Elizabeth I Research Paper Essay

I, Overview Elizabeth I (known simply as â€Å"Elizabeth† until the accession of Elizabeth II; 7 September 1533 – 24 March 1603) was queen regnant of England and Ireland from 17 November 1558 until her death. Sometimes called â€Å"The Virgin Queen†, â€Å"Gloriana† or â€Å"Good Queen Bess†, Elizabeth was the fifth and last monarch of the Tudor dynasty. The daughter of Henry VIII, she was born a princess, but her mother, Anne Boleyn, was executed two and a half years after her birth.[1] Elizabeth was a different kind of Queen: quick-witted, clever and able to use feminine wiles to get her own way. Elizabeth could be as ruthless and calculating as any king before her but at the same time she was vain, sentimental and easily swayed by flattery. She liked to surround herself with attractive people and her portraits were carefully vetted to make sure that no physical flaws were ever revealed. She relied upon the ministers close to her but would infuriate them with her indecision – ‘It makes me weary of life,’ remarked one. Faced with a dilemma – for example whether or not to sign the execution warrant of Mary Queen of Scots – Elizabeth would busy herself with other matters for months on end. Only when the patience of her ministers was running short would she be forced to make up her mind. She had a formidable intellect, and her sharp tongue would quickly settle any argument – in her favour.[2] II,Early life Elizabeth was the only child of Henry VIII and Anne Boleyn, who did not bear a male heir and was executed less than three years after Elizabeth’s birth. Elizabeth was born at Greenwich Palace and was named after both her grandmothers, Elizabeth of York and Elizabeth Howard.[5] She was the second child of Henry VIII of England born in wedlock to survive infancy. Her mother was Henry’s second wife, Anne Boleyn. When Elizabeth was two years and eight months old, her mother was executed on 19 May 1536.[8] Elizabeth was declared illegitimate and deprived of the title of princess[1] Source: Wikipedia Elizabeth is favorably contrasted to her half-blood sister, Mary I but she was lucky to live longer than her. Her early life was full of uncertainties, and her chances of succeeding to the throne seemed very slight once her half-brother Edward was born in 1537. She was then third in line behind her Roman Catholic half-sister, Princess Mary. Roman Catholics, indeed, always considered her illegitimate and she only narrowly escaped execution in the wake of a failed rebellion against Queen Mary in 1554. Elizabeth succeeded to the throne on her half-sister’s death in November 1558. She was very well-educated (fluent in six languages), and had inherited intelligence, determination and shrewdness from both parents. [3] III, Elizabeth’s Reign[2] Her 45-year reign is generally considered one of the most glorious in English history. During it a secure Church of England was established. Its doctrines were laid down in the 39 Articles of 1563, a compromise between Roman Catholicism and Protestantism. Elizabeth herself refused to ‘make windows into men’s souls †¦ there is only one Jesus Christ and all the rest is a dispute over trifles’; she asked for outward uniformity. Most of her subjects accepted the compromise as the basis of their faith, and her church settlement probably saved England from religious wars like those which France suffered in the second half of the 16th century. Although autocratic and capricious, Elizabeth had astute political judgement and chose her ministers well; these included Burghley (Secretary of State), Hatton (Lord Chancellor) and Walsingham (in charge of intelligence and also a Secretary of State). Overall, Elizabeth’s administration consisted of some 600 officials a dministering the great offices of state, and a similar number dealing with the Crown lands (which funded the administrative costs). Social and economic regulation and law and order remained in the hands of the sheriffs at local level, supported by unpaid justices of the peace. Elizabeth’s reign also saw many brave voyages of discovery, including those of Francis Drake, Walter Raleigh and Humphrey Gilbert, particularly to the Americas. These expeditions prepared England for an age of colonisation and trade expansion, which Elizabeth herself recognised by establishing the East India Company in 1600. The arts flourished during Elizabeth’s reign. Country houses such as Longleat and Hardwick Hall were built, miniature painting reached its high point, theatres thrived – the Queen attended the first performance of Shakespeare’s ‘A Midsummer Night’s Dream’. Composers such as William Byrd and Thomas Tallis worked in Elizabeth’s court and at the Chapel Royal, St. James’s Palace. The image of Elizabeth’s reign is one of triumph and success. The Queen herself was often called ‘Gloriana’, ‘Good Queen Bess’ and ‘The Virgin Queen’. Investing in expensive clothes and jewellery (to look the part, like all contemporary sovereigns), she cultivated this image by touring the country in regional visits known as ‘progresses’, often riding on horseback rather than by carriage. Elizabeth made at least 25 progresses during her reign. However, Elizabeth’s reign was one of considerable danger and difficulty for many, with threats of invasion from Spain through Ireland, and from France through Scotland. Much of northern England was in rebellion in 1569-70. A papal bull of 1570 specifically released Elizabeth’s subjects from their allegiance, and she passed harsh laws against Roman Catholics after plots against her life were discovered. One such plot involved Mary, Queen of Scots, who had fled to England i n 1568 after her second husband’s murder and her subsequent marriage to a man believed to have been involved in his murder. As a likely successor to Elizabeth, Mary spent 19 years as Elizabeth’s prisoner because Mary was the focus for rebellion and possible assassination plots, such as the Babington Plot of 1586. Mary was also a temptation for potential invaders such as Philip II. In a letter of 1586 to Mary, Elizabeth wrote, ‘You have planned †¦ to take my life and ruin my kingdom †¦ I never proceeded so harshly against you.’ Despite Elizabeth’s reluctance to take drastic action, on the insistence of Parliament and her advisers, Mary was tried, found guilty and executed in 1587. In 1588, aided by bad weather, the English navy scored a great victory over the Spanish invasion fleet of around 130 ships – the ‘Armada’. The Armada was intended to overthrow the Queen and re-establish Roman Catholicism by conquest, as Philip II believed he had a claim to the English throne through his marriage to Mary. During Elizabeth’s long reign, the nation also suffered from high prices and severe economic depression, especially in the countryside, during the 1590s. The war against Spain was not very successful after the Armada had been beaten and, together with other campaigns, it was very costly. Though she kept a tight rein on government expenditure, Elizabeth left large debts to her successor. Wars during Elizabeth’s reign are estimated to have cost over  £5 million (at the prices of the time) which Crown revenues could not match – in 1588, for example, Elizabeth’s total annual revenue amounted to some  £392,000. Despite the combination of financial strains and prolonged war after 1588, Parliament was not summoned more often. There were only 16 sittings of the Commons during Elizabeth’s reign, five of which were in the period 1588-1601. Although Elizabeth freely used her power to veto legislation, she avoided confrontation and did not attempt to define Parliament’s constitutional position and rights. Elizabeth chose never to marry. If she had chosen a foreign prince, he would have drawn England into foreign policies for his own advantages (as in her sister Mary’s marriage to Philip of Spain); marrying a fellow countryman could have drawn the Queen into factional infighting. Elizabeth used her marriage prospects as a political tool in foreign and domestic policies.However, the ‘Virgin Queen’ was presented as a selfless woman who sacrificed personal happiness for the good of the nation, to which she was, in essence, ‘married’. †¨Late in her reign, she addressed Parliament in the so-called ‘Golden Speech’ of 1601 when she told MPs: ‘There is no jewel, be it of never so high a price, which I set before this jewel; I mean your love.’ She seems to have been very popular with the vast majority of her subjects. III, Overall Overall, Elizabeth’s always shrewd and, when necessary, decisive leadership brought successes during a period of great danger both at home and abroad. She died at Richmond Palace on 24 March 1603, having become a legend in her lifetime. The date of her accession was a national holiday for two hundred years.[3] Elizabeth was a master of political science. She inherited her father’s supremacist view of the monarchy, but showed great wisdom by refusing to directly antagonize Parliament. She acquired undying devotion from her advisement council, who were constantly perplexed by her habit of waiting to the last minute to make decisions (this was not a deficiency in her makeup, but a tactic that she used to advantage). She used the various factions (instead of being used by them), playing one off another until the exhausted combatants came to her for resolution of their grievances. Few English monarchs enjoyed such political power, while still maintaining the devotion of the whole of English society.[2] Resources Information: [1]:http://en.wikipedia.org/wiki/Elizabeth_I_of_England#Marriage_question [2]: http://www.bbc.co.uk/history/british/tudors/elizabeth_i_01.shtml [3]:http://www.royal.gov.uk/historyofthemonarchy/kingsandqueensofengland/thetudors/elizabethi.aspx

Counseling Psychology

A fuller understanding of clients’ problems within the province of psychological counseling involves not only the cogency of the framework employed but also how it applies in practice. Mindful of the fact that there is no single intervention or explanation that can possibly apply to all cases; there is a pressing need for counseling psychologists to take into consideration the client’s point of view; that is, how the client understands, appropriates and integrates for his/herself his/her current situation.If we are to characterize the past two decades, we may say that it is noted for an increased emphasis on methodological diversity, not only in approaches but also, and more importantly, in terms of alternative research methods in counseling psychology (Goldman, 1976; Howard, 1983). In this aspect, the emergence of pragmatism allowed for diverse approaches in counseling psychology which values both objective and subjective knowledge (Hanson, 2005, p.226). Mindful of thi s significant shift in theorizing and research, this paper seeks to articulate the underpinnings of the generalist approach to counseling psychology, their problems and limitations so as to provide feasible solutions for a more pragmatic approach that is beneficial not only for the clients but for the practitioner as well. The dominant approach in the profession of counseling psychology is the generalist model of intervention.The generalist approach is essentially a problem-solving approach which operates on the assumption that as experts, psychologists know best, since they have the necessary knowledge, skills and training in handling clients’ problems. Six interrelated steps/stages are involved in the generalist intervention model: (1) assessment, (2) planning, (3) intervention, (4) evaluation, (5) termination, and (6) follow up.The essential difference between the generalist and the person-centered approach in terms of intervention is that the generalist sees the relations hip in the â€Å"expert-client† kind of way, whereas, it is not necessarily the case for the person-centered approach. The counseling psychologist who employs the person-centered approach knows the value of emphatic listening and applies it to his/her clients for this will be of great help in addressing the client’s need for positive regard from others.If the client feels comfortable with the counseling psychologist because the latter knows how to listen, then this will be of great help in boosting the client’s self-worth. The person-centered approach was developed from the client-centered approach by Carl Rogers. Regarding the impact of the person-centered approach, Krebs and Blackman (1988) wrote: â€Å"The person-centered approach has had impact on domains outside of therapy such as family life, education, leadership, conflict resolution, politics and community health.† On a preliminary note, it may be said that for Krebs and Blackman, the person-cente red approach has many interesting and fruitful applications. As was noted earlier, Roger’s person-centered therapy is a modification of his client-centered therapy, the foundation of which is a phenomenological and existential framework on construing a theory of personality. An adequate theory of personality, as Roger sees it, must take into account the core notions of (1) human nature and (2) the human condition and the reason for improving the aforementioned condition.He writes: â€Å"the core of man's nature is essentially positive† (1961, p. 73). He adopts an organismic view of the person in a positive way. It is positive in the sense that the person, as an organism, is driven by an actualizing tendency. This idea is actuallly not something new and may be compared to the ancient Greeks idea of the telos which is the Greek term for end or purpose. In Aristotle’s view, for instance, man’s telos involves the actualization of the distinctive human functio n.It is, in this direction then that human beings ought to move [that is, the actualization of the human potentials]. â€Å"The good life is a process not a state of being. It is a direction, not a destination (Rogers, 1961, p. 186)†. The Self then for Rogers, is driven by the said actualizing tendency. A fully-functioning person for Rogers is a person who is developing, or if I may use Aristotle’s word â€Å"flourishing†. The fully-functioning person flourishes, so to speak, that is, geared towards development. Development in this sense, would involve personality development.Since man’s nature, as Rogers claims, is positive then he/she will seek personality development. If the person-centered approach to counseling psychology is more appropriate in terms of producing successful outcomes, then perhaps we may consider juxtaposing such an approach with the constructivist framework. According to Neimeyer (1995) constructivism represents a meta-theory and epi stemologic stance that emphasises self-conceiving, self-organising, and proactive features of human knowing (cited in Savickas, 2000, p. 60).Moreover, by juxtaposing the person-centered approach with constructivism, both the client and the counseling psychologist may continuously review, revise and re-orient themselves with the things that they know and how they live their lives. This is to say that there is no monopoly in terms of the learning process that takes place since both the client and the counseling psychologist takes an active part in the meaning-making process. This way, psychology becomes humanistic. Rogers’ person-centered approach is of this type.Humanistic psychology, as a reaction to positivistic psychology, sheds light on important questions that matter, not only for the client and practitioner, learner and teacher. Schneider, et. al, summarized these questions as follows: â€Å"What does it mean to be fully experientially human? † and â€Å"How does that understanding illuminate the fulfilled or vital life? † (Schneider, et. al, 2001, p. xx). These questions are questions of universal concern and have been framed in different ways by different thinkers in different periods in the history of ideas.In the final analysis, we may take refuge in the thought that developing humanistic psychology brings us closer to understanding our human condition, our situatedness. In so doing, it also gives us a fuller understanding of our very own humanity. For it is by knowing who we are and where we stand can we chart the rightful path towards a just and humane society. References Goldman, L. (1976). â€Å"A Revolution in Counseling Psychology. † Journal of Counseling Psychology. 23: 543-552. Hanson, W. E. (2005). â€Å"Mixed Methods Research Designs in Counseling Psychology. † Journal of Counseling Psychology. 52: 224-235. Howard, G. S. (1983).â€Å"Toward Methodological Pluralism. † Journal of Counseling Psychology . 30: 19-21. Krebs, D. , Blackman, R. (1988). Psychology: A First Encounter. Toronto: Harcourt Brace Jovanovich. Rogers, C. R. (1965). â€Å"A Humanistic Conception of Man†. In R. E. Farson (ed. ) Science and Human Affairs: Science and Behavior Books, Inc. ___. (1961). On Becoming a Person. Houghton Mifflin. Savickas, M. L. (2000). â€Å"Renovating the Psychology of Careers for the Twenty First Century. † The Future of Career. Cambridge University Press. Schneider, K. J. , et. al. (2001). The Handbook of Humanistic Psychology: Leading Edges in Theory, Research and Practice. Sage.

Food for Thought Essay

The well known expression, you are what you eat, is even more true as we get on in years. If we had eaten the food that was good for us in our younger years, the chances of staying healthy longer will improve as we get older. Also, the likelihood of maintaining a high quality of life throughout our senior years increases. Reading nutrition columns in newspapers and magazines or from other media sources is a good way to keep updated of current food and health related discoveries. How can we be able to estimate and gauge the truthfulness of scientific studies about food? Linda Kulman gives us good advice about how to do just that in her article, Food News Can Get You Dizzy, So Know What to Swallow. I believe that for a person to be able to make healthy dietary choices a person needs to be educated as to the credibility of healthy dietary options. Primarily, to achieve and maintain good health, food from all the major food groups should be eaten in proper proportion and regularly. Therefore, no one food is able to maintain good health when eaten alone. For instance, â€Å"No foods are so good that if you ate them to the exclusion of all else, you would be healthy,† says M. R. C. Greenwood, a biologist and chancellor of the University of California-Santa Cruz (Kulman, 2012, p. 141). Making the correct dietary choices was, and continues to be a difficult one. Confusion can turn to frustration when many reports and studies contradict each others findings. Canada’s Food Guide to Healthy Eating will give us the basics on what constitutes a healthy diet. The food guide basically recommends to eat in moderation and to eat a large variety of foods. The flip-flops of nutritional recommendations by the scientific community are causing bewilderment with many people who are trying to achieve and maintain a good healthy diet. Furthermore, the tale of fiber and its claimed shielding effect against colon cancer show how uncertain science can lead to confusion. Fiber helps food go through the digestive track faster, reducing the time carcinogens make contact with your intestinal walls. Studies of high fiber eating population and experiments with mice and rats resulted in giving the fiber hypothesis some credibility. Even though the evidence for higher fiber consumption reducing cancer risk remained uncertain, in 1984 the American Cancer Society made its first specific recommendation to eat fiber to help prevent colon cancer. Researchers with the Nurses Health Study in Boston tracked the diets and health of more than 88,000 American female nurses since 1980 and found that nurses who ate about 30 grams of fiber a day got colorectal cancer just as often as the average American, who consumes just 13 grams (Kulman, 2012, p. 143). Two additional study results showed that eating more fiber does not reduce the risk of getting colon cancer. These studies show that there was no significant difference of colon cancer risk between man and women. Researchers continue to suspect that whole fruits and vegetables as well as whole grains are protective against colon cancer. In conclusion, the fiber story is an example of how reporting results of scientific food studies while the studies are incomplete, can lead to many people becoming discouraged from believing future reported food study findings. Usually the cause of such distortions is the incompatibility between the needs of science and those of the News Media. â€Å"The way a lab finding makes its way to the headlines is like a conveyor belt,† explains the Statistical Assessment Service’s Murray. â€Å"At each step there is a potential distortion. Where science is contingent and unfinished, journalists want something definitive (Kulman, 2012, p. 143). The most frequent complaints about news reports is that they tend to leave out information that would help readers decide how seriously to take a new finding. The News Media should not be the only one to take the blame for the reporting of incorrect information about study findings. Scientist can get very enthusiastic when reporting their findings to the News Media and can easily be misinterpreted as to the significance of their findings. Scientists are often motivated to embellish their claims to get greater attention and more research funding. This is an unfortunately situation for those of us attempting to make an informed choice for a healthy diet.

Midterm Assignment Example | Topics and Well Written Essays - 500 words - 2

Midterm - Assignment Example Risk Test: The risk involved is for both, the employer and the employee, if the financial health of the company booms then it wouldn’t affect the hourly rate of Wright, thus Wright would not be benefited under good condition. Similarly if the company is not doing well then even under such condition it would have to pay the same hourly rate it was giving before, thus making it risky for the company. Tools Test: the article doesn’t specify any information regarding the tools provided to Wright, but upon further examination it can be extracted that most likely Wright uses the equipment and tools of the company in his daily work. These can be, computer, stationery, and other supplies which are used in daily office work. Moreover, the company also provides him with the important data and reports for him to base his work upon. Durability and Exclusivity of Relationship Test: as mentioned earlier, Wright has been employed at Reactors Ltd. for two years during which he has been working on hourly rate and also has been offered the position of General Manager. Working at a central position, where he is responsible for monitoring the activities at the company, it has become hard for him to work for any other clients. Since, Wright has been working as an employee at Reactors Ltd. the taxes as well as the CCP should be canceled for the period of his tenure. Interest and fine(s) would be a possible outcome from the CRA as well. a) It is possible that Monique file a complaint based on the Human Rights act under which are the 14 grounds of prohibited discrimination. However, it is not possible for her to draft the complaint on direct discrimination, like physical appearance which is not a part of this act. But, if she succeeds in coming up with a strong argument regarding the permissibility of piercing in religious context then she can have the chance to prove her point. b) No, there is no contradiction of NB Human Rights act as reflected in the actions of the

The Implementation of Flight Operational Quality Assurance (FOQA) and Research Paper - 1

The Implementation of Flight Operational Quality Assurance (FOQA) and Flight Data Monitoring (FDM) plans and the Challenge of Effective Integration - Research Paper Example It is for this reason that such bodies as the International Civil Aviation Authority (ICAO) continue to enforce international policies that seek to minimise the number of air travel incidences and accidents. In its 2014 safety report, the ICAO recorded decrease in the number of accidents per one million departure from 3.2 in 2012 to 2.8 in 2013 (ICAO, 2014). This was against 2011 and 2010 rates of 4.2 each. This statistics shows that a lot of progress is being achieved in aviation safety. This research paper therefore seeks to investigate ways in which the implementation of two major flight safety systems namely the flight operational quality assurance (FOQA) and flight data monitoring (FDM) can aid in improving the safety status in air travel. This is done along the need to understanding the challenges that come with the effective integration of these and other flight safety systems. The FOQA and FDM systems are often thought of as being the same type of system and representing the same outcome. Klein and Militello (2011) however explained that even though these two may be very similar and used interchangeably, they are not the same and do not represent the same outcome. FDM can be said to be the parent safety system introduced by the Flight Safety Foundation and approved by the ICAO for practice for processing recorded data from routine flights. The overall aim of such processing of recorded data is to ensure that there is effective operational risk assessment for all aircrafts that are over 27 tonnes (Diehl, 2013). Out of the FDM, the FOQA was born very specifically by the US Federal Aviation Authority (FAA) which exempted itself from the ICAO’s mandatory requirement on January 1, 2005 for National Aviation Authorities (NAA) through the FDM (UK Health and Safety Executive, 2011). As a flight safety system, the FOQA acts as a voluntary program or guideli ne for capturing, analysing and visualising all forms

Product Liabilities Cases. Confidential Business Information Essay

Product Liabilities Cases. Confidential Business Information - Essay Example Though product liability is a valid legal requirement, the Supreme Court pushed the limits too high that many manufactures have shied away from the market. The Supreme Court denied the fact that in some cases, though a supplier may be certain of the functionality of a product, systems may go haywire lidding to unforeseen damages or fatalities. Though consumer activists explain that such products liability suits would make manufactures more responsible on the threat of product liability, the fact is that such suits are hurting the manufacturing sector and preventing thousands of innovations from getting into the market (Andre & Velasquez, 2010). Increased product liabilities cases lead to increased cost of goods to the consumer, which implies that the cost of the litigations outweigh their benefits to the society. Andre & Velasquez (2010) explains that the high cost of litigations in many companies, making up to 60% of litigation expenses is making cost of doing business to increase s ubstantially; as the cost of liability suits increases, the company passes the increased burden to customers in terms of high product processes. Therefore, such litigations by a few will hurt many customers in terms of increased prices. In some extreme cases, companies have been forced to scale dozen their operations due to the high costs of such litigations. This results to thousands of job losses. For example, a Conference Board report recently revealed that 15% of companies were forced to undertake massive downsizing, while another 8% were forced to close down plants due to such litigations (Andre & Velasquez, 2010). In addition to losing jobs, such a move hurts the economy as productivity and investments are forced to close as a result of litigations. Moreover, more companies with ingenious products fear introducing such products in the company. The above report revealed that up to 39% of companies delayed introducing new products in the market due to fear of litigations. In fac t, withe such litigations, vaccines to some diseases such as AIDS may never be realized as manufacturers shy away from the market due to such litigations. This hurts the overall economy and society in general. DQ 2 Every business has to abide to some legal agreements that are protected under the law. In order to act ethically, a business has to ensure that all information held about their clients is confidential and is not to be disclosed to any other party under any case, unless a court of law orders such information to be presented. According to British Law (2012) a confidentiality agreement or any non-disclosure agreement is a legally binding contract, with owner of the information disclosing such information to a third party; the third party is legally required to keep such information confidential and not disclose such information to any other party. According to IPR Help Desk (2012), trade secrets are any confidential information held by a business, which makes a business to a chieve an economic benefit that translates to competitive advantage. Such a secret is largely unknown to competitors due to the strategic efforts by the holder of such information to keep it a secret. Client contacts give a business a competitive advantage over its competitors in that a business with more clients will have more profitability and performance compared to others, which is form of competitive advantage. Customer emails are part of customer information that has to be confidential and

Classroom Management Essay Example | Topics and Well Written Essays - 750 words

Classroom Management - Essay Example This essay explores the classroom management field that demonstrates the progression of ensuring that teaching and impartation of knowledge is undisturbed by undesired students who through disruptive behavior can cause disturbance while a class is in session. The researcher states that application of management in a classroom at times can prove to be intricate while trying to teach and experiencing such crisis can cause teachers to depart. The reason behind for the departure of teachers from the teaching field is caused by the attitudes and discipline of the negative students. Classroom management can be based on motivation, discipline and respect. Every academic year witnesses the adoption of various rules and systems but unfortunately by the middle of the term most often these rules are broken. The researcher suggests that in order to understand as to how to implement CM one needs to understand the mentality of every student. Various approaches of classroom management, such as the self discipline approach wherein the student can be trusted to investigate and change their behavioral pattern. The Desist approach that was also presented in the essay proclaims that the teacher has full responsibility in controlling the classroom. In conclusion, the researcher states that the most important aspect is to construct a positive relationship between the teacher and student thereby creating a constructive educational atmosphere and sums up that every student should develop a sense of trust, sovereignty and inventiveness.

Formulating Analyzing & Researching Tourism Policy Essay - 3

Formulating Analyzing & Researching Tourism Policy - Essay Example The developmental policy of the Gatwick policy is to â€Å"ensure that Gatwick’s operation and development effectively address national, regional and local objectives for economically, socially and environmentally responsible development† (GAOMP p. 3). Regarding the environmental issues, special care is taken by the policy designers to address issues that are related to ‘air quality and air noise’ as well as ‘ground noise, biodiversity and resource use† (GAOMP p. 4). Similarly, it is also mandatory that the Gatwick policy gives due importance to ‘safety and security on the ground and in the air’ while designing the buildings and structures for the proposed plan. The legal limits to Gatwick policy are set by the airspace policy and air traffic control put by the UK Government and National Air Traffic services. Consequently, the new policy should give predominance to the four objectives for sustainable development. These four objectiv es include â€Å"Social progress which recognizes the needs of everyone†, â€Å"Effective protection of the environment†, â€Å"prudent use of natural resources† and â€Å"maintenance of high and stable levels of economic growth and employment† (GAOMP P. 7). The air port development also needs to take into account the developmental control guidelines set out in town and country planning legislation, circulars and guidance and should cope up with the airport design criteria set by the Civil Aviation Authority, the airport security guidelines set by the Department of Transport and the safeguard aerodrome and public safety zones (GAOMP P. 13). If the tour is not properly planned considering all the aspects it can cause many socio-economic and environmental problems. Avoiding these negative impacts must be the priority of the policy makers. The local authority support is also a significant requirement for the development.

Public Law (Human Rights) Essay Example | Topics and Well Written Essays - 1500 words

Public Law (Human Rights) - Essay Example They are appointed is for six term of office of six years through the term is renewable. The power of the ECJ defined in Article 243. The Member States mainly, but not exclusively, in exercising its jurisdiction under Articles 173, 177 and 228(6).2 The sovereignty of Parliament is the dominant characteristic of our political institutions. Sir. A. V. Dicey expressed it as cornerstone of the constitution and he has introduced of this doctrine of PS. These are: This rule means that the Parliament can make or unmake any law. Parliament may grant independence to dependent states whether dominions or colonies. For example: The Nigeria Independence Act 1960 and The Zimbabwe Independence Act 1979. 2. No Parliament may be bound by its predecessor or bind by its successor: The doctrine of repeal is the idea that supports this theory. Now any Act of Parliament can expressly or impliedly repeal any law. So, this power of Parliament support Dicey's this theory as Parliament is not being bound any Parliament before it. However, by Acts of Union, the law making power of UK and Scotland was merged that was maintained for more than 300 years. Acts of Union and the Grand of independence oppose this theory. This doctrine states that an Act will be accepted by Courts provided it was made by proper procedure. So, no one can question about its validity. But it is seen that citizens' i.e. ... electorates and neighbouring countries can question it. Before 1688 settlement judges proclaim an Act invalid because of its conflicts with a law of higher statues. In Pickin v British Railway Board, Lord Read said that although, previous laws contrary to the law of God or the nature or natural justice can be said to be invalid, The comments of Lord Denning in McCarthy's v Smith, and Lord Diplock in Garland v British Rail Engineering Ltd provides an analogy for arguing that the HRA could be repealed if Parliament wished. It cannot be an entrenched bill of Rights, but where a Sex Discrimination Act 1975 appeared inconsistent with Article 141(then Article119) EC (equal pay). However, HL was able to construe the provision in a manner consistent with Article.3 The influence between of the European court in the development of Community law, and the influence of domestic courts in the development of English law, on the other hand. Lord Diplock's dictum in the GCHQ is testament to the influence of the courts in the development of administrative law. His Lordship stated "English law relating to judicial control of administrative action has been developed upon a case-to-case basis which has virtually transformed it over the last three decades." In Les Verts the Court referred to the Treaty as the ""basic constitutional charter" of the Community and came to the conclusion that, although the Parliament was not mentioned as a possible defendant in Article 173, binding measures adopted by it were subject to judicial review. The Court stated that by Articles 173, 184 and 177 the Treaty intended to establish a complete system of legal remedies. Les Verts is a prime example of dynamic interpretation, an approach typical of the interpretation. The current British position is

Debt and Equity Essay Example for Free

Debt and Equity Essay Long-term financing requires a meticulous understanding of the various features of debt and equity and their impact an organization. While evaluating debt and equity, an investment banker also has to consider the unique characteristics of the organizations dealings while ensuring that the organizations requirements are met. Debt CapitalDebt capital includes all long-term borrowing incurred by the firm. The cost of debt was found to be less than the cost of other forms of financing. The relative inexpensiveness of debt capital is because the lenders take the least risk of any long-term contributors of capital. Their risk is less than that of other because (1) they have a higher priority of claim against any earnings or assets available for payment (2) they have a far stronger legal pressure against the company to make payment than do preferred or common stockholders, and (3) the tax-deductibility of interest payments lowers the debt cost to the firm substantially. Equity CapitalEquity capital consists of the long-term funds provided by the firms owners, the stockholders. Unlike borrowed funds that must be repaid at a specified future date, equity capital is expected to remain in the firm for an indefinite period. The two basic sources of equity capital are (1) preferred stock and (2) common stock equity, which includes common stock and retained earnings. Common stock is typically the most expensive form of equity, followed by retained earnings and preferred stock, respectively (Pinegar, Wilbricht, 1989). A firms capital structure is determined by the mix of long-term debt and equity it uses in financing its operations. Debt and equity capital differ with respect to voice in management, claims on income and assets, maturity, and tax treatment. Capital structure can be externally assessed using the debt ratio and the debt-equity ratio to measure the firms degree of indebtedness or the times interest earned ratio and the fixed-payment coverage ratio to measure its ability to meet fixed financial payments. Research suggests is an optimal capital structure that balances the firms; benefits and cost of debt financing. The major benefit of debt financing is the tax-deductible interest, and the costs of debt financing include the  probability of bankruptcy, agency costs imposed by lenders in their loan agreements, and asymmetric information costs attributable to managers having more information about the firms prospects than do investors (Modigliani and Miller, 1958). Reference: Modigliani, Franco and Miller, Merton. (1958). The Cost of Capital, CorporationFinance, and the Theory of Investment. American Economic Review. Pinegar, J. Michael and Wilbricht, Liza. (1989). What Managers Think of CapitalStructure Theory.

Psychological approaches to child development

Psychological approaches to child development Learning theory comes from the Cognitive, Behaviourist and Social approaches in the field of psychology. Each of these approaches has assumptions that can be used to how it applies its approach to understanding human behaviour. The basic assumptions of the Behaviourist approaches are firstly classical conditioning this is learning through the process of association between a particular stimulus and response. Classical conditioning involves conditioned reflexes: all animals have this reflexive behaviour which is not a conscious control but is a response to a specific stimuli for example a kneejerk reflex will only jerk if is tapped in the correct place while your lower leg is freely swinging this reflex is controlled by the spinal cord and not by the brain this is a straightforward response to the stimuli another example is the production of saliva in response to food when hungry. This was studied in great detail by Pavlov, (1911). Pavlov had been studying the digestive process in dog s, in order to do this he placed dogs in harnesses and set a tube up inside their cheek, he did this so he could measure the rate and production of saliva. He observed that the dogs would start to salivate not only when they were given food but when they first caught sight of the food pail. Pavlov set up many studies to investigate whether or not a dog could learn to associate salivation with another response the ringing of a bell, Pavlov found that after associating the sound of the bell with the presentation of food the dogs would salivate when they heard the bell. The reflex of salivation had become conditioned. Pavlov found there to be a tendency to generalise the learning to other stimuli if a different bell was rang the dogs would still salivate and the more similar the sound of bell was to the original one the stronger the response this is known as the generalisation gradient. Although Pavlov studied dogs it became apparent that it was also a form of human learning. (HayesOre ll, 1996) (Pearce, 1987) Menzies (1937) showed how completely unconscious response could be conditioned response to the sound of a buzzer, the response was vasoconstriction which is the process of blood vessels withdrawing from the surface of the skin in the cold. Menzies got his participants to immerse their hands in a bucket of ice cold water when the buzzer was sounded this would cause vasoconstriction in their hands after a while vasoconstriction would take place when the buzzer sounded even though their hands were not immerged in the water meaning their reflex had been conditioned. This study is important as it illustrates that classical conditioning is nothing to do with our conscious decisions. (HayesOrell, 1996) In 1920 Watson and Rayner performed a conditioning experiment on a little boy who became known as little Albert; He was given a white rat and it was observed that Albert was playful with the rodent he had no fear of it and was even comfortable picking it up. The next time the rat was given to Albert he reacted in the same way but then the psychologists made a loud sound it was so sudden it made little Albert cry they did this on numerous occasions and so finally the mere sight of the rat would make Little Albert cry next they introduced a white rabbit and a Santa Claus mask which also made him cry, Little Albert had been conditioned to cry at the sight of the white rat but during the process had made a connection that anything white and furry would make a loud noise. This experiment gives us an insight into the human mind however this experiment would be unethical in todays standards. (HayesOrell, 1996)(Pearce , 1987) Traditionally, psychologists believed that responses that can be classically conditioned are involuntary responses for example: heart rate changes, gastric motility, sweating, eye blinks and sexual arousal. This is in contrast to operant conditioning, in which voluntary responses are molded through their rewarding and punishing consequence Pavlovs studies demonstrated how animals and humans can acquire new behaviors beyond the rather limited repertoire of their innate reflexes. (Davey, G 1981) Pavlov believed that the conditioned response could explain all kinds of learning. For many years, learning theorists believed that virtually any perceivable neutral stimulus could become a Conditioned Stimulus and that just about any response could be conditioned this view of classical conditioning has been modified as a variety of research studies have identified limitations to animals and humans adaptability through classical conditioning .( Davey 1981) Stimulus generalization allows you to respond to similarities between environmental stimuli, while stimulus discrimination allows you to respond differently to stimuli that have some features in common with other stimuli. You generalize first, and then, through additional experience, you learn which stimuli are functionally similar and which stimuli require different responses. (Hayes, 1994)(McFarland, 1999) Another type of learning is Operant Conditioning which involves learning to repeat or totally stop certain behaviours, although is more complex than classical conditioning it is still a simple form of learning. In 1911 Thorndike argued that some responses were learned not simply because they are associated with a stimulus response but because they had unpleasant consequences. This was known as the law of effect which is the investigation of different types of learning it is now known as operant conditioning the psychologist responsible for developing it was Skinner. Like Pavlov, Skinner investigated learning by using animals he did this because he wanted to study simple forms of learning whereas human learning is generally complicated. By using a Skinner box which is a device that contained simple elements that were needed for learning a response, he would place a hungry animal either a rat or a pigeon into the box and observe their behaviour the box would contain three things a leve r a food delivery chute and a light, as the animal began to move around the box it would eventually press the lever and food would be delivered meaning that the behaviour was being rewarded and would have an affect in reinforcing that behaviour which in turn would make it happen again. (HayesOrell, 1996) (Blackwell Skinner, 1951) Skinner introduced the term operant or operant response to distinguish the responses in operant conditioning from those in classical conditioning. In classical conditioning the conditioned response does not affect whether or when the stimulus occurs. Supernanny uses positive reinforcement and rewards and this is most effective in producing good behaviour. Positive rein forcers are events that strengthen a response if they are experienced after that response occurs. They are roughly equivalent to rewards. For children, positive rein forcers can include food, smiles, money, or other desirable outcomes. The presentation of positive re-enforcers after a response is called positive reinforcement. The process of strengthening behavior by following it with the removal of an aversive stimulus is called negative reinforcement and other desirable outcomes. Negative rein forcers are stimuli such as pain, threats, or a disapproving frown that strengthen a response if they are removed after the response occurs. Whether it takes the form of presenting something pleasant or removing something aversive, reinforcement always increases the likelihood of the behavior that precedes it. (supernanny.com). Developmental psychologists are interested in how parents impact upon a childs development, furthermore sourcing actual cause and effect links between the actions of parents and childrens development can be very difficult. Baumrind (1967) conducted a study on more than 100 preschool age children using naturalistic observation and parental interviews she was able to identify four important dimensions of parenting which are disciplinary strategies, warmth and nurturance, communication and expectations of maturity and control. Baumrind (1967) stated that the majority of parents display one of four parenting styles which are: Authoritarian parenting which is where the parent controls, shapes and evaluates the attitude and behaviour of a child using strict rules established by the parents they believe in keeping the child in their place. They also do not encourage verbal give and take, believing that the child should accept their word for what is right. Next is the Authoritative parent th ey attempt to direct the childs activities but in a rational, issue-oriented manner. They encourage verbal give and take and share with the child the reasoning. This type of parenting can result in children being obedient but lack happiness and self esteem. The authoritative parent affirms the childs present qualities, but also sets standards for future conduct. These parents want their children to be assertive as well as socially responsible. This type of parenting can result in children being happy capable and successful. Permissive parents have very few demands to make on their children the parent consults with the child about decisions and gives explanations as to why they have to be implemented. They avoid control and use reason and manipulation not to overt power but to accomplish mature behaviour permissive parents are nurturing and commutative and are more than a friend than a parent to their children. This parenting style can result in children having low happiness and self esteem but also have problems with authority and sometimes can do poor at school. Finally the uninvolved parent has few demands and has very low responsiveness and communication with their child even though these parents may fulfil their childs basic needs they are more likely to be detached from their childs life in extreme cases this can lead to reject r neglect of their children. This parenting style lacks lowest in all life domains and children lack in self esteem and are less competent. (Baumrind, 1967) The BBC news reported on a study Tough Love is good for children It states a balance of warmth and discipline improved social skills more that an authoritarian or disengaged upbringing. It says children aged five with Tough Love parents were twice as likely to show good character capabilities. However according to the report qualities such as application, self regulation and empathy were more likely to be developed in children whose parents were of the Tough Love category, it found that these qualities make a vital contribution to life chances and opportunity. The building character data came from more than 9000 households in the United Kingdom, it found that children from the richest backgrounds were twice as likely to develop key characteristics, additionally children whose parents were married were also twice as likely to show such traits than children from lone parent or step-families., it added that when parental style and confidence were tailored in the difference in child char acter development between richer and poorer families disappeared. They recommended that the governments sure start programme should be refocused for the use as a tool in early intervention and urge for more information and support for families and children with disengaged or low income parents. This report concluded that it indicated that parenting was the most important influence. (BBC News) One could argue that no matter what parenting style is given throughout childhood it reflects on a childs decision making attitude and behaviour, and has a great impact on a childs development. After learning about parenting styles on child development it is apparent that all parents should simply use the authoritative parenting style after all it is more likely to produce happy confident and capable children. The theories that Freud studied stressed the importance of childhood experiences, according to Freud child development is described as a series of psychosexual stages Freud outlined these stages as oral, anal, phallic, latency period, and genital. Each stage involves the satisfaction of a libidinal desire and can later play a role in adult personality. Erickson developed Freuds theories on development throughout human lifespan. Erikson believed that each stage of development is focused on overcoming a conflict. Theorist Jean Piaget suggested that children think differently than adults. Piagets stage theory describes the cognitive development of children. Cognitive development involves changes in cognitive process and abilities. In Piagets view, early cognitive development involves processes based upon actions and later progresses into changes in mental operations. Piagets focus on qualitative development had an important impact on education, although he did not specifically apply his theory to education but has been used in that children should taught at the level for which they are developmentally prepared. A criticism of Piaget is his research methods in he used his own three children for his experiments, other children in Piagets small research sample were all from well-educated professionals of high socio-economic status. Because of this unrepresentative sample, it is difficult to generalise his findings to a larger population and research has shown that Piagets argument that all children will automatically move to the next stage of development as they mature. Some data found shows that environmental factors may play a role in the development of formal operations. (About.com) Social learning theory is occurs within social context and is observational learning, imitation and modelling meaning people observe learning behaviour of others. Behaviourists say that learning has to be represented by a permanent change in behaviour; in contrast social learning theorists say that because people can learn through observation alone. Social learning theory has become increasingly cognitive in its interpretation of human learning. Awareness and expectations of reinforcements or punishments have a major effect on behaviours that people display. There is also a transition between behaviourist learning theories and cognitive learning theories. The environment reinforces and punishes modelling. Much behaviour can be learned through modelling: Aggression can be learned through models. Much research indicates that children become more aggressive when they observed aggressive or violent models. Moral thinking and moral behaviour are influenced by observation and modelling, in cluding moral judgments regarding right and wrong. Bandura (1961) designed a study which he named the Bobo Doll experiment, His study used three groups of children the first being the control group which did not include an adult. The other two groups included adult actors with one group being exposed to an adult displaying verbal and physical aggressive behaviour to an inflatable doll and the other witnessing a passive adult, Bandura (1961) found that the group of children who were exposed to the adult showing aggression were more likely to demonstrate the same behaviour when left alone in a room to play than those whose groups had a passive adult or no adult at all, The three groups were also divided equally between boys and girls and the results also showed that boys were three times more likely to imitate the physical aggressive behaviour than girls, although it was discovered that the level of imitative verbal aggression was about the same for males and females in the group, Bandura (1961) demonstrates that children have a tenden cy to imitate the behaviour of an adult role model so are acting in the same manner that an adult does.(Shuttleworth,2008) However there are extreme examples that show that a human child will imitate the behaviour of whatever it comes into contact with the most, exposure to a model behaving aggressively results in observational learning and aggressive behaviour. Refs http://www.betterlucktomorrow.com/character_sites/steve/Little%20Albert.htm http://psychology.about.com/od/developmentalpsychology/a/childdevtheory.htm Shuttleworth, M. (2008). EXPERIMENT-RECOURCES : Online. Available: http://www.experiment-resources.com/bobo-doll-experiment.html#Hypothesis [Accessed: 15/10/09] Davey, G (1981) Animal Learning and Conditioning MacMillan Press. Hayes, N. (1994) Principles of Comparative Psychology Lawrence Erlbaum. Martin, P. Bateson, P. (1993) Measuring Behaviour (2nd ed.) Cambridge University Press McFarland, D. (1999) Animal Behaviour (3rd ed.) Longman Pearce J.M. (1987) An Introduction to Animal Cognition Lawrence Erlbaum Ridley, M. (1995) Animal Behaviour: a concise introduction (2nd Ed.) Blackwell Skinner, B.F. (1951) How to Teach Animals Scientific American December 1951 pp http://www.supernanny.com/Advice/-/Supernanny-techniques/-/Discipline-and-reward.aspx http://www.devpsy.org/teaching/parent/baumrind_styles.html http://newsvote.bbc.co.uk/mpapps/pagetools/print/news.bbc.co.uk/1/h

Medical ward objectives and staffing levels

Medical ward objectives and staffing levels This is a 34 bedded medical ward admitting male patients with different conditions.The specialties are as follows: Specialties Consultant Beds Gastro-Enterology Dr. Salim AL.Harthi 6 Neurology Dr. Jaber AL.Khaburi 5 Respiratory Dr. Nasser AL.Busaidi 5 Cardiology Dr. Abdullah AL.Riyami 4 Endocrinology Dr. Noor Al.Busaidi 4 Infectious Disease Dr. Saif AL.Abri 4 Rheumatology Dr. Ramnath Misra 4 Hematology Dr.Muhana AL.Maslahi 2 Ward Objectives:- To plan, organize, implement and evaluate the nursing services to ensure that a high standard patient care is delivered within the ward. To maintain optimum professional code of conduct, practice and good staff morale of professional nurse. To maintain effective communication with patient and their relatives concerning the nature and management of clinical conditions and their outcomes. To ensure all staff have been updating their knowledge by conducting some lectures within the ward level and training programs within CPE department. To facilitate the integration of newly qualified Omani nurse into their roles and responsibilities in the tertiary medical services consistent with the national policy on Omanization and fully aware administrative roles and regulation pertaining their employment. To conduct regular staff performance appraisals to assess competency, progress, strengths, weaknesses and identify further education and training needs. To schedule and deploy sufficient numbers of staff to provide 24hrs nursing care to ensure safe clinical practice. To ensure optimum utilization of the hospital resources towards the appropriate provision of nursing services throughout the ward. Staffing Levels:- Staff levels Omani Staff Expatriates Staff Senior Junior Senior Ward Nurse 1 Staff Nurse 1 13 3 Ward Coordinator Nil Medical Orderlies 1 3 Total staff 27staff (-1staff in Female Medical 1, plan for transfer. Ward Activities:- Termination, Omanization, Transferring, Resignation and New staff:- Sr. No Ward Activities No. Of Staff Nurse Remarks 1 Termination Nil Nil 2 Omanization 2 S/N Seena affected date 01/08/2009 S/N Smitha affected date 06/09/2009 3 Transferring 3+ 1 Temporary 1 S/N Wafa Harib affect date 02/05/09 to Royal Hospital OPD S/N Suganthi affect date 02/05/09 to MM1 S/N Enci affected date 06/06/09 to FM2 + S/N Faiza affected date 01/11/09 to FM1 (Temporary) M/O Said affected date 02/05/2009 to Royal Hospital X-Ray Department 4 Resignation 1 S/N Ajitha Affected date 06/12/2009 5 New Staff 2 S/N + 1 M/O S/N Idris Al-Farsi S/N Sangoor Al-Yusufi + M/O Turki Barghash New Equipment:- 1. Glide sheet for patient turning 6/7/09 2. Our old cardiac monitor has been replaced. Activities in Male Medical Two Within Each Month:- Male Medical Two is kept for conducting the MRCP exams four times per year which always take one week; each time of these exams went so smoothly and will give as chance for tarrow clean the ward. The ward is the Disaster ward in the medical unit, all staff in the ward have good knowledge of the step how to followed in any emergency situation (of each month 1st week there is discussion Disaster matter to upgrade staff knowledge) On 13/11/2009 there was a disaster drill which has prove to us that the objective of disaster action cards are met throughout the feedback we received verbally from Nursing Administration. 2nd Week in each month kept for upgrade staff knowledge about Professional Code of Conduct by given lecture with scenarios in one of the element. 3rd Week in each month kept for upgrade staff knowledge about Medication action side effect, by lecture given by assigned staff 10-15 minutes prior to hand over of morning shift. 4th Week in each month kept for upgrade staff knowledge about Firewast management by lecture given by assigned staff 10-15 minutes prior to hand over of morning shift. Ongoing monitoring is being done on:- Nursing Records Auditing which we are doing since July 2001. Daily patient Fall Assessment Score. Wound care assessment. Daily followed screening for any infection (MRSAMDRAB) Daily followed Nursing process which started on 2nd September 2002. Discharge planning started on October 2002 Monthly Environmental Audit. Six Month report. Education, Training and Quality Management for 2009 SR Courses 2009 No of S/N completed Remark 1 Ward Management 1 3 2 High Dependency 3 3 3 Pain Management 4 22 4 ECG interpretation 1 11 5 Preceptor ship 3 23 Upgrade their knowledge by refreshment preceptor workshop. 6 IV Therapy Drug Calculation 28(All staff) 7 IV Cannulation 7 We are following up with other 8 staff practice cannulation till they are competent. 8 Wound stoma care 3 4 They are helping to teach other staff in the ward level and follow up the care about wounds. 9 Post Kidney Transplant 1 1 10 Recertification BCLS 28(All staff) Every 2 years 11 Manual Handling 23 Other 5staff who are joining MM2 in last 3years they are learn more about it from senior staff during work. 12 Physical Assessment 3 6 Recertification of BCLS and management of Cardiac Arrest:- All of nurses certified more than 2 years ago have been recertified. Nurses within the ward has been assessed for their competency in management of cardiac arrest at the ward level in recognizing cardiopulmonary arrest, move rapidly towards Life saving. The plan for ward basic CPR within Ward level, which aim to check the staff competency with it. Strategic Plan for next year:- To continue the ward activities, upgrade the standard of care and services to the patient. To plan, organize, implement and evaluate the nursing services to ensure that a high quality patient care is delivered within the ward level. To maintain optimum Professional Code of conduct, practice and good staff morale of professional nurse. To ensure all staff has been updating their knowledge by conducting different courses in CPE and some lectures within the ward level regarding cases, medication and infection control. To finalize Endoscopy Procedure Brochure this is made by staff in Male Medical Two. To continue give first priority for CPE program courses to Omani staff to improve their competencies and skills. Plan to give 3 lecture within medical unit by our staff regarding (fall prevention, CVP care and medication calculation during emergence). Done by :- Saif AL.Ghuzaili

Black and White by Thomas Essay -- Black White Race Racial Thomas Essa

Black and White by Thomas â€Å"Who am I?† (Thomas 415). Many ask themselves this relevant question in times of self-doubt or ambivalence. Leona Thomas asks this question in her essay entitled, â€Å"Black and White.† As the child of a black father and a white mother, Thomas finds herself in a racial dilemma. Society punishes Thomas for being â€Å"mixed.† Through the use of the literary techniques of pathos, logos, and inductive reasoning, Thomas effectively persuades the reader that society should look beyond one’s mixture. She shows that racial orientation should not determine how a person is perceived by society, and that the people in society should stop being racist to one another. Thomas uses pathos in order to demonstrate the difficulties she had to endure while growing up as an interracial child. She goes in depth concerning the treatment she received from both racial spectrums. Thomas presents her first example of unfair treatment from a black person’s perspective by stating how whites reacted when they found out her true identity beyond her physical appearance. She states, â€Å"I have had friends never speak to me again, parents forbid their children to play with me, job offers suddenly evaporate†¦when people found out my father is black† (416). Thomas distinctly uses these examples mainly because they are synonymous with the racial boundaries that blacks endure in an everyday American society. Furthermore, these examples grab the emotions of the reader, especially if the reader is black. To further the influence of pathos in the essay, Thomas changes her direction by focusing on how the black community did not accept her, knowin g of her mixture. She provides her second example of society’s ignorance by explaining her... ...rticulars) in order to achieve her conclusion (the general). From the examples of the sororities to those of the racial mentality of society, Thomas is able to devise a conclusion which states, â€Å"Racism and hatred only divide people; it is time to start building bridges and stop destroying one another† (418). Certainly, Thomas successfully and effectively gets her points across by using an abundance of examples and evidence. â€Å"Who am I?† (415). This is the question Leona Thomas asks in her essay entitled â€Å"Black and White.† Through the use of pathos, logos, and inductive reasoning Thomas is able to come to a consensus that â€Å"I am black and white, both races, both cultures, and both heritages† (418). For Thomas, there is some form of closure as to where she belongs racially and culturally, but many others still lie in ambivalence concerning their race and culture. Black and White by Thomas Essay -- Black White Race Racial Thomas Essa Black and White by Thomas â€Å"Who am I?† (Thomas 415). Many ask themselves this relevant question in times of self-doubt or ambivalence. Leona Thomas asks this question in her essay entitled, â€Å"Black and White.† As the child of a black father and a white mother, Thomas finds herself in a racial dilemma. Society punishes Thomas for being â€Å"mixed.† Through the use of the literary techniques of pathos, logos, and inductive reasoning, Thomas effectively persuades the reader that society should look beyond one’s mixture. She shows that racial orientation should not determine how a person is perceived by society, and that the people in society should stop being racist to one another. Thomas uses pathos in order to demonstrate the difficulties she had to endure while growing up as an interracial child. She goes in depth concerning the treatment she received from both racial spectrums. Thomas presents her first example of unfair treatment from a black person’s perspective by stating how whites reacted when they found out her true identity beyond her physical appearance. She states, â€Å"I have had friends never speak to me again, parents forbid their children to play with me, job offers suddenly evaporate†¦when people found out my father is black† (416). Thomas distinctly uses these examples mainly because they are synonymous with the racial boundaries that blacks endure in an everyday American society. Furthermore, these examples grab the emotions of the reader, especially if the reader is black. To further the influence of pathos in the essay, Thomas changes her direction by focusing on how the black community did not accept her, knowin g of her mixture. She provides her second example of society’s ignorance by explaining her... ...rticulars) in order to achieve her conclusion (the general). From the examples of the sororities to those of the racial mentality of society, Thomas is able to devise a conclusion which states, â€Å"Racism and hatred only divide people; it is time to start building bridges and stop destroying one another† (418). Certainly, Thomas successfully and effectively gets her points across by using an abundance of examples and evidence. â€Å"Who am I?† (415). This is the question Leona Thomas asks in her essay entitled â€Å"Black and White.† Through the use of pathos, logos, and inductive reasoning Thomas is able to come to a consensus that â€Å"I am black and white, both races, both cultures, and both heritages† (418). For Thomas, there is some form of closure as to where she belongs racially and culturally, but many others still lie in ambivalence concerning their race and culture.

Corporate Social Responsibility Essay -- Social Responsibility Essays

Business organizations regularly run into demands from various stakeholders groups when conducting day-to-day business. These demands are generated from employees, customers, suppliers, community groups, governments, and shareholders. Thus, according to Goodpaster, any person or group of people that can shape or can be shaped by attainment of the objectives by an organization is considered a stakeholder. Most business organizations recognize and understand their responsibilities to these groups and endeavor to honor and fulfill them. These responsibilities are often communicated to the public by a statement of principles or beliefs. For many business organizations, corporate social responsibility (CSR) has become an essential and integral part of their business. Thus, this paper discusses the two CSR views: the classical view and the stakeholder view. Furthermore, I believe that the stakeholder view has brought ethical concerns to the forefront of businesses, and an argument shall be made that businesses would improve both socially and economically if CSR, guided by God’s love, was integrated into their strategic planning. The classical view of CSR is a prominent ideology which business organizations are seen merely as profit-driven organizations. Simply put, businesses work for the sole purpose of making a profit. Thus, this profit motive is the sufficient and unique social identifier that separates a business organization from other institutions in society. These business organizations have a limited, yet essential role in society. Social concerns are considered important, but businesses, in the classical view, are focused solely on the economic activities and are judged accordingly. By having a limited role in society (i.e.,... ...oncerns to the forefront of businesses. In this paper I have suggested that business can improve both socially and economically by incorporating and integrating a CSR program, guided by God’s love, into their strategic planning. Strategic planning of CSR creates a mutual beneficial relationship between a community and a business organization. The community wins by having a business that is sensitive to their needs and responsive to their concerns, and the business wins by developing competitive advantage in the market that leads to long-term profitability. A business needs to incorporate God’s love when developing CSR policies in order to maintain the trust and the integrity of the relationship with the community. With solid strategic planning coupled with CSR, businesses can set the direction that provides the greatest benefit to themselves and communities.

Philippines And United States Essay

1. How did the Philippines become a major headache for America? Filipinos erupted into an open insurrection in 1899 under Emilio Aguinaldo. The war/ conflict was sordid and prolonged. Instead of quietly assimilating, they objected. 2. Why did the United States hold on to the Philippines? Millions of American dollars were invested in improving the nation’s infrastructure and education. Moreover the 2 nations had established important economic ties including trades in sugar. 3. Why did Hay propose the Open Door Policy? What was it? He proposed it because Chinese markets were being monopolized by Europeans. Hays open door policy suggested that in their leaseholds and spheres of influence they would respect certain Chinese rights and the ideal of fair competition. 4. How did the US get â€Å"entangled† in China? American public was alarmed by European encroachments into Chinese markets and demanded that Washington should do something. Chinese did not like being used as â₠¬Å"doormats† by the Europeans and revolted. America joined in on a multinational rescue force to quell the rebellion. 5. Why was Roosevelt â€Å"kicked upstairs?† he was elected governor of New York but the local political bosses found him too headstrong and difficult to manage. 6. What were the major issues of the election of 1896? Why did McKinley win? The paramount issue as republican overseas imperialism. Along with republican fostered trusts. 7. What were Roosevelt’s general ideas on foreign and domestic policy? Domestic: mostly consisted of his ideas of the Square Deal on supporting middle class and Progressive ideas, regulating Business Monopolies, and enforcing the Anti-Trust act and hopes of protecting the common people. Also towards farmers, consumers, workers, and business owners have equal treatment and opportunity to succeed. Foreign: consisted mostly of the pressing need for the canal across Central America. Roosevelt also expanded the Monroe Doctrine in order to make new agreements with European Nations. Roosevelt’s Corollary to the Monroe Doctrine stated that if America and its protectorates receive problems and complications with other Nations, then America can handle its own issues and will not need the aid from foreign Countries. 8. Why did many Americans push for a canal in Central America? During the Spanish American war, battleship Oregon had to sail all the way across the southern tip of south America to reach the Cuban coasts. Building the canal would fortify Americas naval mobility. 9. What was the Clayton-Bulwer Treaty? What was the Hay-Pauncefote Treaty? Signed with Britain in 1850, The US could not secure exclusive control over such a route as the Panama Canal. In 1901 with the second treaty, US could build canal and fortify it too. 10. How did the US intervene in Panama to get access to the canal route? US naval forces did not let Columbian troops cross isthmus to quell the uprising. 11. What was the Hay-Banau-Varilla Treaty? Sold canal strip of ten miles for forty million. 12. How did the Panama Canal episode change US relations with Latin America? Made them bad. Fear spread and US became a bully. LOL 13. What was the Roosevelt Corollary to the Monroe Doctrine? What was its impact? Justified US intervention in Latin American Countries. A policy of preventive intervention, it kept out European nations by allowing US forces to take over custom houses and pay off debts. Latin Americans viewed the US with disapproval as we interfered in the DR and Cuba. 14. Why was TR involved in the dispute between Japan and Russia? What was the result of his intervention? Established him as a global statesmen. Japan got no indemnity and only the southern half of Sakhalin. Japanese and American and Russian and American unfriendly relations grew. 15. What was the Gentlemen’s Agreement? Japanese flow of laborers to America by withholding passport happened and Californians were forced to repeal offensive school order. 16. What was the Root-Takahira Treaty? Japan and US will respect territorial possessions and uphold Open Door in China.

Costa Coffee Essay

1. Executive summary In this business report we are analysing the business environment in which our company – BESO and its main competitor – Costa Coffee operate. The main objective is to research, analyse and understand the competitor’s business strategy, to find out if there is a gap in their action plan and how we can take advantage of this. The report consists of SWOT analysis of BESO and PEST analysis of both companies. The target markets of both – BESO and Costa Coffee are similar. That makes the competition between them even bigger. The report also discusses the marketing approach and the various advertising campaigns conducted by Costa Coffee and the advertising techniques we decide to adopt in the long run. The distribution system of Costa Coffee is also considered and plans to expand to different locations. The pricing strategy of BESO is based closely to the strategy of Costa Coffee as we have adopted competitive pricing. In terms of ethical issues we examined the various types of corporate social responsibilities of Costa Coffee. 2. Introduction The business report includes an analysis of Costa Coffee as a main competitor of BESO Coffee. The report examines the business environment where both companies operate in. It has been requested from the Marketing Director of BESO and also has to be focused only on the UK market. 3. BESO – Brief history BESO Coffee is a coffee chain settled in the UK in 2001. It has been established by an independent trader but later on when the business has grown, new stakeholders appeared. At first BESO’s target market was limited as well as the products it offered- only a few types of coffee and limited types of confectionary. However, only two years after launching BESO on the market it became popular through different groups of people, therefore the menu became much diversified and the target market as well. BESO has shown great performance during the years and has become one of the most recognized names on the current market. That is why Costa Coffee is determined as a main competitor of BESO. 4 5 The Marketing Profession 4. SWOT and PEST analysis 4. 1. SWOT analysis Strengths †¢ †¢ †¢ †¢ †¢ Efficient and trained staff Customer loyalty Brand recognition High quality coffee Friendly and relaxing atmosphere for our customers. Weaknesses †¢ †¢ †¢ †¢ †¢ †¢ Limited number of outlets Low levels of advertisement Interior design needs updating More range of the types of coffee available. Continual change in consumer taste Can be seen as an unhealthy product Opportunities †¢ Based in Central London which covers a large demographic of customers Olympics 2012 will bring in more sales Introduction of new products including healthy options. Retailing mugs and coffee equipment Threats †¢ †¢ †¢ †¢ Customers demanding fair-trade and organic coffee. Big chain coffee shops dominating the market. Economic issues and crisis Lack of ownership of primary resources e. g. Coffee farming. †¢ †¢ †¢ 4. 2. PEST analysis There are many different Political, Economic, Social and Technological issues that both our company and also Costa Coffee face within the coffee industry. Firstly, the first political issue to consider is that majority of coffee beans are brought and made in developing countries, so companies need to ensure that their coffee is made by fair-trade dealers and they need to consider the ethical conditions of the labor used. Another political issue includes all the taxes and tariffs incurred by any business operating within the UK, whether it be import tariffs or VAT on goods sold. The economic factors that our companies face are similar to the issues faced by many businesses within the whole goods and services market, this including the economic recession of 2008. Customers now have less disposable income to spend and as a result cut-down on the purchasing of non-vital goods. This is due to of unemployment rising and the levels of debt increasing. The social factors that need to be taken into consideration is that consumers are spending more money on coffee due to the demand for quality goods. This can be seen in the comparison of value of tea and coffee industry with coffee valuing at 738 million according to the Times (2008). As a result, companies need to ensure that buying coffee is not only a quick purchase, as they need to have value-added for customers including high quality coffee and a relaxing 5 6 The Marketing Profession atmosphere. Lastly, the technological issues that both our company and Costa face is the introduction of self-made home coffee by the use of coffee machines specifically tailored to make at home, for example, the Senseo coffee-machines. This can be seen as a threat to coffee shops as it is a cheaper alternative for customers in the long run. 5. Target market According to a Mintel report titled â€Å"Coffee Shops† published February 2012, â€Å"Two thirds of consumers buy coffee out of home, rising to three in four among 16-24-year-olds as core users†. Costa Coffee has the highest number of outlets within the UK totaled to 1,302 coffee shop chains as opposed to Starbucks who has 739 and Caffe Nero with 509 shops. It also claimed that â€Å"Costa has different store designs to suit different purposes such as ‘Metro’ which is aimed at the younger/urban consumers and ‘Evolution’ which is designed for more mature customers in provincial locations. It states its customer segments are ‘Recharge, Relax, Refuel’†. Therefore the target market for Costa Coffee ranges from a wide range of customers of different ages as it caters to many different needs. Students have been said to make up 30% of their target market, Professionals 45%, Families 10% and mature consumers 15% of the clientele. At BESO Coffee, our market we aim to target at is very wide as it ranges from teenagers to mature customers. We even target at families as we offer menus for younger children and parents. Our products are reasonably priced so it can be bought from people of many different income level groups, from working to upper class. 6. Marketing approaches Costa coffee have used many different marketing approaches and campaigns in order to succeed within the industry as it is important to continually update their marketing strategies. Costa has introduced campaigns such as ‘How Do You Like Yours’, which allowed customers to customize their coffee’s by for example adding espresso or syrup. This helps them differentiate themselves from competitors as it gives consumers more power and control over their purchase. Another campaign introduced by Costa was the arrival of Costa light in 2011, which offered low-calorie and healthier options to customers. This was an important step for Costa as there has been an increase in healthy eating trends, which can be seen in the figure below. Figure: Consumer demand for display of calorie content on restaurant menus, June 2010-December 2011 6 7 The Marketing Profession Other campaigns included the launch of Costa Coffee Gift Card in November 2011 which allowed customers to buy card with pre-paid amounts of up to ? 75 and a more recent campaign at the beginning of 2012 when Costa collaborated with the Spirit Pub Company which ensured that Costa coffee would be used in its restaurants chains including Chef & Brewer and Flaming grill. Costa has used many forms of media to advertise their campaigns to the public. One method used to inform customers was through the use of television advertising in 2008 whereby Costa launched its first ad. The advert helped to illustrate the â€Å"superiority of Costa’s products† and according Reynolds (2010) its message was that â€Å"the brand is on a mission to save the world from mediocre coffee and seven out of 10 coffee lovers prefer Costa†. Other forms of media used by Costa include Billboards as it can be seen by many commuters within the UK by their use of big bold writing and minimal distraction of the main message. Their billboards are distinctive as they have a continual theme colour, text and logo, which are recognised by customers. Our approach to our marketing campaign is to use alternative uses of media to portray our message, including the use of the Internet, as it is a popular form of media used in today’s society. We aim to use Facebook and Twitter to advertise our campaign and the company as a whole as it covers a large demographic. 7. Distribution strategy Costa operates in the UK through its own coffee shops, franchises and wholesale outlets. On the18th of October 2011, Whitbread stated that the number of Costa UK stores had risen from 1,217 in March 2011 to 1,302 in September 2011, including 95 openings and ten store closures. In comparison, Costa International increased its stores from 654 to 701 during the same period, including 72 openings and 25 closures. Meanwhile Costa Express/Coffee Nation units increased from 877 in March 2011 to 934 in September 2011, taking account of 79 openings and 22 closures. These units are partnered with service station operators such as Moto, Esso and Welcome Break, retailers like Tesco and The Co-Operative and foodservice group Compass (Mintel 2012). In a market with low loyalty levels, advertising and promotion is important in keeping brands in the forefront of consumers’ minds. Costa Coffee looked to sustain an emotional response among consumers with the marketing supporting its launch of Costa Light variant in autumn 2011 through an advertising campaign that used slogans such as ‘All the love, none of the handles’ and ‘Extra feel good in every cup’ (Mintel 2012) Customers were also encouraged to see the lighter side of life with its Costa Light Comedy Challenge competition. Costa’s aim was to showcase up-and-coming comedians by asking them to submit a one-minute film via its website. A public vote then saw the top ten entries from five regions go through to a further round to be judged during one-off events across the UK, with the campaign finally culminating in two regional winners performing at The Comedy Store, London (Mintel 2012). Costa Coffee’s distribution system is broad with a balanced portfolio across high streets, retail parks, concessions, airports, rail and other travel hubs as well as an increasing number of stores in new locations such as universities and hospitals. Innovative distribution channels, such as Costa Express and Drive Thru are developed. They will extend the brand’s reach and increase accessibility for the customer (Whitbread, 2010). 7 8 The Marketing Profession Andy Harrison, chief executive of Whitbread said that popping out for a coffee has become a â€Å"firm fixture† of peoples’ lives. â€Å"Coffee culture has grown massively over the last five to 10 years – people have a real demand for quality coffee and a choice of different coffees,† he said. â€Å"When I was kid everyone wanted a Nescafe – that has definitely changed. † (The Guardian 2011). 8. Pricing strategy Costa Coffee is a well-known, high valued and trusted cafeteria all over the world. They offer wide range of high qualitative coffee drinks and food, excellent services and relaxing atmosphere. Costa relies on their superiorities and offer comparatively higher prices because they have realized that the luxury comes with the price. Costa Coffee offers two sizes of drinks – medium and large and the price difference between them is not significant. In this way they encourage their customers to buy the bigger size, because the amount of the drink is bigger and is on almost the same price as the medium one. But even the medium size of cappuccino is served in a cup with the size of soup bowl, so Costa Coffee has a reason to charge a relatively higher price because of the value they give, even though in most cases customers do not need such a big amount of drink although they have to pay for it. In this way, Costa is able to sell cheaper coffee to regular customers, who are aware of the amount of the drink (with elastic demand) and sell more expensive coffee to infrequent visitors, therefore the cafeteria makes big profit from each cup of coffee. This is the corporate strategy and how Costa found a way to charge comparatively higher prices than most of their competitors. This strategy has some disadvantages and threats such as the present credit crunch, which might affect the sales and the budget of Costa Coffee as they target middle and upper middle class, therefore in the time of recession customers may prefer some of the cheaper competitors. 9. Pricing strategy that we will adopt – competition based pricing strategy One of the biggest advantages of the †Competition based pricing strategy† is that in the same time you are focused on your business and objectives and on the competition’s strategies. Once you understand what the competition is doing, you have the chance to do everything better and to gain a competitive advantage (Jobber 2008), therefore to increase the number of customers and to gain bigger market share. There are three types on competition based pricing methods: †¢ †¢ †¢ Price your product the same as the competitor Set your price to increase customer base Seek larger market share through price Compared to Costa Coffee we are fairly new to the market so it would be more appropriate for BESO to adopt the †Competition based pricing† as a strategy that will allow us to grow fast as competitive brand. In order to achieve biggest results we will match/mix the three competition-based pricing methods. BESO will offer similar products as/like the Costa’s products but on lower prices, therefore BESO’s market department must always be aware of what the competition is offering in order to provide better value for money. In this way BESO will has the opportunity to outline its advantages as comparing similar products as those of the competition but on lower prices (even pence). Once customers understand our priorities they will use to come to BESO as a place, which offers better value for money, 8 9 The Marketing Profession therefore we will increase our market share (Palmer and Hartley 2006). In terms of increasing customer base, the process is similar to market penetration, we have to select a price that will beat the competition and doing that we will motivate customer to notice our products and to make a purchase decision. Market penetration pricing works well in the introduction stage of the product life cycle and in a highly competitive market, as you increase the production some of your costs will decrease. During the next stages of the product life cycle the price can be increased (Jobber 2010). The easiest way to increase the market share of BESO is to select prices that will attract and hold as many customers as possible (depend on target). It is recommended to adopt the †Market – share pricing† after the business achieved market penetration, because they are linked as the market share happens when large volume of products are sold. So it is better if things happen step by step. And finally the market share is calculated by dividing the amount of each company sells out of the total market and in this way the market leader is determined. 9. 1. Disadvantages of †Competition based pricing† †¢ †¢ †¢ There is a danger to ignore your own production cost if you focus too closely on the competitors’ prices. It takes more time to research and update competitors’ information. Competitors also can copy whatever price you select. 10. Customer service Loyalty is particularly low in the coffee shop market, making customer retention a key area of improvement going forward (Mintel 2012). At the start of 2012 Costa Coffee launched the ‘Just How Do You Like Yours? ’ campaign. It aims to highlight the customizable elements of its products, a key differentiator to its lower-priced non-specialist competitors such as EAT and Pret A Manger. A clear pricing strategy was also included in order to appeal to consumer’s sense of value for money. For example, customers can now add an extra shot of espresso or sugar-free syrup shots to their drinks for 35p per unit. Also, in 2011 Costa Coffee launched gift cards (Mintel 2012). Although consumers state that convenient location is more important to them than the brand of coffee chain, operators can still capture consumers’ attention through qualities other than price. For example, two in three users think that quality is the most important decision-making factor when choosing where to buy hot drinks, whilst nearly half disagree that they usually choose the cheapest venue. However, with so many brands trading off of a quality positioning, operators have to ensure that they are differentiating themselves on additional levels, hence the trend towards lifestyle branding in the wider eating out market (Mintel 2012). Costa Coffee’s reputation for excellence applies not only for the exceptional coffee but also the insistence on perfect service. â€Å"Recruiting and retaining highly motivated and talented people is essential and great emphasis is placed on improving the skills, expertise and 9 10 The Marketing Profession performance of our people through award winning, industry-leading training and developing programs† (Mintel 2012). 11. Costa Coffee’s attitude towards environmental issues Consumers are extremely careful about environmental issues, trying to buy environmentally friendly food and drinks. Most of the customers feel that it is their duty to save the environment in order to live healthier. That is why most companies are under a lot of pressure to change their attitude towards the environment most often related to greener, packaging solutions, recycling and many others. Costa Coffee is the first UK coffee chain buying beans from Rainforest Alliance Certifiedâ„ ¢ farms. From October last year, almost 100% of the coffee beans for Mocha Italia blend are from certified sustainable farms. Costa Coffee is also a member of UK Paper Cup Recycling Committee, their cups are made from sustainable sources and that’s saves about 1,100 trees a year. The ingredients from which the cups are made of are all from iconic recyclable material and are made using only certified sustainable pulp. Vegetable Costa Coffee is also concerned about its coffee-growers and in 2006 it registered a Costa Foundation, dealing with the improvement of the welfare of coffee-growing places like Colombia, Costa Rica, Ethiopia, Guatemala, Uganda and Vietnam. Costa Coffee is also a partner with Cafechurch network, supporting local community. The organization deals with environmental issues, fair trade, divorce and stress problems and others. People are feeling well, being part of a great atmosphere, live music, good communication, and a lot of interviews, having the opportunity to understand more about the Costa Coffee Foundations. 12. The competitor’s CSR activity Costa Coffee is not achieving basic standard of Corporate Social Responsibility (CSR). The coffee company does not give a specific data for the carbon footprint. Its environmental data is part of the environmental data of its parent company-Whitbread. 13. What is your attitude to CSR/environmental issues going to be? The aims that Costa Coffee manages to do are quite a lot. Some of the first ones are: †¢ †¢ †¢ †¢ Developing Costa Coffee’s energy & environmental strategy. Managing carbon reporting and ensuring compliance for CRC. Maintaining the ISO50001 system. Working with manufacturer’s waste contractors and NGO to improve takeaway cup recycling. 10 11 †¢ †¢ The Marketing Profession Developing Costa Good Together CR programme . By 2012/13 Costa Coffee aims to help 15, 000, providing them access to education. That target will help to bring together the communities, helping adults to find jobs and trades. The coffee chain aim is to raise ? 750,000 alone during 2012/13. Costa Coffee will try to dedicate Energy & Environment Manager in Costa Coffee. That will be useful, trying to insure more control and to organize the best structured plan for the company. Costa’s cardboard cups are not recyclable, even though the cardboard can be recycled. The other ingredient in the cardboard cups, the ink and the glue, cannot be recycled. The target environmental plan of Costa Coffee is to use vegetable ink and degradable glue on its cups. Costa Coffee is raising money to build schools in regions where a lot of coffee farms take place. There are already 22 schools in developing countries. That makes a big difference for a lot of young people who have the opportunity to study. Costa Foundation is also taking care for the supplement of special healthy nutritious meals and laptops for the children. †¢ †¢ †¢ 14. Conclusion Based on the researches and analysis that have been done BESO has a great potential to use Costa’s disadvantages and to convert them into our opportunities for prosperity. Offering similar products as those of Costa Coffee but on lower prices and in the same time launching our own products (BESO’s cupcakes) is a good strategy to gain a competitive advantage. Slight changes in the interior design of our cafeteria would be refreshing and a good way to attract new customers. Furthermore increasing our advertising activities would be an opportunity to remind our customers and in the same time to inform our new potential customers about BESO’s fantastic services and great value for money. 15. References Baker S. (2003), New Consumer Marketing, West Sussex, John Wiley & Sons Ltd Cooper D., Schindler P.(2011), Business Research Methods, New York, McGraw – Hill Education Economics Help (2008), Costa Coffee UK and Sales Techniques. Available at: http://econ. economicshelp. org/2008/08/costa-coffee-uk-and-sales-techniques. html [Accessed: 20th March 2012]. Government of Alberta (2012), Methods to Price Your Products. Available at: http://www1. agric. gov. ab. ca/$department/deptdocs. nsf/all/agdex1133#competition [Accessed: 20th March 2012] Jobber D. (2010), Principles and Practice of Marketing, London, McGraw – Hill Education 11 12. The Marketing Profession Kotler P. , Armstrong G. (2006), Principles of Marketing, The United States of America, Library of Congress Cataloging-in-Publication Data LinkedIn (2011), Costa Coffee Energy and Environment Manager at Whitbread. Available at: http://uk. linkedin. com/pub/ollie-rosevear/14/672/948 [Accessed: 20th March 2012] Mintel (2012), Brand Communication and Promotion. Available at: http://academic. mintel. com/sinatra/oxygen_academic/search_results/show&/display/id=59 0036/display/id=611992#hit1 [Accessed: 20th March 2012] Mintel.

How Important is Setting in Gulliver’s Travels? Essay

Gulliver’s Travels was written in 1726 by Johnathan Swift. Swift was a very outspoken member of the Church of England. His previous book, The Tale of a Tub satirized the feuds between Catholics and Protestants, and ruined his chances of being a bishop with its unpopularity. Swift uses setting in Gulliver’s Travels to reveal his own criticisms of humanity and his views on society. He presents several different societies, which each represent an exaggerated aspect of 18th century Europe. The eponymous ‘hero’ is Lemuel Gulliver, whose name indicates his nature: He starts off extremely gullible. As Gulliver travels through Lilliput, Brobdingnag, Laputa, Glubbdubdrib, Luggnugg, and the Land of the Houyhnhnms, he becomes disillusioned with his own humanity and ends up disgusted by other humans and spending his life talking to his horses. In Lilliput, Swift draws parallels with England, the nobility and parliament in particular. The emperor is small-minded and probably represents George I. George I was German and never learnt to speak English. He was reputed to be vain, like the emperor, who needs long introductions and fancy title to boost his ego. In Lilliput, Swift also introduces the idea that the stature of a human is proportional to the generosity, kindness, and wisdom of a human, contrary to Gulliver’s expectations. At the start of his second voyage, he even says, â€Å"Human creatures are observed to be more savage and cruel in proportion to their bulk†. This is after he has been tied up, shot at, and trapped by the tiny Lilliputians, which enforces the idea that Gulliver’s observations are not always accurate. This incorrect observation highlights the almost perfect society of the Brobdingnagians, who are much bigger than Gulliver. Swift mainly uses Lilliput to draw attention to the absurdity of religious wars, such as the conflict between the Catholics in Ireland and the English Protestants. The main way he does this is by giving an exaggerated example of a stupid religious war: Lilliput’s war with Blefescu. The war started because the then Emperor of Lilliput passed a law saying that everyone had to break their eggs at the small end. People who broke this law were discriminated against, and books by them were destroyed and not published. This is very similar to the situation in Ireland which Swift strongly objected to, despite the fact that he was a Protestant himself. Furthermore, the mutually sacred book of the Little-endians and Big-endians says, â€Å"All true believers shall break their egg at the convenient end†. This is blatantly Swift saying that war between Catholics and Protestants is foolish because they are only arguing about their interpretation of the same book. His point is convin cing because he uses an obviously ridiculous example to demonstrate his idea. As well as drawing attention to the absurdity of the conflict in Ireland, Swift also reflects on vanity in humans. The Lilliputians, though incredibly small, are so vain that they think they can imprison Gulliver. Another example is when Gulliver saves the Empress and her possessions but instead of thanking him, she is so proud that she cannot cope with the way he put out the fire, even though it was the only way to save her apartment. She pressures the government to get rid of Gulliver because of the harm he has caused her reputation. The Empress is thought to represent Queen Anne, who was displeased by Swift’s earlier book The Tale of a Tub because she thought that, while it might dissuade interest in Catholicism, it would do the same for Protestantism. Her disapproval meant that Swift would never become a bishop. In contrast to Lilliput, Brobdingnag is almost utopian; all resources are pooled and divided equally, and the King and Queen are wise and just. During Gulliver’s stay in Brobdingnag, he attends the king several times to tell him about England and Europe. Gulliver recounts â€Å"He was perfectly astonished with the historical account I gave him of our affairs during the last century, protesting it was only a heap of conspiracies, rebellions, murders, massacres, revolutions, banishments, [and] the very worst effects that avarice, faction, hypocrisy, perfidiousness, cruelty, rage, madness, hatred, envy, lust, malice, or ambition could produce†. These are incredibly strong words from such a kind king, which shows that he is very upset by the actions of a race that is so similar to his own. Swift makes Gulliver seem stupid in Lilliput, by making him endure his captivity, be afraid of the Lilliputians, and other things related to his size in relation to his captors, and because Swift has given us the impression that Gulliver is a fool, we start to believe his opinions less and less, and start to interpret his narrative in different ways. This in turn helps us believe that the Brobdingnagian King is at least partly right in saying that â€Å"the bulk of your natives [are] the most pernicious race of little odious vermin that Nature ever suffered to crawl upon the surface of the Earth†. Gulliver then says that the king must be excused because he is so far from the rest of the world that his standards could not fit in our country. Even though Swift portrays Brobdingnag as a sort of Utopia, and it is by far the most civilised place Gulliver visits, it is not perfect. The dictionary defines ‘Utopia’ as â€Å"an ideal and perfect place or state where everyone lives in harmony and everything is for the best†. There is still crime in Brobdingnag, because Gulliver himself watches the execution of a murderer, and there are still bad people, as in every society, like the dwarf, who drops Gulliver in a bowl of cream. Perhaps Swift is saying that even the best human societies cannot be truly perfect, because of the nature of humanity; some people are born bad. This is at odds with the thinking of the time, when people optimistically thought that human nature was basically good. Swift is suggesting that this is untrue. Gulliver’s next voyage is to Laputa. Swift uses Laputa to show his opinion of the (then) current obsession with scientific knowledge and learning. The Laputians are so deep in thought all the time that they have to employ ‘flappers’ to bring them back into a conversation by flapping them on the ears and mouth. They are unable to carry out a conversation, or do anything physical, without a flapper. Because of this, their wives and daughters escape to the mainland underneath Laputa whenever they can, and some do not come back. Swift uses the Laputians to show the stupidity of science just for science’s sake; when scientists start to ignore the rest of the world because they are so concerned in astronomical and mathematical matter, they are not helping anyone. The word ‘Laputa’ sounds like the Spanish word for ‘prostitute’, ‘la puta’, and Swift would have known this, so he may be suggesting that the Laputians have prostituted themselves to science. Laputa is also a floating island, kept up by a magnetic stone, so the Laputians literally have their heads in the clouds. After realising that Gulliver is not as clever as he is supposed to be (he is a doctor), the reader has begun to read into Gulliver’s descriptions and should see the ridiculousness and the comparison to scientists. Also on this voyage, Gulliver visits a place called The Academy, which represents the Royal Society of London, a scientific institute set up by Isaac Newton. The experiments described Gulliver that take place in The Academy actually happened in the Royal Society, despite how ridiculous they are. They include extracting sunbeams out of cucumbers, using spiders to produce silk, and ploughing the ground with pigs who are trying to find acorns that have been planted there. Each of the professors doing these experiments is odd in appearance, to draw attention to the strangeness of their experiment. All of the places Gulliver travels to on this voyage are obsessed with knowledge, except Luggnugg, where those born with immortality are feared and looked down on. These people have realised the problems with immortality. At first, Gulliver imagines how he would spend an infinite lifetime, but he imagines himself eternally young, but this is a different thing to immortality. After seeing the aged Struldbruggs, he says, â€Å"My keen Appetite for Perpetuity of Life was much abated. I grew heartily ashamed of the pleasing Visions I had formed, and thought no Tyrant could invent a Death into which I would not run with Pleasure from such a Life.† Gulliver’s final voyage, and the most controversial one, is to the Land of the Houyhnhnms, which sounds a bit like the word ‘human’ when said by a horse. In this Land, Gulliver firsts sees the Yahoos, which he sees as some kind of animal and not as humans at all. He describes their appearance as he would an animal, and compares them to other animals, noting, as the Brobdingnagian scientists did, that they weren’t very well equipped for survival. Because of their wild appearance, he does not recognise them as human, and is shocked when he discovers that they are. In the Land of the Houyhnhnms, horses are the ruling species, and keep Yahoos as pets. The Yahoos emphasise everything Swift has implied about humanity; they show avarice, lust, and greed, the leader is always the slyest and disgusting one. The grey mare, Gulliver’s companion on this voyage, says that when more than enough food is given to a group of Yahoos, each one will try to get it all to itself. The Land of the Houyhnhnms is by far the most ideal society Gulliver encounters, albeit not for the humans. However, it is almost completely devoid of emotion, and is the only place Gulliver visits where the ‘people’ do not have names. As well as this, if a family has two same-gender foals, they will trade one with a family that has two foals of the opposite gender, to keep the balance. This would be impossible in a human society, as nobody would trade his or her own child. The closest a human society gets to this is in Lilliput, one of the most ridiculous countries Gulliver visits, where the children only see their parents for a few days a year, and live communally the rest of the time. Swift may be suggesting, by making this happen in Lilliput, that it is a bad idea, and that parents should keep their own children, even at the cost of society. the Land of the Houyhnhnms shows that a ‘perfect society’ is possible, but as Swift chooses to compose it of horses, with humans as a hindrance to it, he is probably suggesting that because of the nature of humans, we cannot possibly have an entirely perfect society, we can only try, as in Brobdingnag. In conclusion, Swift uses each setting to emphasis one or more of humanity’s flaws. In Lilliput, he demonstrates pride in the Lilliputians, in Brobdingnag he shows us the stupidity of the vanity of the women by pointing out all their blemishes from close up (â€Å"Their Skins appeared so coarse and uneven, so variously coloured, when I saw them near, with a Mole here and there as broad as a Trencher, and Hairs hanging from it thicker than Pack-threads, to say nothing further concerning the rest of their Persons.†) In his third voyage, the thirst for knowledge and immortal life is ridiculed, and in the Land of the Houyhnhnms, everything Swift has said so far is confirmed, in the disgusting Yahoos.