent industry, w hich offers a similar product or service.If there are one or more competitors on the market that can lead to reduce in the impairment of the offered goods or services. Competition also leads to the fact that the companies have to become more efficient in order to lower their costs, and still be able to compete in the future. Going by that definition almost every brand on the sunglass market could be seen as a competitor to Ray Ban, that is why we focused on brands which can be found also thin the same price and style segment and share a similar target group. Person Person is an Italian luxury aware company that is focused on sunglasses.Formed in 1917 they have a long tradition in producing glasses. Person aware was originally created for pilots and sports driver, which gives the company a strong advantage since they were focused on high quality and durable products right from the start. Especially for Ray Ban s Wayfarer series, Person is a strong competitor with its Vintage Celebra tion series. These glasses are very similar in terms of style and quality. dolce & Cabana Aware The firm Dolce and Cabana was founded in 1985 in Italy by Domenici Dolce Stefan Cabana.The firm started out by offering a womens line with the whole range of clothing products and accessories. In 1990 they presented their first male line which increased their market share dramatically. The brand stands for luxury and timeless designs and they offer styles for every occasion. They launched their first aware collection, including glasses and sunglasses, in 1992, which was a huge success right from the beginning. Their designs are modern and ever fashionable but also include classic pieces. Oakley The Oakley Inc. An American based manufacturer for sports equipment and sunglasses that was founded in 1975. Their main advantage is that they use actual athletes to test their prototypes and work together with them to assure high customer satisfaction on the actual product. to the highest degree all of their glasses have a very athletic look and most of the styles are very pricey. Their main and advertisement is done by sponsoring international sport any kind and the United States majestic Team. Maim Jim communication events of Maim Jim is an American based manufacturer for high- end sunglasses.That was brings them pretty close to Ray Bans products. Most of their advertisement campaigns feature oceanic and sporty themes. Maim Jim appeals to an older demographic target group and goes more towards high quality then the up. To date fashion. This brings them in terms of their very close to the Ray Bans. Positioning map sports glasses designs The following map places the different brand by two major aspects their price and their design. The price can be found on the x-axis, which goes from affordable to expensive.The main problem is to define the term expensive. From which point on are sunglasses expensive and when are they still affordable. For this case we used a detent point of view on the pricing. On the ordinate of the map you can find the design factor of the sunglasses, the scale goes from classic to contemporary. If taken a look at the positioning map above, its clear to see why we have identified these brands as the key competitors for Ray Ban. They are all going for a similar target group, and market their products in the upper end price range.The sunglasses of Person, Dolce& Cabana and Oakley are manufactured by Ululation, Just like Ray Ban. Here lays the main obstacle, in keeping these brand, that seem so related clearly separated from each other to avoid cannibalism. Rent strategy Ray Ban currently uses an effective and clever marketing strategy to reach a lot of people worldwide. They make use of the internet through viral marketing and irregular marketing. Guerilla marketing heavily relies on imagination and energy instead of big budgets or other expensive methods.Guerilla marketing makes a big impression over traditional media and has the possibility to achieve heroic recall numbers Just by interacting with consumers on a personal level (Elevation, 1984). We think that the utilization of guerilla marketing is extremely beneficial for Ray Ban since it ill enhance its brand perception, has monetary benefits and increases the interaction with potential customers as well as enables the power of worth of mouth. On the contrary, making use of this somewhat reckless strategy could also result into misconception. It can be seen as offensive and hostile.On top of that there is no real method of measuring the return on investment of guerilla marketing. For Ray Ban it is not all about the entire brand message. They communicate it mostly in printed or television advertisements. These adds are not telling how cool sunglasses are, or how extremely resilient those of ray ban are. What they do try to tell you is that owning a pair of ray bans is cool and will ascent your image. Another thing that Ray Ban consistently does is th eir communication. This is implemented in both their offline as well as their online campaigns.By combining multiple media channels and consistently communicating one message but in different ways they make sure that description Age Prominently people in the age group of 22-40. Generation X and Y (the young and middle aged) Income Family income greater than average. Education Well educated, down or post graduates. Occupation Working professionals or students. Product placement The 1983 comedy Risky descent is both the movie that launched Tom Cruisers career and the movie that saved Ray-Sans Wayfarer sunglasses from extinction.Cruise plays Joel, a suburban high school student whose parents go out of town for the weekend, leaving him free to dance around the house in his underwear. His character wears Ray-Sans Wayfarer sunglasses, which became so popular as a result that 360,000 pairs were sold that year. This is a perfect example of how Ray Ban nowadays makes use of movies for thei r product placement strategy. This film was just one of the many that followed up on the success of combining sunglasses with celebrity mug in movies.The sudden rise in popularity of their model the wayfarer happened since Ray Ban and the movie dusky made an agreement that their cast would wear them in the movie against an incredible price. This resulted in a spacious increase of sales since a lot of people wanted to be as cool as the characters in the movie. Pricing The price strategy of ray ban can be categorized as price skimming. This is a concept where the firm starts with asking a high price for their product, because here is a clear demand and customers are sure to pay the price (Investigated. Mom). After a maculation the demand of the initial target customers will be satisfied, the firm will lower the initial asking price once this happens. This is in order to attract and persuade more people to buy the old model. With this they try to aim for a more price sensitive segm ent. The skimming strategy accepted its name from skimming layers of cream, as prices are lowered over time. SOOT analysts Survey The survey for this grant was done by Google Drive and the final results were